Love Letters from Google: SEO, UX and the Internet of Things
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Digital marketing has never changed at a faster pace that it does today. How can you keep pace while keeping search engines happy - and ultimately earn more customers? In this "Inbound Marketing BarCamp" presentation, seasoned marketing veteran Dustin Clark takes you through technical and contextual aspects of the ideal loving relationship you need with Google.
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Love Letters from Google: SEO, UX and the Internet of Things
- 1. LOVE LETTERS FROM GOOGLE SEO, UX AND THE INTERNET OF THINGS by Dustin Clark #GLoveLetters @DustinAClark
- 2. DIGITAL MARKETING CHANGES QUICKLY #GLoveLetters @DustinAClark
- 8. WHAT GIVES? WHERE’S THE LOVE? WHAT’S NEXT? #GLoveLetters @DustinAClark
- 9. ARE WE MISSING THE SIGNAL? Businesses have the same marketing problems: • New Brands • New Websites • New Content • New Outreach OR DO THEY? #GLoveLetters @DustinAClark
- 10. • We run the marketing rat race in order to be: • Bigger • Faster • Harder WE’RE RUNNING TO PLAY CATCH-UP – AND WE’RE FORGETTING THE BASICS #GLoveLetters @DustinAClark
- 11. • We try to fill the gaps by making marketing: • Simpler • Smaller • More Modern WE’RE RUNNING TO PLAY CATCH-UP – AND WE’RE FORGETTING THE BASICS #GLoveLetters @DustinAClark
- 12. HOW OFTEN DO YOU HEAR, SEE, OR DO THESE? • Publish a quick webpage – a paragraph and image or two • Trim the long-form content – no one reads it anyway • Emphasize the Form over the Function – big imagery, little content or context • Simplify the website user experience by reducing pages or consolidating content • Push the campaign out to beat deadline, and “fix it later” #GLoveLetters @DustinAClark
- 13. THE WORDS MODERN & MOBILE DO NOT EQUAL SIMPLE & LESS IS MORE #GLoveLetters @DustinAClark
- 14. BACK TO SEO! #GLoveLetters @DustinAClark
- 15. WE KEEP GETTING THE BASICS… WRONG • Metadata is screwed up • Pages have no clear information hierarchy • Users can’t do what they want • Functionality is a slave to form #GLoveLetters @DustinAClark
- 16. THE BASICS ARE BEING IGNORED IN THE SIMPLE, LESS IS MORE WORLD… #GLoveLetters @DustinAClark
- 17. INBOUND MARKETING BARCAMP On a 20-page website: • 11 unoptimized meta titles • 12 unoptimized meta descriptions #GLoveLetters @DustinAClark
- 18. ELEMENT THREE On an 1,100-page website: • 500 unoptimized meta titles • 300 unoptimized meta descriptions • Unoptimized image sizes #GLoveLetters @DustinAClark
- 19. • SEO • 99% have optimized meta descriptions • 80% have optimized H1s • 150+ internal links • 10+ images • 1200+ words • 33% responsive design • UX • 35% or lower Bounce Rate • 19% average Click Through Rate • 120+ seconds on Page per visit • Page load time average of 1.16 seconds 2015 GOOGLE SERP STUDY RANKING FACTORS FOR TOP 10 RESULTS #GLoveLetters @DustinAClark
- 20. SEO AND UX ARE INEXTRICABLY LINKED #GLoveLetters @DustinAClark
- 21. SEO IS DEAD! KEYWORDS ARE DEAD! #GLoveLetters @DustinAClark
- 22. CASE STUDY: HERE COMES THE BUS METADATA IMPROVEMENTS Just by updating meta titles and descriptions: • Clicks improved 7.2% • Click Through Rate improved 15.4% • New Visits improved 8.1% • Bounce Rate improved 10.9% #GLoveLetters @DustinAClark
- 23. AIRSTREAM “CHOOSE YOUR OWN” TOOL CASE STUDY: REDESIGN POPULAR TOOL TO INCREASE ACTIVITY #GLoveLetters @DustinAClark
- 24. Redesigned tool • 490% increase in overall web traffic to the tool • 31.23% increase in page views across the website • Tool now includes three conversion points CASE STUDY: AIRSTREAM CHOOSE YOUR OWN TOOL #GLoveLetters @DustinAClark
- 25. SEO AND UX ARE NOW LINKED. TO MOVE THE NEEDLE IN SEO, CREATE GOOD UX. INTERNAL LINKING MATTERS. RESPONSIVE DESIGN MATTERS. #GLoveLetters @DustinAClark
- 26. • SEO • Google Analytics • Google Webmaster Tools • Google PageSpeed Insights • Google Mobile Friendly Test • UX • Hotjar • Unbounce • Google Webmaster Tools • Google PageSpeed Insights • Google Mobile Friendly Test INDESPENSIBLE TOOLS FOR YOUR DIGITAL MARKETING MACHINE #GLoveLetters @DustinAClark
- 27. What about the Internet of Things? Image: Amazon #GLoveLetters @DustinAClark
- 29. HOW DOES GOOGLE WORK? • Catalogs the internet • Queries its database • Compares info in DB to search query • Delivers results Image: Plexis #GLoveLetters @DustinAClark
- 30. LANGUAGE IS EVERYTHING Internet of Thing uses data to deliver results • Siri, Cortana, Google Now • GPS and Maps • Voice-responsive devices like Amazon Echo Image: Wired #GLoveLetters @DustinAClark
- 31. Source: Cisco BY 2020, 50 BILLION “THINGS” WILL BE CONNECTED TO THE INTERNET #GLoveLetters @DustinAClark
- 32. METADATA IS THE GROUNDWORK FOR TOMORROW. SKIP IT AND YOU’LL BE FORGOTTEN IN THE FUTURE. #GLoveLetters @DustinAClark
- 33. #GLoveLetters @DustinAClark QUESTION THE LOVE? QUESTION AND ANSWER SEGMENT
- 34. LOVE LETTERS FROM GOOGLE SEO, UX AND THE INTERNET OF THINGS by @DustinAClark #GLoveLetters @DustinAClark
Notes de l'éditeur
- DESIGN: would be fun to figure out a “love” theme that could run through the preso visually – not a necessity, add #GLoveLetters and @DustinAClark to intro slide AS MUCH OF THIS DESIGN SHOULD BE DONE IN POWERPOINT AS POSSIBLE to make for easy editting
- DESIGN: visual reference to speed – not a necessity, add #GoogleLoveLetters and @DustinAClark and E3 logo to footer in a way that can carry throughout
- DESIGN: Computer or database icon
- DESIGN: eBook or book icon
- DESIGN: smartphone icon
- DESIGN: Ad icon Ref: https://thenounproject.com/search/?q=advertisement&i=104274
- DESIGN: little widget or social media icon (or three to keep family of three on screen as in template)
- DESIGN: Where’s the Love is key line here, quote slide, maybe hearts as you mentioned Kevin
- DESIGN: cell tower or antenna photo, challenge with this slide template is that it’s going to be VERY hard to read from the back of a large conference room
- DESIGN: pain point here is forgetting the basics, an image looking forgetful or like someone is making an elementary mistake, if this needed to break into two slides – it could to fit visuals
- DESIGN: pain point here is forgetting the basics, an image looking forgetful or like someone is making an elementary mistake, if this needed to break into two slides – it could to fit visuals
- DESIGN: just text here, these lines could be quotes
- DESIGN: goal here is quote slide folks will take pics of and share on social, Cap’s line is “We’ve interpreted ‘modern’ and ‘mobile’ to mean ‘simple’ and ‘less is more.’ That is completely wrong.”
- DESIGN: same image as slide 3
- DESIGN: could be check boxes with red X’s in them because this is stuff folks are getting wrong recently
- DESIGN: another quote slide
- DESIGN: inbound marketing camp website screencap, could be in a monitor for a nice container – like so https://image.freepik.com/free-psd/apple-products-templates_339-292935116.jpg
- DESIGN: same treatment here as prior slide, but showing Element Three new website
- DESIGN: should be text heavy here, Cap covering lots of stats pretty quickly, could break into two slides if needed
- DESIGN: quote slide
- DESIGN: could be on a picketing sign…the point here is that this message is a lie, could be lie detector / polygraph test image http://www.istockphoto.com/photo/polygraph-needle-and-drawing-39952304?st=a09d05d
- DESIGN: same treatment as slide 16 and 17, but showing Here Comes The Bus website, you’ll need E3 login to get a good screencap -
- DESIGN: same treatment as slide 16 and 17, but showing Airstream Choose Your Own Tool
- DESIGN: quote slide
- DESIGN: straight forward text slide
- DESIGN: image of Amazon Echo or similar device http://s3-us-west-2.amazonaws.com/geekslife/wp-content/uploads/2015/07/06173623/Amazon-Echo-on-Geeks-Life-On-Air.jpg https://gigaom.com/wp-content/uploads/sites/1/2014/07/img_4375-640x427.jpg
- DESIGN: use same image as slide 20
- DESIGN: image looking connected, plexis plug-in style https://i.ytimg.com/vi/uYEYrTwnoHs/maxresdefault.jpg
- DESIGN: image something showing how humanity is working with IoT… could be something like http://www.shutterstock.com/pic-191161271/stock-photo-female-human-and-robot-s-hands-as-a-symbol-of-connection-between-people-and-artificial-intelligence.html?src=YpioRx61zUaVdJrbRctAVA-1-2 Or http://www.wired.com/images_blogs/gadgetlab/2013/03/130318_siri_0078-660x440.jpg
- DESIGN: quote slide, site source: http://www.cisco.com/web/solutions/trends/iot/portfolio.html
- DESIGN: quote slide
- DESIGN: quote slide, site source: http://www.cisco.com/web/solutions/trends/iot/portfolio.html
- DESIGN: quote slide, site source: http://www.cisco.com/web/solutions/trends/iot/portfolio.html