You ask a question out loud and get the answer on the screen of your smartphone, tablet or wearable. These digital personal assistants also aim to bring you the information you need even before you ask.
Search engines are getting smarter. Instead of only matching keywords, Google can now extract the meaning and intent behind your queries and combine it with your location, tastes and social connections in an effort to deliver the best results.
We’re in the era of Semantic Search, but what does this mean for brands, marketing and SEO professionals? Is this the end of SERP rankings? How do we move from keyword to conversation and determine searcher intent?
WBS will share their thoughts on the future of search and marketing, and give some recommendations on how to stay ahead of the game.
This talk was presented at ad:tech London on 22/10/2014.
• 81% of mobile searches are driven by speed and convenience
• 56% of mobile searches done on the go have local intent
• 55% of conversions that are triggered by a mobile search happen within one hour
62% of organic searches show
different results depending
on whether the search was
performed on a desktop or
Source: Search Engine Land
Your content has to be available when and where necessary to be effective
Optimise for users, not SE
Content can’t be useful if you don’t know why it’s needed and who’s looking for it
Know your audience
• Predict search intent
• Who are they?
• What they want?
• What they need?
• How they search?
• How they use the website?
• What questions they are asking?
• Which content they are consuming the most?
• Are they finding what they are looking for?
• Why they are visiting the website?
• What pages they are looking at?
• How long do they stay on the site?
• Where they came from?
• What is their conversion rate?
• … ?
• Create personas
Deliver the right content at the right time on the right device
Don’t make users think
Think about user experience – design to use, browse and explore
From keywords to topics
page 1 Topic 1 Landing
The Hummingbird effect
Screenshots taken from http://bit.ly/ranking-factors-study
W hat some people have said about recent changes:
Optimise pages for long
queries – perhaps in a
If longer blocks of content rank higher,
then you should have longer and more
content which mobile users won’t like.
Notes: Google extracts the
meaning behind longer
queries, it doesn’t match
keywords to your content.
The rise of long-form
journalism driven by mobile
Optimise for mobile
Build reputation, develop authority
Implement structured markup
Optimise for your customers, not search engines
Produce less and higher quality content