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SEO trends for 2018

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SEO strategies to implement in 2018 featured on the Smart Insights Digital Trends summit.

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SEO trends for 2018

  1. 1. 1 #DigitalPriorities Digital Marketing Priorities 2018 brought to you by How to develop a customer-centric SEO strategy in 2018 Mike McDougall, Organic Search Director of Stickyeyes
  2. 2. 2 Before we start… house keeping • A recording for the webinar will be sent via Email • Slides will be available via Smart Insights Slideshare • Please get involved with the interactions: • Give your views in the votes • Do ask questions at any point via the Questions panel
  3. 3. 3 Recommended Smart Insights toolkit update
  4. 4. 4 SEARCH IS EVOLVING
  5. 5. 5 Google got smart.
  6. 6. 6 What Users want What search engines want • Great Content • Content Depth • Fast Loading on any device • Clear & concise messaging • Excellent UX • Logical Navigation • Great Content • Content Depth • Fast Loading on any device • Clear & concise messaging • Excellent UX • Logical Navigation
  7. 7. 7 WhatisRankBrain? • Google’smachinelearningtechnology • Futureofit’srankingalgorithm • “Diallingdown”humanelements • “ThingsnotStrings” • Thiswillchangeandpersonalisethesearchexperience
  8. 8. 8 Rank Brain in Action NAME: JILLMCDOUGALL OCCUPATION: RETIRED/MYMUM INTERESTS: ORNATHOLOGY(BIRDWATCHINGTOTHELAYMAN), FOOTBALL GOOGLEVITALINFO: BIRDSPOTTINGAPPSDOWNLOADED,OWNS UNFATHOMABLYEXPENSIVEBINOCULARS
  9. 9. 9 Rank Brain in Action NAME: MIKEMCDOUGALL OCCUPATION: DIGITALMARKETER INTERESTS: TRAVEL,MOUNTAINBIKES,SNOWBOARDING,COOKING GOOGLEVITALINFO: TORONTOBASEDSEARCHES,LIKESBASEBALL&BEER
  10. 10. 10 ENGAGEMENT NOW KEY TO THE ALGORITHM
  11. 11. 11 Less Reliance on Links 70% 75% 80% 85% 90% 95% 100% Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15 Sep-15 AverageCorrelationScore Changing Algorithmic Patterns - Links Links & Authority
  12. 12. 12 More focus on good User Experience 240 260 280 300 320 15 14 13 12 11 10 9 8 7 6 5 4 3 2 1 AverageTimeonSite(s) Ranking Position Average Time on Site – Ranking Correlation
  13. 13. 13 “Blinds” Keyword Set – Time on Site & Bounce Rate 4:49 5:54 5:22 5:20 4:07 4:15 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 0:00 0:30 1:00 1:30 2:00 2:30 3:00 3:30 4:00 4:30 5:00 5:30 6:00 6:30 247blinds.co.uk directblinds.co.uk blinds-2go.co.uk dunelm.com blindsuk.net hillarys.co.uk BounceRate TimeonSite(m:s) Time on Site & Bounce Rate Bounce Rate Time on Site
  14. 14. 14 Site Speed Increasing in Importance 75 80 85 90 95 100 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16 Jan-17 Roadmap Page Load Speed Correlation (all Sectors) Non-HTML Page Load Speed HTML Page Load Speed Page Load Speed
  15. 15. 15 Hosting Keyword Set – Site Speed Data 72% 72% 75% 62% 61% 61% 0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 40% 45% 50% 55% 60% 65% 70% 75% 80% godaddy.com 123-reg.co.uk 1and1.co.uk tsohost.com fasthosts.co.uk hostgator.com Aggregated Site Speed Score vs. Search Visibility
  16. 16. 16 UNDERSTAND HOW YOUR CUSTOMERS ARE SEARCHING
  17. 17. 17 Understand Microments I WANT TO KNOW Exploring or researching but not yet in purchase mode. Users want useful information and inspiration. I WANT TO DO Before or after purchase, these are those key ‘how to’ moments when people want to get things done . I WANT TO GO The user is actively looking to visit somewhere – they’re looking for ideas and inspiration. I WANT TO BUY Someone’s actively ready to make a purchase and may need help – we need to be there to help them. INFORMATIONAL SEARCH COMMERCIAL SEARCH These different segments will use search very differently – we need to use insights to understand the search ‘micro-moments’ which are relevant to each one.
  18. 18. 18 Understand Seasonal Trends – the “When” Category Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Generics 108.9K 91.8K 109.4K 107.0K 91.9K 79.2K 92.8K 95.1K 93.8K 91.5K 87.1K 75.6K Accessories 206.1K 168.8K 192.7K 159.0K 170.2K 144.3K 145.1K 154.1K 149.7K 136.8K 140.1K 149.9K Amino Acids 56.9K 47.9K 59.8K 65.2K 56.6K 53.5K 53.4K 50.2K 47.2K 46.3K 50.3K 49.0K Blends & Formulas 12.7K 10.4K 11.4K 10.3K 10.4K 10.9K 9.8K 10.5K 9.0K 8.0K 8.1K 6.4K Carbohydrates 143.3K 141.4K 116.9K 116.6K 116.8K 79.9K 65.9K 96.3K 206.8K 170.0K 114.6K 114.8K Clothing 235.5K 209.1K 229.9K 198.7K 169.8K 160.6K 178.7K 191.5K 162.7K 148.4K 171.6K 180.0K Creatine 252.9K 250.3K 253.4K 243.2K 252.4K 206.6K 207.2K 245.8K 209.5K 202.4K 199.9K 171.2K Food & Drink 205.7K 182.8K 204.7K 181.9K 169.0K 150.1K 150.7K 152.3K 150.0K 126.2K 112.8K 110.8K Pills & Tablets 669.0K 640.7K 646.9K 627.4K 583.0K 477.7K 497.4K 539.3K 638.5K 531.6K 476.4K 437.9K Protein Powders 499.8K 425.6K 452.5K 426.8K 398.5K 376.1K 366.4K 389.8K 346.3K 304.7K 293.2K 286.4K Vitamins & Minerals 439.2K 435.0K 463.5K 395.9K 375.9K 328.4K 324.7K 338.0K 389.5K 387.3K 382.5K 334.1K
  19. 19. 19 VOICE SEARCH
  20. 20. 20 Smarthome speakers Smartphone Assistants
  21. 21. 21 Voice Search Soundbites • “50% of all searches will be voice searches by 2020” according to comScore • “About 30% of searches will be done without a screen by 2020.” via Mediapos • “We estimate there will be 21.4 million smart speakers in the US by 2020” according to Activate • “By 2019, the voice recognition market will be a $601 million industry”, according to a report from Technavio via Skyword. • “This year (2017), 25 million devices will be shipped, bringing the total number of voice-first devices to 33 million in circulation.” based on a new study by VoiceLabs via Mediapost
  22. 22. 22 Apart from being THE SEO hot topic for 2018 what does this actually mean for your search strategy?
  23. 23. 23 Changing the Language of Search • We talk to search engines different to how we type • This will change the make up of search queries • QA formatting & conversational queries will increase
  24. 24. 24 MAP YOUR CONTENT TO INTENT
  25. 25. 25 Functional Content Mapped to Search
  26. 26. 26 Generate Unique Content Relevant to Query
  27. 27. 27 MARK-UP YOUR DATA FOR SEARCH
  28. 28. 28 USE STRUCTURED DATA TO CONTROL SERP REAL ESTATE This code snippet…. Will give you this!
  29. 29. 29

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