Upload
screen-pages
View
209
Download
1
Embed Size (px)
Citation preview
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