Search is Evolving...

Google’s Searches

What are they looking for?
What Search Engines Are Looking For:
Search engines want to do their jobs as best as possible by referring
users to websites and content that is the most relevant to what the user is
looking for.
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Content: Is determined by the theme that is being given, the text on the
page, and the titles and descriptions that are given.
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Performance: How fast is your site and does it work properly?
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Authority: Does your site have good enough content to link to or do
other authorative sites use your website as a reference or cite the
information that's available?
•
User Experience: How does the site look? Is it easy to navigate around?
Does it look safe? Does it have a high bounce rate?

What are they’re NOT looking for?
What Search Engines Are NOT Looking For
Search engine spiders only have a certain amount of data storage, so if
you're performing shady tactics or trying to trick them, chances are you're
going to hurt yourself in the long run. Items the search engines don't want
are:
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Keyword Stuffing: Overuse of keywords on your pages.
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Over-Optimization: Over Optimizing your website in one the bad
techniques that google will penalize.
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Content Stitching: Copying and Merging the contents from different
websites.
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Poor User Experience: Make it easy for the user to get around. Too many
ads and making it too difficult for people to find content they're looking for.

What’s Changed?
• Major Algorithm Changes:
– Panda (2011 - current)
– Penguin (2012, 2013)
– Hummingbird Update (2013)
• Google Wants:
– A GREAT user experience
– No SPAMMY on-page stuff
– Unique & Valuable Content
– Natural Linking
• Bad links can always hurt you.

What is SEO?
Search engine optimization (SEO) is the process of
affecting the visibility of a website or a web
page in a search's "natural" or un-paid. In general,
the earlier and more frequently a site appears in
the search results list, the more visitors it will
receive from the search engine's users.

Google SERP
Inbound Marketing:
More than 90% of
users click on Organic
Results. It’s Free
Traffic.
-----------------------------
Interruption Marketing:
Less Than 10% of
users click on Ads. We
call these ads
interruption Marketing.

Click Through Behavior

Classic-Onpage SEO
Classic SEO Techniques
Some Agencies that offer SEO services sometimes
jump right to more costly tactics including link
building, social engagement and content creation
while skipping over many of the easy steps a
company can take that can produce an immediate
impact.

Classic Factors
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Keyword in Title 1-2 times.
Keyword usage in the content.
Keyword in the URL
Keyword in H1-Hx.
Keyword in Headline.
Keyword in alt attribute of images.
Keywords in Anchor texts and internal linking.
Page Title and Meta Description
Error free Website & Valid Coding Standards.
Accessibility

What about now?
What is important in Modern era?
Modern SEO

Today...
Modern Search Engine Optimization
Today's On-Page SEO is all about synergy*.
Merging old and new. Creating a quicker, more
efficient user search experience. The ever changing
search engine algorithms are forcing us to enhance.
*Synergy: the interaction of multiple elements in a system to produce an
effect different from or greater than the sum of their individual effects.

Improve Use Experience
1.
Searcher intenet / Page Content
We've reached a point where classic design principles (user experience)
are influencing SEO. It's not just about ranking, clicks and views
anymore. We must continue to bridge the gap between the searcher
intent and the page content purpose. Entering a search query, seeing
search results and landing on a page should feel seamless. We want the
search results to be intuitive and relevant, and the landing page to
be fast and high converting.

Deliver What users wants

Pogo Sticking?!

User Experince
2.
Improve User Experience
there are certain signals that Google can look at to gauge the UX of a
site. Bounce rates, page depth, or even standard structural
implementation such as where the navigation is located, what is the size
of the font, the number of ads on the page and where those ads are
located (are they above the fold), does the site have popups, does audio
play automatically on page load, etc.
It’s not only the content!

User Experince

Enhance SERP Details
3.
Enhance SERP Details
The search results page provides a list of options that contain key
information such as; a headline, meta description, url and even profile
pictures, which are known to increase click through rates. Think of all this
information as an advertisement. Stuffing keywords won't do the trick. As
in traditional marketing, users are attracted to compelling content. People
are even beginning to associate brands with domain names.
Short, catchy domain names are becoming a part of brand name
strategies..

Enhance SERP Details

Performance Optimization
4.
Optimize Your Site Performance
Page speed matters because it makes for a better user experience.
Nobody likes to stare at their screen while a website takes its sweet time
to load. Faster-loading sites convert better and encourage people to stick
around.
Now that we have potential customers on our site, how do we keep them
there? Yes, relevant compelling content will work, but there's more.
Responsive web design allows your site to adjust to the size of the device
that is being used. Both page load speed and responsive web design
affect your bounce rate and ultimately, your search engine ranking.

Performance Optimization
3 FREE WEB PAGE ANALYZER TOOLS TO TRY:
Google Pagespeed
Yslow
GTMetrics

Get Social
5.
Social Sharing
Being 'socially active' goes without saying these days. However, pages
that are socially active and often shared, are quietly becoming relevant to
search engine ranking. An example of this is Google linking content
to Google+ Rel Author Attribute attribute. According to their Webmaster
Tools page they are; '...piloting the display of author information in search
results to help users discover great content'. Ensure your pages
are socially sharable and that your images/graphics fit the proportions of
the social network that you are targeting.

Get Social

Perform Great
6.
Rank High,Perform Great
As you can see, properly combining the classic with the modern tactics of
on-page SEO is what its all about. It's not just about one thing, it's about
many things. It's about keeping up with the ever changing algorithms
(Penguin) and being able to adapt to new technologies. It's about
synergy and a great user experience.

Wrap Up…
So...
Today's Modern SEO is all about synergy. Merging old and new. Creating
a quicker, more efficient user search experience, Producing Valuable
Content and Getting Social. The ever changing search engine algorithms
are forcing us to enhance our optimization efforts, in a good way.
Optimize for People not for Search Engines!

Thank You.
milaad@milaad.net