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Machine learning
Talk about people not sessions
Use free machine learning tools to get started
If you have the data, you can begin right away
Statistics say you have to convert the customer again within a month or their loyalty is lost
Start small, optimise, scale up
“Target 1% of visitors, deliver 1.5% conversion rate improvement”
AI
Rankbrain
AI works to understand the relationship between data
We can help Google with semantics and natural language data gathering
The natural language links between words build up a contextual database for effective algorithm functionality
Google is sensitive to content density, quality not quantity
Adopt the mind of a data scientist
Keras – deep learning library
Be a great data collector
Take time to build the logic
Automate analysis
Google consumes as much annual energy as the whole of San Francisco
Blockchain
The decentralisation of trust
A lack of trust is inefficient, due to the number of checks and balances it demands
Blockchain is resilient, e.g. as a global financial system
Transparent and consistent
Steem dollars are run on a blockchain framework, earners can trade them for cash
Possible to change the economics of spam by adding a transaction cost to digital activity
Also possible to incentivise honesty, paying to challenge plagiarism and winning the challenge if correct
“Collaboration on mass without permission”
Insight reporting
Converting emotion
Identify emotional goals for the customer
Know what they want to feel when they take the action
Avoid them having to process information, that’s not the state you want people in for optimal conversion
Limbic maps are a great emotional matrix
Create a simple and streamlined user journey
Site priority for conversion – on every landing page visit, 55% of our focus is on images and colours, 35% on headings and layout, 10% on copy
Adverts should be about the person you’ll become once you’ve bought the product
Use implicit signals when creating great landing pages
Site speed
Poor site speed means lower conversion
Every second is a 7% drop in conversation rate
Slow sites rank lower
Everyone creating content should play their part in site speed optimisation
To generate senior buy-in, prove that time equals money
“Traditional performance metrics have little to do with user experience”
Site recommendation – Google Lighthouse
Automate image compression
Celebrate performance improvements to keep motivation high
Create a performance culture
Consider putting critical CSS into the page itself
Avoid custom fonts and ‘heavy’ content
‘font-display: optional’ will become standard in AMP
Aim for under two seconds but you can never be too fast
Keyword research
Identifying intent is key
Queries are becoming longer so Google can become more accurate
Consider syntax and semantics
Search types: informational, commercial, transactional, local
Understand the competitive landscape
Create test intention campaigns to better understand what audiences are looking for
Location influences the intent, e.g. searching “chips” in Brighton would point you to a fish and chip restaurant, whereas in America it would recommend a nearby 7/11
The right keywords are relevant, popular and attainable
Intention funnel: awareness, consideration, purchase, retention
Identify what motivates people and what detracts them
Ensure consistency in results across different tools
Tool recommendation – Google suggest
Shops have extra challenges with so many categories and modifiers
But they can use good keyword research to map natural language searches into a sorted matrix of product categories (e.g. black Levi’s jeans)
Research competitor rankings and identify content gaps for optimal product marketing
Disallow Google to crawl more than four levels deep
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