Figaro Digital Search Seminar: Search, Content Strategy and the decision-making process - Joe Griffiths

@B3Joseph
joseph.griffiths@branded3.com
Search, Content Strategy and the decision making process

@B3Joseph
Joseph Griffiths
Senior Search Strategist

@B3Joseph
Consumer decision making process
Need Recognition & Problem Awareness
Information Search
Evaluation of Alternatives
Purchase
Post-Purchase Evaluation

@B3Joseph
Think about user intent
Not every consumer wants to buy something
How do customers not looking to buy products use search?
It is crucial for brands to interact with consumers at every stage of their decision making process in different ways
?

@B3Joseph
There are big benefits to those who consider this, they interact with users on multiple touch points of their journey.
This builds brand awareness and affinity as you are a mainstay of their entire process.
?
!
Building brand awareness and trust

@B3Joseph
Problem Awareness
Mind-set:
Information Search
Purchase
“Building and managing a website to sell my products is too expensive for my small business.”

@B3Joseph
How can content help
By backing up other marketing activity online
Make it absolutely clear what your product or service does, what problems it solves and why people should buy it
Videos can be a great way to do this, but not on their own

@B3Joseph
Example needed

@B3Joseph

@B3Joseph
Information Search
Mind-set:
Information Search
Purchase
“I know I want to buy a new car, but I don’t know what options are out there for families.”

@B3Joseph
How do people use search engines?
70%of all searches are ‘long tail searches’
These are question related searches and are searched for less than 100 times per month
15% of searches are brand new searches

@B3Joseph
Top line benefits
Acquisition of customers through long tail searches
#1
Increased engagement of these customers and existing ones thorough useful and informative content
#2

@B3Joseph
What information do your customers want?
Analytics –internal site search
Q&A sites
Google suggest
Forums
Social media

@B3Joseph
Information Search
Purchase
“I know I want to buy a family car, but I don’t know which is the best model”

@B3Joseph
Where do you compare brands?

@B3Joseph
The comparison landscape

@B3Joseph
How can you influence this?
Rank a favourable comparison
If selling multiple products (e.g. a car dealer), look to create your own comparison or buyers guides to be the solution to consumers comparative queries

@B3Joseph
The review landscape
Do a search for ‘[brand] review’
If you are selling ‘high involvement’ products or services then potential customers are likely to do this
This needs to be dominated with good reviews

@B3Joseph
How can you influence this?
BEWARE
Fake reviews are illegal.
Butyou can set up an internal review process to then funnel happy customers to review your brand on review websites.

@B3Joseph
Brand search landscape
Negative reviews or coverage appearing in search results?
Make sure you dominate branded search results with favourable reviews, social profiles and positive articles.

@B3Joseph
Purchase
Information Search
Purchase
“I want to purchase as easily as possible”

@B3Joseph
User experience
Make the purchase process as painless as humanly possible.
Remove any stumbling blocks that could cause issues.
AB test everything.

@B3Joseph
Trust signals
These are very much needed along the purchase process.
Users can be dubious buying online so you need to alleviate any potential issues with this by gaining trust at every stage of the purchase process

@B3Joseph
Information Search
Purchase
“Am I happy withmy purchase?”

@B3Joseph
Schema and reviews
All happy customers should be encouraged to review the product or your brand.
Make sure these are legitimate, take learning from Amazon

@B3Joseph
Post-Purchase Content
Depending on the product, user guides or more information could be VERY useful to these users.
Content is a great way of increasing your retention rates and solving any issues before they decide to head to your customer service teams

@B3Joseph
Summary

@B3Joseph
Where is Google going?

@B3Joseph
It’s not always
about links.

@B3Joseph
How long do you have to engage a user?
3.8 seconds
Jacob Nielson –useit.com

@B3Joseph
Your design 3.8 seconds to establish…
Relevance
•Are you right for me?
•Have you answered my question?
Trust
•Do you look credible?
•Can I trust you with my money?

@B3Joseph
Or else…
The user returned to search. You did not satisfytheir objectives.

@B3Joseph
Return to Search
You have a few seconds to get the visitors attention and persuade them that they have arrived at a site that will answer their query
If they go back to Google that’s a negative signal

@B3Joseph
Dwell Time?
“Your goal should be that when a visitor lands on your page, the content answers all of their needs, encouraging their next action to remain with you.If your content does not encourage them to remain with you, they will leave.The search engines can get a sense of this by watching thedwell time.” DuanneForrester -Bing

@B3Joseph
New Guidelines

@B3Joseph
New product
Establishes the risk of penalisation/visibility drops by looking at:
•Content/user engagement
•Links
•Technical implementation
This all ties in to give you a valuation of your non-brand visibility and the total risk of losing this to the business

@B3Joseph
Determine your customers decision making process and full user journey, apply the framework to reality
#1
Get into the mind-set of your consumers
#2
#3
Cater your content experience depending on their mind-set

@B3Joseph
Joseph.griffiths@branded3.com
@B3Joseph
Thank You!

Figaro Digital Search Seminar: Search, Content Strategy and the decision-making process - Joe Griffiths

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Figaro Digital Search Seminar: Search, Content Strategy and the decision-making process - Joe Griffiths