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SearchLeeds 2018 - Stephen Kenwright - Branded3 - Customer-centric search: serving people better for competitive advantage

The document discusses customer-centric search strategies, emphasizing the importance of various digital channels, including TV, SEO, and social media, in driving brand visibility and customer engagement. It highlights key trends in online consumer behavior, such as a shift towards video content and the influence of user reviews. The data illustrates that businesses must adapt their online presence and marketing strategies to remain competitive in an evolving digital landscape.

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Customer-centric search @STEKENWRIGHT
@STEKENWRIGHT Think with Google 2011
@STEKENWRIGHT “Digital stuff” © 2011
@STEKENWRIGHT Drivers Facilitators
@STEKENWRIGHT • TV • PR • PRINT • SOCIAL MEDIA • DISPLAY • SEO • PPC • CONTENT • UX • CRO Drivers Facilitators
£4,313 £4,328 £4,494 £4,789 £4,730 £3,235 £3,548 £3,794 £4,391 £4,990 £1,294 £1,526 £1,944 £2,548 £2,672 £1,097 £1,165 £1,368 £1,477 £1,550 £256 £339 £494 £734 £1,093 £0 £2,000 £4,000 £6,000 £8,000 £10,000 2012 2013 2014 2015 2016 TV spot advertising Search Display excl. video Video Other Brands now spend more on search than TV spots Source: comScoreAA / WARC expenditure report for TV spot advertising; IAB for online advertising: expenditure (£ millions)
@STEKENWRIGHT …but TV spots drive rankings
W I L L T H E B U S I N E S S M A K E M O N E Y ? D O P E O P L E W A N T I T ? D O E S G O O G L E L I K E I T ?
W I L L T H E B U S I N E S S M A K E M O N E Y ? D O P E O P L E W A N T I T ? D O E S G O O G L E L I K E I T ? (Most) content
@STEKENWRIGHT PR needs to drive *and* facilitate
@STEKENWRIGHT branded3.com/blog/ relevant-linkbuilding-study
17% 20% 23% 32% 44% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Check the site is regularly updated Check the site looks professional Author's name or link to original publication Check the website address looks genuine Cross-reference with other websites Ofcom Adults Media Literacy Tracker 2017 Users rely on authorship and freshness for fact checking @STEKENWRIGHT
W I L L T H E B U S I N E S S M A K E M O N E Y ? D O P E O P L E W A N T I T ? D O E S G O O G L E L I K E I T ? Video
97% 40% 41% 31% 40% 26% 25% 95% 40% 39% 35% 32% 26% 24% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Search engines Websites with user reviews Wikipedia YouTube BBC website Social media Online articles 2016 2017 Searches moving to YouTube Source: OfcomSources used to look for information: Ofcom Media Literacy Tracker 2017 @STEKENWRIGHT
59% 54% 40% 8% 0% 10% 20% 30% 40% 50% 60% 70% Cats and whatever "How-to" videos Reviews about things I may want to buy Vloggers Ofcom Adults’ Media Literacy Tracker 2017 Types of videos adults watch on YouTube @STEKENWRIGHT
W I L L T H E B U S I N E S S M A K E M O N E Y ? D O P E O P L E W A N T I T ? D O E S G O O G L E L I K E I T ? Reviews
5% 4% 6% 3% 4% 6% 8% 3% 5% 44% 39% 31% 40% 50% 48% 40% 39% 41% 50% 56% 62% 56% 46% 44% 52% 57% 53% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Female Male 65-74 55-64 45-54 35-44 25-34 16-24 All internet users Always Sometimes Never Source: comScoreOfcom Adults’ Media Literacy Tracker 2017 The challenge is actually getting reviews @STEKENWRIGHT
@STEKENWRIGHT Manage reviews across platforms
W I L L T H E B U S I N E S S M A K E M O N E Y ? D O P E O P L E W A N T I T ? D O E S G O O G L E L I K E I T ? Voice search
W I L L T H E B U S I N E S S M A K E M O N E Y ? D O P E O P L E W A N T I T ? D O E S G O O G L E L I K E I T ? Structured data
W I L L T H E B U S I N E S S M A K E M O N E Y ? D O P E O P L E W A N T I T ? D O E S G O O G L E L I K E I T ? Meta data
@STEKENWRIGHT
@STEKENWRIGHT OK Google – how long should a meta description be?
PPC when SEO complains about rewriting meta descriptions @STEKENWRIGHT
W I L L T H E B U S I N E S S M A K E M O N E Y ? D O P E O P L E W A N T I T ? D O E S G O O G L E L I K E I T ? HTTPS
@STEKENWRIGHT https://security.googleblog.com/2018/02/a-secure-web-is-here-to-stay.html
9% 23% 35% 38% 49% 57% 0% 10% 20% 30% 40% 50% 60% If the site is listed by a search engine Site is recommended by friends/family If there is a guarantee my details won't be shared If there is a link to a reputable service like PayPal I'm familiar with the brand If the site looks secure (padlock symbol or HTTPS) Ofcom Adults Media Literacy Tracker 2017 57% of customers are about to disappear @STEKENWRIGHT
W I L L T H E B U S I N E S S M A K E M O N E Y ? D O P E O P L E W A N T I T ? D O E S G O O G L E L I K E I T ? AMP
W I L L T H E B U S I N E S S M A K E M O N E Y ? D O P E O P L E W A N T I T ? D O E S G O O G L E L I K E I T ? Site speed
@STEKENWRIGHT 6s load time improvement https://testmysite.withgoogle.com/intl/en-gb
W I L L T H E B U S I N E S S M A K E M O N E Y ? D O P E O P L E W A N T I T ? D O E S G O O G L E L I K E I T ? Google Images
@STEKENWRIGHT Universal search in Searchmetrics
@STEKENWRIGHT Keyword URL Pos. Traffic Index Search Volume armani watch www.watchshop.com/mens-emporio-armani-watch-ar11071-p100016031.html 4 2,996 94,345 mens watch www.watchshop.com/mens-watches.html 5 2,280 98,384 casio edifice www.watchshop.com/mens-casio-edifice-chronograph-watch-ef-539d-1avef-p99936344.html 1 1,088 19,655 seiko watch www.watchshop.com/mens-seiko-watch-sgeg95p1-p99967464.html 2 988 23,219 marc jacobs watch www.watchshop.com/ladies-marc-jacobs-the-jacobs-watch-mj1487-p100001336.html 3 660 18,129 diesel watch www.watchshop.com/mens-diesel-chief-chronograph-watch-dz4329-p99990917.html 2 536 12,627 emporio armani www.watchshop.com/mens-emporio-armani-chronograph-watch-ar2434-p99933242.html 2 476 29,112 emporio armani watch www.watchshop.com/mens-emporio-armani-watch-ar1692-p99959546.html 6 408 20,898 digital watches www.watchshop.com/digital-watches.html 2 344 8,069 skeleton watch www.watchshop.com/mens-rotary-exclusive-skeleton-automatic-watch-gs00625-05-p100018192.html 3 332 9,183 seiko 5 www.watchshop.com/mens-seiko-5-automatic-watch-snxg47k1-p99934883.html 1 304 5,492 skagen watch www.watchshop.com/mens-skagen-hagen-watch-skw6216-p99987125.html 6 232 11,938 lorus watch www.watchshop.com/mens-lorus-watch-rxn51bx7-p99938219.html 3 224 6,137 armani exchange watches www.watchshop.com/armani-exchange-watches.html 6 216 11,067 pulsar watch www.watchshop.com/mens-pulsar-watch-pj6021x1-p99934421.html 1 168 6,045 paul hewitt www.watchshop.com/paul-hewitt-watches.html 2 156 4,264 ferrari watch www.watchshop.com/mens-scuderia-ferrari-scuderia-xx-chronograph-watch-0830138-p99967074.html 4 152 4,804 seiko kinetic www.watchshop.com/mens-seiko-kinetic-watch-ska755p1-p100013429.html 3 148 4,052 sekonda www.watchshop.com/mens-sekonda-watch-3730-p99941309.html 3 148 12,701 Clicks now go to HTML pages not JPEGs
W I L L T H E B U S I N E S S M A K E M O N E Y ? D O P E O P L E W A N T I T ? D O E S G O O G L E L I K E I T ? Visual search
Source: Ofcom
W I L L T H E B U S I N E S S M A K E M O N E Y ? D O P E O P L E W A N T I T ? D O E S G O O G L E L I K E I T ? (Great) ads
@STEKENWRIGHT You’ve got to start with the customer experience and work back toward the technology.
HTTPS Optimisation Your company Competitor 1 Competitor 2 Competitor 3Source: Ofcom Secure or not secure…there is no try @STEKENWRIGHT
HTTPS Site speed Optimisation Your company Competitor 1 Competitor 2 Competitor 3Source: Ofcom Are we outrunning the competition? @STEKENWRIGHT
HTTPS Site speed Structured data Optimisation Your company Competitor 1 Competitor 2 Competitor 3Source: Ofcom Which brands appear where? @STEKENWRIGHT
HTTPS Site speed Structured data Meta data PR Editorial content Video content Reviews Optimisation Your company Competitor 1 Competitor 2 Competitor 3Source: Ofcom Strategy canvas – gaps and ops @STEKENWRIGHT
More on getting stuff done: https://www.slideshare.net/Branded3/how- to-report-on-seo-in-2018-brightonseo @STEKENWRIGHT
D E M O G R A P H I C S • The youngest group • x% are families • Long distance travel B E H A V I O U R • Summer time travel • Book 4-6 months in advance • Less likely to visit in 12 months L I F E S T Y L E • Into music • Follow current affairs • Shop online • Lower income Analyse reconsenters If your personas are data-driven… they should change% of Base – a% % Value – b% Spend per visit - £c HH 3 year value - £d
@STEKENWRIGHT
@STEKENWRIGHT search engine [marketing resources] for [users of search engines]
Google is playing catch up @STEKENWRIGHT
SEO is a business case – not a channel @STEKENWRIGHT
slideshare.net/branded3 OR stephen.kenwright@branded3.com GIFS FROM GIPHY.COM