Utilizing the Left & Right Brain for More Effective SEO
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SEO is more complex than ever and as the search landscape evolves individual practitioners and teams that want to thrive in this new environment are adapting as well. A solid SEO strategy today requires a balanced approach utilizing data-driven logical thinking as well as a more intuitive, creative and empathetic style.
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Utilizing the Left & Right Brain for More Effective SEO
- 1. Utilizing the Left & Right Brain for More Effective SEO Presented by Kevin Getch, Founder + Director of Digital Strategy Webfor Source: Mercedes
- 3. I’m the Founder + Director of Digital Strategy at Webfor, an award winning creative & digital marketing agency in Downtown Vancouver.
- 5. In my spare time… I am the President of SEMpdx, a nationally recognized non-profit focused on supporting and educating the digital marketing community.
- 15. Analytical Creative Logic Emotion Details Big Picture Quantitative Qualitative Science Art Demographics Psychographics Programs People
- 16. PeopleSource: lifehack.org Your SEO initiatives will be more successful when you truly understand both people and programs and can effectively communicate with them to achieve a desired outcome.
- 17. People are critical to every aspect of your overall success. Whether it’s understanding your customer, yourself, or your team. @KevinGetch
- 22. @KevinGetch
- 23. @KevinGetch
- 24. @KevinGetch
- 25. CUSTOMER JOURNEY
- 26. CUSTOMER JOURNEY A representation of what a potential customer is feeling, thinking & doing as they interact across multiple channels and move through different stages of the process.
- 27. Excitement, Fear, Anxiety, Hope, Confident, Unsure Wants, Desires, Goals, Analysis, Expectations, Questions Actions, Experience, Platform, Channel, Device feeling thinking doing
- 28. @KevinGetch
- 30. @KevinGetch
- 31. @KevinGetch
- 33. @KevinGetch
- 34. @KevinGetch
- 36. @KevinGetch
- 37. @KevinGetch
- 38. @KevinGetch
- 39. Strategy A comprehensive customer centric strategy integrated across channels, tactics and teams can make your SEO 10x more effective.
- 40. @KevinGetch
- 42. SCALE Scale
- 43. Your Customer is at the Center of Your Marketing Strategy Endorsers - (Media, Influencers, Customers, Peers, Vendors, etc.) Community @KevinGetch
- 44. Direct SocialSearch ● Website/App ● Content ● UX/CRO ● Brand ● PR/RM ● Measurement @KevinGetch
- 45. Direct SocialSearch ● Website/App ● Content ● UX/CRO ● Brand ● PR/RM ● Measurement @KevinGetch
- 46. Direct Social Search ● Website/App ● Content ● UX/CRO ● Brand ● PR/RM ● Measurement @KevinGetch
- 47. Programs
- 49. Endorsers
- 50. @KevinGetch
- 51. @KevinGetch
- 54. @KevinGetch
- 55. Technical SEO
- 56. 2.3 Million
- 57. 2 Months
- 58. @KevinGetch
- 60. @KevinGetch
- 62. WE SUMMONED THE POWER OF GANTT
- 63. WE SPREADSHEETED THAT SHIT!!!
- 64. Clients KPI’s Before: Keyword Rankings: 2.9K Traffic: 46,000 Sessions Conversions: 2,447
- 65. 2nd Site KPI’s Before: Keyword Rankings: 25.5K Traffic: 48,000 Conversions: 1,179
- 66. Issues… Say it ain't so!
- 68. rel=prev/next
- 70. From 1,157 pages indexed… to over 1.7Mil
- 71. Page 1 Rankings (before) Main site = 119 Competitors site = 871 Total = 990 Page 1 Rankings (after) Main site = 15,235
- 73. 1,538% Increase in Page 1 Rankings
- 74. 736% Increase in YoY Traffic
- 76. 216% Increase in YoY Conversions
- 78. Position “0” Hack Ala Dr. Pete @KevinGetch
- 79. The first result for position “0”, but what comes next? @KevinGetch
- 80. Take the domain of the first result and add it to the search query like this: query - site:domain.com. Wallah… here is the next result. @KevinGetch
- 81. You can continue and add the 2nd domain to the 2nd query like so: query -site:domain.com -site:seconddomain.com And here is the third batter up. @KevinGetch
- 82. The Future of SEO @KevinGetch
- 84. @KevinGetch
- 85. @KevinGetch
- 86. @KevinGetch
- 87. @KevinGetch
- 88. @KevinGetch
- 89. “The goal of all of these companies is to become the best personal assistant you’ve ever had and in large part to provide personalized information and ads proactively before a user even makes a request. This represents a fundamental shift in the way we think about mobile marketing.” @KevinGetch
- 91. Thank you for your time! @KevinGetch webfor.com
Notas del editor
- Met an amazing woman and have two smart and off the charts awesome kiddos…
- As SEO’s we’ve had to adapt and evolve over the last 10 years in a big way. We’re constantly shifting from data analysis to utilizing our creative facilities. In order to be successful in today’s shifting landscape you need to not only have technical SEO skills, but also the ability to understand psychology and people… you need the ability to empathize and get into another person's shoes to understand how they think. People & Programs are the two main things we have to master to be successful in our profession isn’t it? You need to understand computer programs (AKA Algorithms)… which based on my understanding this is a fairly technically astute audience so you’re probably pretty good at understanding computer programs . How are you at understanding and communicating with people?
- If you're not focused on people you may as well start finding another profession.
- A few of the best ways to get to know your customer is to talk to them… I know… crazy right! The other thing you can do if you don’t have access to your clients customers is talk to the people that talk to them. This could be customer service or salespeople.
- Two critical tactics to putting yourself in your customer's shoes are… building personas and mapping your customer's journey.
- Remember the acronym F.U.D.D. so that you can get to understand your customers Fears, Uncertainties, Desires & Decision Making.
- Besides being able to access all of the most recent census information online which does provide a lot of valuable information… Nielsen has created what they call the Nielsen PRISM which is a system that categorizes U.S. consumers into 14 distinct groups and 68 demographically and behaviorally distinct types, or "segments," to help marketers better understand those consumers’ likes, dislikes, lifestyles and purchase behaviors. You can write down this url if you want, but it is also available at the url I gave you at the beginning of the presentation. I’ll show it once again prior to the end as well. Besides being able to browse these different profile types for inspiration you can also pop in a zip code and see the list of these profiles that are more prevalent in that zip code. This is especially important for brick and mortar stores or anyone that draws their clients from the local area. So, now you know thyself… and you also know thine peeps. So, what is the next W in the 5 W’s……. What?
- Besides being able to access all of the most recent census information online which does provide a lot of valuable information… Nielsen has created what they call the Nielsen PRISM which is a system that categorizes U.S. consumers into 14 distinct groups and 68 demographically and behaviorally distinct types, or "segments," to help marketers better understand those consumers’ likes, dislikes, lifestyles and purchase behaviors. You can write down this url if you want, but it is also available at the url I gave you at the beginning of the presentation. I’ll show it once again prior to the end as well. Besides being able to browse these different profile types for inspiration you can also pop in a zip code and see the list of these profiles that are more prevalent in that zip code. This is especially important for brick and mortar stores or anyone that draws their clients from the local area. So, now you know thyself… and you also know thine peeps. So, what is the next W in the 5 W’s……. What?
- PollFish is another option - cheaper - but it doesn’t give you the ability to regine down to a local state like say Seattle. You can select country though so if that’s not important is is probably half as much. Surveying your customers can be extremely helpful, but don’t let it replace actual individual customer interviews. Now, if you haven’t been building your list (like you’re supposed to)… Or if you have no customer base you can also use a tool like survey monkey to for market/audience research. They have millions of people and you can choose people with specific demographic traits to ask your questions to.
- This is an example of a persona. So, how do you get the information to build your persona(s)?
- Through your data collection and your thought process you want to ask yourself, what is our potential customer feeling, thinking & doing in this moment. Are there barriers to them purchasing? Is the messaging clear? Do they understand the value? Are there technical issues in the way? Are we showing up in different channels? Does our site architecture support a good UX? Etc. Rebekah Cancino shared this slide at MozCon… and….
- Top conversion paths to understand channel utilization prior to conversion
- If you’re in B2B this is a great tool to give you a little insight into the personality of your customer. It uses the DISC personality assessment along with information available about your customer to develop a profile… and it’s eerily accurate!
- If you’re in B2B this is a great tool to give you a little insight into the personality of your customer. It uses the DISC personality assessment along with information available about your customer to develop a profile… and it’s eerily accurate!
- If you’re in B2B this is a great tool to give you a little insight into the personality of your customer. It uses the DISC personality assessment along with information available about your customer to develop a profile… and it’s eerily accurate!
- If you’re in B2B this is a great tool to give you a little insight into the personality of your customer. It uses the DISC personality assessment along with information available about your customer to develop a profile… and it’s eerily accurate!
- Always start with strategy. Even if it is just a mini-planning strategy. I’m going to show you how to develop a simple strategy that almost anyone can understand, that will help you sell more, get more buy in from your team/boss and ultimately help you push your initiatives forward.
- No… You’re not… You need at least a semblance of a plan so before we talk about People and Programs… Let’s talk about…
- I hate it when speakers make broad assertions that “X” is always true without regard to the scale of each individual situation. So take everything I'm saying with a grain of salt... or put some salt on the rim of your margarita... either way. The strategy visualization exercise I’m about to show you is great for many circumstances… It can be used as a tool to get people to understand the strategy you’re proposing, It can help get buy in, it can work for small businesses where it doesn’t make sense to spend 100’s of hours on strategy development… but it is definitely not for all situations…
- Scale is important. If you’re planning to travel to another planet that no one has ever been to before the level of planning should probably be a little more than if you’re trying to plan a client lunch meeting… make sense? (Drop strategy book… )
- I usually draw this out… starting by explaining that their customer should be at the center of their strategy… Creating a marketing strategy is a complex and time consuming process.
- I take this and look at how consumers interact… what their behavior is and what their intent is at that point… what is going to have the highest return on investment… and how are these going to work together to be more effective… Overlap benefit of SEO & Social: Both assist in the conversion funnel (Social is generally more often social proofing and plays a supporting role. Thought some businesses Social is their primary means of conversions.) One of the top factors for SEO is the quality & quantity of links to your website/properties. Social can help play a big role with this via multiple methods: Utilizing Social to find influencers in the industry
- How are we going to capitalize on these benefits… and increase our revenue and CLTV while lowering our CPA if our teams are in silos… and they don’t have some alignment. Our teams need to understand why what they are doing is important and why it is so critical to work together.
- Transition: Now, that I’ve shown you how to develop a customer centric marketing strategy and a few tactics to help you get buy in… I want to turn your vision to the future… to highlight why having a customer centric digital strategy right now.
- Let’s dive into the technical side of things (AKA the Left Brain) I want to share with you a few real life case studies of projects we’ve worked on recently.
- We have some people that specialize in the Local SEO space? I’ll share some real life examples of how Strategy, People & Programs intersect and work together in real life examples. Then you know features have been rolling out left & right for GMB lately… Q & A has been… Services roll out (share how I covered it and followed the strategy) Posts Description Insights
- Quick example of how Content, thought leadership, community and endorsers come together to drive SEO results.
- Example of a large enterprise client technical seo project. We brought on this great SAAS client. A month after we started on their project on they shared the news that they purchased their largest competitor… and we’re hoping we could help them merge the websites and maintain value/traffic/conversions, etc. Their main site was around 2,000+ pages… not bad…Their main site was around 2,000+ pages… not bad…
- Surprise... but their competitors was around 2.3 Million. And they wanted it done in…
- Oh yeah… and btw we would like to do it in the next 2 months : |
- At first I was like...
- But I ran it by my team… and they were like...
- We then morphed into Morpheus and were like… Bring it on..
- Of course Ops was like… Everything's on fire and I’m going to start drinking :)
- One of the big questions was whether they should pull over the directory with more than 2.3 Million pages. We advised them to pull over the 2mil + directory of people and companies that their competitor had and gave them recommendations on how to structure it. We got an export of all the urls and we merged analytics data including traffic, goal conversions, social shares and inbound links We also developed a process for client approval/feedback as their are internal process decisions that need to be made around the content, pages and functionality. So we would recommend to either redirect and have the page their or migrate the content and create a new page and the client could mark the recommendation as Approved or Rejected and comment. Once we had prioritized the content/pages we matched up many of the urls on a one to one basis for redirects (6,000ish) This was a ton of work… and just the high level.
- FTW!!!
- FTW!!!
- Cover some of the issues we ran into along the way… While we recommended to dynamically generate an XML sitemap because new directory pages would be added in the future… they weren’t in a position to do this at the time. We had recommended that they create an architecture for the directory where People and Companies each had their own category and then broken down into alpha categories, but they didn’t implement it this way at launch and instead created shortcuts for the alpha… so it was just one super deep directory with 2mil+ urls. Oh… and they changed servers the day of launching the new site as well :)
- Long story short they needed to get those 2.3 million pages indexed ASAP… We planned on creating an XML sitemap in the time being using SF’s functionality… which is great because it automatically creates an index file and breaks up the sitemap into 50,000 url chunks to meet Google’s guidelines. The problem… both of our crawls kept timing out at around 200K urls… While I knew it was at least in part to the structure… we had no quick solution to that. So, I reviewed the directory again and found that they hadn’t implemented rel=Prev/Next.
- I asked them to implement rel=prev/next… and you won’t believe the results. See email from client…
- FTW!!!
- FTW!!!
- FTW!!!
- FTW!!!
- The personal computer was a big disruptive trend in the 1970’s and then in the late 1980’s the Web was ground breaking. Then in the last 10 years it has been the age of mobile. Well now we are about to go through another major shift. The shift to AI. I wrote an article back in 2015… talking about future trends of digital marketing and where I saw that going… and I shared the concept of the… The personal computer was introduced in the early 1970’s Then in 1989 the World Wide Web was created. Then in the mid 90’s the smartphone was introduced and it really took off near the end of …. 2000’s Now, we are at the start of the AI revolution… This year specifically there have been major advancements in technology… Google’s Deepmind AI beat a legendary Go champion for the first time in history.
- Did anybody watch the #madebygoogle event where they demoed Google Home? Google Assistant is built right in. Now of course… This is bigger than mobile in that it won’t be limited to just mobile… with the rise of the Internet of Things… Your personal assistant will be able to (if you give it permission) listen and assist you across devices from your smartwatch to your laptop, your TV your car and other enabled home devices. The digital personal assistant is groundbreaking in it’s own right, but the fundamental shift I’m talking about is not just the personal assistant…
- Did anybody watch the #madebygoogle event where they demoed Google Home? Google Assistant is built right in. Now of course… This is bigger than mobile in that it won’t be limited to just mobile… with the rise of the Internet of Things… Your personal assistant will be able to (if you give it permission) listen and assist you across devices from your smartwatch to your laptop, your TV your car and other enabled home devices. The digital personal assistant is groundbreaking in it’s own right, but the fundamental shift I’m talking about is not just the personal assistant…
- The shift I’m referring to is when this personal assistant goes from a “reactive” state to a “proactive” state. This is what I imagine my personal assistant will look like… living inside all of my devices... constantly working.. Never sleeping (hence the coffee) I call him Jarvis (for obvious reasons).... What do I mean by going from a reactive to a proactive state? Well, currently we have to swipe, click a button or make a voice command to set a reminder or …. In the not too distant future… here is a conversation I see myself having with Jarvis. While having my morning coffee :)
- The shift I’m referring to is when this personal assistant goes from a “reactive” state to a “proactive” state. This is what I imagine my personal assistant will look like… living inside all of my devices... constantly working.. Never sleeping (hence the coffee) I call him Jarvis (for obvious reasons).... What do I mean by going from a reactive to a proactive state? Well, currently we have to swipe, click a button or make a voice command to set a reminder or …. In the not too distant future… here is a conversation I see myself having with Jarvis. While having my morning coffee :)
- “The goal of all of these companies is to become the best personal assistant you’ve ever had and in large part to provide personalized information and ads proactively before a user even makes a request. This represents a fundamental shift in the way we think about mobile marketing.” ------- And they were asking about the future of mobile… Now what I’m talking about applies to more than just mobile. Regardless I got on Mashable… SWEET. If you want to know where the future is going look at some of the largest players and see where they are investing their time and money… what companies are they buying… who are they hiring, etc. The combination of investments in NLP (Natural Language Processing), Machine Learning, Deep Learning & AI is making these companies poised to bring this guy to you..
- Shared the concept of the 3 P’s… these stand for Personalized, Predictive & Proactive. We’ve seen personalization advance quite a bit and expect it to continue to grow… Predictive is huge… predictive lead scoring, predicting consumer behavior, RankBrain is predicting search intent… The biggest fundamental shift… is the “Proactive” part... Let me explain Mashable was asking about the future trends in mobile and I shared some of my thoughts on Google, Apple, Facebook, etc…. And was lucky enough to get quoted… Here’s what I said…