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Can Wearables Work as a New Advertising Platform ? Wearables and Search

Wearable Tech Show 2015

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Page 1: Wearable Tech Show 2015

Can Wearables

Work as a New

Advertising

Platform ?

Wearables and

Search

Page 2: Wearable Tech Show 2015

What are wearables ?

Page 3: Wearable Tech Show 2015

$3 billion market TODAY

Yet 2016 will see TEN times as many items shipped as 2014

Since 2009, $500,000,000 has been invested in wearable start ups

Going to have a fundamental impact on search and how we interact

Search and Wearables

Disqus 2014

Page 4: Wearable Tech Show 2015
Page 5: Wearable Tech Show 2015

Voice

Gesture

From phone

No “conventional” keyword / keyboard based search

How do we interact with these devices ?

Page 6: Wearable Tech Show 2015

The behavioural status quo changes

The impact of this on Search Engine

Marketing

Page 7: Wearable Tech Show 2015

No.1 becomes everything….

The impact of this on Search Engine

Marketing

NetBooster, 2014

Page 8: Wearable Tech Show 2015

The impact of this on Search Engine

Marketing

Page 9: Wearable Tech Show 2015

The impact of this on Search Engine

Marketing

Page 10: Wearable Tech Show 2015

The impact of this on Search Engine

Marketing

Page 11: Wearable Tech Show 2015

No longer about keyphrases….

Its about more complex, natural language queries

How do we interact with these devices –

voice?

Page 12: Wearable Tech Show 2015

How do we interact with these devices - voice?

Page 13: Wearable Tech Show 2015

This is Google adjusting its infrastructure to deal with wearables

Focussed on natural language, long tail queries

“Conversational” search

How do we interact with these devices

- voice?

Page 14: Wearable Tech Show 2015

More long tail focus, less “optimisation”

A shift back to on site, comprehensive content based SEO

User Generated Content

What does this mean for you ?

Page 15: Wearable Tech Show 2015

A shift away from Google ?

Page 16: Wearable Tech Show 2015

A shift away from Google ?

Page 17: Wearable Tech Show 2015

Basic – make sure your site is fully mobile responsive

That includes everything;

- Speed ?

- Cart ?

- Replication of desktop functionality ?

What does this mean for you ?

Page 18: Wearable Tech Show 2015

Basic – build out your content

Make it relevant to the long tail…

Your users can help you with this…

What does this mean for you ?

Page 19: Wearable Tech Show 2015

Step 2 – make sure you’re properly represented on local search

Google Local listings, ensure these are properly configured

Representation on quality local directories

CONSISTENCY….

N A P O

- Name

- Address

- Postcode

- Opening Hours

What does this mean for you ?

Page 20: Wearable Tech Show 2015

Step 3 – Google Markup

Schema.org

JSON-LD

Provides Google with as much information as possible about your

business.

Name, address, opening hours, type, branch of, reviews

And more….

What does this mean for you ?

Page 21: Wearable Tech Show 2015

What does this mean for you ?

Page 22: Wearable Tech Show 2015

The future ?

Page 23: Wearable Tech Show 2015

The future ?

Page 24: Wearable Tech Show 2015

Poised for huge growth

With an accompanying shift in user interaction models

Search will stay a major advertising channel

But it may not look like it does today

In summary

Page 25: Wearable Tech Show 2015

In summary

Page 26: Wearable Tech Show 2015

[email protected]

0207 593 2980

https://uk.linkedin.com/in/martindinham

Thankyou !