the future of technical seo isn't your website

@petecampbell [email protected]

The Future of Tech SEO ..Isn’t Your Website


THE WEB IS IN DECLINE


I’M NOT SAYING THE INTERNET IS DEAD

3.17 BILLION USERS AND GROWING


INTERNET CONSUMPTION HAS COMPLETELY CHANGED


MOBILE USAGE OVERTOOK DESKTOP IN 2014


MOBILE USERS PREFER APPS OVER BROWSERS


“We’re now getting more searches on mobile devices than desktop worldwide” Amit Singhal – Google SVP Search, 2015


GOOGLE IS RADICALLY ADAPTING


AND THE CHANGES ARE REDUCING ORGANIC TRAFFIC TO WEBSITES


JUST LOOK AT APP INDEXING TO SEE THIS IN ACTION

OPENS PAGE IN THE APP


THAT’S JUST THE START - OPEN DATA IS KEY

Google AMP Project

App Indexing & Deep Linking Structured Data

Google Now Cards Build an API


THE FUTURE OF TECHNICAL SEO


The Future of Tech SEO ..Isn’t Your Website


PETE CAMPBELL / KAIZEN •  Founder / Managing Director

•  Kaizen is a team Content Marketing & Technical SEO specialists

•  “Rising Star of the Year” (Travolution Awards)

•  6+ Years in Agency & In-House Roles

•  Built first website at 11

•  Ran several high-traffic video gaming sites

•  Proud owner of a Game Boy Colour


Get in Touch: @petecampbell [email protected] https://www.kaizensearch.co.uk/

DOWNLOAD THESE SLIDES KAIZENSEARCH.CO.UK/FUTURE-SEO


HOW THE INTERNET HAS EVOLVED


THE FIRST WEBPAGE IN 1991


THE DESKTOP WAS KING OF THE 90’S


THE WALLED GARDEN RULED THE NET


REMEMBER THESE?


THE OPEN WEB WON ..THANKFULLY


INTERNET ENABLED LAPTOPS ARRIVED


WEBSITES BECAME USEFUL


BUT SMARTPHONES HAVE RESTARTED EVERYTHING


THE WALLED-GARDEN IS BACK & WINNING


NATIVE APP’S PROVIDE A BETTER UX


FREE

BUILT TO BE VIRAL

COMMUNITY

SPECIAL OFFERS

RATINGS & REVIEW

BUSINESS INFO

EASY TO SETUP

WALLED GARDENS


CAUSING WEB INNOVATION TO DIE


OPEN SOURCE CMS

USES FRAMEWORK

ALL WEBSITES LOOK THE SAME

MATERIAL DESIGN


75% OF BUZZFEED’S TRAFFIC COMES FROM SOURCES OTHER THAN THEIR WEBSITE

27%

23% 21%

14%

2% Facebook Video

Direct Web/App

Snapchat

YouTube

Facebook Referral

Facebook Image

Other Platforms

Organic SEO


HOW SEARCH HAS EVOLVED


Query Results Revised Query

“Hotels” Hmm, not right

“London Hotels”

HOW WE USE TO SEARCH


HOW IT’S ADAPTED

Query Contextual Results Action / Answer


Query Answer Conversation

AND NOW IT’S GOING FURTHER


SO WHAT’S THE FUTURE?


THE FUTURE OF TECH SEO IS OPEN DATA


AND YOU CAN MAKE A START NOW

Google AMP Project




GOOGLE AMP


ACCELERATED MOBILE PAGES PROJECT (AMP)

•  Mobile Optimised Content

•  Pre-Fetched by Google

•  Loads Instantly

•  New Ad Opportunities

https://www.ampproject.org/


AMP CONSISTS OF THREE DIFFERENT PARTS

AMP HTML AMP JS Google AMP

Cache


HOW PUBLISHING WORKS


<!doctype html><html amp><head>

<meta charset="utf-8"><title>5 Reasons Every Marketer Should Learn to Code - Kaizen</title><link rel="canonical" href="https://www.kaizensearch.co.uk/blog/seo/5-reasons-

marketers-should-learn-to-code/" /><script src="https://cdn.ampproject.org/v0.js" async></script><style amp-boilerplate>body{-webkit-animation:-amp-start 8s steps(1,end) 0s 1

normal both;-moz-animation:-amp-start 8s steps(1,end) 0s 1 normal both;-ms-animation:-amp-start 8s steps(1,end) 0s 1 normal both;animation:-amp-start 8s steps(1,end) 0s 1 normal both}@-webkit-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@-moz-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@-ms-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@-o-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}</style><noscript></head><body>

<h1>5 Reasons Every Marketer Should Learn to Code</h1><p>You’ve probably heard it a couple times already – read a clever article on Moz

or from your smug colleague’s boasting over a cup of coffee in the morning: the next marketing must-have skill is coding.</p></body></html>

https://www.kaizensearch.co.uk/blog/seo/5-reasons-marketers-should-learn-to-code/amp/

AMP Code In Action


NORMAL


AMP VERSION


NORMAL

AMP VERSION

71% FASTER


HOW TO IMPLEMENT GOOGLE AMP

https://wordpress.org/plugins/glue-for-yoast-seo-amp/

https://wordpress.org/plugins/amp/


HOW TO IMPLEMENT GOOGLE AMP

https://www.ampproject.org/docs/get_started/create_page.html


BEST PRACTICES FOR GOOGLE AMP

ü  Add rel=“canonical” tags on AMP Pages

ü  Use rel=“AMPHTML” on the non-AMP version https://www.ampproject.org/docs/guides/discovery.html

ü  Built in Support for Google Analytics https://developers.google.com/analytics/devguides/collection/amp-analytics/#supported_user_interactions_for_google_analytics

ü  AMP Report in Search Console to Track Performance https://support.google.com/webmasters/answer/6328309


APP INDEXING & DEEP LINKING


APP INDEXING & DEEP LINKING IN IOS9 & ANDROID

OPENS PAGE IN THE APP

‘Install App’ Button Fallback


ONE URL TO RULE THEM ALL

ONE URL – SAME CONTENT

MOBILE APP DESKTOP


HOW TO IMPLEMENT APP INDEXING

1.  Add Support for HTTP URLs

2.  Use App Indexing API or SDK (iOS9)

3.  Test in Android Studio or Safari

4.  Register in Google Search Console

5.  Monitor via Search Analytics Report

https://developers.google.com/app-indexing/android/app http://apple.co/1UMgEkf


STRUCTURED DATA


Knowledge Graph (Organization)

Interactive Breadcrumbs

Sitelinks Search Box (SearchAction)

Blogs & Articles Star Ratings (AggregrateRating)

STRUCTURED DATA EVERY BRAND SHOULD BE USING


LOGO, PHONE NUMBER & SOCIAL MEDIA LINKS ‘ORGANIZATION’ SCHEMA

REQUIREMENTS

•  150px x 150px Logo •  Customer Service Number •  Social Media URLs

SUPPORTED SOCIAL PROFILES

•  Facebook •  Twitter •  Google+ •  Instagram •  YouTube •  LinkedIn •  Myspace •  Pinterest •  SoundCloud •  Tumblr


DISPLAY AN INTERACTIVE BREADCRUMB TRAIL ‘BREADCRUMB’ DATA VOCABULARY

REQUIREMENTS

•  Display a Visual Breadcrumb Trail to Users

On-Site Breadcrumb


ECOMMERCE? USE SITELINKS SEARCH BOX MARKUP ‘SEARCHACTION’ SCHEMA

REQUIREMENTS

•  An Internal Search Engine On Your Site •  Try Google Custom Search Engine if Needed


USE CUSTOMER REVIEW DATA TO GAIN STAR RATINGS ‘PRODUCT/AGGREGATE RATING’ SCHEMA

REQUIREMENTS

•  Real-Customer Review Data •  No Data? Run an Incentive-Based Survey •  Testimonial Page


USE OUR FREE MARKUP TEMPLATE

Google Sheet: http://bit.ly/1XgTG5o


GOOGLE NOW CARDS


CONTEXTUAL RESULTS WITH GOOGLE NOW


GOOGLE NOW USES STRUCTURED DATA IN EMAILS

https://developers.google.com/schemas/tutorials/embedding-schemas-in-emails

https://developers.google.com/schemas/now/cards


4 DIFFERENT TYPES OF GOOGLE CARDS

HOTELS FLIGHTS


4 DIFFERENT TYPES OF GOOGLE CARDS

RESTAURANT EVENT TICKETS


BUILD AN API


A VERY BASIC EXPLANATION OF HOW AN API WORKS


EXPERIMENT WITH JSON-BASED API’S ON YOUTUBE

Grab YouTube ID

Create a Project to Get API Key: https://console.developers.google.com/apis/library


YOU BUILD A URL TO REQUEST YOUTUBE VIDEO INFO


https://www.googleapis.com/youtube/v3/videos?id=EI0ib1NErqg&key=APIKEY&fields=items(snippet(title,description,thumbnails(default(url))))&part=snippet,contentDetails

Requests Video Title & Description

Requests Thumbnail URL


AND GET A RESPONSE IN JSON CODE


{ "items": [ { "snippet": { "title": "Game of Thrones Season 6: Trailer #2 (HBO)", "description": "Subscribe to the Game of Thrones YouTube: http://itsh.bo/10qIOan\n\nGame of Thrones Season 6 premieres April 24th at 9PM.", "thumbnails": { "default": { "url": "https://i.ytimg.com/vi/EI0ib1NErqg/default.jpg" } } } } ]}


YOU CAN EXPERIMENT WITH ALL OF GOOGLE’S API’S

https://developers.google.com/apis-explorer


USE DEPLOYD TO START BUILDING YOUR OWN API

http://deployd.com/


OR BUY THIS AWESOME BOOK

https://apisyouwonthate.com/


YOU’RE ALMOST READY FOR THE FUTURE OF SEO

Google AMP Project




JUST ONE MORE THING..


AI VOICE ASSISTANTS


GOOGLE & SIRI VOICE ACTIONS IS RESTRICTIVE

“SEARCH FOR [KEYWORD] ON [APP NAME]”

Intent Action Context

https://developers.google.com/voice-actions/system/

Google-Approved API Commands Only


GOOGLE & SIRI VOICE ACTIONS IS RESTRICTIVE

http://apple.co/1YilYuO

Use NSUserActivity to build index of App Content & Search Activities

Eligible Activities Only Appear on Siri

No Siri API Yet


VIV WILL BE AN OPEN AI THAT ENABLES YOU TO PURCHASE WITH VOICE SEARCH ONLY IN ANY APP

https://youtu.be/Rblb3sptgpQ?t=9m32s


THE FUTURE OF TECHNICAL SEO


LET’S JUST STOP THIS HAPPENING OK?


Get in Touch: @petecampbell [email protected] https://www.kaizensearch.co.uk/

DOWNLOAD THESE SLIDES KAIZENSEARCH.CO.UK/FUTURE-SEO

Thank You!