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AOD Marketing: SEO News for 2018 - Agustin Vazquez-Levi - MTL+ECOMMERCE #50

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Talk about: SEO News for 2018 such as mobile & voice search.

Published in: Marketing
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AOD Marketing: SEO News for 2018 - Agustin Vazquez-Levi - MTL+ECOMMERCE #50

  1. 1. HELP USERS FIND YOU HELP USERS COMPLETE AN OBJECTIVE MEASURE RESULTS AND USE RESULTS TO IMPROVE FIRST 2 STEPS MORE THAN JUST SEO
  2. 2. TRADITIONAL SEO Links and content are still important CONTENT Unique, relevant, well structured, mobile friendly etc. LINKS Relevant, not spammy etc.
  3. 3. RANK BRAIN
  4. 4. WHAT IS IT? RankBrain is a machine learning (AI) algorithm that Google uses to sort the search results. It also helps Google process and understand search queries.
  5. 5. HOW WE THINK IT WORKS User Types Keyword into Google RankBrain Turns keyword into Concepts Shows a set of Results for that Concept No Yes Try another Page next time Uprank that page Did a page Satisfy the User?
  6. 6. EXAMPLE
  7. 7. EXAMPLE
  8. 8. EXAMPLE
  9. 9. EXAMPLE
  10. 10. IMPROVEMENT Compared to Google Engineers, Rank Brain is better at predicting the #1 result that users click on more often RANK BRAIN GOOGLE ENGINEERS 70%80%
  11. 11. INTENTDon’t focus on longtail keywords
  12. 12. IMPORTANCE OF FACTORS VARIES ON INTENT  Exact Match (Brand/Specific product)  Domain Authority (Important Information? Avoid spam)  Freshness & Timeliness (Live sporting event? Weather?)  Location (near me search?)  Engagement (Event such as an Earthquake)  Important Related Topics (Talking about horror movies  Content Depth (Quick answer? Something that requires more research?) HELP USER FIND YOU All 200 hundred rumoured factors are weighed differently with Rankbrain
  13. 13. ARE USERS CLICKING?
  14. 14. CTR ON ORGANIC RESULTS Emotional Call to action Quantitative HELP USER FIND YOU
  15. 15. POGO STICKING
  16. 16. POGO STICKING HELP USER FIND YOU
  17. 17. DWELL TIME
  18. 18. ABOVE THE FOLD HELP USERS COMPLETE AN OBJECTIVE
  19. 19. ARTICLE SUMMARY HELP USERS COMPLETE AN OBJECTIVE
  20. 20. LONG RELEVANT AND ORGANIZED HELP USERS COMPLETE AN OBJECTIVE
  21. 21. VOICE SEARCH
  22. 22. OPTIMISATION VOICE SEARCH “Hey Google, find me a lasagna recipe ” Voice search is to mobile what mobile was to the internet “Ok Google, what time is it?” “Ok Google, put some music on?” “Hey Google, what’s the weather today” HELP USER FIND YOU
  23. 23. VOICE SEARCH RANKING INSIGHTS Is the average voice search result page load time of Google Home result pages are secured with HTTPS. Is the mean Ahrefs domain Rating of a Google home result of all voice search answers came from a Featured Snippet. HELP USER FIND YOU
  24. 24. VOICE SEARCH RANKING INSIGHTS is the length of a typical voice search result The average Google voice search result is written at a Is the average word count of a voice search result page level. HELP USER FIND YOU
  25. 25. INTERESTING FACTS of voice search results come from pages that use Schema the average voice search result has of voice search results rank in the top 3 for that query. Facebook shares voice search results had the exact query in their title tag HELP USER FIND YOU
  26. 26. OPTIMISATION COOKING WITH GOOGLE Google smart Display The google team is currently working on a new assistant model: Google smart Display which will allow users to receive a response on a screen when they do a voice search. “What was the temperature?” “Can I replace baking soda with baking powder” “Set a timer for 10 minutes” “How much butter?” HELP USERS COMPLETE AN OBJECTIVE
  27. 27. MOBILE
  28. 28. A FEW STATISTICS *Google Think Shopping 2018 Of mobile shoppers have changed their mind about which retailer or brand to buy from after searching on Google Of women who shop for apparel on their smartphone agree that seeing images of products in context positively influences their purchase decision. More searches like: ”where to buy″ ”same day shipping” More of « near me » searches
  29. 29. STARTING WITH MOBILE FRIENDLINESS HELP USER FIND YOU
  30. 30. SPEED IS THE KEY HELP USERS COMPLETE AN OBJECTIVE Loss of Of traffic per second after 3 seconds of loading me
  31. 31. FRICTIONLESS GOALS OPTIMISATION OF CHECKOUT PROCESS HELP USERS COMPLETE AN OBJECTIVE
  32. 32. GOOGLE MY BUSINESS OPTIMISATION  Voice Search  Local Search HELP USER FIND YOU 85% of consumers trust online reviews as much as personal recommendations. More of « near me » searches HELP USERS COMPLETE AN OBJECTIVE
  33. 33. IN-STORE VISITS When customers are of the store and click on an ad, they are to than people over 5 miles away. HELP USERS COMPLETE AN OBJECTIVE HELP USERS COMPLETE AN OBJECTIVE
  34. 34. FRICTIONLESS GOALS SERVING RELEVANT CONTENT FAST HELP USERS COMPLETE AN OBJECTIVE
  35. 35. BUT SEO IS ONLY PART OF THE STRATEGY HELP USERS FIND YOU HELP USERS COMPLETE AN OBJECTIVE
  36. 36. GLOBAL MARKETING STRATEGY Source: Google You need to look at the complete customer journey SEO Social media Search Ads Reviews In store Newsletter Remarketing Mobile Awareness Research Purchase Loyalty Email Influencers Website Conversion Optimisation Display
  37. 37. THANK YOU

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