ecommerce expo: how to win the zero moment of truth - stephen kenwright
DESCRIPTION
Winning the Zero Moment of Truth is the only organic search strategy that exists in 2014. The accepted advertising model of Stimulus to Shelf – you buying an ad to a customer buying your product – now relies on pay-per-click advertising…unless you do the work in between. If you want to ignore the Zero Moment of Truth – the research phase of the journey to purchase – you need the Cheat Sheet that Adwords provides. But users will research, and your competitors are undercutting you. This talk explores how content strategy is not only essential to rank naturally, but will increase conversions from paid search too.TRANSCRIPT
How to win the Zero Moment of Truth
Stephen Kenwright, Head of Search@stekenwright
http://b3.io/FirstMoment
@stekenwright
@stekenwright
http://b3.io/ZeroMoment
@stekenwright
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Source: Nielsen
@stekenwright
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These aren’t the sites you’re looking for
@stekenwright
The current
CITATIONS
BUILD
CONVERSATIONS
NEWS
Popularity
LINKS
Authority Relevance
Freshness
is listening to…
DESIGN
CONTENT
PLATFORM
Engagement
UX
StructureQuality
@stekenwright
http://b3.io/PopularityVsAuthority
@stekenwright
Build Links ?
Profit
@stekenwright
What is the most important factor in the design of a website?
The website makes it easy for me to find what I want
The website offers a cutting edge interactive experience
The website has a beautiful appearance
Other
@stekenwright
Content
Content
Content
@stekenwright
+2,800%TRAFFIC
INCREASE
@stekenwright
@stekenwright
Manual Action/Panda
Manual Action Revoked
Content Strategy
No Link Building
@stekenwright
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@stekenwright
