People-centric SEO - Presentation Deck

PEOPLE -

CENTRIC

SEO

#PeopleCentricSEO

Get social with us…

#PeopleCentricSEO

@Growwithorganic

#PeopleCentricSEO

1230-1300Arrivals & registration

1300-1315 Welcome & People-centric SEO

1315-1400The State of SEO: Technical vs. Content

1400-1430 Intent: People-centric Thinking & Measurement

1430-1500 Break and refreshments

1500-1530 International SEO

1530-1555 Mobile, Apps and Voice: The Changing Nature of Search

1555-1600 Closing comments

1600-1700 Organic cocktail & networking hour

PANEL DISCUSSION

DAVid TAPP

Joseph Halsall

Jon Earnshaw

Jono Alderson

#PeopleCentricSEO

Out of technical and content SEO, which do you think has the biggest impact on the way that Google ranks pages in 2106?

#PeopleCentricSEO

What kind of % split do you have/commonly see in SEO work?

#PeopleCentricSEO

Content is king! but this is not the first time we have seen SEOs turn to content to gain results. Since everyone and their dog now creates content for an SEO purpose how do you make sure your content hits the mark and gets you both traffic and links?

#PeopleCentricSEO

#PeopleCentricSEO

With the rise of mobile and the change in the way that people search when on the move, Are you seeing a change in the way content is created and optimised with the Mobile user in mind? Or is mobile more about the technical implementation of your site?

#PeopleCentricSEO

Do you think the old fashioned techie SEO is dying out? Or are they as important as they have ever been?

Do you see the balance of tech vs. content SEO changing dramatically in the next 12-24 months?

#PeopleCentricSEO

Daniel D’Auria ANDREW DAVIES

USING CONTENT INTELLIGENCE TO UNCOVER USER INTENT

#PeopleCentricSEO

A UK INSURANCE BRAND FOCUS ON ‘LANDLORD’ AUDIENCE

/

Customer innovation and Marketing innovation

no.$of$channels$

journey$complexity$

marke&ng)innova&on)

speed$

customer)innova&on)

You Are What You Read

/

Content ingested by Idio Topics extracted via NLP Interest Profiles based on Topics

content INTELLIGENCE

content INTELLIGENCE

Just because you can measure it…

…doesn’t make it important. /

Free-runners not track athletes.

/

KNOWING THE CUSTOMERTHEY ARE PRO-ACTIVE

KNOWING THE CUSTOMER…AND REACTIVE

Journey orchestration.

/

THE PATH TO PURCHASEMAPPING CONTENT TO THE CUSTOMER JOURNEY

“Landlord insurance”

“Property damage insurance for landlords”

“Dealing with problem tenants”

SUMMARY

1/ Focus on understanding customer interactions with your website and content.

2/ Understand the intent of the user and develop your keyword profile on that basis.

3/ Understand this intent in the context of the wider user journey so that you can justify keywords across the whole user journey.

The outcome?

• This data led approach to content analysis will enable better SEO performance and conversion value.

• Google will reward you for taking the user centric approach.

1500-1530 International SEO

1530-1555 Mobile, Apps and Voice: The Changing Nature of Search

1555-1600 Closing comments

1600-1700 Organic cocktail & networking hour

#PeopleCentricSEO

INTERNATIONAL SEO

SAM HARRIES

#PeopleCentricSEO

HEllo! Hola! hallo!

#PeopleCentricSEO

Your audiences are diverse….

#PeopleCentricSEO

GEN X

GEN Y

GEN Z

BABY BOOMERS

we are all the collection of our own experiences…

#PeopleCentricSEO

SOMe experiences are generational…

#PeopleCentricSEO

… while some are universal…

#PeopleCentricSEO

… the consumers of tomorrow hold totally different expectations…

40% of all consumers to be Gen Z by 2020

INTERNATIONAL SEO

SAM HARRIES

Somethings will never change…

INTERNATIONAL SEO

SAM HARRIES

… No matter where you are from…

#PeopleCentricSEO

No matter where we are in the world, geographically or chronologically:

There are shared experiences that connect us

INTERNATIONAL SEO

SAM HARRIESWHAT ARE YOU

TALKING ABOUT?

INTERNATIONAL SEO

SAM HARRIESI am a customer fromEngland.

Hello,

INTERNATIONAL SEO

SAM HARRIESI am a customer fromGermany.

Hallo,

INTERNATIONAL SEO

SAM HARRIESI am a customer fromChina.

你好,

INTERNATIONAL SEO

SAM HARRIESI am a customer fromSpain.

Hola,

INTERNATIONAL SEO

SAM HARRIESI am a customer fromTexas.

Howdy,

Developing from scratch?

#PeopleCentricSEO

INTERNATIONAL SEO

SAM HARRIES

or are you having to make the best…?

Every situation is unique…

#PeopleCentricSEO

BRIEF

WRITE ENGLISH

COPY

TRANSLATE TO

GERMAN

TRANSLATE TO

SPANISH

TRANSLATE TO

FRENCH

BRIEF

WRITE ENGLISH

COPY

WRITE GERMAN

COPY

WRITE SPANISH

COPY

… in your customer’s language…

England and America are two countries separated by a common language.

- GEORGE BERNARD SHAW

#PeopleCentricSEO

example.com example.de

de.example.com example.com/fr

example.com/fr-ca fr.example.com/ca

www.pepsi.com/drink www.pepsi.com/en-gb/drink

Your site’s structure is critical to growing in a controlled fashion…

#PeopleCentricSEO

drink.pepsi drink.pepsi/max

New brand TLDs aren’t cheap, but look amazing…

mens.boohoo/uk de.boohoo/lingerie

usa.coke stay.yotel/gatwick

next100.bmw inside.chanel

#PeopleCentricSEO

INTERNATIONAL SEO

SAM HARRIESUnderstanding our audiences allows us to prioritise.

#PeopleCentricSEO

INTERNATIONAL SEO

SAM HARRIESUnderstanding our audiences allows us to say no.

#PeopleCentricSEO

INTERNATIONAL SEO

SAM HARRIESUnderstanding our audiences allows us to deliver a better experience.

#PeopleCentricSEO

INTERNATIONAL SEO

SAM HARRIESThank you!

Any questions?

#PeopleCentricSEO

Mobile, Apps and Voice:The Changing Natureof Search

DAVid TAPPJAMES MOFFAT

#PeopleCentricSEO

“What is the weather today?”

“Do I need sunglasses today?”

#PeopleCentricSEO

#PeopleCentricSEO

#PeopleCentricSEO

IS YOUR BRAND PREPARED?

#PeopleCentricSEO

#PeopleCentricSEO

when did you first start using voice search/commands

#PeopleCentricSEO

#PeopleCentricSEO

PEOPLE -

CENTRIC

SEO

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Email libby@theorganicagency.com

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