Customer-centric search
@STEKENWRIGHT

@STEKENWRIGHT
Think with Google 2011

@STEKENWRIGHT
“Digital stuff”
© 2011

@STEKENWRIGHT
Drivers
Facilitators

@STEKENWRIGHT
• TV
• PR
• PRINT
• SOCIAL MEDIA
• DISPLAY
• SEO
• PPC
• CONTENT
• UX
• CRO
Drivers
Facilitators

£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)

@STEKENWRIGHT
…but TV spots drive rankings

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 ?

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

@STEKENWRIGHT
PR needs to drive *and* facilitate

@STEKENWRIGHT
branded3.com/blog/
relevant-linkbuilding-study

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

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

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

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

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

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

@STEKENWRIGHT
Manage
reviews across
platforms

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

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

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

@STEKENWRIGHT

@STEKENWRIGHT
OK Google –
how long
should a meta
description be?

PPC when SEO complains about
rewriting meta descriptions
@STEKENWRIGHT

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

@STEKENWRIGHT
https://security.googleblog.com/2018/02/a-secure-web-is-here-to-stay.html

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

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

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

@STEKENWRIGHT
6s load time improvement
https://testmysite.withgoogle.com/intl/en-gb

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

@STEKENWRIGHT
Universal search in Searchmetrics

@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

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

Source: Ofcom

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

@STEKENWRIGHT
You’ve got to start with the
customer experience and work back
toward the technology.

HTTPS
Optimisation
Your company Competitor 1 Competitor 2 Competitor 3Source: Ofcom
Secure or not secure…there is no try
@STEKENWRIGHT

HTTPS Site speed
Optimisation
Your company Competitor 1 Competitor 2 Competitor 3Source: Ofcom
Are we outrunning the competition?
@STEKENWRIGHT

HTTPS Site speed Structured data
Optimisation
Your company Competitor 1 Competitor 2 Competitor 3Source: Ofcom
Which brands appear where?
@STEKENWRIGHT

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

More on getting stuff done:
https://www.slideshare.net/Branded3/how-
to-report-on-seo-in-2018-brightonseo
@STEKENWRIGHT

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

@STEKENWRIGHT

@STEKENWRIGHT
search
engine
[marketing resources] for
[users of search engines]

Google is playing catch up
@STEKENWRIGHT

SEO is a business case
– not a channel
@STEKENWRIGHT

slideshare.net/branded3
OR
stephen.kenwright@branded3.com
GIFS FROM GIPHY.COM