keeping up with google 2014

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William Roy, Web Accounts Manager & Co-Founder @ Immerge Technologies , A McClung Company Keeping Up with Google in 2014 PART OF MC UNIVERSITY

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Page 1: Keeping up with Google 2014

William Roy, Web Accounts Manager & Co-Founder @ Immerge Technologies, A McClung Company

Keeping Up with Google in 2014 PART OF MC UNIVERSITY

Page 2: Keeping up with Google 2014

The Challenge

Page 3: Keeping up with Google 2014

500+ Algorithmic Changes Each Year

In 2012 alone, Google says they had 665 “launches” of new search-changing features

Above: Google’s process based on 2012 data

Page 4: Keeping up with Google 2014

Innumerable Fluctuations in Search Results

On average, each month 8.5 of the top 10 will change ranking position.

And every day, 78% of search results have some ranking change.

Page 5: Keeping up with Google 2014

85+ Unique Types of SERPs

Page 6: Keeping up with Google 2014

There’s New Information Every Day

Marketers are constantly testing, Google is constantly announcing, and new discoveries are constantly being made.

Via 10 SEO Experiments

Page 7: Keeping up with Google 2014

Why Bother Keeping Up?

Page 8: Keeping up with Google 2014

The Opportunity vs. Older Methods Only

Page 9: Keeping up with Google 2014

In SEO, the Rich Get Richer

Top search ranking positions don’t just drive traffic…

They also earn clicks, sales, shares, branding, and links that make it even harder to outrank them over time.

Page 10: Keeping up with Google 2014

If You Used Manipulative Tactics or Outsourced, There’s High Risk

Anchor text heavy link building was once a staple of SEO; now it’s a liability.

Two rec’d posts: Identifying Link Penalties and Guide to Penalty Removal

Page 11: Keeping up with Google 2014

As a Marketer, Keeping Up is as Important as Doing the Work

Page 12: Keeping up with Google 2014

What Do We Absolutely HAVE to Know?

Page 13: Keeping up with Google 2014

Major Algorithmic Updates

This free resource from Moz shows every major, “named” update over the last 13 years

Page 14: Keeping up with Google 2014

Spotlight Update: Hummingbird

Hummingbird promoted results that are less about perfect keyword targeting and more about matching the query’s intent.

Page 15: Keeping up with Google 2014

Major Click-Biasing Changes

Via Eye Tracking SERPs from Dr. Pete

SOME GENERAL IMPLICATIONS As Google moves away from 10 plain listings for more and more searches, it is definitely having an impact on search users. You need to be familiar with your competitive space and take advantage of SERP enhancements, like video thumbnails. Ranking #1 might not be pulling the weight it used to if your competitors down the page have more visually interesting results. These results also suggest that the in-page Local/Places results are having a strong impact, even if they fall in the middle of the page. If your query has a local flavor, you need to be aware of how your Google Places page is competing.

Page 16: Keeping up with Google 2014

e.g. Instant Answers With answers this complete, can anyone get real search traffic for these terms?

Page 17: Keeping up with Google 2014

e.g. Knowledge Graph

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Page 18: Keeping up with Google 2014

e.g. Rel=Author Markup

These show up because the writers have used Google+’s rel=author integration.

Page 19: Keeping up with Google 2014

e.g. Google+ Based Personalization

This only ranks because the person follows Cyrus on Google+

Page 20: Keeping up with Google 2014

Major User Behavior Changes

Pew gives some nice, big picture data in their 2012 search engine use report

Page 21: Keeping up with Google 2014

e.g. Mobile Search Behavior

Via http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/ and http://www.mediapost.com/publications/article/196826/

“What  are  mobile  searchers  looking  for?  Both  mobile  phone  and  tablet  searchers  find  accuracy  of  informaFon  to  be  more  important  than  depth  of  content,  according  to  the  researchers.      Tablet  searchers,  however,  are  placing  more  importance  on  depth  of  content  over  Fme,  while  mobile  phone  searchers  are  placing  less  importance  on  this  measure.”  

Page 22: Keeping up with Google 2014

e.g. Load Speed Expectations

Via Google’s Site Speed Overview

How  does  your  site  stack  up  to  your  industry?  

Page 23: Keeping up with Google 2014

e.g. CTR Curve Changes

Some of the SERPs CTR studies compared by Geoff Kenyon

Every year, the distribution of clicks becomes less concentrated, suggesting more people scrolling further to find what they want.

Page 24: Keeping up with Google 2014

What Google’s History Can Tell Us

Page 25: Keeping up with Google 2014

Google of the Past Focused on Limited Inputs

Page 26: Keeping up with Google 2014

Google of the Future Will (try to) Consider Everything!

For more detail, check out this visual guide to on-page optimization and the 2013 search ranking factors

Page 27: Keeping up with Google 2014

Google of the Past Had 10 Blue Links

Basic results like this comprise less than 20% of Google’s SERPs today.

Page 28: Keeping up with Google 2014

Google of the Future is Visually Complex

Page 29: Keeping up with Google 2014

SEO of the Past Was a Small Subset of Mostly Technical Tasks

Page 30: Keeping up with Google 2014

SEO of the Future Encompasses a Huge Number of Responsibilities

Page 31: Keeping up with Google 2014

SEO of the Past Was Tactical

There is still a lot of this in the SEO field.

Page 32: Keeping up with Google 2014

SEO of the Future is Strategic

We are slowly, as an industry, moving in this direction. Being an early adopter is a powerful thing J

Page 33: Keeping up with Google 2014

3 Strategic & 3 Tactical Tips for Great SEO in 2014

Page 34: Keeping up with Google 2014

Strategy #1: Make Sure Your Marketing & Product Tell a Cohesive Narrative.

Far too many of us in the marketing world do “transactional SEO.” We don’t think about why we’re making content or getting rankings or earning traffic, and thus waste a ton of effort. Google’s Avinash Kaushik wrote an excellent post detailing the “See. Think Do.” Model.

Page 35: Keeping up with Google 2014

Strategy #1: Make Sure Your Marketing & Product Tell a Cohesive Narrative.

Does the story you tell here…

match the way you market, sell, and deliver results here?

Page 36: Keeping up with Google 2014

Strategy #2: Determine Where SEO Really Fits in Your Branding, Education, Conversion, & Retention Efforts?

What kinds of content & rankings will bring the right people to these places at the right time?

Page 37: Keeping up with Google 2014

Strategy #3: Don’t Build a Team of SEOs. Build a Team of Great Marketers with Strong SEO Skills.

More details here: http://moz.com/rand/the-t-shaped-web-marketer/

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Tactic #1: Worry About Earning the Click & Satisfying the Visitor As Much Or More than Ranking Higher

If the snippet doesn’t excite searchers and the page doesn’t deliver value, all the keyword targeting, link building, & social sharing in the world won’t save you.

Page 39: Keeping up with Google 2014

Tactic #2: Better Content > More Content

Page 40: Keeping up with Google 2014

Facebook likes are well correlated with higher rankings, yet all the evidence says Google doesn’t index Facebook directly.

See the full post from Eric Enge: Does Facebook Activity Impact SEO?

?  

Page 41: Keeping up with Google 2014

Tactic #3: Correlation might be more interesting than causation.

More details here: http://moz.com/rand/what-do-correlation-metrics-really-tell-us-about-search-rankings/ and full ranking factors here: http://moz.com/search-ranking-factors

If you can discover what features your higher-performing competition has (in search, social, or content), you’re likely on to something big.

Page 42: Keeping up with Google 2014

Tactic #3: Correlation might be more interesting than causation.

More details here: http://moz.com/rand/what-do-correlation-metrics-really-tell-us-about-search-rankings/ and full ranking factors here: http://moz.com/search-ranking-factors

E.g. I don’t care if Google doesn’t use Facebook. I care because content that gets Likes/Shares also seems to get whatever stuff is needed to rank better.

Page 43: Keeping up with Google 2014

SEO in 2014 is much more than just “SEO.”

Page 44: Keeping up with Google 2014

But every SEO skill you’ve built from 1997-2013 remains

valuable & necessary.

Page 45: Keeping up with Google 2014

Let’s Look At Some Tools

Google Universal Analytics Google Webmaster Tools

Google AdWords & Remarketing Google Page Speed Optimizer

Page 46: Keeping up with Google 2014

Google Universal Analytics

Universal  AnalyFcs  is  the  re-­‐imagining  of  Google  AnalyFcs  for  today’s  mulF-­‐screen,  mulF-­‐device  world  and  all  the  measurement  challenges  that  come  with  it.    UA  just  came  out  of  beta  last  month  in  April  2014.  It’s  the  movement  from  tracking  visits  to  tracking  visitors.    Universal  AnalyFcs  is  the  new  operaFng  standard  for  Google  AnalyFcs.  All  accounts  will  soon  be  required  to  use  Universal  AnalyFcs.    You  need  to  be  savvy  or  have  a  web  developer  take  care  of  the  update.  

Page 47: Keeping up with Google 2014

Google Webmaster Tools

Logging  into  www.immergetech.com    Top  Features  For  First  Time  Tool  Users    •  Preferred  Domain  SeYng  (canonical  seYng  for  where  to  apply  Google  Juice)  •  Data  Highlighter  (for  any  structured  info  so  it  can  show  on  SERPs)  •  Duplicate  Meta  Tag  Assessment  (clean  up  your  pages  to  show  Google  you  care)  •  Major  issues  DiagnosFc  Tools  (important  to  resolve  if  any  listed)  •  Keyword  data  (sFll  get  some  data!)  

LINK:  Google  Webmaster  Tools  Homepage/Login  

Page 48: Keeping up with Google 2014

Google AdWords & Remarketing

Google  AdWords  •  Pay-­‐Per-­‐Click  and  Google  Ads  in  search  are  becoming  more  relevant,  less  ignored  

by  users,  and  blended  in  more  with  the  rest  of  search  results  •  CreaFng  a  profitable  campaign  takes  more  than  just  seYng  up  an  account.  •  Immediate  visibility,  be"er  analyFcs,  and  so  much  more!      Dynamic  Remarke?ng  lets  you  create  and  deliver  beauFful  customized  ads  that  connect  visitors  with  their  unique  past  shopping  experiences  on  your  site.  

Page 49: Keeping up with Google 2014

Remarketing Example

I  visited  Rose"a  Stone  last  night  through  an  ad  I  saw  on  some  site.  I  did  NOT  make  the  purchase...    Today  I  visited  two  sites  through  Google  searches  and  I  saw  two  Rose"a  Stone  ads.  Coincidence?  I  think  not!    

Page 50: Keeping up with Google 2014

Google Page Speed Insights

The  speed  of  your  website  impacts  Google  and  it  influencer  users  staying  on  your  site.  Google  created  a  tool  that  can  rank  your  site  and  provide  recommendaFons  for  a  webmaster  to  implement  to  improve  your  site.    Note:  Not  everything  they  recommend  should  always  be  done!    EXAMPLE:  JavaScript  async  load  recommendaFon  can  break  many  sites.    Let’s  demo.  Any  score  above  70  is  a  good  one.  Don’t  expect  90-­‐100  EVER.    LINK:  Google's  Pagespeed  Insights  Tool  

Page 51: Keeping up with Google 2014

Continue Learning

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Thank  You  /  QuesFons  

Contact  William  Roy  [email protected]  Linkedin.com/in/williamroy  @WilliamRoy  @Immergetech  Direct:  540-­‐307-­‐0766  

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