Forget About SEO Optimise Your Website For People

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Ira Morrison
5 years ago
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Computers are exactly the opposite: they excel at efficient data processing but struggle to make basic judgments that would be simple for any human.

1 Forget About SEO Optimise Your Website For People Dublin, May 2018 Use Data In Your Advantage Men and machines are good at different things. People form plans and make decisions in complicated situations. We are less good at making sense of enormous amounts of data. Computers are exactly the opposite: they excel at efficient data processing but struggle to make basic judgments that would be simple for any human. Peter Thiel (former PayPal CEO) Digital marketing Research and Reporting Made easy Google and SEO Google doesn t care about your website, it only cares about keeping its users happy! 1

2 Create a persona Know who your customer is Don t just sell 80% Interesting Content 20% Sales 2 Learn about his/her interests What they like, what they search Engage & Help Create the content your customer needs Geolocate that persona Different countries, different person No Privacy Issues You re creating a persona, not identifying an individual

3 So what else are they doing online? 3

4 things to do in Dublin A Person Searching From Ireland things to do with kids; dublin with kids Family things to do; family ticket; family activities Things to do in Cork, Galway, Killarney sea life bray; aquarium galway family days out; fun places fascinator swimming pool opening; splash world family hotel deals Source: Filud.com 4

5 things to do in Dublin A Person Searching From the USA keystone hideout; best rv; keystone bullet Flights to Seattle, San Diego, Las Vegas, Things to do in Copenhagen, Paris; rome to amalfi coast Best tours Places to eat seafood places; one stop nutrition; best hiking shoes craigslist boats for sale Cheap hotel; Place to rent Source: Filud.com 5

6 zara Dublin Searching from Ireland Eyeshadow Huawei; samsung phone; bluetooth headphones Angielsku; po angielsku blanch opening hours; credit union opening hours penneys sligo, wilton, mullingar, tralee, castlebar, kilkenny, newbridge dublin coach; bus timetable cork; taxi number meteor prepay meteor top up Prosecco; Bodysuit; pornhub Source: Filud.com 6

7 Google Autocomplete Keyword Tool Everybody knows about this one 7

GOOGLE BING YAHOO WIKIPEDIA AMAZON swimming pool dublin swimming pool supplies swimming pool supplies Swimming pool sanitation swimming pool accessories swimming pool navan road swimming pool pumps

8 GOOGLE BING YAHOO WIKIPEDIA AMAZON swimming pool dublin swimming pool supplies swimming pool supplies Swimming pool sanitation swimming pool accessories swimming pool navan road swimming pool pumps swimming pool designs Swimming Pool (2001 film) swimming pools for kids swimming pool dublin city centre swimming pool liners swimming pool contractors Swimming pool service technician swimming pool thermometer floating swimming pool finglas swimming pools inground swimming pool maintenance Swimming pool blackout swimming pool brush swimming pool rathmines swimming pool solar covers fiberglass swimming pools Swimming Pools (Drank) swimming pool toys swimming pools cork swimming pool heaters intex swimming pools Source: Filud.com Swimming pool (disambiguation) swimming pool floats 8

9 GOOGLE BING YAHOO WIKIPEDIA AMAZON samsung phones for sale samsung phone lookup samsung phone deal Samsung phones samsung phone wont turn on samsung phone charger fast charging samsung phone numbers samsung phones price list samsung phones unlocked samsung phones prices samsung phone cases samsung phone cases samsung phone charger samsung phone screen samsung phone repair samsung phone charger cord samsung phone holder for car samsung phone covers samsung phone repair samsung phone models samsung phone car charger samsung phone wont charge samsung phone scam samsung phone charger samsung phone cases j3 Source: Filud.com 9

10 Things To Keep In Mind Your website s speed Google doesn t reward fast websites, it penalises slow websites. How to convert UX signals; Titles, Calls To Action; Bounce Rate. Amazing content Publish less often, but make every article amazing! Have a minimum of 2000 words in each article Link-building Broken-link Building; Link Roundups; Resource Pages Research Spend more time engaging and less time on reporting 10

11 Title Keywords That Convert Keywords that will increase your CTR Other Good Keywords: WORKS QUICKLY 338 STEP BY STEP RIGHT NOW SIMPLE, EASY 127 BEST NEWS REVIEWS TOP GUIDE 11

12 What s the best Call To Action? You shouldn t use SUBMIT Also, when creating your marketing content and the Calls to Action, always remember to use the power of My 33% 24% 20% 15% 10% CLICK HERE GO SUBMIT DOWNLOAD REGISTER

13 Learn about your competition Learn their strategies, their secrets How many visitors Without access to their Google Analytics Keywords Learn what keywords are they targeting Traffic Sources Where and how do they get the traffic Landing Pages Pages your competitors optimise Paid advertising Display advertising, paid keywords Spy your competitors One of the best ways to thoroughly understand your market is to take a look at your competition. 13

14 Domain: WildAtlanticWay.com Visitors per country 43.2% of the visitors are from Ireland, followed by USA with 20.6% and UK 9.2% User behaviour A visitor of wildatlanticway.com spends, on average, 3.9 minutes on the site, and views 3-4 pages Twitter 17.22% Facebook 73.83% How many visitors? Wild Atlantic Way had, in the last 30 days, approximately 100k visitors Traffic Sources 16.05% was direct traffic, 2.97% - referral traffic, 69.19% was search traffic, 8.66% was social traffic, 3.12% mail traffic and 0.02% display traffic Top paid keywords wild atlantic way ; donegal cottages; failte ireland wild atlantic way; walks in galway; places to see in mayo Source: Filud.com YouTube 5.27% Reddit 3.69% Social Media Traffic No surprise here, with Facebook and Twitter, followed by YouTube and Reddit 14

Thank You Optimise Your Website For People Know your customer And don t forget: Use data in

Let s try Bing, Amazon or even Wikipedia The Geographic Lab Do people in Ireland have the

Social content Use the research to engage and communicate what people want!

People form plans and make decisions in complicated situations.

15 Thank You Optimise Your Website For People Know your customer And don t forget: Use data in your favour Get Keywords Ideas Should you only search on Google? Let s try Bing, Amazon or even Wikipedia The Geographic Lab Do people in Ireland have the same online behaviour like the ones in United States or France? Social content Use the research to engage and communicate what people want! Men and machines are good at different things. People form plans and make decisions in complicated situations. We are less good at making sense of enormous amounts of data. Computers are exactly the opposite: they excel at efficient data processing but struggle to make basic judgments that would be simple for any human. Peter Thiel (former PayPal CEO) 15

Modern Club Marketing. Trevor Coughlan Director, Marketing

Modern Club Marketing. Trevor Coughlan Director, Marketing Modern Club Marketing Trevor Coughlan Director, Marketing Golf Tourism Ireland January 2015 With golf club memberships in decline and participation in golf low across Ireland, the sport will have to do