Få inspiration til at komme øverst på resultatlisten.
Den digitale kultur er i konstant forandring. I takt med at nye teknologier og digitale services vinder frem, er vi gået fra en simpel ’søg og find’-mentalitet til en vidtspændende kollaborativ kultur, hvor fokus er på engagement og deling.
Dette skift har betydning for, hvordan vi bruger søgemaskiner såsom Google, der hele tiden må skærpe sig for at levere de mest relevante og brugertilpassede søgeresultater. Ikke mindst har det betydning for, hvordan du - som arbejder med digital markedsføring - skal optimere, producere og placere din virksomheds digitale indhold for at komme øverst på listen og tættest på brugerne.
Vi dykker ned i tidens søgetrends, hvor ’content is king’ og begrebet SoLoMo (social, local, mobile) er i højsædet. Du vil se eksempler og perspektiver på, hvordan social og søgning kan gå hånd i hånd, hvordan mobil-og-lokalitets-optimering kan påvirke søgning, og hvordan indhold kan optimeres på tværs af kanaler. Du får den nyeste viden på området og forhåbentlig en masse inspiration til dit arbejde i krydsfeltet mellem søgning, content og social.
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Search in time of #SoLoMo
1. Search in the
time of #SoLoMo
Benjamin Belmudez, Insight & Analytics Consultant
RobertBørlum-Bach, Insight & Analytics Consultant
The latest insights on search trends
and how to get on top of the result lists
Omdrejningspunktet for vores cases vil være kunderejsen, som jo samtidig er et af de værktøjer, som vi – og mange andre - anvender i vores arbejde.
Det er et oplagt redskab til at kortlægge, hvor kundeoplevelsen er svagest eller potentialet størst ud fra tanken om, at det så er her, der skal sættes ind med forbedringer af den eksisterende oplevelse eller udvikling af nye tiltag.
Tragten er død. Længe leve den loyale kunde,
Data from Radian6
listing websites + social networks like Facebook
NAP should be crawlable HTML and/or in markup (following schema.org guidelines)
Case of the company that had inconsistent information
listing websites + social networks like Facebook
NAP should be crawlable HTML and/or in markup (following schema.org guidelines)
Case of the company that had inconsistent information
A local search is a search with a geographical input or parameter
Example in “Restaurant copenhagen” - Local search is an additional way of increasing awareness for your company
If you’re a business owner you can manage how you appear on Google local search results by having a Google my Business account.
Google My Business is a suite of tools for business owners which allow them to update their business information, add photos, read reviews and, of course, use Google+.
It’s started already in 2004 as a listing service called Google local and later merged with Google Maps and Google +, the social network of Google
http://www.google.com/intl/en/about/company/timeline/
A local search results can be fragmented like this…
http://static.googleusercontent.com/media/www.google.com/en//help/hc/images/Google_Places_OneSheeter.pdf
Presence of the knowledge graph on 30% of the local searches
Google My Business : Category, Keywords in Business title, Proximity
External location : NAP consistency, citation volume
Reviews : quantity, velocity, diversity
http://moz.com/local-search-ranking-factors
http://moz.com/blog/top-20-local-search-ranking-factors-an-illustrated-guide
Google + Page
A citation consists of your contact information which the Name, the Address and the Phone Number
http://moz.com/blog/everybody-needs-local-seo
listing websites + social networks like Facebook
NAP should be crawlable HTML and/or in markup (following schema.org guidelines)
Case of the company that had inconsistent information
Remind and incite your customers to leave a review.
Reviews will be more important for companies in the tourism business such as restaurants and hotels than B2B companies in the sector
Mobile search is a search made on mobile devices
Nowadays people use their mobile devices not just for calling but also to do basically everything they would use their computer for
To the point that Eric Schmidt, the Google Chief Executive said …
Mention the acclaimed “mobile first” book (Yahoo! design architect Luke Wroblewski – published 2011) and the Google “Mobile Playbook” 2nd edition (published in Oct. 2013) that provide guidelines and emphasize the importance of mobile design and strategy.
The important point about mobile is that it is always on throughout the day
Source: Google Think
Source: Google Think
33% of mobile searches result in a valuable outcome
2014 : more mobile users than desktop users
2014 : usage of mobile apps overtakes PC usage
http://searchenginewatch.com/sew/opinion/2353616/mobile-now-exceeds-pc-the-biggest-shift-since-the-internet-began
http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/
http://money.cnn.com/2014/02/28/technology/mobile/mobile-apps-internet/
Values for the US
Include all spendings in SEO and PPC
http://www.emarketer.com/Article/Mobile-Search-Will-Surpass-Desktop-2015/1011657
Whether your site is responsive or you have a mobile version or it is mobile optimized in some ways (serve different HTML content to same URL):
Design – mobile or responsive version, file size (50%)
Length - -1000 characters on mobile
Site speed –
Readability - content is optimized for mobile
http://www.searchenginejournal.com/ranking-factors-post-hummingbird-panda-4-0-marcustober-session-recap-sejsf/109379/
http://www.themobileplaybook.com/en-us/#/chapter2_2
App Store Optimisation consists of improving the visibility of your mobile app across app stores.
As Android has more users it’s likely that the numbers of apps for Android overcomes iOS apps in the future