Brighton SEO September 2016

1. Humanising search:
Au Naturale
Jimisha Thakrar
@JimishaL
Brighton SEO
September 2016

2. About me

3. I tried to Google my toddler’s
behaviour.
According to my research,
she’s a honey badger.
Because she doesn’t give a s**t.

4. @JimshaL Resolution - Manning Gottlieb - OMD
1.0
Evolution

5. @JimshaL Resolution - Manning Gottlieb - OMD
Weather searches over time
Source: Microsoft IAB presentation

6. What Google wanted search to achieve in 2011
https://youtu.be/mTBShTwCnD4?t=9 embed the video for those seconds

7. @JimshaL Resolution - Manning Gottlieb - OMD
We are changing
Google’s changing
The SERPS are changing

8. @JimshaL Resolution - Manning Gottlieb - OMD
Humans have evolved too
Desktop Mobile Voice Predictive
The evolution of search

9. @JimshaL Resolution - Manning Gottlieb - OMD
Google discovers Intent
Jimi probably doesn’t
just want results filled
with images of flowers
or information about
flowers

10. @JimshaL Resolution - Manning Gottlieb - OMD
3 ways to humanise search and
address these changes
1. Fluidity between channels
2. Linguistic analysis to get to the intent &
variations in intent
3. Personalisation through what we do on site

11. @JimshaL Resolution - Manning Gottlieb - OMD
2.0
SEO/PPC Results

12. @JimshaL Resolution - Manning Gottlieb - OMD
A more cost-efficient approach
P
P
C
S
E
O
Clicks
Search mapping
Landing page
creation
CPC target
Onsite
optimisation
Link building
Socialisation
Time
WHAT WE DO:
● Minimize PPC CPC
● Improve overall
CPA/ROI

13. @JimshaL Resolution - Manning Gottlieb - OMD
23 KEYWORDS

14. @JimshaL Resolution - Manning Gottlieb - OMD
PPC bids can set based on organic positions to maximise
efficiency across both channels – all fully automated through
technology integration

15. @JimshaL Resolution - Manning Gottlieb - OMD
ORGANIC POSITIONS:
1–4
AUTOMATIC BIDS IN EFFECT
ORGANIC POSITIONS:
5+
PPC ACTIVITY UNAFFECTED

16. @JimshaL Resolution - Manning Gottlieb - OMD
2 Scenarios
DOMINATE
● SEO RANK=1-4
● IMPLEMENT BID RULES TO
ENSURE PPC RANK = 1
Example Keyword
High speed
broadband
REMOVE
● SEO RANK=1-4
● IMPLEMENT BID RULES TO
ENSURE PPC KEYWORDS
ARE PAUSED
Example Keyword
fibre optic broadband

17. @JimshaL Resolution - Manning Gottlieb - OMD
Strong results
163% increase
in conversions
28% decrease
cost/acquisitions

18. @JimshaL Resolution - Manning Gottlieb - OMD
3.0
Linguistic Analysis

19. @JimshaL Resolution - Manning Gottlieb - OMD
Classic SEO
Old vs New SEO
● Single keyword targeting
● Focus on rankings
● Clicks and page views
● Optimising for mobile
New SEO
● Focus on user intent and needs
● More focus on long tail
● Bounce rate/dwell time - CRO
● Creating for mobile

20. @JimshaL Resolution - Manning Gottlieb - OMD

21. @JimshaL Resolution - Manning Gottlieb - OMD

22. @JimshaL Resolution - Manning Gottlieb - OMD
Voice search queries are longer
than text queries

23. @JimshaL Resolution - Manning Gottlieb - OMD
“People communicate with each other by
conversation, not by typing keywords –
and we’ve been hard at work…to
understand and answer your questions
more like people do”
Google’s Senior Vice President; Amit Singhal

24. @JimshaL Resolution - Manning Gottlieb - OMD
It’s not surprising voice searches
are longer given;
We type at ~40 WPM
But we speak at ~140 WPM!

25. @JimshaL Resolution - Manning Gottlieb - OMD
What can you start doing here?
Keyword game: Triathlon training

26. @JimshaL Resolution - Manning Gottlieb - OMD
Voice: What is the best practice for doing a triathlon?

27. @JimshaL Resolution - Manning Gottlieb - OMD
4.0
Personalisation

28. @JimshaL Resolution - Manning Gottlieb - OMD
The future holds more
personalisation

29. @JimshaL Resolution - Manning Gottlieb - OMD

30. @JimshaL Resolution - Manning Gottlieb - OMD
Intent + Voice search

31. @JimshaL Resolution - Manning Gottlieb - OMD
Final thoughts

32. @JimshaL Resolution - Manning Gottlieb - OMD
Be Personal – Reach people in a more meaningful
and relevant way
Be Actionable – Create an experience which will
leave people wanting to come back
Be Measurable – On and offline

33. Thank You
Jimisha Thakrar
@JimishaL
Brighton SEO
September 2016