Practical Seo and internet marketing advice
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Practical Seo and internet marketing advice

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SEO has changed a lot in the last 3 years (following Panda and Penguin) and radically in the last half year (with an all-new Google algorithm (Hummingbird). Learn how this is a total game-changer and ...

SEO has changed a lot in the last 3 years (following Panda and Penguin) and radically in the last half year (with an all-new Google algorithm (Hummingbird). Learn how this is a total game-changer and why building links (in a traditional sense) and optimizing for keywords (as we used to) no longer applies

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    Practical Seo and internet marketing advice Practical Seo and internet marketing advice Presentation Transcript

    • Practical Advice for SEO and Internet Marketing Charlie Kalech Director, J-Town Internet Services Ltd. February 27, 2014
    • W Is hat
    • 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 aimed to 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 at decreasing search engine rankings of websites based on poor 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 Be Keyword Research Optimized Content Inbound Link-Building
    • How It Used To Be Results = Keyword Ranking on SERPs
    • Today People Don't Search 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 SERP Have To Do With Keywords?
    • Old School Keywords + Links + Code
    • New School Keywords + Links + Code Relevance + Authority + Functionality
    • Relevance Old School Authority Functionality Exact Match Keywords Inbound Links Clean Code Page Rank New School Broad-Based Keywords Focused on Intent Integrated Context Tags SEF URLs Authorship (The Above +) Social Signals Responsive Design Speed Schema
    • Relevance: Broad-Based Content Focused on Intent Integrated 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 Intent Integrated 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 Intent Integrated 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 searcher’s 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 Intent Integrated 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 Intent Integrated Content Paradigm Shift: Change Your Relationship From Exact match keyword -> landing page To Broad performance of search traffic across a site using groups of phrases served by that content
    • Relevance: Broad-Based Content Focused on Intent Integrated 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 Intent Integrated 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 Sources of Brand Information & Messaging For Consumers Around the World Is Social Media 92% Trust earned media, such as recommendations from friends and family, above all other forms of advertising 70% Online Consumer Reviews http://www.nielsen.com/content/corporate/us/en/newswire/2012/consumer-trust-in-online-social-and-mobile-advertisinggrows.html
    • Authority: Authorship
    • Authority: Authorship You EARN links because of the online reputation and authority you have built up
    • Authority: Authorship + Social Links 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-count55389 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: Yes we do compute and use author quality. We don’t 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
    • Valuable Content and Your Social Media Strategy Naturally Give You Authority and Relevance Which Will Allow You To Rank Well
    • Relevance Old School Authority Functionality Exact Match Keywords Inbound Links Clean Code Page Rank New School Broad-Based Keywords Focused on Intent Integrated Context Tags SEF URLs Authorship (The Above +) Social Signals Responsive Design Speed Schema
    • Functionality: Mobile 91% of all Americans now own a cell phone 63% of cell phone owners use their phone to go online 57% of all American adults are cell Internet users 34% of these mostly use their phone to access the internet Pew 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.htm
    • Functionality: Mobile Google Recommends Responsive Design https://developers.google.com/webmasters/smartphone-sites/details
    • Functionality: Mobile Google 61% Research: of mobile searchers who land on nonoptimized site will immediately leave the site and return to Google http://www.thinkwithgoogle.com/research-studies/creating-moments-that-matter
    • 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: Schema Rich snippet types supported by Breadcrumbs Google Events Music Organizations People Products Recipes Review ratings Reviews Software applications Videos: Facebook Share and RDFa schema.org markup for videos Supported software application types
    • Functionality: Schema Coding of sites using microdata to produce rich snippets (extra information) in search Tools: https://www.google.com/webmasters/markup-helper WordPress SEO by Yoast http://www.google.com/webmasters/tools/richsnippets List of Schemas: http://schema.org/docs/schemas.html List 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 performs We Want Business, Not Rankings
    • Measure Performance, Not Keyword Metrics Following 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 Value Meet the needs of your customers And those who will reach your customers Reach out and learn your industry and peers
    • What You Need To Do Create clear sales funnels for each avatar Create 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 Do Get 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. www.j-town.co.il charlie@j-town.co.il @CharlieKalech For More Resources Fan Us on Facebook http://facebook.com/jtownproductions