Phil Mackechnie Head of Organic Performance – Travel & New Business - TravelSupermarket.com

1. #SASCon
How will you
break the
cycle of
Bad
Marketing?

2. About Me
Head of Organic Performance – Travel & New Business
@akcamiwik
linkedin.com/in/philmackechnie
plus.google.com/+PhilMacKechnie/
Hashtag: #SASCon
2

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)
3

4. #SASCon
What is Bad Marketing/ SEO?
4

5. SPAM!!!
1

6. SPAM is REALLY bad Marketing!
• dfds
Source: google.com/insidesearch/howsearchworks/fighting-spam.html
6

7. SPAM….Ignores the customer!
7

8. #SASCon
Chasing
“New” and
“Big” and
“Shiny”…
2

9. A lack of
imagination
& good
ideas
3

10. 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
10

11. Poor
Measurement
4

12. Silo’d
working &
team
structure
5

13. Where is search going?
Silo’d
working &
team
structure
Bad #5 in
2014

14. So what? Why should I care?
If it has
an IP
address
14

15. What’s
the
solution?
in 2014

16. #SASCon
Better
understanding
the
Customer
1

17. 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
17

18. Marketing
Visitor
Funnel
Better
Emphasis
on site
conversion
Conversion
2

19. Convert more of what you have
19

20. More
investment
in Mobile
3

21. Mobile search will be a priority
21

22. More
investment
in tools for
performance
evaluation
4

23. Push your data partners for
bespoke requirements
23

24. Restructure
your team
for 2014
5

25. Agency Model
SEO
Engineers
Social
Manager
SEO
Analyst
SEO
Executives
Account
Manager
25

26. In-House Model
SEO
Managers
Senior SEO
Executives
SEO
Executives
26

27. Expand the skillset of your teams
SEO
Engineers
PR
Managers
Community
Managers
Data
Analyst
Creative
Pair
Event
Managers
27

28. 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
28

29. 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”
29

30. 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
30

31. 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
31

32. 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
32

33. 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
33

34. 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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35. #SASCon
THANK
YOU!
phil.mackechnie@MoneySuperMarket.com