Post on 05-Apr-2017
transcript
#SMX #14A @hannahjthorpe
SEO & Social : A Match Made in Marketing Heaven
BRIDGING THEDATA GAP
WITH SOCIAL
#SMX #14A @hannahjthorpe
SEO & Social : A Match Made in Marketing Heaven
BRIDGING THEDATA GAP
WITH SOCIAL
#SMX #14A @hannahjthorpe
What’s the hardestthing about SEO?
#SMX #14A @hannahjthorpe
Effectingchange
Clients
Specialisms
Content ideas
Breaking down silos
Customers
Competition
Attribution
Technical changes
Faceted Navigation
Buildinglinks
HTTPS CRO
#SMX #14A @hannahjthorpe
CONSTANTCHANGE
#SMX #14A @hannahjthorpe
Think.Do.
Modernise.
Create.Improve.
Business-centricdigital marketing:
#SMX #14A @hannahjthorpe
What’s been the biggest change
in search?
#SMX #14A @hannahjthorpe
What types of change have we seen?
AlgorithmUpdates
NewTechnology
IncreasedCompetition
Penguin
Panda
Hummingbird
Rank Brain
HTTPS
AMP
PWAs
Reducedbrand loyalty
Low barriersto entry
#SMX #14A @hannahjthorpe
PandaPenguin
Keyword PlannerRank Brain
AMPLocal Search
LOSS OFDATA
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+ =DATA KNOWLEDGE MONEY
#SMX #14A @hannahjthorpe
KEYWORD PLANNER
PRIVACY
NOTPROVIDED
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NO
T PRO
VIDE
D
#insight
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KEYW
ORD
PLA
NN
ERDo we really trust this data?
Keyword groupings
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PRIV
AC
Y LE
GIS
LATIO
NStricter controls
No storing emails and individual data
#SMX #14A @hannahjthorpe
All of this means:We focus on the audience & the customers; analysing behaviour
rather than just numbers.
#SMX #14A @hannahjthorpe
Meanwhile in ‘social’…
More data
More cross-platform sharing
More adoption of technologies
#SMX #14A @hannahjthorpe
Problem 1: How are people finding my content?
It’s harder to know what
keywords are driving visits to
the site
We can see related posts,
use of hashtags, popularity of topics across
social channels
More natural sounding
language and user-generated
to help us understand our
customers
#SMX #14A @hannahjthorpe
Problem 2: What content should I be making?
Search volumes used to tell us
which keywords we should be
targeting
Social activity on certain
themes, plus searching
forums andQ & A sites
Content isbetter targeted for users, rather
than robots
#SMX #14A @hannahjthorpe
Problem 3: How do I find the right people?
If you can’t collect data on the audience, it makes targeting them again and grouping them
difficult
Social encourages you
to know your audience and
who is engaging - audience matching, retargeting
We can use small budgets
on social to ensure that an initial seed list
see our content
#SMX #14A @hannahjthorpe
KEY TAKEAWAYS:SEO is becoming harder and you can no longer trust all of the data.
Social data tends to be more accurate.
Integrating these two channels further in your strategy will help both perform better.
#SMX #14A @hannahjthorpe
THANK YOU!SEE YOU AT THE NEXT #SMX
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