How will you break the cycle ofBad Marketing?

#SASCon

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@akcamiwik

linkedin.com/in/philmackechnie

plus.google.com/+PhilMacKechnie/

Hashtag: #SASCon

About MeHead of Organic Performance – Travel & New Business

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“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?

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What is Bad Marketing/ SEO?

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SPAM!!!

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SPAM is REALLY bad Marketing!

• dfds

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

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SPAM….Ignores the customer!

Chasing “New” and “Big” and

“Shiny”…

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A lack of imagination &

good ideas

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• 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

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Silo’d working & team structure

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Silo’d working & team structure

Bad #5 in 2014

Where is search going?

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If it has

it gets optimised

an IPaddress

So what? Why should I care?

What’s the solution?

in 2014

Better understanding the

Customer

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• 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 keywordsGoogle Now

What is going to be big?more personal, more engaging, more interactive 

Marketing Visitor Funnel Conversion

Better Emphasis on

site conversion2

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Convert more of what you have

More investment in

Mobile

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Mobile search will be a priority

More investment in

tools for performance evaluation

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Push your data partners for bespoke requirements

Restructure your team for

2014

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Agency Model

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In-House Model

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Expand the skillset of your teams

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

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• 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”

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• 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

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• 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!!?

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• 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

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• Facebook’s proprietary algorithm, EdgeRank, determines how and when content appears in a users news feed:

Understanding Facebook EdgeRankSEO, Social and PR teams must understand EdgeRank to create and disturbed content that reaches the maximum number of consumers

• Likes• Shares• Comments• CTR

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• 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 FacebookCreating 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