The 6th Life Changing Technology Shift Presentation

A client was running a series of company wide talks in which they wanted to challenge the thought process of their staff and tell a number of stories or presentations around core topics. I was asked to present and here is my slightly amended presentation with a few notes:

In 2015 we live a very different life to 30, 20, 10 or even 5 years ago.

Life is shaped very differently to how it used to be:

  • We lived through the TV revolution and we are still in love with the TV and it’s power,
  • We thrived (or mostly) through the computer revolution,
  • The internet generation is in its own third gen and still a great opportunity source,
  • Through to the fourth tech shift; search and social which controls most of our answers and discover in everyday life,
  • To potentially biggest life changing shift the mobile – the mobile has become more than tech, its now worshipped and many cannot live without!
  • To what I predict to be the next big shift (the giveaway is in the URL – VR / virtual reality).

Here are is my amended deck, let me know if you agree, disagree or think something else might be the next big shift

What You Need To Know About Facebook’s Search Amendments

How Facebook Search Will Work
Facebook Search just grew up and switching on another wider variety of opportunities for brands and your friends, here are my thoughts.
  • It’s a personal search experience, it is geared towards encouraging debate, engagement and a play to keep users on the Facebook platform and steal a little more attention from Twitter, YouTube and reduce the number of searches are made on Google.
  • Facebook are going to return results in a “hierarchical list”
  • The search results will include friends posts
  • There are over 200 factors reported to be taken into consideration
  • Results are going to split into four layers:
    Top, Latest, People, and Photos. Expect video to be included next year.
  • Facebook are looking for this to encourage more public posts and IMHO will see a peak for first six months
  • Only (non friends) public posts will appear within search results, the private statuses or statuses only shared with selected friends will not appear (unless you are tagged into the update).
  • This is a completely personal experience for the 1.45 billion Facebook users, results will be completely different for every person
  • Pages will appear, depending on your affinity and the amount you engage with the page depends on how it will appear within search results
  • Historical posts will be available in search results, Facebook have suggested time is a core factor
  • This is definitely social search done right. News from friends, with most updated content appearing first – it’s the social search experience we would want. It is definitely the next phase on from existing Twitter search and Google personalised results experiences.
  • Search is location sensitive, location will obviously change but looking for specific events will bring up different results.
  • Facebook search is based on authority, the more authoritative to appear higher in the results, for the SEO’s it could be related to author rank but will operate different and Facebook’s understand this more than Google ever did.
  • Currently three million links are shared hourly (Brian Boland from Facebook) and is a lot of content to sort through constantly, this is why adding dedicated text (commentary) and a link will be important to users and Facebook. Dumping links and re-sharing posts will be harder to rank for Facebook.
  • Friend affinity is vital – as rightly pointed out by Stephen Kenwright on Twitter, the hardest battle for users (and for Facebook to work out) will be old friends, extra opinionated school friends and those who update far more than others.
    Brands will want to push URL shares and recommend some commentary, make your sharers be more relevant with their friends.
    Friends who want to be smart will update their public statuses with the information they want to appear for and that will get them the most amount of engagement
  • Mobile searches can be refreshed by pulling down, the likelihood is the results will be different upon refresh
  • Link / share relevancy and frequency will be vital for users.
  • This reminds me of Pinterest’s recent search tweak but taken a step further
  • I think this could be Facebook’s greatest engagement hack to date, even challenging unbundling messenger.
  • This is definitely the next phase of search and look forward to seeing how brands will leverage this

 

Facebook’s video for new Facebook Search

Some Impressive Facebook Facts
Facebook has over 1 billion active daily users
Facebook dominates both Android and iOS
Facebook have 2 trillion search to work through
There are 3 million links shared hourly
Facebook will roll out to English (US) users and across iOS, Android and desktop users

Read my recent articles on Twitter Polls and the must watch content marketing documentary

Start Up SEO Exec Role

This role is for an ex colleagues new start up based in London. It is a content driven company and already have some cool clients and very smart co-founders.
If you are interested in this role please email jobs@dannydenhard.com

Start Up SEO Executive Role

Reporting to: SEO Manager

Location: London

 

Our mission is to help international students find their perfect home abroad

 

We are an exciting, fast growing tech company focused on the international student market and based in London W1, with offices in Shanghai, New York and Hong Kong.  We are a team that combines unparalleled experience in growing successful digital businesses with some of the most exciting talent working in technology, design and content in London today.

 

We believe in putting our customers first and giving students complete peace of mind when planning their journey of study abroad.  We currently focus on accommodation, but are building a company that can help students with all aspects of their lives away from home.

We are currently undertaking a substantial investment in building a revolutionary service and incredible new brand to be launched in many international markets.

 

The SEO Executive will support delivery of a global SEO strategy that aims to maximise relevant traffic to Student.com from organic search in multiple languages that converts to enquiries and bookings. The SEO Executive will have a particular focus on outreach and managing the site’s link profile. They will support the SEO Manager in monitoring and reporting on KPIs of channel performance.

 

The opportunity here is massive. You will have a chance to generate the traffic that will propel the company from its current level of success to dominate the student market.

 

                                           

Responsibilities

 

The primary responsibilities of the SEO Executive are to:

 

  • Support delivery of the global SEO strategy, which will include:
  • Assisting in the identification of search volume opportunities for traffic growth and executing all strategy and tactics required to attract and retain that traffic across multiple markets
  • Reporting on performance against targets for growth of organic traffic, visibility and customer acquisition/bookings
  • Ongoing optimisation of on-the-page elements of the site as it grows, supporting engineering team as required.
  • Monitoring and responding to SEO health: particularly Penguin and Panda risk

 

  • Take ownership of inbound link profile
    • Take a strategic approach to encouraging growth of natural inbound link profile
    • Work within team to create content that naturally attracts links from valuable sources

 

  • Support the creation and fostering of an SEO data-driven business culture by:
    • Supporting the implementation of tracking, analysis and reporting solutions for keywords, share of voice, CTR and other core KPIs across multiple markets plus ongoing analysis and insight
    • Monitoring and reporting on organic and brand demand
    • Monitoring and reporting on competitor keyword performance and SOV
  • Support the adoption of SEO best practice across the business by:
    • Assisting in the creation and maintenance of best practice guidelines
    • Supporting the SEO Manager in their ownership of all site and content optimisation
  • Working cross-functionally:
    • With Content to ensure all copy supports the SEO strategy
    • With Product & Engineering to ensure new features are SEO-positive
    • With the PPC team to ensure targets are aligned to optimise any spend

 

Skills & Experience

 

  • Over 2 years’ experience in SEO, either in-house or at an agency, preferably with start-up experience
  • Plugged into the latest SEO news and trends with an understanding of how this information practically informs modern SEO strategy
  • Experience of outreach in an SEO context
  • Experience of implementation a user-focused SEO strategy with a small team
  • Strong Excel skills and comfortable manipulating and analyzing large data sets. Excellent attention to detail.
  • Experience of digital analysis, tracking and reporting tools, such as Google Analytics, WMT, SEOClarity, Majestic, BrightEdge, Screaming Frog, aHrefs, or similar
  • Strong written and oral communicator, who is as comfortable building new relationships as presenting analysis and data to a non-technical audience
  • A basic understanding of HTML, CSS and JavaScript a plus

 

 

 

Search London Organic Marketing Trends Deck

danny denhard search londonI was kindly invited to speak at the first #SearchLondon of 2015. The theme for the event was “trends in search in 2015” and had Googler Pierre Far as the second speaker. Pierre’s deck was named Google Indexing in 2015 and was really interesting for the tech SEO in me. It is always interesting to see/hear how Google employees answer questions, especially from SEO with potential issues. With my deck I wanted to cover off two main parts:
1. 2014 across all of organic marketing covering SEO, content marketing, social media and apps,
2. 2015 – I took a look in my crystal ball and offered my thoughts and predicted upcoming trends for 2015.
  • The slides you might want to skip to if you are in a rush:
  • Slides 4 – 25 2014 reviewed with commentary
  • Slides 29 & 30 for SEO trends
  • Slide 31 – What you should be doing for SEO in 2015
  • Slides 33 – 39 for social media trends and predictions (with a challenge for businesses)
  • Slides 43 – 53 for content marketing trends
If you would like to download my deck click the following link: Upcoming Trends for Organic Marketing in 2015 If you do not like emoji’s this deck probably was not for you but please let me know (through comments below or over on Twitter @dannydenhard) how your predictions match up to mine and if you agree or disagree. Final thought, where are you impacted here and where does your business want to position themselves? Final thoughts to consider in 2015
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
If you get chance definitely sign up to the next Search London event, the founders Jo and Tim are great and it is always good to support a smaller conference.

Where content marketing is going in 2015

Content marketing 2015

Content marketing has had a great 24 months or so, the last 12 months in particular has seen some the best content marketing to date and really has increased the status quo.

I got in touch with 12 industry leaders (ranging from agency leads, directors of their own firms, publication heads and designers) and asked them a series of questions to help people understand what they are doing, how they measure success, where challenges are in 2015, what their top recommendations are and what their top actionable tips are for the next 12 months.

Here are the finders and recommendations, you can also find it on my LinkedIn today.

If you would like a download of this to read offline please click the download button via Slideshare.

Let me know what your predictions and actionable tips are below.

The State Of Organic Search Going Into 2015

SEO 2015

Something that many people want to know at the end of each year is what is the state of play within your vertical. I created six questions that I would question myself and then (as you do) asked these questions to 13 of the smartest minds in organic search/SEO, ranging from independent consultants, to heads and directors of departments to agency heads.

It turned into a 8k word monster resource and below is the embedded (and downloadable) version from slideshare.
If you would like to read it on my LinkedIn Pulse please find it here.

A massive thanks to: Dan Sharp, Patrick Hathaway, Simon Penson, Kevin Gibbons, Barry Adams, Matt Beswick, Paddy Moogan, Carl Hendy Stacey Cavanagh MacNaught,  Justin Butcher, Paul Rogers, Michael Briggs, Stephen Kenwright for being involved and answering the questions so honestly and providing real insights to the readers.

 


 

My predictions for 2015

To indulge myself a little I answered my own questions below. Please let me know what you think or if you disagree.

Q. With the number of high profile changes and algorithm updates in 2014, what do you think the most important thing will be to achieve success in 2015?

Holistic marketing, it is something a number of people have suggested over the last few years however it is even more important in 2015.

Links definitely still have their place, high value / high authority links will always be a key component in marketing but gaining them and gaining the desired links will be even more difficult in 2015.
Quality digestable (more than just sharable) content is going to be essential across all verticals and sites, companies have to raise their content status quo, there is no real excuse for boilerplate or low quality content into 2015.

 

Q. Where or what do you think the biggest challenge will be in 2015?

I would typically say gaining links but the biggest challenge for most businesses will be the ability to ensure their sites are working technically well and serve the best experience for users across all devices and cross browsers.
Over the last two years we have been challenged monthly by Google, the biggest challenge is keeping ahead of the curve and really delivery a great experience that pleases Google, keeps your bosses and clients happy by hitting aggressive targets and ensuring it helps long term success.

 

Q. Thinking about how you think your industry or clients industries are going, what’s the best piece of advice that you give all clients or perspective clients in coming weeks/months? 

Always be (optimising) marketing, always be auditing, test wisely and never stop improving user experience. Being static definitely is not enough, the need for instant information, answers and answering different questions from a single visit/session is essential and you can only do this by improving, analysing and testing.

 

Q. What do you predict will be the biggest change / or hardest hitting change will in 2015?

I think there will be a huge change in 2015. The influence of “Google Now” really is evident and answering questions and commonly asked queries within SERP’s is an indication of what is next. I predict the SERP’s to get a material facelift which will upset marketers and tools providers alike.
On an international scale Yandex introduced a completely new way of analysing sites I expect these types of activities to roll out across the other major international search engines.
Google has been aggressively pushing their app over the last six months and that’s a personalisation play and a play to move away from SERP’s as we know it, this trend is likely to continue. Alongside the app I see voice search becoming an important factor for many, especially as the way we search via voice is fundamentally different to how we search through text.
In 2015 the search versus discovery fight will be really interesting to watch.

 

Q. What’s your biggest prediction for organic marketing in 2015 and why is it important? 

Cross device happiness; making users happy across all devices is going to be essential. Cross device tracking is in its infancy and Google has a long way to catch up with Facebook. I can only see personalisation being taken to the next level and answers will become more personalised as Google want to be your personalised assistant/advisor.

 

Q. Lastly, if you were Google what would you do to improve quality and search results? 

I personally would address the increasing trend of locking content behind a question for users, it is a short sighted tactic from publishers however it is really annoying and typically seeing large sites rank with a really bad user experience.
I would look to reward sites that offers great experiences across all devices and apps, I think Google has the right data via tracking codes, Android and data collection via its apps (across other operating systems) to make a seamless personalised experience and reward sites them for this.

BrightonSEO Content Marketing Training

BrightonSEO content marketing

I am proud to announce I am going to be hosting the BrightonSEO content marketing training course on September 11th.

The course is designed for marketers and businesses who want to understand content marketing and for marketers who want to get the most out of content marketing campaigns.

What I am going to cover:

  • What is content marketing
  • What’s a good content marketing strategy look like?
  • What’s a good content idea look like?
  • What are shortcuts and potholes to the practice?
  • What kinds of metrics should I operate by?
  • Who needs to be involved?

If you are interested in this training course definitely book now, if you have any questions please let me know.

Alternatively if you are looking for someone to come into your business and train you and your team I offer a tailored content marketing training courses.

10 Questions You Should Ask Yourself & Your Business Before Starting Content Marketing

10 content marketing questions

This is my latest deck, the deck was created to help marketeers and businesses understand what questions should be asked before starting a long term content marketing campaign.

Flick through the deck and be prepared to answer honestly.

The ten questions are just a taster of the typical questions I ask businesses before helping the business decide how to proceed with the right content marketing strategy for them specifically.

After these ten questions, would you say you are ready for a long term content marketing campaign? Let me know.

The 4 Take Away’s From Behavioural Economics

Behavioural economics

 

Something that I have always been interested in is why we do certain things, especially when it comes to trust online.

I wanted to understand the most relevant effects and behavioural influences, I reduced the long list down to the most relevant four:

  1. Anchoring BiasWe tend to rely too heavily on the first piece of information seen – for me this is ultra applicable to SEO, especially true when we are looking for a specific answer to a question.
    Google has recently changed their SERP’s (search engine result page’s) to answer commonly asked questions within the search results page. 

  2. Von Restorff Effectitems that stand out from their peers are more memorable – this is applicable to better marketing campaigns or really good content marketing campaigns. If we make our sites or content with the same look and feel as other competitors we will not stand out enough or influence our potential customers enough to pick you for that purchase or return to your site.

  3. Goal Gradient Effect – We purchase faster if the task is started for us – This is ultra relevant when you are looking to influence people’s purchasing habits. Have you ever clicked on a link to a product Amazon have emailed you or a holiday provider has sent you a great deal? Pretty sure we have all brought something or taken advantage of a link sent to us.
    I find goal gradient effect particularly relevant if used in good social media and email campaigns. This is also true when friends or family send idea’s or Pinterest boards to you. 

  4. Bandwagon Effect – We all follow friends and co workers if told about a product, service or a movement – for me personally I think this is the most applicable for everyone. We tend to trust our friends recommendations for restaurants, plumbers and local tradesman over trying to find someone ourselves.
    The best larger brand examples of bandwagon effect are: beats by Dre headphones, the latest smart phones (especially when people have copied their friends with Android devices or picking an Android tablet over an iPad) or converse trainers, these examples probably would not have been has popular as they were or are today. 

If you have any questions or want to let me if you have been influenced by any of these behaviours on a large purchase, please let me know in the comments below.

I have included 4 behavioural economics in my recent content marketing presentations happily check them out.

What part of the sales funnel is your content and content marketing

I was recently invited to speak at a Forwardww (a content specialist WPP sister agency).

I was asked to concentrate and talk from an SEO point of view on the sales funnel and how to leverage content marketing.
The event had some good speakers covering many subjects including leveraging big data, how content marketing is playing a large part of Amex holidays growth and what take aways can we use from print media.
As SEO is essential part of successful holistic marketing campaign, I wanted to break the presentation down into digestible chunks and help people think where their latest content marketing efforts are and could potentially go in the near future.

 

Here are a few notes for you to think about while going through the deck.

Content Marketing

In content marketing we are all fighting for attention and it is important to understand this when creating compelling content.

What is content currently being used and know for:
Phase 1: Awareness
Phase 2: Branding & marketing
Phase 3: Advertising
Phase 4: User sign ups, sales, re-purchasing

 

There are 3 types of content marketing

1. Brand led – All these activities push customers to their site or act as remember when in store.
2. Content Marketing to help SEO – All of this type of activities push consumers & press to discuss and link to campaigns
3. Optimised Content Marketing (SEO) – discipline to make the consumer happy, educate them and help them with their decision or purchase process.

SEO is:

SEO is far more than the expensive department.
SEO done right now is about user experiences

This is what people think SEO is:
People think SEO as

But SEO really is:
SEO in content marketing is
All of these points are about answering the consumers question(s), helping decisions and making the right purchase, by leveraging content marketing SEO can be more engaging and help users far more than just sending visitors to dull or typical landing pages.

The Content Marketing Funnel

Introducing the content marketing funnel and what channels work the best and where.

The content marketing sales funnel

Lastly its important, I think it is important for people to remember what we can understand from behavioural economics.

The SEO edition of behavioural economics

Now with all this in mind, a couple of questions for you:

  • Do you know where your content marketing sits and what discipline works where?
  • Do you think your SEO is answering enough questions and help your users? Could it be doing more?