Digital Growth

by

Slides

 

David from Google Digital Garage

 

Digital Garage Online

https://learndigital.withgoogle.com/digitalgarage

 

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.

 

https://grow.google/

 

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:

https://www.youtube.com/watch?v=3Sk7cOqB9Dk

 

SEO in 2019

 

Basics still apply

  • Title tag
  • Meta description

 

Search Console

https://search.google.com/search-console/about

 

Page speed insight

https://developers.google.com/speed/pagespeed/insights/

 

Lazy loading

https://developers.google.com/web/fundamentals/performance/lazy-loading-guidance/images-and-video/

 

Google Medic Update

https://yoast.com/googles-medic-update/

 

YMYL – your money your life

https://www.semrush.com/blog/eat-and-ymyl-new-google-search-guidelines-acronyms-of-quality-content/

 

E-A-T: Expertise, Authority, Trust

https://www.semrush.com/blog/ways-build-expertise-authority-trust-boost-seo-semrushchat-sherry-bonelli/

 

Write more content

Make sure stuff is up to date

Proof you have expertise

Citations

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

 

Use HTTPS

 

Natural Language Processing

https://wordlift.io/blog/en/advanced-seo-natural-language-processing/

 

Neural matching

https://www.searchenginejournal.com/google-neural-matching/271125/

 

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

https://www.bigcommerce.co.uk/blog/omni-channel-retail/

 

AI

 

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.

https://zephoria.com/top-15-valuable-facebook-statistics/