H U M A N S
WHAT IS SEARCH EXPERIENCE?
In 2016, with the GoogleBot becoming more and more intelligent, user experience is becoming the metric that separates the droids from the bots.! As a digital marketing agency, working across SEO, Pay Per Click, Design, Coding, A/B testing and user experience, one thing has become increasingly apparent. RankBrain, Google’s artificial intelligence, rewards and honors websites that take ‘users experience’ seriously.
This is an extremely exciting time for digital marketers as design, programming, UI and UX design has a deep impact on the way people interact, think and feel about your brand and more important, Google rewards those who invest in it by giving them all the traffic.
We at SeaDigital have coined the term ‘Search Experience’ in response to the ever changing and demanding Google algorithm now favouring ‘experience’ rather than links and the entirety of ‘what we do’ is based on blending brand, design and digital marketing so that both Google and your clients think, feel and act in a positive way to your brand.
THE 4 INTELLIGENCES THAT RULE ‘SEARCH EXPERIENCE’
In the world of ‘Search Experience’ 4 lords rule the four kingdoms of information. Google, the mainland and capital of SE has the wealth and is where most of the bot population resides. YouTube, the second largest kingdom is the most popular quadrant with the millennials, YouTube is the lord of vision and has a sea of dedicated worshippers that love his entertainment blessings.
Yahoo is the lord of death and rules the underworld with an undercurrent of millions of loyal drones working across information transfer. Bing is the lord of technology, owning the manufacturing quadrant of the world. All bots on ‘Search Experience’ serve the needs of man, under the command of the 4 element intelligence.
THE 6 ELEMENTS THAT
POWER THE ‘SEARCH EXPERIENCE’ ECONOMY.
SEARCH ENGINE OPTIMISATION
Search engine optimisation is the process of optimising your web experience so that lord Google see’s you as a trustworthy information source to drive its galaxy of bot traffic too. The majority of web traffic is driven by the major commercial search engines, lord Google, Bing, and Yahoo & YouTube!. Although social media and other types of traffic can generate visits to your website, search engines are the primary method of navigation across the internet galaxy. This is true whether your site provides content, services, products, information, or just about any type of information.
Search engines are unique in that they provide targeted traffic—people looking for what you offer. Search engines are the roadways of the galaxy. If search engine finder bots cannot find your site, or add your content to their galaxy databases, you miss out on incredible opportunities to drive traffic to your site.
The words that users type into the search box—carry extraordinary value and quality SEO helps you rank at the top of search engines without having to pay top dollar. Experience has shown that search engine traffic can make (or break) an organisation’s success. Targeted traffic to a website can provide publicity, revenue, and exposure like no other channel of marketing. Investing in SEO can have an exceptional rate of return compared to other types of marketing and promotion.
Content is the heart of what we do as marketers; we talk to our customers, our clients, and our readers, and what we say to them—regardless of what form it takes—is our content.
So what is content marketing, then? Well, it’s pretty simple. Content marketing is the use of that content—any of it—to help meet a marketing goal for your organization. That could be acquisition of potential customers, retention of existing ones, making more people aware of your brand or your products, or really anything else. We’ll go into many of the most popular and effective ways of doing all of these things throughout the rest of this guide.
ADWORDS & FACEBOOK MARKETING
Pay per click (ppc) marketing is whats responsible for those little text ads that appear when you search for something on a search engine (let’s be honest, it’s probably Google). PPC marketing is one of the best ways to reach the best prospects, at a moment that’s pivotal in their purchasing cycle.
What’s even more important to PPC is the landing pages that your prospective clients are landing on. Optimising your landing pages for the keywords you are targeting not only saves you marketing budget through higher conversion rates, it helps you tell your story in a way that reflects your brand, product and company’s values.
PPC is a vital part of your marketing mix, it is incredible useful to use Google’s and Facebook’s inbuilt tools to optimise your click through rates so that you can truly test and build a system of advertising banners that give you a return on investment.
A strong brand is invaluable as the battle for customers intensifies day by day. It’s important to spend time investing in researching, defining, and building your brand.
After all, your brand is the source of a promise to your consumer. Brand is a foundational piece in your marketing communication and one you do not want to be without.
Brand is strategic and marketing is tactical and what you use to get your brand in front of consumers. That’s why it carries a great deal of importance within a business or organization as well. Brand serves as a guide to understanding the purpose of business objectives. It enables you to align a marketing plan with those objectives and fulfill the overarching strategy.
A / B SPLIT TESTING
A/B testing is an excellent way to identify effective marketing strategies, such as website copy or even sales emails. A/B testing is a way for us marketers to improve our client return on investment. We setup processes that enable us to track and compare landing page messages so that we can improve the quality of the messages and the amount of sales.
The process of A/B testing is an accurate depiction of its name because it compares two versions of an element (version A and version B) with each other against a metric that measures your landing page’s success. Both versions are tested simultaneously, then you wait for the results to arrive and in the end you just measure which version performed better on the selected metric.
UI / UX OPTIMISATION
Web design involves a lot of factors such as content, mobile friendliness and SEO. However, driving internet traffic to your site and generating sales are two different things. Search engines will deliver you a stream of users to you and your site, but you need to impress them. After all, it’s humans who will be buying your products or services. And these are real people who tend to have short attention spans and lead busy lives.
The reality is that a user makes the decision to accept or reject a website within mere seconds. Look at this site for example, if it was boring and did not display any relevant content, you would simply leave. When your potential customers get to your site, it should deliver what they want without frustrating them. This is where UI and UX come in. What on earth are they? Put simply, UI refers to User interface, while UX is the User Experience. What will your visitors see when they come to your website? How easily can they navigate around it? This directly impacts your conversion rates.