User experience is driving change in search as younger generations have different preferences than older users. Generation Z, those born roughly from the mid-1990s onward, expect instant, mobile-friendly results that can be accessed and consumed across all devices. They also prefer visual content and experiences over text-heavy content. To better serve Generation Z, search providers are focusing on accelerating page speeds and delivering more direct, visual results.

1. how user experience is
driving change in search

3. USER
LOVE &
SEX
Friends
& Family
Products
News
FILM
Education
Music

4. Millennial
Source: http://www.cmo.com/articles/2015/6/11/15-mind-blowing-stats-about-generation-z.html
Gen Z
Social Networks Messaging Apps
8 Seconds12 Seconds
≈1975 ≈1996

6. Time on Content by Demographic

7. Young adults spend
between 11 and
25% less time on
your content

8. Cool Product Cool Experience
Millennial
Gen Z
23% 77%
60% 40%
Source: https://cassandra.co/

9. Source: https://www.ketchum.com/engaging-gen-z
40%
Of Consumers by
2020

10. Faster
All Device
Direct to Object

11. GET THIS: http://www.slideshare.net/SearchMarketingExpo/how-google-works-a-ranking-engineers-perspective-by-paul-haahr

12. Three Core Metrics
Relevance
Quality
Time to
Result

13. PageSpeed INSIGHTS - CRITICAL PATH

14. AUTOPILOT MODULES

15. Resource Delivery

16. GET THIS: https://docs.google.com/presentation/d/18zlAdKAxnc51y_kj-6sWLmnjl6TLnaru_WH0LJTjP-o/present?slide=id.p19

17. HTML5 LINK REL Attributes
IS DOES
preconnect browser hint to open the linked
connection in advance
prefetch suggestion to pre-fetch linked content
before explicitly requested
preload suggestion to download resource
prerender suggestion to fetch AND render
GET THIS: https://developer.mozilla.org/en-US/docs/Web/HTML/Link_types

18. “How I Sped Up My
Site 68.35% With
One Line of Code…”
Mike King
Source: http://ipullrank.com/how-i-sped-up-my-site-68-percent-with-one-line-of-code/

19. Faster
All Device
Direct to Object

20. Generation Z

21. Say internet of thingsagain

22. Gen Z SmartPhone Activities
Social Games Photos Surfing Shopping
GET THIS: http://www.fluentco.com/wp-content/uploads/2016/03/Fluent_DevicesandDemos_2016_web.pdf
29% 21% 6.8% 6.6% 6.1%

23. Shoppingby Demographic
18-24 25-34 35-44 45-54 55+
6.1% 5.7% 4.8%
4.1% 2.8%
GET THIS: http://www.fluentco.com/wp-content/uploads/2016/03/Fluent_DevicesandDemos_2016_web.pdf

24. Mobile EXPERIENCE
Accelerated Mobile Pages Project
• ASYNCHRONOUS SCRIPTS
• 3rd PARTY JAVASCRIPT OUT
OF CRITICAL PATH
• PRIORITIZE RESOUCE
LOADING
• SIZE RESOURCES STATICALLY

25. rel=amphtml link to AMP page
http://www.bbc.co.uk/news/business-35889282

26. rel=canonical link to non AMP page
http://www.bbc.co.uk/news/amp/35889282

27. WordPress
WordPress AMP plugin to
create AMPHTML pages.
Use Yoast SEO Glue to
“speak” to AMP plugin for
metadata.

28. Mobile Search
Spotlight
Search
Safari
Suggest

29. AppS Indexed

30. Android and iOS9 – App Indexing

31. App Indexing – DEEP LINKING
A
ONE URL

32. APP Indexing: Google Developers
Get This: https://developers.google.com/app-indexing/introduction
 Testing Tool for Android (debug
and deep link)
 Search Analytics in Search
Console (register for Android)
 Needs App Indexing SDK for iOS9
 Check implementation

33. Faster
All Device
Direct to Object

34. USER
LOVE &
SEX
Friends
& Family
Products
News
FILM
Education
Music

35. “BuzzFeed draws more
than 75 percent of
content views from
sources other than its
website”
Jonah Peretti: CEO
Source: http://recode.net/2015/09/16/this-week-on-recode-decode-ceo-jonah-peretti-explains-how-buzzfeed-won-the-internet/

36. Facebook

37. Rise of The Personal Agent

38. Source: https://www.ketchum.com/engaging-gen-z
Be Fast - Be Mobile
- Be Everywhere