mozcon 2015: applicable takeaways
TRANSCRIPT
MozCon 2015
What I learned• For this presentation:
o Surviving Googleo Make marketing match brand reality
• Additionally:o Content strategyo Delightful remarketingo In-depth analytics trackingo Online personalizationo Mobile SEOo Dark Search & Socialo Modern keyword and topical researcho And more…
MozCon 2015
• Google doesn’t want incremental improvement - Google wants to disrupt Googleo Willing to kill display ads to build a
new way of funding web content and create better advertising and a better user experience
o Willing to sacrifice huge amounts of revenue to provide a better, more addictive user experience
Surviving Google
@randfish #mozcon
MozCon 2015
Surviving Google• Organic results are getting pushed way
to the bottom of the search engine results page (SERP), below paid and knowledge graph results
• The more competitive your term, the harder it is to be foundo Our terms are very competitive
MozCon 2015
Surviving Google• Our content will have to be optimized less
for rankings and more for search outputs• We have to think more like a user
Good SEO is not enough. A website still has to be search engine friendly, so we do still need a new one!
@randfish #mozcon
MozCon 2015
Surviving Google• Google is using our data to create
better results and knowledge graph results
• If the structured data isn’t readily available, Google will dig into the text of a page and scrape results
• Google’s trying to figure out what a question is in testing
@dr_pete #mozcon
MozCon 2015
What That Looks Like• You don’t need to be the first result to
get into the boxo You need to match the search query
better• In other words, give the best possible
answer for that question
@randfish #mozcon
MozCon 2015
What That Looks Like• Google has learned to ID “Entities of
Knowledge”
@randfish #mozcon
MozCon 2015
Bing has a brain too…• In Bing search ‘Who is the who is the
president of the united states’o Then: who is his wifeo Then: who are their kidso Then: how old are theyo And so on
• It knows who ‘his’ means! It really only works for this question…for now
• The search engines are smart and we need to evolve with them
MozCon 2015
How Do We Combat This?• Marketing that doesn’t focus on people
is getting old• Connect tactics to people’s needs to
business outcomeso Understand human nature to get more
attention to your siteo Help people find what they are looking for
• In 'web time,' competitive advantage can be lost in an instant. Speed matters, so act quickly (or get lapped by your competitors)
@danaditomaso #mozcon@wilreynolds #mozcon
MozCon 2015
Make Marketing Match Reality
• Different teams, and team members are in silos, this breaks the brand
• Our brand is our promise, it’s more than marketing
• Every touchpoint is a chance to enhance brand experience
@danaditomaso #mozcon
© kickpoint.ca/
MozCon 2015
Make Marketing Match Reality
• Humans like consistency, we must be consistent with all of our marketing messages (red box)
@danaditomaso #mozcon
MozCon 2015
Make Marketing Match Reality
• Good marketing feels right• Good marketing makes people make
decisions they are unaware of• Digital marketers should lead brand
strategy because they are aware of all the things that contribute to a great brand experienceo Yes, I just volunteered to do more work ;)
@danaditomaso #mozcon
MozCon 2015
Make Marketing Match Reality
• Several brands have the same or similar messages
• Do you know which one is ours?
MozCon 2015
Make Marketing Match Reality
• Several brands have the same or similar messages
• Do you know which one is ours?
Well branded!
MozCon 2015
Make Marketing Match Reality
• 4 step process that starts with core valueso We do the Right thingo We serve our members with Integrity o We strive for Excellence in all areaso We are Bold but Conservativeo We are a Strong organization
MozCon 2015
Make Marketing Match Reality
• We also need to keep in mind our Mission Statemento Our mission is to improve our members'
economic well-being and their quality of life
• And our Service Marko Save Time, Save Money, Earn Money
MozCon 2015
Make Marketing Match Reality
• Everything we produce needs to tie back to those elements and have a consistent brand voice
• Our employees and members need to look at something and say, “that sounds/looks like RBFCU!”