people-centric seo - presentation deck
TRANSCRIPT
PEOPLE -
CENTRIC
SEO
#PeopleCentricSEO
Get social with us…
#PeopleCentricSEO
@Growwithorganic
#PeopleCentricSEO
1230-1300Arrivals & registration
1300-1315 Welcome & People-centric SEO
1315-1400The State of SEO: Technical vs. Content
1400-1430 Intent: People-centric Thinking & Measurement
1430-1500 Break and refreshments
1500-1530 International SEO
1530-1555 Mobile, Apps and Voice: The Changing Nature of Search
1555-1600 Closing comments
1600-1700 Organic cocktail & networking hour
PANEL DISCUSSION
DAVid TAPP
Joseph Halsall
Jon Earnshaw
Jono Alderson
#PeopleCentricSEO
Out of technical and content SEO, which do you think has the biggest impact on the way that Google ranks pages in 2106?
#PeopleCentricSEO
What kind of % split do you have/commonly see in SEO work?
#PeopleCentricSEO
Content is king! but this is not the first time we have seen SEOs turn to content to gain results. Since everyone and their dog now creates content for an SEO purpose how do you make sure your content hits the mark and gets you both traffic and links?
#PeopleCentricSEO
#PeopleCentricSEO
With the rise of mobile and the change in the way that people search when on the move, Are you seeing a change in the way content is created and optimised with the Mobile user in mind? Or is mobile more about the technical implementation of your site?
#PeopleCentricSEO
Do you think the old fashioned techie SEO is dying out? Or are they as important as they have ever been?
Do you see the balance of tech vs. content SEO changing dramatically in the next 12-24 months?
#PeopleCentricSEO
Daniel D’Auria ANDREW DAVIES
USING CONTENT INTELLIGENCE TO UNCOVER USER INTENT
#PeopleCentricSEO
A UK INSURANCE BRAND FOCUS ON ‘LANDLORD’ AUDIENCE
/
Customer innovation and Marketing innovation
no.$of$channels$
journey$complexity$
marke&ng)innova&on)
speed$
customer)innova&on)
You Are What You Read
/
Content ingested by Idio Topics extracted via NLP Interest Profiles based on Topics
content INTELLIGENCE
content INTELLIGENCE
Just because you can measure it…
…doesn’t make it important. /
Free-runners not track athletes.
/
KNOWING THE CUSTOMERTHEY ARE PRO-ACTIVE
KNOWING THE CUSTOMER…AND REACTIVE
Journey orchestration.
/
THE PATH TO PURCHASEMAPPING CONTENT TO THE CUSTOMER JOURNEY
“Landlord insurance”
“Property damage insurance for landlords”
“Dealing with problem tenants”
SUMMARY
1/ Focus on understanding customer interactions with your website and content.
2/ Understand the intent of the user and develop your keyword profile on that basis.
3/ Understand this intent in the context of the wider user journey so that you can justify keywords across the whole user journey.
The outcome?
• This data led approach to content analysis will enable better SEO performance and conversion value.
• Google will reward you for taking the user centric approach.
1500-1530 International SEO
1530-1555 Mobile, Apps and Voice: The Changing Nature of Search
1555-1600 Closing comments
1600-1700 Organic cocktail & networking hour
#PeopleCentricSEO
INTERNATIONAL SEO
SAM HARRIES
#PeopleCentricSEO
HEllo! Hola! hallo!
#PeopleCentricSEO
Your audiences are diverse….
#PeopleCentricSEO
GEN X
GEN Y
GEN Z
BABY BOOMERS
we are all the collection of our own experiences…
#PeopleCentricSEO
SOMe experiences are generational…
#PeopleCentricSEO
… while some are universal…
#PeopleCentricSEO
… the consumers of tomorrow hold totally different expectations…
40% of all consumers to be Gen Z by 2020
INTERNATIONAL SEO
SAM HARRIES
Somethings will never change…
INTERNATIONAL SEO
SAM HARRIES
… No matter where you are from…
#PeopleCentricSEO
No matter where we are in the world, geographically or chronologically:
There are shared experiences that connect us
INTERNATIONAL SEO
SAM HARRIESWHAT ARE YOU
TALKING ABOUT?
INTERNATIONAL SEO
SAM HARRIESI am a customer fromEngland.
Hello,
INTERNATIONAL SEO
SAM HARRIESI am a customer fromGermany.
Hallo,
INTERNATIONAL SEO
SAM HARRIESI am a customer fromChina.
你好,
INTERNATIONAL SEO
SAM HARRIESI am a customer fromSpain.
Hola,
INTERNATIONAL SEO
SAM HARRIESI am a customer fromTexas.
Howdy,
Developing from scratch?
#PeopleCentricSEO
INTERNATIONAL SEO
SAM HARRIES
or are you having to make the best…?
Every situation is unique…
#PeopleCentricSEO
BRIEF
WRITE ENGLISH
COPY
TRANSLATE TO
GERMAN
TRANSLATE TO
SPANISH
TRANSLATE TO
FRENCH
BRIEF
WRITE ENGLISH
COPY
WRITE GERMAN
COPY
WRITE SPANISH
COPY
… in your customer’s language…
England and America are two countries separated by a common language.
- GEORGE BERNARD SHAW
#PeopleCentricSEO
example.com example.de
de.example.com example.com/fr
example.com/fr-ca fr.example.com/ca
www.pepsi.com/drink www.pepsi.com/en-gb/drink
Your site’s structure is critical to growing in a controlled fashion…
#PeopleCentricSEO
drink.pepsi drink.pepsi/max
New brand TLDs aren’t cheap, but look amazing…
mens.boohoo/uk de.boohoo/lingerie
usa.coke stay.yotel/gatwick
next100.bmw inside.chanel
#PeopleCentricSEO
INTERNATIONAL SEO
SAM HARRIESUnderstanding our audiences allows us to prioritise.
#PeopleCentricSEO
INTERNATIONAL SEO
SAM HARRIESUnderstanding our audiences allows us to say no.
#PeopleCentricSEO
INTERNATIONAL SEO
SAM HARRIESUnderstanding our audiences allows us to deliver a better experience.
#PeopleCentricSEO
INTERNATIONAL SEO
SAM HARRIESThank you!
Any questions?
#PeopleCentricSEO
Mobile, Apps and Voice:The Changing Natureof Search
DAVid TAPPJAMES MOFFAT
#PeopleCentricSEO
“What is the weather today?”
“Do I need sunglasses today?”
#PeopleCentricSEO
#PeopleCentricSEO
#PeopleCentricSEO
IS YOUR BRAND PREPARED?
#PeopleCentricSEO
#PeopleCentricSEO
when did you first start using voice search/commands
#PeopleCentricSEO
#PeopleCentricSEO
