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What Changed in SEO in 2015?

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In my Pubcon presentation I talk about the big changes in SEO during this year, and how it impacts your digital marketing strategy

Published in: Marketing

What Changed in SEO in 2015?

  1. 1. 2 Major Sections in This Session 1. On-Page SEO 2. Off-Page SEO
  2. 2. On-Page SEO
  3. 3. 3 On-Page SEO Topics 1. Mobile Search 2. Twitter Indexation and SEO 3. Build Out An SEO Test Platform 4. Rich Answers in Search
  4. 4. What Happened With Mobilegeddon? We Analyzed 15,235 Queries Week of April 17, and Again on May 18
  5. 5. Mobile DOES Matter as a Ranking Factor
  6. 6. ISP Your Web Server User Requests Page Request Made Request Made Page Sent Page Sent Copy Stored In ISP Cache Vary: User-Agent Header 1 2 3 4 5 6
  7. 7. ISP User Requests Page Request Made Page Sent Vary: User-Agent Header 1 2 5 Page Retrieved From Cache ISP Checks If Page is In Cache 34 Your Web Server
  8. 8. Source: Cindy Krum, via Search Engine Land
  9. 9. Don’t Forget App Indexing 1. Support HTTP deep links 2. Add the App Indexing SDK to your project 3. Check your implementation 4. Enhance your search performance
  10. 10. Perform A/B Split Testing
  11. 11. Assemble Large Lists of SEO Related Items Take Half of Them Change That Half and Use the Other Half as a Control
  12. 12. Did the New Version Increase Rank or SERP CTR?
  13. 13. Hreflang What Are These About?
  14. 14. (Almost) Same Language For Different Countries
  15. 15. Multiple Languages for the Same Country
  16. 16. Key Points About Hreflang Specify Language Only or Language and Country Specify language in ISO 639-1 format Specify country in ISO 3166-1 Alpha 2 format Specify in Header, Sitemap, or HTTP Header Specify in Only One of the Three Places Must be Mutual
  17. 17. Does Google Index More Tweets? We Ran a Study in February 2015 of 138,000 Tweets
  18. 18. Here are the Raw Results From February But on May 19th Google Went Live with an Integration Leveraging the Twitter API
  19. 19. Comparison of Indexation in June vs February
  20. 20. Emphasis on Authority Only Increased
  21. 21. Don’t Have an Influential Account? Pay an Influencer to Tweet For You
  22. 22. What’s Going On With Google’s Rich Answers?
  23. 23. We Did a Second Study of 1.4M Queries
  24. 24. How Has This Grown Over Time? Increase in Rich Answers (No Sidebar) of 38%! We Compared The Results With Our February Test
  25. 25. Domain Authority of 47
  26. 26. Jumped Over Wikipedia!
  27. 27. Simple Clear Answer to the Question
  28. 28. Got the Rich Answer Lost the Rich Answer
  29. 29. Title Tag Entices Click Through
  30. 30. Domain Authority of 38
  31. 31. More Items Will Drive More Clicks
  32. 32. Ranks Number 5 Normally
  33. 33. Simple Direct Answer to the Question
  34. 34. Got the Rich Answer
  35. 35. How Can I Get Me Some?
  36. 36. How To Implement a NoFollow? How To Implement a NoIndex Tag? How To Implement a Rel Alternate Tag? How To Implement a Rel Canonical? How To Implement a Vary:User Agent Header? We Started With a List of Common Questions
  37. 37. We Published 5 Videos on May 20th
  38. 38. We Included Transcripts With a Clear Outline of Steps
  39. 39. The Content Provided a Lot More Info Than Just the “How To”
  40. 40. We Shared One of The URLs on Google+
  41. 41. We Submitted the URLs in Search Console
  42. 42. Bingo! Saw This Within 3 Days of Publishing the Content
  43. 43. Identify a Simple Question Provide a Direct Answer Make it Easy for Users (and Google) to Find 1 2 4 Offer Valued Added Info3
  44. 44. Off-Page SEO
  45. 45. 3 Off-Page SEO Topics 1. Social Media and SEO 2. What Types of Content Work? 3. The Content Marketing Ecosystem
  46. 46. Social Platform Links are Still NoFollow
  47. 47. Source: Chartbeat
  48. 48. Social Media Sharing Can Drive Links
  49. 49. But, That’s Not Guaranteed Source: Moz and BuzzSumo
  50. 50. Paid Social Adds High Value Targeting
  51. 51. Build a List of Your Media Contacts
  52. 52. Facebook Find Customers Tool
  53. 53. Upload Their Email Addresses Into a Campaign
  54. 54. Random Sample of >500,000 Articles Used in a Moz/BuzzSumo Research Project
  55. 55. Impact of Length on Shares and Links Source: Moz and BuzzSumo
  56. 56. Sweet Spot Content That Does it All Opinion-Forming Journalism Research-Backed Content Long-Form Content
  57. 57. Today’s Environment is an Ecosystem
  58. 58. Social Media Sharing Can Build Your Audience 1 2 34
  59. 59. Larger Audiences Increase Visibility
  60. 60. Influencers Have Large Audiences
  61. 61. Influencer Influencers Are an Accelerant
  62. 62. Building Relationships With Influencers Read Everything They Write Follow Them on Social Media Start Interacting Don’t Pitch Them, Be Patient Wait to They Start to Notice You Then, Suggest Ways to Collaborate
  63. 63. Eric Enge eenge@stonetemple.com @stonetemple +Eric Enge (508) 962-8474 www.stonetemple.com Thank You!

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