How Generation Z is Driving Change in Search UX: Brighton SEO 2016

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how user experience is driving change in search

Transcript of How Generation Z is Driving Change in Search UX: Brighton SEO 2016

Page 1: How Generation Z is Driving Change in Search UX: Brighton SEO 2016

how user experience is driving change in search

Page 2: How Generation Z is Driving Change in Search UX: Brighton SEO 2016
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USER

LOVE & SEX

Friends & Family

Products

News

FILM

Education

Music

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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

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Time on Content by Demographic

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Young adults spend between 11 and

25% less time on your content

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Cool Product Cool Experience

Millennial Gen Z

23% 77%

60% 40%

Source: https://cassandra.co/

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Source: https://www.ketchum.com/engaging-gen-z

40%

Of Consumers by 2020

Presenter
Presentation Notes
This is your next customer group… ��How is search and [object] retrieval evolving in conjunction?
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Faster

All Device

Direct to Object

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GET THIS: http://www.slideshare.net/SearchMarketingExpo/how-google-works-a-ranking-engineers-perspective-by-paul-haahr

Presenter
Presentation Notes
In which he talks about SIGNAL and METRIC
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Three Core Metrics

Relevance

Quality

Time to Result

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PageSpeed INSIGHTS - CRITICAL PATH

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AUTOPILOT MODULES

Presenter
Presentation Notes
On-server assets
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Resource Delivery

Presenter
Presentation Notes
Biggest speed issues relate to resource rendering due to sheer volume of assets per page. This is network latency, not a bandwidth issue. In this particular example a total of 52 requests added 4+ seconds
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GET THIS: https://docs.google.com/presentation/d/18zlAdKAxnc51y_kj-6sWLmnjl6TLnaru_WH0LJTjP-o/present?slide=id.p19

Presenter
Presentation Notes
Web Performance Engineer Google
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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

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“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/

Presenter
Presentation Notes
Used rel=prerender
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Faster

All Device

Direct to Object

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Generation Z

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Say internet of things again

Presenter
Presentation Notes
Whilst there may be a future of search on multiple connected devices for now this is still a little hypothetical, so from a practical perspective – we’re really talking about smartphones
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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%

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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

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Mobile EXPERIENCE

Accelerated Mobile Pages Project

• ASYNCHRONOUS SCRIPTS • 3rd PARTY JAVASCRIPT OUT

OF CRITICAL PATH • PRIORITIZE RESOUCE

LOADING • SIZE RESOURCES STATICALLY

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rel=amphtml link to AMP page

http://www.bbc.co.uk/news/business-35889282

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rel=canonical link to non AMP page

http://www.bbc.co.uk/news/amp/35889282

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WordPress WordPress AMP plugin to create AMPHTML pages. Use Yoast SEO Glue to

“speak” to AMP plugin for metadata.

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Mobile Search

Spotlight Search

Safari Suggest

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AppS Indexed

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Android and iOS9 – App Indexing

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App Indexing – DEEP LINKING

A

ONE URL

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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

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Faster

All Device

Direct to Object

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USER

LOVE & SEX

Friends & Family

Products

News

FILM

Education

Music

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“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/

Presenter
Presentation Notes
27% largest contribution from – Facebook native video. 21% snapchat content views
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Facebook

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Rise of The Personal Agent

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Source: https://www.ketchum.com/engaging-gen-z

Be Fast - Be Mobile - Be Everywhere