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Organic Search in 2015 - SiGMA 2014 Conference
In 2015, organic search visibility will be influenced by Google maintaining its dominance, with a focus on quality results and the importance of brand signals and search volume. The distinction between brands and publishers will blur further, making effective content marketing crucial while social media will play a significant role in content promotion and sentiment analysis. As mobile device usage grows, websites must optimize for mobile to ensure higher rankings, highlighting the necessity of fast-loading and easy-to-navigate content for mobile users.
Organic Search in 2015 - SiGMA 2014 Conference
- 1. ORGANIC SEARCH VISIBILITYIN 2015 ROB WEATHERHEAD OPERATIONS DIRECTOR TECMARK @tecmark
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- 4. CONTENT. BRAND. SOCIAL. @tecmark
- 5. CONTENT. BRAND. SOCIAL.DEVICES. @tecmark
- 6. SOME THINGS WON’T BE MUCH DIFFERENT @tecmark
- 7. GOOGLE WILL STILL DOMINATE MOST MARKETS @tecmark
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- 9. THE GOALS OF SEARCH ENGINES WILL STILL BE THE SAME @tecmark
- 10. SEARCH ENGINES WILLCONTINUE TO GET SMARTER @tecmark
- 11. IT WILL ONLYGET HARDER TO MANIPULATE RESULTS @tecmark
- 12. AND THE FOCUS BECOMES BEING THE QUALITY RESULT @tecmark
- 13. GOOGLE’S ALGORITHMS STILL WON’T BE GOOD ENOUGH TO STOP LINK SPAM @tecmark
- 14. BUT THEY WILL GET QUICKER @tecmark
- 15. GOOGLE NEEDS OFFPAGE METRICS @tecmark
- 16. BUT IT WILLBE INCREASINGLY MORE THAN JUST LINKS @tecmark
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- 18. BRAND SEARCH VOLUME WILL MATTER MORE @tecmark
- 19. Online Brand Success Paid media Owned media Earned media @tecmark
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- 21. THE LINE BETWEENBRANDS AND PUBLISHERS WILL BE EVEN MORE BLURRED @tecmark
- 22. THERE WILL BE EVEN MORE CONTENT TO COMPETE WITH @tecmark
- 23. BEING SEEN WILL BE TOUGHER @tecmark
- 24. BUT THOSE GETTINGCONTENT MARKETING RIGHT WILL LOWER THEIR CPA http://offers.hubspot.com/2013-state-of-inbound-marketing @tecmark
- 25. THE CHALLENGE ISMAKING YOUR CONTENT MARKETING EFFECTIVE & EFFICIENT @tecmark
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- 27. 108 CONTENT IDEASIN 30 MINUTES! @tecmark
- 28. BUT THEY NEEDA FILTER @tecmark
- 29. NEW? /10 USEFUL?/10 FEASIBLE? /10 /30 @tecmark
- 30. MORE PAID MEDIA WILL BE USED TO LEVERAGE CONTENT MARKETING @tecmark
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- 32. SOCIAL HAS AN IMPORTANT ROLE TO PLAY @tecmark
- 33. NO DIRECT IMPACTON SEARCH RANKINGS https://www.youtube.com/watch?v=udqtSM-6QbQ @tecmark
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- 35. DIRECT INFLUENCE ON FANS. DIRECT INFLUENCE ON SALES. DIRECT INFLUENCE ON BRAND. @tecmark
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- 37. • 300 millionusers • 20 million unique monthly mobile users • 4% of European social sharing @tecmark
- 38. BUT MORE IMPORTANTLY @tecmark
- 39. WITH ALL THIS BUZZ SENTIMENT WILL BECOME IMPORTANT @tecmark
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- 42. AND THEN THEREARE DEVICES @tecmark
- 43. “IF YOUR PHONEDOESN’T DISPLAY FLASH, GOOGLE WILL NOT SHOW FLASH SITES IN YOUR RESULTS.” Matt Cutts of Google at Pubcon in October 2013 @tecmark
- 44. “IF YOUR WEBSITEROUTES ALL MOBILE TRAFFIC TO THE HOMEPAGE RATHER THAN THE INTERNAL PAGE THE USER WAS ATTEMPTING TO VISIT, IT WILL BE RANKED LOWER.” @tecmark Matt Cutts of Google at Pubcon in October 2013
- 45. “IF YOUR SITEIS SLOW ON MOBILES, GOOGLE IS LESS LIKELY TO RANK IT.” Matt Cutts of Google at Pubcon in October 2013 @tecmark
- 46. HAVING A MOBILESITE IS JUST THE START @tecmark
- 47. GOOGLE IS GIVINGYOU THE HINTS @tecmark
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- 50. @tecmark TESTS AREALREADY BEING RUN ON THE SERPS
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- 52. MOBILE READY MEANS: • Loading quickly on mobile • Enabling users to navigate around on a small screen • Taking mobile users to the content they expect to see • Enabling users to read without pinching and zooming! @tecmark
- 53. THEN WE NEEDTO START OPTIMISING FOR THIS!
- 54. SEO IN 2015 CONTENT • Use content to position yourself as a brand • You need to make content creation effective yet efficient BRANDING • Will only grow in importance through implied trust SOCIAL • Has a role to play for content promotion • Will increasingly have a role to play in rankings SENTIMENT • Search engines will start to understand sentiment DEVICES • Are going to have more influence on rankings @tecmark
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Editor's Notes
- #8 I see a few competitors emerging to Google, but more likely the social channels of Facebook and Twitter than the traditional search engines, this wont happen in 2015 though as their dominance will buy them time. 88% UK market share.
- #10 And the goals of the search engines will stay the same, to organise information in logical and easy to digest formats, and make money in the process.
- #11 But search engines will get smarter. Understanding more about user intent and information meaning and context. They will also get smarter in understanding who deserves to rank where in the results they display.
- #12 And it will only become more difficult to artificially engineer or manipulate the search results
- #13 So the focus becomes about being the quality result that the search engines want to display
- #14 As search engines evolve, spam tactics will evolve, and there will always be loopholes
- #15 But the burn rate of such tactics will shorten and your window of opportunity will diminish
- #16 The fact remains however that Google needs off page ranking factors, it built its search engine around them
- #17 But these wont necessarily continue to be links as we traditionally know them
- #18 Which brings us onto brands and branding signals. The search engines want to show brands, they are a source they can trust and a safe result from a customer experience perspective.
- #19 And they have the data they need to determine who is a brand if they choose to use it – links may be easy to manipulate, monthly searches less so
- #20 To create a ‘brand’ or be perceived as a brand involves a combination of paid media spend, both online and offline, earned media coverage through PR, and owned media through content
- #21 Which brings us onto the cheapest and most controllable of these, content and content marketing
- #22 The line between who is a brand and who is a published will only continue to be blurred
- #23 But as the content marketing revolution continues, competing for space in the minds of consumers will become more tough
- #25 However if you can get it right you can reap the rewards (stats?)
- #26 It isn’t however easy, it can be time consuming and also results can be hit and miss. The challenge is making yourself effective and efficient.
- #27 At tecmark we use a method called 635 brainwriting where you have 6 people, and they spend 5 minutes coming up with 3 ideas. They then swap ideas and spend another 5 minutes coming up with another 3. This continues for 6 rounds over 30 minutes.
- #28 An allows us to come up with 108 ideas in 30 minutes,
- #29 The next step in any process is then filtering to find the best most effective ideas to run with.
- #30 We use a NUF scoring system. Giving a score out of 10 for new, useful and feasible. Anything under 20 is dropped, the others progress for more development.
- #31 And then to cut through the news, more paid media will be utilised to cut through and gain traction.
- #32 Paid social, traditional paid media and also paid content discovery will continue to grow as outreach and discovery channels.
- #33 Aside from its impact on content discovery social will also start to play a major role in the search engines rankings factors.
- #34 Whilst Facebook and twitter currently have no direct impact on search results, Google have confirmed they are pulling in and monitoring information
- #35 And there is a correlation between backlinks and social followers, so its impact is indirect if nothing else
- #36 So whilst there is no direct impact on rankings, there is a direct impact on fans, a direct on brand which brings us back to our previous point.
- #37 And that is just looking at twitter and facebook. Further opportunity lies within Googles own social platform google+.
- #38 4% of European social sharing is not to be sniffed at.
- #39 But more importantly we all know Google favours their own assets so it has the capability to outrank any website regardless of authority.
- #40 But as the noise of content and social activity grows an grows, the impact of sentiment becomes even more important.
- #41 This is a well known example from DecorMyEyes where the business owner was receiving huge amounts of negative reviews for being rude to customers and came out claiming it was a deliberate tactic and the more negative buzz he got, the better rankings he received. So this is an example where sentiment of buzz and mentions is hugely important.
- #42 Another way google can look to bring trust in is through the numerous customer satisfaction sites that exist including its own trusted stores programme. Google at the end of the day wants users to have a positive experience with the sites people end up at, and so giving a waiting to positive rated websites is a logical step in this direction.
- #43 And finally we have the immediate trend around device compatibility
- #44 Mr Cutts himself has come out and said this is going to start to happen as long ago as October last year.
- #47 But this is not just about having a mobile site, it is about the user experience of that site
- #48 And the good news is Google is giving you the hints as to how it is measuring this.
- #49 Now out of beta, the page speed insights tool has a mobile specific option giving you areas to improve on your mobile experience.
- #50 And as recently as yesterday announced the launch of mobile usability section in webmaster tools
- #51 And they are already testing what this means from a serp experience, so rollouts could be imminent
- #52 Whether it is a mobile friendly icon, or a non mobile friendly icon, it is pretty certain there will be an indicator in the not to distant future.
- #53 Being mobile ready means: - loading quickly - ease of navigation and usability by device - ensuring you send people directly to the content they expect - provide a device specific experience without the need for pinching and zooming
- #54 And then once we have got all of that sorted, we’ve got another challenge to crack! But that’s a whole different story.
- #55 Being mobile ready means: - loading quickly - ease of navigation and usability by device - ensuring you send people directly to the content they expect - provide a device specific experience without the need for pinching and zooming