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What Happened in SEO in 2015?
2 Major Sections in This Session
1. On-Page SEO
2. Off-Page SEO
On-Page SEO
3 On-Page SEO Topics
1. Mobile Search
2. Twitter Indexation and SEO
3. Build Out An SEO Test Platform
4. Rich Answers in Search
What Happened With Mobilegeddon?
We Analyzed 15,235 Queries Week of April 17, and Again on May
18
Mobile DOES Matter as a Ranking Factor
ISPYour WebServer
UserRequestsPage
RequestMade
RequestMade
PageSent
PageSent
Copy StoredIn ISP Cache
Vary: User-Agent Header
1 2 3
4
5
6
ISP
UserRequestsPage
RequestMade
PageSent
Vary: User-Agent Header
1 2
5
PageRetrievedFrom Cache
ISP ChecksIf Page isIn Cache
34
Your WebServer
Source: Cindy Krum, via Search Engine Land
Don’t Forget App Indexing1. Support HTTP deep links
2. Add the App Indexing SDK to your project
3. Check your implementation
4. Enhance your search performance
Perform A/B Split Testing
Assemble Large Lists of SEO Related ItemsTake Half of Them
Change That Half and Use the Other Half as a
Control
Did the New Version Increase Rank or
SERP CTR?
Hreflang
What Are These About?
(Almost) Same Language For
Different Countries
Multiple Languages for the Same
Country
Key Points About Hreflang
Specify Language Only or Language and Country
Specify language in ISO 639-1 format
Specify country in ISO 3166-1 Alpha 2 format
Specify in Header, Sitemap, or HTTP Header
Specify in Only One of the Three Places
Must be Mutual
Does Google Index More Tweets?
We Ran a Study in February 2015 of 138,000 Tweets
Here are the Raw Results From February
But on May 19th Google Went Live with an
Integration Leveraging the Twitter API
Comparison of Indexation in June vs February
Emphasis on Authority Only Increased
Don’t Have an Influential Account?
Pay an Influencer to Tweet For You
What’s Going On With Google’s Rich Answers?
We Did a Second Study of 1.4M Queries
How Has This Grown Over Time?
Increase in Rich Answers (No Sidebar) of 38%!
We Compared The Results With Our February Test
Domain Authority of 47
Jumped Over Wikipedia!
Simple Clear Answer to the Question
Got the Rich Answer
Lost the Rich Answer
Title Tag Entices Click Through
Domain Authority of 38
More Items Will Drive More Clicks
Ranks Number 5 Normally
Simple Direct Answer to the
Question
Got the Rich Answer
How Can I Get Me Some?
How To Implement a NoFollow?
How To Implement a NoIndex Tag?
How To Implement a Rel Alternate Tag?
How To Implement a Rel Canonical?
How To Implement a Vary:User Agent Header?
We Started With a List of Common Questions
We Published 5 Videos on May 20th
We Included Transcripts With a Clear Outline of Steps
The Content Provided a Lot More Info Than Just the “How To”
We Shared One of The URLs on Google+
We Submitted the URLs in Search Console
Bingo!Saw This Within 3 Days of
Publishing the Content
Identify a Simple Question
Provide a Direct Answer
Make it Easy for Users (and Google) to Find
1
2
4
Offer Valued Added Info3
Off-Page SEO
3 Off-Page SEO Topics
1. Social Media and SEO
2. What Types of Content Work?
3. The Content Marketing Ecosystem
Social Platform Links are Still NoFollow
Source: Chartbeat
Social Media Sharing Can Drive Links
But, That’s Not Guaranteed
Source: Moz and BuzzSumo
Paid Social Adds High Value Targeting
Build a List of Your Media Contacts
Facebook Find Customers Tool
Upload Their Email Addresses Into a Campaign
Random Sample of >500,000 ArticlesUsed in a Moz/BuzzSumo Research Project
Impact of Length on Shares and Links
Source: Moz and BuzzSumo
Sweet Spot Content That Does it All
Opinion-Forming Journalism
Research-Backed Content
Long-Form Content
Today’s Environment is an Ecosystem
Social Media Sharing Can Build Your Audience
1 2
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Larger Audiences Increase Visibility
Influencers Have Large Audiences
Influencer
Influencers Are an Accelerant
Building Relationships With Influencers
Read Everything They Write
Follow Them on Social Media
Start Interacting
Don’t Pitch Them, Be Patient
Wait to They Start to Notice You
Then, Suggest Ways to Collaborate
