eBusiness Club

What’s New In Search 2015Ian LockwoodBoom Online Marketing@ianlockwood

Agenda

• The Search Market• Google RankBrain• Autocomplete & Keyword Research• SERP Changes• Penguin & Panda• Search Console & AJAX Crawling• Mobile Search• Bing Updates• New AdWords Features

Google Is 17

Search Market Share

Yahoogle

• But not in Europe

Google RankBrain

• Machine-learning artificial intelligencesystem to process search results

• Third most important signal in algorithm• Interprets queries to find best results

• “Things not strings”• Increasingly less important to worry about

matching exact keywords• More important to have pages that answer

questions and cover topics in-depth

Word Vectors

Death Of Autocomplete API

Answerthepublic.com

http://keywordtool.io

Local SERP Change

Local Ranking Factors

• Results now focused more on user’slocation than centre of general area

• Google+ no longer linked• Links and citation quality more important• User behaviour (e.g. click through)

increasingly important

• moz.com/local-search-ranking-factors

Tweets In SERPs

Devaluing Organic SERPs?

?

£

Hacked Spam

• Affects ~5%• Fewer results

Penguin Update Soon

John Mueller, Google

Hopefully by the end of the year

Should bereal-time

Panda Ongoing

• Panda 4.2 released July 18th

• “Slow rollout over several months”

• Affects different pages at different times

• Talk of activity on 14th August & 14th/15th

October

AJAX Crawling Deprecated

www.bpjewellery.com/#!about/c1enr

AJAX Crawling

www.bpjewellery.com/?_escaped_fragment=about/c1enr

Don’t Block CSS & Javascript

Blocked Resources

/Includes/JS/site.js

Fetch & Render As Google

WMT = Search Console

Mobile Friendly Test

www.google.co.uk/webmasters/tools/mobile-friendly/

Mobile App Interstitials Not Mobile-Friendly

• Use Smart Banners (iOS)or Native App InstallBanners (Android)

• App indexing muchimproved

• https://developers.google.com/app-indexing/

Mobile Stats

• More than 50% of searching on Google isnow from mobiles in many countries

• 40% of Google mobile search resultscontain apps within the top 5 places

• Time spent per day on mobiles is nowlonger than on desktops/laptops

What About Bing?

• Moving to encrypted results• More (not provided) in Analytics

• Showing “mobile-friendly” label• Same criteria as Google

• App content in search• Uses App Links standard (applinks.org)

Bing Shopping

New AdWords Features

• Shopping Remarketing Lists• Customer Match• Structured Snippets

New AdWords Features

• Automated Shopping Extensions

• Target ROAS Bidding

• “Purchase On Google” is coming

SEO Advice

• Check crawling & rendering• Mobile isn’t going away!

• Basic on-page optimisation• Deep content

• Make your site a destination• Find keywords & topics people search for

• Create & promote content people want• Keep an eye on your link profile