Searching for Success - AIR...

© June 2017 Zanzi Digital Marketing Ltd

Searching for Success

using new search technologies to overcomeage-old business challenges

Email: [email protected] Twitter: @JayneReddyhoff

© June 2017 Zanzi Digital Marketing LtdEmail: [email protected] Twitter: @JayneReddyhoff

The things you do to help a website get ranked near the top of the search results, for relevant searches undertaken using Google.

Based on Google’s search algorithm which is applied to all queries and all websites to determine which web pages and sites to show.

Google uses at least 200 major ranking signals, in the same way every time

What is SEO?


What does RankBrain actually do?


Source: https://moz.com/blog/optimizing-for-rankbrain-whiteboard-friday


Come with me if you want your website to live

What do you need to do make sure your website attracts your ideal customer?


1. Be clear about your buyer



TriggersSuccess factors

Perceived barriers

The buying process

Decision criteria

5 Rings of Buying Insight

Reveals why buyers start looking for a solution, and why some make it a strategic priority.

Reveals what buyers expect to change after implementing your solution, and why.

Reveals why some buyers wouldn’t perceive your company or solution as their best option.

Reveals who is involved in the decision and what resources they trust to guide their decisions.

Reveals what criteria buyers use to evaluate solution options and make a purchasing decision, and why.

Source: Buyer Persona Institute


Architect Persona Profile

Roles: Architect / Director

My responsibilities:

• Outline and detailed design of project

• Financial control over project – ensuring client is getting the best price for the work

• Timing control over project

• Ensuring quality of work on the project

• Preparation and selection of contractors (running tender process if necessary)

• Statutory submission

• Delivering quality work product and staying current with industry standards and trends

• Maintaining relationships with clients and others on the project

Education: Undergraduate and Postgraduate Degrees, RIBA Qualified

Architect

Reports to: self/managing partner and the client

Typical Client/Work: Private clients and developers of high-end

residential refurbishments and conversions. Bespoke residential

architecture projects.

Geographical Areas covered:

Social Media profiles: LinkedIn, Houzz, Twitter, possibly

Instagram and Pinterest

How I am evaluated:

• My design capabilities

• Ensuring that my design is realised

• Quality of presentation of project information and communication

• Adherence to budget and timing plan of the project

• Cost of the project

• Ability to manage relationships and issues within the project team to ensure work is of quality, on time and on budget

Information/Resources I trust:

• Recommendations from other architects (Peers)

• Recommendations from experienced professionals I have worked with

• Contractors that I have recently worked with myself and whose work I was happy with

Size of architects practice: 1-5 architects

Typical Job cost: £100K - £3M/£4M


What triggers this architect’s search for a new contractor?

Architects look for a new contractor because the quality of the contractor’s work starts to fall

“a degree of complacency set in which then led to our relationship getting a bit frayed and stressed. You know, assumption being the mother of all whatevers! “

“People change, people get bored, they pay less attention, they change their teams “

“They do a couple of bad jobs and you want to move on ”

Architects look for a new contractor because their existing ones are busy

“Because the ones you like are busy. The good ones are always busy. So you come with a new job and they say, no way they can do it until next year or something “

“once one or two of our preferred contractors are fully engaged on a few projects, they are not available to quote for the next tranche of work”

Architects have to consider a new contractor, because the client recommends them

“sometimes my clients bring new contractors on board because they come highly recommended to them“

“They have brought a builder with them. They are already convinced because their mate down the road used them and thinks they’re God’s gift. You just have to adapt basically and it’s unpleasant and it’s not ideal but yes it happens quite a lot..”

“The client said “oh I’ve got another builder, can I give him the same (specification) document?” The other builder came in less expensive than our one. So we met them and we were pleased with them and we have now used them probably 10 times. “


What results or outcomes does this architect expect from a new contractor?

I will enjoy working with this contractor

“Selfishly, they have got to be easy to work with! ”

“It’s a pleasure to work with someone that is attentive to that level of detail because not many people do! “

“It’s important that the job is finished, so we will work with a builder to make sure it is. But if we don’t enjoy that process, we won’t work with them again.“

I will be working with a contractor who is flexible and not too ‘contractual’

“We’ll make a lot more money, or lose less money, if they are good builders who are less likely to be contractual, and take up a lot of your time with endless unnecessary questions, or paper chasing, or plays for time or extension”

“We had one situation - it was slow, it was excessively bureaucratic, so every time we wanted something that wasn’t in the original design there would be a sort of exhaustive costing process. That became quite kind of impenetrable.”

The way the contractor runs their business gives me confidence

“They run the business in a way that is not going to give us issues”

“Another important thing is financial control, which means that they don’t go over budget without there being a good reason to”

The contractor will deliver well, so I look good!

“It’s not trivial if the client is renting a house and you’ve got a moving date. We had an instance where it was only a week before the move, where it became obvious the builder was not actually going to pull the stops out like he said he was. The client then moved into an unfinished house and it was awful. Really, really bad!”

“I am trying to work with a good quality client working for a good quality outcome and I’m definitely not trying to create a legacy of half baked, misconceived, poor work for myself because it’s not worth doing”


The buyer journey


Consideration

Short-listing

Awareness

Research

Decision

Ready to buy

Repeat purchases…

2. Understand your buyer’s journey and questions


Consideration

Short-listing

Awareness

Research

Decision

Ready to buy

How the buyer journey might look for Graham:


Repeat purchases…

Is it better to have a Panasonic or Sony?

Which is best - a 50 inch TV or a projector and screen?

How long can my speaker cables be without losing sound quality?

Could I get one remote control to operate all my devices?


3. It’s all about the content



Content: top things to get right


Keyword matching

Freshness

Engagement

Related topics

Content depth

© June 2017 Zanzi Digital Marketing LtdImage credit: http://q.likesuccess.com/96/4750401-ship-anchor-chain-links.jpg

4. Create helpful links whenever you can


Links: what to think about

Link diversity

Anchor text

Domain authority


Three kinds of links:

Difficult!

Easy!

Easy!

1. Links coming into your site

2. Links between the pages in your site

3. ‘Outbound’ links from your site to another site


Email: [email protected] | Twitter: @JayneReddyhoff | W: www.zanzidigital.co.uk

Thank you

Jayne ReddyhoffManaging DirectorZanzi Digital

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