Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

SearchLeeds 2018 - Stephen Kenwright - Branded3 - Customer-centric search: serving people better for competitive advantage

3,193 views

Published on

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.

Published in: Marketing
  • Be the first to comment

SearchLeeds 2018 - Stephen Kenwright - Branded3 - Customer-centric search: serving people better for competitive advantage

  1. 1. Customer-centric search @STEKENWRIGHT
  2. 2. @STEKENWRIGHT Think with Google 2011
  3. 3. @STEKENWRIGHT “Digital stuff” © 2011
  4. 4. @STEKENWRIGHT Drivers Facilitators
  5. 5. @STEKENWRIGHT • TV • PR • PRINT • SOCIAL MEDIA • DISPLAY • SEO • PPC • CONTENT • UX • CRO Drivers Facilitators
  6. 6. £4,313 £4,328 £4,494 £4,789 £4,730 £3,235 £3,548 £3,794 £4,391 £4,990 £1,294 £1,526 £1,944 £2,548 £2,672 £1,097 £1,165 £1,368 £1,477 £1,550 £256 £339 £494 £734 £1,093 £0 £2,000 £4,000 £6,000 £8,000 £10,000 2012 2013 2014 2015 2016 TV spot advertising Search Display excl. video Video Other Brands now spend more on search than TV spots Source: comScoreAA / WARC expenditure report for TV spot advertising; IAB for online advertising: expenditure (£ millions)
  7. 7. @STEKENWRIGHT …but TV spots drive rankings
  8. 8. 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 ?
  9. 9. 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 ? (Most) content
  10. 10. @STEKENWRIGHT PR needs to drive *and* facilitate
  11. 11. @STEKENWRIGHT branded3.com/blog/ relevant-linkbuilding-study
  12. 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. 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. 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
  15. 15. 59% 54% 40% 8% 0% 10% 20% 30% 40% 50% 60% 70% Cats and whatever "How-to" videos Reviews about things I may want to buy Vloggers Ofcom Adults’ Media Literacy Tracker 2017 Types of videos adults watch on YouTube @STEKENWRIGHT
  16. 16. 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 ? Reviews
  17. 17. 5% 4% 6% 3% 4% 6% 8% 3% 5% 44% 39% 31% 40% 50% 48% 40% 39% 41% 50% 56% 62% 56% 46% 44% 52% 57% 53% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Female Male 65-74 55-64 45-54 35-44 25-34 16-24 All internet users Always Sometimes Never Source: comScoreOfcom Adults’ Media Literacy Tracker 2017 The challenge is actually getting reviews @STEKENWRIGHT
  18. 18. @STEKENWRIGHT Manage reviews across platforms
  19. 19. 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 ? Voice search
  20. 20. 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 ? Structured data
  21. 21. 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 ? Meta data
  22. 22. @STEKENWRIGHT
  23. 23. @STEKENWRIGHT OK Google – how long should a meta description be?
  24. 24. PPC when SEO complains about rewriting meta descriptions @STEKENWRIGHT
  25. 25. 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 ? HTTPS
  26. 26. @STEKENWRIGHT https://security.googleblog.com/2018/02/a-secure-web-is-here-to-stay.html
  27. 27. 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
  28. 28. 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
  29. 29. 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
  30. 30. @STEKENWRIGHT 6s load time improvement https://testmysite.withgoogle.com/intl/en-gb
  31. 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 ? Google Images
  32. 32. @STEKENWRIGHT Universal search in Searchmetrics
  33. 33. @STEKENWRIGHT Keyword URL Pos. Traffic Index Search Volume armani watch www.watchshop.com/mens-emporio-armani-watch-ar11071-p100016031.html 4 2,996 94,345 mens watch www.watchshop.com/mens-watches.html 5 2,280 98,384 casio edifice www.watchshop.com/mens-casio-edifice-chronograph-watch-ef-539d-1avef-p99936344.html 1 1,088 19,655 seiko watch www.watchshop.com/mens-seiko-watch-sgeg95p1-p99967464.html 2 988 23,219 marc jacobs watch www.watchshop.com/ladies-marc-jacobs-the-jacobs-watch-mj1487-p100001336.html 3 660 18,129 diesel watch www.watchshop.com/mens-diesel-chief-chronograph-watch-dz4329-p99990917.html 2 536 12,627 emporio armani www.watchshop.com/mens-emporio-armani-chronograph-watch-ar2434-p99933242.html 2 476 29,112 emporio armani watch www.watchshop.com/mens-emporio-armani-watch-ar1692-p99959546.html 6 408 20,898 digital watches www.watchshop.com/digital-watches.html 2 344 8,069 skeleton watch www.watchshop.com/mens-rotary-exclusive-skeleton-automatic-watch-gs00625-05-p100018192.html 3 332 9,183 seiko 5 www.watchshop.com/mens-seiko-5-automatic-watch-snxg47k1-p99934883.html 1 304 5,492 skagen watch www.watchshop.com/mens-skagen-hagen-watch-skw6216-p99987125.html 6 232 11,938 lorus watch www.watchshop.com/mens-lorus-watch-rxn51bx7-p99938219.html 3 224 6,137 armani exchange watches www.watchshop.com/armani-exchange-watches.html 6 216 11,067 pulsar watch www.watchshop.com/mens-pulsar-watch-pj6021x1-p99934421.html 1 168 6,045 paul hewitt www.watchshop.com/paul-hewitt-watches.html 2 156 4,264 ferrari watch www.watchshop.com/mens-scuderia-ferrari-scuderia-xx-chronograph-watch-0830138-p99967074.html 4 152 4,804 seiko kinetic www.watchshop.com/mens-seiko-kinetic-watch-ska755p1-p100013429.html 3 148 4,052 sekonda www.watchshop.com/mens-sekonda-watch-3730-p99941309.html 3 148 12,701 Clicks now go to HTML pages not JPEGs
  34. 34. 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 ? Visual search
  35. 35. Source: Ofcom
  36. 36. 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 ? (Great) ads
  37. 37. @STEKENWRIGHT You’ve got to start with the customer experience and work back toward the technology.
  38. 38. HTTPS Optimisation Your company Competitor 1 Competitor 2 Competitor 3Source: Ofcom Secure or not secure…there is no try @STEKENWRIGHT
  39. 39. HTTPS Site speed Optimisation Your company Competitor 1 Competitor 2 Competitor 3Source: Ofcom Are we outrunning the competition? @STEKENWRIGHT
  40. 40. HTTPS Site speed Structured data Optimisation Your company Competitor 1 Competitor 2 Competitor 3Source: Ofcom Which brands appear where? @STEKENWRIGHT
  41. 41. 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
  42. 42. More on getting stuff done: https://www.slideshare.net/Branded3/how- to-report-on-seo-in-2018-brightonseo @STEKENWRIGHT
  43. 43. 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
  44. 44. @STEKENWRIGHT
  45. 45. @STEKENWRIGHT search engine [marketing resources] for [users of search engines]
  46. 46. Google is playing catch up @STEKENWRIGHT
  47. 47. SEO is a business case – not a channel @STEKENWRIGHT
  48. 48. slideshare.net/branded3 OR stephen.kenwright@branded3.com GIFS FROM GIPHY.COM

×