What Google Really Wants & How to Futureproof SEO


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Patrick Altoft talks at the Branded3 seminar about what Google wants and how personas and Hummingbird are driving content strategy

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  • So how do we implement Persuassive design? What can we do to connect more with our users?
  • What Google Really Wants & How to Futureproof SEO

    1. 1. B3 What Google wants & how to future-proof SEO Patrick Altoft – Director of Search #B3Seminar
    2. 2. B3 What’s happening in SEO? #B3Seminar
    3. 3. B3 You can’t rank unless you deserve to rank #B3Seminar
    4. 4. B3 What Google wants “The goal of many of our ranking changes is to help searchers find sites that provide a great user experience and fulfil their information needs. ” Matt Cutts Our strategy therefore is to make our clients a better search result than their competitors. This can be split into two simple to understand factors: • • Creating more authority & being a better/more reputable company Making better landing pages, specifically your primary pages #B3Seminar
    5. 5. B3 The current SEO LANDSCAPE Sentiment Engagement NEWS DESIGN OFFSITE BUILD Quality Structure CITATIONS ONSITE CONTENT BLOG Satisfactio n is listening to… CONVERSATIONS Relevance Authority SOCIAL Freshness #B3Seminar
    6. 6. B3 The future (& present) of SEO #B3Seminar
    7. 7. B3 Focus on Users #B3Seminar
    8. 8. B3 Return to Search You have a few seconds to get the visitor’s attention and persuade them that they have arrived at a site that will answer their query If they go back to Google that’s a negative signal #B3Seminar
    9. 9. B3 #B3Seminar
    10. 10. B3 Hummingbird #B3Seminar
    11. 11. B3 #B3Seminar
    12. 12. B3 Hummingbird [Hummingbird] Gave us an opportunity [...] to take synonyms and knowledge graph and other things Google has been doing to understand meaning to rethink how we can use the power of all these things to combine meaning and predict how to match your query to the document in terms of what the query is really wanting and are the connections available in the documents. and not just random coincidence that could be the case in early search engines. #B3Seminar
    13. 13. B3 Understanding which words in a query matter most & giving them more weight Long tail & badly thought out queries will now get much better results Users are more satisfied #B3Seminar
    14. 14. B3 Example Google wants to rank the best result for the query Not just the one that best matches the keywords the user searched for #B3Seminar
    15. 15. B3 UK example Google wants to rank the best result for the query Not just the one that best matches the keywords the user searched for We are not sure why this hasn’t changed #B3Seminar
    16. 16. B3 Satisfaction Other than low quality websites, the biggest cause of searchers not being satisfied is the fact that Google showed them something they just were not looking for Even if most people are satisfied there are always certain segments of people that are totally unhappy with a search result Hummingbird will allow Google to dramatically increase satisfaction rates by gaining a better understanding of what people actually want, rather than what they type into the search box #B3Seminar
    17. 17. B3 Segmentation & Personas #B3Seminar
    18. 18. B3 Could Google really understand what people want? Andy Vin Tim • Cars • Holidays • Likes • Restaurants • Hotels • Cars • Holidays • Likes • Restaurants • Hotels • Cars • Holidays • Likes • Restaurants • Hotels Ford Turkey Design Indian De Vere Mercedes Malaysia Business Indian Lastminute.com Audi Cruising SEO Indian Hilton #B3Seminar
    19. 19. B3 Segmentation Most brands perform research & segmentation to understand their customers Until now, nobody has applied this research to content strategy with the aim of improving SEO performance Branded3 is working with Incite, part of the St Ives Group, to create accurate segmentation models and are already using this knowledge to drive our content strategy By understanding who the searcher is & what they are looking for we can satisfy a much greater percentage of searchers #B3Seminar
    20. 20. B3 Incite.ws #B3Seminar
    21. 21. B3 Segmentation & Content Strategy Mum with kids • “Cruise deals” Play areas, babysitting, games, kids pools Retired couple • “Cruise deals” Social, food, entertainment • “Cruise deals” Privacy, romance, spa, day trips, food, fitness Honeymoon couple #B3Seminar
    22. 22. B3 #B3Seminar
    23. 23. B3 Keyword Audience Research #B3Seminar
    24. 24. B3 Content Strategy #B3Seminar
    25. 25. B3 Content Strategy Framework Content Audit Document • Typography • Readability • Spelling/grammar • Shareability • Keyword use • Copyscape report on stolen content • Social media shares Shareable Content • Brainstorming • Competitor Analysis • Examples & screenshots from competitors Informative Content User Generated Content • Research Q&A on Yahoo Answers, Quora, Facebook, Twitter • Search for questions in Analytics data & keyword tool data • Gap Analysis of current content • Examples & screenshots from competitors etc • Reviews – implementation, ince ntivisation etc • Q&A section or Q&A on product pages etc • Forums, blog comments, guest blog posts, in-depth content reviews • Examples & screenshots from competitors etc Site Structure • Where does content need to go (blog or Q&A etc) • How should the sections be structured • Design & UI • Interlinking between sections • Examples & screenshots from competitors Content Roadmap Document • Monthly or weekly content plan • Special events & calendar • Blog calendar • PR calendar #B3Seminar
    26. 26. B3 http://b3.io/TBXFpw #B3Seminar
    27. 27. B3 Demographics #B3Seminar
    28. 28. B3 #B3Seminar
    29. 29. B3 #B3Seminar
    30. 30. B3 #B3Seminar
    31. 31. B3 #B3Seminar
    32. 32. B3 #B3Seminar
    33. 33. B3 #B3Seminar
    34. 34. B3 Not Provided #B3Seminar
    35. 35. B3 Notprovidedcount.com #B3Seminar
    36. 36. B3 Data Sources Not provided will be 100% soon – no more keyword data, attribution modelling becomes largely useless Solutions • • • • Total organic visits to top landing pages Total search visits minus brand clicks from WMT data Estimated visits per keyword via rankings, CTR & search volumes Click share for product categories #B3Seminar
    37. 37. B3 A Good CTR Model #B3Seminar
    38. 38. B3 A Better CTR Model Actual CTR from WMT We will be sending details next week #B3Seminar
    39. 39. B3 Thank You Patrick@branded3.com @PatrickAltoft #B3Seminar
    40. 40. B3 #B3Seminar @Branded_3 #B3Seminar