PowerPoint Presentation

SEARCH MARKETINGDan Richardson Not Just SEO November 16

SEARCH MARKETING FOR 20172

We live in a multi-device world, where mobile is rapidly taking over as a means of searching, browsing and buying. Its our jobs as Marketers to present the most relevant content to todays ever more demanding user in a fast, interesting and relevant manner. Heres some ideas on how to achieve this.

WHAT WELL COVER TODAY3As retailers this can be an important route to market. See how.SHOPPINGHow your site might adapt to meet the mobile worldECOMMERCE DESIGN

Whats happening and how you can lead the waySEOAdwords changes and ways to improve your returnPPC

Not provided? Not necessarily.KEYWORD TOOLS

SEOCHANGES & UPDATES

SEO5

Just launched, what does it mean for you?PENGUIN 4.0Radical departure and change from how things areMOBILE INDEXBe wary if using, theres a penalty comingINTERSTITIALSCHANGES TO THINK ABOUT ALONG WITH THE USUAL THINGS

PENGUIN 4.06

Clean up some links and see the benefit no more waiting for x monthsREAL TIMERather than penalising for spammy links, G can now just ignore themIGNORES SPAMPrevious Penguins hit whole site, 4.0 is a lot more smarterGRANULAR

SEO - MOBILE7

INDEX TYPE CHANGEOK IF RESPONSIVENO DATE YETGOOGLE ANNOUNCMENT

MOBILE FIRST INDEX

Gary Illyes (@methode) announced that Google is switching to a mobile first index. This means that Google will be indexing the mobile versions of pages and not the desktop as its primary index.This is a huge change. Google has always used the desktop version of a page for ranking, even when serving results to users on a mobile device.

MOBILE INTERSTITIAL PENALTY81Pop ups that detract from the user experience, hide content and increase bounce ratesWHAT ARE THEY2Showing a popup that covers the main content, either immediately after the user navigates to a page from the search results, or while they are looking through the page3Displaying a standalone interstitial that the user has to dismiss before accessing the main content.4Using a layout where the above-the-fold portion of the page appears similar to a standalone interstitial, but the original content has been inlined underneath the fold.

To improve the mobile search experience, after January 10, 2017, pages where content is not easily accessible to a user on the transition from the mobile search results may not rank as highly.EXAMPLES

DIG DEEP9

Keywords, links, crawl data, site quality, speed etc etc USE MUTLIPLE TOOLSAt least monthly, if not weekly, dont get caught outCHECK OFTENDont rely on automated tools and reports, this takes effort but worksREVIEW MANUALLY

SEO TAKES TIME10

It matters for:Crawl efficiencyCrawl budgetRight pages delay3 months so far

OVER INDEXING

GOOGLE INDEX STATUS

PPCCHANGES & UPDATES

ADWORDS12

To get the most out of Adwords, you need to show the right Ad leading to the best page that satisfies the search intent regardless of device, location or time

ITS ALL ABOUT RELEVANCE

Hugely important as determines how much you pay or even appear.QUALITY SCORE

Biggest component of QS, bit of a vicious circle. You need impressions and clicks relevant ones.CLICK THROUGH RATE

ADWORDS EXTENSIONS13

MORE AND MOREcoming all the timeREVIEWSIntegrate for orange starsCALLOUTSSell your brandCALLSClick to call from mobileLOCATIONSShow your stores/officesSITELINKSClick to deeper pagesSTRUCTURED SNIPPETSShow brands and servicesEXTENSIONS INCREASE CTR

13

NEW CLICK TO MESSAGE EXTENSION14

FASTSatisfies IntentCOMING SOONIf not already in your accountSET THE SMS CTADeliver the right expectation

ENTER MESSAGE TEXTAuto populate device app

EXPANDED TEXT ADS15

Longer headlines, descriptions plus display URL. Resembles OrganicMORE SPACEDont kill your winning Ads off quite yet. Jan cut off for new style creationTEST VS LEGACYDont just repeat headline blurb, think how this is different. Test!GET CREATIVE

ETAs IN USE16

See how they are instilling trust rather than just repeating who they areHEADLINEStart to dominate screen res, can push ve stuff downSIZENote how many in use here, descriptions for sitelinks extra plus pointsEXTENSIONS

ETAs BEST PRACTICES17

DEMOGRAPHIC TARGETING FOR SEARCH ADS18

Been available on Display for a while, now available for classic searchJUST LAUNCHEDWrite Ad copy tailored to Googles** knowledge of userCLEAR TARGETAccording to G, 40% of all baby product purchasers live in homes with no children. Exclude wrong types.USE DATA

THINKWITHGOOGLE STUDY:

BOOST CTR HINT19

Little or no competition plus you have the best QSCHEAPCTR hence QS is attributed across Adgroups, campaigns and accountCTR BOOSTS ACCOUNTShow sales and offers or latest news with sitelinks and other extensions in secondsFAST

BID ON BRAND TERMS

SHOPPINGCHANGES & UPDATES

SHOPPING UPDATES21See products across whole range for broader terms e.g. dresses

SHOWCASE ADS

Gmail only and in beta can upsell/cross-sell or even exclude recent purchasers

CUSTOMER MATCHNow requires 150 reviews over 12 month period (from 30)

RATINGSUp to 20 Ads instead of 4-6, helps improve relevancy

SCROLLABLEGoogle now using other properties to show PLAs

IMAGE SEARCHTrack conversions across product types and increase for mobile out-performers

BIDS

LOCAL INVENTORY ADS221Drive keen buyers to retail and improve connection between online and physical GREAT FOR BnM STORES2Even back in 2015, G reported these types of searches have doubled.NEAR ME TYPE SEARCHES GROWING3Shows product, inventory, location, phone number even directions to local store. Very immediateG HOSTED STOREFRONT4Dont disappoint with incorrect inventory information, improve customer loyalty and relevanceFEED PER LOCATION

MORE HERE

eCOMMERCE& DESIGN

THINK MOBILE24Websites will be designed for mobile and made responsive or adaptive for larger screensLonger pages with more products in a category using lazy loading to help image size/speed concernsMinimalism has dominated site design for a few years. As a reaction, we may see lots of bright, colourful sitesMore luxurious, dynamic and eye-catching Mobile 1st

Scrolling

Imagery

Colours

24

UNLOCK STATIC PAGES25

Can get big, maybe keep to blog posts remember to internal link to product/category.Anyone using these?BE JUDICIOUS

25

KEYWORDS &TOOLS TO HELP

KEYWORD INTELLIGENCE27

Use the paid versus organic report to assist either channel or max out on high converting termsADWORDSNew improved integration of WMT/SC and GA to learn which queries are ranking well for each organic landing pageANALYTICSTools such as SEMrush are now showing keyword data showing the actual amount of organic traffic driven to your website for each kwTHIRD PARTYTHREE IDEAS

FOUR NEW TOOLS FOR KEYWORDS281Pulls Google trends data into sheet to find the keywords that your competitors don't know about. HereKEYWORD EXPANDER2An aggregated view of the questions & therefore a hint of the motivations & emotions of the people behind each search query HereANSWER THE PUBLIC3Never-ending Google Suggest keywords perfect for long tail ideas and opportunities.HereINFINITE SUGGEST4Graphical view of related search terms for content ideas and regeneration. A new one on me, looks neat HereSEARCH INTENT

WRAPPING UP29

Speed, quality and technical facets continue and things are moving to mobileSEOPAIDDESIGNTOOLSBe relevant, be fast and think how new innovations can help you winMobile first world, bigger pages but still loading fast is the challenge. Imagery keyUse widely and use often, explore new keyword ideas with things beyond G keyword planner stand out

THANK YOUQUESTIONS?