Practical Advice for SEO
and Internet Marketing

Charlie Kalech
Director, J-Town Internet Services Ltd.
February 27, 2014
W Is
hat
SEO Has Changed
A Lot In The Last 10 Years
[AltaVista] [AllTheWeb/Lycos] [HotBot] [7Search]
[About.com] [Enhance (Formerly...
SEO Has Changed
A Lot In The Last 3 Years
SEO Has Changed
A Lot In The Last 3 Years
Panda was released in February 2011.
This change and future Panda updates aimed
...
SEO Has Changed
A Lot In The Last 3 Years
April 24, 2012
The update was aimed at
decreasing search engine rankings
of webs...
SEO Has Changed
A Lot In The Last 3 Years

Google started using Hummingbird around August 30, 2013

No One Noticed
Google ...
Hummingbird Reflects That Where We
Search and How We Search Has
Changed

No More Exact Match
Keywords
How It Used To Be
Keyword Research

Optimized Content

Inbound Link-Building
How It Used To Be
Results = Keyword Ranking on SERPs
Today People Don't
Search That Way Anymore
Search engines understanding keywords
aren't enough to know what people mean.
N...
Predictive Search
Knowing what a user will search for
before they search for it and showing it
to them before they search ...
Predictive Search
Conversational Search
Conversational Search
Conversational Search
Conversational Search
Conversational Search
Conversational Search
Conversational Search
Conversational Search
Conversational Search
Conversational Search
Conversational Search
What Does This SERP
Have To Do With Keywords?
Old School
Keywords + Links + Code
New School
Keywords + Links + Code
Relevance + Authority + Functionality
Relevance

Old School

Authority

Functionality

Exact Match
Keywords

Inbound
Links

Clean Code

Page Rank
New School Bro...
Relevance:
Broad-Based Content Focused on Intent
Integrated Content

Focus on a searcher's intent – as Google
does.
What a...
Relevance:
Broad-Based Content Focused on Intent
Integrated Content
You can't capture all the keywords
Updates like Hummin...
Relevance:
Broad-Based Content Focused on Intent
Integrated Content
Hummingbird is the death of keywords in the way that w...
Relevance:
Broad-Based Content Focused on Intent
Integrated Content
We used to make
revolving doors to get
people into our...
Relevance:
Broad-Based Content Focused on Intent
Integrated Content
Paradigm Shift:
Change Your
Relationship
From

Exact m...
Relevance:
Broad-Based Content Focused on Intent
Integrated Content
Instead of thinking
about
keywords, think
about the qu...
Relevance:
Broad-Based Content Focused on Intent
Integrated Content
Create Greater Value Across Your Whole
Site
Generates ...
Authority:
A Different Kind of Inbound Link
Authority:
Most Trusted Sources
of Brand Information & Messaging
For Consumers Around the World
Is Social Media
92% Trust ...
Authority: Authorship
Authority: Authorship
You EARN
links because
of the online
reputation and
authority you
have built up
Authority: Authorship + Social
Links shared through Twitter and Facebook have a
direct impact on rankings. As does who is ...
Authority: Authorship +
Social
Dec 2010 http://searchengineland.com/what-social-signals-do-google-bing-really-count55389

...
Valuable Content and
Your Social Media
Strategy Naturally Give
You Authority and
Relevance Which Will
Allow You To Rank We...
Relevance

Old School

Authority

Functionality

Exact Match
Keywords

Inbound
Links

Clean Code

Page Rank
New School Bro...
Functionality: Mobile
91% of all Americans now
own a cell phone
63% of cell phone owners
use their phone to go
online
57% ...
Functionality: Mobile

"Smartphone users are a significant and
fast-growing segment of internet users, and
at Google, we w...
Functionality: Mobile
Google Recommends Responsive
Design
https://developers.google.com/webmasters/smartphone-sites/detail...
Functionality: Mobile
Google

61%

Research:
of mobile searchers
who land on nonoptimized site will
immediately leave
the ...
Functionality: Mobile

If you do not have a mobile optimized site you
will lose visitors and rankings (and business)
Functionality: Schema

Microdata coded to produce rich snippets
(extra information) used by Bing, Google,
Yahoo!
Functionality: Schema

You Must Have a Google+ Profile and a
Google+ Local Business Page

Use What Google Gives You &
Inte...
Functionality: Schema
Rich snippet types supported by
Breadcrumbs
Google
Events
Music
Organizations
People
Products
Recipe...
Functionality: Schema
Coding of sites using microdata to produce
rich snippets (extra information) in search
Tools:
https:...
Contribute Something of Value
to Your Community!
Measure success not on
ranking, but on how search
traffic performs
We Wan...
Measure Performance, Not Keyword Metrics
Following Hummingbird and “Not Provided”
What You Need To Do
Stop outsmarting search engines, think like people,
Be awesome and Create Great Content for a great
pr...
What You Need To Do
Target Your Community and Contribute Real
Value
Meet the needs of your customers
And those who will re...
What You Need To Do
Create clear sales funnels for each avatar
Create a way to engage repeatedly – Social
Media, Lists (an...
What You Need To Do
No company today should
utilize SEO without a social
media strategy.
Increase your digital footprint
a...
What You Need To Do
Get links by building great content and
coverage
– Don't build links artificially.
Be a true resource ...
Thank You
Charlie Kalech
Director, J-Town Internet Services Ltd.
www.j-town.co.il
charlie@j-town.co.il
@CharlieKalech
For ...
Practical Seo and internet marketing advice
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Practical Seo and internet marketing advice

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SEO has changed a lot in the last 3 years (following Panda and Penguin) and radically in the last half year (with an all-new Google algorithm (Hummingbird). Learn how this is a total game-changer and why building links (in a traditional sense) and optimizing for keywords (as we used to) no longer applies

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Practical Seo and internet marketing advice

  1. 1. Practical Advice for SEO and Internet Marketing Charlie Kalech Director, J-Town Internet Services Ltd. February 27, 2014
  2. 2. W Is hat
  3. 3. SEO Has Changed A Lot In The Last 10 Years [AltaVista] [AllTheWeb/Lycos] [HotBot] [7Search] [About.com] [Enhance (Formerly Ah-Ha)] [AOL Web Sites] [AskJeeves (Teoma)] [Xuppa (Formerly Bay9)] [FindWhat] [Google] [Kanoodle] [LookSmart] [Lycos] [MSN] [Netscape] [Open Directory] [Overture (Formerly Goto)] [Yahoo Directory] [Yahoo Web Results]
  4. 4. SEO Has Changed A Lot In The Last 3 Years
  5. 5. SEO Has Changed A Lot In The Last 3 Years Panda was released in February 2011. This change and future Panda updates aimed to adjust site rankings based on website quality. This includes ➢Website design ➢Trustworthiness ➢Speed ➢Frequency of visitors returning to the website Reportedly this change affected the rankings of almost 12 percent of all search results.
  6. 6. SEO Has Changed A Lot In The Last 3 Years April 24, 2012 The update was aimed at decreasing search engine rankings of websites based on poor quality backlinks (websites linking to your site).
  7. 7. SEO Has Changed A Lot In The Last 3 Years Google started using Hummingbird around August 30, 2013 No One Noticed Google announced Hummingbird on September 26, 2013
  8. 8. Hummingbird Reflects That Where We Search and How We Search Has Changed No More Exact Match Keywords
  9. 9. How It Used To Be Keyword Research Optimized Content Inbound Link-Building
  10. 10. How It Used To Be Results = Keyword Ranking on SERPs
  11. 11. Today People Don't Search That Way Anymore Search engines understanding keywords aren't enough to know what people mean. Now they are working on intent. ➢ ➢ Predictive Search Conversational Search
  12. 12. Predictive Search Knowing what a user will search for before they search for it and showing it to them before they search for it. Google Suggest:
  13. 13. Predictive Search
  14. 14. Conversational Search
  15. 15. Conversational Search
  16. 16. Conversational Search
  17. 17. Conversational Search
  18. 18. Conversational Search
  19. 19. Conversational Search
  20. 20. Conversational Search
  21. 21. Conversational Search
  22. 22. Conversational Search
  23. 23. Conversational Search
  24. 24. Conversational Search
  25. 25. What Does This SERP Have To Do With Keywords?
  26. 26. Old School Keywords + Links + Code
  27. 27. New School Keywords + Links + Code Relevance + Authority + Functionality
  28. 28. Relevance Old School Authority Functionality Exact Match Keywords Inbound Links Clean Code Page Rank New School Broad-Based Keywords Focused on Intent Integrated Context Tags SEF URLs Authorship (The Above +) Social Signals Responsive Design Speed Schema
  29. 29. Relevance: Broad-Based Content Focused on Intent Integrated Content Focus on a searcher's intent – as Google does. What are they looking for and what value can you provide.
  30. 30. Relevance: Broad-Based Content Focused on Intent Integrated Content You can't capture all the keywords Updates like Hummingbird broaden the results for keyword searches Most Searches Are Unique
  31. 31. Relevance: Broad-Based Content Focused on Intent Integrated Content Hummingbird is the death of keywords in the way that we know it No more brute force, rigid definitions. Google is now examining the searcher’s query as a whole and processing the meaning behind it by putting it in context. This is coupled with: ● Previous search queries ● Searcher's behavior ● User's online context ➢ Social media ➢ Other Google products
  32. 32. Relevance: Broad-Based Content Focused on Intent Integrated Content We used to make revolving doors to get people into our sites. We would have lots of specific landing pages instead of real valuable content which should be shared among many relevant keywords.
  33. 33. Relevance: Broad-Based Content Focused on Intent Integrated Content Paradigm Shift: Change Your Relationship From Exact match keyword -> landing page To Broad performance of search traffic across a site using groups of phrases served by that content
  34. 34. Relevance: Broad-Based Content Focused on Intent Integrated Content Instead of thinking about keywords, think about the questions someone would ask to find your company online and create content around that. Think of the searcher's intent, not the exact words
  35. 35. Relevance: Broad-Based Content Focused on Intent Integrated Content Create Greater Value Across Your Whole Site Generates more authority Earns links with better more valuable content Google will then rank your pages just because of who you are and your authority, even if you have done very little work to optimize them
  36. 36. Authority: A Different Kind of Inbound Link
  37. 37. Authority: Most Trusted Sources of Brand Information & Messaging For Consumers Around the World Is Social Media 92% Trust earned media, such as recommendations from friends and family, above all other forms of advertising 70% Online Consumer Reviews http://www.nielsen.com/content/corporate/us/en/newswire/2012/consumer-trust-in-online-social-and-mobile-advertisinggrows.html
  38. 38. Authority: Authorship
  39. 39. Authority: Authorship You EARN links because of the online reputation and authority you have built up
  40. 40. Authority: Authorship + Social Links shared through Twitter and Facebook have a direct impact on rankings. As does who is sharing them
  41. 41. Authority: Authorship + Social Dec 2010 http://searchengineland.com/what-social-signals-do-google-bing-really-count55389 Bing: We do look at the social authority of a user. We look at how many people you follow, how many follow you, and this can add a little weight to a listing in regular search results. It carries much more weight in Bing Social Search, where tweets from more authoritative people will flow to the top when best match relevancy is used. Google: ... [Social Authority] is used as a signal in our organic and news rankings. We also use it to enhance our news universal by marking how many people shared an article. Danny Sullivan: Do you try to calculate the authority of someone who tweets that might be assigned to their Twitter page. Do you try to “know,” if you will, who they are? Bing: Yes. We do calculate the authority of someone who tweets. For known public figures or publishers, we do associate them with who they are. (For example, query for Danny Sullivan) Google: Yes we do compute and use author quality. We don’t know who anyone is in real life :-) Danny Sullivan: Do you calculate whether a link should carry more weight depending on the person who tweets it? Bing: Yes. Google: Yes we do use this as a signal, especially in the “Top links” section [of Google
  42. 42. Valuable Content and Your Social Media Strategy Naturally Give You Authority and Relevance Which Will Allow You To Rank Well
  43. 43. Relevance Old School Authority Functionality Exact Match Keywords Inbound Links Clean Code Page Rank New School Broad-Based Keywords Focused on Intent Integrated Context Tags SEF URLs Authorship (The Above +) Social Signals Responsive Design Speed Schema
  44. 44. Functionality: Mobile 91% of all Americans now own a cell phone 63% of cell phone owners use their phone to go online 57% of all American adults are cell Internet users 34% of these mostly use their phone to access the internet Pew Research Sept. 2013
  45. 45. Functionality: Mobile "Smartphone users are a significant and fast-growing segment of internet users, and at Google, we want them to experience the full richness of the web" Yoshikiyo Kato, software engineer at Google. http://googlewebmastercentral.blogspot.co.uk/2013/06/changes-in-rankings-of-smartphone_11.htm
  46. 46. Functionality: Mobile Google Recommends Responsive Design https://developers.google.com/webmasters/smartphone-sites/details
  47. 47. Functionality: Mobile Google 61% Research: of mobile searchers who land on nonoptimized site will immediately leave the site and return to Google http://www.thinkwithgoogle.com/research-studies/creating-moments-that-matter
  48. 48. Functionality: Mobile If you do not have a mobile optimized site you will lose visitors and rankings (and business)
  49. 49. Functionality: Schema Microdata coded to produce rich snippets (extra information) used by Bing, Google, Yahoo!
  50. 50. Functionality: Schema You Must Have a Google+ Profile and a Google+ Local Business Page Use What Google Gives You & Integrate
  51. 51. Functionality: Schema Rich snippet types supported by Breadcrumbs Google Events Music Organizations People Products Recipes Review ratings Reviews Software applications Videos: Facebook Share and RDFa schema.org markup for videos Supported software application types
  52. 52. Functionality: Schema Coding of sites using microdata to produce rich snippets (extra information) in search Tools: https://www.google.com/webmasters/markup-helper WordPress SEO by Yoast http://www.google.com/webmasters/tools/richsnippets List of Schemas: http://schema.org/docs/schemas.html List of Rich Snippets: https://support.google.com/webmasters/topic/1088474? hl=en&ref_topic=21997
  53. 53. Contribute Something of Value to Your Community! Measure success not on ranking, but on how search traffic performs We Want Business, Not Rankings
  54. 54. Measure Performance, Not Keyword Metrics Following Hummingbird and “Not Provided”
  55. 55. What You Need To Do Stop outsmarting search engines, think like people, Be awesome and Create Great Content for a great product
  56. 56. What You Need To Do Target Your Community and Contribute Real Value Meet the needs of your customers And those who will reach your customers Reach out and learn your industry and peers
  57. 57. What You Need To Do Create clear sales funnels for each avatar Create a way to engage repeatedly – Social Media, Lists (and follow-up!)
  58. 58. What You Need To Do No company today should utilize SEO without a social media strategy. Increase your digital footprint and cross promote your content and brand. Develop relationships with customers and strategic partners.
  59. 59. What You Need To Do Get links by building great content and coverage – Don't build links artificially. Be a true resource and they will link to you. Content Needs To Be ✔ Fun ✔ Useful ✔ Engaging ✔ Likable ✔ Linkable ✔ Sharable
  60. 60. Thank You Charlie Kalech Director, J-Town Internet Services Ltd. www.j-town.co.il charlie@j-town.co.il @CharlieKalech For More Resources Fan Us on Facebook http://facebook.com/jtownproductions

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