Your SlideShare is downloading. ×
0
B3

What Google wants &
how to future-proof
SEO
Patrick Altoft – Director of Search

#B3Seminar
B3

What’s happening in

SEO?
#B3Seminar
B3

You can’t rank unless
you deserve to rank
#B3Seminar
B3

What Google wants
“The goal of many of our ranking changes is to help searchers find sites that provide a
great user e...
B3

The current

SEO LANDSCAPE
Sentiment

Engagement

NEWS
DESIGN

OFFSITE

BUILD

Quality
Structure

CITATIONS

ONSITE

C...
B3

The future (& present) of SEO

#B3Seminar
B3

Focus on Users
#B3Seminar
B3

Return to Search
You have a few seconds to get
the visitor’s attention and
persuade them that they have
arrived at a s...
B3

#B3Seminar
B3

Hummingbird
#B3Seminar
B3

#B3Seminar
B3

Hummingbird
[Hummingbird] Gave us an opportunity [...] to take
synonyms and knowledge graph and other things
Google ha...
B3

Understanding which
words in a query matter
most & giving them more
weight
Long tail & badly thought
out queries will ...
B3

Example
Google wants to rank the best result for
the query
Not just the one that best matches the
keywords the user se...
B3

UK example
Google wants to rank the best result for
the query
Not just the one that best matches the
keywords the user...
B3

Satisfaction
Other than low quality websites, the biggest cause of searchers not being satisfied is the
fact that Goog...
B3

Segmentation &
Personas
#B3Seminar
B3

Could Google really understand what people
want?
Andy

Vin

Tim

• Cars
• Holidays
• Likes
• Restaurants
• Hotels

• C...
B3

Segmentation
Most brands perform research & segmentation to understand their customers
Until now, nobody has applied t...
B3

Incite.ws

#B3Seminar
B3

Segmentation & Content
Strategy
Mum with
kids

• “Cruise deals”

Play areas, babysitting,
games, kids pools

Retired
c...
B3

#B3Seminar
B3

Keyword

Audience
Research
#B3Seminar
B3

Content Strategy
#B3Seminar
B3

Content Strategy
Framework
Content Audit
Document
• Typography
• Readability
• Spelling/grammar
• Shareability
• Keywo...
B3

http://b3.io/TBXFpw

#B3Seminar
B3

Demographics
#B3Seminar
B3

#B3Seminar
B3

#B3Seminar
B3

#B3Seminar
B3

#B3Seminar
B3

#B3Seminar
B3

#B3Seminar
B3

Not Provided
#B3Seminar
B3

Notprovidedcount.com

#B3Seminar
B3

Data Sources
Not provided will be 100% soon – no more keyword data, attribution modelling becomes
largely useless
Solu...
B3

A Good CTR Model

#B3Seminar
B3

A Better CTR Model
Actual CTR from WMT
We will be sending details next
week

#B3Seminar
B3

Thank
You

Patrick@branded3.com
@PatrickAltoft

#B3Seminar
B3

#B3Seminar
@Branded_3

#B3Seminar
Upcoming SlideShare
Loading in...5
×

What Google Really Wants & How to Futureproof SEO

277

Published on

Patrick Altoft talks at the Branded3 seminar about what Google wants and how personas and Hummingbird are driving content strategy

Published in: Technology, News & Politics
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
277
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
7
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Tim
  • So how do we implement Persuassive design? What can we do to connect more with our users?
  • Transcript of "What Google Really Wants & How to Futureproof SEO"

    1. 1. B3 What Google wants & how to future-proof SEO Patrick Altoft – Director of Search #B3Seminar
    2. 2. B3 What’s happening in SEO? #B3Seminar
    3. 3. B3 You can’t rank unless you deserve to rank #B3Seminar
    4. 4. B3 What Google wants “The goal of many of our ranking changes is to help searchers find sites that provide a great user experience and fulfil their information needs. ” Matt Cutts Our strategy therefore is to make our clients a better search result than their competitors. This can be split into two simple to understand factors: • • Creating more authority & being a better/more reputable company Making better landing pages, specifically your primary pages #B3Seminar
    5. 5. B3 The current SEO LANDSCAPE Sentiment Engagement NEWS DESIGN OFFSITE BUILD Quality Structure CITATIONS ONSITE CONTENT BLOG Satisfactio n is listening to… CONVERSATIONS Relevance Authority SOCIAL Freshness #B3Seminar
    6. 6. B3 The future (& present) of SEO #B3Seminar
    7. 7. B3 Focus on Users #B3Seminar
    8. 8. B3 Return to Search You have a few seconds to get the visitor’s attention and persuade them that they have arrived at a site that will answer their query If they go back to Google that’s a negative signal #B3Seminar
    9. 9. B3 #B3Seminar
    10. 10. B3 Hummingbird #B3Seminar
    11. 11. B3 #B3Seminar
    12. 12. B3 Hummingbird [Hummingbird] Gave us an opportunity [...] to take synonyms and knowledge graph and other things Google has been doing to understand meaning to rethink how we can use the power of all these things to combine meaning and predict how to match your query to the document in terms of what the query is really wanting and are the connections available in the documents. and not just random coincidence that could be the case in early search engines. #B3Seminar
    13. 13. B3 Understanding which words in a query matter most & giving them more weight Long tail & badly thought out queries will now get much better results Users are more satisfied #B3Seminar
    14. 14. B3 Example Google wants to rank the best result for the query Not just the one that best matches the keywords the user searched for #B3Seminar
    15. 15. B3 UK example Google wants to rank the best result for the query Not just the one that best matches the keywords the user searched for We are not sure why this hasn’t changed #B3Seminar
    16. 16. B3 Satisfaction Other than low quality websites, the biggest cause of searchers not being satisfied is the fact that Google showed them something they just were not looking for Even if most people are satisfied there are always certain segments of people that are totally unhappy with a search result Hummingbird will allow Google to dramatically increase satisfaction rates by gaining a better understanding of what people actually want, rather than what they type into the search box #B3Seminar
    17. 17. B3 Segmentation & Personas #B3Seminar
    18. 18. B3 Could Google really understand what people want? Andy Vin Tim • Cars • Holidays • Likes • Restaurants • Hotels • Cars • Holidays • Likes • Restaurants • Hotels • Cars • Holidays • Likes • Restaurants • Hotels Ford Turkey Design Indian De Vere Mercedes Malaysia Business Indian Lastminute.com Audi Cruising SEO Indian Hilton #B3Seminar
    19. 19. B3 Segmentation Most brands perform research & segmentation to understand their customers Until now, nobody has applied this research to content strategy with the aim of improving SEO performance Branded3 is working with Incite, part of the St Ives Group, to create accurate segmentation models and are already using this knowledge to drive our content strategy By understanding who the searcher is & what they are looking for we can satisfy a much greater percentage of searchers #B3Seminar
    20. 20. B3 Incite.ws #B3Seminar
    21. 21. B3 Segmentation & Content Strategy Mum with kids • “Cruise deals” Play areas, babysitting, games, kids pools Retired couple • “Cruise deals” Social, food, entertainment • “Cruise deals” Privacy, romance, spa, day trips, food, fitness Honeymoon couple #B3Seminar
    22. 22. B3 #B3Seminar
    23. 23. B3 Keyword Audience Research #B3Seminar
    24. 24. B3 Content Strategy #B3Seminar
    25. 25. B3 Content Strategy Framework Content Audit Document • Typography • Readability • Spelling/grammar • Shareability • Keyword use • Copyscape report on stolen content • Social media shares Shareable Content • Brainstorming • Competitor Analysis • Examples & screenshots from competitors Informative Content User Generated Content • Research Q&A on Yahoo Answers, Quora, Facebook, Twitter • Search for questions in Analytics data & keyword tool data • Gap Analysis of current content • Examples & screenshots from competitors etc • Reviews – implementation, ince ntivisation etc • Q&A section or Q&A on product pages etc • Forums, blog comments, guest blog posts, in-depth content reviews • Examples & screenshots from competitors etc Site Structure • Where does content need to go (blog or Q&A etc) • How should the sections be structured • Design & UI • Interlinking between sections • Examples & screenshots from competitors Content Roadmap Document • Monthly or weekly content plan • Special events & calendar • Blog calendar • PR calendar #B3Seminar
    26. 26. B3 http://b3.io/TBXFpw #B3Seminar
    27. 27. B3 Demographics #B3Seminar
    28. 28. B3 #B3Seminar
    29. 29. B3 #B3Seminar
    30. 30. B3 #B3Seminar
    31. 31. B3 #B3Seminar
    32. 32. B3 #B3Seminar
    33. 33. B3 #B3Seminar
    34. 34. B3 Not Provided #B3Seminar
    35. 35. B3 Notprovidedcount.com #B3Seminar
    36. 36. B3 Data Sources Not provided will be 100% soon – no more keyword data, attribution modelling becomes largely useless Solutions • • • • Total organic visits to top landing pages Total search visits minus brand clicks from WMT data Estimated visits per keyword via rankings, CTR & search volumes Click share for product categories #B3Seminar
    37. 37. B3 A Good CTR Model #B3Seminar
    38. 38. B3 A Better CTR Model Actual CTR from WMT We will be sending details next week #B3Seminar
    39. 39. B3 Thank You Patrick@branded3.com @PatrickAltoft #B3Seminar
    40. 40. B3 #B3Seminar @Branded_3 #B3Seminar
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×