Post on 16-Apr-2017
how user experience is driving change in search
USER
LOVE & SEX
Friends & Family
Products
News
FILM
Education
Music
Millennial
Source: http://www.cmo.com/articles/2015/6/11/15-mind-blowing-stats-about-generation-z.html
Gen Z
Social Networks Messaging Apps
8 Seconds 12 Seconds
≈1975 ≈1996
Time on Content by Demographic
Young adults spend between 11 and
25% less time on your content
Cool Product Cool Experience
Millennial Gen Z
23% 77%
60% 40%
Source: https://cassandra.co/
Source: https://www.ketchum.com/engaging-gen-z
40%
Of Consumers by 2020
Faster
All Device
Direct to Object
GET THIS: http://www.slideshare.net/SearchMarketingExpo/how-google-works-a-ranking-engineers-perspective-by-paul-haahr
Three Core Metrics
Relevance
Quality
Time to Result
PageSpeed INSIGHTS - CRITICAL PATH
AUTOPILOT MODULES
Resource Delivery
GET THIS: https://docs.google.com/presentation/d/18zlAdKAxnc51y_kj-6sWLmnjl6TLnaru_WH0LJTjP-o/present?slide=id.p19
HTML5 LINK REL Attributes IS DOES
preconnect browser hint to open the linked connection in advance
prefetch suggestion to pre-fetch linked content before explicitly requested
preload suggestion to download resource
prerender suggestion to fetch AND render
GET THIS: https://developer.mozilla.org/en-US/docs/Web/HTML/Link_types
“How I Sped Up My Site 68.35% With One Line of Code…”
Mike King
Source: http://ipullrank.com/how-i-sped-up-my-site-68-percent-with-one-line-of-code/
Faster
All Device
Direct to Object
Generation Z
Say internet of things again
Gen Z SmartPhone Activities
Social Games Photos Surfing Shopping
GET THIS: http://www.fluentco.com/wp-content/uploads/2016/03/Fluent_DevicesandDemos_2016_web.pdf
29% 21% 6.8% 6.6% 6.1%
Shopping by Demographic
18-24 25-34 35-44 45-54 55+
6.1% 5.7% 4.8%
4.1% 2.8%
GET THIS: http://www.fluentco.com/wp-content/uploads/2016/03/Fluent_DevicesandDemos_2016_web.pdf
Mobile EXPERIENCE
Accelerated Mobile Pages Project
• ASYNCHRONOUS SCRIPTS • 3rd PARTY JAVASCRIPT OUT
OF CRITICAL PATH • PRIORITIZE RESOUCE
LOADING • SIZE RESOURCES STATICALLY
rel=amphtml link to AMP page
http://www.bbc.co.uk/news/business-35889282
rel=canonical link to non AMP page
http://www.bbc.co.uk/news/amp/35889282
WordPress WordPress AMP plugin to create AMPHTML pages. Use Yoast SEO Glue to
“speak” to AMP plugin for metadata.
Mobile Search
Spotlight Search
Safari Suggest
AppS Indexed
Android and iOS9 – App Indexing
App Indexing – DEEP LINKING
A
ONE URL
APP Indexing: Google Developers
Get This: https://developers.google.com/app-indexing/introduction
Testing Tool for Android (debug and deep link)
Search Analytics in Search
Console (register for Android) Needs App Indexing SDK for iOS9 Check implementation
Faster
All Device
Direct to Object
USER
LOVE & SEX
Friends & Family
Products
News
FILM
Education
Music
“BuzzFeed draws more than 75 percent of content views from sources other than its website”
Jonah Peretti: CEO
Source: http://recode.net/2015/09/16/this-week-on-recode-decode-ceo-jonah-peretti-explains-how-buzzfeed-won-the-internet/
Rise of The Personal Agent
Source: https://www.ketchum.com/engaging-gen-z
Be Fast - Be Mobile - Be Everywhere