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MozCon 2015: Applicable Takeaways

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MozCon 2015: Applicable Takeaways

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I recently attended my first MozCon in Seattle and was blown away by the event, the speakers and the attendees. As the only digital marketing person on my team, it was really refreshing being around like-minded individuals. Like everyone that attended, I’m writing an obligatory blog article about some of the great things I learned while there.

MozCon is a digital marketing conference put on by the folks at Moz, a software company in Seattle that sells inbound marketing and analytics software subscriptions. The conference was 3 days and featured 26 industry leaders that spoke about SEO, social media, marketing analytics, email marketing, mobile digital strategies and more. The goal of Moz is to make Google as transparent as possible and the conference wants to bring people together passionate about marketing.

I recently attended my first MozCon in Seattle and was blown away by the event, the speakers and the attendees. As the only digital marketing person on my team, it was really refreshing being around like-minded individuals. Like everyone that attended, I’m writing an obligatory blog article about some of the great things I learned while there.

MozCon is a digital marketing conference put on by the folks at Moz, a software company in Seattle that sells inbound marketing and analytics software subscriptions. The conference was 3 days and featured 26 industry leaders that spoke about SEO, social media, marketing analytics, email marketing, mobile digital strategies and more. The goal of Moz is to make Google as transparent as possible and the conference wants to bring people together passionate about marketing.

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MozCon 2015: Applicable Takeaways

  1. 1. Relevant takeaways for our team Seattle, WA July 13-15
  2. 2. What I learned • For this presentation: o Surviving Google o Make marketing match brand reality • Additionally: o Content strategy o Delightful remarketing o In-depth analytics tracking o Online personalization o Mobile SEO o Dark Search & Social o Modern keyword and topical research o And more…
  3. 3. • Google doesn’t want incremental improvement - Google wants to disrupt Google o Willing to kill display ads to build a new way of funding web content and create better advertising and a better user experience o Willing to sacrifice huge amounts of revenue to provide a better, more addictive user experience Surviving Google @randfish #mozcon
  4. 4. Surviving Google • Organic results are getting pushed way to the bottom of the search engine results page (SERP), below paid and knowledge graph results • The more competitive your term, the harder it is to be found o Our terms are very competitive
  5. 5. Organic listing Knowledge Graph @dr_pete #mozcon
  6. 6. Surviving Google • Our content will have to be optimized less for rankings and more for search outputs • We have to think more like a user Good SEO is not enough. A website still has to be search engine friendly, so we do still need a new one! @randfish #mozcon
  7. 7. Surviving Google • Google is using our data to create better results and knowledge graph results • If the structured data isn’t readily available, Google will dig into the text of a page and scrape results • Google’s trying to figure out what a question is in testing @dr_pete #mozcon
  8. 8. What That Looks Like @dr_pete #mozcon
  9. 9. What That Looks Like • You don’t need to be the first result to get into the box o You need to match the search query better • In other words, give the best possible answer for that question @randfish #mozcon
  10. 10. @randfish #mozcon
  11. 11. What That Looks Like @randfish #mozcon
  12. 12. What That Looks Like • Google has learned to ID “Entities of Knowledge” @randfish #mozcon
  13. 13. What That Looks Like (for us) @dr_pete #mozcon
  14. 14. What That Looks Like (for us)
  15. 15. Bing has a brain too… • In Bing search ‘Who is the who is the president of the united states’ o Then: who is his wife o Then: who are their kids o Then: how old are they o And so on • It knows who ‘his’ means! It really only works for this question…for now • The search engines are smart and we need to evolve with them
  16. 16. How Do We Combat This? • Marketing that doesn’t focus on people is getting old • Connect tactics to people’s needs to business outcomes o Understand human nature to get more attention to your site o Help people find what they are looking for • In 'web time,' competitive advantage can be lost in an instant. Speed matters, so act quickly (or get lapped by your competitors) @danaditomaso #mozcon @wilreynolds #mozcon
  17. 17. Make Marketing Match Reality • Different teams, and team members are in silos, this breaks the brand • Our brand is our promise, it’s more than marketing • Every touchpoint is a chance to enhance brand experience @danaditomaso #mozcon © kickpoint.ca/
  18. 18. Make Marketing Match Reality • Humans like consistency, we must be consistent with all of our marketing messages (red box) @danaditomaso #mozcon
  19. 19. Make Marketing Match Reality • Good marketing feels right • Good marketing makes people make decisions they are unaware of • Digital marketers should lead brand strategy because they are aware of all the things that contribute to a great brand experience o Yes, I just volunteered to do more work ;) @danaditomaso #mozcon
  20. 20. Make Marketing Match Reality • Several brands have the same or similar messages • Do you know which one is ours?
  21. 21. Make Marketing Match Reality • Several brands have the same or similar messages • Do you know which one is ours? Well branded!
  22. 22. Make Marketing Match Reality • 4 step process that starts with core values o We do the Right thing o We serve our members with Integrity o We strive for Excellence in all areas o We are Bold but Conservative o We are a Strong organization
  23. 23. Make Marketing Match Reality • We also need to keep in mind our Mission Statement o Our mission is to improve our members' economic well-being and their quality of life • And our Service Mark o Save Time, Save Money, Earn Money
  24. 24. Make Marketing Match Reality • Everything we produce needs to tie back to those elements and have a consistent brand voice • Our employees and members need to look at something and say, “that sounds/looks like RBFCU!”
  25. 25. Make Marketing Match Reality • And I mean everything @danaditomaso #mozcon © kickpoint.ca/

Notes de l'éditeur

  • MozCon is a digital marketing conference put on by Moz (a software company in Seattle that sells inbound marketing and analytics software subscriptions)
    The conference was 3 days and featured 26 industry leaders that spoke about SEO, social media, marketing analytics, email marketing, mobile digital strategies and more
    The goal of Moz is to make Google as transparent as possible and the conference wants to bring people together passionate about marketing
    The only place you will watch presentations and listen to speakers who are not going to sell you any product or service
    Video recordings will be released once editing is done, I will share those, along with topics once they are available and you can watch when you have time.
    And because you‘ll see him throughout, the robot is Moz mascot, his name is Roger
  • What I learned and will talk about: Surviving Google: Google is always evolving, we have to change with it, or get left behind
    Brand Reality: What we think our brand is doesn’t always match what we present
  • Google is forever evolving,
    They don’t want incremental improvement – Google wants to disrupt Google
    They will be the ones to hurt themselves in order to provide a better use userr-experience and help themselves in the future
    You’ll see this at work in the presentation
  • Organic results are being pushed further down the page
    The more competitive your term, the harder it can be to be found.
    Our terms are very competitive.
    There are a lot of banks and credit unions in Texas that are creating content and PPC campaigns that focus on our keywords
    Not only that, there are banks at the national level that are doing this as well
    As you can see, a search for free checking accounts has 31.5 million results
    and 11.9 million for get an auto loan in san antonio
  • In this example, I did a search for wedding rings.
    Kay Jewelers is a big name in the wedding ring industry. They are the first organic search result
    But they are pushed way down by paid ads, the Google Knowledge graph from Jared (who also have an eye catching picture) and shopping ads along the side, also with eye-catching pictures.
    Which one would you want to click on?
  • Google is smart, and they are only getting smarter
    Because of this, we have to think more like a user
    In this example Look what happens when you search for ‘movie where they make fun of star trek’ – They knew what I meant!
    Now, just because we have to think like a user with our content, the best practices of web design still apply, and we do still need a new website – but that’s for a different presentation


  • Google is using our data to create better results, like in the wedding ring example
    If that data isn’t readily available for Google, they will find it – they want to have the best search results that provide the best user-experience
    If they do, you will keep coming back to Google and start clicking on those paid ads, especially when the pictures are prettier than the text ad
    Let’s be honest, a pictures of a wedding ring is way prettier than an organic text listing for a jewelry store
    So what does that look like?
  • Look what happens when I search “how tall is the space needle?”
    Instead of the shiny rings from Jared, I get this image for the space needle with it’s height.
    I don’t even have to go the space needle website to read more about it
    They just lost me as a visitor and I may stay on Google and perform a different search, maybe about buying tickets to it and potentially click on a paid ad
  • You may think, that looks like a great opportunity for us! Let’s get in the box, but it’s not that easy.
    Google hasn’t told us how you get in the box.
    We do know that you don’t need to be the first result to get in the box
    You just need to match the search query better
    You need to give the best possible answer for that particular question
    And not every question has a box (remember the galaxy quest example?)
  • As you can see, if I search for ‘what is SEO?’ the answer that is in the box only ranks #4 for the answer
    Also, look at what all of the listings have in common
    They all have ‘what is SEO’ in their URLs
    They all have it in their title tags (the blue text) that say what is SEO
    They all have meta tags that answer the question (the text below the blue text)
    Note, that is not the text that appears in the Google Knowledge Graph
    So what else do these changes look like?
  • In the first example, the presenter searched for “best beef in seattle”
    Google knows that he doesn’t want webpages filled with the word beef and seattle
    You can’t just stuff a page with keywords anymore, the search engines are smarter than that
    So, he gets results for butcher shops and local listings for meat shops
    In the next example, he searches for ‘best marketing conferences’
    Google knows he wants results for ones that are still relevant
  • Google has learned to identify entities of knowledge
    Look what populates when you start searching for ‘sting’

    Now is where we see how this impacts our industry
  • Look what happens when I search for mortgage calculator
    I can calculate my mortgage inside Google
    There is no website that is associated with this calculator
    There is no paid ad for me to click on
    Google is destroying Google to provide a better experience

  • Look what happens when I search for RBFCU routing number
    It pops up in the Google Knowledge Graph
    You don’t even have to visit our website
    In this case, I’m ok with that since it would impact my bounce rate, the visitor may search for this, click on the listing (if this did not appear) and leave our website as soon as they find it
    You can also see that is appears in our meta data.
    This is not the meta tag I created for this page.
    However, this content does appear on the page.
    Google thinks this content is better than what I put in the tags, so they replaced it in order to improve a user experience.
    Google’s not the only one with the smart search engine. Look what happens in Bing when I search for
  • They follow my stream of questions, like we are having a conversation
    Then: who is his wife
    Then: who are their kids
    Then: how old are they
    And so on
    It knows who ‘his’ means!
    It really only works for Obama right now, but give it time

    The search engines are smart
    We need to evolve with them
  • So how do we evolve with them?
    Marketing that doesn’t focus on people is getting old
    Look at how those results are targeted towards people – Bing knows who I mean when I say ‘his’!
    It important to connect our tactics to people’s needs and to our business outcomes
    We have to understand human nature and help people find what they are looking for
    If not, we can get lapped in an instant.
    This happened to VRBO – they were overtaken by airBNB
  • When doing this, we need to make our marketing match our brand reality
    So often teams and team members work in silos, which can break the brand
    Our brand is our promise, it’s more than marketing
    Every touchpoint with your customer is a chance to enhance your brand experience
    It’s not just the website and it’s content that we need to worry about, it’s all of these touchpoints
  • Humans like consistency, we need to be consistent in all of those channel from the red box
    In this example, Dana, the presenter reached out to Lenovo for tech support
    Anthony started the conversation with a friendly and personalized greeting of “Hey Dana – 3 exclamation points, Happy Hump Day 3 exclamation points
    Followed by ‘welcome. Thank you for contacting Lenovo’s Post Sales Cusomter Service chat located at our Global Headquarters in North Carolina. My name is Anthony. How may I provide you with extremely satisfying customer service today?”
    Sounds like a canned reply, especially after that informal greeting he provided Dana just prior.
    If you want to see a good example of this, Google “netflix customer service chat” and click on the Google images tab
  • Things to keep in mind with creating and maintaining brand reality

    Good marketing feels right – something did not compute with Anthony’s communication with Dana
    Good marketing makes people make decisions they are unaware of, because it feels right, they will make it naturally
    Digital marketers should lead brand strategy because they are aware of all the things that contribute to a great brand experience
    Yes, I just volunteered to do more work ;)
  • Several brands have the same or similar message
    Here are some examples of PPC ads in Google
    Look how many offer
    free checking
    Cash back
    Ask you to open
    Most of these are major brands, including ours, but they don’t have a differentiator
    Do you know which one is ours?
  • Ok, maybe you knew that because of how closely invested you are with the brand
    But we can’t expect potential members to know the difference between all of these
  • In everything we do in marketing we need to ask, does this message:
    Improve our member’s economic well-being and their quality of life
    Help our members Save Time, Save Money, Earn Money
    And does it match the brand voice
    If not, it’s not a good message
  • In everything we do in marketing we need to ask, does this message:
    Improve our member’s economic well-being and their quality of life
    Help our members Save Time, Save Money, Earn Money
    And does it match the brand voice – will people recognize that as RBFCU if we strip away the name and logo?
    If not, it’s not a good message
  • And that means everything
    Every
    Single
    Touchpoint

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