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@stekenwright
How to be Amazon
Stephen Kenwright @stekenwright
@stekenwright
Over the 2016 Christmas period
Amazon customers…
@stekenwright
…purchased a watch every 1.5 seconds
phx.corporate-ir.net/phoenix.zhtml?c=176060&p=RssLanding&cat=news&id=22...
@stekenwright
…purchased the weight of a grizzly bear in gold
…and the weight of a rhino in silver
phx.corporate-ir.net/ph...
@stekenwright
…purchased enough luggage to fill 20 Boeing 747 airplanes
phx.corporate-ir.net/phoenix.zhtml?c=176060&p=RssL...
@stekenwright
…purchased enough 4K TVs to reach the peak of Everest 9x
phx.corporate-ir.net/phoenix.zhtml?c=176060&p=RssLa...
@stekenwright
So while we’re dealing with big numbers…
@stekenwright
398,040,250
@stekenwright
The number of products for sale on Amazon.com
scrapehero.com/how-many-products-are-sold-on-amazon-com-januar...
@stekenwright
4,470,000,000
@stekenwright
The number of links pointing to Amazon.com
Ahrefs
@stekenwright
Which contributes more to this visibility?
@stekenwright
Customers care about inventory –
not authority
@stekenwright
Amazon
45%
Google
34%
Retailer
21%
Bloomreach
Where do shoppers start a search?
2015
@stekenwright
Amazon
56%
Google
28%
Retailer
16%
Bloomreach
Where do shoppers start a search?
2016
@stekenwright
“People don’t think of Amazon as search,
but if you are looking for something to buy,
more often than not yo...
@stekenwright
Half-right
@stekenwright
…really we’re all just @rachel_weber10
@stekenwright
60 million people Googled for
cars on AutoTrader in July 2016
AutoTrader
@stekenwright
50 million people Google for
flights on Skyscanner every
month
partners.skyscanner.net/travel-insight
@stekenwright
What about people who Google for flights on Google?
@stekenwright
Google is scared of niche search engines
@stekenwright
…17 days later
techcrunch.com/2017/05/17/google-to-launch-a-jobs-search-engine-in-the-u-s
@stekenwright
Time to revisit “search engine optimisation”
@stekenwright
SEO *was* about building links
@stekenwright
Now we build search engines
@stekenwright
Until we get better at informing customers than Google…
Here …or here?
@stekenwright
…it will continue to screw us
inc.com/john-lincoln/why-googles-new-buy-button-is-a-direct-shot-at-amazon.html
@stekenwright
Shouldn’t you control your own search?
fortune.com/2016/02/04/google-ends-search-appliance
@stekenwright
How to build a search engine:
start with search
@stekenwright
30% of visitors will perform an onsite search
econsultancy.com/reports/site-search-report
@stekenwright
Searchers generate more revenue
than non-searchers
econsultancy.com/reports/site-search-report
@stekenwright
2.41%
5.45%
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
Non-site search users Site search users
Average conver...
@stekenwright
84% of companies don’t optimise
or even measure site search
econsultancy.com/reports/site-search-report
@stekenwright
Turn on site search analytics
Click
@stekenwright
Turn on site search analytics
Click
@stekenwright
Turn on site search analytics
Make sure this
is checked
@stekenwright
Find your report
@stekenwright
Visitors whose search returns 0 results
are 2.5x more likely to leave
econsultancy.com/reports/site-search-r...
@stekenwright
Create variables in Tag Manager
@stekenwright
What text is displayed for 0 result searches?
@stekenwright
Variable #1 looks for CSS Selector called “#search-results”
@stekenwright
Variable #2 codifies all pages with results as “Results”
@stekenwright
Variable #3 scrapes the searched keyword
@stekenwright
Create a tag to fire the event on Search Results pages
@stekenwright
…and get this back
@stekenwright
The Search Meter plugin does this for you
wordpress.org/plugins/search-meter
@stekenwright
0 result searches are a
great source of content
B3
@stekenwright
0 result searches for products you don’t stock
can drive merchandising decisions
B3
@stekenwright
A successful April Fool’s for ThinkGeek…
nytimes.com/2009/11/29/magazine/29fob-consumed-t.html
@stekenwright
…led to a successful product
thinkgeek.com/product/bb2e
@stekenwright
0 result searches for products you *do* stock
means your site search needs some work
@stekenwright
How to audit your site search
@stekenwright
Questions to ask
Technology
 Which product/platform/tool powers it?
 Was it implemented in house or extern...
@stekenwright
Questions to ask
Response
 Are there known use cases where search results are poor?
 Are the results retur...
@stekenwright
Questions to ask
Functions
 Is there an autosuggest/autocomplete feature?
 Can it cope with typos?
 Can y...
@stekenwright
Garbage in, garbage out –
Poor/duplicate meta data ruins internal search
(and costs organic traffic)
@stekenwright
Site search is not just for ecommerce…
…products = answers
@stekenwright
An early attempt –
The ultimate guide to cruising
@stekenwright
*The* search engine for cruise information in 2013
web.archive.org/web/*/cruise.co.uk
@stekenwright
Making information more accessible…2013 style
virginholidayscruises.co.uk/cruise-guide
@stekenwright
We built it for SEO
@stekenwright
…but search for “drinks packages”…
@stekenwright
Wouldn’t the results below the fold have been better?
@stekenwright
Reasons to start with search –
2017 edition
@stekenwright
“Alexa, ask Virgin Holidays what drinks packages
are available on Celebrity Equinox”
@stekenwright
Alexa-powered devices (not watches or TVs)
were the best-selling products
on Amazon over Christmas
@stekenwright
50% of searches will be voice searches in 2020
comScore
@stekenwright
Cortana has 133 million monthly users
Microsoft
@stekenwrightMicrosoft
25% of *desktop* searches on Windows 10
taskbar are voice
@stekenwright
Alexa has convinced us to buy things
without ever seeing them
@stekenwright
How’s that for voice search optimisation?
@stekenwright
Time to get serious about voice search
conversational UX
@stekenwright
Voice search ≠ speaking aloud
thenorthface.com/xps
@stekenwright
“Optimise for voice search” = answer questions
@stekenwright
Markup plays a huge role
Location is used
for weather –
which products
are suitable?
Sorted by
relevance, no...
@stekenwright
If you don’t have the answer
What are you going to mark up?
@stekenwright
Next steps
 Understand what your customers hoped to find on your site – and if they found it
 Make it easi...
@stekenwright
Your search strategy: build the
one-stop shop for whatever it is that you do
@stekenwright
Thanks
stephen.Kenwright@branded3.com
@stekenwright
@stekenwright
Image credits
Reuters/Hannibal
Dallas News
Devon Janse van Rensburg
Jakob Owens
Mario Gonzales
Linval Ebanks...
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How to be amazon (and beat Google at search)

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Branded3 director of search Stephen Kenwright's presentation from #SearchLeeds 2017 at the first direct arena covering why Google is scared of Amazon, why Amazon is so good at SEO and what we can learn from that.

Published in: Marketing
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How to be amazon (and beat Google at search)

  1. 1. @stekenwright How to be Amazon Stephen Kenwright @stekenwright
  2. 2. @stekenwright Over the 2016 Christmas period Amazon customers…
  3. 3. @stekenwright …purchased a watch every 1.5 seconds phx.corporate-ir.net/phoenix.zhtml?c=176060&p=RssLanding&cat=news&id=2232897
  4. 4. @stekenwright …purchased the weight of a grizzly bear in gold …and the weight of a rhino in silver phx.corporate-ir.net/phoenix.zhtml?c=176060&p=RssLanding&cat=news&id=2232897
  5. 5. @stekenwright …purchased enough luggage to fill 20 Boeing 747 airplanes phx.corporate-ir.net/phoenix.zhtml?c=176060&p=RssLanding&cat=news&id=2232897
  6. 6. @stekenwright …purchased enough 4K TVs to reach the peak of Everest 9x phx.corporate-ir.net/phoenix.zhtml?c=176060&p=RssLanding&cat=news&id=2232897
  7. 7. @stekenwright So while we’re dealing with big numbers…
  8. 8. @stekenwright 398,040,250
  9. 9. @stekenwright The number of products for sale on Amazon.com scrapehero.com/how-many-products-are-sold-on-amazon-com-january-2017-report
  10. 10. @stekenwright 4,470,000,000
  11. 11. @stekenwright The number of links pointing to Amazon.com Ahrefs
  12. 12. @stekenwright Which contributes more to this visibility?
  13. 13. @stekenwright Customers care about inventory – not authority
  14. 14. @stekenwright Amazon 45% Google 34% Retailer 21% Bloomreach Where do shoppers start a search? 2015
  15. 15. @stekenwright Amazon 56% Google 28% Retailer 16% Bloomreach Where do shoppers start a search? 2016
  16. 16. @stekenwright “People don’t think of Amazon as search, but if you are looking for something to buy, more often than not you are looking for it on Amazon.” Eric Schmidt
  17. 17. @stekenwright Half-right
  18. 18. @stekenwright …really we’re all just @rachel_weber10
  19. 19. @stekenwright 60 million people Googled for cars on AutoTrader in July 2016 AutoTrader
  20. 20. @stekenwright 50 million people Google for flights on Skyscanner every month partners.skyscanner.net/travel-insight
  21. 21. @stekenwright What about people who Google for flights on Google?
  22. 22. @stekenwright Google is scared of niche search engines
  23. 23. @stekenwright …17 days later techcrunch.com/2017/05/17/google-to-launch-a-jobs-search-engine-in-the-u-s
  24. 24. @stekenwright Time to revisit “search engine optimisation”
  25. 25. @stekenwright SEO *was* about building links
  26. 26. @stekenwright Now we build search engines
  27. 27. @stekenwright Until we get better at informing customers than Google… Here …or here?
  28. 28. @stekenwright …it will continue to screw us inc.com/john-lincoln/why-googles-new-buy-button-is-a-direct-shot-at-amazon.html
  29. 29. @stekenwright Shouldn’t you control your own search? fortune.com/2016/02/04/google-ends-search-appliance
  30. 30. @stekenwright How to build a search engine: start with search
  31. 31. @stekenwright 30% of visitors will perform an onsite search econsultancy.com/reports/site-search-report
  32. 32. @stekenwright Searchers generate more revenue than non-searchers econsultancy.com/reports/site-search-report
  33. 33. @stekenwright 2.41% 5.45% 0.00% 1.00% 2.00% 3.00% 4.00% 5.00% 6.00% Non-site search users Site search users Average conversion rate Non site search users vs. site search users
  34. 34. @stekenwright 84% of companies don’t optimise or even measure site search econsultancy.com/reports/site-search-report
  35. 35. @stekenwright Turn on site search analytics Click
  36. 36. @stekenwright Turn on site search analytics Click
  37. 37. @stekenwright Turn on site search analytics Make sure this is checked
  38. 38. @stekenwright Find your report
  39. 39. @stekenwright Visitors whose search returns 0 results are 2.5x more likely to leave econsultancy.com/reports/site-search-report
  40. 40. @stekenwright Create variables in Tag Manager
  41. 41. @stekenwright What text is displayed for 0 result searches?
  42. 42. @stekenwright Variable #1 looks for CSS Selector called “#search-results”
  43. 43. @stekenwright Variable #2 codifies all pages with results as “Results”
  44. 44. @stekenwright Variable #3 scrapes the searched keyword
  45. 45. @stekenwright Create a tag to fire the event on Search Results pages
  46. 46. @stekenwright …and get this back
  47. 47. @stekenwright The Search Meter plugin does this for you wordpress.org/plugins/search-meter
  48. 48. @stekenwright 0 result searches are a great source of content B3
  49. 49. @stekenwright 0 result searches for products you don’t stock can drive merchandising decisions B3
  50. 50. @stekenwright A successful April Fool’s for ThinkGeek… nytimes.com/2009/11/29/magazine/29fob-consumed-t.html
  51. 51. @stekenwright …led to a successful product thinkgeek.com/product/bb2e
  52. 52. @stekenwright 0 result searches for products you *do* stock means your site search needs some work
  53. 53. @stekenwright How to audit your site search
  54. 54. @stekenwright Questions to ask Technology  Which product/platform/tool powers it?  Was it implemented in house or externally?  Whose job is it?  Is there a functional spec/search user journey document available?  Is there another site with a search experience you think is good?
  55. 55. @stekenwright Questions to ask Response  Are there known use cases where search results are poor?  Are the results returned (particularly first page) highly relevant to your query?  What happens when you add more complexity to a query?  How fast are results returned?  Is relevance/speed consistent?
  56. 56. @stekenwright Questions to ask Functions  Is there an autosuggest/autocomplete feature?  Can it cope with typos?  Can you sort the results?  Are queries for dates/numbers/special characters supported?  Is the number of results shown correct/useful?
  57. 57. @stekenwright Garbage in, garbage out – Poor/duplicate meta data ruins internal search (and costs organic traffic)
  58. 58. @stekenwright Site search is not just for ecommerce… …products = answers
  59. 59. @stekenwright An early attempt – The ultimate guide to cruising
  60. 60. @stekenwright *The* search engine for cruise information in 2013 web.archive.org/web/*/cruise.co.uk
  61. 61. @stekenwright Making information more accessible…2013 style virginholidayscruises.co.uk/cruise-guide
  62. 62. @stekenwright We built it for SEO
  63. 63. @stekenwright …but search for “drinks packages”…
  64. 64. @stekenwright Wouldn’t the results below the fold have been better?
  65. 65. @stekenwright Reasons to start with search – 2017 edition
  66. 66. @stekenwright “Alexa, ask Virgin Holidays what drinks packages are available on Celebrity Equinox”
  67. 67. @stekenwright Alexa-powered devices (not watches or TVs) were the best-selling products on Amazon over Christmas
  68. 68. @stekenwright 50% of searches will be voice searches in 2020 comScore
  69. 69. @stekenwright Cortana has 133 million monthly users Microsoft
  70. 70. @stekenwrightMicrosoft 25% of *desktop* searches on Windows 10 taskbar are voice
  71. 71. @stekenwright Alexa has convinced us to buy things without ever seeing them
  72. 72. @stekenwright How’s that for voice search optimisation?
  73. 73. @stekenwright Time to get serious about voice search conversational UX
  74. 74. @stekenwright Voice search ≠ speaking aloud thenorthface.com/xps
  75. 75. @stekenwright “Optimise for voice search” = answer questions
  76. 76. @stekenwright Markup plays a huge role Location is used for weather – which products are suitable? Sorted by relevance, not price (searchers spend more than non- searchers)
  77. 77. @stekenwright If you don’t have the answer What are you going to mark up?
  78. 78. @stekenwright Next steps  Understand what your customers hoped to find on your site – and if they found it  Make it easier for customers to find your content on your site than via Google  Build and mark up a product database an answer database  Make it your mission to answer every possible question about your product/service
  79. 79. @stekenwright Your search strategy: build the one-stop shop for whatever it is that you do
  80. 80. @stekenwright Thanks stephen.Kenwright@branded3.com @stekenwright
  81. 81. @stekenwright Image credits Reuters/Hannibal Dallas News Devon Janse van Rensburg Jakob Owens Mario Gonzales Linval Ebanks Dustin Holmes Mallory

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