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Practical Advice for SEOand Internet Marketing
Charlie KalechDirector, J-Town Internet Services Ltd.February 27, 2014
What Is
SEO Has Changed A Lot In The Last 10 Years
[AltaVista] [AllTheWeb/Lycos] [HotBot] [7Search] [About.com] [Enhance (Formerly Ah-Ha)] [AOL Web Sites] [AskJeeves (Teoma)] [Xuppa (Formerly Bay9)] [FindWhat] [Google] [Kanoodle] [LookSmart] [Lycos] [MSN] [Netscape] [Open Directory] [Overture (Formerly Goto)] [Yahoo Directory] [Yahoo Web Results]
SEO Has Changed A Lot In The Last 3 Years
SEO Has Changed A Lot In The Last 3 Years
Panda was released in February 2011.
This change and future Panda updates aimedto adjust site rankings based on website quality.
This includes Website design
Trustworthiness
Speed
Frequency of visitors returning to the website
Reportedly this change affected the rankings of almost 12 percent of all search results.
SEO Has Changed A Lot In The Last 3 Years
April 24, 2012
The update was aimed atdecreasing search engine rankingsof websites based onpoor quality backlinks(websites linking to your site).
SEO Has Changed A Lot In The Last 3 Years
Google started using Hummingbird around August 30, 2013
No One Noticed
Google announced Hummingbird on September 26, 2013
Hummingbird Reflects That Where We Search and How We Search Has Changed
No More Exact Match Keywords
How It Used To BeKeyword ResearchOptimized ContentInbound Link-Building
How It Used To BeResults = Keyword Ranking on SERPs
Today People Don'tSearch That Way Anymore
Search engines understanding keywords aren't enough to know what people mean.
Now they are working on intent.
Predictive Search
Conversational Search
Predictive Search
Knowing what a user will search for before they search for it and showing it to them before they search for it.
Google Suggest:
Predictive Search
Conversational Search
Conversational Search
Conversational Search
Conversational Search
Conversational Search
Conversational Search
Conversational Search
Conversational Search
Conversational Search
Conversational Search
Conversational Search
What Does This SERPHave To Do With Keywords?
Old SchoolKeywords + Links + Code
New SchoolKeywords + Links + CodeRelevance + Authority + Functionality
RelevanceAuthorityFunctionality
Old SchoolExact Match KeywordsInbound LinksPage RankClean CodeTagsSEF URLs
New SchoolBroad-Based Keywords Focused on IntentIntegrated ContextAuthorshipSocial Signals(The Above +)Responsive DesignSpeedSchema
Relevance:Broad-Based Content Focused on IntentIntegrated Content
Focus on a searcher's intent as Google does.
What are they looking for and what value can you provide.
Relevance:Broad-Based Content Focused on IntentIntegrated Content
You can't capture all the keywords
Updates like Hummingbird broaden the results for keyword searches
Most Searches Are Unique
Relevance:Broad-Based Content Focused on IntentIntegrated Content
Hummingbird is the death of keywords in the way that we know it
No more brute force, rigid definitions. Google is now examining the searchers query as a whole and processing the meaning behind it by putting it in context.
This is coupled with: Previous search queries
Searcher's behavior
User's online context
Social media
Other Google products
Relevance:Broad-Based Content Focused on IntentIntegrated Content
We used to make revolving doors to get people into our sites.
We would have lots of specific landing pages instead of real valuable content which should be shared among many relevant keywords.
Relevance:Broad-Based Content Focused on IntentIntegrated Content
Paradigm Shift:Change Your Relationship
FromExact match keyword -> landing page
ToBroad performance of search traffic across a site using groups of phrases served by that content
Relevance:Broad-Based Content Focused on IntentIntegrated Content
Instead of thinking about keywords,think about the questions someone would ask to find your company online and create content around that. Think of the searcher's intent, not the exact words
Relevance:Broad-Based Content Focused on IntentIntegrated Content
Create Greater Value Across Your Whole Site
Generates more authority
Earns links with better more valuable content
Google will then rank your pages just because of who you are and your authority, even if you have done very little work to optimize them
Authority:A Different Kind of Inbound Link
Authority:Most Trusted Sourcesof Brand Information & MessagingFor Consumers Around the WorldIs Social Media92% Trust earned media, such as recommendations from friends and family, above all other forms of advertising70% Online Consumer Reviews
http://www.nielsen.com/content/corporate/us/en/newswire/2012/consumer-trust-in-online-social-and-mobile-advertising-grows.html
Authority: Authorship
Authority: Authorship
You EARN links because of the online reputation and authority you have built up
Authority: Authorship + SocialLinks shared through Twitter and Facebook have a direct impact on rankings. As does who is sharing them
Authority: Authorship + Social
Dec 2010 http://searchengineland.com/what-social-signals-do-google-bing-really-count-55389
Bing:We do look at the social authority of a user. We look at how many people you follow, how many follow you, and this can add a little weight to a listing in regular search results. It carries much more weight in Bing Social Search, where tweets from more authoritative people will flow to the top when best match relevancy is used.Google:... [Social Authority] is used as a signal in our organic and news rankings. We also use it to enhance our news universal by marking how many people shared an article.Danny Sullivan:Do you try to calculate the authority of someone who tweets that might be assigned to their Twitter page. Do you try to know, if you will, who they are?Bing:Yes. We do calculate the authority of someone who tweets. For known public figures or publishers, we do associate them with who they are. (For example, query for Danny Sullivan)Google: Yeswe do compute and use author quality. We dont know who anyone is in real life :-)Danny Sullivan: Do you calculate whether a link should carry more weight depending on the person who tweets it?Bing:Yes.Google:Yes we do use this as a signal, especially in the Top links section [of Google Realtime Search]. Author authorityis independent of PageRank, but it is currently only used in limited situations in ordinary web search.
Valuable Content and Your Social Media Strategy Naturally Give You Authority and Relevance Which Will Allow You To Rank Well
RelevanceAuthorityFunctionality
Old SchoolExact Match KeywordsInbound LinksPage RankClean CodeTagsSEF URLs
New SchoolBroad-Based Keywords Focused on IntentIntegrated ContextAuthorshipSocial Signals(The Above +)Responsive DesignSpeedSchema
Functionality: Mobile
91% of all Americans now own a cell phone63% of cell phone owners use their phone to go online57% of all American adults are cell Internet users34% of these mostly use their phone to access the internetPew Research Sept. 2013
Functionality: Mobile
"Smartphone users are a significant and fast-growing segment of internet users, and at Google, we want them to experience the full richness of the web"
Yoshikiyo Kato, software engineer at Google.
http://googlewebmastercentral.blogspot.co.uk/2013/06/changes-in-rankings-of-smartphone_11.html
Functionality: Mobile
Google Recommends Responsive Design
https://developers.google.com/webmasters/smartphone-sites/details
Functionality: Mobile
http://www.thinkwithgoogle.com/research-studies/creating-moments-that-matter.html
Google Research: 61% of mobile searchers who land on non-optimized site will immediately leave the site and return to Google
Functionality: Mobile
If you do not have a mobile optimized site you will lose visitors and rankings (and business)
Functionality: Schema
Microdata coded to produce rich snippets (extra information) used by Bing, Google, Yahoo!
Functionality: Schema
You Must Have a Google+ Profile and a Google+ Local Business Page
Use What Google Gives You & Integrate
Functionality: SchemaRich snippet types supported by Google
BreadcrumbsEventsMusicOrganizationsPeopleProductsRecipesReview ratingsReviewsSoftware applicationsVideos: Facebook Share and RDFaschema.org markup for videosSupported software application types
Functionality: SchemaCoding of sites using microdata to produce rich snippets (extra information) in searchTools: https://www.google.com/webmasters/markup-helperWordPress SEO by Yoasthttp://www.google.com/webmasters/tools/richsnippetsList of Schemas: http://schema.org/docs/schemas.htmlList of Rich Snippets: https://support.google.com/webmasters/topic/1088474?hl=en&ref_topic=21997
Contribute Something of Value to Your Community!Measure success not on ranking, but on how search traffic performsWe Want Business, Not Rankings
Measure Performance, Not Keyword MetricsFollowing Hummingbird and Not Provided
What You Need To Do Stop outsmarting search engines, think like people, Be awesome and Create Great Content for a great product
What You Need To Do Target Your Community and Contribute Real ValueMeet the needs of your customers And those who will reach your customers Reach out and learn your industry and peers
What You Need To DoCreate clear sales funnels for each avatarCreate a way to engage repeatedly Social Media, Lists (and follow-up!)
What You Need To Do
No company today should utilize SEO without a social media strategy. Increase your digital footprint and cross promote your content and brand.Develop relationships with customers and strategic partners.
What You Need To DoGet links by building great content and coverage Don't build links artificially.Be a true resource and they will link to you.Content Needs To Be Fun
Useful
Engaging
Likable
Linkable
Sharable
Thank You
Charlie Kalech
Director, J-Town Internet Services Ltd.
[email protected]@CharlieKalech
For More Resources Fan Us on Facebookhttp://facebook.com/jtownproductions