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The Future of Search - five trends to follow

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.

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The Future of Search - five trends to follow

  1. 1. v z THE FUTURE OF SEARCH 5 trends to follow Agnieszka Szrubkowska, Ana Gasston 22/10/2014
  2. 2. The Future of Search … … will be semantic
  3. 3. Mobile
  4. 4. Some stats … Source: Nokia
  5. 5. User behaviour • 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 Source: Google/Nielsen/Econsultancy
  6. 6. Mobile searches 62% of organic searches show different results depending on whether the search was performed on a desktop or a smartphone Source: Search Engine Land
  7. 7. Content strategy Your content has to be available when and where necessary to be effective
  8. 8. Structured Markup
  9. 9.
  10. 10. Rich Snippets Note: a study found that only 0.3% of websites use Schema:
  11. 11. Google Testing Tools
  12. 12. Authority
  13. 13. Authority • Google Authorship is gone • Trust, reputation Authority • Focus on your expertise, targets and right channels • Build meaningful relationships • Authenticity
  14. 14. User Centered Content
  15. 15. 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
  16. 16. 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
  17. 17. Content strategy Deliver the right content at the right time on the right device
  18. 18. Don’t make users think Think about user experience – design to use, browse and explore
  19. 19. High Quality Content
  20. 20. Google updates SPAM
  21. 21. From keywords to topics Relevant term Keyword Keyword variation Keyword variation Keyword variation Keyword variation Keyword Proof term Relevant term Proof term Relevant term Proof term 1 Keyword (+variations) 1 Landing page 1 Topic 1 Landing page
  22. 22. The Hummingbird effect pre-Hummingbird post-Hummingbird Screenshots taken from
  23. 23. Avoid confusion W hat some people have said about recent changes: Sprinkle questions across articles. Optimise pages for long queries – perhaps in a FAQ section. 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 apps.
  24. 24. Conclusion
  25. 25. SEO role . SEO . . . . . . Website optimisation . . . . . Content Feedback Keyword research Links building Sitemap optimisation Software development Web design Strategy Social network Traffic monitoring Ranking
  26. 26. Recap Optimise for mobile Build reputation, develop authority Implement structured markup Optimise for your customers, not search engines Produce less and higher quality content
  27. 27. Questions? Visit us at our kiosk IM - I
  28. 28. Thank you!