"What big agencies have learned from SEO" Analysing the data to understand how SEO affects big marketing campaigns and vice versa, we will look at three core topics : - Surfacing content on the SERP and its impact on PPC - The key to talking about speed optimisation - Voice: a framework to estimate the volume of effort to place on voice in your search strategy. Thanks for reading !

1. Eloi Casali
@eloi_casali
What big agencies
have learned from
SEO
https://www.slideshare.net/PayPerClic

2. SURFACING
CONTENT
CLIENT BRIEF
COMES IN
(UN)CONSCIOUS
BIAS KICKS IN
LOGICAL
APPROACH
CREATIVE
MAGIC

3. SURFACING
CONTENT
SURFACING
CONTENT
INCREMENTAL
GAINS
VOICE
NOISE

4. SURFACING
CONTENT
USERS WON’T
HAVE TO VISIT
WEBSITES
ANYMORE
RAND FISHKIN
REFERS TO
“NO CLICK
SEARCHES”

5. SURFACING
CONTENT SEO TOTAL CTR
PPC TOTAL CTR
PPC QS, AdRank…
THIS PRACTICE HAS A COST...
LITERALLY!

6. SURFACING
CONTENT
£1.62
£1.68
£1.97
£2.16
£0.891. KNOWLEDGE BOX
2. KNOWLEDGE BOXES
3. KNOWLEDGE BOXES
4. KNOWLEDGE BOXES
5. KNOWLEDGE BOXES
NO CLICK SEARCHES
IMPACT ON PAID SEARCH CPCs:

7. SURFACING
CONTENT
0.7
1.2
1.7
2.2
2.7
0 1 2 3 4 5 6
KNOWLEDGE BOXES CAUSE A
DIRECT INCREASE TO CPCs
1 advertiser only. QS >8

8. SURFACING
CONTENT
2YR PREDICTION:
IMAGE COMING
TO ADWORDS
PROBABLY A YOUTUBE
THUMB, THOUGH

9. SURFACING
CONTENT
VOICE
NOISE
SURFACING
CONTENT
INCREMENTAL
GAINS

10. INCREMENTAL
GAINS 100ms
=
1%
REVENUE
IMPROVEMENT
5s
=
7-12%
REVENUE
INCREASE

11. INCREMENTAL
GAINS
11s to 4.6s
1,933 hours
= 80 Days
-58%
Load time
22% CVR
INCREASE
-46%

12. INCREMENTAL
GAINS
£1M BRANDING CAMPAIGN
£4 PER NEW BRAND SEARCH, 1% CR
2,500 SALES = 250,000 REVENUE
1,750 SALES = 175,000 REVENUE
BUT 30% VISITS LOST TO SPEED
17% OF BRANDING BUDGET WASTED
BY SITE NOT BEING OPTIMIZED FOR SPEED

13. SURFACING
CONTENT
SURFACING
CONTENT
INCREMENTAL
GAINS
VOICE
NOISE

14. VOICE
SEARCH
VOICE
VOICE
VOICE
VOICE
VOICE
VOICE
VOICE
VOICE
VOICE
VOICE
ALEXA
GOOGLE HOME
VOICE

15. VOICE
SEARCH
NOISE

16. VOICE
SEARCH
5%
DIFFERENTIATING THE
TECHNOLOGY
FROM THE CHANNEL :
HOME ASSISTANTS
1.6% 7% 12%67%

17. VOICE
SEARCH
HOME ASSISTANTS
ARE SMART SPEAKERS
Made a purchase
Message someone
Access my calender
Control smart home devices
Listen to podcasts and other talk formats
Call someone
Check traffick
Use a favourite skill or assistany app
Find a recipe or cooking instructions
Play game or answer trivia
Listen to news and sports
Set ab alarm
Listen to radio
Set a timer
Check the weather
Listen to streaming music service
Ask a question
Smart speaker use case frequency January 2018
Have never tried Use monthly Use daily

18. VOICE
SEARCH FORGET ABOUT SMART SPEAKERS FOR NOW
THINK ABOUT SEARCHES
FROM MOBILE DEVICES

19. VOICE
SEARCH
“50% OF ALL SEARCHES BY 2020”
- EVERY SINGLE PREZO ABOUT VOICE, SINCE 2016
MOBILE – 60% DESK + TABLET – 40%
VOICE NOT VOICE
2017-2018: NOPE !
Searches by device, Share of voice in mobile
12% OF THE TOTAL SEARCH VOLUME IN 2017 !

20. VOICE
SEARCH
LOOKING AT VOICE SEARCH
FROM MOBILE (PANEL)
MILLENIALS
30% 10%15%
GEN X BABY BOOMERS

21. VOICE
SEARCH
W Y S T O L I T H S
BIZ
30% 15% 10%
WOULD YOU SAY THIS OUT LOUD IN THE HIGH STREET?
Y Y Y NNN
20%

22. VOICE
SEARCH
WHERE IS THE DATA?!?

23. VOICE
SEARCH
SEARCHING FOR A
5%
VOICE BUSINESS

24. SURFACING
CONTENT
BEAT
THE BOX
BE
THE BOX
VOICE YOUR
CONCERNS
DON’T INVEST
WITHOUT PROOF.
NO ONE DOES
EXPERIENCE
TRUMPS ALL
TURN
YOUR METRICS
INTO THEIRS
THREE OUTSTAKE

25. TODAY’S DECK IS LIVE :
@Eloi_Casali
https://www.slideshare.net/PayPerClic
@iProspectUK
+ NEW VOICE RESEARCH
AVAILABLE HERE :