Articles by: Paul

Who voted for who in the UK election? A great data profiling case study

As I am sure you are aware, the Conservative Party, led by Boris Johnson, won the recent UK government election comfortably. But who voted for them and where did Labour lose out?

Traditionally, in the UK, you would expect the Conservatives to appeal to wealthier voters and Labour to the working classes, but Brexit and the appeal of the party leaders obviously had a huge impact on who voted for who. In the Times newspaper today, there was a fascinating article profiling the voters of the main parties and I thought it demonstrates perfectly the power of data analysis. Here are some of their charts: It seems class didn’t have the impact that you would expect with 42% of people who are social class A or B voting Conservative and 47% of Social Class DE voting Conservative. So, social class made almost no difference to voting…

However, age made a huge difference:

The most astounding analysis I have seen, is what the outcome would have been if only certain ages had been allowed to vote. You can see why Labour wants to lower the age range to 16.

Just to highlight the points at the bottom of this picture (it is a screen shot from my phone, so sorry it is a bit fuzzy):

  • If only 18-24s voted: Lab 600, Con 0
  • If only 25-49 voted: Lab 407, Con 171
  • If only 50-64 voted: Con 354, Lab 215
  • If only 65+ voted: Con 575, Lab 25

Amazing, what some simple data analytics can show you. If you’d like to know more about the profile of your customers, we can help you.

 

Hey Siri, how does voice search affect SEO?

How does voice search affect SEO? That is probably the most common question that I am asked in digital marketing training courses at the moment. Surprisingly, Google is using the same algorithm for both text and voice based searches, but voice queries are impacting significantly however you search. So, I decided to have a look for myself. Naturally, the first thing I did was ask Siri! This is what Siri came back with:

So, I have had a read of some of these results and done some research of my own and firstly here are some stats:

1) According to Google, 20% of all searches are voice 

2) 65% of 25-49 year olds talk to their voice enabled device every day

3) 55% of households are expected to own a smart speaker by 2022 

4) People use voice search to ask questions. 20% of all voice search queries use one of these 25 words:

So, what does all of this mean to marketers?

Here are my thoughts on how marketers should respond to the growing movement towards voice search:

1) The voice and text algorithm is the same, so keep doing what you are doing. Focus on making pages load quickly, having mobile enabled web sites, generating external links and all of the other typical SEO tactics

2) People search using different language when it comes to voice – we are more conversational. For example, on text based search we may search for “best local coffee shop”, but when we talk to our voice activated device, like Alexa or Siri, we may say “where is the best place to get a good coffee around here?” So, when you are writing copy, try to include some Q&A style content on the page. Frequently Asked Questions could be a really important part of your web design strategy.

3) People tend to use voice search more for local searches, so make sure your web site is optimised for local search. The example I gave in point 2 is a typical example of this. According to this useful Forbes article, 22% of voice searches are for local content.

4) Can you create content that could become a Google “Featured Snippet” that is a short piece of content (less than 29 words) , that answers a query, such as “What is a Featured Snippet”. See below as a perfect example….

How to make your content go viral

It is all very well, spending time crafting an engaging and thoughtful piece of content, but if no-one sees it, why invest the time? You do not want to spend a large budget paying for ads to promote it and you cannot rely on sharing it with your own contacts each time, as you wish to expand your reach.

So, how can you get more people to see the content that you have created?

Read More

National Franchise Brand, Local Franchisee Marketing

I recently came across a short but insightful article in Forbes Magazine on implementing local digital marketing as part of a national franchise brand.

The author Fiona Simpson is an award winning, rapidly growing Franchisor with 25 locations across the UK.

Fiona’s main suggestions in the Forbes Article, all of which we completely agree with, are summarized as follows (paraphrasing her words with my additional comments – after)

Read More