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Future Proofing Your SEO By Adria Kyne


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From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: Future Proofing Your SEO. PRESENTATION: Future Proofing Your SEO - Given by Adria Kyne, @adriak - VistaPrint, SEO Manager, North America and AU/NZ. #SMX #13A2

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Future Proofing Your SEO By Adria Kyne

  1. 1. #SMX #13A2 @AdriaK Be prepared, or be unpleasantly surprised Future-Proofing Your SEO Adria Kyne SEO Manager, North America Vistaprint
  2. 2. #SMX #13A2 @AdriaK What are the next changes that will hurt websites that are not prepared? What are the trends worth investing in? What is going to decline in importance? Today’s Topics
  3. 3. #SMX #13A2 @AdriaK Potential algorithm changes Be afraid. Be very afraid.
  4. 4. #SMX #13A2 @AdriaK HTTPS They’re not really being subtle about this one. 3
  5. 5. #SMX #13A2 @AdriaK Maybe it’s a factor Perhaps in some circumstances It could happen Google SOP for algorithm info
  6. 6. #SMX #13A2 @AdriaK June 2014 “this is important, you should do this” - Google I/O Aug 2014 “we’ll give a ranking boost” – Webmaster Central Blog Dec 2015 “we’ll index pages that have this by default” – Webmaster Central Blog HTTPS is a thing
  7. 7. #SMX #13A2 @AdriaK Encryption – prevent eavesdropping Authentication – spoof your site to collect passwords or payment information Data integrity – not intercepted or modified between client and servers What’s the big deal?
  8. 8. #SMX #13A2 @AdriaK Get a certificate, with 2048-bit encryption. a) Non-commercial or open source sites can get free certificates b) a) “Anyone who owns a domain name can use Let’s Encrypt to obtain a trusted certificate at zero cost.” c) Commercial sites a) Single host—one domain—is $10. b) Multi-domain certificate—localized, or a couple of subdomains—using a CDN to serve content c) Wild Card—if you don’t know what you’ll need—can be more than $100 What do I do???
  9. 9. #SMX #13A2 @AdriaK Set your certificate up correctly • Configure your server with consistent best practices • Mozilla’s wiki page “Server Side TLS” • Qualys SSL Labs “SSL/TLS Deployment Best Practices” • Test the configuration • Optimize your server performance Don’t let it expire. SEO and your Certificate
  10. 10. #SMX #13A2 @AdriaK Redirect your URLs with a 301 redirect • Avoid creating redirect chains Make sure your internal links only point to HTTP pages on your site • (Beware hard-coded links) Don’t block the insecure version of the URL with robots.txt • SEs won’t see the redirect Migrating the Site Correctly
  11. 11. #SMX #13A2 @AdriaK Use the rel=canonical to self-reference on the new pages Use the HTTP Strict Transport Security (HSTS) header • Sets a policy for the browser to automatically request the HTTPS versions of pages on your site Other Signals
  12. 12. #SMX #13A2 @AdriaK Mobile Performance Again, not being particularly subtle. 11
  13. 13. #SMX #13A2 @AdriaK Feb 2015 announced that they will use mobile-friendly factors starting April 2015 #Mobilegeddon Mobile Friendly
  14. 14. #SMX #13A2 @AdriaK Where’s my Google Dance?
  15. 15. #SMX #13A2 @AdriaK “traffic to non-mobile-friendly websites from Google mobile searches fell 12% in the two months after the changes took effect April 21, relative to mobile-friendly sites.” Adobe Digital Advertising Report “nearly 50% of non-mobile-friendly URLs dropped in rank” Stone Temple Consulting It Was a Big Deal...Eventually
  16. 16. #SMX #13A2 @AdriaK Over 50% of searches are on mobile Most new internet growth is coming from mobile This is not going to become less important.
  17. 17. #SMX #13A2 @AdriaK Mobile-Friendly Websites Guide  “Common mistake: Slow Mobile Pages”  Render a mobile page in 1s – 3G network round trip time at 250ms They’ve already told us what they want
  18. 18. #SMX #13A2 @AdriaK Response to proprietary platforms like Facebook's Instant Articles and Apple's News Open source, built entirely out of existing web technologies • Third-party JavaScript code is disabled in the AMP framework • Images won't load until they're in the user's view Massive distributed caching system Integrates monetization instruments : advertising, analytics and subscription systems AMP HTML
  19. 19. #SMX #13A2 @AdriaK “Google says its search engine, for example, may prioritize AMP- primed pages, since speed is among the signals favored by Google’s ranking system” Wired December 2015 However “AMP doesn't mean adopt AMP and get a massive boost in search ranking. That is not the case.” Richard Gingras, Google AdAge February 2016 Here’s the sign of things to come 18
  20. 20. #SMX #13A2 @AdriaK Promising Trends Get them before they’re old news!
  21. 21. #SMX #13A2 @AdriaK Server-Side JavaScript The Next Big Thing that your developers are going to be badgering you about
  22. 22. #SMX #13A2 @AdriaK Why are we even talking about JavaScript?
  23. 23. #SMX #13A2 @AdriaK Performance! Client-side apps are FAST No need for time-consuming round-trips with your server Pros of JavaScript
  24. 24. #SMX #13A2 @AdriaK Cons of JavaScript
  25. 25. #SMX #13A2 @AdriaK Performance! Until you load all the assets, you’re waiting, so the initial experience suffers Unpredictable—affected by users’ devices Cons of JavaScript
  26. 26. #SMX #13A2 @AdriaK 1. Run the app on your server 2. Renders the page on the server 3. Deliver HTMS and CSS 4. Deliver JS app assets What is Server-Side JavaScript? Source:
  27. 27. #SMX #13A2 @AdriaK Functionality works without client-side processing  Generate standard URLs and <a> tags User gets fast initial load – server-side fast Subsequent interactions are JS-app-fast Benefits of Server-Side JavaScript
  28. 28. #SMX #13A2 @AdriaK Netflix New York Times PayPal LinkedIn Example of sites using SSJS
  29. 29. #SMX #13A2 @AdriaK Knowledge Boxes Get them while you can 28
  30. 30. #SMX #13A2 @AdriaK Dec 2014 to July 2015
  31. 31. #SMX #13A2 @AdriaK Branding Value Traffic Is this really worth doing?
  32. 32. #SMX #13A2 @AdriaK 1. Don’t use public domain data; provide unique content 2. Provide a simple, direct answer to a question How do I get a Knowledge Box?
  33. 33. #SMX #13A2 @AdriaK Retailer – Customer Service
  34. 34. #SMX #13A2 @AdriaK Page Content 33
  35. 35. #SMX #13A2 @AdriaK Unordered List 34
  36. 36. #SMX #13A2 @AdriaK 1. Don’t use public domain data; provide unique content 2. Provide a simple, direct answer to a question 3. Use an HTML list format How do I get a Knowledge Box?
  37. 37. #SMX #13A2 @AdriaK Content Provider – Driving Traffic
  38. 38. #SMX #13A2 @AdriaK Photo carousel of step-by-step instructions List of necessary tools and materials Shopping list Tips for success Page Content 37
  39. 39. #SMX #13A2 @AdriaK 1. Don’t use public domain data; provide unique content 2. Provide a simple, direct answer to a question 3. Use an HTML list format 4. Offer more in-depth information on the page How do I get a Knowledge Box?
  40. 40. #SMX #13A2 @AdriaK Best choice for Knowledge Box?
  41. 41. #SMX #13A2 @AdriaK List format vs. other HTML
  42. 42. #SMX #13A2 @AdriaK 1. Don’t use public domain data; provide unique content 2. Provide a simple, direct answer to a question 3. Offer more in-depth information on the page 4. Use an HTML list format, either ordered or unordered How do I get a Knowledge Box?
  43. 43. #SMX #13A2 @AdriaK What is going to be less important? I have controversial opinions.
  44. 44. #SMX #13A2 @AdriaK Mobile is cannibalizing desktop traffic • PC base is static or even falling • The number of people with smartphones is growing Most new internet growth will be mobile, not desktop • Internet penetration is about 85% in the US, 90% in the UK • Most of the new additions will be in the rest of the world The Internet Is Shifting to Mobile Devices 43
  45. 45. #SMX #13A2 @AdriaK Time spent on Digital Media 44 Image credit: comScore 87% of all time on mobile in the US was on apps
  46. 46. #SMX #13A2 @AdriaK Google Search #2 in 2013 45 Image credit: Nielsen
  47. 47. #SMX #13A2 @AdriaK Google Search #2 in 2014 46 Image credit: Nielsen
  48. 48. #SMX #13A2 @AdriaK Google Search drops to #4 in 2015 Image credit: Nielsen
  49. 49. #SMX #13A2 @AdriaK 50-80% of searches are “Informational” or “Know” queries1 • Rich Answers • Intelligent Personal Assistants 10% are navigational, e.g. “Facebook” or “Gmail” Searches per device per day2 • Desktop/tablet: 1.23 • Mobile: 0.925 Mobile users search less than desktop users 2Charles Arthur, former tech editorThe Guardian 1
  50. 50. #SMX #13A2 @AdriaK Google’s revenue has not grown at the rate desktop alone did During some quarters, revenue per user has gone down1 Revenue per user much lower outside of US/UK, where most internet growth is likely to occur 52% of searches is not 52% of revenue 49 1
  51. 51. #SMX #13A2 @AdriaK Advertisers are not enthusiastic • Mobile traffic does not convert as well “Enhanced” campaigns • Artificially increasing demand for mobile ad clicks Trying to bolster mobile revenue
  52. 52. #SMX #13A2 @AdriaK Reorganization into Alphabet Expansion into Google Now, Now on Tap New messaging app with personal assistant • WeChat model • Payment integration with apps Google’s diversifying interests
  53. 53. #SMX #13A2 @AdriaK What is going to be less important? Wait for it...
  54. 54. #SMX #13A2 @AdriaK Mobile search I’m not kidding 53
  55. 55. #SMX #13A2 @AdriaK SEE YOU AT THE NEXT #SMX THANK YOU!