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CONSUMER-CENTRIC SEO THAT CONNECTS AND WINS
2 Proprietary & Confidential
QUICK CREDS
BEST SEO CAMPAIGN
European Search Awards
2017
SEO - BEST PROFESSIONAL SERVICES CAMPAIGN
The Drum Search Awards
2017
BEST SEO CAMPAIGN (nominated)
UK Search Awards
2016
3 Proprietary & Confidential
QUICK CREDS
Alex Douglas-Mann Associate SEO Director
360i Europe
8 years SEO experience
European & North American Markets
SEARCH IS A UNIQUE CHANNEL
5 Proprietary & Confidential
GOOGLE’S AUDIENCE ARE ACTIVE PARTICIPANTS
6 Proprietary & Confidential
GOOGLE CHANGES THEIR FORMAT BASED ON INTENT
8 Proprietary & Confidential
AND THEIR ALGORITHMS UNDERSTAND IT TOO
COFFEE SHOP ST PANCRAS
COFFEE SHOP VS
COFFEE
VS
9 Proprietary & Confidential
GOOGLE WILL TELL YOU HOW THEY DO THIS (FOR FREE!)
10 Proprietary & Confidential
AND THEY JUST KEEP GIVING…
SO WHAT?
IT’S NO LONGER JUST WHAT BUT
WHY
AND THAT SHOULD FUNDAMENTALLY CHANGE YOUR STRATEGY
14 Proprietary & Confidential
CONSUMER SEARCH JOURNEYS – OUR FOUNDATION
15 Proprietary & Confidential
WHICH INFORMS EVERY OTHER RESEARCH STEP
FURTHER ANALYSIS WITH ARKE
17 Proprietary & Confidential
WHICH SECTIONS WE SEE RICH SNIPPETS IN IS REALLY HELPFUL
18 Proprietary & Confidential
BUT KNOWING WHICH PAGES APPEAR MOST IS EVEN BETTER
DOES IT WORK?
SPOILERS: I wouldn’t be here if it didn’t…
20 Proprietary & Confidential
ADAPTING STRATEGIES TO BE CONSUMER-CENTRIC GOT US…
+96% Visits
YoY to a client’s advice hub
up to
+17.5% CTR to pages
+194k SV Captured
through Rich Snippets
THANKS Confidential