This is David Brailsford

How?

Marginal Gains

He Started With The Obvious

• Nutrition of riders• Improving weekly training programmes• How the bikes worked• Better seats• Better tyres• Aerodynamics of the bikes

Then The Not So Obvious

• Finding the best hotels• Taking their own pillows to those hotels• Finding the best massage gel• Better hygiene to prevent infection• Painting floors in the maintenance area

to avoid dust

Marginal Gains

Meet Takeru Kobayashi

Hot Dog Strategy• Breaks them in half = more options for

chewing and also frees hands for quick fire loading• Tested spraying them with water and

vegetable oil• Tested different ways of chewing• Improved how it landed in stomach to

reduce the chance of vomiting

In Outsider|Left Champ

Marginal Gains

2 Isolated Cases? • Aviation • NHS• QuantamBlack• Toyota

Chrome Wasn't Built In A Day

What Does This Have To Do With Digital Marketing?

Turns Out We Do This For PPC

• Regularly reviewed bids and adjusted up or down depending on what the bid needed to be to meet the client's targets.

• Reviewed bid modifiers for mobile and location. Again, these were adjusted to meet the client's targets.

• Added a price extension - this only is eligible to show for top position mobile impressions so it's a really marginal gain. Of the 63789 possible times it could show, the extension only had 2193 impressions, but it delivered a 4.21% conversion rate compared to 1.35% conversion rate without it.

• Paused underperforming keywords and added new keywords to the account.

• Excluded poor performing search queries.• Created new campaigns and new ad groups.

SEO? Web Development? Content?

What Not To Do

What Not To Do

SEO: Lots Of Small Changes

• Less friction with the gaffer• Less fighting with devs• Ticking things off feels gooooood!• Your boss thinks you are doing more than

you are ;)• You aren’t getting bogged down in big

stuff• Eggs and baskets and all that jazz

Improve One Area Of Site

Optimise CTR

Other Things That You Can Add To The Mix

• Automate product Title Tags • Automate product Meta Descriptions • Get the intern to build internal links• Add one new product description a day

How Ebay Did It

http://thenextcorner.net/technical-seo

How Pinterest Do It

https://engineering.pinterest.com/blog/demystifying-seo-experiments

How Etsy Do It

https://codeascraft.com/2016/10/25/seo-title-tag-optimization/

Tiny Improvements Across Lots Of Pages

Apply It To Outreach

Apply It To Outreach

Apply It To Ranking

See The Bigger Picture

Do They Rank?

Do They Rank?

Web Development

https://blog.attitudedesign.co.uk/blog/the-broken-webdesign-process

Work Life• Set you to dos the night before, not in

the morning• Make sure all meetings have a purpose• Don't use default times on meetings• Only answer emails at set times• Have don't disturb time

Kaizen

https://walkwest.com/blog/kaizen-approach-seo/

Kaizen• Observe• Plan• Do• Check• Adjust• Repeat

https://walkwest.com/blog/kaizen-approach-seo/

Thanks!