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What Does Google REALLY Care About?
Understand the Search Landscape Search engines have over 30 trillion pages to si2 through.
Why should your website ma2er?
Social Signals Ma4er…but they aren’t #1 • Just having a G+ Share bu9on on your site
can cause your page to be indexed, in absence of all other signals.
• Sharing on Google+ or Facebook will cause the page to be indexed; 4-‐5 days and 7-‐8 days respecIvely (“Google+ indexes like a bunny rabbit!”)
• Sharing on Twi9er? No documented indexing effect.
• Floa)ng share? Increase sharing 20-‐30%!
Schema Markup: Feed the Search Engines Authorship
Video thumbnails
Breadcrumbs, raIngs, pricing
Events
1. Can DOUBLE your click-‐through rate! 2. Figure this (and Google+) out NOW before
“AUTHOR RANK” takes effect (someday…)
3. Your Google+ personal page has Page Rank 4. Use bylines in PDF, Word, PowerPoint
documents – search engines can infer authorship
Please Use Author Markup. PLEASE.
“Using video is like throwing gasoline on your online markeBng… users retain 50% more from
video than from wri2en content.”
This is the most I’ve ever heard video discussed at a conference…
1. It is a form of CONTENT – post it regularly 2. Use video schema to improve click through
3. It is the ‘long tail keyword killer’ and gets clicks
Are you doing VIDEO already?
1. Be a visitor to your own site – is it clear what you expect people to do?
2. SEO and CRO (conversion rate opWmizaWon) 3. Consider use cases. Ex: if you were in a car
accident and suffered a broken leg and a head injury, do you know where to go?
4. Read your content – is it a brag book all about your greatness, or does it provide helpful informaWon for a visitor?
Focus on User Experience
Get creaIve with your content… 1. Find a topical piece, improve on it for your site 2. Create controversy, look at another side 3. Oheat or extreme example of a concept 4. Create a how to guide 5. Create a story with images 6. Event Imelines 7. Comparison arIcle 8. VIDEO
Content… yawn, excuse me?
Take another look at headlines and page Itles – “just the facts, ma’am” vs. “whoa! Check this out!”
Content: Stop Being BORING!
Content CuraWon Tools Content CuraIon <> Content AggregaIon
Give content context, meaning, added value
• List.ly (Curate your posts from other sites, allow voBng, can embed on your site)
• Scoop.it (social curaBon network, highly educated audience, create pages about specific topics)
• Spundge (pull content into a blog, preserve formaOng from original posts)
• Storify (curate event info aPer the fact, add deper context)
Link Building
Nothing has changed.
Link Building the Wrong Way 1. NO blog link networks “link to my blog and I’ll
link to yours… 500 Bmes with the same spammy anchor text!”
2. NO arWcle directories “should I not have 100 arBcles available on free directories that any skeevy website can grab and link back to me?”
3. NO link hoarding “I get links wherever I can, no ma2er what… or I pay $100 month for hundreds of links!”
1. Professional profile sites (Avvo, JusWa, etc.) 2. Comment in RELEVANT professional forums 3. High-‐quality, local citaWon websites 4. Community websites (BBB, Chamber of
Commerce) 5. HosWng a special event, talk or seminar? Post
your event to social calendars like Eventbrite, Zvents and local event calendars
6. Guest posts on RELEVANT sites in your area
Link Building the Right Way
What Does a Penguin 2.0 Drop Look Like?
Now, Penguin 2.0 Recovery
1. Clean up the “bad” (low value) links • Ask webmasters to take down the bad links • Document your efforts • Disavow links you can’t get rid of (last resort!)
2. Get new, high-‐value links 3. Add great content (helps get links!)
Penguin Recovery: How Did They Do That?
“We can see pa2erns in your website’s backlinks – good and bad.” (Duane Forrester, Bing Webmaster Tools)
“If anybody tells you the search engines can’t detect something… RUN!” (Ma2 Cu2s, Google)
1. You’re focused on today, not the future (i.e. Google+ authorship – don’t wait for author rank to ma2er)
2. You rely too much on tools – don’t let tools make decisions for you – THINK and ANALYZE
3. You overlook the basics.
4. You think you DESERVE to rank. So do all the other eleventy billion business owners.
5. Content isn’t really king… you can’t just put up content and call it a day. If you don’t have a detailed markeWng plan to promote your content, it won’t do you any good.
What You Are Doing WRONG
That ONE Piece of Advice… Times Six 1. Always check your backlinks, remove the weakest links. 2. Use Google and Bing Webmaster Tools. 3. Don’t get so caught up in mobile vs. responsive design –
consider apps to break your dependence on search. 4. Don’t be generic in what you SELL, in your CONTENT, in
your MARKETING. Build your brand. 5. Focus on, in this order: CONTENT, SOCIAL,
USER EXPERIENCE, LINKS, SEO. 6. Make something compelling. OpImize your
User Experience. Mobile ma9ers.
1. Google does not discuss all updates as there are >500 per year
2. Panda updates roll out 10 days each month 3. Penguin 2.0 on May 22 was large enough to discuss
(~3% English language queries) – affected links to internal pages, while Penguin 1.0 only targeted home page links.
4. Algorithm changes target types of spammy behavior (types of link building techniques) – more to come
5. New! Hit by manual webspam penalty? You’ll get some sample links in Google Webmaster Tools
Straight from Google (aka Ma4 Cu4s)
6. Mobile is happening faster than anybody anIcipated – you be9er be ready. • Mobile site problems could affect mobile rankings • Mobile redirects are a common problem • Mobile load Imes will ma9er
8. Check your page load Imes – desktop and mobile – “a fast site won’t help you rank be2er, but a slow site could make you rank lower” (think user experience)
9. Looking for ways to determine if a website is an authority in a certain space. If you’re determined to be an authority, your site will rank be9er.
Straight from Google (aka Ma4 Cu4)
Now What?
Are you building your brand, or…
QuesWons?
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