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, brands and agencies need to be agile in order to take advantage of new forms of standard practice.

1. @mikerjeffs @branded_3 @DigitalOlympus
Agility in SEO
Mike Jeffs
Branded3
Digital Olympus
27th September 2016

2. @mikerjeffs @branded_3 @DigitalOlympus
Be there#1
Be useful#2
#3 Be quick

3. @mikerjeffs @branded_3 @DigitalOlympus
#worldtourismday

4. @mikerjeffs @branded_3 @DigitalOlympus
‘World Tourism Day’ Last 5 Years
Source: Google Trends
Too late

5. @mikerjeffs @branded_3 @DigitalOlympus

6. @mikerjeffs @branded_3 @DigitalOlympus
‘Worlds Biggest Coffee Morning’ Last 5 Years

7. @mikerjeffs @branded_3 @DigitalOlympus

8. @mikerjeffs @branded_3 @DigitalOlympus

9. @mikerjeffs @branded_3 @DigitalOlympus
TO DO NEWSJACKING
Youneed1of3things

10. @mikerjeffs @branded_3 @DigitalOlympus
Data#1
Creative
An opinion
#2
#3

11. @mikerjeffs @branded_3 @DigitalOlympus
SAGA

12. @mikerjeffs @branded_3 @DigitalOlympus

13. @mikerjeffs @branded_3 @DigitalOlympus
“This is a somewhat unspectacular set of results. The anemic
growth trading profit means the firm must keep a tight grip
on costs, whilst they remain confident Travel insurance will
continue to see demand, despite the drop in value of the
pound making holidays abroad for UK consumers more
expensive. ”
http://www.cityam.com/249780/over-50s-specialist-insurer-saga-posts-increased-profit-and

14. @mikerjeffs @branded_3 @DigitalOlympus
Brand
search
Sentiment
Authority Relevance
Freshness
is listening to…
Engagement
Satisfaction
Structure
Quality
On-site
Off-site
Mentions
Links
Social
BuildDesign
Content
Technical
THE CURRENT
Organic landscape

15. @mikerjeffs @branded_3 @DigitalOlympus
Zero Moment of Truth

16. @mikerjeffs @branded_3 @DigitalOlympus
EXAMPLE

17. @mikerjeffs @branded_3 @DigitalOlympus

18. @mikerjeffs @branded_3 @DigitalOlympus
Since 2011…

19. @mikerjeffs @branded_3 @DigitalOlympus
Micro Moments

20. @mikerjeffs @branded_3 @DigitalOlympus
Source: Think with Google

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

22. @mikerjeffs @branded_3 @DigitalOlympus
https://www.thinkwithgoogle.com/articles/mobile-search-consumer-behavior-data.html
96% of people turn to a smartphone to get
things done.

23. @mikerjeffs @branded_3 @DigitalOlympus
Not only is search the most used resource,
it's the resource 87% of people turn to first.
https://www.thinkwithgoogle.com/articles/mobile-search-consumer-behavior-data.html

24. @mikerjeffs @branded_3 @DigitalOlympus
68% of people used search to help with things
they want to address at some point in the future.
Searches for future needs largely happen on mobile with
97% of people searching on a mobile phone to do so

25. @mikerjeffs @branded_3 @DigitalOlympus
Google Trips
74% find the most stressful aspect of travel to
be figuring out the details:
travel uncertainty,
transportation,
wasting time figuring things out on the trip,
and being unfamiliar with the location
http://goodthinkinc.com/huffpo-do-vacations-make-us-happier/

26. @mikerjeffs @branded_3 @DigitalOlympus
Daily Information Needs

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

28. @mikerjeffs @branded_3 @DigitalOlympus

29. @mikerjeffs @branded_3 @DigitalOlympus
Local queries

30. @mikerjeffs @branded_3 @DigitalOlympus
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

31. @mikerjeffs @branded_3 @DigitalOlympus
Best practice changes
with the web

32. @mikerjeffs @branded_3 @DigitalOlympus
JavaScript
Googlebot follows JavaScript redirects
Googlebot follows JavaScript links
JS taking more than 3-4 seconds to render or
not rendering until an event is fired does not
get indexed
w3techs.com/technologies/details/cp-javascript/all/all

33. @mikerjeffs @branded_3 @DigitalOlympus

34. @mikerjeffs @branded_3 @DigitalOlympus
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
Advanced Tracking – A/B Testing
Source: http://venturebeat.com/2016/06/30/ebay-adopts-googles-amp-to-speed-up-its-mobile-site/

35. @mikerjeffs @branded_3 @DigitalOlympus
AMP
“Beyond AMP — We know AMP pages are
fast. BUT WHAT ABOUT THE
SUBSEQUENT PAGES THE USER VISITS?
Currently when users click on a link in the
AMP page, a new tab opens, and the
destination page is loaded there. In our case,
the mobile web version of the destination
page is loaded. WE WANT THAT
EXPERIENCE ALSO TO BE AS FAST AND
CONSISTENT AS THE AMP EXPERIENCE.”

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

37. @mikerjeffs @branded_3 @DigitalOlympus
Read this:
builtvisible.com/examining-traffic-amp-carousel
Get started with AMP
Download this:
pagefrog.com

38. @mikerjeffs @branded_3 @DigitalOlympus
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

39. @mikerjeffs @branded_3 @DigitalOlympus

40. @mikerjeffs @branded_3 @DigitalOlympus
Questions?
mike.jeffs@branded3.com
@mikerjeffs
@Branded_3