Next Generation SEO

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With Google doing so many algorithm changes in last few years SEO has all changed now. Learn all about the next generation of SEO techniques, tips and guidelines to help you get more organic visitors

Published in: Internet, Technology, Design

Next Generation SEO

  1. 1. By:   Navneet  Kaushal   CEO   PageTraffic   The     Next     Genera;on     SEO  
  2. 2. Google  -­‐  More  Informa,on  
  3. 3. Google  -­‐  More  Visual  
  4. 4. Bing  -­‐  More  Visual  
  5. 5. www.pagetraffic.com  
  6. 6. www.pagetraffic.com  
  7. 7. Search  Queries  –  More  Self-­‐Referen,al  
  8. 8. Search  Queries  –  Longer,  More  Descrip,ve  
  9. 9. Search  Queries  –  More  Time  Sensi,ve  
  10. 10. The  Way  We  Consume  Informa;on  has  Changed  
  11. 11. The  Way  We  Communicate  Has  Changed    
  12. 12. www.pagetraffic.com   •  Hummingbird   •  Google  Panda:  26+  updates   •  Google  Penguin:  4  updates   •  Exact-­‐Match  Domain  (EMD)  Update     •  Page  Layout:  2  updates   •  7-­‐Result  SERPs   •  Link  Warnings   •  Knowledge  Graph   •  Venice   •  Other  Monthly  Updates:  390   Google  Algorithm  is  Constantly  Changing    
  13. 13. Audience  Search  Habits  are  Changing    
  14. 14. Audience  Search  Habits  are  Changing    
  15. 15. SEO  is  Evolving  
  16. 16.   HISTORICAL  THINKING:     “SEO  IS  SOMETHING  YOU  DO     AFTER  YOU  HAVE  BUILT  YOUR  WEBSITE,   SERVICE,  PRODUCT,  ETC”  
  17. 17.   CURRENT  &  FUTURE  THINKING     “SEO  has  evolved  to  become  the  result  of   an  actual  marke,ng  strategy  versus   marke,ng  tac,cs”    
  18. 18. @iacquire The Old Consumer Decision Journey Elias Lewis (Advertising Agency Hall of Famer) invented this model (AIDA) in 1898. via Wikipedia
  19. 19. @iacquire The New Consumer Decision Journey via Google ZMOT 2012
  20. 20. Content  Should  be  UnOp,mized   Content  produc,on  needs  to  change  from:   •  Auto-­‐generated  to  human-­‐generated   •  ‘Thin’  to  valuable   •  PaXerned  to  unique   •  Scale  to  reasonable  amount   •  Generalists  to  authori,es  
  21. 21. Star Ratings, Reviews & Price Author Photo Date of Publication Video Snippet RICH  SNIPPETS  AND  SCHEMA  MARKUP  SERPS  
  22. 22.  Only  0.3%  of  websites  are  making  use  of  the   Google  approved  Schema  tool.  
  23. 23. Pages  Using  Schema.org  Markups  Rank  Higher  in   Google  
  24. 24. The  most  common  schema  
  25. 25. Increase  Site  Speed  
  26. 26. Onsite  SEO   PageSpeed   Insights       Cost  =  0  
  27. 27. People are 
 impatient!#
  28. 28. A one second delay in page response can result in a 7% reduction on conversions.# Sources:  Akamai.com,   Gomez.com   “# ”
  29. 29. Test 
 Your 
 Site…   GTMetrix or Google Page Speed Insights#
  30. 30. Implement 
 Caching" Implement 
 Gzip Compression" Consider a 
 Content " Delivery 
 Network (CDN)" Optimize Your 
 Images.."
  31. 31. A  Mashable  survey  in  August  2013  revealed  that  17.4  percent  of  global  web   traffic  comes  from  mobile  compared  to  11.1  percent  in  the  previous  year.  
  32. 32. Make Your Site 
 RESPONSIVE" One Site# One Product Database# One interface# One SEO Strategy#
  33. 33. Remarke;ng  
  34. 34. Shi_  in  Balance  is  happening  
  35. 35. Link   Building   On-­‐Page   Basics   In  2008,   SEO  Was   This  
  36. 36. LINK   BUILDING   UX   CONTENT   STRATEGY   MOBILE     SITE   SPEED   VIDEO   ON-­‐PAGE   SEO   CONTENT MARKETING In  2014,   SEO  is  This  
  37. 37. Forget keywords as anchor texts
  38. 38. Build  Links  WITH   Your  Content  to   Win.    
  39. 39. Pick  Content  Type      
  40. 40. Build Content With High Search Link Intent KEYWORD  “FACTS”   KEYWORD  “INFORMATION”   KEYWORD  “DATA”  
  41. 41. Learn  the  art  of  storytelling  
  42. 42. Promote  
  43. 43. www.pagetraffic.com   From  PageRank  to  AuthorRank  
  44. 44. Author  Rank   Author  Rank  is  about  fusing  the   web  of  people  with  the  web  of   documents  and  crea=ng  a  more   savvy  view  of  Internet  influence.  
  45. 45. Author  Rank  
  46. 46. Google  Authorship  Markup   Structured  data  markup  using  microdata  from  schema.org   will  be  interpreted  as  authorship  informa,on  as  well.        
  47. 47. Google  Authorship  Markup  
  48. 48. Start  Building  Author  Rank  
  49. 49. Author  Rank  &  Search  Rankings  
  50. 50. Author  Rank  &  Search  Rankings   “It’s  just  the  case  that  that  picture  is  just   more  likely  to  aXract  aXen,on.  It’s  just  a   liXle  more  likely  to  get  the  clicks,  and   you  now,  it’s  almost  like  an  indicator  of   trust…you  could  imagine  that  star,ng  to   affect  rankings.”  
  51. 51. Checklist  to  Improve  Author  Rank   Look  interes,ng  people,  circle  them   Start  building  visibility  (and/or  a  rela,onship)  with  the  authors  and  editors.   Update  your  blog  regularly     Check  your  Google+  feed  and  interact.  
  52. 52. Social authority influences rank   Both  search  engines  aXempt  to  compute   the  authority  and  quality  of  an  author  and   give  that  author's  tweets  preferen,al   treatment  
  53. 53. Hire/Engage W/ Writers Authoritative on a Subject on Google+
  54. 54. Build A Reusable, Authoritative Guest Author It  doesn’t  maXer  if  you  have  a  footprint  if  you  don’t  suck.  
  55. 55. New  SEO:  Crea;on  +  Promo;on  +  Analy;cs  
  56. 56. Embracing  Marke;ng  
  57. 57. www.pagetraffic.com   Start  asking  the  right  ques;on...  
  58. 58. www.pagetraffic.com   How  Do  I  Rank  #1?  
  59. 59. www.pagetraffic.com   What’s  the  best  strategy   to  drive  traffic  to  my  site   and  convert  it?  
  60. 60. Website: www.pagetraffic.com Email: navneet@pagetraffic.com Twitter: @navneetkaushal Blog: www.pagetrafficbuzz.com Facebook: www.facebook.com/pagetraffic.in THANK YOU!

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