Digital Marketing

IAB-247-Search-Conference

IAB 24 / 7 Search 2017 Conference Notes

After attending the very insightful IAB 24/7 Search conference on the 13th of July there was some incredibly useful insight revealed by big players including Google, Bing & Loreal. This conference is all about search, high lighting emerging user trends, case studies and more all backed by trusted data that’s rare to find anywhere else. Although this conference is primarily geared towards PPC, we would strongly advise anyone who’s within the search industry to attend this event.

Dive into our notes on this conference below and let us know what you think in the comments.

  • In 2015 search became new to48% of other digital marketing channels
  • 55% of us shoppers search for products on Amazon over Google & Bing
  • 53% of people will leave a site if it takes more than 3 seconds to load.
  • 73% of people reusing the internet several times a day
  • 87% of smartphone users turn to search first
  • Use Google store visits to track digital marketing impact on retail
  • 2 seconds average expected speed
  • Retail average 3.8 seconds
  • money.co.uk Bounce rate dropped from 82% to 35% when optimising site speed from 11 seconds to 2 seconds
  • Average person does 129 searches a month
  • Images are the most important factor when making purchase
  • 80% of users are more likely to engage with content when relevant imagery is present
  • Average human attention span is now 9 seconds
  • Use Pinterest for Google image search optimisation
  • Use at least 200 words in Pinterest descriptions
  • expanded dynamic search ads are now available
  • “please” and “thank you” appears in Bing voice search queries
  • By 2020 50% of search will come from voice – Bing
  • Digital News Initiative – robots automating and posting articles for you
  • Google image search began displaying e-commerce item imagery on Dec 16
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smx-london--search-marketing-expo-2017

SMX London May 23rd 2017 Notes

The 1st day of the search marketing event SMX London 2017 delivered some interesting insights on the search marketing industry covering on site speed, performance, AMP and more. Take a look at some of our key findings for May 23rd’s SMX London conference below:

  • 47% of users expect pages to load within 2 seconds or less.
  • Combine/reduce JS files and CSS files
  • Remove whist space from the code
  • Google javascript closure compiler/ minifier tools can be used,
  • Google tag manager to tackle ‘tag bloat’
  • Google launched webp for image compression which makes png. Files 26% smaller and 25-34% for jpeg files – https://developers.google.com/speed/webp/
  • A company improved site speed to Google which increased their organic visibility by 90% and 75% increase in traffic.
  • 1.37 billion lost due to speed performance
  • 1 second increase -30% increase in conversion
  • http/2 decreased cloud flare load time by 52%
  • 70% of shoppers disappointed by sites performance and make them less likely to use it again
  • Change in listing and image increase impression by 30%
  • Local data optimisation – brand mentions, citations etc.
  • Dynamic links? Link through to a page in your app, if the app hasn’t been downloaded – App indexing
  • Ebay has put 8 million URLs on AMP https://www.iprospect.com/en/gb/blog/google-amp-and-ecommerce-into-2017/  
  • Guardian saw a 7% higher CTR with AMP
  • Everyone is looking to get AMP, however, this isn’t a silver bullet to fix site speed issues on mobile. We need to sort the site speed out first then look to get AMP for the relevant pages with the customer experience kept in mind.
  • Barry Adams – AMP Story https://www.slideshare.net/Badams  
  • Future of SEO –It’s all about optimising for CTR and user engagement. User engagement signals are a factor in the Google ranking algorithm and page speed is included in this.
  • The Baidu search engine is looking to endorse AMP
  • Data-driven attribution vendors
  • Facebook & Google capture 75% of user time
  • Search and social has better effect on conversion and revenue per click on average
  • Search intent used for better social retargeting, aimed at increasing CTR to understand user intent
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smx-london--search-marketing-expo-2017

SMX London May 24th 2017 Notes

After attending the 2nd day of the search marketing event SMX London 2017 there were some interesting insights given on the search marketing industry speaking on industry trends, performance, analytics and more. Take a look at some of our key findings for May 24th’s SMX conference below:

  • Answer box ranking helps optimise for voice search queries
  • API’s are key to future organic visibility – Search Console, Majestic, Ahrefs, Keyword Planner
  • Instant apps – apps you don’t have to download are becoming a trend
  • Google fire base – app indexing
  • Lower bounce rates correlates with higher rankings – Google says high bounce rate indicates that users are not engaging with your site as they should be
  • Time on site for domains ranking for low volume keywords is 40 seconds less than for high volume
  • Visitors coming to the website from search on average visit 3 – 3.5 pages per one session
  • Search traffic has no significant impact on rankings
  • Proper high-quality link building will help with ranking for keywords with less than 10,000 monthly search volumes
  • 65% of domains ranking for in top 3 for high volume keywords are https
  • Focus on voice actions and not just voice search
  • 50% of websites ranking for high volume search queries use https
  • Consider using a true conversion rate metric – removing bounces
  • https adoption rate in less competitive niches is 10% lower creating a great opportunity for outrunning the competition
  • https may help with conversions and build trust
  • Optimise page load times to 3 seconds as this improves SERP CTR’s
  • Amount of referring domains contributes highly towards ranking
  • When sending reconsideration request to Google webmaster for Google penalty be brief and cut to the chase
  • The number of referring domains is larger for higher volume search terms
  • High search volume keyword groups have a difference of 10k referring domains compared to less competitive groups
  • Content for long-tail keywords is generally 20% longer than short tail
  • Different landing pages should be created in order to rank for short tail and long tail keywords
  • https://www.invespcro.com/ – Google Analytics custom reports
  • Every goal in Google Analytics is automatically placed into a goal group
  • Separate micro conversions from macro conversions in Google Analytics
  • Social widget tracker – Autotrack tracks social shares on content and links with GA, can be found at the acquisition dashboard.
  • Use Google Analytics to work out profit per session for GEO locations and browser types
  • Adwords Scripts
  • Automated Insights in Google Analytics mobile app combines your data with machine learning
  • Data Studio now allows unlimited reports
  • Google releasing landing page API for ads
  • The Baidu search engine is looking to endorse AMP
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keywords-everywhere-homepage

Keywords Everywhere: Why You Should Be Using This Browser Extension

The Keywords Everywhere extension is a free keyword research tool that displays search volume and cost per click data on multiple websites including Google search and Bing. This tool saves you the hassle of copying keyword data from various websites and unlike the Google Adwords keyword planner, Keywords Everywhere provides specific numbers instead of wide data ranges such as 5,000 – 10,000 monthly searches. The tool also allows the user to get keyword metrics for any list of keywords as well as letting the user download the list in Excel, CSV or PDF file formats. Making this keyword tool a force to be reckoned with.

The currently supported websites for this extension are:

  • Google Search – data shown under the search box
  • Google Search Console – data shown in the Search Analytics page
  • Google Analytics – data is shown in the Organic and Search Engine Optimisation -> Queries pages
  • Google Trends – data is shown in the queries widget
  • Google Search – data is shown under main keyword as well as related searches
  • YouTube – data shown under the search box
  • Bing – data shown under the search box
  • Amazon – data shown under the search box
  • Ebay – data shown under the search box
  • UberSuggest – data shown alongside keywords in this awesome keyword suggestion tool
  • AnswerThePublic.com – data is shown in popup on each spoke of the wheel, data is also shown in the alphabetic listings
  • Soovle.com – data shown next to each keyword all over the page
  • KeywordShitter.com – data shown under the main text area next to keywords
  • Majestic – Anchor Text Report
  • Moz Open Site Explorer – Anchor Text Report

Installing Keywords Everywhere

To successfully install Keywords Everywhere on Chrome or Firefox there are a few quick steps you’ll need to go through which have been listed below:

Keywords-everywhere-in-the-chrome-store

 

Download keywords everywhere from your browser’s app store.

 

Keywords-everywhere-step-2.0

 

You will then be redirected to this page where you will need to enter your email address to receive an API key.

 

Keywords-everywhere-step-2

 

Once you’ve received an email with the link to your API key copy your API key and select keywords everywhere in your browsers extension bar and select “update settings”

 

Keywords-everywhere-step-3

 

Enter your API key and select validate and the extension will be activated. Ensure that you adjust your region settings to suit.

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brighton-seo-april-2017

Brighton SEO April 2017 Notes

After attending the April conference for Brighton SEO there were some interesting insights given on the digital marketing industry highlighting innovative technologies, best practices and industry trends. Take a look at some of our key findings for April’s Brighton SEO conference below:

  • Layar.com – Virtual reality test site
  • @daveseobot – automated hreflang check
  • Data studio – Google’s data warehouse
  • Scikit learn- machine learning
  • Are press releases the new link building?
  • Dealeron.com/blog – SEO blog
  • dealeron.com/blog/how-long-does-seo-take/ – SEO timeline
  • bit.ly/seo-mini-audit-template – SEO audit template
  • Avoid category confusion in Google my business by selecting only 1 category
  • Proximity most important ranking signal for mapping in local search
  • No-follow links doesn’t matter as much for local ranking
  • Neighbourhood watch groups great for local search
  • Voice search is growing rapidly
  • Bright local – great for citations
  • UTM tracking on Google my business
  • Google big query – data storage
  • Server logs – moz.com/blog/technical-seo-log-analysis
  • AMP – Accelerated Mobile Pages
  • Console rocket- new free SEO platform by Scribble

You can view all of the slides from Brighton SEO here.

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seo

What To Include In Your SEO Campaigns For Freelancers

Search engine optimisation or SEO is the process of increasing the visibility of a website or a web page in a search engine’s organic results. The higher ranked on the search results page, and the more frequently a website appears in the search results, the more visitors your website will gain from search engines such as Google and Bing. The overall goal of SEO is to get your website to the 1st page in the search results for keywords relevant to your website (because let’s be honest no-one ever goe’s past page 1).

As an SEO you consider how search engines work and what your potential customers search for and how to put your website in front of their search queries. Optimising a website can involve editing its textual content, HTML and other on-page factors to increase its relevance for keywords that your website should rank for.

Your SEO campaigns should aim to continuously improve your website’s visibility in search. You should also provide your clients with regular reports from Google Analytics on performance, Search Console data and Google My Business along with your current keywords positioning in Google to give transparency on the performance of their websites. As a freelancer, it is your job to provide your clients with this data and to ensure them that you are using SEO best practices

Generic SEO Campaigns

Generic SEO campaign for your clients as a freelancer should include:

  • 10 keywords for your clients to rank for
  • Keyword SERP
  • PageSpeed Optimisation
  • Content optimisation
  • Backlinks count
  • Blog post on websites key products/services
  • High-quality web directory submission
  • Monthly Google Analytics report
  • Monthly Search & Webpage Analytics report
  • Monthly Google My Business report

Ecommerce SEO Campaigns

An Ecommerce SEO campaigns for your clients should include:

  • 10 generic keywords to rank for
  • Product category keywords
  • Keyword SERP
  • PageSpeed Optimisation
  • Product optimisation
  • Content optimisation
  • Backlinks count
  • Blog post on websites key products/services
  • High-quality web directory submission
  • Monthly Google Analytics report
  • Monthly Search & Webpage Analytics report
  • Monthly Google My Business report
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google-logo

Google Search Console Removes Content Keywords

Google recently announced that the “content keywords” feature, located under the Google index section of your Search Console / Webmaster tools would be removed. And so it has happened! The “content keywords” feature was an incredibly useful tool made available in the Google Search Console. This tool would provide an informative list of keywords Google was ranking your website for based on its content. The tool would also organise the list starting with the keywords with the highest significance on your website. This was an incredibly useful tool for on-site optimisation as you could clearly see which keywords your website was being indexed for and how many occurrences each keyword had in your website content.

 

google search console content keywords

In their own words, Google has said:

“In the early days – back when Search Console was still called Webmaster Tools – the content keywords feature was the only way to see what Googlebot found when it crawled a website. It was useful to see that Google was able to crawl your pages at all, or if your site was hacked. In the meantime, you can easily check any page on your website and see how Googlebot fetches it immediately, Search Analytics shows you which keywords we’ve shown your site in search for, and Google informs you of many kinds of hacks automatically. Additionally, users were often confused about the keywords listed in content keywords. And so, the time has come to retire the Content Keywords feature in Search Console. The words on your pages, the keywords if you will, are still important for Google’s (and your users’) understanding of your pages. While our systems have gotten better, they can’t read your mind: be clear about what your site is about, and what you’d like to be found for. Tell visitors what makes your site, your products and services, special!”

As a frequent user of the Search console myself, I am going to deeply miss the feature since it was such a reliable method of measuring how effective your keyword strategies were and created a clear and straight path for improvement. Nonetheless, “Content Keywords” will be greatly missed but it’s now time for relying on alternate methods of measuring your keyword implementation and content marketing strategies.

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