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Brighton SEO 2018 - Eloi CASALI

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"What big agencies have learned from SEO"
Analysing the data to understand how SEO affects big marketing campaigns and vice versa, we will look at three core topics :
- Surfacing content on the SERP and its impact on PPC
- The key to talking about speed optimisation
- Voice: a framework to estimate the volume of effort to place on voice in your search strategy.

Thanks for reading !

Published in: Marketing
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Brighton SEO 2018 - Eloi CASALI

  1. 1. Eloi Casali @eloi_casali What big agencies have learned from SEO https://www.slideshare.net/PayPerClic
  2. 2. SURFACING CONTENT CLIENT BRIEF COMES IN (UN)CONSCIOUS BIAS KICKS IN LOGICAL APPROACH CREATIVE MAGIC
  3. 3. SURFACING CONTENT SURFACING CONTENT INCREMENTAL GAINS VOICE NOISE
  4. 4. SURFACING CONTENT USERS WON’T HAVE TO VISIT WEBSITES ANYMORE RAND FISHKIN REFERS TO “NO CLICK SEARCHES”
  5. 5. SURFACING CONTENT SEO TOTAL CTR PPC TOTAL CTR PPC QS, AdRank… THIS PRACTICE HAS A COST... LITERALLY!
  6. 6. SURFACING CONTENT £1.62 £1.68 £1.97 £2.16 £0.891. KNOWLEDGE BOX 2. KNOWLEDGE BOXES 3. KNOWLEDGE BOXES 4. KNOWLEDGE BOXES 5. KNOWLEDGE BOXES NO CLICK SEARCHES IMPACT ON PAID SEARCH CPCs:
  7. 7. SURFACING CONTENT 0.7 1.2 1.7 2.2 2.7 0 1 2 3 4 5 6 KNOWLEDGE BOXES CAUSE A DIRECT INCREASE TO CPCs 1 advertiser only. QS >8
  8. 8. SURFACING CONTENT 2YR PREDICTION: IMAGE COMING TO ADWORDS PROBABLY A YOUTUBE THUMB, THOUGH
  9. 9. SURFACING CONTENT VOICE NOISE SURFACING CONTENT INCREMENTAL GAINS
  10. 10. INCREMENTAL GAINS 100ms = 1% REVENUE IMPROVEMENT 5s = 7-12% REVENUE INCREASE
  11. 11. INCREMENTAL GAINS 11s to 4.6s 1,933 hours = 80 Days -58% Load time 22% CVR INCREASE -46%
  12. 12. INCREMENTAL GAINS £1M BRANDING CAMPAIGN £4 PER NEW BRAND SEARCH, 1% CR 2,500 SALES = 250,000 REVENUE 1,750 SALES = 175,000 REVENUE BUT 30% VISITS LOST TO SPEED 17% OF BRANDING BUDGET WASTED BY SITE NOT BEING OPTIMIZED FOR SPEED
  13. 13. SURFACING CONTENT SURFACING CONTENT INCREMENTAL GAINS VOICE NOISE
  14. 14. VOICE SEARCH VOICE VOICE VOICE VOICE VOICE VOICE VOICE VOICE VOICE VOICE ALEXA GOOGLE HOME VOICE
  15. 15. VOICE SEARCH NOISE
  16. 16. VOICE SEARCH 5% DIFFERENTIATING THE TECHNOLOGY FROM THE CHANNEL : HOME ASSISTANTS 1.6% 7% 12%67%
  17. 17. VOICE SEARCH HOME ASSISTANTS ARE SMART SPEAKERS Made a purchase Message someone Access my calender Control smart home devices Listen to podcasts and other talk formats Call someone Check traffick Use a favourite skill or assistany app Find a recipe or cooking instructions Play game or answer trivia Listen to news and sports Set ab alarm Listen to radio Set a timer Check the weather Listen to streaming music service Ask a question Smart speaker use case frequency January 2018 Have never tried Use monthly Use daily
  18. 18. VOICE SEARCH FORGET ABOUT SMART SPEAKERS FOR NOW THINK ABOUT SEARCHES FROM MOBILE DEVICES
  19. 19. VOICE SEARCH “50% OF ALL SEARCHES BY 2020” - EVERY SINGLE PREZO ABOUT VOICE, SINCE 2016 MOBILE – 60% DESK + TABLET – 40% VOICE NOT VOICE 2017-2018: NOPE ! Searches by device, Share of voice in mobile 12% OF THE TOTAL SEARCH VOLUME IN 2017 !
  20. 20. VOICE SEARCH LOOKING AT VOICE SEARCH FROM MOBILE (PANEL) MILLENIALS 30% 10%15% GEN X BABY BOOMERS
  21. 21. VOICE SEARCH W Y S T O L I T H S BIZ 30% 15% 10% WOULD YOU SAY THIS OUT LOUD IN THE HIGH STREET? Y Y Y NNN 20%
  22. 22. VOICE SEARCH WHERE IS THE DATA?!?
  23. 23. VOICE SEARCH SEARCHING FOR A 5% VOICE BUSINESS
  24. 24. SURFACING CONTENT BEAT THE BOX BE THE BOX VOICE YOUR CONCERNS DON’T INVEST WITHOUT PROOF. NO ONE DOES EXPERIENCE TRUMPS ALL TURN YOUR METRICS INTO THEIRS THREE OUTSTAKE
  25. 25. TODAY’S DECK IS LIVE : @Eloi_Casali https://www.slideshare.net/PayPerClic @iProspectUK + NEW VOICE RESEARCH AVAILABLE HERE :

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