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Mapping “Mapping the Digital Consumer Journey” AllThingsPerformance’14 The New Age for SEO

The New Age for SEO: Mapping the Digital Consumer Journey

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Nikos Stagakis, ForestView's SEO Manager & a true SEO aficionado, took the stage at the AllThingsPerformance conference to discuss "The New Age for SEO", offer tips and share a scoring case study.

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Page 1: The New Age for SEO: Mapping the Digital Consumer Journey

Mapping

“Mapping the Digital Consumer Journey”

AllThingsPerformance’14

The New Age

for SEO

Page 2: The New Age for SEO: Mapping the Digital Consumer Journey

SEO BEFORE…

Page 3: The New Age for SEO: Mapping the Digital Consumer Journey

*Douglas Crockford added this line to the open-source MIT License (2002)

Page 4: The New Age for SEO: Mapping the Digital Consumer Journey

WEB 1.0 WEB 2.0

DoubleClick Google AdSense

Ofoto Flickr

Akamai BitTorrent

Britannica Online Wikipedia

Personal Websites Blogging

Domain Name Speculation Search Engine Optimization

Directories Tagging

Page 5: The New Age for SEO: Mapping the Digital Consumer Journey
Page 6: The New Age for SEO: Mapping the Digital Consumer Journey

“Page Rank, Ebay reputation, Amazon Reviews: User

as a contributor”

Page 7: The New Age for SEO: Mapping the Digital Consumer Journey

“Wikipedia: Radical Trust”

Page 8: The New Age for SEO: Mapping the Digital Consumer Journey

“An attitude, not a technology”

Page 9: The New Age for SEO: Mapping the Digital Consumer Journey

“Software that gets better the more people use it”

Page 10: The New Age for SEO: Mapping the Digital Consumer Journey

Data as the “Intel Inside”

Page 11: The New Age for SEO: Mapping the Digital Consumer Journey
Page 12: The New Age for SEO: Mapping the Digital Consumer Journey

Buyer Journey Metrics

• 70% of the B2B buyer’s journey is

complete before even engaging

with a vendor

• 87% of the B2B buyer’s say that

content has an impact on vendor

decisionmultichannel

data analytics

social

e-commercee-coupons

mobile

integrated

email

Page 13: The New Age for SEO: Mapping the Digital Consumer Journey

Keyword Strategy Funnel, for optimal Cost Performance

Broad Keyword IntentVisitor Researching

Specific Keyword IntentVisitor is Engaged

Exact Keyword IntentVisitor is ready to Buy!

Page 14: The New Age for SEO: Mapping the Digital Consumer Journey

Choosing the Right Keywords

• Trending issues / News

• Seasonality

• Geo-localization

Page 15: The New Age for SEO: Mapping the Digital Consumer Journey

million dollar question #1

How to target this valuable 20%?

million dollar question #2

What influenced my user to search in this manner?

Page 16: The New Age for SEO: Mapping the Digital Consumer Journey

The SEOs approach

• Code Structure, easy folder access, page load time

• Content Structure, Information architecture, URLs structure

• Links Structure, Quality Inbound links, anchor text strategy

Page 17: The New Age for SEO: Mapping the Digital Consumer Journey

CASE STUDY:

Page 18: The New Age for SEO: Mapping the Digital Consumer Journey

WORLDCUP 2014 CAMPAIGN RESULTS

keywords Rankings

Stoixima brazil 1

stoixima brasil 2014 1

stoixima brazil 2014 1

στοιχημα brazil 2014 1

στοιχημα παγκοσμιο κυπελλο 2

στοιχημα world cup 2014 4

Page 19: The New Age for SEO: Mapping the Digital Consumer Journey
Page 20: The New Age for SEO: Mapping the Digital Consumer Journey

• Blog creation

• Use of keywords onsite

• Series of relative articles

• Internal linking

Page 21: The New Age for SEO: Mapping the Digital Consumer Journey

mobile.sportingbet.gr YouTube Sportingbet.gr

Page 22: The New Age for SEO: Mapping the Digital Consumer Journey

WORLDCUP 2014 CAMPAIGN RESULTS

First Page Ranking, for 13 relative keywords

Brand & Offers presence in various channels

Revenue increase from organic keywords

Page 23: The New Age for SEO: Mapping the Digital Consumer Journey

THANK YOU!