The Evolution of SEO and Consumer Behavior in 2016
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The document discusses the evolution of SEO in 2016 and strategies for success. It notes that in 2016, search remained important, consumer centricity ruled, and the visible web became less polluted. It recommends businesses invest appropriately in SEO and related technologies. It also advises moving beyond keywords to use concepts and moments, and decoding markets to understand consumer behavior.
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The Evolution of SEO and Consumer Behavior in 2016
- 1. The Evolution Of! SEO Now!
- 2. The 2017 View Of 2016!
- 3. In 2016 Search Was Still HUGE!
- 4. And Became More Important!
- 5. Consumer Centricity Ruled! Consumer SEO ME 3rd Party Paid Media Apps Store Search
- 6. Visible Web Became Less Polluted!
- 7. Reputations Were Managed More! • Reputation is worth £620bn to UK PLC as of January 2015! ! • Strong corporate reputations add £1 in every £2 of shareholder value; bad ones destroy £1 of value in £7! Source: Reputation Dividend!
- 8. Businesses Invested Appropriately! 0 50 100 150 200 250 300 Channel Value Channel Investment ROI Optimization
- 9. Data & Software Evolved!
- 10. Today!
- 11. “We know more about how people search in our market than any other company.! ! We have a plan to be there with our website’s content and on other key third-party websites we’ve planned to influence.!
- 12. Move Beyond A List Of Keywords!
- 13. Use Concepts & Moments! Example Moment Definition Market knowledge acquiring Gathering information about X in general. Product knowledge acquiring Investigating and understanding specific products in the market. List Building Building product/brand awareness and creating a list of possibilities. Qualitative evaluation Evaluating and seeking opinion about a specific product or brand. Quantitative evaluation Financial and numerical evaluation. Shopping Primary goal is to apply or get X for a specific product. Brand direct Akin to a navigational search, implies high level of familiarity with the brand.
- 14. Decode Markets! “MoneySuperMarket is the channel leader for the UK's most competitive financial services verticals. From car insurance to credit cards we lead the way. A key ingredient in our success is the platform, data and professional services support we get from the team at Linkdex.! David Harling! Digital Marketing Director, MoneySuperMarket!
- 15. How Do You Win In 2016?! 1. Make sure SEO Now is understood! ! 2. Put reputation and consumer behavior front and center! ! 3. Set common goals and become strategically aligned! ! 4. Let technology help you tell a cohesive, data-driven story! ! 5. Invest appropriately! !