Bringing people to your website

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Bringing people to your website@GoogleDave #MIRC2014

Human Behaviour Digital has change human behavior50% traffic to site from mobile deviceSocial networking is the #1 use of mobileWe look at our mobiles 150 xday

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Customers are searching for you right now!

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Road to the darkside

- Over optimisation

- Unnatural content

- Unnatural links

- Keyword stuffing

- Poor user experience

- Leads to the darkside!

Over 200 Factors influence search

Google updatesPandas and PenguinsHummingbird

Think visibility rather than rankings. Rankings vary from user to user, device and location.

You need to:

- Google Webmaster tools- See keywords you appear forWhat URL rank where?What is the CTR of these pages?What is the behaviour of these pages

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CONVERGANCE OF DIGITAL MARKETINGGot a question?

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How much do you care about your audience?@

Keywords (targeting and acquisition) Improved sematic and contextual understanding meaning, not just wordsDont spam, keyword stuffKeywords, long tail, context, location, device, experienceSchema.org markup use itGet ready for voice search thats what Google is doing!

Relevancy If you cant talk sense, dont talk shite! Focus on your users, give them what they want, where whenFreshness of contentUnique and valuable to your user personasContent strategy evolves, hot topicsIdentify intent, needs, problemsThought leader

What are you doing to Romance the share?

- You need to commit to outreach

Connect with influencers and earning recommendations?

Content cant sit in isolation

Create contagious content your audience will care about and share

Will people link to you?

'Digital word mouth

- Social signals- Shares- Social attribution - Google +1s - Likes- Retweets- Earns links

Engage in Google + to build your Authorship

Your experience

Be fit for mobile devices Google prefer mobile responsiveWhat do users think of your pages? Find out, heat mapping, VOCReduce clutter and frictionSimplification

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Become obsessed with speed

- Dont keep people waiting- 1 second in page load -20% CR%- Look for multiple Marginal gainshttps://developers.google.com/speed/pagespeed/insights/

Focus on taking the money

Conversion rate optimsiationContent experiments, split testsImproved experienceMore visibility

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But how do you find them?

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TOOLS TO HELP YOU FIND THEM

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If you have something interesting to say, people will listen

Keywords (targeting and acquisition) Improved sematic and contextual understanding meaning, not just wordsDont spam, keyword stuffKeywords, long tail, context, location, device, experienceSchema.org markup use itGet ready for voice search thats what Google is doing!

EntertainInspireEducateConvinceGot a question?

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EnInEdCo

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Youtube 2nd biggest search engine3rd Biggest social channelPages with video are 53% more likely to appear on page1 of GooglePages with videos 57% average improvement in conversions

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@phcreative

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#TLCon

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#TLCon

You need an integrated strategy

Improve you digital visibilityBuild your brandGenerate sales and ROIBecome digitally famous

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@phcreative

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@phcreative

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Be remarkable

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Goosebumps

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Thanks for listening

- @Google Dave- [email protected] 01512275549