Informing Decisions On Trophy Hunting (Hunting IS Conservation)
Hunting The Long Tail - The Biggest Opportunity of 2015
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Transcript of Hunting The Long Tail - The Biggest Opportunity of 2015
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?