Search Marketing Master Class - Basma Abou Assaf, RBBi
•
0 likes•145 views
Nowadays search engines are no longer a simple index of websites, they are sophisticated answer engines. Google, the leading search engine evolved to meet users’ needs (user behavior & local characteristics). In this session you will learn the most up-to-date trends to increase your website visibility online, by using a user-focused approach.
Recommended
More Related Content
What's hot
What's hot (18)
Similar to Search Marketing Master Class - Basma Abou Assaf, RBBi
Similar to Search Marketing Master Class - Basma Abou Assaf, RBBi (20)
More from DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
More from DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions (20)
Recently uploaded
Recently uploaded (20)
Search Marketing Master Class - Basma Abou Assaf, RBBi
- 1. Basma Abou Assaf HEAD OF SEO RBBI DUBAI, UAE ~ OCTOBER 23 - 24, 2018 DIGIMARCONMIDDLEEAST.COM | #DigiMarConMiddleEast Search Marketing Master Class MASTERCLASS
- 2. Head of SEO at RBBi (a user-focused consultancy offering UX/UI, SEO, PPC & Analytics) An award-winning Search Marketing expert, I’ve joined RBBI since four years. After graduating in computer engineering, I found passion in algorithms & decided to focus on search engine optimisation. Native Arabic speaker, with strong digital experience working on top brands in the Middle East in various sectors About me
- 3. About RBBi WHAT WE DO USABILITY & RESEARCH USER EXPERIENCE (UX) SEO & CONTENT PERFORMANCE MARKETING ANALYTICS & CRO FOUNDED SOME OF OUR BRAND PARTNERS AWARDS 2011 2018 TEAM 4 52
- 6. fix coffee maker coffee maker problems BOSCH Tassimo NOW Evolution of Users Behavior how to fix a coffee maker why coffee machine won't turn on where to fix coffee maker in Dubai my coffee maker is not working new BOSCH Tassimo is not starting
- 7. KEYWORD IMAGES NOW KEYWORD IMAGES MOBILE LOCAL/ MAP VIDEO NEWS FLIGHTS / HOTEL / SHOP VOICE Evolution of Users Behavior
- 8. SEARCH EXPERIENCE OPTIMISATION ALGORITHM/ FORMULA TECHNICAL KEYWORDS SEMANTIC USERCENTRICINTELLIGENT
- 9. Transactional Queries I want to do something, such as buy a plane ticket or listen to a song. Informational Queries I need information, such as the name of a band or the best restaurant in Dubai. Navigation Queries I want to go to a particular place on the Internet or the map, such as RTA website or the new airport. DOKNOW GO Users Search Intent
- 12. Arabic is the 4th most used language online - 200,000,000 400,000,000 600,000,000 800,000,000 1,000,000,000 Rest of the Languages German French Russian Japanese Indonesian / Malaysian Portuguese Arabic Spanish Chinese English source: www.Internetworldstats.com
- 13. Arabic is the 4th most used language online source: www.Internetworldstats.com
- 14. OPTIMISE FOR YOUR USERS
- 15. Mobile
- 16. KEY TAKEAWAYS?Attribution > Time Lag (15 Feb – 14 March) Mobile accounts for above 95% of all digital minutes in UAE & KSA Zero Results SERPs source: thinkwithgoogle.com
- 17. KEY TAKEAWAYS?Attribution > Time Lag (15 Feb – 14 March) Optimisation Must Follow a Mobile-First Approach Google’s Mobile First SERPs Test
- 18. Say fast load time speed is important to site loyalty 52% Say fast load time speed is important to site loyalty 47% 40% Will leave a site that takes >3 seconds to load Slow and Steady Doesn’t Win the Race source: thinkwithgoogle.com
- 19. Voice
- 20. Identify your target audience Think about questions that they might ask and write better answers Mark it up with schema and make it easy to find Be Ready for Voice Search 50% of smart phone users use Voice Tech
- 21. Local
- 22. More than 50% of Mobile Searches Have Local Intent SMARTPHONE Business hours Directions to local store Local store address 54% 53% 50% Availability of product at local store Business hours Local store addressCOMPUTER/TABLET 45% 42% 38% source: thinkwithgoogle.com
- 23. Local search is an untapped opportunity in MENA There is relatively less optimised profiles on map services. MENA region has around 15 times less locations compared to Europe. source: Google
- 24. Use Local SEO to show up on as many local searches as possible Maximise Local Visibility
- 25. Google is Using Entity-based Search
- 26. Emaar is a leading property development company in the region with over 150 residential, commercial and entertainment locations in the UAE including the Dubai Mall, Burj Khalifa and KidZania. • UAE uses PO Boxes which mean addresses aren’t zoned • Pinning manually location on Google My Business by using geographic landmarks • We optimised the Knowledge Panel, Maps Listing, Address and contact query for long tail keywords • We worked to ensure that Emaar appeared in location-sensitive search results +49% customers have visited the website from the listings +32% customers have requested directions to a location CHALLENGES SOLUTIONS RESULTS YoY
- 27. ANTICIPATE YOUR USERS NEEDS
- 28. KEY TAKEAWAYS?Attribution > Time Lag (15 Feb – 14 March) By 2020 50% of searches will be based on voice or image source: https://econsultancy.com/
- 29. 18%oftext-basedGooglesearcheshaveimageblocks The Future of Search is Visual 18% of text-based Google searches have image blocks 69% of young consumers were interested in making purchases based on visual searches source: Accenture, March 2017
- 30. • Optimise for mobile-first index and user experience • Speed up your website performance • Go with local SEO and maximize your local visibility • Optimise with an Arabic-first approach • Identify your audience and write about questions they ask • Write better answers and mark-it up with Schema.org KEY TAKEAWAYS Mobile Local Voice
- 31. THANK YOU LET’S DO THIS Red Blue Blur Ideas DMCC 1406, Jumeirah Business Centre 3 (JBC3), Cluster Y, Jumeirah Lake Towers (JLT) Dubai, UAE P.O. Box: 334318 www.rbbideas.com