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SEO in 2017 - How to Win & Maximize Results #CCDK17

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Mobile First & AMP, Structured Data & SERP Features, HTTPS migration - Learn which are the SEO strategies that will allow you to maximize results in 2017.

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SEO in 2017 - How to Win & Maximize Results #CCDK17

  1. 1. #seo2017 in #CCDK17 by @aleyda from @orainti SEO in 2017How to Win & Maximize Results
  2. 2. #seo2017 in #CCDK17 by @aleyda from @orainti Hej Denmark! #seo2017 in #CCDK17 by @aleyda from @orainti
  3. 3. #seo2017 in #CCDK17 by @aleyda from @orainti I’m Aleyda Solis #seo2017 in #CCDK17 by @aleyda from @orainti
  4. 4. #seo2017 in #CCDK17 by @aleyda from @orainti ORAINTI.COM @ALEYDA FB.COM/ALEYDASEOTIPS/ SEO Consultant I Share BITLY.COM/LIBROSEOALEYDA #seo2017 in #CCDK17 by @aleyda from @orainti I’m Aleyda Solis I Publish
  5. 5. #seo2017 in #CCDK17 by @aleyda from @orainti Blog Speak Featured #seo2017 in #CCDK17 by @aleyda from @orainti I’m Aleyda Solis
  6. 6. #seo2017 in #CCDK17 by @aleyda from @orainti I help companies to connect with potential 
 customers through search results #seo2017 in #CCDK17 by @aleyda from @orainti
  7. 7. #seo2017 in #CCDK17 by @aleyda from @orainti Not doing this ;) #seo2017 in #CCDK17 by @aleyda from @orainti
  8. 8. #seo2017 in #CCDK17 by @aleyda from @orainti Although SEO pillars continue to be fundamental and the base of any SEO process… WEB ARCHITECTURE MOBILE CONFIGURATION RELEVANCE POPULARITY LINKS CITATIONS DESCRIPTIVE, FRESH & QUERY TARGETED TEXT, IMAGE & VIDEO STRUCTURED DATA CRAWLABILITY & INDEXABILITY
  9. 9. #seo2017 in #CCDK17 by @aleyda from @orainti In 2017 these are key areas to maximise 
 your search visibility opportunity Mobile First 
 & AMP Structured Data & SERP Features Going Secure - HTTPS
  10. 10. #seo2017 in #CCDK17 by @aleyda from @orainti Make your SEO 
 Mobile First
  11. 11. #seo2017 in #CCDK17 by @aleyda from @orainti Most searches happen now 
 via mobile devices http://searchengineland.com/report-nearly-60- percent-searches-now-mobile-devices-255025
  12. 12. #seo2017 in #CCDK17 by @aleyda from @orainti Google will also start to work with 
 a Mobile First Index soon too https://webmasters.googleblog.com/ 2016/11/mobile-first-indexing.html http://searchengineland.com/google-begins-experimenting- mobile-first-index-hopes-expand-upcoming-months-262527
  13. 13. #seo2017 in #CCDK17 by @aleyda from @orainti Organic search ranking signals will come from 
 your Mobile presence, instead of Desktop one http://searchengineland.com/faq- google-mobile-first-index-262751
  14. 14. #seo2017 in #CCDK17 by @aleyda from @orainti At some point, Google will become Mobile only http://searchengineland.com/faq- google-mobile-first-index-262751
  15. 15. #seo2017 in #CCDK17 by @aleyda from @orainti However, Websites are known to have 
 issues with Mobile optimisation & conversion http://www.monetate.com/blog/ ecommerce-benchmarks-q4-2016
  16. 16. #seo2017 in #CCDK17 by @aleyda from @orainti Countries with the highest percentage of mobile- friendly sites also see more mobile transactions
  17. 17. #seo2017 in #CCDK17 by @aleyda from @orainti How your mobile targeted content is ranking & converting? How mobile users & search crawlers see your content? How your audience search in mobile devices? It’s time to make your SEO process Mobile First
  18. 18. #seo2017 in #CCDK17 by @aleyda from @orainti Check how your mobile visitors are already searching for your content & offer Google Search Console
  19. 19. #seo2017 in #CCDK17 by @aleyda from @orainti Are mobile searches are different
 from desktop ones?
  20. 20. #seo2017 in #CCDK17 by @aleyda from @orainti Are you already effectively targeting 
 them with your content?
  21. 21. #seo2017 in #CCDK17 by @aleyda from @orainti Expand these searches taking into 
 consideration conversational searches http://searchengineland.com/google-reveals-20- percent-queries-voice-queries-249917
  22. 22. #seo2017 in #CCDK17 by @aleyda from @orainti Taking into consideration the different queries 
 made through the customer journey Inspiration & Ideas Reviews & Advice Brand Discovery Price & characteristics comparison Where to buy and availability Offers, coupons, promos
  23. 23. #seo2017 in #CCDK17 by @aleyda from @orainti From prices, offers, characteristics 
 comparisons to reviews Offers, coupons, promos Brand Discovery Where to buy and availability Inspiration & Ideas Reviews & Advice Price & characteristics comparison
  24. 24. #seo2017 in #CCDK17 by @aleyda from @orainti Identify and prioritise those searches with highest mobile share Google Keyword Planner
  25. 25. #seo2017 in #CCDK17 by @aleyda from @orainti Take into consideration the intent, 
 context & immediacy http://www.aleydasolis.com/en/search-engine- optimization/optimizing-mobile-queries-near-you/
  26. 26. #seo2017 in #CCDK17 by @aleyda from @orainti These searches should be targeted 
 with a Mobile Friendly site Responsive Web Design Dynamic Publishing Independent Mobile Site
  27. 27. #seo2017 in #CCDK17 by @aleyda from @orainti The 3 main alternatives have also 
 optimisation best practices Don’t block resources: images, css, js Include the Vary: User-Agent 
 HTTP header Identify & serve the relevant Web version to each user agent Implement Rel Alternate & Canonical tags between mobile & desktop URLs
 
 Implement 301 redirects between mobile and desktop URLs to refer user agents to the relevant alternative if necessary https://developers.google.com/ webmasters/mobile-sites/mobile-seo/ Responsive Web Design Dynamic Publishing Independent Mobile Site
  28. 28. #seo2017 in #CCDK17 by @aleyda from @orainti If you’re a publisher or blog, AMP would be 
 the best option a a Mobile strategy
  29. 29. #seo2017 in #CCDK17 by @aleyda from @orainti To deliver a faster Mobile Web experience Mobile Responsive Non-AMP Mobile AMP
  30. 30. #seo2017 in #CCDK17 by @aleyda from @orainti While increasing your Mobile search visibility AMP article rich results
 Can be free-standing in the results page, or embedded in a carousel of similar result types. All AMP article rich results are also rich results. AMP non-rich results
 A basic, non-graphical search result pointing to the AMP page.
  31. 31. #seo2017 in #CCDK17 by @aleyda from @orainti Check out my AMP presentation
 for more tools, examples & scenarios http://www.slideshare.net/aleydasolis/ setting-amp-for-success-at-digitalolympus
  32. 32. #seo2017 in #CCDK17 by @aleyda from @orainti You can start by verifying if your site has a mobile version using Chrome’s “Device Mode” bit.ly/chromedevicemode
  33. 33. #seo2017 in #CCDK17 by @aleyda from @orainti Check if there are errors identified in the 
 Mobile Usability report of Google Search Console
  34. 34. #seo2017 in #CCDK17 by @aleyda from @orainti As well as with Google’s Mobile Friendly Test https://search.google.com/ search-console/mobile-friendly
  35. 35. #seo2017 in #CCDK17 by @aleyda from @orainti You can do it at a massive scale using URL Profiler
  36. 36. #seo2017 in #CCDK17 by @aleyda from @orainti To easily identify which are not yet 
 Mobile friendly and why
  37. 37. #seo2017 in #CCDK17 by @aleyda from @orainti Simulate the Googlebot for Smartphones 
 & crawl your site enabling JS rendering Screaming Frog
  38. 38. #seo2017 in #CCDK17 by @aleyda from @orainti Verify that the mobile crawler access 
 the same than your users
  39. 39. #seo2017 in #CCDK17 by @aleyda from @orainti Identify if there are non-relevant redirects, 
 canonicalisation or crawling issues
  40. 40. #seo2017 in #CCDK17 by @aleyda from @orainti Your Mobile Web content 
 should be also optimised http://searchengineland.com/faq- google-mobile-first-index-262751
  41. 41. #seo2017 in #CCDK17 by @aleyda from @orainti Although for Mobile, 
 it’s ok to hide content =
  42. 42. #seo2017 in #CCDK17 by @aleyda from @orainti https://webmasters.googleblog.com/2016/08/ helping-users-easily-access-content-on.html It’s critical to facilitate its access 
 avoiding pop-ups & interstitials
  43. 43. #seo2017 in #CCDK17 by @aleyda from @orainti Don’t do this!
  44. 44. #seo2017 in #CCDK17 by @aleyda from @orainti Show an App Banner instead https://developer.android.com/ distribute/users/banners.html
  45. 45. #seo2017 in #CCDK17 by @aleyda from @orainti Verify if your mobile content 
 is effectively rendering
  46. 46. #seo2017 in #CCDK17 by @aleyda from @orainti Validate how your optimised pages 
 are going to be shown in Mobile SERPs serpchecker
  47. 47. #seo2017 in #CCDK17 by @aleyda from @orainti It’s fundamental that your content 
 answers the identified mobile queries Schedule Address & Phone Reservations Photos & Reviews Ratings
  48. 48. #seo2017 in #CCDK17 by @aleyda from @orainti Identify which of your targeted mobile 
 queries rank & convert better SEOmonitor
  49. 49. #seo2017 in #CCDK17 by @aleyda from @orainti If pages ranking in Mobile results are the relevant ones, with the expected traffic & conversions
  50. 50. #seo2017 in #CCDK17 by @aleyda from @orainti Assess the gap and opportunities between the mobile & desktop ranked pages & queries
  51. 51. #seo2017 in #CCDK17 by @aleyda from @orainti A mobile targeted SEO process will allow you 
 to achieve this type of results
  52. 52. #seo2017 in #CCDK17 by @aleyda from @orainti Maximise your Visibility with 
 SERP Features
  53. 53. #seo2017 in #CCDK17 by @aleyda from @orainti Besides improving your rankings, SEO is now also about maximising visibility via SERP Features
  54. 54. #seo2017 in #CCDK17 by @aleyda from @orainti Verify which queries are giving you more visibility already with images, videos & snippets
  55. 55. #seo2017 in #CCDK17 by @aleyda from @orainti Identify which queries and functionalities are already bringing more visibility to competitors SEMrushAhrefs
  56. 56. #seo2017 in #CCDK17 by @aleyda from @orainti Which are the specific queries that you should target with each SERP feature
  57. 57. #seo2017 in #CCDK17 by @aleyda from @orainti Start using structured data to specify the meaning of the supported content https://developers.google.com/search/ docs/guides/intro-structured-data
  58. 58. #seo2017 in #CCDK17 by @aleyda from @orainti In addition of rich snippets, they can also give 
 extra visibility on mobile results with Rich Cards
  59. 59. #seo2017 in #CCDK17 by @aleyda from @orainti You can validate and visualise the result with Google’s Structure Data Testing Tool https://developers.google.com/search/ docs/guides/search-gallery
  60. 60. #seo2017 in #CCDK17 by @aleyda from @orainti Tracking your SERP Features vs. your competition, along rankings & traffic to prioritise SEOmonitor
  61. 61. #seo2017 in #CCDK17 by @aleyda from @orainti To expand your search results visibility 
 & maximise your CTR
  62. 62. #seo2017 in #CCDK17 by @aleyda from @orainti Become Secure with HTTPS
  63. 63. #seo2017 in #CCDK17 by @aleyda from @orainti https://letsencrypt.org/stats/ More than 50% of the loaded by Firefox are using HTTPS
  64. 64. #seo2017 in #CCDK17 by @aleyda from @orainti bit.ly/mozhttps HTTPS is becoming the de-facto standard 
 of the best ranked pages too
  65. 65. #seo2017 in #CCDK17 by @aleyda from @orainti It’s about giving security and trust to your users
  66. 66. #seo2017 in #CCDK17 by @aleyda from @orainti The perfect opportunity to start migrating towards HTTP/2 and improve your Web speed bit.ly/http2seo
  67. 67. #seo2017 in #CCDK17 by @aleyda from @orainti Besides giving an additional 
 positive ranking signal
  68. 68. #seo2017 in #CCDK17 by @aleyda from @orainti The goal is to migrate your rankings and traffic 
 from your HTTP URLS to your HTTPS ones
  69. 69. #seo2017 in #CCDK17 by @aleyda from @orainti Without traffic drops
  70. 70. #seo2017 in #CCDK17 by @aleyda from @orainti Instead of this!
  71. 71. #seo2017 in #CCDK17 by @aleyda from @orainti bit.ly/httpsmigration It’s key to follow certain steps & best practices 
 for an effective HTTPS migration process
  72. 72. #seo2017 in #CCDK17 by @aleyda from @orainti Making sure to consistently canonicalize and refer to your HTTPS URLs 301 Redirects Canonicalization Internal Linking XML Sitemaps Inclusion HTTPS
  73. 73. #seo2017 in #CCDK17 by @aleyda from @orainti You can monitor the activity by creating profiles 
 in Google Search Console for your HTTPS domains
  74. 74. #seo2017 in #CCDK17 by @aleyda from @orainti It’s important to avoid mixing HTTPS migration with other structural changes
  75. 75. #seo2017 in #CCDK17 by @aleyda from @orainti If you use CDNs you should activate HTTPS also 
 in the subdomains you have as zones
  76. 76. #seo2017 in #CCDK17 by @aleyda from @orainti http://searchengineland.com/chromes-devtools- seo-10-ways-use-seo-audits-266433 Be careful if you’re hotlinking, all resources (images, css, js) should be moved to HTTPS NO
  77. 77. #seo2017 in #CCDK17 by @aleyda from @orainti If you use Wordpress, there are plugins that will facilitate the implementation https://es.wordpress.org/ plugins/really-simple-ssl/
  78. 78. #seo2017 in #CCDK17 by @aleyda from @orainti Validate the SSL certificate status once implemented to check for issues https://www.whynopadlock.com/
  79. 79. #seo2017 in #CCDK17 by @aleyda from @orainti Create a list of your top visibility & converting pages to be prioritised in the validation
  80. 80. #seo2017 in #CCDK17 by @aleyda from @orainti Crawl the migrated site emulating both the 
 mobile as well as desktop Googlebots
  81. 81. #seo2017 in #CCDK17 by @aleyda from @orainti Verify if there are URLs in HTTP that are 
 still linked and their status code
  82. 82. #seo2017 in #CCDK17 by @aleyda from @orainti If the 301 redirects, canonical tags & links have 
 been effectively implemented & updated NO
  83. 83. #seo2017 in #CCDK17 by @aleyda from @orainti … that they are redirecting to the relevant and indexable HTTPS URLs in each case NO
  84. 84. #seo2017 in #CCDK17 by @aleyda from @orainti Check out my HTTPS presentation
 for more tools, examples & scenarios bit.ly/dosdontshttps
  85. 85. #seo2017 in #CCDK17 by @aleyda from @orainti If you follow the steps & validate the configuration accordingly this should be the result
  86. 86. #seo2017 in #CCDK17 by @aleyda from @orainti By making the most out of all of these 
 key SEO opportunities… Structured Data & SERP Features Going Secure - HTTPS Mobile First 
 & AMP
  87. 87. #seo2017 in #CCDK17 by @aleyda from @orainti You’ll be able to maximise not only your organic search visibility, but traffic and conversions!
  88. 88. #seo2017 in #CCDK17 by @aleyda from @orainti Tak! #seo2017 in #CCDK17 by @aleyda from @orainti

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