Slides from my talk for Capita IT about all things digital marketing. Covering SEO, Content marketing, CRO, Social media

1. FUTURE PROOFING YOUR DIGITAL STRATEGY
Capita IT VIP Resourcing Event
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4. http://moz.com/blog

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INBOUND MARKETING BUYING CYCLE

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7. BUT.
IT TAKES.
EFFORT.
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9. OLD SCHOOL SEO
Over optimisation
Unnatural content
Unnatural links
Keyword stuffing
Poor user experience
Leads to the darkside!
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10. GOOGLE HAVE A
‘JEDI’COUNCIL
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11. PANDA AND PENGUINS MAKE THIS HAPPEN
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13. OVER 200 FACTORS INFLUENCE SEARCH
Keywords (targeting and acquisition)
• Improved sematic and contextual understanding – meaning, not just
words
• Don’t spam, keyword stuff
• Keywords, long tail, context, location, device, experience
• Schema.org markup – use it
• Get ready for voice search – that’s what Google is doing!
Relevancy (on page SEO – behaviour and conversion)
• Focus on your users, give them what they want, where when
• Freshness of content – how often do you change yours?
• Must be unique and valuable to your user persona’s
• Content strategy, evolves, purposeful, hot topics, contagious, Identify
intent, needs, problems and become the authority in your business area
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14. OVER 200 FACTORS INFLUENCE SEARCH
Recommendation (off page SEO / Google Penguin)
• Commit to outreach and engage with communities
• Create content your audience will care about
• Will people vote for you with inbound links?
• Social mentions is ‘word of mouth’ marketing and builds links
• Use Google+ and gain ‘authorship’ and your ‘identity’
• Manage you link profile, assess risks and take action
• Content can’t sit in isolation, needs to be shared and engage influencers
– are you focused on them? Do you know who the are!?
Experience (Google Panda – behaviour and conversion)
• Be fit for mobile devices – Google prefer mobile responsive
• What do users ‘think’ of your pages? Find out.
• Reduce clutter and friction
• Don’t keep people waiting – improve load times
• Do all you can to engage and ‘romance the share’
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17. “Think visibility rather than rankings.
Rankings vary from user to user,
device and location.
Focus on the user, keyword themes
and behaviour”
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18. CONVERGANCE OF DIGITAL MARKETING
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19. But what does
it really mean…?
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20. Optimise
for humans
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22. THROUGH
SCIENCE AND ART
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23. http://www.ted.com/talks/simon_sinek_how_great_leade
rs_inspire_action.html
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26. PERSONA MAPPING
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27. Workshop
s
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28. CONTENT PILLARS
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30. @googledave
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#HDevents

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36. IF CARLSBERG DID
SOCIAL NETWORKING
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37. WHO WOULD YOU WANT
BEHIND THE DOOR?
• Your target audience
• Where are they, ‘which pub’?
• Strategic partners
• Your customers
• Influencer networks
• Who influences them?
• Who else and why?
• Who would you, buy a beer?
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38. • A good conversationalist, listens most of the time,
that’s how, when you talk, you know what to say
• # Who are you listening to?
• Be interested in others, not yourself!
• Don’t broadcast sales messages
• Make friends, build trust and help others
• 80 / 20 rule
• Remember… ‘Givers Gain’
PROBABLY THE BEST
SOCIAL NETWORKING ADVICE!
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44. Once you know what they look like
Do your homework and find
your influencers and their
communities
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to receive this free guide
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45. Second largest search engine
Third largest social channel
Don’t ignore
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46. 40% YouTube views in the UK are on a mobile
Phone
20% YouTube views in the UK are on a TV
screen bigger the 32”
41% higher click-through rate than plain test
results in search
Pages with videos 57% average improvement
Conversions
Pages with video are 53% more likely to
appear on page1 of Google
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49. GOOGLE + SOCIAL AND IDENTITY ENGINE
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51. http://www.searchenginejournal.com/eye-tracking-study-importance-using-google-
authorship-search-
results/71207/?utm_source=twitter&utm_medium=social&utm_campaign=short
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52. http://www.searchenginejournal.com/eye-tracking-study-importance-using-google-
authorship-search-
results/71207/?utm_source=twitter&utm_medium=social&utm_campaign=short
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53. http://www.searchenginejournal.com/eye-tracking-study-importance-using-google-
authorship-search-
results/71207/?utm_source=twitter&utm_medium=social&utm_campaign=short
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55. DIGITAL MARKETING AND MULTI DEVICE EXPERIENCE
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63. SCIENCE FICTION
SCIENCE FACT
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64. Knight Rider
Voice activated
computer
Siri
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65. Terminator Google glass
Real-Time Visuals
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66. Interaxon
Muse
X-Men
Thought Control Devices
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69. Thanks for listening and keep in touch
@GoogleDave
email: googledave@ph-creative.com
tel: 01512275549
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