Omi Sido is an SEO and Web Development professional with 6 years of experience in both web and traditional advertising, promotions, events, and campaigns. He has worked on integrated campaigns for major clients such as Vectone Mobile, Delight Mobile and The Global Real Estate Institute.
As an SEO professional Omi Sido breaks down his essential role as search engine optimizer into three essential parts:
1) To deliver the most useful content for any user performing a particular search, analyzing and segmenting intent to buy vs. general information gathering;
2) having the most visibility for a client’s content via hyperlinks and mentions from relevant external web pages; and
3) analyzing long-term user behavior signals, such as attracting the most clicks on a search result and continuously reducing bounce rates.
You want your website in front of as many people as possible. Omi Sido will provide lasting results that extend beyond a quick, temporary boost in rankings.
Monday morning. The coffee is brewing but there is one burning question hectic inside my head. If 50% of your website traffic comes trough organic search why do you keep on saying that SEO is dead?
Tuesday morning twenty-fifth of April and I am just getting ready to go to work. I just saw this story on the news “The Guardian is getting 60% of its Google mobile traffic from AMP.”
Shall I repeat this one? Sixty percent of its Google mobile traffic from AMP. In the same story, AMP pages are two percent more likely to be clicked and the click trough rates are eight percent higher than the non-AMP pages.
On the other side, last year The Daily Mail introduced AMP and their visits jumped with 14% a day.
I can talk for hours about the benefits, the SEO benefits of AMP but the point I am trying to make here is. If SEO is dead when was the last time you increased your click trough rates with 8% with something that’s not SEO?
I really wanna answer this question. All the agencies that are telling you that you don’t need SEO anymore are basically trying to deceive you. Let’s be adults for a moment. If you want your pages to appear in the SERPs the Google bot – something very very technical. Yes, I hope you don’t believe in the story that there is an army of Google dwarfs crawling the Internet and ranking pages. So the Google bot – something very very technical has to come to your website, has to crawl it, understand your structure and only then it can rank your pages. But imagine now there is a problem with your roboots.txt file. Or a problem with your canonical tags. Or a problem with your internal linking. The Google bot would come gets confused and leave straight away.
SEO is the foundation on which you can build your digital marketing strategy.
Richard, without proper SEO practices in place your company is bound to lose.
Back in the car. I am just coming back from breakfast with Phil Burgess – the new chief growth officer for iCrossing (top digital London agency).
Phil basically confirmed my recent thoughts that relevancy is indeed the new currency in SEO and Digital Marketing. We used to talk a lot about authority but nowadays relevancy is definitely taking over. Relevant keywords for the relevant audience at the relevant time on the relevant social media platform. Enough said.
Do you know that today is Thursday? Time for some sushi lunch.
Oh, my God. Of course, it’s Friday. I am so tired and I am kind of sleep driving. You Americans! You never care about our sensitive British soul. But anyway to answer your question:
What is SEO?
SEO is, in my opinion, SEO is this strange mix of psychology, art and math that so many businesses are avoiding and they are losing big time in a long run. To those people I say. If fifty percent of your website visits come from organic search than SEO should lie at the heart, at the centre of your business. I am not saying that SEO should be the driving part of your Digital Marketing but SEO is the part that can actually push your Digital Marketing forward.
It’s Friday. Good morning people. I just had a 40 minutes interview while driving to work. That’s what I call multitasking.
I know it’s Friday but be positive. Stay on your hustle.
You can’t fail until you quit.
Wow, what a fight. I was screaming. I was shouting. I was crying.
It may sound strange but I believe Digital Marketing and SEO are very similar to boxing. You throw a punch by introducing something new on your website and you knock down your competitors.
Next time your competitors throw a punch by introducing something new on their website and they knock down your website visits.
So only companies who are truly committed to marketing and SEO can win the online battle for customer’s attention.
Every time I’ve got a new client I would ask them the same question.
Exactly who are you targeting on Social Media?
Delivering constant quality across all social media platforms is the only way you can maintain and increase the number of your social media followers.
When it comes to Sushi Wasabi is always my only choice.
The main aim of online marketing is to know and understand your customer so well that your product or service sells itself.
It’s Friday. I am just coming back from work and I am a bit tired but I am thinking.
In this DNA and age if you don’t produce content like video, audio or text you are invisible. Your brand and your company are simply invisible.
So if you are too shy to do video go and do a podcast. Or if you are too shy to do a podcast go and do blog articles. But whatever you do produce content on a mass scale for all major social media platforms.
Saturday morning. I am still in bed drinking coffee and I am thinking ‘Oh my God. When is this working week gonna finish for me?’
I am going through my emails so I came up to this email from Ryan House (ZogDigital) – Ryan, thank you very much for your kind words – that basically says.
“Happy Monday. Just wanted to drop you a note and let you know I’m a huge fan of the articles and the content you’ve been publishing on LinkedIn.”
Four months ago I was the same guy. I had the same passion for SEO and Digital Marketing but nobody knew me. Four months ago I started intensively producing content LinkedIn, Twitter and Facebook and the result is nowadays I’ve got a lot of people following me, emailing me, engaging with me. So I have to repeat my statement from last night.
If your company is not producing content for social media your brand, your company is invisible.
Social Media is the best way for you to connect to your targeted audience. Not only that it drives awareness and engage your audience but it also builds trust and long lasting loyalty through conversation.
I am just coming back from a breakfast with a client so my working week is officially over – Sunday 2 o’clock. After implementing some of my Social Media activities this client has seen 7% increase in sales for the last five months. Social Media is not the “new best thing”. Social Media has been here for quite a long time now and it’s here to stay.
Guys, I’m gonna go now a well-deserved pint of beer. But you do come back here next week cause you’ve got the problems and I’ve got the solutions.
This week after BrightonSEO last Friday – the peak of my speaking career – my motivation is kind of down. It’s normal in life that after reaching some of your goals your motivation may not be as high as you wanted it to be. But then in two-three weeks you gonna realise that there is another mountain to climb.
You are only really as good as your last success and trust me people’s memory is very very short.
After last week presentation at Brighton SEO, many people realised that my everyday job is, in fact, technical SEO. So naturally or not a lot of people this week are asking me the same question: Omi, which one is better technical or content SEO? Where should e spend our time, money and effort?
So let me take you on a short journey.
Do you really think that when the google bot comes to your website it would stop and think? Ok, let me check their content SEO. Now let me check their technical SEO. Now I’m gonna rank their pages.
No. The Google bot looks at your website as a whole. Your technical – let’s call it – your technical and your content SEO should be equally up to standard. So let me give you an example from the real world.
Imagine a fishmonger. And this fishmonger’s got the best fish in town. And now imagine you are going to this imaginary fishmonger to buy some fish but the floor is dirty and there is a lot of bad smell hitting you in the face. Are you gonna buy from this fishmonger? Probably not. It’s the same. It’s exactly the same when it comes to the Google bot. The moment it smells something fishy it goes away to your competitors.
Before starting a conversation with your customer you need to have a message.
Guys, I am on my way to work. Thank you very much for all your wonderful birthday wishes on my timeline. Getting old is not a thing. You can be great at any time of your life.
Don’t think about it as getting old. Think about it as living the life. leaving your legacy. Guys have a great day. Love you all. Peace.
Hmm, this is a very interesting question – speed or quality. You know what Steve if I have to choose I would definitely go with speed. Why? Because quality is something very very subjective. For example do you like this hoodie? No, you don’t. I honestly love the colour of this hoodie. This week, only this week alone I’ve mentioned this hoodie at least fifty times online.
Imagine the guy who sent me this hoodie didn’t like the font. So imagine he sent me this hoodie in three months. I may have a different state of mind.
Speed especially when you are new in the market is very very important. I think Mark Zuckerberg said ones ‘Move fast and break things’. Once you’ve established yourself concentrate on the quality. But in the beginning, you have to move fast.
Guys, I am so excited. My favourite writer Mr David Amerland is realising a new book this November called ‘The Sniper Mind‘. Which reminds me that the SEO and the army thinking are not that far apart.
We both need a long term strategy. No war was ever won without a long-term thinking.
And then intelligence. Google Analytics is your FBI. Your James Bond is the SEMrush software. You have to know your competitors.
Last but not least no war was ever won without a solid army. So you have to include the other departments of your company in your SEO strategy especially the development team, the content team, the PR team.
Guys, I’m gonna go now and celebrate Easter. But you do come back here next Sunday because you’ve got the problems and I’ve got the solutions.
So first up we’ve got Omi. Most of you know him so I am not really sure how much of an introduction he really needs. He is an expert in everything technical SEO. He makes great videos so if you are not following him online already you definitely should be. He’s got about six years experience in everything digital. And he’s gonna talk all about going beyond the basics of a website migration.
Hi, guys. Thank for coming here today. Kelvin thank you for inviting me to this wonderful conference.
My name is Omi Sido and as most of you know I love talking about SEO and the way SEO can help you achieve your business goals.
Today I’m gonna to be talking about website migration but as you can see from the title I’m not gonna talk about SEO checklists. You can google them. You can find online and you can follow them.
When SEOs and indeed a lot of SEO speakers talk about website migration normally they talk about disasters. Big fat juicy disasters.
But this is not the way I think about SEO. In my opinion and experience, SEO is one of those rare moments in your SEO career when you can massively and I will repeat massively increase the SEO value of your website in one go. What do I mean by that? Stay with me and I’ll take you on a short journey.
First, website migration is one of those rare moments where you can educate your whole SEO team on all aspects of SEO.
A lot of SEOs are talking only about content and also I see a lot of SEO teams out there built with only content SEOs. To be honest with you yes ‘Content is King’ but if you follow me online you know what I normally say to this statement. Content is King but every King needs a castle home to live with his queen or a lover. You know the story.
Website migration is also one of those rare moments where you can explain what SEO is to every single department of your company especially development and content so they can help you achieve your SEO goals in the future.
Saying that for successful website migration you need a cross-functional migration team. A lot of speakers – SEO speakers say the SEO guy should be in charge. But why would the SEO guy waste his time and effort with the development process or the content process? The SEO guy should concentrate on the SEO tasks.
So you are an SEO – you are in charge. Your SEO plan should have minimum minimum 4 SEO sections. The SEO migration plan the thing that you all love the checklist. The content migration plan that you gonna build with your content team. The development migration plan that you gonna build with your development team and timelines.
Timelines are crucial especially for e-commerce websites as you have to make sure that your website is working properly at peak times when your business is making money. And then paying your salary.
But going back SEO guy and the SEO plan. Many SEOs many speakers talk about the SEO migration as a two-stage process. Your SEO plan should have minimum three stages. Let me just go back to the two-stage process. The two-stage process normally is the SEO checklist press the button disaster. Minimum three stages and in my opinion and my experience the more time you spend on the pre-migration stage the better your chances are of a successful website migration. Also in my experience ninety-nine percent of the time the SEO checks that you do in pre-migration stage, you should be doing anyway on a monthly basis. Welcome to the pre pre-migration stage of the website migration. If you don’t have a name for this stage just call it the Omi Stage. Yeah, I am honest.
So I can’t see the numbers there. Anyway.
So this is a website that was migrated a few months ago. Literally, five six months ago and those are real numbers.
Twenty thousand primary pages. Fourteen thousand pages with duplicate descriptions. Three thousand pages 301. Three thousand pages non-200. Do you really want to migrate those issues to the new platform? In my experience, those issues on the new platform will double triple quadruple. On the other side, your beautifully crafted content counts for nothing if the bot comes and goes into a loop or it’s redirected to the pages that don’t matter for your business. Ups, sorry.
Something I want to say as it just came to mind now. Let’s forget about the website migration for a second. As digital marketers I want you to go back to your jobs on Monday and ask the SEO guy. When was the last time you performed a full crawl of our website? Give me the number of 404s the reason and what we are doing about it. Give me the number 301s the reason and what we are doing about it.
Saying that there is one subject that not many SEOs are talking about – orphan pages. What are orphan pages? Orphan pages are pages on our website that are linked from nowhere. How do we find orphan pages? We perform a full crawl of our website. Then we take all the server logs. We combine the data and we analyze it. How many of you are doing on a monthly basis analysis of server logs? Raise your hands. Oh, yeah. It’s about time. Honestly, I only saw three hands. It’s about time you stop blaming Google that Google doesn’t understand your website structure or it’s not indexing your pages properly if you don’t analyze the server logs of your website.
But going back to the website migration. Eight thousand pages – orphan pages. This is twenty-three percent – those are real numbers and this is the same website from the previous slide – 23% are bringing only three percent of organic visits. Do you really want to migrate those pages to the new platform? Of course, a lot of you don’t know about them because your crawls are not finding those pages because they’re not linked in your system.
On the other side image that this was not three percent. This was – I’ve seen this case as well where the orphan pages are bringing say 30% of organic visits. Why are you not linking to those orphan pages?
Talking about similar to orphan pages 404 pages. My advice. If there are no links pointing at them please discard them. Now before the website migration takes place. Not on staging. Now.
On the other side, if a lot of good links are pointing at them now is the time to work with your content team to either reinstate them, improve the content. You should do something about it. Now. Not on staging and not after the migration has taken place.
So now we know everything about our website. We know from a technical point of view it’s time to benchmark check and benchmark our rankings. This is the only way by benchmarking our rankings this is the only way to know how successful our migration was.
But you have to do it now. Not on staging. And not after the migration has taken place.
Talking about rankings – sorry for going back and forwards – ninety percent of the cases parallel to your typical technical migration there is a content migration going on. Now is the time to work with your content team and either combine those pages/content create new sections.
You are doing this now. Before you go on staging.
Now that we are on staging with or without a website migration it amazes me that in the year 2017 I can still see staging environments crawled and ranked by Google. Because you cannot be asked to do the simplest of technical SEO tasks. You are diluting your rankings and the only reason to do that or shall I say due to your laziness.
We are still on staging 301 mapping we all know this is one of the most important parts of the website migration. But I’m not gonna talk about that.
I’m gonna talk about the fact that during your 301 mapping this is the best chance for you to clean your product offerings. Expired pages, pages that don’t have equivalents on the new platform. Many developers not instructed properly by their SEO, the SEOs that are in charge will redirect pages to irrelevant sections on your website or God forbid the home page. The thing that I am saying now is with or without a website migration. Many SEOs are arguing online what’s happening here and saying this is the best way to preserve your SEO juice. Hard earned SEO juice. You can’t be more wrong. After some time Google will start treating those 301 redirects to relevant sections on your website as soft 404s and after some time it will deindex them. So you gonna lose all the hard-earned SEO juice.
And to give you a good example. Last year royal.gov.uk was migrated to royal.uk.
Before we continue ‘The home of the Royal Family.’ What did I tell you ten minutes ago? Every King needs a castle, a home to live with his King…queen.
So the people. It’s a funny story as well I know I was laughing when I found this website. So the people who were migrating the home/technical SEO of the Royal Family last year couldn’t be bothered to redirect the expired pages, pages with no equivalents to the equivalent parts of the website so they ended up with roughly 80% of pages redirected to the home page. The result.
Within one week those clever developers/SEOs destroyed completely the castle the home/technical SEO of the Royal Family. This website lost around 80% of its rankings in one single week. Go and check it out. Everything is still in place so you can actually learn from mistakes.
I can see Purna finding it very funny. It’s not actually funny. Yeah, it’s tragic.
We are still talking about 301 mapping and this is the time for you to clean your chain redirects. If you’ve been following me online you know I hate chain redirects. And it’s very simple. If page A on the old system was 301 redirecting to page B now page A will 301 redirect to page C – this is the new platform and this page is equivalent to page B and page B will 301 redirect to page C. Simple and effective.
Now is the time to make sure on staging that the tracking code is implemented is present literary on every single section on your website.
Now that you managed to educate your whole SEO team. You’ve managed to educate your whole company of what SEO is. You are doing your full website crawls every month and you are analyzing the data you are ready to press the button.
Guys, I did include some post-migration checks because they are very very important. But for now, thank you very much and hope to see you soon.
I understand your confusion. I believe you are seeing SEO only as something IT. You can’t be more wrong.
So let me take you on a journey. Imagine a fruit market 50 years ago. And let say you wanted to buy some apples. But not just any apples.
You want to find the best-tasting apples out there.
So you go to the market and instinctively you are drawn to the table with the best-looking apples – big, red juicy apples. Job done. You are happy.
Would you be able to find those apples if they were hidden under a bag of potatoes underneath somebody’s table? I don’t think so.
This is what SEO is. Search engines are our eyes in the digital world so we can find the best apples online. But in order to find them, they must be positioned online in such a way (search engine optimized) so our eyes – the search engines – can see them.
Whatever your product is you need SEO for the people to find you online. It’s called SEO – search engine optimization but in the real world, we are optimizing for the people.
Or in the words of David Amerland (as you’ve mentioned him earlier in our conversation),
“semantic search is the beginning of the convergence of traditional ‘online’ with ‘offline’ – the two will become one and the same, characterized by a different bandwidth and available functionality.”
BrightonSEO and I am practising. I am so excited to have the chance to finally perform in front of you live. To finally being able to say ‘Thank you’ face to face. Love you guys. Stay cool.
Running with the herd is not always a good idea. Be unique and the links will come.
BrighnSEO – the big day is upon us. I’m just about to drive down to Brighton so camera check, big tripod check. It feels like I’ve got everything. Well, probably I should take a toothbrush or something.
Am I nervous? Yes, of course, I am. This is my first big SEO conference. And it’s just happened to be the biggest SEO conference in Europe.
Am I scared? Well, a little bit. On the other side, I’m gonna be surrounded by so many friends I made along my digital marketing journey. Gerry White gonna be there. Purna Virji gonna be there. She is an amazing speaker. Dawn Anderson and Montse will be there. Haseeb will be there. Sunny will be there to name a few.
Without friends, you are nobody in the real or digital world. Without people who trust you – you are nobody. But to earn their trust you have to work hard my friend. You have to work hard.
When it comes to trust there are no shortcuts.
Wish me luck tomorrow, people. Have a great week.
The day after BrightonSEO. Everything is so quiet now. But yesterday my head was pounding. My heart was beating like crazy. I was about to go on stage in front of six hundred people. And then I jumped on stage, I looked people in the eyes and I thought I love being here.
It’s ok to be scared sometimes. It’s ok. Being scared means you are about to do something very very brave.
Hi, guys. it’s Monday 27 of March and I am on my way to work.
Nice weather so I am thinking: Every time people want to start something new they will do it on a Monday.
So this week I want you to start thinking about Voice Search and the effect it may have on your SEO/Digital Marketing in the future.
Alexa, I am going to the shop. What’s on my shopping list?
Alexa: You have five items on your shopping list.
Cheese. Dark Chocolate. Black olives. Whiskey. Wine.
Busted. The whiskey is for my neighbour. He loves whiskey.
Yes, Martin. I am so happy you are asking about Voice Search because your business is a prime target. Yes, a prime target of Voice Search.
I will give you some tips. Do you mind if I record them for my Sunday Talk? Don’t worry – I’m not gonna mention your company.
So let me give you some tips.
The second thing structured data. Yes, Purna Virji mentioned it in the video. You’ve seen the video. Good. Structured data is very important so Google can really understand your website.
You have to implement structured data. If you don’t know I will give you some tips.
And then when it comes to content keep in mind the conversational nature of voice searches. People don’t just say ‘Bus’.
They say ‘Alexa, when is the next bus coming?’ or ‘Where is the nearest bus stop?’
Develop questions that searchers may ask and make sure you have content that answers those questions. This includes adding Q&A content to your site.
And then something very important. Optimise local sources as mobile voice searches often involve “near me” questions.
You do it all the time (Asking “near me” questions).
Purna:Anyway, you can call Omi. Omi is one of the best technical SEO’s in the whole world, and I can truly vouch for that. So yeah, talk to Omi for any technical SEO questions. Make sure your citations are diverse if you have.
The third step is to go and do some keyword research, now I know the sort of intent people are coming from.
Omi: Can I just stop you here for a second? Because for the second time, you’ve mentioned citations. Are they really that important?
Purna: They are that important because people tend to just go and look and they may not even click through save all the information that people are seeing is on your citation and they don’t have a chance to go to your website to find the address, and then yes it going to be really important. Make sure your address is fine, the phone number is correct, hours are correct.
I’ll give you an example. It was Easter weekend, my mum and I wanted to go shopping, and we said okay is any store open? So I did a search for a large retailer here and I asked is he open? And he said yes open until 9 am to 9 pm so I’m like fabulous. We went. It was closed. It was so frustrating when I went out, I was like “I’m not going to this stupid store again”. I was so annoyed. And so we looked up another store.Yes, Easter hours, we are only open till 5 but we are open today. So that was good. That was helpful.
Reviews are also really important, especially If you are local. Make sure that reviews are what people see first and they may not click anymore to give you more chance to explain.
The first impression is all that is going to matter. So yes even if you are not a local business, sometimes citations just seem, just your reviews online are important.
The third one is: think about the intent and look at only a couple of different places. We’ve seen examples of companies that we’ve consulted with and who’ve started optimising for voice and the results that they’ve seen are lift in traffic and then engagements when they’ve optimised.
So the question is always where do I start? And it’s not that difficult. It’s like prioritise from your top 2 or 3 most profitable keywords – start from that – and look at the longer tail versions that could be most relevant to it. So rather than say Bahamas vacations, “what’s the best family vacation deal for the Bahamas?”.
That’s probably a good keyword longer tail that could be on voice search right? Bahamas vacations might be your number one keyword but like “what’s the best family vacation deal for the Bahamas?” is a really good voice search keyword. It gives you so much more information than just Bahamas vacation. It tells you that they are looking for a deal. It tells you that they are family and they probably have immediate purchase intent. So try to look at those type of queries and then you can think about how do I best optimise, do I have a page that answers that question? Do I have a page that talks about this family vacations? Do I have enough supporting content? And that’s all it is. It’s like think about the intent and the right actions that they are likely to take and optimise just for that.
Guys, whether you like it or you don’t Voice Search is here to stay.
Not many people are talking about it but when it comes to voice search there is no competition for the SERPs positions a there is only one position THE MOST RELEVANT.
So if your company is not there yo gonna suffer big time in the future.
Many people are asking me ‘Where should I start with Voice Search?’
Well, my video with Purna Virji is a good starting point.
But I will also ask you to go back in time and read the Google Semantic Search by Mr. David Amerland as relevancy is getting more and more important by the day.
Guys, next week I am going to the biggest SEO conference in Europe – Brighton SEO – where I will be presenting but you do come back here next Sunday because you’ve got the problems and I’ve got the solutions.
Hi, guys. It’s Monday again. It’s raining again and after working for seven days last week I am a bit tired. But do you see me complaining about it?
Last week many of you started complaining about the new Google algorithm change called Fred or whatever. About the new Google algorithm rules but com on people – it’s business for us and it’s business for them. So if it doesn’t work they will definitely change it.
On the other side, if you’ve been listening to me carefully by now you are heavily investing in your branding.
Because if you connect to your customers on a human level they will buy from you regardless whether you are number one, two or three in the SERPs.
I know branding is a long game but this is the only way forward.
Why do I always say ‘connect to your customer on a human level’?
Let me give you an example. More like a story really.
Last week I went to Birmingham to shoot an inspirational video for a big corporation.
As I was walking around the NEC conference center suddenly I saw a woman dressed like a Wonder Woman. Yes, Wonder Woman.
I’ve never been interested in Superheros. But suddenly I wanted to know the reason behind the Superhero obsession. Her day to day job. Basically everything about her.
It’s exactly the same when it comes to SEO and Social Media.
You have to create something truly unique that captures your customer’s attention and imagination.
The potential client is going trough his boring facebook or Instagram feed and suddenly he sees your brand. And boom – he is inspired.
He wants to know more about your brand. He wants to know more about your products.
Trough his eyes you connected to his heart. Only now your call to action (CTA) will be really successful. And when it comes to you make him feel like a Superhero with your custom made tires.
So why is everybody calling me when I am driving? Is it because everybody wants me to lose six points from my driving license?
Anyway, I am listening.
So you are saying that the list article is bringing tons of traffic. Good.
So you’ve taken my advice on board. And your boss is happy. Nice one. But did you do the inspirational article as well? No, you haven’t.
Oh, my God. So then you’ve only taken half of my advice on board.
The thing is I am happy because you are paying me money. Your boss is happy because you are satisfying his traffic ego. But your brand, your brand cannot be happy with just traffic. Your brand needs true followers.
I just had a chat with a company and one thing came to mind that I wanna make very very clear.
Our goal in creating content, in sharing content with the outside world is not blog traffic. Our goal is finding believers. People who’re gonna keep on coming back to our company again and again and again. Because they truly believe in our products or services.
Wednesday evening. I just came back from work and there was a terrorist attack in central London. I am not afraid really. More like surprised that in the year 2017 some people still believe that they can change our way of life by killing a bunch of innocent people.
I don’t know really. Shame on you people. Shame on you.
“Tomorrow morning, we will come together as normal. And we will all move forward together. Never giving in to terror. And never allowing the voices of hate and evil to drive us apart.” – Theresa May, British Prime Minister
This Sunday I’ve decided to be very practical and talk about one of the building blocks of being successful online which is continuously monitoring the relationship between your business and your customers.
For a start, the process of defining your targeted audience/ideal customer has many stages.
First, you really have to try and understand what clicks with your targeted audience and makes them buy from you. Then you have to define who your targeted audience is.
Once you know those two you really have to try and understand the relationship between them. Not just that but you have to continuously monitor this relationship because as it happens in real life the first time around you probably didn’t understand the reason behind the reason of your customers buying from you.
To understand my point let me give you a good example.
Two, three months ago a company that makes healthy chocolate bars came to me for help. They were like ‘Omi, our healthy chocolate bars are well priced, unique but the competition is still doing better than us. Why?
So my first question was ‘Have you found your ideal customer?’
And they were like ‘Yes, women of certain age who want to live a healthy lifestyle.’
I started analyzing the data and very quickly it became very obvious that after finding their ideal customer like may other companies out there they went one directional. They started bombarding the customer with content and advertising and they stopped analyzing the data that was coming back to them. And the data was telling them that the women who buy their healthy chocolate bars were doing it because they wanted to stop their kids from having the unhealthy option.
So what the competition is doing is instead of wrapping their healthy chocolate bars all in green they will do half green and half a character from a comic or a cartoon.
So when those women take those healthy chocolate bars home their kids are naturally drawn to the product they can relate to.
Continuously monitoring the relationship between your business and your customers allows you to truly understand the emotional reason behind your customers buying your product.
Or in other words
Connect to your customer on a human level.
Guys, come back here next Sunday because you’ve got the problem and I’ve got the solutions.
It’s Monday again and the first thing that comes to mind is. Monday is a good day to have a good day.
Jokes aside, you task for this week.
As digital marketers, you’ve got the power to publish epic content on Social Media. So this week I want you to act as publishers and not as digital marketers.
A guy just asked me on Social Media. Hey Omi, what’s new with Digital Marketing in recent months?
My answer. EVERYTHING.
Yes, I stopped the car so I can talk to you. After last week’s Sunday Talk – which by the way is crushing it online – see content does work. A lot of pf people are asking me the same question. Ort basically not even asking me and just telling me “I don’t have anything to say online”. I have to ask you this question. So you started a company from nothing. You started employing people. You’ve created a product from nothing. And now you are telling me I’ve got nothing to say online. I just can’t believe you.
Anyway, say you really have nothing to say. Talk about your customers. And I will give you an example so you don’t say “Oh, Omi is just giving advice but nothing practical.”
Buy a cheap microphone. Go to one of your stores and start interviewing people.
And say a woman comes and she says I am a teacher. Just interview her. Don’t even mention your company.
I never said your content should be only about your company.
Just interview her. If she says I am a teacher just ask her “What are the most comfortable shoes? Just ask her. Talk about her day. Don’t even mention your company.
So if today you interview fifty people I’ve just given you articles for the next 3 months.
Talk about your customers. Engage them.
Hi, guys. Just coming back from the gym so I am quite pumped up. But I wanna give you a quick advice for your content marketing.
if you are good at something, do it. if you are not, outsource it.
I will give you an example. A lot of you a producing very good videos for YouTube. But as you are not good with images or Photoshop your thumbnail are not attractive. So if you are lucky enough and I am subscribed to your channel I would click on your new video. But if you are not – if I don’t know anything about you – I would just run away.
So if you are good at something, do it. If you are not, outsource it.
One thing I like about Saturday – I can wake up at 3 0’clock and I can jut go for coffee. One thing I hate about Saturday – I can wake up at 3 o’clock and the whole day is gone. Wasted.
But instead of complaining let me give you some ideas of how to write relevant and engaging content that your customers are probably talking about.
Many brands forget that Twitter is the place where people gonna go and share their pain. Issues they may have with different products.
So if you search for ‘My phone this or that function is not working properly’ or maybe ‘My shoe soles are too hard’ you gonna find the number of people tweeting about those issues and you can even search by location. You can even filter by location.
But say you are a shoe manufacturer and you did make those (shoe) soles hard on purpose. Now is the time to go and write an article about it. The reason you did it and probably the benefits of having soles that are hard.
On the other side, and this is the fun factor, you can go to Twitter and check all negative about your competitors. And again write articles about them. Say your competitor’s shoe soles are too soft. Now is the time to write an article about the benefits of having hard shoe soles.
I am not sure this is the best example but you get my drift.
Last but not least you can directly engage with people who are talking about your brand. And you can just say ‘Hey sorry for your bad experience. What can I do to help you?’
I wouldn’t try and sell them new shoes or give them a discount or something like that.
I would just simply say ‘Sorry for your experience. What can I do to help you next time?’
Alexa: Content marketing is a form of marketing focused on creating, publishing and distributing content for a targeted audience online.
Did she just say ‘targeted? Because ‘targeted’ audience means you found them and you are communicating with them.
But how often do you really talk to your customers?
Because technology can show us the keywords they are using to come to our website. Technology can show us the devices they are using to come to our website. But technology cannot show us the emotional reason for them buying our product. And the emotional reason is the one that you have to capture in your advertising.
The emotional reason is the one that you have to capture in your copy.
Because at the end of the line there is always a human being.
Guys, come back to this channel next week because you’ve got the problems and I’ve got the solutions.
Hi, Guys. It’s Monday and I guess you are all going to work today. So let me tell you something. It’s easy to get comfortable with life, but when you get comfortable with the norm you don’t harvest the greatest results.
So get a little bit uncomfortable this week with your Digital Marketing, with your SEO, with your life really. Take this risk that will get you to your next achievement.
“Those who fail to embrace disruption fail because of it.” – Mr. David Amelrand
Too many businesses, too many people say ‘Oh, SEO is not for me because SEO is too technical. SEO is too digital. To those people, I wanna say. Two-three years ago I had the same thoughts in my head. But suddenly I realized that SEO is not meta descriptions, SEO is not page titles or 301 redirects. SEO is our people, our customers in the digital world. So my wisdom for today is:
Stop optimizing for the search engines. Optimize for your people!
Somebody just asked me online: Is page speed still a ranking factor?
I honestly don’t know. I know a lot of pages that are very slow and still ranking well. On the other side, I know a lot of pages that are very quick and still performing very badly in the SERPs.
The main question here is: Is your customer ready to wait for your pages to load for 20 seconds?
Think about it!
Quick presentation tonight about the importance of having a digital marketing strategy for your team. But there are three things I want to pinpoint.
What do you want to achieve?
Are your goals doable and measurable at the same time?
Who is your audience?
Think about it!
Mobile search. Voice search.
Guys, I’m gonna be honest with you. Customers are evolving. Customers are running quicker than we are – digital marketers and businesses. So innovation should be part of your company culture.
Because if you don’t catch up with your customer’s needs, with your customer’s everyday life. If you don’t catch up you gonna be in big trouble.
Last night I had a late presentation. So today – Saturday – I am still in bed drinking coffee and mentally preparing myself to go and do some running. There was a lot of cheering and clapping. Like I am telling people something new. Sometimes it feels like people don’t understand it. Technology is evolving but we as human beings we are still the same. We are just trying to adapt to the new reality.
So a girl came to me after the presentation. She works in the fitness industry and she was like ‘Omi, you’re always talking about social media, YouTube, Instagram. We’ve got a lot of pictures on Instagram and videos but the ROI is not there.
So I’m like ‘Pass the point that it takes time, let me have a look at your Instagram. And I am like sorry but this is boring.
And she is like ‘What do you mean by that?’
And I am like ‘all I see on your Instagram account is pictures of equipment and videos or pictures of big guys pushing fat ladies to their limit.
Are you in the business of selling fitness equipment? Because if you are not you have to understand why customers come to your gym. To any of your gyms.
I don’t go to the gym because of the equipment. I expect it to be clean everywhere nowadays. I just do.
I go to the gym because I wanna be healthy. I wanna look good. This is the reason I go to the gym. So among your pictures of equipment and fat ladies, I should see pictures of people achieving their goal. The goal being fit, healthy, whatever is their goal.
Have you seen the latest apple watch add? Apple is not talking about the specs. Apple is not taking about how thick this watch is. Apple is just showing you a person swimming. Because I didn’t buy this watch of the specs. I don’t even know the specs of this watch.
I bought it because it solves a problem for me. The problem being I wanna wear it all the time. Even when I go to the shower. Even when I am swimming. Even when I am running in the rain.
So you should try and connect to your customers on a human level.
Forget about the specs. They are for the nerds. And this is a very small percentage of your customers.
Connect to your customers on a human level.
Show them what problem your product or services can solve.
It’s that simple.
So instead of running, I am walking. But whatever you do just keep on moving forward.
And now for those who say that I don’t give you enough numbers on this show. In a recent survey with more than 5 000 people, the Social Science of Video found that 46% of the participants made a purchase in 2016 after watching a branded video on Social Media.
This is the power of Social Media.
This is the power of video on Social Media.
This is also the power of you being where your customers are giving them what they are looking for.
This is the power of the human factor in Digital Marketing.
Guys, come back here next Sunday. Because you’ve got the problems I’ve got the solutions.