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WTF SEO?! CIMC Conference

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What is SEO? Where is Search going? Where is it today? And how can you discover top opportunities for you?!

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WTF SEO?! CIMC Conference

  1. 1. Britney Muller SEO & Content Architect WTF SEO!? @BritneyMuller
  2. 2. 1. Where Search is today Let’s Un-WTF These 4 Takeaways:
  3. 3. 1. Where Search is today 2. The Future Of Search Let’s Un-WTF These 4 Takeaways:
  4. 4. 1. Where Search is today 3. Work Smarter, Not Harder (Increase ROI) 2. The Future Of Search Let’s Un-WTF These 4 Takeaways:
  5. 5. 1. Where Search is today 3. Work Smarter, Not Harder (Increase ROI) 4. How To Discover & Execute Your Opportunities 2. The Future Of Search Let’s Un-WTF These 4 Takeaways:
  6. 6. Where Is Search Today?
  7. 7. Search Engine Result Page SERP Features Are Taking Over!
  8. 8. Search Engine Result Page SERP Features Are Taking Over!
  9. 9. Search Engine Result Page SERP Features Are Taking Over!
  10. 10. Search Engine Result Page SERP Features Are Taking Over!
  11. 11. MozCast Data
  12. 12. 5 Major SEO Factors
  13. 13. https://www.technologi.st/wp-content/uploads/2016/02/network1.JPG Links
  14. 14. https://www.technologi.st/wp-content/uploads/2016/02/network1.JPG Links
  15. 15. http://www.seerinteractive.com/labs/how-do-they-make-money/ Quality content
  16. 16. http://www.seerinteractive.com/labs/how-do-they-make-money/ Quality content
  17. 17. On-Page Optimization Index-able
  18. 18. On-Page Optimization Index-able
  19. 19. On-Page Optimization Quality Content Index-able
  20. 20. On-Page Optimization Quality Content Index-able Page Title & Meta Description
  21. 21. On-Page Optimization Quality Content Index-able Page Title & Meta Description
  22. 22. On-Page Optimization Quality Content Index-able Page Title & Meta Description Page URL (moz.com/beginners-guide-to-seo/)
  23. 23. On-Page Optimization Quality Content Index-able Page Title & Meta Description Page URL (moz.com/beginners-guide-to-seo/) Image Alt Text <img src="grumpy-cat.gif" alt="Grumpy Cat glaring at gluten free catnip">
  24. 24. On-Page Optimization Quality Content Index-able Page Title & Meta Description Page URL (moz.com/beginners-guide-to-seo/) Image Alt Text <img src="grumpy-cat.gif" alt="Grumpy Cat glaring at gluten free catnip"> <h1><h2><h3> Markup
  25. 25. On-Page Optimization Quality Content Index-able Page Title & Meta Description Page URL (moz.com/beginners-guide-to-seo/) Image Alt Text <img src="grumpy-cat.gif" alt="Grumpy Cat glaring at gluten free catnip"> <h1><h2><h3> Markup Schema Markup (Schema.org)
  26. 26. Engagement Metrics
  27. 27. Engagement Metrics
  28. 28. Engagement Metrics
  29. 29. Engagement Metrics
  30. 30. Speed
  31. 31. Over 53% of people will abandon a page if it takes more than 3 seconds to load Speed
  32. 32. The Future Of Search - 3 Predictions
  33. 33. #1. Featured Snippets will increase & become more interactive
  34. 34. #2. Voice will continue to improve and become more accessible
  35. 35. 1 Result - From Featured Snippets: “How many people have walked on the moon?”
  36. 36. 1 Result - From Featured Snippets: “How many people have walked on the moon?” Google Home: “Twelve, according to Wikipedia; twelve of these astronauts walked on the moon’s surface, and six of those drove Lunar Roving Vehicles on the Moon.
  37. 37. 1 Result - From Featured Snippets: “How many people have walked on the moon?” Google Home: “Twelve, according to Wikipedia; twelve of these astronauts walked on the moon’s surface, and six of those drove Lunar Roving Vehicles on the Moon.
  38. 38. 1 Result - From Featured Snippets: “How many people have walked on the moon?” Google Home: “Twelve, according to Wikipedia; twelve of these astronauts walked on the moon’s surface, and six of those drove Lunar Roving Vehicles on the Moon.
  39. 39. 1 Result - From Featured Snippets: “How many people have walked on the moon?” Google Home: “Twelve, according to Wikipedia; twelve of these astronauts walked on the moon’s surface, and six of those drove Lunar Roving Vehicles on the Moon.
  40. 40. Voice has yet to figure out two big things...
  41. 41. #3.Farewell Apps
  42. 42. Every step you make a user take for an app will cost you ~20% of Your users: 1,000 Potential users
  43. 43. Every step you make a user take for an app will cost you ~20% of Your users: 800 Load The Store 1,000 Potential users
  44. 44. Every step you make a user take for an app will cost you ~20% of Your users: 800 Load The Store 640 Find in store 1,000 Potential users
  45. 45. Every step you make a user take for an app will cost you ~20% of Your users: 800 Load The Store 640 Find in store 512 Click to install 1,000 Potential users
  46. 46. Every step you make a user take for an app will cost you ~20% of Your users: 800 Load The Store 640 Find in store 512 Click to install 410 Accept Permissions 1,000 Potential users
  47. 47. Every step you make a user take for an app will cost you ~20% of Your users: 800 Load The Store 640 Find in store 512 Click to install 410 Accept Permissions 328 Download 1,000 Potential users
  48. 48. Every step you make a user take for an app will cost you ~20% of Your users: 800 Load The Store 640 Find in store 512 Click to install 410 Accept Permissions 328 Download 262 Use 1,000 Potential users
  49. 49. Google I/O 2016 PWA Talk Screenshot Which Is Why It Costs More To Acquire Users:
  50. 50. The Future is PWAs! (Progressive Web Apps)
  51. 51. Loaded in .26 seconds!!! PWAs instantly cache entire sites
  52. 52. Firebase for custom push notifications Other PWA Features: Learn More Here!
  53. 53. Firebase for custom push notifications Other PWA Features: Learn More Here! Bookmarkability for a home screen-like app
  54. 54. Firebase for custom push notifications Other PWA Features: Learn More Here! Bookmarkability for a home screen-like app Always fresh, no need for pesky updates
  55. 55. Firebase for custom push notifications Other PWA Features: Learn More Here! Bookmarkability for a home screen-like app Always fresh, no need for pesky updates Universal
  56. 56. Firebase for custom push notifications Other PWA Features: Learn More Here! Bookmarkability for a home screen-like app Always fresh, no need for pesky updates Universal Linkable
  57. 57. Firebase for custom push notifications Other PWA Features: Learn More Here! Bookmarkability for a home screen-like app Always fresh, no need for pesky updates Universal Linkable Discoverable
  58. 58. Work Smarter, Not Harder (Increase ROI)
  59. 59. Photo Citation: 123-reg.co.uk Flip The Acquisition Funnel On Its’ Head
  60. 60. Photo Citation: 123-reg.co.uk Flip The Acquisition Funnel On Its’ Head
  61. 61. Elective Surgery Personal Injury Other Examples: Opportunity Gap:
  62. 62. Elective Surgery Personal Injury Other Examples: Opportunity Gap: Price + Before and After Photos
  63. 63. Elective Surgery Personal Injury Other Examples: Opportunity Gap: Price + Before and After Photos What to do in an accident
  64. 64. Keyword Data Reveals Opportunity Gaps
  65. 65. Keyword Data Reveals Opportunity Gaps Moz Keyword Explorer vs. Google Keyword Planner
  66. 66. 5 Ways To Discover Opportunity Gaps
  67. 67. #1 Google Suggest:
  68. 68. #1 Google Suggest:
  69. 69. #1 Google Suggest:
  70. 70. #2 Google Trends:
  71. 71. #2 Google Trends:
  72. 72. #2 Google Trends:
  73. 73. #3 Moz Keyword Explorer:
  74. 74. #3 Moz Keyword Explorer:
  75. 75. #3 Moz Keyword Explorer:
  76. 76. #3 Moz Keyword Explorer:
  77. 77. #3 Moz Keyword Explorer:
  78. 78. #3 Moz Keyword Explorer:
  79. 79. #3 Moz Keyword Explorer:
  80. 80. #3 Moz Keyword Explorer:
  81. 81. #3 Google Keyword Planner:
  82. 82. #3 Google Keyword Planner:
  83. 83. #3 Google Keyword Planner:
  84. 84. #3 Google Keyword Planner:
  85. 85. #3 Google Keyword Planner: Be mindful of GKP changing your keywords!?
  86. 86. #5 Competitors’ Top Pages
  87. 87. #5 Competitors’ Top Pages
  88. 88. Discover & Optimize Your Opportunities
  89. 89. Know Your Industry’s SERP Features
  90. 90. Know Your Industry’s SERP Features
  91. 91. Know Your Industry’s SERP Features
  92. 92. Know Your Industry’s SERP Features
  93. 93. Know Your Industry’s SERP Features
  94. 94. Know Your Industry’s SERP Features X
  95. 95. Optimize For Intent
  96. 96. Research SERP Feature Page
  97. 97. Research SERP Feature Page
  98. 98. Research SERP Feature Page
  99. 99. Research SERP Feature Page
  100. 100. Research SERP Feature Page
  101. 101. Research SERP Feature Page
  102. 102. Compare Findings To Your Page
  103. 103. Compare Findings To Your Page
  104. 104. Compare Findings To Your Page
  105. 105. Compare Findings To Your Page
  106. 106. Compare Findings To Your Page
  107. 107. Evaluate Differences:Metric GoDaddy Moz Words on page 650 2621 List Markup <H2> <H3> Photo Markup Hosted on domain, not optimized Not hosted on domain, optimized Page Authority 56 75 Domain Authority 96 90 Page Speed 2.023 seconds 3.783 seconds Organic Traffic 3,367/mo 1,548/mo Backlinks 159 998 Published Date 9/16/15 7/15/16 Reading Level 7th Grade 6th Grade
  108. 108. Evaluate Differences:Metric GoDaddy Moz Words on page 650 2621 List Markup <H2> <H3> Photo Markup Hosted on domain, not optimized Not hosted on domain, optimized Page Authority 56 75 Domain Authority 96 90 Page Speed 2.023 seconds 3.783 seconds Organic Traffic 3,367/mo 1,548/mo Backlinks 159 998 Published Date 9/16/15 7/15/16 Reading Level 7th Grade 6th Grade
  109. 109. 1. Where Search is today Let’s Un-WTF These 4 Takeaways:
  110. 110. 1. Where Search is today Let’s Un-WTF These 4 Takeaways: Featured Snippets are taking over!
  111. 111. 1. Where Search is today Let’s Un-WTF These 4 Takeaways: Featured Snippets are taking over! 5 Big SEO Ranking Factors: ➢ Links ○ Ahrefs ○ Moz Open Site Explorer ➢ Quality Content ➢ On-Page Optimization ➢ Engagement Metrics ➢ Speed
  112. 112. 2. The Future Of Search Let’s Un-WTF These 4 Takeaways:
  113. 113. 2. The Future Of Search Let’s Un-WTF These 4 Takeaways: Featured Snippets will increase and become more interactive
  114. 114. 2. The Future Of Search Let’s Un-WTF These 4 Takeaways: Featured Snippets will increase and become more interactive Voice will continue to improve and become more accessible
  115. 115. 2. The Future Of Search Let’s Un-WTF These 4 Takeaways: Featured Snippets will increase and become more interactive Voice will continue to improve and become more accessible Apps will be replaced with Progressive Web Apps
  116. 116. 3. Work Smarter, Not Harder (Increase ROI) Let’s Un-WTF These 4 Takeaways:
  117. 117. 3. Work Smarter, Not Harder (Increase ROI) Let’s Un-WTF These 4 Takeaways: Flip the customer acquisition funnel on its’ head
  118. 118. 3. Work Smarter, Not Harder (Increase ROI) Let’s Un-WTF These 4 Takeaways: Flip the customer acquisition funnel on its’ head Keyword Research to discover user intent ➢ Find Keyword ‘Opportunity Gaps’
  119. 119. 3. Work Smarter, Not Harder (Increase ROI) Let’s Un-WTF These 4 Takeaways: Flip the customer acquisition funnel on its’ head Keyword Research to discover user intent ➢ Find Keyword ‘Opportunity Gaps’ Resources: ★ Google Suggest ★ Google Trends ★ Moz Keyword Explorer ★ Google Keyword Planner ★ Similar Web ★ MozBar
  120. 120. 4. How-To Discover & Execute Your Opportunities Let’s Un-WTF These 4 Takeaways:
  121. 121. 4. How-To Discover & Execute Your Opportunities Let’s Un-WTF These 4 Takeaways: Know your industry’s SERP Features ➢ Moz Keyword Explorer ➢ SEMRush
  122. 122. 4. How-To Discover & Execute Your Opportunities Let’s Un-WTF These 4 Takeaways: Know your industry’s SERP Features ➢ Moz Keyword Explorer ➢ SEMRush Research SERP Feature Page
  123. 123. 4. How-To Discover & Execute Your Opportunities Let’s Un-WTF These 4 Takeaways: Know your industry’s SERP Features ➢ Moz Keyword Explorer ➢ SEMRush Research SERP Feature Page Compare findings to your Page
  124. 124. Thank You Britney Muller @BritneyMuller britney@moz.com
  125. 125. Bonus Slides Bonus WTF SEO Slides
  126. 126. Where People Begin TheiR Search:
  127. 127. Click-Through Rates used to be more predictable with 10 blue links
  128. 128. SERP Features have affected Click-Through Rates dramatically...
  129. 129. Mobile Click-Through Rates: 2.0% on Paid 40.9% on Organic 57.1% Don’t Click
  130. 130. Desktop Click-Through Rates: 2.8% on Paid 62.2% on Organic 35% Don’t Click
  131. 131. Free Image Compression Tool To Help Page Speed:
  132. 132. Without Losing Image Quality:
  133. 133. Rel=Prerender/Prefetch To Help Page Speed:
  134. 134. Rel=Prerender/Prefetch To Help Page Speed: Pre-resolve DNS hostnames for links later in the page: <link rel=”dns-prefetch” href=”hostname-to-resolve.com”>
  135. 135. Rel=Prerender/Prefetch To Help Page Speed: Pre-resolve DNS hostnames for links later in the page: <link rel=”dns-prefetch” href=”hostname-to-resolve.com”> Initiate early fetch for current navigation links (Chrome): <link rel=”subresource” href=”/javascript/myapp.js”>
  136. 136. Rel=Prerender/Prefetch To Help Page Speed: Pre-resolve DNS hostnames for links later in the page: <link rel=”dns-prefetch” href=”hostname-to-resolve.com”> Initiate early fetch for current navigation links (Chrome): <link rel=”subresource” href=”/javascript/myapp.js”> Prerender page in background for future navigation (CTA!): <link rel=”prerender” href=”//example.com/call-to-action.com”>
  137. 137. 4 Types Of Keyword Searches: Navigational Informational Commercial Investigation Transactional Seeking a destination Ex. “coffee mug Amazon” Seeking information Often using who, what, when, where, how modifiers. Ex. “When is the next Canucks game?” Product/service research Ex. “Canadian Goose vs North Face” Looking to purchase and comparing prices Ex. “Price of CIMC Conference”
  138. 138. Refurbish Your Top Content: Highest Organic Traffic Page: +Share Tidbits/Teasers on:

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