This document discusses various topics related to SEO agility, including: - The importance of being there, being useful, and being quick for SEO. - Trends related to searches for "Roald Dahl" over the last 5 years. - Things needed for newsjacking: data, creative content, or an opinion. - Factors that influence organic search results like brand, search sentiment, authority, relevance, and more. - The concept of the "zero moment of truth" in consumer research and decision making. - Examples of improved organic search rankings and increased traffic from SEO efforts. - Trends around immediate, local searches and how they influence

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

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

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#roalddahlday
#roalddahl100

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‘Roald Dahl’ Last 5 Years
Source: Google Trends

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Todonewsjacking
You need 1 of 3 things

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Data#1
Creative
An opinion
#2
#3

9. @mikerjeffs @branded_3 @figaro_digital
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

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Zero Moment of Truth

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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

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Micro Moments

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Source: Think with Google

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

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Daily Information Needs

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

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Local queries

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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

22. @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/

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

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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

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