Future of Search


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Trends, best practices and the future of organic search engine optimization (SEO).

Published in: Technology, Design

Future of Search

  1. 1. Trends, Best Practices in Organic Search By Josh Smith Find and Convert
  2. 2.  History of Search Future of Search Important Concepts Future SEO Mindset Best Practices
  3. 3. Unfair advantage Analogous to Post Google Panda & Penguin
  4. 4.  Florida Update (Google) – November 2003 ◦ Primarily targeted onsite factors Rel Canonical – February 2009 ◦ Google, Bing, and Yahoo jointly announced Social Signals - December 2010 Panda Update (Google) - February 23, 2011 ◦ Content Farms, Article Syndication Penguin Update (Google) – April 24, 2012 ◦ Blog Networks, Site-wide Links, Exact Match Anchor Text
  5. 5.  Knowledge Graph - May 16, 2012 EMD Update - September 27, 2012 ◦ Large Scale devaluation of exact match domains Page Layout - October 9, 2012 ◦ Page layouts with too many ads above the fold.
  6. 6.  What does Google want? ◦ Provide answers to search intent and not just give links. ◦ Want to connect topic, ideas, people, places, things ◦ What is? When? Where are? ◦ Answers questions  What is Pi?  What is the harlem shake?
  7. 7.  How do they plan on connecting all this data? ◦ Entities ◦ Google Authorship ◦ Synonyms (Not keyword based – Topic based)  Matt Cutts has his own synonym team  Lag from what Google wants and where it is today Imagine a search engine that can differentiate 101 level content and 401 level content.
  8. 8.  Answer 30% of users next queries Connects the dots between entities.
  9. 9.  Google is connecting authors that write quality content (receives links, social, cocitations) and connecting them with the vertical that they write in.
  10. 10.  Co Citation is when the Brand is mentioned without a link in context to a specific topic. Example: Coca Cola will be mentioned in articles regarding soft drinks not computers. Excerpt from the Wall Street Journal.
  11. 11.  How does Google determine the authority of the website? How does Google determine the quality of content? How does Google determine higher quality for 2 identical pieces of content? Greatness is not an algorithm factor. Answer: Links, Social, & Co Citations to a webpage.
  12. 12.  Google has been giving more love to brands over the past updates.
  13. 13.  User Input a Brand Signal
  14. 14.  High quality links .edu, .gov, cnn, wsj, etc. Sometimes a lot of links to go with the high quality Social Shares Branded Anchor Text ◦ Don’t forget some exact match<a href=“http://www.brand.com”>Branded Anchor Text</a>
  15. 15.  High quality content will create links, social shares. This is how Google determines high quality content. E.g., Faces of Meth
  16. 16.  Write for humans Don’t write for search engines Quality of the content in context is KING Be Marketers not Google Manipulators ◦ Be Awesome  ◦ Be Creative Hint: The Future is Now!
  17. 17.  Create linkable assets ◦ Interview series ◦ Tools ◦ Contests ◦ Polls ◦ Cover current news events
  18. 18.  Webpages rank, not Websites Know the User Intent in the keyword ◦ Don’t go by just traffic  Targeted Traffic Closely related keywords can target the same page ◦ Cars, Autos, Automobile, Vehicle Blog Posts are for Long Tail This works well with “Siloing” the website
  19. 19. Blog is completely separate – All content created goes underthe blog if it is not a landing page. URLs have the correctsubdirectory.Example: www.website.com/silo1/category1/page
  20. 20.  Be natural If you do optimize content use synonyms. But DO NOT over-think, be human. Images & videos enhance the quality of a post.
  21. 21.  Google has an army of really well paid, smart, socially awkward people who live in front of their computers 18 hours a day.
  22. 22.  Content needs to be data driven (KPI). Landing Pages vs Blog Post Competitive Research ◦ What are competitors writing about? ◦ How well is their content performing? (Links & Social) Timely Research ◦ Trending / Hot Topics / Informational (Google Trends) Client’s Content ◦ Are the posts generating traffic, links, social mentions? If not then there is VERY little value given to the content.
  23. 23.  How are URLs performing? (Not Keywords) ◦ Traffic ◦ Links ◦ Social
  24. 24. Source: Kuno Creative
  25. 25.  They comment, share, and link to content. Helps domain authority for ranking. More importantly if the site gets hit by a future update all traffic does not cease. This mindset helps build a business not just rankings.
  26. 26.  How will anybody find an awesome piece of content if it is only on the your blog? ◦ A) Either you have a huge audience following that will promote your content ◦ B) Or outreach has to be done to build the brand’s presence How to build an audience? ◦ Reach out to other people & websites in the vertical Use the employee team if at all possible ◦ Can be very time consuming and expensive Goal: Brand Awareness, Links, Traffic
  27. 27.  Internal Links should be natural and for the user. ◦ Don’t overuse Exact Match. Internal links only pass authority from other websites linking to it. ◦ Can’t vote yourself up for competitive keywords. ◦ Stay within silo Internal Links should be focused to help a landing page. ◦ Don’t cannibalize rankings. Blog posts can interlink The more internal links on a page the less link juice is passed to each page.
  28. 28.  Don’t give hard numbers per post ◦ Sites that were hit by penalties were by more factors than just internal linking ◦ Don’t be afraid, be cautious ◦ Biggest thing is to have the right mindset Don’t overuse exact match anchor text Be different as much as possible (anchor text) Internal link to relevant landing page or blog post
  29. 29.  Use appropriate alts for images after seeing the image. Don’t just put keywords in the image. Title and h1 should be different. Blog Posts can get away with this. Don’t over optimize URLs ◦ www.website.com/my-first-keyword-1/second- keyword-here
  30. 30.  Put blog structure as Category - www.website.com/blog/name-of- category Blog Post - www.website.com/blog/blog- post This prevents having duplicate content on site if multiple categories are selected for a post.
  31. 31.  Over-optimization ◦ http://www.seomoz.org/blog/6-changes-every- seo-should-make-before-the-over- optimization-penalty-hits-whiteboard-friday Content Performance ◦ http://uk.blueglass.com/blog/content-auditing/ ◦ http://pointblankseo.com/scrape-rate ◦ http://ipullrank.com/scrape-rate-and-shareability- rate/
  32. 32.  Silo Architecture ◦ http://www.bruceclay.com/seo/silo.htm Landing Pages ◦ http://yoast.com/cornerstone-content-rank/ Entities / Synonyms ◦ http://www.youtube.com/watch?feature=player_em bedded&v=NpnnXt7CHMU ◦ http://www.seobythesea.com/2013/01/insignifican t-terms-in-queries/
  33. 33.  CoCitation / CoOccurence ◦ http://www.seomoz.org/blog/prediction-anchor- text-is-dying-and-will-be-replaced-by-cocitation- whiteboard-friday ◦ http://www.seobythesea.com/2012/11/ranking- webpages-relationships-co-occurrence-patent/ ◦ http://www.seobythesea.com/2012/11/not-all- anchor-text-is-equal-other-co-citation- observations/
  34. 34.  Matt Cutts ◦ http://www.theshortcutts.com/ ◦ http://www.youtube.com/watch?v=JMY-iNnqUIo URLS ◦ http://www.not-implemented.com/urls-are-for- people-not-computers/
  35. 35. We help mid-size businesses transform theirweb assets into a profit center by creatingand executing digital marketing strategies. Strategy Execution Results Support info@findandconvert.com