SEO for 2017 and Beyond! Understanding Micro-Moments
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The presentation discusses key updates to Google's search algorithm for 2017 and predictions for 2018, emphasizing the importance of mobile optimization, AMP pages, and voice search. It introduces the concept of 'micro-moments' that highlight the need for businesses to be responsive to user queries in real-time and encourages businesses to enhance their digital presence through local listings and ads. Key takeaways include optimizing for voice searches, using AMP, and focusing on user experience for mobile devices.
SEO for 2017 and Beyond! Understanding Micro-Moments
- 1. Presented by Emily Frickey & Mike Hart WHAT’S GOING DOWN IN Fall Convention 2017 TOWN
- 2. Major Updates To Google’s Search Algorithm • Panda • Penguin • Hummingbird • Pigeon October 2015 • Rank Brain • Mobile Update - Mobilegeddon • Mobile Searches/ AMP HOW WE GOT HERE
- 3. Earlier in the year: • AMP Pages taking over Mobile Search- As of May 2017, Google confirmed 2 billion AMP pages covering some 900,000 domains. • Around 10% of mobile searches are now prominently* featuring AMP enabled pages. This is likely to continue to increase and see the largest spike in 2018 • HTTPS- Having a secure website is now a ranking factor! • Google is more likely to serve web content on a secure site, than non-secure (or HTTP) THINGS YOU SHOULD ALREADYBE DOING Sources: https://www.theverge.com/2017/2/24/14722830/google-amp-traffic-publishers-up
- 4. THINGS YOU SHOULD ALREADYBE DOING AMP in SERPAMP Article
- 5. Local Listings are going to become even more prominent in search results • Due to how many searches are on a mobile device, as well as the proximity algorithm in Organic search, local listings will become even larger in the ranking algorithm • Paid listings in Local Business are going to become more relevant. • Meaning Google will be submitting to the “pay to play” policy moving into 2018 • Google started using Allo which allows businesses to enable a chat feature on their Google Business Listings THINGS YOU CAN START DOING NOW
- 6. THINGS YOU CAN START DOING NOW Allo enabled Listing Paid Local Listings
- 7. Shiny Object Syndrome: SnapChat, Instagram, Periscope • When done well, can be super effective HOWEVER • Takes a ton of time, planning and boots on the ground to get it done right • INSTEAD, focus on what you already have and make that great • We suggest Facebook, Twitter and Youtube to start THINGS TO DOING AVOID
- 8. OK Google, SHOULD I FOCUS ON WHAT IN 2018 Mobile First Indexing • Because a majority of searches are started on a mobile device, Google is going to reward sites with great mobile experience by ranking them higher in SERPs Moving into 2018, changes to expect from Google:
- 9. OK Google, SHOULD I FOCUS ON WHAT IN 2018 Mobile First Indexing • Focus on making your mobile site intuitive to the user • Easy to navigate • Less design • Fewer large images or videos that will slow load time • Make it easy for users to convert (contact your firm) Moving into 2018, changes to expect from Google:
- 10. OK Google, SHOULD I FOCUS ON WHAT IN 2018 OK Google, SHOULD I FOCUS ON WHAT IN 2018 Moving into 2018, changes to expect from Google: Voice Activated Search • OK Google, Siri, Cortana, Alexa, etc. • More people are using Voice search on their devices • “50% of searches will be voice by 2020” – comScore • “From 2008 to 2016, Google Voice queries have grown 35x” – Google Trends • Ensuring that you are still utilizing long-tail/ more conversational search phrases to show up in the SERPs for voice
- 11. OK Google, SHOULD I FOCUS ON WHAT IN 2018 Predictions: MOMENTS UNDERSTANDING MICRO Start Rethinking How You See Your SEO Strategy • “A micro-moment signifies a consumer need that requires an immediate response with a service or solution • 4 Key Moments: I-want-to-know, I-want-to-go, I-want-to-do, and I-want-to-buy • This should pave the way for how people think about optimization on Google moving forward • Be there, Be Useful, Be Accountable
- 12. OK Google, SHOULD I FOCUS ON WHAT IN 2018 Predictions: MOMENTS UNDERSTANDING MICRO 4 Key Micro Moments I-Want-to-Know-Moments Someone is exploring or researching, but not yet in purchase mode. They want useful information and maybe even inspiration, not the hard sell. Curiosity can be triggered by anything and satisfied at any time 66% of smartphone users turn to their smartphones to learn more about something they saw in a TV commercial I-Want-to-Do-Moments These may come before or after the purchase. Either way, these are “how to” moments when people want help with getting things done or trying something new. Being there with the right content is key Curiosity can be triggered by anything and satisfied at any time 70% Searches related to “how to” on Youtube are growing 70% year-over-year
- 13. OK Google, SHOULD I FOCUS ON WHAT IN 2018 Predictions: MOMENTS UNDERSTANDING MICRO 4 Key Micro Moments I-Want-to-Go-Moments People are looking for a local business or are considering buying a product at a local store. Being there means getting your physical business in their consideration set that moment. Our digital lives connects us to our physical world 2X“Near me” searches have grown 2X in the past year I-Want-to-Buy-Moments These are huge, of course. Someone is ready to make a purchase and may need help deciding what or how to buy. You can’t assume they’ll seek you out; you have to be there with the right information to seal the deal Mobile assets in purchases across channels 82% of smartphone users consult their phone while in a store
- 14. OK Google, SHOULD I FOCUS ON WHAT IN 2018 Predictions: MOMENTS UNDERSTANDING MICRO Be there You’ve got to anticipate the micro-moments for users in your industry and then commit to being there to help when those moments occur Be Useful You’ve got to be relevant to consumers’ needs in the moment and connect people to the answers they’re looking for Be Quick They’re called micro-moments for a reason. Mobile users want to know, go, and buy swiftly. Your mobile experience has to be fast and frictionless 4 Key Micro Moments
- 15. OK Google, SHOULD I FOCUS ON WHAT IN 2018 MARKETING • Extended reach and service providers with Home Service Ads • Only in select cities and for select services, but they are rapidly expanding since their release in 2016 • Shown at the top of Google results, allows users to send you a message or call you directly from SERPs • Get a Google Guaranteed badge on your listing • Legal, Real Estate are the next services that could see this opportunity Predictions: MOMENTS & MARKETING UNDERSTANDING MICRO Introducing Home Service Ads
- 16. OK Google, SHOULD I FOCUS ON WHAT IN 2018 MARKETING Predictions: MOMENTS & MARKETING UNDERSTANDING MICRO
- 17. OK Google, SHOULD I FOCUS ON WHAT IN 2018 MARKETING Predictions: MOMENTS & MARKETING UNDERSTANDING MICRO
- 18. OK Google, SHOULD I FOCUS ON WHAT IN 2018 MARKETING • Paid advertising in Google’s Rich Snippets, Knowledge Graphs • Main goal is to show trust, response and help during those Micro-Moments • Allows Google to monetize the more transactional micro-moments users are experiencing Predictions: MOMENTS & MARKETING UNDERSTANDING MICRO Monetizing Micro Moments
- 19. OK Google, SHOULD I FOCUS ON WHAT IN 2018 MARKETING Predictions: MOMENTS & MARKETING UNDERSTANDING MICRO
- 20. PREDICTIONS: 2 0 1 8 ORGANIC • Google has stated there is no “Quality Score,” for SEO ranking (like there is in AdWords). However, through numerous case studies from SEOs worldwide, we are seeing that is not the case • 2018 could be the year we see Google admit to using engagement metrics for ranking results • AMP Will Become a Ranking Factor • AI Will Run Search The Future of Organic Search Results
- 21. K E Y TAKEAWAYS • Use Micro-Moment thinking to start optimizing content • Optimize for Voice Search Using Longtail/ More Conversational phrases • Organize Your Mobile Layout for Conversions! • Install AMP on Blog • Make Sure Site is HTTPS • Setup Chat Feature for Google My Business • Think About Advertising on Local Listings • Keep an Eye Out for Home Service Ads in Your Market