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Metamorphosis of Keywords and SEO

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From the SMX West Conference in San Jose, California, March 3-5, 2015. SESSION: Keywords Are Dead – Long Live Concepts, Entities & Audiences!. PRESENTATION: Metamorphosis of Keywords and SEO - Given by Kate Morris, @katemorris - Outspoken Media, Director of Client Strategies. #SMX #13C

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Metamorphosis of Keywords and SEO

  1. 1. searchmarketingexpo.com @katemorris #smx #13C The Metamorphosis of Keywords & SEO
  2. 2. searchmarketingexpo.com @katemorris #smx #13C Keywords (aka queries, key phrases): The query a search engine user inputs to get a set of results (SERPs). marriage license round rock
  3. 3. searchmarketingexpo.com @katemorris #smx #13C Concepts (aka Topics) The information a user is looking for when they choose to search.
  4. 4. searchmarketingexpo.com @katemorris #smx #13C There can be multiple keywords per concept and multiple concepts/topics for one keyword. Find an au pair from the country Georgia Family in Georgia, USA looking for an au pair An au pair looking for a job in Georgia, USA Family in Georgia, USA looking for an au pair already in Georgia, USA au pair in Georgia
  5. 5. searchmarketingexpo.com @katemorris #smx #13C Search engines are moving from relying on just the query to using a number of data points to determine the best results. ResultsLocation Past Search History Device Type Word Order Knowledge Base Site Popularity Content Relevance
  6. 6. searchmarketingexpo.com @katemorris #smx #13C SEO Process Then and Now http://moz.com/blog/the-new-seo-process-quit-being-kanye Site Structure Onsite Optimization Audience Research Content Analysis Industry Analysis Content Development
  7. 7. searchmarketingexpo.com @katemorris #smx #13C
  8. 8. searchmarketingexpo.com @katemorris #smx #13C SEARCHING BEHAVIOR
  9. 9. searchmarketingexpo.com @katemorris #smx #13C Mobile Internet Usage
  10. 10. searchmarketingexpo.com @katemorris #smx #13C Mobile Searching This was me looking for statistics on how many people search via mobile versus desktop. Nothing Google. Nothing Bing. NOTHING!
  11. 11. searchmarketingexpo.com @katemorris #smx #13C Mobile Searching: Self Made Stats Mobile Search Average: 43% Desktop Search Average: 57% B2B Mobile Search Average: 17% Consumer Mobile Search Average: 50% Mobile Search with Mobile Optimization: 45% Mobile Search without Mobile Optimization: 19% Small sample of 14 client sites. Stats from January 2015 via Google Analytics using Organic Search Channel and pulling mobile traffic using the Mobile and Tablet segment. About the companies: Two are B2B Focused, one didn’t have a mobile site, and the rest did with a consumer focus (11 total).
  12. 12. searchmarketingexpo.com @katemorris #smx #13C Google Knowledge Graph Usage "Google won’t say officially what percentage of queries evoke a Knowledge Graph answer but appears comfortable with a ballpark estimate of about 25 percent.” Steven Levy https://medium.com/backchannel/how-google-search- dealt-with-mobile-33bc09852dc9
  13. 13. searchmarketingexpo.com @katemorris #smx #13C Questions to Ponder: Where did you do your last search? Where did your target market last search?
  14. 14. searchmarketingexpo.com @katemorris #smx #13C SERPS
  15. 15. searchmarketingexpo.com @katemorris #smx #13C Longer Results Pages “Outsourcing Software” has 100 Organic Results on the 1st page
  16. 16. searchmarketingexpo.com @katemorris #smx #13C Integration is not just about images anymore. 26% of first page results are informational 40% of Top 10 results are informational
  17. 17. searchmarketingexpo.com @katemorris #smx #13C “Buy a House” 89% of first page results are informational 70% of Top 10 are informational
  18. 18. searchmarketingexpo.com @katemorris #smx #13C Answer Boxes and Knowledge Graph
  19. 19. searchmarketingexpo.com @katemorris #smx #13C ON PAGE TARGETING
  20. 20. searchmarketingexpo.com @katemorris #smx #13C KEYWORDS ON PAGE
  21. 21. searchmarketingexpo.com @katemorris #smx #13C Multiple Keyword Versions Auto Refinance Car Refinance Vehicle Refinance Auto Loan Refinance Car Loan Refinance Vehicle Loan Refinance Refinance Auto Loan Refinance Car Loan Refinance Vehicle Loan Refinance Car Refinance Vehicle Refinance Auto Refinancing a Car Refinancing an Automobile Refinancing a Vehicle
  22. 22. searchmarketingexpo.com @katemorris #smx #13C Testing 10 Terms Auto Refinance Car Refinance Auto Loan Refinance Car Loan Refinance Refinance Auto Loan Refinance Car Loan Refinance Car Refinance Auto Refinancing a Car Refinancing an Automobile Refinancing a Vehicle Vehicle Refinance Vehicle Loan Refinance Refinance Vehicle Refinance Vehicle Loan
  23. 23. searchmarketingexpo.com @katemorris #smx #13C Capital One 10/10 Page One Rankings One keyword variation in title Three keyword variations on page
  24. 24. searchmarketingexpo.com @katemorris #smx #13C Bank of America Calculator 10/10 Page One Rankings One keyword variation in title Eight keyword variations on page
  25. 25. searchmarketingexpo.com @katemorris #smx #13C Bank of America Product Page 3/10 Page One Rankings Three keyword variation in title Six keyword variations on page
  26. 26. searchmarketingexpo.com @katemorris #smx #13C Bank Rate Article 6/10 Page One Rankings One keyword variation in title Two keyword variations on page
  27. 27. searchmarketingexpo.com @katemorris #smx #13C Conclusion (for now): You still need to know keywords as a professional, but on page keyword optimization isn’t as necessary.
  28. 28. searchmarketingexpo.com @katemorris #smx #13C SCHEMA MARKUP
  29. 29. searchmarketingexpo.com @katemorris #smx #13C Search engines need data for this to work. You have to supply that to be included. Help Them, Help You
  30. 30. searchmarketingexpo.com @katemorris #smx #13C Google doesn’t use markup for ranking purposes at this time—but rich snippets can make your web pages appear more prominently in search results, so you may see an increase in traffic. https://support.google.com/webmasters/answer/1211158?hl=en
  31. 31. searchmarketingexpo.com @katemorris #smx #13C Searchmetrics: Sites with Schema on average have better positioning in SERPs.* * Meaning there are tons of other things like site structure, awesome content and great promotion that can influence this. http://www.searchmetrics.com/news-and-events/schema-org-in-google-search-results/
  32. 32. searchmarketingexpo.com @katemorris #smx #13C The key is to help search engines answer questions.
  33. 33. searchmarketingexpo.com @katemorris #smx #13C The key is to help search engines answer questions.
  34. 34. searchmarketingexpo.com @katemorris #smx #13C ANALYTICS
  35. 35. searchmarketingexpo.com @katemorris #smx #13C (not provided) Marketers Search Engines
  36. 36. searchmarketingexpo.com @katemorris #smx #13C (not provided) – Average 85% of US traffic • 85.66% - Not Provided Count, 60 Sites • 86.26% - SERPs.com, 5,000 Sites • 84% - Analytics SEO, April 2014, 4,000 Sites
  37. 37. searchmarketingexpo.com @katemorris #smx #13C Slowly Changing Analytics Interface
  38. 38. searchmarketingexpo.com @katemorris #smx #13C Demographics, Interests, Cohort Analysis .... Hmmmm Keywords … It went missing. (It’s under Campaigns)
  39. 39. searchmarketingexpo.com @katemorris #smx #13C Interests Area Demographic and Interests data is where the good information is going to be, when there is more of it.
  40. 40. searchmarketingexpo.com @katemorris #smx #13C WHY?
  41. 41. searchmarketingexpo.com @katemorris #smx #13C They are trying to give all of the results that would match the user’s needs for that query.
  42. 42. searchmarketingexpo.com @katemorris #smx #13C Keep People Using Them
  43. 43. searchmarketingexpo.com @katemorris #smx #13C http://www.techlila.com/google-hummingbird-and-google-algorithm-updates/ Spam Fighting
  44. 44. searchmarketingexpo.com @katemorris #smx #13C http://kcseopro.com/google-stock-price-vs-algorithm-updates-positive-correlation/ And money, of course.
  45. 45. searchmarketingexpo.com @katemorris #smx #13C MOVING FORWARD
  46. 46. searchmarketingexpo.com @katemorris #smx #13C Take a deep breath.
  47. 47. searchmarketingexpo.com @katemorris #smx #13C Define goals based on company goals and centered on traffic and conversions. Specific Measurable Attainable Realistic Timely
  48. 48. searchmarketingexpo.com @katemorris #smx #13C Watch this. Seen this? Watch it on Moz. No, I am not paid to say this.
  49. 49. searchmarketingexpo.com @katemorris #smx #13C Don’t stop doing keyword research.
  50. 50. searchmarketingexpo.com @katemorris #smx #13C Think about user intent.
  51. 51. searchmarketingexpo.com @katemorris #smx #13C Add audience research to your audits.
  52. 52. searchmarketingexpo.com @katemorris #smx #13C Markup All The THINGS! Help Them, Help You
  53. 53. searchmarketingexpo.com @katemorris #smx #13C Test Your Funnel Search (for what and how?) Visit Site (what landing page?) Leave (with information) Find Brand on Social Media Read Article/Watch Video Browse Services Purchase $
  54. 54. searchmarketingexpo.com @katemorris #smx #13C Know and love content audits. Get Help Here: http://www.content-inventory.com/content-inventory-templates/ Content Inventory (crawling) Content Quality Metrics and Categorizing Mapping Content to Concepts Identifying Gaps Prioritize New Content and Edits Plan for Continuing Strategy and Process
  55. 55. searchmarketingexpo.com @katemorris #smx #13C Email Me: kate@outspokenmedia.com

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