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 !
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Brighton SEO 2018 - Eloi CASALI
- 1. Eloi Casali @eloi_casali What big agencies have learned from SEO https://www.slideshare.net/PayPerClic
- 2. SURFACING CONTENT CLIENT BRIEF COMES IN (UN)CONSCIOUS BIAS KICKS IN LOGICAL APPROACH CREATIVE MAGIC
- 4. SURFACING CONTENT USERS WON’T HAVE TO VISIT WEBSITES ANYMORE RAND FISHKIN REFERS TO “NO CLICK SEARCHES”
- 5. SURFACING CONTENT SEO TOTAL CTR PPC TOTAL CTR PPC QS, AdRank… THIS PRACTICE HAS A COST... LITERALLY!
- 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. 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. SURFACING CONTENT 2YR PREDICTION: IMAGE COMING TO ADWORDS PROBABLY A YOUTUBE THUMB, THOUGH
- 11. INCREMENTAL GAINS 11s to 4.6s 1,933 hours = 80 Days -58% Load time 22% CVR INCREASE -46%
- 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
- 14. VOICE SEARCH VOICE VOICE VOICE VOICE VOICE VOICE VOICE VOICE VOICE VOICE ALEXA GOOGLE HOME VOICE
- 16. VOICE SEARCH 5% DIFFERENTIATING THE TECHNOLOGY FROM THE CHANNEL : HOME ASSISTANTS 1.6% 7% 12%67%
- 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. VOICE SEARCH FORGET ABOUT SMART SPEAKERS FOR NOW THINK ABOUT SEARCHES FROM MOBILE DEVICES
- 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. VOICE SEARCH LOOKING AT VOICE SEARCH FROM MOBILE (PANEL) MILLENIALS 30% 10%15% GEN X BABY BOOMERS
- 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. VOICE SEARCH WHERE IS THE DATA?!?
- 23. VOICE SEARCH SEARCHING FOR A 5% VOICE BUSINESS
- 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. TODAY’S DECK IS LIVE : @Eloi_Casali https://www.slideshare.net/PayPerClic @iProspectUK + NEW VOICE RESEARCH AVAILABLE HERE :