Search in time of #SoLoMo
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Få inspiration til at komme øverst på resultatlisten. Den digitale kultur er i konstant forandring. I takt med at nye teknologier og digitale services vinder frem, er vi gået fra en simpel ’søg og find’-mentalitet til en vidtspændende kollaborativ kultur, hvor fokus er på engagement og deling. Dette skift har betydning for, hvordan vi bruger søgemaskiner såsom Google, der hele tiden må skærpe sig for at levere de mest relevante og brugertilpassede søgeresultater. Ikke mindst har det betydning for, hvordan du - som arbejder med digital markedsføring - skal optimere, producere og placere din virksomheds digitale indhold for at komme øverst på listen og tættest på brugerne. Vi dykker ned i tidens søgetrends, hvor ’content is king’ og begrebet SoLoMo (social, local, mobile) er i højsædet. Du vil se eksempler og perspektiver på, hvordan social og søgning kan gå hånd i hånd, hvordan mobil-og-lokalitets-optimering kan påvirke søgning, og hvordan indhold kan optimeres på tværs af kanaler. Du får den nyeste viden på området og forhåbentlig en masse inspiration til dit arbejde i krydsfeltet mellem søgning, content og social.
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Search in time of #SoLoMo
- 1. Search in the time of #SoLoMo Benjamin Belmudez, Insight & Analytics Consultant RobertBørlum-Bach, Insight & Analytics Consultant The latest insights on search trends and how to get on top of the result lists
- 2. © Creuna
- 3. Agenda © Creuna 1 Search and SEO in 2015 2 Search and social 3 Search and localization 4 Search and mobile 5 Summary and QA #morningbriefing #creuna
- 4. Search and SEO in 2015
- 5. © Creuna hvilken betydning har search for jeres virksomhed eller organisation?
- 6. The search engine process © Creuna The search engine sends its spiders out The spiders crawl the site and notes all the signals The spiders parses and index their findings to determine where to serve the results
- 7. © Creuna In the beginning, there was
- 8. © Creuna What a search engine sees (link graph) Source: dejanseo.com.au/search-quality-the-link-graph-theory/
- 9. © Creuna panda penguin hummingbird payday pigeon Targets thin sites, low quality sites, bad ads 2011 Targets spamdexing, artificial links, violation of WMT 2012 Gives preference to local search results 2014 Targets spammy queries such as “payday loan”, “casinos”,and pornographic terms 2013 Emphasizes context, long- tail, semantics, content 2013 Source: moz.com/google-algorithm-change
- 10. Ranking factors © Creuna on-page SEO off-page SEO positive signals negative signals Content Mobile Structure Fresh Speed Click-through-rate Link quality Number of links Site authority Social shares Social reputation User signals(localisation) Titles Thin content Bad ads Keywordstuffing Hidden content Cloaking Paid links Bounces Spam Piracy Unnatural links Source: Moz/Searchmetrics/SEJ
- 11. © Creuna Page 11 100.000.000.000 (that’s one hundred billion) searches on Google each month
- 12. 77% of b2b buyers use search in their purchasedecision 89% of consumers use search engines beforepurchasing © Creuna 62% of millenials researchproductson Facebook beforebuying Search is more relevant than ever Source: www.brafton.com
- 13. Search in The CustomerJourney © Creuna Find Like Love purchase /action (re)search search + visibility search + content search + localization search + social search + mobile
- 15. © Creuna Today, there’s a battle for a top ranking on all search types – not just one
- 16. © Creuna incoming seo joke…
- 17. © Creuna
- 18. New ways of searching – example of “In the news” search © Creuna
- 19. New ways of searching – example of “In the news” search © Creuna
- 20. © Creuna Part summary – Search Today #1 Be visible, be relevant– on all searchchannels #2 Have greatcontent #3 SEO is (also) about communication
- 21. © Creuna Search and social (and a dead giraffe…)
- 23. © Creuna 0 5.000 10.000 15.000 20.000 8. feb 9. feb 10.feb 11.feb 12.feb 14.feb 15.feb 16.feb 17.feb Twittermentions #savemarius Marius is killed News that a 2ndgiraffe might be killed
- 24. nov/13 dec/13 jan/14 feb/14 mar/14 apr/14 maj/14 © Creuna 1,630 182,040 A monthly increase of +11,000% searches for the keyword “marius giraffe” Translated to search
- 25. © Creuna
- 26. © Creuna Social graph Link graph Knowledge graph missing social signal validation missing authority signals missing factual verification
- 27. correct page markup enables social sharing #protip
- 28. © Creuna twitter cardsopen graph og:image og:title og:description twitter:image twitter:title twitter: description
- 29. © Creuna When having wrong meta tags, the user experience can suffer
- 30. © Creuna Starting in ’15:
- 31. © Creuna Social ranking factors Links Authority/Reputation Audience/Reach
- 32. © Creuna Part summary – Search and Social #1 Be visible and engaging on social channels #2 Have contentthat can be shared via correctmeta tags #3 Again, SEO is about communication
- 34. Local Search, 10-year anniversary © Creuna Google + Pages Google My Business 2011 20142004 Google Local Source: www.google.com/intl/en/about/company/timeline/
- 36. knowledge graph
- 37. © Creuna Local ranking factors GoogleMy Business info External location signals Reviews
- 38. create a “google my business” account step 1
- 39. © Creuna
- 40. step 2 get your citation right!... everywhere [name – address – phone number]
- 42. step 3 get (good) reviews
- 43. © Creuna google reviews Yelp
- 44. © Creuna Part summary – Search and Local #1 Be visible on local search #2 Be consistentwith your businessinformation
- 46. © Creuna “I thinkit’s now the jointproject of all of us to make mobile the answer to pretty much everything” eric schmidt (2010) Mobile first
- 47. © Creuna Mobile search is ON 77% 17% Home or Work On the go Source: www.thinkwithgoogle.com/
- 48. © Creuna 94% of smartphone users searchfor local information 65% of mobile users beguntheir shopping processfrom a smartphone Source: www.thinkwithgoogle.com/
- 49. 2014 - Mobile tipping point © Creuna >
- 50. Digital Search Ad spending © Creuna 25% 38% 50% 63% 70% 77% 0% 20% 40% 60% 80% 100% 0 5 10 15 20 25 30 2013 2014 2015 2016 2017 2018 Mobile search ad spendings % of digital search ad spendings billionsof$ yet, another tipping point! Source: www.emarketer.com/Article/Mobile-Search-Will-Surpass-Desktop-2015/
- 51. © Creuna Mobile ranking factors Design Length of content Site speed ContentReadability
- 52. © Creuna App Store Optimization
- 53. © Creuna Apps Volume 0 200.000 400.000 600.000 800.000 1.000.000 1.200.000 1.400.000 Apple App Store Google Play Store Sept. 2014 1.3 Million
- 54. © Creuna How do people look for apps? #1 Generalbrowsing in an app store #2 Word of mouth #3 Browsing “TopRated” apps in an app store #4 Social Networks #5 InternetBrowsing
- 55. ASO ranking factors © Creuna “on-page” seo “off-page” seo Total App downloads Linkbuilding Title (33 char. - explicit) Description (use social proof) Icon Screenshot Category Overall appratings App reviews Type Youtube demo Google + Keywords (100 char.)
- 56. © Creuna Part summary – Search and Mobile #1 Be mobile-aware #2 Be mobile-friendly #3 Optimize your apps
- 58. Summary – takeaways © Creuna #1 Connectthe three graphs; link, knowledge, open #2 Have greatcontent #3 Have contentthat can be shared #4 Have localised content and correcttagging #5 Be mobile optimised – including speed and performance
- 59. Q&A
- 60. Sources, tools, and further reading sources • www.brafton.com/news/94-percent-b2b-buyers-research-online-purchase-decisions • www.google.com/insidesearch/howsearchworks/algorithms.html • www.mckinsey.com/insights/marketing_sales/the_consumer_decision_journey • dejanseo.com.au/search-quality-the-link-graph-theory/ • moz.com/google-algorithm-change • searchengineland.com/seotable • www.searchmetrics.com/knowledge-base/ranking-factors/ • moz.com/blog/local-search-ranking-factors-2014 • www.thinkwithgoogle.com/ • blog.kissmetrics.com/app-store-optimization/ • www.emarketer.com/Article/Mobile-Search-Will-Surpass-Desktop-2015/1011657 • searchenginewatch.com/sew/opinion/2353616/mobile-now-exceeds-pc-the-biggest-shift-since-the-internet-began • www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/ • money.cnn.com/2014/02/28/technology/mobile/mobile-apps-internet/ • moz.com/blog/everybody-needs-local-seo • www.google.com/intl/en/about/company/timeline/ • research.cbs.dk/portal/da/publications/marius-the-giraffe
- 61. Sources, tools, and further reading Tools • Pulsar Platform: www.pulsarplatform.com/ • Google Keyword Planner: adwords.google.dk/KeywordPlanner • Screaming Frog: www.screamingfrog.co.uk/seo-spider/ wise/great seo persons on twitter @mattcutts @justincutroni @randfish @hannah_bo_banna @portentint @lorenbaker
- 62. thank you! Benjamin Belmudez,Insights& Analytics Consultant Robert Børlum-Bach,Insights& AnalyticsConsultant creuna.dk benjamin.belmudez@creuna.dk robert.boerlum-bach@creuna.dk+45 70200042
Editor's Notes
- Forklar en digital audit… vi bruger 10-20 timer på at undersøge jeres digitale performance
- http://www.searchenginehistory.com/#directories
- http://dejanseo.com.au/search-quality-the-link-graph-theory/
- Source: Moz/Searchmetrics/SEJ
- http://www.brafton.com/news/94-percent-b2b-buyers-research-online-purchase-decisions http://www.brafton.com/news/89-percent-of-consumers-use-search-engines-for-purchase-decisions
- Omdrejningspunktet for vores cases vil være kunderejsen, som jo samtidig er et af de værktøjer, som vi – og mange andre - anvender i vores arbejde. Det er et oplagt redskab til at kortlægge, hvor kundeoplevelsen er svagest eller potentialet størst ud fra tanken om, at det så er her, der skal sættes ind med forbedringer af den eksisterende oplevelse eller udvikling af nye tiltag. Tragten er død. Længe leve den loyale kunde,
- Data from Radian6
- listing websites + social networks like Facebook NAP should be crawlable HTML and/or in markup (following schema.org guidelines) Case of the company that had inconsistent information
- listing websites + social networks like Facebook NAP should be crawlable HTML and/or in markup (following schema.org guidelines) Case of the company that had inconsistent information
- http://thenextweb.com/twitter/2015/02/05/official-twitter-google-team-make-searching-tweets-easier/ http://www.bloomberg.com/news/articles/2015-02-05/twitter-said-to-reach-deal-for-tweets-in-google-search-results
- http://moz.com/local-search-ranking-factors http://moz.com/blog/top-20-local-search-ranking-factors-an-illustrated-guide
- A local search is a search with a geographical input or parameter Example in “Restaurant copenhagen” - Local search is an additional way of increasing awareness for your company
- If you’re a business owner you can manage how you appear on Google local search results by having a Google my Business account. Google My Business is a suite of tools for business owners which allow them to update their business information, add photos, read reviews and, of course, use Google+. It’s started already in 2004 as a listing service called Google local and later merged with Google Maps and Google +, the social network of Google http://www.google.com/intl/en/about/company/timeline/
- A local search results can be fragmented like this… http://static.googleusercontent.com/media/www.google.com/en//help/hc/images/Google_Places_OneSheeter.pdf
- Presence of the knowledge graph on 30% of the local searches
- Google My Business : Category, Keywords in Business title, Proximity External location : NAP consistency, citation volume Reviews : quantity, velocity, diversity http://moz.com/local-search-ranking-factors http://moz.com/blog/top-20-local-search-ranking-factors-an-illustrated-guide
- Google + Page
- A citation consists of your contact information which the Name, the Address and the Phone Number http://moz.com/blog/everybody-needs-local-seo
- listing websites + social networks like Facebook NAP should be crawlable HTML and/or in markup (following schema.org guidelines) Case of the company that had inconsistent information
- Citation consistency http://moz.com/blog/everybody-needs-local-seo
- Remind and incite your customers to leave a review. Reviews will be more important for companies in the tourism business such as restaurants and hotels than B2B companies in the sector
- Mobile search is a search made on mobile devices Nowadays people use their mobile devices not just for calling but also to do basically everything they would use their computer for
- To the point that Eric Schmidt, the Google Chief Executive said … Mention the acclaimed “mobile first” book (Yahoo! design architect Luke Wroblewski – published 2011) and the Google “Mobile Playbook” 2nd edition (published in Oct. 2013) that provide guidelines and emphasize the importance of mobile design and strategy.
- The important point about mobile is that it is always on throughout the day Source: Google Think
- Source: Google Think 33% of mobile searches result in a valuable outcome
- 2014 : more mobile users than desktop users 2014 : usage of mobile apps overtakes PC usage http://searchenginewatch.com/sew/opinion/2353616/mobile-now-exceeds-pc-the-biggest-shift-since-the-internet-began http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/ http://money.cnn.com/2014/02/28/technology/mobile/mobile-apps-internet/
- Values for the US Include all spendings in SEO and PPC http://www.emarketer.com/Article/Mobile-Search-Will-Surpass-Desktop-2015/1011657
- Whether your site is responsive or you have a mobile version or it is mobile optimized in some ways (serve different HTML content to same URL): Design – mobile or responsive version, file size (50%) Length - -1000 characters on mobile Site speed – Readability - content is optimized for mobile http://www.searchenginejournal.com/ranking-factors-post-hummingbird-panda-4-0-marcustober-session-recap-sejsf/109379/ http://www.themobileplaybook.com/en-us/#/chapter2_2
- App Store Optimisation consists of improving the visibility of your mobile app across app stores.
- As Android has more users it’s likely that the numbers of apps for Android overcomes iOS apps in the future
- https://blog.kissmetrics.com/app-store-optimization/
- App Store Visibility <-> Search Visibility http://www.searchenginejournal.com/definitive-guide-app-store-optimization-aso/78719/ http://www.themobileplaybook.com/en-us/#/chapter2_1
- aware that mobile is more and more important dixit the tipping points
- the mantra content is king
- the mantra content is king
- the mantra content is king