Humanising Search - Jimisha Thakrar

Humanising search:Au Naturale

Jimisha Thakrar@JimishaL

Brighton SEOSeptember 2016

About me

I tried to Google my toddler’s

behaviour.

According to my research,

she’s a honey badger.

Because she doesn’t give a s**t.

@JimshaL Resolution - Manning Gottlieb - OMD

1.0 Evolution


Weather searches over time

Source: Microsoft IAB presentation

What Google wanted search to achieve in 2011

https://youtu.be/mTBShTwCnD4?t=9 embed the video for those seconds

https://youtu.be/mTBShTwCnD4?t=9


We are changing

Google’s changing

The SERPS are changing


Humans have evolved too

Desktop Mobile Voice Predictive

The evolution of search


Google discovers Intent

Jimi probably doesn’t just want results filled with images of flowers or information about

flowers


3 ways to humanise search and address these changes

1. Fluidity between channels

2. Linguistic analysis to get to the intent & variations in intent

3. Personalisation through what we do on site


2.0 SEO/PPC Results


A more cost-efficient approach

PPC

SEO

Cli

cks

Search mappingLanding page creationCPC target

Onsite optimisationLink buildingSocialisation

Time

WHAT WE DO:

● Minimize PPC CPC● Improve overall

CPA/ROI


23 KEYWORDS


PPC bids can set based on organic positions to maximise efficiency across both channels – all fully automated through

technology integration


ORGANIC POSITIONS: 1–4

AUTOMATIC BIDS IN EFFECT

ORGANIC POSITIONS: 5+

PPC ACTIVITY UNAFFECTED


2 Scenarios

DOMINATE

● SEO RANK=1-4

● IMPLEMENT BID RULES TO ENSURE PPC RANK = 1

Example Keyword

High speed broadband

REMOVE

● SEO RANK=1-4

● IMPLEMENT BID RULES TO ENSURE PPC KEYWORDS ARE PAUSED

Example Keyword

fibre optic broadband


Strong results

163% increasein conversions

28% decreasecost/acquisitions


3.0 Linguistic Analysis


Classic SEO

Old vs New SEO

● Single keyword targeting● Focus on rankings● Clicks and page views● Optimising for mobile

New SEO

● Focus on user intent and needs● More focus on long tail● Bounce rate/dwell time - CRO● Creating for mobile


Voice search queries are longer than text queries


“People communicate with each other by conversation, not by typing keywords –and we’ve been hard at work…to understand and answer your questions more like people do”

Google’s Senior Vice President; Amit Singhal

http://insidesearch.blogspot.co.uk/2013/05/a-multi-screen-and-conversational.html


It’s not surprising voice searches are longer given;

We type at ~40 WPM

But we speak at ~140 WPM!


What can you start doing here?

Keyword game: Triathlon training


Voice: What is the best practice for doing a triathlon?


4.0 Personalisation


The future holds more personalisation


Intent + Voice search


Final thoughts


Be Personal – Reach people in a more meaningful and relevant way

Be Actionable – Create an experience which will leave people wanting to come back

Be Measurable – On and offline

Thank You

Jimisha Thakrar@JimishaL

Brighton SEOSeptember 2016

Humanising Search - Jimisha Thakrar

Marketing

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