Agility in seo - Mike Jeffs - Figaro Digital - Sept 2016

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This document discusses various topics related to SEO agility, including: - The importance of being there, being useful, and being quick for SEO. - Trends related to searches for "Roald Dahl" over the last 5 years. - Things needed for newsjacking: data, creative content, or an opinion. - Factors that influence organic search results like brand, search sentiment, authority, relevance, and more. - The concept of the "zero moment of truth" in consumer research and decision making. - Examples of improved organic search rankings and increased traffic from SEO efforts. - Trends around immediate, local searches and how they influence

Marketing

@mikerjeffs @branded_3 @figaro_digital
Agility in SEO
Mike Jeffs
Branded3
13th September 2016

@mikerjeffs @branded_3 @figaro_digital
Be there#1
Be useful#2
#3 Be quick

@mikerjeffs @branded_3 @figaro_digital
#roalddahlday
#roalddahl100

@mikerjeffs @branded_3 @figaro_digital
‘Roald Dahl’ Last 5 Years
Source: Google Trends

@mikerjeffs @branded_3 @figaro_digital
Todonewsjacking
You need 1 of 3 things

@mikerjeffs @branded_3 @figaro_digital
Data#1
Creative
An opinion
#2
#3

@mikerjeffs @branded_3 @figaro_digital
Zero Moment of Truth

@mikerjeffs @branded_3 @figaro_digital
Results
Top 5
For “cruises” and
“cruise” – previously
on the second page
4th
For “cruise deals” – up
from the second page,
saving £28,065/month
on AdWords traffic
46%
Increase in YOY
organic traffic
900%
Attributable ROI in
analytics

@mikerjeffs @branded_3 @figaro_digital
Micro Moments

@mikerjeffs @branded_3 @figaro_digital
Source: Think with Google

@mikerjeffs @branded_3 @figaro_digital
Source: https://econsultancy.com/reports/digital-shift-q2-2016/
The pace of change

@mikerjeffs @branded_3 @figaro_digital
Daily Information Needs

@mikerjeffs @branded_3 @figaro_digital
One third of queries go unanswered.
Source: https://backchannel.com/googles-secret-study-to-find-out-our-needs-eba8700263bf#.9kj86u2o6

@mikerjeffs @branded_3 @figaro_digital
Local queries

@mikerjeffs @branded_3 @figaro_digital
Data from Hotels.com states that 74%
of mobile bookings are made for
same-day check-in
Source: https://www.thinkwithgoogle.com/articles/build-your-mobile-centric-search-strategy.html

@mikerjeffs @branded_3 @figaro_digital
Ebay
Ebay and Google are working on:
SMART BUTTONS like ‘buy it now’
and ‘add to cart’
INPUT ELEMENTS like search
boxes and check boxes
Source: http://venturebeat.com/2016/06/30/ebay-adopts-googles-amp-to-speed-up-its-mobile-site/

@mikerjeffs @branded_3 @figaro_digital
Transactional Search
Source: http://www.slideshare.net/TomAnthony/emerging-forms-of-search-brightonseo-2016/20

@mikerjeffs @branded_3 @figaro_digital
High impact
Low impact
FutureImmediate
• HTTPS
• Internal site search
• Link acquisition
• Meta titles + H1 tags
• Meta descriptions
• Reducing duplication
• Updating redirects
• ALT tags
• Content strategy
• AMP
• Improving site speed
• Social integration

@mikerjeffs @branded_3 @figaro_digital
Questions?
mike.jeffs@branded3.com
angus.griffin@branded3.com

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1. @mikerjeffs @branded_3 @figaro_digital Agility in SEO Mike Jeffs Branded3 13th September 2016

2. @mikerjeffs @branded_3 @figaro_digital Be there#1 Be useful#2 #3 Be quick

3. @mikerjeffs @branded_3 @figaro_digital #roalddahlday #roalddahl100

4. @mikerjeffs @branded_3 @figaro_digital ‘Roald Dahl’ Last 5 Years Source: Google Trends

5. @mikerjeffs @branded_3 @figaro_digital

6. @mikerjeffs @branded_3 @figaro_digital

7. @mikerjeffs @branded_3 @figaro_digital Todonewsjacking You need 1 of 3 things

8. @mikerjeffs @branded_3 @figaro_digital Data#1 Creative An opinion #2 #3

9. @mikerjeffs @branded_3 @figaro_digital Brand search Sentiment Authority Relevance Freshness is listening to… Engagement Satisfaction Structure Quality On-site Off-site Mentions Links Social BuildDesign Content Technical The current Organic landscape

10. @mikerjeffs @branded_3 @figaro_digital Zero Moment of Truth

11. @mikerjeffs @branded_3 @figaro_digital

12. @mikerjeffs @branded_3 @figaro_digital

13. @mikerjeffs @branded_3 @figaro_digital Results Top 5 For “cruises” and “cruise” – previously on the second page 4th For “cruise deals” – up from the second page, saving £28,065/month on AdWords traffic 46% Increase in YOY organic traffic 900% Attributable ROI in analytics

14. @mikerjeffs @branded_3 @figaro_digital Micro Moments

15. @mikerjeffs @branded_3 @figaro_digital Source: Think with Google

16. @mikerjeffs @branded_3 @figaro_digital Source: https://econsultancy.com/reports/digital-shift-q2-2016/ The pace of change

17. @mikerjeffs @branded_3 @figaro_digital Daily Information Needs

18. @mikerjeffs @branded_3 @figaro_digital One third of queries go unanswered. Source: https://backchannel.com/googles-secret-study-to-find-out-our-needs-eba8700263bf#.9kj86u2o6

19. @mikerjeffs @branded_3 @figaro_digital

20. @mikerjeffs @branded_3 @figaro_digital Local queries

21. @mikerjeffs @branded_3 @figaro_digital Data from Hotels.com states that 74% of mobile bookings are made for same-day check-in Source: https://www.thinkwithgoogle.com/articles/build-your-mobile-centric-search-strategy.html

22. @mikerjeffs @branded_3 @figaro_digital Ebay Ebay and Google are working on: SMART BUTTONS like ‘buy it now’ and ‘add to cart’ INPUT ELEMENTS like search boxes and check boxes Source: http://venturebeat.com/2016/06/30/ebay-adopts-googles-amp-to-speed-up-its-mobile-site/

23. @mikerjeffs @branded_3 @figaro_digital Transactional Search Source: http://www.slideshare.net/TomAnthony/emerging-forms-of-search-brightonseo-2016/20

24. @mikerjeffs @branded_3 @figaro_digital High impact Low impact FutureImmediate • HTTPS • Internal site search • Link acquisition • Meta titles + H1 tags • Meta descriptions • Reducing duplication • Updating redirects • ALT tags • Content strategy • AMP • Improving site speed • Social integration

25. @mikerjeffs @branded_3 @figaro_digital Questions? mike.jeffs@branded3.com angus.griffin@branded3.com

Agility in seo - Mike Jeffs - Figaro Digital - Sept 2016

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