Upload
branded3
View
165
Download
1
Embed Size (px)
DESCRIPTION
With Google changing its algoirthm 300 times a year, brands need to plan their online strategy around where Google and marketing trends are heading in the next five years, not just what's going on now. This session covers what processes to put in place to achieve a truly future-proof strategy that Google - and your audience - will love.
Citation preview
Welcome to…
Search in 2020, future-proofing your
SEO strategy
Patrick Altoft – Director of Strategy
#B3Seminar
WILL BE 16
#B3Seminar
Google will be 22
WILL BE 22
#B3Seminar
Few people remember lifebefore the Internet
#B3Seminar
University students won’tremember the dot-com bubble
#B3Seminar
#B3Seminar
This is pretty important to us
#B3Seminar
Growth areas are likely to be around strategy, helping with skilled execution work and a consultancy approach that helps large brands “get things done”
“Growth areas are likely to be around strategy, helping with skilled execution work and a
consultancy approach that helps large brands get things done”
#B3Seminar
#B3Seminar
Moving towards a world where we spend time amplifying existing activity
rather than just doing our own thing
#B3Seminar
Markets are changing faster than ever before
#B3Seminar
SEO will be around as long as people search for stuff
The big question is What type of SEO?
#B3Seminar
Ecommerce SEO is already changing dramatically with big brands catching up and dominating in the last few
years, often at the expense of smaller retailers
Google is also quite clear that brands wanting to
just sell products should use AdWords
#B3Seminar
Growth areas are likely to be around strategy, helping with skilled execution work and a consultancy approach that helps large brands “get things done”
“I don’t search on Google anymore, I just
buy it on Amazon”
#B3Seminar
Amazon’s share of the UK online retail market
Tesco’s share of the UK online retail market
eBay’s share of the UK online retail market
#B3Seminar
Growth areas are likely to be around strategy, helping with skilled execution work and a consultancy approach that helps large brands “get things done”
If Amazon sold everything & matched prices then Google
would just end up as a research engine (without as much user
review data…..)
#B3Seminar
#B3Seminar
Even today, SEO is becoming more about engagement
than just rankingsLuckily engagement has benefits that far
outweigh pure ranking increases
#B3Seminar
Before we might have looked at how to increase rankings, now SEO is also about using engagement on social media & PR to drive search volume
#B3Seminar
If you’re an ecommerce site worried about Amazon then make your SEO strategy more about engaging your audience – think about a
content plan to engage with customers during the research phase so that when they reach the buying point they search for your brand on
Google, rather than a product on Amazon
#B3Seminar
“I am starting a new business
and don’t know what I’ll need.”
“I started my business two
months ago, but I’m struggling to
get known.”
“I know I want leaflets and I want the best
deal.”
Mind-set: Intrigued
Mind-set: Engaged
Mind-set: Committed
#B3Seminar
#B3Seminar
In the past, companies sold bad
products using advertising
The 2020 world of SEO is not about SEO anymore, its about being a
great company
• Great products• Great customer service• A great brand
• Great customer experience in-store & online
• Great marketing
#B3Seminar
#B3Seminar
Currently Google is a good way to find brands that have invested heavily in marketing. It’s not very good at finding
the best price, the best customer service, the best restaurants, the best hotels, the best plumbers etc.
#B3Seminar
Historically, Google was a way to find brands that had invested heavily in SEO. This was not a good user experience.
Currently Google is a good way to find brands that have invested heavily in marketing. It’s not very good at finding the best price, the best customer service, the best restaurants, the best hotels, the best plumbers etc
If Google is to succeed, it has to become a place to find the right result, not just the one the marketing industry wants you to find
In 2020 Google will either have achieved this, or be under severe attack across many different verticals
In 2020 google will either have achieved this, or be under severe attack across many different verticals
#B3Seminar
Thank you
[email protected] @Patrickaltoft Branded3.com @Branded_3