People-centric SEO - Presentation Deck
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Search is an ever-shifting landscape, but Google’s view – that it is the customer who drives and directs the pathway to purchase – is unstinting. We’ve invited high-profile industry specialists and inspiring speakers to discuss #PeopleCentricSEO and debate the related developments and issues facing all businesses. We’ll touch on topics like the State of SEO, Effective Measurement of SEO, Multi-Channel Approaches and much more.
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People-centric SEO - Presentation Deck
- 2. Get social with us… #PeopleCentricSEO @Growwithorganic #PeopleCentricSEO
- 3. 1230-1300 Arrivals & registration 1300-1315 Welcome & People-centric SEO 1315-1400 The State of SEO: Technical vs. Content 1400-1430 Intent: People-centric Thinking & Measurement 1430-1500 Break and refreshments 1500-1530 International SEO 1530-1555 Mobile, Apps and Voice: The Changing Nature of Search 1555-1600 Closing comments 1600-1700 Organic cocktail & networking hour
- 4. PANEL DISCUSSION DAVid TAPP Joseph Halsall Jon Earnshaw Jono Alderson #PeopleCentricSEO
- 5. Out of technical and content SEO, which do you think has the biggest impact on the way that Google ranks pages in 2106? #PeopleCentricSEO
- 6. What kind of % split do you have/commonly see in SEO work? #PeopleCentricSEO
- 7. Content is king! but this is not the first time we have seen SEOs turn to content to gain results. Since everyone and their dog now creates content for an SEO purpose how do you make sure your content hits the mark and gets you both traffic and links? #PeopleCentricSEO
- 8. #PeopleCentricSEO With the rise of mobile and the change in the way that people search when on the move, Are you seeing a change in the way content is created and optimised with the Mobile user in mind? Or is mobile more about the technical implementation of your site?
- 9. #PeopleCentricSEO Do you think the old fashioned techie SEO is dying out? Or are they as important as they have ever been?
- 10. Do you see the balance of tech vs. content SEO changing dramatically in the next 12-24 months? #PeopleCentricSEO
- 11. Daniel D’Auria ANDREW DAVIES USING CONTENT INTELLIGENCE TO UNCOVER USER INTENT #PeopleCentricSEO A UK INSURANCE BRAND FOCUS ON ‘LANDLORD’ AUDIENCE /
- 12. Customer innovation and Marketing innovation no.$of$channels$ journey$complexity$ marke&ng) innova&on) speed$ customer) innova&on)
- 13. You Are What You Read /
- 14. Content ingested by Idio Topics extracted via NLP Interest Profiles based on Topics content INTELLIGENCE
- 16. Just because you can measure it… …doesn’t make it important. /
- 18. KNOWING THE CUSTOMER THEY ARE PRO-ACTIVE
- 19. KNOWING THE CUSTOMER …AND REACTIVE
- 21. THE PATH TO PURCHASE MAPPING CONTENT TO THE CUSTOMER JOURNEY “Landlord insurance” “Property damage insurance for landlords” “Dealing with problem tenants”
- 22. SUMMARY 1/ Focus on understanding customer interactions with your website and content. 2/ Understand the intent of the user and develop your keyword profile on that basis. 3/ Understand this intent in the context of the wider user journey so that you can justify keywords across the whole user journey. The outcome? • This data led approach to content analysis will enable better SEO performance and conversion value. • Google will reward you for taking the user centric approach.
- 23. 1500-1530 International SEO 1530-1555 Mobile, Apps and Voice: The Changing Nature of Search 1555-1600 Closing comments 1600-1700 Organic cocktail & networking hour #PeopleCentricSEO
- 27. GEN X GEN Y GEN Z BABY BOOMERS we are all the collection of our own experiences… #PeopleCentricSEO
- 29. … while some are universal… #PeopleCentricSEO
- 30. … the consumers of tomorrow hold totally different expectations…
- 31. 40% of all consumers to be Gen Z by 2020
- 32. INTERNATIONAL SEO SAM HARRIES Somethings will never change…
- 33. INTERNATIONAL SEO SAM HARRIES … No matter where you are from… #PeopleCentricSEO
- 34. No matter where we are in the world, geographically or chronologically: There are shared experiences that connect us
- 35. INTERNATIONAL SEO SAM HARRIES WHAT ARE YOU TALKING ABOUT?
- 36. INTERNATIONAL SEO SAM HARRIESI am a customer from England. Hello,
- 37. INTERNATIONAL SEO SAM HARRIESI am a customer from Germany. Hallo,
- 38. INTERNATIONAL SEO SAM HARRIESI am a customer from China. 你好,
- 39. INTERNATIONAL SEO SAM HARRIESI am a customer from Spain. Hola,
- 40. INTERNATIONAL SEO SAM HARRIESI am a customer from Texas. Howdy,
- 42. INTERNATIONAL SEO SAM HARRIES or are you having to make the best…?
- 43. Every situation is unique… #PeopleCentricSEO
- 44. BRIEF WRITE ENGLISH COPY TRANSLATE TO GERMAN TRANSLATE TO SPANISH TRANSLATE TO FRENCH BRIEF WRITE ENGLISH COPY WRITE GERMAN COPY WRITE SPANISH COPY … in your customer’s language…
- 45. England and America are two countries separated by a common language. - GEORGE BERNARD SHAW #PeopleCentricSEO
- 46. example.com example.de de.example.com example.com/fr example.com/fr-ca fr.example.com/ca www.pepsi.com/drink www.pepsi.com/en-gb/drink Your site’s structure is critical to growing in a controlled fashion… #PeopleCentricSEO
- 47. drink.pepsi drink.pepsi/max New brand TLDs aren’t cheap, but look amazing… mens.boohoo/uk de.boohoo/lingerie usa.coke stay.yotel/gatwick next100.bmw inside.chanel #PeopleCentricSEO
- 48. INTERNATIONAL SEO SAM HARRIESUnderstanding our audiences allows us to prioritise. #PeopleCentricSEO
- 49. INTERNATIONAL SEO SAM HARRIESUnderstanding our audiences allows us to say no. #PeopleCentricSEO
- 50. INTERNATIONAL SEO SAM HARRIESUnderstanding our audiences allows us to deliver a better experience. #PeopleCentricSEO
- 51. INTERNATIONAL SEO SAM HARRIES Thank you! Any questions? #PeopleCentricSEO
- 52. Mobile, Apps and Voice: The Changing Nature of Search DAVid TAPPJAMES MOFFAT #PeopleCentricSEO
- 53. “What is the weather today?” “Do I need sunglasses today?” #PeopleCentricSEO
- 56. IS YOUR BRAND PREPARED? #PeopleCentricSEO
- 57. #PeopleCentricSEO when did you first start using voice search/commands
- 60. PEOPLE - CENTRIC SEO THANK YOU Call 0845 869 7654 Email libby@theorganicagency.com Visit theorganicagency.com