Digitalks Dubai November 2018 final
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Control the Controllables! How to show the value and business impact of your work to your boss or clients.
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Digitalks Dubai November 2018 final
- 1. THE BUSINESS VALUE OF SEO Jennifer Hoffman, Marketing Director DeepCrawl Digitalks Dubai- Nov 2018 @_JHoff DIGITALKSDUBAI
- 2. Jennifer Hoffman Marketing Director DeepCrawl Manage a team of amazing marketers who keep DeepCrawl fun! WHO AM I? @_JHoff DIGITALKSDUBAI 2
- 3. VARIABLE: An element, feature or factor liable to vary or change. VARIABLE @_JHoff DIGITALKSDUBAI 3
- 4. THE SEO VARIABLE @_JHoff DIGITALKSDUBAI 4 The black box algorithm Constant changes Algorithm updates Ranking fluxuations Competitors
- 5. CONTROLLABLE: Capable of being directed or influenced. CONTROLLABLE @_JHoff DIGITALKSDUBAI 5
- 6. THE SEO CONTROLLABLE @_JHoff DIGITALKSDUBAI 6 Site Structure & Architecture Linking Structure Mobile Configuration Site Speed & Page Load Times Internationalization Content
- 7. WEBSITE PERFORMANCE @_JHoff DIGITALKSDUBAI 7 SEO has changed, it’s now about web performance!
- 8. @_JHoff DIGITALKSDUBAI MAKE FRIENDS: HELP ME HELP YOU
- 10. FRIENDS ARE GOOD! @_JHoff DIGITALKSDUBAI 10
- 11. CUSTOMER JOURNEY @_JHoff DIGITALKSDUBAI 11 ALL ROADS LEAD TO YOUR WEBSITE! Make sure your site is optimized for the customer, regardless of the delivery channel!
- 13. GOOGLE’S BEEN SAYING FOR YEARS @_JHoff DIGITALKSDUBAI 13 ‘These (Google) algorithms analyze hundreds of different factors to try to surface the best information the web can offer, from the freshness of the content, to the number of times your search terms appear and whether the page has a good user experience. ‘ - Google Search Blog https://www.google.com/search/howsearchworks/algorithms/
- 15. BUSINESS METRICS @_JHoff DIGITALKSDUBAI 15 Website Performance + Customer Experience = Impact on: Conversion Rate Average Order Value Customer Acquisition Cost Return on Investment
- 16. @_JHoff DIGITALKSDUBAI PUTTING IT IN ACTION: MADE.COM
- 17. @_JHoff DIGITALKSDUBAI 17 THE CLIENT
- 18. @_JHoff DIGITALKSDUBAI 18 TO THE RESCUE This is Sam Hurley, founder of Statement Digital, fixer of Made.com!
- 19. @_JHoff DIGITALKSDUBAI 19 CHALLENGE #1 The Challenge: Diluted Authority The Solution: Improved Internal Linking
- 20. @_JHoff DIGITALKSDUBAI 20 CHALLENGE #2 The Challenge: Security Issues The Solution: HTTPS Site Migration
- 21. @_JHoff DIGITALKSDUBAI 21 CHALLENGE #3 The Challenge: International Issues The Solution: Hreflang Implementation
- 22. @_JHoff DIGITALKSDUBAI 22 CHALLENGE #4 The Challenge: Inefficient Navigation The Solution: Revamped Navigation
- 23. @_JHoff DIGITALKSDUBAI 23 THE RESULTS 42% YoY Increase in new users site wide
- 24. @_JHoff DIGITALKSDUBAI 24 THE RESULTS 60% MoM Increase in revenue 31% YoY Increase in revenue
- 25. @_JHoff DIGITALKSDUBAI PUTTING IT INTO PRACTICE: A 5 STEP GUIDE
- 26. @_JHoff DIGITALKSDUBAI 26 STEP 1: PULL BENCHMARK METRICS Across Your Whole Site & Individual Digital Channels: Traffic Conversion Rate Revenue Customer Acquisition Cost Return on Investment
- 27. @_JHoff DIGITALKSDUBAI 27 STEP 2: RUN A CRAWL Set Your Crawl Schedule & Frequency Set up Your Initial Crawl Add in Your Data Sources
- 28. @_JHoff DIGITALKSDUBAI 28 STEP 3: CREATE YOUR STRATEGY Identify Issues Prioritize Opportunities Build Your Plan
- 29. @_JHoff DIGITALKSDUBAI 29 STEP 4: SET UP Set Up Your Reporting Set Up Your Automation Align Your Reporting Schedule
- 30. @_JHoff DIGITALKSDUBAI 30 STEP 5: GET TO WORK
- 32. @_JHoff DIGITALKSDUBAI 32 TASK AUTOMATION 34% Stated they spent 21+ hours per month on tasks that could be automated.
- 33. @_JHoff DIGITALKSDUBAI 33 ZAPIER Zapier allows you to automate workflows with triggers & actions. ZAP ALL THE THINGS!
- 35. @_JHoff DIGITALKSDUBAI VISUALIZE IT: THE POWER OF DASHBOARDS
- 37. @_JHoff DIGITALKSDUBAI 37 BENEFITS Keeps things top level Quick snapshots of performance Combines multiple data sources Visual impact
- 38. @_JHoff DIGITALKSDUBAI BRINGING IT ALL TOGETHER
- 39. SPEAK THEIR LANGUAGE @_JHoff DIGITALKS 39
- 40. SHOW THE REVENUE @_JHoff DIGITALKSDUBAI 40
- 41. GAIN MORE BUDGET & RESOURCE @_JHoff DIGITALKSDUBAI 41 Very happy CEO
- 42. @_JHoff DIGITALKS IN CONCLUSION: FINAL THOUGHTS
- 43. Think website performance not just organic search Make friends with your marketing team members Be efficient & automate things Visualize the correlation between web performance & revenue impact RECAP @_JHoff DIGITALKSDUBAI 43
- 44. 44@_JHoff DIGITALKS FINAL THOUGHT CONTROL THE CONTROLLABLES!
- 45. 45@_JHoff DIGITALKSDUBAI RESOURCES Made.com Case Study: https://www.deepcrawl.com/clients/made-com/ SEO Reporting Automation: https://www.deepcrawl.com/blog/best-practice/automating-seo-reporting/ Data Studio Templates: https://www.stateofdigital.com/5-marketing-dashboard-templates/ Statement Digital: https://statement.digital/
- 46. THANK YOU Jennifer Hoffman Marketing Director DeepCrawl @_JHoff DIGITALKSDUBAI
Editor's Notes
- - C: Poor internal linking between category and subcategory pages meant that Google was receiving mixed signals around important pages. S: improved internal linking structure and provided Google with more clear signals by implementing breadcrumbs, across product pages and site wide. This also improved the sites UX and enhanced the customer journey through better navigation.
- - C: Still running on HTTP protocol, not secure and was at risk of being flagged with Chromes ‘Not Secure Badge’ S: made moving over to HTTPS a priority, leveraging DeepCrawls list reports via his staging site to ensure that all pages and resources had been moved over to HTTPS successfully.
- C: selling across all of Europe, Made.com has 9 different versions of their site in 9 different languages without any clear signals showing indication of which version S: Hreflang provided clear signals and structure to the various localized versions of the site. Again informing the search engines which version of the site to deliver to the user thus in turn creating a positive user experience.
- C: was impacting the customer journey and preventing customers from finding what they were after on the site. S: across both desktop and mobile was another key area of impact. For example, Sam created new pages for color teams which then allowed customers to search the site based on color terms and also allowed made.com to rank for additional search queries including colors.
- Dashboards you want to see from your SEO Tools with your day to day focus’