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Joint presentation from #EktronSynergy conference in Boston MA May 2014 - Given by @MonicaWright (Director of Audience Engagement at @SEngineland & @MarketingLand) and Jim Carney (@JimmCarney ) of @Ektron.
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Hello!
Monica WrightDirector of Audience Engagement at Search Engine Land and Marketing Land@MonicaWright
Jim CarneyContent Marketing Manager at Ektron@JimmCarney
How Do Search Engines Work?
The Old Way
PERIODIC TABLE OF SEO ELEMENTS & GUIDE TO SEO
searchengineland.com/seotable
Index vs. Refresh vs. Algorithm
Targeted content farms churning out low quality articles. Some sites were producing
over 7,000 articles per day!
Targeted spammy links.
FAQ: ALL ABOUT THE NEW GOOGLE HUMMINGBIRD ALGORITHM
Emphasis on “Entity Search”
Knowledge Graph
Learn More: Google Knowledge Graph
Semantic
MarkUpOPEN GRAPH PROTOCOL, SCHEMA
Personalized Search
Instant Answers
Mobile Matters, But…• you don’t need a mobile site to rank better,
however…• a site with problems for smartphone searches
on Google may not rank as well • it’s more about what happens after the mobile
search…
What Mobile Visitors Want
GOOGLE SURVEY REVEALS WHAT USERS WANT FROM MOBILE SITES by Greg Sterling
What This Means For Your Content Strategy
Google Encryption of Keywords
Less Keywords, More Engagement
How to Get Started
Think Questions, Not Keywords
Provide Value
Build Buyer
Personas
Think Like A Brand
Think Beyond Text
Think Beyond Your Site
4 More Ways…• Use rich snippets • Verify and implement Google+ brand page• Don’t forget Google+ authorship• Remember social media sharing, onsite and off…
Status Update in 17 SECONDS!
G+ Authorship
How To Track Success
Minutia
Old-school keyword rankings aren’t going to work because of…• Personalization• Geotargeting• (Not Provided)• Google Keyword Tool retired in 2013• Possible inaccurate data in WMT
SEO REPORTING: It’s Time We Get Away From the Minutia & Focus On What Matters by Janet Driscoll Miller
Results are not rankings.
Results are results.
TakeawaysBe Organic
• Don’t try to game the system
• Organic content tastes better
Think Creatively
• Failing is a good thing
• Try things that haven’t been done
Think in questions
• Think about questions not keywords
• Track results not rankings
THANKS!@MonicaWright / @SEngineLand@JimmCarney
#EktronSynergy @Ektron