2. About Me
Head of Organic Performance – Travel & New Business
@akcamiwik
linkedin.com/in/philmackechnie
plus.google.com/+PhilMacKechnie/
Hashtag: #SASCon
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3. Have you been stuck in a rut in 2014?
“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)
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11. Data driven creative thinking
Ideas, ideas, ideas
• Creative ideation needed to fuel campaigns and strategy
• Integration with the data teams
• Ideas which are accountable
• BIG THINKERS
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18. What is going to be big?
more personal, more engaging, more interactive
• 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
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28. Expand the skillset of your teams
SEO
Engineers
PR
Managers
Community
Managers
Data
Analyst
Creative
Pair
Event
Managers
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29. A more integrated approach to SEO
We must future proof our organic profile by understanding where
the landscape is changing
• Understand the wider role of
integrated organic search marketing
Tech
• Ensure that search engine algorithm
updates inform our long-term strategy
and direction
PR
Content
• Invest more into UGC to drive earned
links
• Build a network of advocates who
relate to our customers
Social
Data
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30. But hey….Links are still important!
Driving an integrated digital marketing strategy to EARN links
• 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
First Learn, then remove the “L”
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31. PR & Social channels more accountable
Using organic performance to measure the effectiveness of PR &
Social investment
• 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
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32. Now could be the time to push your
Facebook presence – Introducing…
Organic Paid Social!!?
• Facebook CTR is up 275%
YoY
• Facebook CPC is down
40% YoY
• The drop in CPC’s means
Facebook is cheaper and
more effective
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33. Peer To Peer Validation – Earned Social
• 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
We must optimise better
for social graph
• 3 billion pieces of
content being
shared on
Facebook each
month
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34. Understanding Facebook EdgeRank
SEO, Social and PR teams must understand EdgeRank to create and
disturbed content that reaches the maximum number of consumers
• Facebook’s proprietary algorithm, EdgeRank, determines how
and when content appears in a users news feed:
•
•
•
•
Likes
Shares
Comments
CTR
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35. Its not just about Facebook
Creating and distributing unique content to drive a differentiation
between platforms and encourage consumers to come back
• 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
Our social ecosystem
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