Search Marketing

1. SEARCH MARKETING
Dan Richardson – Not Just SEO – November 16

2. SEARCH MARKETING FOR 2017
2
We live in a multi-device world, where mobile is rapidly taking over as a means of searching, browsing and buying. It’s
our jobs as Marketers to present the most relevant content to today’s ever more demanding user in a fast, interesting
and relevant manner. Here’s some ideas on how to achieve this.

3. WHAT WE’LL COVER TODAY
3
As retailers this can be an
important route to market. See
how.
SHOPPING
How your site might adapt to
meet the mobile world
ECOMMERCE DESIGN
What’s happening and how you
can lead the way
SEO
Adwords changes and ways to
improve your return
PPC
“Not provided”? Not necessarily.
KEYWORD TOOLS

4. SEO
CHANGES & UPDATES

5. SEO
5
Just launched, what does it
mean for you?
PENGUIN 4.0
Radical departure and
change from how things
are
MOBILE INDEX
Be wary if using, there’s a
penalty coming
INTERSTITIALS
CHANGES TO THINK ABOUT
… ALONG WITH THE USUAL THINGS

6. PENGUIN 4.0
6
Clean up some links and
see the benefit – no
more waiting for x
months
REAL TIME
Rather than penalising
for spammy links, G can
now just ignore them
IGNORES SPAM
Previous Penguins hit
whole site, 4.0 is a lot
more smarter
GRANULAR

7. SEO - MOBILE
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— INDEX TYPE CHANGE
— OK IF RESPONSIVE
— NO DATE YET
GOOGLE ANNOUNCMENT
MOBILE FIRST INDEX
Gary Illyes (@methode) announced that Google is switching to a mobile first index. This means that Google will be
indexing the mobile versions of pages and not the desktop as its primary index.
This is a huge change. Google has always used the desktop version of a page for ranking, even when serving results
to users on a mobile device.

8. MOBILE INTERSTITIAL PENALTY
8
1 Pop ups that detract from the user
experience, hide content and
increase bounce rates
WHAT ARE THEY
2
Showing a popup that covers the
main content, either immediately
after the user navigates to a page
from the search results, or while
they are looking through the page
3 Displaying a standalone interstitial
that the user has to dismiss before
accessing the main content.
4
Using a layout where the above-
the-fold portion of the page
appears similar to a standalone
interstitial, but the original content
has been inlined underneath the
fold.
“To improve the mobile search experience, after January 10, 2017, pages where content is not easily accessible to a
user on the transition from the mobile search results may not rank as highly.”
EXAMPLES

9. DIG DEEP
9
Keywords, links, crawl data, site
quality, speed etc etc
USE MUTLIPLE TOOLS
At least monthly, if not weekly,
don’t get caught out
CHECK OFTEN
Don’t rely on automated tools and
reports, this takes effort but
works
REVIEW MANUALLY

10. SEO TAKES TIME
10
It matters for:
• Crawl efficiency
• Crawl budget
• Right pages delay
• 3 months so far
OVER INDEXING
GOOGLE INDEX STATUS

11. PPC
CHANGES & UPDATES

12. ADWORDS
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To get the most out of Adwords, you need
to show the right Ad leading to the best
page that satisfies the search intent
regardless of device, location or time
IT’S ALL ABOUT RELEVANCE
Hugely important as determines
how much you pay or even
appear.
QUALITY SCORE
Biggest component of QS, bit of a
vicious circle. You need
impressions and clicks – relevant
ones.
CLICK THROUGH RATE

13. ADWORDS EXTENSIONS
13
MORE AND MORE
…coming all the time
REVIEWS
Integrate for orange stars
CALLOUTS
Sell your brand
CALLS
Click to call from mobile
LOCATIONS
Show your stores/offices
SITELINKS
Click to deeper pages
STRUCTURED SNIPPETS
Show brands and services
EXTENSIONS INCREASE CTR

14. NEW – CLICK TO MESSAGE EXTENSION
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
FAST
Satisfies Intent
COMING SOON
If not already in your account
SET THE SMS CTA
Deliver the right expectation
ENTER MESSAGE TEXT
Auto populate device app

15. EXPANDED TEXT ADS
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Longer headlines,
descriptions plus display
URL. Resembles Organic
MORE SPACE
Don’t kill your winning
Ads off quite yet. Jan cut
off for new style creation
TEST VS LEGACY
Don’t just repeat
headline blurb, think
how this is different.
Test!
GET CREATIVE

16. ETAs IN USE
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See how they are
instilling trust rather
than just repeating who
they are
HEADLINE
Start to dominate screen
res, can push –ve stuff
down
SIZE
Note how many in use
here, descriptions for
sitelinks extra plus points
EXTENSIONS

17. ETAs – BEST PRACTICES
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• New Ads, don’t just add a 2nd headlineCREATE
• Your most important messaging in H1KEEP
• No guarantee H2 will show due to lengthSPACE
• Pause your legacy Ads right awayDON’T
• Ads that speak across multiple devicesWRITE
• Top keywords in display URL/path fieldsINCLUDE
• Your extensions to promote new Ads/contentUPDATE
• Building ETAs ASAP, legacy Ad creation goingBEGIN

18. DEMOGRAPHIC TARGETING FOR SEARCH ADS
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Been available on Display
for a while, now available
for classic search
JUST LAUNCHED
Write Ad copy tailored to
Google’s** knowledge of
user
CLEAR TARGET
According to G, 40% of all
baby product purchasers
live in homes with no
children. Exclude ‘wrong’
types.
USE DATA
THINKWITHGOOGLE STUDY:

19. BOOST CTR HINT
19
Little or no competition
plus you have the best
QS
CHEAP
CTR hence QS is
attributed across
Adgroups, campaigns
and account
CTR BOOSTS ACCOUNT
Show sales and offers or
latest news with sitelinks
and other extensions in
seconds
FAST
BID ON BRAND TERMS

20. SHOPPING
CHANGES & UPDATES

21. SHOPPING UPDATES
21
See products across
whole range for broader
terms e.g. dresses
SHOWCASE ADS
Gmail only and in beta –
can upsell/cross-sell or
even exclude recent
purchasers
CUSTOMER MATCH
Now requires 150
reviews over 12 month
period (from 30)
RATINGS
Up to 20 Ads instead of
4-6, helps improve
relevancy
SCROLLABLE
Google now using other
properties to show PLAs
IMAGE SEARCH
Track conversions across
product types and
increase for mobile out-
performers
BIDS

22. LOCAL INVENTORY ADS
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1 Drive keen buyers to retail and improve
connection between online and physical
GREAT FOR BnM STORES
2 Even back in 2015, G reported these types
of searches have doubled.
NEAR ME TYPE SEARCHES GROWING
3 Shows product, inventory, location, phone
number even directions to local store. Very
immediate
G HOSTED STOREFRONT
4 Don’t disappoint with incorrect inventory
information, improve customer loyalty and
relevance
FEED PER LOCATION
MORE HERE

23. eCOMMERCE
& DESIGN

24. THINK MOBILE
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Websites will be designed for
mobile and made responsive or
adaptive for larger screens
Longer pages – with more products in a
category – using lazy loading to help
image size/speed concerns
Minimalism has dominated site design
for a few years. As a reaction, we may
see lots of bright, colourful sites
More luxurious, dynamic and
eye-catching
Mobile 1st
Scrolling
Imagery
Colours

25. UNLOCK STATIC PAGES
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Can get big, maybe
keep to blog posts –
remember to internal
link to
product/category.
Anyone using these?
BE JUDICIOUS

26. KEYWORDS &
TOOLS TO HELP

27. KEYWORD INTELLIGENCE
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Use the paid versus organic
report to assist either channel
or max out on high converting
terms
ADWORDS
New improved integration of
WMT/SC and GA to learn
which queries are ranking well
for each organic landing page
ANALYTICS
Tools such as SEMrush are
now showing keyword data
showing the actual amount
of organic traffic driven to
your website for each kw
THIRD PARTY
THREE IDEAS

28. FOUR NEW TOOLS FOR KEYWORDS
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1 Pulls Google trends data into sheet to “find
the keywords that your competitors don't
know about.” Here
KEYWORD EXPANDER
2 “An aggregated view of the questions &
therefore a hint of the motivations &
emotions of the people behind each search
query” Here
ANSWER THE PUBLIC
3 “Never-ending Google Suggest keywords” –
perfect for long tail ideas and
opportunities.
Here
INFINITE SUGGEST
4 Graphical view of related search terms for
content ideas and regeneration. A new one
on me, looks neat Here
SEARCH INTENT

29. WRAPPING UP
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Speed, quality and
technical facets
continue and things
are moving to mobile
SEO PAID DESIGN TOOLS
Be relevant, be fast
and think how new
innovations can help
you win
Mobile first world,
bigger pages but still
loading fast is the
challenge. Imagery
key
Use widely and use
often, explore new
keyword ideas with
things beyond G
keyword planner –
stand out

30. THANK YOU
QUESTIONS?