agility in seo - mike jeffs - digital olympus -sep 2016

@mikerjeffs @branded_3 @DigitalOlympus

Agility in SEOMike JeffsBranded3

Digital Olympus27th September 2016


Be there#1Be useful#2

#3 Be quick


#worldtourismday


‘World Tourism Day’ Last 5 Years

Source: Google Trends

Too late


‘Worlds Biggest Coffee Morning’ Last 5 Years


TO DO NEWSJACKING

You need 1 of 3 things


Data#1

Creative

An opinion

#2

#3


SAGA


“This is a somewhat unspectacular set of results. The anemic growth trading profit means the firm must keep a tight grip on costs, whilst they remain confident Travel insurance will continue to see demand, despite the drop in value of the pound making holidays abroad for UK consumers more expensive. ”

http://www.cityam.com/249780/over-50s-specialist-insurer-saga-posts-increased-profit-and


Brand search

Sentiment

Authority Relevance

Freshness

is listening to…

Engagement

Satisfaction

StructureQuality

On-site

Off-site

Mentions

Links

Social

BuildDesign

Content

Technical

THE CURRENTOrganic landscape


Zero Moment of Truth


EXAMPLE


Since 2011…


Micro Moments


Source: Think with Google

https://www.thinkwithgoogle.com/micromoments


Source: https://econsultancy.com/reports/digital-shift-q2-2016/

The pace of change


https://www.thinkwithgoogle.com/articles/mobile-search-consumer-behavior-data.html

96% of people turn to a smartphone to get things done.


Not only is search the most used resource, it's the resource 87% of people turn to first.

https://www.thinkwithgoogle.com/articles/mobile-search-consumer-behavior-data.html


68% of people used search to help with things they want to address at some point in the future.

Searches for future needs largely happen on mobile with 97% of people searching on a mobile phone to do so


Google Trips74% find the most stressful aspect of travel to be figuring out the details: travel uncertainty, transportation, wasting time figuring things out on the trip,and being unfamiliar with the location

http://goodthinkinc.com/huffpo-do-vacations-make-us-happier/


Daily Information Needs


One third of queries go unanswered.

Source: https://backchannel.com/googles-secret-study-to-find-out-our-needs-eba8700263bf#.9kj86u2o6


Local queries


Data from Hotels.com states that 74% of mobile bookings are made for same-day check-in

Source: https://www.thinkwithgoogle.com/articles/build-your-mobile-centric-search-strategy.html


Best practice changes with the web


JavaScriptGooglebot follows JavaScript redirects

Googlebot follows JavaScript links

JS taking more than 3-4 seconds to render ornot rendering until an event is fired does not get indexed

w3techs.com/technologies/details/cp-javascript/all/all

https://w3techs.com/technologies/details/cp-javascript/all/all


EbayEbay and Google are working on:

SMART BUTTONS like ‘buy it now’ and ‘add to cart’

INPUT ELEMENTS like search boxes and check boxes

Advanced Tracking – A/B Testing

Source: http://venturebeat.com/2016/06/30/ebay-adopts-googles-amp-to-speed-up-its-mobile-site/


AMP“Beyond AMP — We know AMP pages are fast. BUT WHAT ABOUT THE SUBSEQUENT PAGES THE USER VISITS?

Currently when users click on a link in the AMP page, a new tab opens, and the destination page is loaded there. In our case, the mobile web version of the destination page is loaded. WE WANT THAT EXPERIENCE ALSO TO BE AS FAST AND CONSISTENT AS THE AMP EXPERIENCE.”


Transactional Search

Source: http://www.slideshare.net/TomAnthony/emerging-forms-of-search-brightonseo-2016/20


Read this:

builtvisible.com/examining-traffic-amp-carousel

Get started with AMPDownload this:

pagefrog.com

https://builtvisible.com/examining-traffic-amp-carousel/

http://pagefrog.com/


High impact

Low impact

FutureImmediate

HTTPS

Internal site search

Link acquisition

Meta titles + H1 tags

Meta descriptions

Reducing duplication

Updating redirects

ALT tags

Content strategy

AMP

Improving site speed

Social integration


[email protected]@mikerjeffs@Branded_3

agility in seo - mike jeffs - digital olympus -sep 2016

Marketing