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DANIEL
BIANCHINI
Director of Services
daniel (at) white.net
@danielbianchini
@DANIELBIANCHINI
DANIEL
BIANCHINI
Director of...
3 TACTICS TO FUTUREPROOF
SEO IN 2016 & BEYOND
Linkdex webinar
10th February 2016
SEONOW!
3 TACTICS TO FUTUREPROOF
SEO IN 2...
@DANIELBIANCHINI@DANIELBIANCHINI
TO GO FORWARD,
WE NEED TO LEARN
FROM THE PAST
@DANIELBIANCHINI@DANIELBIANCHINI
2015 2016
@DANIELBIANCHINI@DANIELBIANCHINI
Mobilegeddon
21st April 2015
2015 2016
In February, Google
announced they would be
expand...
@DANIELBIANCHINI@DANIELBIANCHINI
Mobilegeddon
21st April 2015
2015 2016
Quality Update
3rd May 2015
Google confirmed that ...
@DANIELBIANCHINI@DANIELBIANCHINI
Mobilegeddon
21st April 2015
2015 2016
Quality Update
3rd May 2015
Panda Update
17th July...
@DANIELBIANCHINI@DANIELBIANCHINI
Mobilegeddon
21st April 2015
2015 2016
Quality Update
3rd May 2015
Panda Update
17th July...
@DANIELBIANCHINI
NO PENGUIN UPDATE
CONFIRMED
@DANIELBIANCHINI
Did it happen in early January?
Will the next iteration be r...
@DANIELBIANCHINI@DANIELBIANCHINI
WHAT SHOULD WE DO
TO WIN AT SEO IN 2016?
@DANIELBIANCHINI@DANIELBIANCHINI
@DANIELBIANCHINI
Quality
not
Quantity
@DANIELBIANCHINI
Mobile
Page
Speed
Schema
UX
Website
Integrity
Site
Architecture
E.A...
@DANIELBIANCHINI@DANIELBIANCHINI
3 KEY PRIORITIES
@DANIELBIANCHINI@DANIELBIANCHINI
1.
BECOME OBSESSED WITH
USER FOCUSSED CONTENT
@DANIELBIANCHINI@DANIELBIANCHINI
@DANIELBIANCHINI@DANIELBIANCHINI
Source: https://yougov.co.uk/profileslite
@DANIELBIANCHINI@DANIELBIANCHINI
BUILD TOPICS
NOT KEYWORDS
https://moz.com/blog/on-page-topic-seo
https://moz.com/blog/7-a...
@DANIELBIANCHINI@DANIELBIANCHINI
STEAL FROM
THE COMPETITION
www.semrush.com
https://ahrefs.com/
http://www.pageonepower.co...
@DANIELBIANCHINI
CREATE CONTENT
FOR THE MOMENT
@DANIELBIANCHINI
@DANIELBIANCHINI@DANIELBIANCHINI
@DANIELBIANCHINI@DANIELBIANCHINI
MERGED WITH
OTHER CONTENT
REPUBLISHED
UPDATED
MAKE IT WORK
HARDER
CONTENT CAN BE REUSED
@DANIELBIANCHINI@DANIELBIANCHINI
ANSWER GOOGLES 23
QUALITY QUESTIONS
Source: https://googlewebmastercentral.blogspot.co.uk...
@DANIELBIANCHINI@DANIELBIANCHINI
WOULD YOU TRUST INFORMATION IN THIS
ARTICLE?
DOES THIS ARTICLE DESCRIBE BOTH
SIDES OF THE...
@DANIELBIANCHINI@DANIELBIANCHINI
CONTENT = OUR BEST METHOD
TO BE UNIQUE IN INCREASINGLY
COMPETITIVE MARKETS
@DANIELBIANCHINI@DANIELBIANCHINI
2.
PROVIDE SEARCH ENGINES
WITH CONTEXT
@DANIELBIANCHINI@DANIELBIANCHINI
SCHEMA FORMATTING
IS UNDERVALUED
@DANIELBIANCHINI@DANIELBIANCHINI
@DANIELBIANCHINI@DANIELBIANCHINI
@DANIELBIANCHINI@DANIELBIANCHINI
@DANIELBIANCHINI@DANIELBIANCHINI
YET, IT CAN PROVIDE A
30% INCREASE IN CTR
@DANIELBIANCHINI@DANIELBIANCHINI
@DANIELBIANCHINI@DANIELBIANCHINI
WHAT ABOUT
RICH ANSWERS?
@DANIELBIANCHINI@DANIELBIANCHINI
Source: https://www.stonetemple.com/the-growth-of-rich-answers-in-googles-search-results/...
@DANIELBIANCHINI@DANIELBIANCHINI
IDENTIFY A SIMPLE
QUESTION
OFFER VALUE ADDED
INFO
PROVIDE A DIRECT
ANSWER
MAKE IT EASY FO...
@DANIELBIANCHINI
WHAT ABOUT
PERSONAL ASSISTANTS?
@DANIELBIANCHINI
@DANIELBIANCHINI@DANIELBIANCHINI
@DANIELBIANCHINI@DANIELBIANCHINI
Source: https://developers.google.com/schemas/now/cards
@DANIELBIANCHINI@DANIELBIANCHINI
3.
ENSURE YOU ARE
EQUIPPED FOR MOBILE
@DANIELBIANCHINI@DANIELBIANCHINI
2 BILLIONGLOBAL SMARTPHONE USERS
THERE ARE
@DANIELBIANCHINI@DANIELBIANCHINI
221 TIMES A DAY
(VERSUS 140 DESKTOP INTERACTIONS)
AVERAGE USERS INTERACT WITH A SMARTPHON...
@DANIELBIANCHINI@DANIELBIANCHINI
Source: http://www.comscore.com
EARLY MORNING DAYTIME EVENING
Mobiles brighten the commut...
@DANIELBIANCHINI@DANIELBIANCHINI
@DANIELBIANCHINI@DANIELBIANCHINI
@DANIELBIANCHINI@DANIELBIANCHINI
BUT DO NOT STOP AT
THE TECHNICAL ASPECTS
@DANIELBIANCHINI@DANIELBIANCHINI
CREATE CONTENT THE SAME
WAY AS A WEBSITE
MOBILE FIRST!
@DANIELBIANCHINI
TO RECAP
@DANIELBIANCHINI
@DANIELBIANCHINI@DANIELBIANCHINI
IN 2016
CREATE CONTENT THAT
PEOPLE WANT
@DANIELBIANCHINI@DANIELBIANCHINI
IN A FORMAT THAT THEY
WANT!
IN 2016
@DANIELBIANCHINI@DANIELBIANCHINI
FOR A DEVICE OF THEIR
CHOOSING
IN 2016
THANK
YOU
@DANIELBIANCHINI
DANIEL@WHITE.NET
DANIEL BIANCHINI
THANK
YOU
@DANIELBIANCHINI
DANIEL@WHITE.NET
DANIEL BIANCHINI
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3 Tactics to Futureproof SEO in 2016 & beyond

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Daniel provides 3 Tactics to Futureproof SEO in 2016 & beyond

Published in: Marketing
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3 Tactics to Futureproof SEO in 2016 & beyond

  1. 1. DANIEL BIANCHINI Director of Services daniel (at) white.net @danielbianchini @DANIELBIANCHINI DANIEL BIANCHINI Director of Services daniel (at) white.net @danielbianchini @DANIELBIANCHINI
  2. 2. 3 TACTICS TO FUTUREPROOF SEO IN 2016 & BEYOND Linkdex webinar 10th February 2016 SEONOW! 3 TACTICS TO FUTUREPROOF SEO IN 2016 & BEYOND Linkdex webinar 10th February 2016 SEONOW!
  3. 3. @DANIELBIANCHINI@DANIELBIANCHINI TO GO FORWARD, WE NEED TO LEARN FROM THE PAST
  4. 4. @DANIELBIANCHINI@DANIELBIANCHINI 2015 2016
  5. 5. @DANIELBIANCHINI@DANIELBIANCHINI Mobilegeddon 21st April 2015 2015 2016 In February, Google announced they would be expanding their use of mobile-friendliness as a ranking signal. Dubbed Mobilegeddon by the press, the update was much smaller than expected.
  6. 6. @DANIELBIANCHINI@DANIELBIANCHINI Mobilegeddon 21st April 2015 2015 2016 Quality Update 3rd May 2015 Google confirmed that they made core changes to their algorithm in terms of how it processes quality signals. Although the update seemed to have had a broad impact, Google didn’t reveal any specifics about the signals involved. In February, Google announced they would be expanding their use of mobile-friendliness as a ranking signal. Dubbed Mobilegeddon by the press, the update was much smaller than expected.
  7. 7. @DANIELBIANCHINI@DANIELBIANCHINI Mobilegeddon 21st April 2015 2015 2016 Quality Update 3rd May 2015 Panda Update 17th July 2015 Google confirmed that they made core changes to their algorithm in terms of how it processes quality signals.` Although the update seems to have had a broad impact, Google didn’t reveal any specifics about the signals involved. Google announced that a Panda refresh was taking place, but it would take months to fully roll out. This was the first Panda refresh in 10 months, with 2- 3% of queries affected. In February, Google announced they would be expanding their use of mobile-friendliness as a ranking signal. Dubbed Mobilegeddon by the press, the update was much smaller than expected.
  8. 8. @DANIELBIANCHINI@DANIELBIANCHINI Mobilegeddon 21st April 2015 2015 2016 Quality Update 3rd May 2015 Panda Update 17th July 2015 Rank Brain 26th October 2015 Google is now using a machine-learning artificial intelligence system called RankBrain. Now considered the 3rd most important ranking signal, Google revealed that the system has been fully in the wild for two months. Google confirmed that they made core changes to their algorithm in terms of how it processes quality signals.` Although the update seems to have had a broad impact, Google didn’t reveal any specifics about the signals involved. Google announced that a Panda refresh was taking place, but it would take months to fully roll out. This was the first Panda refresh in 10 months, with 2- 3% of queries affected. In February, Google announced they would be expanding their use of mobile-friendliness as a ranking signal. Dubbed Mobilegeddon by the press, the update was much smaller than expected.
  9. 9. @DANIELBIANCHINI NO PENGUIN UPDATE CONFIRMED @DANIELBIANCHINI Did it happen in early January? Will the next iteration be real-time? Is the lack of an update affecting sites stuck in a penalty?
  10. 10. @DANIELBIANCHINI@DANIELBIANCHINI WHAT SHOULD WE DO TO WIN AT SEO IN 2016?
  11. 11. @DANIELBIANCHINI@DANIELBIANCHINI
  12. 12. @DANIELBIANCHINI Quality not Quantity @DANIELBIANCHINI Mobile Page Speed Schema UX Website Integrity Site Architecture E.A.T Topical Keyword Targeting User Focussed Natural not Manipulated Press Coverage Blogger Events Usefulne ss Content Marketin g Internationalisation
  13. 13. @DANIELBIANCHINI@DANIELBIANCHINI 3 KEY PRIORITIES
  14. 14. @DANIELBIANCHINI@DANIELBIANCHINI 1. BECOME OBSESSED WITH USER FOCUSSED CONTENT
  15. 15. @DANIELBIANCHINI@DANIELBIANCHINI
  16. 16. @DANIELBIANCHINI@DANIELBIANCHINI Source: https://yougov.co.uk/profileslite
  17. 17. @DANIELBIANCHINI@DANIELBIANCHINI BUILD TOPICS NOT KEYWORDS https://moz.com/blog/on-page-topic-seo https://moz.com/blog/7-advanced-seo-concepts https://moz.com/blog/topics-people-over- keywords-rankings-whiteboard-friday/ http://www.socialmediatoday.com/content/ future-seo-topics-instead-keywords
  18. 18. @DANIELBIANCHINI@DANIELBIANCHINI STEAL FROM THE COMPETITION www.semrush.com https://ahrefs.com/ http://www.pageonepower.com/linkarati/bu zzsumo-competitor-analysis-content-social- shares www.linkdex.com
  19. 19. @DANIELBIANCHINI CREATE CONTENT FOR THE MOMENT @DANIELBIANCHINI
  20. 20. @DANIELBIANCHINI@DANIELBIANCHINI
  21. 21. @DANIELBIANCHINI@DANIELBIANCHINI MERGED WITH OTHER CONTENT REPUBLISHED UPDATED MAKE IT WORK HARDER CONTENT CAN BE REUSED
  22. 22. @DANIELBIANCHINI@DANIELBIANCHINI ANSWER GOOGLES 23 QUALITY QUESTIONS Source: https://googlewebmastercentral.blogspot.co.uk/2011/05/more-guidance-on-building-high-quality.html
  23. 23. @DANIELBIANCHINI@DANIELBIANCHINI WOULD YOU TRUST INFORMATION IN THIS ARTICLE? DOES THIS ARTICLE DESCRIBE BOTH SIDES OF THE STORY? IS THIS THE SORT OF PAGE YOU’D WANT TO BOOKMARK, SHARE WITH A FRIEND OR RECOMMEND Source: https://googlewebmastercentral.blogspot.co.uk/2011/05/more-guidance-on-building-high-quality.html
  24. 24. @DANIELBIANCHINI@DANIELBIANCHINI CONTENT = OUR BEST METHOD TO BE UNIQUE IN INCREASINGLY COMPETITIVE MARKETS
  25. 25. @DANIELBIANCHINI@DANIELBIANCHINI 2. PROVIDE SEARCH ENGINES WITH CONTEXT
  26. 26. @DANIELBIANCHINI@DANIELBIANCHINI SCHEMA FORMATTING IS UNDERVALUED
  27. 27. @DANIELBIANCHINI@DANIELBIANCHINI
  28. 28. @DANIELBIANCHINI@DANIELBIANCHINI
  29. 29. @DANIELBIANCHINI@DANIELBIANCHINI
  30. 30. @DANIELBIANCHINI@DANIELBIANCHINI YET, IT CAN PROVIDE A 30% INCREASE IN CTR
  31. 31. @DANIELBIANCHINI@DANIELBIANCHINI
  32. 32. @DANIELBIANCHINI@DANIELBIANCHINI WHAT ABOUT RICH ANSWERS?
  33. 33. @DANIELBIANCHINI@DANIELBIANCHINI Source: https://www.stonetemple.com/the-growth-of-rich-answers-in-googles-search-results/ 31.2% INCREASE IN RICH ANSWERS
  34. 34. @DANIELBIANCHINI@DANIELBIANCHINI IDENTIFY A SIMPLE QUESTION OFFER VALUE ADDED INFO PROVIDE A DIRECT ANSWER MAKE IT EASY FOR USERS & GOOGLE TO FIND HOW TO ACHIEVE A FEATURED SNIPPET Source: https://www.stonetemple.com/the-growth-of-rich-answers-in-googles-search-results/
  35. 35. @DANIELBIANCHINI WHAT ABOUT PERSONAL ASSISTANTS? @DANIELBIANCHINI
  36. 36. @DANIELBIANCHINI@DANIELBIANCHINI
  37. 37. @DANIELBIANCHINI@DANIELBIANCHINI Source: https://developers.google.com/schemas/now/cards
  38. 38. @DANIELBIANCHINI@DANIELBIANCHINI 3. ENSURE YOU ARE EQUIPPED FOR MOBILE
  39. 39. @DANIELBIANCHINI@DANIELBIANCHINI 2 BILLIONGLOBAL SMARTPHONE USERS THERE ARE
  40. 40. @DANIELBIANCHINI@DANIELBIANCHINI 221 TIMES A DAY (VERSUS 140 DESKTOP INTERACTIONS) AVERAGE USERS INTERACT WITH A SMARTPHONE Source: http://www.tecmark.co.uk/smartphone-usage-data-uk-2014/
  41. 41. @DANIELBIANCHINI@DANIELBIANCHINI Source: http://www.comscore.com EARLY MORNING DAYTIME EVENING Mobiles brighten the commute PCs dominate working hours Tablets are popular at night
  42. 42. @DANIELBIANCHINI@DANIELBIANCHINI
  43. 43. @DANIELBIANCHINI@DANIELBIANCHINI
  44. 44. @DANIELBIANCHINI@DANIELBIANCHINI BUT DO NOT STOP AT THE TECHNICAL ASPECTS
  45. 45. @DANIELBIANCHINI@DANIELBIANCHINI CREATE CONTENT THE SAME WAY AS A WEBSITE MOBILE FIRST!
  46. 46. @DANIELBIANCHINI TO RECAP @DANIELBIANCHINI
  47. 47. @DANIELBIANCHINI@DANIELBIANCHINI IN 2016 CREATE CONTENT THAT PEOPLE WANT
  48. 48. @DANIELBIANCHINI@DANIELBIANCHINI IN A FORMAT THAT THEY WANT! IN 2016
  49. 49. @DANIELBIANCHINI@DANIELBIANCHINI FOR A DEVICE OF THEIR CHOOSING IN 2016
  50. 50. THANK YOU @DANIELBIANCHINI DANIEL@WHITE.NET DANIEL BIANCHINI THANK YOU @DANIELBIANCHINI DANIEL@WHITE.NET DANIEL BIANCHINI

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