Putting your customer at the heart of your SEO and content strategy has never made more sense. In this Slideshare (to accompany a recent SmartInsights/BrightTalk webinar which you can listen to on demand here - https://summits.brighttalk.com/webinar/how-to-develop-a-customer-centric-seo-strategy-in-2018/ ) we'll explain how you can leverage Google’s changing algorithm to deliver organic search gains by examining:
- How to use search data to map your strategy to intent
- User experience and shifting ranking signals
- Conversational search and the rise of voice
- The importance of data mark-up to enhance the search experience
We take a look at the hot trends for 2018 and beyond and show you how to improve your strategy and implement best practice organic search practices through:
- Technical SEO
- Maximising opportunities from product and category content
- Competitor intelligence to benchmark and drive organic gains.
To get email updates of our latest video blogs, insights and intelligence, sign up to our email updates: http://www.stickyeyes.com/newsletter/ or visit https://www.stickyeyes.com/intelligence/
4 TRIK CARA MENGGUGURKAN JANIN ATAU ABORSI KANDUNGAN
How to develop a customer-centric SEO strategy in 2018 | Stickyeyes
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#DigitalPriorities Digital Marketing Priorities 2018 brought to you by
How to develop a customer-centric SEO
strategy in 2018
Mike McDougall,
Organic Search Director of Stickyeyes
@Stickyeyes @mikeymcdougall
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More Focus on Good User Experience
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AverageTimeonSite(s)
Ranking Position
Average Time on Site – Ranking Correlation
Source: Stickyeyes Proprietary tool “Roadmap”
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“Blinds” Keyword Set – Time on Site & Bounce Rate
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5:54
5:22 5:20
4:07 4:15
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10%
15%
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25%
30%
35%
40%
45%
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247blinds.co.uk directblinds.co.uk blinds-2go.co.uk dunelm.com blindsuk.net hillarys.co.uk
BounceRate
TimeonSite(m:s)
Time on Site & Bounce Rate
Bounce Rate Time on Site
Source: Alexa Time on Site and Bounce Rate data
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Understand Micro-moments
I WANT TO
KNOW
Exploring or
researching but not
yet in purchase mode.
Users want useful
information and
inspiration.
I WANT TO
DO
Before or after
purchase, these are
those key ‘how to’
moments when people
want to get things
done .
I WANT TO
GO
The user is actively
looking to visit
somewhere – they’re
looking for ideas and
inspiration.
I WANT TO
BUY
Someone’s actively
ready to make a
purchase and may
need help – we need
to be there to help
them.
INFORMATIONAL SEARCH COMMERCIAL SEARCH
These different segments will use search very differently – we need to use insights to
understand the search ‘micro-moments’ which are relevant to each one.
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Voice Search Soundbites
• “50% of all searches will be voice searches by 2020” according to comScore
• “About 30% of searches will be done without a screen by 2020.” via Mediapos
• “We estimate there will be 21.4 million smart speakers in the US by 2020”
according to Activate
• “By 2019, the voice recognition market will be a $601 million industry”,
according to a report from Technavio via Skyword.
• “This year (2017), 25 million devices will be shipped, bringing the total number
of voice-first devices to 33 million in circulation.” based on a new study
by VoiceLabs via Mediapost
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Apart from being THE SEO hot topic
for 2018 what does this actually
mean for your search strategy?
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Changing the Language of Search
• We talk to search engines
differently to how we type
• This will change the make
up of search queries
• QA formatting &
conversational queries will
increase
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Use Structured Data to Control SERP Real Estate
This code snippet…. Will give you this!
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For more SEO insight and free, in-depth
intelligence reports:
https://www.stickyeyes.com/intelligence/
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#DigitalPriorities Digital Marketing Priorities 2018 brought to you by
How to develop a customer-centric SEO
strategy in 2018
Mike McDougall,
Organic Search Director of Stickyeyes
@Stickyeyes @mikeymcdougall