CONSUMER-CENTRIC SEO THAT CONNECTS AND WINS · 2017-10-19 · SEO - BEST PROFESSIONAL SERVICES CAMPAIGN The Drum Search Awards 2017 BEST SEO CAMPAIGN (nominated) UK Search Awards

CONSUMER-CENTRIC SEO THAT CONNECTS AND WINS

2 Proprietary & Confidential

QUICK CREDS

BEST SEO CAMPAIGN

European Search Awards

2017

SEO - BEST PROFESSIONAL SERVICES CAMPAIGN

The Drum Search Awards

2017

BEST SEO CAMPAIGN (nominated)

UK Search Awards

2016

3 Proprietary & Confidential

QUICK CREDS

Alex Douglas-Mann Associate SEO Director

360i Europe

8 years SEO experience

European & North American Markets

SEARCH IS A UNIQUE CHANNEL

5 Proprietary & Confidential

GOOGLE’S AUDIENCE ARE ACTIVE PARTICIPANTS

6 Proprietary & Confidential

GOOGLE CHANGES THEIR FORMAT BASED ON INTENT

8 Proprietary & Confidential

AND THEIR ALGORITHMS UNDERSTAND IT TOO

COFFEE SHOP ST PANCRAS

COFFEE SHOP VS

COFFEE

VS

9 Proprietary & Confidential

GOOGLE WILL TELL YOU HOW THEY DO THIS (FOR FREE!)

10 Proprietary & Confidential

AND THEY JUST KEEP GIVING…

SO WHAT?

IT’S NO LONGER JUST WHAT BUT

WHY

AND THAT SHOULD FUNDAMENTALLY CHANGE YOUR STRATEGY

14 Proprietary & Confidential

CONSUMER SEARCH JOURNEYS – OUR FOUNDATION

15 Proprietary & Confidential

WHICH INFORMS EVERY OTHER RESEARCH STEP

FURTHER ANALYSIS WITH ARKE

17 Proprietary & Confidential

WHICH SECTIONS WE SEE RICH SNIPPETS IN IS REALLY HELPFUL

18 Proprietary & Confidential

BUT KNOWING WHICH PAGES APPEAR MOST IS EVEN BETTER

DOES IT WORK?

SPOILERS: I wouldn’t be here if it didn’t…

20 Proprietary & Confidential

ADAPTING STRATEGIES TO BE CONSUMER-CENTRIC GOT US…

+96% Visits

YoY to a client’s advice hub

up to

+17.5% CTR to pages

+194k SV Captured

through Rich Snippets

THANKS Confidential