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pa.ag
Bastian Grimm, Peak Ace AG | @basgr
Search is changing faster than ever // the 2018 edition!
OK Google, what’s next?
It feels like the interface changes almost daily!
Google is still changing like mad…
pa.ag@peakaceag3
“More results” button on mobile (no pager anymore)
Eventually went fully live on Apr. 11, 2018.
Sources: https://pa.ag/2EyyUIE & https://pa.ag/2JQ0RPS
pa.ag@peakaceag4
New meta description length…or not?
Around 150 chars in Dec. ‘17, then up to 320, then in May back to 160 again…
Sources: https://pa.ag/2GeA2BS & https://pa.ag/2ICJjcm
pa.ag@peakaceag5
Adding & removing loads of videos to/from carousels
Especially bad for ecommerce retailers when their category pages got stuck!
Source: https://pa.ag/2MeTG8O & https://pa.ag/2vF3UVN
pa.ag@peakaceag6
Huge drops after GSC query report changes on 19/08/18
Also, Google started showing “relevant history” directly in their search results:
Sources: https://pa.ag/2CgJLeb & https://pa.ag/2Q274LL
The “trend“ continues: Google’s SERPs are (becoming) a destination
More and more data added
pa.ag@peakaceag8
“Bayern Munich“ desktop SERP in June 2017
pa.ag@peakaceag9
Fast forward one year later (at first-glance almost identical)
Google added a
vertical navigation tab
pa.ag@peakaceag10
Even more data available without leaving the SERP
pa.ag@peakaceag11
Google’s travel guide and trip planner are really impressive
Clearly, Google is not a publisher… at all! Right…!?
Generally, full takeovers like
these are rare, right?
pa.ag@peakaceag13
Game of Thrones season start (US on mobile, iPhone)
Not a single organic result is directly visible in the first half of this mobile SERP
#1 #2 #3 #4
pa.ag@peakaceag14
Game of Thrones season start (US on mobile, iPhone)
You’d need to scroll to ~75% depth to see the first “classic” result, which is barely visible…
#5 #6 #7 #8
pa.ag@peakaceag15
Google wants to rank what's best for its users
Google is getting better and better at
understanding the searcher’s intent and
thus ranks sites (or its own offerings) on
top if they are built to satisfy this specific
intent immediately!”
On informational queries, there is almost no way
around featured snippets
Answers are (still) huge as well
pa.ag@peakaceag17
11.6% of all desktop SERPs provide answers straight away
Time period: August 2018, desktop, DE - via SEMrush Sensor (vs. 9.9% mobile DE)
Source: https://www.semrush.com/sensor/
pa.ag@peakaceag18
Significant increase in featured snippets overall
Over the past 12 months, Google Assistant
has gotten a lot smarter. Google has
added over 100M new unique featured
snippets from the web, video results from
YouTube, and new local places in Google Maps.”
Google is crazy about mobile…!
pa.ag@peakaceag20
Mobile already surpassed desktop queries in 2015!
Nearly 60% of all search requests come from mobile devices (Hitwise 08/2016)
Sources: Hitwise (https://pa.ag/2qofNNV) & SearchEngineLand (https://pa.ag/2pT2OA7)
Percentage of search requests from mobile devices, by industry:
pa.ag@peakaceag21
20% of these mobile queries are voice searches
More than 10 million active Amazon Echo devices in Q1/2017 (USA), with a rising trend!
Source: Kleiner Perkins Internet Trends 2017
pa.ag@peakaceag22
Digital assistants… wait, what?
…or at least significantly reduced
No visible user-interface left
...so no classic search interface!
No physical keyboard available
Voice search is far more user-friendly & comfortable
One common way to search: by voice
pa.ag@peakaceag26
When are voice commands used and why?
Phonecalls, online searches, navigation & reminders are the most common use cases
Source: Stone Temple, Voice Search Usage 2017 (https://pa.ag/2yJCxfe)
Main reason for use: it's faster and way easier than typing!
The differences between "classic" search input and voice search
Text vs. voice
pa.ag@peakaceag28
Voice search very much resembles a conversation
User questions tend to start with how/where/who/what/when/which etc.
Text search Voice search
Weather How is the weather?
Weather in London How is the weather today in London?
Gas station Where can I find the nearest gas station?
Breakfast in Munich Where can I eat breakfast in Munich?
Siblings Sebastian Vettel Who are the siblings of Sebastian Vettel?
Founding Bavaria When was Bavaria founded/how old is… ?
pa.ag@peakaceag29
Voice search very much resembles a conversation
Text searches usually consist of 1-3 words; voice searches often consist of 10+ words
Source: Bing / Cortana
Data provided by:
OK, Google!
pa.ag@peakaceag31
OK Google, how does this work?
The voice command "OK Google, Peak Ace AG" results in:
”Peak Ace AG is located in Berlin, Leuschnerdamm 13, 1.689 kilometres away."
pa.ag@peakaceag32
OK Google, how does this work?
Google assistant reads
the names of the first three results
followed by "and more“.
pa.ag@peakaceag33
schema.org mark-up for structured data
Far more than just Google, because Bing (Yahoo) and Yandex are also included!
More: https://schema.org
pa.ag@peakaceag34
For the sake of completeness...there's more:
Facebook open graph tags (og:title/og:description/og: image/…)
Twitter cards (twitter:card/twitter:creator/…)
JSON-LD (JavaScript Object Notation for Linked Data)
Old: microformats (hCard/hCalendar/…)
Old: RDFa (and various variations)
Etc.
pa.ag@peakaceag35
schema.org helps us to understand the contents of a page
I want to live in a world where schema is not that
important, but currently, we need it. If a team at Google
recommends it, you probably should make use of it,
as schema helps us understand the content on the page,
and it is used in certain search features (but not in
rankings algorithms).”
Source: Gary Illyes @ SMX East NY 2017 (http://pa.ag/2GvdoXx)
pa.ag@peakaceag36
schema.org/Organisation mark-up
Labelling of company-specific information such as address, telephone, etc.
More: http://schema.org/Organization
pa.ag@peakaceag37
There is a schema.org mark-up for almost everything:
Creative works: books, movies, music recordings, recipes, TV series etc.
Embedded objects: audio objects, image objects, video objects.
Events, places, local businesses, restaurants, etc.
Organisations, people, webpages, etc.
Products, offers, aggregate offers, reviews, aggregate ratings, etc.
E.g. for the pharmaceutical and healthcare industry: health & medical entities.
pa.ag@peakaceag38
Brand new: schema.org/Speakable
Structured mark-up for marking elements that are particularly important for voice
search commands/results.
More: https://pending.schema.org/speakable
[…] indicates (typically
via xpath/cssSelector)
sections of a document
that are highlighted as
particularly speakable.”
pa.ag@peakaceag39
Google just implemented this in BETA:
Currently only available for “validated” news publishers! Don’t forget to fill out the
submission form, for now manual approval is needed.
Adding markup allows search engines […] to identify
content to read aloud […]. Webpages with speakable
structured data can use the Google Assistant to distribute
the content through new channels […] Google Assistant
uses speakable structured data to answer topical news
queries on smart speaker devices.”
Implementation guide: https://pa.ag/2PfUlor
pa.ag@peakaceag40
Security is a massive topic with interconnected IoT devices
Researchers show Alexa “skill squatting” could hijack voice commands!
Researchers demonstrated that audio embedded in a
video soundtrack, music stream, or radio broadcast could
be modified to trigger voice commands in automatic
speech-recognition systems without being detected by a
human listener.
Source: https://pa.ag/2LVyZcU
Answers questions, solves problems and provides assistance
Conversational search
pa.ag@peakaceag42
Direct/instant answer as an Infobox
Only "indirect" optimisation possible, the data comes from Wikipedia, Freebase,
internal Google knowledge graphs or partnerships.
A result is promoted to position #0 above the SERP!
Featured snippets
Featured snippets are selected from within the top-10 (20)
Place #1 is not a must!
pa.ag@peakaceag45
Featured snippet: the answer is highlighted from the SERP
Difference to the infobox: addition of a blue link and additional URL
Lists (+image)Text (+image)
pa.ag@peakaceag46
Featured snippet: the answer is highlighted from the SERP
Difference to the infobox: addition of a blue link and additional URL
Mixed typesTables (2/3 cols)
pa.ag@peakaceag47
How do I get Google to select my URL?
Keyword- & topic research (incl. “often searched for“) on products, services, etc.
Find the most relevant questions about the seed keyword-set.
Short answers (50-60 words per question) are sufficient; answers need to be on page.
Content must be easy to understand (lists, subheadings, tables).
Structured data (e.g. schema.org/Question, etc.) where it fits semantically.
Branding and call-to-action.
pa.ag@peakaceag48
All you need to know about featured snippets:
Don‘t miss Izzy Smith’s great presentation on SlideShare!
Source: https://pa.ag/2Mo7Vbq
pa.ag@peakaceag49
Structured data is not an absolute necessity
Source: https://pa.ag/2zWmpof
If you really want them I’d
just use structured data –
it’s cleaner.”
pa.ag@peakaceag50
Google to launch Q&A, FAQ and How-To verticals
Don’t miss the new markup from schema.org including HowTo, QAPage & FAQPage*
Source: Google Dance Singapore, Aug. 2018 (https://pa.ag/2wH1cil & https://pa.ag/2wFr4Lb)
We’ve recently introduced new ways
to help users understand whether
responses on a given Q&A or forum
site could have the best answer for
their question. By bringing a preview
of these answers onto Search, we’re
helping our users more quickly
identify which source is most likely to
have the information they’re looking
for.
* Beware: This is currently in closed BETA, schema.org usage does not
guarantee inclusion!
Google is going to make audio files searchable
The next big thing: audio SEO?
pa.ag@peakaceag52
You‘ve all seen this Assistant demo from Google IO?
Agreed, it looked partially recorded – still though, it‘s a fairly impressive concept!
Source: https://pa.ag/2svpDNv
pa.ag@peakaceag53
What Google podcasts currently experience in search:
The new Google podcast strategy is aiming to double audiences worldwide
Source: https://pa.ag/2JoaZ5c
Podcasts will show up in Google Search as a “first-class
citizen” alongside the text,
image, and video results you are used to seeing.
Your podcast listening experience will be seamless
across devices and contexts thanks to Google
Assistant.
Google’s understanding of speech and language will
open doors, bringing futuristic features to life.
pa.ag@peakaceag54
Make sure to follow Google’s guidelines for podcasts
Audio SEO? Right now it’s just discovery through good old XML/RSS feeds…
Source: https://pa.ag/2xx4Kap
pa.ag@peakaceag55
That's what some people might call coincidence…
And yes, it‘s only possible to do using DoubleClick!
Sources: https://pa.ag/2stkZzC & https://pa.ag/2stkZzC
We shouldn't entirely disregard "the screen" yet
Ensure multi-device compatibility
pa.ag@peakaceag57
The average consumer uses five different devices
It’s unrealistic to build & maintain a website adapted for all devices – one for iPad and
then different pages for all smartphone screen resolutions
Sources: https://pa.ag/2ffuGNp & https://pa.ag/2fHvLhz
90% of all users
start online tasks on one device
and finish them on another.
From an SEO viewpoint, there are various benefits!
Responsive design
pa.ag@peakaceag59
Responsive design offers several advantages
<picture>
▪ Firstly: it displays content in different ways,
depending on the resolution (device).
▪ Best practice: first, design the smallest viewport
and then work upwards. Pay attention to portrait
and landscape formats!
▪ E.g. pictures: best possible size, resolution &
format. The new <picture> element is a perfect
starting point, but there are many other solutions,
e.g. "fluid images" adapted to your container.
pa.ag@peakaceag60
Done right, it’s a good base for “mobile first indexing”
CrawlingIndexing RankingMobile
Mobile first indexing concerns Google preferring and organising cross-device content in
such a way that it can be easily queried and displayed across many different devices.
pa.ag@peakaceag61
What about desktop-only sites?
How to deal with common mobile site patterns such as tab switches, carousels, etc.?
Source: SMX Advanced 2017, Seattle
For desktop-only sites, indexing stays the same,
however crawling will be done using a mobile UA:
“we will index mobile content, only if you don’t have
anything we will index desktop content – no one will
fall out!”
Can I use accordion tabs, hidden tabs,etc. on my
mobile site?
Google is going to assign them the same value as
non-hidden content. Illyes said, Google is going to
ensure that: “hidden content is not valued less on a
mobile site.”
+
-
+
Lorem Ipsum dolor
Lorem Ipsum dolor
Lorem Ipsum dolor
Lorem Ipsum dolor
Lorem Ipsum dolor
Lorem Ipsum dolor
pa.ag@peakaceag62
Site- & content-parity is absolutely crucial!
Make sure desktop & mobile are in sync; content, annotations, etc.
Source: SMX Advanced 2017, Seattle
What if the mobile site has less content
compared to the desktop site?
Ranking will be based on the “shorter” content!
(Basically, you need to ensure that whatever you want
to rank for will be present on mobile).
pa.ag@peakaceag63
Don‘t do this: Zoopla desktop vs. mobile
Important content on m-subdomain is missing – shortly, maybe also some rankings?
pa.ag@peakaceag64
Some tips to make sure you are ready for MFI:
I did a webinar on MFI together with DeepCrawl - make sure to not miss our massive
write-up which covers loads of additional questions:
More: https://pa.ag/2rFQqGj & https://pa.ag/2Io1aV6
August 1st update, anyone?
Google is not only busy with mobile!
pa.ag@peakaceag66
Google has been really, really busy this year:
According to Marie Haynes, more than 20+ changes in 2018 regarding quality!
Full list: https://www.mariehaynes.com/algo-changes-and-more/
Here are the top-5 areas I’d focus on:
Stop chasing the algorithm!
Don’t let the user think about how to use your site!
#1 Use known principles
pa.ag@peakaceag69
Evergreen: pay attention to usability
Follow basic and known usability principles for good readability
Bad readability Good readability
pa.ag@peakaceag70
Evergreen: pay attention to usability
Follow basic and known usability principles for good click ability
Not click-friendly Click friendly
pa.ag@peakaceag71
User communication: comprehensibility of language
Communicate clearly and find common ground with the audience
Scientific expression:
User language:
Liverpool impressed all in attendance with a
65% shooting percentage and therefore
succeeded to curve the circular ball three times
at the designated target.”
Goooaaalll! The final was a real showdown
that will go down in history. After 90 intense
minutes against tough Real Madrid,
Liverpool won 3-0!”
pa.ag@peakaceag72
Stick to proven methods and conventions
Don't try to reinvent the wheel - it won’t make it any better
On the other hand, don't blindly follow
trends without questioning them either.”
Hardly noticeable desktop navigation Expected place for desktop navigation
Become a high-level concierge for your user!
#2 Be convenient
pa.ag@peakaceag74
Personalisation: customised experience reduces effort
Shorter funnel due to providing a highly relevant entry-point (last used functionality)
2nd visit: personalised1st visit: not personalised
The user visited the car insurance section before,
therefore the home page is personalised on the 2nd visit.
pa.ag@peakaceag75
Perception vs. expectation: don‘t make them think!
Any guesses why #3 doesn‘t rank #1 for “Schlafzimmer“?
Do you want “this”
when searching for new
bedroom furniture?
#1 #2 #3
Performance = user experience!
#3 Be fast
pa.ag@peakaceag77
Revisited: page speed (load time) is a ranking factor
Surprise, surprise; now also on mobile!
Sources: https://pa.ag/2iAmA4Y & https://pa.ag/2ERTPYY
pa.ag@peakaceag78
Google loves site speed and keeps pushing for faster sites
This is NOT a
photoshopped
screenshot, just
saying!
pa.ag@peakaceag79
Please don’t forget your desktop now; both are relevant!
Especially for responsive sites, this can be a massive challenge!
With the mobile first index, will desktop rankings use
mobile page speed instead of desktop page speed?
No […] as mentioned […], while our index will be built from
mobile documents, we’re going to continue to build a great
search experience for all users, whether they come from
mobile or desktop devices.”
Source: Google spokesperson (https://pa.ag/2FGGKAi)
pa.ag@peakaceag80
Make sure to get the basics right!
Use my checklists on SlideShare to double check:
All slides on SlideShare: https://pa.ag/iss18speed
Optimise images: reduce overhead for JPGs & PNGs
(metadata, etc.),request proper sized images and try new formats.
Implement effective caching and compression.
Whenever possible, use asynchronous requests.
Decrease the size of CSS, JavaScript & HTML files (minify).
Use a content distribution network (CDN) / an asset server
(as well as cookie-less domains) to optimise parallel requests.
Lean mark-up (no comments, use inline CSS / JS only where
necessary or useful).
Consider (DNS) pre-fetching & pre-rendering if feasible.
Watch (& optimise) for TTFB. Don’t forget your back-end
architecture / systems (e.g. DB, webserver etc.).
Understanding searchers‘ intent is more important than ever!
#4 Have the right content
pa.ag@peakaceag82
Content still matters (a lot)!
Even Google’s John Mueller recommends adding content, e.g. to image-heavy sites
[…] especially without a lot of explanation,
that’s going to make ranking really, really hard. […]
What I’d recommend there is to find a way to
get more content onto the page.”
pa.ag@peakaceag83
Please be aware: every niche/vertical is different!
Source: https://pa.ag/2HbIOW3
Don‘t waste Google’s resources!
#5 Be efficient
pa.ag@peakaceag85
Example: furniture vertical pre-/post update performance
Daily visibility trends according to Sistrix Toolbox (desktop, DE)
Source: Sistrix Toolbox
pa.ag@peakaceag86
Let’s add some (page) efficiency to the mix:
The page efficiency index (PEI) is a pretty solid metric to visualise the effectiveness of an
indexation strategy (or lack thereof)
More on PEI: https://pa.ag/2wa17TT
Domain Indexed Pages
Visibility
(03/08/18)
PEI
(03/08/18)
Post Update
(05/08/18)
home24.de 11,200 25.56 228.21 +12%
hoeffner.de 20,900 14.56 69.67 +9%
xxxlutz.de 50,500 20.12 39.84 +5%
made.com/de/ 9,200 3.10 33.70 -18%
roller.de 110,000 20.94 19.04 -49%
wayfair.de 168,000 7.10 4.23 -21%
houzz.de 248,000 4.47 1.80 -22%
pa.ag@peakaceag87
Build your own indexation quality check list:
It‘s usually so much more than just looking at one single problem / metric!
Different “no result pages” (no comments for product A, no ratings for product B, etc.).
Empty or almost empty category / tag / other type of listing pages.
Incorrectly implemented paginations (use rel-next/prev, generally page 2+
must not be indexed).
Pay attention to facetted navigation (because of the multitude of combinations)
as well as ordering / filtering.
Generally, weak pages (very little main content, e.g. 1-2 sentences, an image),
e.g. user profiles, etc.
Several versions of one page/URL (e.g. index.php vs. “/” or non-www vs. www
or https vs. non-https).
Internal site search (SERP in SERP quality issues).
Etc.
pa.ag@peakaceag88
We’re hiring! 30+ performance marketing jobs in Berlin!
Come and say “hello” or apply via jobs.pa.ag. We look forward to talking to you!
Always looking for talent!
Check out jobs.pa.ag
pa.ag@peakaceag89
Bastian Grimm
bg@pa.ag
e-mail me > bg@pa.ag
Want the deck?
ALWAYS LOOKING FOR TALENT! CHECK OUT JOBS.PA.AG
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facebook.com/peakaceag
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OK Google, Whats next? - OMT Wiesbaden 2018

  • 1. pa.ag Bastian Grimm, Peak Ace AG | @basgr Search is changing faster than ever // the 2018 edition! OK Google, what’s next?
  • 2. It feels like the interface changes almost daily! Google is still changing like mad…
  • 3. pa.ag@peakaceag3 “More results” button on mobile (no pager anymore) Eventually went fully live on Apr. 11, 2018. Sources: https://pa.ag/2EyyUIE & https://pa.ag/2JQ0RPS
  • 4. pa.ag@peakaceag4 New meta description length…or not? Around 150 chars in Dec. ‘17, then up to 320, then in May back to 160 again… Sources: https://pa.ag/2GeA2BS & https://pa.ag/2ICJjcm
  • 5. pa.ag@peakaceag5 Adding & removing loads of videos to/from carousels Especially bad for ecommerce retailers when their category pages got stuck! Source: https://pa.ag/2MeTG8O & https://pa.ag/2vF3UVN
  • 6. pa.ag@peakaceag6 Huge drops after GSC query report changes on 19/08/18 Also, Google started showing “relevant history” directly in their search results: Sources: https://pa.ag/2CgJLeb & https://pa.ag/2Q274LL
  • 7. The “trend“ continues: Google’s SERPs are (becoming) a destination More and more data added
  • 9. pa.ag@peakaceag9 Fast forward one year later (at first-glance almost identical) Google added a vertical navigation tab
  • 10. pa.ag@peakaceag10 Even more data available without leaving the SERP
  • 11. pa.ag@peakaceag11 Google’s travel guide and trip planner are really impressive Clearly, Google is not a publisher… at all! Right…!?
  • 12. Generally, full takeovers like these are rare, right?
  • 13. pa.ag@peakaceag13 Game of Thrones season start (US on mobile, iPhone) Not a single organic result is directly visible in the first half of this mobile SERP #1 #2 #3 #4
  • 14. pa.ag@peakaceag14 Game of Thrones season start (US on mobile, iPhone) You’d need to scroll to ~75% depth to see the first “classic” result, which is barely visible… #5 #6 #7 #8
  • 15. pa.ag@peakaceag15 Google wants to rank what's best for its users Google is getting better and better at understanding the searcher’s intent and thus ranks sites (or its own offerings) on top if they are built to satisfy this specific intent immediately!”
  • 16. On informational queries, there is almost no way around featured snippets Answers are (still) huge as well
  • 17. pa.ag@peakaceag17 11.6% of all desktop SERPs provide answers straight away Time period: August 2018, desktop, DE - via SEMrush Sensor (vs. 9.9% mobile DE) Source: https://www.semrush.com/sensor/
  • 18. pa.ag@peakaceag18 Significant increase in featured snippets overall Over the past 12 months, Google Assistant has gotten a lot smarter. Google has added over 100M new unique featured snippets from the web, video results from YouTube, and new local places in Google Maps.”
  • 19. Google is crazy about mobile…!
  • 20. pa.ag@peakaceag20 Mobile already surpassed desktop queries in 2015! Nearly 60% of all search requests come from mobile devices (Hitwise 08/2016) Sources: Hitwise (https://pa.ag/2qofNNV) & SearchEngineLand (https://pa.ag/2pT2OA7) Percentage of search requests from mobile devices, by industry:
  • 21. pa.ag@peakaceag21 20% of these mobile queries are voice searches More than 10 million active Amazon Echo devices in Q1/2017 (USA), with a rising trend! Source: Kleiner Perkins Internet Trends 2017
  • 23. …or at least significantly reduced No visible user-interface left
  • 24. ...so no classic search interface! No physical keyboard available
  • 25. Voice search is far more user-friendly & comfortable One common way to search: by voice
  • 26. pa.ag@peakaceag26 When are voice commands used and why? Phonecalls, online searches, navigation & reminders are the most common use cases Source: Stone Temple, Voice Search Usage 2017 (https://pa.ag/2yJCxfe) Main reason for use: it's faster and way easier than typing!
  • 27. The differences between "classic" search input and voice search Text vs. voice
  • 28. pa.ag@peakaceag28 Voice search very much resembles a conversation User questions tend to start with how/where/who/what/when/which etc. Text search Voice search Weather How is the weather? Weather in London How is the weather today in London? Gas station Where can I find the nearest gas station? Breakfast in Munich Where can I eat breakfast in Munich? Siblings Sebastian Vettel Who are the siblings of Sebastian Vettel? Founding Bavaria When was Bavaria founded/how old is… ?
  • 29. pa.ag@peakaceag29 Voice search very much resembles a conversation Text searches usually consist of 1-3 words; voice searches often consist of 10+ words Source: Bing / Cortana Data provided by:
  • 31. pa.ag@peakaceag31 OK Google, how does this work? The voice command "OK Google, Peak Ace AG" results in: ”Peak Ace AG is located in Berlin, Leuschnerdamm 13, 1.689 kilometres away."
  • 32. pa.ag@peakaceag32 OK Google, how does this work? Google assistant reads the names of the first three results followed by "and more“.
  • 33. pa.ag@peakaceag33 schema.org mark-up for structured data Far more than just Google, because Bing (Yahoo) and Yandex are also included! More: https://schema.org
  • 34. pa.ag@peakaceag34 For the sake of completeness...there's more: Facebook open graph tags (og:title/og:description/og: image/…) Twitter cards (twitter:card/twitter:creator/…) JSON-LD (JavaScript Object Notation for Linked Data) Old: microformats (hCard/hCalendar/…) Old: RDFa (and various variations) Etc.
  • 35. pa.ag@peakaceag35 schema.org helps us to understand the contents of a page I want to live in a world where schema is not that important, but currently, we need it. If a team at Google recommends it, you probably should make use of it, as schema helps us understand the content on the page, and it is used in certain search features (but not in rankings algorithms).” Source: Gary Illyes @ SMX East NY 2017 (http://pa.ag/2GvdoXx)
  • 36. pa.ag@peakaceag36 schema.org/Organisation mark-up Labelling of company-specific information such as address, telephone, etc. More: http://schema.org/Organization
  • 37. pa.ag@peakaceag37 There is a schema.org mark-up for almost everything: Creative works: books, movies, music recordings, recipes, TV series etc. Embedded objects: audio objects, image objects, video objects. Events, places, local businesses, restaurants, etc. Organisations, people, webpages, etc. Products, offers, aggregate offers, reviews, aggregate ratings, etc. E.g. for the pharmaceutical and healthcare industry: health & medical entities.
  • 38. pa.ag@peakaceag38 Brand new: schema.org/Speakable Structured mark-up for marking elements that are particularly important for voice search commands/results. More: https://pending.schema.org/speakable […] indicates (typically via xpath/cssSelector) sections of a document that are highlighted as particularly speakable.”
  • 39. pa.ag@peakaceag39 Google just implemented this in BETA: Currently only available for “validated” news publishers! Don’t forget to fill out the submission form, for now manual approval is needed. Adding markup allows search engines […] to identify content to read aloud […]. Webpages with speakable structured data can use the Google Assistant to distribute the content through new channels […] Google Assistant uses speakable structured data to answer topical news queries on smart speaker devices.” Implementation guide: https://pa.ag/2PfUlor
  • 40. pa.ag@peakaceag40 Security is a massive topic with interconnected IoT devices Researchers show Alexa “skill squatting” could hijack voice commands! Researchers demonstrated that audio embedded in a video soundtrack, music stream, or radio broadcast could be modified to trigger voice commands in automatic speech-recognition systems without being detected by a human listener. Source: https://pa.ag/2LVyZcU
  • 41. Answers questions, solves problems and provides assistance Conversational search
  • 42. pa.ag@peakaceag42 Direct/instant answer as an Infobox Only "indirect" optimisation possible, the data comes from Wikipedia, Freebase, internal Google knowledge graphs or partnerships.
  • 43. A result is promoted to position #0 above the SERP! Featured snippets
  • 44. Featured snippets are selected from within the top-10 (20) Place #1 is not a must!
  • 45. pa.ag@peakaceag45 Featured snippet: the answer is highlighted from the SERP Difference to the infobox: addition of a blue link and additional URL Lists (+image)Text (+image)
  • 46. pa.ag@peakaceag46 Featured snippet: the answer is highlighted from the SERP Difference to the infobox: addition of a blue link and additional URL Mixed typesTables (2/3 cols)
  • 47. pa.ag@peakaceag47 How do I get Google to select my URL? Keyword- & topic research (incl. “often searched for“) on products, services, etc. Find the most relevant questions about the seed keyword-set. Short answers (50-60 words per question) are sufficient; answers need to be on page. Content must be easy to understand (lists, subheadings, tables). Structured data (e.g. schema.org/Question, etc.) where it fits semantically. Branding and call-to-action.
  • 48. pa.ag@peakaceag48 All you need to know about featured snippets: Don‘t miss Izzy Smith’s great presentation on SlideShare! Source: https://pa.ag/2Mo7Vbq
  • 49. pa.ag@peakaceag49 Structured data is not an absolute necessity Source: https://pa.ag/2zWmpof If you really want them I’d just use structured data – it’s cleaner.”
  • 50. pa.ag@peakaceag50 Google to launch Q&A, FAQ and How-To verticals Don’t miss the new markup from schema.org including HowTo, QAPage & FAQPage* Source: Google Dance Singapore, Aug. 2018 (https://pa.ag/2wH1cil & https://pa.ag/2wFr4Lb) We’ve recently introduced new ways to help users understand whether responses on a given Q&A or forum site could have the best answer for their question. By bringing a preview of these answers onto Search, we’re helping our users more quickly identify which source is most likely to have the information they’re looking for. * Beware: This is currently in closed BETA, schema.org usage does not guarantee inclusion!
  • 51. Google is going to make audio files searchable The next big thing: audio SEO?
  • 52. pa.ag@peakaceag52 You‘ve all seen this Assistant demo from Google IO? Agreed, it looked partially recorded – still though, it‘s a fairly impressive concept! Source: https://pa.ag/2svpDNv
  • 53. pa.ag@peakaceag53 What Google podcasts currently experience in search: The new Google podcast strategy is aiming to double audiences worldwide Source: https://pa.ag/2JoaZ5c Podcasts will show up in Google Search as a “first-class citizen” alongside the text, image, and video results you are used to seeing. Your podcast listening experience will be seamless across devices and contexts thanks to Google Assistant. Google’s understanding of speech and language will open doors, bringing futuristic features to life.
  • 54. pa.ag@peakaceag54 Make sure to follow Google’s guidelines for podcasts Audio SEO? Right now it’s just discovery through good old XML/RSS feeds… Source: https://pa.ag/2xx4Kap
  • 55. pa.ag@peakaceag55 That's what some people might call coincidence… And yes, it‘s only possible to do using DoubleClick! Sources: https://pa.ag/2stkZzC & https://pa.ag/2stkZzC
  • 56. We shouldn't entirely disregard "the screen" yet Ensure multi-device compatibility
  • 57. pa.ag@peakaceag57 The average consumer uses five different devices It’s unrealistic to build & maintain a website adapted for all devices – one for iPad and then different pages for all smartphone screen resolutions Sources: https://pa.ag/2ffuGNp & https://pa.ag/2fHvLhz 90% of all users start online tasks on one device and finish them on another.
  • 58. From an SEO viewpoint, there are various benefits! Responsive design
  • 59. pa.ag@peakaceag59 Responsive design offers several advantages <picture> ▪ Firstly: it displays content in different ways, depending on the resolution (device). ▪ Best practice: first, design the smallest viewport and then work upwards. Pay attention to portrait and landscape formats! ▪ E.g. pictures: best possible size, resolution & format. The new <picture> element is a perfect starting point, but there are many other solutions, e.g. "fluid images" adapted to your container.
  • 60. pa.ag@peakaceag60 Done right, it’s a good base for “mobile first indexing” CrawlingIndexing RankingMobile Mobile first indexing concerns Google preferring and organising cross-device content in such a way that it can be easily queried and displayed across many different devices.
  • 61. pa.ag@peakaceag61 What about desktop-only sites? How to deal with common mobile site patterns such as tab switches, carousels, etc.? Source: SMX Advanced 2017, Seattle For desktop-only sites, indexing stays the same, however crawling will be done using a mobile UA: “we will index mobile content, only if you don’t have anything we will index desktop content – no one will fall out!” Can I use accordion tabs, hidden tabs,etc. on my mobile site? Google is going to assign them the same value as non-hidden content. Illyes said, Google is going to ensure that: “hidden content is not valued less on a mobile site.” + - + Lorem Ipsum dolor Lorem Ipsum dolor Lorem Ipsum dolor Lorem Ipsum dolor Lorem Ipsum dolor Lorem Ipsum dolor
  • 62. pa.ag@peakaceag62 Site- & content-parity is absolutely crucial! Make sure desktop & mobile are in sync; content, annotations, etc. Source: SMX Advanced 2017, Seattle What if the mobile site has less content compared to the desktop site? Ranking will be based on the “shorter” content! (Basically, you need to ensure that whatever you want to rank for will be present on mobile).
  • 63. pa.ag@peakaceag63 Don‘t do this: Zoopla desktop vs. mobile Important content on m-subdomain is missing – shortly, maybe also some rankings?
  • 64. pa.ag@peakaceag64 Some tips to make sure you are ready for MFI: I did a webinar on MFI together with DeepCrawl - make sure to not miss our massive write-up which covers loads of additional questions: More: https://pa.ag/2rFQqGj & https://pa.ag/2Io1aV6
  • 65. August 1st update, anyone? Google is not only busy with mobile!
  • 66. pa.ag@peakaceag66 Google has been really, really busy this year: According to Marie Haynes, more than 20+ changes in 2018 regarding quality! Full list: https://www.mariehaynes.com/algo-changes-and-more/
  • 67. Here are the top-5 areas I’d focus on: Stop chasing the algorithm!
  • 68. Don’t let the user think about how to use your site! #1 Use known principles
  • 69. pa.ag@peakaceag69 Evergreen: pay attention to usability Follow basic and known usability principles for good readability Bad readability Good readability
  • 70. pa.ag@peakaceag70 Evergreen: pay attention to usability Follow basic and known usability principles for good click ability Not click-friendly Click friendly
  • 71. pa.ag@peakaceag71 User communication: comprehensibility of language Communicate clearly and find common ground with the audience Scientific expression: User language: Liverpool impressed all in attendance with a 65% shooting percentage and therefore succeeded to curve the circular ball three times at the designated target.” Goooaaalll! The final was a real showdown that will go down in history. After 90 intense minutes against tough Real Madrid, Liverpool won 3-0!”
  • 72. pa.ag@peakaceag72 Stick to proven methods and conventions Don't try to reinvent the wheel - it won’t make it any better On the other hand, don't blindly follow trends without questioning them either.” Hardly noticeable desktop navigation Expected place for desktop navigation
  • 73. Become a high-level concierge for your user! #2 Be convenient
  • 74. pa.ag@peakaceag74 Personalisation: customised experience reduces effort Shorter funnel due to providing a highly relevant entry-point (last used functionality) 2nd visit: personalised1st visit: not personalised The user visited the car insurance section before, therefore the home page is personalised on the 2nd visit.
  • 75. pa.ag@peakaceag75 Perception vs. expectation: don‘t make them think! Any guesses why #3 doesn‘t rank #1 for “Schlafzimmer“? Do you want “this” when searching for new bedroom furniture? #1 #2 #3
  • 76. Performance = user experience! #3 Be fast
  • 77. pa.ag@peakaceag77 Revisited: page speed (load time) is a ranking factor Surprise, surprise; now also on mobile! Sources: https://pa.ag/2iAmA4Y & https://pa.ag/2ERTPYY
  • 78. pa.ag@peakaceag78 Google loves site speed and keeps pushing for faster sites This is NOT a photoshopped screenshot, just saying!
  • 79. pa.ag@peakaceag79 Please don’t forget your desktop now; both are relevant! Especially for responsive sites, this can be a massive challenge! With the mobile first index, will desktop rankings use mobile page speed instead of desktop page speed? No […] as mentioned […], while our index will be built from mobile documents, we’re going to continue to build a great search experience for all users, whether they come from mobile or desktop devices.” Source: Google spokesperson (https://pa.ag/2FGGKAi)
  • 80. pa.ag@peakaceag80 Make sure to get the basics right! Use my checklists on SlideShare to double check: All slides on SlideShare: https://pa.ag/iss18speed Optimise images: reduce overhead for JPGs & PNGs (metadata, etc.),request proper sized images and try new formats. Implement effective caching and compression. Whenever possible, use asynchronous requests. Decrease the size of CSS, JavaScript & HTML files (minify). Use a content distribution network (CDN) / an asset server (as well as cookie-less domains) to optimise parallel requests. Lean mark-up (no comments, use inline CSS / JS only where necessary or useful). Consider (DNS) pre-fetching & pre-rendering if feasible. Watch (& optimise) for TTFB. Don’t forget your back-end architecture / systems (e.g. DB, webserver etc.).
  • 81. Understanding searchers‘ intent is more important than ever! #4 Have the right content
  • 82. pa.ag@peakaceag82 Content still matters (a lot)! Even Google’s John Mueller recommends adding content, e.g. to image-heavy sites […] especially without a lot of explanation, that’s going to make ranking really, really hard. […] What I’d recommend there is to find a way to get more content onto the page.”
  • 83. pa.ag@peakaceag83 Please be aware: every niche/vertical is different! Source: https://pa.ag/2HbIOW3
  • 84. Don‘t waste Google’s resources! #5 Be efficient
  • 85. pa.ag@peakaceag85 Example: furniture vertical pre-/post update performance Daily visibility trends according to Sistrix Toolbox (desktop, DE) Source: Sistrix Toolbox
  • 86. pa.ag@peakaceag86 Let’s add some (page) efficiency to the mix: The page efficiency index (PEI) is a pretty solid metric to visualise the effectiveness of an indexation strategy (or lack thereof) More on PEI: https://pa.ag/2wa17TT Domain Indexed Pages Visibility (03/08/18) PEI (03/08/18) Post Update (05/08/18) home24.de 11,200 25.56 228.21 +12% hoeffner.de 20,900 14.56 69.67 +9% xxxlutz.de 50,500 20.12 39.84 +5% made.com/de/ 9,200 3.10 33.70 -18% roller.de 110,000 20.94 19.04 -49% wayfair.de 168,000 7.10 4.23 -21% houzz.de 248,000 4.47 1.80 -22%
  • 87. pa.ag@peakaceag87 Build your own indexation quality check list: It‘s usually so much more than just looking at one single problem / metric! Different “no result pages” (no comments for product A, no ratings for product B, etc.). Empty or almost empty category / tag / other type of listing pages. Incorrectly implemented paginations (use rel-next/prev, generally page 2+ must not be indexed). Pay attention to facetted navigation (because of the multitude of combinations) as well as ordering / filtering. Generally, weak pages (very little main content, e.g. 1-2 sentences, an image), e.g. user profiles, etc. Several versions of one page/URL (e.g. index.php vs. “/” or non-www vs. www or https vs. non-https). Internal site search (SERP in SERP quality issues). Etc.
  • 88. pa.ag@peakaceag88 We’re hiring! 30+ performance marketing jobs in Berlin! Come and say “hello” or apply via jobs.pa.ag. We look forward to talking to you! Always looking for talent! Check out jobs.pa.ag
  • 89. pa.ag@peakaceag89 Bastian Grimm bg@pa.ag e-mail me > bg@pa.ag Want the deck? ALWAYS LOOKING FOR TALENT! CHECK OUT JOBS.PA.AG twitter.com/peakaceag facebook.com/peakaceag www.pa.ag WINNER