Monday, December 8, 2014
Here's an awesomely handy little flow chart on how to determine whether a site, part of site or even perhaps a small subset of pages...or heck, even a specific page was hit by Panda or Penguin. It's important to understand that these algo updates are now occurring on a rolling basis. Check out this concise write-up on Penguin 3.0 by @JaysonDeMers for Forbes Magazine. Consequently, it can be harder to determine when a site has been penalized because ongoing refreshes can occur so frequently that Google is never going to publicly acknowledge them all. Thoughts? Do ongoing refreshes make it better or worse for webmasters, site management, and dealing with potential penalties?
Tuesday, October 21, 2014
How Pizza Hut might lead to a discovery about technical SEO
A Funny Thing Happened on the Way to the SERP
I know Google has come a long way in its 16 years. With the introduction of the Hummingbird algorithm and improvements and research into semantic search, Google's goal seems to be to answer our questions before we've asked them. Still, to me, there is something so delightfully unpredictable about human thinking that sometimes I get a little thrill when Google demonstrates that it is still, after all, just a machine.
I've been working in Internet Marketing for over ten years now. Most of that time I've spent heavily involved in search engine optimization, and much of that involved a special area known as Technical SEO. The work was inevitable born out of necessity in that all of the sites I seemed to end up working on suffered badly from a vast array of technical problems that either made it difficult or sometimes impossible for search engines to efficiently crawl and index the content of the sites' pages.
My first foray into technical SEO had to do with an odd thing I was seeing in the Google Analytics reports for one particular client. I was seeing URLs listed in the landing pages reports that looked like a url, with a portion of the URL copied and re-pasted at the end. For example, something like this:
(this is just an example, it didn't happen on my blog, but I don't want to use the real company's URL out of respect)
What was especially curious about this was that this URL not only reported, but it would render the page just fine. When I asked the eCommerce manager about it he said "Oh yes, I've seen those for years. I don't know where they are coming from. Googlebot is just stupid." Until I came along, this was the accepted explanation. Honestly, I had no idea why it was happening, but something told me that if it was Googlebot, it was happening because of the way the site was presenting data.
Thanks to George Andrews, Dr. Pete Meyers and the Moz Q & A, we discovered that the root of the problem was that we had chose to implement quasi-relative (they had incorrect syntax) rather than absolute URLs for our canonical tags. According to Dr. Pete:
This brings me to the purpose of this post. I talk to a lot of clients every day. Big businesses, small businesses, sites with tens of thousands of URLs and sites with less than 100 URLs. Because I'm not an algorithm-chaser, much of my work with businesses revolves around helping them achieve their business goals and how SEO can be one thing to help them get where they want to go. But still, every day, at least one client comes to me with a competitor who's participating in some "shady" tactics like participating in blog networks or paying for links who is out-ranking them by using those tactics.
The bottom line is that a lot of that old black hat SEO still works and it frustrates the hell out of real businesses. It also makes it really hard to sell them on #RCS.
This is what I say to clients who present me with that scenario:
"Participating in some of the old tactics like buying 10,000 'do-follow' links, setting up blog networks and involving yourself in search engine spam can still work. But it is a huge risk. I have seen businesses with revenue of $40 million per month get a manual penalty from Google and be completely removed from the index. Is that an email you want to wake up to tomorrow morning? If you are willing to take that kind of risk, what kind of resources, both financial and human, have you set aside to tackle the cleanup from such an event?
If it's just me, and it's just my blog, and that's my whole business, and I'm willing to take that risk it's one thing. But, if I'm PizzaHut.com, and I'm not only a major brand but a major employer with 10's of thousands of people and their families relying on that business for their livelihoods, taking that kind of risk is completely irresponsible."
Google has come a long way, certainly. Search experience is improving, machine learning is getting smarter, but it's still machine learning. There will always be loopholes and issues with how well Google interprets content both on and off the page. These will, as anyone in the SEO industry know, always be fast-moving targets. What works today, very well may not work tomorrow.
The fundamentals of SEO are based on making sure that search engines can access and correctly interpret the information on a website. Googlebot might be smarter than it was 16 years ago, but my 16-year-old born three weeks before Google, is still light years ahead of his coeval.
Friday, September 12, 2014
13 Fortune Cookies I Found in My Desk on My Last Day at CCI Solutions
Today was my last day as the in-house SEO at CCISolutions.com.
I have poured my heart and soul into working for this company and the people there definitely shared their hearts and souls with me too. Leaving is bittersweet. At the same time I am saying goodbye to some of the best friends I've ever made at work anywhere, it is for the opportunity of a lifetime: a new position as SEO Account Manager with SEER Interactive, a company I have admired for years.
As I was cleaning out my desk today, I found 13 fortune cookies still in their wrappers. Barring jokes about how much Chinese take out I must have eaten to end up with that many cookies, I thought I would share what I found when I opened them as I prepared to close one chapter and start another:
· Let there be magic in your smile and firmness in your handshake.
· Everyone agrees you are the best.
· Discipline is wisdom and vice versa.
· Indulge yourself – but with moderation.
· It would be best to maintain a low profile for now.
· Don’t panic.
· If you don’t do it excellently, don’t do it at all.
· For success today, look first to yourself.
· Cookie said “You really crack me up.”
· If you care enough for a result, you will most certainly attain it.
· You will have many friends when you need them.
· A loved one is of utmost importance at this time.
· The rainbow’s treasures will soon belong to you.
I'm sure there's a song in there somewhere. When I've written it, I'll share that with you too.
Once in a while, life turns magical. Now is one of those times.
Tuesday, August 5, 2014
My uncut and uncensored notes from MozCon Day 3 - please keep in mind that there was a pretty amazing party the night before. Some comments may be hangover induced....
MozCon Day 3 – Wil Reynolds You are so Much More than an SEO
Search User Experience – That’s what we should really be doing and caring about.
A great concierge in a hotel is all about your experience after you’ve already paid for your hotel room.
Sometimes the team that gets you from a to b isn’t the team that will get you from b to c.
What got you HERE, won’t get you THERE.
Putting your finger on a key doesn’t make you a writer.
Can you deliver a strategy that’s holistic, end to end and integrated. Customers matter more than links.
Branding – SEER hired and advertising agency to help them think differently.
When do you know when your job is well done? - You need to give the client what tbey haven’t even asked you for yet.
It is your job to fight for what will get you from b to c. Fight being pigeon holed.
Ask why 5 times for everything that your boss asks you to do. When you ask why 5 times, not only will you piss your boss off but it will force them to think about and define what’s really important.
What if I could grow your business without “10 blog posts a month”…is that a fail?
You will get push back.
Outputs vs Outcomes
(Water for Waslala, Nicaragua) – Building the wells and infrastructure is the input, the output its people are more healthy.
Getting 30 links is an output – Growing a business is an outcome. Try following the money… Did you ever get check from anyone at Google.
#SUX requires social. How often are you getting a higher CTR because of authorship and then jumping up and down thinking “I won.” You might win some but you just lost one.
Is that loss going to show up in your ranking reports.
There’s lot of opportunity if we take over Social. Caring about the customer will cause people to listen to you.
Relationships are fragile and they are multi touch.
“I want to make sure that everyone who comes to our site has a great experience.”
Are you willing to fix that experience? I can’t convert someone you don’t care about.
What if we built cliques instead of driving clicks?
How to look at other things you’re doing to bring a better experience to your customers:
1. Facebook Ads – 2500% ROI Facebook Custom Audiences
Improving Retention with Facebook Custom Audiences. Target specific segments.
2. Taboola – Built 30 links by doing PPC bit.ly/10k-test
How does brand type-in traffic effect my traffic?
YouTube #SUX - Take people who have created tutorials for features that make something easier and advertise on those.
Why can’t a behringer x32…..?
Why can’t a presonus 32….?
Betterific – Too often we aren’t giving customers what they want. We give them what we want them to want.
One client made $500,000 in one year by participating in forums. Spend one hour a month trying to help people with your expertise.
Do a “site:” for a forum plus the words “looking for” – and just help someone.
The key is to use analytics to enable and enhance creativity.
What can we cannibalize that we do every day and go kill it.
25 ways to get your client to stop asking bitly/CTRisbroken
Organic Search – www.urlprofiler.com
For actively disavowing and removing low quality links
Audit your linkable assets from the beginning of your projects.
Use Scrapebox for keyword research
Pay to promote your best performing (converting) content.
(Don’t’ Tweet) Steal your competitors’ curated blog content - @autographer
*****Every Twitter account has lists of lists that have been curated. Go do this on your competitors’ Twitter accounts.
Use Facebook Ads to support your outreach – Custom Audiences. You can define them by uploading a data file. Also use them to target people who work at publications (influencers who can help you promote your content). You can use Lookalike lists to target people who are very similar to the people you’ve already got.
You can use Create Pixel to create a pixel to track people who’ve clicked through to your content, it will find more people that are similar to people who’ve already clicked through to your content and then target them via Facebook Ads.
Check out Twitter tailored audiences.
Use GA’s reverse goal path report under “Conversions”
Use Google Surveys to find out why customers aren’t converting, or to get information about their UX.
Measure the reach of your hastags – Tweetreach.com
Fireside Chat - Fireside chat with Sarah Bird
Punishing failure stifles creativity.
Richard Baxter – Interactive Content
Most of the time we are fixing things, making things or communicating ideas.
We are constantly competing for attention from our customers and what works today may not work tomorrow.
Tweet this - I gifted storyteller really understand s the medium via which they choose to tell the story.
“Stop with the pooping on the Internet!”
oliveremberton.com Check out this blog
You’ve got to know how it’s built as a great content marketer/storyteller
SVG – Scalable Vector Graphics
Polygon’s XBOX one review is an example
Example – Interactive graphic from Intuit about the Future of the Office. (Death of the Office)
WebGL is a 3d rendering language for your browser. It works in Chrome
CSS - @thebabydino talented CDD designer
HTML5 Video - http://www.oreilly.com/pub/e/2599
The Best of Fluent: JS + HTML5 Video + Canvas
Embedded JS Charts
Post – There is no ‘Creative Method’
Read book: “A Technique for Producing Ideas”
Andrew Blum http://adrewblum.net
Book called Tunes: Behind the Scenes at the Internet
How is the story going to be told?
1. Technical Setup and Feasibility – How will it be hosted? before you present it to the people who decide whether or not what you want to be build is a good idea.
2. Stakeholder recruitment – Do it before you start writing or designing anything.
3. Asset Collection + Research – Study a topic before you write a title or start writing your story. Try using Mirrorly – Mirly?)
4. Storyboard creation - an iterative document that helps you structure the story you want to tell. Their storyboard was simply a Word document, no visuals and this is what they send to the developers.
Data: raw materials for the story
Flow: how the content is organized
Assets: features, copy and images
5. Rapid Prototyping
Content precedes design. Design in the absence of content is not design, it’s decoration.
What a quarter-century of Internet growth looks like underwater someone came along and did the same piece of content in an animated gif and it was more popular than the piece that Richard Baxter’s team had created.
On responsive testing: http://responsinator.com
Every time we encountered a problem, it was because of process.
Annie Cushing - Demystifying Data Visualization for Marketers
What can I talk about that is something that I struggle with that I can talk about and then benefit from the preparation for the presentation.
1. Data Series….data that goes into the buckets
2. Categories ….like buckets
Categories are going to show up in the chart and the data series will show up in the legend.
1. Dimensions – far left column in any Google Analytics report. If you want more than one you can apply a secondary dimension or create a custom report. If you want more than two dimensions you need to use the API.
2. Metrics – If it can be measured with a number, it’s a metric. Anything else, if you bring it into Excel it will come in as text because it’s a dimension.
You can’t do this in the standard UI – You have to go to API
Find a dimension in GA that will give you ONE bucket
Audience> Custom > User Defined You can ignore the (not set) and get what you want. If for some reason when you do this you have more than one row of data, you need to update to custom variables.
Dimension – 1
Metrics – 1
Example – Total revenue by country
Chart Options – Pie Chart, Radar Chart, Column Chart, Horizontal Bar chart (Good for thigs with longer axis labels) – Get rid of grid lines, Create Spartan charts, Spider Web Chart or even a Heat Map alternative (check out Annie’s video tutorial)
Dimensions – 1
Metrics – Multiple (non time-based)
Chart Options – Side by side column chart, stacked column chart. And horizontal versions of these, 100% stacked column chart, Radar chart, combination chart (great for using if you are comparing two things that are inherently different.
Dimensions – 1
Metrics – Multiple (time-based)
Chart Options – Line Chart (Communicates continuity), Filled line chart, side by side columns, stacked column, 100% column. Annie doesn’t recommend using bar charts.
Tweet this – AJ Kohn’s blog (not Richard Baxter) has a post that shows how to create line charts for a ranking index using pivot tables.
Dimensions – 2
Metrics – 1 (You’ll only get one)
Chart Options – Everything that was there with one dimension, multiple metrics.
Excel can’t chart out two dimensions and one metric when they are in the tabular format provided by Excel.
There is only one way to get your data into this format and that’s by using a pivot table.
Dana DiTomaso – Prove Your Value
If you are only reporting on last-click attribution, it’s like putting together a football team and only paying the players who score.
Clients don’t always care about what you care about.
How do you define great work? You have to set goals.
Goals vs. Aspirations – SMART goals!
Don’t say the word “conversions” to a client. The automatically associate that with a sale. Sometimes it’s a download, form fill, etc.
It’s a two way conversation. How can you easily show progress?
Repeat the goals over and over every month.
Can anyone read and understand your report?
Value-based billing – The idea of what you charge is based on what value it provides the client.
If your audience is extroverted
Reduce the Anxiety
Tools to determine Personality
Rand’s Final talk
When anchor text appears time after time after time, it starts to appear in auto-suggest tools in search suggestion tools.
Does Google Index URLs shared on Social Media Faster?
Can Google+ Impact rankings
No, not in non-personalized results.
The remaining noted of Rand's talk have been kept private out of respect for some things he is testing.
Thursday, July 31, 2014
as I mentioned in the notes from Day 1, I am providing my notes raw and uncut. There may be interesting references to interesting people that you should seek out and know as a marketer, and sometimes, not.
There will also be interesting links that you can't access because I didn't write down the whole URL...Think "Bitly" and you'll probably figure them out.
At some point, because I'm a friendly person, I'll probably go in and put real links in for all of those things. :-)
The quotes and references in these notes are raw and uncut. Proceed with Caution!!!!
There will also be interesting links that you can't access because I didn't write down the whole URL...Think "Bitly" and you'll probably figure them out.
At some point, because I'm a friendly person, I'll probably go in and put real links in for all of those things. :-)
The quotes and references in these notes are raw and uncut. Proceed with Caution!!!!
Day 2 –
MozCon – Dr. Pete Myers - How to Never Run Out of Great Ideas email@example.com
Disconnect that we have right now
There is something we are afraid to admit to ourselves as content consumers (image of woman with the water bottle) as content marketers, but it’s how people consume content.
Wordpress alone – 41.6million new blog posts per month and that’s just 19% of all blog posts.
You are not one drop in the content buckets. You are one drop in 237 buckets.
Go look at clickhole – It should be uncomfortably hilarious. So where do we go? How do you create sustainable ideas, big ideas.
Save the best ideas for FIRST. “I’ve got this great idea but I’m not ready..I don’t have the budget…etc.” You have to bring these things to the front while you still feel passionate about the idea.
If you suck AND you’re boring, you’re done. You have to lead with your best stuff.
Too often the big idea is an illusion, a fantasy. Have you ever had “THE IDEA.” If you live with that idea in your head and you never try…..
Information processing theory – We fear that if we put all of our ideas out there that we will run out of ideas and have nothing to say.
Don’t wait for inspiration. Become an Expert. Give out your expertise. What part of the expertise do I know that the rest of you don’t know.
Harness a System – Is there a way to make a process that helps generate content? Find a process that you can repeat – i.e. “Will It Blend” “Whiteboard Fridays” the Jule/Julia Project “Dinosaur Comics” – “neilarey.com” workout infographics
Find something that’s repeatable, but not repetitive.
Flex your brains. Rory’s Story Cubes (Buy these) – Storium, it’s a game for writers.
National Novel Writing Month (website)…………..Writer’s write
Neil Patel isn’t Madison avenue, he’s our people, he’s a medium sized agency and he spent $100,000 on one piece of content. It’s time for us to raise the bar (photo of slide on phone). They have the cash and we don’t. The key for us, if we aren’t going to spend the money is in the Creative Talent.
Stacey Cavanagh –
The biggest time waster in content creation is creating a great piece of content for the wrong audience/
Use Facebook Graph Search to get insight into your audience.
There are so many variables in any digital marketing project that it’s almost to impossible to pinpoint what influences the outcome.
Pu 6 people in a room in a room for 30 minutes and have them put down three ideas, then, share to the right, and repeat.
Field test your story before investing in making it shiny.
Journalisted.com – Read the PR Masterlcass’’
6-3-5 brainwriting is an efficient 1sr stage tool
Don’t cater to their interest, but also cater to their screens.
Community Speakers - Mark Traphagan
Google+ Treasure List
· Brand Authority
· Search Visibility
· Google Ubiquity
Important: Brand photos are starting to show up in the personalized branded search
Case Study (Medium sized brand)
· G+ Follower Up 326&
· G+ Community Up 786%
· Organic Traffic Up 188%
· Email signups up 249%
Post regular content. That content becomes the hub . That’s the content that get’s elevated and pushed up in extended networks Google.
Google+ brands can follow people without being followed first.
Bring the audience then by using subject matter experts. For example, use subject matter Google Hangouts.
People don’t have to be on Google+ to participate in a Google hangout. Spread the word, this expert is going to be live on the air, come watch it, ask questions, etc.
Use live comments from CommentTracker.
Branded hangouts included a strong call to action that invites them into specific targeted communities, topically very specific to the niche the hangout was about.
If you create a community from your brand page, then the connection is there and Google even displays it
Google counts all the members of a community as a +1 for your brand.
Authority is raised on Google+ by engagement.
Stephanie Beadell – Buzzstream.com
Surveys – Compare Answers Across Questions.
Don’t use “yes” “no” answers, use answers on a scale.
Beware of Bias –
Priming – Your instructions set the tone for the survey
Randomization of survey order
Leading Questions –
Understand How and Why People Lie
-nobody want to talk about their age or income
-people get bored
Interval & Ratio questions are when you start getting data that goes beyond graphs and pie charts, i.e. cluster analysis.
Regression analysis – Use the Excel Add-In: Analysis Toolpack
Zeph Snapp – CEO of Altura International Content
If you want to grow as an American company, you have to start looking outside.
Universal terms, the query doesn’t change, only the language.
AlchemyAPI – Drop your URLs in to view the Entities for the keywords associated with that URL.
Find marketers in the region who understand the people you want to target.
Justin Briggs, Getty Images
Freebase Can dynamically pull tagging information.
Use attributes to disambiguate which “Brad Pitt” you might be talking about.
Use UberSuggest - Use queries that include question words.
Schema takes you from Web to data. It builds structured databases out of your website.
Marshall Simmonds @mdsimmonds DeFineMG.com http://map.ipviking.com
http://earth.nullschool.net The NYT used Google Map data to show 43,634 properties that were on the brink of foreclosure this year
Five Thirty Eight
Three Things While Hiking
Watermark your images -
Search Site:ccisolutions.com –www
A 301 is much better than a rel-canonical because rel-canonical is Google-dependant. Better to fix the problem and remove the rel canonical.
Important – Go Look at the Slide decks for this presentation.
Google New is an excellent side door into the Web results. If you can’t get into Google News, you should try. Find a way to get into Google News. But, be ready. Read Adam Sherp’s blog on how to get into Google News.
Google News keyword tag is useful
Secret about the Standout Tag you can use more than 7 if you use it somewhere else
http://www.similarweb.com for Competitive analysis.
http://www.Splunk.com will parse the log file data.
Webloxexpert.com and ExactTrend.com
How the Best Lessons Come in the Form of Defeat – Dare to Fail
Jeremy Bloom @jeremyblom11 firstname.lastname@example.org
Media – Excel – Martech
Integrate sits down with the marketing department and blueprints their systems. Show how customer data flows.
The problem of disconnected data.
The Power of Intention by Duane Dyer – “Give up your need to win.”
There are two sources of motivation: intrinsic and extrinsic
Extrinsic – money, fame, power
Intrinsic – personal growth, all things that you can control.
Are you mentally tough? Give up something you love for 30 days.
“If you don’t do this you’re gone.” – Fear based leadership won’t give you a great culture.
Leads to a bunch of individuals. No one could ever lock arms.
Justin Cutroni Supercharging Your Digital Analytics @justincutroni email@example.com
ecommerce new report that measure the entire process….”Look to Book” How many times was a product added to cart versus how many times it gets viewed.
Create a Look to Book Benchmark. Then look at that ratio at the category level and product to product level.
Elizabeth Marsden – Google Shopping PPC @ebkendo
Elizabeth Marsden – Google Shopping
Shopping Ads have a quality score but it’s not visible.
Site Speed and Cart Issues effect quality score of your product listing ads.
We need to do this - Local Inventory Ads are in Beta (so low competition) These require a separate feed that is updated more often.
Have a folder on your server of unique images for your products, just for your Product Listing ads.
Bing Ads mimic Google exactly. No separate Merchant Center, it’s in Bing Ads.
Bing Ads rich captions – It’s free. It will get attributed to Bing organic traffic.
GA PL Dashboard – Install it….Also use Supermetrics – Imprts 3rd Party Cost Data tool. Use Splunk to look for comparison shoppers. Find out what is the true cost of Google Shopping to you.
Count Assisted Conversions. – PLAs are not all about the last click
Phil Nottingham – Optimization for YouTube
Unlist the videos on our YouTube channel that have low engagement. (via YouTube analytics)
Define you MVC – Minimum Viable Conversion
Visit another site
Share the video
Watch another Video (encourage consumption) – preferred MVC
Develop a UVP for your channel
Gut reactions are formed in 3 seconds or less.
We share to communicate our identity. To say something about our own personal brand. Strong emotions triumph.
****We need to do this: Sign up for tubular (you need 5,000 YouTube subscribers before you can get the tool).
Google “love ccisolutions” “hate ccisolutions” plus competitors also.
Unruly.com UnrulyActivate.com is a network of bloggers across the Web that have embedded video players.
UnrulyShareRank – user testing that will allow you to predict how shareable your Youtube video’s going to be.
Viral Marketing – The science of Sharing.
Phil recommends using paid promotion for all videos on YouTube.
Nobody likes pre-roll ads
Thursday, July 17, 2014
These notes are being provided in their raw form as is. Please feel free to use them, study them, share them, correct them or comment on them. Please forgive any typos, misspellings or inaccurate quotes. I often paraphrased when the presentation got moving too fast for me to keep up with my note-taking.
Notes from Day 1 - MozCon 2014
Rand’s opening speech
5 Blog Trends from the Last Year in Web Marketing
1. Are we on the verge of regulation?
UK Cookie Law – repealed just before penalty actions took place
Canada’s new spam law –
EU’s “Right to be Forgotten” –
FTC has disclosure guidelines
Google staves of regulatory action by becoming the 2nd largest lobbying spender in the US
But while Google has the clout money and influence to take on the government, the search marketing industry does not have the same ammunition.
Look up Google trends chart on “Inbound Markeitng” and “Content Marketing’
Many people outside our industry use these teams interchangeably.
(Look for the Manual Action by month graph on Google’s site)
Negative SEO – The 800 Pound Gorilla post by Craig Addyman
“Google is the new IRS and we are the new tax accountants
“SEO is part of my job” but no longer my job title
FOR Example: Google “make French toast”
Or “Title Tag Length”
Tweet this - In order to feed their revenue engine Google needs to create and feed search addiction.
What we need to do is make content and websites that gives Google Searchers better quality and experience, so they keep coming back.
We must become the promise of what we say we want to become. We have an obligation to live up to that potential.
Give feedback immediately afer the sessions via the link on the Mozcon page.
Kerry Bodine – Human-centered Design
Broken Brand Promises: The Disconnect Between Marketing and Customer Experience @kerrybodine
The companies on the bottom of the satisfaction index performed better on the stock market than the ones on the top.
81% of consumers are willing to pay more for a better customer experience.
“Friendly” – Means more (United campaign)
Thought – If we create a customer service Twitter account, we are creating the implicit promise that we are listening around the clock and able to respond almost immediately. Can we keep that promise?
Tweet this - Marketers are sometimes setting impossible expectations through the explicit and implicit expectations they create.
Journey maps – more impactful than a marketing funnel
Intuit turbo tax - journey map slide (photo on phone)
Thought – build journey maps for the systems side and the ecommerce side of our business.
Exploratium Visitor Experience Map – It’s really looking at the holistic experience…yes, everything in the funnel, but everything else, like getting support, etc.
It shows where the promises are being made and where those promises are trying to be kept.
The big question is – Who’s responsible for all of this?
Who’s responsible for “brand”
Who’s responsible for “marketing”
Who’s responsible for CX?
Answer: Every single person in the company, even if that person never talks face to face with a customer throughout their entire career.
If it’s everyone then how do you begin to figure out what your role is?
You can get this by creating a Service Blueprint.
Google “Service blueprints” – Shows every single person in the entire organization who is making the promises and keeping the promises?
· $2,000 Facebook machines
· Waffle House – It’s 2am and you’re drunk
· WebMD – Convince yourself that you have a terminal illness.
How can you get to the bottom of what your brand really stands for.
Use Collage - ??? Do you do this with your internal people, or your external customers. – answer was “both.”
White board or story board it all out into CX/Brand map for:
Evidence in the customer experience
3. Help employees discover the role that they play. Empower them to make their own connections to the brand
What should this feel like to customers
What can I do to deliver this promise?
4, Align your marketing with your actual customer experience.
Try paying attention to the bright spots in the customer experience, the promises on which you are delivering. Focus on those when you are working on marketing endeavors. #Focus on what’s awesome.
Thought – create a company wide survey that asks every employee to complete a survey regarding #3
It’s not just about delighting the customer, it’s about increasing revenue.
How do you get customer feedback to fill in the journey map?
Get a big piece of butcher paper and sticky notes (10 feet long) – Doe this before you talk to the customers. Bring them into a workshop type settings (groups of 3-4 customer with 3-4 employees from the company) and get them to tell their stories and start moving around the sticky notes…make it messy so they feel they can move things around and change things. Use red and green dots ro add on to show what’s working and what’s not…use emotion stickers.
If you are primarily online, take screenshots of the site and have them available.
How do you measure this process? KPIs?
Do surveys on “What are the promises that we are making” and “To what level are we succeeding at fulfilling those promises?”
She does what I want to do.
Lindsay Wassell – Improving Your SEO by Mastering These Core Principles!
@lindzie Key Phraseology
Talks about SEO as a Powerful Marketing Tactic…not a strategy.
Information is the perfect product
The Internet is the perfect medium
And organic search is the perfect channel
Innovation wins the Internet
Kick Start Tip #1 – Think like a product marketer
A Digital asset of any kind is a product. When you produce drivel, you’re just adding noise.
What is a product?
-anything offered to a market to satisfy a want or a need.
What is innovation?
- a new method, idea or product (example, Andy Wharhol’s Campbell’s soup can)
another example – MooCards
-What is digital product innovation?
Apply a new method or idea to a digital product.
Phaidon – didn’t create a new product, but innovated a presentation of a story on Andy Wharhol’s soup can
Kickstart Tip #2 – Innovate your world.
Innovate with the piece of the product that you touch.
The Internet rewards innovation.
Dedicate (2nd core principal)
- Care about your audience. It will show.
Dedication and AirBNB – Moz –
Go big, or go bigger. Don’t publish drivel.
Promote your content like you mean it.
Information Access Barriers –
-People who only access the Internet via smartphones
-accessibility depends on findability
- Robots are people too
Never, ever, forget about the robots.
Thought – How are we innovating? Lindsay “Google+ is a Layer” – great quote.
Author of Fever Bee – How to Use Social Science to Build Addictive Communities
#1 Thing – A sense of community is what makes building a community produce positive benefit, loyalty, higher retention, etc.
Higher Employee Retention
How to take any group of people and create a powerful sense of community in any part of your life.
Create a boundary – The higher the boundary, the stronger the sense of community.
We want to be part of exclusive groups of our peers. Create an insider group – You can’t have insiders without having outsiders.
- Apple has a top 100 group
A Community of people (X) who do (Y) You can start with 15 friends.
- Introduce Rituals and traditions.
- These should be a little hard, a little difficult, maybe something that makes you a little bit vulnerable.
- Have a “Place.” If people meet in the same place all of the time, their familiarity of that place transfers to new members of the community.
- This could be online
- Create a shared narrative, a narrative that’s interesting.
The more people that know the history of that group, the stronger sense of community.
Share emotional connection – they are happy, sad and angry about the same things at the same time.
Share Unique Experiences - “Chess Boxing” world championships
Take small things and turn them into huge victories, celebrations.
Emotional connection on the vulnerability scale as well. Provoke Vulnerability.
Initiate Deeper Discussions.
Steal Popular Discussions
Power and Influence
Copy what someone else in our peer group has already done. Find your particular niche and use whatever skills you think you have to build your distintiveness.
Ask your members about their experience & expertise.
Ask people to show off what they’ve done. They only people who participate in a community are people who feel like they can influence the group. The second they don’t feel that way, they stop participating. “Buzzing Communities”
Architecting Great Experiments @kylerush
1. Significance –meaning the risk of encountering a false positive.
2. Power – The risk of encountering a false negative
3. One0tail vs, two tail - a one tail = is the variation better?
Two tail will tell you both if thevariation is better and if the variation is worse.
4. MDE Minimum detectable effect - Successful testing strategies are based around the minimum detectable effect (MDE) variable.
5. Sample Size - How many subjects are in your experiment.
Always use a sample sie calculator to calculate sample size before starting an a/b/ test http://www.bit.ly/VUBti8 and /SWR3YC
Sample size calculators tell you how many subjects, but not which subjects should be in your experiment.
Start by focusing a/b test on the last step in your conversion funnel because it will achieve more impactful results than if you started with an interior page higher up in the funnel.
Be Fearless – For example, test “terse” versus “verbose”
1. Measure as many goals as possible. Micro - For example form-fill errors
Macro – purchase, revenue
2. Choose a primary goal.
3. Don’t forget about down the funnel goals, i.e. repeat purchase, save payment information.
4. Measure as many goals as possible for every experiment
Create a testing standards document. For each page/funnel record:
1. Three month monthly average of unique visitors
2. topping conditions (sample size0
Xperiment Brief: template on a bitly link on the slide
Most tests are going to produce a statistical tie.
Sharing your results help you get buy in for your testing experiments
Always always record detailed expriment results in an experiment archive.
In the experiment archive:
1. Experiment Date
5. Results (Control, Variation and the results page)
6. Link to the experiment
Thought: Just remember Nakul’s suggestion to put our PDFs on Screenshare
Create a PDF sitemap, or maybe create a PDF archive based on categories/brands
Moz uses Optimizely – lots of no statistical results.
Thought – We should segment logged-in users versus logged-out users in our reporting.
Moble SEO Geekout: Key Strategies and Concepts
Cindy Krum @suzzicks
Google now tried to predict what people are going to search for before they search for it.
Google believes that people are searching for answers, not websites.
Mike Ramsay Small Town Local Search Perspective on SEO
Lessons from Burley Idaho and what that taught Me about Local SEO
Nifty Marketing – Nifty Law
Lesson One – Everyone is Related
A company’s business Name, Address and Phone Number need to be consistent across everything on the Web.
Fix the Big relationships first:
Inforgroup and AXciom
Reputation is built in a lifetime and broken in an instant.
If you mess up once and it goes public then all of the things that you do in your life could be undone.
2013 Study Dimension Study quote: 95 % of all consumers share bad experiences
Rove Pest Control, of St. Paul Minnesota is an example of getting it right. They respond to every single customer review they receive. No one else in their space has any star reviews showing in Google at all.
You can’t wait for others to firgure out what to do. “Too many people in our industry sit around and wait for research to be done instead of doing their own research.”
Driving Direction Test
Went through mobile results and clicked on “Directions” and then drove the route.
They built 10 links, 4 exact match, 4 branded and 2 naked URLs
***** Important - On Map Maker you can still insert custom words to your Google Maps listing. You can’t do this in Google Places. Mike created a fake listing for a personal injury law firm and immediately after launching the fake listing it moved to the #1 spot for car accident lawyer (along with a picture of him taming a zebra)
Always pay attention to local search traffic. It may be slow, but pay attention.
1. Track Local Pack Traffic – Use the Google custom URL builder, put local in the Campaign Medium field…it’s doesn’t show up in the listing but does when you rollover the local result.
2. Call Tracking + Local If you use an image on your website with a call-tracking number, that’s good. Call Rail does this and does it well. They allow you to use dynamic image insertion.
If you put tracking numbers on any directories Mike’s son Joshua will kick you in the face J
Be a big fish in your pond.
“It’s not about business. It’s about community.” Big fishes in big markets and big fishes in small markets have one thing in common – They serve.
Lexi Mills – PR
Panda Changed: The Way Publishers Thin and Operate about SEO
Focus Your Strategies on Helping Media Overcome Their Challenges
PR’s are really struggling with (not provided)
If you need a journalist to write you an article, Look on Press Gazette to find people who have written in a specific sector recently.
Don’t write a press release, write a “Media Alert.” It’s just the same thing with a different names.
Figures that griw iver time while still hammering the same story over and over again.
Kickstarter….great for starting a brand new websites.
- Make the Media Job Easier
- Pick Ideas that Can Grow
- Be Selective about Partnerships
Mike King - @ipullrank Digital Body Language
Terms of service for nearly all apps mean they can take anything you do, track it and use it.
Sure, you can opt out, but if you do that you’re going to have a Web experience that’s not modern. The reality is this is here to stay.
Although there is a thin line.
Attract – Convert – Close – delight
Lead Scoring – Finding out how qualified they are by how and what they are doing online.
Netflix and Amazon do collaborative filtering.
The data that you can capture in order to do things like this:
Google has the Database of Affinity – Google is using that big data to model people.
Figure out their digital body language so they know what you want before you say that you want it.
Post-engagement measurement is not enough. You want to know who your customers are and what they want before they interact with you. Facebook Connect is the preferred online sign –in (42%)
Facebook is now putting out an anonymous login
Identification is the first step. Browser fingerprinting is a unique string that can be used to identify users.
Fingerprint + IP on mobile devices created a unique browser fingerprint.
Fingerprint JS, use one line of code and you can now get the fingerprint for your visitor. You can track this in Google Analytics based on custom variables. You want to track events and activity – EverCookie populates itself in every possible browser
Maxmind GEOIP2 Database, 83% citi-level accuracy.
From your IP address you can all personally identifiable information,
Rapleaf will give you demographic data from an email address.
GullContact – Give them email address and get demographic data plus all their socialnetwork data.
FullContact Company API.
Making meaningful changes to the content base on the user. There’s a tool called Rocket Bolt that pops out that says “We have an offer for you”
Behavior based personalization based on the products put into the shopping cart, they are then customizing the user experience.
Marketo - $1,000 per month – must be implemented using a developer
Monetate $4,000 er month
Mantego – scoring and segmentation – no published pricing
Mineful - $99/month
Leadlander - $2,000/year
All of this can be built yourself – Since you need a developer anyway, why not just build it yourself?
User engagement scoring simplifies analytics and quantifies specific actions.
You can determine how engaged someone is.
<40 Not engaged
40-80 Medium engagement
80-100 – Fans
Google Prediciton API, you can set up to do predictive modeling.
Free Class on Statistics at Udesk for FREE Check out R for statistical computing. R is coding for math, course on Code School available for free.
Once you’re good at R you can use Domino up to deploy at scale.
Kaggle – Crowd Sourced data science.
You need an open source rules engine – You can use Ruler for this – rule-driven progressive profiling.
Rule driven content display
EasyRec –open source recommendation system.
Survio – Prospect nurturing.
LuckOrange – You can watch user’s sessions. You can watch a video of how they went through your site.
Quantum Lead Sign in with Linked IN, set up organization alerts. Only takes one line of code, but to access the data takes a little more.
Quantum Leader + SaveEmail() If you have Olark or anything with real time chat you can reach out to those people in real time.
Needs 1,000 signups before it will get turned on http://www.bit.ly/quantum-lead
Right now – Use a NoSQL database. Set it up.
Install Quantum lead. Connect you data to Google Analytics. Install Lucky Orange
Experience Updates, Triggered emails
You will have to do a lot of content strategy to map this out. Maybe start small with location based personalization.