Attention: Organic Search
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This years Attention summit featured a workshop on organic search: it's past, present and future. Understanding how the organic landscape has evolved is crucial in order to achieve more visibility in the age of digital clutter. This workshop foretold the future of organic search and how it can be explored to optimise the attention your brand achieves online.
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Attention: Organic Search
- 1. ORGANIC SEARCH The Past, The Present, The Future
- 2. Monika Grzankowska Organic Marketing Manager Steve Brown Organic Marketing Manager
- 3. Getting good visibility online is getting harder: • There is so much competition • Google is changing But... the future is still bright. A lot has changed
- 4. THEPAST Figure out how to make Google put you on the first page (at the top please…)
- 5. • As more and more websites were created - the first search engines were designed to help with structure and accessibility • Excite (1993) was the first and shortly after major competitors like Yahoo (1994) & Google (1997) joined the party • High rankings were achieved by keyword stuffing, excessive tagging, and (often spammy) backlinks The Berners-Lee Era (1991 – 2002)
- 6. • Begun penalising bad linking practices & keyword stuffing to improve indexing • Google’s first tests of personalised search and local SEO. • This era focused heavily on generating inbound links to increase exposure. The Rise of Google Era (2003 – 2005)
- 7. • User focused approach to SEO – meant a more reactive and varied search experience • News, images, video all became part of SERPs • In 2008 Google suggest launched along with keyword research and insight tools • Particular emphasis on optimising alternative content medias for search to increase exposure. The User First Era (2006 – 2009)
- 8. • A big change in SEO, forced brands to earn rankings through quality, user-focused content or face penalties • Major updates enforced stricter regulations on keywords, content quality & over-optimisation • Technical foundations of websites still important • Additional data panel features trialled in SERPs The Network Era (2010 – 2012)
- 9. • Digital environment optimised around user intent • Data used to develop individual digital presence by personalising results based on history, location, and device • Quality content continues to be of utmost importance • Segmented content, optimised for device and user. The Modern Era (2013 – Present)
- 10. Algorithms (some of them…)
- 11. THETODAY Put the audience first, it is no longer all about our good old mate Google
- 12. • Less emphasis on keywords – (although these are still important)... but more emphasis on the audience. • Persona building to know what messages to deliver, how & where • Where do they hang out online? Target to get your brand coverage in these places • Your website's important but if your audience is elsewhere then focus efforts here as well. Audience Focused
- 13. • Link building is still a hugely important ranking signal but it has evolved • Build networks, brand recognition content, social signals, and content research • Get buy in from network at point of concept • Domain Authority can be used to evaluate the value of a backlink from any particular site Link Building Earning
- 14. • Two types of content - onsite & offsite • Onsite - relevant & well written to engage users & drive shares • Offsite - put the audience at the heart - target those sites where your audience operates Follow three simple questions • What’s the hook? (for audience, for partners) • What are you offering? • Has it got longevity? Content
- 15. • An interactive guide telling the story of the game of football in financial numbers. • Prize money, attendance, sponsorship, commercial partnerships • Worked out that the CL was worth billion euros so tracked back to apportion the revenue into many sectors. http://www.billioneurofootballgame.com/en/ The Billion Euro Game
- 16. • Target audience of first time buyers… the Netflix generation • Season 5 of Game of Thrones was about to start… • Align property value with location and aligned to the properties in the series. • Seven point property infographic • https://www.landc.co.uk/insight/2015/11/7-epic- game-of-thrones-castles-mortgages/ A Game of Loans
- 17. • Focus on citations • Target sites that dominate local search • Register with Google Business and add complete business information • Address must match exactly as Google Business Local Search
- 18. • One of the most competitive markets • Big brands dominate the organic search results making it more difficult to rank • Use big brands such as Amazon to help build authority and gain visibility and potential traffic. e-Commerce
- 19. Many people think our main competition is Bing or Yahoo. But, really our biggest search competitor is Amazon. Eric Schmidt, CEO Google “
- 20. • Pressure now on sites to be mobile friendly • Test your site to ensure it meets mobile quality guidelines – Google PageSpeed Insights • Opportunity for apps to take up SERP real estate Mobile Search
- 21. • Behaviour on social platforms is changing • Social platforms want to keep viewers on their sites and in their apps • Facebook instant articles an example of this • Did you know Facebook can now search for content as easily as people? Social Search
- 22. • Part of search results for years • Search results will change dependent on geography and search history and even social connections • Engaging users and create campaigns that help them remember your brand will increase your rank even within personalised results Personalisation
- 24. • Often neglected but very Important part of SEO strategy • Technical audit to form a part of pre and post site launch • Crucial to understanding what problems exist and what work needs to be done • Proved to improve organic performance Technical
- 25. THEFUTURE The future of Search Engine Optimisation is Not Search Engine Optimisation
- 26. “Semantic search seeks to improve search accuracy by understanding searcher intent and the contextual meaning of terms as they appear in the searchable dataspace, whether on the Web or within a closed system, to generate more relevant results.” “London tube stations” - explicit aspect of query iPhone user, on street in London - implicit aspect of query Semantic Search
- 27. Search History Language Social Connections Location Browser Time of Day Device Implicit Signals
- 28. • Wearable are starting to have an effect on all aspects of marketing • Less listings - less visibility • Wearable technology can be used to collect data about the user to deliver more personalised messages via digital channels. Wearable Technology
- 29. My vision when we started Google 15 years ago was that eventually you wouldn’t have to search at all. Sergey Brin, Google “
- 30. Previous model: New model: Revised Query Google Magic Response Query Google Magic Response Revised Response Google Magic Additional input Query Google Magic Response Compound queries
- 31. • Personal assistants are smart enough to associate natural language with a request • PA search terms pull even more heavily on history and context • Whole new type of long-tail keyword queries will emerge. • Personal Assistants couldn’t care less about websites. They’re all about data. Voice Search & Personal Assistants
- 33. Keyword themes 1. What the user intends 2. What your content is about 3. Relating concepts to one another THEME THEME THEME SUB THEME THEME SUB THEME SUB THEME SUB THEME SUB THEME SUB THEME SUB THEME SUB THEME Keyword themes 1. What the user intends 2. What your content is about 3. Relating concepts to one another Keyword themes 1. What the user intends 2. What your content is about 3. Relating concepts to one another Keyword themes 1. What the user intends 2. What your content is about 3. Relating concepts to one another The Sprint Philosophy
- 34. Optimisation of on- page elements: titles & headlines body content image alt tags (for image search!) Gap Analysis Building up external content seeding opportunities Reframing content ideas based on search data Relabelling blog titles based on interest in phrases Curating or creating customer centric content assets Managing the content promotion of blogs, core pages, native advertising, social advertising. ON-PAGE OPPORTUNITIES ANALYSIS PROMOTION IDEAS THEME SUB THEME The Sprint Philosophy
- 35. ANY QUESTIONS? You can find us on Twitter: @si_brown10 @monikag85 Thanks!