agility in seo, by mike jeffs - figaro digital -sep 2016
TRANSCRIPT
@mikerjeffs @branded_3 @figaro_digital
Agility in SEOMike JeffsBranded313th September 2016
@mikerjeffs @branded_3 @figaro_digital
Be there#1
Be useful#2
#3 Be quick
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#roalddahlday
#roalddahl100
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‘Roald Dahl’ Last 5 Years
Source: Google Trends
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@mikerjeffs @branded_3 @figaro_digital
@mikerjeffs @branded_3 @figaro_digital
To do newsjacking
You need 1 of 3 things
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Data#1
Creative
An opinion
#2
#3
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Brand search
Sentiment
Authority Relevance
Freshness
is listening to…
Engagement
Satisfaction
StructureQuality
On-site
Off-site
Mentions
Links
Social
BuildDesign
Content
Technical
The current
Organic landscape
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Zero Moment of Truth
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Results
Top 5For “cruises” and “cruise” – previously on the second page
4thFor “cruise deals” – up from the second page, saving £28,065/month on AdWords traffic
46% Increase in YOY organic traffic
900% Attributable ROI in analytics
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Micro Moments
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Source: Think with Google
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Source: https://econsultancy.com/reports/digital-shift-q2-2016/
The pace of change
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Daily Information Needs
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One third of queries go unanswered.
Source: https://backchannel.com/googles-secret-study-to-find-out-our-needs-eba8700263bf#.9kj86u2o6
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Local queries
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Data from Hotels.com states that 74% of mobile bookings are made for
same-day check-in
Source: https://www.thinkwithgoogle.com/articles/build-your-mobile-centric-search-strategy.html
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Ebay
Ebay and Google are working on:
SMART BUTTONS like ‘buy it now’ and ‘add to cart’
INPUT ELEMENTS like search boxes and check boxes
Source: http://venturebeat.com/2016/06/30/ebay-adopts-googles-amp-to-speed-up-its-mobile-site/
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Transactional Search
Source: http://www.slideshare.net/TomAnthony/emerging-forms-of-search-brightonseo-2016/20
@mikerjeffs @branded_3 @figaro_digital
High impact
Low impact
FutureImmediate
• HTTPS
• Internal site search
• Link acquisition
• Meta titles + H1 tags
• Meta descriptions
• Reducing duplication
• Updating redirects
• ALT tags
• Content strategy
• AMP
• Improving site speed
• Social integration
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[email protected]@branded3.com