eCommerce Expo: How to Win the Zero Moment of Truth - Stephen Kenwright

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Winning the Zero Moment of Truth is the only organic search strategy that exists in 2014. The accepted advertising model of Stimulus to Shelf – you buying an ad to a customer buying your product – now relies on pay-per-click advertising…unless you do the work in between. If you want to ignore the Zero Moment of Truth – the research phase of the journey to purchase – you need the Cheat Sheet that Adwords provides. But users will research, and your competitors are undercutting you. This talk explores how content strategy is not only essential to rank naturally, but will increase conversions from paid search too.

Marketing

How to win the Zero Moment of
Truth
Stephen Kenwright, Head of Search
@stekenwright

These aren’t the sites you’re looking for
@stekenwright

The current
CITATIONS
BUILD
CONVERSATIONS
NEWS
Popularity
LINKS
Authority
Relevance
Freshness
is listening to…
DESIGN
CONTENT
PLATFORM
Engagement
UX
Structure
Quality
@stekenwright

http://b3.io/PopularityVsAuthority
@stekenwright

What is the most important factor in the design of a website?
The website makes it easy for me to find what I want
The website offers a cutting edge interactive experience
The website has a beautiful appearance
Other
@stekenwright

Manual Action/Panda
Manual Action Revoked
Content Strategy
No Link Building
@stekenwright

@stekenwright
Thank you!
Get in touch: stephen.kenwright@branded3.com
@stekenwright

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eCommerce Expo: How to Win the Zero Moment of Truth - Stephen Kenwright

1. How to win the Zero Moment of Truth Stephen Kenwright, Head of Search @stekenwright

2. http://b3.io/FirstMoment @stekenwright

3. @stekenwright

4. http://b3.io/ZeroMoment @stekenwright

10. Source: Nielsen @stekenwright

11. @stekenwright

12. These aren’t the sites you’re looking for @stekenwright

13. The current CITATIONS BUILD CONVERSATIONS NEWS Popularity LINKS Authority Relevance Freshness is listening to… DESIGN CONTENT PLATFORM Engagement UX Structure Quality @stekenwright

14. http://b3.io/PopularityVsAuthority @stekenwright

15. Build Links ? Profit @stekenwright

16. What is the most important factor in the design of a website? The website makes it easy for me to find what I want The website offers a cutting edge interactive experience The website has a beautiful appearance Other @stekenwright

17. silverbackapp.com @stekenwright

18. Content Content Content @stekenwright

19. +2,800% TRAFFIC INCREASE @stekenwright

20. @stekenwright

21. Manual Action/Panda Manual Action Revoked Content Strategy No Link Building @stekenwright

27. @stekenwright Thank you! Get in touch: stephen.kenwright@branded3.com @stekenwright