Logged out searchers still get personalised results. Rank tracking only gives us part of the picture. So is SEO a mass media channel, or should we be trying to talk to an audience of one? How do we even do that in a post-GDPR world? Now is the time to move on from “user experience” as a ranking factor – the only result that matters is the one with the best customer experience overall. Stephen explored customer-centric search at SearchLeeds 2018.
12. 17%
20%
23%
32%
44%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Check the site is regularly updated
Check the site looks professional
Author's name or link to original publication
Check the website address looks genuine
Cross-reference with other websites
Ofcom Adults Media Literacy Tracker 2017
Users rely on authorship and freshness for fact checking
@STEKENWRIGHT
13. W I L L T H E B U S I N E S S
M A K E M O N E Y ?
D O P E O P L E
W A N T I T ?
D O E S G O O G L E
L I K E I T ?
Video
14. 97%
40% 41%
31%
40%
26% 25%
95%
40% 39%
35%
32%
26% 24%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Search engines Websites with user
reviews
Wikipedia YouTube BBC website Social media Online articles
2016 2017
Searches moving to YouTube
Source: OfcomSources used to look for information: Ofcom Media Literacy Tracker 2017
@STEKENWRIGHT
29. 9%
23%
35%
38%
49%
57%
0% 10% 20% 30% 40% 50% 60%
If the site is listed by a search engine
Site is recommended by friends/family
If there is a guarantee my details won't be shared
If there is a link to a reputable service like PayPal
I'm familiar with the brand
If the site looks secure (padlock symbol or HTTPS)
Ofcom Adults Media Literacy Tracker 2017
57% of customers are about to disappear
@STEKENWRIGHT
30. W I L L T H E B U S I N E S S
M A K E M O N E Y ?
D O P E O P L E
W A N T I T ?
D O E S G O O G L E
L I K E I T ?
AMP
31. W I L L T H E B U S I N E S S
M A K E M O N E Y ?
D O P E O P L E
W A N T I T ?
D O E S G O O G L E
L I K E I T ?
Site
speed
41. HTTPS Site speed
Optimisation
Your company Competitor 1 Competitor 2 Competitor 3Source: Ofcom
Are we outrunning the competition?
@STEKENWRIGHT
42. HTTPS Site speed Structured data
Optimisation
Your company Competitor 1 Competitor 2 Competitor 3Source: Ofcom
Which brands appear where?
@STEKENWRIGHT
43. HTTPS Site speed Structured
data
Meta data PR Editorial
content
Video
content
Reviews
Optimisation
Your company Competitor 1 Competitor 2 Competitor 3Source: Ofcom
Strategy canvas – gaps and ops
@STEKENWRIGHT
44. More on getting stuff done:
https://www.slideshare.net/Branded3/how-
to-report-on-seo-in-2018-brightonseo
@STEKENWRIGHT
45. D E M O G R A P H I C S
• The youngest group
• x% are families
• Long distance travel
B E H A V I O U R
• Summer time travel
• Book 4-6 months in advance
• Less likely to visit in 12 months
L I F E S T Y L E
• Into music
• Follow current affairs
• Shop online
• Lower income
Analyse
reconsenters
If your personas
are data-driven…
they should
change% of Base – a%
% Value – b%
Spend per visit - £c
HH 3 year value - £d