in 2016 seo need to know - lawlytics.com€¦ · avoid in 2016 buying, trading or unnaturally...
TRANSCRIPT
SEO Need To KnowIn 2016
“Google… what should I do?”
● The Time: Near future.● The Place: San Francisco, CA● The Setting: On Public Transportation● The Person: A Potential Client● The Method: Voice search● The Question: “Can I stop bill collectors from calling me?”
Presented by:
Attorney & LawLytics CEO Community Manager
Dan Jaffe Victoria Blute
Webinar Timeline
● Part 1: How search engines work; SEO best practices for 2016● Part 2: Avoiding SEO traps and pitfalls● Part 3: Q & A
About This SEO in 2016 Webinar
● How Search Engines Work● Content● Alternative Presentation● Google’s Guidelines● Long-Tail Searches● Social Media
What I’ll cover:
How Search Engines Work
Three steps to bring you information:
● Crawling ● Indexing● Retrieval
A Little Search Engine History...
•Early search engines
•Problems with this method
•Blackhat SEO
A Little Search Engine History...
● Introduction of Google’s Panda & Penguin
● Search engines today
Content
● High-quality ○ Significant
○ Unique
○ Insightful
○ Trustworthy
● Published regularly
● Updated Google algorithms
Content: Alternative Presentation
● Text vs. video?
● High-quality videos engage
viewers
● “Unboxing” videos
● Google’s video best practices
Google’s Guidelines
The basics
○ Design & Content
○ Technical
○ Quality
Google’s Guidelines
Design and Content:
● Useful, information rich sites
● What are people asking?
● Avoid user frustrations.
Google’s Guidelines
Technical:● Think about how others view your site.
● Good content ≠ a good website.
● Make sure your site is crawlable.
Google’s Guidelines
Quality:
● “Make pages for users, not for search
engines.”
● Could you tell a Google employee about
what you’re doing?
● Make your content one-of-a-kind.
Google’s Guidelines
Google in 2016:
● Mobile search
● Responsive design
Long-Tail Searches
● Search ≠ Keywords
● Google’s RankBrain
● IPAs
Social Media
Facebook’s recent deal with Google...
Real Time
Negative results may come faster.
Ignorance Is Not A Defense
Your identity (and that of your law firm) has a responsibility.
Organic vs. Paid Search
AKA, investing in assets vs. calculated expense centers.
Paid Ads
Map Listings
Organic Results
A Google search for “california criminal defense attorney.”
A Google search for “california criminal defense attorney” with AdBlock on.
Avoid in 2016
● Buying, trading or unnaturally procuring links.● Directory submissions.● Recycled content.● Flashy designs for the sake of being different.● Anything that sounds too good to be true (ie, happens FAST).
Do in 2016
● Invest in your firm’s future.● Build something of enduring value.● Create high-quality content.● Answer better questions.
Q & A
Please submit your questions via the GoToWebinar control panel.
