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SEO in 2014

Navneet	
  Kaushal	
  
CEO	
  
PageTraffic	
  
WHO AM I?
Navneet	
  Kaushal	
  
Founder	
  &	
  CEO	
  of	
  	
  PageTraffic	
  
13	
  Years	
  of	
  Digital	
  Search	
  ...
SERP	
  Features	
  

In	
  2013,	
  Google	
  Introduced	
  more	
  search	
  engine	
  
results	
  page	
  features	
  t...
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
...
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+	
  u...
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	
 ...
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	
  Mark...
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 conver...
Keywords Are Secondary
•  Don’t worry about specific phrases
•  Think Landing Pages for organic instead
–  Which ones are ...
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...
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
–  Conver...
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	...
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	
  
...
Figh<ng	
  Back	
  
So,	
  how	
  do	
  you	
  fight	
  back	
  
against	
  the	
  Knowledge	
  
Graph?	
  How	
  do	
  you...
Wikipedia	
  &	
  Freebase	
  
The	
  Knowledge	
  Graph’s	
  
primary	
  source	
  of	
  textual,	
  
descrip<ve	
  data	...
Freebase	
  
Freebase	
  is	
  an	
  incredible	
  
database	
  of	
  nearly	
  all	
  the	
  
world’s	
  info—
unsurprisi...
The	
  Knowledge	
  Graph	
  also	
  
grabs	
  data	
  from	
  one	
  more	
  
very	
  important	
  source:	
  your	
  
fa...
From	
  PageRank	
  to	
  AuthorRank	
  

www.pagetraffic.com	
  
Author	
  Rank	
  
Author	
  Rank	
  is	
  about	
  fusing	
  the	
  
web	
  of	
  people	
  with	
  the	
  web	
  of	
  
...
Author	
  Rank	
  
Google	
  Authorship	
  Markup	
  

Structured	
  data	
  markup	
  using	
  microdata	
  from	
  schema.org	
  
will	
  b...
Start	
  Building	
  Author	
  Rank	
  
Author	
  Rank	
  &	
  Search	
  Rankings	
  
Author	
  Rank	
  &	
  Search	
  Rankings	
  
“It’s	
  just	
  the	
  case	
  that	
  that	
  picture	
  is	
  just	
  
mo...
Check	
  your	
  Google+	
  feed	
  and	
  interact.	
  

Update	
  your	
  blog	
  regularly	
  	
  

Start	
  building	
...
Social authority influences rank 	
  
Both	
  search	
  engines	
  a^empt	
  to	
  compute	
  
the	
  authority	
  and	
  ...
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	
...
A	
  Mashable	
  survey	
  in	
  August	
  2013	
  revealed	
  that	
  17.4	
  percent	
  of	
  global	
  web	
  
traffic	
 ...
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	
 ...
Copyright	
  ©	
  www.pagetraffic.in	
  
THANK YOU!
Website:
Email:
Twitter:
Blog:
Facebook:

www.pagetraffic.com
navneet@pagetraffic.com
@navneetkaushal
www.paget...
SEO 2014- Future of SEO
SEO 2014- Future of SEO
SEO 2014- Future of SEO
SEO 2014- Future of SEO
SEO 2014- Future of SEO
SEO 2014- Future of SEO
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SEO 2014- Future of SEO

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Transcript of "SEO 2014- Future of SEO"

  1. 1. SEO in 2014 Navneet  Kaushal   CEO   PageTraffic  
  2. 2. 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  
  3. 3. SERP  Features   In  2013,  Google  Introduced  more  search  engine   results  page  features  than  ever.   www.pagetraffic.com  
  4. 4. 7-­‐RESULTS  SERPS   www.pagetraffic.com  
  5. 5. 10-­‐RESULTS  SERPS   www.pagetraffic.com  
  6. 6. EVENT  SITELINKS  SERPS   www.pagetraffic.com  
  7. 7. GOOGLE+  BRANDS  SERPS   www.pagetraffic.com  
  8. 8. PAID  SHOPPING  (LEFT)  SERPS   www.pagetraffic.com  
  9. 9. PAID  SHOPPING  (RIGHT)  SERPS   www.pagetraffic.com  
  10. 10. KNOWLEDGE  GRAPH  (KG)  SERPS   www.pagetraffic.com  
  11. 11. RELATED  SEARCH  CAROUSEL  SERPS   www.pagetraffic.com  
  12. 12. LOCAL  CAROUSEL  SERPS   www.pagetraffic.com  
  13. 13. AUTHORSHIP  THUMBNAIL  SERPS   www.pagetraffic.com  
  14. 14. RICH  SNIPPETS  AND  SCHEMA  MARKUP  SERPS   Star Ratings, Reviews & Price Author Photo Date of Publication Video Snippet
  15. 15. What  else  is  changing?  
  16. 16. The  Way  We  Consume  InformaQon  Has  Changed    
  17. 17. The  Way  We  Communicate  Has  Changed    
  18. 18. •  •  •  •  •  •  •  •  •  •  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  
  19. 19. Audience  Search  Habits  are  Changing    
  20. 20. Audience  Search  Habits  are  Changing    
  21. 21. Shi^  in  Balance  is  happening  
  22. 22. In  2008,   SEO  Was   This   Link   Building   On-­‐Page   Basics  
  23. 23. VIDEO   In  2014,   SEO  is  This   ON-­‐PAGE   SEO   CONTENT MARKETING SITE   SPEED   CONTENT   STRATEGY   LINK   BUILDING   UX   MOBILE    
  24. 24. Forget keywords as anchor texts
  25. 25. Build  Links  WITH   Your  Content  to   Win.    
  26. 26. Pick  Content  Type      
  27. 27. Build Content With High Search Link Intent KEYWORD  “FACTS”   KEYWORD  “INFORMATION”   KEYWORD  “DATA”  
  28. 28. Learn  the  art  of  storytelling   Copyright  ©  www.pagetraffic.in  
  29. 29. Promote   Copyright  ©  www.pagetraffic.in  
  30. 30. How  to  Measure   Copyright  ©  www.pagetraffic.in  
  31. 31. “Data”  and  not  “Not  Provided”  Keywords  will  Decide  the   Success  of  your  Online  MarkeQng  Strategy   Copyright  ©  www.pagetraffic.in  
  32. 32. Expected  to  be  100%  by  this  year  end   Copyright  ©  www.pagetraffic.in  
  33. 33. Stop  whining  and  move  forward!   Copyright  ©  www.pagetraffic.in  
  34. 34. Key Metric •  Conversion rate –  By Landing Page •  But which phrase(s) –  Drive traffic –  Does the page generate conversations
  35. 35. 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
  36. 36. Identify Key Landing •  Examine landing pages in Analytics
  37. 37. Filter For Only Organic Search •  Create a Filter or Segment (GA)
  38. 38. Build Likely Phrases •  Keywords: –  Lasik, savings, cost, financing •  Likely Phrase –  Cost of Lasik –  Financing Lasik –  Saving on Lasik
  39. 39. Use GWMT to Find Phrases
  40. 40. Use GWMT to Find Phrases Opportunity?: Optimize for word “Surgery” on page
  41. 41. Extract Dominant Words h^p://www.wordle.net/  or  h^p://tagcrowd.com/    
  42. 42. Repeat •  Repeat for all landing pages to specific keyword phrases (top 10 pages) •  Compare: –  Engagement Rate –  Conversion Rate •  Identify best landing page for Keywords
  43. 43. Copyright  ©  www.pagetraffic.in  
  44. 44. Rise  of  Knowledge  Graph  and  Schemas   Copyright  ©  www.pagetraffic.in  
  45. 45. 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%.    
  46. 46. How  Does  it  Affect  Sites?   In  first  posi<on,  average   CTR  dropped  from  22%  to   12%.    
  47. 47. 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.    
  48. 48. 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.  
  49. 49. Wikipedia  &  Freebase   The  Knowledge  Graph’s   primary  source  of  textual,   descrip<ve  data  is   Wikipedia  and  Freebase  
  50. 50. 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!    
  51. 51. 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!  
  52. 52. From  PageRank  to  AuthorRank   www.pagetraffic.com  
  53. 53. 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.  
  54. 54. Author  Rank  
  55. 55. Google  Authorship  Markup   Structured  data  markup  using  microdata  from  schema.org   will  be  interpreted  as  authorship  informa<on  as  well.        
  56. 56. Start  Building  Author  Rank  
  57. 57. Author  Rank  &  Search  Rankings  
  58. 58. 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.”  
  59. 59. 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  
  60. 60. 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  
  61. 61. Hire/Engage W/ Writers Authoritative on a Subject on Google+
  62. 62. Build A Reusable, Authoritative Guest Author It  doesn’t  ma^er  if  you  have  a  footprint  if  you  don’t  suck.  
  63. 63. 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  
  64. 64. Copyright  ©  www.pagetraffic.in  
  65. 65. Copyright  ©  www.pagetraffic.in  
  66. 66. Copyright  ©  www.pagetraffic.in  
  67. 67. Start  asking  the  right  quesQon...   Copyright  ©  www.pagetraffic.in   www.pagetraffic.com  
  68. 68. How  Do  I  Rank  #1?   Copyright  ©  www.pagetraffic.in   www.pagetraffic.com  
  69. 69. What’s  the  best  strategy   to  drive  traffic  to  my  site   and  convert  it?   Copyright  ©  www.pagetraffic.in   www.pagetraffic.com  
  70. 70. Copyright  ©  www.pagetraffic.in  
  71. 71. THANK YOU! Website: Email: Twitter: Blog: Facebook: www.pagetraffic.com navneet@pagetraffic.com @navneetkaushal www.pagetrafficbuzz.com www.facebook.com/pagetraffic.in
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