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It’s no secret that a great idea with some great visual execution will engage users online. But how can we best harness this for SEO benefit? Discover how understanding your audience, a little creative thinking, and harnessing social media, can lead to natural, sustainable and effective SEO strategies.
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#B3Seminar
How a great Creative Strategy can boost
your SEO Andrew Machin – Head of Creative
The current
CITATIONS
BUILD
CONVERSATIONS
NEWS
Sentiment
SOCIAL
Authority Relevance
Freshness
is listening to…
DESIGN
CONTENT
BLOG
Engagement
Satisfaction
Structure Quality
#B3Seminar
How can you use design to improve your SEO?
STEP 1
The fundamental paradigm of engagement online
Sentiment
Authority
Relevance
Freshness
Engagement
Satisfaction
Structure
Quality is looking for
‘human’ signals
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Sentiment
Authority
Relevance
Freshness
Engagement
Satisfaction
Structure
Quality can express all of this
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What should we be creating to get people interested in your brand?
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“We are interested in others when they are interested in us.”
Publilius Syrus – 1BC
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“You can make more friends in two months by becoming interested in other people than you can in two years by trying to get other people interested in you.” Dale Carnegie – 1934
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Emotional Response
Your ‘Brand’ is the
of others towards you.
“You can design and create, and build the most wonderful place in the world. But it takes people to make the dream a reality.”
Walt Disney
Them!
Step 1. Summary
Think less in terms of “About Us”
Listen to your audience
Take a sincere interest in them
Tailor your digital presence to their needs
People will take more interest in you
You’ll feed the ZMOT
STEP 2
Designing your website
The most important place creativity can affect your
SEO is your website
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CONVERSION
ENGAGEMENT
USABILITY
STRUCTURE
TRUST
AUTHORITY
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First, it is important to understand how people read web pages…
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First, it is important to understand how people read web pages…
THEY DON’T
Jacob Nielson – useit.com
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How long do you have to engage a user?
Jacob Nielson – useit.com
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How long do you have to engage a user?
3.8 seconds Jacob Nielson – useit.com
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Why is this? • We all can suffer from Analysis Paralysis
• This is why we stereotype – we create mental shortcuts
• The same rules apply to your site
• This is why we find visualisations (such as info-graphics) so engaging
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Your design 3.8 seconds to establish…
Relevance • Are you right for me? • Have you answered my
question?
Trust • Do you look credible? • Can I trust you with my
money?
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Or else…
The user returned to search. You did not satisfy their objectives.
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How do we establish
Relevance?
Relevance
• Have a clear, succinct opening proposition
• Relevant, quality imagery that backs up the proposition
• Visually outline Benefits/ USPs/Features
• Ask/Give the user what they are looking for
• Large amounts of text
• Sell hard
• Be ambiguous
• Unclear CTAs
• Focus content around “you”
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Relevance
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Relevance
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How do we establish
Trust?
Trust
• A great looking site
• Social/professional proofing
• Feature authoritative content
• Accreditations/Awards
• Case studies
• Real photography
• Responsive/Mobile friendly
• Stick with an old, dated looking site
• Poor content (inc. photography)
• Unsupported technology
• “Under construction”
• No mobile support
• No security assurance
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Trust
We engaged the user…
What next…? Jacob Nielson – useit.com
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GOAL
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£ Traffic % achieve an
objective
YOUR SITE
GOAL
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£ Traffic % achieve an
objective
YOUR SITE
GOAL
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Satisfaction?
GOAL
Remember; Google wants the full picture…
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Ensure your web design is
Usable
Why is this important?
If a website is difficult to use…
If the homepage fails to clearly state what a company offers and/what users can do on the site…
If users get lost on a website…
If a website's information is hard to read or doesn't answer users’ key questions…
…they leave
Usability
• Is your site design easy to navigate?
• Does the design conform to best interface usability practice? • Checkouts • Forms • IA • Etc.
• Bring user-goal content to the fore
• Test, test, test!
• Unsupported technology
• Unnecessary obstructions
• Cluttered design that obscure objectives for the user
• Only show, or make salient, relevant content to the user at that time
• Pop-ups
• And of course…
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Ensure your web design is
Responsive
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Poor experience on mobile…
…they leave
Google has issued clear recommendations on what it expects to see from mobile optimised websites
https://developers.google.com/webmasters/smartphone-sites/details
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You have 3 options…
Fully responsive Dynamically served HTML & CSS
Mobile version
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It will massively affect your performance
+100% MOBILE
CONVERSION
+20% CLICK
THROUGH RATE
+51% MOBILE
CONVERSION
+28% TRAFFIC
INCREASE
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Each require very specific and different methods of technical implementation. Getting it wrong could put you in the
firing line for Panda.
A quick
Example
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Web Design Summary
Make your site as good as it can be, both in terms of
Design
Experience & Usability
Streamline your primary pages to be
Engaging
Relevant
Make it responsive
The current
CITATIONS
BUILD
CONVERSATIONS
NEWS
Sentiment
SOCIAL
Authority Relevance
Freshness
is listening to…
DESIGN
CONTENT
BLOG
Engagement
Satisfaction
Structure Quality
#B3Seminar
STEP 3
Taking an interest in others
Where do we
Start?
…it takes people to make the dream a reality.
Audience
Understanding your audience • Most brands will have an idea of the audience they want to target
• Some go into advanced demographics
• If you don’t, then just get out there and ask…
• Use your social channels
• Conduct surveys
• Etc.
• Listen
• Above and beyond, the key is to discover What are they interested in?
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What can you contribute? • Take an interest
• Look for connections - What do we have in common?
• Use what you have
• Data
• Technology/tools
• Information
• Conduct research
• Surveys
• Use existing data sources
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USEFUL
ENTERTAINING
NEWS WORTHY
ORIGINAL Time to
PROVOCATIVE
APPEALING
What can we
Create?
Info/interactive graphics
On-site tools, games & hubs
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The right
Tools
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A final example
Example
• No data to work with
• Very broad target audience
• Little conversation around the industry in target audience
• Negative sentiment around the industry
• Needed to be relevant
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Overall Summary Listen
Take an interest in your audience
Answer their questions
Streamline your primary pages to be
Engaging
Relevant
Responsive
Get out there and enjoy it
#B3Seminar @Branded_3