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How Google is Reading and Ranking Content in 2016
I’m currently accepting new followers - @billsebald
Ten Years Later
It’s like we hit a wall…
“I don’t have any bandwidth.”
Can’t See #*!% In The Weeds
“There are high ROI demands.”
19
I’ll give you $5, how much will you make
me?
Don’t Let This Scare You!
(Yes, that means SEO takes longer these days!)
(Yes, that means SEO takes longer these days!)
“Just remember, you can't climb the ladder of
success with your hands
in your pockets.”
(Yes, that means SEO takes longer these days!)
(Yes, that means SEO takes longer these days!)
“You must set targets that are 10 times what you think you want, and then do 10 times what you think it will take to accomplish those targets.” – Grant Cardone
Massive thoughts must be followed by massive actions.
Be 10x better than your competitors best.
10b4uSENDIt’s worth it
Statistics
Online sales will reach $523 billion by 2020 in the U.S. - Forrester, 2016. (Not
Duane)
StatisticsMore than two thirds of eComm website traffic comes from Google, with 43% coming from organic and 26% coming from PPC
- https://www.wolfgangdigital.com/blog/ecommerce-kpi-benchmarks-2016/)
StatisticsMobile devices influenced more than $1 trillion in total purchases in 2015 between online and offline transactions.
https://www.internetretailer.com/2016/01/29/online-sales-will-reach-523-billion-2020-us/
“There’s something to be said for familiarity…” - UX Expert
Best Practices tend to grow old. Don’t Blindly
Follow.
StatisticsOmni-channel shoppers are channel-agnostic. The channel that offers the greatest combo of convenience, value and reassurance wins their business.
http://searchengineland.com/seo-voice-search-proof-shopping-campaigns-holiday-season-win-omni-channel-shopper-255412/ by Purna Virji
StatisticsRetail websites averaged 1.4% conversion. Online only at 2%.- https://www.wolfgangdigital.com/blog/ecommerce-kpi-benchmarks-
2016/
Internet has changed how we decide what to buy.
Traditional Product Marketing
ZMOT is the RESEARCH
Who sayswe can’tprovide moreinformation on category pages?
StatisticsIn most cases, category pages get the most organic traffic. Google friggin’ loves them.
- Bill Sebald (again, I’m now accepting followers @billsebald)
Remember when Google gave us the bird?
In order to find and display the most relevant results, Google looks for help from search entities. In short, it is a process by which searches performed by users establish a set relationship that help identify the importance of the various documents and, therefore, influence the information displayed.
Best Case, You See This
Or This
What’s this page about?
Not sure, I guess clothes? I don’t really understand the context. I’m not really sure I know what I’m supposed to do on this page. Gotta go, I have video games to play!
What’s this page about?
Not sure, I guess clothes? I don’t really understand the context. I’m not really sure I know what I’m supposed to do on this page. Gotta go, I have more trusted and clearly important pages to see!
Statistics
• Fake Ecommerce Category Page
• Created 2 Variations – With, and
Without Text
• Asked the audience of 100: “which do you prefer?”
• Followed up with: “Does the content on the right help you make a purchase? Would you read it?”
Results
Majority liked having the content, and would be more likely to click through if it's there versus not.
No evidence that it deterred from the buying process.
Common sentiment: “I would read the content if I were interested in the product.”
So, About Those Best Practices…
Don’t overdo usability. Don’t disregard usability.
Balance it.
Don’t disregard or overdo usabilty.
Balance it.
“I’m in a silo.”
Break Down SilosTalk to brand marketing
Talk to merchandisers
Talk to designers/UX
Talk to salespeople
Talk to PR teams
Protip: Buying beers can help.
“I don’t know where to focus my time.”
64
“Where do I start with technical SEO?”
Crawl EverythingLike Googlebot:• Follow all “followable” links • Respect noindex • Respect canonical• Respect robots.txt
Then Start With Indexation
Run XML Sitemaps Through Screaming Frog;Compare with Google-Emulated crawl.
Meta robotsRobots.txt
- blocking- noindex
Canonical TagsGSC Parameters301 Redirectsrel=“nofollow”404/410
Know Your Tools!
bit.ly/indexation-tester
Classify Crawl Waste
- Duplicate / Parameter Pages
- Noindex / Robots.txt Pages- 404’s and Redirects- Backend Directories
Basically, hide every trace of all files Google doesn’t need to see.
The smallest “speedups” can add a boost https://developers.google.com/speed/pagespeed/insights/
“Link building for Ecommerce is really
hard.”
80
The Algorithm Loves Links
10 Ways to Use the Wayback Machine to Improve Your SEO
http://www.greenlaneseo.com/blog/2016/09/10-ways-use-wayback-machine/
83Fight For Your Experiments
84Push Back. Create
Space.
85
Be The Marketer That Moves Your Brand
Further
86Develop An Experience
87Don’t Be Afraid To Take
Hits
88Challenge “Best
Practices”
89
Do Better At Being A Source For Customer
Needs
90Break Down Silos
91Focus On The Bots
Break it.
