what google really wants & how to futureproof seo
DESCRIPTION
Patrick Altoft talks at the Branded3 seminar about what Google wants and how personas and Hummingbird are driving content strategyTRANSCRIPT
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What Google wants & how to future-proof SEO
Patrick Altoft – Director of Search
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What’s happening in
SEO?
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You can’t rank unless you deserve to rank
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What Google wants“The goal of many of our ranking changes is to help searchers find sites that provide a great user experience and fulfil their information needs. ”
Matt Cutts
Our strategy therefore is to make our clients a better search result than their competitors.
This can be split into two simple to understand factors:
• Creating more authority & being a better/more reputable company
• Making better landing pages, specifically your primary pages
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The current
SEO LANDSCAPEB3
CITATIONS
BUILD
CONVERSATIONS
NEWS
ON-SITE
OFF-SITE
Sentiment
SOCIAL
Authority Relevance
Freshness
is listening to…
DESIGN
CONTENT
BLOG
Engagement
Satisfaction
Structure
Quality
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The future (& present) of SEO
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Focus on Users
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Return to SearchYou have a few seconds to get the visitor’s attention and persuade them that they have arrived at a site that will answer their query
If they go back to Google that’s a negative signal
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Hummingbird
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Hummingbird[Hummingbird] Gave us an opportunity [...] to take synonyms and knowledge graph and other things Google has been doing to understand meaning to rethink how we can use the power of all these things to combine meaning and predict how to match your query to the document in terms of what the query is really wanting and are the connections available in the documents. and not just random coincidence that could be the case in early search engines.
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Understanding which words in a query matter most & giving them more weight
Long tail & badly thought out queries will now get much better results
Users are more satisfied
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ExampleGoogle wants to rank the best result for the query
Not just the one that best matches the keywords the user searched for
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UK exampleGoogle wants to rank the best result for the query
Not just the one that best matches the keywords the user searched for
We are not sure why this hasn’t changed
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SatisfactionOther than low quality websites, the biggest cause of searchers not being satisfied is the fact that Google showed them something they just were not looking for
Even if most people are satisfied there are always certain segments of people that are totally unhappy with a search result
Hummingbird will allow Google to dramatically increase satisfaction rates by gaining a better understanding of what people actually want, rather than what they type into the search box
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Segmentation & Personas
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Could Google really understand what people want?
•Cars•Holidays•Likes•Restaurants•Hotels
Andy
•Cars•Holidays•Likes•Restaurants•Hotels
Vin
•Cars•Holidays•Likes•Restaurants•Hotels
TimAudi
CruisingSEO
IndianHilton
MercedesMalaysiaBusiness
IndianLastminute.com
FordTurkeyDesignIndian
De Vere
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SegmentationMost brands perform research & segmentation to understand their customers
Until now, nobody has applied this research to content strategy with the aim of improving SEO performance
Branded3 is working with Incite, part of the St Ives Group, to create accurate segmentation models and are already using this knowledge to drive our content strategy
By understanding who the searcher is & what they are looking for we can satisfy a much greater percentage of searchers
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Incite.ws
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Segmentation & Content Strategy
• “Cruise deals”Mum with kids
• “Cruise deals”Retired couple
• “Cruise deals”Honeymoon couple
Privacy, romance, spa, day trips, food, fitness
Social, food, entertainment
Play areas, babysitting,
games, kids pools
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Keyword Audience Research
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Content Strategy
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Content Audit Document
•Typography•Readability•Spelling/grammar•Shareability•Keyword use•Copyscape report on stolen content
•Social media shares
Shareable Content
•Brainstorming•Competitor Analysis•Examples & screenshots from competitors
Informative Content
•Research Q&A on Yahoo Answers, Quora, Facebook, Twitter
•Search for questions in Analytics data & keyword tool data
•Gap Analysis of current content
•Examples & screenshots from competitors etc
User Generated Content
•Reviews – implementation, incentivisation etc
•Q&A section or Q&A on product pages etc
•Forums, blog comments, guest blog posts, in-depth content reviews
•Examples & screenshots from competitors etc
Site Structure
•Where does content need to go (blog or Q&A etc)
•How should the sections be structured
•Design & UI• Interlinking between sections
•Examples & screenshots from competitors
Content Roadmap Document
•Monthly or weekly content plan
•Special events & calendar
•Blog calendar•PR calendar
Content Strategy Framework
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Demographics
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Not Provided
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Data SourcesNot provided will be 100% soon – no more keyword data, attribution modelling becomes largely useless
Solutions
• Total organic visits to top landing pages• Total search visits minus brand clicks from WMT data• Estimated visits per keyword via rankings, CTR & search volumes• Click share for product categories
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A Good CTR Model
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A Better CTR ModelActual CTR from WMT
We will be sending details next week
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