LOVE LETTERS FROM

GOOGLE

SEO, UX AND THE INTERNET OF THINGS

by Dustin Clark

#GLoveLetters

@DustinAClark

DIGITAL MARKETING

CHANGES QUICKLY

#GLoveLetters @DustinAClark

SEO!

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CONTENT MARKETING!

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MOBILE!

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DIGITAL ADS!

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MICRO-INTERACTIONS!

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WHAT GIVES?

WHERE’S THE LOVE?

WHAT’S NEXT?

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ARE WE MISSING THE SIGNAL?

Businesses have the

same marketing

problems:

• New Brands

• New Websites

• New Content

• New Outreach

OR DO THEY?

#GLoveLetters @DustinAClark

• We run the marketing rat

race in order to be:

• Bigger

• Faster

• Harder

WE’RE RUNNING TO PLAY CATCH-UP –

AND WE’RE FORGETTING THE BASICS

#GLoveLetters @DustinAClark

• We try to fill the gaps by

making marketing:

• Simpler

• Smaller

• More Modern

WE’RE RUNNING TO PLAY CATCH-UP –

AND WE’RE FORGETTING THE BASICS

#GLoveLetters @DustinAClark

HOW OFTEN DO YOU

HEAR, SEE, OR DO THESE?

• Publish a quick webpage – a paragraph and image or two

• Trim the long-form content – no one reads it anyway

• Emphasize the Form over the Function – big imagery, little

content or context

• Simplify the website user experience by reducing pages or

consolidating content

• Push the campaign out to beat deadline, and “fix it later”

#GLoveLetters @DustinAClark

THE WORDS

MODERN & MOBILE

DO NOT EQUAL

SIMPLE & LESS IS MORE

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BACK TO SEO!

#GLoveLetters @DustinAClark

WE KEEP GETTING THE BASICS…

WRONG

• Metadata is screwed up

• Pages have no clear

information hierarchy

• Users can’t do what they

want

• Functionality is a slave

to form

#GLoveLetters @DustinAClark

THE BASICS ARE BEING IGNORED

IN THE SIMPLE, LESS IS

MORE WORLD…

#GLoveLetters @DustinAClark

INBOUND MARKETING BARCAMP

On a 20-page website:

• 11 unoptimized

meta titles

• 12 unoptimized

meta descriptions

#GLoveLetters @DustinAClark

ELEMENT THREE

On an 1,100-page

website:

• 500 unoptimized

meta titles

• 300 unoptimized

meta descriptions

• Unoptimized image

sizes

#GLoveLetters @DustinAClark

• SEO

• 99% have optimized

meta descriptions

• 80% have optimized H1s

• 150+ internal links

• 10+ images

• 1200+ words

• 33% responsive design

• UX

• 35% or lower Bounce

Rate

• 19% average Click

Through Rate

• 120+ seconds on Page

per visit

• Page load time average

of 1.16 seconds

2015 GOOGLE SERP STUDY

RANKING FACTORS FOR TOP 10 RESULTS

#GLoveLetters @DustinAClark

SEO AND UX ARE

INEXTRICABLY

LINKED

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SEO IS DEAD!

KEYWORDS ARE

DEAD!

#GLoveLetters @DustinAClark

CASE STUDY: HERE COMES THE BUS

METADATA IMPROVEMENTS

Just by updating meta

titles and descriptions:

• Clicks improved

7.2%

• Click Through Rate

improved 15.4%

• New Visits

improved 8.1%

• Bounce Rate

improved 10.9%

#GLoveLetters @DustinAClark

AIRSTREAM “CHOOSE YOUR OWN” TOOL

CASE STUDY: REDESIGN POPULAR

TOOL TO INCREASE ACTIVITY

#GLoveLetters @DustinAClark

Redesigned tool

• 490% increase in

overall web traffic

to the tool

• 31.23% increase in

page views across

the website

• Tool now includes

three conversion

points

CASE STUDY: AIRSTREAM CHOOSE

YOUR OWN TOOL

#GLoveLetters @DustinAClark

SEO AND UX ARE NOW LINKED.

TO MOVE THE NEEDLE IN SEO, CREATE GOOD UX.

INTERNAL LINKING MATTERS.

RESPONSIVE DESIGN MATTERS.

#GLoveLetters @DustinAClark

• SEO

• Google Analytics

• Google Webmaster

Tools

• Google PageSpeed

Insights

• Google Mobile Friendly

Test

• UX

• Hotjar

• Unbounce

• Google Webmaster

Tools

• Google PageSpeed

Insights

• Google Mobile Friendly

Test

INDESPENSIBLE TOOLS FOR YOUR DIGITAL

MARKETING MACHINE

#GLoveLetters @DustinAClark

What about the Internet of Things?

Image: Amazon

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KEYWORDS

ARE DEAD!

#GLoveLetters @DustinAClark

HOW DOES GOOGLE WORK?

• Catalogs the

internet

• Queries its

database

• Compares info in

DB to search query

• Delivers results

Image: Plexis

#GLoveLetters @DustinAClark

LANGUAGE IS EVERYTHING

Internet of Thing uses

data to deliver results

• Siri, Cortana,

Google Now

• GPS and Maps

• Voice-responsive

devices like

Amazon Echo

Image: Wired

#GLoveLetters @DustinAClark

Source: Cisco

BY 2020, 50 BILLION “THINGS” WILL BE

CONNECTED TO THE INTERNET

#GLoveLetters @DustinAClark

METADATA IS THE

GROUNDWORK FOR TOMORROW.

SKIP IT AND YOU’LL BE

FORGOTTEN IN THE FUTURE.

#GLoveLetters @DustinAClark

#GLoveLetters @DustinAClark

QUESTION THE LOVE?QUESTION AND ANSWER SEGMENT

LOVE LETTERS FROM

GOOGLE

SEO, UX AND

THE INTERNET OF THINGS

by @DustinAClark

#GLoveLetters @DustinAClark