SEO 2014- Future of SEO
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SEO 2014- Future of SEO

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Learn the all new 2014 SEO, tips, tricks and new SEO strategies you can implement in your company

Learn the all new 2014 SEO, tips, tricks and new SEO strategies you can implement in your company

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SEO 2014- Future of SEO SEO 2014- Future of SEO Presentation Transcript

  • SEO in 2014 Navneet  Kaushal   CEO   PageTraffic  
  • WHO AM I? Navneet  Kaushal   Founder  &  CEO  of    PageTraffic   13  Years  of  Digital  Search  MarkeDng  experience   Editor  www.pagetrafficbuzz.com   Expert  author  on  WebProNews,  Search  Newz,  Clickz,  Social  Media  Today,   Search  Engine  Journal,  Promo<onWorld,  Business  2  Community  ,  India  Digital  Review  etc   Regularly  quoted  on  ET  Now,  Zee  News,  SeaQle  Times,  Hindustan  Times,  Livemint,  BenefitIT  etc.   About  PageTraffic   Established  in  2002   95  people  strong,  with  offices  in  New  Delhi,  Noida,  Mumbai,  Chicago  &  London   Offers  SEO,  SMO,  PPC,  Link  Building,  Web  Development  services   More  than  2500  clients  worldwide   Winner  of  Red  Herring  Top  100  Asia  Award  2011   www.pagetraffic.com  
  • SERP  Features   In  2013,  Google  Introduced  more  search  engine   results  page  features  than  ever.   www.pagetraffic.com  
  • 7-­‐RESULTS  SERPS   www.pagetraffic.com  
  • 10-­‐RESULTS  SERPS   www.pagetraffic.com  
  • EVENT  SITELINKS  SERPS   www.pagetraffic.com  
  • GOOGLE+  BRANDS  SERPS   www.pagetraffic.com  
  • PAID  SHOPPING  (LEFT)  SERPS   www.pagetraffic.com  
  • PAID  SHOPPING  (RIGHT)  SERPS   www.pagetraffic.com  
  • KNOWLEDGE  GRAPH  (KG)  SERPS   www.pagetraffic.com  
  • RELATED  SEARCH  CAROUSEL  SERPS   www.pagetraffic.com  
  • LOCAL  CAROUSEL  SERPS   www.pagetraffic.com  
  • AUTHORSHIP  THUMBNAIL  SERPS   www.pagetraffic.com  
  • RICH  SNIPPETS  AND  SCHEMA  MARKUP  SERPS   Star Ratings, Reviews & Price Author Photo Date of Publication Video Snippet
  • What  else  is  changing?  
  • The  Way  We  Consume  InformaQon  Has  Changed    
  • The  Way  We  Communicate  Has  Changed    
  • •  •  •  •  •  •  •  •  •  •  Google  is  Constantly  Changing     Hummingbird   Google  Panda:  25+  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   www.pagetraffic.com  
  • Audience  Search  Habits  are  Changing    
  • Audience  Search  Habits  are  Changing    
  • Shi^  in  Balance  is  happening  
  • In  2008,   SEO  Was   This   Link   Building   On-­‐Page   Basics  
  • VIDEO   In  2014,   SEO  is  This   ON-­‐PAGE   SEO   CONTENT MARKETING SITE   SPEED   CONTENT   STRATEGY   LINK   BUILDING   UX   MOBILE    
  • Forget keywords as anchor texts
  • Build  Links  WITH   Your  Content  to   Win.    
  • Pick  Content  Type      
  • Build Content With High Search Link Intent KEYWORD  “FACTS”   KEYWORD  “INFORMATION”   KEYWORD  “DATA”  
  • Learn  the  art  of  storytelling   Copyright  ©  www.pagetraffic.in  
  • Promote   Copyright  ©  www.pagetraffic.in  
  • How  to  Measure   Copyright  ©  www.pagetraffic.in  
  • “Data”  and  not  “Not  Provided”  Keywords  will  Decide  the   Success  of  your  Online  MarkeQng  Strategy   Copyright  ©  www.pagetraffic.in  
  • Expected  to  be  100%  by  this  year  end   Copyright  ©  www.pagetraffic.in  
  • Stop  whining  and  move  forward!   Copyright  ©  www.pagetraffic.in  
  • Key Metric •  Conversion rate –  By Landing Page •  But which phrase(s) –  Drive traffic –  Does the page generate conversations
  • Keywords Are Secondary •  Don’t worry about specific phrases •  Think Landing Pages for organic instead –  Which ones are they? –  Are these the landing pages you want? •  Do they lead to conversions? –  What can be done improve traffic to page •  Work backwards
  • Identify Key Landing •  Examine landing pages in Analytics
  • Filter For Only Organic Search •  Create a Filter or Segment (GA)
  • Build Likely Phrases •  Keywords: –  Lasik, savings, cost, financing •  Likely Phrase –  Cost of Lasik –  Financing Lasik –  Saving on Lasik
  • Use GWMT to Find Phrases
  • Use GWMT to Find Phrases Opportunity?: Optimize for word “Surgery” on page
  • Extract Dominant Words h^p://www.wordle.net/  or  h^p://tagcrowd.com/    
  • Repeat •  Repeat for all landing pages to specific keyword phrases (top 10 pages) •  Compare: –  Engagement Rate –  Conversion Rate •  Identify best landing page for Keywords
  • Copyright  ©  www.pagetraffic.in  
  • Rise  of  Knowledge  Graph  and  Schemas   Copyright  ©  www.pagetraffic.in  
  • How  Does  it  Affect  Sites?   In  a  study  of  eight  sites,   20MM  impressions  and   2MM  clicks,  when  the   Knowledge  Graph  showed   up,  average  CTR  for  sites   in  the  Top  5  Posi<ons  of   Google  dropped  from  13%   to  just  8%.    
  • How  Does  it  Affect  Sites?   In  first  posi<on,  average   CTR  dropped  from  22%  to   12%.    
  • But!   When  used  correctly,  the   Knowledge  Graph  actually   showed  an  overall  increase   in  traffic  for  sites,  even   when  those  sites  lost  traffic   on  individual  searches.   Answers  and  panels   (collaQons)  hurt  sites;  the   carousel  and  related  links   (collecQons  and   connecQons)  can  help  sites.    
  • Figh<ng  Back   So,  how  do  you  fight  back   against  the  Knowledge   Graph?  How  do  you  use  it   to  your  advantage?   •  Wikipedia   •  Freebase   •  Colla<ng  and  Organizing   your  own  informa<on.  
  • Wikipedia  &  Freebase   The  Knowledge  Graph’s   primary  source  of  textual,   descrip<ve  data  is   Wikipedia  and  Freebase  
  • Freebase   Freebase  is  an  incredible   database  of  nearly  all  the   world’s  info— unsurprisingly  purchased   by  Google—that  you  can   also  edit.  It  does  exactly   what  the  Knowledge   Graph  needs:  it  shows  the   connecQons  between   different  pieces  of  data.   Make  sure  those  connecQons  are   correct—and  that  they  include  what   you  want.  You  can  even  connect  data   to  a  site!    
  • The  Knowledge  Graph  also   grabs  data  from  one  more   very  important  source:  your   favorite  social  network,   Google+!     Connect  you  Google+  page,   and  Google  will  feature  your   latest  G+  post  for  free!  
  • From  PageRank  to  AuthorRank   www.pagetraffic.com  
  • Author  Rank   Author  Rank  is  about  fusing  the   web  of  people  with  the  web  of   documents  and  creaDng  a  more   savvy  view  of  Internet  influence.  
  • Author  Rank  
  • Google  Authorship  Markup   Structured  data  markup  using  microdata  from  schema.org   will  be  interpreted  as  authorship  informa<on  as  well.        
  • Start  Building  Author  Rank  
  • Author  Rank  &  Search  Rankings  
  • Author  Rank  &  Search  Rankings   “It’s  just  the  case  that  that  picture  is  just   more  likely  to  a^ract  a^en<on.  It’s  just  a   li^le  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.”  
  • Check  your  Google+  feed  and  interact.   Update  your  blog  regularly     Start  building  visibility  (and/or  a  rela<onship)  with  the  authors  and  editors.   Look  interes<ng  people,  circle  them   Checklist  to  Improve  Author  Rank  
  • Social authority influences rank   Both  search  engines  a^empt  to  compute   the  authority  and  quality  of  an  author  and   give  that  author's  tweets  preferen<al   treatment  
  • Hire/Engage W/ Writers Authoritative on a Subject on Google+
  • Build A Reusable, Authoritative Guest Author It  doesn’t  ma^er  if  you  have  a  footprint  if  you  don’t  suck.  
  • 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.   Copyright  ©  www.pagetraffic.in  
  • Copyright  ©  www.pagetraffic.in  
  • Copyright  ©  www.pagetraffic.in  
  • Copyright  ©  www.pagetraffic.in  
  • Start  asking  the  right  quesQon...   Copyright  ©  www.pagetraffic.in   www.pagetraffic.com  
  • How  Do  I  Rank  #1?   Copyright  ©  www.pagetraffic.in   www.pagetraffic.com  
  • What’s  the  best  strategy   to  drive  traffic  to  my  site   and  convert  it?   Copyright  ©  www.pagetraffic.in   www.pagetraffic.com  
  • Copyright  ©  www.pagetraffic.in  
  • THANK YOU! Website: Email: Twitter: Blog: Facebook: www.pagetraffic.com navneet@pagetraffic.com @navneetkaushal www.pagetrafficbuzz.com www.facebook.com/pagetraffic.in