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
- Google search console
- Once you have the numbers, turn them into stories
- Tool recommendation – Answer the Public
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
Digital Becca 