Omni-channel assets that educate Google — Erin Sparks // Site Strategics
Erin Sparks
Site Strategics
- Part 1 Omni-channel assets that educate Google — Erin Sparks // Site Strategics
- Part 2Entity SEO — Erin Sparks // Site Strategics
Show Notes
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02:32What is considered an omnichannel assetOmnichannel refers to multi-channel content distribution. Essentially, youre placing your content on various channels in order to have Google assign value and credibility to your brand.
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05:29How you can educate Google using omnichannel assetsIdeally, the job of marketers is not to meet the consumer at the transaction-level, its about providing education to consumers. If were able to convince Google of being contextually relevant, itll more frequently position us in front of consumers at the top of the funnel.
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09:40Helping Google to understand all the idiosyncrasies of your brand or entityMarketers have the opportunity to validate their brands to Google rich content within images, rich content within audio, etc. Ultimately, its about creating references for the brand through relevant content and information to increase Googles trust.
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11:24Companies using omnichannel assets for SERP dominationKalicubes Jason Barnard has been able to control every element of his media on his brand SERP. Hes done so by moving content into assets trusted by Google like IMDB and Crunchbase.
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16:30Google MUM and user consumption preferencesGoogle MUM is going to be changing the SERP in order to meet user consumption preferences. So, content production will need to cater to trusted data repositories Google relies on, as well as different channels to satisfy different consumption patterns.
Quotes
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"Omnichannel is a mosaic of information we're moving in front of Google itself. We're painting a picture on all the spaces where the search engine is listening and trying to understand a thing." -Erin Sparks, President, Site Strategics
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"Omnichannel is reaching your destination audience or whoever is consuming your communication in the method of their preferences to consume it." -Erin Sparks, President, Site Strategics
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"There are thousands of data points in one image. And, Google is creating its neural pathways to understand and categorize all of those different data points at exponential speed." -Erin Sparks, President, Site Strategics
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"Our job as marketers is not to meet that consumer at the transaction level. Its to persuade Google how valuable and contextually relevant our information is in terms of the service were offering." -Erin Sparks, President, Site Strategics
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"We have to start thinking about educating consumers and Google in a space that has no bearing on the actual sales funnel itself." -Erin Sparks, President, Site Strategics
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"Jason Barnard of Kalicube controls every element of his media to inform Google on the depth of who he is and what he's been able to execute over his life. And, he dominates the entire SERP." -Erin Sparks, President, Site Strategics
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"Jason Barnards brand SERP is the epitome of how you can manipulate, educate, and disambiguate your information from others in the pack." -Erin Sparks, President, Site Strategics
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"The SERP is going to change radically, and it's going to be omnichannel. All of the different pieces that make up its knowledge of an entity are going to be pushed to you based on your intent." -Erin Sparks, President, Site Strategics
- Part 1 Omni-channel assets that educate Google — Erin Sparks // Site Strategics
- Part 2Entity SEO — Erin Sparks // Site Strategics
Up Next:
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Part 1Omni-channel assets that educate Google — Erin Sparks // Site Strategics
Erin Sparks, host of EDGE of the Web podcast and President of Site Strategics, talks about podcasting SEO and content marketing. We’re seeing the beginning of Google making radical changes to the SERP and an increase in the ways brands and entities can dominate the SERP. Rather than going directly into your sales funnel, consumers are looking for information about your brand on different websites, and the SERP is changing to accommodate these shifts in content consumption patterns. Today, Erin discusses omnichannel assets that educate Google.
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Part 2Entity SEO — Erin Sparks // Site Strategics
Erin Sparks, host of EDGE of the Web podcast and President of Site Strategics, talks about podcasting SEO and content marketing. Google's intent has always been serving consumers with the best information, not bringing traffic to websites. While that may seem at odds with our SEO goals, there is a way to build your entity’s relationship with Google by understanding the questions that people are asking. Today, Erin discusses entity SEO.
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