The Expanding Nature of SEO (MarTech 2016)

1. THE EXPANDING NATURE OF SEO 3/21/2016 MICAH FISHER-KIRSHNER

2. WHO AM I? SEO AdvisorshipsSEO Experience +MicahFisher-Kirshner / @micahfk

3. THE VILLAGE An expanding nature of SEO requires an understanding of the past

4. THE VILLAGE: BASIC WEB RESULTS

5. FLAT EARTH We learned to recognize other optimizing tribes

6. SPHERICAL EARTH AT CENTER OF EVERYTHING We saw the need for testing and understanding of our environment

7. SPHERICAL EARTH: CAFFEINE

8. CENTRAL SUN Not all of us accepted the changes Google developed

9. CENTRAL SUN: PANDA

10. LUDDITES APPEAR! • Galileo attacked

11. LUDDITES: THINKING OUTSIDE THE BOX Those that recognized the central change saw branding’s importance

12. GALACTIC UNIVERSE Nonetheless, we realized life is so much more than the desktop screen

13. GALACTIC UNIVERSE: MOBILEGEDDON

14. Today’s universe of optimization encompasses so much more

15. AMP

16. <!doctype html>

17. <!doctype html> <html ⚡> or <html amp>

18. <!doctype html> <html ⚡> <head>

19. <!doctype html> <html ⚡> <head> <meta charset=“utf-8”>

20. <!doctype html> <html ⚡> <head> <meta charset=“utf-8”> <link rel="canonical" href=“https://www.example.com /regular-HTML-version/">

21. <!doctype html> <html ⚡> <head> <meta charset=“utf-8”> <link rel="canonical" href=“https://www.example.com/regular-HTML-version/"> <meta name="viewport" content="width=device-width,minimum- scale=1,initial-scale-1">

22. <!doctype html> <html ⚡> <head> <meta charset=“utf-8”> <link rel="canonical" href=“https://www.example.com/regular-HTML-version/"> <meta name="viewport" content="width=device-width,minimum-scale=1,initial-scale-1"> <style amp-boilerplate>body{-webkit-animation:-amp-start 8s steps(1,end) 0s 1 normal both;-moz-animation:-amp-start 8s steps(1,end) 0s 1 normal both;-ms-animation:-amp-start 8s steps(1,end) 0s 1 normal both;animation:-amp-start 8s steps(1,end) 0s 1 normal both}@- webkit-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@-moz-keyframes - amp-start{from{visibility:hidden}to{visibility:visible}}@-ms-keyframes -amp- start{from{visibility:hidden}to{visibility:visible}}@-o-keyframes -amp- start{from{visibility:hidden}to{visibility:visible}}@keyframes -amp- start{from{visibility:hidden}to{visibility:visible}}</style><noscript><style amp- boilerplate>body{-webkit-animation:none;-moz-animation:none;-ms- animation:none;animation:none}</style></noscript>

23. <!doctype html> <html ⚡> <head> <meta charset=“utf-8”> <link rel="canonical" href=“https://www.example.com/regular-HTML-version/"> <meta name="viewport" content="width=device-width,minimum-scale=1,initial-scale-1"> <style amp-boilerplate>body{-webkit-animation:-amp-start 8s steps(1,end) 0s 1 normal both;-moz-animation:-amp-start 8s steps(1,end) 0s 1 normal both;-ms-animation:-amp-start 8s steps(1,end) 0s 1 normal both;animation:-amp-start 8s steps(1,end) 0s 1 normal both}@-webkit-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@-moz-keyframes - amp-start{from{visibility:hidden}to{visibility:visible}}@-ms-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@- o-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@keyframes -amp- start{from{visibility:hidden}to{visibility:visible}}</style><noscript><style amp-boilerplate>body{-webkit-animation:none;-moz- animation:none;-ms-animation:none;animation:none}</style></noscript> <script async src="https://cdn.ampproject.org/ v0.js"></script>

24. <!doctype html> <html ⚡> <head> <meta charset=“utf-8”> <link rel="canonical" href=“https://www.example.com/regular-HTML-version/"> <meta name="viewport" content="width=device-width,minimum-scale=1,initial-scale-1"> <style amp-boilerplate>body{-webkit-animation:-amp-start 8s steps(1,end) 0s 1 normal both;-moz-animation:-amp-start 8s steps(1,end) 0s 1 normal both;-ms-animation:-amp-start 8s steps(1,end) 0s 1 normal both;animation:-amp-start 8s steps(1,end) 0s 1 normal both}@-webkit-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@-moz-keyframes - amp-start{from{visibility:hidden}to{visibility:visible}}@-ms-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@- o-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@keyframes -amp- start{from{visibility:hidden}to{visibility:visible}}</style><noscript><style amp-boilerplate>body{-webkit-animation:none;-moz- animation:none;-ms-animation:none;animation:none}</style></noscript> <script async src="https://cdn.ampproject.org/v0.js"></script> </head> <body>

25. <!doctype html> <html ⚡> <head> <meta charset=“utf-8”> <link rel="canonical" href=“https://www.example.com/regular-HTML-version/"> <meta name="viewport" content="width=device-width,minimum-scale=1,initial-scale-1"> <style amp-boilerplate>body{-webkit-animation:-amp-start 8s steps(1,end) 0s 1 normal both;-moz-animation:-amp-start 8s steps(1,end) 0s 1 normal both;-ms-animation:-amp-start 8s steps(1,end) 0s 1 normal both;animation:-amp-start 8s steps(1,end) 0s 1 normal both}@-webkit-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@-moz-keyframes - amp-start{from{visibility:hidden}to{visibility:visible}}@-ms-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@- o-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@keyframes -amp- start{from{visibility:hidden}to{visibility:visible}}</style><noscript><style amp-boilerplate>body{-webkit-animation:none;-moz- animation:none;-ms-animation:none;animation:none}</style></noscript> <script async src="https://cdn.ampproject.org/v0.js"></script> </head> <body>Hello World!</body> </html>

26. <!doctype html> <html ⚡> <head> <meta charset=“utf-8”> <link rel="canonical" href=“https://www.example.com/regular-HTML-version/"> <meta name="viewport" content="width=device-width,minimum-scale=1,initial-scale-1"> <style amp-boilerplate>body{-webkit-animation:-amp-start 8s steps(1,end) 0s 1 normal both;-moz-animation:-amp-start 8s steps(1,end) 0s 1 normal both;-ms-animation:-amp-start 8s steps(1,end) 0s 1 normal both;animation:-amp-start 8s steps(1,end) 0s 1 normal both}@-webkit-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@-moz-keyframes - amp-start{from{visibility:hidden}to{visibility:visible}}@-ms-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@- o-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@keyframes -amp- start{from{visibility:hidden}to{visibility:visible}}</style><noscript><style amp-boilerplate>body{-webkit-animation:none;-moz- animation:none;-ms-animation:none;animation:none}</style></noscript> <style amp-custom> body { background-color: white; } amp-img { background-color: gray; } </style> <script async src="https://cdn.ampproject.org/v0.js"></script> </head> <body>Hello World!</body> </html> You can style with only a single embedded stylesheet

27. <!doctype html> <html ⚡> <head> <meta charset=“utf-8”> <link rel="canonical" href=“https://www.example.com/regular-HTML-version/"> <meta name="viewport" content="width=device-width,minimum-scale=1,initial-scale-1"> <style amp-boilerplate>body{-webkit-animation:-amp-start 8s steps(1,end) 0s 1 normal both;-moz-animation:-amp-start 8s steps(1,end) 0s 1 normal both;-ms-animation:-amp-start 8s steps(1,end) 0s 1 normal both;animation:-amp-start 8s steps(1,end) 0s 1 normal both}@-webkit-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@-moz-keyframes - amp-start{from{visibility:hidden}to{visibility:visible}}@-ms-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@- o-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@keyframes -amp- start{from{visibility:hidden}to{visibility:visible}}</style><noscript><style amp-boilerplate>body{-webkit-animation:none;-moz- animation:none;-ms-animation:none;animation:none}</style></noscript> <script async src="https://cdn.ampproject.org/v0.js"></script> </head> <body> <amp-img src="welcome.jpg" alt="Welcome" height="400" width="800"> </amp-img> </body> </html> Images, videos, audios, and iframes add “amp-” to the tags

28. <!doctype html> <html ⚡> <head> <meta charset=“utf-8”> <link rel="canonical" href=“https://www.example.com/regular-HTML-version/"> <meta name="viewport" content="width=device-width,minimum-scale=1,initial-scale-1"> <style amp-boilerplate>body{-webkit-animation:-amp-start 8s steps(1,end) 0s 1 normal both;-moz-animation:-amp-start 8s steps(1,end) 0s 1 normal both;-ms-animation:-amp-start 8s steps(1,end) 0s 1 normal both;animation:-amp-start 8s steps(1,end) 0s 1 normal both}@-webkit-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@-moz-keyframes - amp-start{from{visibility:hidden}to{visibility:visible}}@-ms-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@- o-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@keyframes -amp- start{from{visibility:hidden}to{visibility:visible}}</style><noscript><style amp-boilerplate>body{-webkit-animation:none;-moz- animation:none;-ms-animation:none;animation:none}</style></noscript> <script async src="https://cdn.ampproject.org/v0.js"></script> </head> <body>Hello World!</body> </html> Prohibited Tags applet base embed form frame frameset http-equiv object param script* [input elements*]

29. <!doctype html> <html ⚡> <head> <meta charset=“utf-8”> <link rel="canonical" href=“https://www.example.com/regular-HTML-version/"> <meta name="viewport" content="width=device-width,minimum-scale=1,initial-scale-1"> <script id="amp-access" type="application/json"> { "authorization": "<% host %>/amp-access/api/amp- authorization.json?rid=READER_ID&url=CANONICAL_URL&ref=DOCUMENT_REFERRER&_=RANDOM", "pingback": "<% host %>/amp-access/api/amp-pingback?rid=READER_ID&ref=DOCUMENT_REFERRER&url=CANONICAL_URL", "login": "<% host %>/amp-access/login/?rid=READER_ID&url=CANONICAL_URL" } </script> <style amp-boilerplate>body{-webkit-animation:-amp-start 8s steps(1,end) 0s 1 normal both;-moz-animation:-amp-start 8s steps(1,end) 0s 1 normal both;-ms-animation:-amp-start 8s steps(1,end) 0s 1 normal both;animation:-amp-start 8s steps(1,end) 0s 1 normal both}@-webkit-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@-moz-keyframes -amp- start{from{visibility:hidden}to{visibility:visible}}@-ms-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@-o-keyframes - amp-start{from{visibility:hidden}to{visibility:visible}}@keyframes -amp- start{from{visibility:hidden}to{visibility:visible}}</style><noscript><style amp-boilerplate>body{-webkit-animation:none;-moz- animation:none;-ms-animation:none;animation:none}</style></noscript> <script async custom-element="amp-access" src="https://cdn.ampproject.org/v0/amp-access-0.1.js"></script> <script async src="https://cdn.ampproject.org/v0.js"></script> </head> <body> <section AMP Access="access AND subscriber" amp-access-hide> Thanks for being a subscriber! </section> </body> </html> Paywall Setup 1. Implement AMP Access callbacks in publisher backend 2. Configure AMP Access endpoints 3. Include AMP Access component 4. Define which parts are visible to subscribers and non-subscribers

30. Be sure to validate by adding #development=1 at the end of the URL

31. Learn More The AMP Project Technical Introduction Github Code AMP Blog AMP Videos

32. Answers

33. Large variety, generally follows a theme

34. Already rank on the first page (generally position 5 or higher)

35. Clear and concise answer to the question

36. Well-structured code: headers, lists (but does NOT require Schema)

37. Domain relevance and authority

38. Always include a relevant picture!

39. Apple Search

40. Installed Great CTR Title and keywords Overall engagement Personalized app engagement Low engagement Keyword spamming Bounces Interstitials Low ratings & reviews Poor reviews

41. With Recovery Search provide accurate location data

42. Apple replaced Google as the default web search engine

43. Anchor text relevance (watch out on Google)

44. Great click through rates

45. Social signals with Facebook and Twitter

46. Very clean XML Sitemaps

47. App Indexing

48. Enable your app to handle deep links via HTTP URLs (new with iOS 9)

49. Add the App Indexing API/SDK

50. <html> <head> … … </head> <body>Hello World!</body> </html> Add code to your corresponding web pages referencing the deep links: Rel Alternate <link rel=“alternate” href=android- app://com.example.android/http/example.com /gizmo” />

51. <script type="application/ld+json"> { "@context": "http://schema.org", "@type": "WebPage", "@id": "http://example.com/gizmos", "potentialAction": { } } </script> Add code to your corresponding web pages referencing the deep links: ViewAction "@type": "ViewAction", "target": "android- app://com.example.android/http/example.com/ gizmos" } } </script>

52. <?xml version="1.0" encoding="UTF-8" ?> <urlset xmlns="http://www.sitemaps.org/schemas/sitem ap/0.9" xmlns:xhtml="http://www.w3.org/1999/xhtml"> <url> <loc>http://example.com/gizmos</loc> </url> … </urlset> Add code to your corresponding web pages referencing the deep links: XML Sitemap <xhtml:link rel="alternate" href="android- app://com.example.android/example/gizmos" />

53. Allow Google to crawl requested app URLs

54. Learn More Android Apple

55. Installed Proper implementation Title and description Content mismatch Interstitials

56. Title Descriptions App Indexing ASO Rating volume Star ratings Review text Links More on App Packs http://searchengineland.com/app-indexing-new-frontier-seo-app-packs-app-store-search-242319

57. Knowledge Graph

58. Connecting the world’s knowledge

59. 2 graph styles

60. 4 data citations

61. No Wiki page? Stop now

62. Verify your Google Plus page https://support.google.com/business/answer/2911778

63. <script type="application/ld+json"> { "@context" : "http://schema.org", "@type" : "Organization", "name" : "Your Organization Name", "url" : "http://www.your-site.com", } </script> "sameAs" : [ "http://www.facebook.com/your-profile", "http://www.twitter.com/yourProfile", "http://plus.google.com/your_profile" ] Add code to connect your social properties via sameAs: JSON-LD

64. <span itemscope itemtype="http://schema.org/Organization"> <link itemprop="url" href="http://www.your-company-site.com"> </span> <a itemprop="sameAs" href="http://www.facebook.com/yourcompany">FB</a> <a itemprop="sameAs" href="http://www.twitter.com/YourCompany">Twitter</a> Add code to connect your social properties via sameAs: Microdata

65. Consider Noting Event listings Store hours Location and contact info https://developers.google.com/structured- data/customize/overview

66. Follow other Wikidata entry formats

67. Use notable citations for references

68. Other Properties Headquarters location Official website Image / Logo Social media sites Industry Founders / Start Date Subsidiaries / Employees

69. Double-check your competitors

70. Edit directly as an official representative

71. HTTPS

72. Tiny call-out and a tiny ranking boost

73. Get a robust security certificate via a certificate authority Hilton Hotel

74. Choose a high security level (2048 bits)

75. Redirect users and search engines to HTTPS with a 301 redirect

76. Enable HSTS with a supporting web server

77. Learn More Documentation URL information Additional tips

78. No exceptions: Everything must be HTTPS

79. https://www.example.com/old-original-url/ http://www.example.com/redirect-URL/ http://www.example.com/final-URL/ https://www.example.com/final-URL/ Each hop is a 15% link value loss

80. 301 canonical A B

81. XML Sitemaps need non-redirecting URLs

82. Prepare for data problems

83. https://www.example.com/

84. MORE ON THE HORIZON • Graphic summary of the How Tos, with something to represent “on the horizon” SEO’s value continues to be uncovered

85. THE MULTIVERSE Prepare for the next fundamental change in the SEO universe

86. 100 Minutes Driving a Day

87. END POINT: SEO AS A FOUNDATION Build the SEO foundation for each observed new trend @micahfk ; +MicahFisher-Kirshner

The Expanding Nature of SEO (MarTech 2016)

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