Trends & Future of Search at #Webbdagarna

#SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI

FUTURE & TRENDS OF SEARCH (& HOW TO MAKE THE MOST OUT OF THEM)

HEJ HEJ STOCKOLM!


SPEAKER

BLOGGER SHARER@aleyda +aleydasolis

SEO


I’M ALEYDA SOLIS


WE LIVE IN A GOOGLE LED SEARCH WORLD


THAT IS CONSTANTLY EVOLVING


WHERE RESULTS ARE NOT LIKE THESE ANYMORE


BUT LIKE THESE


WITH DIRECT ANSWERS


WHERE VISIBILITY (NOT BEING NO. 1) IS KEY


TO CONNECT WITH YOUR SEARCH AUDIENCE


THROUGH THE DIFFERENT PHASES OF THE CUSTOMER JOURNEY ALONG OTHER CHANNELS

https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html

https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html


& ACHIEVE YOUR BUSINESS GOALS

TO SELL

TO EDUCATE

TO COMMUNICATE

TO SUPPORT

TO ESTABLISH YOUR BRAND


HERE ARE 3 WAYS TO LEVERAGE IT

MULTI-DEVICE SEARCH APP SEARCH SEMANTIC

SEARCH


MULTI-DEVICE SEARCH

1


MOBILE FINALLY BOOMED LAST YEAR


& GOOGLE LAUNCHED FROM TOOLS TO GUIDES


THEY ANNOUNCED A MOBILE UPDATE ON APRIL 21ST

http://googlewebmastercentral.blogspot.com.es/2015/02/finding-more-mobile-friendly-search.html

https://developers.google.com/webmasters/mobile-sites/mobile-seo/configurations/?hl=en


IT’S TIME TO GET PREPARED!

VERIFY YOUR MOBILE SEARCH

POTENTIAL & AUDIENCE BEHAVIOR

UNDERSTAND & MONITOR YOUR MOBILE SEARCH

VISIBILITY & TRAFFIC

IDENTIFY YOUR MOBILE SEARCH

COMPETITIVENESS

AUDIT & OPTIMIZE YOUR MOBILE WEB

PRESENCE


ANALYZE YOUR MOBILE SEARCH VISIBILITY, TRAFFIC & CONVERSIONS WITH GA & GWT

KEYWORDS & PAGES BRINDING

MOBILE VISIBILITY & TRAFFIC

VOLUME, TREND OVER TIME,

SEASONALITY, CONVERSIONS, CONVERSION

RATE


IDENTIFY YOUR TOP MOBILE DEVICES & USER BEHAVIOUR IN YOUR SITE WHEN USING THEM

HOW ARE THESE COMPARED TO THE ONES OF DESKTOP & TABLET?


SEGMENT & SEARCH PER KEYWORDS CATEGORY

VERIFY THE SEARCH VOLUME COMING FROM MOBILE DEVICES FOR YOUR TOP TERM CATEGORIES


CHECK HOW YOUR MOBILE SEARCH RESULTS LOOK FOR THEM USING MOBILE EMULATION

https://developer.chrome.com/devtools/docs/device-mode

CHECK YOUR OWN &

COMPETITORS LINK POPULARITY WITH

THE MOZ TOOLBAR

https://developer.chrome.com/devtools/docs/device-mode


USE GOOGLE’S MOBILE TEST & USABILITY REPORT IN GWT TO VERIFY YOUR SITE MOBILE FRIENDLINESS

https://www.google.com/webmasters/tools/mobile-friendly/

https://www.google.com/webmasters/tools/mobile-friendly/


MAKE SURE THAT IT FOLLOWS ANY OF THE 3 MAIN MOBILE CONFIGURATION APPROACHES

RESPONSIVE WEB DESIGN

DYNAMIC SERVING

INDEPENDENT MOBILE SITE


BE AWARE OF EACH CONFIGURATION CHALLENGES

RESTRICTIONS TARGET MOBILE EXPERIENCE & PERFORMANCE

RESPONSIVE WEB DESIGN

USER AGENT DETECTION ERRORS & CLOAKING

DYNAMIC SERVING

NON-RELEVANT REDIRECTS & CONTENT DUPLICATION

INDEPENDENT MOBILE SITE


& FOLLOW GOOGLE’S BEST PRACTICES TO CONFIGURE THEM




VALIDATE YOUR MOBILE CONFIGURATION BY CRAWLING YOUR SITE WITH THE MOBILE GOOGLEBOT

DO THE SAME WITH THOSE URLS GIVING

ERRORS IN GWT


START MONITORING YOUR MOBILE RANKINGS FOR THESE KEYWORDS AS WELL AS YOUR COMPETITORS

USE SEMRUSH OR

ADVANCED WEB RANKINGS


ALL YOUR SEO ACTIONS SHOULD BE MULTI-DEVICE READY & AS TARGETED AS POSSIBLE

YOUR COMPETITORS

SEARCH & OPTIMIZATION

STATUS

YOUR SEO STRATEGY,

GOAL & KPIS

YOUR ORGANIC SEARCH, WEB

OPTIMIZATION STATUS, RESOURCES,

TIME & BUDGET

PER DEVICE TYPE

PER DEVICE TYPE

PER DEVICE TYPE

YOUR AUDIENCE SEARCH

BEHAVIOR & POTENTIAL

PER DEVICE TYPE


WE’RE ONLY AT THE BEGINNING OF IT


MOBILE APP SEARCH

2


GOOGLE STARTED TO SUPPORT ANDROID APP INDEXING SINCE LAST YEAR


& IS NOW USING APP INDEXED INFORMATION AS A FACTOR FOR SIGNED-IN USERS W/ THE APP INSTALLED

http://googlewebmastercentral.blogspot.com.es/2015/02/finding-more-mobile-friendly-search.html



THIS IMPROVES YOUR APP SEARCH VISIBILITY, TRAFFIC & GIVE A BETTER MOBILE USER EXPERIENCE

https://developers.google.com/app-indexing/case-studies/EtsyCaseStudy.pdf

https://developers.google.com/app-indexing/case-studies/EtsyCaseStudy.pdf


START BY SPECIFYING DEEP LINKS IN YOUR APP CONTENT

https://developers.google.com/app-indexing/webmasters/app?hl=en



VERIFY YOUR APP OFFICIAL SITE ON GOOGLE PLAY CONSOLE & TAG YOUR MOBILE WEB PAGES


USE ANDROID DEBUG BRIDGE TO TEST THEM & CHECK FOR ERRORS IN WEBMASTER TOOLS


TAKE A LOOK AT SOME OF THE FEATURED APPS TO HAVE AS A REFERENCE

https://developers.google.com/app-indexing/apps



AS WELL AS THIS STEP-BY-STEP GUIDE

http://search-codelabs.appspot.com/codelabs/app-indexing



SEMANTIC SEARCH

3


IN 2012 GOOGLE LAUNCHED THE KNOWLEDGE GRAPH TO TACKLE SEMANTIC SEARCH

TL;DR: “UNDERSTANDING” USER INTENT & CONTEXTUAL MEANING TO PROVIDE AN ACCURATE ANSWER



YOU’RE LIKELY FAMILIAR TO THESE RESULTS NOW


OR THESE! GOOGLE IS BECOMING AN ANSWER ENGINE


I ALREADY HAVE BUT HOW CAN YOU LEVERAGE THIS?

I’M AN ENTITY TOO!


ANALYZE YOUR CONTENT USING NATURAL LANGUAGE PROCESSING TO OPTIMIZE IT SEMANTICALLY

USE ALCHEMYAPI.COM

http://ALCHEMYAPI.COM


IDENTIFY YOUR USERS INTENT, INCLUDE RELATED QUERIES, SYNONYMS & PROVIDE CONTEXT

USE KEYWORDTOOL.IO & KWFINDER.COM

SUGGESTIONS

http://KWFINDER.COM


USE STRUCTURED MARKUP TO DECLARE YOUR CONTENT IN YOUR HTML

https://developers.google.com/structured-data/



YOU CAN DIRECTLY IMPROVE YOUR VISIBILITY WITH RICH SNIPPETS


THEY SUPPORT THESE DATA TYPES

PRODUCTS

REVIEWS

RECIPES

EVENTS

VIDEOS

APPS

ARTICLES


… AND SITELINKS SEARCH BOX & BREADCRUMBS


USE GOOGLE’S SPECIFICATION TO USE THE APPROPRIATE MARKUP, FROM MICRODATA TO JSON-LD

https://developers.google.com/structured-data/



VALIDATE YOUR MARKUP WITH THE STRUCTURED DATA TESTING TOOL

https://developers.google.com/structured-data/testing-tool/?hl=en

https://developers.google.com/structured-data/testing-tool/?hl=en


USE THE ORGANIZATION SCHEMA MARKUP IN YOUR SITE

https://schema.org/Organization

https://developers.google.com/structured-data/customize/overview


CUSTOMIZE YOUR COMPANY’S ENTITY KNOWLEDGE GRAPH

https://developers.google.com/structured-data/customize/

overview

https://developers.google.com/structured-data/customize/overview


USE STRUCTURED MARKUP FOR YOUR LOGOS, COMPANY CONTACT NUMBERS & SOCIAL NETWORKS


CREATE CONSISTENT PRESENCE OF YOUR COMPANY THAT GOOGLE CAN USE AS A DATASOURCE


FROM KNOWLEDGE-BASE TO SOCIAL & BUSINESS PLATFORMS


IT’S TIME TO LEVERAGE ALL OF THESE OPPORTUNITIES

MULTI-DEVICE SEARCH APP SEARCH SEMANTIC

SEARCH


& KEEP AN EYE TO THE ONES TO COME

http://research.google.com/pubs/papers.html

http://research.google.com/pubs/papers.html


LET’S BE READY!

THANK YOU #WEBBDAGARNA!


Trends & Future of Search at #Webbdagarna

Marketing

Transcript of Trends & Future of Search at #Webbdagarna