"What big agencies have learned from SEO"
Analysing the data to understand how SEO affects big marketing campaigns and vice versa, we will look at three core topics :
- Surfacing content on the SERP and its impact on PPC
- The key to talking about speed optimisation
- Voice: a framework to estimate the volume of effort to place on voice in your search strategy.
Thanks for reading !
12. INCREMENTAL
GAINS
£1M BRANDING CAMPAIGN
£4 PER NEW BRAND SEARCH, 1% CR
2,500 SALES = 250,000 REVENUE
1,750 SALES = 175,000 REVENUE
BUT 30% VISITS LOST TO SPEED
17% OF BRANDING BUDGET WASTED
BY SITE NOT BEING OPTIMIZED FOR SPEED
17. VOICE
SEARCH
HOME ASSISTANTS
ARE SMART SPEAKERS
Made a purchase
Message someone
Access my calender
Control smart home devices
Listen to podcasts and other talk formats
Call someone
Check traffick
Use a favourite skill or assistany app
Find a recipe or cooking instructions
Play game or answer trivia
Listen to news and sports
Set ab alarm
Listen to radio
Set a timer
Check the weather
Listen to streaming music service
Ask a question
Smart speaker use case frequency January 2018
Have never tried Use monthly Use daily
19. VOICE
SEARCH
“50% OF ALL SEARCHES BY 2020”
- EVERY SINGLE PREZO ABOUT VOICE, SINCE 2016
MOBILE – 60% DESK + TABLET – 40%
VOICE NOT VOICE
2017-2018: NOPE !
Searches by device, Share of voice in mobile
12% OF THE TOTAL SEARCH VOLUME IN 2017 !