SEO 2015

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Learn how to do SEO in 2015 and beyond with what works now and what doesn't

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SEO 2015

  1. 1. SEO in 2015 Navneet'Kaushal' CEO' PageTraffic'
  2. 2. What'all'happened'in'2014'
  3. 3. WHAT’S CHANGED??? • Authorship Photo Drop — June 28, 2014 • John Mueller made a surprise announcement (on June 25th) that Google would be dropping all authorship photos from SERPs (after heavily promoting authorship as a connection to Google+). The drop was complete around June 28th. • Payday Loan 3.0 — June 12, 2014 • Less than a month after the Payday Loan 2.0 anti-spam update, Google launched another major iteration. Official statements suggested that 2.0 targeted specific sites, while 3.0 targeted spammy queries. • Panda 4.0 (#26) — May 19, 2014 • Google confirmed a major Panda update that likely included both an algorithm update and a data refresh. Officially, about 7.5% of English-language queries were affected. While Matt Cutts said it began rolling out on 5/20, our data strongly suggests it started earlier. • Payday Loan 2.0 — May 16, 2014 • Just prior to Panda 4.0, Google updated it's "payday loan" algorithm, which targets especially spammy queries. The exact date of the roll-out was unclear (Google said "this past weekend" on 5/20), and the back-to-back updates made the details difficult to sort out. • Unnamed Update — March 24, 2014 • Major algorithm flux trackers and webmaster chatter spiked around 3/24-3/25, and some speculated that the new, "softer" Panda update had arrived. Many sites reported ranking changes, but this update was never confirmed by Google. • Page Layout #3 — February 6, 2014 • Google "refreshed" their page layout algorithm, also known as "top heavy". Originally launched in January 2012, the page layout algorithm penalizes sites with too many ads above the fold.
  4. 4. WHAT’S CHANGED??? • Pirate 2.0 — October 21, 2014 • More than two years after the original DMCA/"Pirate" update, Google launched another update to combat software and digital media piracy. This update was highly targeted, causing dramatic drops in ranking to a relatively small group of sites. • Penguin 3.0 — October 17, 2014 • More than a year after the previous Penguin update (2.1), Google launched a Penguin refresh. This update appeared to be smaller than expected (<1% of US/English queries affected) and was probably data-only (not a new Penguin algorithm). The timing of the update was unclear, especially internationally, and Google claimed it was spread out over "weeks". • "In The News" Box — October 1, 2014 • Google made what looked like a display change to News-box results, but later announced that they had expanded news links to a much larger set of potential sites. The presence of news results in SERPs also spiked, and major news sites reported substantial traffic changes. • Panda 4.1 (#27) — September 23, 2014 • Google announced a significant Panda update, which included an algorithmic component. They estimated the impact at 3-5% of queries affected. Given the "slow rollout," the exact timing was unclear. • Authorship Removed — August 28, 2014 • Following up on the June 28th drop of authorship photos, Google announced that they would be completely removing authorship markup (and would no longer process it). By the next morning, authorship bylines had disappeared from all SERPs. • HTTPS/SSL Update — August 6, 2014 • After months of speculation, Google announced that they would be giving preference to secure sites, and that adding encryption would provide a "lightweight" rankings boost. They stressed that this boost would start out small, but implied it might increase if the changed proved to be positive. • Pigeon — July 24, 2014 • Google shook the local SEO world with an update that dramatically altered some local results and modified how they handle and interpret location cues. Google claimed that Pigeon created closer ties between the local algorithm and core algorithm(s).
  5. 5. 2015 IS GOING TO BE AMAZING.
  6. 6. What SEO is NOT in 2015
  7. 7. No More Keyword Stuffing
  8. 8. No More Article Spinning
  9. 9. No More Directory Submissions
  10. 10. No Press Releases Without Actual News
  11. 11. What SEO Strategies Work in 2015
  12. 12. 1. Real, Helpful Content
  13. 13. aka Inbound Marketing
  14. 14. No Longer Just Looking for Words
  15. 15. Semantic Indexing
  16. 16. The Machines are Learning
  17. 17. 2. Consistent Content
  18. 18. Fresh Wins
  19. 19. Good Links Boost Visitor Value
  20. 20. Good Content Brings Links
  21. 21. Bad Links Dont Help
  22. 22. You Need to Remove Bad Links
  23. 23. 4. Make Your Site Function Well
  24. 24. Fast Site = Better Rankings developers.google.com/speed/pagespeed/
  25. 25. Designing for the User Thinking objectively about your site layout ! Reinforce branding ! Consistency • Color scheme, fonts, buttons, etc. ! Categorize products intuitively ! 3-click rule ! Company information at the bottom ! A balanced diet of images and text • Images for the user, text for the search engines
  26. 26. An Image-Heavy Site As seen by customers
  27. 27. An Image-Heavy Site As seen by Google
  28. 28. A Balanced Site As seen by customers
  29. 29. A Balanced Site As seen by Google
  30. 30. 5. Mobile Friendly
  31. 31. IF YOUR PHONE DOESN’T DISPLAY FLASH, GOOGLE WILL NOT SHOW FLASH SITES IN YOUR RESULTS. Ma#$Cu#s$of$Google$at$Pubcon$in$October$2013$
  32. 32. 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. Ma#$Cu#s$of$Google$at$Pubcon$in$October$2013$
  33. 33. IF YOUR SITE IS SLOW ON MOBILES, GOOGLE IS LESS LIKELY TO RANK IT. Ma#$Cu#s$of$Google$at$Pubcon$in$October$2013$
  34. 34. HAVING A MOBILE SITE IS JUST THE START.
  35. 35. h#p://developers.google.com/speed/pagespeed/insights$$
  36. 36. MOBILE READY MEANS: • Loading'quickly'on'mobile' • Enabling'users'to'navigate'around'on'a'small'screen' • Taking'mobile'users'to'the'content'they'expect'to'see' • Enabling'users'to'read'without'pinching'and'zooming!' ' '
  37. 37. UX From a Technical Standpoint Bells and whistles behind the curtain ! Responsive design • May factor into future algorithms ! Page speeds • Consistent image sizes • Limit products displayed per page • Use HTML whenever possible, Javascript sparingly ! Broken links, 301s, 404s • Address these in Webmaster Tools • Redirect dead or migrated pages to related, active ones
  38. 38. Good Reviews Across Multiple Sites
  39. 39. 100% Secure HTTPS
  40. 40. Goodbye, Google Authorship What to do now that Google Authorship is dead ConfidenCal$and$Proprietary$InformaCon$$
  41. 41. Google Authorship Examples As they appeared in search engine results pages
  42. 42. Google Authorship is Dead What are authors to do? ! Don’t stop creating great content • Quality, thought-provoking content is king • Make it engaging and sharable ! Promote content where your customers congregate ! Repurpose your pieces across all channels ! Don’t put all your eggs in one basket
  43. 43. Ever Evolving Google’s Algorithm ConfidenCal$and$Proprietary$InformaCon$$ The never-ending story
  44. 44. Pandas Eat Up Good Content Creating original web copy ! Unique, original content is king • Thought-leading • Data-driven • Penalties for duplicate content ! Consider videos infographics ! Keep on-page content! • Should be unique to each page
  45. 45. Pigeons Fly Local Catering to your neighborhood customer base ! Hyper-localized search results ! Develop consistent citations ! Create Google Places account ! Use neighborhood- and city-specific language on-site
  46. 46. Penguins Pay Attention to Links Earning links builds an interconnected reputation ! Paid links = no good! ! Consider link removal ! Network with industry bloggers ! SEO is like PR when earning links • Create content that contributes
  47. 47. Hummingbirds are Conversational Answering a customer’s query-based search ! Content should be conversational • Written for human beings • Ignore keyword density • Answer questions your customers are asking ! As search evolves, Hummingbird will become more important • Voice activated search
  48. 48. ORGANIC SEARCH VISIBILITY IN 2015
  49. 49. CONTENT.
  50. 50. CONTENT. BRANDING.
  51. 51. CONTENT. BRANDING. MOBILE.
  52. 52. CONTENT. BRANDING. MOBILE. SOCIAL.
  53. 53. CONTENT. BRANDING. MOBILE. SOCIAL. USER EXPERIENCE.
  54. 54. SOME THINGS WON’T BE MUCH DIFFERENT
  55. 55. GOOGLE WILL STILL DOMINATE THE MARKET.
  56. 56. THE GOALS OF SEARCH ENGINES WILL STILL BE THE SAME.
  57. 57. LINK BUILDING IS NOT DEAD.
  58. 58. GOOGLE NEEDS LINK METRICS.
  59. 59. “We’ve'played'around'with'the' idea'of'turning'off'back'link' relevance'and,'at'least'for'now,' back'link'relevance'sNll'really'helps' in'terms'of'making'sure'that'we' return'the'best,'most'relevant,' most'topical'set'of'search'results.”'' h#ps://www.youtube.com/watch?v=NCY30WhI2og$$
  60. 60. OFF PAGE IS (AND WILL BE INCREASINGLY) MORE THAN JUST LINKS THOUGH
  61. 61. BRAND SIGNALS
  62. 62. BRAND SEARCH VOLUME WILL MATTER MORE
  63. 63. CITATIONS WILL MATTER MORE
  64. 64. SENTIMENT WILL MATTER MORE
  65. 65. Ma#$Cu#s$of$Google$ SXSW$2013$
  66. 66. POSITIVE SENTIMENT • PosiCve$reviews$ • Google’s$own$systems$ • Trusted$3rd$parCes$ • PosiCve$citaCons$and$interacCons$on$Google$ Plus$ • PosiCve$citaCons$across$the$web$ $
  67. 67. AROUND 15% OF QUERIES ARE NEW
  68. 68. Forget keywords as anchor texts
  69. 69. Build Links WITH Your Content to Win.
  70. 70. Pick Content Type
  71. 71. Build Content With High Search Link Intent KEYWORD$“FACTS”$ KEYWORD$“INFORMATION”$ KEYWORD$“DATA”$
  72. 72. Learn the art of storytelling
  73. 73. Promote
  74. 74. THANK YOU! Website: www.pagetraffic.com Email: navneet@pagetraffic.com Twitter: @navneetkaushal Blog: www.pagetrafficbuzz.com Facebook: www.facebook.com/pagetraffic.in

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