1. From Search to Personalisation – Predictions for the future of search are that Google aims to move away from a search based engine and towards personalisation. This means that Google will aim to display the appropriate information to a specific user at the appropriate time. Google is building up a vault of data to be able to do this. Google aims to know you better than yourself!
2. The borders of SEO have become far greater and for a company to truly excel their SEO team must be integrated across all departments. Even when using an agency, friendly partnerships across PR, Social and Branding teams are essential to ensure there is a coherent message being voiced to your consumers.
3. Understanding Demographics – For content to strike a chord with users it needs to voice what consumers want to hear. Use Analytics, surveys and a range of tools to understand your customer in more detail to understand what they find interesting on the web.
4. Content curation is a great method for quickly creating content from existing information. A good way to find content for curation is to search Quora, Reddit and Tumblr and set up relevant RSS feeds. Buzzsumo can give email updates on the most shared content in your market. Examples of content curation: Nomadlist.io, Allseosoftware.com
5. When outreaching in multiple counties for international SEO, a region’s beliefs can influence how a piece of content is received, so should be taken into account. Create different propositions for different markets. If you don’t translate a piece of content it can easily be stolen. It’s OK to do outreach in English to foreign media.
6. SEO Post Hummingbird – Hummingbird is getting better over time and learning from user’s behaviour. Checklist SEO is dead and Google is much smarter than just reading keywords, so pages should be built around topics rather than just landing pages for one keyword. From 2013 to 2014, site speed is one of the most significant changes within Google ranking factors.
As expected from Twitter, I arrive at a rather stunning hotel tucked away in the backstreets of Piccadilly. You can usually spot a Social Media event by the guy on his iPhone8 stood outside the venue wearing Google Glass, some skinny jeans and sporting an enviable moustache. Welcome to #TwitterWorks.
Last night I attended a talk from Lego’s Social Media global director Lars Silberbauer. LEGO’s social media pages are both famously successful and highly creative thus proving why creativity is so important when talking to the consumer through social media.
The foundation of LEGO’s success is their aim to ‘build’ relationships with their audience rather than use social media as a simple platform to sell their product.
LEGO bases all campaigns on two fundamental pillars which, at a base level, are inspired by the customer’s themselves:
#1 Build together. This pillar emulates the theory of collaboration perfectly, a concept that has gone hand in hand with creativity for hundreds of years. To collaborate is to open up the potential for new ideas.
#2 Pride of creation. A product of Creativity is the desire to share one’s work and take ownership of it. Social Media, at its core, satisfies the creative human’s need to share in an accessible and rewarding way.
LEGO have strived to encourage and reward consumers’ creativity with imaginative campaigns such as their Facebook ideas app. Followers were asked to pitch their ideas with the opportunity for their designs to be produced and sold in stores. This hands the power over the followers, building their loyalty, making them feel valued and proud to be a part of the brand.
Compared to above the line campaigns, social media is still a pretty fresh concept. Brands are less inclined to put large portions of budget behind a social media campaign. It could be argued, in this case, to create a successful and engaging social media campaign one would have to rely more heavily on pure imagination. Lars stated: “Don’t invest money… invest yourself!” According to him, it’s apparent when thought has gone into a campaign compared to when shortcuts have been made; an audience recognises this and will respond more positively to a well thought out concept.
LEGO put this theory to the test wither their $100 campaign. They created a character called ‘George’, asking followers to build and snap him in front of famous landmarks all around the world. This not only provided LEGO with amazing, shareable content but encouraged people to engage with the brand and be creative.
LEGO is lucky in the sense that the product, by nature, encourages and thrives on creativity. However, it is LEGO’s job to harness and amplify this creativity through social media so as to reflect their product in a true and positive light.
If less creative brands were to take LEGO’s attitude as an example, the social media landscape would look a lot pretty exciting and be both inspiring and engaging for the consumer.
With Social Media Week running this week from September 22nd – 26th and social media now one of the most influential parts of any internet marketing campaign, I found it fitting to write a post on the importance of integration between both your PPC and your social media efforts. These two diverse approaches can work side by side to drive potential customers to your website, increase sales and improve your branding.
One of the key challenges with social media is figuring out how to measure success and how to tie pricing to performance.
Here are a few ways to directly use PPC and social media together:
- Use PPC ads to direct users to your Facebook, Instagram, Twitter, Pinterest, Vine, Snapchat, Linkedin or other social profiles with a strong call to action to get involved or gain some sort of benefit.
- Raise knowledge and awareness of your social presence using PPC ads.
- Link your PPC ads to a social media promotion, competition or giveaway.
- Direct users from PPC ads to multimedia such as a promotional/instructive video on YouTube.
- Use remarketing to target your desired audience to raise awareness of a particular product or promotion, driving large numbers of new users to your website or specific landing page.
Using social media and PPC together means optimising your efforts for maximum achievement – the brand awareness of social media and the immediate call-to-action of PPC.
Use social media to drive traffic to your website and use PPC to raise awareness of your social media campaigns, then recalibrate your targeting to make the most of every marketing move you make, turning traffic into conversions and broadening your audience as you do so.
Hope that helps.
Until next time.
Social Media Week is back this September, running in 11 cities across the world. In such a fast-moving industry, Social Media Week often acts as an ironic welcome rest, giving us time to carefully consider where we are and what’s next.
The ever-growing schedule has now been fully released. The schedule alone and the titles of various workshops, presentations and panel sessions help give us an idea of what to expect from the week as a whole. Having spent some time going through the program, I’ve tried to decipher what we can expect from next week’s Social Media Week.
With people not being perfect spellers or typists, in fact at least 7% of Google searches contain a misspelling! For this reason, Google announced they’re going to apply close variant keyword matching to all exact and phrase match keywords from September onwards. With this update, you no longer have to build exhaustive lists of misspelled, abbreviated, and other close variations of your keywords to get the coverage you want.
So what exactly do I need to watch out for?! Well, these are the 3 things to remember:
1) Phrase and Exact match are no longer
Close variants keyword matches will trigger keywords for not just singular and plurals, but for misspellings, acronyms, stemming, and abbreviations.
To do: Start building out your negative keyword list NOW! Review your keywords carefully and think about what terms you do not wish to show up for. Monitor your SQR report closely. Look at the terms for exact and phrase match variants, and determine if these terms should be included or added as negatives.
2) Your volume AND cost will increase
With close variant matching, you will see an increase in your impressions and clicks, because your keywords will be matching against more keywords. Per Google, close variant matching gives customers an average of 7 percent more exact and phrase match clicks. But as we all know with more clicks, unfortunately comes more costs.
To do: Monitor your account costs daily, and look for any new close variant matching keywords that could be attributing to this. Mine your SQR report for possible new keyword opportunities.
3) You’ll get more coverage….but you’ll need more negatives
Close variant matching will allow you to show for additional variants, and possible missed opportunities. However, if you are running a very targeted campaign that you want to show up for specific keywords, this could be a challenge.
To do: If you only want to show up for certain keywords, build out your negative keyword list to exclude those additional terms. Check your SQR report daily to ensure you are matching for the keywords that you want to be matching for.
These incremental increases in clicks help advertisers seize opportunities to convert customers that are otherwise missed by “Low search volume” keywords that are common for misspellings and abbreviations.
Hope that helps.
Until next time.