Download - London #B3Seminar: How search & content strategy impact the decision making process - Joe Griffiths
![Page 1: London #B3Seminar: How search & content strategy impact the decision making process - Joe Griffiths](https://reader030.vdocuments.mx/reader030/viewer/2022032700/55d73eb4bb61ebc3428b45c1/html5/thumbnails/1.jpg)
Welcome to…
![Page 2: London #B3Seminar: How search & content strategy impact the decision making process - Joe Griffiths](https://reader030.vdocuments.mx/reader030/viewer/2022032700/55d73eb4bb61ebc3428b45c1/html5/thumbnails/2.jpg)
Search, Content Strategy and the decision making
process
Joseph Griffiths – Head of Search
![Page 3: London #B3Seminar: How search & content strategy impact the decision making process - Joe Griffiths](https://reader030.vdocuments.mx/reader030/viewer/2022032700/55d73eb4bb61ebc3428b45c1/html5/thumbnails/3.jpg)
Where is Google going?
#B3Seminar
![Page 4: London #B3Seminar: How search & content strategy impact the decision making process - Joe Griffiths](https://reader030.vdocuments.mx/reader030/viewer/2022032700/55d73eb4bb61ebc3428b45c1/html5/thumbnails/4.jpg)
It’s not always about links.
![Page 5: London #B3Seminar: How search & content strategy impact the decision making process - Joe Griffiths](https://reader030.vdocuments.mx/reader030/viewer/2022032700/55d73eb4bb61ebc3428b45c1/html5/thumbnails/5.jpg)
How long do you have to engage a user?
3.8 secondsJacob Nielson – useit.com
#B3Seminar
![Page 6: London #B3Seminar: How search & content strategy impact the decision making process - Joe Griffiths](https://reader030.vdocuments.mx/reader030/viewer/2022032700/55d73eb4bb61ebc3428b45c1/html5/thumbnails/6.jpg)
Your design 3.8 seconds to establish…
Relevance• Are you right for me?• Have you answered my
question?
Trust• Do you look credible?• Can I trust you with my
money?
#B3Seminar
![Page 7: London #B3Seminar: How search & content strategy impact the decision making process - Joe Griffiths](https://reader030.vdocuments.mx/reader030/viewer/2022032700/55d73eb4bb61ebc3428b45c1/html5/thumbnails/7.jpg)
Or else…
The user returned to search. You did not satisfytheir objectives.
#B3Seminar
![Page 8: London #B3Seminar: How search & content strategy impact the decision making process - Joe Griffiths](https://reader030.vdocuments.mx/reader030/viewer/2022032700/55d73eb4bb61ebc3428b45c1/html5/thumbnails/8.jpg)
Return to SearchYou have a few seconds to get the visitors attention and persuade them that they have arrived at a site that will answer their query
If they go back to Google that’s a negative signal
#B3Seminar
![Page 9: London #B3Seminar: How search & content strategy impact the decision making process - Joe Griffiths](https://reader030.vdocuments.mx/reader030/viewer/2022032700/55d73eb4bb61ebc3428b45c1/html5/thumbnails/9.jpg)
Dwell Time?
“Your goal should be that when a visitor lands on your page, the content answers all of their needs, encouraging their next action to remain with you. If your content does not encourage them to remain with you, they will leave. The search engines can get a sense of this by watching the dwell time. ” Duanne Forrester - Bing
#B3Seminar
![Page 10: London #B3Seminar: How search & content strategy impact the decision making process - Joe Griffiths](https://reader030.vdocuments.mx/reader030/viewer/2022032700/55d73eb4bb61ebc3428b45c1/html5/thumbnails/10.jpg)
New Guidelines
#B3Seminar
![Page 11: London #B3Seminar: How search & content strategy impact the decision making process - Joe Griffiths](https://reader030.vdocuments.mx/reader030/viewer/2022032700/55d73eb4bb61ebc3428b45c1/html5/thumbnails/11.jpg)
Think about user intentNot every consumer wants to buy something
How do customers not looking to buy products use search?
It is crucial for brands to interact with consumers at every stage of their decision making process in different ways
?#B3Seminar
![Page 12: London #B3Seminar: How search & content strategy impact the decision making process - Joe Griffiths](https://reader030.vdocuments.mx/reader030/viewer/2022032700/55d73eb4bb61ebc3428b45c1/html5/thumbnails/12.jpg)
Consumer decision making process
Need Recognition &
Problem Awareness
Information Search
Evaluation of Alternatives
PurchasePost-Purchase
Evaluation
#B3Seminar
![Page 13: London #B3Seminar: How search & content strategy impact the decision making process - Joe Griffiths](https://reader030.vdocuments.mx/reader030/viewer/2022032700/55d73eb4bb61ebc3428b45c1/html5/thumbnails/13.jpg)
There are big benefits to those who consider this, they interact with users on multiple touch points of their journey.
This builds brand awareness and affinity as you are a mainstay of their entire process.
?!Building brand awareness and trust
#B3Seminar
![Page 14: London #B3Seminar: How search & content strategy impact the decision making process - Joe Griffiths](https://reader030.vdocuments.mx/reader030/viewer/2022032700/55d73eb4bb61ebc3428b45c1/html5/thumbnails/14.jpg)
Problem AwarenessMind-set:
Need Recognition &
Problem Awareness
Information Search
Evaluation of Alternatives
PurchasePost-Purchase
Evaluation
“Building and managing a website to sell my
products is too expensive for my small business.”
#B3Seminar
![Page 15: London #B3Seminar: How search & content strategy impact the decision making process - Joe Griffiths](https://reader030.vdocuments.mx/reader030/viewer/2022032700/55d73eb4bb61ebc3428b45c1/html5/thumbnails/15.jpg)
How can content helpBy backing up other marketing activity online
Make it absolutely clear what your product or service does, what problems it solves and why people should buy it
Videos can be a great way to do this, but not on their own
#B3Seminar
![Page 16: London #B3Seminar: How search & content strategy impact the decision making process - Joe Griffiths](https://reader030.vdocuments.mx/reader030/viewer/2022032700/55d73eb4bb61ebc3428b45c1/html5/thumbnails/16.jpg)
Example needed
![Page 17: London #B3Seminar: How search & content strategy impact the decision making process - Joe Griffiths](https://reader030.vdocuments.mx/reader030/viewer/2022032700/55d73eb4bb61ebc3428b45c1/html5/thumbnails/17.jpg)
![Page 18: London #B3Seminar: How search & content strategy impact the decision making process - Joe Griffiths](https://reader030.vdocuments.mx/reader030/viewer/2022032700/55d73eb4bb61ebc3428b45c1/html5/thumbnails/18.jpg)
Information SearchMind-set:
Need Recognition & Problem Awareness
Information Search
Evaluation of Alternatives
PurchasePost-Purchase
Evaluation
“I know I want to buy a new car, but I don’t know what options are out there
for families.”
#B3Seminar
![Page 19: London #B3Seminar: How search & content strategy impact the decision making process - Joe Griffiths](https://reader030.vdocuments.mx/reader030/viewer/2022032700/55d73eb4bb61ebc3428b45c1/html5/thumbnails/19.jpg)
#B3Seminar
![Page 20: London #B3Seminar: How search & content strategy impact the decision making process - Joe Griffiths](https://reader030.vdocuments.mx/reader030/viewer/2022032700/55d73eb4bb61ebc3428b45c1/html5/thumbnails/20.jpg)
How do people use search engines?70% of all searches are ‘long tail searches’
These are question related searches and are searched for less than 100 times per month
15% of searches are brand new searches
#B3Seminar
![Page 21: London #B3Seminar: How search & content strategy impact the decision making process - Joe Griffiths](https://reader030.vdocuments.mx/reader030/viewer/2022032700/55d73eb4bb61ebc3428b45c1/html5/thumbnails/21.jpg)
Top line benefits
Acquisition of customers through long tail searches#1
Increased engagement of these customers and existing ones thorough useful and informative content#2
#B3Seminar
![Page 22: London #B3Seminar: How search & content strategy impact the decision making process - Joe Griffiths](https://reader030.vdocuments.mx/reader030/viewer/2022032700/55d73eb4bb61ebc3428b45c1/html5/thumbnails/22.jpg)
What information do your customers want? Analytics – internal site search
Q&A sites
Google suggest
Forums
Social media
#B3Seminar
![Page 23: London #B3Seminar: How search & content strategy impact the decision making process - Joe Griffiths](https://reader030.vdocuments.mx/reader030/viewer/2022032700/55d73eb4bb61ebc3428b45c1/html5/thumbnails/23.jpg)
Evaluation of Alternatives
Need Recognition & Problem Awareness
Information Search
Evaluation of Alternatives
PurchasePost-Purchase
Evaluation
“I know I want to buy a family car, but I don’t know
which is the best model”
#B3Seminar
![Page 24: London #B3Seminar: How search & content strategy impact the decision making process - Joe Griffiths](https://reader030.vdocuments.mx/reader030/viewer/2022032700/55d73eb4bb61ebc3428b45c1/html5/thumbnails/24.jpg)
Where do you compare brands?
#B3Seminar
![Page 25: London #B3Seminar: How search & content strategy impact the decision making process - Joe Griffiths](https://reader030.vdocuments.mx/reader030/viewer/2022032700/55d73eb4bb61ebc3428b45c1/html5/thumbnails/25.jpg)
The comparison landscape
#B3Seminar
![Page 26: London #B3Seminar: How search & content strategy impact the decision making process - Joe Griffiths](https://reader030.vdocuments.mx/reader030/viewer/2022032700/55d73eb4bb61ebc3428b45c1/html5/thumbnails/26.jpg)
How can you influence this?Rank a favourable comparison
If selling multiple products (e.g. a car dealer), look to create your own comparison or buyers guides to be the solution to consumers comparative queries
#B3Seminar
![Page 27: London #B3Seminar: How search & content strategy impact the decision making process - Joe Griffiths](https://reader030.vdocuments.mx/reader030/viewer/2022032700/55d73eb4bb61ebc3428b45c1/html5/thumbnails/27.jpg)
The review landscapeDo a search for ‘[brand] review’
If you are selling ‘high involvement’ products or services then potential customers are likely to do this
This needs to be dominated with good reviews
#B3Seminar
![Page 28: London #B3Seminar: How search & content strategy impact the decision making process - Joe Griffiths](https://reader030.vdocuments.mx/reader030/viewer/2022032700/55d73eb4bb61ebc3428b45c1/html5/thumbnails/28.jpg)
How can you influence this?
BEWAREFake reviews are illegal.
But you can set up an internal review process to then funnel happy customers to review your brand on review websites.
#B3Seminar
![Page 29: London #B3Seminar: How search & content strategy impact the decision making process - Joe Griffiths](https://reader030.vdocuments.mx/reader030/viewer/2022032700/55d73eb4bb61ebc3428b45c1/html5/thumbnails/29.jpg)
Brand search landscapeNegative reviews or coverage appearing in search results?
Make sure you dominate branded search results with favourable reviews, social profiles and positive articles.
#B3Seminar
![Page 30: London #B3Seminar: How search & content strategy impact the decision making process - Joe Griffiths](https://reader030.vdocuments.mx/reader030/viewer/2022032700/55d73eb4bb61ebc3428b45c1/html5/thumbnails/30.jpg)
Purchase
Need Recognition & Problem Awareness
Information Search
Evaluation of Alternatives
PurchasePost-Purchase
Evaluation
“I want to purchase as easily as possible”
#B3Seminar
![Page 31: London #B3Seminar: How search & content strategy impact the decision making process - Joe Griffiths](https://reader030.vdocuments.mx/reader030/viewer/2022032700/55d73eb4bb61ebc3428b45c1/html5/thumbnails/31.jpg)
User experienceMake the purchase process as painless as humanly possible.
Remove any stumbling blocks that could cause issues.
AB test everything.
#B3Seminar
![Page 32: London #B3Seminar: How search & content strategy impact the decision making process - Joe Griffiths](https://reader030.vdocuments.mx/reader030/viewer/2022032700/55d73eb4bb61ebc3428b45c1/html5/thumbnails/32.jpg)
Trust signalsThese are very much needed along the purchase process.
Users can be dubious buying online so you need to alleviate any potential issues with this by gaining trust at every stage of the purchase process
#B3Seminar
![Page 33: London #B3Seminar: How search & content strategy impact the decision making process - Joe Griffiths](https://reader030.vdocuments.mx/reader030/viewer/2022032700/55d73eb4bb61ebc3428b45c1/html5/thumbnails/33.jpg)
Post-Purchase Evaluation
Need Recognition & Problem Awareness
Information Search
Evaluation of Alternatives
PurchasePost-Purchase
Evaluation
“Am I happy withmy purchase?”
#B3Seminar
![Page 34: London #B3Seminar: How search & content strategy impact the decision making process - Joe Griffiths](https://reader030.vdocuments.mx/reader030/viewer/2022032700/55d73eb4bb61ebc3428b45c1/html5/thumbnails/34.jpg)
Schema and reviewsAll happy customers should be encouraged to review the product or your brand.
Make sure these are legitimate, take learning from Amazon
#B3Seminar
![Page 35: London #B3Seminar: How search & content strategy impact the decision making process - Joe Griffiths](https://reader030.vdocuments.mx/reader030/viewer/2022032700/55d73eb4bb61ebc3428b45c1/html5/thumbnails/35.jpg)
Post-Purchase ContentDepending on the product, user guides or more information could be VERY useful to these users.
Content is a great way of increasing your retention rates and solving any issues before they decide to head to your customer service teams
#B3Seminar
![Page 36: London #B3Seminar: How search & content strategy impact the decision making process - Joe Griffiths](https://reader030.vdocuments.mx/reader030/viewer/2022032700/55d73eb4bb61ebc3428b45c1/html5/thumbnails/36.jpg)
Summary
![Page 37: London #B3Seminar: How search & content strategy impact the decision making process - Joe Griffiths](https://reader030.vdocuments.mx/reader030/viewer/2022032700/55d73eb4bb61ebc3428b45c1/html5/thumbnails/37.jpg)
Determine your customers decision making process and full user journey, apply the framework to reality
#1
Get into the mind-set of your consumers#2
#3 Cater your content experience depending on their mind-set