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SEO in 2019: The Latest Trends and Changes in Search Engine Optimization

SEO (Search Engine Optimization) is evolving all the time, becoming more and more complex with each passing year.

Although SEO is more complex than ever, it is still hands-down one of the most effective digital marketing tactics. Search engines, unlike any other digital marketing channel, bring "high-intent-to-buy" users to your website. These users are specifically searching for your company's products and services, because they want or need them now or soon!

Since SEO has such high conversion potential, it is crucial for all in-house marketers to incorporate SEO into their digital marketing strategies, and to ensure that their brands are keeping up with the latest SEO trends.

In this presentation, I will:

-Review the basic optimizations that still very much matter in modern-day SEO
-Discuss the latest trends and new SEO requirements that go far beyond keywords and meta tags
-Give simple, actionable steps that can be taken to modernize your SEO strategy

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SEO in 2019: The Latest Trends and Changes in Search Engine Optimization

  1. 1. SEO in 2019: The Latest Trends and Changes in Search Engine Optimization April 2019 Presenter: Pam Ann Aungst @PamAnnMarketing
  2. 2. sales@pamannmarketing.com 973-664-7775 2 PamAnnMarketing.com/Slides @PamAnnMarketing Agenda 1. What is SEO? 2. Why is SEO So Important? 3. How Search Engines Work 4. Basic (Traditional) SEO Tactics 5. SEO Trends for 2019: How to Modernize Your SEO Strategy
  3. 3. sales@pamannmarketing.com 973-664-7775 3 PamAnnMarketing.com/Slides @PamAnnMarketing Download Slides Download these slides at: PamAnnMarketing.com/Slides
  4. 4. sales@pamannmarketing.com 973-664-7775 4 PamAnnMarketing.com/Slides @PamAnnMarketing Hold Questions To ensure that we get through all of the material, please hold questions until the end.
  5. 5. sales@pamannmarketing.com 973-664-7775 5 PamAnnMarketing.com/Slides @PamAnnMarketing About Me/Us • Coding since 6 years old • Creating websites since 1997 • Driving traffic to websites professionally since 2005 • Marketing MBA • Nationwide Conference Speaker • Guest-Lecturer at universities such as NYU and Centenary University • In business 8 years • Provide services & training for SEO, PPC, and Google Analytics • Google-Certified Partner Agency • Won several awards • Recently launched private-label division (Stealth™ Search and Analytics) for reselling our services
  6. 6. sales@pamannmarketing.com 973-664-7775 6 PamAnnMarketing.com/Slides @PamAnnMarketing What is SEO? SEO (Search Engine Optimization) is the art and science of influencing search engines to rank your content high in search results.
  7. 7. sales@pamannmarketing.com 973-664-7775 7 PamAnnMarketing.com/Slides @PamAnnMarketing Why is SEO So Important? Search engines, unlike any other digital marketing channel, bring "high-intent-to-buy" users to your website. These users are specifically searching for your company's products and services, because they want or need them now or soon!
  8. 8. sales@pamannmarketing.com 973-664-7775 8 PamAnnMarketing.com/Slides @PamAnnMarketing SEO Basics: How Search Engines Work and Basic Optimization Techniques
  9. 9. sales@pamannmarketing.com 973-664-7775 9 PamAnnMarketing.com/Slides @PamAnnMarketing How Search Engines Work Google, today's most popular search engine, says that their mission is “to organize the world’s information and make it universally accessible and useful” and that "the relentless search for better answers continues to be at the core of everything we do." Larry Page and Sergey Brin, Founders of Google, in the garage where they started the company in the late 90s From the Garage to the Googleplex
  10. 10. sales@pamannmarketing.com 973-664-7775 10 PamAnnMarketing.com/Slides @PamAnnMarketing How Search Engines Work Search engines have one very simple objective: Present users the information they are seeking.
  11. 11. sales@pamannmarketing.com 973-664-7775 11 PamAnnMarketing.com/Slides @PamAnnMarketing How Search Engines Work Image credit and quote source: Search Engine Land Although the mission of search engines is simple, executing on that mission is not easy. As of Google’s latest estimation, there were over 130 trillion individual pages on the web. And that was over 2 years ago, so there’s many more now!
  12. 12. sales@pamannmarketing.com 973-664-7775 12 PamAnnMarketing.com/Slides @PamAnnMarketing How Search Engines Work Therefore, search engines need to use very complex technology to analyze trillions of web pages and decide which ones provide the most accurate and trustworthy information for each search. Although this technology is complex, we can break it down into 3 basic concepts. Image credit: US Patent #6,285,999 A diagram depicting relationships between web pages, from Google’s first patent, “Method for Node Ranking in a Linked Database.”
  13. 13. sales@pamannmarketing.com 973-664-7775 13 PamAnnMarketing.com/Slides @PamAnnMarketing How Search Engines Work Search engines need to perform 3 basic tasks in order to produce search results. 1. First, they need to discover web pages. 2. Then, they need to collect the content from the web pages. 3. Lastly, they need to sort the web pages by relevance to a search query.
  14. 14. sales@pamannmarketing.com 973-664-7775 14 PamAnnMarketing.com/Slides @PamAnnMarketing How Search Engines Work The more technical terms for these steps are: 1. Discover = “Crawl” 2. Collect = “Index” 3. Sort = “Rank”
  15. 15. sales@pamannmarketing.com 973-664-7775 15 PamAnnMarketing.com/Slides @PamAnnMarketing SEO Objectives At a high level, SEO has two basic objectives: 1. Make your site easily crawlable, so that your content gets indexed 2. Convince search engines that your content is worthy of ranking high
  16. 16. sales@pamannmarketing.com 973-664-7775 16 PamAnnMarketing.com/Slides @PamAnnMarketing Basic (Traditional) SEO Optimizations Basic Technical Optimizations to Make Your Site Easily Crawlable 1. Use a good Content Management System (CMS), like WordPress, that creates SEO-friendly pages and URLs 2. Implement SEO “helper” files, such as XML sitemaps and robots.txt files 3. Use meta and header tags, like title tags, meta descriptions, H1 tags, and img alt tags
  17. 17. sales@pamannmarketing.com 973-664-7775 17 PamAnnMarketing.com/Slides @PamAnnMarketing Basic (Traditional) SEO Optimizations Basic Content Optimizations to Encourage High Ranking 1. Use the same keywords your target audience is searching with 2. Organize your content logically, and link similar pages to each other (internal linking) 3. Add fresh (new) content on a regular basis
  18. 18. sales@pamannmarketing.com 973-664-7775 18 PamAnnMarketing.com/Slides @PamAnnMarketing Basic (Traditional) SEO Optimizations Basic Off-Page Optimizations to Encourage High Ranking 1. Get reputable and relevant websites to link to your site 2. Build up social media “signals” on your content 3. (For local businesses) Create accurate local listings in “online phone book” sites
  19. 19. sales@pamannmarketing.com 973-664-7775 19 PamAnnMarketing.com/Slides @PamAnnMarketing SEO in 2019: How to Modernize Your SEO Strategy
  20. 20. sales@pamannmarketing.com 973-664-7775 20 PamAnnMarketing.com/Slides @PamAnnMarketing Modern SEO Optimizations SEO is now “Mobile-First”
  21. 21. sales@pamannmarketing.com 973-664-7775 21 PamAnnMarketing.com/Slides @PamAnnMarketing Modern SEO Optimizations Modern Technical (Mobile) Optimizations to Make Your Site Easily Crawlable 1. Implement responsive design 2. Optimize for speed, especially on mobile 3. Implement AMP (Accelerated Mobile Pages)
  22. 22. sales@pamannmarketing.com 973-664-7775 22 PamAnnMarketing.com/Slides @PamAnnMarketing Modern SEO Optimizations Search Engines Now Rely on Artificial Intelligence
  23. 23. sales@pamannmarketing.com 973-664-7775 23 PamAnnMarketing.com/Slides @PamAnnMarketing Modern SEO Optimizations Modern Technical (AI) Optimizations to Make Your Site Easily Crawlable 1. Implement Schema Markup
  24. 24. sales@pamannmarketing.com 973-664-7775 24 PamAnnMarketing.com/Slides @PamAnnMarketing Modern SEO Optimizations Search Engines Now Care About Website Security
  25. 25. sales@pamannmarketing.com 973-664-7775 25 PamAnnMarketing.com/Slides @PamAnnMarketing Modern SEO Optimizations Modern Technical (Security) Optimizations to Make Your Site Easily Crawlable 1. Implement SSL (https) 2. Update website software regularly 3. Employ additional website security software (scanners, firewalls, etc.)
  26. 26. sales@pamannmarketing.com 973-664-7775 26 PamAnnMarketing.com/Slides @PamAnnMarketing Modern SEO Optimizations Search Engines Are Now “Topic Match Engines”
  27. 27. sales@pamannmarketing.com 973-664-7775 27 PamAnnMarketing.com/Slides @PamAnnMarketing Modern SEO Optimizations 1. Create whole “chapters in your book” about your topics (many different pages covering many different aspects of a single topic) 2. On each page, incorporate related keywords, instead of just focusing on a single keyword. Modern Content Optimizations to Encourage High Ranking
  28. 28. sales@pamannmarketing.com 973-664-7775 28 PamAnnMarketing.com/Slides @PamAnnMarketing Modern SEO Optimizations Search Engines Now Care About Authority
  29. 29. sales@pamannmarketing.com 973-664-7775 29 PamAnnMarketing.com/Slides @PamAnnMarketing Modern SEO Optimizations 1. Demonstrate “EAT” (Expertise, Authority, Trustworthiness) in your content and your branding 2. Indicate who the author of your content is, and link to a robust and credible bio of that person Modern Content Optimizations to Encourage High Ranking
  30. 30. sales@pamannmarketing.com 973-664-7775 30 PamAnnMarketing.com/Slides @PamAnnMarketing Modern SEO Optimizations Link “Building” is Now Link “Earning”
  31. 31. sales@pamannmarketing.com 973-664-7775 31 PamAnnMarketing.com/Slides @PamAnnMarketing Modern SEO Optimizations 1. STOP building links manually 2. EARN links instead, through: a) Good Content Marketing b) Strong Social Media c) Public Relations d) Real-World Relationships Modern Off-Page Optimizations to Encourage High Ranking
  32. 32. sales@pamannmarketing.com 973-664-7775 32 PamAnnMarketing.com/Slides @PamAnnMarketing The Traditional Basics Still Matter “Traditional” basic SEO techniques still very much matter, and are the foundational building blocks of a modern SEO strategy. Robots.txt Sitemap.xml Internal Linking Keywords Title Tags Meta Descriptions Img Alt Tags Inbound Links H1 TagsURLs Fresh Content Social Signals
  33. 33. sales@pamannmarketing.com 973-664-7775 33 PamAnnMarketing.com/Slides @PamAnnMarketing However, modern approaches MUST be layered onto the basics in order to succeed in SEO in 2019. But You MUST Also Layer on Modern Tactics Responsive Mobile Design AMP Speed Schema for AI SSL (https) Security Content Chapters Related Keywords “EAT” Expertise, Authority, Trustworthiness Link “Earning”
  34. 34. sales@pamannmarketing.com 973-664-7775 34 PamAnnMarketing.com/Slides @PamAnnMarketing The End! QUESTIONS? Download these slides at: PamAnnMarketing.com/Slides

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