Create - Day 1 - 11:55 - "The Big Search Opportunity You Don’t Even Realise You're Missing"
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Transcript of Create - Day 1 - 11:55 - "The Big Search Opportunity You Don’t Even Realise You're Missing"
@petecampbell [email protected]
The Big Search Opportunity You Don’t Even Realise You're Missing
@petecampbell [email protected]
THE FUTURE OF GOOGLE SEARCH
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THE STAR TREK COMPUTER
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“The destiny of [Google search] is to become the Star Trek computer, and that’s what we are building” Amit Singhal – Google SVP Search, 2013
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“You could ask it a question and it would tell you exactly the right answer, and sometimes it would tell you things you needed to know in advance, before you could ask it.” Amit Singhal – Google SVP Search, 2013
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WE’RE GETTING THERE ALREADY!
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OK GOOGLE SEARCH WITHOUT THE KEYBOARD
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KNOWLEDGE GRAPH TELLS YOU EXACTLY THE RIGHT ANSWER
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GOOGLE NOW TELLS YOU THINGS IN ADVANCE
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HOW FAR WE’VE COME GOOGLE’S ‘MIND-READER’ APRIL FOOLS PRANK
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THE SHIFT TO MOBILE
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“More Google searches
take place on mobile
devices than on
computers in 10
countries including the
US and Japan.” ”
Jerry Dischler, Google VP, May 2015
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BUT MOBILE USERS PREFER APPS OVER BROWSERS
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“Discover has been driving millions of pageviews per day for its partners”
SNAPCHAT DISCOVER CAUSES A REVOLUTION 50% GROWTH IN MOBILE DATA USAGE
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FACEBOOK INSTANT DITCHES THE BROWSER IN-APP ARTICLES
“Instant Articles load 10x faster than the mobile web”
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THE CHALLENGE FOR SEO
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1 IN 4 SEARCHES FEATURE THE KNOWLEDGE GRAPH
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PPC & ANSWER BOXES 0% ORGANIC SERP’S
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HOTEL KNOWLEDGE GRAPH
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ORGANIC SERP CLICKS ARE FALLING
0
5
10
15
20
25
30
35
40
45
2006 2010 2014
% C
TR
POSITION 1 CLICKTHROUGH RATE %
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GOOGLE SEARCHES ARE ALSO FALLING
Source: Google Official History, Comscore, Statistic Brain Research Institute
2.04
2.06
2.08
2.1
2.12
2.14
2.16
2.18
2013 2014
Tri
llio
ns
ANNUAL GOOGLE SEARCHES
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MicroData Markup (JSON-LD & HTML)
Push & Resyndicate Content via APIs Open Graph Tags
Google Now Card Markup
Create App Version of Mobile Site
5 THINGS YOU CAN DO TO EMBRACE THE CHANGE
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The Big Search Opportunity You Don’t Even Realise You're Missing
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PETE CAMPBELL / KAIZEN • Founder / Managing Director
• Kaizen is a team Content Marketing & Technical SEO specialists
• “Rising Star of the Year” (Travolution Awards)
• 6+ Years in Agency & In-House Roles
• Built first website at 11
• Ran several high-traffic video gaming sites
• Proud owner of a Game Boy Colour
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WARNING – CODE INCOMING
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Get in Touch: @petecampbell [email protected] https://www.kaizensearch.co.uk/
DOWNLOAD THESE SLIDES KAIZENSEARCH.CO.UK/PMI2015
Don’t Panic!
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MOST OF THE INTERNET LOOKS LIKE THIS TO GOOGLE
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MICRODATA CAN SOLVE THIS PROBLEM
“A form of HTML mark-up
primarily used to help search
engines better understand a
web-pages content such as
company details, product
reviews and video”
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AFTER
TOYS
CLOTHING CLEANING
BEDROOM
JUST PLAIN OLD CRAP
STORAGE
DEPARTMENT STORE WEBSITE
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66% OF THE TOP 100K WEBSITES HAVE NO
MICRODATA https://www.similartech.com/categories/document-standard
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WHY USE MICRO-DATA?
• Increase CTR by 30%+
• Gain SERPs for Semantic KW’s
• Lower Bounce Rate by 10%+
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THE MOST USED MICRODATA TYPES
OPEN GRAPH
33.7% SCHEMA
<12% * At least one tag https://www.similartech.com/categories/document-standard
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SCHEMA
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WHAT IS SCHEMA.ORG? I’LL LET THE KNOWLEDGE GRAPH TAKE THAT ONE
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TWO WAYS TO IMPLEMENT SCHEMA.ORG
HTML JSON-LD * At least one tag https://www.similartech.com/categories/document-standard
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JSON-LD
• Lightweight & Efficient Code
• Easiest to Implement: Copy & Paste
• No HTML Knowledge Needed
• Google Hinting at JSON-LD Preferred
• Risk of Repeated Content within Code
• Newer, Some Markup Still Being Defined
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HTML MICRODATA
• Better Supported
• More Suitable for Longer-Form Content
Such as Reviews, Articles
• Makes ‘Ugly-Looking’ Code
• Requires HTML Knowledge
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Knowledge Graph (Organization)
Interactive Breadcrumbs
Sitelinks Search Box (SearchAction)
Blogs & Articles Star Ratings (AggregrateRating)
SCHEMA MARKUPS EVERY BRAND SHOULD BE USING
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LOGO, PHONE NUMBER & SOCIAL MEDIA LINKS ‘ORGANIZATION’ SCHEMA
REQUIREMENTS
• 150px x 150px Logo • Customer Service Number • Social Media URLs
SUPPORTED SOCIAL PROFILES
• Facebook • Twitter • Google+ • Instagram • YouTube • LinkedIn • Myspace • Pinterest • SoundCloud • Tumblr
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TEST YOUR MARKUP
https://developers.google.com/structured-data/testing-tool/
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DISPLAY AN INTERACTIVE BREADCRUMB TRAIL ‘BREADCRUMB’ DATA VOCABULARY
REQUIREMENTS
• Display a Visual Breadcrumb Trail to Users
On-Site Breadcrumb
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ECOMMERCE? USE SITELINKS SEARCH BOX MARKUP ‘SEARCHACTION’ SCHEMA
REQUIREMENTS
• An Internal Search Engine On Your Site • Try Google Custom Search Engine if Needed
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GIVE CONTEXT TO YOUR ARTICLES, BLOGS & GUIDES ‘ARTICLE’ SCHEMA
PUBLISHER NAME Dedicated SERPs Box
REQUIREMENTS
• A Blog, duh!
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USE CUSTOMER REVIEW DATA TO GAIN STAR RATINGS ‘PRODUCT/AGGREGATE RATING’ SCHEMA
REQUIREMENTS
• Real-Customer Review Data • No Data? Run an Incentive-Based Survey • Testimonial Page
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OPEN GRAPH TAGS
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Max 80 Characters 66% Engagement Increase
1200 x 628 Pixels
USE A CTA BUTTON
Open Graph Tags
25 Characters Max
The Perfect
Facebook Open
Graph Box
Facebook Guidelines: http://on.fb.me/1JmMDTH Jeff Bullas: http://bit.ly/19VD8E9
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TYPES • Promoted Cards (No HTML Required)
• Lead Gen - Capture Email • Website - Drive Clicks to Content
• Set Headline • Social Image • CTA Button
• App Cards
• Organic Cards • Get Approved - http://bit.ly/1jjwSw5 • Card Types
• Summary + Summary Image • Product • Photo / Video • Apps
USING TWITTER CARDS TO INCREASE TWEET CTR META TAGS
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GOOGLE NOW CARDS
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GOOGLE NOW RELIES ON STRUCTURED DATA IN EMAILS
REQUIREMENTS
• JSON-LD / SCHEMA markup within emails • You’ll also see markup within Gmail directly
h"ps://developers.google.com/schemas/tutorials/embedding-schemas-in-emails
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HTML CODE https://developers.google.com/schemas/reference/hotel-reservation
USES / VARIANTS
• Basic Reservation Details • Update/Cancel Reservation • Business Details • Customer Details
HOTEL BOOKINGS ‘LODGINGRESERVATION/BUSINESS’ SCHEMA
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HTML CODE https://developers.google.com/schemas/reference/event-reservation
USES / VARIANTS
• Basic Event Details • Event Reminders • Ticket / No Ticket Variants for Music & Sport • Multiple Tickets • Update/Cancel Event
EVENT TICKETS ‘EVENTRESERVATION’ SCHEMA
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HTML CODE https://developers.google.com/schemas/reference/restaurant-reservation
USES / VARIANTS
• Basic Restaurant Reservation • Update/Cancel Reservation
RESTAURANT RESERVATIONS ‘FOODESTABLISHMENTRESERVATION’ SCHEMA
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FLIGHT BOOKINGS & BOARDING PASSES ‘FLIGHTRESERVATION’ SCHEMA
HTML CODE https://developers.google.com/schemas/reference/flight-reservation
USES / VARIANTS
• Flight Confirmation • Boarding Pass • Check-In • Update / Cancel Flight • Multi-Leg Flights • Multiple Passenger Flights
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PUSH & RESYNDICATION VIA API’S
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NOTIFY VISITORS WHEN YOU PUBLISH A NEW BLOG POST CHROME & SAFARI PUSH NOTIFICATIONS
Desktop Notification
Mobile Notification
https://goroost.com/
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GET READY FOR IOS9 APPLE NEWS
SIGNUP FOR NEWS PUBLISHER
https://www.icloud.com/newspublisher/
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MOBILE APP WRAPPER
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TURN YOUR RESPONSIVE WEBSITE INTO AN APP USE PHONEGAP OR CORDOVA
http://phonegap.com/about/ http://cordova.apache.org/
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GET READY
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MicroData Markup (JSON-LD & HTML)
Push & Resyndicate Content via APIs Open Graph Tags
Google Now Card Markup
Create App Version of Mobile Site
IMPLEMENT ALL OF THIS
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GET DISCOVERED BY THE STAR TREK COMPUTER
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& EARN 1 MILLION VISITS!!
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BACK UP PLAN?
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Get in Touch: @petecampbell [email protected] https://www.kaizensearch.co.uk/
DOWNLOAD THESE SLIDES KAIZENSEARCH.CO.UK/PMI2015
Thank You!