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Customer-centric search
@STEKENWRIGHT
@STEKENWRIGHT
Think with Google 2011
@STEKENWRIGHT
“Digital stuff”
© 2011
@STEKENWRIGHT
Drivers
Facilitators
@STEKENWRIGHT
• TV
• PR
• PRINT
• SOCIAL MEDIA
• DISPLAY
• SEO
• PPC
• CONTENT
• UX
• CRO
Drivers
Facilitators
£4,313 £4,328 £4,494 £4,789 £4,730
£3,235 £3,548 £3,794
£4,391
£4,990
£1,294
£1,526
£1,944
£2,548
£2,672
£1,097
£1,165
£1,...
@STEKENWRIGHT
…but TV spots drive rankings
W I L L T H E B U S I N E S S
M A K E M O N E Y ?
D O P E O P L E
W A N T I T ?
D O E S G O O G L E
L I K E I T ?
W I L L T H E B U S I N E S S
M A K E M O N E Y ?
D O P E O P L E
W A N T I T ?
D O E S G O O G L E
L I K E I T ?
(Most)
c...
@STEKENWRIGHT
PR needs to drive *and* facilitate
@STEKENWRIGHT
branded3.com/blog/
relevant-linkbuilding-study
17%
20%
23%
32%
44%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Check the site is regularly updated
Check the site looks pro...
W I L L T H E B U S I N E S S
M A K E M O N E Y ?
D O P E O P L E
W A N T I T ?
D O E S G O O G L E
L I K E I T ?
Video
97%
40% 41%
31%
40%
26% 25%
95%
40% 39%
35%
32%
26% 24%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Search engines Website...
59%
54%
40%
8%
0%
10%
20%
30%
40%
50%
60%
70%
Cats and whatever "How-to" videos Reviews about things I may want to buy Vlo...
W I L L T H E B U S I N E S S
M A K E M O N E Y ?
D O P E O P L E
W A N T I T ?
D O E S G O O G L E
L I K E I T ?
Reviews
5%
4%
6%
3%
4%
6%
8%
3%
5%
44%
39%
31%
40%
50%
48%
40%
39%
41%
50%
56%
62%
56%
46%
44%
52%
57%
53%
0% 10% 20% 30% 40% 50% ...
@STEKENWRIGHT
Manage
reviews across
platforms
W I L L T H E B U S I N E S S
M A K E M O N E Y ?
D O P E O P L E
W A N T I T ?
D O E S G O O G L E
L I K E I T ?
Voice
se...
W I L L T H E B U S I N E S S
M A K E M O N E Y ?
D O P E O P L E
W A N T I T ?
D O E S G O O G L E
L I K E I T ?
Structur...
W I L L T H E B U S I N E S S
M A K E M O N E Y ?
D O P E O P L E
W A N T I T ?
D O E S G O O G L E
L I K E I T ?
Meta
data
@STEKENWRIGHT
@STEKENWRIGHT
OK Google –
how long
should a meta
description be?
PPC when SEO complains about
rewriting meta descriptions
@STEKENWRIGHT
W I L L T H E B U S I N E S S
M A K E M O N E Y ?
D O P E O P L E
W A N T I T ?
D O E S G O O G L E
L I K E I T ?
HTTPS
@STEKENWRIGHT
https://security.googleblog.com/2018/02/a-secure-web-is-here-to-stay.html
9%
23%
35%
38%
49%
57%
0% 10% 20% 30% 40% 50% 60%
If the site is listed by a search engine
Site is recommended by friends/...
W I L L T H E B U S I N E S S
M A K E M O N E Y ?
D O P E O P L E
W A N T I T ?
D O E S G O O G L E
L I K E I T ?
AMP
W I L L T H E B U S I N E S S
M A K E M O N E Y ?
D O P E O P L E
W A N T I T ?
D O E S G O O G L E
L I K E I T ?
Site
spe...
@STEKENWRIGHT
6s load time improvement
https://testmysite.withgoogle.com/intl/en-gb
W I L L T H E B U S I N E S S
M A K E M O N E Y ?
D O P E O P L E
W A N T I T ?
D O E S G O O G L E
L I K E I T ?
Google
I...
@STEKENWRIGHT
Universal search in Searchmetrics
@STEKENWRIGHT
Keyword URL Pos. Traffic Index Search Volume
armani watch www.watchshop.com/mens-emporio-armani-watch-ar1107...
W I L L T H E B U S I N E S S
M A K E M O N E Y ?
D O P E O P L E
W A N T I T ?
D O E S G O O G L E
L I K E I T ?
Visual
s...
Source: Ofcom
W I L L T H E B U S I N E S S
M A K E M O N E Y ?
D O P E O P L E
W A N T I T ?
D O E S G O O G L E
L I K E I T ?
(Great)
...
@STEKENWRIGHT
You’ve got to start with the
customer experience and work back
toward the technology.
HTTPS
Optimisation
Your company Competitor 1 Competitor 2 Competitor 3Source: Ofcom
Secure or not secure…there is no try
@...
HTTPS Site speed
Optimisation
Your company Competitor 1 Competitor 2 Competitor 3Source: Ofcom
Are we outrunning the compe...
HTTPS Site speed Structured data
Optimisation
Your company Competitor 1 Competitor 2 Competitor 3Source: Ofcom
Which brand...
HTTPS Site speed Structured
data
Meta data PR Editorial
content
Video
content
Reviews
Optimisation
Your company Competitor...
More on getting stuff done:
https://www.slideshare.net/Branded3/how-
to-report-on-seo-in-2018-brightonseo
@STEKENWRIGHT
D E M O G R A P H I C S
• The youngest group
• x% are families
• Long distance travel
B E H A V I O U R
• Summer time trav...
@STEKENWRIGHT
@STEKENWRIGHT
search
engine
[marketing resources] for
[users of search engines]
Google is playing catch up
@STEKENWRIGHT
SEO is a business case
– not a channel
@STEKENWRIGHT
slideshare.net/branded3
OR
stephen.kenwright@branded3.com
GIFS FROM GIPHY.COM
SearchLeeds 2018 - Stephen Kenwright - Branded3 - Customer-centric search: serving people better for competitive advantage
SearchLeeds 2018 - Stephen Kenwright - Branded3 - Customer-centric search: serving people better for competitive advantage
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SearchLeeds 2018 - Stephen Kenwright - Branded3 - Customer-centric search: serving people better for competitive advantage

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Logged out searchers still get personalised results. Rank tracking only gives us part of the picture. So is SEO a mass media channel, or should we be trying to talk to an audience of one? How do we even do that in a post-GDPR world? Now is the time to move on from “user experience” as a ranking factor – the only result that matters is the one with the best customer experience overall. Stephen explored customer-centric search at SearchLeeds 2018.

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SearchLeeds 2018 - Stephen Kenwright - Branded3 - Customer-centric search: serving people better for competitive advantage

  1. 1. Customer-centric search @STEKENWRIGHT
  2. 2. @STEKENWRIGHT Think with Google 2011
  3. 3. @STEKENWRIGHT “Digital stuff” © 2011
  4. 4. @STEKENWRIGHT Drivers Facilitators
  5. 5. @STEKENWRIGHT • TV • PR • PRINT • SOCIAL MEDIA • DISPLAY • SEO • PPC • CONTENT • UX • CRO Drivers Facilitators
  6. 6. £4,313 £4,328 £4,494 £4,789 £4,730 £3,235 £3,548 £3,794 £4,391 £4,990 £1,294 £1,526 £1,944 £2,548 £2,672 £1,097 £1,165 £1,368 £1,477 £1,550 £256 £339 £494 £734 £1,093 £0 £2,000 £4,000 £6,000 £8,000 £10,000 2012 2013 2014 2015 2016 TV spot advertising Search Display excl. video Video Other Brands now spend more on search than TV spots Source: comScoreAA / WARC expenditure report for TV spot advertising; IAB for online advertising: expenditure (£ millions)
  7. 7. @STEKENWRIGHT …but TV spots drive rankings
  8. 8. W I L L T H E B U S I N E S S M A K E M O N E Y ? D O P E O P L E W A N T I T ? D O E S G O O G L E L I K E I T ?
  9. 9. W I L L T H E B U S I N E S S M A K E M O N E Y ? D O P E O P L E W A N T I T ? D O E S G O O G L E L I K E I T ? (Most) content
  10. 10. @STEKENWRIGHT PR needs to drive *and* facilitate
  11. 11. @STEKENWRIGHT branded3.com/blog/ relevant-linkbuilding-study
  12. 12. 17% 20% 23% 32% 44% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Check the site is regularly updated Check the site looks professional Author's name or link to original publication Check the website address looks genuine Cross-reference with other websites Ofcom Adults Media Literacy Tracker 2017 Users rely on authorship and freshness for fact checking @STEKENWRIGHT
  13. 13. W I L L T H E B U S I N E S S M A K E M O N E Y ? D O P E O P L E W A N T I T ? D O E S G O O G L E L I K E I T ? Video
  14. 14. 97% 40% 41% 31% 40% 26% 25% 95% 40% 39% 35% 32% 26% 24% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Search engines Websites with user reviews Wikipedia YouTube BBC website Social media Online articles 2016 2017 Searches moving to YouTube Source: OfcomSources used to look for information: Ofcom Media Literacy Tracker 2017 @STEKENWRIGHT
  15. 15. 59% 54% 40% 8% 0% 10% 20% 30% 40% 50% 60% 70% Cats and whatever "How-to" videos Reviews about things I may want to buy Vloggers Ofcom Adults’ Media Literacy Tracker 2017 Types of videos adults watch on YouTube @STEKENWRIGHT
  16. 16. W I L L T H E B U S I N E S S M A K E M O N E Y ? D O P E O P L E W A N T I T ? D O E S G O O G L E L I K E I T ? Reviews
  17. 17. 5% 4% 6% 3% 4% 6% 8% 3% 5% 44% 39% 31% 40% 50% 48% 40% 39% 41% 50% 56% 62% 56% 46% 44% 52% 57% 53% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Female Male 65-74 55-64 45-54 35-44 25-34 16-24 All internet users Always Sometimes Never Source: comScoreOfcom Adults’ Media Literacy Tracker 2017 The challenge is actually getting reviews @STEKENWRIGHT
  18. 18. @STEKENWRIGHT Manage reviews across platforms
  19. 19. W I L L T H E B U S I N E S S M A K E M O N E Y ? D O P E O P L E W A N T I T ? D O E S G O O G L E L I K E I T ? Voice search
  20. 20. W I L L T H E B U S I N E S S M A K E M O N E Y ? D O P E O P L E W A N T I T ? D O E S G O O G L E L I K E I T ? Structured data
  21. 21. W I L L T H E B U S I N E S S M A K E M O N E Y ? D O P E O P L E W A N T I T ? D O E S G O O G L E L I K E I T ? Meta data
  22. 22. @STEKENWRIGHT
  23. 23. @STEKENWRIGHT OK Google – how long should a meta description be?
  24. 24. PPC when SEO complains about rewriting meta descriptions @STEKENWRIGHT
  25. 25. W I L L T H E B U S I N E S S M A K E M O N E Y ? D O P E O P L E W A N T I T ? D O E S G O O G L E L I K E I T ? HTTPS
  26. 26. @STEKENWRIGHT https://security.googleblog.com/2018/02/a-secure-web-is-here-to-stay.html
  27. 27. 9% 23% 35% 38% 49% 57% 0% 10% 20% 30% 40% 50% 60% If the site is listed by a search engine Site is recommended by friends/family If there is a guarantee my details won't be shared If there is a link to a reputable service like PayPal I'm familiar with the brand If the site looks secure (padlock symbol or HTTPS) Ofcom Adults Media Literacy Tracker 2017 57% of customers are about to disappear @STEKENWRIGHT
  28. 28. W I L L T H E B U S I N E S S M A K E M O N E Y ? D O P E O P L E W A N T I T ? D O E S G O O G L E L I K E I T ? AMP
  29. 29. W I L L T H E B U S I N E S S M A K E M O N E Y ? D O P E O P L E W A N T I T ? D O E S G O O G L E L I K E I T ? Site speed
  30. 30. @STEKENWRIGHT 6s load time improvement https://testmysite.withgoogle.com/intl/en-gb
  31. 31. W I L L T H E B U S I N E S S M A K E M O N E Y ? D O P E O P L E W A N T I T ? D O E S G O O G L E L I K E I T ? Google Images
  32. 32. @STEKENWRIGHT Universal search in Searchmetrics
  33. 33. @STEKENWRIGHT Keyword URL Pos. Traffic Index Search Volume armani watch www.watchshop.com/mens-emporio-armani-watch-ar11071-p100016031.html 4 2,996 94,345 mens watch www.watchshop.com/mens-watches.html 5 2,280 98,384 casio edifice www.watchshop.com/mens-casio-edifice-chronograph-watch-ef-539d-1avef-p99936344.html 1 1,088 19,655 seiko watch www.watchshop.com/mens-seiko-watch-sgeg95p1-p99967464.html 2 988 23,219 marc jacobs watch www.watchshop.com/ladies-marc-jacobs-the-jacobs-watch-mj1487-p100001336.html 3 660 18,129 diesel watch www.watchshop.com/mens-diesel-chief-chronograph-watch-dz4329-p99990917.html 2 536 12,627 emporio armani www.watchshop.com/mens-emporio-armani-chronograph-watch-ar2434-p99933242.html 2 476 29,112 emporio armani watch www.watchshop.com/mens-emporio-armani-watch-ar1692-p99959546.html 6 408 20,898 digital watches www.watchshop.com/digital-watches.html 2 344 8,069 skeleton watch www.watchshop.com/mens-rotary-exclusive-skeleton-automatic-watch-gs00625-05-p100018192.html 3 332 9,183 seiko 5 www.watchshop.com/mens-seiko-5-automatic-watch-snxg47k1-p99934883.html 1 304 5,492 skagen watch www.watchshop.com/mens-skagen-hagen-watch-skw6216-p99987125.html 6 232 11,938 lorus watch www.watchshop.com/mens-lorus-watch-rxn51bx7-p99938219.html 3 224 6,137 armani exchange watches www.watchshop.com/armani-exchange-watches.html 6 216 11,067 pulsar watch www.watchshop.com/mens-pulsar-watch-pj6021x1-p99934421.html 1 168 6,045 paul hewitt www.watchshop.com/paul-hewitt-watches.html 2 156 4,264 ferrari watch www.watchshop.com/mens-scuderia-ferrari-scuderia-xx-chronograph-watch-0830138-p99967074.html 4 152 4,804 seiko kinetic www.watchshop.com/mens-seiko-kinetic-watch-ska755p1-p100013429.html 3 148 4,052 sekonda www.watchshop.com/mens-sekonda-watch-3730-p99941309.html 3 148 12,701 Clicks now go to HTML pages not JPEGs
  34. 34. W I L L T H E B U S I N E S S M A K E M O N E Y ? D O P E O P L E W A N T I T ? D O E S G O O G L E L I K E I T ? Visual search
  35. 35. Source: Ofcom
  36. 36. W I L L T H E B U S I N E S S M A K E M O N E Y ? D O P E O P L E W A N T I T ? D O E S G O O G L E L I K E I T ? (Great) ads
  37. 37. @STEKENWRIGHT You’ve got to start with the customer experience and work back toward the technology.
  38. 38. HTTPS Optimisation Your company Competitor 1 Competitor 2 Competitor 3Source: Ofcom Secure or not secure…there is no try @STEKENWRIGHT
  39. 39. HTTPS Site speed Optimisation Your company Competitor 1 Competitor 2 Competitor 3Source: Ofcom Are we outrunning the competition? @STEKENWRIGHT
  40. 40. HTTPS Site speed Structured data Optimisation Your company Competitor 1 Competitor 2 Competitor 3Source: Ofcom Which brands appear where? @STEKENWRIGHT
  41. 41. HTTPS Site speed Structured data Meta data PR Editorial content Video content Reviews Optimisation Your company Competitor 1 Competitor 2 Competitor 3Source: Ofcom Strategy canvas – gaps and ops @STEKENWRIGHT
  42. 42. More on getting stuff done: https://www.slideshare.net/Branded3/how- to-report-on-seo-in-2018-brightonseo @STEKENWRIGHT
  43. 43. D E M O G R A P H I C S • The youngest group • x% are families • Long distance travel B E H A V I O U R • Summer time travel • Book 4-6 months in advance • Less likely to visit in 12 months L I F E S T Y L E • Into music • Follow current affairs • Shop online • Lower income Analyse reconsenters If your personas are data-driven… they should change% of Base – a% % Value – b% Spend per visit - £c HH 3 year value - £d
  44. 44. @STEKENWRIGHT
  45. 45. @STEKENWRIGHT search engine [marketing resources] for [users of search engines]
  46. 46. Google is playing catch up @STEKENWRIGHT
  47. 47. SEO is a business case – not a channel @STEKENWRIGHT
  48. 48. slideshare.net/branded3 OR stephen.kenwright@branded3.com GIFS FROM GIPHY.COM

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