2. 10+ Years Digital Experience
Dell, Nokia
5 Years Solo
ABOUT
3 ½ years
Various clients
Paid & Organic Search
Migrations/Projects
SCREEN PAGES
@notjustseouk
linkedin.com/in/danrich12/
CONNECT
3. SEARCH MARKETING FOR 2017
3
We live in a multi-device world, where mobile is rapidly taking over as a means of searching, browsing and buying. It’s
our jobs as Marketers to present the most relevant content to customers in a fast and relevant manner.
Here’s some ideas on how to achieve this.
4. THE WISH LIST
4
• Speed
• Secure – HTTPS
• Google Updates
• Local SEO
• Schema/Rich Snippets
• AMP
• Adwords – Quality Score
• Adwords – NEW Customisers
• Attribution
• Data Studio
6. PAGE SPEED – MAKE IT FAST
6
Faster sites not only rank
better, they convert
better
IT’S ALL ABOUT SPEED
“Deliver and render the
above the fold content in
under one second”
GOOGLE DEVELOPERS
Keep an eye on them,
but don’t sacrifice
quality
IMAGES
Source: https://www.thinkwithgoogle.com/articles/mobile-
page-speed-new-industry-benchmarks.html
7. HTTPS – PLAN FOR
7
It matters for:
• Ranking factor
• Trust
• Future proofing
• Lots of Google messages
BENEFITS
Google beginning now
(with Chrome V56) to mark
pages as ‘not secure’
WARNINGS
Easy to get this wrong, so
don’t just jump in –
consider as part of any
M2 migration/upgrade
PLAN CAREFULLY
Checklist:
http://www.practicalecommerce.com/articles/134690-SEO-
How-to-Migrate-an-Ecommerce-Site-to-HTTPs
8. PENGUIN 4.0 & GOOGLE UPDATES
8
Quicker updates but
‘offending’ pages still
need recrawling
REAL TIME
2 in last 3 months,
smaller ones often – keep
on top of these! (Think
Mobile first too)
RECENT UPDATES
Organic Landing Pages in
GA. Disavow clearly bad
links.
CHECK
For anything link or penalty related, follow:
@kerboo - @Marie_Haynes - @PaulDavidMadden
9. LOCAL SEO
9
1 Take advantage of mobile search increases.
Screenshot shows prominence
IMPROVED VISIBILITY
2 Use Moz tool at:
https://moz.com/local/overview - lots of
dupes and errors out there
CHECK OWN LISTING
3 Use sites such as BrightLocal or Whitespark
to manage citations (links or mentions) at
scale. Few $ each
BUILD CITATIONS
4
NOT ONLY FOR ‘LOCALS’
Some of the links carry high DA and trust.
Helps form the glue between you as a
business and how Google interprets you
10. SCHEMA & RICH SNIPPETS
10
Boosted:
• Rich Snippets
• Events
• Reviews
• Products (gold stars)
SERP Visibility
Read more on Schema:
https://www.brightlocal.com/2016/11/16/schema-demystified-
schema-101/
Use schemaapp.com
11. Guardian – AMP STUDY
11
Fast, cut down pages:
• Mobile Only
• Open Project
• Perfect for blogs
• Coming to products
What is AMP?
14. ADWORDS
14
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
IT’S 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. (TIP: Use Brand terms)
CLICK THROUGH RATE
15. ADWORDS EXTENSIONS
15
MESSAGE
SMS straight from Ad copy
REVIEWS
Integrate for orange stars
CALLOUTS
Sell your brand
CALLS
Click to call from mobile
LOCATIONS
Show your stores/offices
SITELINKS
Click to deeper pages
STRUCTURED SNIPPETS
Show brands and services
EXTENSIONS INCREASE CTR
CTR BOOSTS QS
HIGHER QS = LOWER CPCs
TIP: Disable Automated Extensions
16. IMPACT OF QUALITY SCORE
16
• Relevance of kw to Ad copy and Landing Page
• Keep keywords to a theme
• Pause/move low performing QS kws
• Keep close eye on new campaigns
• Use broad(er) match to get impressions in
• Use –ves wisely
• QS no bearing on Display Network campaigns
• Use bid modifiers for mobile/location/time
• ..but watch out as these roll up
New Tool: Tenscores (Optmyzr cool too)
17. NEW – AD CUSTOMISERS
17
• Use countdown Ads for Sales/Time Offerings
• 12% CR improvement on recent use
• Creates sense of urgency
• Allow space for ‘minutes’ not just ‘days’
• Use IF for mobile calls to action
• Use IF Audience for remarketing lists differences
• Combine IF and Countdown!
• Needs ‘normal’ Ad to run in same Adgroup
19. ATTRIBUTION
19
Is different between
Adwords (first click) and
Analytics (last click)
COUNT
Show touchpoints, people
often convert after ‘x’
visits – not just 1!
MUTLI-CHANNEL FUNNELS
Credit respective
channels and
understand strength of
each
ASSISTED CONVERSIONS
Read More: https://www.searchenginejournal.com/taking-a-
deeper-look-at-conversion-paths-in-google-analytics/187115/
20. GOOGLE DATA STUDIO
20
Running 2 stores? Pull all
data into one document
MULTIPLE SOURCES
Slick interface, easy to
build and manipulate,
add branding and
message boxes. Share
quickly
GET CREATIVE
Read More: https://analytics.googleblog.com/2016/07/google-
data-studio-for-ecommerce.html
