Digital Growth



David from Google Digital Garage


Digital Garage Online


Google Analytics

  • How visitors found you
  • What have they done after founding you
  • Who are your visitors
  • What demographics they have


There is a misconception that the internet is a mass communication channel. If you can focus on a specific customer audience online, then you can make an impact.


People don’t like typing on mobile phones. They have shorter time spans. They experience content in a different way. You need to have content spread out to be easily clickable on mobile.


B2B customers tend to use desktop over mobile. But they still still find you on mobile as well.


People with short customer journey, buying something smaller are buying on mobile phone.


People looking for a car, house or travel, tend to look it up on the desktop. Long decision journeys. People can still find out about you on mobile as well.


You can make important business decisions based on Google Analytics data. Explore potential markets etc.


If there are obvious assumptions about your potential markets, it is good to prove yourself wrong in Google Analytics. Because then you know and your competitors don’t.


eCommerce experience in real life:


SEO in 2019


Basics still apply

  • Title tag
  • Meta description


Search Console


Page speed insight


Lazy loading


Google Medic Update


YMYL – your money your life


E-A-T: Expertise, Authority, Trust


Write more content

Make sure stuff is up to date

Proof you have expertise


Like a Linkedin profile that has certifications etc


Links are still very important


Reviews on 3rd party websites – how you are perceived on these review sites

Google is well aware of the reviews on these websites

Online reputation

What is the sentiment what people write about your brand




Natural Language Processing


Neural matching


Content Quality

  • Get rid of low quality pages
  • Duplicate pages
  • If you can not get rid of them, exclude them on the Google Index
  • Mostly similar content


Practical Application

  • Connect questions to answers
    • 1 or 2 sentence answer you’d expect from a voice assistant
    • (entity) is (answer) uses the question in the answer
  • Identify units, classifications and adjectives
    • Use expected units, be specific
    • 200 degrees Celsius not 200 degrees


Keep it simple



Avoid unclear antecedents

  • The cat was often in the tree but now it’s dead
    • Whats dead, the cat or the tree?


Being correct requires clarity

  • Specific, short answer
  • Answer boxes in the Google
    • 2-3x click through rate


Related searches

  • Found at the bottom of the search results
  • Auto completes


Facebook Groups


Paid Media


20-25% of ads in UK going to social. But 5-10% of website traffic is only from social.

Digital marketing is bigger than 51% since 2017 in the UK.


51% of digital spending was search in 2017 in the UK.


The 2018 Omni-Channel Retail Report: Generational Consumer Shopping Behavior Comes Into Focus




How marketing fits in?


  • Search
    • SEO
    • Can we show up on voice searches?
  • Email
    • Provider choice
    • Email marketing tools
  • Ecommerce
    • Platform selection
    • 3rd party AI integration
    • Product recommendations
    • Mass personalised ads


AI for Robotic Process Automation

  • Data entry
  • Workflows
  • Data translation
  • Data transportation (routing)
  • Reporting and analysis
  • Integrations


Chatbots become CaaS

  • Chatbots mature
    • Move from procedural to more conversational bots
    • Decision trees and NLP – machine learning


Voice Search

  • NLP – Natural Language Processing
  • You get a voice answer, not a results page
  • It is like talking to humans


Content Marketing


Youtube video ideas

  • Questions and answers
  • Product demonstrations
  • Collaborations
  • Drive traffic to the website


Social media groups


Worldwide, there are over 2.32 billion monthly active users (MAU) as of December 31, 2018. This is a 9 percent increase in Facebook MAUs year over year.