London #B3Seminar: Search in 2020, future-proofing your SEO strategy - Patrick Altoft

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Welcome to…

description

With Google changing its algoirthm 300 times a year, brands need to plan their online strategy around where Google and marketing trends are heading in the next five years, not just what's going on now. This session covers what processes to put in place to achieve a truly future-proof strategy that Google - and your audience - will love.

Transcript of London #B3Seminar: Search in 2020, future-proofing your SEO strategy - Patrick Altoft

Page 1: London #B3Seminar: Search in 2020, future-proofing your SEO strategy - Patrick Altoft

Welcome to…

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Search in 2020, future-proofing your

SEO strategy

Patrick Altoft – Director of Strategy

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WILL BE 16

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Google will be 22

WILL BE 22

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Few people remember lifebefore the Internet

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University students won’tremember the dot-com bubble

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This is pretty important to us

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Growth areas are likely to be around strategy, helping with skilled execution work and a consultancy approach that helps large brands “get things done”

“Growth areas are likely to be around strategy, helping with skilled execution work and a

consultancy approach that helps large brands get things done”

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Moving towards a world where we spend time amplifying existing activity

rather than just doing our own thing

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Markets are changing faster than ever before

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SEO will be around as long as people search for stuff

The big question is What type of SEO?

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Ecommerce SEO is already changing dramatically with big brands catching up and dominating in the last few

years, often at the expense of smaller retailers

Google is also quite clear that brands wanting to

just sell products should use AdWords

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Growth areas are likely to be around strategy, helping with skilled execution work and a consultancy approach that helps large brands “get things done”

“I don’t search on Google anymore, I just

buy it on Amazon”

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Amazon’s share of the UK online retail market

Tesco’s share of the UK online retail market

eBay’s share of the UK online retail market

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Growth areas are likely to be around strategy, helping with skilled execution work and a consultancy approach that helps large brands “get things done”

If Amazon sold everything & matched prices then Google

would just end up as a research engine (without as much user

review data…..)

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Even today, SEO is becoming more about engagement

than just rankingsLuckily engagement has benefits that far

outweigh pure ranking increases

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Before we might have looked at how to increase rankings, now SEO is also about using engagement on social media & PR to drive search volume

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If you’re an ecommerce site worried about Amazon then make your SEO strategy more about engaging your audience – think about a

content plan to engage with customers during the research phase so that when they reach the buying point they search for your brand on

Google, rather than a product on Amazon

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“I am starting a new business

and don’t know what I’ll need.”

“I started my business two

months ago, but I’m struggling to

get known.”

“I know I want leaflets and I want the best

deal.”

Mind-set: Intrigued

Mind-set: Engaged

Mind-set: Committed

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In the past, companies sold bad

products using advertising

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The 2020 world of SEO is not about SEO anymore, its about being a

great company

• Great products• Great customer service• A great brand

• Great customer experience in-store & online

• Great marketing

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Currently Google is a good way to find brands that have invested heavily in marketing. It’s not very good at finding

the best price, the best customer service, the best restaurants, the best hotels, the best plumbers etc.

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Historically, Google was a way to find brands that had invested heavily in SEO. This was not a good user experience.

Currently Google is a good way to find brands that have invested heavily in marketing. It’s not very good at finding the best price, the best customer service, the best restaurants, the best hotels, the best plumbers etc

If Google is to succeed, it has to become a place to find the right result, not just the one the marketing industry wants you to find

In 2020 Google will either have achieved this, or be under severe attack across many different verticals

In 2020 google will either have achieved this, or be under severe attack across many different verticals

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Thank you

[email protected] @Patrickaltoft Branded3.com @Branded_3