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Surprising Facts about Google and 2017 SEO

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This presentation is from Performance Marketing Summit 2017 (March 14, 2017 in Austin, TX). Session description: For many, Google seems mysterious and complicated, and even corrupt. Join us as shed some light by sharing some surprising facts about Google and how to optimize for it in 2017.

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Surprising Facts about Google and 2017 SEO

  1. 1. PERFORMANCE MARKETING SUMMIT AUSTIN 2017 Surprising Facts about Google and 2017 SEO By Scott Truehttps://www.slideshare.net/AustinSEO/seo-presentation-for-marketing-summit-2017
  2. 2. In that same 5 seconds… 11.5 million searches were performed in Google 25% (2.88 million) of those searches returned a knowledge graph answer or box Over half (over 5.75 million) of those searches were on mobile 20% (1.15 million) of the mobile search were voice searches 2 reconsideration requests have been sent to Google Source: http://searchengineland.com/google-now-handles-2-999-trillion-searches-per-year-250247
  3. 3. Welcome to Surprising Facts about Google and 2017 SEO By Scott True – Quick about me • Ran my own firm for several years focusing on small business SEO • Now I’m an SEO Consultant and Director of Business Development at Apogee Results Over the course of 8 years, I’ve seen what works for both small and big business
  4. 4. So what works… 1996 TODAY IN 2017 Total indexable HTML urls: 75.2306 Million Indexed Pages: 130 Trillion! …now that we have trillions of pages to stand out from?
  5. 5. Good Marketing! • Strong Purpose • Differentiated Value • Compelling Messaging • Reaching the right audience • Etc It’s kind of that simple!
  6. 6. “I believe people who own their ideas Inspire the world” – Scott True
  7. 7. What’s this have to do with SEO??? “I believe people who own their ideas Inspire the world” – Scott True
  8. 8. What’s this have to do with SEO??? Everything!! “I believe people who own their ideas Inspire the world” – Scott True
  9. 9. “I believe people who own their ideas Inspire the world” – Scott True Own Ideas Inspire Take responsibility Drive the initiative instead of outsourcing Differentiation Why Purpose When people like it, they link to it! This is what Search Engines want to show!
  10. 10. The reason why most people don’t create and drive great ideas is because they’re too busy creating excuses!
  11. 11. The reason why most people don’t create and drive great ideas is because they’re too busy creating excuses!
  12. 12. So let’s start from the beginning
  13. 13. The progression of Search
  14. 14. In the beginning, there was Keyword Density Early 90s – Pre Google
  15. 15. And then there was PageRank by Google 1996
  16. 16. Google started in 1996 namedafterGoogol 10,000,000,000,000,000,000,000,0 00,000,000,000,000,000,000,000,0 00,000,000,000,000,000,000,000,0 00,000,000,000,000,000,000,000,0 00,000
  17. 17. This is when manipulation, as we know it today, started.
  18. 18. This is when manipulation, as we know it today, started. By the way, the rules have not changed! Google never wanted you to do these things!
  19. 19. What was important in the late 90s Create Content that people will like and share Outreach Find keywords your audience is using Use them in the Title tag Meta description H1 Alt text URL Meta keywords For sustainable growth
  20. 20. continuing on…
  21. 21. 1997 – Development of structured data begins Early 2000s – Keyword stuffing, Google removes sites from index 2003 Boston – more frequent crawling Cassandra – Google goes after hidden and disguised keyword links Domonic – Analyzed quality of backlinks 2004 Fritz – Daily crawling and indexing Supplemental Index – weeded out redundant, spam, and low quality content Florida – Importance on synonyms and supporting vocabulary throughout the page Austin – Targeted free for all pages Brandy - Latent Semantic Indexing and link relevancy (“neighborhoods”) RDFa 2005 – Microformats 2009 – Microdata 2011 – Google, Bing, and Yahoo develop schema.org Some Important Dates in the progression of Search
  22. 22. 1997 – Development of structured data begins Early 2000s – Keyword stuffing, Google removes sites from index 2003 Boston – more frequent crawling Cassandra – Google goes after hidden and disguised keyword links Domonic – Analyzed quality of backlinks 2004 Fritz – Daily crawling and indexing Supplemental Index – weeded out redundant, spam, and low quality content Florida – Importance on synonyms and supporting vocabulary throughout the page Austin – Targeted free for all pages Brandy - Latent Semantic Indexing and link relevancy (“neighborhoods”) RDFa 2005 – Microformats 2009 – Microdata 2011 – Google, Bing, and Yahoo develop schema.org Some Important Dates This is right about when I started paying attention
  23. 23. What I was predicting in 2009 The Time Machine (2002) - IMDb
  24. 24. Elements from: http://searchengineland.com/guide/seo/personalization-search-engine-rankings 2005
  25. 25. 2007
  26. 26. Knowledge Graph Introduced in 2012 Things, not strings As of 2012, its semantic network contained over 570 million objects and more than 18 billion facts
  27. 27. This had to do with quality Thin content Content farms ad heavy sites Picture from http://searchengineland.com/library/google/google-panda-update 2011
  28. 28. This had to so with spam Over-optimization keyword stuffing Bought links Picture from http://searchengineland.com/library/google/google-penguin-update 2012
  29. 29. 2013
  30. 30. Image src: http://www.huffingtonpost.com/robert-d-atkinson-phd/5-myths-about-the-future-_b_10819602.html & https://www.seroundtable.com/google-rankbrain-new-ranking-signals-21797.html 2015
  31. 31. My prediction about tomorrow The Time Machine (2002) - IMDb
  32. 32. Will SEO die?
  33. 33. No
  34. 34. Google’s missionis to organizethe world’s information andmakeit universallyaccessibleanduseful.
  35. 35. As long as Search Engines are trying to give the best result for your queries… there will always be the art of trying to be the best result for your queries… That’s SEO and aligning technicalities to assist the Search Engines in “seeing” the best… That’s technical SEO
  36. 36. On to some more recent news…
  37. 37. Penguin is friendlier! Image src: https://www.seroundtable.com/google-penguin-4-live-22737.html
  38. 38. Google Market Share 64 to 75% of total Mark Share depending on what data you look at Desktop Market Share – 63.8% Mobile Market Share – 89%
  39. 39. Universal Search and Extended Search Data Source: http://pages.searchmetrics.com/Universal-Search-Thanks.html?aliId=15446888 Some Research Suggests: 56 Percent Of “On The Go” Searches Have Local Intent
  40. 40. Ok, so now that we’ve seen where the progression of Search What do we do now?
  41. 41. Create something worth sharing and align your technical SEO with it
  42. 42. Some take-aways Google is getting extremely sophisticated, but we are still a long ways away from them being able to understand things like we do. In other words, being technical is still very important.
  43. 43. Tactical take-aways
  44. 44. The importance of the basics
  45. 45. What was important in the late 90s Create Content that people will like and share Outreach Find keywords your audience is using Use them in the Title tag Meta description H1 Alt text URL Meta keywords For sustainable growth
  46. 46. What’s important in 2017 Create Content that people will like and share Outreach Find keywords your audience is using Use them in the Title tag Meta description H1 Alt text URL Meta keywords For sustainable growth New! Mobile Friendly Fast web experience Develop for speed Consider AMP Structured data
  47. 47. Some tactical things Great content – There is more competition, therefore the bar for quality is up! Choose a Focused Keyword for each page (A keyword can be a phrase) Title tag – About 65 characters. Use the keyword. Make it compelling Meta description – About 155 characters. Use the keyword. Make it a compelling. Headings and Subheadings (H1s and H2s) – Be creative. Use keywords when you can. Alt text – Use keywords when it makes sense. Good URLs – Keep them short and descriptive of what’s on the page.
  48. 48. More tactical things Block less in robots.txt, not more Create an XML sitemap Verify on Google Search Console Set a preferred domain Submit sitemap and check indexation Get Google Analytics set up Make sure the site is mobile friendly Use Google’s Mobile Friendly Test Add structured data – at least to the business info Get listed in major directories Get on Google plus Use rel=“publisher” Use open graph Make sure there are a few good share buttons Design commenting to remove barriers Test for crawlability and indexability Reduce redundant taxonomies and content
  49. 49. Tools to help you out Structured Data Testing Tool https://search.google.com/structured-data/testing-tool/u/0/ Speed and Mobile Frindliness https://testmysite.thinkwithgoogle.com/ Crawlabillity http://www.browseo.net/ Google Fetch and Render https://www.google.com/webmasters/tools/googlebot-fetch?pli=1 Moz Chrome Extention (to check on page) https://chrome.google.com/webstore/detail/mozbar/eakacpaijcpapndcfffdgphdiccmpknp?hl= en To crawl your site: https://www.screamingfrog.co.uk/seo-spider/ Link Research http://www.linkresearchtools.com/ AMP Validator https://validator.ampproject.org/
  50. 50. Strategic take-aways
  51. 51. Some strategic take-aways 15 20 65 Category 1 Category 2 Category 3 Series1 Technical Foundation On-Page SEO What the rest of the web says about you How Google Ranks your content
  52. 52. Some strategic take-aways Just because you have good content, doesn’t mean people will automagically find it right away. Content Creation - 85% Content Promotion - 15% Content Creation - 15% Content Promotion - 85% Do this! Don’t do this!
  53. 53. Some strategic take-aways Content Quality vs Content Quantity Content Quality Content Quantity Don’t do this! Do this!
  54. 54. Optimize for Mobile and Speed Google Recommendations: Markup your content using structured data from schema.org Via JSON-LD: https://developers.google.com/search/docs/guides /intro-structured-data Optimize via responsive design: https://developers.google.com/webmasters/mobile -sites/
  55. 55. Optimize by creating great content! 1. Provides a uniquely positive user experience through the user interface, visuals, layout, fonts, patterns, etc. 2. Delivers content that is some substantive combination of high-quality, trustworthy, useful, interesting, and remarkable 3. Is considerably different in scope and detail from other works on similar topics 4. Loads quickly and is usable on any device or browser 5. Creates an emotional response of awe, surprise, joy, anticipation, and/or admiration 6. Has achieved an impressive quantity of amplification (through shares on social networks and/or links) 7. Solves a problem or answers a question by providing comprehensive, accurate, exceptional information or resources. Source: Rand Fishkin’s 10X Content
  56. 56. Examples of Great Content https://www.theatlantic.com/projects/inside-jobs/ http://mapinseconds.com/ http://www.city-data.com/city-compare/ http://www.nytimes.com/interactive/2017/travel/places-to-visit.html http://www.bbc.com/future/story/20150709-the-curious-truth-about-belly-button-fluff https://betterexplained.com/articles/an-interactive-guide-to-the-fourier-transform/ https://visualhunt.com/ http://www.seriouseats.com/2015/05/food-lab-how-to-grill-steak-cuts-of-steak-marbling-salting-charcoal-technique-resting-tips.html http://www.seriouseats.com/2014/11/the-truth-about-cast-iron.html http://ny.eater.com/maps/best-new-york-restaurants-38 http://www.patagonia.com/footprint.html https://imgur.com/gallery/mpUge https://www.typeform.com/blog/human-experience/cui/ Source: Rand Fishkin’s 10X Content
  57. 57. The bar for quality content is up, but… …it’s actually not that difficult to createThe Idea – That’s You!! Tons of great content writers Tons of great graphic designers Tons of great developers Start with the idea – Start with purpose
  58. 58. Own your idea Inspire the World
  59. 59. PERFORMANCE MARKETING SUMMIT AUSTIN 2017 Surprising Facts about Google and 2017 SEO By Scott True Twitter - @scott_true LinkedIn - linkedin.com/in/scotttrue/ scott@scotttrue.com Own your Idea – Inspire the World

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