Love Letters from Google: SEO, UX and the Internet of Things

LOVE LETTERS FROM

GOOGLE

SEO, UX AND THE INTERNET OF THINGS

by Dustin Clark

#GLoveLetters

@DustinAClark

DIGITAL MARKETING

CHANGES QUICKLY

#GLoveLetters @DustinAClark

SEO!


CONTENT MARKETING!


MOBILE!


DIGITAL ADS!


MICRO-INTERACTIONS!


WHAT GIVES?

WHERE’S THE LOVE?

WHAT’S NEXT?


ARE WE MISSING THE SIGNAL?

Businesses have the

same marketing

problems:

• New Brands

• New Websites

• New Content

• New Outreach

OR DO THEY?


• 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


• 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


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”


THE WORDS

MODERN & MOBILE

DO NOT EQUAL

SIMPLE & LESS IS MORE


BACK TO SEO!


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


THE BASICS ARE BEING IGNORED

IN THE SIMPLE, LESS IS

MORE WORLD…


INBOUND MARKETING BARCAMP

On a 20-page website:

• 11 unoptimized

meta titles

• 12 unoptimized

meta descriptions


ELEMENT THREE

On an 1,100-page

website:

• 500 unoptimized

meta titles

• 300 unoptimized

meta descriptions

• Unoptimized image

sizes


• 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


SEO AND UX ARE

INEXTRICABLY

LINKED


SEO IS DEAD!

KEYWORDS ARE

DEAD!


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%


AIRSTREAM “CHOOSE YOUR OWN” TOOL

CASE STUDY: REDESIGN POPULAR

TOOL TO INCREASE ACTIVITY


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


SEO AND UX ARE NOW LINKED.

TO MOVE THE NEEDLE IN SEO, CREATE GOOD UX.

INTERNAL LINKING MATTERS.

RESPONSIVE DESIGN MATTERS.


• 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


What about the Internet of Things?

Image: Amazon


KEYWORDS

ARE DEAD!


HOW DOES GOOGLE WORK?

• Catalogs the

internet

• Queries its

database

• Compares info in

DB to search query

• Delivers results

Image: Plexis


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


Source: Cisco

BY 2020, 50 BILLION “THINGS” WILL BE

CONNECTED TO THE INTERNET


METADATA IS THE

GROUNDWORK FOR TOMORROW.

SKIP IT AND YOU’LL BE

FORGOTTEN IN THE FUTURE.



QUESTION THE LOVE?QUESTION AND ANSWER SEGMENT

LOVE LETTERS FROM

GOOGLE

SEO, UX AND

THE INTERNET OF THINGS

by @DustinAClark


Love Letters from Google: SEO, UX and the Internet of Things

Marketing

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