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Unleash the Power of Google Without Keywords

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Last month, for our Data-Driven Digital community webinar, we talked to Jes Scholz about how to Unleash the Power of Google Without Keywords. Many marketers hear the word Google and immediately their minds focus on optimising for Universal Search. The issue is, Google is no longer a list of 10 blue links plus some ads.

The search engine has become a fully-fledged ecosystem, which takes its users on a journey to content they never knew they wanted to search. This is achieved through experiences such as Google News, Google Discover, Google Lens and more. Learn why it’s critical to prominently establish your brand within the full Google ecosystem, where to focus your optimisation efforts for these new contact points and how to measure the impact on visibility, sessions and conversions.

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Unleash the Power of Google Without Keywords

  1. 1. Unleash the Power of Google Without Keywords
  2. 2. Google Search @jes_scholz
  3. 3. Google Images Google Videos Google Maps Google Shopping Google Flights Google For Jobs Google Search @jes_scholz
  4. 4. Google Discover Google Lens YouTubeGoogle News Google Assistant Google Play Google Images Google Videos Google Maps Google Shopping Google Flights Google For Jobs Google Search Podcasts @jes_scholz
  5. 5. Chrome Gmail Pixel Android Chromebook DrivePhotos Alerts Google Fit Google Groups Google Pay Google Discover Google Lens YouTubeGoogle News Google Assistant Google Play Google Images Google Videos Google Maps Google Shopping Google Flights Google For Jobs Google Search Wear OS Calendar Nest Wifi Podcasts
  6. 6. Google is an ecosystem that reaches and influences people often before they search. @jes_scholz
  7. 7. google / organic googleapis.com / referral news.google.com / referral news.url.google.com / referral SESSIONS @jes_scholz
  8. 8. @jes_scholz
  9. 9. @jes_scholz
  10. 10. Place image within the markers See: valentin.app/discover-tracking.html
  11. 11. Place image within the markers See: valentin.app/discover-tracking.html
  12. 12. Place image within the markers Google Search Google Discover as Chrome “articles for you” Google Discover in Google app See: valentin.app/discover-tracking.html Google News
  13. 13. @jes_scholz
  14. 14. @jes_scholz
  15. 15. @jes_scholz
  16. 16. google / organic googleapis.com / referral news.google.com / referral news.url.google.com / referral SESSIONS @jes_scholz
  17. 17. Google Universal Search & Assistant Google Discover Google Images & Lens Google News Google Video Google My Business SESSIONS @jes_scholz
  18. 18. Automate reporting on the true channel makeup of Google sessions. @jes_scholz
  19. 19. 6 Key Drivers SESSIONS
  20. 20. E-A-T
  21. 21. Valuable content E-A-T
  22. 22. Valuable content Topic optimised E-A-T
  23. 23. Valuable content Topic optimised Mobile friendly E-A-T
  24. 24. Valuable content Topic optimised Mobile friendly E-A-T Page load speed
  25. 25. Valuable content Topic optimised Mobile friendly Structured data E-A-T Page load speed
  26. 26. Foundational prerequisites for the Google ecosystem. Valuable content Topic optimised Mobile friendly Structured data E-A-T Page load speed
  27. 27. Google Discover SESSIONS
  28. 28. google.com Google App New tabs Interesting find @jes_scholz
  29. 29. Personalised feed that proactively matches content to your interests. @jes_scholz
  30. 30. The Topic Layer, which understands a topic space and how interests can develop over time, has been added on top of the Knowledge Graph. @jes_scholz
  31. 31. @jes_scholz Establish entities to be connected to or become a user’s topic of interest.
  32. 32. @jes_scholz 5 Ways to be regularly featured in Discover.
  33. 33. Google Maps Business Profile Claim your Google My Business profile.
  34. 34. @jes_scholz Verify your knowledge panel.
  35. 35. @jes_scholz Post to your search result page with tags.
  36. 36. Posts with an added topic show when a user searches on a mobile device for your entity or for the topic tagged.
  37. 37. Google AppGoogle Maps App
  38. 38. Use Discovery Ads to break into your audiences echo chamber. @jes_scholz
  39. 39. Google Images & Lens SESSIONS
  40. 40. Media search is way too ignored for what it’s capable doing so we’re throwing more engineers at it. Google’s Gary Illyes @jes_scholz
  41. 41. Filters & related search terms Badges Captions @jes_scholz
  42. 42. Structured snippets Prominent call to action @jes_scholz
  43. 43. Search elements within an existing image. @jes_scholz
  44. 44. Search using real world inputs. @jes_scholz
  45. 45. Google is making a play to turn image search into content discovery. @jes_scholz
  46. 46. Google Images Google Photos Google Assistant Google Lens App Pixel Camera @jes_scholz Pixel Camera
  47. 47. 5 Ways to execute a picture perfect strategy. @jes_scholz
  48. 48. Original High resolution Appropriate image format Compressed for web Descriptive alt tag Descriptive file name & URL path Relevant to nearby text Image near the top of the page Host page title, URL & authority
  49. 49. Enable Google to display large images via max-image-preview or AMP. With opt-in Without opt-in @jes_scholz
  50. 50. With related items image Product only image In-use lifestyle image @jes_scholz
  51. 51. Add image tags to existing XML sitemap.
  52. 52. Keep exif data for location & freshness. @jes_scholz
  53. 53. @jes_scholz Use optimally sized images.
  54. 54. Optimally sized images?
  55. 55. Ecosystem optimal image sizes. Logo Square feature image Landscape feature image 1:1 aspect ratio 1:1 aspect ratio 16:9 aspect ratio 1,200 wide 800 wide 1,200 wide PNG JPG, PNG JPG, PNG @jes_scholz
  56. 56. Google News SESSIONS
  57. 57. Google News Newsworthyish (aka any indexable article Google wants to include). @jes_scholz
  58. 58. Breaking News Shelf Top News Shelf Google Assistant Google News App Google News Site Google News Tab Top Stories Carousel @jes_scholz Google Assistant Google Discover
  59. 59. 3 Ways to become Google Newsworthy. @jes_scholz
  60. 60. Short-term index of 48 hours. Bias towards fresh content. @jes_scholz
  61. 61. No crawl? Use Websub! @jes_scholz
  62. 62. Topically optimise your publication in Publisher Center. @jes_scholz Section feeds
  63. 63. Encourage your audience to follow or subscribe. @jes_scholz
  64. 64. Nominate your content for promotion… email news- promotions@google.com @jes_scholz
  65. 65. Lightning Round
  66. 66. Create a welcome offer. Google Maps @jes_scholz
  67. 67. Integrate with Google Merchant Center. Google Shopping @jes_scholz
  68. 68. Google For Jobs Use the Indexing API. @jes_scholz
  69. 69. Google Ecosystem SESSIONS
  70. 70. Valuable content Topic optimised Mobile friendly Structured data E-A-T Page load speed
  71. 71. 1 Enable distribution of large creative assets. @jes_scholz
  72. 72. Google Search Google Discover Google Maps Google Lens Google News Google Assistant Google Videos Valuable content Topic optimised Mobile friendly Structured data E-A-T Page load speed
  73. 73. 2 Establish your entity within the topic layer. @jes_scholz
  74. 74. Knowledge Graph Google My Business Google Search Google Discover Google Maps Google Lens Google News Publisher Center Google Assistant Google Videos Valuable content Topic optimised Mobile friendly Structured data E-A-T Page load speed
  75. 75. 3 Campaign to your audience to follow you on Google. @jes_scholz
  76. 76. Knowledge Graph Google My Business Google Search Google Discover Google Maps Google Lens Google News Publisher Center Google Assistant Google Videos Engagement Valuable content Topic optimised Mobile friendly Structured data E-A-T Page load speed
  77. 77. It’s time to redefine SEO to Search Ecosystem Optimisation. @jes_scholz
  78. 78. For slides follow @jes_scholz

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