15
mar

#SoLoMo – are you local?

#SoLoMo - are you local?#SoLoMo

The second section of letters – Lo – in SEO buzzword #SoLoMo refers to the word “Local”. A few weeks ago I attended a short but interesting seminar at Creuna Aarhus regarding SoLoMo. I will break the information gained into 3 articles since each topic in SoLoMo (Social, Local, Mobile) is of importance.

My first article was about Social refering to the first two letters in the term #SoLoMo – are you social?

Parts of the information given in the articles were inspired from the seminar at Creuna – while others are passed on exactly as they were given. Those will be statistics, names to follow and some bullit points of best practice and so on.

Below is a screenprint of the Creuna #SoLoMo presentation showing paid search, the Google Local 7-pack (depending on how specific your search is it might be 3-pack or more) and organic page ranking in a Google search. In this case the search criteria is “restaurant copenhagen”.

#SoLoMo local image from Creuna

The Local aspect

Being represented locally is important in the SEO aspect. For shops, museums, institutions, service providers and agencies it is not always a problem to be locally represented. The local aspect of #SoLoMo is however only possible if you have a physical address. Google search engine is looking for a physical representation of your company at Google Maps. Last year Google also introduced Google My Business – a social business profile and a way of mapping your company into the criterias of a Google search.

Google My Business page

With Google My Business you connect everything to the Google search – if you want. Google has created an app so you may manage on the go, access your insights and check your reviews.

Get the app in Appstore or Google Play

Is it yet another page to keep up-to-date and yet another social media to manage and maintain? No. When Google is making search criteria that ranks a Google My Business page it would be a mistake not to get one. Besides I strongly believe that it is just a matter of time before we don’t have company websites anymore, but mainly social profiles for our websites. The fashion industry, museums and institutions might have app’s, video channels and online showrooms instead of websites. If that will be the future we might as well join them now.

#SoLoMo - work in progress

Not Social, not Local and so-so Mobile

The whole idea of being ‘local’ online is somewhat a contradiction of the very idea of being mobile, isn’t it? We have to have a physical business address to optimize our SEO. How does that combine with a life in overall freedom and a constant urge to travel? Not so well.

Do I need good SEO? I don’t have a webshop or items for sale and therefore I could choose to not care about my SEO ranking. I would however like to be found in searches and get visits on my website, so I have to make some adjustments.

How is your SoLoMo?

Mine is not okay. Neither is my general SEO. I have to take some considerations and improvements. Here is what Creuna suggests in their presentation:

3 hot bullits from Creuna

# google my business page
# get your citation right (everywhere)
# get (good) reviews

Local practice from Creuna

# be visible on local search
# make sure your business info is consistent

 

The next ‘tech’ post on this page about #SoLoMo will be regarding Mobile and have more information on the mobile aspect.

26
feb

#SoLoMo – are you social?

SoLoMo - social#SoLoMo

The first 2 letters in SEO buzzword #SoLoMo refers to the word “Social”. This week I attended a short but interesting seminar at Creuna Aarhus regarding SoLoMo. I will break the information gained into 3 articles since each topic in SoLoMo (Social, Local, Mobile) is of importance.

Parts of the information given in the articles were inspired from the seminar at Creuna – while others are passed on exactly as they were given. Those will be statistics, names to follow and some bullit points of best practice and so on. Some stats. are from a Twitter webinar about Twitter Website Cards and Twitter for Businesses.

The Social aspect

SEO is no longer just about content, eventhough content is ranked highly and still King, as we have heard for many years now, it is still also about linkbuilding, pictures, relevance, structure, tags, titles, descriptions, and on-page SEO in the wide aspect. No news in that really, but it is even so, more and more getting focused upon communication in general – also off-page. That is communication on the social media as in your ability to engage into social media. Do you have followers, do they share your updates, articles and comments? Do people talk about your company and/or your services? Those aspects are not exactly new either.

What is somewhat more interesting is how reviews come in play and how Twitter, Wikipedia and My Business Info will influence the search results. Twitter images and photos will (again) turn up in Google searches and that information might just kickstart business into using Twitter on a more regular basis. I am adressing myself in this article as well since my Twitter account is often not active at all. If I had a webshop or even a physical shop I would however not hesitate in testing the Twitter Website Cards out.

Twitter Website Cards gets 43% more engagement than the regular tweets. They are a pay-per-click service. Here is an example of a Twitter Website Card from the webinar (#TwitterAcademy) that shows the building of a website card using Twitter Ads:

Twitter Website Card example

Are you social?

Do you create shareable content? It is still a bit in the dark to predict what users choose to share. You might have ideas and experience with it, but there is still surprises and trends that we can not foresee. Remember the social media hit The Fox by Ylvis from 2013?

Ylvis never expected or thought the song would become such a massive viral hit. But it did. The official music video has more than 493.000.000 views on youtube right now.

In Danish territory we have viral hits such as Chili Klaus who has posted footage of himself and guests eating really hot chilis. The chili tasting video from Chili Klaus that holds the highest number of views has Danish TV host ‘Bubber‘ as guest. It holds more than 1 mio views:

Another Danish viral hit is the Danish archer Lars Andersen who has reinvented the bow and arrow technique by studying old images and paintings of archers, heroes and even angels. The youtube video he uploaded showing his technique has given him social stardom with more than 28.000.000 views on youtube so far.

The reinvented bow and arrow technique by Danish Archer Lars Andersen has also taken him completely by surprise. He never thought the video would become such a viral hit:

Not Social, not Local and so-so Mobile

The whole idea of being social online to that extend does not charm me. But I have to take some considerations regarding the future of SEO. Is it a wise choice to deselect facebook in a social aspect? Or do I need to reconsider that choice? I should at least set up some SEO plans for my website and get the job done.

3 hot bullits from Creuna

# engage in social media
# share
# SEO is communication

The next ‘tech’ post on this page about #SoLoMo will be regarding Local and have more information on business pages and such.

17
sep

Micro conversions med Creuna

Micro Conversion seminarTirsdag morgen tog jeg til morgenseminar ved Creuna i de nye lokaler på Vesterbro Torv i Aarhus. Lokaler der er strippet for alt, hvad der hedder personlighed. Det er hvidt, industrielt, der er højt til loftet, interiøret består af sorte og gråtonede møbler, enkeltheden larmer i det åbne og tydeligt koncentrerede kontorlandskab. Det minder om en loftslejlighed i New York og selvom det kan lyde ucharmerende, sælger stedet sig selv igennem en påtrængende indbydelse til koncentration.

I mit tilfælde som gæst på morgenseminaret, var jeg koncentreret om, at blive klogere og høre lidt om, hvordan man får sine brugere til at ‘gøre arbejdet’. Det handlede om micro conversions og Creuna fik lejlighed til at vise, hvordan der med kunde- og dataanalyser kan arbejdes med flere muligheder i udvikling af customer experience i digitale løsninger.

Jeg efterlod min mørkeblå jakke på knagen iblandt et hav af jakker i præcist samme farve – og jeg skulle forestille at kunne noget med farver? Men ok, i mit grå og mørkeblå outfit havde jeg iført mig en attitude der viste, at jeg magter at rumme teknisk data og analytisk viden, samt at omsætte den viden til en kompetence. Ikke at jeg skal til at sælge Micro Conversions, keyword analyser, Google analytics strategier, AdWords kampagner eller designe en mediestrategi. Men de eksempler seminaret tog udgangspunkt i, handlede i høj grad om sund fornuft, kundeservice og målbare tiltag.

Men hvad bruger vi egentlig målinger til?

Baymard Institute offentliggjorde i marts i år en analyse, der viste at omkring 70% online køb bliver forladt i købsflowet. Igennem længere tid har design og flow ligget for skud og er blevet mistænkt for at være årsagen. Måske var farven på knappen forkert, måske var den ikke tydelig nok, måske var ordlyden forvirrende. Det har været en fin proces, som har medført stor viden og indsigt i UI, flow og brugervenlighed i købsprocesser.

Men som eksempler fra seminaret viste, kan et urealiseret køb handle om noget som simpelt, som et øjebliks distraktion, der kræver, at vi er til stede i det virkelige liv. Derpå glemmer vi måske, hvad vi var i gang med og her er der brugbar viden for sælger.

What to do?

Creuna viste et godt eksempel på hvordan en online shop, selv tog kontakt til en kunde, der havde forladt en købssituation før købet var realiseret. Sælger/webshoppen spurgte via en mail høfligt ind til, om der var sket noget i købsflowet og lagde et link til indkøbskurven med i mailen. Resultatet blev, at brugeren afsluttede sit køb og samtidig opnåede en rabat på købet. I dette tilfælde havde brugeren oprettet en profil og kunne let kontaktes af webshoppen. Det er selvfølgelig ikke alle online shops, der vil kunne benytte samme tiltag, men så er mulighed for at blive trendsetter og komme op med en helt ny metode.

Micro Conversion

Creuna viste også et eksempel på, at de tager deres egen medicin. Ved at lave keyword analyse, ændre i søgeoptimering og tage LinkedIn i brug, fremfor kun at bruge den gamle traver: nyhedsbrevet, fik Creuna boosted deres events. Målet var at få ledt brugere ind på deres event-side, for at tilmelde sig seminarer via en kontaktformular. Ved tiltag ud fra målinger, opnåede Creuna 100% flere tilmeldinger til dette seminar – der også slog rekorden for tilmeldinger i Aarhus nogensinde. Hallelujah! Succesfuld micro conversion.

Se aktuelle events fra Creuna

Den grafiske oplevelse

Det var ikke kun tek. viden, analyser og diagrammer. Der var også en grafisk godbid som jeg desværre ikke kan vise, før Creuna frigiver slides og videopræsentation fra seminaret. Når det sker, vil jeg vise deres arbejdsdiagram til mediestrategi. Et diagram der ville have fornøjet Massimo Vignelli og en god hyldest til ham netop i år, hvor han gik bort.

Årsager til at deltage i morgenseminar ved Creuna:

  • – brugbar viden
  • handson eksempler
  • – indsigt i nye muligheder
  • – udvidelse af netværk
  • – slutter præcist til tiden