How will you

break the

cycle of

Bad

Marketing?

#SASCon

2

@akcamiwik

linkedin.com/in/philmackechnie

plus.google.com/+PhilMacKechnie/

Hashtag: #SASCon

About Me

Head of Organic Performance – Travel & New Business

3

“People get into a rhythm that makes them resistant to change. To understand the mind-set try switching hands when you brush

your teeth in the morning.”

Gary Gesme, Deere & Company (John Deere Company)

Have you been stuck in a rut in 2014?

4

What is Bad Marketing/ SEO?

#SASCon

SPAM!!!

1

6

SPAM is REALLY bad Marketing!

• dfds

Source: google.com/insidesearch/howsearchworks/fighting-spam.html

7

SPAM is REALLY bad Marketing!

• dfds

Source: google.com/insidesearch/howsearchworks/fighting-spam.html

8

SPAM….Ignores the customer!

Chasing

“New” and

“Big” and

“Shiny”…

2

#SASCon

A lack of

imagination

& good

ideas

3

11

• Creative ideation needed to fuel campaigns and strategy

• Integration with the data teams

• Ideas which are accountable

• BIG THINKERS

Ideas, ideas, ideas

Data driven creative thinking

Poor

Measurement

4

Silo’d

working &

team

structure

5

Silo’d

working &

team

structure

Bad #5 in

2014

Where is search going?

15

If it has

an IP address

So what? Why should I care?

What’s

the

solution? in 2014

Better

understanding

the

Customer

1

#SASCon

18

• Structured data • Make it as easy as possible for search engines to understand the “real” person

behind our content

• Authorship mark up and influence

• Mobile optimisation • Google will always prioritise and rank sites which offers a full user experience

across multiple devices

• Bespoke content for device not just responsive

• Semantic search • Google Hummingbird update in 2013 paths the way

• Optimise for user intent not just keywords

Google Now

What is going to be big?

more personal, more engaging, more interactive

Marketing Visitor Funnel Conversion

Better

Emphasis

on site

conversion 2

20

Convert more of what you have

More

investment

in Mobile

3

22

Mobile search will be a priority

More

investment

in tools for

performance

evaluation

4

24

Push your data partners for

bespoke requirements

Restructure

your team

for 2014

5

26

Agency Model

SEO Engineers

SEO Executives

Account Manager

SEO Analyst

Social Manager

27

In-House Model

SEO Managers

SEO Executives

Senior SEO Executives

28

Expand the skillset of your teams

SEO Engineers

Community Managers

Creative Pair

Event Managers

Data Analyst

PR Managers

29

• Understand the wider role of

integrated organic search marketing

• Ensure that search engine algorithm

updates inform our long-term strategy

and direction

• Invest more into UGC to drive earned

links

• Build a network of advocates who

relate to our customers

A more integrated approach to SEO

We must future proof our organic profile by understanding where the landscape is changing

Tech

Content

Data Social

PR

30

• Brand and consumer content not SEO content

• We must create and distribute great brand content which has a

value to our consumers

• Links will follow naturally if the content is right

• Where do we want links?

• All we should care about is that someone links from a high

authority website

• Let people link naturally

• No more exact match anchor text links into landing pages

But hey….Links are still important!

Driving an integrated digital marketing strategy to EARN links

First Learn, then remove the “L”

31

• Integrated teams with a common goal

• How do we measure the impact of great PR coverage?

• What does it mean to have x amount of Facebook and Twitter

followers?

• How do both channels impact our organic search profile?

• Using consistent tools and data

• SEO, PR, Content and Social should speak the same language

• We should use the same data

• Centralised toolkit for measurement and reporting

PR & Social channels more accountable

Using organic performance to measure the effectiveness of PR & Social investment

32

• Facebook CTR is up 275%

YoY

• Facebook CPC is down

40% YoY

• The drop in CPC’s means

Facebook is cheaper and

more effective

Now could be the time to push your

Facebook presence – Introducing…

Organic Paid Social!!?

33

• Consumers are 80% more likely to use a brand or website from a

friend liking a page than they are from responding to a traditional

advertisement

Peer To Peer Validation – Earned Social

We must optimise better

for social graph

• 3 billion pieces of

content being

shared on

Facebook each

month

34

• Facebook’s proprietary algorithm, EdgeRank, determines how

and when content appears in a users news feed:

Understanding Facebook EdgeRank

SEO, Social and PR teams must understand EdgeRank to create and

disturbed content that reaches the maximum number of consumers

• Likes

• Shares

• Comments

• CTR

35

• To maximise reach and engagement for brand campaigns we

must begin to look at our owned channels and understand the

impact this can have on organic performance

Its not just about Facebook

Creating and distributing unique content to drive a differentiation between platforms and encourage consumers to come back

Our social ecosystem

THANK

YOU!

phil.mackechnie@MoneySuperMarket.com

#SASCon