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Trends in Online Search and SEO
- 1. Trends in SEO Trends and data in Search Engine Optimization
- 2. < > Why SEO?
- 3. < >3 < > <SEO> 1. short for search engine optimization. “Search engine optimization is a methodology of strategies, techniques and tactics used to increase the amount of visitors (traffic) to a website by obtaining a high-ranking placement in the search results page of a search engine (SERP) - including Google, Bing, Yahoo and other search engines.”
- 4. < > Why SEO? 4 Why it’s the best traffic source? To optimize your own website thereby increasing traffic, leads and conversions to revenue To learn the principles of SEO to optimize client websites, charge monthly retainers and grow a digital marketing business People are looking for exactly what you have to offer Paid advertising – You are only guessing. You are interrupting them. For example people want to look at what their friends are up to, not in a buying mode. Once you start ranking – you can consistent visitors for FREE! < >
- 5. < > Long-Term Performance; Organic SEO vs. Pay-per-Click 5 Increased Rankings PPC: Fixed Clicks to Cost Ratio Campaign Activation Initial Search Results Lower Maintenance Time Clicks Cost
- 7. < > Research Audit Optimize Amplify Iterate 7 Seo Process < > The SEO Methodology • Define goals • Identify keywords • Analyze competition • Define tests Define the competitive landscape • Indexation • Accessibility • Content • Authority Identify position within the landscape • Site optimization • Content optimization • Technical optimization • Local optimization • Inbound links • Trust • Social • Measure • Report Implementation
- 8. < > Trends in Search
- 9. < > Semantic Search 9 Rise of Semantic Search 2013: Hummingbird • Results match searcher intent rather than searcher language • Objective is to understand “real-world entities and their relationships to one another” • Conversational search queries and increased presence of knowledge panels
- 10. < > Distribution Of Query Length 10 0% 5% 10% 15% 20% 25% 1 2 3 4 4 5 6 7 8 9 10 11 # OF WORDS # Of Words Per Search Query Desktop Mobile
- 11. < > Query Length Speech Vs. Text Search 11 1 Words 10+ Words2 Words 3 Words 4 Words 5 Words 6 Words 7 Words 8 Words 9 Words Text input Voice input Text searches more concentrated around 1-3 words Speech searches longer through the tail < >
- 12. < > Question Phrases Are More Likely To Be Voice Search 12 0% 50% 100% 150% Who What When Where Why How Total Growth in question phrases year over year Search Engine Watch Jason Tabeling, “How Will Voice Search Impact A Search Marketr’s Word?” December 2014 < >
- 13. < > 3 Types Of Featured Snippet 13 Short Answer (2-3 sentences)1 List 2 Table 3 < >
- 14. < > Where Featured Snippets Tend To Rank 14 30.9% 23.5% 15.9% 13.7% 6.1% 0.8% 0.7% 0.5% 0.5% 0.4% 1 2 3 4 5 6 7 8 9 10 Position in Google search results < >
- 15. < > Goodbye Clicks 15 35.00% 62.20% 2.80% Google Search Clicks on Desktop Devices No Clicks Organic CTR Paid CTR http://moz.com/blog/state-of-searcher-behavior-revealed 57.10% 40.90% 2.00% Google Search Clicks on Mobile Devices No Clicks Organic CTR Paid CTR
- 16. < > Growth in Featured Snippets, Decline in Clicks 16 < >
- 17. < > Growth in Mobile vs. Desktop Search Volume 17 54.9 61.6 69.2 77.1 85.9 85.6 19.7 30.7 46.0 63.7 84.0 113.4 0.0 20.0 40.0 60.0 80.0 100.0 120.0 2011 2012 2013 2014 2015 2016 Desktop Mobile
- 18. < > A Few Top Ranking Factors 18 How Does Google Rank Websites? < > SCANS YOUR WEBSITE – Does it have relevant content to user search query.1 CLICK THRU RATE 3 SPEED OF SITE 5 BASICALLY, everything,. So make your website the best you can for the user. Make the user happy, solve a problem. Give Value 7 LINKS – Are other websites linking to you? Importance. Helpful resource. Popular.2 TIME SPENT/USER EXPERIENCE 4 MOBILE FRIENDLY 6 FIND EXAMPLE 8