@mikerjeffs @branded_3 @figaro_digital

Agility in SEOMike JeffsBranded313th September 2016

@mikerjeffs @branded_3 @figaro_digital

Be there#1

Be useful#2

#3 Be quick

@mikerjeffs @branded_3 @figaro_digital

#roalddahlday

#roalddahl100

@mikerjeffs @branded_3 @figaro_digital

‘Roald Dahl’ Last 5 Years

Source: Google Trends

@mikerjeffs @branded_3 @figaro_digital

@mikerjeffs @branded_3 @figaro_digital

@mikerjeffs @branded_3 @figaro_digital

To do newsjacking

You need 1 of 3 things

@mikerjeffs @branded_3 @figaro_digital

Data#1

Creative

An opinion

#2

#3

@mikerjeffs @branded_3 @figaro_digital

Brand search

Sentiment

Authority Relevance

Freshness

is listening to…

Engagement

Satisfaction

StructureQuality

On-site

Off-site

Mentions

Links

Social

BuildDesign

Content

Technical

The current

Organic landscape

@mikerjeffs @branded_3 @figaro_digital

Zero Moment of Truth

@mikerjeffs @branded_3 @figaro_digital

@mikerjeffs @branded_3 @figaro_digital

@mikerjeffs @branded_3 @figaro_digital

Results

Top 5For “cruises” and “cruise” – previously on the second page

4thFor “cruise deals” – up from the second page, saving £28,065/month on AdWords traffic

46% Increase in YOY organic traffic

900% Attributable ROI in analytics

@mikerjeffs @branded_3 @figaro_digital

Micro Moments

@mikerjeffs @branded_3 @figaro_digital

Source: Think with Google

@mikerjeffs @branded_3 @figaro_digital

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

The pace of change

@mikerjeffs @branded_3 @figaro_digital

Daily Information Needs

@mikerjeffs @branded_3 @figaro_digital

One third of queries go unanswered.

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

@mikerjeffs @branded_3 @figaro_digital

@mikerjeffs @branded_3 @figaro_digital

Local queries

@mikerjeffs @branded_3 @figaro_digital

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

@mikerjeffs @branded_3 @figaro_digital

Ebay

Ebay and Google are working on:

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

INPUT ELEMENTS like search boxes and check boxes

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

@mikerjeffs @branded_3 @figaro_digital

Transactional Search

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

@mikerjeffs @branded_3 @figaro_digital

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

@mikerjeffs @branded_3 @figaro_digital

Questions?mike.jeffs@branded3.comangus.griffin@branded3.com