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@neil_hannam
What’s New In
Search?
@neil_hannam
About Us
Expertise Commercial Integrity Responsive Partners
Invest in tools,
technology and
education
Our cam...
@neil_hannam
Examples of the brands we work with
@neil_hannam
Digital Ad Spend in the UK
£825m
2004 2014
£7.2b
• Spend on digital marketing has grown
by almost 800% in the...
@neil_hannam
Mobile Ad Spend in the UK
• Mobile now accounts for 23% of all digital marketing
spend
• 2016 will be the yea...
@neil_hannam
What’s new in Search Results
Pages?
@neil_hannam
How results pages once looked
Organic or
natural search
results
@neil_hannam
And then Ads were introduced - 2003
Pay per
click ads
Pay per
click ads
Organic or
natural search
results
@neil_hannam
Pay per click
ads (via
AdWords)
Organic
search results
Shopping Ads (paid
ads via AdWords)
Google Local
listi...
@neil_hannam
Next level organic results – ‘john lewis’
Knowledge panel
Social profiles
Send to you phone
gives sends
direc...
@neil_hannam
Pay per click
ads (via
AdWords)
Google Local
listings
The fold
Where’s the organic results?
Users have to scr...
@neil_hannam
Link to your Google My
Business page been
removed from your
search results
Brand searches and Google My Busin...
@neil_hannam
Google My Business Pages
Google is constantly changing
the layout of Google My
Business Pages
No clear indica...
@neil_hannam
Localisation on mobile
@neil_hannam
Paid for local listing ads…?
Currently seeing these results for a small number of services in a
small number ...
@neil_hannam
Paid for local listing ads…?
@neil_hannam
Accelerated Mobile Pages
Stripped down HTML versions of pages that can be crawled and indexed far
quicker tha...
@neil_hannam
Extended featured snippets
• Featured snippets being shown more regularly
and people are trying to optimise p...
@neil_hannam
New 12th May 2015!
• Google has increased the width of the main search column from roughly 500 pixels to
arou...
@neil_hannam
Increased width of main column
http://www.thesempost.com/google-increases-width-main-search-results-column/
@neil_hannam
Something is going on now…
www.mozcast.com/
• Mozcast tracks hundreds of
thousands of keyphrases and
which co...
@neil_hannam
What’s new in Search Engine
Optimisation - SEO?
@neil_hannam
Algorithm Updates – 2015
• Mobile Update – 22nd April, 2015 - Mobile specific algorithm for searches on a
mob...
@neil_hannam
What is Google Rank Brain?
• Google is beginning to use Artificial Intelligence
and machine learning to inter...
@neil_hannam
Algorithm Updates – 2016
• Unnamed – 8th January 2016 – Tracking tools saw historically high levels of
fluctu...
@neil_hannam
Impending Mobile Update – May
• Google to boost mobile-friendly algorithm this
May – may already be rolling o...
@neil_hannam
Impending Penguin Update
• Penguin has not had an update since October 2014
• In late October 2015 Google ann...
@neil_hannam
Expertise Authoritativeness Trustworthiness
E.A.T. Principle
• Demonstrate Expertise, Authoritativeness and T...
@neil_hannam
Content Idea Generation Tools
• When trying to identify or come up with supporting content ideas there
are a ...
@neil_hannam
What’s new in Pay Per Click - PPC?
@neil_hannam
New AdWords Interface
• First major overhaul in 15 years – about time
• Live demo on 24th May during Google P...
@neil_hannam
Removal of right hand ads impact
@neil_hannam
Removal of right hand ads impact
• Previously there were up to eleven texts ads per page, now the maximum is ...
@neil_hannam
Google Customer Match
• Equivalent of Facebook Custom Audiences
• Customer Match allows you to upload a list ...
@neil_hannam
Local Inventory ads
• Local Inventory Ads display your local inventory to consumers
• When the consumer click...
@neil_hannam
Shopping ads on YouTube
• TrueView for Shopping launched in May 2015 to allow merchants to display shopping a...
@neil_hannam
Thank You
Neil Hannam
Digital Marketing Consultant
Anicca Digital
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What's New In Search for the B2B Marketing Expo

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Digital Marketing Consultant, Neil Hannam, presents the latest developments in all things search marketing. Neil delves into the depths of Google and provides practical advice on how to increase the visibility of your website in the paid and the organic listings.

This masterclass is ideal for those looking to see some of the latest developments in search from changes to search results pages, to the changes in the way Google is working and the impact that may have on your SEO strategy and some of the most recent developments in PPC too.

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What's New In Search for the B2B Marketing Expo

  1. 1. @neil_hannam What’s New In Search?
  2. 2. @neil_hannam About Us Expertise Commercial Integrity Responsive Partners Invest in tools, technology and education Our campaigns deliver leads, sales and profit Ethical, transparent and honest business Flexible, friendly and quick to respond to your needs Develop long term partnerships to become an extension of your team Formed in 2007, we have worked with a plethora of household names and independent brands. In the last 18 months we have expanded our services to include PR and Social Media by bringing in experienced account directors to head up the new teams.
  3. 3. @neil_hannam Examples of the brands we work with
  4. 4. @neil_hannam Digital Ad Spend in the UK £825m 2004 2014 £7.2b • Spend on digital marketing has grown by almost 800% in the last decade • Now 40p in every pound spent on advertising in the UK is spent on digital • Digital video advertising is the fastest growing area valued at £442m. Driven by changing consumer behaviour and the rise in multiple device consumption
  5. 5. @neil_hannam Mobile Ad Spend in the UK • Mobile now accounts for 23% of all digital marketing spend • 2016 will be the year searches on mobile devices surpasses desktop as the primary way people search • Growth in mobile ad spend driven by significant growth in Social Media advertising which is primarily consumed on mobile devices • Social media sites are becoming shopping portals 2008 £29m £1.6b 2016
  6. 6. @neil_hannam What’s new in Search Results Pages?
  7. 7. @neil_hannam How results pages once looked Organic or natural search results
  8. 8. @neil_hannam And then Ads were introduced - 2003 Pay per click ads Pay per click ads Organic or natural search results
  9. 9. @neil_hannam Pay per click ads (via AdWords) Organic search results Shopping Ads (paid ads via AdWords) Google Local listings Typical Google results today Right hand text ads removed
  10. 10. @neil_hannam Next level organic results – ‘john lewis’ Knowledge panel Social profiles Send to you phone gives sends directions to local store to your mobile In site search News results Tweets have returned Local results
  11. 11. @neil_hannam Pay per click ads (via AdWords) Google Local listings The fold Where’s the organic results? Users have to scroll to see anything below the fold line. Sometimes you need to scroll more than two full pages down to see the traditional “number 1” organic result
  12. 12. @neil_hannam Link to your Google My Business page been removed from your search results Brand searches and Google My Business Knowledge Panel data still primarily pulled from your Google My Business Page
  13. 13. @neil_hannam Google My Business Pages Google is constantly changing the layout of Google My Business Pages No clear indication as to what Google are doing with this any more
  14. 14. @neil_hannam Localisation on mobile
  15. 15. @neil_hannam Paid for local listing ads…? Currently seeing these results for a small number of services in a small number of locations in the USA Only show ‘More Places’ list at the moment Rely on AdWords location extensions Advertisers featured in Local Finder results do not get a pin on the map The latest example of ads being introduced into an search results page that was previously exclusively organic results
  16. 16. @neil_hannam Paid for local listing ads…?
  17. 17. @neil_hannam Accelerated Mobile Pages Stripped down HTML versions of pages that can be crawled and indexed far quicker than traditional web pages – read more https://www.ampproject.org/
  18. 18. @neil_hannam Extended featured snippets • Featured snippets being shown more regularly and people are trying to optimise pages to feature in this space • Recently introduced ‘Related topics’ demonstrating Google’s ever growing understanding of how keyphrases connect to topics and topics connect to each other • First organic result doesn’t always mean they are the featured snippet • First meta description is 225 characters in length, not the 156 normally limited to
  19. 19. @neil_hannam New 12th May 2015! • Google has increased the width of the main search column from roughly 500 pixels to around 600 pixels • Featured snippets, local packs and AdWords are all impacted by this new change • With the shift in width, it could actually move search results higher on the pages, if some of the multi-line listings end up needing one less line • Increased title tag and meta description length • Title tag now 70 characters up from a maximum of 55-60 • Meta descriptions had an additional 16-20 characters on top of the previous 156 limit http://www.thesempost.com/google-increases-width-main-search-results-column/
  20. 20. @neil_hannam Increased width of main column http://www.thesempost.com/google-increases-width-main-search-results-column/
  21. 21. @neil_hannam Something is going on now… www.mozcast.com/ • Mozcast tracks hundreds of thousands of keyphrases and which companies rank where • When they see fluctuations in these they report it in a weather forecast format • The higher the temperature and the stormier the conditions the greater the fluctuations they are seeing • This is a strong indicator that something is being updated with regards to Google’s algorithm but at the time of writing we do not have a clear idea as to what this is
  22. 22. @neil_hannam What’s new in Search Engine Optimisation - SEO?
  23. 23. @neil_hannam Algorithm Updates – 2015 • Mobile Update – 22nd April, 2015 - Mobile specific algorithm for searches on a mobile device. ‘Mobile-friendly’ tags in SERPS • Quality Update – 3rd May 2015 - Core algorithm change impacting "quality signals” but no clear indication as to what they are • Panda 4.2 – 17th July, 2015 - Refresh of Panda algorithm. Panda now part of core algorithm not run independently • Rank Brain – 26th October 2015 - Announced machine learning had been a part of the algorithm for months, contributing to the 3rd most influential ranking factor
  24. 24. @neil_hannam What is Google Rank Brain? • Google is beginning to use Artificial Intelligence and machine learning to interpret searches – “things not strings” • Looks for connections between searches and similar or connected phrases to those used within the search • RankBrain is designed to help better interpret those longtail search queries and effectively translate them • Rise to optimising for a topic not a specific keyword http://searchengineland.com/faq-all-about-the-new-google-rankbrain-algorithm-234440
  25. 25. @neil_hannam Algorithm Updates – 2016 • Unnamed – 8th January 2016 – Tracking tools saw historically high levels of fluctuation in rankings of phrases they were tracking. Google said it was an update to the core algorithm but gave no other details • AdWords – 23rd February 2016 - Update to way paid results are displayed but big implications for organic results. Highly commercial searches can now have four paid ads above organic results Typically this additional ad now pushes organic results below the ‘fold’ on a users page forcing them to scroll to see organic results
  26. 26. @neil_hannam Impending Mobile Update – May • Google to boost mobile-friendly algorithm this May – may already be rolling out • It “increases the effect of the [mobile-friendly] ranking signal.” but if you are already ‘mobile- friendly’ you don’t have anything to worry about • If you don’t know if you are ‘mobile-friendly’ already test pages on Google Mobile Friendly Test Tool
  27. 27. @neil_hannam Impending Penguin Update • Penguin has not had an update since October 2014 • In late October 2015 Google announced it “expected a release within 2015” • In mid January 2016 it stated “we're aiming for launching penguin this quarter, but we don't have a more precise timeframe” • Expected to be ‘real time’ part of algorithm and anticipated that greater emphasis will be placed on topical relevance not just quantity and quality
  28. 28. @neil_hannam Expertise Authoritativeness Trustworthiness E.A.T. Principle • Demonstrate Expertise, Authoritativeness and Trustworthiness • Content is the perfect opportunity to do this. Not limited to blog but also supporting resources, guides, comment pieces on your industry and white papers • Content is king but we’re at content saturation point. Good is no longer good enough, focus on quality not quantity • Reviews – 88% of people trust online reviews as much as a recommendation from a friend or family member http://searchengineland.com/88-consumers-trust-online-reviews-much-personal- recommendations-195803
  29. 29. @neil_hannam Content Idea Generation Tools • When trying to identify or come up with supporting content ideas there are a number of tools and tricks that can help offer inspiration; • Ubersuggest • Answer The Public • Content Idea Generator • Portent • Keyword Tool • Google Analytics ‘Site Search’ report • Google AdWords ‘Keyword Planner’ tool • Google AdWords ‘See Search Terms’ report • Ask your support team to record the questions they are asked • What are your competitors doing and The Skyscraper Technique… how to use content to attract links!
  30. 30. @neil_hannam What’s new in Pay Per Click - PPC?
  31. 31. @neil_hannam New AdWords Interface • First major overhaul in 15 years – about time • Live demo on 24th May during Google Performance Summit – watch here
  32. 32. @neil_hannam Removal of right hand ads impact
  33. 33. @neil_hannam Removal of right hand ads impact • Previously there were up to eleven texts ads per page, now the maximum is seven (four at the top of the page and three at the foot). A 36% decrease in text ad spots • Greater amount of space available for Shopping Ads which generally have higher click through and conversion rates • Anticipated it would have dramatic impact on the costs per click but our data and industry reports suggest it has remained relatively stable • Companies that could only afford space on the right hand side may now struggle but top three ads were previously earning around 85% of all ads clicks anyway
  34. 34. @neil_hannam Google Customer Match • Equivalent of Facebook Custom Audiences • Customer Match allows you to upload a list of email addresses, which can be matched to signed-in users on Google • Build campaigns and ads specifically designed to reach your known audience • Can also generate Similar Audiences to reach new customers on YouTube and Gmail who are likely to be interested in your products and services https://support.google.com/adwords/answer/6276125?hl=en-GB
  35. 35. @neil_hannam Local Inventory ads • Local Inventory Ads display your local inventory to consumers • When the consumer clicks on the ad, it drives them to a Google-Shopping powered local storefront that displays the store’s local inventory relevant to the user’s query • When advertisers supply local inventory information to Google (via feeds in Merchant Center), Google will render an LIA to users who we believe have local intent (i.e. within ~30 miles of a store + searching for a product that is available in that store)
  36. 36. @neil_hannam Shopping ads on YouTube • TrueView for Shopping launched in May 2015 to allow merchants to display shopping ads on their own YouTube videos. Products shown dynamically and pulled from merchant feed • In October it expanded this to start showing Shopping ads in contextually relevant YouTube videos
  37. 37. @neil_hannam Thank You Neil Hannam Digital Marketing Consultant Anicca Digital

Digital Marketing Consultant, Neil Hannam, presents the latest developments in all things search marketing. Neil delves into the depths of Google and provides practical advice on how to increase the visibility of your website in the paid and the organic listings. This masterclass is ideal for those looking to see some of the latest developments in search from changes to search results pages, to the changes in the way Google is working and the impact that may have on your SEO strategy and some of the most recent developments in PPC too.

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