This week's presentation by Dan Zarrella of Hubspot on the Science of SEO confirmed that search is just a part of the marketing mix. A synopsis of the key takeaways from the presentation:
- Search is not dead, but it is not the only game in town.
- Before they buy, they Google; so write for humans, not spiders
- Social takes a back seat to search and the conversation isn't going to help your rank
- Ranking well can make you seem more trustworthy
- Most people don't trust PPC ads and they don't admit to clicking on them
- Your site is listed next to spam; be distinguishable by experimenting with media
- Linkers work early and need fresh stuff to work with so focus on the timeliness, not buzzwords
- If you're telling people about a new or killer deal in one channel, make sure it is prominent in all
- Communicate the essence of the offer in bold, novel ways - particularly those that tap emotion
- A brand's site is necessary, but not sufficient; think of it as a launch pad not destination
- Social media is a stimulus, just like TV advertising - it points people in a direction
- Let your brand ambassadors know beforehand, give them time to share via links
- Analyze content based on RFM - recency, frequency, and monetary performance metrics
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