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SEO in 2018 - What Works? By Chanelle Harbin


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From the SMX West Conference in San Jose, CA March 13-15, 2018. SESSION: SEO Ranking Factors In 2018: What's Important, What's Not. PRESENTATION: SEO in 2018 - What Works? - Given by Chanelle Harbin, @chanelle_harbin - Disney ABC Television Group, SEO Manger. #SMX #11A

Published in: Marketing

SEO in 2018 - What Works? By Chanelle Harbin

  1. 1. #SMX #11A @chanelle_harbin Chanelle Harbin, Disney ABC Television Group SEO in 2018 – What Works?
  2. 2. #SMX #11A @chanelle_harbin SEO Manager at Disney ABC Television Group Supports ASO, Fan Engagement & Product Marketing Work across ABC, Freeform, Oscars and DisneyNOW Chanelle Harbin
  3. 3. #SMX #11A @chanelle_harbin • Overview of important 2018 ranking factors • Relevant Case Studies • Actionable items and key takeaways What we’ll cover
  4. 4. #SMX #11A @chanelle_harbin Structured Data
  5. 5. #SMX #11A @chanelle_harbin • Structured data highlights important information • Delivers context to the search engine • Enhances search results for users which can lead to higher CTR • Important for video/multimedia content • Aids voice search commands Structured Data - Overview
  6. 6. #SMX #11A @chanelle_harbin • Structured data helps voice assistants find your content • 50% of searches will all be voice searches by 2020 (comScore) • 20% of mobile searches on Google are voice searches (Google) • Ensure content is natural and conversational • Look at answer the public for related voice queries Structured Data - Voice Search Hey Google, what wouldn’t Meatloaf do for love?
  7. 7. #SMX #11A @chanelle_harbin
  8. 8. #SMX #11A @chanelle_harbin • Video • Recipes • Article • Reviews • Availability • Person • Events • Breadcrumb Structured Data Types
  9. 9. #SMX #11A @chanelle_harbin • Knowledge panel is a hub of information • Structured data helps increase content visibility within the knowledge panel Structured Data Knowledge Panel
  10. 10. #SMX #11A @chanelle_harbin Structured Data Case Study Visits increase by 89% Video views increase by 5% Page views increase by 109% - ImplementedVideoObject schema across video pages - Exposed close captioning files to search engines Visits increase by 89%YoY Video views increase by 5% Page views increase by 109%
  11. 11. #SMX #11A @chanelle_harbin Recipe Rich Cards Case Study
  12. 12. #SMX #11A @chanelle_harbin Recipe Rich Cards Case Study Implemented Recipe Rich Cards acrossThe Chew recipe pages Visits increase by 32%YoY Impressions increase by 391%Y0Y CTR increase by 4%
  13. 13. #SMX #11A @chanelle_harbin Share these #SMXInsights on your social channels! #SMXInsights – Identify what structured data works for your site – Structured data markup helper: – Test your structured data: – Diagnose and fix errors using Google Search Console Structured Data Report
  14. 14. #SMX #11A @chanelle_harbin You Can Use This Space for A Subtitle Featured Snippets/Answer Box
  15. 15. #SMX #11A @chanelle_harbin • Featured snippets are search results that appear at the top of Google’s organic results • They aim to answer a users question • According to Ahrefs, 99.58% of featured snippets already rank in top 10 of Google • Blue links are becoming extinct so it’s important to adapt Featured Snippets/Answer Boxes
  16. 16. #SMX #11A @chanelle_harbin Search Queries that Trigger Featured Snippet Results
  17. 17. #SMX #11A @chanelle_harbin Featured Snippets/Answer Boxes – Case Study
  18. 18. #SMX #11A @chanelle_harbin Featured Snippets/Answer Boxes – Case Study Started appearing in Answer Box
  19. 19. #SMX #11A @chanelle_harbin Share these #SMXInsights on your social channels! #SMXInsights Keyword Research: – Identify question search queries (what, when, where, why and how) related to your industry – Browse Google’s “People also ask” section to gain insight into questions related to a give topic – Identify queries that you already rank high for to optimize for featured snippets Answer the user: – Provide steps for the user to follow – Provide a direct answer to the question – Monitor questions asked on social
  20. 20. #SMX #11A @chanelle_harbin Link Building
  21. 21. #SMX #11A @chanelle_harbin • Links are still essential to enhance your ranking • Build authority of your content • Lead to referral traffic, brand awareness and audience growth • Build relationships Link Building Overview
  22. 22. #SMX #11A @chanelle_harbin Issue: Competing with Hulu, Netflix, IMDB etc. for popular, “throwback” content (e.g. Ugly Betty, Schoolhouse Rock) We were ranking on the 3rd or 4th page Process: Reached out to publishers, teachers etc. who wrote about the shows with no link Results: Moved from the SERP graveyard to the first page Link Building Case Study
  23. 23. #SMX #11A @chanelle_harbin Link Building Case Study
  24. 24. #SMX #11A @chanelle_harbin Share these #SMXInsights on your social channels! #SMXInsights § Create content around data and research valuable to your audience § Add value to the webmaster and their readers Tactics: § Link reclamation – reach out to those who already wrote about your brand § Broken backlinks – use a backlink analysis tool, export links and filter out by status to discover broken backlinks § Reach out to sites that have similar content that ranks highly
  25. 25. #SMX #11A @chanelle_harbin Site Speed and Mobile
  26. 26. #SMX #11A @chanelle_harbin Even though your site may not be impacted by the speed update, there are benefits of improving site speed: • Visitor retention/bounce rate • Engagement on the site Every Second Counts
  27. 27. #SMX #11A @chanelle_harbin Provide answer as soon as possible to the user - 53% of users will abandon a site if it takes longer than 3 seconds to load Ways to Improve: • Image size reduction • Remove or reduce ad/vendor tags • Leverage browser caching Speed it Up
  28. 28. #SMX #11A @chanelle_harbin • 31 million domains have adopted AMP technology (Google) • Although, AMP is not a ranking factor, it gives you featured placement (Top Stories carousel) • AMP Loads in less than half a second • Provides a better user experience AMP It Up
  29. 29. #SMX #11A @chanelle_harbin And the fastest page speed goes to… Non- AMP AMP 1.222.90
  30. 30. #SMX #11A @chanelle_harbin AMP contributed to: • 32% of Google mobile visits • 19% of Google mobile video views • 25% of Google mobile page views • 10% of overall site traffic AMP It Up Case Study
  31. 31. #SMX #11A @chanelle_harbin After AMP implementation, there was a significant increase in clicks and impressions YoY: 149% increase in clicks 231% increase in impressions AMP It Up Case Study
  32. 32. #SMX #11A @chanelle_harbin Share these #SMXInsights on your social channels! #SMXInsights – Page Speed Evaluate your site’s page performance: • Chrome User Experience Report • PageSpeed Insights • Pingdom • LightHouse • GTMetrix – Get the right stakeholders involved and buy developers beer – Ensure your optimized for mobile
  33. 33. #SMX #11A @chanelle_harbin Share these #SMXInsights on your social channels! #SMXInsights - AMP AMP Validation: • Check Google Search Console for errors • Have content team download the Google Chrome AMP Validator extension validator/nmoffdblmcmgeicmolmhobpoocbbmknc?hl=en – Involve analytics teams throughout the process – Ensure your AMP pages support any monetization – Read the AMP roadmap - check for new AMP functionalities – Include top navigation on AMP page