ncet tech bite | chad hallert, how to rock seo | may 2016

Confidential. Intellectual property of Noble Studios.

How to Rock SEO in 2016 (and beyond)!NCET Tech Bite · May 25, 2016

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Chad HallertWinner of The Direct Marketing News' 40 Under 40 and an expert in Digital Marketing, Analytics and Optimization, Chad Hallert brings more than 15 years of digital marketing leadership experience to his role as Strategy Director at Noble Studios. Chad was also an honoree at last night’s Reno-Tahoe 20 under 40 Awards hosted by the Young Professionals Network and RGJ.

https://www.linkedin.com/in/chadhallert

Your speaker.

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First things first.

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Let’s start with a quick definition.

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There are too many options.

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Over 200 ranking signals.

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Is this you?

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• “We don’t need SEO”

• “Our company is too small for SEO”

• “SEO takes too long”

• “SEO costs too much”

• “SEO is snake oil”

Common excuses we hear.

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Why is SEO so important?

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• Google gets over 100 billion searches per month• 51% of ALL web traffic comes from organic search

Sources: Mashable, Brightedge

Your customers are there.

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A lot happens before customers find you.

Source: Google

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And we mean a lot!

Source: Google

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Share of Searches - Desktop

Google dominates and the stakes are high.

Source: Google

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The competition is fierce.

Source: Search Engine Land

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Organic traffic offers the best ROI.

Source: Search Engine Land

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The changing SEO landscape.

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Don’t forget the fundamentals.

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Don’t forget the fundamentals.

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Don’t forget the fundamentals.

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1,000+ algorithm updates in 2015.

Source: Moz

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Lots of new “things” on the results page.

Source: Moz

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The way we think.

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The reality.

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Spot the organic listing.

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Spot the organic listing.

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Spot the organic listing.

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Spot the organic listing.

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Spot the organic listing.

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Spot the organic listing.

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It’s time for a new approach.

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3 factors for success:

• Be fast and useful

• Focus on the customer

• Give Google some help

60 slides boiled down into 1.

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Be fast and useful.

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What was the first thing you did this morning, after waking up?

A) Brushed my teethB) ExercisedC) Ate breakfast D) Checked my phone

Let’s Start with a Question

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Who Would Have Guessed It?

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What Would You Give Up For Your Smartphone?

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Computer

Shoes

Toothbrush

Sex

Exercise

Caffeine

Chocolate

Alcohol

0% 10% 20% 30% 40% 50% 60% 70% 80%

20%

21%

22%

33%

54%

55%

63%

70%

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Watch for yourself.

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Over half of all searches now take place on a mobile device

• 67% of mobile searches list different results than desktop

Constant mobile access has changed consumer expectations

• 40% of people abandon a website that takes more than 3

seconds to load

The impact of mobile.

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• Identify 2-3 key moments where your business needs to “show up”

• Create content that will help your customers in those moments

• Be race car fast

Your mobile plan.

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Identify key moments to “show up.”

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Offer practical, informational content and frame it in a way that clearly answers questions.

Hold the sales pitch for later.

Help your customers.

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Be race car fast.

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Start with a diagnostic.

Fix!

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Then dig deeper.

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Are you competitive?

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Now get to work!

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• AMP is a way to build web pages for static content that render fast.

• Up to 10x faster than standard mobile pages

• Google preferences AMP content in mobile search results.

• If you have a blog, or content focused site, look into AMP.

Get AMP’d.

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Focus on the customer.

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Google launches AI machine learning.

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Introducing RankBrain.

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How RankBrain impacts search results.

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Another example.

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Where most of us are at.

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More than keywords.

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User Need

Keyword Search

Useful Content

Desired Action

Where most of us focus.

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User Need

Keyword Search

Useful Content

Desired Action

What we overlook.

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What you want to say.

What your customers

are interested in.

Addressing user needs.

You want to live here.

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How to determine user needs.

• Your institutional knowledge

• Review the top sites

• Focus on answering questions

• Leverage Google suggestions

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Your knowledge and experience.

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Look at the top sites.

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Answer questions.

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Leverage Google’s suggestions.

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Give Google some help.

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What the user is

searching for

What your

page is about

Search rankings

Two sides of the story.

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But, it’s just an Apple.

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What Google sees.

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This is formerly science fiction.

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Make it easy for Google.

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Schema markup is code (semantic vocabulary) that you put on your website to help the search engines return more informative results for users.

If you have a Webmaster - use this!

Here’s how: Schema to the rescue.

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What it looks like to Google.

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What it looks like to us.

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Lots of uses.

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That’s OK, we also have Data Highlighter!

What if you don’t have a webmaster?

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Login into Google Search Console.

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Start highlighting.

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You’re done. Do the happy dance.

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Let’s summarize.

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Thank You!

NobleStudios.com