seo 2017 - how to dominate search
TRANSCRIPT
NavneetKaushalCEOPageTraffic
How to Master SEO in 2017
�How SEO has changed!
COURTSEYE2MSolu/ons
Update WhenDidItHappen? WhatHappened?
MobileFirstIndex OctoberGooglepriori/sesit’smobileindexoverit’sdesktopversion.Conduc/ngmorefrequentindexupdates&rewardingquickloading,‘mobilefriendly’siteswithimprovedorganicvisibility.
AcceleratedMobilePages FebruaryTheAcceleratedMobilePages(AMP)byGoogle&TwiQer,allowsdeveloperstocreaterapidlyloadingwebpagesformobilesearchusers,dras/callyimpac/ngmobilesearchspace.
GoogleRankBrain JuneGoogleimprovedit’ssearchalgorithmbylearningtheintentbehindauserssearch.Throughmachine-learningAI,aenhancedlearningsystemcalled‘RankBrain’wasborn.
GooglePenguin4.0 SeptemberThelatestitera/onofthePenguinupdatebecomesreal/meandacoreelementofGoogle’ssearchalgorithm.(NBTarge/ngwebsiteswithpoorqualitylinksandpenalisingaccordingly)
RemovalAdWordsRightAds FebruaryGoogleremoveditsSEMaddsfromtherighthandsideofsearchresultsandexpandingtop/boQomplacements.Thispushedorganiclis/ngsfurtherdownthesearchresultspage.
What’snewwithGoogle?
Mobile
Titlelength• Desktop=~70characterswithspaces• Mobile=~55characterswithspaces
Content
Pandaupdate• Addressesduplicatecontentandthincontent
• Veryimportanttoremoveduplicatecontentfromasite
• Now“regularly”runs• AccordingtoGaryIllyesatGoogle,everyfewweeks
Links
Penguinupdates• Penguinfocusedonlinkspam• “Anylinksintendedto
manipulatePageRankorasite'srankinginGooglesearchresultsmaybeconsideredpartofalinkschemeandaviola/onofGoogle’sWebmasterGuidelines.Thisincludesanybehaviorthatmanipulateslinkstoyoursite.”
• LASTUPDATED9/23/2016!– Previousupdatewas10/17/14
GooglePossumupdate?• ReleasedinearlySeptember• Seemstofocusonlocalresults
Whatyouneedtodo• Ifyouhavemul/pleoffices/loca/ons,besuretoentereachaddressforthatloca/on– Don’tjustdefaulttousingonemainaddressoracorporateaddress/phone
Technicalissues
tlds
SocialFactors
Socialisnotarankingfactor
Whattoaudit?• Technicalissues• Links• Content• Analy/cs
Capitalizeonyourhardworkinseo!• Retarge/ng
– Putcodeonyoursitetoday!– Youcan’tbuildtheseaudiencesretroac/vely
• Plamorms– GoogleAdWords– GoogleAnaly/cs– BingAds
• Manycookieslastatleast180days
› Facebook › Twitter › Pinterest
THEGOALSOFSEARCHENGINESSTILLREMAINSTHESAME.
BUT…
SEARCHENGINESARE
IT’SHARDERTOMANIPULATERESULTS
ANDTHEFOCUSNOWISONBEINGTHEQUALITYRESULT.
SO,SEOSHAVEHADTOCOMEALONGWAY
FROM…
TO….
2012
A big majority of SEOs were BUYING links Some SEOs were still doing directories A few were doing article marketing, but badly..
So Creating Good Quality articles WORKED
FCUK�SEO
by early 2014…..
Most SEOs were knee deep trying to resolve penalties The black hats were now charging for removing the links that they sold you the year before ;) By now everyone was desperately jumping on the content marketing bandwagon…..
2011 2012 2013 2014 2015
Yes you could:
1. Write an article2. Spin it (several versions of same article)3. Buy placements on shitty blogs that no one reads
Well done. That is very difficult.
….unless you wantto be “eaten” by apenguin
TO2017SEOESSENTIALS
Next Gen: SEO BASICS
Thereare4goalstoallSearchMarkeDng GeFngFound–SearchEngineOpDmizaDon
KeepingPeopleInterested–Content&Features
LeadGen-ConverDngVisitorstoTakeAcDon
Intelligence-MonitoringAcDvity
Current Problems
• MiscommunicaDonaboutSEO• GogglePanda&PenguinChanges• HiddenissueswithCMSSystems• TrendylayoutsthathurtSEO• BoilerPlate&DuplicateContent• Youmeanmywebdeveloperdoesn’tknowthis?
• ResponsiveDesign
Next Gen: SEO BASICS EverythingaboutsearchengineopDmizaDonisaboutRelevancy,Relevancy,Relevancy!
FocusonTargetKeywordPhrase
Content Codes LinkPopularity Technical
BE MOBILE FRIENDLY
• 91%ofadultsownamobilephoneofsomesort• 56%ofadultsownasmartphone• 83%ofUSsmartphoneownersusetheirphoneinstores• hQps://developers.google.com/webmasters/mobile-sites/mobile-seo/?
hl=en
Think.Mobile.First.
IFYOURPHONEDOESN’TDISPLAYFLASH,GOOGLEWILLNOTSHOWFLASHSITESINYOURRESULTS.
MaQCuQsofGoogleatPubconinOctober2013
IFYOURWEBSITEROUTESALLMOBILETRAFFICTOTHEHOMEPAGERATHERTHANTHEINTERNALPAGETHEUSERWASATTEMPTINGTOVISIT,ITWILLBERANKEDLOWER.
MaQCuQsofGoogleatPubconinOctober2013
IFYOURSITEISSLOWONMOBILES,GOOGLEISLESSLIKELYTORANKIT.
MaQCuQsofGoogleatPubconinOctober2013
HAVINGAMOBILESITEISJUSTTHESTART.
hQp://developers.google.com/speed/pagespeed/insights
MOBILEREADYMEANS:• Loadingquicklyonmobile
MOBILEREADYMEANS:• Loadingquicklyonmobile
• Enablinguserstonavigatearoundonasmallscreen
MOBILEREADYMEANS:• Loadingquicklyonmobile
• Enablinguserstonavigatearoundonasmallscreen• Takingmobileuserstothecontenttheyexpecttosee
MOBILEREADYMEANS:• Loadingquicklyonmobile
• Enablinguserstonavigatearoundonasmallscreen• Takingmobileuserstothecontenttheyexpecttosee• Enablinguserstoreadwithoutpinchingandzooming!
SITE SPEED
• PagespeedmaQers(now).Sobenchmarkyourselfagainstleaders.Ina
way,that’sfun,youcancreate“Pagespeedcontests”now.
• Todoso,installGooglePageSpeedandYahoo’sYslow.• Runthemonyourhomepageandatleastafewrandominternalpages
• Followeveryrecommenda/onsfor:imageop/miza/on,gzip
compression,javascript“minifica/on”,CSS“minifica/on”.
• Oncethisisdone,lookatsubtlerspeedimprovementstheyrecommend.
• MovingtoastableCloudenvironmentisn’tabadideaeither.
What’sGoingOnWithFeaturedSnippets&Google’sRichAnswers?
RanksNumber3Normally
Thefruitsofsuccess
HowCanIGetMeSome?
HowToImplementaNoFollow?
HowToImplementaNoIndexTag?
HowToImplementaRelAlternateTag?
HowToImplementaRelCanonical?
HowToImplementaVary:UserAgentHeader?
StartWithaListofCommonQuesDons
IncludedTranscriptsWithaClearOutlineofSteps
TheContentShouldProvidedaLotMoreInfoThanJustthe“How
To”
ShareURLsonGoogle+
SubmittheURLsinSearchConsole
IdenDfyaSimpleQuesDon
ProvideaDirectAnswer
MakeitEasyforUsers(andGoogle)toFind
1
2
4
OfferValuedAddedInfo3
INTERNATIONALSEO
Hreflang
WhatAreTheseAbout?
(Almost)SameLanguageFor
DifferentCountries
MulDpleLanguagesfortheSameCountry
KeyPointsAboutHreflang
SpecifyLanguageOnlyorLanguageandCountry
SpecifylanguageinISO639-1format
SpecifycountryinISO3166-1Alpha2format
SpecifyinHeader,Sitemap,orHTTPHeader
SpecifyinOnlyOneoftheThreePlaces
MustbeMutual
GETSOCIAL
NODIRECTIMPACTONSEARCHRANKINGS
(YET)
hQps://www.youtube.com/watch?v=udqtSM-6QbQ
BUT…
hQp://socialmarke/ngwri/ng.com/how-to-perform-seo-on-your-website-with-social-media-infographic/
• Claimbrandonappropriatenetworks• Buildconversa/onsontheonesyoucanmanage
• Encouragepeopletocreatecontentforyou;youcurateitagainstkeywordresearch
• UGCcontentdoesn’thavetobeon-site• Pinterestboards• LinkedInGroups• Instagram
BuildRela/onshipsWithSocialNetworks
YOURSOCIALAUDIENCEWILLENHANCEYOURSEO
BRANDSIGNALS
BRANDSEARCHVOLUMEMATTERSMORE
CITATIONSMATTERMORE
• Gaincita/onsandlinksforyourbusiness:• Guestpost• Getquoted• Holdanevent
• Useavarietyofsourcesforcita/ons&links:
• OTAs:Yelp,TripAdvisor• NewsSources:N&R,WSJournal• Local‘Zines:Yes!,RhinoTimes
• Tools:• GoogleSearchConsole• Moz($)• Majes/c($)
BuildYourBrandBeyondYourWebsite
• Gaincita/onsandlinksforyourbusiness:• Guestpost• Getquoted• Holdanevent
• Useavarietyofsourcesforcita/ons&links:
• Yelp,TripAdvisor• N&R,WSJournal• Yes!,RhinoTimes
• Tools:• GoogleSearchConsole• Moz($)• Majes/c($)
BuildYourBrandBeyondYourWebsite
SENTIMENTSMATTERMORE
MaQCuQsofGoogleSXSW2013
POSITIVESENTIMENT• Posi/vereviews
POSITIVESENTIMENT• Posi/vereviews
• Google’sownsystems
POSITIVESENTIMENT• Posi/vereviews
• Google’sownsystems• Trusted3rdpar/es
POSITIVESENTIMENT
• Posi/vereviews• Google’sownsystems• Trusted3rdpar/es
• Posi/vecita/onsonGooglePlus
POSITIVESENTIMENT• Posi/vereviews
• Google’sownsystems• Trusted3rdpar/es
• Posi/vecita/onsandinterac/onsonGooglePlus
• Posi/vecita/onsacrosstheweb
It’s not bragging if it’s true
Attract rather than Sell
Create content that DESERVES links and MARKET that content.
• Contentshouldbecreatedforyourusers
• FAQs• Help/TutorialVideos• Infographics
• Tools:• GoogleKeywordPlanner• GoogleSearchConsole• WolframAlpha• SEMRush($)• Moz($)
LearnYourAudience:Segmenta/on
• Contentshouldbecreatedforyourusers
• FAQs• Help/TutorialVideos• Infographics
• Tools:• GoogleKeywordPlanner• GoogleSearchConsole• WolframAlpha• SEMRush($)• Moz($)
LearnYourAudience:Segmenta/on
• Contentshouldbecreatedforyourusers
• FAQs• Help/TutorialVideos• Infographics
• Tools:• GoogleKeywordPlanner• GoogleSearchConsole• WolframAlpha• SEMRush($)• Moz($)
LearnYourAudience:Segmenta/on
• Contentshouldbecreatedforyourusers
• FAQs• Help/TutorialVideos• Infographics
• Tools:• GoogleKeywordPlanner• GoogleSearchConsole• WolframAlpha• SEMRush($)• Moz($)
LearnYourAudience:Segmenta/on
• Educatetopurchase• Detailtheproductsor
services• Useinternallinking• Describethenon-brand
• Tools:• GoogleKeywordPlanner• GoogleSearchConsole• Analy/cs• Majes/c($)• Moz($)
LearnYourAudience:ConversionFunnel
Website navigation
should include links to pages targeting the
highest search volume phrases!
• Educatetopurchase• Detailproducts+services• Providebusinesshistory• Useinternallinking
• Tools:• GoogleKeywordPlanner• GoogleSearchConsole• Analy/cs• Majes/c($)• Moz($)
LearnYourAudience:ConversionFunnel
ReferenceGuide:GoogleAnaly/cs
Use these menus to view how users arrive and how
they interact with site content!
Understand which
channels & sites are most
valuable!
How many pages
viewed?!
What pages cause people to leave?!
Does my site load fast enough?!
After they arrive, what pages do they click on
next?!What URLs bring people to my site?!
What do they type in the search box?!
Find which social
networks provide most engagement!
Use Advanced Segments for custom audience groups!
BeefUpSiteContent• Iden/fyandfillingapsincontentbaseduponkeywordresearch• IncorporatetargetsearchtermsthroughoutInforma/onArchitecture• Usehubsofcontenttoorganizerelevantpagestogether
Home Page
Hub2
PR Request
s
Contact News + Articles Advice Teenager
s Product Reviews About
NAV 1 / All
NAV 2/ Filtering
NAV 3
Single Content Pages
Suggested Page
Content Hubs Ask a
Q
Photos Videos News
Photo Pages
Video Pages Detail3
News + Articles
Co Parentin
g
For Parents Books
Positive Parentin
g
Tips Techniques
Our Writers
U/lizeMicroformatswithinHTML• Schema.org
• Inventedin2011byGoogle,Bing,Yahoo,&Yandex
• OpenGraph• UsedbyFacebook
toextractaddi/onalmeaning
• developers.facebook.com/tools/debug/
• JSON• JavaScriptmarkup
• RDFa• MarkupextensionofHTML5
• Formerly,GoogleWebmasterTools;s/lltrendsthelast90daysofdata• MajorChanges:
• SearchAnaly/cs• MobileFriendlyTool• Interna/onalTarge/ng
GSCtoFindCurrentOpportuni/es
129!
TheNewSEO“RuleBook”• Google’s Search Patents!• Rule #1: Learn Your Audience!• Rule #2: Make Content!• Rule #3: Be Mobile Friendly!• Rule #4: Get In On the Conversation!• Rule #5: Earn Citations!
130!
TheNewSEO“RuleBook”
3 CORE PRINCIPLES OF SEO INDEXATION• TechnicalSolu/onthatrespectsSEOBestPrac/ces• SiteArchitectureMappedtoSeman/cVer/cals• Archivingthatpreservescontentintegra/on&interlinkingforever
RELEVANCE• Op/mizingKeywordsintoSilos• InternallinkingstrategythatdistributesSEO&PageRankvalue
POPULARITY• Quan/ty/Quality/Age/Frequencyoflinksobtained• Seman/csaspectofbacklinks(anchortext)• Diversifica/onofbacklinkentrypoints(hubpages)
2017SEO
2017SEO
2017SEO
2017SEO
2017SEO
“Searchdemandforcontentwillbeatit’s
highestwiththeadop/onofhome&virtual
assistants”
“Quickwebsitepageloadspeedonmobileanddesktopwillbea
fundamentalissue”
“Contentwillbemoreconversa/onalfocusedasGooglelearnsmoreaboutauser’ssearchintent”
“Websiteuserengagementmetrics(CTR)
willcontributetoawebsite’sorganic
visibility”
“Fresh,frequentlyupdatedcontentamplifiedviasocialchannelsisakey
elementofcontentstrategy”
“Maximisingthevisibilityofcontentassetsin
mobileappswillplayalargepartincontent
awareness”
“Theadop/onoftheHTTPsprotocolwillbe
fundamentalforimprovedmobileorganicvisibility”
Website: www.pagetraffic.com Email: [email protected] Twitter: @navneetkaushal Blog: www.pagetrafficbuzz.com Facebook: www.facebook.com/pagetraffic.in
THANK YOU!