Next Generation SEO

1. Navneet Kaushal CEO PageTraﬃc Next Generation SEO

2. How SEO has changed!

3. SEO IS NOW ALL ABOUT THE THINGS I LOVE.

4. CONTENT.

5. CONTENT. BRANDING.

6. CONTENT. BRANDING. MOBILE.

7. CONTENT. BRANDING. MOBILE. SOCIAL.

8. CONTENT. BRANDING. MOBILE. SOCIAL. USER EXPERIENCE.

9. SOME THINGS WON’T BE MUCH DIFFERENT

10. GOOGLE STILL RULES THE ROOST.

11. State of Search- India Source: Netmarketshare and business-standard.com Google 97% Yahoo 1% Bing 1% Others 1% Indian Search Engine Market Share

12. THE GOALS OF SEARCH ENGINES STILL REMAINS THE SAME.

13. BUT…

14. SEARCH ENGINES ARE

15. IT’S HARDER TO MANIPULATE RESULTS

16. AND THE FOCUS NOW IS ON BEING THE QUALITY RESULT.

17. SO, SEOS HAVE HAD TO COME A LONG WAY

18. FROM…

19. TO….

20. 2012

21. A big majority of SEOs were BUYING links Some SEOs were still doing directories A few were doing article marketing, but badly..

22. So Creating Good Quality articles WORKED

23. FCUK SEO

24. by early 2014…..

25. Most SEOs were knee deep trying to resolve penalties The black hats were now charging for removing the links that they sold you the year before ;) By now everyone was desperately jumping on the content marketing bandwagon…..

26. 2011 2012 2013 2014 2015

27. Yes you could: 1.Write an article 2. Spin it (several versions of same article) 3. Buy placements on shitty blogs that no one reads Well done.That is very difﬁcult.

28. ….unless you want to be “eaten” by a penguin

29. TO 2016 SEO ESSENTIALS

30. Next Gen: SEO BASICS There are 4 goals to all Search MarkeGng GeHng Found – Search Engine OpGmizaGon Keeping People Interested – Content & Features Lead Gen - ConverGng Visitors to Take AcGon Intelligence - Monitoring AcGvity

31. Current Problems •  MiscommunicaGon about SEO •  Goggle Panda & Penguin Changes •  Hidden issues with CMS Systems •  Trendy layouts that hurt SEO •  Boiler Plate & Duplicate Content •  You mean my web developer doesn’t know this? •  Responsive Design

32. Next Gen: SEO BASICS Everything about search engine opGmizaGon is about Relevancy, Relevancy, Relevancy! Focus on Target Keyword Phrase Content Codes Link Popularity Technical

33. BE MOBILE FRIENDLY

34. IF YOUR PHONE DOESN’T DISPLAY FLASH, GOOGLE WILL NOT SHOW FLASH SITES IN YOUR RESULTS. MaS CuSs of Google at Pubcon in October 2013

35. IF YOUR WEBSITE ROUTES ALL MOBILE TRAFFIC TO THE HOMEPAGE RATHER THAN THE INTERNAL PAGE THE USER WAS ATTEMPTING TO VISIT, IT WILL BE RANKED LOWER. MaS CuSs of Google at Pubcon in October 2013

36. IF YOUR SITE IS SLOW ON MOBILES, GOOGLE IS LESS LIKELY TO RANK IT. MaS CuSs of Google at Pubcon in October 2013

37. HAVING A MOBILE SITE IS JUST THE START.

38. hSp://developers.google.com/speed/pagespeed/insights

39. MOBILE READY MEANS: •  Loading quickly on mobile

40. MOBILE READY MEANS: •  Loading quickly on mobile •  Enabling users to navigate around on a small screen

41. MOBILE READY MEANS: •  Loading quickly on mobile •  Enabling users to navigate around on a small screen •  Taking mobile users to the content they expect to see

42. MOBILE READY MEANS: •  Loading quickly on mobile •  Enabling users to navigate around on a small screen •  Taking mobile users to the content they expect to see •  Enabling users to read without pinching and zooming!

43. SITE SPEED •  Page speed maSers (now). So benchmark yourself against leaders. In a way, that’s fun, you can create “Page speed contests” now. •  To do so, install Google Page Speed and Yahoo’s Yslow. •  Run them on your home page and at least a few random internal pages •  Follow every recommendacons for: image opcmizacon, gzip compression, javascript “miniﬁcacon”, CSS “miniﬁcacon”. •  Once this is done, look at subtler speed improvements they recommend. •  Moving to a stable Cloud environment isn’t a bad idea either.

44. INTERNATIONAL SEO

45. Hreﬂang What Are These About?

46. (Almost) Same Language For Diﬀerent Countries

47. MulGple Languages for the Same Country

48. 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

49. GET SOCIAL

50. NO DIRECT IMPACT ON SEARCH RANKINGS (YET) hSps://www.youtube.com/watch?v=udqtSM-6QbQ

51. BUT… hSp://socialmarkecngwricng.com/how-to-perform-seo-on-your- website-with-social-media-infographic/

52. •  Claim brand on appropriate networks •  Build conversacons on the ones you can manage •  Encourage people to create content for you; you curate it against keyword research •  UGC content doesn’t have to be on-site •  Pinterest boards •  LinkedIn Groups •  Instagram Build Relaconships With Social Networks

53. YOUR SOCIAL AUDIENCE WILL ENHANCE YOUR SEO

54. BRAND SIGNALS

55. BRAND SEARCH VOLUME MATTERS MORE

56. CITATIONS MATTER MORE

57. •  Gain citacons and links for your business: •  Guest post •  Get quoted •  Hold an event •  Use a variety of sources for citacons & links: •  OTAs: Yelp, TripAdvisor •  News Sources: N&R, WS Journal •  Local ‘Zines: Yes!, Rhino Times •  Tools: •  Google Search Console •  Moz ($) •  Majescc ($) Build Your Brand Beyond Your Website

58. SENTIMENTS MATTER MORE

59. MaS CuSs of Google SXSW 2013

60. POSITIVE SENTIMENT •  Posicve reviews

61. POSITIVE SENTIMENT •  Posicve reviews •  Google’s own systems

62. POSITIVE SENTIMENT •  Posicve reviews •  Google’s own systems •  Trusted 3rd parces

63. POSITIVE SENTIMENT •  Posicve reviews •  Google’s own systems •  Trusted 3rd parces •  Posicve citacons on Google Plus

64. POSITIVE SENTIMENT •  Posicve reviews •  Google’s own systems •  Trusted 3rd parces •  Posicve citacons and interaccons on Google Plus •  Posicve citacons across the web

65. LINK BUILDING IS NOT DEAD.

66. IT’S BEEN A BIT SICK, GRANTED…

67. GOOGLE’S ALGORITHMS AREN’T YET GOOD ENOUGH TO STOP LINK SPAM

68. CUE THE MANUAL ACTIONS TEAM

69. EXPEDIA.COM

70. HALIFAX.CO.UK

71. MARKSANDSPENCER.COM

72. BUT GOOGLE NEEDS LINK METRICS.

73. hSps://www.youtube.com/watch?v=NCY30WhI2og “We’ve played around with the idea of turning oﬀ back link relevance and, at least for now, back link relevance sGll really helps in terms of making sure that we return the best, most relevant, most topical set of search results.”

74. OFF PAGE IS (AND WILL BE INCREASINGLY) MORE THAN JUST LINKS THOUGH

75. LINK BUILDING IS CONTENT MARKETING

76. DON’T GET CAUGHT UP IN KEYWORD MONOMANIA! hSp://www.searchenginepeople.com/blog/keyword-monomania.html

77. AROUND 15% OF QUERIES ARE NEW hSp://news.cnet.com/8301-1023_3-57582368-93/google-the-future-of-search-is-now

78. THE POINT?

79. CONTENT MARKETING DOESN’T ALWAYS MEAN BIG CONTENT PROJECTS.

80. CONTENT MARKETING IS ABOUT CREATIVITY, INNOVATION, TESTING AND CLEAR GOALS.

81. WHAT DO I NEED TO DO?

82. Getting the BIG links then attracting the rest

83. Think like a 50s Ad Agency and execute like a geek.

84. 2016 the year of creative campaigns Illustrations – Infographics- Animations –Videos – Interactive assets – Supporting websites - Long Articles

85. Great CONCEPTS and beautiful EXECUTION!

86. RESULTS

87. Any BIG links?

88. What’s Going On With Featured Snippets & Google’s Rich Answers?

89. Ranks Number 3 Normally

90. The fruits of success

91. How Can I Get Me Some?

92. 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? Start With a List of Common QuesGons

93. Included Transcripts With a Clear Outline of Steps

94. The Content Should Provided a Lot More Info Than Just the “How To”

95. Share URLs on Google+

96. Submit the URLs in Search Console

97. IdenGfy a Simple QuesGon Provide a Direct Answer Make it Easy for Users (and Google) to Find 1 2 4 Oﬀer Valued Added Info 3

98. It’s not bragging if it’s true

99. Attract rather than Sell Create content that DESERVES links and MARKET that content.

100. •  Content should be created for your users •  FAQs •  Help/Tutorial Videos •  Infographics •  Tools: •  Google Keyword Planner •  Google Search Console •  Wolfram Alpha •  SEMRush ($) •  Moz ($) Learn Your Audience: Segmentacon

104. •  Educate to purchase •  Detail the products or services •  Use internal linking •  Describe the non-brand •  Tools: •  Google Keyword Planner •  Google Search Console •  Analyccs •  Majescc ($) •  Moz ($) Learn Your Audience: Conversion Funnel Website navigation should include links to pages targeting the highest search volume phrases!

105. •  Educate to purchase •  Detail products + services •  Provide business history •  Use internal linking •  Tools: •  Google Keyword Planner •  Google Search Console •  Analyccs •  Majescc ($) •  Moz ($) Learn Your Audience: Conversion Funnel

106. Reference Guide: Google Analyccs Use these menus to view how users arrive and how they interact with site content! Understand which channels & sites are most valuable! How many pages viewed?! What pages cause people to leave?! Does my site load fast enough?! After they arrive, what pages do they click on next?! What URLs bring people to my site?! What do they type in the search box?! Find which social networks provide most engagement! Use Advanced Segments for custom audience groups!

107. Beef Up Site Content •  Idencfy and ﬁll in gaps in content based upon keyword research •  Incorporate target search terms throughout Informacon Architecture •  Use hubs of content to organize relevant pages together Home Page Hub2 PR Request s Contact News + Articles Advice Teenager s Product Reviews About NAV 1 / All NAV 2/ Filtering NAV 3 Single Content Pages Suggested Page Content Hubs Ask a Q Photos Videos News Photo Pages Video Pages Detail3 News + Articles Co Parentin g For Parents Books Positive Parentin g Tips Technique s Our Writers

108. Uclize Microformats within HTML •  Schema.org •  Invented in 2011 by Google, Bing, Yahoo, & Yandex •  Open Graph •  Used by Facebook to extract addiconal meaning •  developers.facebook.com/tools/ debug/ •  JSON •  JavaScript markup •  RDFa •  Markup extension of HTML5

109. •  Formerly, Google Webmaster Tools; scll trends the last 90 days of data •  Major Changes: •  Search Analyccs •  Mobile Friendly Tool •  Internaconal Targecng GSC to Find Current Opportunices

110. 123! The New SEO “Rule Book” •  Google’s Search Patents! •  Rule #1: Learn Your Audience! •  Rule #2: Make Content! •  Rule #3: Be Mobile Friendly! •  Rule #4: Get In On the Conversation! •  Rule #5: Earn Citations!

111. 124! The New SEO “Rule Book”

112. 3 CORE PRINCIPLES OF SEO INDEXATION •  Technical Solucon that respects SEO Best Praccces •  Site Architecture Mapped to Semancc Verccals •  Archiving that preserves content integracon & interlinking forever RELEVANCE •  Opcmizing Keywords into Silos •  Internal linking strategy that distributes SEO & PageRank value POPULARITY •  Quancty / Quality / Age / Frequency of links obtained •  Semanccs aspect of backlinks (anchor text) •  Diversiﬁcacon of backlink entry points (hub pages)

113. 126!© 2014 MERKLE. ALL RIGHTS RESERVED. CONFIDENTIAL 1.  Understand how your audience interacts with you at different times! 2.  Develop content that solves their problems, easily & quickly! 3.  Ensure your content can be accessed at any time, on any device! 4.  Prioritize and build followers on select social networks! 5.  Earn citations and links back to your site on a variety of phrases! It’s a Two Algorithm World – Google & the User

114. Website: www.pagetraffic.com Email: navneet@pagetraffic.com Twitter: @navneetkaushal Blog: www.pagetrafficbuzz.com Facebook: www.facebook.com/pagetraffic.in THANK YOU!