1.
Relevant takeaways
for our team
Seattle, WA
July 13-15

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.
• 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.
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.
Organic
listing
Knowledge
Graph
@dr_pete #mozcon

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.
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.
What That Looks Like
@dr_pete #mozcon

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.
@randfish #mozcon

11.
What That Looks Like
@randfish #mozcon

12.
What That Looks Like
• Google has learned to ID “Entities of
Knowledge”
@randfish #mozcon

13.
What That Looks Like (for us)
@dr_pete #mozcon

14.
What That Looks Like (for us)

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.
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.
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.
Make Marketing Match Reality
• Humans like consistency, we must be
consistent with all of our marketing
messages (red box)
@danaditomaso #mozcon

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.
Make Marketing Match Reality
• Several brands have the same or similar
messages
• Do you know which one is ours?

21.
Make Marketing Match Reality
• Several brands have the same or similar
messages
• Do you know which one is ours?
Well branded!

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.
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.
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.
Make Marketing Match Reality
• And I mean everything
@danaditomaso #mozcon
© kickpoint.ca/