1.FUTURE PROOFING YOUR DIGITAL STRATEGY #ebscotland Glasgow 21st November 2013@googledave@phcreative #ebscotland

2. http://www.ph-creative.com/blog/posts/2013/june/know-your-seo-from-your-elbow-using-the-best-tools-for-the-job.aspx@googledave@phcreative #brokerexpo 3. http://moz.com/blog 4. @googledave@phcreative #ebscotland 5. @googledave@phcreative #ebscotland 6. @googledave@phcreative #ebscotland 7. @googledave@phcreative #ebscotland 8. @googledave@phcreative #ebscotland 9. @googledave@phcreative #ebscotland 10. @googledave@phcreative #ebscotland 11. @googledave@phcreative #ebscotland 12. @googledave@phcreative #ebscotland 13. @googledave@phcreative #ebscotland 14. @googledave@phcreative #ebscotland 15. @googledave@phcreative #ebscotland 16. @googledave@phcreative #ebscotland 17. BUT. IT TAKES. EFFORT. @googledave@phcreative #ebscotland 18. @googledave@phcreative #ebscotland 19. OLD SCHOOL SEO Over optimisation Unnatural content Unnatural links Keyword stuffing Poor user experience Leads to the darkside!@googledave@phcreative #ebscotland 20. GOOGLE HAVE A JEDICOUNCIL@googledave@phcreative #ebscotland 21. PANDA AND PENGUINS MAKE THIS HAPPEN@googledave@phcreative #ebscotland 22. @googledave@phcreative #ebscotland 23. OVER 200 FACTORS INFLUENCE SEARCH Keywords (targeting and acquisition) Improved sematic and contextual understanding meaning, not just words Dont spam, keyword stuff Keywords, long tail, context, location, device, experience Schema.org markup use it Get ready for voice search thats what Google is doing! Relevancy (on page SEO behaviour and conversion) Focus on your users, give them what they want, where when Freshness of content how often do you change yours? Must be unique and valuable to your user personas Content strategy, evolves, purposeful, hot topics, contagious, Identifyintent, needs, problems and become the authority in your business area@googledave@phcreative #ebscotland 24. OVER 200 FACTORS INFLUENCE SEARCH Recommendation (off page SEO / Google Penguin) Commit to outreach and engage with communities Create content your audience will care about Will people vote for you with inbound links? Social mentions is word of mouth marketing and builds links Use Google+ and gain authorship and your identity Manage you link profile, assess risks and take action Content cant sit in isolation, needs to be shared and engage influencers are you focused on them? Do you know who the are!? Experience (Google Panda behaviour and conversion) Be fit for mobile devices Google prefer mobile responsive What do users think of your pages? Find out. Reduce clutter and friction Dont keep people waiting improve load times Do all you can to engage and romance the share@googledave@phcreative #ebscotland 25. @googledave@phcreative #ebscotland 26. @googledave@phcreative #ebscotland 27. @googledave@phcreative #ebscotland 28. CONVERGANCE OF DIGITAL MARKETING@googledave@phcreative #ebscotland 29. But what does it really mean?@googledave@phcreative #ebscotland 30. Optimise for humans@googledave@phcreative #ebscotland 31. Humans arent robots@googledave@phcreative #ebscotland 32. THROUGH SCIENCE AND ART@googledave@phcreative #ebscotland 33. @googledave@phcreative #ebscotlandhttp://www.ted.com/talks/simon_sinek_how_great_leade rs_inspire_action.html 34. @googledave@phcreative #ebscotland 35. OUTSIDE IN SELLING@googledave@phcreative #ebscotland 36. OUTSIDE IN SELLING@googledave@phcreative #ebscotland 37. INSIDE OUT SELLING@googledave@phcreative #ebscotland 38. INSIDE OUT SELLING@googledave@phcreative #ebscotland 39. @googledave@phcreative #ebscotland 40. @googledave@phcreative #ebscotland 41. @googledave@phcreative #ebscotland 42. PERSONA MAPPING@googledave@phcreative #ebscotland 43. Workshop s@googledave@phcreative #ebscotland 44. EMPATHY MAPPING@googledave@phcreative #ebscotlandhttp://www.businessdesigntools.com/2011/12/empathy-mapping/ 45. @googledave@phcreative #ebscotland 46. CONTENT PILLARS@googledave@phcreative #ebscotland 47. @googledave@phcreative #ebscotland 48. @googledave @phcreative #HDevents 49. @googledave@phcreative #ebscotland 50. @googledave@phcreative #ebscotland 51. @googledave@phcreative #ebscotland 52. @googledave@phcreative #ebscotland 53. @googledave@phcreative #ebscotland 54. @googledave@phcreative #ebscotland 55. @googledave@phcreative #ebscotland 56. @googledave@phcreative #ebscotland 57. @googledave@phcreative #ebscotland 58. Dont ignoreSecond largest search engine Third largest social channel@googledave@phcreative #ebscotland 59. 40% YouTube views in the UK are on a mobile Phone 20% YouTube views in the UK are on a TV screen bigger the 3241% higher click-through rate than plain test results in search Pages with videos 57% average improvement Conversions Pages with video are 53% more likely to appear on page1 of Google @googledave@phcreative #ebscotland 60. IF CARLSBERG DID SOCIAL NETWORKING@googledave@phcreative #ebscotland 61. WHO WOULD YOU WANT BEHIND THE DOOR? Your target audience Where are they, which pub? Strategic partners Your customers Influencer networks Who influences them? Who else and why? Who would you, buy a beer?@googledave@phcreative #ebscotland 62. PROBABLY THE BEST SOCIAL NETWORKING ADVICE! A good conversationalist, listens most of the time, thats how, when you talk, you know what to say# Who are you listening to?Be interested in others, not yourself!Dont broadcast sales messagesMake friends, build trust and help others80 / 20 ruleRemember Givers Gain@googledave@phcreative #ebscotland 63. @googledave@phcreative #ebscotland 64. @googledave@phcreative #ebscotland 65. @googledave@phcreative #ebscotland 66. @googledave@phcreative #ebscotland 67. @googledave@phcreative #ebscotland 68. SOCIAL MEDIA STRATEGY@googledave@phcreative #ebscotland 69. SOCIAL MEDIA STRATEGY@googledave@phcreative #ebscotland 70. @googledave@phcreative #ebscotland 71. @googledave@phcreative #ebscotland 72. @googledave@phcreative #ebscotland 73. Once you know what they look likeDo your homework and find your influencers and their communitiesFollow me @googledave to receive this free guide @googledave@phcreative #ebscotland 74. GOOGLE + SOCIAL AND IDENTITY ENGINE@googledave@phcreative #ebscotland 75. GOOGLE + HANGOUTShttp://www.ph-creative.com/blog/posts/2013/june/know-your-seo-from-your-elbow-using-the-best-tools-for-the-job.aspx@googledave@phcreative #ebscotland 76. @googledave@phcreative #ebscotland 77. @googledave@phcreative #ebscotlandhttp://www.searchenginejournal.com/eye-tracking-study-importance-using-googleauthorship-searchresults/71207/?utm_source=twitter&utm_medium=social&utm_campaign=short 78. @googledave@phcreative #ebscotlandhttp://www.searchenginejournal.com/eye-tracking-study-importance-using-googleauthorship-searchresults/71207/?utm_source=twitter&utm_medium=social&utm_campaign=short 79. @googledave@phcreative #ebscotlandhttp://www.searchenginejournal.com/eye-tracking-study-importance-using-googleauthorship-searchresults/71207/?utm_source=twitter&utm_medium=social&utm_campaign=short 80. @googledave@phcreative #ebscotlandhttp://www.searchenginejournal.com/eye-tracking-study-importance-using-googleauthorship-searchresults/71207/?utm_source=twitter&utm_medium=social&utm_campaign=short 81. @googledave@phcreative #ebscotland 82. @googledave@phcreative #ebscotland 83. @googledave@phcreative #ebscotland 84. @googledave@phcreative #ebscotland 85. @googledave@phcreative #ebscotland 86. @googledave@phcreative #ebscotland 87. @googledave@phcreative #ebscotland 88. INBOUND MARKETING AND MULTI DEVICE EXPERIENCE@googledave@phcreative #ebscotland 89. @googledave@phcreative #ebscotland 90. @googledave@phcreative #ebscotland 91. @googledave@phcreative #ebscotland 92. @googledave@phcreative #ebscotland 93. @googledave@phcreative #ebscotland 94. @googledave@phcreative #ebscotland 95. @googledave@phcreative #ebscotland 96. PagesContentLanding pages Copy / MessageTrafficDeviceOrganicDesktopData CaptureCall to actionPPCTabletLive chatPromotionSocial mediaSmartphoneSales funnelsColoursAffiliateSMART TVShopping cartSocial proofGeographyGoogle GlassTemplate styleVideoW'end v W'dayVoice searchSqueeze pagesImagesNew & repeatInteractive/FlashLong v's shortDemographicsDynamicButtonsBehavioural@googledave@phcreative #ebscotland 97. SCIENCE FICTION SCIENCE FACT@googledave@phcreative #ebscotland 98. SiriVoice activated computer Knight Rider@googledave@phcreative #ebscotland 99. TerminatorGoogle glassReal-Time Visuals@googledave@phcreative #ebscotland 100. Thought Control Devices X-Men@googledave@phcreative #ebscotlandInteraxon Muse 101. PEOPLE CAN FORGET@googledave@phcreative #ebscotland 102. PEOPLE CAN FORGET WHAT YOU SAID OR DID@googledave@phcreative #ebscotland 103. @googledave@phcreative #ebscotland 104. @googledave@phcreative #ebscotland 105. DIGITAL MARKETING ECO-SYSTEM@googledave@phcreative #ebscotland 106. @googledave@phcreative #ebscotland 107. Thanks for listening and keep in touch@GoogleDave email: googledave@ph-creative.com tel: 01512275549@googledave@phcreative #ebscotland