Bridging The Data Gap With Social By Hannah Thorpe

#SMX #14A @hannahjthorpe

SEO & Social : A Match Made in Marketing Heaven

BRIDGING THEDATA GAP

WITH SOCIAL


What’s the hardestthing about SEO?


Effectingchange

Clients

Specialisms

Content ideas

Breaking down silos

Customers

Competition

Attribution

Technical changes

Faceted Navigation

Buildinglinks

HTTPS CRO


CONSTANTCHANGE


Think.Do.

Modernise.

Create.Improve.

Business-centricdigital marketing:


What’s been the biggest change

in search?


What types of change have we seen?

AlgorithmUpdates

NewTechnology

IncreasedCompetition

Penguin

Panda

Hummingbird

Rank Brain

HTTPS

AMP

PWAs

Reducedbrand loyalty

Low barriersto entry


PandaPenguin

Keyword PlannerRank Brain

AMPLocal Search

LOSS OFDATA


+ =DATA KNOWLEDGE MONEY


KEYWORD PLANNER

PRIVACY

NOTPROVIDED


NO

T PRO

VIDE

D

#insight


KEYW

ORD

PLA

NN

ERDo we really trust this data?

Keyword groupings


PRIV

AC

Y LE

GIS

LATIO

NStricter controls

No storing emails and individual data


All of this means:We focus on the audience & the customers; analysing behaviour

rather than just numbers.


Meanwhile in ‘social’…

More data

More cross-platform sharing

More adoption of technologies


Problem 1: How are people finding my content?

It’s harder to know what

keywords are driving visits to

the site

We can see related posts,

use of hashtags, popularity of topics across

social channels

More natural sounding

language and user-generated

to help us understand our

customers


Problem 2: What content should I be making?

Search volumes used to tell us

which keywords we should be

targeting

Social activity on certain

themes, plus searching

forums andQ & A sites

Content isbetter targeted for users, rather

than robots


Problem 3: How do I find the right people?

If you can’t collect data on the audience, it makes targeting them again and grouping them

difficult

Social encourages you

to know your audience and

who is engaging - audience matching, retargeting

We can use small budgets

on social to ensure that an initial seed list

see our content


KEY TAKEAWAYS:SEO is becoming harder and you can no longer trust all of the data.

Social data tends to be more accurate.

Integrating these two channels further in your strategy will help both perform better.


THANK YOU!SEE YOU AT THE NEXT #SMX

LEARN MORE: UPCOMING @SMX EVENTS

Bridging The Data Gap With Social By Hannah Thorpe

Marketing

Transcript of Bridging The Data Gap With Social By Hannah Thorpe