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A New SEO Strategy SEO Trends for 2016

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What can search marketers expect from 2016, and what can they learn from yesteryear? Presentation given at the 2016 New Year Digital Briefing (UK).

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A New SEO Strategy SEO Trends for 2016

  1. 1. A New SEO Strategy: SEO Trends for 2016
  2. 2. It’s 2016.2015 predictions
  3. 3. #1 Site that aren’t optimised for mobile will fail.
  4. 4. #2 60% increase seen in voice search over 2015* *Credit: Local Search Association
  5. 5. Image: jeffbullas.com
  6. 6. #3 Structured Data will play a bigger role in search than ever.
  7. 7. Google Authorship axed! Google Local 7 pack axed!
  8. 8. So, what about 2016?
  9. 9. Place your screenshot here Google search in the Year 2000. Focuses on links between pages to identify relevancy to a search term.
  10. 10. How to spam the web. first
  11. 11. Not the search engine we deserve, but the search engine we need.
  12. 12. Local pack/Map listings. Map block. Sort buttons.
  13. 13. News Block. Twitter Block.
  14. 14. Personalised search, or at least, I think it is. Because, what does this have to do with this?
  15. 15. Mobiles, tablets and the future…
  16. 16. So, how does the affect the audience?
  17. 17. So, what do we, as website owners, focus on? Anything but the audience!
  18. 18. Keywords and searches!
  19. 19. Hey Joe, what’s happened to our keyword strategy?
  20. 20. Now, back to that audience I was telling you about.
  21. 21. With that in mind, how does audience behaviour become an SEO issue???
  22. 22. *Stat from Experienced Dynamics.
  23. 23. USER BEHAVIOUR. MOBILE. SEMANTIC SEARCH.
  24. 24. User Experience Metrics.
  25. 25. Measuring CTRs.
  26. 26. Head to Google Search Console and start checking out the CTRs.
  27. 27. Long Vs Short Clicks.
  28. 28. Lead people into a journey. Deliver clear UX.
  29. 29. Avoid! Avoid! Avoid!!
  30. 30. We Need More Speed! % of visitors who will abandon a site if loading takes longer than 3 seconds!
  31. 31. Just 1 second in loading time decreases conversions by 7%. Search “google page speed test” Page Speed Tests.
  32. 32. Content Gap Fulfilment Do these fill the knowledge gap requested by the user?
  33. 33. Shouting from the rooftops!
  34. 34. How to leverage social. Sharing Links on Website? Distributing Across Social?
  35. 35. Task Completion.
  36. 36. Minimalise Design.
  37. 37. Mobile Experience. Search: “google mobile friendly”
  38. 38. Responsive Web Design. • Mobile sites or responsive design? • Content over Chrome? • Long pages and scrolling?
  39. 39. Mobile Conversion Optimisation.
  40. 40. AMPS – Accelerated Mobile Pages. • Super fast mobile load times! • Limited HTML tags! • Streamlined CSS! • Minimal JavaScript!
  41. 41. Local search.
  42. 42. Get yourself a map pin!
  43. 43. Shake up the snack pack. Snack pack. Yum. Not a snack pack.
  44. 44. % of searches that include some element of semantic search.
  45. 45. Why do we see stars and thumbnails under certain search listings?
  46. 46. What type of markup can we get?
  47. 47. ‘Appy apps.
  48. 48. Where to find information on Structured Data. Search: “google structured data”
  49. 49. Markup is not complex and can be tested with the markup helper.
  50. 50. Ask a question, get an answer.
  51. 51. You might not want to appear for that answer, but what about this one?
  52. 52. Knowledge Graph Optimisation. • Use structured data. • Find a topic that’s relevant to you and that you can provide an answer for. • Structure your content in a user friendly way. • Use ‘how-to’. • Implement existing SEO such as on-page optimisation and cross-linking with relevant themes.
  53. 53. How to optimise for voice search?
  54. 54. How to optimise for voice search?
  55. 55. RankBrain. Is. Skynet.
  56. 56. How will it learn to rank results? Credit: MOZ
  57. 57. We need to continue structuring our data
  58. 58. We need to continue providing the best experience for our user.
  59. 59. Contact Me Stephen Smith Delivered digital marketing campaigns for a number of years and manages search, social media and paid campaigns. You can find me at: stephen.smith@whitehatmedia.com uk.linkedin.com/in/stephenjasmith

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