agility in seo - mike jeffs - digital olympus -sep 2016
TRANSCRIPT
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Agility in SEOMike JeffsBranded3
Digital Olympus27th September 2016
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@mikerjeffs @branded_3 @DigitalOlympus
Be there#1Be useful#2
#3 Be quick
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#worldtourismday
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‘World Tourism Day’ Last 5 Years
Source: Google Trends
Too late
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‘Worlds Biggest Coffee Morning’ Last 5 Years
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TO DO NEWSJACKING
You need 1 of 3 things
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Data#1
Creative
An opinion
#2
#3
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SAGA
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“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
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@mikerjeffs @branded_3 @DigitalOlympus
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
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Zero Moment of Truth
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EXAMPLE
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Since 2011…
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Micro Moments
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Source: Think with Google
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Source: https://econsultancy.com/reports/digital-shift-q2-2016/
The pace of change
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https://www.thinkwithgoogle.com/articles/mobile-search-consumer-behavior-data.html
96% of people turn to a smartphone to get things done.
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@mikerjeffs @branded_3 @DigitalOlympus
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
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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
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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/
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Daily Information Needs
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One third of queries go unanswered.
Source: https://backchannel.com/googles-secret-study-to-find-out-our-needs-eba8700263bf#.9kj86u2o6
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Local queries
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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
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Best practice changes with the web
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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
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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/
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@mikerjeffs @branded_3 @DigitalOlympus
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.”
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@mikerjeffs @branded_3 @DigitalOlympus
Transactional Search
Source: http://www.slideshare.net/TomAnthony/emerging-forms-of-search-brightonseo-2016/20
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@mikerjeffs @branded_3 @DigitalOlympus
Read this:
builtvisible.com/examining-traffic-amp-carousel
Get started with AMPDownload this:
pagefrog.com
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@mikerjeffs @branded_3 @DigitalOlympus
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
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