The Sunday Talk – The Jungle called Digital Marketing

The Jungle called Digital Marketing


Oh, Alexa stop!

This week is all about SearchLeeds PPC and SEO conference. Great speakers are going to the city of Leeds. Aleyda Solis gonna be there. Dawn Anderson gonna be there. Barry Adams gonna be there to name the few. The session I am really looking for – Arianne from icelolly.com ‘PPC vs SEO & why you can’t ignore either’.
Such an exciting week is ahead of us. Let the week begin.

Reading last week Sunday Talk comments made me think. Has digital made all traditional channels obsolete? You know I am all about digital so let me explain. The first thing I learnt as a marketer was that marketing is customer focused. So as marketers our main function is to understand our customers and work hard to develop products or services that suit their needs. To communicate and engage with our customers on platforms that suit them.
Did I just say platforms that suit them not you? So my first takeaway this week is: Don’t go with the trend.

Go where your customers are.

Just arrived in Leeds. Eight o’clock in the morning. Woke up five o’clock in the morning, jumped on the train for two hours and a half. Amazing city as you can see so double satisfaction. My first time at the SearchLeeds SEO conference and first time in this amazing city.

Gemma Houghton: Today Webcertain TV is here at SearchLeeds. We’ve been asking delegates to tell us ‘What is the biggest SEO trend of 2017‘. Here is what they had to say.

The biggest SEO trend, in my opinion, is relevancy. It’s all about relevancy. If your links, because everybody is talking about links, at this conference. If your links are not relevant to your content if your content is not relevant to why people are coming to your website then you are bound to lose in the long term.

Yes, I went all the way to Leeds. In one day. But trust me the conference was amazing. Yes, the PPC v SEO session – Arianne was spot on.

Arianne: I think we sometimes spent a little bit too much time kind of arguing over which is better. And the thing with search both organic and paid is we don’t generate demand we only harness demand. What we should be doing is making friends with people who work in other channels. Thinking about how we driving that demand.

How do we start driving demand from the upper and mid funnels of marketing that we can then both capture through search and hopefully convert in the most effective way for our clients?

Dawn Anderson took it to another level.

Dawn Anderson: But as Monica said the problem is near duplicate content is more difficult to detect than exact. Because exact is literally check the fingerprint the same filter it immediately. When you start to have like bits of this, bits of that you know it becomes very very problematic.

And then Barry Adams absolutely smashed it. Believe me, man he absolutely smashed it.

Barry Adams: For me, too many SEOs don’t understand these processes. Cause too many people use crawler and indexer in the same breath as it’s the same system. And totally is not. Googlebot is the crawler and it’s a very simple piece of software. Very fast. It just looks at the source code, follows links and sends everything it finds to the indexer.

The indexer does the interesting bit. That’s why Google calls it the Caffeine infrastructure. The indexer actually tries to figure out what is that it’s looking at. This is where the interesting analysis happen. This is where links get extracted. This is where javascript is executed. More on that later. and this is where the Search Console does the error.

Strangely enough two days after the conference I am still thinking about Will Critchlow’s session. Yes, the guy from Distilled. The guy from Distilled. He is probably right. In this industry human beings are trying to compete with machines. Sooner or later, sooner or later somebody will come up with a let’s call it the SEO robot to even the game. Because it is so true we just don’t know what works and what doesn’t.

Will Critchlow: Even Google themselves don’t always know why something is ranking where it is and what it would take to move it up. And so we are finding that we having to actually test our hypothesis. Take out different things onto different areas of the site and perform that kind of a scientific end of split testing.

Sometimes it feels like we are concentrating too much on the delivery and not the recipient – the actual user of your products or services.
SEO v PPC. Bud do your customers even know the difference or they just click on whatever is on top if the SERPs. And with Voice Search around the corner don’t you think that those two have to merge together into one single entity called probably Digital Marketing.

Mobile v Desktop. True, mobile is definitely taking over. But when I look at the data coming from my clients in seventy percent of the cases the transaction is still happening on a desktop.

To summarise this week. Google is trying to follow the ‘human’ trend. Byt us as digital marketers although we try and follow Google the feeling is we are going in a different direction.

Guys, next week I will continue exploring the jungle called Digital Marketing for you. But you do come back here next Sunday cause you’ve got the problems and I’ve got the solutions.

The Sunday Talk – SEO is a part of Digital Marketing

SEO is a part of Digital Marketing


The advice I wanna give you in this rainy morning is: You really have to get a place where you know what your company is about. I can improve your SEO. I can tell you how to improve your Digital Marketing but you not gonna be successful online if you are the only one who thinks that your product is good.

I am not very impressed by the British summer. Welcome to my world of traffic, rain and SEO.

Steven van Vessum: So we are working on a public API as well. And we gonna be integrating that in a WordPress plugin so you can basically install the plugin and every time you make a change on your website we will send a signal to the Content King crawler.

Omi: So basically you gonna have a WordPress plugin that people can just download?

Steven van Vessum: Yes.

Omi: Ok, I get it. This is a good idea, you know? Because a lot of people use WordPress, right? I u

Steven: Yes, there is millions.

Omi: I use WordPress for my personal website omisido.com.

Steven: Yes, I know. We use it as well.

On my way to an SEO roundtable organised by Kevin Gibbons the CEO of Blue Glass – top digital marketing agency here in the UK. In the end of the day, nothing beats meeting people in real life.

Just coming back from the roundtable organised by Blue Glass and one thing is very obvious. Big companies have finally started to understand the core principles of SEO. Meanwhile what really surprised me was that so many people that were not technical were asking and talking about technical SEO.

Thursday and the big day has finally arrived. General Election 2017. Torres, SMP, Labour. But if you don’t know who to vote for vote Digital Marketing.

As a member of the Digital Marketing Party, I can promise you better ROI – return on investment. better knowledge of your community. For once I can promise you: you gonna know who your community is.
Vote for the future. Vote for Digital Marketing.

In about ten minutes I’m gonna be talking to David James – the CEO of businessgrowthdigitalmarketing.com and a top SEO from Australia.
We gonna be talking about the basics of SEO and the importance of including SEO in your overall Digital Marketing Strategy.

I will try and be as short as possible, you know. Basically, if you think that you can do – I will be very very specific. If you think that you can do SEO without data whether is technical or content. Let’s just say, let’s concentrate on content. If you think that you can do content SEO without data you are literary in the wrong job. Everything nowadays is about data.
If you don’t understand how the customer is coming to your website, why the customer is coming to your website, who is that it’s coming to your website, you know. Because it’s not important

Because it’s not important even to know the number, you know, you have to know the specifics. Telling me “3 thousand are coming to my website a day,” tells me nothing. Absolutely nothing. Tells me straight away that you do not know what you are doing in SEO. SEO is all about data. Or the way I normally put it in front of, you know. let’s call them the ‘normal’ people.

David James: I see what you did there.

In my opinion, SEO is 50% math and 50% imagination, creativity. Yeah, That’s it.

David James: Spot on.

I had such a busy week. Three online webinars and one SEO roundtable. This week I’ve talked to so many people and I can see a trend emerging. Successful companies are those who successfully managed to all Digital marketing parts together.

SEO is one of those important Digital Marketing tools. Your SEO team should not only be part of development. Your SEO team should not work in a silo.

Your SEO team should be heavily involved in defining and delivering your Digital Marketing strategy.

Guys, next week I am going to the Search Leeds PPC and SEO conference organised by Branded3 where I’m gonna be learning from top marketers like Dawn Anderson, Aleyda Solis to name the few.
But you do come back here next week cause you’ve got the problems and I’ve got the solutions.

The Sunday Talk – Digital Marketing is Simple, but it’s not Easy

The Sunday Talk – Digital Marketing is Simple but it’s not Easy


I am having an amazing time here in Wales. If you’ve never been to this part of the UK I strongly recommend it.

What a view.

First Bath and then Bournemouth and then Pool. I think this is the one of the busiest Bank Holidays of my entire life.

Sadly the bank holiday is over and I have to go back to work. During this Bank Holiday, I went to the city of Bath and I can talk for hours about this amazing city. But for the purposes of our Sunday talk, I’m gonna talk about the people. Honestly, it felt like I landed on another planet. The people were so helpful. So kind. So real. And then it dawned on me.

To be successful on Social Media you have to be real.

It’s not enough anymore just to pretend that you understand your customers. People can spot the fake from miles away.

Wednesday and I can’t wait for tonight’s online webinar as I’m gonna be talking to the legendary, the legendary SEO Ammon Johns.
SEO Surgery with David Bain and Nikolay Stoyanov – top SEO from Bulgaria.

David Bain: But first of all let’s go back to Omi and in terms of the site that Omi is going to be sharing with us what I will do I will share my screen with you to show you the site wich is Mecum Auctions.

Omi: Recently I’ve been obsessed, literary obsessed with crawl budget. And to me you know a website having too many pages – actually I showed you that those pages got a lot of problems – means you are basically stopping the Google bot from crawling your let’s call them ‘good’ pages. The pages that will rally bring qualified traffic to your website.

Nikolay: Speed is really easy to fix it if you know where to look. Sometimes is really just a couple of tweaks and it can do miracles.

Chris Countey: Show them why it matters. Show them the story. So figure out a better way to communicate the things that we understand on the technical level and get them to care about it as much as they care about other things that they are doing offline.

Yes, today somebody asked me on Social Media what is my biggest worry when it comes to Digital Marketing. This question is very similar to yours James so I’m gonna be honest with you. I see so many companies going trough the so-called Digital Transformation’ but for a reason unknown to me they see ‘Digital’ as something non-human. They see ‘Digital’ as something not related to human behaviour.
James, it’s so easy to get lost in the Digital Marketing world full of meaningless numbers and fake theories.

To make my vision clear I’m gonna give you an example straight away.

Six months ago I asked one of my clients to drastically reduce the number of their web pages. The first response was like “Omi, but how am I gonna justify the lower number of visits?”
See the question was not how am I gonna justify the lower number of engagements, or the lower number of people buying from us. Somehow this client saw the number of organic visits as a good, reliable KPI.
As I said earlier:you can easily get lost in the world of meaningless numbers in Digital marketing.

You can easily get lost in the world of meaningless numbers in Digital marketing.

Thank God the client decided to follow my advice so they reduced the number of their pages with almost 60%. as you can imagine the number of organic visits sunk.
But six months down the line they sell more stuff than ever before.

What happened was that after the page number reduction the Google bot now is able to crawl and index the ‘good’ pages more often so more pages are present in the SERPs and in a better position.

On the other side, now the visitor is able to find the desired product much quicker – as all the clutter is removed, right – wich leads to more sales.

Better SERPs positions and more sales – double win.

Somehow on Thursday, I can talk to my clients for hours. On the other side, I know it was a short week but I can’t wait for Friday. I am super tired.

Guys, Digital marketing is simple, but it’s not easy. Many companies, many people those two terms are synonyms. They are not.

Easy is a minimum amount of effort to produce a result. Easy is no involvement and no investment.

On the other side, simple is the removal of everything except what matters.
To give you an example from my world would be: if I take out my phone and start making random pictures at a party – this is easy.
Simple is learning how to take a picture that tells a story.

Guys, next week let’s all of us try and do something simple that will increase the customer engagement in our businesses.
Meanwhile, don’t forget to come here next Sunday cause you’ve got the problems and I’ve got the solutions.

The Sunday Talk – The Joy of Being a Digital Marketer

The Sunday Talk – The Joy of Being a Digital Marketer


I’ve just come back from my holiday in Bulgaria and look around me. What a weather. How am I supposed to go to work in this weather?
On the other side now is the time to say. The brakes you take from work pay you back many times when you return because you come back with a fresher mind and newer thinking. Some of your best ideas come when you are on vacation.

Monday evening. Well more like Tuesday morning and my first day of work has just finished. being a digital marketer equals never a dull moment in your life. Befoe going to bed I wanna say something. Successful digital marketers harness what would be considered ‘stressed’ by others and convert it into kinetic energy. We learn to not simply survive but thrive on our challenges.
There you go. I said it. Good night.

Woke up this morning to the news that 25 people were killed in Manchester. What a sad day. One of the saddest days of my life. Woke up with an idea to make a video about the joy of being a digital marketer. Instead, I am looking at pictures of innocent young people killed for nothing. Mr Terrorist you thin you are the man but you are just a miserable piece of shit. Stupid coward.

It’s Thursday. I’ve just had sushi and I’ve got a confession to make. I hate the word ‘hustle’. I hate it mostly because it’s overused by marketers and personal brands who don’t actually embody ‘hustle’.
The word has lost significance in the echo chamber of self-help gurus and marketing ninjas. But I love ‘hustle the action’. It’s how we win at digital marketing.
We can’t outspend, we can’t out-network and in most cases, we can out-talent our competitors.
No matter how much money you spend, who you know and how smart you think you are eventually someone will come along with more money, more contacts and more brilliance.
But we can outwork them. It’s the workers, the doers that win at digital marketing. Anyone that tells you different is trying to sell you something that won’t work in the long game.

Sometimes I talk to people and they are like ‘Oh, I am a digital marketer but I am not active on Social media’. Correct me if I am wrong but I can’t think even of one formula one driver who doesn’t have a driving licence.
Social media is a trend that you can not ignore if yo wanna stay close to your customers and in synch with the latest developments in digital marketing.

This week felt a bit short. After the terrorist attack on Tuesday, I kind of lost my mojo. But don’t get me wrong I love my job. I love digital marketing.

I have a genuine interest in people and what triggers them to both buy and advocate for a brand.

To me, marketing is not about selling. To me, digital marketing is about cultivating an audience of passionate friends who both do business with and for you.

I also love making people smile. I will always try and find the craziest idea to prove my vision.

Once you’ve got a client’s trust and make them smile, doing business with them is the easy part.

Today I am going to the beautiful city of Bath. I know, I’ve never been there before. It’s strange.
But you do come back here next Sunday cause you’ve got the problems and I’ve got the solutions.

The Sunday Talk – No hard work, no results

The Sunday Talk - No hard work, no results


Whether you like it or you don’t Mondays are part of our life.
So instead of moaning about them let’s change the way we think about Mondays.
Whatever you are trying to tell me I know that after the weekend you are full of energy.
So why don’t you go and crush it today so you don’t have to do anything for the rest of the week.
Wouldn’t you want to work only one day a week?

Just coming back from work and I had a conversation today with a young person. And there is one thing that really amazes me – their confidence. Don’t get me wrong – I am all about confidence. But just because you know how to operate a mobile phone doesn’t make you an IT expert. Or just because you know how to drive a car on the Play Station doesn’t make you Lewis Hamilton.
If you want to achieve your goals in life you have to work hard. Don’t rely on the fact that everybody says ‘Millennials are clever. Millennials are smarter.’

You are not everybody. You are you.

I am just coming back from a meeting with a very difficult client so I have to spill my toughs on to you. SEO as a part of a properly crafted Digital marketing strategy is simple.

It’s not easy but it’s simple.

And if you managed to do the simple things you can be very successful online. The reason you are not successful online is because you are always looking for the most complicated way of doing things. You are always looking for the next Google algorithm, for the next Google update. You are always looking for the Secret. You are always looking for the thing that we know and you don’t. And I am telling you now – that thing doesn’t exist. The thing that you have to do is go out there and do it. Work hard and do it.

Doing it. That is the secret.

Richard, you can’t control Google or Twitter or Facebook. But you can control your content – the quality and the frequency. You can control the way you talk to your customers online. So it’s about time – no offence – people stop blaming Google or the other social media platforms for their digital marketing not working as expected.
Google and the rest of the gang have been working hard for years so they are now in control of their game.
What you have to do Richard – I mean not you, your company – is to concentrate on your stuff. So by working hard – more and better content every single day, optimising your websites and campaigns, improving the way you interact with your customers online you can be in control of your game.

Just had a chat with a customer online. Not sure this camera managed to record everything. People keep on blaming Google because they are not good at SEO. Come on people. SEO is si pure. SEO is so straight forward. All Google wants to do is make their search engine deliver what people are looking for.
Those people are their customers. And they are just trying to improve their customer’s experience.
All you have to do is serve your customers and deliver value.

This week I’ve given you some unseen footage so you can see that not everything out there is pink. So many of you are emailing me – thank you very much, guys – telling me that I inspire you. But my job really is not to inspire you as I am not a motivational speaker. My job, my desire is to make you go out there and do it. So many of you are doing digital marketing only because it’s fashionable and not because you see its true value. This has to stop. Mobile sales are growing trough the roof every single day. More people are visiting your website than your physical store. In a way, you don’t have a choice – digital marketing is the future of business.

This has to stop. Mobile sales are growing trough the roof every single day. More people are visiting your website than your physical store. In a way, you don’t have a choice – digital marketing is the future of business.

Mobile sales are growing trough the roof every single day. More people are visiting your website than your physical store. In a way, you don’t have a choice – digital marketing is the future of business.

By now you are probably thinking ‘Omi, why is is so sunny, why is so green around you. Like many of you know this week, I am visiting the country of Bulgaria but you do come back here next Sunday cause you’ve got the problems and I’ve got the solutions.

The Sunday Talk – The Inbounder Conference

The Sunday Talk - The Inbounder Conference


Monday. Bank Holiday and today I am planning to do absolutely nothing. Why can’t we have 3 days off every single week?

On my way to The Inbounder. As usual, I am fashionably late. But then the weather is so nice. The summer is finally here.

Wednesday. The day after The Inbounder conference and before you ask me I’m gonna tell you. I truly and utterly enjoyed it. Great talks by great speakers like Gianluca Fiorelli. Olga Andrienko, Kirsty Hulse, Jono Alderson (watch his video here), Kelvin Newman was there. I will try and link all their slides in the description below.

The Inbounder SEO conference London

You know there are those conferences where you go, you sit and you drink coffee all day. And there are those conferences like The Inbounder where in a very short amount of time you get so much knowledge. One common tip everybody was giving ‘Know your customers. Understand your customers before starting optimising your website.”

The Inbounder Conference London

Before I forget Gianluca Fiorelli’s talk alone was worth going to this event.

Friday, and I am a little bit ill. One of those moments when sickness grounds you to your bed but I am still working. Always do your best. Of course, your best gonna be different from moment to moment. It will be different from when you are healthy opposed to when you are sick. But under any circumstance do your best and you gonna avoid a lot of self-judgment and regret in the future.

The Inbounder with David Iwanow

In about ten minutes I’m gonna be talking to Mr François Goube – the CEO of OnCrawl. We gonna be talking about technical SEO and something that I really really want everybody to understand –
Orphan pages.

So orphan pages are pages that are outside your internal linking structure.

Exactly, exactly. This is what I always try to explain to people. So basically if they are not linked from anywhere they will definitely have an effect on our SEO. What do you think is the effect of orphan pages on SEO? Let’s talk about it. Because this is the most important part of the understanding of what orphan pages are.

Yeah, you know we just talked about the crawl budget. And you ned to optimise and to get assured that Google is fetching your priority pages.
And you have priority pages – top priority pages – you want them to get a lot of link juice cause you want them to rank and you want the bot to crawl them very frequently. So you want Google to consider your money your most valuable pages. So this is very big – big issue to have orphan pages because you are wasting Google resources on pages that are obviously invaluable because if they are orphan there might be a good reason.

Just had a chat with François from OnCrawl and if I have to summarise our conversation: Not everybody is cut out to be a good web developer. Not everybody can write compelling copy. That being said content professionals have to understand that the success of their online projects is partially dependent on good technical execution. You have to gain a basic of technical SEO in order to avoid costly mistakes in the future.

Guys, what an exciting week. It started slow with a Bank Holiday and then just exploded with The Inbounder conference. Went down again – a little bit – as I was sick but then exploded again with online interviews and webinars.

Next week I’m gonna be temporarily redirected to Easter Europe as I am visiting the country of Bulgaria but you do subscribe to this channel and do come back here next Sunday cause you’ve got the problems and I’ve got the solutions.

The Inbounder London – links to all slides

The Sunday Talk – SEO is Not Dead

The Sunday Talk – SEO is Not Dead


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 Burgess and Omi Sido

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.

Guys, next week I am going to The Inbounder SEO conference organised by Gianluca Fiorelli where I’m gonna be learning from top Digital marketers like Olga Andrienko, Kirsty Hulse. Jono gonna be there. Hannah Thorpe gonna be there. To name the few.
As usual, I’m gonna be passing my knowledge onto you so do subscribe to this channel and do come back here next Sunday.
Cause you’ve got the problems and I’ve got the solutions.

The Sunday Talk – Social Media is Here to Stay

The Sunday Talk – Social Media is Here to Stay


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.

A Letter to Client (What Is SEO, Really?)

What is SEO?

The question was: What is SEO, really?

The answer.

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.

Apples

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.

Omi Sido Trust Your SEO

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.”

The Sunday Talk – Staying Human in a Digital World

The Sunday Talk – Staying Human in a Digital World


Hi, guys.

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.

Twitter - Building Relationships

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, what is content marketing.

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.

Sorry, Alexa.

Guys, come back to this channel next week because you’ve got the problems and I’ve got the solutions.