Relevant takeawaysfor our team

Seattle, WAJuly 13-15

MozCon2015

MozCon 2015

What I learned• For this presentation:

o Surviving Googleo Make marketing match brand reality

• Additionally:o Content strategyo Delightful remarketingo In-depth analytics trackingo Online personalizationo Mobile SEOo Dark Search & Socialo Modern keyword and topical researcho And more…

MozCon 2015

• Google doesn’t want incremental improvement - Google wants to disrupt Googleo Willing to kill display ads to build a

new way of funding web content and create better advertising and a better user experience

o Willing to sacrifice huge amounts of revenue to provide a better, more addictive user experience

Surviving Google

@randfish #mozcon

MozCon 2015

Surviving Google• Organic results are getting pushed way

to the bottom of the search engine results page (SERP), below paid and knowledge graph results

• The more competitive your term, the harder it is to be foundo Our terms are very competitive

MozCon 2015

Organic listing

KnowledgeGraph

PaidAds

@dr_pete #mozcon

MozCon 2015

Surviving Google• Our content will have to be optimized less

for rankings and more for search outputs• We have to think more like a user

Good SEO is not enough. A website still has to be search engine friendly, so we do still need a new one!

@randfish #mozcon

MozCon 2015

Surviving Google• Google is using our data to create

better results and knowledge graph results

• If the structured data isn’t readily available, Google will dig into the text of a page and scrape results

• Google’s trying to figure out what a question is in testing

@dr_pete #mozcon

MozCon 2015

What That Looks Like

@dr_pete #mozcon

MozCon 2015

What That Looks Like• You don’t need to be the first result to

get into the boxo You need to match the search query

better• In other words, give the best possible

answer for that question

@randfish #mozcon

MozCon 2015

#4!@randfish #mozcon

MozCon 2015

What That Looks Like

@randfish #mozcon

MozCon 2015

What That Looks Like• Google has learned to ID “Entities of

Knowledge”

@randfish #mozcon

MozCon 2015

What That Looks Like (for us)

@dr_pete #mozcon

MozCon 2015

What That Looks Like (for us)

MozCon 2015

Bing has a brain too…• In Bing search ‘Who is the who is the

president of the united states’o Then: who is his wifeo Then: who are their kidso Then: how old are theyo And so on

• It knows who ‘his’ means! It really only works for this question…for now

• The search engines are smart and we need to evolve with them

MozCon 2015

How Do We Combat This?• Marketing that doesn’t focus on people

is getting old• Connect tactics to people’s needs to

business outcomeso Understand human nature to get more

attention to your siteo Help people find what they are looking for

• In 'web time,' competitive advantage can be lost in an instant. Speed matters, so act quickly (or get lapped by your competitors)

@danaditomaso #mozcon@wilreynolds #mozcon

MozCon 2015

Make Marketing Match Reality

• Different teams, and team members are in silos, this breaks the brand

• Our brand is our promise, it’s more than marketing

• Every touchpoint is a chance to enhance brand experience

@danaditomaso #mozcon

© kickpoint.ca/

MozCon 2015

Make Marketing Match Reality

• Humans like consistency, we must be consistent with all of our marketing messages (red box)

@danaditomaso #mozcon

MozCon 2015

Make Marketing Match Reality

• Good marketing feels right• Good marketing makes people make

decisions they are unaware of• Digital marketers should lead brand

strategy because they are aware of all the things that contribute to a great brand experienceo Yes, I just volunteered to do more work ;)

@danaditomaso #mozcon

MozCon 2015

Make Marketing Match Reality

• Several brands have the same or similar messages

• Do you know which one is ours?

MozCon 2015

Make Marketing Match Reality

• Several brands have the same or similar messages

• Do you know which one is ours?

Well branded!

MozCon 2015

Make Marketing Match Reality

• 4 step process that starts with core valueso We do the Right thingo We serve our members with Integrity o We strive for Excellence in all areaso We are Bold but Conservativeo We are a Strong organization

MozCon 2015

Make Marketing Match Reality

• We also need to keep in mind our Mission Statemento Our mission is to improve our members'

economic well-being and their quality of life

• And our Service Marko Save Time, Save Money, Earn Money

MozCon 2015

Make Marketing Match Reality

• Everything we produce needs to tie back to those elements and have a consistent brand voice

• Our employees and members need to look at something and say, “that sounds/looks like RBFCU!”

MozCon 2015

Make Marketing Match Reality

• And I mean everything

@danaditomaso #mozcon

© kickpoint.ca/