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.”
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.
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.
What a day! My car and my bike keyword at the same time.
So I can’t go to work. Not the worst thing in the world really.
But then I don’t have any coffee at home. So I have to run to the nearest shop. Run, Forrest, Run!
Now that the coffee is brewing I am thinking. You can’t expect every marketing campaign to work well for you. Digital marketing and especially content marketing is very much a long-term game.
Don’t be distracted by short-term losses as your ultimate goal is not to win every single battle but to win the overall war for customer attention online.
A day without coffee! What a waste of time.
Yes, Digital marketing is not a funky word anymore. Digital marketing is a necessity. The keyword research I was talking about earlier. I don’t want you to do keyword research so you can stuff your pages with words that gonna annoy your visitors. I want you to do keyword research so you can truly understand your customers.
Also, I want you to do keyword research so you can understand your competitors as well. because let’s be honest the more you know about your competitors, the more you know about your own business.
Omi: So Samar tell us what is TeamStack?
Samar:TeamStack a free online community of digital experts where you can create your own team but you can also join a team as well.
Omi: Guys, this is the future. Collaboration.
It’s Friday and this week is coming to an end. So time for some wisdom. Analytics is knowledge. And as we all know knowledge is power. I keep on using the tool Gerry White showed me last week – the Google Data Studio. And I can confirm that for quick and visual – I will repeat visual reporting – this is by far the best tool out there.
Knowledge is power!
The other day I was listening to a podcast with Steven van Vessum – the co-founder of Content King – and I honestly felt in love with his description of what SEO is. SEO The Continuous Process.
So let me give you my thoughts on the subject as this subject is so close to my current understanding of what SEO/Digital Marketing is.
For a start let me tweak the wording a little bit: The continuously evolving SEO. What do I mean by that?
Instead of giving you a definition let me give you two examples: Content and Technical SEO.
A few years ago Google started talking about mobile, mobile optimization and a lot fo you answered the call – started producing mobile pages, started optimizing them and Google was in love with you.
But today there is a new kid on the block called AMP – Accelerated Mobile Pages. A lot of you are rebelling. A lot of you are arguing about it online but while a lot of you are thinking about it others are seeing their visit numbers going up. You don’t dictate the SERPs. Google does.
The SERPs are always right (or at least they are hardly ever wrong)… and not your ego.
Not a long time ago Google and YOUR customers used were in love with blog articles. But nowadays as more and more content is consumed trough different mobile devices Google and YOUR customers are naturally directing their attention to video. It’s just easier consuming content on a mobile device trough video and not reading a blog article.
Again I am not saying stop writing articles. I am just asking you to evolve.
So if you are an SEO my advice is. Move on.
Don’t fall in love with an idea. Collaborate with Google so the search giant can better understand your website. Collaborate with other departments in your organization so they can finally understand what SEO is and finally start giving you a helping hand.
Collaborate with your customers online so they can better understand your company.
Guys, come back here next Sunday. You’ve got the problems I’ve got the solutions.
I am cleaning my car and I am thinking: We never talk about old content clean up. Can old content hurt our SEO?
Yes, it can. And I would give you an example. We all have some leftovers in containers somewhere in the back of our fridge. And those containers may get our attention one day because of the smell they produce. It’s exactly the same when it comes to old content.
Old content can hurt our SEO without us even realizing where the smell comes from. And I would give you an example.
Old content can waste our crawl budget.
Old content could be thin content.
Old content could be duplicate content.
Old content can talk about things that are not relevant anymore to our company’s current direction.
We should all go and clean up our old content before it tanks our SEO rankings. Pay attention to your old content, people.
By the way, I hate cleaning this car.
Google only finds you when everybody else is looking for you.
Saturday morning. it’s almost nine o’clock. Early start of the day. In about five minutes I’m gonna have a chat with Gerry White about a new analytical tool – more visual but I am thinking now when it comes to Content Marketing there is something even better than visual data. And I know you are all asking about more visual data. But as I said when it comes to Content Marketing what’s better than visual data is you actually visualizing how your customer is finding your content. Visualizing how your customer is interacting with your content. Visualizing how the visitor is interacting with your Call to Actions in your content.
Yes, visual data is good but visualizing how a real human being is interacting with your content is even better.
Only you can change your life. I can’t do it for you.
Just coming back from a small meeting with top CEOs in the UK – hence I look like a million bucks. A guy invited me so I can support him with any questions they may have about Technical SEO but the guy was actually talking about Content Marketing trying to convince them Content Marketing does work.
But then everybody in the room was like ‘We are not happy with the ROI (Return on Investment). Our content is a bit too boring because we work in a boring industry. People don’t read our content.’
Obviously, the guy was struggling.
So at one point, I stood up and I asked everybody a very simple question. Is your content any different from your competition?
Suddenly there was a silence in the room.
I went to a guy and I said: According to the newspapers last year you spent 3 million pounds on your Christmas advertising. Three million pounds yet if I go to your website I can see a video on your homepage that costs probably not more than 5 thousand pounds.
S instead of spending 3 million pounds on your Christmas campaign why don’t you invest those 3 million pounds in your content team and then you can produce one video a week so you end up with 52 videos a year talking about your branding talking about your company. it’s not worth it having 10% more visits in December instead of 10% more visits than the previous year.
Another guy was talking about an article they produced and he was like ‘Hey Omi look at this article. The stats. It’s so much different than anything else out there. The competition they never wrote anything like this. So I looked at the article and it was full of stats, numbers. But my question was: Ok this article is talking about rice in inflation next year. What’s gonna be the price of bread? What’s gonna be the price of petrol? What’s gonna be the price of milk?
So you’ve got a good article but you forgot to connect it to your audience. You wrote this article for fellow bankers, not your customers. Yeah, it’s a good article. So instead of starting with numbers – scaring people with numbers they don’t understand why didn’t you just go to your nearest branch – interview some people, show them the numbers, see their reaction, take this reaction and incorporate it in your article.
So the wisdom of this story is:
Content Marketing is all about connecting with your customers on a human level.
Have a good week, guys. And don’t forget to come back to my Sunday Talk next week.
You’ve got the problems. I’ve got the solutions.
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.