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How to develop a customer-centric SEO strategy in 2018 | Stickyeyes

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Putting your customer at the heart of your SEO and content strategy has never made more sense. In this Slideshare (to accompany a recent SmartInsights/BrightTalk webinar which you can listen to on demand here - https://summits.brighttalk.com/webinar/how-to-develop-a-customer-centric-seo-strategy-in-2018/ ) we'll explain how you can leverage Google’s changing algorithm to deliver organic search gains by examining:

- How to use search data to map your strategy to intent
- User experience and shifting ranking signals
- Conversational search and the rise of voice
- The importance of data mark-up to enhance the search experience

We take a look at the hot trends for 2018 and beyond and show you how to improve your strategy and implement best practice organic search practices through:

- Technical SEO
- Maximising opportunities from product and category content
- Competitor intelligence to benchmark and drive organic gains.

To get email updates of our latest video blogs, insights and intelligence, sign up to our email updates: http://www.stickyeyes.com/newsletter/ or visit https://www.stickyeyes.com/intelligence/

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How to develop a customer-centric SEO strategy in 2018 | Stickyeyes

  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 @Stickyeyes @mikeymcdougall
  2. 2. 2 SEARCH IS EVOLVING
  3. 3. 3 Google got smart.
  4. 4. 4 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
  5. 5. 5 WhatisRankBrain? • Google’smachinelearningtechnology • Futureofitsrankingalgorithm • “Diallingdown”humanelements • “ThingsnotStrings” • Thiswillchangeandpersonalisethesearchexperience
  6. 6. 6 Rank Brain in Action NAME: JILLMCDOUGALL OCCUPATION: RETIRED/MYMUM INTERESTS: ORNITHOLOGY(BIRDWATCHINGTOTHELAYMAN), FOOTBALL GOOGLEVITALINFO: BIRDSPOTTINGAPPSDOWNLOADED,OWNS UNFATHOMABLYEXPENSIVEBINOCULARS
  7. 7. 7 Rank Brain in Action NAME: MIKEMCDOUGALL OCCUPATION: DIGITALMARKETER INTERESTS: TRAVEL,MOUNTAINBIKES,SNOWBOARDING,COOKING GOOGLEVITALINFO: TORONTOBASEDSEARCHES,LIKESBASEBALL&BEER
  8. 8. 8 ENGAGEMENT NOW KEY TO THE ALGORITHM
  9. 9. 9 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 Source: Stickyeyes Proprietary tool “Roadmap”
  10. 10. 10 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 Source: Stickyeyes Proprietary tool “Roadmap”
  11. 11. 11 “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 Source: Alexa Time on Site and Bounce Rate data
  12. 12. 12 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 Source: Stickyeyes Proprietary tool “Roadmap”
  13. 13. 13 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 Source: Aggregated data from Pingdom, GTMetrix & Google Developer Tools
  14. 14. 14 UNDERSTAND HOW YOUR CUSTOMERS ARE SEARCHING
  15. 15. 15 Understand Micro-moments 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.
  16. 16. 16 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 Source: Seasonal Search Volume from Stickyeyes tool Ad Hoc Metrics
  17. 17. 17 VOICE SEARCH
  18. 18. 18 Smarthome Speakers Smartphone Assistants
  19. 19. 19 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
  20. 20. 20 Apart from being THE SEO hot topic for 2018 what does this actually mean for your search strategy?
  21. 21. 21 Changing the Language of Search • We talk to search engines differently to how we type • This will change the make up of search queries • QA formatting & conversational queries will increase
  22. 22. 22 MAP YOUR CONTENT TO INTENT
  23. 23. 23 Functional Content Mapped to Search
  24. 24. 24 Generate Unique Content Relevant to Query
  25. 25. 25 MARK-UP YOUR DATA FOR SEARCH
  26. 26. 26 Use Structured Data to Control SERP Real Estate This code snippet…. Will give you this!
  27. 27. 27 For more SEO insight and free, in-depth intelligence reports: https://www.stickyeyes.com/intelligence/
  28. 28. 28 #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 @Stickyeyes @mikeymcdougall

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