Trends, Best Practices in Organic Search By Josh Smith Find and Convert
History of Search Future of Search Important Concepts Future SEO Mindset Best Practices
Unfair advantage Analogous to Post Google Panda & Penguin
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
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.
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?
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.
Answer 30% of users next queries Connects the dots between entities.
Google is connecting authors that write quality content (receives links, social, cocitations) and connecting them with the vertical that they write in.
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.
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.
Google has been giving more love to brands over the past updates.
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>
High quality content will create links, social shares. This is how Google determines high quality content. E.g., Faces of Meth
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!
Create linkable assets ◦ Interview series ◦ Tools ◦ Contests ◦ Polls ◦ Cover current news events
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
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
Be natural If you do optimize content use synonyms. But DO NOT over-think, be human. Images & videos enhance the quality of a post.
Google has an army of really well paid, smart, socially awkward people who live in front of their computers 18 hours a day.
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.
How are URLs performing? (Not Keywords) ◦ Traffic ◦ Links ◦ Social
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.
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
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.
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
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
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.