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International Search Summit - Unlocking the power of emojis for International SEO - #IntSS

International Search Summit - Unlocking the power of emojis for International SEO - #IntSS

Slides for Unlocking the power of emojis for International SEO - #IntSS (International Search Summit), celebrated on the 16th November 2023.

Sara Fernández Carmona

November 15, 2023
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Transcript

  1. View Slide

  2. Hello! I’m Sara
    ● International SEO Consultant
    ● Admin at SEO Barcelona
    ● Polyglot
    ● Background in Translation and Localization
    ● Master’s in UX/UI Design
    Here’s where you can find me 󰡸
    by @sarafdez at #IntSS
    @sarafdez
    /in/internationalseo
    sara-fernandez.com

    View Slide

  3. Origins of emojis
    Shigetaka Kurita is an interface designer who created
    the first emoji in 1999.
    The word ‘emoji’ comes from the Japanese 絵 (“e,”
    picture), 文 (“mo,” write) and 字 (“ji,” character). Japanese
    characters, or “kanji,” are largely based on Chinese
    ideograms, meaning the language’s writing system is
    already highly pictorial.
    “Both emoji and kanji are ideograms, but I did not find
    inspiration for designing emoji in the kanji. In creating
    emoji, I found inspiration in pictograms, manga, and all
    sorts of other sources.” - Shigetaka Kurita.
    by @sarafdez at #IntSS
    https://www.cnn.com/style/article/emoji-shigetaka-kurita-standards-manual/index.html

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  4. Most used emojis worldwide
    https://www.emojistats.org/
    by @sarafdez at #IntSS

    View Slide

  5. What does
    Google say
    about emojis?
    by @sarafdez at #IntSS

    View Slide

  6. Evolution of emoji indexing
    by @sarafdez at #IntSS
    https://www.youtube.com/watch?v=DeW-9fhvkLM&t=893s
    Google and other search engines originally avoided indexing emojis due to cost concerns
    and a presumption they weren't frequently searched.
    However, emojis attract over a million daily searches.
    Implementing this change was a lengthy process, and required modifications across
    several systems: link processing, spelling checks, and autocomplete among others.

    View Slide

  7. What does Google currently say?
    by @sarafdez at #IntSS
    “Including or excluding
    emojis in title tags or
    meta descriptions
    neither significantly
    benefits nor harms
    SEO.”
    https://www.youtube.com/watch?v=a5J73nYDU8E&t=2062s

    View Slide

  8. “Emojis are a ranking factor”
    https://x.com/JohnMu/status/1356672977006456840?s=20
    by @sarafdez at #IntSS

    View Slide

  9. An aesthetic choice 󰡈
    by @sarafdez at #IntSS
    Google does not give any special preference or
    disadvantage to pages that use emojis in their
    titles or descriptions.
    It’s primarily an aesthetic choice. If you feel that emojis
    enhance the UX or make the content more engaging,
    you can use them.

    View Slide

  10. Avoid misleading usage 󰢄
    by @sarafdez at #IntSS
    Google wants to understand the context and meaning
    of emojis, much like words.
    However, simply adding emojis won't necessarily boost
    the semantic value or relevance of a page. They should
    be used clearly and not mislead users; otherwise, Google
    will exclude them from search results.

    View Slide

  11. Why should
    we care
    about emojis?
    by @sarafdez at #IntSS

    View Slide

  12. by @sarafdez at #IntSS
    “Emojis allow us to imbue digital
    messages with the non-verbal cues
    inherent in face-to-face interaction:
    they allow us to signify the
    emotional context of a statement
    which would normally be conveyed
    in vocal tone, pose or gesture,
    rather than just the words
    themselves.” —
    Keith Broni, emoji translator.
    They mimic face-to-face interaction
    https://www.cnbc.com/2017/07/17/meet-a-guy-who-makes-a-living-translating-emojis.html

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  13. It’s the most popular language
    by @sarafdez at #IntSS
    Over 3.2 billion internet users
    frequently engage with emojis
    on their smartphones, giving
    emojis a broader global reach
    than the English language,
    which has 1.5 billion speakers.

    View Slide

  14. Expect this trend to grow
    https://twitter.com/lmillernpr/status/1055583571317022720
    by @sarafdez at #IntSS

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  15. by @sarafdez at #IntSS
    36% of millennials (ages 18-34)
    who use “visual expressions”
    such as emojis, GIFs and
    stickers say that those images
    better communicate their
    thoughts and feelings than
    words do.
    https://time.com/4834112/millennials-gifs-emojis/
    Emojis communicate feelings

    View Slide

  16. … And if users spend more
    time on your site or interact
    with your content, these
    signals could boost your
    rankings in search results.
    by @sarafdez at #IntSS
    They humanize your brand…

    View Slide

  17. Key uses of
    emojis for SEO
    by @sarafdez at #IntSS

    View Slide

  18. They can effectively improve CTR
    Emojis don't directly improve
    rankings. However, they indirectly
    help your SEO efforts by improving
    CTR.
    They capture attention in search
    results (SERPs), encouraging clicks.
    More clicks = more traffic.
    Emojis help stand out against
    competitors, increasing chances of
    receiving more clicks.
    by @sarafdez at #IntSS

    View Slide

  19. They can even boost it
    by @sarafdez at #IntSS
    Sherpas observed enhanced CTR by
    incorporating emojis in titles and meta
    descriptions.
    The site, focused on the education
    niche, primarily targets students.
    Emojis and gifs are prevalent
    throughout, elevating its visual appeal
    and aligning with its core audience.
    https://sherpas.com/blog/

    View Slide

  20. A short-term dip, long-term stability
    by @sarafdez at #IntSS
    Simone de Palma,
    Tech SEO Executive:
    “The addition of emojis to title tags
    generated an imminent loss of
    clicks and impressions (26%, 36%).
    However, 4 days after the impact,
    impressions and clicks returned to
    growing at their previous levels.”
    https://seodepths.com/

    View Slide

  21. Emoji-based search queries
    by @sarafdez at #IntSS
    Search engines also support search
    queries with emojis.
    Try typing “🍕recipe” or “🍕 near me”.
    You’ll even find results that don’t
    contain the emoji.

    View Slide

  22. Using emojis for better UX
    by @sarafdez at #IntSS
    ● Boost visual appeal and engagement
    without compromising professionalism
    ● Enhance readability and navigation
    ● Break up lengthy content for easier
    comprehension
    Key guidelines:
    ● Break large text sections with emojis
    ● Use emojis in moderation to avoid
    appearing spammy
    ● Keep emojis relevant to content and brand

    View Slide

  23. Videos with emojis rank higher
    Videos with emojis in their titles,
    especially those that align with the
    queried emoji, tend to rank higher
    in search results.
    by @sarafdez at #IntSS
    https://searchengineland.com/emoji-seo-presents-opportunities-for-video-319615

    View Slide

  24. Google Business Profile posts
    Emojis # of
    Posts
    Clicks
    (GMB)
    Clicks
    (GA)
    Average
    Conversions
    Yes 50 3.06 0.62 0.13
    No 987 1.53 0.89 0.09
    Posts that contained emojis got twice as many
    clicks and also got more conversions.
    by @sarafdez at #IntSS
    https://www.sterlingsky.ca/google-posts/

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  25. Emojis for jumplinks
    by @sarafdez at #IntSS
    https://www.seroundtable.com/google-ju
    mplinks-sitelinks-with-emojis-31379.html
    Emojis can make
    jumplinks stand out in
    search results.

    View Slide

  26. Emojis in URLs
    by @sarafdez at #IntSS
    It’s possible to integrate emojis
    into website URLs or specific
    URL strings.
    Not a traditional use, but
    supported by search engines
    like Google.

    View Slide

  27. Emojis in URLs
    by @sarafdez at #IntSS
    Implementing emojis in URLs can be complex.
    Browsers might display them as unintuitive URL codes.

    View Slide

  28. Domains: Icann recommendations
    by @sarafdez at #IntSS
    https://www.icann.org/en/system/files/files/sac-095-en.pdf
    The Internet Corporation for
    Assigned Names and
    Numbers (ICANN),
    responsible of managing the
    Internet's domain name
    system, doesn’t recommend
    emojis in domains.

    View Slide

  29. Icann: main challenges for domains
    by @sarafdez at #IntSS
    https://www.icann.org/en/system/files/files/sac-095-en.pdf
    Using emojis in domain names poses challenges:
    ● Compatibility: Emojis may display differently across systems or
    browsers
    ● Internationalization: Emojis' meanings can vary across cultures,
    leading to misunderstandings
    ● Security: Similar-looking emojis can be used for deceptive
    phishing attacks
    ● Accessibility: Screen readers might struggle with emojis,
    hindering users with disabilities

    View Slide

  30. Main
    considerations
    for emojis
    by @sarafdez at #IntSS

    View Slide

  31. Always consider your audience
    Using emojis is more suitable
    for certain niches and
    generations.
    Emojis can enhance a summer
    cocktail recipe page, or a blog
    about travel tips.
    However, using a syringe emoji
    on a healthcare page or a dollar
    sign emoji to a financial report
    could negatively impact your
    brand's image.
    by @sarafdez at #IntSS

    View Slide

  32. Don’t use emojis to replace words
    by @sarafdez at #IntSS
    Given the significant number of people dependent on
    screen readers globally, we can’t forget accessibility.
    It doesn’t matter how clear or descriptive your emojis
    are. They shouldn’t replace words because users are
    forced to interpret the meaning of the emoji instead of
    being told.
    Whenever an emoji is used, ensure that there's a text
    equivalent nearby. For instance, instead of just
    displaying an emoji of a checkmark, include the word
    "confirmed" or "approved" next to it.

    View Slide

  33. Mind differences between devices
    Emojis may display differently in
    color between Android and iOS.
    When communication relies
    heavily on color, this can lead to
    misunderstandings and
    accessibility challenges for users.
    by @sarafdez at #IntSS
    https://twitter.com/kremaster/status/1713990317601431950

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  34. Why do emoji differences exist?
    iOS Android
    ● Licensing: Emojis are
    copyrighted. OS developers
    need licenses, leading to
    diverse interpretations and
    designs.
    ● Style: iOS may lean towards
    realism, while Android might
    opt for a bolder style.
    ● Market adaptation: Designs
    cater to target audiences; e.g.,
    vibrant colors for Asian
    markets due to cultural
    significance.
    by @sarafdez at #IntSS

    View Slide

  35. Lost in
    illustration
    by @sarafdez at #IntSS

    View Slide

  36. Certain emojis may have
    different meanings or
    connotations in different
    cultures
    by @sarafdez at #IntSS

    View Slide

  37. by @sarafdez at #IntSS
    https://www.mirror.co.uk/tech/applause-emoji-very-different-meaning-13730041

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  38. Common misinterpretations
    by @sarafdez at #IntSS
    🤣 mistaken as weeping face by some older individuals
    💅 it’s gone beyond the simple act of applying nail polish to convey
    displays of class or to demonstrate a lack of concern
    Japan:
    🏩 misinterpreted as a hospital; it's a love hotel
    💸 carries a negative connotation, it denotes the loss of money
    💩 symbolizes good luck
    💁 originally an information desk attendant, now seen as sassy

    View Slide

  39. Be careful with hand gestures
    by @sarafdez at #IntSS
    🙏 perceived as a high-five or prayer hands in Western
    countries and India, and as 'thank you' in Japan
    🖐 interpreted as hurling curses in Pakistan
    ✊ in Mexico, similar to the U.S. middle finger
    🤘 ‘rock on’ world wide, or an indication of adultery in
    countries like Italy, Spain, Portugal, and some Latin
    American nations
    ✌in Argentina, linked with Peronism due to Juan Perón
    👌 in the US, it evolved from agreement to a symbol for the
    far-right

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  40. As society evolves, emojis evolve
    by @sarafdez at #IntSS
    Syringe emoji💉: Original depiction showed blood dripping. During
    the pandemic, it was transformed to display a clear liquid,
    symbolizing vaccines. This adaptation made it a popular
    representation for vaccination among users.
    Gun emoji 🔫: it originally represented a realistic handgun.
    However, due to concerns about online misuse, it was changed by
    many tech companies, starting with Apple in 2016, to resemble a
    water pistol. This shift prompted discussions on the role and
    influence of tech firms in shaping online communication.

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  41. When in doubt, it's always a good idea to ask a
    local or someone familiar with the cultural
    nuances. It's essential to research and ensure
    that the chosen emojis convey the intended
    meanings across different cultures to avoid
    misinterpretations or cultural insensitivities.
    by @sarafdez at #IntSS

    View Slide

  42. by @sarafdez at #IntSS
    Otherwise,
    they can get
    your business
    or even you
    in trouble
    https://www.washingtonpost.com/news/local/wp/2016/02/27/a-12-year-old-girl-is-facing-cri
    minal-charges-for-using-emoji-shes-not-alone/

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  43. Emojis
    are here
    to stay
    by @sarafdez at #IntSS

    View Slide

  44. Emojis can infuse personality
    into content, making brands
    more relatable and
    human-centric across diverse
    audiences.
    by @sarafdez at #IntSS

    View Slide

  45. Emojis are globally recognized,
    transcending language barriers,
    making them effective for
    international audiences.
    by @sarafdez at #IntSS

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  46. When displayed, emojis can make
    title tags and meta descriptions
    more visually appealing, potentially
    boosting click-through rates.
    by @sarafdez at #IntSS

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  47. Find hidden treasures
    by @sarafdez at #IntSS
    The "intitle:" search operator can indeed be used to find results that
    display a specific emoji in the title. This can be a fun way to discover
    content that is intentionally marked with certain emojis by creators.

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  48. Recommended articles
    by @sarafdez at #IntSS
    https://www.semrush.com/blog/seo-test-result-will-adding-emojis-to-meta-description
    -help-or-hurt-your-seo/
    https://www.searchpilot.com/resources/case-studies/seo-testing-lessons-emoji-
    title-tags
    https://www.searchpilot.com/resources/case-studies/seo-split-test-
    lessons-emoji-meta-descriptions
    https://preply.com/en/blog/most-confusing-emojis/

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  49. Thank you for
    bee-ing here!
    🐝🐝🐝🐝
    by @sarafdez at #IntSS
    @sarafdez /in/internationalseo sara-fernandez.com
    Any questions? 💡

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