SEO and Ecommerce Trends - Kerridge Partner Day
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Transcript of SEO and Ecommerce Trends - Kerridge Partner Day
Define where your business is
1. Strategic Approach (there is actually a strategy)
2. Performance Improvement Process (KPIs)3. Management Buy-in (CEO/CFO/IT etc)4. Resourcing & Structure5. Data & infrastructure6. Integrated Customer Communications7. Integrated Customer Experience
(Be Honest)
What is the benchmark?
1 2 3 4 5Ecommerce
Jedi!
6 7
Aiming for digital marketing excellence
DigitalCapability
A. StrategicApproach
B. Performance improvement Process
C. ManagementBuy-In
D. Resourcing and Structure
E. Data and Infrastructure
F. Integrated Customer Communications
G. Integrated Customer Experience
No StrategyPriorities marketing
activitiesDefined vision and
strategy
Business aligned strategy and
roadmap
Agile strategic approach
No KPIs
Limited
No specific skills
Limited / no customer database
Not integrated
Website not integrated
Volume-based KPIsNo dashboards
Verbal support, but inadequate resourcing
Core skills centralised or agencies
Separate data, tools and IT
services
Core push activities synchronised
Desktop and mobile support, not personalised
Quality based KPIs‘Last click’ attributionBusiness dashboards
Sponsorship and increased
investment
Centralised hub and spoke, dedicated
resources
Partially integrated systems and data
Integrated inbound approach
Partially personalised desktop and mobile
experience
Value-based KPIs weighted attribution
Ad Hoc CRO
Active championing and appropriate
investment
Decentralisation and reskilling
Integrated systems and 360O data
sources
Integrated, personalised, Paid-
Owned-Earned media
Integrated, personalised, web, mobile, email and
social media
Lifetime-value KPIs, Continuous CRO
Integral part of strategy
development
Balancing blend to optimise resources
Flexible approach to optimise resources
Media optimised for ROI and to maximise
customer lifetime value
Full contextual personalised experience and recommendations
Initial Managed Defined Quantified Optimised
“Laggard” “Developing capability”
“Competent average capability”
“Above sector average capability”
“Market leading capability”
Looking at core capabilities will help you to understand where
on the journey you are
Ecommerce Funnel
1. Plan
2. Reach
3. Act
4. Convert
5. Engage
BUYER STAGE // EXPLORATION
BUYER STAGE // DECISION MAKING
BUYER STAGE // PURCHASE
BUYER STAGE // ADVOCACY
Content is the marketing departments’ last opportunity for creativity
Let’s explore somekey trends
Mobile, Mobile, Mobile…
45.1m 36.6m 19.2m
Stat supplied by
Search queries by device
Desktop
Mobile
Tablet
Jan 2013 Feb Mar Apr Jun Jul Aug Sep Oct Nov Dec
Prediction60%
50%
40%
30%
20%
10%
Split Testing is cool…
No one ever has time for it!
You need to find some.
Can be applied to :WEBSITE // EMAIL MARKETINGADWORDS // LANDING PAGES
Search is not the only game in town
YouTube64%
Newspapers
& Magazines
55% Facebook
56%
56%
Search51%
Retailers and
Store Visits
69%
Word of Mouth(Friends, Family, Sharing comments and reviews
online)
56%
How-tovideos
ProductVisualisatio
n
Entertainment
Source: Think with Google https://www.thinkwithgoogle.com/articles/the-path-to-purpose.html
But SEO is not dead!
It’s just changed
SEO Now…
Over the years SEO is improving and developing further and only websites which are optimised for users will be rewarded.
Take note of webmaster tools
Content Marketing
Where some actual design and creativity can be applied!
Content Marketing – Where to start
Low VolumeLow ROI
High VolumeLow ROI
High VolumeHigh ROI
Low VolumeHigh ROI
LINKEDIN PROMOTED
POSTS
ADWORDSGENERIC
FACEBOOK CUSTOM
AUDIENCES
FACEBOOK PROMOTED
POSTSFACEBOOK
RETARGETING
INFLUENCEDPR
MEDIA RELATEDPR
INTEGRATED CONTENT
CAMPAIGNS
SEOGENERICSPONSORED
TWEETS
ADWORDSREMARKETING
ORGANICREACH
ADWORDSTAIL
ORGANICREACH
ADWORDSProduct listing
Ads (PLA)
SEOLONGTAIL
BLOGMARKETING
ADWORDS MOBILE
(ENHANCED CAMPAIGNS)
ORGANICREACH
But I don’t have any content!
The Content Marketing Matrix
Entertain Inspire
CredibilityInform
EVENTS
COMPETITIONS
ARTICLES
QUIZZES
GAMESAPPS CELEBRITY
COMMUNITIESFORUMS
ADVERTISING
LEADERSHIPLOCAL PR
ENDORSEMENTS
TRENDS
INFOGRAPHICS
E-BOOKSBLOGS
WHITEPAPERS
AWARDSCASE STUDIES
REVIEWSTESTIMONIALS
DATASHEETS
Conversion Optimisation
More traffic or higher conversions?
Increasing Conversion
Trends• You need to have a flexible approach to your
website• Mobile CRO is important
• Measure – Orders / Revenues /Average Order Value
MEASURE, MEASURE, MEASURE is the mindset
Wrapping Up
Plan your journey to digital transformation
INITIAL MANAGED DEFINED QUANTIFIED OPTIMISED
YEAR 5
Best in classdigital
marketing
YEAR 4
Competingwith digital
YEAR 3
Average digital capability
YEAR 2
Developing digital capability
YEAR 1
A digitallaggard
Focus on :
• Where is your business on the journey?• Have a strategy• Start with mobile• Make time for split testing• SEO still has a place• Content marketing, aligned to the strategy• Technology is there to support, not hinder
Questions
