Experience counts: why SEO needs a name change

In this talk, Emily explains why changes to the search landscape and search behaviour have led her to believe it's time SEO had a name change.

Search Experience Optimisation is about providing an experience that meets your customer’s needs & leaves them feeling good.

It is about leveraging cross platform insights to develop a great understanding of audience that in turn will enable you to create a great experience through content. In doing so, you elevate the role of organic search in delivering a great holistic brand experience for customers.

Transcript

1. Emily Goodyear #brightonseo Emily Goodyear #brightonseo Experience counts! Why SEO needs a name change. Emily Goodyear Emily Goodyear Speakerdeck.com/emilygoodyear
2. Emily Goodyear #brightonseo #brightonseo The search experience goes way beyond search engines Emily Goodyear #brightonseo
3. Emily Goodyear #brightonseo #brightonseo
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5. Emily Goodyear #brightonseo #brightonseo Emily Goodyear #brightonseo
6. Emily Goodyear #brightonseo #brightonseo Gen Z prefer social media to look up brands Source: GWI Feb 2024 Emily Goodyear #brightonseo
7. Emily Goodyear #brightonseo Emily Goodyear #brightonseo Is TikTok a search engine? No! Emily Goodyear #brightonseo
8. Emily Goodyear #brightonseo #brightonseo Emily Goodyear #brightonseo
9. Emily Goodyear #brightonseo #brightonseo Shopping behaviours are changing % of UK Amazon searches (vs Google) Beauty Electronics Fashion Grocery Health & Personal care Home & kitchen Pet supplies 55% 49% 35% 43% 44% 59% 66% Source: Statista
10. Emily Goodyear #brightonseo #brightonseo
11. Emily Goodyear #brightonseo #brightonseo Emily Goodyear #brightonseo
12. Emily Goodyear #brightonseo #brightonseo Source: SEMRush “Searchers seem to like it. They proactively seek it out.” Danny Sullivan, Public Liaison for Search, Google Reddit now ranks for 19M KWs vs 6M last April
13. Emily Goodyear #brightonseo #brightonseo Emily Goodyear #brightonseo And SGE is here (ish)…
14. Emily Goodyear #brightonseo #brightonseo Bringing a host of new formats & features . Source: Gartner
15. Emily Goodyear #brightonseo Emily Goodyear #brightonseo Emily Goodyear #brightonseo
16. Emily Goodyear #brightonseo Emily Goodyear #brightonseo Emily Goodyear #brightonseo
17. Emily Goodyear #brightonseo Emily Goodyear #brightonseo
18. Emily Goodyear #brightonseo #brightonseo Impact analysis Search experience optimisation Test & learn
19. Emily Goodyear #brightonseo Emily Goodyear #brightonseo Emily Goodyear #brightonseo 01.
20. Emily Goodyear #brightonseo #brightonseo Before KW research, gather your resources: Free Paid Owned
21. Emily Goodyear #brightonseo Emily Goodyear #brightonseo GA4 Audiences Owned
22. Emily Goodyear #brightonseo Emily Goodyear #brightonseo Your internal site search data Owned
23. Emily Goodyear #brightonseo Emily Goodyear #brightonseo Your customer service data Owned
24. Emily Goodyear #brightonseo #brightonseo Integrate search & social insights Free (ish)
25. Emily Goodyear #brightonseo #brightonseo Wide leg trousers Free (ish)
26. Emily Goodyear #brightonseo #brightonseo Market research & analysis platforms Paid
27. Emily Goodyear #brightonseo #brightonseo There’s still free insight out there! Source: Mintel UK Clothing Retailing Market Report 2023 Exec summaries Newsletters Blogs Free reports
28. Emily Goodyear #brightonseo Emily Goodyear #brightonseo 02.
29. Emily Goodyear #brightonseo Emily Goodyear #brightonseo Audience insight + Search data + Social data = Your new approach to content strategy
30. Emily Goodyear #brightonseo Emily Goodyear #brightonseo Emily Goodyear #brightonseo
31. Emily Goodyear #brightonseo Emily Goodyear #brightonseo KW landscape mapped by intent Informational Navigational Commercial Transactional
32. Emily Goodyear #brightonseo Emily Goodyear #brightonseo type angle format 01. 02. 03.
33. Emily Goodyear #brightonseo Emily Goodyear #brightonseo 03.
34. Emily Goodyear #brightonseo Emily Goodyear #brightonseo Use content analytics to measure effectiveness of content type, format.. Informational Navigational Commercial Transactional
35. Emily Goodyear #brightonseo Emily Goodyear #brightonseo Understand the behaviour of high LTV customers
36. Emily Goodyear #brightonseo Emily Goodyear #brightonseo Create custom audiences in GA4 https://youtu.be/d8swkqvIerE
37. Emily Goodyear #brightonseo Emily Goodyear #brightonseo
38. Emily Goodyear #brightonseo Emily Goodyear #brightonseo Attribute the value of SEO in improving brand awareness & propensity to convert
39. Emily Goodyear #brightonseo Emily Goodyear #brightonseo
40. Emily Goodyear #brightonseo #brightonseo Better understand your audience’s needs, motivations & behaviours Emily Goodyear
41. Emily Goodyear #brightonseo #brightonseo Provide content that meets their needs and leaves them feeling good! Emily Goodyear
42. Emily Goodyear #brightonseo #brightonseo Measure effectiveness of SEO & content in improving CX Emily Goodyear
43. Emily Goodyear #brightonseo Emily Goodyear #brightonseo Experience counts! Why SEO needs a name change. Emily Goodyear Emily Goodyear Speakerdeck.com/emilygoodyear