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NERD ALERT!

Nine out of fifty-one websites audited by the Wolfgang SEO team in the past twelve months

affected by spider traps.

That’s 17.64%, or one in six of our SEO clients here today!

Crawl Budget“The amount of time or number of pages Google allocates to crawl a site.”

275*30 = 8250 = estimated monthly crawl budget

The Infinite Calendar Trap

The Never-Ending URL Trapwww.website.com/category/product/

product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/...

The Session ID TrapOften encountered when sites use tracking parameters such as ‘jsessionid’, ‘sid’, ‘opt’, or ‘affid’, to track users without a reliance on cookies

The Faceted Navigation TrapFaceted Navigation aka Mega Menus are great for UX as they:

• Permit users to combine selections to zero in on results.• Enable users to make those selections in any order.www.website.com/category/product/SortByBrand/SortBySize/

SortByColour/SortByNumberOfProductsPerPage/SortByPriceHighToLow/SortByPriceLowToHigh/...

Products BrandsPrice

RangesSort Price High/Low Sizes Colours

2000 50 5 2 5 4=

There’s loads of different solutions to each of these specific crawl issues.

Need to determine what’s important to your business and manage crawl budget accordingly.

bit.ly/SpiderTraps

Links Still Matter!

“I can tell you what they are. It is content. And it’s links pointing to your site.”

Andrey Lipattsev, Senior Search Quality Strategist at Google – March 2016

Why Use Native Ads? • Link from a high Domain Authority website

• 53% more likely to be clicked than display ads

• Reach a wider audience

• Brand exposure

• Traffic to your website

A Case Study: American Holidays

The Results:

The Results:

Don’t worry we’ll sort yer title slide out

Source

Implementation Stats

Google Results

What is Structured Data?• Semantic

vocabulary added to the code of your website

• Uses JSON-LD, Schema, Microdata & RDFa

• Tells Search Engines how the page is structured and not ‘just what it says’

Knowledge Graph

SERP Search Bar

Ratings & Reviews

The Benefits

Enhance Authority. Quality signals

Increase CTR. Attract searchers

eyeballs Improve rankings

Source

Optimise Visibility. Frog hop competitors

The FutureGoogle’s investment in Structured Data:

Schema.org

Structured Data Rich Cards Data Highlighter

Google Structured Data Testing Tool

Use Structured Data to optimise visibility, enhance authority & increase CTR.

@WolfgangDigital

Facebook Video Vs YouTube

Where is your video budget better spent?

The Results are

this shocking!

The Wolfgang Experiment

3 Key KPIs

Impressions

Overall Watched

Time

Quality Watched

Time

Which one should you use?

Benefits

• Great for quality watched time

• 5 seconds per impression

• Non-completed views (or less than 30sec views) are free!

• Great for impressions

• Niche (specific target)

• Sharable content

The Authentic Advertising Revolution

The Advertising U-Turn

How can a brand become authentic?

User Generated Content Boosts

Authenticity

The #53DegreesNorthChallenge

Red Bull #FupOffRain

#TescoMobileChallenge

Being Brave with #GoCreate

#FaceSwapSpaceSwap

Before you start your own UGC campaign…

Is this photo on their phone already?

Is it a simple brand coherent idea?

Re-Use the Authentic Images

Create a Community

…..Have Fun!

Don’t worry we’ll sort yer title slide out

Video on social is great BUT can we generate leads

and find paying customers from it?

Case Study: Plan International Ireland

Social Media Strategy

• Step 1: Brand awareness – Video Campaign

• Step 2: Interest: Web Traffic• Step 3: Conversion: Remarketing

with Lead Generation Ads

Facebook Triple Audience PlayFacebook Custom

Audience: Video

ViewersFacebook Custom

Audience: Emails &

Lookalikes

Facebook Custom

Audience: Website

Visitors & Lookalikes

Leads – Facebook Lead Generation Ads

Animated gif??

Video: ‘Stop Child Marriage’

• Step 1: Brand awareness • Facebook loves video!• Very cost effective: avg. Cost per

View €0.01• Developing Custom Audience:

Video Viewers

Website Traffic• Step 2: Interest (and Conversions!)

• Targeting: Video Viewers and other Custom Audiences

• Developing Custom Audience: Web Visitors

• Educate users … and generate donations

NEW! Facebook Lead Generation Ads • Step 3: Conversions• Innovative ad format• Remarketing Campaign• Targeting: Custom Audiences

(Video Viewers, Website Visitors)

Results• Brand awareness: nearly 200,000 video

views at €0.005 (!)• Interest: Facebook ads were 2nd highest

source of traffic to website• Website Conversions: +90% vs. previous

period• Leads: 75% cheaper than TV• Advocacy: thousands of comments, shares

and likes

Put your brand in front of your target audience,

capture them as Custom Audiences, bring them on a journey and drive results!

ROPO

Is ROPO impacting your Business?

How many of us ROPO?

Big ticket items

User ID View

AdWords & Analytics data

Distance From Location Extension

Geo Report Within Analytics

Data in Distance Groups

<10km 10 to 20 20 to 30 30 to 50 50 to 100 100 to 150 150+0.00%

0.50%

1.00%

1.50%

2.00%

2.50%

3.00%

3.50%

4.00%

4.50%

1.41% 1.36%1.62%

1.80%

2.63%

2.95%

4.07%

Conversion Rate & Distance From Store

Conversion Rate

‘Natural’ Conversion Rate

Estimating ROPO

Took conversion rate from sessions 150+km – 4.07%

Subtract conversion rate from <20km groups – 1.41%

2.66% estimated ROPO conversion rate for people living within 20km

Every online sale from within 20km led to another 2 in store

Over 80% of sessions came from within this <20km area

For every $92 spent acquiring customers, just $1 is spent converting them

Econsultancy’s Conversion Rate Optimisation Report

Improve Page Relevancy

159% conversion rate lift!

Simplify the Enquiry Process

798% conversion rate lift!

Simplify the Enquiry Form

108% conversion rate lift!

Key TakeawaysIdentify large portions of relevant traffic and improve landing page relevancy for this trafficSimplify the enquiry process

Simplify the enquiry form

Answers on the SERP

Conversions on the SERP

Conversions on the SERP

Conversions on the SERP

Purchases on the SERP

Red: 23rd June 2015Green: 25th June 2015

Q: What date did Google Announce its Analytics & Adwords integration for Audiences?

Red: YesGreen: No

Q: You have a 20 second video and you promote it in YouTube. If I watched 18 seconds of your video would you have to pay for that view? 

Red: TrueGreen: False

Q: You can view Facebook Canvas on both desktopand mobile.

Red: 14%Green: 40%

Q: What proportion of Irish adspend goes online?

Red: TrueGreen: False

Q: Users will see Structured Data on your website.

Red: proportional modelGreen: linear model

Q: Which attribution model credits all channels equally?

Red: FalseGreen: True

Q: All analytics users can now track Cross Device Transactions via the Cross Device Report.

Red: 3Green: 4

Q: Up to how many paid search results can show on top of the desktop SERP?

Red: TrueGreen: False

Q: Facebook allows advertisers retarget everybody who has seen a multi-product ad.

Red: TrueGreen: False

Q: According to the IAB, adspend on VOD eclipsed Classifieds in 2015.

Red: BrendanGreen: Rob

Q: The 4 Wolfgangers with Mozblogs are Alan, Kenia, Ciaran and

Red: TrueGreen: False

Q: Google’s new Custom Audiences allows advertisers upload email addresses to analytics and create audiences from there.

78

Q: TIEBREAKER: Wolfgang Digital have how many clients?