a taste of digital: search and mobile by eoin o'neill
TRANSCRIPT
GASTRONOMY BLOGGER EVENT
SEARCH AND MOBILE
MAY 2015
EOIN O’NEILL – HEAD OF SEO
@TugAgency#TugTalks
Mobile use growth A look beyond responsive design
Context in mobile
Twitter & Google integration
Questions
WHAT WE’LL 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
You’ll get people coming back
Is that enough though?
MOBILE CONTEXT IS KING!
What context might our audience be in?A - Out in townZ - In the supermarket shopping
What might be their intent?A - To find a good nearby breakfastZ - To find a recipe for the only fish left at the shop
What solutions do we have?A - Restaurant reviewsZ - 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
They’ve 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 YOUTwitter 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. Don’t 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 POINTS1. 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 O’NeillHead of SEO
www.TugAgency.com
Facebook.com/TugAgency
Twitter.com/TugAgencyLinkedIn.com/
TugAgency
Tug,61 Charlotte Rd,
Shoreditch, London,
EC2A 3QT.