Brighton SEO Roundup – Killer Market Research for Peanuts

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Adam Lee

Adam Lee

Great market research:

  • Understands customer needs
  • Needs to be accurate and up to date
  • Reacts to fast-changing markets

Example one

Jo runs a company selling baby products, wants to go online understands importance of SEO. Generic terms too competitive. Builds personas around her customers – Parents

Uses social media channels to monitor discussions.

Monitors key engagement channels – blog footfall from social media tools such as Brandwatch, Klout and FollowerWonk.

Geographical data can also be gained by using Google insights.

From this insight she can create a keyword set to influence, design, layout and copy on the site.

Demographics – Doublick Addplanner can help you gain insight into your customer demongraphic, and from this you ca decide whatsites to advertise on.

Results - Segmentation research, Demand estimations etc.

Example two

Bill runs a large software company. Creates community to engage wth customers.

Observations -Uses tracking tools such as Clicktale, Google Think Insights

Polls – Facebook, Twitter, apps, – Twtpoll

Questionnaires – Email, Apps – Survey Monkey

Questionnaire Design Process -Determine objectives, resources and constraints, data collection model. Be brief, but specific. Analyse the results.

Example three

Steve wants to build brand loyalty with an intuitive user experience. Grabs attention through recall, recognition and user-testing.

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Brighton SEO Roundup – How to launch or re-launch a brand or product online effectively

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Samantha Noble

Samantha Noble

What is a brand?

Not what ‘you’ say it is, what ‘they’ say it is. Brands are related to your customer’s feelings.

Reasons for a rebrand:

  • Overcrowded marketplace
  • Brand confusion
  • Buy out or merger
  • New product or service line

One name fits all

Do you have one name to fit all products, will your logo fit all products?

Family of brands

Do you have a variety of brands, do they link back to the main brand?

Do your products reach out to different audiences. Are your individual products strong enough to stand on their own.

Research

Think long term, will your brand stand the test of time?

Research your industry and competitors, what do you like, what don’t you like?

Bring in a branding agency with the WOW factor.

Choosing a brand name

Easy to pronounce, spell, buy all of the TLDs! Think seriously about trademarking.

Whats your plan?

  • Decide on a go live date.
  • Register and redirect domains.
  • Claim all social profiles.- Dominate the SERPs by claiming all of the social profiles
  • Update company documentation.
  • Review brand consistency.
  • Keep it on a ‘need to know’ basis.
  • Inform rest of the team.

Go Live!

  • Avoid Fridays!
  • Get all of the team involved.
  • Queue up a press release and blog post.
  • Drip feed mentions throughout the day.
  • Monitor positive/negative feedback.
  • Set up Google alerts for old and new brand names.
  • Use Google images and upload your logo.
  • Monitor old Twitter accounts.

Everyone needs to play a part in your brand.

Helpful tips

  • Don’t keep checking domain availability, will mysteriously disappear…
  • Register all the domain names you like (even if you don’t decide to use them).
  • Use the IPO website to understand trademarking.
  • Give a CLEAR brief to anyone working on the project.
  • Use Knowem to register all social profiles.
  • Put your page 1 domination strategy in place now.
  • Think about how you want your brand to grow.

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Brighton SEO Roundup – Future SEO Vistas – the Semantic Web and the Internet of Things

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Phillip Sheldrake – Future SEO Vistas – the Semantic Web and the Internet of Things

Philip Sheldrake

Philip Sheldrake

 

A quick summary of Philip Sheldrake‘s talk at Brighton SEO.

Philip opened with his take on “Web 3.0″ (he has a ™ pending!) aka The Semantic Web.

In parts, quite a technical talk touching on this huge subject. A brief summary of “linked data” was given:

“In computing, linked data describes a method of publishing structured data so that it can be interlinked and become more useful. It builds upon standard Web technologies such as HTTP and URIs, but rather than using them to serve web pages for human readers, it extends them to share information in a way that can be read automatically by computers. This enables data from different sources to be connected and queried”

The basic premise being that individual resources can be linked, based upon which other resources they “know” about.

When we work with millions of URLs (resources) we can build up the “big picture” of how all this data is interlinked.

To what degree do search engines base their results on this concept?

Instance linkages within the linking open data datasets

Instance linkages within the linking open data datasets

Linked data gives us a good insight in to how huge data sets (i.e. millions of websites) can be linked, how they interact, and the relations between each can be shown in a clearer way.

A graphical representation of a linked data set can be shown (similar to above) great for us humans, but also on a machine level the relations are easier for computers to understand.

A great video on the subject here:

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Brighton SEO Roundup – Ask the Engines with Pierre Far, Dave Coplin, Martin McDonald, Rishi Lakhani & Tony Goldstone

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Morning SEOrs! Wi-fi and laptop battery pending, we’ll be rounding up the days’ activity…

The day began with some lively discussion about the general state of SEO from Pierre Far, Dave Coplin, Martin McDonald, Rishi Lakhani & Tony Goldstone

Key takeouts

Rishi Lakani – Industry needs accreditation, governing body.

Dave Coplin – You need to be alchemists, magicians, up to SEO industry be what they want to be.

Questions from the floor:

How do you optimise on-site content?

Dave Coplin – Social, Bing adds weighting towards social, Twitter and Facebook feeds.

Pierre Far – Who are the users, what do they want? Rich snippets. How do you handle duplicate content. Do you have canonicals? Content is not just text on a page, its video, maps etc.

Rishi Lakhani – The best example of good content, something that can be read by search engines and relevant to query, would the user want to pass the content on to someone else, how easy is it for them to share it? The content around links and Twitter links can affect ranking.

Why is Google not displaying keywords in analytics?

Pierre Far tries, and fails to justify this as a move to ‘protect Google’s users’…

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