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Hannah Thorpe - SEO Without Traffic

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SEO without traffic : the world of voice search, knowledge graph and brand

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Hannah Thorpe - SEO Without Traffic

  1. 1. #seocamp 1 SEO without traffic : the world of voice search, knowledge graph and brand
  2. 2. #seocamp 2 Business Director @hannahjthorpe hannah.thorpe@found.co.uk Hannah Thorpe FOUND.
  3. 3. #seocamp 3 I WANTED TO TELL YOU ALL ABOUT THE FUTURE OF SEO...
  4. 4. #seocamp 4
  5. 5. #seocamp 5 THEN, I THOUGHT I’D TELL YOU ABOUT THE PRESENT WORLD OF SEO…
  6. 6. #seocamp 6
  7. 7. #seocamp 7 SO, ONCE UPON A TIME...
  8. 8. #seocamp 8 I THOUGHT BRAND WAS A RANKING FACTOR.
  9. 9. #seocamp 9 WE KNOW THAT THE GOOGLE ALGORITHM USES MACHINE LEARNING...
  10. 10. #seocamp 10 MACHINE LEARNING HAS HELPED BUILD AN UNDERSTANDING AROUND SYNONYMS.
  11. 11. #seocamp 11 SO WHAT IF BRAND IS JUST A TYPE OF KEYWORD?
  12. 12. #seocamp 12
  13. 13. #seocamp 13 THESE BRAND NAMES ARE INTERCHANGEABLE FOR ANY OF THEIR PRODUCTS.
  14. 14. #seocamp 14 IF GOOGLE CAN UNDERSTAND SYNONYMS, THEN IT CAN UNDERSTAND ‘SUPER SYNONYMS’.
  15. 15. #seocamp 15 I THOUGHT THE WAY YOUR BRAND IS SEARCHED FOR/SPOKEN ABOUT/LINKED TO IS A RANKING FACTOR.
  16. 16. #seocamp 16 “Brand, brand, brand, synonym, synonym, synonym - this is all we should be focused on.” ME, UP UNTIL NOVEMBER 2018
  17. 17. #seocamp 17 THEN, GOOGLE HAD A BIRTHDAY...
  18. 18. #seocamp 18 NEURAL MATCHING?!
  19. 19. #seocamp 19 URM...WHAT’S THE WORD FOR IT?
  20. 20. #seocamp 20 OF ALL QUERIES NOW UTILISE NEURAL MATCHING, THROUGH AN AI LEARNING STRUCTURE. 30%
  21. 21. #seocamp 21 GOOGLE IS GIVING US WHAT WE WANT, BEFORE WE KNOW IT OURSELVES...
  22. 22. #seocamp 22 MAYBE IT’S NOT BRAND THAT MAKES PEOPLE RANK, BUT INSTEAD THE IMPACT THAT HAS ON BUILDING RELEVANCE AND AUTHORITY.
  23. 23. #seocamp 23 How has Google changed and why Voice Search, Knowledge Graph and Brand are now key GOOGLE IS BECOMING A DISCOVERY ENGINE.
  24. 24. #seocamp 24 REALLY? TIME TO PROVE IT.
  25. 25. #seocamp 25 QUITE LITERALLY IN THE CASE OF THE GOOGLE FEED.
  26. 26. #seocamp 26 THE TOPIC LAYER. - Single search - Most relevant sub-topics - Sits above the knowledge graph layer
  27. 27. #seocamp 27 ACTIVITY CARDS. - Personalisation in the SERPs - Stores previous pages & queries - Suits longer research journeys
  28. 28. #seocamp 28 Entities can be domains or non- domains (e.g. TV/Music/Actors/Br ands) Every entity can have a sub-entity. So a domain can be a sub-entity of the main non-domain entity (e.g. celebrities’ personal sites) Why are we only optimising sub- entities? ENTITY AS A RANKING FACTOR.
  29. 29. #seocamp 29 OUR STANDARD METHODS DON’T WORK.
  30. 30. #seocamp 30 STANDARD SEO TOOLS STRUGGLE TO PREDICT MORE THAN 15% OF RANKING POSITIONS.
  31. 31. #seocamp 31 34% OF SEARCHES RESULT IN NO CLICK FROM THE SERP.
  32. 32. #seocamp 32 WE HAVE PRETTY MUCH NO IDEA WHAT THE MARCH 2019 UPDATE WAS.
  33. 33. #seocamp 33 LET’S GO BACK ONE STEP. WHAT IS SEO?
  34. 34. #seocamp 34 Algorithm noun An algorithm is a list of rules to follow in order to solve a problem. Algorithms need to have their steps in the right order.
  35. 35. #seocamp 35 THERE IS NO SINGLE, ORDERED PROCESS FOR DOING SEO AND RANKING. ALGORITHM IS THE WRONG WORD.
  36. 36. #seocamp 36 WE ARE OPTIMISING FOR A SEARCH ALGORITHM, NOT USERS DISCOVERING CONTENT.
  37. 37. #seocamp 37 WHAT’S THE DIFFERENCE? Discovery - Entity holds the value - Queryless - Journeys Search - Domain holds the value - Query based - Single answers DISCOVERY - Entity holds the value - Queryless - Journeys Search - Domain holds the value - Query based - Single answers SEARCH - Domain holds the value - Query based - Single answers
  38. 38. #seocamp 38 SO WE NEED TO FOCUS ON... Being front of mind Being useful Being better than competitors Being a brand
  39. 39. #seocamp 39
  40. 40. #seocamp 40 THINK BIG MARKETING CAMPAIGNS, OFFLINE & ONLINE, PRIME TIME TV, ADVERTISING IN THE BIGGEST PUBLICATIONS AND BEING SEEN EVERYWHERE. SPEND ALL OF THE MONEY.
  41. 41. #seocamp 41
  42. 42. #seocamp 42 THE PERFECT SEARCH ENGINE WOULD REALLY UNDERSTAND WHATEVER YOUR NEED IS. IT WOULD UNDERSTAND EVERYTHING IN THE WORLD DEEPLY, GIVE YOU BACK KIND OF EXACTLY WHAT YOU NEED.
  43. 43. #seocamp 43 THERE’S FOUR THINGS WE CAN DO... Move beyond keywords Simplify your content Use structured data Genuinely put users first
  44. 44. #seocamp 44 MOVE BEYOND KEYWORDS.
  45. 45. #seocamp 45 THERE IS NO SUCH THING AS A TRULY ACCURATE SEARCH VOLUME.
  46. 46. #seocamp 46 Keyword Search Volume Cheap windows laptop 2,900 Cheapest windows laptops 2,900 cheap windows lapptop 2,900 windows laptop cheap 2,900 FOR EXAMPLE:
  47. 47. #seocamp 47 LOOK AT THE MOMENT. Discovery - Entity holds the value - Queryless - Journeys Search - Domain holds the value - Query based - Single answers What type of information do they need? Search - Domain holds the value - Query based - Single answers What are your customers doing?
  48. 48. #seocamp 48 Content Outreach TechnicalTargeting Local
  49. 49. #seocamp 49 SIMPLIFY YOUR CONTENT.
  50. 50. #seocamp 50 Point Comment Expanded examples
  51. 51. #seocamp 51 TABLES. - Be clear - Keep number of columns limited (no more than 5) - Define what’s in the table
  52. 52. #seocamp 52 LISTS. - Use numbers or bullet points - No double spacing - Keep points short
  53. 53. #seocamp 53 USE STRUCTURED DATA.
  54. 54. #seocamp 54
  55. 55. #seocamp 55
  56. 56. #seocamp 56
  57. 57. #seocamp 57 GENUINELY PUT USERS FIRST.
  58. 58. #seocamp 58 IS THIS A GOOD USER EXPERIENCE?
  59. 59. #seocamp 59 LOOK AT ‘TIME WELL SPENT’. “Research shows that when we use social media to connect with people we care about, it can be good for our well- being. We can feel more connected and less lonely, and that correlates with long term measures of happiness and health. On the other hand, passively reading articles or watching videos — even if they're entertaining or informative — may not be as good.” SOMEONE SMART, 2016
  60. 60. #seocamp 60 TO SUM UP...
  61. 61. #seocamp 61 THERE’S FOUR THINGS WE CAN DO... Move beyond keywords Simplify your content Use structured data Genuinely put users first
  62. 62. #seocamp 62 BUT MOST IMPORTANTLY, PUT USERS FIRST AND STOP OVER-THINKING ALGORITHMS.
  63. 63. #seocamp 63 Question Mug What % of queries use neural matching?
  64. 64. #seocamp 64 THANKS TO THE SPONSORS
  65. 65. #seocamp 65 Slide Source 21 https://www.wired.com/2015/01/googles-secret-study-to-find-out-our-needs/ 18 https://www.searchenginejournal.com/google-neural-matching/271125/ 25 https://www.blog.google/products/search/introducing-google-discover/ 26 https://www.seroundtable.com/google-topic-layer-knowledge-graph-dynamic-26421.html 27 https://www.engadget.com/2018/09/24/google-search-activity-card-collections/ 28 https://searchengineland.com/google-patent-on-related-entities-and-what-it-means-for-seo-295727 30 https://www.vervesearch.com/blog/seo-metrics-study/ 39 https://twitter.com/randfish/status/1045634641250734080 42 http://fortune.com/2012/12/11/fortune-exclusive-larry-page-on-google/ 46 https://www.vervesearch.com/blog/fixing-googles-keyword-search-volume-aggregation/ 59 https://onlinelibrary.wiley.com/doi/full/10.1111/jcc4.12162

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