Search in 2016: How you need to think and what you need to do
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Presented by Search Laboratory's CEO Ian Harris at the Digital Leaders Masterclass #DLMLeeds on Tuesday 3rd November 2015.
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Search in 2016: How you need to think and what you need to do
- 1. © Search Laboratory Ltd 2014. All rights reserved. New York T: 646-473-1826 London T: +44 207 147 9980 Search in 2016
- 2. About Search Laboratory Founded in 2005 International search specialists 140 staff, Leeds and New York Analytical scientific approach
- 5. Search was a simple concept IT Services IT Support Network Support
- 7. What’s new? 2015: More mobile than desktop searches CPC Inventory
- 8. What’s new?
- 9. What is search? PAID LISTINGS ORGANIC LISTINGS web search apps other search
- 10. What’s new? Cross device conversion tracking
- 11. Analytics API PPC SEO Direct Referral Display Other CRM Traffic Actions Enquiries Orders
- 14. What is commercial reality of digital? Conversion
- 15. Our historic interpretation of that High relevance High action intent
- 16. ConvertNot convert end of story Organic search channel Paid search channel site
- 17. Question How did you last convert?
- 19. Buying behaviours 68% conversions didn’t convert on 1st touch point
- 20. What do we do? Treat users differently based on their intentions Give users what they want
- 21. Understanding intent Action Research Related
- 23. Action intent - Users looking for you, or your exact product / service - Higher propensity to convert - Easier to attribute to immediate channel ‘internet marketing leeds’ ‘buy hunter wellies online’ ‘depression rehab clinic’
- 24. Research intent - Users thinking about your product / service - Some propensity to convert - Users may shop around & convert on a different session - Which could be a different medium ‘best festival wellies’ ‘depression treatment’
- 25. Related intent - Users looking for information - Related to your products / services - Ideally your target demographic / user - No immediate intent to buy - Primary aim is brand awareness ‘glastonbury camping tips’ ‘depression symptoms’
- 26. Example query Search volume Intent Page Content Conversions depression clinic 50 looking for a depression clinic /depression Information about the centre’s offering for depression click to call, request call back, request consultation depression rehab 90 looking for a rehab centre or understanding more of what it entails /depression click to call, request call back, request consultation depression treatment 1,600 looking for options on treatment... rehab is one option of many /depression/treat ments Download - coping with depression or depression self- help guide depression symptoms 33,100 looking for information about depression or could be to see if they have it or if they think someone may have it. A proportion of this traffic may eventually be looking for a service like the one priory offer but it could be some way away. /depression/sympt oms Impartial information Take the depression test
- 27. Targeting ‘related’ intent - without buying intent
- 28. Content Give users what they want ‘ultimate festival guide 2015’
- 29. Content ‘ultimate festival guide 2015’ Social - seeding - organic Manual outreach Search - organic - paid Acquire engaged social users
- 30. Why? ‘ultimate festival guide 2015’ Either: 1. In return for their email (download print-off guide) 2. For free
- 31. Programmatic retargeting Users that landed on this post 18-25 female Celeb / music affinity category ‘ultimate festival guide 2015’
- 32. Programmatic retargeting 18-25 female Affinity category ‘ultimate festival guide 2015’
- 33. Search Retargeting Bid up following brand engagement
- 34. Future digital marketing £Performance marketing campaigns Objective - to give a return Audience building campaigns Objective - to attract new, relevant users £
- 35. Summary High relevance, high intent search marketing – Still valid – In isolation is missing a trick Think customers, think people Value engagement
- 36. Questions?