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Humanising Search - Jimisha Thakrar

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Brighton SEO September 2016

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Humanising Search - Jimisha Thakrar

  1. 1. Humanising search: Au Naturale Jimisha Thakrar @JimishaL Brighton SEO September 2016
  2. 2. About me
  3. 3. I tried to Google my toddler’s behaviour. According to my research, she’s a honey badger. Because she doesn’t give a s**t.
  4. 4. @JimshaL Resolution - Manning Gottlieb - OMD 1.0 Evolution
  5. 5. @JimshaL Resolution - Manning Gottlieb - OMD Weather searches over time Source: Microsoft IAB presentation
  6. 6. What Google wanted search to achieve in 2011 https://youtu.be/mTBShTwCnD4?t=9 embed the video for those seconds
  7. 7. @JimshaL Resolution - Manning Gottlieb - OMD We are changing Google’s changing The SERPS are changing
  8. 8. @JimshaL Resolution - Manning Gottlieb - OMD Humans have evolved too Desktop Mobile Voice Predictive The evolution of search
  9. 9. @JimshaL Resolution - Manning Gottlieb - OMD Google discovers Intent Jimi probably doesn’t just want results filled with images of flowers or information about flowers
  10. 10. @JimshaL Resolution - Manning Gottlieb - OMD 3 ways to humanise search and address these changes 1. Fluidity between channels 2. Linguistic analysis to get to the intent & variations in intent 3. Personalisation through what we do on site
  11. 11. @JimshaL Resolution - Manning Gottlieb - OMD 2.0 SEO/PPC Results
  12. 12. @JimshaL Resolution - Manning Gottlieb - OMD A more cost-efficient approach P P C S E O Clicks Search mapping Landing page creation CPC target Onsite optimisation Link building Socialisation Time WHAT WE DO: ● Minimize PPC CPC ● Improve overall CPA/ROI
  13. 13. @JimshaL Resolution - Manning Gottlieb - OMD 23 KEYWORDS
  14. 14. @JimshaL Resolution - Manning Gottlieb - OMD PPC bids can set based on organic positions to maximise efficiency across both channels – all fully automated through technology integration
  15. 15. @JimshaL Resolution - Manning Gottlieb - OMD ORGANIC POSITIONS: 1–4 AUTOMATIC BIDS IN EFFECT ORGANIC POSITIONS: 5+ PPC ACTIVITY UNAFFECTED
  16. 16. @JimshaL Resolution - Manning Gottlieb - OMD 2 Scenarios DOMINATE ● SEO RANK=1-4 ● IMPLEMENT BID RULES TO ENSURE PPC RANK = 1 Example Keyword High speed broadband REMOVE ● SEO RANK=1-4 ● IMPLEMENT BID RULES TO ENSURE PPC KEYWORDS ARE PAUSED Example Keyword fibre optic broadband
  17. 17. @JimshaL Resolution - Manning Gottlieb - OMD Strong results 163% increase in conversions 28% decrease cost/acquisitions
  18. 18. @JimshaL Resolution - Manning Gottlieb - OMD 3.0 Linguistic Analysis
  19. 19. @JimshaL Resolution - Manning Gottlieb - OMD Classic SEO Old vs New SEO ● Single keyword targeting ● Focus on rankings ● Clicks and page views ● Optimising for mobile New SEO ● Focus on user intent and needs ● More focus on long tail ● Bounce rate/dwell time - CRO ● Creating for mobile
  20. 20. @JimshaL Resolution - Manning Gottlieb - OMD
  21. 21. @JimshaL Resolution - Manning Gottlieb - OMD
  22. 22. @JimshaL Resolution - Manning Gottlieb - OMD Voice search queries are longer than text queries
  23. 23. @JimshaL Resolution - Manning Gottlieb - OMD “People communicate with each other by conversation, not by typing keywords – and we’ve been hard at work…to understand and answer your questions more like people do” Google’s Senior Vice President; Amit Singhal
  24. 24. @JimshaL Resolution - Manning Gottlieb - OMD It’s not surprising voice searches are longer given; We type at ~40 WPM But we speak at ~140 WPM!
  25. 25. @JimshaL Resolution - Manning Gottlieb - OMD What can you start doing here? Keyword game: Triathlon training
  26. 26. @JimshaL Resolution - Manning Gottlieb - OMD Voice: What is the best practice for doing a triathlon?
  27. 27. @JimshaL Resolution - Manning Gottlieb - OMD 4.0 Personalisation
  28. 28. @JimshaL Resolution - Manning Gottlieb - OMD The future holds more personalisation
  29. 29. @JimshaL Resolution - Manning Gottlieb - OMD
  30. 30. @JimshaL Resolution - Manning Gottlieb - OMD Intent + Voice search
  31. 31. @JimshaL Resolution - Manning Gottlieb - OMD Final thoughts
  32. 32. @JimshaL Resolution - Manning Gottlieb - OMD Be Personal – Reach people in a more meaningful and relevant way Be Actionable – Create an experience which will leave people wanting to come back Be Measurable – On and offline
  33. 33. Thank You Jimisha Thakrar @JimishaL Brighton SEO September 2016

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