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SEO 2017 - How to Dominate Search

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Industry influencer Navneet Kaushal, CEO, PageTraffic led a webinar on ‘How to Master SEO in 2017’. Herein, he threw light upon what it takes to get SERPs domination with zero rank (yes you heard it right) and not rank one!

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SEO 2017 - How to Dominate Search

  1. 1. Navneet Kaushal CEO PageTraffic How to Master SEO in 2017
  2. 2. How SEO has changed!
  3. 3. COURTSEY E2M Solu/ons
  4. 4. Update When Did It Happen? What Happened? Mobile First Index October Google priori/ses it’s mobile index over it’s desktop version. Conduc/ng more frequent index updates & rewarding quick loading, ‘mobile friendly’ sites with improved organic visibility. Accelerated Mobile Pages February The Accelerated Mobile Pages (AMP) by Google & TwiQer, allows developers to create rapidly loading web pages for mobile search users, dras/cally impac/ng mobile search space. Google RankBrain June Google improved it’s search algorithm by learning the intent behind a users search. Through machine-learning AI, a enhanced learning system called ‘RankBrain’ was born. Google Penguin 4.0 September The latest itera/on of the Penguin update becomes real /me and a core element of Google’s search algorithm. (NB Targe/ng websites with poor quality links and penalising accordingly) Removal AdWords Right Ads February Google removed its SEM adds from the right hand side of search results and expanding top/boQom placements. This pushed organic lis/ngs further down the search results page.
  5. 5. What’s new with Google?
  6. 6. Mobile
  7. 7. Title length •  Desktop = ~ 70 characters with spaces •  Mobile = ~ 55 characters with spaces
  8. 8. Content
  9. 9. Panda update •  Addresses duplicate content and thin content •  Very important to remove duplicate content from a site •  Now “regularly” runs •  According to Gary Illyes at Google, every few weeks
  10. 10. Links
  11. 11. Penguin updates •  Penguin focused on linkspam •  “Any links intended to manipulate PageRank or a site's ranking in Google search results may be considered part of a link scheme and a viola/on of Google’s Webmaster Guidelines. This includes any behavior that manipulates links to your site.” •  LAST UPDATED 9/23/2016! –  Previous update was 10/17/14
  12. 12. Google Possum update? •  Released in early September •  Seems to focus on local results
  13. 13. What you need to do •  If you have mul/ple offices/loca/ons, be sure to enter each address for that loca/on – Don’t just default to using one main address or a corporate address/phone
  14. 14. Technical issues
  15. 15. tlds
  16. 16. Social Factors
  17. 17. Social is not a ranking factor
  18. 18. What to audit? •  Technical issues •  Links •  Content •  Analy/cs
  19. 19. Capitalize on your hard work in seo! •  Retarge/ng –  Put code on your site today! –  You can’t build these audiences retroac/vely •  Plamorms –  Google AdWords –  Google Analy/cs –  Bing Ads •  Many cookies last at least 180 days ›  Facebook ›  Twitter ›  Pinterest
  20. 20. THE GOALS OF SEARCH ENGINES STILL REMAINS THE SAME.
  21. 21. BUT…
  22. 22. SEARCH ENGINES ARE
  23. 23. IT’S HARDER TO MANIPULATE RESULTS
  24. 24. AND THE FOCUS NOW IS ON BEING THE QUALITY RESULT.
  25. 25. SO, SEOS HAVE HAD TO COME A LONG WAY
  26. 26. FROM…
  27. 27. TO….
  28. 28. 2012
  29. 29. A big majority of SEOs were BUYING links Some SEOs were still doing directories A few were doing article marketing, but badly..
  30. 30. So Creating Good Quality articles WORKED
  31. 31. FCUK SEO
  32. 32. by early 2014…..
  33. 33. 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…..
  34. 34. 2011 2012 2013 2014 2015
  35. 35. 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.
  36. 36. ….unless you want to be “eaten” by a penguin
  37. 37. TO 2017 SEO ESSENTIALS
  38. 38. Next Gen: SEO BASICS There are 4 goals to all Search MarkeDng GeFng Found – Search Engine OpDmizaDon Keeping People Interested – Content & Features Lead Gen - ConverDng Visitors to Take AcDon Intelligence - Monitoring AcDvity
  39. 39. Current Problems •  MiscommunicaDon 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
  40. 40. Next Gen: SEO BASICS Everything about search engine opDmizaDon is about Relevancy, Relevancy, Relevancy! Focus on Target Keyword Phrase Content Codes Link Popularity Technical
  41. 41. BE MOBILE FRIENDLY
  42. 42. •  91% of adults own a mobile phone of some sort •  56% of adults own a smartphone •  83% of US smartphone owners use their phone in stores •  hQps://developers.google.com/webmasters/mobile-sites/mobile-seo/? hl=en Think.Mobile.First.
  43. 43. IF YOUR PHONE DOESN’T DISPLAY FLASH, GOOGLE WILL NOT SHOW FLASH SITES IN YOUR RESULTS. MaQ CuQs of Google at Pubcon in October 2013
  44. 44. 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. MaQ CuQs of Google at Pubcon in October 2013
  45. 45. IF YOUR SITE IS SLOW ON MOBILES, GOOGLE IS LESS LIKELY TO RANK IT. MaQ CuQs of Google at Pubcon in October 2013
  46. 46. HAVING A MOBILE SITE IS JUST THE START.
  47. 47. hQp://developers.google.com/speed/pagespeed/insights
  48. 48. MOBILE READY MEANS: •  Loading quickly on mobile
  49. 49. MOBILE READY MEANS: •  Loading quickly on mobile •  Enabling users to navigate around on a small screen
  50. 50. 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
  51. 51. 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!
  52. 52. SITE SPEED •  Page speed maQers (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 recommenda/ons for: image op/miza/on, gzip compression, javascript “minifica/on”, CSS “minifica/on”. •  Once this is done, look at subtler speed improvements they recommend. •  Moving to a stable Cloud environment isn’t a bad idea either.
  53. 53. What’s Going On With Featured Snippets & Google’s Rich Answers?
  54. 54. Ranks Number 3 Normally
  55. 55. The fruits of success
  56. 56. How Can I Get Me Some?
  57. 57. 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 QuesDons
  58. 58. Included Transcripts With a Clear Outline of Steps
  59. 59. The Content Should Provided a Lot More Info Than Just the “How To”
  60. 60. Share URLs on Google+
  61. 61. Submit the URLs in Search Console
  62. 62. IdenDfy a Simple QuesDon Provide a Direct Answer Make it Easy for Users (and Google) to Find 1 2 4 Offer Valued Added Info 3
  63. 63. INTERNATIONAL SEO
  64. 64. Hreflang What Are These About?
  65. 65. (Almost) Same Language For Different Countries
  66. 66. MulDple Languages for the Same Country
  67. 67. 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
  68. 68. GET SOCIAL
  69. 69. NO DIRECT IMPACT ON SEARCH RANKINGS (YET) hQps://www.youtube.com/watch?v=udqtSM-6QbQ
  70. 70. BUT… hQp://socialmarke/ngwri/ng.com/how-to-perform-seo-on-your- website-with-social-media-infographic/
  71. 71. •  Claim brand on appropriate networks •  Build conversa/ons 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 Rela/onships With Social Networks
  72. 72. YOUR SOCIAL AUDIENCE WILL ENHANCE YOUR SEO
  73. 73. BRAND SIGNALS
  74. 74. BRAND SEARCH VOLUME MATTERS MORE
  75. 75. CITATIONS MATTER MORE
  76. 76. •  Gain cita/ons and links for your business: •  Guest post •  Get quoted •  Hold an event •  Use a variety of sources for cita/ons & links: •  OTAs: Yelp, TripAdvisor •  News Sources: N&R, WS Journal •  Local ‘Zines: Yes!, Rhino Times •  Tools: •  Google Search Console •  Moz ($) •  Majes/c ($) Build Your Brand Beyond Your Website
  77. 77. •  Gain cita/ons and links for your business: •  Guest post •  Get quoted •  Hold an event •  Use a variety of sources for cita/ons & links: •  Yelp, TripAdvisor •  N&R, WS Journal •  Yes!, Rhino Times •  Tools: •  Google Search Console •  Moz ($) •  Majes/c ($) Build Your Brand Beyond Your Website
  78. 78. SENTIMENTS MATTER MORE
  79. 79. MaQ CuQs of Google SXSW 2013
  80. 80. POSITIVE SENTIMENT •  Posi/ve reviews
  81. 81. POSITIVE SENTIMENT •  Posi/ve reviews •  Google’s own systems
  82. 82. POSITIVE SENTIMENT •  Posi/ve reviews •  Google’s own systems •  Trusted 3rd par/es
  83. 83. POSITIVE SENTIMENT •  Posi/ve reviews •  Google’s own systems •  Trusted 3rd par/es •  Posi/ve cita/ons on Google Plus
  84. 84. POSITIVE SENTIMENT •  Posi/ve reviews •  Google’s own systems •  Trusted 3rd par/es •  Posi/ve cita/ons and interac/ons on Google Plus •  Posi/ve cita/ons across the web
  85. 85. It’s not bragging if it’s true
  86. 86. Attract rather than Sell Create content that DESERVES links and MARKET that content.
  87. 87. •  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: Segmenta/on
  88. 88. •  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: Segmenta/on
  89. 89. •  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: Segmenta/on
  90. 90. •  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: Segmenta/on
  91. 91. •  Educate to purchase •  Detail the products or services •  Use internal linking •  Describe the non-brand •  Tools: •  Google Keyword Planner •  Google Search Console •  Analy/cs •  Majes/c ($) •  Moz ($) Learn Your Audience: Conversion Funnel Website navigation should include links to pages targeting the highest search volume phrases!
  92. 92. •  Educate to purchase •  Detail products + services •  Provide business history •  Use internal linking •  Tools: •  Google Keyword Planner •  Google Search Console •  Analy/cs •  Majes/c ($) •  Moz ($) Learn Your Audience: Conversion Funnel
  93. 93. Reference Guide: Google Analy/cs 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!
  94. 94. Beef Up Site Content •  Iden/fy and fill in gaps in content based upon keyword research •  Incorporate target search terms throughout Informa/on 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
  95. 95. U/lize Microformats within HTML •  Schema.org •  Invented in 2011 by Google, Bing, Yahoo, & Yandex •  Open Graph •  Used by Facebook to extract addi/onal meaning •  developers.facebook.com/tools/ debug/ •  JSON •  JavaScript markup •  RDFa •  Markup extension of HTML5
  96. 96. •  Formerly, Google Webmaster Tools; s/ll trends the last 90 days of data •  Major Changes: •  Search Analy/cs •  Mobile Friendly Tool •  Interna/onal Targe/ng GSC to Find Current Opportuni/es
  97. 97. 129! 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!
  98. 98. 130! The New SEO “Rule Book”
  99. 99. 3 CORE PRINCIPLES OF SEO INDEXATION •  Technical Solu/on that respects SEO Best Prac/ces •  Site Architecture Mapped to Seman/c Ver/cals •  Archiving that preserves content integra/on & interlinking forever RELEVANCE •  Op/mizing Keywords into Silos •  Internal linking strategy that distributes SEO & PageRank value POPULARITY •  Quan/ty / Quality / Age / Frequency of links obtained •  Seman/cs aspect of backlinks (anchor text) •  Diversifica/on of backlink entry points (hub pages)
  100. 100. 2017 SEO
  101. 101. 2017 SEO
  102. 102. 2017 SEO
  103. 103. 2017 SEO
  104. 104. 2017 SEO “Search demand for content will be at it’s highest with the adop/on of home & virtual assistants” “Quick website page load speed on mobile and desktop will be a fundamental issue” “Content will be more conversa/onal focused as Google learns more about a user’s search intent” “Website user engagement metrics (CTR) will contribute to a website’s organic visibility” “Fresh, frequently updated content amplified via social channels is a key element of content strategy” “Maximising the visibility of content assets in mobile apps will play a large part in content awareness” “The adop/on of the HTTPs protocol will be fundamental for improved mobile organic visibility”
  105. 105. Website: www.pagetraffic.com Email: navneet@pagetraffic.com Twitter: @navneetkaushal Blog: www.pagetrafficbuzz.com Facebook: www.facebook.com/pagetraffic.in THANK YOU!

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