Trends & Future of Search at #Webbdagarna

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Learn how to make the most out of Google's latest functionalities & search trends.

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Trends & Future of Search at #Webbdagarna

  1. 1. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI FUTURE & TRENDS OF SEARCH (& HOW TO MAKE THE MOST OUT OF THEM)
  2. 2. HEJ HEJ STOCKOLM! #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
  3. 3. SPEAKER BLOGGER SHARER @aleyda +aleydasolis SEO #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI I’M ALEYDA SOLIS
  4. 4. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI WE LIVE IN A GOOGLE LED SEARCH WORLD
  5. 5. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI THAT IS CONSTANTLY EVOLVING
  6. 6. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI WHERE RESULTS ARE NOT LIKE THESE ANYMORE
  7. 7. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI BUT LIKE THESE
  8. 8. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI WITH DIRECT ANSWERS
  9. 9. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI WHERE VISIBILITY (NOT BEING NO. 1) IS KEY
  10. 10. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI TO CONNECT WITH YOUR SEARCH AUDIENCE
  11. 11. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI THROUGH THE DIFFERENT PHASES OF THE CUSTOMER JOURNEY ALONG OTHER CHANNELS https://www.thinkwithgoogle.com/tools/ customer-journey-to-online-purchase.html
  12. 12. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI & ACHIEVE YOUR BUSINESS GOALS TO SELL TO EDUCATE TO COMMUNICATE TO SUPPORT TO ESTABLISH YOUR BRAND
  13. 13. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI HERE ARE 3 WAYS TO LEVERAGE IT MULTI-DEVICE SEARCH APP SEARCH SEMANTIC SEARCH
  14. 14. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI MULTI-DEVICE SEARCH 1
  15. 15. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI MOBILE FINALLY BOOMED LAST YEAR
  16. 16. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI & GOOGLE LAUNCHED FROM TOOLS TO GUIDES
  17. 17. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI THEY ANNOUNCED A MOBILE UPDATE ON APRIL 21ST http://googlewebmastercentral.blogspot.com.es/2015/02/ finding-more-mobile-friendly-search.html
  18. 18. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI IT’S TIME TO GET PREPARED! VERIFY YOUR MOBILE SEARCH POTENTIAL & AUDIENCE BEHAVIOR UNDERSTAND & MONITOR YOUR MOBILE SEARCH VISIBILITY & TRAFFIC IDENTIFY YOUR MOBILE SEARCH COMPETITIVENESS AUDIT & OPTIMIZE YOUR MOBILE WEB PRESENCE
  19. 19. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI ANALYZE YOUR MOBILE SEARCH VISIBILITY, TRAFFIC 
 & CONVERSIONS WITH GA & GWT KEYWORDS & PAGES BRINDING MOBILE VISIBILITY & TRAFFIC VOLUME, TREND OVER TIME, SEASONALITY, CONVERSIONS, CONVERSION RATE
  20. 20. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI IDENTIFY YOUR TOP MOBILE DEVICES & USER 
 BEHAVIOUR IN YOUR SITE WHEN USING THEM HOW ARE THESE COMPARED TO THE ONES OF DESKTOP & TABLET?
  21. 21. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI SEGMENT & SEARCH PER KEYWORDS CATEGORY VERIFY THE SEARCH VOLUME COMING FROM MOBILE DEVICES FOR YOUR TOP TERM CATEGORIES
  22. 22. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI CHECK HOW YOUR MOBILE SEARCH RESULTS LOOK 
 FOR THEM USING MOBILE EMULATION https://developer.chrome.com/ devtools/docs/device-mode CHECK YOUR OWN & COMPETITORS LINK POPULARITY WITH THE MOZ TOOLBAR
  23. 23. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI USE GOOGLE’S MOBILE TEST & USABILITY REPORT IN GWT TO VERIFY YOUR SITE MOBILE FRIENDLINESS https://www.google.com/ webmasters/tools/mobile-friendly/
  24. 24. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI MAKE SURE THAT IT FOLLOWS ANY OF THE 
 3 MAIN MOBILE CONFIGURATION APPROACHES RESPONSIVE WEB DESIGN DYNAMIC SERVING INDEPENDENT MOBILE SITE
  25. 25. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI BE AWARE OF EACH CONFIGURATION CHALLENGES RESTRICTIONS TARGET MOBILE EXPERIENCE
 & PERFORMANCE RESPONSIVE WEB DESIGN USER AGENT DETECTION ERRORS & CLOAKING DYNAMIC SERVING NON-RELEVANT REDIRECTS & CONTENT DUPLICATION INDEPENDENT MOBILE SITE
  26. 26. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI & FOLLOW GOOGLE’S 
 BEST PRACTICES TO CONFIGURE THEM https://developers.google.com/webmasters/ mobile-sites/mobile-seo/configurations/?hl=en
  27. 27. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI VALIDATE YOUR MOBILE CONFIGURATION BY 
 CRAWLING YOUR SITE WITH THE MOBILE GOOGLEBOT DO THE SAME WITH THOSE URLS GIVING ERRORS IN GWT
  28. 28. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI START MONITORING YOUR MOBILE RANKINGS FOR 
 THESE KEYWORDS AS WELL AS YOUR COMPETITORS USE SEMRUSH OR ADVANCED WEB RANKINGS
  29. 29. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI ALL YOUR SEO ACTIONS SHOULD BE MULTI-DEVICE READY & AS TARGETED AS POSSIBLE YOUR COMPETITORS SEARCH & OPTIMIZATION STATUS YOUR SEO STRATEGY, GOAL & KPIS YOUR ORGANIC SEARCH, WEB OPTIMIZATION STATUS, RESOURCES, TIME & BUDGET PER DEVICE TYPE PER DEVICE TYPE PER DEVICE TYPE YOUR AUDIENCE SEARCH BEHAVIOR & POTENTIAL PER DEVICE TYPE
  30. 30. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI WE’RE ONLY AT THE BEGINNING OF IT
  31. 31. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI MOBILE APP SEARCH 2
  32. 32. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI GOOGLE STARTED TO SUPPORT ANDROID 
 APP INDEXING SINCE LAST YEAR
  33. 33. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI & IS NOW USING APP INDEXED INFORMATION AS A FACTOR FOR SIGNED-IN USERS W/ THE APP INSTALLED http://googlewebmastercentral.blogspot.com.es/2015/02/ finding-more-mobile-friendly-search.html
  34. 34. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI THIS IMPROVES YOUR APP SEARCH VISIBILITY, TRAFFIC 
 & GIVE A BETTER MOBILE USER EXPERIENCE https://developers.google.com/app-indexing/ case-studies/EtsyCaseStudy.pdf
  35. 35. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI START BY SPECIFYING DEEP LINKS 
 IN YOUR APP CONTENT https://developers.google.com/app- indexing/webmasters/app?hl=en
  36. 36. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI VERIFY YOUR APP OFFICIAL SITE ON GOOGLE PLAY CONSOLE & TAG YOUR MOBILE WEB PAGES
  37. 37. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI USE ANDROID DEBUG BRIDGE TO TEST THEM & CHECK FOR ERRORS IN WEBMASTER TOOLS
  38. 38. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI TAKE A LOOK AT SOME OF THE FEATURED APPS 
 TO HAVE AS A REFERENCE https://developers.google.com/ app-indexing/apps
  39. 39. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI AS WELL AS THIS STEP-BY-STEP GUIDE http://search-codelabs.appspot.com/ codelabs/app-indexing
  40. 40. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI SEMANTIC SEARCH 3
  41. 41. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI IN 2012 GOOGLE LAUNCHED THE KNOWLEDGE GRAPH TO TACKLE SEMANTIC SEARCH
  42. 42. TL;DR: “UNDERSTANDING” USER INTENT & CONTEXTUAL MEANING TO PROVIDE AN ACCURATE ANSWER #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
  43. 43. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI YOU’RE LIKELY FAMILIAR TO THESE RESULTS NOW
  44. 44. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI OR THESE! GOOGLE IS BECOMING AN ANSWER ENGINE
  45. 45. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI I ALREADY HAVE BUT HOW CAN YOU LEVERAGE THIS? I’M AN ENTITY TOO!
  46. 46. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI ANALYZE YOUR CONTENT USING NATURAL LANGUAGE PROCESSING TO OPTIMIZE IT SEMANTICALLY USE ALCHEMYAPI.COM
  47. 47. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI IDENTIFY YOUR USERS INTENT, INCLUDE RELATED 
 QUERIES, SYNONYMS & PROVIDE CONTEXT USE KEYWORDTOOL.IO & KWFINDER.COM SUGGESTIONS
  48. 48. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI USE STRUCTURED MARKUP TO DECLARE 
 YOUR CONTENT IN YOUR HTML https://developers.google.com/ structured-data/
  49. 49. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI YOU CAN DIRECTLY IMPROVE YOUR VISIBILITY 
 WITH RICH SNIPPETS
  50. 50. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI THEY SUPPORT THESE DATA TYPES PRODUCTS REVIEWS RECIPES EVENTS VIDEOS APPS ARTICLES
  51. 51. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI … AND SITELINKS SEARCH BOX & BREADCRUMBS
  52. 52. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI USE GOOGLE’S SPECIFICATION TO USE THE APPROPRIATE MARKUP, FROM MICRODATA TO JSON-LD https://developers.google.com/ structured-data/
  53. 53. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI VALIDATE YOUR MARKUP WITH THE STRUCTURED 
 DATA TESTING TOOL https://developers.google.com/ structured-data/testing-tool/?hl=en
  54. 54. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI USE THE ORGANIZATION SCHEMA MARKUP IN 
 YOUR SITE https://schema.org/Organization
  55. 55. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI CUSTOMIZE YOUR COMPANY’S ENTITY 
 KNOWLEDGE GRAPH https://developers.google.com/ structured-data/customize/ overview
  56. 56. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI USE STRUCTURED MARKUP FOR YOUR LOGOS, COMPANY CONTACT NUMBERS & SOCIAL NETWORKS
  57. 57. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI CREATE CONSISTENT PRESENCE OF YOUR COMPANY THAT GOOGLE CAN USE AS A DATASOURCE
  58. 58. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI FROM KNOWLEDGE-BASE TO SOCIAL & 
 BUSINESS PLATFORMS
  59. 59. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI IT’S TIME TO LEVERAGE ALL OF THESE OPPORTUNITIES MULTI-DEVICE SEARCH APP SEARCH SEMANTIC SEARCH
  60. 60. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI & KEEP AN EYE TO THE ONES TO COME http://research.google.com/pubs/papers.html
  61. 61. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI LET’S BE READY!
  62. 62. THANK YOU #WEBBDAGARNA! #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI

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