Seo for temporal local personal mobile first search

1. SEO STRATEGY FOR TEMPORAL, LOCAL, PERSONAL, MOBILE-FIRST SEARCH Presented by: Dawn Anderson @dawnieando

2. Dawn Anderson • Director -‐ Move It Marketing • University Lecturer – Digital marketing & Search • From Manchester, UK • International SEO Consultant – 10+ Yrs in SEO • Pomeranian Pooch Lover – Meet Bert • Googebot Hunter (Practice & Academia) • Search Awards Judge • Contributor • Researcher • Twitter Chatterer @dawnando

3. MY SEARCH UNIVERSE IS NOT YOUR SEARCH UNIVERSE

4. THERE’S NO SUCH THING AS ‘NO 1. ON GOOGLE’ ANY MORE YOUR RANKING TOOLS ARE MOSTLY WRONG

5. MY PERSONAL SEARCH MY MOBILE SEARCH MY LOCAL & LOCATION SEARCH MY TEMPORAL SEARCH + + + + Time of Search Device Geographic Location Cookies / Search history / G+ connections 2009 EVEN WHEN ‘NOT LOGGED IN’

6. FROM AN AUDIENCE OF MANY Toward An Audience of One Assistant https://assistant.google.com/ IT’S GETTING PERSONAL TRIANGULATION OF DATA POINTS Mobile data Past Search preferences Cookies

7. INTELLIGENT CUSTOMER RELATIONSHIP MANAGEMENT (CRM) EXCHANGE OF VALUE WITH PLATFORMS & SEARCH ENGINES • Location data • Device data • Cookie drop • Click data • Preferences • Histograms • Triangulation of data points • Periodic routines Increasingly refined search results and suggestions based on past behaviour, routines, location and known context / intent of search terms (beyond and including the user) D A T A S C I E N C E

8. VISIT - chrome://histograms/ Histogram: AsyncDNS.AttemptCountSuccess recorded 45032 samples, mean = 1.0 (flags = 0x1) 0 O (0 = 0.0%) 1 ------------------------------------------------------------------------O (44480 = 98.8%) {0.0%} 2 -O (498 = 1.1%) {98.8%} 3 O (39 = 0.1%) {99.9%} 4 O (15 = 0.0%) {100.0%} 5 ... Histogram: AsyncDNS.ConfigChange recorded 117 samples, mean = 0.4 (flags = 0x1) 0 ------------------------------------------------------------------------O (65 = 55.6%) 1 ----------------------------------------------------------O (52 = 44.4%) {55.6%} 2 O (0 = 0.0%) {100.0%} Data on your personal search history being transported Back to Google PERSONAL

9. 2017 2017 2017 SITUATIONAL CONTEXT & PERSONAL SEARCH 2017 RESEARCH

10. Source: McKinsey -http://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-consumer-decision-journey Linear Pre-‐2009 CUSTOMER INFORMATION SEEKING BEHAVIOUR HAS CHANGED The customer journey is no longer linear but cyclical 2011

11. Fragmentation via Mobile The Zero Moment of Truth Is Now Many Micro- Moments I want to know I want to go I want to buy MICRO MOMENT ==“an intent- driven moment of decision making” Google (2015)

12. 900 ‘Micro-Moments’To Buy A Car 900 Chances to Engage Source: https://www.thinkwithgoogle.com/articles/consumer-car-buying-process-reveals-auto-marketing- opportunities.html 900 Chances to Engage We (consumers) are ALL researchers

13. Short Attention Span Especially On Mobile Humans average attention span has dropped to 9 seconds …Less than a goldfish Expectations are high. Patience is low

14. But remember… People are also using ‘on the go’ moments to research small things towards bigger goals Almost 98% of visits are people window shopping Average ecommerce conversion +/- 2% Research Research Research Research Consider Consider Consider Consider Consider Check reviews Compare prices Buy

15. ’Being There’ Give Little Guys Advantage You can beat big brands with micro-moments Good News TEMPORAL

16. Source: http://www.cisco.com/c/en/us/solutions/collateral/service- provider/visual-networking-index-vni/complete-white-paper-c11- 481360.html Searches on mobile now exceed desktop The ‘Mobile First Index’is on its way MOBILE

17. MOBILE CACHE COMPRESS CDN AMP MINIFY PRE-FETCH PRE-RENDER

18. GTMetrix & Pingdom Speed Test Combine Page Speed Tests MOBILE

19. Enable gzip compression via caching plugins, .htaccess or via compression plugins MOBILE NO INTERSTITIALS ON MOBILE THANK YOU

20. Source: https://www.designbombs.com/top- wordpress-caching-plugins-compared/ CACHE PLUGINS COMPARED Comparison Research Undertaken Recently by Design Bombs MOBILE

21. Age Groups Top devices % using mobile Assisted conversions Length of time to convert No. of visits to conversion Add to basket on mobile MOBILE & LOCAL

22. REACH TEMPORAL Exploration - Ideas Not sure what they need or want yet Answer questions Suggest options Step toward ‘bigger goals’ Low conversion probability Offer ideas Decision Making Closer to a conversion Refining choices Looking for ‘REVIEWS’ Suggest comparisons, calculators, estimators I want to know the ‘BEST’ moments They want to ‘COMPARE’

23. Build A Desktop & Mobile Moments Map Understand Predictable Mobile Behaviour of Target Audience Be Ready When Your Audience Is On The Go Vets in (location) Best x in (location) Where to buy? Dogs & cats together Dog friendly bars in (location) Dog friendly restaurants in (location) “in [location]” “where?” “near” PROXIMITY PREVAILS “near me” TEMPORAL & LOCAL & MOBILE EVEN GENERIC TERMS POTENTIALLY INTENT TO URL

24. TEMPORAL Google Correlate https://www.google.com/trends/correlate/ TIME IS OF THE ESSENCE WHAT CORRELATES?

25. Query Refinement – Which Way Next?? Query Refinement is a special type of ‘related search’ ‘Most next searched cluster lists’ THEY ARE NOT JUST RANDOMLY GENERATED PROBABILITY OF ’NEXT STEPS’ Remember Semantics and Relationships http://delivery.acm.org/10.1145/1780000/1772776/p841-sadikov.pdf (Sadikov et al, 2010) CLUSTERING QUERY REFINEMENTS BY USER INTENT ”SHARON OSBOURNE’S DOG” PERSONAL

26. Find The Target Audience Questions – Answer The Public What Are People Asking? • Why? • How? • Which? • Where? • What? • When? Location Temporal

27. Keyword Trigger Intent & Action Cues Semantic Intent How To == Instructional Video, images & instructions What Is / What Are == Text based & fact filled data sheets Unstructured data like lists and tabular data on known ‘entities’

28. Know Your Audience – GA Demographics PERSONAL Gender Age Groups Facebook Age Groups by Interest – Data Mining IMAGE SOURCE - http://blog.stephenwolfram.com/2013/04/data- science-of-the-facebook-world/

29. COLLABORATE TEMPORAL & PERSONAL

30. Remove Ontological / Situational / Contextual Intent Fuzziness Use Strong Topical Hub Themes And ‘Help’ ’Hub’ ‘Hero’ ‘Local’ Content Frameworks too HELP HUB HERO LOCAL MAPS NAPs DIRECTIONS BRANCH NEWS BRAND TRANSACT SHOP BUY SALE CART SUPPORT KNOWLEDGE GUIDE QUESTIONS SERVICE THE BUZZ NEWS BLOGS OPINIONS ARTICLES

31. Write For A 9 Year Old Common conversational text is easier for search engines To disambiguate and return in response to common conversational and voice queries. Use common words in short sentences together Users have time to read at most 28% of the words during an average visit; 20% is more likely

32. There are spoils to be had TEMPORAL

33. People do 323% better following directions with illustration than without illustrations In Search – ‘KEYWORD’ + Inspiration often == Images

34. VIDEO People spend on average 2.6x more time on pages with video than without TEMPORAL

35. RIGHT HELP RIGHT AUDIENCE RIGHT TIME RIGHT FORMAT RIGHT PLACE RIGHT DEVICE BE THERE ‘SITUATIONAL CONTEXT’

36. THANK YOU TWITTER - @dawnieando GOOGLE+ -+DawnAnderson888 LINKEDIN – msdawnanderson www.move-it-marketing.co.uk

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