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Hell's SEO - EATing your way to search success!

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Recent Google algorithm updates have stressed the importance of both quality and authority as key considerations of search results. Take a walk inside a modern SEO kitchen where we’ll explore the opportunities and risks of the strategic recipes you might be cooking up!
At the end of this session, you’ll be able to:
Get a taste for Google’s Search Quality Rater Guidelines
Dig into EAT – Expertise, Authority & Trust as ranking factors
Serve Google & users a satisfying search experience
Actionable & valuable tips to align your website with Google’s goals.

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Hell's SEO - EATing your way to search success!

  1. 1. @simmonet #ISUM18
  2. 2. @simmonet #ISUM18 Hell’s SEO THE GORDON RAMSAY GUIDE TO EATING YOUR WAY TO SEARCH SUCCESS
  3. 3. @simmonet #ISUM18 Hell’s SEO GRANT SIMMONS VP SEARCH MARKETING @simmonet #ISUM18
  4. 4. @simmonet #ISUM18 TWEET THIS SESSION @simmonet #ISUM18 WIN!! All expenses paid trip to hear me speak at Internet Summit in Raleigh, November 15th 2018
  5. 5. @simmonet #ISUM18 TWEET THIS SESSION @simmonet #ISUM18 WIN!! All expenses paid trip to hear me speak at Internet Summit in Raleigh, November 15th 2018 Yes… You’re all WINNERS! *Not a real content. Many will enter, no one will win.
  6. 6. @simmonet #ISUM18 HOW GOOGLE THINKS
  7. 7. @simmonet #ISUM18
  8. 8. @simmonet #ISUM18 Search Quality Raters’ Guidelines
  9. 9. @simmonet #ISUM18 http://go.homes/QRG Search Quality Raters’ Guidelines
  10. 10. @simmonet #ISUM18
  11. 11. @simmonet #ISUM18 http://go.homes/QRG
  12. 12. @simmonet #ISUM18 Leaked 08/11 Updated Lots Last Update 7/18
  13. 13. @simmonet #ISUM18
  14. 14. @simmonet #ISUM18@simmonet #ISUM18 Main Content “Main Content is any part of the page that directly helps the page achieve its purpose.”
  15. 15. @simmonet #ISUM18@simmonet #ISUM18 Main Content “Main Content is (or should be!) the reason the page exists.”
  16. 16. @simmonet #ISUM18 OR TO PUT IT MORE RAMSAY
  17. 17. @simmonet #ISUM18
  18. 18. @simmonet #ISUM18@simmonet #ISUM18 PURPOSE
  19. 19. @simmonet #ISUM18 Satisfy the user query / intent as perfectly as possible, and better than anyone else on the web?
  20. 20. @simmonet #ISUM18 BAM!
  21. 21. @simmonet #ISUM18 @simmonet #ISUM18 PURPOSE?
  22. 22. @simmonet #ISUM18 @simmonet #ISUM18 PURPOSE?
  23. 23. @simmonet #ISUM18 @simmonet #ISUM18 PURPOSE?
  24. 24. @simmonet #ISUM18 @simmonet #ISUM18 PURPOSE?
  25. 25. @simmonet #ISUM18 @simmonet #ISUM18 PURPOSE?
  26. 26. @simmonet #ISUM18 @simmonet #ISUM18 PURPOSE?
  27. 27. @simmonet #ISUM18 Satisfy the user query / intent as perfectly as possible, and better than anyone else on the web? Intent to Content
  28. 28. @simmonet #ISUM18 Does your page serve the right food content to satisfy users‘ hunger? Intent to Content
  29. 29. @simmonet #ISUM18
  30. 30. @simmonet #ISUM18
  31. 31. @simmonet #ISUM18 Needs Met
  32. 32. @simmonet #ISUM18 … is based on both the query and the result. (Rater) must carefully think about the query and user intent when assigning a Needs Met rating Needs Met Rating
  33. 33. @simmonet #ISUM18 … is based on both the query and the result. (Rater) must carefully think about the query and user intent when assigning a Needs Met rating Needs Met Rating
  34. 34. @simmonet #ISUM18 … is based on both the query and the result. (We) must carefully think about the query and user intent when creating a page’s content Needs Met Rating
  35. 35. @simmonet #ISUM18 BAM!
  36. 36. @simmonet #ISUM18 Page-level assessment
  37. 37. @simmonet #ISUM18 MAIN CONTENT QUALITY & AMOUNT
  38. 38. @simmonet #ISUM18
  39. 39. @simmonet #ISUM18 Looks Good… But…
  40. 40. @simmonet #ISUM18 English Breakfast
  41. 41. @simmonet #ISUM18 English Breakfast 2 bacon, 2 sausage, mushrooms, fried egg, fried potatoes, beans, toast, tomato, tea.
  42. 42. @simmonet #ISUM18 English Breakfast 2 bacon, 2 sausage, mushrooms, fried egg, fried potatoes, beans, toast, tomato, tea. Works out to roughly 1000 calories and a whopping 75 grams of fat.
  43. 43. @simmonet #ISUM18 FYI This is not “thin content”
  44. 44. @simmonet #ISUM18 FYI This is not “thin content” Quality over Quantity
  45. 45. @simmonet #ISUM18 Quality = Satisfy User Expectations
  46. 46. @simmonet #ISUM18 3 Golden Quality Questions • How well does a page achieve its purpose? • Does it answer the users’ query? • Is the user satisfied by the page experience?
  47. 47. @simmonet #ISUM18 BAM!
  48. 48. @simmonet #ISUM18 @simmonet #ISUM18 When was Gordon Ramsay Dash released?
  49. 49. @simmonet #ISUM18 @simmonet #ISUM18 When was Gordon Ramsay Dash released? June 2016
  50. 50. @simmonet #ISUM18
  51. 51. @simmonet #ISUM18 “QUALITY CHARACTERISTIC”
  52. 52. @simmonet #ISUM18 Food is Content / Site Quality Gets Consumed: Best food is “E.A.T.” • Expert • Authoritative • Trustworthy
  53. 53. @simmonet #ISUM18 Attributes: • Friends’ recommendations • Reputation • Looking from outside • Grade in the window • Neighborhood • Interactions / Experience How We Choose Restaurants
  54. 54. @simmonet #ISUM18 Food / Service Quality • What does it look like? • What does it taste like? • How was it delivered? • Ambiance • Cleanliness • Met expectations? How We Judge Restaurants
  55. 55. @simmonet #ISUM18 Food / Service Quality • What does it look like? • Do others like the taste? • How was it delivered? • Ambiance • Cleanliness • Met expectations? How Google Judges ‘Restaurants’
  56. 56. @simmonet #ISUM18 “PAGES WITHOUT BENEFICIAL PURPOSE… SUCK”
  57. 57. @simmonet #ISUM18 “PAGES WITHOUT BENEFICIAL PURPOSE… SUCK”
  58. 58. @simmonet #ISUM18
  59. 59. @simmonet #ISUM18@simmonet #ISUM18 Levels of Quality
  60. 60. @simmonet #ISUM18 High Quality • Quality Main Content • Super service • Great reputation • Manager who cares • High E.A.T.
  61. 61. @simmonet #ISUM18 Highest Quality • VERY high quality Main Content • Very positive reputation • Very high E.A.T. 5 star food / experience
  62. 62. @simmonet #ISUM18 Low Quality • Low quality Main Content • Unsatisfying amount of Main Content • Negative Reputation • Lacking E.A.T.
  63. 63. @simmonet #ISUM18 Lowest Quality
  64. 64. @simmonet #ISUM18
  65. 65. @simmonet #ISUM18 Lowest Quality • Harmful, malicious or deceptive • Lowest quality Main Content • Lack of purpose • No website information • Highly untrustworthy, unreliable, un-authoritative or inaccurate • Hacked, defaced, spammed • Extremely negative reputation
  66. 66. @simmonet #ISUM18@simmonet #ISUM18 Warning (YMYL) Pages that Google deems: “May impact the future health, happiness or financial stability of users”
  67. 67. @simmonet #ISUM18@simmonet #ISUM18 • Financial transactions • Information: –Financial –Medical –Legal Warning (YMYL) “Very high standards”
  68. 68. @simmonet #ISUM18 1754 “Your Money or Your Life!”
  69. 69. @simmonet #ISUM18 Site (Food) Quality 10-second Recap • Sites must have E.A.T. – more is better! • High quality Main Content is a must! • Sites should contain ‘who’ behind the what • Reputation is key consideration • Very high standards for YMYL pages
  70. 70. @simmonet #ISUM18 BAM!
  71. 71. @simmonet #ISUM18 We are Search Chefs Our job is to: • Deliver quality ‘food’ – Understand customer needs • Build our reputation – Be the expert authority • Provide great service – Ensure delivery
  72. 72. @simmonet #ISUM18 Too many Search Chefs & not enough reputation builders
  73. 73. @simmonet #ISUM18 BUILDING REPUTATION
  74. 74. @simmonet #ISUM18 Reputation is Key! “When the website says one thing about itself, but reputable external sources disagree with what the website says, trust the external sources.”
  75. 75. @simmonet #ISUM18
  76. 76. @simmonet #ISUM18 REVIEWS
  77. 77. @simmonet #ISUM18 REVIEWS PARTNERSHIPS
  78. 78. @simmonet #ISUM18 REVIEWS PARTNERSHIPS LINKS / CITATIONS / MENTIONS
  79. 79. @simmonet #ISUM18@simmonet #ISUM18 ARE YOU WITH ME?
  80. 80. @simmonet #ISUM18 Who you associate with is key
  81. 81. @simmonet #ISUM18 Who you associate with is key
  82. 82. @simmonet #ISUM18 Who you associate with is key
  83. 83. @simmonet #ISUM18 Who you associate with is key
  84. 84. @simmonet #ISUM18 Who you are associated with too!
  85. 85. @simmonet #ISUM18 Expert? Sure!
  86. 86. @simmonet #ISUM18 Expert with *Your* Data!
  87. 87. @simmonet #ISUM18 Survey Data + Spin = Expert
  88. 88. @simmonet #ISUM18@simmonet #ISUM18 Search: grant simmons nfl stadiums grant simmons the bachelor ahem
  89. 89. @simmonet #ISUM18 Content & Connections • Authentic content by real people • Don’t use auto ‘crap’ spinners • Mentions in news, Wikipedia, blog posts, magazines, forum discussions, + ratings from independent (credible) orgs • Independent (expert) sources of information.
  90. 90. @simmonet #ISUM18@simmonet #ISUM18 Negative Reputation Too! Monitor What’s Out There
  91. 91. @simmonet #ISUM18 Reputation 10-second Recap • Build an authentic reputation • Partner with the right sources • Earn mentions / reviews (and links) • Monitor your rep! • Don’t toot your own horn (others should toot it for you!) Trust me on this!
  92. 92. @simmonet #ISUM18 BAM!
  93. 93. @simmonet #ISUM18@simmonet #ISUM18 E.A.T. • Expert • Authoritative • Trustworthy
  94. 94. @simmonet #ISUM18 FINALLY…
  95. 95. @simmonet #ISUM18 FINALLY… HELL’S SEO IS BRUTAL
  96. 96. @simmonet #ISUM18
  97. 97. @simmonet #ISUM18 USE THE RIGHT TOOLS
  98. 98. @simmonet #ISUM18 READ THIS!
  99. 99. @simmonet #ISUM18 READ THIS! http://go.homes/QRG
  100. 100. @simmonet #ISUM18@simmonet #ISUM18 EAT YOUR WAY TO SEARCH SUCCESS
  101. 101. @simmonet #ISUM18 Thank you!
  102. 102. @simmonet #ISUM18 Questions?
  103. 103. @simmonet #ISUM18 Thank you!
  104. 104. @simmonet #ISUM18 NO… YOU’RE THE MAN OR WOMAN!
  105. 105. @simmonet #ISUM18 WHO’S THE SEO GURU? YOU!
  106. 106. @simmonet #ISUM18 Hell’s SEO GRANT SIMMONS VP SEARCH MARKETING HOMES.COM @simmonet #ISUM18
  107. 107. @simmonet #ISUM18 HELLS SEO: THE GORDON RAMSAY GUIDE TO EATING YOUR WAY TO SEARCH SUCCESS • Recent Google algorithm updates have stressed the importance of both quality and authority as key considerations of search results. Take a walk inside a modern SEO kitchen where we’ll explore the opportunities and risks of the strategic recipes you might be cooking up! – At the end of this session, you’ll be able to: – Get a taste for Google’s Search Quality Rater Guidelines – Dig into EAT – Expertise, Authority & Trust as ranking factors – Serve Google & users a satisfying search experience – Take home actionable & valuable tips to align your website with Google’s goals

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