HUNTING THE LONG TAIL THE BIGGEST OPPORTUNITY OF 2015

JAMES PERROTTHEAD OF STRATEGY

SLIDESHARE

slideshare.net/jamesperr0tt

HOW IT WAS

VANITY KEYWORDS

OLD LINK BUILDING METHODS WOULD MAKE A PAGE RANK

GOOGLE GOT BETTER

GOOGLE PENGUIN

BUT, WHAT WE’RE SPECIFICALLY LOOKING AT

GOOGLE PANDA (INC. MANUAL ACTIONS)

EXAMPLE: INTERFLORA

EXAMPLE: EBAY

HUMMINGBIRD

WHAT IS HUMMINGBIRD?

HOW IT IS NOW

IMPLICIT & EXPILCIT

“london tube stations”

iPhone user, on street in London

explicit aspect of query

implicit aspect of query

LONGTAIL KEYWORD OPPORTUNITY HOLDS MASSIVE POTENTIAL

VANITY/LONGTAIL

HOW-TO CONTENT UPDATE

LONGTAIL CONTENT HAS PURPOSE

EVERYONE HAS MICRO-MOMENTS

I-WANT-TO-KNOW

of online consumerslook up more informationonline now versus afew years ago.

of smartphone users turn to their phones to look up something they saw in a TV commercial.

66%65%

increase in “near me”search interest inthe past year.

of smartphone usersuse a search enginewhen looking for alocal business.

82%2X

I-WANT-TO-GO

of smartphone users turnto their phones for ideaswhile doing a task.

hours of “how-to” content have been watched on YouTube so far this year

100M+91%

I-WANT-TO-DO

of smartphone usersconsult their phoneswhile in a store decidingwhat to buy.

increase in mobileconversion rates inthe past year.

29%82%

I-WANT-TO-BUY

SMARTPHONE USAGE IS MASSIVELY UP

MOBILE SPECIFIC ALGORITHM

DEMAND FOR RELEVANCE

MOBILE HAS CHANGED ABSOLUTELY EVERYTHING

BRAND AFFINITY

IN-THE-MOMENT

TODAY ME WILL LIVE IN THE MOMENT,UNLESS IT’S UNPLEASANT,IN WHICH CASE ME WILL EAT A COOKIE.

- COOKIE MONSTER

PURCHASE DECISIONS

82% of people evaluate purchase decisions in-the-moment

UNEXPECTED PROBLEMS

62% of peoplesolve unexpected problemsin-the-moment

BIG GOALS IN SMALL MOMENTS

90% of peoplepursue big goals in small moments

ROUTINE MOMENTS

91% of peopletry new things in routine moments

INFORMATION DISCOVERY

EVEN MORE MOMENTS

IS-IT-WORTH-IT MOMENTS

SHOW-ME-HOW MOMENTS

TIME-FOR-A-NEW-ONE MOMENTS

HOW TO DO IT

SCOT TOOL

ROADMAP CONTENT ALGORITHM SIGNALS

CREATION OF PERSONAS THROUGH DATA INSIGHT

FOR EXAMPLE:

GENDER

AGE

THEIR BIO, WORK, HOBBIES, RELATIONSHIP STATUS, ETC

OTHER LIKES

HOW ACTIVE YOUR AUDIENCE IS

EXAMPLE PERSONA 1

TOM, 37

SINGLEWORKS IN MANAGEMENTSHOPS AT LIDLFREQUENTLY VISITS LADBIBLE PAGEON FACEBOOK REGULARLYLOOKING TO FIND CHEAP DOMAIN FOR SIDE BUSINESS PROJECT

EXAMPLE PERSONA 2

JUSTIN, 23

SINGLEWORKS IN IT/TECH DEPARTMENTAVID GAMERUSES EBAY TO FIND COMPUTER PARTSGAMING/TECH BLOGGER/VLOGGERSHARES POSTS ON FACEBOOK

EXAMPLE PERSONA 3

SIMON, 36

IN LONG TERM RELATIONSHIPOWNS I.T BUSINESSUSES AMAZON, EBAY FOR LATEST TECHNOLOGYSAMSUNG MOBILE PHONELOOKING TO FIND CHEAP DOMAIN FOR HIS BUSINESS

EXAMPLE PERSONA 4

SARAH, 34

MARRIEDHAS TWO CHILDRENSTAY AT HOME MUMSHOPS AT M&S, LIDLLOOKING TO HOST MUMMY BLOGSPENDS ALOT OF TIME ONLINE WHEN KIDS ARE AT SCHOOL- LOOKING AT OTHER BLOGS AND FACEBOOK PAGES

CREATE A MOMENTS MAP FOR EACH INDIVIDUAL

FOLLOWED UP BY KEYWORD RESEARCH

UNDERSTAND CUSTOMER NEEDS IN-THE-MOMENT

USE CONTEXT TO DELIVER THE RIGHT EXPERIENCE

OPTIMISE ACROSS THE JOURNEY - BE HOLLISTIC!

MEASURE EVERY MOMENT THAT MATTERS

FOR EXAMPLE: I WANT A NEW TV

IS-IT-WORTH-IT I-WANT-TO-KNOW MOMENT

WHAT IS 4K TV?

GOOGLE ANSWERBOX

HOW DO YOU GET THERE?

HUMAN MANUAL REVIEWERS

WHAT DO THEY LOOK AT?

H1 TAG, CONTENT STRUCTURE

STRUCTURE YOUR CONTENT

TIME-FOR-A-NEW-ONE MOMENT

“4K TVs”

CURRYS

I-WANT-TO-BUY MOMENT

SAMSUNG 4K TV

SAMSUNG UE48JU7000T

PURCHASE MADE

JOURNEY DOESN’T END THERE...

WITH THE NEW TV I JUST PURCHASED THERE ARE PLENTY OF “I-WANT-TO-DO” MOMENTS

CONNECT MACBOOKTO TV

CONCLUSION

GOOGLE SEARCH JOURNEY OF ME

HAVE A DESKTOP & MOBILE FRIENDLY WEBSITE

CREATE DETAILED PERSONAS

MAP THEIR MOMENTS

CREATE RELEVANT, INFORMATIVE CONTENT THAT IS MOBILE-FRIENDLY AND STRUCTURED CORRECTLY

THANKS FOR LISTENING!

ANY QUESTIONS?