Nick Garner is the Global Head of Search at Unibet, a large European bookmaker. He has over 13 years of experience in internet marketing and is recognized as an expert in search engine optimization within the gaming industry. Garner attributes his SEO successes to an understanding of technology, human behavior, and building quality links from third-party websites. He is based just outside of London and discusses ideas around social proof, zero moment of truth, and how to better track the customer journey online.

1. Nick Garner. Global Head of Search, Unibet He is the head of Search which includes SEO and SMO (social media optimisation) for Unibet, a large European bookmakers. He is a recognised expert in SEO within the gaming industry with a long track record of commercial successes. An internet marketing veteran, Nick has been architecting and building websites for the last 13 years. He puts his SEO successes down to a practical understanding of internet related technology, human behaviour and ‘outreach’ to win the best links from 3rd party web sites. Nick is a family man and competitive international sportsman based just outside London. ICE totally gaming / Nick Garner

2. Social Proof & ZMOT. Ideas for iGaming

8. Another way of looking at things Maybe, reset your expectations for online as a '100% trackable direct marketing' channel.

9. ZMOT – Zero Moment of Truth Understanding buyer influences...a little better.

10. ZMOT: 5,000 Respondents Shopper Science was commissioned by Google in 2011 to make more sense of social proof online.

11. Brand Stimulus

12. ZMOT

13. First Moment of Truth

14. Second Moment of Truth “ I don't like – I share with a bad rating & review!” “ I do like – I share with a good rating & review!”

15. ZMOT is huge 84% say ZMOT shaped their purchasing decisions. This shows the power of online feedback and research.

16. Context : Credit Cards

17. Gambling > Credit Cards

18. “ Depending on the complexity and value of the product or service, users will research at different times.” Research Cycles

19. Age and Behaviour

20. All ages: Online behavior The young use search engines more, buy online more, but don't rate/feedback like Gen X. Source:The Pew Research Center’s Internet & American Life Project

21. Learning to find the proof... Source:Shopper Sciences In 2011 the average shopper used 10.4 information sources to make a purchasing decision in 2011. Up from 5.3 sources in 2010. Different sectors: varying No. of sources of information & varying importance of 'social proof'

23. Actions you can take

24. Perspective: 1% > 2% conversion rate

30. Thanks! Nick Garner