Next Generation SEO

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SEO has changed a lot in last few years. In this presentation learn all about the new SEO and how you can do next generation SEO to rank your site in top in search engines.

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Next Generation SEO

  1. 1. Navneet Kaushal CEO PageTraffic Next Generation SEO
  2. 2. How SEO has changed!
  3. 3. SEO IS NOW ALL ABOUT THE THINGS I LOVE.
  4. 4. CONTENT.
  5. 5. CONTENT. BRANDING.
  6. 6. CONTENT. BRANDING. MOBILE.
  7. 7. CONTENT. BRANDING. MOBILE. SOCIAL.
  8. 8. CONTENT. BRANDING. MOBILE. SOCIAL. USER EXPERIENCE.
  9. 9. SOME THINGS WON’T BE MUCH DIFFERENT
  10. 10. GOOGLE STILL RULES THE ROOST.
  11. 11. State of Search- India Source: Netmarketshare and business-standard.com Google 97% Yahoo 1% Bing 1% Others 1% Indian Search Engine Market Share
  12. 12. THE GOALS OF SEARCH ENGINES STILL REMAINS THE SAME.
  13. 13. BUT…
  14. 14. SEARCH ENGINES ARE
  15. 15. IT’S HARDER TO MANIPULATE RESULTS
  16. 16. AND THE FOCUS NOW IS ON BEING THE QUALITY RESULT.
  17. 17. SO, SEOS HAVE HAD TO COME A LONG WAY
  18. 18. FROM…
  19. 19. TO….
  20. 20. 2012
  21. 21. A big majority of SEOs were BUYING links Some SEOs were still doing directories A few were doing article marketing, but badly..
  22. 22. So Creating Good Quality articles WORKED
  23. 23. FCUK SEO
  24. 24. by early 2014…..
  25. 25. Most SEOs were knee deep trying to resolve penalties The black hats were now charging for removing the links that they sold you the year before ;) By now everyone was desperately jumping on the content marketing bandwagon…..
  26. 26. 2011 2012 2013 2014 2015
  27. 27. Yes you could: 1.Write an article 2. Spin it (several versions of same article) 3. Buy placements on shitty blogs that no one reads Well done.That is very difficult.
  28. 28. ….unless you want to be “eaten” by a penguin
  29. 29. TO 2016 SEO ESSENTIALS
  30. 30. Next Gen: SEO BASICS There are 4 goals to all Search MarkeGng GeHng Found – Search Engine OpGmizaGon Keeping People Interested – Content & Features Lead Gen - ConverGng Visitors to Take AcGon Intelligence - Monitoring AcGvity
  31. 31. Current Problems •  MiscommunicaGon about SEO •  Goggle Panda & Penguin Changes •  Hidden issues with CMS Systems •  Trendy layouts that hurt SEO •  Boiler Plate & Duplicate Content •  You mean my web developer doesn’t know this? •  Responsive Design
  32. 32. Next Gen: SEO BASICS Everything about search engine opGmizaGon is about Relevancy, Relevancy, Relevancy! Focus on Target Keyword Phrase Content Codes Link Popularity Technical
  33. 33. BE MOBILE FRIENDLY
  34. 34. IF YOUR PHONE DOESN’T DISPLAY FLASH, GOOGLE WILL NOT SHOW FLASH SITES IN YOUR RESULTS. MaS CuSs of Google at Pubcon in October 2013
  35. 35. IF YOUR WEBSITE ROUTES ALL MOBILE TRAFFIC TO THE HOMEPAGE RATHER THAN THE INTERNAL PAGE THE USER WAS ATTEMPTING TO VISIT, IT WILL BE RANKED LOWER. MaS CuSs of Google at Pubcon in October 2013
  36. 36. IF YOUR SITE IS SLOW ON MOBILES, GOOGLE IS LESS LIKELY TO RANK IT. MaS CuSs of Google at Pubcon in October 2013
  37. 37. HAVING A MOBILE SITE IS JUST THE START.
  38. 38. hSp://developers.google.com/speed/pagespeed/insights
  39. 39. MOBILE READY MEANS: •  Loading quickly on mobile
  40. 40. MOBILE READY MEANS: •  Loading quickly on mobile •  Enabling users to navigate around on a small screen
  41. 41. MOBILE READY MEANS: •  Loading quickly on mobile •  Enabling users to navigate around on a small screen •  Taking mobile users to the content they expect to see
  42. 42. MOBILE READY MEANS: •  Loading quickly on mobile •  Enabling users to navigate around on a small screen •  Taking mobile users to the content they expect to see •  Enabling users to read without pinching and zooming!
  43. 43. SITE SPEED •  Page speed maSers (now). So benchmark yourself against leaders. In a way, that’s fun, you can create “Page speed contests” now. •  To do so, install Google Page Speed and Yahoo’s Yslow. •  Run them on your home page and at least a few random internal pages •  Follow every recommendacons for: image opcmizacon, gzip compression, javascript “minificacon”, CSS “minificacon”. •  Once this is done, look at subtler speed improvements they recommend. •  Moving to a stable Cloud environment isn’t a bad idea either.
  44. 44. INTERNATIONAL SEO
  45. 45. Hreflang What Are These About?
  46. 46. (Almost) Same Language For Different Countries
  47. 47. MulGple Languages for the Same Country
  48. 48. Key Points About Hreflang Specify Language Only or Language and Country Specify language in ISO 639-1 format Specify country in ISO 3166-1 Alpha 2 format Specify in Header, Sitemap, or HTTP Header Specify in Only One of the Three Places Must be Mutual
  49. 49. GET SOCIAL
  50. 50. NO DIRECT IMPACT ON SEARCH RANKINGS (YET) hSps://www.youtube.com/watch?v=udqtSM-6QbQ
  51. 51. BUT… hSp://socialmarkecngwricng.com/how-to-perform-seo-on-your- website-with-social-media-infographic/
  52. 52. •  Claim brand on appropriate networks •  Build conversacons on the ones you can manage •  Encourage people to create content for you; you curate it against keyword research •  UGC content doesn’t have to be on-site •  Pinterest boards •  LinkedIn Groups •  Instagram Build Relaconships With Social Networks
  53. 53. YOUR SOCIAL AUDIENCE WILL ENHANCE YOUR SEO
  54. 54. BRAND SIGNALS
  55. 55. BRAND SEARCH VOLUME MATTERS MORE
  56. 56. CITATIONS MATTER MORE
  57. 57. •  Gain citacons and links for your business: •  Guest post •  Get quoted •  Hold an event •  Use a variety of sources for citacons & links: •  OTAs: Yelp, TripAdvisor •  News Sources: N&R, WS Journal •  Local ‘Zines: Yes!, Rhino Times •  Tools: •  Google Search Console •  Moz ($) •  Majescc ($) Build Your Brand Beyond Your Website
  58. 58. SENTIMENTS MATTER MORE
  59. 59. MaS CuSs of Google SXSW 2013
  60. 60. POSITIVE SENTIMENT •  Posicve reviews
  61. 61. POSITIVE SENTIMENT •  Posicve reviews •  Google’s own systems
  62. 62. POSITIVE SENTIMENT •  Posicve reviews •  Google’s own systems •  Trusted 3rd parces
  63. 63. POSITIVE SENTIMENT •  Posicve reviews •  Google’s own systems •  Trusted 3rd parces •  Posicve citacons on Google Plus
  64. 64. POSITIVE SENTIMENT •  Posicve reviews •  Google’s own systems •  Trusted 3rd parces •  Posicve citacons and interaccons on Google Plus •  Posicve citacons across the web
  65. 65. LINK BUILDING IS NOT DEAD.
  66. 66. IT’S BEEN A BIT SICK, GRANTED…
  67. 67. GOOGLE’S ALGORITHMS AREN’T YET GOOD ENOUGH TO STOP LINK SPAM
  68. 68. CUE THE MANUAL ACTIONS TEAM
  69. 69. EXPEDIA.COM
  70. 70. HALIFAX.CO.UK
  71. 71. MARKSANDSPENCER.COM
  72. 72. BUT GOOGLE NEEDS LINK METRICS.
  73. 73. hSps://www.youtube.com/watch?v=NCY30WhI2og “We’ve played around with the idea of turning off back link relevance and, at least for now, back link relevance sGll really helps in terms of making sure that we return the best, most relevant, most topical set of search results.”
  74. 74. OFF PAGE IS (AND WILL BE INCREASINGLY) MORE THAN JUST LINKS THOUGH
  75. 75. LINK BUILDING IS CONTENT MARKETING
  76. 76. DON’T GET CAUGHT UP IN KEYWORD MONOMANIA! hSp://www.searchenginepeople.com/blog/keyword-monomania.html
  77. 77. AROUND 15% OF QUERIES ARE NEW hSp://news.cnet.com/8301-1023_3-57582368-93/google-the-future-of-search-is-now
  78. 78. THE POINT?
  79. 79. CONTENT MARKETING DOESN’T ALWAYS MEAN BIG CONTENT PROJECTS.
  80. 80. CONTENT MARKETING IS ABOUT CREATIVITY, INNOVATION, TESTING AND CLEAR GOALS.
  81. 81. WHAT DO I NEED TO DO?
  82. 82. Getting the BIG links then attracting the rest
  83. 83. Think like a 50s Ad Agency and execute like a geek.
  84. 84. 2016 the year of creative campaigns Illustrations – Infographics- Animations –Videos – Interactive assets – Supporting websites - Long Articles
  85. 85. Great CONCEPTS and beautiful EXECUTION!
  86. 86. RESULTS
  87. 87. Any BIG links?
  88. 88. What’s Going On With Featured Snippets & Google’s Rich Answers?
  89. 89. Ranks Number 3 Normally
  90. 90. The fruits of success
  91. 91. How Can I Get Me Some?
  92. 92. How To Implement a NoFollow? How To Implement a NoIndex Tag? How To Implement a Rel Alternate Tag? How To Implement a Rel Canonical? How To Implement a Vary:User Agent Header? Start With a List of Common QuesGons
  93. 93. Included Transcripts With a Clear Outline of Steps
  94. 94. The Content Should Provided a Lot More Info Than Just the “How To”
  95. 95. Share URLs on Google+
  96. 96. Submit the URLs in Search Console
  97. 97. IdenGfy a Simple QuesGon Provide a Direct Answer Make it Easy for Users (and Google) to Find 1 2 4 Offer Valued Added Info 3
  98. 98. It’s not bragging if it’s true
  99. 99. Attract rather than Sell Create content that DESERVES links and MARKET that content.
  100. 100. •  Content should be created for your users •  FAQs •  Help/Tutorial Videos •  Infographics •  Tools: •  Google Keyword Planner •  Google Search Console •  Wolfram Alpha •  SEMRush ($) •  Moz ($) Learn Your Audience: Segmentacon
  101. 101. •  Content should be created for your users •  FAQs •  Help/Tutorial Videos •  Infographics •  Tools: •  Google Keyword Planner •  Google Search Console •  Wolfram Alpha •  SEMRush ($) •  Moz ($) Learn Your Audience: Segmentacon
  102. 102. •  Content should be created for your users •  FAQs •  Help/Tutorial Videos •  Infographics •  Tools: •  Google Keyword Planner •  Google Search Console •  Wolfram Alpha •  SEMRush ($) •  Moz ($) Learn Your Audience: Segmentacon
  103. 103. •  Content should be created for your users •  FAQs •  Help/Tutorial Videos •  Infographics •  Tools: •  Google Keyword Planner •  Google Search Console •  Wolfram Alpha •  SEMRush ($) •  Moz ($) Learn Your Audience: Segmentacon
  104. 104. •  Educate to purchase •  Detail the products or services •  Use internal linking •  Describe the non-brand •  Tools: •  Google Keyword Planner •  Google Search Console •  Analyccs •  Majescc ($) •  Moz ($) Learn Your Audience: Conversion Funnel Website navigation should include links to pages targeting the highest search volume phrases!
  105. 105. •  Educate to purchase •  Detail products + services •  Provide business history •  Use internal linking •  Tools: •  Google Keyword Planner •  Google Search Console •  Analyccs •  Majescc ($) •  Moz ($) Learn Your Audience: Conversion Funnel
  106. 106. Reference Guide: Google Analyccs Use these menus to view how users arrive and how they interact with site content! Understand which channels & sites are most valuable! How many pages viewed?! What pages cause people to leave?! Does my site load fast enough?! After they arrive, what pages do they click on next?! What URLs bring people to my site?! What do they type in the search box?! Find which social networks provide most engagement! Use Advanced Segments for custom audience groups!
  107. 107. Beef Up Site Content •  Idencfy and fill in gaps in content based upon keyword research •  Incorporate target search terms throughout Informacon Architecture •  Use hubs of content to organize relevant pages together Home Page Hub2 PR Request s Contact News + Articles Advice Teenager s Product Reviews About NAV 1 / All NAV 2/ Filtering NAV 3 Single Content Pages Suggested Page Content Hubs Ask a Q Photos Videos News Photo Pages Video Pages Detail3 News + Articles Co Parentin g For Parents Books Positive Parentin g Tips Technique s Our Writers
  108. 108. Uclize Microformats within HTML •  Schema.org •  Invented in 2011 by Google, Bing, Yahoo, & Yandex •  Open Graph •  Used by Facebook to extract addiconal meaning •  developers.facebook.com/tools/ debug/ •  JSON •  JavaScript markup •  RDFa •  Markup extension of HTML5
  109. 109. •  Formerly, Google Webmaster Tools; scll trends the last 90 days of data •  Major Changes: •  Search Analyccs •  Mobile Friendly Tool •  Internaconal Targecng GSC to Find Current Opportunices
  110. 110. 123! The New SEO “Rule Book” •  Google’s Search Patents! •  Rule #1: Learn Your Audience! •  Rule #2: Make Content! •  Rule #3: Be Mobile Friendly! •  Rule #4: Get In On the Conversation! •  Rule #5: Earn Citations!
  111. 111. 124! The New SEO “Rule Book”
  112. 112. 3 CORE PRINCIPLES OF SEO INDEXATION •  Technical Solucon that respects SEO Best Praccces •  Site Architecture Mapped to Semancc Verccals •  Archiving that preserves content integracon & interlinking forever RELEVANCE •  Opcmizing Keywords into Silos •  Internal linking strategy that distributes SEO & PageRank value POPULARITY •  Quancty / Quality / Age / Frequency of links obtained •  Semanccs aspect of backlinks (anchor text) •  Diversificacon of backlink entry points (hub pages)
  113. 113. 126!© 2014 MERKLE. ALL RIGHTS RESERVED. CONFIDENTIAL 1.  Understand how your audience interacts with you at different times! 2.  Develop content that solves their problems, easily & quickly! 3.  Ensure your content can be accessed at any time, on any device! 4.  Prioritize and build followers on select social networks! 5.  Earn citations and links back to your site on a variety of phrases! It’s a Two Algorithm World – Google & the User
  114. 114. 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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