Brighton SEO 2019

Marketing in China and Russia

  • Geo targeting is hard, China is big!
  • Takes a long time to set up business amounts
  • Use the emojis most popular with your target demographic
  • WeChat are increasingly opening up to a global market
  • They still largely use QR codes
  • 76% internet penetration in Russia
  • Online behaviour very different across regions
  • 68% desktop usage
  • Google and Yandex equal split on mobile
  • 11 time zones in Russia
  • Keyword research varies across regions
  • VK = Russian Facebook
  • Ozon = Russian Google
  • Mail.ru = Russian Yahoo  
  • Rutube = Russian YouTube
  • Conscription still exists
  • Christmas celebrated in January
  • 8% of Russians speak fluent English
  • Direct/imperative CTAs aren’t well received
  • 2/3 of Russians prefer to use foreign stores (price, variety, social capital)
  • Russian users have a longer research  phase in the buying cycle

Winning with SERPs

  • “Google is the world’s largest perception engine”
  • Advertise on Quora
  • Natural language research for product marketing
  • Users want: quality, trust, clarity, accessibility, speed, relevancy, no distractions
  • Traffic is a vanity metric if considered in isolation
  • No click searches are now 50% on mobile
  • Record user testing sessions to share people’s experiences of the site with stakeholders
  • Sport, news, food and entertainment you must use AMP
  • Top snippet terms: How, where, why
  • Within those articles, use lists

Innovation

  • How machines work – CGP Grey
  • Google search liasion 
  • Empower staff to become brand advocates who back link
  • Write for people and robots 
  • Launching a website typically takes far too long
  • Use rapid prototyping
  • Involve users and design teams earlier
  • Adobe XD
  • You can input real site info and image URLs from Google sheets
  • Share clickable prototype right from XD into Chrome
  • Can run accessibility simulations right from XD
  • usertesting.com 
  • Users can give feedback direct to XD
  • Wider collaboration is in their roadmap
  • Quora topic spaces
  • Google cloud natural language
  • Also defines and categories intent, e.g. research or transactional stage

Future of search

  • Developer tools in Chrome for site speed stats 
  • Use minified CSS / JS
  • Use lighthouse regularly
  • Increasingly important:
  • Library vulnerabilities
  • Social mentions 
  • 62% still prefer physical shops
  • Voice search is still less than 1%
  • Actually we voice command
  • 64% of US households own smart devices
  • Google have created contact lenses that look for glucose spikes and alert diabetic users
  • In the future perhaps we won’t be marketing to people, we’ll be marketing to people’s devices
  • E.g. where can I find pizza near me
  • Voice search – difficult to measure impact
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