What are the 4 characteristics of CTAs that convert?
SEO trends for 2018
1. 1
#DigitalPriorities Digital Marketing Priorities 2018 brought to you by
How to develop a customer-centric SEO
strategy in 2018
Mike McDougall,
Organic Search Director of Stickyeyes
2. 2
Before we start… house keeping
• A recording for the webinar will be sent via Email
• Slides will be available via Smart Insights Slideshare
• Please get involved with the interactions:
• Give your views in the votes
• Do ask questions at any point via the Questions panel
12. 12
More focus on good User Experience
240
260
280
300
320
15 14 13 12 11 10 9 8 7 6 5 4 3 2 1
AverageTimeonSite(s)
Ranking Position
Average Time on Site – Ranking Correlation
13. 13
“Blinds” Keyword Set – Time on Site & Bounce Rate
4:49
5:54
5:22 5:20
4:07 4:15
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
0:00
0:30
1:00
1:30
2:00
2:30
3:00
3:30
4:00
4:30
5:00
5:30
6:00
6:30
247blinds.co.uk directblinds.co.uk blinds-2go.co.uk dunelm.com blindsuk.net hillarys.co.uk
BounceRate
TimeonSite(m:s)
Time on Site & Bounce Rate
Bounce Rate Time on Site
17. 17
Understand Microments
I WANT TO
KNOW
Exploring or
researching but not
yet in purchase mode.
Users want useful
information and
inspiration.
I WANT TO
DO
Before or after
purchase, these are
those key ‘how to’
moments when people
want to get things
done .
I WANT TO
GO
The user is actively
looking to visit
somewhere – they’re
looking for ideas and
inspiration.
I WANT TO
BUY
Someone’s actively
ready to make a
purchase and may
need help – we need
to be there to help
them.
INFORMATIONAL SEARCH COMMERCIAL SEARCH
These different segments will use search very differently – we need to use insights to
understand the search ‘micro-moments’ which are relevant to each one.
21. 21
Voice Search Soundbites
• “50% of all searches will be voice searches by 2020” according to comScore
• “About 30% of searches will be done without a screen by 2020.” via Mediapos
• “We estimate there will be 21.4 million smart speakers in the US by 2020”
according to Activate
• “By 2019, the voice recognition market will be a $601 million industry”,
according to a report from Technavio via Skyword.
• “This year (2017), 25 million devices will be shipped, bringing the total number
of voice-first devices to 33 million in circulation.” based on a new study
by VoiceLabs via Mediapost
22. 22
Apart from being THE SEO hot topic
for 2018 what does this actually
mean for your search strategy?
23. 23
Changing the Language of Search
• We talk to search engines
different to how we type
• This will change the make
up of search queries
• QA formatting &
conversational queries will
increase