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Derek Mabie's deck for the St. Louis chapter of IABC's seminar: The Communicators' Toolkit
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e v o l v e d i g i t a l l a b s . c o m @ e v o l v e d i g i t a l l y @ d e r e k m a b i e
Connectingwith Consumersthrough Search
e v o l v e d i g i t a l l a b s . c o m @ e v o l v e d i g i t a l l y @ d e r e k m a b i e
NOT YET.
e v o l v e d i g i t a l l a b s . c o m @ e v o l v e d i g i t a l l y @ d e r e k m a b i e
Ground rules
Query
Keywords
Analytics
e v o l v e d i g i t a l l a b s . c o m @ e v o l v e d i g i t a l l y @ d e r e k m a b i e
What is a query?
e v o l v e d i g i t a l l a b s . c o m @ e v o l v e d i g i t a l l y @ d e r e k m a b i e
Keywords = opportunity.
e v o l v e d i g i t a l l a b s . c o m @ e v o l v e d i g i t a l l y @ d e r e k m a b i e
Analytics: key measurements
e v o l v e d i g i t a l l a b s . c o m @ e v o l v e d i g i t a l l y @ d e r e k m a b i e
Does this look familiar?
e v o l v e d i g i t a l l a b s . c o m @ e v o l v e d i g i t a l l y @ d e r e k m a b i e
Keyword data
Visitors searching for brand
Visitors searching for service keywords
e v o l v e d i g i t a l l a b s . c o m @ e v o l v e d i g i t a l l y @ d e r e k m a b i e
Jobs to be done
e v o l v e d i g i t a l l a b s . c o m @ e v o l v e d i g i t a l l y @ d e r e k m a b i e
Define a persona
e v o l v e d i g i t a l l a b s . c o m @ e v o l v e d i g i t a l l y @ d e r e k m a b i e
Segment users
e v o l v e d i g i t a l l a b s . c o m @ e v o l v e d i g i t a l l y @ d e r e k m a b i e
e v o l v e d i g i t a l l a b s . c o m @ e v o l v e d i g i t a l l y @ d e r e k m a b i e
e v o l v e d i g i t a l l a b s . c o m @ e v o l v e d i g i t a l l y @ d e r e k m a b i e
Persona BEFOREkeyword research
e v o l v e d i g i t a l l a b s . c o m @ e v o l v e d i g i t a l l y @ d e r e k m a b i e
Find the right keywords
e v o l v e d i g i t a l l a b s . c o m @ e v o l v e d i g i t a l l y @ d e r e k m a b i e
Honest social proof
e v o l v e d i g i t a l l a b s . c o m @ e v o l v e d i g i t a l l y @ d e r e k m a b i e
What do you do
with the data?
AIN’T NOBODY GOT TIME
FOR THAT!
e v o l v e d i g i t a l l a b s . c o m @ e v o l v e d i g i t a l l y @ d e r e k m a b i e
Applying the data
e v o l v e d i g i t a l l a b s . c o m @ e v o l v e d i g i t a l l y @ d e r e k m a b i e
Applying the data
Meta data
URL structure
On-site errors
e v o l v e d i g i t a l l a b s . c o m @ e v o l v e d i g i t a l l y @ d e r e k m a b i e
Applying the data
New pages
Weekly posts
Vertical content
e v o l v e d i g i t a l l a b s . c o m @ e v o l v e d i g i t a l l y @ d e r e k m a b i e
Applying the data
Re-evaluate services
Build a better site
Meet consumer needs
e v o l v e d i g i t a l l a b s . c o m @ e v o l v e d i g i t a l l y @ d e r e k m a b i e
Q&A Session(then lunch!)
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