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Welcome to…
Search, Content Strategy and the decision making
process
Joseph Griffiths – Head of Search
Where is Google going?
#B3Seminar
It’s not always about links.
How long do you have to engage a user?
3.8 secondsJacob Nielson – useit.com
#B3Seminar
Your design 3.8 seconds to establish…
Relevance• Are you right for me?• Have you answered my
question?
Trust• Do you look credible?• Can I trust you with my
money?
#B3Seminar
Or else…
The user returned to search. You did not satisfytheir objectives.
#B3Seminar
Return to SearchYou have a few seconds to get the visitors attention and persuade them that they have arrived at a site that will answer their query
If they go back to Google that’s a negative signal
#B3Seminar
Dwell Time?
“Your goal should be that when a visitor lands on your page, the content answers all of their needs, encouraging their next action to remain with you. If your content does not encourage them to remain with you, they will leave. The search engines can get a sense of this by watching the dwell time. ” Duanne Forrester - Bing
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New Guidelines
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Think about user intentNot every consumer wants to buy something
How do customers not looking to buy products use search?
It is crucial for brands to interact with consumers at every stage of their decision making process in different ways
?#B3Seminar
Consumer decision making process
Need Recognition &
Problem Awareness
Information Search
Evaluation of Alternatives
PurchasePost-Purchase
Evaluation
#B3Seminar
There are big benefits to those who consider this, they interact with users on multiple touch points of their journey.
This builds brand awareness and affinity as you are a mainstay of their entire process.
?!Building brand awareness and trust
#B3Seminar
Problem AwarenessMind-set:
Need Recognition &
Problem Awareness
Information Search
Evaluation of Alternatives
PurchasePost-Purchase
Evaluation
“Building and managing a website to sell my
products is too expensive for my small business.”
#B3Seminar
How can content helpBy backing up other marketing activity online
Make it absolutely clear what your product or service does, what problems it solves and why people should buy it
Videos can be a great way to do this, but not on their own
#B3Seminar
Example needed
Information SearchMind-set:
Need Recognition & Problem Awareness
Information Search
Evaluation of Alternatives
PurchasePost-Purchase
Evaluation
“I know I want to buy a new car, but I don’t know what options are out there
for families.”
#B3Seminar
#B3Seminar
How do people use search engines?70% of all searches are ‘long tail searches’
These are question related searches and are searched for less than 100 times per month
15% of searches are brand new searches
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Top line benefits
Acquisition of customers through long tail searches#1
Increased engagement of these customers and existing ones thorough useful and informative content#2
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What information do your customers want? Analytics – internal site search
Q&A sites
Google suggest
Forums
Social media
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Evaluation of Alternatives
Need Recognition & Problem Awareness
Information Search
Evaluation of Alternatives
PurchasePost-Purchase
Evaluation
“I know I want to buy a family car, but I don’t know
which is the best model”
#B3Seminar
Where do you compare brands?
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The comparison landscape
#B3Seminar
How can you influence this?Rank a favourable comparison
If selling multiple products (e.g. a car dealer), look to create your own comparison or buyers guides to be the solution to consumers comparative queries
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The review landscapeDo a search for ‘[brand] review’
If you are selling ‘high involvement’ products or services then potential customers are likely to do this
This needs to be dominated with good reviews
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How can you influence this?
BEWAREFake reviews are illegal.
But you can set up an internal review process to then funnel happy customers to review your brand on review websites.
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Brand search landscapeNegative reviews or coverage appearing in search results?
Make sure you dominate branded search results with favourable reviews, social profiles and positive articles.
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Purchase
Need Recognition & Problem Awareness
Information Search
Evaluation of Alternatives
PurchasePost-Purchase
Evaluation
“I want to purchase as easily as possible”
#B3Seminar
User experienceMake the purchase process as painless as humanly possible.
Remove any stumbling blocks that could cause issues.
AB test everything.
#B3Seminar
Trust signalsThese are very much needed along the purchase process.
Users can be dubious buying online so you need to alleviate any potential issues with this by gaining trust at every stage of the purchase process
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Post-Purchase Evaluation
Need Recognition & Problem Awareness
Information Search
Evaluation of Alternatives
PurchasePost-Purchase
Evaluation
“Am I happy withmy purchase?”
#B3Seminar
Schema and reviewsAll happy customers should be encouraged to review the product or your brand.
Make sure these are legitimate, take learning from Amazon
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Post-Purchase ContentDepending on the product, user guides or more information could be VERY useful to these users.
Content is a great way of increasing your retention rates and solving any issues before they decide to head to your customer service teams
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Summary
Determine your customers decision making process and full user journey, apply the framework to reality
#1
Get into the mind-set of your consumers#2
#3 Cater your content experience depending on their mind-set
