Humanising Search - Jimisha Thakrar

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Jimisha Thakrar

Brighton SEO September 2016

Marketing

I tried to Google my toddler’s
behaviour.
According to my research,
she’s a honey badger.
Because she doesn’t give a s**t.

@JimshaL Resolution - Manning Gottlieb - OMD
1.0
Evolution

@JimshaL Resolution - Manning Gottlieb - OMD
Weather searches over time
Source: Microsoft IAB presentation

What Google wanted search to achieve in 2011
https://youtu.be/mTBShTwCnD4?t=9 embed the video for those seconds

@JimshaL Resolution - Manning Gottlieb - OMD
We are changing
Google’s changing
The SERPS are changing

@JimshaL Resolution - Manning Gottlieb - OMD
Humans have evolved too
Desktop Mobile Voice Predictive
The evolution of search

@JimshaL Resolution - Manning Gottlieb - OMD
Google discovers Intent
Jimi probably doesn’t
just want results filled
with images of flowers
or information about
flowers

@JimshaL Resolution - Manning Gottlieb - OMD
3 ways to humanise search and
address these changes
1. Fluidity between channels
2. Linguistic analysis to get to the intent &
variations in intent
3. Personalisation through what we do on site

@JimshaL Resolution - Manning Gottlieb - OMD
2.0
SEO/PPC Results

@JimshaL Resolution - Manning Gottlieb - OMD
A more cost-efficient approach
P
P
C
S
E
O
Clicks
Search mapping
Landing page
creation
CPC target
Onsite
optimisation
Link building
Socialisation
Time
WHAT WE DO:
● Minimize PPC CPC
● Improve overall
CPA/ROI

@JimshaL Resolution - Manning Gottlieb - OMD
23 KEYWORDS

@JimshaL Resolution - Manning Gottlieb - OMD
PPC bids can set based on organic positions to maximise
efficiency across both channels – all fully automated through
technology integration

@JimshaL Resolution - Manning Gottlieb - OMD
ORGANIC POSITIONS:
1–4
AUTOMATIC BIDS IN EFFECT
ORGANIC POSITIONS:
5+
PPC ACTIVITY UNAFFECTED

@JimshaL Resolution - Manning Gottlieb - OMD
2 Scenarios
DOMINATE
● SEO RANK=1-4
● IMPLEMENT BID RULES TO
ENSURE PPC RANK = 1
Example Keyword
High speed
broadband
REMOVE
● SEO RANK=1-4
● IMPLEMENT BID RULES TO
ENSURE PPC KEYWORDS
ARE PAUSED
Example Keyword
fibre optic broadband

@JimshaL Resolution - Manning Gottlieb - OMD
Strong results
163% increase
in conversions
28% decrease
cost/acquisitions

@JimshaL Resolution - Manning Gottlieb - OMD
3.0
Linguistic Analysis

@JimshaL Resolution - Manning Gottlieb - OMD
Classic SEO
Old vs New SEO
● Single keyword targeting
● Focus on rankings
● Clicks and page views
● Optimising for mobile
New SEO
● Focus on user intent and needs
● More focus on long tail
● Bounce rate/dwell time - CRO
● Creating for mobile

@JimshaL Resolution - Manning Gottlieb - OMD

@JimshaL Resolution - Manning Gottlieb - OMD
Voice search queries are longer
than text queries

@JimshaL Resolution - Manning Gottlieb - OMD
“People communicate with each other by
conversation, not by typing keywords –
and we’ve been hard at work…to
understand and answer your questions
more like people do”
Google’s Senior Vice President; Amit Singhal

@JimshaL Resolution - Manning Gottlieb - OMD
It’s not surprising voice searches
are longer given;
We type at ~40 WPM
But we speak at ~140 WPM!

@JimshaL Resolution - Manning Gottlieb - OMD
What can you start doing here?
Keyword game: Triathlon training

@JimshaL Resolution - Manning Gottlieb - OMD
Voice: What is the best practice for doing a triathlon?

@JimshaL Resolution - Manning Gottlieb - OMD
4.0
Personalisation

@JimshaL Resolution - Manning Gottlieb - OMD
The future holds more
personalisation

@JimshaL Resolution - Manning Gottlieb - OMD
Intent + Voice search

@JimshaL Resolution - Manning Gottlieb - OMD
Final thoughts

@JimshaL Resolution - Manning Gottlieb - OMD
Be Personal – Reach people in a more meaningful
and relevant way
Be Actionable – Create an experience which will
leave people wanting to come back
Be Measurable – On and offline

Thank You
Jimisha Thakrar
@JimishaL
Brighton SEO
September 2016

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Georgie Kemp discussing at Women in Tech Birmingham how the search engine results page is altering to a more user-centric experience. Within my talk I outline: 1. The evolution of voice search and assistants 2. What is voice search? 3. How does voice search work? 4. The rise of new search terms emerging 5. How are global organisations adapting? 6. Why should we care? 7. How can we prepare for voice search?

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Think back to the last time you applied for a job. It doesn’t matter if you work in-house or agency side – it’s likely that there was a line in your job spec that read “a good understanding of best practice”. But when you turned up on your first day at work, knowing the best thing to do in every situation that might arise I doubt you were surprised to find out that the best thing to do couldn’t be done. The website wasn’t built that way. The client won’t sign that off. That’ll never get past legal. So you need to come up with the second best thing to do. That’s not part of best practice. Opinions come to a head and nothing gets done because businesses are mistaken in their opinion that doing nothing is fine if the best thing can’t be done. But best practice is a misnomer anyway. When we say best practice what we really mean is standard practice. If all you ever implement is standard practice that’s all you’ll be. Standard. If you can’t even reach standard your business deserves to fail. Where does best practice even come from though? People treat it as if it’s some kind of bible handed down from the gatekeepers – the guys who can shut off your revenue. Best practice is actually more like Wikipedia than a bible. It’s populated by everyone who works in the industry and most of it is factually incorrect. You should get 0 points for referencing it. The only things in there that actually do come from the channel owners are loaded with bias. Contributions from experts are self-serving and so many pat each other and themselves on the back that received wisdom becomes perceived fact. But if neither are reliable – and if what everyone is doing is the same thing – isn’t there a chance that doing something, anything different could drive better results than best practice? I would always overrule an expert if the data says otherwise. If we know our customers want X and the channel owners want Y, we should spend our time getting X to work with Y and not the other way around. Staff are fearful that deliberately setting out to do something that isn’t best practice will result in an automatic dismissal. I’m not saying it won’t. As a result, people will wait months or years for best practice to be implemented because it’s safe. The channel owners told us to do it. The experts concurred. Businesses spend a lot of money and a lot of time being average because nobody gets sacked for being average. After all – it’s in the job description.

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Humanising Search - Jimisha Thakrar

1. Humanising search: Au Naturale Jimisha Thakrar @JimishaL Brighton SEO September 2016

2. About me

3. I tried to Google my toddler’s behaviour. According to my research, she’s a honey badger. Because she doesn’t give a s**t.

4. @JimshaL Resolution - Manning Gottlieb - OMD 1.0 Evolution

5. @JimshaL Resolution - Manning Gottlieb - OMD Weather searches over time Source: Microsoft IAB presentation

6. What Google wanted search to achieve in 2011 https://youtu.be/mTBShTwCnD4?t=9 embed the video for those seconds

7. @JimshaL Resolution - Manning Gottlieb - OMD We are changing Google’s changing The SERPS are changing

8. @JimshaL Resolution - Manning Gottlieb - OMD Humans have evolved too Desktop Mobile Voice Predictive The evolution of search

9. @JimshaL Resolution - Manning Gottlieb - OMD Google discovers Intent Jimi probably doesn’t just want results filled with images of flowers or information about flowers

10. @JimshaL Resolution - Manning Gottlieb - OMD 3 ways to humanise search and address these changes 1. Fluidity between channels 2. Linguistic analysis to get to the intent & variations in intent 3. Personalisation through what we do on site

11. @JimshaL Resolution - Manning Gottlieb - OMD 2.0 SEO/PPC Results

12. @JimshaL Resolution - Manning Gottlieb - OMD A more cost-efficient approach P P C S E O Clicks Search mapping Landing page creation CPC target Onsite optimisation Link building Socialisation Time WHAT WE DO: ● Minimize PPC CPC ● Improve overall CPA/ROI

13. @JimshaL Resolution - Manning Gottlieb - OMD 23 KEYWORDS

14. @JimshaL Resolution - Manning Gottlieb - OMD PPC bids can set based on organic positions to maximise efficiency across both channels – all fully automated through technology integration

15. @JimshaL Resolution - Manning Gottlieb - OMD ORGANIC POSITIONS: 1–4 AUTOMATIC BIDS IN EFFECT ORGANIC POSITIONS: 5+ PPC ACTIVITY UNAFFECTED

16. @JimshaL Resolution - Manning Gottlieb - OMD 2 Scenarios DOMINATE ● SEO RANK=1-4 ● IMPLEMENT BID RULES TO ENSURE PPC RANK = 1 Example Keyword High speed broadband REMOVE ● SEO RANK=1-4 ● IMPLEMENT BID RULES TO ENSURE PPC KEYWORDS ARE PAUSED Example Keyword fibre optic broadband

17. @JimshaL Resolution - Manning Gottlieb - OMD Strong results 163% increase in conversions 28% decrease cost/acquisitions

18. @JimshaL Resolution - Manning Gottlieb - OMD 3.0 Linguistic Analysis

19. @JimshaL Resolution - Manning Gottlieb - OMD Classic SEO Old vs New SEO ● Single keyword targeting ● Focus on rankings ● Clicks and page views ● Optimising for mobile New SEO ● Focus on user intent and needs ● More focus on long tail ● Bounce rate/dwell time - CRO ● Creating for mobile

20. @JimshaL Resolution - Manning Gottlieb - OMD

21. @JimshaL Resolution - Manning Gottlieb - OMD

22. @JimshaL Resolution - Manning Gottlieb - OMD Voice search queries are longer than text queries

23. @JimshaL Resolution - Manning Gottlieb - OMD “People communicate with each other by conversation, not by typing keywords – and we’ve been hard at work…to understand and answer your questions more like people do” Google’s Senior Vice President; Amit Singhal

24. @JimshaL Resolution - Manning Gottlieb - OMD It’s not surprising voice searches are longer given; We type at ~40 WPM But we speak at ~140 WPM!

25. @JimshaL Resolution - Manning Gottlieb - OMD What can you start doing here? Keyword game: Triathlon training

26. @JimshaL Resolution - Manning Gottlieb - OMD Voice: What is the best practice for doing a triathlon?

27. @JimshaL Resolution - Manning Gottlieb - OMD 4.0 Personalisation

28. @JimshaL Resolution - Manning Gottlieb - OMD The future holds more personalisation

29. @JimshaL Resolution - Manning Gottlieb - OMD

30. @JimshaL Resolution - Manning Gottlieb - OMD Intent + Voice search

31. @JimshaL Resolution - Manning Gottlieb - OMD Final thoughts

32. @JimshaL Resolution - Manning Gottlieb - OMD Be Personal – Reach people in a more meaningful and relevant way Be Actionable – Create an experience which will leave people wanting to come back Be Measurable – On and offline

33. Thank You Jimisha Thakrar @JimishaL Brighton SEO September 2016

Humanising Search - Jimisha Thakrar

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