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How Generation Z is Driving Change in Search UX: Brighton SEO 2016

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Humans and the way we use technology is constantly evolving. We’re a rapidly moving target that algorithms constantly move to catch up with, informed by our data feedback. Some of us are moving faster than others however, namely generation Z; the next emerging consumer group.

Speaking at BrightonSEO this year, my talk focused on meeting the user experience needs of this influential demographic, and how this will become increasingly crucial to SEO success.

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How Generation Z is Driving Change in Search UX: Brighton SEO 2016

  1. 1. how user experience is driving change in search
  2. 2. USER LOVE & SEX Friends & Family Products News FILM Education Music
  3. 3. Millennial Source: http://www.cmo.com/articles/2015/6/11/15-mind-blowing-stats-about-generation-z.html Gen Z Social Networks Messaging Apps 8 Seconds12 Seconds ≈1975 ≈1996
  4. 4. Time on Content by Demographic
  5. 5. Young adults spend between 11 and 25% less time on your content
  6. 6. Cool Product Cool Experience Millennial Gen Z 23% 77% 60% 40% Source: https://cassandra.co/
  7. 7. Source: https://www.ketchum.com/engaging-gen-z 40% Of Consumers by 2020
  8. 8. Faster All Device Direct to Object
  9. 9. GET THIS: http://www.slideshare.net/SearchMarketingExpo/how-google-works-a-ranking-engineers-perspective-by-paul-haahr
  10. 10. Three Core Metrics Relevance Quality Time to Result
  11. 11. PageSpeed INSIGHTS - CRITICAL PATH
  12. 12. AUTOPILOT MODULES
  13. 13. Resource Delivery
  14. 14. GET THIS: https://docs.google.com/presentation/d/18zlAdKAxnc51y_kj-6sWLmnjl6TLnaru_WH0LJTjP-o/present?slide=id.p19
  15. 15. HTML5 LINK REL Attributes IS DOES preconnect browser hint to open the linked connection in advance prefetch suggestion to pre-fetch linked content before explicitly requested preload suggestion to download resource prerender suggestion to fetch AND render GET THIS: https://developer.mozilla.org/en-US/docs/Web/HTML/Link_types
  16. 16. “How I Sped Up My Site 68.35% With One Line of Code…” Mike King Source: http://ipullrank.com/how-i-sped-up-my-site-68-percent-with-one-line-of-code/
  17. 17. Faster All Device Direct to Object
  18. 18. Generation Z
  19. 19. Say internet of thingsagain
  20. 20. Gen Z SmartPhone Activities Social Games Photos Surfing Shopping GET THIS: http://www.fluentco.com/wp-content/uploads/2016/03/Fluent_DevicesandDemos_2016_web.pdf 29% 21% 6.8% 6.6% 6.1%
  21. 21. Shoppingby Demographic 18-24 25-34 35-44 45-54 55+ 6.1% 5.7% 4.8% 4.1% 2.8% GET THIS: http://www.fluentco.com/wp-content/uploads/2016/03/Fluent_DevicesandDemos_2016_web.pdf
  22. 22. Mobile EXPERIENCE Accelerated Mobile Pages Project • ASYNCHRONOUS SCRIPTS • 3rd PARTY JAVASCRIPT OUT OF CRITICAL PATH • PRIORITIZE RESOUCE LOADING • SIZE RESOURCES STATICALLY
  23. 23. rel=amphtml link to AMP page http://www.bbc.co.uk/news/business-35889282
  24. 24. rel=canonical link to non AMP page http://www.bbc.co.uk/news/amp/35889282
  25. 25. WordPress WordPress AMP plugin to create AMPHTML pages. Use Yoast SEO Glue to “speak” to AMP plugin for metadata.
  26. 26. Mobile Search Spotlight Search Safari Suggest
  27. 27. AppS Indexed
  28. 28. Android and iOS9 – App Indexing
  29. 29. App Indexing – DEEP LINKING A ONE URL
  30. 30. APP Indexing: Google Developers Get This: https://developers.google.com/app-indexing/introduction  Testing Tool for Android (debug and deep link)  Search Analytics in Search Console (register for Android)  Needs App Indexing SDK for iOS9  Check implementation
  31. 31. Faster All Device Direct to Object
  32. 32. USER LOVE & SEX Friends & Family Products News FILM Education Music
  33. 33. “BuzzFeed draws more than 75 percent of content views from sources other than its website” Jonah Peretti: CEO Source: http://recode.net/2015/09/16/this-week-on-recode-decode-ceo-jonah-peretti-explains-how-buzzfeed-won-the-internet/
  34. 34. Facebook
  35. 35. Rise of The Personal Agent
  36. 36. Source: https://www.ketchum.com/engaging-gen-z Be Fast - Be Mobile - Be Everywhere

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