Interactive Strategies 2009 - Context
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Technical SEO involves optimizing a website for search engines through things like site speed, mobile friendliness, and content quality. It requires commitment to an SEO strategy that focuses on relevance, dialogue, and being dynamic and future-looking through listening, building, and repeating the process of optimization.
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Interactive Strategies 2009 - Context
- 19. Technical SEO is real
- 29. Dirty Secret
- 40. Context
- 42. Zappos
- 44. I don’t need viagra, I am not going to your site.
- 45. YOUR site sucks
- 48. who cares?
- 49. Commitment to the strategy
- 50. Be where your brand is relevant
- 51. Dialogue
- 53. Radical dis
- 55. Dynamic
- 56. Unique to each department, business unit or product.
- 59. Listen, Build, Rinse and Repeat
Notes de l'éditeur
- SPEAKERS NOTES:Who am i? Why should you listen to me
- Who am I: - I am Jeremiah Andrick - Former program manager for Live Search Bing - Also at one time was responsible for MSDN and Technet. - Currently working for Logitech - Customer acquisition - Great products - Lots of opportunity to help customers find products
- SPEAKERS NOTES:- Where can you find me? Pretty much anywhere you want to be.
- Speakers Notes- This is my homage to the presentation on digital marketing that inspired me to think about … There is too much noise This is the digital blightSometimes virtual blight- If you want a presentation on the blight (Matt cutts Web 2.0 presentation is a good overview)- We need to focus our efforts on those things that bring value to our audiences.
- Sure there is spam
- - but there is also Junk
- - who is responsible for all this?
- It is us we create a lot of Junk URLs and sites that have no audience the quick millions talked about on late night TV.
- - Your site is graded in a number of ways: - Pagerank (static and dynamic), but each site is graded in other ways too - Spam - Junk - many factors are included in the ranking of pages.
- Context... - So if you want to win you have to create value for your customers - The next generation of marketers must create deliberate and appreciating value - The Definition of context
- Not Losing the battle of Value in the experience of your product is more important than pagerank alone
- Lets talk about the technical side of things for a moment.
- SEO best practices... - are important. - You should fix and train, but... - Best Practices are just a starting point you need instead to focus on creatively engaging your audience.
- Search engines want you to focus on the technical as it benefits them most, and it matters, but…
- Sales is more than the technical
- Introduce the ACC
- Introduce Jonah Lerher
- Why is this such an interesting book
- More discussion of the ACC
- The brain can decide and act so quick
- Split second decisions make the difference in meaning.
- Search engines are attempting to emulate this neurofunction or at least influence it.
- This is what you see… Talk about enquiro.
- Everything is technically wrong, but the site outranks their local competitors. And the site drives a significant portion of their business. The value built in is the quality of work and the engagement with the consumer.
- Culture matters… It is not everything, but zappos works because of its culture. How many other cut rate shopping sites started at the same time as zappos
- Can you build a trusted brand in a down economy?
- Sure you can make money… But to do it with blight you have to choose a lifestyle that may not be what you had hoped for.
- Most sites look a bit like this to the customer.
- This is the measure… Can you keep them.
- Most sites look like this.
- Red and white or Red and white.. How do you differentiate and drive loyalty if you lack the ability to create a memorable experience.
- The better mouse trap doesn’t always win. Sometimes a mouse trap is not the right thing to ship.
- Knowing what not to do is as important as what to do. You must understand at a deep level when something is the wrong thing to do.
- Use a total engagement strategy. Starbucks leverages Social media to determine regional tastes and trends.
- People focus on the wrong things, Hustle, move, test and re-test. Let your team be free to try and fail. Don’t get caught in the quality trap.
- Become missional, determine the goals and work towards them. Pros keep score.
- Create Dynamic Solutions. Your product will drive the traffic, your goal is conversions. Be creative. Don’t assume that something that worked last night will work today.
- Each component of your business is unique. You may want to think at a very low level or at a BU level, but treat it as unique find out why someone would spend for what you are selling. Don’t treat it as a foregone conclusion.
- Give stuff away. Your most raving fans will come out of the woodwork when they see you are giving it away. Then find out who follows them.