Latest SEO trends and updates

1. Search
Marketing Dan Richardson
@notjustseouk

2. Organic Search
…remains a major driver of traffic and conversion
However;
- the way people are searching is changing.
- the way Google is displaying the search results
is changing.
- their intelligence of search queries is changing.
So, how to adapt and win
in 2016 and beyond?
01

3. SEO continues to lead
02
…other forms of web marketing in search interest
Source: Google Trends

4. Changing search queries and results
Queries - are getting longer
Queries - are becoming more
natural - SERPs are changing
Queries
12.12%
8.70%
13.89%
19.60%
23.98%
21.71%
…and SERP features:
Ten Blue Links - Exists in
Only ~3% of Searches
Keyword Length of Search
Queries in 2016
Answer boxes Paragraph Snippets Table Snippets
03

5. 04
Google is getting good at this…
Understanding search intent
Have you changed how you search?

6. ...and are getting ever more subtle
with paid Ad formatting
05
but...more on this later…

7. 06
Speed and impact on conversion
1.5%
10%
The average CR is
6.5 seconds!
Yet the Average page
load time is a massive
0.5s off server response
time can increase CR by
Measure everything. Not just homepage - categories, product pages, checkout
Recent huge study by Wolfgang Digital

8. 07
Succeed with SEO - 1
Get UX and SEO working together
Authoritative, comprehensive content that’s uniquely
valuable vs. competitors
Speed, speed, and more speed
Delivers an easy, enjoyable experience on every device
Compels visitors to engage, share, & return
Avoids features that dissuade or annoy visitors

9. 08
Succeed with SEO - 2
Site’s Search
Engagement
Reputation
Quantity of Pages
Earning SERP
Visits
Relative Time on
Site, Bounce Rate,
Pgs/Visit, Searcher
Satisfaction
Don’t let bad pages let down a good site

10. 09
Succeed with SEO - 3
On-Page SEO in 2017 requires
Intelligent keyword use in page title, meta description, URL,
and top few paragraphs (just as before)
Use of related topics to indicate the content’s relevance
Serving KWs w/ matching intent together on one page
Thorough answers/solutions to the searcher’s query
Unique value over what other sites in the SERPs provide

11. 10
Six changes
Four Ads on top
Expanded Text Ads
QS updates
Responsive Ads for
GDN
Enhanced campaigns device bidding coming back
Keyword planner access changing
Paid Search

12. Expanded Text Ads
what you need to know
11
Resembling
SERPS…Add benefit to
headline
Test vs old style
Check headline length
Use 2 level display path
Deadline for cutoff
extended to 31/1/17

13. Expanded Text Ads
plus extensions
12
Remember: Extensions are a QS factor

14. 13
When you’ve done all that
AMP is coming
#amplify

15. Thanks Dan Richardson
@notjustseouk