![Page 1: CONSUMER-CENTRIC SEO THAT CONNECTS AND WINS · 2017-10-19 · SEO - BEST PROFESSIONAL SERVICES CAMPAIGN The Drum Search Awards 2017 BEST SEO CAMPAIGN (nominated) UK Search Awards](https://reader034.vdocuments.mx/reader034/viewer/2022042402/5f11892f119bad4f2247d52e/html5/thumbnails/1.jpg)
CONSUMER-CENTRIC SEO THAT CONNECTS AND WINS
![Page 2: CONSUMER-CENTRIC SEO THAT CONNECTS AND WINS · 2017-10-19 · SEO - BEST PROFESSIONAL SERVICES CAMPAIGN The Drum Search Awards 2017 BEST SEO CAMPAIGN (nominated) UK Search Awards](https://reader034.vdocuments.mx/reader034/viewer/2022042402/5f11892f119bad4f2247d52e/html5/thumbnails/2.jpg)
2 Proprietary & Confidential
QUICK CREDS
BEST SEO CAMPAIGN
European Search Awards
2017
SEO - BEST PROFESSIONAL SERVICES CAMPAIGN
The Drum Search Awards
2017
BEST SEO CAMPAIGN (nominated)
UK Search Awards
2016
![Page 3: CONSUMER-CENTRIC SEO THAT CONNECTS AND WINS · 2017-10-19 · SEO - BEST PROFESSIONAL SERVICES CAMPAIGN The Drum Search Awards 2017 BEST SEO CAMPAIGN (nominated) UK Search Awards](https://reader034.vdocuments.mx/reader034/viewer/2022042402/5f11892f119bad4f2247d52e/html5/thumbnails/3.jpg)
3 Proprietary & Confidential
QUICK CREDS
Alex Douglas-Mann Associate SEO Director
360i Europe
8 years SEO experience
European & North American Markets
![Page 4: CONSUMER-CENTRIC SEO THAT CONNECTS AND WINS · 2017-10-19 · SEO - BEST PROFESSIONAL SERVICES CAMPAIGN The Drum Search Awards 2017 BEST SEO CAMPAIGN (nominated) UK Search Awards](https://reader034.vdocuments.mx/reader034/viewer/2022042402/5f11892f119bad4f2247d52e/html5/thumbnails/4.jpg)
SEARCH IS A UNIQUE CHANNEL
![Page 5: CONSUMER-CENTRIC SEO THAT CONNECTS AND WINS · 2017-10-19 · SEO - BEST PROFESSIONAL SERVICES CAMPAIGN The Drum Search Awards 2017 BEST SEO CAMPAIGN (nominated) UK Search Awards](https://reader034.vdocuments.mx/reader034/viewer/2022042402/5f11892f119bad4f2247d52e/html5/thumbnails/5.jpg)
5 Proprietary & Confidential
GOOGLE’S AUDIENCE ARE ACTIVE PARTICIPANTS
![Page 6: CONSUMER-CENTRIC SEO THAT CONNECTS AND WINS · 2017-10-19 · SEO - BEST PROFESSIONAL SERVICES CAMPAIGN The Drum Search Awards 2017 BEST SEO CAMPAIGN (nominated) UK Search Awards](https://reader034.vdocuments.mx/reader034/viewer/2022042402/5f11892f119bad4f2247d52e/html5/thumbnails/6.jpg)
6 Proprietary & Confidential
GOOGLE CHANGES THEIR FORMAT BASED ON INTENT
![Page 7: CONSUMER-CENTRIC SEO THAT CONNECTS AND WINS · 2017-10-19 · SEO - BEST PROFESSIONAL SERVICES CAMPAIGN The Drum Search Awards 2017 BEST SEO CAMPAIGN (nominated) UK Search Awards](https://reader034.vdocuments.mx/reader034/viewer/2022042402/5f11892f119bad4f2247d52e/html5/thumbnails/7.jpg)
![Page 8: CONSUMER-CENTRIC SEO THAT CONNECTS AND WINS · 2017-10-19 · SEO - BEST PROFESSIONAL SERVICES CAMPAIGN The Drum Search Awards 2017 BEST SEO CAMPAIGN (nominated) UK Search Awards](https://reader034.vdocuments.mx/reader034/viewer/2022042402/5f11892f119bad4f2247d52e/html5/thumbnails/8.jpg)
8 Proprietary & Confidential
AND THEIR ALGORITHMS UNDERSTAND IT TOO
COFFEE SHOP ST PANCRAS
COFFEE SHOP VS
COFFEE
VS
![Page 9: CONSUMER-CENTRIC SEO THAT CONNECTS AND WINS · 2017-10-19 · SEO - BEST PROFESSIONAL SERVICES CAMPAIGN The Drum Search Awards 2017 BEST SEO CAMPAIGN (nominated) UK Search Awards](https://reader034.vdocuments.mx/reader034/viewer/2022042402/5f11892f119bad4f2247d52e/html5/thumbnails/9.jpg)
9 Proprietary & Confidential
GOOGLE WILL TELL YOU HOW THEY DO THIS (FOR FREE!)
![Page 10: CONSUMER-CENTRIC SEO THAT CONNECTS AND WINS · 2017-10-19 · SEO - BEST PROFESSIONAL SERVICES CAMPAIGN The Drum Search Awards 2017 BEST SEO CAMPAIGN (nominated) UK Search Awards](https://reader034.vdocuments.mx/reader034/viewer/2022042402/5f11892f119bad4f2247d52e/html5/thumbnails/10.jpg)
10 Proprietary & Confidential
AND THEY JUST KEEP GIVING…
![Page 11: CONSUMER-CENTRIC SEO THAT CONNECTS AND WINS · 2017-10-19 · SEO - BEST PROFESSIONAL SERVICES CAMPAIGN The Drum Search Awards 2017 BEST SEO CAMPAIGN (nominated) UK Search Awards](https://reader034.vdocuments.mx/reader034/viewer/2022042402/5f11892f119bad4f2247d52e/html5/thumbnails/11.jpg)
SO WHAT?
![Page 12: CONSUMER-CENTRIC SEO THAT CONNECTS AND WINS · 2017-10-19 · SEO - BEST PROFESSIONAL SERVICES CAMPAIGN The Drum Search Awards 2017 BEST SEO CAMPAIGN (nominated) UK Search Awards](https://reader034.vdocuments.mx/reader034/viewer/2022042402/5f11892f119bad4f2247d52e/html5/thumbnails/12.jpg)
IT’S NO LONGER JUST WHAT BUT
WHY
![Page 13: CONSUMER-CENTRIC SEO THAT CONNECTS AND WINS · 2017-10-19 · SEO - BEST PROFESSIONAL SERVICES CAMPAIGN The Drum Search Awards 2017 BEST SEO CAMPAIGN (nominated) UK Search Awards](https://reader034.vdocuments.mx/reader034/viewer/2022042402/5f11892f119bad4f2247d52e/html5/thumbnails/13.jpg)
AND THAT SHOULD FUNDAMENTALLY CHANGE YOUR STRATEGY
![Page 14: CONSUMER-CENTRIC SEO THAT CONNECTS AND WINS · 2017-10-19 · SEO - BEST PROFESSIONAL SERVICES CAMPAIGN The Drum Search Awards 2017 BEST SEO CAMPAIGN (nominated) UK Search Awards](https://reader034.vdocuments.mx/reader034/viewer/2022042402/5f11892f119bad4f2247d52e/html5/thumbnails/14.jpg)
14 Proprietary & Confidential
CONSUMER SEARCH JOURNEYS – OUR FOUNDATION
![Page 15: CONSUMER-CENTRIC SEO THAT CONNECTS AND WINS · 2017-10-19 · SEO - BEST PROFESSIONAL SERVICES CAMPAIGN The Drum Search Awards 2017 BEST SEO CAMPAIGN (nominated) UK Search Awards](https://reader034.vdocuments.mx/reader034/viewer/2022042402/5f11892f119bad4f2247d52e/html5/thumbnails/15.jpg)
15 Proprietary & Confidential
WHICH INFORMS EVERY OTHER RESEARCH STEP
![Page 16: CONSUMER-CENTRIC SEO THAT CONNECTS AND WINS · 2017-10-19 · SEO - BEST PROFESSIONAL SERVICES CAMPAIGN The Drum Search Awards 2017 BEST SEO CAMPAIGN (nominated) UK Search Awards](https://reader034.vdocuments.mx/reader034/viewer/2022042402/5f11892f119bad4f2247d52e/html5/thumbnails/16.jpg)
FURTHER ANALYSIS WITH ARKE
![Page 17: CONSUMER-CENTRIC SEO THAT CONNECTS AND WINS · 2017-10-19 · SEO - BEST PROFESSIONAL SERVICES CAMPAIGN The Drum Search Awards 2017 BEST SEO CAMPAIGN (nominated) UK Search Awards](https://reader034.vdocuments.mx/reader034/viewer/2022042402/5f11892f119bad4f2247d52e/html5/thumbnails/17.jpg)
17 Proprietary & Confidential
WHICH SECTIONS WE SEE RICH SNIPPETS IN IS REALLY HELPFUL
![Page 18: CONSUMER-CENTRIC SEO THAT CONNECTS AND WINS · 2017-10-19 · SEO - BEST PROFESSIONAL SERVICES CAMPAIGN The Drum Search Awards 2017 BEST SEO CAMPAIGN (nominated) UK Search Awards](https://reader034.vdocuments.mx/reader034/viewer/2022042402/5f11892f119bad4f2247d52e/html5/thumbnails/18.jpg)
18 Proprietary & Confidential
BUT KNOWING WHICH PAGES APPEAR MOST IS EVEN BETTER
![Page 19: CONSUMER-CENTRIC SEO THAT CONNECTS AND WINS · 2017-10-19 · SEO - BEST PROFESSIONAL SERVICES CAMPAIGN The Drum Search Awards 2017 BEST SEO CAMPAIGN (nominated) UK Search Awards](https://reader034.vdocuments.mx/reader034/viewer/2022042402/5f11892f119bad4f2247d52e/html5/thumbnails/19.jpg)
DOES IT WORK?
SPOILERS: I wouldn’t be here if it didn’t…
![Page 20: CONSUMER-CENTRIC SEO THAT CONNECTS AND WINS · 2017-10-19 · SEO - BEST PROFESSIONAL SERVICES CAMPAIGN The Drum Search Awards 2017 BEST SEO CAMPAIGN (nominated) UK Search Awards](https://reader034.vdocuments.mx/reader034/viewer/2022042402/5f11892f119bad4f2247d52e/html5/thumbnails/20.jpg)
20 Proprietary & Confidential
ADAPTING STRATEGIES TO BE CONSUMER-CENTRIC GOT US…
+96% Visits
YoY to a client’s advice hub
up to
+17.5% CTR to pages
+194k SV Captured
through Rich Snippets
![Page 21: CONSUMER-CENTRIC SEO THAT CONNECTS AND WINS · 2017-10-19 · SEO - BEST PROFESSIONAL SERVICES CAMPAIGN The Drum Search Awards 2017 BEST SEO CAMPAIGN (nominated) UK Search Awards](https://reader034.vdocuments.mx/reader034/viewer/2022042402/5f11892f119bad4f2247d52e/html5/thumbnails/21.jpg)
THANKS Confidential