milestone webinar, impact your rank and revenue with top search strategies

IMPACT YOUR RANK AND REVENUE WITH TOP SEARCH STRATEGIES

Milestone Confidential

Panelists

Jake Brennan, Marketing Associate Moderator

Aaron Horowitz, Digital Marketing Specialist

Terry Teng, Digital Marketing Specialist


Agenda

1 How do customers search today?

2 What is most important for SEO success?

3 How to stay ahead?

Source: Google


Searches for Travel-Hospitality

1 2 3 4

534 Google Searches

1400 Images

166 Google Searches

52 Google searches

“5 airlines & 8 hotel brands searched before

booking”

17 Google InteractionsNear me (Bars,

Restaurants, Hotels, Breakfast)

Source: https://www.thinkwithgoogle.com/topics/travel-hospitality.html

Make-A-Plan-Moment Book-It-MomentI-Want-To-Get-Away-

MomentCan’t-Wait-To-Explore-

Moment


Search Today: All About User Experience

(Conversational Content)Schemas

IndexSocial Links /

Citations

PANDAThin

content / duplicate content

PENGUINBad links / Keyword stuffing

HUMMINGBIRD

AMP HTMLAccelerated Mobile Pages

(New FrameworkAMP HTML puts content in fast lane)

KNOWLEDGE GRAPH(Drive wearable technology)

Voice Search


Top 5 SEO Success Factors

Robust Website Technology

Mobile-Centric Approach

Optimize Google My Business

Strong & Authoritative Links

Managing Online Reviews

ROBUST WEBSITE TECHNOLOGY


Optimizing Website Technology for User and Search

Minimize HTTP requests Minify JS & CSS Optimized images GZIP components

HTML CSS < > xmlHTML Validation CSS Validation Link Checker /

Internal LinksCanonical Tags Sitemap - XML

(Images, Video)

Optimized meta tags Header tags – H1, H2, H3

Alt Tags for Images

meta <h1>

Schemas Markup

Platform Performance and Website Speed

Optimization

Crawlability Optimization

Search Optimization

Social Tags



Hummingbird: Essentially, Google’s Algorithm

Crawling Parsing Indexing Search

collects information on the web;

identifies the information

collected, labels it;

identifies relationships

between words and/or phrases;

understands queries, retrieves

filtered information and ranks the

resources.

1 32 4



Central Dashboard for Auditing Website Health


Schema mark-up: Tourist Attraction

This is how search engines consume data on this page

MOBILE CENTRIC APPROACH

“Hey Google, find hotels near me”

• In the US, over 50% of the queries on Google come from mobile

• 20% of those queries on Google are voice queries


Leverage FAQ Pages For Voice Search


Direct answer

Ranking for non-

branded keywords



Create a Pleasant Cross-Device Experience

98% are switching between devices

Mobile Centric Approach


Optimize Website Speed on Mobile & Desktop Mobile-Centric Approach


Google’s AMP – Accelerated Mobile Pages – expanding beyond news to all mobile sites

Google AMP

Search

Google AMP News

NoGoogle AMP

We are AMP

Ready



Milestone Case Study: MillwoodInn.comMobile-Centric Approach


Less Content; Customized For Mobile

• “Less Is More” content gives users what they need in micro moments • Provide direct answers for user queries • Optimize mobile website for speed

Less for life on the go

Everything at your

fingertips

Content for mobile journey


OFF-PAGE SEO FACTORS


How Are Customers Searching for Your Business?


Improve Your Business’s Local Ranking By Optimizing Google My Business.

• Verify location with correct name, address, phone number, website URL, & category.

• Keep your hours accurate; include special hours

• Manage and respond to reviews

• Add photos Source: https://support.google.com/business/answer/7091?hl=en



Impact of Photos on Google My Business

All Time Photo Views


Photos updated


Recent Changes to the Knowledge GraphOptimize Google My Business


Ranking In Local 3 Pack – Local Businesses

RelevanceMatch with the search

query

Distancehow far is business from the location term used in

a search?

ProminenceLinks, articles,

directories and review count, position in web

results

Source: https://support.google.com/business/answer/7091?hl=en



Focus on Relevant Variety, and Emphasize the Core Links


Local Listings Data Aggregators Internet Yellow Pages

Business & Industry Maps Social Channels


Saturate Maps with Business Information

Enhanced Business

Information



Actively Monitor and Manage ReviewsManaging Online Reviews

Incorrectly listed & 4.2 star rating Unresponsive to reviews

Local 3 Pack31% drop MOM local keywords

Hotel in San DiegoHotel in San Francisco

Correctly listed & 4.3 star rating Responding to reviews

Local 3 Pack29% rise MOM local keywords

STAYING AHEADAND KEY TAKEAWAYS

FOR BUSINESSES


Current Trends Reshaping the Future of Search

Augmented Reality – Pokemon Go

Augmented Reality


Current Trends Reshaping the Future of Search

Augmented Reality – Pokemon Go

Machine Learning - RankBrain

Machine Learning


Key Takeaways For Businesses

• Chase the user experience, not algorithm changes

• Fix your website platform before anything else

• Focus on promoting accurate information

• Actively manage reviews across all channels


[email protected]

Next Webinar:Key Strategies to Maximize Your 2017 BudgetSeptember 8th, 11am PT

Thank You!

mailto:[email protected]