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.”
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.
Omi: Welcome to the show. Please introduce yourself.
Samar: Hi, guys. My name is Samara Mustafa. I am the founder of TeamStack.
Omi: So Samar tell us why do we need Teamstack?
Samar: Very good question. What we’re trying to do is, we try to simplify the crowded freelance marketplace. Not for freelancers only but also for the companies as well. Or for startups as well who are looking for a developer or designer for their startup’s work.
So are trying to create an invite only community where startups or companies or freelancers can join free and then they can pick – you know – different experts from the same platform.
The idea is we are trying to keep everybody together. The whole process is quite simple. We just want people to come and join and not just join but also try to secure the projects as well. So a team can secure a project but also somebody can hire you as well directly from the platform.
Omi: Ok so now that we know why we need TeamStack tell us how does it work?
Samar: Oh well, it is quite simple just three steps.
I think we need is we going to start obviously launching our beta version which we actually pre-selected about 200 users already. So what the mean is they come online and actually show their interest – signup with us and simply completing their usual expert profile.
If they are a developer, they just create their profile for a developer, where they worked and what their expertise are etc. After they complete the signup process, simply they can start finding the experts within the same environment.
Means I set up my profile now I need two developers for my next project. So I will just find and collaborate with different experts. That means I am starting to create my own teams.
That means a developer can hire two designers and one social media expert and one project manager so they become kind of a team.
In a way, a freelancer is holding a team. Means they can start their own team and secure any project. And not just that, a freelancer can be hired by other teams as well.
Omi: Interesting. What digital service can an expert offer on Teamstack?
Samar: Pretty much exactly the same as the other freelance market work or agencies work. For example, let’s take an example from the startup point of view. Startup wanted to build a platform for their service or for a product and they are looking for five full-stack developers.
Full-stack developers are easy to find if you go out and speak to people or different hiring platforms. So if they are registered then a full-stack developer can offer -you know – all the skills and all the services they usually do. The experts could be a designer offering their design service. So imagine we have a team of four people – one designer, a developer and a project manager and a full stack developer. Now every team member – every expert basically can contribute to a project or into a team so it all depends on why you building a team and why the project requires these many people in your team.
So every expert will provide their service depends on their skill sets basically.
Omi: Ok I get it. Interesting. So the next question then would be how many members do you need to qualify as a team?
Samar: Yea, Ok. this is where….
Omi: Pay attention to this one, guys!
Samar: This is where we are very very kind of strict about it because we don’t want a freelance to come and create their team with a single person because it is not a team. Because we then not differentiating ourselves with other freelance crowded marketplaces. So what we asking is: if you want to create a team so join as a person – as an individual but if you like to create a team – you have at least two people. So it means you can hire or you can request a different designer or a developer or any expert to join you. That mean now you have two people and now you qualified as a team. And then you start promoting your team.
Omi: So literally two people?
Samar: Yes, literally two people.
Samar: Go and find one.
Omi: Go and find one. Yes, this is exactly what I am gonna do today.
Omi: Why can I not use other freelance marketplaces to find paid projects?
Samar: Yea, again, we are not replacing definitely the freelance marketplace. What we trying to do is, you actually join a marketplace – a freelance marketplace as an individual – what’s next for you?
The next step would be – why don’t you create your own team. So means, you’ve been working on your own projects for like say 5 year – 10 years whatever your experience as a freelancer or contractor or as a service provider. Now if you wanted to – from a freelance point of view – if you wanna have a team or experts that you wanted to have for your next project then you don’t need to go out and search any other marketplaces, you can just have everybody in your Teamstack platform.
If you see from the company side, company perspective – companies basically looking for different – you know – freelancer from the different platforms etc. But if they say from agency side if they are lacking social media experts. A client comes to them and they say – well we need a social media expert and they don’t have it. So in order to extend their services in the social media marketplace, they can come to Teamstack, create their profile and hire four or five social media experts and create their own social media team.
Now, this becomes their remote team. Extend team. So it means they have extended their services now. So any agency can extend their services by hiring same skills experts – different skills experts to expand their services and expand their resources.
Omi: Guys, I am loving this newly formed community. Samar thank you very much for coming today. To the Omi show. Bye, guys.
I am so pumped up about this week. I am going to Holland and as many of you know I just love this country. But first I am meeting Steven van Vessum – one of the founders of Content King.
Guys, if you are a small business and you want to avoid the hassle of checking your website manually on a daily basis this software is for you.
Omi: So Steven, tell us about your software.
Steven: So Content King is a website monitoring system which does continuous crawling of your website and whenever we find issues we alert you. And whenever we see changes we save them.
In doing so we try to make the life of SEOs and digital marketers a lot easier.
Omi: You heard the man. Your life easier.
Steven: Isn’t that what we all want?
Steven: So remember Content King.
It’s Thursday morning. It’s 3 o’clock to be precise and I am on my way to Holland to teach local businessmen the benefits of having a solid technical SEO.
Not many people are talking about it but 68% of revenue (on average of course) across all markets and industries is still coming from organic visits.
Do you spend your time, money and effort towards the right channel
“To be successful in SEO you need a well-defined SEO strategy.” – Omi Sido
Very often described as a process of altering and strengthening a website’s online relevancy, an SEO Audit typically covers important components of a website such as content-related issues, site architecture, indexing, backlink analysis and social-media engagement.
Guys, understanding these components and how they work, is an important part of identifying the strength, weaknesses, and potentials a website has in natural search.
Friday. The second day of my Dutch journey. Let’s remind ourselves something. SEO is one of the most cost-effective marketing strategies because it targets users who are actively and I will repeat this one ACTIVELY looking for your products or services online.
When it comes to website and cars there are a lot of similarities. Both of them need to be well designed. Both of them need maintenance. and both of them need everything to be well connected inside in order for you to move forward.
Data is the information you acquire from users, such as demographic info, behavior, and activity.
What is Analytics?
Analytics is the discovery of patterns and trends obtained from your data.
What are Insights?
The ability to gain an accurate and deep understanding of someone or something through the use of analytics. In other words the deeper understanding of something or someone through analysing data.
As digital marketers, we are the bridge between the data and the people who have to make a decision based on the insights coming from this data. Our job is to take the data and transform it into a meaningful story that a business can truly understand in order to translate data into actionable insights.
The insights gained through analytics are incredibly powerful, and can be used to grow your business while identifying areas of opportunity.
The noise is confusing the signals.
We are hardwired to see patterns even if they are not there. Make sure when analysing your data that you are not getting information based on ‘your needs’ so you see signals where’s there is just noise.
Don’t measure meaningless metrics.
Make sure that you only measure and draw conclusions from stuff that matters for your business.
Is ‘email open rate’ giving you useful insights? The way I see it if someone opens an email it does not mean that they read it. You don’t even know for sure that they took interest in your content.
Don’t you think that ‘Click-through rates’ actually tells you how effective your email content is and what content you should send next?
Confusing correlation with causation.
The best way to explain this one is by giving an example. People buy more clothes when the weather is cold not because they need more clothes to keep them warm but because Christmas is in December (Winter). So assuming that people buy more when the weather is cold (this may as well be the case for some particular businesses) is simply wrong. I may even argue that most people buy their ‘warm clothes’ during the summer months when they are heavily discounted.
Which leads me to the next point.
Not accounting for seasonal variations.
It is quite obvious to me now that customers behave differently according to the season and according to seasonal habits. There is always an increase of browse and spend during the Christmas period so the month over month growth figures in January are not the most accurate ones.
The all too often forgotten element. It doesn’t make sense to include international data in your analyses if you only sell locally. On the other side if you do sell internationally than it makes sense to separate your high priority markets from less important ones. A good example for disregarding Geography would be counting visits from Canada if you only sell in the UK.
Data can replace intuition (and vice versa).
Recently I was doing an SEO project for a company involved in baby products distribution. So the first thing I said to the CEO of this company was “I’d like to start with a little research so I can establish who your customers are”.
He said, “I know who my customers are. They’re moms, females between 20 and 40 years old.” I said, “Wow, how do you know?” He looked at me like I was crazy. He said, “They’re my customers. I’ve been doing this for years. Don’t tell me you still use baby oil on your body”
Now it was my time to look at him like he was crazy. “Yes, I do mate. Every time I shave my head. And I honestly don’t think I am a female and a mom.”
My intuition was telling me that I am not the only one using baby products.
In all honesty, he was not entirely wrong. A big chunk of his customer base was indeed moms in their 30s. But then he missed a big chunk of young ladies using baby oil for beauty purposes like makeup removal or conditioning and cleaning makeup brushes. And then a lot of men and women who use it like me as after-shave moisturiser.
The craziest thing that came from our research was motorcyclists using it to polish their bikes in the winter. Go figure.
And now something a bit more technical. Misusing average value is one of them. Averages are a great way to get a quick overview of how your business is doing. For example, if the average order value is increasing over time than your company is going in the right direction. True that! Which does not mean that all your departments are doing well.
Average order value by a department will allow you to identify ‘weak’ links in your business and also give you the opportunity to allocate your marketing efforts throughout your business more efficiently.
Tip: Don’t you ever do a Pie Chart of the average order amount by a department. Pie charts should always represent a slice of the whole. You cannot have a slice of the average!
Another misuse of average would be the not so famous anymore ‘average time on page’. Apparently, Google thinks it’s so important that it even displays it as a prime metric. Clearly, it is better if a visitor spends longer on a page because it means they’re engaging with your content. Hmm, not really.
If I go to http://omisido.com/blog/, spent 5 seconds scrolling trough the articles, click on an article headline that I like and spend another 10 minutes reading the article and then close the tab. The average time on the blog page would be shown in my GA as 5 seconds. If I check the ‘average time on page’ shown for the article page it would be….hmm zero seconds.
Surprise, surprise. Google knows that when I was on the first page I clicked on a link so it can easily calculate the time between the entrance and the click.
Google cannot detect the tab closing so it records the ‘average time on page’ for the article as zero seconds.
Suddenly you realize that blindly applying statistics doesn’t explain what’s actually happening (and I know my example was a bit harsh but I hope you get the point).
In the vast ocean that is Digital Marketing, there is practically nothing you can’t measure. While this may seem like a big deal to you, it does have its drawbacks – the mere fact that you can measure everything doesn’t mean that you should. To really get the best of your data you should start looking past the raw numbers and begin seeing the big picture. The road to success is to have the ability to analyze on both the micro and macro scales.
Today was my first day at work in 2017 so let’s talk about 3 Digital Marketing lessons I learned in 2016.
The first one is a community. Building a community around an idea or industry takes a lot of time and effort. But once you lure them in you can sell anything in your niche. So say if I continue talking about SEO or Digital Marketing I can eventually sell SEO or indeed Digital Marketing services.
The second one is newsletters. Following the steps of Gianluca Fiorelli, I started producing a daily newsletter (last year) talking about Digital Marketing and SEO. And to be honest with you I am overwhelmed with the results.
(Anton Shulke knows everything about it)
So in my opinion Newsletters should be part of your content delivery strategy.
Tip: Keep them straight to the point. Look after your headlines.
The third tip – last but not least – is influencers. Influencers are essential for your Content Marketing success. I will give you an example.
On a bad day, I can tweet about a nicely written article about SEO or Digital Marketing and I can have zero interactions within two days.
On another day I can just tweet a quote from an influencer like Mark Traphagen or David Amerland and I’m gonna have two hundred interactions within two hours.
When it comes to influencers: find them, follow them, talk to them.
Influencers can amplify your online presence. Or in other words, influencers can open the gates to your Content Marketing success.
I’ve never been good at fixing things. I’d rather to it the right way from the beginning.
Sunday gym and two weeks into the New Year’s resolution cycle the parking lot behind me is empty. Coming to the gym on a Sunday is not a New Year’s resolution. Coming to the gym on a Sunday is a state of mind. Or like some people say “If you want something new, you have to stop doing something old.”
Adidas, Adidas, Adidas, Do they have the best materials? I don’t know.
Do they have the most comfortable gear? I don’t know. What I do know is they’ve got their branding. While you were thinking that they were brainstorming about the cotton level in their materials they were actually researching, looking into the customer behavior.
“When customers buy from you, they are not just buying a product. They are placing their trust in your company!”
Many of you know that I’ve been in Bulgaria for some time.
While on the plane started reading this book by Julia McCoy called ‘So You Think You Can Write?‘ and to be honest with you I am very very impressed with this author.
The wisdom that comes from the very beginning of this book is Action. After reading this book you gonna have all the basic knowledge. The foundation that you need in order to become a successful content marketer.
Sound preparation is invaluable. Knowledge or shall I say the desire to have the knowledge (and constantly improve) is invaluable.
But knowledge and preparation are simply useless without Action.
Study your competitors. Study your customers. And through Action win the online battle for attention.
Sergey Doudy (Online Events Manager at SEMrush): So I am really enjoying myself at SEmrush. And I get to meet awesome Digital marketers. Awesome people like Omi yourself. Really happy to be here with you mate.
Omi: Like me.
Sergey Doudy: And it’s great cause we get to meet up. Sit for a massive cup of coffee. Chat about cool subjects. Chat about video marketing. Chat about photography. Chat about Virtual Reality (VR). Chat about all the possibilities in the world of Digital marketing. It’s an awesome time.
And it’s good to chill and actually meet people in person. Again like yourself Omi.
It’s Friday morning. I am going to work and I am thinking.
Being a traditional marketer was easy. You just wack (together) some TV commercials and off you go. Your (Christmas) bonus is secure.
Nowadays you have to talk to your customers. You have to understand your customers. And let’s not forget – you have to find your customers.
My advice: Forget about the numbers. Concentrate on the customer experience.
Christmas came early this year. I’ve just received my new camera Canon 80D. Let me open the box: Canon 80D.
I hear a lot of influencers on the NET talking about ‘Equipment is not important. Concentrate on the story.’ So let’s put this statement to the test.
So let me ask you a simple question. If you are given a chance to go from point A to point B in a Ferrari or Fiat Punto would you go for the Fiat Punto just because it takes you from point A to point B anyway?
Or you gonna go for the excitement of the Ferrari? Well, it’s a no-brainer.
And I am not saying that everybody should go and buy a two thousand dollars camera. Start according to your budget. But every time you’ve got a chance upgrade.
So I think that one of your New Year’s resolutions should be to invest in your equipment.
Help your Digital Marketing deliver quicker and better results.
Jingle bells, jingle bells
Jingle all the way
We all know the best marketing stunt from hundred and fifty years ago. So I will keep on telling you – connect to your customers on a personal level.
Not a long time ago somebody said ‘People buy from people’.
But I have to add a little bit to this statement.
People buy from people they know. People buy from people they like.
And last but not least: people buy from people they trust.
Nowadays everyone is online, and yet, so very few individuals truly understand how digital technology works.
Traditional marketing techniques are still viable today – David said.
Both David and I are so into digital marketing but I also so agree with this statement. Unfortunately, there are many people out there who think that investing in digital marketing means leaving the tried and true traditional methods behind. And this is so wrong.
Applying a combination of traditional and digital marketing techniques to your marketing strategy is the most effective method of marketing, far more useful than using either on its own.
Let me give you some examples.
Yes, you know me so my first example will be Coca Cola’s ‘Share a Coke’ campaign. This campaign is allowing customers to find their names and the names of friends on bottles of their favourite drinks. The labels also include hashtags, which motivates customers to share pictures of those products and tag friends in their social media posts – ‘call to action’ of sorts. Twitter literally exploded with these posts this summer. And what about Instagram.
Selena Gomez – the most-followed celebrity on this social media platform now has the most-liked photo. Just check this photo taken for the “Share a Coke and a Song” campaign. It has accumulated more than 5 million likes since June 25 (and counting).
Coca-Cola managed to actively capture their customer’s attention through this marketing strategy, which combined aspects of traditional and digital media.
McDonald’s Pick n Play campaign. A fine example of traditional and digital marketing integration.
The rules were very simple. If you last for 30 seconds, you’ll win a free meal at a nearby McDonald’s restaurant. As simple as that.
I just love creative marketing ideas that engage customers rather than relying on traditional 2-dimensional print ads to bring the same message.
Diversity is always a great asset to have in marketing. If you want your company to be as successful as possible, you must try and get the most out of what both traditional and digital marketing have to offer. In that matter, you should not ignore either channel.
The most successful marketers magnify their traditional and digital marketing performance through a cohesive marketing plan while monitoring results and optimising throughout to drive the best performance.