As we head into an era of mobile first search and micro-moments, with ever improved personalisation and data science by search engines and intelligent web platforms we need to understand how we can optimise our SEO strategies to work with multi-channel always connected consumers.

1. SEO STRATEGY FOR
TEMPORAL, LOCAL,
PERSONAL, MOBILE-FIRST
SEARCH
Presented
by:
Dawn
Anderson
@dawnieando

2. Dawn Anderson
• Director
-­‐ Move
It
Marketing
• University
Lecturer
– Digital
marketing
&
Search
• From
Manchester,
UK
• International
SEO
Consultant
– 10+
Yrs in
SEO
• Pomeranian
Pooch
Lover
– Meet
Bert
• Googebot Hunter
(Practice
&
Academia)
• Search
Awards
Judge
• Contributor
• Researcher
• Twitter
Chatterer
@dawnando

3. MY SEARCH UNIVERSE IS NOT YOUR
SEARCH UNIVERSE

4. THERE’S NO
SUCH THING
AS ‘NO 1. ON
GOOGLE’
ANY MORE
YOUR
RANKING
TOOLS
ARE
MOSTLY
WRONG

5. MY
PERSONAL
SEARCH
MY MOBILE
SEARCH
MY LOCAL &
LOCATION
SEARCH
MY
TEMPORAL
SEARCH
+
+
+
+
Time of
Search
Device
Geographic Location
Cookies / Search
history /
G+ connections
2009
EVEN WHEN
‘NOT LOGGED IN’

6. FROM AN AUDIENCE OF MANY
Toward An Audience of One
Assistant
https://assistant.google.com/
IT’S GETTING PERSONAL
TRIANGULATION
OF DATA POINTS
Mobile data
Past Search
preferences
Cookies

7. INTELLIGENT CUSTOMER
RELATIONSHIP MANAGEMENT (CRM)
EXCHANGE OF VALUE
WITH PLATFORMS & SEARCH
ENGINES
• Location data
• Device data
• Cookie drop
• Click data
• Preferences
• Histograms
• Triangulation of data points
• Periodic routines
Increasingly refined search
results and suggestions
based on past behaviour,
routines, location and
known context / intent of
search terms (beyond and
including the user)
D
A
T
A
S
C
I
E
N
C
E

8. VISIT -­ chrome://histograms/
Histogram: AsyncDNS.AttemptCountSuccess recorded 45032 samples, mean = 1.0 (flags
= 0x1)
0 O (0 = 0.0%)
1 ------------------------------------------------------------------------O (44480 = 98.8%) {0.0%}
2 -O (498 = 1.1%) {98.8%}
3 O (39 = 0.1%) {99.9%}
4 O (15 = 0.0%) {100.0%}
5 ...
Histogram: AsyncDNS.ConfigChange recorded 117 samples, mean = 0.4 (flags = 0x1)
0 ------------------------------------------------------------------------O (65 = 55.6%)
1 ----------------------------------------------------------O (52 = 44.4%) {55.6%}
2 O (0 = 0.0%) {100.0%}
Data on your personal search
history being transported
Back to Google
PERSONAL

9. 2017
2017
2017
SITUATIONAL CONTEXT
& PERSONAL SEARCH
2017
RESEARCH

10. Source: McKinsey -http://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-consumer-decision-journey
Linear
Pre-­‐2009
CUSTOMER INFORMATION SEEKING
BEHAVIOUR HAS CHANGED
The
customer
journey
is
no
longer
linear
but
cyclical
2011

11. Fragmentation via
Mobile
The Zero Moment of Truth Is Now Many Micro-
Moments
I
want
to
know
I
want
to
go
I
want
to
buy
MICRO MOMENT ==“an intent-
driven moment of decision making”
Google (2015)

12. 900 ‘Micro-Moments’To Buy A Car
900 Chances to Engage
Source: https://www.thinkwithgoogle.com/articles/consumer-car-buying-process-reveals-auto-marketing-
opportunities.html
900 Chances to Engage
We (consumers) are
ALL researchers

13. Short Attention Span
Especially On Mobile
Humans average attention span has
dropped to 9 seconds
…Less than a
goldfish
Expectations
are
high.
Patience
is
low

14. But
remember…
People
are
also
using
‘on
the
go’
moments
to
research
small
things
towards
bigger
goals
Almost 98% of visits are
people window
shopping
Average ecommerce
conversion +/- 2%
Research
Research
Research
Research
Consider
Consider
Consider
Consider
Consider
Check reviews
Compare prices
Buy

15. ’Being There’ Give Little Guys Advantage
You can beat big brands with micro-moments Good
News
TEMPORAL

16. Source: http://www.cisco.com/c/en/us/solutions/collateral/service-
provider/visual-networking-index-vni/complete-white-paper-c11-
481360.html
Searches on mobile
now exceed
desktop
The ‘Mobile First
Index’is on its way
MOBILE

17. MOBILE CACHE
COMPRESS
CDN
AMP
MINIFY
PRE-­FETCH
PRE-­RENDER

18. GTMetrix & Pingdom Speed Test
Combine Page Speed Tests
MOBILE

19. Enable
gzip compression
via
caching
plugins,
.htaccess or
via
compression
plugins
MOBILE
NO
INTERSTITIALS
ON MOBILE
THANK YOU

20. Source: https://www.designbombs.com/top-
wordpress-caching-plugins-compared/
CACHE PLUGINS COMPARED
Comparison Research Undertaken Recently by Design Bombs
MOBILE

21. Age Groups
Top devices
% using mobile
Assisted conversions
Length of time to convert
No. of visits to conversion
Add to basket on mobile
MOBILE & LOCAL

22. REACH
TEMPORAL
Exploration - Ideas
Not
sure
what
they
need
or
want
yet
Answer
questions
Suggest
options
Step
toward
‘bigger goals’
Low
conversion
probability
Offer
ideas
Decision Making
Closer
to
a
conversion
Refining
choices
Looking
for
‘REVIEWS’
Suggest
comparisons,
calculators,
estimators
I
want
to
know
the
‘BEST’
moments
They
want
to
‘COMPARE’

23. Build A Desktop & Mobile Moments Map
Understand Predictable Mobile Behaviour of
Target Audience
Be Ready When Your Audience Is On The Go
Vets
in
(location) Best
x
in
(location)
Where
to
buy?
Dogs
&
cats
together
Dog
friendly
bars
in
(location)
Dog
friendly
restaurants
in
(location)
“in [location]”
“where?”
“near”
PROXIMITY
PREVAILS
“near me”
TEMPORAL & LOCAL & MOBILE
EVEN GENERIC
TERMS
POTENTIALLY
INTENT TO URL

24. TEMPORAL
Google Correlate
https://www.google.com/trends/correlate/
TIME IS
OF THE
ESSENCE
WHAT
CORRELATES?

25. Query Refinement – Which Way Next??
Query Refinement is a
special type of ‘related
search’
‘Most next searched
cluster lists’
THEY ARE NOT JUST
RANDOMLY
GENERATED
PROBABILITY OF ’NEXT STEPS’
Remember
Semantics
and
Relationships
http://delivery.acm.org/10.1145/1780000/1772776/p841-sadikov.pdf
(Sadikov et al, 2010) CLUSTERING QUERY REFINEMENTS BY USER
INTENT
”SHARON OSBOURNE’S DOG”
PERSONAL

26. Find The Target Audience Questions – Answer The
Public What Are People Asking?
• Why?
• How?
• Which?
• Where?
• What?
• When?
Location
Temporal

27. Keyword Trigger Intent & Action Cues
Semantic Intent
How
To
==
Instructional
Video,
images
&
instructions
What
Is
/
What
Are
==
Text
based
&
fact
filled
data
sheets
Unstructured
data
like
lists
and
tabular
data
on
known
‘entities’

28. Know Your Audience – GA Demographics
PERSONAL
Gender
Age Groups
Facebook Age Groups by Interest – Data Mining
IMAGE SOURCE -
http://blog.stephenwolfram.com/2013/04/data-
science-of-the-facebook-world/

29. COLLABORATE
TEMPORAL
&
PERSONAL

30. Remove Ontological / Situational /
Contextual Intent Fuzziness
Use
Strong
Topical
Hub
Themes
And
‘Help’
’Hub’
‘Hero’
‘Local’
Content
Frameworks
too
HELP HUB HERO LOCAL
MAPS
NAPs
DIRECTIONS
BRANCH
NEWS
BRAND
TRANSACT
SHOP
BUY
SALE
CART
SUPPORT
KNOWLEDGE
GUIDE
QUESTIONS
SERVICE
THE BUZZ
NEWS
BLOGS
OPINIONS
ARTICLES

31. Write For A 9 Year Old
Common conversational text is easier for search engines
To disambiguate and return in response to common
conversational and voice queries.
Use common words in short sentences together
Users have time to read at most
28% of the words during an
average visit; 20% is more
likely

32. There
are
spoils
to
be
had
TEMPORAL

33. People do 323% better
following directions
with illustration than
without illustrations
In Search – ‘KEYWORD’ + Inspiration often == Images

34. VIDEO
People spend on
average 2.6x more
time on pages with
video than without
TEMPORAL

35. RIGHT
HELP
RIGHT
AUDIENCE
RIGHT
TIME
RIGHT
FORMAT
RIGHT
PLACE
RIGHT
DEVICE
BE
THERE
‘SITUATIONAL CONTEXT’

36. THANK
YOU
TWITTER - @dawnieando
GOOGLE+ -+DawnAnderson888
LINKEDIN – msdawnanderson
www.move-it-marketing.co.uk