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What You Need to Compete in 2018
MODERN SEO
Rebecca Gill of Web Savvy Marketing
Modern SEO
utilizes a building
block approach
to ranking in
search.
Copyright Web Savvy Marketing, All Rights Reserved
Copyright Web Savvy Marketing, All Rights Reserved
SEO TRENDS AND CHANGES
o Mobile and responsive websites
o SSL and HTTPS based websites
o AMP usage
o The Google Knowledge Graph
o Voice search
o Increased usage of topic based search and less emphasis on exact
match phrases
o Increased focus on the user experience
o The looming presence of mobile first indexing
SEMANTIC
SEARCH
Copyright Web Savvy Marketing, All Rights Reserved
WHAT IS SEMATIC SEARCH?
Semantic search is defined as search for information based on the
intent of the searcher and contextual meaning of the search terms.
Instead of looking at just the term itself, Google attempts to interpret
the user intent within the search and match this phrase to results
based on content, trends, and prior activity.
What this really means: Google just got a whole lot smarter!
Copyright Web Savvy Marketing, All Rights Reserved
WHAT IS SEMATIC SEARCH?
o Semantic search isn’t new, but many people don’t understand it or
it’s importance.
o Understanding how it applies to search is critical for today’s SEO.
o Semantic search seeks to improve search accuracy by
understanding a searcher’s intent and how this intent relates to the
world around it.
o Semantic search is not about synonyms alone. Google is much
smarter than that and search results are much more rich.
o Semantic search brings forth a vastly improved understanding of
both the searcher’s intent and the content used in results.
Copyright Web Savvy Marketing, All Rights Reserved
SEMANTIC SEARCH FACTORS
o Current trends (recent movie launch)
o Location of search
o Search intent (hot dog to eat vs. hot dog that needs shade)
o Word variations (singular, plural)
o Synonyms (small, tiny, minor, miniature)
o Generalized and specialized (MGM Grand and accommodations)
o Word groupings
o Related words
Copyright Web Savvy Marketing, All Rights Reserved
CONFUSED GOOGLE
o One word search
o Google cannot gather
user intent
o Results are mixed
between a person,
food, and a dictionary
result
Copyright Web Savvy Marketing, All Rights Reserved
SEMANTIC SEARCH: SMART GOOGLE
ß Words like “taste” help
Google understand this is
about food.
The word “cheapest” helps
Google understand this is
about computers. à
Copyright Web Savvy Marketing, All Rights Reserved
BACK TO CONFUSED
o Two word search
o Most results are for the
food
o Although the product
dominates the page
o Not a great search
phrase for the user or
the marketers writing
matching content
Copyright Web Savvy Marketing, All Rights Reserved
o You don’t need – or want – to create individual pages for each
variation of a keyword phrase.
o Write and optimize content with keyword variations in mind.
o Augment your content for related phrases to help Google better
understand intent and context:
o Food: taste, color, freshness
o Computer: cost, support, features, monitor, keyboard
o Company: founders, stock prices, headquarters, store locations
SEMANTIC SEARCH TAKEAWAYS
Copyright Web Savvy Marketing, All Rights Reserved
o Think long and hard about possible keywords.
o Think more about long-tail search phrases and less about one
word searches.
o Review Google search results for possible keyword phrases so you
can see how Google interprets the user intent of a given phrase.
o Write for the human reader. Consider search engines, but
remember the human reader is driving the need for semantic
search.
SEMANTIC SEARCH TAKEAWAYS
KNOWLEDGE
GRAPH
Copyright Web Savvy Marketing, All Rights Reserved
WHAT IS THE KNOWLEDGE GRAPH?
o First introduced in 2012.
o Since the release, it has diversified in data presented and greatly
expanded in usage.
o The Knowledge Graph is simply a huge collection of the people,
places, and things.
o What’s important is that Google uses the Knowledge Graph to
understand how those people, places, and things are connected
to one another.
o Google then uses this technology to quickly provide the best
possible answer to a user’s question.
Copyright Web Savvy Marketing, All Rights Reserved
KNOWLEDGE GRAPH EXAMPLES
o Companies – like “Home Depot”
o People – like “Nobel prize winners” or “Frank Lloyd Wright”
o Sports teams – like the “Chicago Bulls”
o Art – like the “Mona Lisa”
o Buildings – like the “Eiffel Tower”
o Movies – location and times
o Recipes – like “baked salmon”
o Music – like “country music”
o Images – like “cute cats”
Copyright Web Savvy Marketing, All Rights Reserved
KNOWLEDGE GRAPH USAGE
A recent study of 1.4 million queries,
shows that 50 percent or more of users’
queries included a form of Knowledge
Graph data:
o Featured snippets
o Rich answers
o Direct answers
o Or something similar
Copyright Web Savvy Marketing, All Rights Reserved
KNOWLEDGE PANEL
o Introduced in 2012
o Also called Knowledge Cards
o Two main types: Brand and Local
o The data will look different between desktop and mobile
o There are four main sources of information:
o You: Information you’ve added on Google My Business
o Your Website
o Users: Information from people who use Google services
o Third-party Sources: Information from other places online
Copyright Web Savvy Marketing, All Rights Reserved
BRANDEXAMPLE
LOCALEXAMPLE
Copyright Web Savvy Marketing, All Rights Reserved
KNOWLEDGE BOX (ANSWER BOX)
o Introduced in 2013
o Provides simple data as an answer
o Does not provide a link to a
specific website
o Stone Temple Consulting’s graph
shows significant year to year
growth in usage
o Not really possible to manipulate
or control these results
Copyright Web Savvy Marketing, All Rights Reserved
KNOWLEDGE BOX EXAMPLES
Copyright Web Savvy Marketing, All Rights Reserved
FEATURED SNIPPETS
o Introduced in 2014
o Known as position zero
o Appears above organic results
o Links to website or source data
o About 30% of search results
o Tend to use long-tail keywords
o Does not require special coding
o Does require great content
o Constantly changing results
Copyright Web Savvy Marketing, All Rights Reserved
RANKING FOR FEATURED SNIPPETS
o Write high quality, long form content
o Have a paragraph description to summarize content that is 40-50
words long
o Consider questions like what, why, how and write content to
answer those questions
o Write for humans and remember sematic search
o Consider using lists and tables
o Organize your content with correct headers (H1, H2, H3) so it’s
easy for search engines to follow
Copyright Web Savvy Marketing, All Rights Reserved
RICH CARDS
o Introduced in 2016, but didn’t
roll out to worldwide users until
2017
o Supports content preview in
search results
o Links to website content
o Site owners can influence what
content appears in Rich Cards
o Requires Structured Data and
correct markup
Copyright Web Savvy Marketing, All Rights Reserved
o The real estate for page one ranking just got a lot smaller if you are
relying on old school SEO tactics.
o The real estate for page one ranking just got a lot bigger if you are
taking advantage of modern SEO tactics.
o You can’t just write content and expect you’ll rank.
o You have to understand how your website and content interacts
with the world around you.
o Ranking in organic search requires a blend of on-page SEO, off-
page SEO, and a solid understanding of technical SEO.
KNOWLEDGE GRAPH TAKEAWAYS
STRUCTURED
DATA & SCHEMA
WHAT IS SCHEMA?
o Schema.org is a collaborative, community activity with a mission
to create, maintain, and promote schemas for structured data on
the Internet, on web pages, in email messages, and beyond.
o Schema.org provides a collection of shared “vocabularies”
webmasters can use to mark up their pages in ways that can be
understood by the major search engines: Google, Microsoft,
Yandex and Yahoo!
o Over 10 million sites use Schema.org to markup their web pages
and email messages.
Copyright Web Savvy Marketing, All Rights Reserved
SCHEMA VOCABULARIES
o Vocabularies are the heart of schema.
o Vocabularies cover entities and relationships between entities
and actions.
o Schema.org vocabulary is segmented into two hierarchies:
o Data – Boolean, date, number, text, time, etc.
o Things – Review, events, podcast, recipe, book, music, comment,
and actions.
o The core schema vocabulary currently consists of:
o 597 Types
o 867 Properties
o 114 Enumeration values
Copyright Web Savvy Marketing, All Rights Reserved
Copyright Web Savvy Marketing, All Rights Reserved
WHAT IS STRUCTURED DATA?
o Structured Data helps search engines see content like a human
o Structured Data is not required for all Knowledge Panel results
o Google does not guarantee that your structured data will show
up in search results
o If you are using WordPress, there are many plugins that can help
create structured data for you and your website
o You must include all the required properties for an object to be
eligible for appearance in Google search with enhanced display
o Google’s supported mark up includes JSON-LD, microdata, and
RDFa
WITHOUT STRUCTURED DATA IN PLACE
Copyright Web Savvy Marketing, All Rights Reserved
Google Bot:
”Nice websites, but I don’t
understand much about
them or their content.”
WITH STRUCTURED DATA IN PLACE
Copyright Web Savvy Marketing, All Rights Reserved
Google Bot:
”I totally understand this
content and I’ll rank this
website well in search.”
Place >
Hotel Room
Place >
LocalBusiness >
FoodEstablishment >
BarOrPub
Event >
TheaterEvent
STRUCTURED DATA IN USE
Copyright Web Savvy Marketing, All Rights Reserved
Place >
LocalBusiness >
FoodEstablishment >
BarOrPub
Copyright Web Savvy Marketing, All Rights Reserved
o Again – you can’t just write content and expect it to rank in organic
search.
o You have to understand modern SEO techniques like structured
data and know if/how this relates to your site and content.
o If you compete against websites using structured data, then you’re
going to have to dig in and become one with schema.
o Yet you must be careful. What you don’t know can and will hurt you
with Google. Poorly implemented schema will cause problems and
it will bring forth stern warnings from Googe.
SCHEMA TAKEAWAYS
VOICE
SEARCH
WHAT IS VOICE SEARCH?
o Voice search is driven by digital
assistants like Siri, Cortana, Google
Now, Alexa, and Google Assistant
o In 2016, Google stated voice search
was already 20% of searches
o 40% of adults now use voice search
once per day according to Location
World
o Comscore estimates that 50% of all
searches will be voice searches by
2020
Copyright Web Savvy Marketing, All Rights Reserved
RANKING FOR VOICE SEARCH
o Voice Search answers questions
o Voice search uses long-tail keywords phrases
o Voice search is conversational and uses Semantic Search
o Voice search users data sources the Knowledge Panel, Featured
Snippets, or Google My Business profiles
o Voice search also uses Structured Data and Schema
o Because voice search is often on mobile, websites have to be
mobile ready and load quickly
Copyright Web Savvy Marketing, All Rights Reserved
Copyright Web Savvy Marketing, All Rights Reserved
o Again – you can’t just write content and expect it to rank in organic
search. You know this now right?
o Focus on the human visitor and write content that is presented in a
conversational manner.
o Keep Semantic Search in mind when you look for keywords and
when you write content.
o Get your whole house in order and make sure you have solid SEO
on-page, off-page, and inside your code.
VOICE SEARCH TAKEAWAYS
MOBILE FIRST
INDEXING
WHAT IS MOBILE FIRST INDEXING?
o Simply means that the
mobile version of your
website will become the
starting point for what
Google will include in the
index and use for
displaying in search results.
o If no mobile site exists,
Google will use the
desktop version.
Copyright Web Savvy Marketing, All Rights Reserved
MOZ illustration
PREPARING FOR MOBILE FIRST INDEXING
o Make sure you have a mobile responsive website, which is
Google’s preferred route.
o If you are using mobile responsive design, don’t hide data on
mobile.
o If you are using a completely separate mobile site:
o Make sure the content on the mobile website matches the content
on the desktop version
o Make sure Structured Data matches between websites
o Make sure meta matches between sites
o Verify both versions and upload both XML sitemaps in Google Search
Console
Copyright Web Savvy Marketing, All Rights Reserved
Copyright Web Savvy Marketing, All Rights Reserved
o If you have a well coded, responsive website then you should be
good to go. This change should not hurt you or your ranking.
o If only have an outdated website that is desktop only, you need to
upgrade your website to a mobile responsive code structure.
o If you have separate websites for mobile and desktop, you need to
make sure your mobile website has the content you want indexed
and it includes enough content to make you relevant in search.
o Don’t fear Google – not every change means the sky is falling.
MOBILE FIRST INDEXING TAKEAWAYS
AMP
WHAT IS AMP?
o AMP is short for Accelerated
Mobile Pages
o AMP is a Google project that is
designed to help pages load
instantly on mobile
o AMP strips out “unnecessary”
elements that would otherwise
weigh down the page
o “Unnecessary” is a relative term
when talking about AMP usage
o AMP isn’t for every website
Copyright Web Savvy Marketing, All Rights Reserved
USING AMP
o While configuring AMP was a scary
endeavor when originally
launched, it is not as intimidating
today thanks to WordPress plugins.
o These two plugins will do the
majority of the work for
implementing AMP on WordPress
websites.
o The question isn’t if you can
implement AMP, it really is do you
want and need to do so?
Copyright Web Savvy Marketing, All Rights Reserved
Copyright Web Savvy Marketing, All Rights Reserved
o Educate yourself about AMP before jumping in and/or updating
your website or blog.
o Only implement AMP if it will actually help your website ranking and
human visitors.
o When implementing AMP, make sure you do so on a staging
website so you can see what is removed and what stays.
o Don’t always jump on the latest SEO changes – sometimes you
have to ride them out to see if they are necessary.
AMP TAKEAWAYS
TECHNICAL
SEO
OLD TECHNICAL SEO
o Crawling and indexing
o H1 headers
o Meta titles and descriptions
o SEO friendly URLs
o Robot.txt files
o XML sitemaps
o Duplicate content
o Code bloat
o Speed and performance
Copyright Web Savvy Marketing, All Rights Reserved
TODAY’S TECHNICAL SEO
o Crawling and indexing
o H1 headers
o Meta titles and descriptions
o SEO friendly URLs
o Robot.txt files
o XML sitemaps
o Duplicate content
o Code bloat
o Speed and performance
Copyright Web Savvy Marketing, All Rights Reserved
o Content silos
o All subheader usage
o Image optimization
o Accessibility
o Thin content
o Breadcrumbs
o Archive access
o Internal linking
o 301 redirections
TODAY’S TECHNICAL SEO…STILL GOING
o Content length
o Structured data
o Social graph usage
o Usability
o Code validation
o Cross browser testing
o Broken internal links
o Broken external links
o Nofollow usage
Copyright Web Savvy Marketing, All Rights Reserved
o Noindex usage
o Mobile responsiveness
o 404 errors
o Broken images
o SSL certificates
o HTTPS usage/issues
o AMP usage
o Hreflang usage/issues
o Redirect loops
TODAY’S TECHNICAL SEO…STILL GOING
o Canonicalization
o Frame usage
o Flash usage
o URL length
o Orphaned pages
o Doc types
o Anchor text
o Tabs and accordions
Copyright Web Savvy Marketing, All Rights Reserved
o JavaScript usage
o Security
o Mobile only websites
o Crawl rates and budgets
o Tag Manager usage
o Faceted navigation
o Broken backlinks
o Malware
WHAT TECHNICAL SEO MEANS TO YOU
Technical SEO has shifted a lot in the last few years and it now
reaches into the entire website design and development lifecycle:
o Graphic design
o Content planning
o Architecture build out
o Hosting selection
o Theme coding
Copyright Web Savvy Marketing, All Rights Reserved
o Data migration
o Go-live audits
o Post-live audits
o On-going maintenance
o Annual health checks
Copyright Web Savvy Marketing, All Rights Reserved
o SEO is becoming more and more complex.
o SEO isn’t a one-time event.
o SEO isn’t something you can pass onto the intern and hope for the
best.
o Everyone needs to have a basic understanding of what technical
SEO is and how it alters the website development process.
o Developers need to truly understand what technical SEO is and
how it alters their work before, during, and after launch.
o Marketers need to understand the basics of technical SEO and only
outsource work to those who also understand it.
TECHNICAL SEO TAKEAWAYS
MODERN SEO IS HOLISTIC
Copyright Web Savvy Marketing, All Rights Reserved
Page
One
Rank
Research
Strategy &
Planning
Keyword
Mapping
High Quality
Content
On-Page
Optimization
Off-Page
Optimization
Technical SEO
Reporting
SEO is an ongoing journey.
SEO spans the entire
lifecycle of a website or
blog.
SEO requires an
organizational/team
approach.
SEO can no longer belong
to marketing alone.
Q&A
Twitter: @RebeccaGill
Join me for a three day Technical SEO summit in March!
This event is designed specifically for WordPress developers, implementers, and agencies.
Summit Takeaways:
Create WordPress websites that are backed by SEO best practices.
Clear through the internet clutter to focus on what really matters in WordPress SEO.
Quote and deliver best in class deliverables to your customers.
Differentiate yourself from others in an increasingly crowded marketplace.
Increased per project pricing, by providing a much-needed service.
Offer options for long-term and recurring services.
SEO friendly websites deliver ROI and create happier clients.
Position your clients for success and long-term stainability with organic search.
Register: diyseocourses.com/tech-seo/
Use promo code ModernSEO to save 25% now through Friday.

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Modern SEO: What You Need to Compete in 2018

  • 1. What You Need to Compete in 2018 MODERN SEO Rebecca Gill of Web Savvy Marketing
  • 2. Modern SEO utilizes a building block approach to ranking in search. Copyright Web Savvy Marketing, All Rights Reserved
  • 3. Copyright Web Savvy Marketing, All Rights Reserved SEO TRENDS AND CHANGES o Mobile and responsive websites o SSL and HTTPS based websites o AMP usage o The Google Knowledge Graph o Voice search o Increased usage of topic based search and less emphasis on exact match phrases o Increased focus on the user experience o The looming presence of mobile first indexing
  • 5. Copyright Web Savvy Marketing, All Rights Reserved WHAT IS SEMATIC SEARCH? Semantic search is defined as search for information based on the intent of the searcher and contextual meaning of the search terms. Instead of looking at just the term itself, Google attempts to interpret the user intent within the search and match this phrase to results based on content, trends, and prior activity. What this really means: Google just got a whole lot smarter!
  • 6. Copyright Web Savvy Marketing, All Rights Reserved WHAT IS SEMATIC SEARCH? o Semantic search isn’t new, but many people don’t understand it or it’s importance. o Understanding how it applies to search is critical for today’s SEO. o Semantic search seeks to improve search accuracy by understanding a searcher’s intent and how this intent relates to the world around it. o Semantic search is not about synonyms alone. Google is much smarter than that and search results are much more rich. o Semantic search brings forth a vastly improved understanding of both the searcher’s intent and the content used in results.
  • 7. Copyright Web Savvy Marketing, All Rights Reserved SEMANTIC SEARCH FACTORS o Current trends (recent movie launch) o Location of search o Search intent (hot dog to eat vs. hot dog that needs shade) o Word variations (singular, plural) o Synonyms (small, tiny, minor, miniature) o Generalized and specialized (MGM Grand and accommodations) o Word groupings o Related words
  • 8. Copyright Web Savvy Marketing, All Rights Reserved CONFUSED GOOGLE o One word search o Google cannot gather user intent o Results are mixed between a person, food, and a dictionary result
  • 9. Copyright Web Savvy Marketing, All Rights Reserved SEMANTIC SEARCH: SMART GOOGLE ß Words like “taste” help Google understand this is about food. The word “cheapest” helps Google understand this is about computers. à
  • 10. Copyright Web Savvy Marketing, All Rights Reserved BACK TO CONFUSED o Two word search o Most results are for the food o Although the product dominates the page o Not a great search phrase for the user or the marketers writing matching content
  • 11. Copyright Web Savvy Marketing, All Rights Reserved o You don’t need – or want – to create individual pages for each variation of a keyword phrase. o Write and optimize content with keyword variations in mind. o Augment your content for related phrases to help Google better understand intent and context: o Food: taste, color, freshness o Computer: cost, support, features, monitor, keyboard o Company: founders, stock prices, headquarters, store locations SEMANTIC SEARCH TAKEAWAYS
  • 12. Copyright Web Savvy Marketing, All Rights Reserved o Think long and hard about possible keywords. o Think more about long-tail search phrases and less about one word searches. o Review Google search results for possible keyword phrases so you can see how Google interprets the user intent of a given phrase. o Write for the human reader. Consider search engines, but remember the human reader is driving the need for semantic search. SEMANTIC SEARCH TAKEAWAYS
  • 14. Copyright Web Savvy Marketing, All Rights Reserved WHAT IS THE KNOWLEDGE GRAPH? o First introduced in 2012. o Since the release, it has diversified in data presented and greatly expanded in usage. o The Knowledge Graph is simply a huge collection of the people, places, and things. o What’s important is that Google uses the Knowledge Graph to understand how those people, places, and things are connected to one another. o Google then uses this technology to quickly provide the best possible answer to a user’s question.
  • 15. Copyright Web Savvy Marketing, All Rights Reserved KNOWLEDGE GRAPH EXAMPLES o Companies – like “Home Depot” o People – like “Nobel prize winners” or “Frank Lloyd Wright” o Sports teams – like the “Chicago Bulls” o Art – like the “Mona Lisa” o Buildings – like the “Eiffel Tower” o Movies – location and times o Recipes – like “baked salmon” o Music – like “country music” o Images – like “cute cats”
  • 16. Copyright Web Savvy Marketing, All Rights Reserved KNOWLEDGE GRAPH USAGE A recent study of 1.4 million queries, shows that 50 percent or more of users’ queries included a form of Knowledge Graph data: o Featured snippets o Rich answers o Direct answers o Or something similar
  • 17. Copyright Web Savvy Marketing, All Rights Reserved KNOWLEDGE PANEL o Introduced in 2012 o Also called Knowledge Cards o Two main types: Brand and Local o The data will look different between desktop and mobile o There are four main sources of information: o You: Information you’ve added on Google My Business o Your Website o Users: Information from people who use Google services o Third-party Sources: Information from other places online
  • 18. Copyright Web Savvy Marketing, All Rights Reserved BRANDEXAMPLE LOCALEXAMPLE
  • 19. Copyright Web Savvy Marketing, All Rights Reserved KNOWLEDGE BOX (ANSWER BOX) o Introduced in 2013 o Provides simple data as an answer o Does not provide a link to a specific website o Stone Temple Consulting’s graph shows significant year to year growth in usage o Not really possible to manipulate or control these results
  • 20. Copyright Web Savvy Marketing, All Rights Reserved KNOWLEDGE BOX EXAMPLES
  • 21. Copyright Web Savvy Marketing, All Rights Reserved FEATURED SNIPPETS o Introduced in 2014 o Known as position zero o Appears above organic results o Links to website or source data o About 30% of search results o Tend to use long-tail keywords o Does not require special coding o Does require great content o Constantly changing results
  • 22. Copyright Web Savvy Marketing, All Rights Reserved RANKING FOR FEATURED SNIPPETS o Write high quality, long form content o Have a paragraph description to summarize content that is 40-50 words long o Consider questions like what, why, how and write content to answer those questions o Write for humans and remember sematic search o Consider using lists and tables o Organize your content with correct headers (H1, H2, H3) so it’s easy for search engines to follow
  • 23. Copyright Web Savvy Marketing, All Rights Reserved RICH CARDS o Introduced in 2016, but didn’t roll out to worldwide users until 2017 o Supports content preview in search results o Links to website content o Site owners can influence what content appears in Rich Cards o Requires Structured Data and correct markup
  • 24. Copyright Web Savvy Marketing, All Rights Reserved o The real estate for page one ranking just got a lot smaller if you are relying on old school SEO tactics. o The real estate for page one ranking just got a lot bigger if you are taking advantage of modern SEO tactics. o You can’t just write content and expect you’ll rank. o You have to understand how your website and content interacts with the world around you. o Ranking in organic search requires a blend of on-page SEO, off- page SEO, and a solid understanding of technical SEO. KNOWLEDGE GRAPH TAKEAWAYS
  • 26. WHAT IS SCHEMA? o Schema.org is a collaborative, community activity with a mission to create, maintain, and promote schemas for structured data on the Internet, on web pages, in email messages, and beyond. o Schema.org provides a collection of shared “vocabularies” webmasters can use to mark up their pages in ways that can be understood by the major search engines: Google, Microsoft, Yandex and Yahoo! o Over 10 million sites use Schema.org to markup their web pages and email messages. Copyright Web Savvy Marketing, All Rights Reserved
  • 27. SCHEMA VOCABULARIES o Vocabularies are the heart of schema. o Vocabularies cover entities and relationships between entities and actions. o Schema.org vocabulary is segmented into two hierarchies: o Data – Boolean, date, number, text, time, etc. o Things – Review, events, podcast, recipe, book, music, comment, and actions. o The core schema vocabulary currently consists of: o 597 Types o 867 Properties o 114 Enumeration values Copyright Web Savvy Marketing, All Rights Reserved
  • 28. Copyright Web Savvy Marketing, All Rights Reserved WHAT IS STRUCTURED DATA? o Structured Data helps search engines see content like a human o Structured Data is not required for all Knowledge Panel results o Google does not guarantee that your structured data will show up in search results o If you are using WordPress, there are many plugins that can help create structured data for you and your website o You must include all the required properties for an object to be eligible for appearance in Google search with enhanced display o Google’s supported mark up includes JSON-LD, microdata, and RDFa
  • 29. WITHOUT STRUCTURED DATA IN PLACE Copyright Web Savvy Marketing, All Rights Reserved Google Bot: ”Nice websites, but I don’t understand much about them or their content.”
  • 30. WITH STRUCTURED DATA IN PLACE Copyright Web Savvy Marketing, All Rights Reserved Google Bot: ”I totally understand this content and I’ll rank this website well in search.” Place > Hotel Room Place > LocalBusiness > FoodEstablishment > BarOrPub Event > TheaterEvent
  • 31. STRUCTURED DATA IN USE Copyright Web Savvy Marketing, All Rights Reserved Place > LocalBusiness > FoodEstablishment > BarOrPub
  • 32. Copyright Web Savvy Marketing, All Rights Reserved o Again – you can’t just write content and expect it to rank in organic search. o You have to understand modern SEO techniques like structured data and know if/how this relates to your site and content. o If you compete against websites using structured data, then you’re going to have to dig in and become one with schema. o Yet you must be careful. What you don’t know can and will hurt you with Google. Poorly implemented schema will cause problems and it will bring forth stern warnings from Googe. SCHEMA TAKEAWAYS
  • 34. WHAT IS VOICE SEARCH? o Voice search is driven by digital assistants like Siri, Cortana, Google Now, Alexa, and Google Assistant o In 2016, Google stated voice search was already 20% of searches o 40% of adults now use voice search once per day according to Location World o Comscore estimates that 50% of all searches will be voice searches by 2020 Copyright Web Savvy Marketing, All Rights Reserved
  • 35. RANKING FOR VOICE SEARCH o Voice Search answers questions o Voice search uses long-tail keywords phrases o Voice search is conversational and uses Semantic Search o Voice search users data sources the Knowledge Panel, Featured Snippets, or Google My Business profiles o Voice search also uses Structured Data and Schema o Because voice search is often on mobile, websites have to be mobile ready and load quickly Copyright Web Savvy Marketing, All Rights Reserved
  • 36. Copyright Web Savvy Marketing, All Rights Reserved o Again – you can’t just write content and expect it to rank in organic search. You know this now right? o Focus on the human visitor and write content that is presented in a conversational manner. o Keep Semantic Search in mind when you look for keywords and when you write content. o Get your whole house in order and make sure you have solid SEO on-page, off-page, and inside your code. VOICE SEARCH TAKEAWAYS
  • 38. WHAT IS MOBILE FIRST INDEXING? o Simply means that the mobile version of your website will become the starting point for what Google will include in the index and use for displaying in search results. o If no mobile site exists, Google will use the desktop version. Copyright Web Savvy Marketing, All Rights Reserved MOZ illustration
  • 39. PREPARING FOR MOBILE FIRST INDEXING o Make sure you have a mobile responsive website, which is Google’s preferred route. o If you are using mobile responsive design, don’t hide data on mobile. o If you are using a completely separate mobile site: o Make sure the content on the mobile website matches the content on the desktop version o Make sure Structured Data matches between websites o Make sure meta matches between sites o Verify both versions and upload both XML sitemaps in Google Search Console Copyright Web Savvy Marketing, All Rights Reserved
  • 40. Copyright Web Savvy Marketing, All Rights Reserved o If you have a well coded, responsive website then you should be good to go. This change should not hurt you or your ranking. o If only have an outdated website that is desktop only, you need to upgrade your website to a mobile responsive code structure. o If you have separate websites for mobile and desktop, you need to make sure your mobile website has the content you want indexed and it includes enough content to make you relevant in search. o Don’t fear Google – not every change means the sky is falling. MOBILE FIRST INDEXING TAKEAWAYS
  • 41. AMP
  • 42. WHAT IS AMP? o AMP is short for Accelerated Mobile Pages o AMP is a Google project that is designed to help pages load instantly on mobile o AMP strips out “unnecessary” elements that would otherwise weigh down the page o “Unnecessary” is a relative term when talking about AMP usage o AMP isn’t for every website Copyright Web Savvy Marketing, All Rights Reserved
  • 43. USING AMP o While configuring AMP was a scary endeavor when originally launched, it is not as intimidating today thanks to WordPress plugins. o These two plugins will do the majority of the work for implementing AMP on WordPress websites. o The question isn’t if you can implement AMP, it really is do you want and need to do so? Copyright Web Savvy Marketing, All Rights Reserved
  • 44. Copyright Web Savvy Marketing, All Rights Reserved o Educate yourself about AMP before jumping in and/or updating your website or blog. o Only implement AMP if it will actually help your website ranking and human visitors. o When implementing AMP, make sure you do so on a staging website so you can see what is removed and what stays. o Don’t always jump on the latest SEO changes – sometimes you have to ride them out to see if they are necessary. AMP TAKEAWAYS
  • 46. OLD TECHNICAL SEO o Crawling and indexing o H1 headers o Meta titles and descriptions o SEO friendly URLs o Robot.txt files o XML sitemaps o Duplicate content o Code bloat o Speed and performance Copyright Web Savvy Marketing, All Rights Reserved
  • 47. TODAY’S TECHNICAL SEO o Crawling and indexing o H1 headers o Meta titles and descriptions o SEO friendly URLs o Robot.txt files o XML sitemaps o Duplicate content o Code bloat o Speed and performance Copyright Web Savvy Marketing, All Rights Reserved o Content silos o All subheader usage o Image optimization o Accessibility o Thin content o Breadcrumbs o Archive access o Internal linking o 301 redirections
  • 48. TODAY’S TECHNICAL SEO…STILL GOING o Content length o Structured data o Social graph usage o Usability o Code validation o Cross browser testing o Broken internal links o Broken external links o Nofollow usage Copyright Web Savvy Marketing, All Rights Reserved o Noindex usage o Mobile responsiveness o 404 errors o Broken images o SSL certificates o HTTPS usage/issues o AMP usage o Hreflang usage/issues o Redirect loops
  • 49. TODAY’S TECHNICAL SEO…STILL GOING o Canonicalization o Frame usage o Flash usage o URL length o Orphaned pages o Doc types o Anchor text o Tabs and accordions Copyright Web Savvy Marketing, All Rights Reserved o JavaScript usage o Security o Mobile only websites o Crawl rates and budgets o Tag Manager usage o Faceted navigation o Broken backlinks o Malware
  • 50. WHAT TECHNICAL SEO MEANS TO YOU Technical SEO has shifted a lot in the last few years and it now reaches into the entire website design and development lifecycle: o Graphic design o Content planning o Architecture build out o Hosting selection o Theme coding Copyright Web Savvy Marketing, All Rights Reserved o Data migration o Go-live audits o Post-live audits o On-going maintenance o Annual health checks
  • 51. Copyright Web Savvy Marketing, All Rights Reserved o SEO is becoming more and more complex. o SEO isn’t a one-time event. o SEO isn’t something you can pass onto the intern and hope for the best. o Everyone needs to have a basic understanding of what technical SEO is and how it alters the website development process. o Developers need to truly understand what technical SEO is and how it alters their work before, during, and after launch. o Marketers need to understand the basics of technical SEO and only outsource work to those who also understand it. TECHNICAL SEO TAKEAWAYS
  • 52. MODERN SEO IS HOLISTIC Copyright Web Savvy Marketing, All Rights Reserved Page One Rank Research Strategy & Planning Keyword Mapping High Quality Content On-Page Optimization Off-Page Optimization Technical SEO Reporting SEO is an ongoing journey. SEO spans the entire lifecycle of a website or blog. SEO requires an organizational/team approach. SEO can no longer belong to marketing alone.
  • 53. Q&A
  • 54. Twitter: @RebeccaGill Join me for a three day Technical SEO summit in March! This event is designed specifically for WordPress developers, implementers, and agencies. Summit Takeaways: Create WordPress websites that are backed by SEO best practices. Clear through the internet clutter to focus on what really matters in WordPress SEO. Quote and deliver best in class deliverables to your customers. Differentiate yourself from others in an increasingly crowded marketplace. Increased per project pricing, by providing a much-needed service. Offer options for long-term and recurring services. SEO friendly websites deliver ROI and create happier clients. Position your clients for success and long-term stainability with organic search. Register: diyseocourses.com/tech-seo/ Use promo code ModernSEO to save 25% now through Friday.