Zazzle Media » Blogs http://www.zazzlemedia.co.uk We are a content and data led Content marketing, SEO consulting and social media agency Wed, 20 May 2015 11:48:19 +0000 en-US hourly 1 http://wordpress.org/?v=4.2.2 SMX London 2015 > Making Friends with Your Audience http://www.zazzlemedia.co.uk/blog/smx-london-2015/ http://www.zazzlemedia.co.uk/blog/smx-london-2015/#comments Wed, 20 May 2015 11:48:19 +0000 http://www.zazzlemedia.co.uk/?post_type=blog&p=6426 While the world may currently be obsessed with ‘data’ and ‘content’ at Zazzle we concentrate on audience and it is this precise process we focused on during our presentation at SMX London 2015. Below you can catch the slides and transcript from MD Simon Penson’s presentation at the event. The Slides The Transcript “ Hello […]

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While the world may currently be obsessed with ‘data’ and ‘content’ at Zazzle we concentrate on audience and it is this precise process we focused on during our presentation at SMX London 2015.

Below you can catch the slides and transcript from MD Simon Penson’s presentation at the event.

The Slides

The Transcript

“ Hello and good afternoon. Thank you for coming along today to this track. My job over the next 20 minutes is to ensure that choice has been the right one for you by walking through a process we use at Zazzle Media to ensure our focus is on audience, and specifically the RIGHT audience.

Before we do that however first a little background. You see before entering the dark world of digital I spent a decade working with some of the brightest minds in print media. A privileged opportunity to learn from a hundred years of specialist print journalism and also run this brand. Max Power! How many here bought this back in the day? Yep, a phenomenon and one that prospered because it understood its audience.

Apparently I did so well there they moved me here, into golf. Not entirely sure that was a true promotion but it taught me more important lessons about audience – you can never be too close to them or have enough data about who they are or what they do.

How was it possible to transfer so easily between the two? Simply because the art of content is not about specialist understanding necessarily but about understanding audience and delivering exactly what they want. Make them smarter consumers.

You see, we didn’t focus on design or even writing. Instead we focused on the audience we wanted to create and educate. Who was it that we wanted to make smarter?

That’s right, we focused on people.

People focus

And that brought us, in the case of Max Power, to Craig. This guy was burnt into our retinas. His info was written on meeting room walls, office coasters, you name it he was there.

He was the main persona for the brand and we lived and breathed him in everything we did.

But while the info may seem obvious and simple it was not easy getting here.

We spent dozens of hours running up and down the country running focus groups to understand not just who was reading our product but what part it played in their lives.

We also did a lot of ethnography, a study of those same people in more natural surroundings to see how they interacted with our magazine and how they talked about it. This was often done with us sat behind one-way glass.

Those ‘old’ ways of conducting research still hold massive value as nothing can beat sitting down with your audience but because of the challenges with gathering enough evidence and data we were, in truth, always guessing.

Social data

But not any more. Now we have a much more connected world and search and social data gives us a real view on the quantitative piece.

The challenge, of course, with such an embarrassment of riches knows where to start.

There is no better data pot than that held by Facebook. And we’ve yet to see the full extent of it’s power

Graph search is the tangible interface to that treasure trove and it’s improving rapidly.

We now use it as part of the initial data dive that will ultimately inform our persona creation process. Let’s look at that in a bit of detail now.

Until very recently Graph search was pretty pointless but it’s now been plugged in and as a result you can really get into the data.

We’ve created a free cheat sheet to help you navigate and you can download it here.

But let’s look at a couple of example in real time now so you can see how it works.

For this run through we’ve chosen a client of ours in the bingo space and you can start to examine the audience in greater detail. Here we look at other pages liked by those that like the brand and as you can see you can start to get an understanding of the people you are talking to.

If we then dive a little deeper still we can start to look at interests – and there are certainly some interesting ones there. We’ll come back to that!

And you can then apply some competitive research by looking at shared interests across larger data sets that include competitors.

And mine into specific interests to understand specifically which movies, games, drinks etc. they may like.

This is super interesting, right?

It doesn’t stop there. If you look at this slide I’d be really worried if I ran Tripadvisor or any other review-based site. While their reviews are based on the general public view Facebook is able to slice and dice to give you the views of anyone from your friends or family to those with similar interests, or ages to you.

You can here how that can apply to almost anything. Here we have places visited by people who like the brand I like.

Wow.

All this data gets me very excited. But there’s a problem. While it’s great qualitative data it fails to tell us just how interested they are in each thing.

We need to quantify this thing.

I now want to share with you a little hack we use to do just that.

Quantifying the opportunity

There is no fancy tool I’m afraid, just a bit of simple math and to help we’ve built this simple calculator, which you can use via this link.

Start by jumping onto Facebook’s adcentre and click ‘create ad’. You’ll then be presented with this screen. Click on any of these but we’ll use the Page Likes option here.

Once in the console scroll down until you get to the Audience section.

Start by selecting the geography you wish to look at. You can choose everywhere but for this study we have chosen the UK. On the right hand side you’ll then be able to see how many people fit the selection. For instance, here we can see that there are 36,000,000 people in the UK on Facebook.

The next step is to add in the audience interest. This can be anything from an interest to a brand, so let’s start with Mecca. The right-hand column now tells us that there are now 96,000 in the UK that like Mecca Bingo.

The next step is to start to understand a little more about those interests we saw earlier using Graph Search.

Remember pole dancing. Who couldn’t!

We know that our audience likes pole dancing so we now need to know how much!

To do that we simply ad pole dancing to our Mecca audience and it gives us the combined audience of 126,000 people.

OK so far? Now comes the maths part – and this is where the calculator can come in useful.

This slide gives us the formula that will give us a better understanding of just how much our audience likes pole dancing.

Taking the numbers we have just talked through we create a sum that looks a little like this and it tells us that 6.25% of the Mecca UK audience likes pole dancing.

That sounds like a decent percentage but to truly understand what that means we need to look at the average person also.

To do that we work through the same process by first getting the number for the UK Facebook audience and the pole dancing audience separately.

And we can then use this simple formula to work out what percentage of the average Facebook audience likes pole dancing.

0.1%. The Mecca audience just got interesting!

The idea is you rinse and repeat this process for multiple interests so you can then chart them against each other like this.

Charting interests

This is where we really start to understand our audience. The pink column represents the Mecca audience and the blue the average Facebook audience and we can clearly see where the over indexing is.

Those are the interests you want to really concentrate on, as part of your content plan as you know there is a high propensity to engage.

Interestingly as another side note our initial graph search research suggested that both Keith Lemon and Alfie Moon were liked by our audience, but here we can clearly see that Keith Lemon is much more popular.

This kind of insight is great for content of course, giving us great ideas for interviews but also for the wider marketing plan. Who should be their brand ambassador, for instance.

And we can look at geography too. Here, for instance we might be thinking of running a competition to win restaurant vouchers but rather than just generically do the same thing for everyone in the UK why not look to see if there is a North/South, or state divide. This would suggest there is as we would be better offering McDonalds or Nandos vouchers to those in Manchester and Frankie and Benny chain coupons to those in London.

It goes on forever. Very exciting data set and please have a go you and make use of our calculator.

Armed with this level of insight you can then do lots of exciting things further down your process and I could talk all day about how this plays out.

For instance, once you know what your audience is really into it becomes much easier to find them elsewhere on the web. Here we can use Google Display Planner, for instance, to add in an over-indexing interest set and discover the sites those people may frequent. Powerful for any digital PR or amplification campaign.

We can also use tools like Answer the Public to understand what questions they are asking and who else influences them using a tool like Buzzsumo.

So, we’re excited about what this data gives us but the challenge is organising it in a way that it becomes truly useful.

Personas

How do we do that? The answer lies in personas and in this case specific personas for content.

The persona creation process allows us to group interests together and create living breathing ‘Craig’ of your own.

I haven’t got time today to walk through the detailed process of creating these but there is plenty of useful reading material online from the offline world to help with this.

For those working in digital however, one great tip is to make sure you include digital capability in that mix as you are creating. This is a matrix created to break that group down and you should classify each persona into one of these so you avoid assumed knowledge issues.

Your job now is to do the fun bit. Bringing those ‘people’ to life and the classic rule is not to have too many. 2-3 is right to ensure you are focused.

What you should end up with is something that looks like this. These are super simplified for ease of remembering them but behind it will be a much more in-depth Persona document – and there is a free template download coming up to help you with that.

The tough bit of persona work is to get all of your team on the same page. Sharing that understanding can be REALLY hard but there is a way around that.

To make that much easier at Max Power we aligned Craig to a famous person. That way we could easily ensure that tonality, attitude and character of the words we wrote were the same, irrespective of who was typing.

For instance, your whole organisation would understand the difference between David Cameron and Ed Millband and how each has a very different tonality!

And that is where we wrap up today. Thank you for listening and as a reminder you can get all the tools we spoke about right here via this link.

I’ll shortly be tweeting a link to the deck and transcript also so please keep an eye on @simonpenson for that.

Thank you for listening.”

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“Google’s way past the point where they should fear manipulation” > An Interview with Rand Fishkin http://www.zazzlemedia.co.uk/blog/rand-fishkin-interview/ http://www.zazzlemedia.co.uk/blog/rand-fishkin-interview/#comments Mon, 18 May 2015 12:05:52 +0000 http://www.zazzlemedia.co.uk/?post_type=blog&p=6397 He might not be Moz’s CEO any more but one face – plus a distinctive moustache – springs to mind when people think of the famous inbound marketing site. The self-proclaimed Wizard of Moz, Rand Fishkin is the founder of Moz and co-founder of Inbound.org, an evangelist and addict of all things content, search and […]

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He might not be Moz’s CEO any more but one face – plus a distinctive moustache – springs to mind when people think of the famous inbound marketing site.

The self-proclaimed Wizard of Moz, Rand Fishkin is the founder of Moz and co-founder of Inbound.org, an evangelist and addict of all things content, search and SEO, as well as a teacher of wisdom on the Moz Academy, and author.

A start-up junkie and lover of travel (with help from wife Geraldine), Rand experienced a difficult spell towards the end of 2014 with personal and professional issues and periods of self-doubt, which he wrote about here.

Rand took time out to tell us about the future plans for Moz in 2015/16, his influences, and what he would change about Google.

1) Describe your role in one sentence

My current title is “individual contributor” and I work specifically on marketing (many conferences, events, blog posts, big content pieces, etc), on the research tools section of our product (Open Site Explorer, Fresh Web Explorer, etc), and I sit on the board of directors as a founder.

2) What’s the best thing about your job, and what are the most frustrating things? How would you describe it to someone who knows nothing about marketing?

The best thing about my job is the people I work with and the help that we’re able to provide to marketers.

The most frustrating thing for me right now is all of the processes and overheads involved in building and shipping product at Moz; a lot of that is due to our size (150+ people today vs. only 50 three years ago).

For those who know nothing about marketing, I usually explain Moz like this: there’s a large industry of professionals who help businesses get more traffic from Google’s non-paid results. We provide tools, content, and a community to help those folks succeed.

3) If you could have dinner with any three people, alive or dead, who would they be and why?

Ernest Hemingway, (Mexican painter) Frida Kahlo, and my wife, Geraldine (because I’m not very good dinner company on my own).

I love meeting interesting, artistic, people and I think Kahlo and Hemingway led remarkable, fascinating lives.

4) What’s your proudest achievement to date?

My marriage :-)

5) Where do you think the Knowledge Graph is heading and what impact do you think it will have on the ranking factors in the coming year(s)?

I think aspects of what power Knowledge Graph – entities, semantic connections, search volume/popularity, etc – already have an impact on the ranking algorithm. Over time, I expect this to grow as KG itself gets more and more prevalent in Google’s results.

6) If you could only carry five tools in your inbound marketing toolkit what would they be?

LinkedIn Pro: for hiring, recruiting, connecting with people
Moz Pro: not necessarily because it’s the best at everything, but the quantity of tools that I use/need in one package is huge, and I simply couldn’t get some pieces of it anywhere else
Wistia: my go-to for video hosting
Wordpress: just a great, flexible, industry-standard CMS
AdWords: still the best source of keyword data out there, even though it has plenty of issues

7) If you could build and launch your next tool tomorrow what would it do?

I’m really passionate about keyword research right now. I think it’s the big area missing from Moz’s toolbox.

Specifically, I want us to be able to find a lot of the long tail search terms and phrases that Google AdWords doesn’t show, and offer them with data that helps marketers make informed decisions about prioritsation – such as difficulty of SERPs, relative traffic opportunity, more realistic volume estimates, etc.

8) Are there any lessons that can still be learned from traditional media and marketing techniques?

Absolutely! In fact, I’d say there’s very little that’s new to the field of digital marketing when it comes to understanding how people interact with a brand, with a message, or with a product.

Those are elements traditional marketers mastered over the last century, and many of us in digital marketing (myself included) still have a lot to learn from them.

9) If you could change just one thing about Google, what would it be?

I would make the ranking algorithm inputs transparent.

I think Google’s way past the point where they need to fear manipulation if they listed all the types of data they use for rankings, I think it would make Google’s business and the business of search marketing much less sketchy overall.

10) How is Moz preparing for the Mobile update?

We’ve been investing in a new, mobile-friendly version of the site, which will launch relatively soon. A very small portion of our traffic comes via mobile, though, so it’ll be interesting to see whether the update has a big impact on Moz.

11) You wrote a very honest blog piece about your battle with depression last year that attracted many complimentary commments. How much thought did you give to writing such a piece? Do you think there is enough help generally for people who battle depression, and is there still a stigma attached to the term?

Part of my reason for writing it was precisely because people who’ve suffered often feel stigmatised and unable to be open about their experiences.

My hope was that by being transparent and sharing my issues, I could help others to feel more comfortable in owning their own feelings and challenges, and potentially seeking help.

12) Where do you see the big developments in search being in the next year?

Knowledge Graph and instant answers will continue to grow. Machine learning and deep learning are certainly on the horizon for Google. And I suspect more and more user and usage data is being figured into the functions of search result rankings, often without much awareness from marketers.

13) Who were/are your main influencers in life?

My wife, my co-workers, my investors, and the marketing community (not necessarily in that order).

14) What is Moz’s goal for 2015/2016?

We want to launch products that are the clear choice for marketers focused on organic search, content marketing, and social media.

We’re also aiming to decouple many of our products and not force customers to sign up for everything, if that’s not what they want and will use. You’ll see us splitting out parts of our product into segments over the next two years, and those elements will be purchasable separately.

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Zazzle Media Earns Elite Agency Status http://www.zazzlemedia.co.uk/blog/drum-elite-agency-2015/ http://www.zazzlemedia.co.uk/blog/drum-elite-agency-2015/#comments Fri, 15 May 2015 09:16:31 +0000 http://www.zazzlemedia.co.uk/?post_type=blog&p=6404 Zazzle is this week celebrating joining the ranks of the most elite agencies in the UK. In what has been a stellar year for the business our peers and clients have ranked us inside the top 10 of agencies our size across every agency discipline as part of the annual Drum Independent Agency Census. The […]

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Zazzle is this week celebrating joining the ranks of the most elite agencies in the UK.

In what has been a stellar year for the business our peers and clients have ranked us inside the top 10 of agencies our size across every agency discipline as part of the annual Drum Independent Agency Census.

The independent piece of research conducted by The Drum, alongside the Recommended Agency Register determine rankings by client satisfaction, peer recognition and financial performance.

The census is open to all RAR recommended agencies in the UK and we were ranked inside of the top 10 agencies for between 26 to 50 staff.

Speaking about the news Zazzle MD Simon Penson said: “Zazzle has enjoyed an amazing year and earning Elite status is the icing on the cake and is just reward for the hard work and commitment shown by every single Zazzler. We’ve grown yes but being recognized and being scored so highly by our peer group is very rewarding. Here’s to climbing the list even further next year!”

 

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Data, Meet Content – We’re Now Part of Something Bigger! http://www.zazzlemedia.co.uk/blog/zazzle-stickyeyes/ http://www.zazzlemedia.co.uk/blog/zazzle-stickyeyes/#comments Thu, 07 May 2015 07:43:59 +0000 http://www.zazzlemedia.co.uk/?post_type=blog&p=6393 Zazzle Media is merging with Stickyeyes to form the biggest digital content marketing agency in the UK. The perfect marriage of data and content expertise… Commenting on the news Zazzle MD Simon Penson enthused: “2014/15 has been an amazing year for Zazzle Media: We have increased our team of talented people from 20 to 40, […]

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Zazzle Media is merging with Stickyeyes to form the biggest digital content marketing agency in the UK. The perfect marriage of data and content expertise…

Commenting on the news Zazzle MD Simon Penson enthused: “2014/15 has been an amazing year for Zazzle Media: We have increased our team of talented people from 20 to 40, expanded our client base to include brands such as AO.com, eBay, Money Advice Service and comparethemarket.com and presented our insight at leading industry events such as Search Love in San Diego, Brighton SEO and SMX in London.

“But, we have big ambitions to scale our industry-leading content strategies to a global audience and to the biggest brands in the world. Our passionate and talented team deserves nothing less.

“In order to achieve our goals we are, today, pleased to announce our merger with Leeds and London based digital marketing agency, and data and insight experts Stickyeyes.

“The acquisition will see the Stickyeyes Group expand across three offices – Leeds, Peterborough and London – with 140 staff, servicing clients across 22 territories with 15 languages in-house.

“That’s one powerful service offering and it creates one of the largest independent digital marketing agencies in the UK – and THE biggest digital content marketing agency out there.

“We’ll be keeping our individual brands and trade independently but we’re expecting to collaborate on larger international projects asap and share the best bits from our respective approaches. That means turbocharging our content with a raft of new data insight and enterprise-level account experience.

“It’s been quite a journey to get here and we’re very excited about the future for our clients and our amazing people.

“If you want to see more on this as well as the official announcement you can find it here on the Stickyeyes blog.

Simon Penson, MD, Zazzle Media

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Drum Search Awards Best SEO Financial Services Campaign Nomination http://www.zazzlemedia.co.uk/blog/drum-search-awards-nomination/ http://www.zazzlemedia.co.uk/blog/drum-search-awards-nomination/#comments Wed, 06 May 2015 18:09:12 +0000 http://www.zazzlemedia.co.uk/?post_type=blog&p=6394 Once again the Zazzle Media team is celebrating being shortlisted for another search award. New for 2015, The Drum Search awards have been created to celebrate digital excellence across a range of industries and we’ve been shortlisted for ‘SEO – Best SEO Financial Services Campaign’ award. The nomination is for our work with the Money […]

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Once again the Zazzle Media team is celebrating being shortlisted for another search award.

New for 2015, The Drum Search awards have been created to celebrate digital excellence across a range of industries and we’ve been shortlisted for ‘SEO – Best SEO Financial Services Campaign’ award. The nomination is for our work with the Money Advice Service on turning a new I/A and site re-launch into a 119% year on year organic traffic victory.

Simon Penson, Zazzle’s MD and founder, said he was delighted the company’s hard work had been recognised by this, our first-ever award nomination.

“We are very pleased to see our work recognised. Our passionate and talented team works tirelessly to deliver for our clients and nominations like this are just reward for that commitment. We have everything crossed!”

The Drum Search awards evening will take place at the Marriott Grosvenor Square on 9 June 2015.

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How to Maximise the Success of your Interactive Content http://www.zazzlemedia.co.uk/blog/maximise-success-of-interactive-content/ http://www.zazzlemedia.co.uk/blog/maximise-success-of-interactive-content/#comments Fri, 01 May 2015 11:42:02 +0000 http://www.zazzlemedia.co.uk/?post_type=blog&p=6379 The creation and outreach of interactive content is an essential element of setting the internet alight. Contagious content will set you apart from your competitors and help you obtain links from valuable and well-respected blogs and websites, providing you with great link equity, and driving traffic to your site. This post will take you through […]

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The creation and outreach of interactive content is an essential element of setting the internet alight. Contagious content will set you apart from your competitors and help you obtain links from valuable and well-respected blogs and websites, providing you with great link equity, and driving traffic to your site.

This post will take you through a step-by-step guide of the content creation and distribution tools we use at Zazzle Media to maximise the success of the interactive content we create for our clients – and show you how you can do the same!

In order to make this as realistic as possible, we are going to look at one of our biggest success stories. SKYN Condoms reached out to us with a very specific brief –to become a recognisable brand within its industry – and wanted us to create a piece of content that would appeal to its target demographic. We decided the best way to do this would be to produce something which would really get people talking, so created this quiz based around the release of the film Fifty Shades of Grey.

But how do you make your content go viral?

There are thousands of great infographics, blog posts and articles published every second that we never get to see, content doesn’t go viral by luck, it’s down to exact planning and hard work.

Content is more likely to go viral if you stick to three basic rules:

  1. Positivity – Positive content is more likely to be shared then negative content; people like to feel good.
  2. Emotions – Are you evoking any emotions out of your reader?
  3. Use – Is the content of use to your target audience?

Interactive content ideation

It’s time to go back to basics: What exactly does the client want to achieve from this project? Ensuring a particular demographic recognises a brand is the primary aim of any content marketing strategy; informative and engaging content needs to be provided for this to happen. Content needs to entice the reader by offering new information and ideas. How can you expect content to be shared and if it is mundane and been seen before?

Ideas for the SKYN interactive piece were created using our famous ideation process. A brainstorm, bringing together the most informed people from each team across the business, is held to come up with great interactive content ideas, providing the user with informative content they will associate with the brand, in this case SKYN.

Stick to the brief

It is vital to keep in mind the creative brief set by the client: Think about why you are creating content, who are you creating it for and what are you trying to achieve? Now, is a good time to really think about what type of content your consumer will be engaged by?

Choosing your content

Taking the ideas from your brainstorm, it’s time to decide how your interactive content is going to be delivered. The SKYN brief was all about raising brand awareness, so a strong social campaign to ensure the brand name would be recognised across multiple channels was imperative. Keeping in mind the key demographic (typically men and women aged 22-29 who enjoy sex and aren’t afraid to try new things), we decided to engage with the reader through a strong topic. Focusing on an upcoming film release we were able to ‘piggy back’ on other PR campaigns, to increase the potential for the content’s success, and with this the ‘How Grey Are You’ quiz was born.

Ahrefs & Buzzsumo

Tools such as Ahrefs & Buzzsumo will help you find the most shared content on the internet.

Hrefs

 

Understanding the link between the types of content you are creating, their purpose, and your end goal are really important in helping identify and outreach to the best possible sites for placements.

Relevance and timing

The aim of the ‘How Grey Are You’ quiz was to determine how risqué you are in your sex life. Timing this with the release of the much-anticipated Fifty Shades of Grey film, helped create a buzz around the piece and saw its share stats rocket. Think about how you can apply this to your content marketing strategy? Is there a film release you can tap into? Seasonal opportunities work really well too and should be a firm fixture in your yearly content planner.

Know your audience

To do your content justice, it is important to ensure the right people see it. This part of the creation process is know as ‘distribution persona profiling’, it involves identifying the type of person who will most likely engage and share the content and the niche of site you think the target demographic will be reading.

Persona profiling involves pulling out data (often from social and or search/analytics data) to create persona including:

  • Gender
  • Age
  • Profession
  • Lifestyle & interests

YouGov Profilers

A helpful tool for persona profiling is YouGov Profiler. By searching for a brand you can discover a variety of stats and figures on its typical consumer.

Profiler is a media-planning product for the use of agencies and brands, powered by data collected in the YouGov cube, holding 120,000 data points, from more than 200,000 UK members.

You Gov Profiler

These include:

  • Demographics: Gender, Age etc
  • Region
  • Likely professions
  • Personality traits
  • Average monthly disposable income
  • Brands they like and use
  • Where they spend their time online

The last point is really important to a successful interactive campaign, it’s critical to identify how your target audience is consuming content and when. This is really simple to get hold of using Google Analytics. By looking at the behavioural pages within your site you can easily identify the percentage of users using mobile devices (including tablets) against traditional desktops. Using this information you can ensure you test your interactive content on the different platforms consumers use.

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Image sourced here

It’s also important to look at when your audience will be interacting to understand when to post to gain the most coverage. There has been a tonne of research into the best time to post on social sites such as Facebook and Twitter, found here, but as a general rule of thumb, content is more likely to be shared between the hours of 7pm-10pm.

This is also a great time to do a competitor analysis. Brainstorm what your competitor has already done successfully and make sure you do it better, as shown above from searching Durex (one of Skyn’s competitors) on YouGov profiler.

Ask yourself:

  • How can we target the key demographic?
  • What type of site does the target demographic access, what are their interests?
  • Is the content relevant?
  • Will people be inspired?
  • What quality do we want the site to be? (Now is the time to set metrics.)
  • Is the content easily shareable on these sites and how can we encourage social shares?

Identifying the type of sites you want to host the content, is now of great importance. Ensuring you get this right is the difference between your content going viral or laying dormant on sites no one is visiting. For SKYN it was really important to outreach to sites with high traffic and visited by the brand’s key demographic. 

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Glamour and Cosmopolitan magazine fulfilled all requirements, their online media channels were accessed by SKYN’s demographic; the type of content published was relevant and tied in well with the Fifty Shades’ theme. Securing a placement on a site like this would give the interactive content a real chance at going viral.

Vocus

In order to outreach to the best sites and blogs not only in the UK but also throughout the world, Vocus, a PR database of contacts is really helpful. By searching desired niches, you can contact and build relationships with journalists and bloggers.

As shown below, for SKYN key terms to look for included: Affluent lifestyle, romance and relationships and sexuality.

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Ignite Conversation

The distribution of your content is just as important as the creation itself.

It pays to ask yourself: Have you provided site owners and journalist with interesting and unique content? Will respected and authoritative sites publish the content you have produced?

Measuring your results

Once all the hard work is done, it’s important to measure the results of your interactive content closely to ensure it’s achieving what you want it to.

One of the main reasons for the success of the SKYN quiz was the quality of placements obtained. By creating a watertight plan of action and using a variety of techniques to reach out to sites and journalists, the PR team managed to secure 10 high-end placements in just two weeks including: Daily Star, Women24, TNT Magazine & Metro Radio, which proves it was definitely worth all the hard work.

bb6

bb7

This equates to 1,879,000 combined average monthly traffic figures, with the quiz on Buzzfeed alone securing 2.1k views. Looking at the social stats and shares is equally as important, with Facebook ads reaching 306,683 (600 shares within the first week).

bb10

Looking back at the original brief: ‘To become a recognisable brand within its industry and appeal to its target demographic.’ What did we achieve?

  • 148% increased search visibility
  • 232% increase in sessions on the Skyn website
  • 52% reduced bounce rate

Google Analytics

The main objective for SKYN was to ensure consumers were completing the quiz. As an incentive, they were offered one free condom sample. SKYN set aside 10,000 samples – and they were all sent out within the first week of the quiz being live.

In order to track this, we created a ‘goal’ in Google Analytics. Goals measure how often users complete specific actions. It is important to ensure you have a defined goal when measuring the success of an interactive piece of content.

Analytics would also be used at this stage to track how much traffic the content was driving to the site, answering questions such as: How long are consumers staying on the site? Are they bouncing off? Are they clicking through?

The secondary aim was for the content to be seen as successful on page content, this was easy to measure by the amount of likes, shares and tweets the piece received.

With adequate time and planning this guide shows that any high quality content idea can be a success, as long as you have a well-defined and thought out process.

Good luck.

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20 things your Content Marketing Agency should be telling you http://www.zazzlemedia.co.uk/blog/agency-client-communications/ http://www.zazzlemedia.co.uk/blog/agency-client-communications/#comments Fri, 24 Apr 2015 11:15:31 +0000 http://www.zazzlemedia.co.uk/?post_type=blog&p=6359 When working with a Content Marketing Agency, the strength of the relationship between you, the client, and that agency, is key. It’s a working relationship which requires trust, honesty and regular communication. Here are 20 things your agency should be sharing with you through the course of their work. Typical Agency Practice You need to […]

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When working with a Content Marketing Agency, the strength of the relationship between you, the client, and that agency, is key. It’s a working relationship which requires trust, honesty and regular communication. Here are 20 things your agency should be sharing with you through the course of their work.

Typical Agency Practice

You need to gain a good understanding of how your agency works and how this can impact the work they are carrying out on your behalf. Are your objectives realistic? Are you kept in the loop with the activity carried out? How often do you actually speak to your main contact within your agency? Are you understanding the results of their hard labour?

  1. Your agency should challenge you on what you think you need to make sure that goals are realistic, achievable and are the right areas of focus.
  2. Regular correlations should be made between your agency’s progress and the overall performance of your site and business. Otherwise, how else will you know if the agency’s work is having a positive impact?
  3. By receiving regular updates on all activities planned on a month by month, week by week basis, you will be provided with a full explanation on what your agency are doing, why they are doing this and what the scheduled activity hopes to achieve.
  4. Establishing a plan for regular communications early on in the working relationship will make you feel at ease with your new partnership, allow you understand what is needed and the work which will take place. It will also allow your agency to build a strong relationship with you, in turn understanding your business and its long term objectives. Your agency are working towards a specific outcome and you should be an influential part in this.
  5. The term ‘fit for purpose’ will be used regularly during early conversations between yourself and your agency. It is important to understand the health of your site through an in-depth technical audit. With this in place your agency are able to identify the work that needs to take place to ensure the site is ready to start the work surrounding your long term goals, whether this is for increased traffic, improved site visibility or repairing the damage from an algorithmic update such as Panda or Penguin.

Attribution of Success

Are you able to clearly see the attribution of success? What are the areas you need to be reviewing in order to understand the elements that working well within your marketing campaign?

  1. KPIs can be your agency’s worst nightmare. They are often restrictive and do not allow for other successes to shine through. It is important to be realistic in your goals and more importantly, to focus on the areas which will have the most influence on the success of your business.
  2. When measuring ROI from organic traffic, do not just refer to ‘last click’ data, as this can be a misleading figure. Looking at Multi Channel funnels will show the channels that visitors have used in the 30 days prior to conversion. This will give an accurate view on how they accessed your site, whether it was from an organic search, a PPC advert or a social referral.
  3. It is vital to compare and contrast the different marketing channels to determine which is the most effective and to proportion budgets accordingly. There is no point and will be no return in ROI if you are pouring time and finances into PPC, for example, if it simply isn’t working.
  4. Establishing goals in Google Analytics will enable you to measure how well your site is fulfilling objectives and will offer an overview of the progress your agency is making. Goals can range from making a purchase for an e-commerce site, to the number of contact forms completed from a lead generation perspective.

Measuring Success

How do you know your site is performing well? Are you able to see clear progression against your competitors? Different agencies have different ways to record successes, but measuring these against your objectives should be clear.

  1. A competitor analysis is a great way to identify your successes and areas of weakness in your site’s performance. An in-depth view of your key competitors can offer you an insight into how to dominate the market and will allow you to understand how to appeal to the target audience as proactive marketing gains momentum. You will be able to appreciate your position against a competitor with the view to overtaking them in terms of both SEO and ROI.
  2. Webmaster tools allow the ability to report on impressions, clicks, click-thru-rate and rankings. All of these results can be based on specific keywords or landing pages and create an informed view on which terms and pages are creating the most conversions, in turn highlighting the areas which require improvement – whether that is increased content on a particular page or more information for the visitor.
  3. Producing a comparative view of site performance is the ideal way to establish any strengths or weaknesses within a marketing strategy. Whether it is a month-on-month view, or year-on-year, growth and progression can be easily identified across a specific time period.

Marathon not a Sprint

Having clear objectives, a good communication plan and a strong understanding of what needs to be done are only part of the relationship with your agency.
You also need to have an element of patience as your agency battles to accomplish the agreed goals as quickly as SEO practise will allow.

  1. Any good agency will not be able to give a precise completion date of when objectives will be achieved. SEO is notoriously unpredictable and something – which may seem relatively simple – can actually be dependant on a number of factors and, to an extent, out of your agency’s control.
  2. In SEO terms, consistency is key. Google will repeatedly crawl your site, cataloguing things such as unique and relevant content, how often the site is updated, etc. So, it is important to have a long term strategy. With this comes patience and understanding, appreciating that although site optimisation is not an overnight action, it will be worth it in the end.
  3. Recovering from a penalty, whether it is an algorithmic penalty stemming from Panda or Penguin, or a manual penalty, can be a particularly long and involved process. Whether it is through the submission of reconsideration requests or attempting to rebuild search visibility, the damage will not be undone overnight.
  4. With the number of updates, algorithm changes and new requirements outlined by Google, your agency is constantly playing catch up. Elements of activity will need to be updated or changed at a moment’s notice to ensure the right thing is done to positively impact your site’s performance. This could mean the end goal is pushed back slightly, increasing the length of time before success is really achieved.

Strategy

Clear and concise strategies are the best way to clearly outline objectives and the elements that need to be achieved in order to reach this point. What strategies are your agency putting in place to help you reach your desired position?

  1. All marketing activity can compliment each other. Working in harmony with other agencies and PR companies doesn’t have to be a pipe dream, instead it can lead to a more effective and enhanced marketing strategy with a team of experts working towards the same goal.
  2. A content strategy is essential in producing the best possible content and identifying the target audience along the way. To give your brand a voice, you need to determine what it is that you need to say to make your audience listen and a content strategy is the best way to do this.
    The strategy should also be data informed and heavily inspired by your objectives and end goals.
  3. Every agency should, at some point, mention the importance of being social. Socialising your strategy is a good way to ensure your brand becomes familiar and recognisable amongst the target demographic whilst adding a boost to your content – increasing engagement and increasing the opportunity of a viral piece of content.
  4. Content needs to sit across a variation of platforms. Not every company needs or can realistically create ‘big bang pieces’ and often these are just not necessary. A steady flow of different content types will create brand awareness, offer a voice of thought leadership and ensure, from an SEO perspective, that you are adhering to Google’s guidelines. There are so many different content types out there that it is easy to find the ones that are relevant to your business and, more importantly, your audience.

It is so important for Content Marketing Agencies to be transparent with their clients, to identify when something isn’t working and to have a frank discussion about desired outcomes. The relationship between agency and client should be easy and relaxed, focused on working towards a united goal.

Actionable Summary

  • Communicating with your agency from the offset will not only build a strong foundation but will allow you to be a strong part of the marketing process.
  • Establishing clear goals, with the use of Google Analytics, will enable you to track success and monitor progress, something which your agency should work with you on.
  • Webmaster Tools offers a strong look at the overall performance of the site and will flag any technical health issues.
  • Your agency should become an extension of your business, working to achieve a desired goal and having the best interests of your business at heart.
  • Patience, consistency and accuracy are essential when it comes to a marketing strategy, all of which need to be exercised when liaising with your agency.

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The Simple Guide On How To Do Keyword Research http://www.zazzlemedia.co.uk/blog/how-to-do-keyword-research/ http://www.zazzlemedia.co.uk/blog/how-to-do-keyword-research/#comments Fri, 17 Apr 2015 08:11:32 +0000 http://www.zazzlemedia.co.uk/?post_type=blog&p=6331 Keyword research is one of the most important aspects of an online strategy. It can either make or break your online success. You need to make sure you are targeting the right keywords that are relevant to the website’s content and provide valuable traffic that will convert. But how do you do all of this? […]

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Keyword research is one of the most important aspects of an online strategy. It can either make or break your online success. You need to make sure you are targeting the right keywords that are relevant to the website’s content and provide valuable traffic that will convert.

But how do you do all of this?

First, you need to determine how your site is currently performing. Has your business just launched, if so, you probably don’t have any links? Or is your business a seasoned veteran within your industry with lots of authority, but not receiving quality traffic through the organic keywords it currently ranks for?

If you have just launched your website you should concentrate on going for those longer tail keyword opportunities with reasonable search volume, as these keywords are generally more achievable. New websites can build up their authority faster this way and therefore, be able to compete for these terms instead of for the more popular head terms within their industry. As you can see in  the graph below long tail keywords are growing. Zazzle’s MD and founder, Simon Penson, presented a talk at the BrightonSEO conference this year explaining how “The Head Term is Dead“.

long tail graph

However, if you have been in the industry for a long time and are not really seeing your keywords convert, your current meta data will need to be analysed in-depth to find the best keywords to target, or it might be a deeper reason, such as technical SEO issues affecting the landing page.

Although, for the sake of this post, we are going to show you how to do keyword research on a new website and determine what keywords to target. We are going to be focusing on the coffee industry.

Step 1: Identify Your Key Landing Pages.

Let’s say you have just launched a coffee shop, a good place to start is by looking at all the landing pages on your website and picking out key services and categories, then compiling a base list of all the main services/products you offer. For example, it could look something like this:

  • Coffee
  • Coffee Shop
  • Organic Coffee
  • Fairtrade Coffee
  • Arabica Coffee
  • Robusta Coffee
  • Peruvian Coffee
  • Colombian Coffee
  • Costa Rica Coffee
  • Blended Coffees
  • Coffee Beans

Step 2: Grab All Of The Existing Meta Data & Create A Spreadsheet

The next step is to get all of the existing meta data for the landing pages where you picked out the above keywords, so when you come to further optimising those pages you will be able to see the differences in search volume.

You can do this by entering all the URLs into a Notepad file, then on ScreamingFrog changing the mode to list, upload and it will only grab the meta data for the URLs specified.

Screaming Frog List Crawl

However, if you don’t have ScreamingFrog you can just right click and view source on the landing page and you can find all the relevant meta data in there, but this would take time for a lot of separate URLs.

Then you need to make sure you can easily visualise this data, lucky for you we have created a template, contact us if you would like a copy. Once you have all the meta data for the existing landing pages, enter them on the top half of this spreadsheet.

Keyword Research Template

Step 3: Look For New Opportunities

Now comes the fun part: Looking for what keywords you can target on your landing pages that are going to drive relevant, converting traffic to your website. We need to gather a list of keywords along with their average monthly search volume coming from Google.

First, get the keywords we mentioned earlier, and whack them through Google’s keyword tool, and download all of this data.

Keyword Planner Download Data

Then, to get more ideas use Google Auto Suggest, put the websites that are ranking for those auto suggest keywords into SEMrush to get all of their keyword data, you can do this with as many competitors as you like, so you have a comprehensive list of keywords.

Autosuggest

coffee beans

SEMrush Export

Put all of this data into a spreadsheet with just the keywords and the amount of organic search volume it receives.

Step 4: Collate All Keywords

Now you have all this data you need to delete the duplicates within Excel. Then to narrow it down even further get rid of any search volume below 50, after this I managed to get the list of keywords down to around 600.

Remove duplicates

Then you will need to go through and delete any you think you will never target on your website, which, in this case, got the number down to around 400.

Step 5: How To Determine The Best Keywords To Target

Next is the more difficult part, assigning the right keywords to the right landing pages and ensuring you are not targeting the keyword on more than one page. As the business doesn’t have much authority and is new I recommend going for the mid to long tail keywords with around 300 to 5,000 average organic searches per month. Then search for the keyword you want to target to see the competition on the first page.

If I wanted to compete for the keyword “coffee beans online” I would look at the top 3 competitors. There is a new tool out by LinkRisk called SpiralDB which is great and grabs all the data from SEMrush, Majestic, Ahrefs and LinkRisk into one tool and gives you a quick overview of the domain. This is perfect for getting a quick scope of your competitors.

SpiralDB

Another great tool is the MOZ bar, which gives you a quick overview of how many links are going to the page and domain right from the search page.

online_coffee_beans_-_Google_Search

If you would like to conduct a more detailed competitors’ audit, I suggest you read my earlier blog post on competitive auditing.

Remember to keep the keywords you don’t use in mind for future blog posts and services you could offer to try to capture that organic traffic, once you are more established online.

Step 6: Track The Keywords

Finally, once you have selected all your keywords for each landing page, you need to be able to track them effectively. There are a number of tools out there available for this, here are a few of our favourites:

  • SERPS – Great ranking tool, that allows you to set up multiple campaigns and shows you local listings.
  • Fatrank – Free Google Chrome plugin, which allows you to quickly check keywords when you are on a website.
  • AWR – Another great ranking tool, that hosts an array of other features.
  • What’s My SERP – Free rank tracking tool, great for tracking a small number of keywords.

Overview

  1. First you need to identify the key landing pages and keywords on your website.
  2. Get all the existing meta data and put it in a spreadsheet, then build the meta data out with the new keywords you want to target.
  3. Look for new keyword opportunities using Google Keyword Planner Tool, Auto Suggest and SEMrush.
  4. Collate all the keywords, get rid of duplicates and non relevant terms to your business.
  5. When determining what keywords to use, search for the keyword in Google to see the top 3 organic results, and understand what you’re up against.
  6. Finally track the keywords you are targeting on your pages.

I hope you have learned or found something new from this post, leave a comment below with any questions you might have and give it a share if it has helped.

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#BrightonSEO 2015 Roundup http://www.zazzlemedia.co.uk/blog/brightonseo-2015-roundup/ http://www.zazzlemedia.co.uk/blog/brightonseo-2015-roundup/#comments Tue, 14 Apr 2015 10:11:47 +0000 http://www.zazzlemedia.co.uk/?post_type=blog&p=6316 More than 1700 of the best digital marketing specialists in Europe descended on Brighton last week for BrightonSEO 2015 – a free one-day conference sharing the most cutting edge thinking in digital. The Zazzle team was there to capture the very best takeaways and we share those points below alongisde our own MD Simon Penson’s […]

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More than 1700 of the best digital marketing specialists in Europe descended on Brighton last week for BrightonSEO 2015 – a free one-day conference sharing the most cutting edge thinking in digital.

The Zazzle team was there to capture the very best takeaways and we share those points below alongisde our own MD Simon Penson’s “The Head Term Is Dead” presentation from the event. You can capture the full transcript and deck from that one by clicking here.

So, without further ‘ado’ here is the best of the best from the event…

Show Your Flare and Pivot for Social Image Sharing – Erica McGillivray

Erica Mcgillivray from Moz took the stage on Brighton Dome Hall to talk about flare and pivot for social image sharing.

  • The five basic design principles for social media image sharing – high contrast, Clean and Crisp, Branded, Bold, Unity!
  • The five social media psychology triggers – match copy to the image, challenge audiences, take risks, establish creditability and make human connections!
  • Designers – need to be able to quickly pivot to image sizes, keep up to date with changes for designers. Jump on to Upcoming social media. Create custom templates, so you can change the image and text.
  • Developers – explain the business case – project overview. They need implement open graph tags, twitter cards, correctly across social media. twitter cards with large vs small – build sharing into your culture. On WordPress you can install plugins to fix this. Get developers to code your own if not on WordPress.
  • Prioritize repeatable and evergreen projects!
  • Case study: YouMoz social images – 313% lift in visits. An average uplift of 469.95% per blog post by using images on Twitter.

Designing Content for Mobile – Vicke Cheung

Next up on the stage was Vicke Cheung a brilliant graphic designer to share her presentation on designing content for mobile first!

  • Mobile is the big deal, set to get even bigger with the update on the 21st of April. Content marketing is mobile marketing!
  • Space is premium, follow the KISS rule. Keep it simple stupid.
  • It’s about designing for a fluid framework, there is no point in designing for specific screen size as they’re are far to many.
  • Test on actual mobile devices and get opinions from real people who haven’t worked on the project to get a true representation.
  • Use patterns and familiar elements such as the hamburger menu – pttrns.com is great source – just make use of tried and tested patterns, don’t reinvent the wheel!
  • Form follows function – performance is KEY – load times, check on Google chrome mobile emulator.
  • Serve images selectively – save the same images in different sizes, and define in browser when to load each image to save on load times.

Making Competitions Fun – Iain Haywood

Iain Haywood from the Competition Agency enters the stage to talk about what makes online competitions successful and fun to get the maximum benefit and reach of conducting one.

  • Here are a few reasons to run a competition or giveaway: SEO, Social, User Acquisition, Opt-in, PR and finally Revenue!
  • You need to focus on the campaign priorities – The Yield (what’s the payoff, links etc.) The Cost, Overall time to create and is the competition fun to make and participate in?
  • The 3 golden rules
  • There is more than one type of entrant, one is interested in winning and the other is interested in your brand, broadly speaking.
  • Your competition is unlikely to be a solution to all your problems!
  • Incentivisation changes the nature of intent.
  • The difference between a competition and a giveaway. A competition is a skilled based entry and is judged. However a giveaway is a non skill based entry and is a random draw.
  • Create a landing page for your competition, so you can start capturing links, data and signals.
  • Technical entry, more likely to enter and share. Some great plugins and websites to create websites on. Gleam, Rafflecopter and Antavo
  • Doesn’t have to cost the earth! (see slide 45)

Schema, JSON-LD and the Semantic Web – Kirsty Hulse

Kirsty Hulse the Head of SEO at Linkdex takes the stage to explain what schema, JSON-LD and the semantic web is and how it can benefit us as SEOs and our clients.

  • How can we implement structured markup to support a semantic web, when it is complicated and expensive?
  • Semantic web is to create a common framework that allows data to be shared and re-used, for search, the use of markup reinforces the meaning of the information.
  • Only about 0.3 percent of domains use schema markup on their websites
  • JSON-LD is a way of exchanging data without markup, it can be placed in the head code not the body so can be implemented easier.
  • However having markup doesn’t necessary mean you will get it included in SERPs.

A 10 Step Technical SEO Game Plan – Mark Thomas

Mark Thomas is from Deepcrawl a popular in the cloud crawling application, and presents a 10 step technical SEO game plan every technical SEO should follow.

  1. Engage – begin with the end in mind, objectives, prioritising, blocking?
  2. Comprehensively audit – you need to dive deep into the data.
  3. Sell two key wins from the audit that is going to have the most positive impact.
  4. Share architectural insight, which will be available from the comprehensive audit.
  5. Analyse impact – make sure you link back to your overall business goals!
  6. Automate -perform regular checks and analysis, it’s a sustainable way of working in commercial organisations.
  7. Start making history, how is your website evolving? Build a cache of your website over time.
  8. Be there in the hour of need, especially migration, all websites releases should be pre-tested.
  9. Simplify reporting – ensure your communication isn’t losing people, deliver digestible information.
  10. Control the future, be the person everyone looks to when there is a problem and be informed on how your website is evolving.

Doing an Awesome Site Audit – Jono Alderson

Jono Alderson the Head of insight at Linkdex arrives on the stage to talk about doing an awesome site audit to make sense to all the audiences within the company you are doing it for.

  • Technical SEO is hugely important…yet consistently terrible!
  • Fixing things is often big and complex, technically and politically.
  • Nobody want’s an audit, they want to see results, your responsibility is to make things happen!
  • The process – consider you have multiple audience, all with different needs, know the audience you are communicating too.
  • To communicate to all of the audiences of the business you need the following deliverables:
  • Quick wins, a long form editorial audit, a spreadsheet of prioritised issues, cheat sheets and a storyboard style presentation.
  • When conducting the audit, focus on the cause, not the symptom.

Ecommerce SEO: Boosting Visibility With Faceted Navigation – Alec Bertram

Alec Bertram from Allotment Digital enters the stage to explain how to boost your website’s visibility with a faceted navigation.

  • 70% of UK e-commerce websites have a variation of this problem.
  • The purchase decision cycles tends to follow the user having awareness of your brand or product, then comes the interest and finally the consideration of the user buying from you.
  • In terms of keyword’s the awareness are the head terms, interest is the mid-tail keywords and consideration to buy are the long tail keywords.
  • Relevancy outranks authority
  • To fix this you need to improve the category pages to have more in-depth mid-tail keywords.
  • Build a business case – All possible keywords x search volume x current rank & click through rate x conversion rate and average order value.
  • Be sure to create unique content on each page – at the very least unique titles and meta and page headings.
  • Be sure to limit crawling and indexing within filter groups!
  • Find the problems your customers are trying to solve, make sure you have ‘indexable’ pages to solve those problems and finally don’t try to solve problems which don’t exist.

Other Awesome Presentations!

Below are some more presentations from BrightonSEO 2015 we didn’t have the pleasure of viewing live, in one place, for your viewing pleasure!

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BrightonSEO 2015 – The Head Term is Dead Presentation http://www.zazzlemedia.co.uk/blog/brightonseo-2015/ http://www.zazzlemedia.co.uk/blog/brightonseo-2015/#comments Fri, 10 Apr 2015 13:43:30 +0000 http://www.zazzlemedia.co.uk/?post_type=blog&p=6309 BrightonSEO is one of the biggest events in the digital marketing calendar and is frequented by Zazzlers. The 2015 event saw Zazzle MD Simon Penson take to the stage to share a successful process our agency has been using to great effect over the last 18 months that takes advantage of the changing ways in […]

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BrightonSEO is one of the biggest events in the digital marketing calendar and is frequented by Zazzlers. The 2015 event saw Zazzle MD Simon Penson take to the stage to share a successful process our agency has been using to great effect over the last 18 months that takes advantage of the changing ways in which Google presents results.

Below you can find the deck and full transcript and we’ve even created a supporting, in-depth blog post on the subject over at Moz. You can read all about how to leverage the implicit and long tail query opportunity by following the link.

Scroll down now for the actual presentation and transcript…

The Presentation Slides

The BrightonSEO 2015 Transcript

  1. Good afternoon. Great to see so many people here for this session. Context and audience understanding is a subject that is close to my heart and today I want to walk through a process we’ve been using at Zazzle to great effect. Controversial title you may say but the data we have seen over the last year really supports this statement. Let me explain why…
  1. Google has always been good at matching query to documents. Keyword matching is what made the behemoth what it is today and Google used to work on the simple basis of searching the index and matching it to keywords and then organising those relevant documents using its well-publicized ranking algorithm.
  1. But the world moves on. Simple is no longer enough. We want better and best.
  1. Marketing you see has never been about keywords and Google knows it. The focus needs to be on people and what they are searching for.
  1. It’s no surprise as we have seen this basic process many times before in mass media.
  1. If we look at how TV, radio and print have evolved. They all began with an obsession with fairly simplistic technology. As that tech became more user friendly the focus moved away from ‘staring at the radio’ to the content coming from it.
  1. Without that no value is created as the only value media creates is by amassing targeted audiences of value.
  1. Enter Hummingbird, Google new ‘engine’ to power its search algorithms. It replaced Caffeine as the core algorithm, allowing Google to better personalise search and understand the intent behind a query in much more detail.
  1. It has been designed to allow the search giant to scale that across the entire index quickly in the same way that Caffeine gave them the power to quickly roll out new features (such as Penguin and Panda) across every geography.
  1. The question, of course, is how, as marketers, do we react and take advantage of this? To do that let’s have a look how it is beginning to affect search.
  1. Until recently if you typed in hotels (a little personalization aside) you would get a simple list of the ten most ‘authoritative’ hotel sites and it would be your job to sort through it to get to the specific result you wanted to find. Not effective or efficient.
  1. The result was that those ‘head terms’ got all of the volume and that, in turn created a ‘race to the top’ in organic terms and, with it, a lot of the spammy tactics Google has had to jump on recently.
  1. The reality, however is that was not helping the user and so Google got to work understanding context. In this example we can see how this works. Take a search for ‘hotels’. While it obviously I’m looking for somewhere to stay there is a whole heap of data behind this that refines my query. What I’m actually looking for is a hotel in London. I’m also a company CEO and I have an important meeting tomorrow so need to get some sleep.
  1. A better result for me would be this. A list of quality hotels that are quiet and also those that has meeting space for that meeting. BIG difference.
  1. In this world everything we know changes. The traditional long tail curve dies and we see search volume spread much more evenly across millions of ‘terms’ (or results).
  1. And the smart way of claiming that is to create specific content to service that growing search traffic opportunity. Specific article-level content is much more likely to surface here as it answers a specific question.
  1. How do we do that? Let’s look quickly at the process we use to do this.
  1. It all starts with insight and understanding your audience, as we need to understand the various questions being asked by our target audience.
  1. To do that we use a lengthy and well-honed process, which gels existing data from the client brand.
  1. We then add in social insight and here we can see a couple of slices of this and how it can really help with that understanding piece.
  1. Here we can see data taken from Facebook – the process for this I have spoken about previously here – it’s powerful as it allows you to dig into a huge data set of people who already like your brand and you can benchmark against the UK as a whole to understand the nuances of your customer base.Here we can see, for instance that for this hotel brand looking to tap into that search opportunity we talked about earlier can understand what else their audience is into. Understanding this helps us paint a vivid picture of the person we want to help.
  1. We can even see how that may vary by geography –something which is particularly powerful when designing content strategy to resonate with your entire audience.
  1. We then look at other data sets such as YouGov here to get as full a picture as possible.
  1. Ultimately these feed into a persona creation process and in the examples you see here it is clear to see how each of these has very different content needs and, critically, ask very different questions.
  1. This is what it is all about. Painting human shaped pictures that allow you to really get inside their heads. Creating a list of their key questions can be really helpful here in creating a framework from which keyword research can then hang.
  1. Once you have a clear view on which it is you are talking to and what questions they are asking you can use this to inform the keyword process.
  2. Step one of that process is to jump into your favourite keyword tool. For us that is SEMRush. And while you are looking for the obvious the really useful section of this particular tool is that it allows you to explore ‘related keywords’ in massive depth. It’s precisely this wider view we are looking for here, as we want that long tail.
  3. Another tool we will use is KeywordTool.io, a fantastic long tail research option as it pulls data from the Google Suggest API, amongst others to give you a view into the extremities of that long tail.
  4. Google itself also helps as it presents lots of relevant queries while you are typing. Don’t hit enter, instead make note of these.
  5. Forums are also a mine of information and you can use advance search operators such as this one to find those forums and the relevant threads within them.Typing these queries in will present you with thousands of questions being asked on your topics.
  6. Soovle is also a nice little tool as it takes out a lot of the hard slog by combining search data from everything from the key search engines to eBay, Netflix and even YouTube.
  7. Competitors can also teach you lots and we steal the best of their ideas to ensure we leave no stone unturned.
  8. One of the best ways of understanding this is to dive into SEMrush again and use its Domain v Domain tool. Here we can see Marriott V Hilton and how their keyword profiles shape up against each other. We can see which keywords they share and what they don’t have.
  9. We can drill down into those we don’t have and sort through for relevant opportunities. Store these alongside the other keyword ideas you have.
  10. All of this should then feed into an editorial calendar alongside your other key content to ensure you work through it in a logical order, prioritized by opportunity size.
  11. And of course you should ensure that is delivered in a way that promotes what we call Content Flow. Here we can see an output from it showing how you should deliver content with variation to ensure your audience stays engaged. You can test if for yourself here.
  12. And our free toolkit can help you ensure it all comes together. Grab it here.
  13. Oh and you want to know the point of this. Why bother?
  14. Here’s a great example of a brand doing it well. Currys is brilliant at it and this detailed guide to 4k TVs shows. As you can see it’s really in-depth on an in depth subject areas as it goes on.
  15. And on.
  16. And on.
  17. The site is full of brilliant niche buying guides that answer key questions being asked by their audience.
  18. We can see here just how well that works by looking at rankings for 4k TVs…
  19. And the effect this approach has had on their search vis…
  20. Thanks for listening. The full transcript can be found on our site and a supporting post is live now on the Moz blog.

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