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SEO is focussing too much on buying Google ads and smart tagging of online content. Those elements are of course important. However, we are missing the elephant in the room: natural converrsation between consumers. In this presentation, I give an overview on how you can boost internal and external conversations to have better search results.
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About SEO, Conversations & Elephants.Prof. Steven Van Belleghem, InSites Consulting@Steven_insites
Conversations are the key driver of growth.NPS score predicts company growth rate.
@steven_insites
The paradox: SEO & Conversations.People’s conversations hardly used in SEO strategies.
@steven_insites
We help consumers in finding us.Great and helpful, but it is push model.
@steven_insites
We help consumers in finding us.Tagging is a more natural form, which can be really powerful.
@steven_insites
Conversations are a credible source.What if we would add some Conversation Management to SEO?
Aren’t natural conversations the elephant in the room?
@steven_insites
Social time becomes larger than Google time.
@steven_insites
Content on social media key traffic generator.
Google is integrating social & conversations.
Conversation Management part of SEO.Facilitate conversations internally & externally for better search results.
@steven_insites
Seeing the elephant brings you to the pot of gold.Imagine what happens with your search results if you can activate the satisfied people that don’t speak about your great company.
@steven_insites
On average: 28% of your customers is in this pot.
28%
@steven_insites
Co
nve
rsat
ion
s fr
om
inte
rnal
so
urc
e
Conversations from external source
Proud company
Boring company Adored company
SuperstarCompany
@steven_insites
Con
vers
atio
ns
from
inte
rnal
sta
kehol
der
s
Conversations from external stakeholders
Proud company
Boring company Adored company
SuperstarCompany
Experiences
@steven_insites
Fans Positives Neutrals Negatives Haters
Success stories
AcquisitionWIIFM
PrejudicesPerceptionsBugs & FlawsTemp problems
It is great I want to make it better
It could be better
It should be better
It cannot be better
Feed EmbraceCelebrate
EngageActivate
Neutralize IsolateIgnoreLearn
Sentiment engagement framework. How to react and respond to different peopleonline.
Con
tent
Sen
tim
ent
Act
ion
h
Position your customer,not your brand
Make them look good, using your brand.
Con
vers
atio
ns
from
inte
rnal
sta
kehol
der
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Conversations from external stakeholders
Proud company
Boring company Adored company
ConversationalCompany
Cultu
re, n
ews,
fact
s…
@steven_insites
We want our employees to be ambassadors.But we block them from all social media.
Is social media allowed or blocked in your company? Or a mix?
56% has limited internet usage (InSites
Consulting).
Before we continue...I would like to take you back in time..... #flashback
Once upon a time,About 50 years ago,
a new & very dangerous technology was invented!
Companies did everything in their power tokeep this new technology out of their premises.
It would decrease efficiency andcaused a serious threat for the securty of the company.
Let’s continue to travel back to our time.But have a quick stop 15 years ago..... #flashback
Once upon a time,About 15 years ago,
a new & very dangerous technology was invented!
Companies did everything in their power tokeep this new technology out of their premises.
It would decrease efficiency andcaused a serious threat for the securty of the company.
We’re back in our current world.Nothing changed, we are still afraid of change & innovation.
Limited knowledge brings FEAR!The famous ‘what if someone will be negative?’ question pops up.We solve it by blocking people. Not the way to grasp opportunities.
And by the way, it’s not just guessing.
McKinsey proved that connected enterprises experience faster growth
than closed enterprises.
#fact
Help them in being proud about their own job.
You do it offline, now do it online as well.
@steven_insites
“If you need a social media policy in which you tell employees
what they can and cannot do on social media,your HR strategy has failed.”
Prof. Dr. Rudy MoenaertMarketing expert
Policy’s should be positive and facilitating. CommonWealth asked its employees to snitch their friends on social media. Betray your friends and hunt them down, or…you will be fired.
Observe Facilitate Join
Towards a searchable content strategy.Help your employees in three steps to use conversations.
@steven_insites
Observe Facilitate Join
Towards a searchable content strategy.Help your employees in three steps to use conversations.
@steven_insites
Observe what is ‘hot’ and link content to high searches.Let you employees know what the conversational topics are to increase search results.
@steven_insites
Observe what are relevant words in your industry.Let you employees know what the best terms are to be found.
@steven_insites
Observe Facilitate Join
Towards a searchable content strategy.Help your employees in three steps to use conversations.
@steven_insites
Formal
Central content creation.Created by a central team.
One voice towards the world.Control of content going out.
Informal
Everyone can createinformal content but within
the limitations.
Faciliate by offering shareable content and allowing informal content.Make it easy for your team to share relevant stories. They can put in on their Facebook & Twitter account to score better through social search.
@steven_insites
3 social media teams create formal content.‘Common Sense’ policy for informal content.
Observe Facilitate Join
Towards a searchable content strategy.Help your employees in three steps to use conversations.
@steven_insites
Facilitate & Join through corporate blog.Help in picking topics to increase search results & make it easy to share for other people.
Join: Empower your employees in using common sense.Our policies are made to avoid people taking advantage of them. Result: they are not taking into account the problems of 95% of your customers. Bring back common sense.
Joining can lead to a long tail of relevant content.If all your employees join the conversation, it can lead to a mass of niche content. This content has a small reach, but can be very relevant.
@steven_insites
Conversation Management & SEO.Here is the real important stuff to remember.
@steven_insites
Con
vers
atio
ns
from
inte
rnal
sta
kehol
der
s
Conversations from external stakeholders
Proud company
Boring company Adored company
SuperstarCompany
Experiences
@Steven_InSites #cm48
Touchpoint expectations management.Simple rule: Under promise & over deliver.
Con
vers
atio
ns
from
inte
rnal
sta
kehol
der
s
Conversations from external stakeholders
Proud company
Boring company Adored company
SuperstarCompany
Cultu
re, n
ews,
fact
s…
@steven_insites
Create some cool & smart bed-time stories.Stories based on search facts, linked to company culture & objectives.
Create spotlights for your conversational stories.
Spotlight strategy.Small act, but huge reach.
Con
vers
atio
ns
from
inte
rnal
sta
kehol
der
s
Conversations from external stakeholders
Proud company
Boring company Adored company
SuperstarCompany
Experiences
Cultu
re, n
ews,
fact
s…
The ideal SEO strategy.Combination of internal and external conversations create a boost of complementary information for consumers.
@steven_insites
Pre-marketing boosts success.If you hide your innovations, the result is simple: nobody will know about it. Claim a product or a domain before you actually have a product ready.
Public co-creation is possible.Telenet’s Yelo was launched 6 months before the product was final. First users did not have to pay for the product. Telenet just asked for feedback.
Observe Facilitate Join
Incraese impact of SEO through natural conversations. Help your team in three steps.
@steven_insites