A Taste of Digital: Search and Mobile by Eoin O'Neill

GASTRONOMY BLOGGER EVENT

SEARCH AND MOBILE

MAY 2015

EOIN O’NEILL – HEAD OF SEO

@TugAgency#TugTalks

Mobile use growth A look beyond responsive design

Context in mobile

Twitter & Google integration

Questions

WHAT WE’LL COVER TODAY

THE MOBILE EXPLOSION

Number of global users (M)

PATTERNS OF USE CHANGE

2012

Voice search is also growing – Longer-tail searches

IS RESPONSIVE ENOUGH?Google will reward sites with a mobile responsive design

The experience is improved for users

You’ll get people coming back

Is that enough though?

MOBILE CONTEXT IS KING!

What context might our audience be in?A - Out in townZ - In the supermarket shopping

What might be their intent?A - To find a good nearby breakfastZ - To find a recipe for the only fish left at the shop

What solutions do we have?A - Restaurant reviewsZ - Recipe suggestions

A - ANNA

Z - ZAC

Context Intent Solution

ANNA

“Good BBQ restaurant near Hoxton Overground”

Have we categorised our restaurants by type?

Have we highlighted or talked about nearby transport or

attractions?

Tie our content more closely to a mobile context and solution.

ZAC

“Quick trout recipes”

Have we highlighted cook times?

Have we categorised our recipes?

Have we made the ingredients and nutrition list as clear as we

can to quantify?

Have we tagged all this?

A CONTEXTUAL EXPERIENCE

SCHEMA MARK IT UP

Schema mark-up will allow search engines to understand the context of your content.

There are lots of different schemas available.

Some that might be relevant for you:

https://schema.org/Recipe

https://schema.org/Restaurant

https://schema.org/Review

ANOTHER BIG THING…

TWITTER & SEARCH

Twitter want their content in front of a search audiences

They’ve re-partnered with Google to improve indexation and integration of Twitter content into Google search results.

So just tweets in Google right?

WHAT THIS MEANS FOR YOUTwitter primary role will remain content and audience discovery and engagement.

However you need to turn to search insight more than before to ensure you are found.

Twitter Trending will start to integrate more with search trending as Google starts to get more real-time behavioural data.

1. Step up your twitter activity

2. Don’t worry so much about followers

3. Get more real-time insight to inform your tweets

REAL-TIME INSIGHT

Understanding real-time search behaviour is now just as important as jumping on the latest hashtag or trend on twitter.

Some useful sources:

http://www.google.com/trends/hottrends/visualize

http://www.google.com/trends

https://adwords.google.com/KeywordPlanner

Good old twitter trends

Twitter Audience Insights

Google analytics – Referring sites, popular content

Google webmaster tools – Search Analytics

SOME TAKE AWAY POINTS1. Think about mobile use during the day

2. Responsive website designs get rewarded by Google

3. Think about the mobile context with your content

4. Try to focus on location specific landmarks/transport

5. Tag up your content with Schema

6. Gain more real-time insight

7. Keep an eye on twitter in Google

ANY QUESTIONS?

Eoin O’NeillHead of SEO

eoin.oneill@tugagency.com

www.TugAgency.com

Facebook.com/TugAgency

Twitter.com/TugAgencyLinkedIn.com/

TugAgency

Tug,61 Charlotte Rd,

Shoreditch, London,

EC2A 3QT.