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A Taste of Digital: Search and Mobile by Eoin O'Neill

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Tug Agency
Tug Agency

際際滷 deck from SEO Director Eoin O'Neill's presentation on Search and Mobile at Tug Agency's 'A Taste of Digital' event (28/05/2015)

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GASTRONOMY BLOGGER EVENT SEARCH AND MOBILE MAY 2015 EOIN ONEILL HEAD OF SEO @TugAgency #TugTalks
Mobile use growth A look beyond responsive design Context in mobile Twitter & Google integration Questions WHAT WELL COVER TODAY
THE MOBILE EXPLOSION Number of global users (M)
PATTERNS OF USE CHANGE 2012 Voice search is also growing Longer-tail searches
IS RESPONSIVE ENOUGH? Google will reward sites with a mobile responsive design The experience is improved for users Youll get people coming back Is that enough though?
MOBILE CONTEXT IS KING! What context might our audience be in? A - Out in town Z - In the supermarket shopping What might be their intent? A - To find a good nearby breakfast Z - To find a recipe for the only fish left at the shop What solutions do we have? A - Restaurant reviews Z - Recipe suggestions A - ANNA Z - ZAC
Context Intent Solution ANNA Good BBQ restaurant near Hoxton Overground Have we categorised our restaurants by type? Have we highlighted or talked about nearby transport or attractions? Tie our content more closely to a mobile context and solution. ZAC Quick trout recipes Have we highlighted cook times? Have we categorised our recipes? Have we made the ingredients and nutrition list as clear as we can to quantify? Have we tagged all this?
A CONTEXTUAL EXPERIENCE
SCHEMA MARK IT UP Schema mark-up will allow search engines to understand the context of your content. There are lots of different schemas available. Some that might be relevant for you: https://schema.org/Recipe https://schema.org/Restaurant https://schema.org/Review
ANOTHER BIG THING
TWITTER & SEARCH Twitter want their content in front of a search audiences Theyve re-partnered with Google to improve indexation and integration of Twitter content into Google search results. So just tweets in Google right?
WHAT THIS MEANS FOR YOU Twitter primary role will remain content and audience discovery and engagement. However you need to turn to search insight more than before to ensure you are found. Twitter Trending will start to integrate more with search trending as Google starts to get more real-time behavioural data. 1. Step up your twitter activity 2. Dont worry so much about followers 3. Get more real-time insight to inform your tweets
REAL-TIME INSIGHT Understanding real-time search behaviour is now just as important as jumping on the latest hashtag or trend on twitter. Some useful sources: http://www.google.com/trends/hottrends/visualize http://www.google.com/trends https://adwords.google.com/KeywordPlanner Good old twitter trends Twitter Audience Insights Google analytics Referring sites, popular content Google webmaster tools Search Analytics
SOME TAKE AWAY POINTS 1. Think about mobile use during the day 2. Responsive website designs get rewarded by Google 3. Think about the mobile context with your content 4. Try to focus on location specific landmarks/transport 5. Tag up your content with Schema 6. Gain more real-time insight 7. Keep an eye on twitter in Google
ANY QUESTIONS?
Eoin ONeill Head of SEO eoin.oneill@tugagency.com www.TugAgency.com Facebook.com/TugAgency Twitter.com/TugAgency LinkedIn.com/TugAgency Tug, 61 Charlotte Rd, Shoreditch, London, EC2A 3QT.

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A Taste of Digital: Search and Mobile by Eoin O'Neill

  • 1. GASTRONOMY BLOGGER EVENT SEARCH AND MOBILE MAY 2015 EOIN ONEILL HEAD OF SEO @TugAgency #TugTalks
  • 2. Mobile use growth A look beyond responsive design Context in mobile Twitter & Google integration Questions WHAT WELL COVER TODAY
  • 3. THE MOBILE EXPLOSION Number of global users (M)
  • 4. PATTERNS OF USE CHANGE 2012 Voice search is also growing Longer-tail searches
  • 5. IS RESPONSIVE ENOUGH? Google will reward sites with a mobile responsive design The experience is improved for users Youll get people coming back Is that enough though?
  • 6. MOBILE CONTEXT IS KING! What context might our audience be in? A - Out in town Z - In the supermarket shopping What might be their intent? A - To find a good nearby breakfast Z - To find a recipe for the only fish left at the shop What solutions do we have? A - Restaurant reviews Z - Recipe suggestions A - ANNA Z - ZAC
  • 7. Context Intent Solution ANNA Good BBQ restaurant near Hoxton Overground Have we categorised our restaurants by type? Have we highlighted or talked about nearby transport or attractions? Tie our content more closely to a mobile context and solution. ZAC Quick trout recipes Have we highlighted cook times? Have we categorised our recipes? Have we made the ingredients and nutrition list as clear as we can to quantify? Have we tagged all this?
  • 9. SCHEMA MARK IT UP Schema mark-up will allow search engines to understand the context of your content. There are lots of different schemas available. Some that might be relevant for you: https://schema.org/Recipe https://schema.org/Restaurant https://schema.org/Review
  • 11. TWITTER & SEARCH Twitter want their content in front of a search audiences Theyve re-partnered with Google to improve indexation and integration of Twitter content into Google search results. So just tweets in Google right?
  • 12. WHAT THIS MEANS FOR YOU Twitter primary role will remain content and audience discovery and engagement. However you need to turn to search insight more than before to ensure you are found. Twitter Trending will start to integrate more with search trending as Google starts to get more real-time behavioural data. 1. Step up your twitter activity 2. Dont worry so much about followers 3. Get more real-time insight to inform your tweets
  • 13. REAL-TIME INSIGHT Understanding real-time search behaviour is now just as important as jumping on the latest hashtag or trend on twitter. Some useful sources: http://www.google.com/trends/hottrends/visualize http://www.google.com/trends https://adwords.google.com/KeywordPlanner Good old twitter trends Twitter Audience Insights Google analytics Referring sites, popular content Google webmaster tools Search Analytics
  • 14. SOME TAKE AWAY POINTS 1. Think about mobile use during the day 2. Responsive website designs get rewarded by Google 3. Think about the mobile context with your content 4. Try to focus on location specific landmarks/transport 5. Tag up your content with Schema 6. Gain more real-time insight 7. Keep an eye on twitter in Google
  • 16. Eoin ONeill Head of SEO eoin.oneill@tugagency.com www.TugAgency.com Facebook.com/TugAgency Twitter.com/TugAgency LinkedIn.com/TugAgency Tug, 61 Charlotte Rd, Shoreditch, London, EC2A 3QT.