Presentation delivered by Paul Stephen, CEO and Josh Whiten, Digital Marketing Director at Sagittarius - Future of Search Event, Wednesday, 27th July 2016, London.

1. @SagittariusMktg

2. @SagittariusMktg @paulrstephen
Paul Stephen
C.E.O.

3. high performance
guaranteed.
digital marketing
that drives traffic and
creates raving fans.
ecommerce websites
and apps that convert
more sales.
@SagittariusMktg @paulrstephen

4. § seo
§ paid search
§ social strategy
§ content marketing
§ email marketing
§ website design & build
§ mobile
§ u/x and optimisation
§ global ecommerce
§ digital transformation
high performance
guaranteed.
@SagittariusMktg @paulrstephen

5. @SagittariusMktg @paulrstephen

6. @SagittariusMktg @paulrstephen

7. @SagittariusMktg @paulrstephen

8. @SagittariusMktg @paulrstephen

9. agenda. Josh Whiten, Sagittarius
the future is now
Jordan Yates, Google
micro moments
Break
Alec McCrindle, Yahoo
community discovery & social search
Ben-Clarke-Smith, Feefo
the power of reviews in search
Networking
@SagittariusMktg @paulrstephen

10. JoshWhitenDigitalMarketingDirector
@JoshWhiten
@SagittariusMktg
@JoshWhiten

11. “the future is now”
Peter Drucker 1909-2005
Image: http://nos.twnsnd.co/
@SagittariusMktg @joshwhiten

12. @SagittariusMktg
@JoshWhiten
horizon scanning for opportunities.

13. @SagittariusMktg
@JoshWhiten
paid search.

14. what just happened?
@SagittariusMktg
@JoshWhiten

15. @SagittariusMktg
@JoshWhiten

16. @SagittariusMktg
@JoshWhiten

17. predictions of doom.
• Increased competition for top 4 slots
• Bid inflation
• Increasing CPC
• Smaller share of impressions
• Fall in clicks
@SagittariusMktg @JoshWhiten

18. future opportunities.
› Winners and losers
› Optimise for Ad Rank via Quality Score
› 3 x CTR between Position 1 and 1.5 (Searchenginewatch.com)
› Target wider search and user intent
› Own page 1 in other ways
@SagittariusMktg
@JoshWhiten

19. @SagittariusMktg
@JoshWhiten
dominating search.

20. serps have
changed.
@SagittariusMktg @JoshWhiten

21. rich search results.
@SagittariusMktg @JoshWhiten
• Organic results pushed down 1 slot by Adwords
• Knowledge Graph
• Google Answers
• Local pack
• YouTube
• Images
• Review stars and other Schema

22. @SagittariusMktg
@JoshWhiten

23. future opportunities.
@SagittariusMktg
@JoshWhiten
• Dominate your brand or topic
• Consistent and reassuring presence
• Optimise 3rd party sources - Wikipedia
• Target ‘Answers’ via SEO
• Exploit Schema opportunities
• Maximise reviews
• Manage your brand online reputation

24. “If you don’t like
what’s being said,
change the
conversation.”
(MadMen,Season3,Episode2)
@SagittariusMktg
@JoshWhiten

25. @SagittariusMktg
@JoshWhiten
search intent.

26. move upstream.
@SagittariusMktg @JoshWhiten

27. @SagittariusMktg
@JoshWhiten

28. @SagittariusMktg
@JoshWhiten

29. future opportunities.
@SagittariusMktg @JoshWhiten
• Target earlier stages in the user journey
• Identify ‘Help and Research’ terms
• But shift from Broadcast to On Demand
• Engaging and inspirational content

30. @SagittariusMktg
@JoshWhiten
mobile search.

31. beyond the
buzz.
@SagittariusMktg
@JoshWhiten

32. multi-channel
is a given.
@SagittariusMktg
social
media
online
physical
store
customer
mobile
big data
CRM

33. mobile search is different.
@SagittariusMktg @JoshWhiten
• Local focus
• Different stage of the user journey
• Compete with distraction and multitasking
• Gain attention and engage early
• Drive response from search results

34. mobile ecommerce.
@SagittariusMktg
@JoshWhiten
• 85% of mobile ecommerce traffic is
via mobile web, not apps
• 90% of mobile ecommerce revenue
via mobile web, not apps

35. progressive web apps.
@SagittariusMktg
@JoshWhiten
• Flipkart
• Fast and reliable
• Push notifications
• 70% increase in
conversions
• Favoured in mobile
search

36. future opportunities.
@SagittariusMktg
@JoshWhiten
• Marry mobile search intent with customer-
centric technology
• Win at the moments when consumers are
searching on mobile
• Target the ‘mobile for local’ opportunity through
location based search
• Evaluate new technologies

37. @SagittariusMktg
@JoshWhiten
local search.

38. the local search storm.
@SagittariusMktg
@JoshWhiten

39. local is everywhere.
@SagittariusMktg @JoshWhiten
• Plays a role in every stage of user journey
• From awareness and research to purchase
• Across desktop and mobile
• Powerful opportunity if managed properly
• But often overlooked

40. driven by google.
@SagittariusMktg
@JoshWhiten

41. ‘near me’ searches.
@SagittariusMktg
@JoshWhiten
Source: Google Trends

42. ropo.
@SagittariusMktg
@JoshWhiten
• Research Online,
Purchase Offline
• Higher than average
sales value
Source: Hubspot

43. quadruple play services.
@SagittariusMktg
@JoshWhiten
• Personalised ads
based on location
• In future - retarget
these ads based on
search?

44. future opportunities.
@SagittariusMktg
@JoshWhiten
• Local centric search targeting
• NAP consistency across Local listings, directories
• Localised landing pages or content
• Mobile focus for local search
• Encourage ROPO – coupons, offers
• Local inventory and stock availability

45. @SagittariusMktg
@JoshWhiten
voice search.

46. rapid adoption.
@SagittariusMktg
@JoshWhiten
41.6% of us starting to
use voice search and
voice commands within
the last 6 months
Mindmeld, October 2016

47. what is it?
@SagittariusMktg @JoshWhiten
• Voice recognition software to conduct search
queries
• Smartphone and desktop – Siri, Cortana,
Google’s microphone, Amazon’s Echo
• Will grow as we feel less awkward about it
• But in Voice Search search behaviour changes

48. more.... conversational.
@SagittariusMktg
@JoshWhiten
Source: Linkdex

49. reveal true intent.
@SagittariusMktg
@JoshWhiten
Source: Linkdex

50. future opportunities.
@SagittariusMktg
@JoshWhiten
• Understand intent behind search
• Very local - powerful for multi location business
• Target long tail opportunities
• Bid higher for question phrases
• Couple with location landing pages and local

51. @SagittariusMktg
@JoshWhiten
momentology.

52. what is it?
@SagittariusMktg @JoshWhiten
• Study of consumers and the digital media they use
to engage – including search
• Different moments throughout the purchase funnel
• Overlaps with channels and platform
• Seize every moment to nudge towards conversion

53. @SagittariusMktg
@JoshWhiten
carpe diem.
carpe momentum.

54. 54
Digital
touchpoints
Physical
touchpoints
AWARENESS CONSIDERATION ACTION SERVICE LOYALTY
TV
Radio
Print
Outdoor
PR Word
of mouth
Direct mail Store Call center Call center IVR Promotion
on invoice
Online Ads
Viral
email
Digital
billboards Search
Landing
page Blog
3rd Party
sites Website Mobile IM/Chat Blog Email Newsletter
Managed touchpoint
Unmanaged touchpoint
Customer 3Customer 2Customer 1
Decisions Are Not Made in Straight Lines
but journeys are complex.
@SagittariusMktg
@JoshWhiten

55. @SagittariusMktg
@JoshWhiten
beauty sector model.
Awareness Exploration
Purchase Advocacy
Research and Strategy
Native Advertising
Online PR
Paid Social
Display Advertising
Content Marketing
Paid Search
Organic Search
Display Retargeting
Email Marketing
Social media
Search Retargeting
User Experience
Conversion Rate Optimisation

56. CONTENT PRODUCT ENQUIRY
SALES
PROCESS
BOOKING
/ TRAVEL
DISPLAY
RETARGETING
SEARCH
RETARGETING
SOCIAL
MEDIA
SOCIAL
MEDIA
NATIVE
ADS
SOCIAL
MEDIA
ORGANIC
SEARCH
PAID
SOCIAL
IMAGES /
VIDEO
PR
CONTENT
MARKETING
travel sector integrated strategy
@SagittariusMktg
@JoshWhiten
SOCIAL
RETARGETING
EMAIL
MARKETING
PAID
SEARCH
PROGRAMMATIC

57. charity donor integrated journey.
@SagittariusMktg
Inform Involve Influence Impact
DISPLAY
RETARGETING
SEARCH AND
SOCIAL
RETARGETING
PERSONALISED
EMAIL
SOCIAL AND
DISPLAY
RETARGETING AND
SHARINGSOCIAL PPC
DISPLAY ADS
CONTENT
MARKETING
CONTENT
RETARGETING
YOUTUBE AND
NATIVE
HOME PAGE
Personalise by
campaign
source
KEY PAGES
Personalise by
implicit
browsing
behaviour
POST
DONATE PAGE
Personalise
based on size/
type donation
HOME PAGE
Personalise for
returning visits
DONATE PAGE
Personalise to
return after
abandoning
HOME PAGE
Personalise for
returning
donors, share
impact

58. future opportunities.
@SagittariusMktg
@JoshWhiten
• Understand the impact of search throughout journey
• Research, evaluation, reviews, mobile, reassurance
• Seize these key moments
• Carpe Momentum

59. @SagittariusMktg
@JoshWhiten
summary.
Search is becoming:
• More varied
• More sophisticated
• More localised
• More competitive
• More immediate

60. @SagittariusMktg
@JoshWhiten
summary.
So in future successful digital brands will:
• Own and dominate your search ecosystem
• Adapt for multiple touchpoints via search
• Adapt for different search modes; mobile, voice
• Engage throughout the user journey via search

61. @SagittariusMktg
@JoshWhiten
thank you.