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GEERT DE LAET – TECHNOLOGY EVANGELIST

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GEERT DE LAET – TECHNOLOGY EVANGELIST

Previously on…

But times changed.

Battles were lost,

Wars were won...

Once upon a time…

Social, Search and Mobile

Were different worlds.

Online and offline

Different universes...

And soon everything collided.

Into a new marketing reality.

A giant playfield of

Opportunities.

The End.

And Beginning.

PART 1 | PERFORMANCE

1. Out of Reach?

© greeple

92,4% OF FLEMISHPEOPLE HAVE ACCESS TO

THE INTERNET

5,8 MILLIONBELGIANS ARE ON

FACEBOOK

1 MILLIONBELGIANS ACTIVE ON

TWITTER

57,3% OF FLEMISH

PEOPLE HAVE ASMARTPHONE

2,5 MILLIONBELGIANS ARE ON

LINKEDIN

SO WHAT IS THE

PROBLEM?

We’re sowing on borrowed lands 1. Out of Reach?

New Facebook ranking factor:

Overly promotional page posts

1. Posts that solely push people

to buy a product or install an

app

2. Posts that push people to enter

promotions and sweepstakes

with no real context

3. Posts that reuse the exact same

content from ads

Beginning in January 2015,

people will see less of this

type of [promotional organic]

content in their News Feeds.

As we’ve said before, News

Feed is already a competitive

place – as more people and

Pages are posting content,

competition to appear in

News Feed has increased.

All of this means that Pages

that post promotional creative

should expect their organic

distribution to fall

significantly over time.

- Facebook

We’re sowing on borrowed lands 1. Out of Reach?

New Facebook ranking factor:

Overly promotional page posts

1. Posts that solely push people

to buy a product or install an

app

2. Posts that push people to enter

promotions and sweepstakes

with no real context

3. Posts that reuse the exact same

content from ads

Beginning in January 2015,

people will see less of this

type of [promotional organic]

content in their News Feeds.

As we’ve said before, News

Feed is already a competitive

place – as more people and

Pages are posting content,

competition to appear in

News Feed has increased.

All of this means that Pages

that post promotional creative

should expect their organic

distribution to fall

significantly over time.

- Facebook

New Facebook ranking factor:

Updates about Friends commenting on or liking a post are reduced in

prominence

We’re sowing on borrowed lands 1. Out of Reach?

New Facebook ranking factor:

Overly promotional page posts

1. Posts that solely push people

to buy a product or install an

app

2. Posts that push people to enter

promotions and sweepstakes

with no real context

3. Posts that reuse the exact same

content from ads

Beginning in January 2015,

people will see less of this

type of [promotional organic]

content in their News Feeds.

As we’ve said before, News

Feed is already a competitive

place – as more people and

Pages are posting content,

competition to appear in

News Feed has increased.

All of this means that Pages

that post promotional creative

should expect their organic

distribution to fall

significantly over time.

- Facebook

New Facebook ranking factor:

Updates about Friends commenting on or liking a post are reduced in

prominenceNew Facebook ranking factor:

Friends content is prioritised over brand content

We’re sowing on borrowed lands 1. Out of Reach?

New Facebook ranking factor:

Overly promotional page posts

1. Posts that solely push people

to buy a product or install an

app

2. Posts that push people to enter

promotions and sweepstakes

with no real context

3. Posts that reuse the exact same

content from ads

Beginning in January 2015,

people will see less of this

type of [promotional organic]

content in their News Feeds.

As we’ve said before, News

Feed is already a competitive

place – as more people and

Pages are posting content,

competition to appear in

News Feed has increased.

All of this means that Pages

that post promotional creative

should expect their organic

distribution to fall

significantly over time.

- Facebook

New Facebook ranking factor:

Updates about Friends commenting on or liking a post are reduced in

prominenceNew Facebook ranking factor:

Friends content is prioritised over brand contentNew Facebook ranking factor:

“See First” lists managed by users

We’re sowing on borrowed lands 1. Out of Reach?

Like TV, search, newspapers,

radio and virtually every

other marketing platform,

Facebook is far more effective

when businesses use paid

media to help meet their

goals. Your business won’t

always appear on the first

page of a search result unless

you’re paying to be part of

that space.

Similarly, paid media on

Facebook allows businesses

to reach broader audiences

more predictably, and with

much greater accuracy than

organic content.

- Facebook

We’re sowing on borrowed lands 1. Out of Reach?

We saw that brands that tweet

two to three times per day

can typically reach an

audience size that’s equal to

30% of their follower base

during a given week.

This indicates that Tweet

consistency is a key factor

when it comes to maximi-

zing your organic reach on

Twitter.

- Twitter

< 2%reach per Tweet

0.035%engagement per Tweet

We’re sowing on borrowed lands 1. Out of Reach?

In May, Google announced to

(re-)integrate Tweets into its

search results on mobile.

In August, the deal was

extended to desktop.

This may give Tweets additional

reach above the 2%.

We’re sowing on borrowed lands

Instagram in September

announced 400 million active

users. More than 75% of these

live outside the US.

With this milestone, it surpasses

Twitter at 316 million monthly

active users.

However, both organic

follower growth and

engagement are declining.

1. Out of Reach?

0,00%

0,50%

1,00%

1,50%

2,00%

2,50%

3,00%

 Follower Growth  Engagement

2. Ad(d)ing It Up

Ads, ads, ads

For most of us, the only viable

solution left on social is to

create a mixture of organic and

paid posts.

This goes certainly for

Facebook, Twitter and Youtube,

but also Pinterest, Instagram

and others are joining quickly.

On the upside, all platforms

launched more tools to better

target your audiences.

2. Ad(d)ing It Up

Ads, ads, ads 2. Ad(d)ing It Up

For most of us, the only viable

solution left on social is to

create a mixture of organic and

paid posts.

This goes certainly for

Facebook, Twitter and Youtube,

but also Pinterest, Instagram

and others are joining quickly.

On the upside, all platforms

launched more tools to better

target your audiences.

Ads, ads, ads 2. Ad(d)ing It Up

For most of us, the only viable

solution left on social is to

create a mixture of organic and

paid posts.

This goes certainly for

Facebook, Twitter and Youtube,

but also Pinterest, Instagram

and others are joining quickly.

On the upside, all platforms

launched more tools to better

target your audiences.

Ads, ads, ads 2. Ad(d)ing It Up

For most of us, the only viable

solution left on social is to

create a mixture of organic and

paid posts.

This goes certainly for

Facebook, Twitter and Youtube,

but also Pinterest, Instagram

and others are joining quickly.

On the upside, all platforms

launched more tools to better

target your audiences.

Ads, ads, ads 2. Ad(d)ing It Up

For most of us, the only viable

solution left on social is to

create a mixture of organic and

paid posts.

This goes certainly for

Facebook, Twitter and Youtube,

but also Pinterest, Instagram

and others are joining quickly.

On the upside, all platforms

launched more tools to better

target your audiences.

Ads, ads, ads 2. Ad(d)ing It Up

For most of us, the only viable

solution left on social is to

create a mixture of organic and

paid posts.

This goes certainly for

Facebook, Twitter and Youtube,

but also Pinterest, Instagram

and others are joining quickly.

On the upside, all platforms

launched more tools to better

target your audiences.

Ads, ads, ads 2. Ad(d)ing It Up

2.251CLICKS

REACH

95.418PEOPLE

IMPRESSIONS

155.722

For most of us, the only viable

solution left on social is to

create a mixture of organic and

paid posts.

This goes certainly for

Facebook, Twitter and Youtube,

but also Pinterest, Instagram

and others are joining quickly.

On the upside, all platforms

launched more tools to better

target your audiences.

Ready. Fire. Aim ? 2. Ad(d)ing It Up

AD RELEVANCE SCORE

DYNAMIC PRODUCT ADS

BETTER METRICS

(CPC, VCPM)

Ready. Fire. Aim ? 2. Ad(d)ing It Up

AD RELEVANCE SCORE

DYNAMIC PRODUCT ADS

BETTER METRICS

(CPC, VCPM)

Ready. Fire. Aim ? 2. Ad(d)ing It Up

AD RELEVANCE SCORE

DYNAMIC PRODUCT ADS

BETTER METRICS

(CPC, VCPM)

Ready. Fire. Aim ? 2. Ad(d)ing It Up

AD RELEVANCE SCORE

DYNAMIC PRODUCT ADS

BETTER METRICS

(CPC, VCPM)

EVENT TARGETING

AUDIENCE INSIGHTS

TARGETING ON APPS INSTALLED

Ready. Fire. Aim ? 2. Ad(d)ing It Up

AD RELEVANCE SCORE

DYNAMIC PRODUCT ADS

BETTER METRICS

(CPC, VCPM)

EVENT TARGETING

REGIO TARGETING

AUDIENCE INSIGHTS

TARGETING ON APPS INSTALLED

MORE PRECISE

TARGETING

Ready. Fire. Aim ? 2. Ad(d)ing It Up

AD RELEVANCE SCORE

DYNAMIC PRODUCT ADS

BETTER METRICS

(CPC, VCPM)

EVENT TARGETING

REGIO TARGETING

AUDIENCE INSIGHTS

TARGETING ON APPS INSTALLEDCUSTOMER MATCH

CPM TO VCPM

MORE PRECISE

TARGETING

“We don’t want your stupid ads!”

More and more consumers are

installing ad-blockers on their

devices.

Although there are alterior

motives for Apple to allow this

on its devices, it’s also a sign for

marketers to improve the

mobile experience, increase

relevance and search for less

intrusive ways of advertising.

Content blocking has for

marketers an additional

consequence in that scripts like

Google Analytics get blocked

as well.

2. Ad(d)ing It Up

“We don’t want your stupid ads!” 2. Ad(d)ing It Up

IMPROVE AD

QUALITY &

QUANTITY

CAREFUL

TARGETING

SHIFT TO

NATIVE ADS

FIND OTHER

REVENU

STREAMS

BUILD

MOBILE

APPS

CHECK

GOOGLE

ANALYTICS

More and more consumers are

installing ad-blockers on their

devices.

Although there are alterior

motives for Apple to allow this

on its devices, it’s also a sign for

marketers to improve the

mobile experience, increase

relevance and search for less

intrusive ways of advertising.

Content blocking has for

marketers an additional

consequence in that scripts like

Google Analytics get blocked

as well.

“People-based marketing”

Digital will soon rival TV for

total spend, but not before

significant improvements

are made to the ways

marketers reach audiences

on mobile.

The value of an effective

campaign built on people-

based insights is obvious.

Highly targeted, relevant ad

content means stronger

conversion and return on

investment for advertisers, as

well as a better overall

experience for consumers.

- Facebook / Atlas

2. Ad(d)ing It Up

Facebook’s “people-based marketing”

Digital will soon rival TV for

total spend, but not before

significant improvements

are made to the ways

marketers reach audiences

on mobile.

The value of an effective

campaign built on people-

based insights is obvious.

Highly targeted, relevant ad

content means stronger

conversion and return on

investment for advertisers, as

well as a better overall

experience for consumers.

- Facebook / Atlas

2. Ad(d)ing It Up

3. On How To Be Found

We’re sowing on borrowed lands 3. On How To Be Found

Each year, Google changes its

search algorithm around 500–

600 times. While most of these

changes are minor, Google

occasionally rolls out a "major"

algorithmic update (such as

Google Panda and Google

Penguin) that affects search

results in significant ways.

#MOBILEGEDDON21 APRIL, 2015

The Mobilegeddon aftermath

In the end, the impact of

Mobilegeddon was not as

strong as expected.

However, it prooved clearly that

mobile –also for Google- is the

future.

3. On How To Be Found

in non mobile-friendly

URLs on the first 3 pages

of search results.

21%Mobilegeddon

didn’t affect

NAVIGATIONALor

BRAND

QUERIES

fear of Mobilegeddon

BOOSTEDmobile-friendly sites by

4,7%

70% difference in

desktop vs. mobile

ranking results

What to do?

Short term, we must make our

websites mobile friendly.

Longer term, we have to bridge

the gap between ‘mobile-

friendly’ and ‘mobile

optimized’, and start thinking

about SEO as being ‘Searcher

Experience Optimization’,

focused on the end-user.

3. On How To Be Found

go to https://developers.google.com/webmasters/mobile-sites/

What to do?

Short term, we must make our

websites mobile friendly.

Longer term, we have to bridge

the gap between ‘mobile-

friendly’ and ‘mobile

optimized’, and start thinking

about SEO as being ‘Searcher

Experience Optimization’,

focused on the end-user.

3. On How To Be Found

10 mm

no Flash

page speed

mobile keywords local searchresponsive

structured data no popups

Searcher Experience Optimization

Beyond the mobile webpage: App discoverability

For a long time, deep app

content has been locked in app

code, largely un-indexed and

inaccessible to search engine

crawlers. The only content that

crawlers could get was app

titles and descriptions from the

various app stores, and from

company websites.

But now app content can be

indexed and found through

organic search just like

traditional web pages,

encouraging new users to

download the app to engage

with the content.

3. On How To Be Found

Beyond the mobile webpage: App discoverability

For a long time, deep app

content has been locked in app

code, largely un-indexed and

inaccessible to search engine

crawlers. The only content that

crawlers could get was app

titles and descriptions from the

various app stores, and from

company websites.

But now app content can be

indexed and found through

organic search just like

traditional web pages,

encouraging new users to

download the app to engage

with the content.

3. On How To Be Found

Now On Tap

Contextual deep linking

Deep linking is not new.

However, adoption was slow

because deep links only really

worked if a user already had the

app.

Recently, a new type of deep

linking has appeared.

Contextual deep-linking

technology offers deep links

that can pass data to an app

through install, in addition to

supporting the legacy deep-

linking method.

3. On How To Be Found

Contextual deep linking

Deep linking is not new.

However, adoption was slow

because deep links only really

worked if a user already had the

app.

Recently, a new type of deep

linking has appeared.

Contextual deep-linking

technology offers deep links

that can pass data to an app

through install, in addition to

supporting the legacy deep-

linking method.

3. On How To Be Found

Activation Rate +13%conversion

Retention Rate x 2daily active

users

Long-Term Engagement+1.21

days

active

3. Closing The Deal

The battle of the Buy Buttons

What started end 2014 with a

series of small tests by

Facebook and Twitter, in 2015

escalated into a true battle for

the buy button.

The main players: Amazon,

Twitter, Facebook, Google,

Instagram and Pinterest.

3. Closing The Deal

Increase ad conversion rates on mobile

Allies for retailers against Amazon

Remove friction between browsing and buying

The battle of the Buy Buttons

What started end 2014 with a

series of small tests by

Facebook and Twitter, in 2015

escalated into a true battle for

the buy button.

The main players: Amazon,

Twitter, Facebook, Google,

Instagram and Pinterest.

3. Closing The Deal

GOOGLE

PURCHASES

MAY 18 JUNE 2

INSTAGRAM

JUNE 2

PINTEREST

JUNE 10

FACEBOOK

SEPTEMBER 16

TWITTER

SEPTEMBER 29

YOUTUBE

SHOPPING ADS

The battle of the Buy Buttons

What started end 2014 with a

series of small tests by

Facebook and Twitter, in 2015

escalated into a true battle for

the buy button.

The main players: Amazon,

Twitter, Facebook, Google,

Instagram and Pinterest.

3. Closing The Deal

The battle of the Buy Buttons

What started end 2014 with a

series of small tests by

Facebook and Twitter, in 2015

escalated into a true battle for

the buy button.

The main players: Amazon,

Twitter, Facebook, Google,

Instagram and Pinterest.

3. Closing The Deal

The battle of the Buy Buttons

What started end 2014 with a

series of small tests by

Facebook and Twitter, in 2015

escalated into a true battle for

the buy button.

The main players: Amazon,

Twitter, Facebook, Google,

Instagram and Pinterest.

3. Closing The Deal

The battle of the Buy Buttons

What started end 2014 with a

series of small tests by

Facebook and Twitter, in 2015

escalated into a true battle for

the buy button.

The main players: Amazon,

Twitter, Facebook, Google,

Instagram and Pinterest.

3. Closing The Deal

The battle of the Buy Buttons

What started end 2014 with a

series of small tests by

Facebook and Twitter, in 2015

escalated into a true battle for

the buy button.

The main players: Amazon,

Twitter, Facebook, Google,

Instagram and Pinterest.

3. Closing The Deal

Meanwhile at Amazon…

Et la Belgique, monsieur? 3. Closing The Deal

OF THE BELGIAN INTERNET POPULATION

BUYS ONLINE

75%

FASTEST GROWINGE-COMMERCE COUNTRY

#1

FACEBOOK AND INSTAGRAM SHOW THE

BIGGEST IMPACTON THE BUYING DECISION

7%3%

B E L G I A N S A R E R A T H E R

CONSERVATIVEIN REGARD TO BUYING ON

MOBILE DEVICES

4. Home Sweet Home

Chewie, we’re home.

Remember? 4. Home Sweet Home

Branded communities

With organic reach on social

media diminishing, there’s a

renewed interest in branded

communities and adding social

relationship tools to your own

website.

4. Home Sweet Home

Stop making Facebook the

center of your relationship

marketing efforts

- N. Elliott, Forrester

Branded communities

With organic reach on social

media diminishing, there’s a

renewed interest in branded

communities and adding social

relationship tools to your own

website.

4. Home Sweet Home

Stop making Facebook the

center of your relationship

marketing efforts

- N. Elliott, Forrester

Branded communities

With organic reach on social

media diminishing, there’s a

renewed interest in branded

communities and adding social

relationship tools to your own

website.

4. Home Sweet Home

4.5 million+pageviews

3.3 millionpieces of

social content

75.000fans

3 to 1sales rate com-

pared to Xbox

Stop making Facebook the

center of your relationship

marketing efforts

- N. Elliott, Forrester

The resurrection of the e-mail

Despite all other channels

available, e-mail remains one of

the most efficient and rewar-

ding ways to reach consumers

across demographics.

As long as it’s personalized

and optimized for mobile.

4. Home Sweet Home

If you have to choose

between adding a sub-

scriber to your email list or

gaining a new Facebook

fan, go for email every

time.

- N. Elliott, Forrester

“Night Time

(1-3am)

Early

Morning

(4-6am)

Morning

(7-9m)Late

Morning

(10am-

12noon)

Early

Afternoon

(1-3pm)

Afternoon

(4-6pm)

Early

Evening

(7-9pm)

Late

Evening

(10-12pm)

% of Emails viewed on Mobile % of Emails viewed on Desktop % of Emails viewed on Tablet

Source: marketingland / movable ink

2015 VIEWING PATTERN

The resurrection of the e-mail

For Millennials, who view brand

authenticity, transparency and

personalization as basic

requirements for capturing

their attention, social media

isn’t where they want to conduct

ongoing one-to-ones with

brands.

That’s email’s role.

4. Home Sweet Home

5. TL;DL

Too Long; Didn’t Listen

Tweetable take-aways 5. TL;DL

If you have to choose between adding a subscriber to your

email list or a new Facebook fan, go for email every time.

#LUONWassUp

Investing in social media is sowing on borrowed lands.

#organic2paid #LUONWassUp

With the new tools offered by advertising platforms, the

days of ‘”Ready. Fire. Aim.” are over. #LUONWassUp

Maybe it’s time to redefine SEO as “Searcher Experience

Optimization” #LUONWassUp

Social is getting full circle with ‘buy now’ buttons.

#LUONWassUp

SEE YOU AFTER THE BREAK