the future of search - five trends to follow

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THE FUTURE OF SEARCH 5 trends to follow

22/10/2014 Agnieszka Szrubkowska, Ana Gasston

The Future of Search …

… will be semantic

Mobile

Some stats …

Source:  Nokia  

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

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

Content strategy

Your content has to be available when and where necessary to be effective

Structured Markup

Schema.org

Rich Snippets

Note: a study found that only 0.3% of websites use Schema: http://bit.ly/schemaorg-study  

Google Testing Tools

http://www.google.com/webmasters/tools/richsnippets

Authority

Authority •  Google Authorship is gone

•  Trust, reputation Authority

•  Focus on your expertise, targets and right channels

•  Build meaningful relationships

•  Authenticity

User Centered Content

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

Content strategy 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

High Quality Content

Google updates

SPAM

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

The Hummingbird effect

pre-Hummingbird post-Hummingbird

Screenshots taken from http://bit.ly/ranking-factors-study  

Avoid confusion What 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.  

Conclusion

SEO role

SEO  

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Content

Feedback

Keyword research

Links building

Sitemap optimisation

Software development

Web design

Strategy

Social network

Traffic monitoring

Ranking

Website optimisation

Recap

Optimise for mobile

Implement structured markup

Build reputation, develop authority

Optimise for your customers, not search engines

Produce less and higher quality content

Questions? Visit us at our kiosk IM - I

Thank you!