Agility in SEO, by Mike Jeffs - Figaro Digital -Sep 2016

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In the world of search, brands are still struggling to make changes to their site, their strategy and their technology. It’s not possible to avoid changing your site – the technology is always evolving and at a quicker pace. Mike runs through some experiences of the benefit of agility has for clients and agencies alike.

Technologie

@mikerjeffs @branded_3 @figaro_digital
Agility in SEO
Mike Jeffs
Branded3
13th September 2016

@mikerjeffs @branded_3 @figaro_digital
Be there#1
Be useful#2
#3 Be quick

@mikerjeffs @branded_3 @figaro_digital
#roalddahlday
#roalddahl100

@mikerjeffs @branded_3 @figaro_digital
‘Roald Dahl’ Last 5 Years
Source: Google Trends

@mikerjeffs @branded_3 @figaro_digital
Todonewsjacking
You need 1 of 3 things

@mikerjeffs @branded_3 @figaro_digital
Data#1
Creative
An opinion
#2
#3

@mikerjeffs @branded_3 @figaro_digital
Zero Moment of Truth

@mikerjeffs @branded_3 @figaro_digital
Results
Top 5
For “cruises” and
“cruise” – previously
on the second page
4th
For “cruise deals” – up
from the second page,
saving £28,065/month
on AdWords traffic
46%
Increase in YOY
organic traffic
900%
Attributable ROI in
analytics

@mikerjeffs @branded_3 @figaro_digital
Micro Moments

@mikerjeffs @branded_3 @figaro_digital
Source: Think with Google

@mikerjeffs @branded_3 @figaro_digital
Source: https://econsultancy.com/reports/digital-shift-q2-2016/
The pace of change

@mikerjeffs @branded_3 @figaro_digital
Daily Information Needs

@mikerjeffs @branded_3 @figaro_digital
One third of queries go unanswered.
Source: https://backchannel.com/googles-secret-study-to-find-out-our-needs-eba8700263bf#.9kj86u2o6

@mikerjeffs @branded_3 @figaro_digital
Local queries

@mikerjeffs @branded_3 @figaro_digital
Data from Hotels.com states that 74%
of mobile bookings are made for
same-day check-in
Source: https://www.thinkwithgoogle.com/articles/build-your-mobile-centric-search-strategy.html

@mikerjeffs @branded_3 @figaro_digital
Ebay
Ebay and Google are working on:
SMART BUTTONS like ‘buy it now’
and ‘add to cart’
INPUT ELEMENTS like search
boxes and check boxes
Source: http://venturebeat.com/2016/06/30/ebay-adopts-googles-amp-to-speed-up-its-mobile-site/

@mikerjeffs @branded_3 @figaro_digital
Transactional Search
Source: http://www.slideshare.net/TomAnthony/emerging-forms-of-search-brightonseo-2016/20

@mikerjeffs @branded_3 @figaro_digital
High impact
Low impact
FutureImmediate
• HTTPS
• Internal site search
• Link acquisition
• Meta titles + H1 tags
• Meta descriptions
• Reducing duplication
• Updating redirects
• ALT tags
• Content strategy
• AMP
• Improving site speed
• Social integration

@mikerjeffs @branded_3 @figaro_digital
Questions?
mike.jeffs@branded3.com
angus.griffin@branded3.com

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