Search Marketing update (Dan Richardson)

Search Marketing Dan Richardson

@notjustseouk

Organic Search

…remains a major driver of traffic and conversion

However;- the way people are searching is changing.- the way Google is displaying the search results is changing.- their intelligence of search queries is changing.

So, how to adapt and win in 2016 and beyond?

01

SEO continues to lead

02

…other forms of web marketing in search interest

Source: Google Trends

Changing search queries and results

Queries - are getting longer Queries - are becoming more natural - SERPs are changing

Queries

12.12%

8.70%

13.89%

19.60%

23.98%

21.71%

…and SERP features:

Ten Blue Links - Exists in Only ~3% of Searches

Keyword Length of Search Queries in 2016

Answer boxes Paragraph Snippets Table Snippets03

04

Google is getting good at this…

Understanding search intent

Have you changed how you search?

...and are getting ever more subtle

with paid Ad formatting

05

but...more on this later…

06

Speed and impact on conversion

1.5%

10%

The average CR is

6.5 seconds!

Yet the Average page load time is a massive

0.5s off server response time can increase CR by

Measure everything. Not just homepage - categories, product pages, checkout

Recent huge study by Wolfgang Digital

07

Succeed with SEO - 1

Get UX and SEO working together

Authoritative, comprehensive content that’s uniquely

valuable vs. competitors

Speed, speed, and more speed

Delivers an easy, enjoyable experience on every device

Compels visitors to engage, share, & return

Avoids features that dissuade or annoy visitors

08

Succeed with SEO - 2

Site’s Search Engagement Reputation

Quantity of Pages Earning SERP Visits

Relative Time on Site, Bounce Rate, Pgs/Visit, Searcher Satisfaction

Don’t let bad pages let down a good site

09

Succeed with SEO - 3

On-Page SEO in 2017 requires

Intelligent keyword use in page title, meta description, URL,

and top few paragraphs (just as before)

Use of related topics to indicate the content’s relevance

Serving KWs w/ matching intent together on one page

Thorough answers/solutions to the searcher’s query

Unique value over what other sites in the SERPs provide

10

Six changes

Four Ads on top

Expanded Text Ads

QS updates

Responsive Ads for

GDN

Enhanced campaigns device bidding coming back

Keyword planner access changing

Paid Search

Expanded Text Ads

what you need to know

11

Resembling SERPS…Add benefit to headline Test vs old styleCheck headline lengthUse 2 level display path

Deadline for cutoffextended to 31/1/17

Expanded Text Ads

plus extensions

12

Remember: Extensions are a QS factor

13

When you’ve done all that

AMP is coming

#amplify

Thanks Dan Richardson@notjustseouk