Cracking The Code for the Next Phase Of Organic Search
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This document discusses strategies for organic search optimization in the next phase. It covers the value of organic search, changes in search engine algorithms, and emerging trends like voice search and mobile-first indexing. The document recommends focusing on long-tail keywords, improving the user experience, generating more content, and making sites accessible on mobile and for voice. The key takeaways are to develop an organic search strategy considering emerging technologies and the customer experience.
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Cracking The Code for the Next Phase Of Organic Search
- 1. Cracking The Code For The Next Phase Of Organic Search
- 2. • Value of Organic Search • Past & Present State of SEO • The Future of Organic Search • Voice Search • Content Automation • Mobile-First Indexing • Local Organic Search • Best-in-class User Experience • Web Content Accessibility Guidelines • Actionable Items to Take Back to The Office What We’ll Discuss Today
- 3. Value of Organic Search - BloomReach Over 150 e-commerce sites analyzed.
- 4. Amazon still gets a boatload of organic traffic. Value of Organic Search
- 5. Past & Present State of SEO 2012 Current: All e-Commerce organic listings below fold 4 AdWords 6 PLAs Local/Map Pack
- 6. The Future of Organic Search - Instagram
- 7. - Search Engine Land AI
- 8. “what’s she drinking in that blue bottle”? Voice Search
- 9. “Gone are the days of simply trying to appease some lifeless algorithmic bot by picking a couple of keywords and making them the focal point of your content.” Voice Search - Neil Patel
- 10. Voice Search • Voice Search is the fastest growing type of search across all demographics • Who’s actually using voice search? – 55% of teens and 41% of adults use voice search on a daily basis • Conversational search is the future. Not just voice recognition, but voice understanding • Word error rate has declined (8% today vs. 20% 2yrs ago) - Behshad Behzadi, Google’s Principal Engineer
- 11. Text searches - Voice Search Long-Tail Keywords Text Search Voice Search 1 word 2 Words 3 Words 4 Words 5 Words 6 Words 7 Words 8 Words 9 Words 10+ Words - moz.com Voice long-tail searches are even longer
- 12. Voice Search Optimization • How should marketers optimize content for voice search? – Listen to the voice of the customer (VOC) and the questions they are asking – Provide answers to those questions – Develop FAQ strategy that answers questions – Develop long-tail conversational keywords – Improve/update site’s Schema/Rich Card markups
- 13. - The Post
- 14. Content Automation • Data • Technology • Headlines • Video • Content Growth
- 16. • More Google searches are taking place on smartphones than on desktops and laptops—globally • Across the millions of websites using Google Analytics, more than half of all web traffic is now coming from smartphones and tablets Mobile Takes The Lead - Google
- 17. Mobile-First Indexing • Until now, Google typically looks at the desktop version of a page’s content to evaluate its relevance to the user • Google has begun experiments to make its index mobile-first • Google to primarily use the mobile version of a site’s content to rank pages - Google
- 18. Local Organic Search • In 2016, shoppers continue to turn to their phones, increasingly using them as a "door-to-the-store." In fact, 76% of people who search for something nearby on their smartphone visit a related business within a day. - Google
- 19. Keyword: Asian grass lizard with 10 inch tail Long-Tail Keywords Long-tail terms will continue to drive lift in non-branded Organic Search traffic – 70%. - National Geographic
- 20. Keyword: Asian grass lizard with10 inch tail
- 21. User Experience - Instagram
- 22. Best-in-class User Experience • Frictionless Experience • Page Latency – look into AMP • Voice of The Customer (VOC) – The Best-in-class UX across devices – The Best-in-class category or thematic pages • Web Content Accessibility Guidelines
- 24. 7 Actionable Items to Take Back to the Office 1. Develop Organic Search and optimization strategy for 2017 and share with stakeholders 2. Use the Voice of Customer (VOC) and its impact on the business to make your case for your Organic Search projects 3. Focus on long-tail keywords for voice, text, and local search 4. Evaluate your current site for Organic Search opportunities, competitors, gap analysis, establish benchmarks and share findings 5. Position your web properties for Mobile-First Indexing 6. Improve User Experience and optimize for Web Accessibility 7. Generate more, and more, and more content!
- 25. Thank You! Freeman Setrana Twitter: @FreemanSetrana LinkedIn: https://www.linkedin.com/in/freemansetrana
Editor's Notes
- Amazon still gets a boatload of organic traffic.
- - SimilarWeb 2016
- Otto
- Michael at the Falcons game.
- When you ask “siri,” do you say “weather Chicago” or “What’s the weather in Chicago” or “What’s the today”? According to Google’s Principal Engineer Behshad Behzadi, Voice search is the fastest growing type of search across all demographics 55% of teens and 41% of adults use voice search on a daily basis Voice search is becoming increasingly reliable as technology improves word error rate has declined (from 20% two years ago to as low as 8% today) according to Behshad, conversational search is the future. Not just voice recognition, but voice understanding “What’s the weather in Chicago” or “What’s the today”? search that responds to natural phrases by interpreting the meaning and context behind the words used To benefit from Voice Search Impact SEO? incorporate voice search optimization strategy into your organic search roadmap Develop Conversational keywords Head term keywords are old and dead - incorporate Long Tail Keywords strategy Improve/update your Schema Markup/Rich Cards FAQs are NOT dead – create more content/pages that answer questions https://www.searchenginejournal.com/voice-search-will-forever-change-seo/164189/
- When you ask “siri,” do you say “weather Chicago” or “What’s the weather in Chicago” or “What’s the today”? According to Google’s Principal Engineer Behshad Behzadi, Voice search is the fastest growing type of search across all demographics 55% of teens and 41% of adults use voice search on a daily basis Voice search is becoming increasingly reliable as technology improves word error rate has declined (from 20% two years ago to as low as 8% today) according to Behshad, conversational search is the future. Not just voice recognition, but voice understanding “What’s the weather in Chicago” or “What’s the today”? search that responds to natural phrases by interpreting the meaning and context behind the words used To benefit from Voice Search Impact SEO? incorporate voice search optimization strategy into your organic search roadmap Develop Conversational keywords Head term keywords are old and dead - incorporate Long Tail Keywords strategy Improve/update your Schema Markup/Rich Cards FAQs are NOT dead – create more content/pages that answer questions Implement Long-Tail Keywords: With longer queries originating from voice searchers, you should begin targeting longer tail keywords as well. Use a FAQ Strategy: What “who, what, where, why and how” questions are your customers asking? Address those answers in your web pages, blog and social media posts. https://www.searchenginejournal.com/voice-search-will-forever-change-seo/164189/
- automated storytelling PageBuilder, Our Rendering Engine The Washington Post now publishes over 1000 posts per day The Post’s web visitors have grown 28% over the last year and they passed the New York Times for a few months at the end of 2015 The content strategy appears similar to the approach Bezos adopted at Amazon for long tail audiences Publishers are increasing their volume of published content. the number of Google indexed pages has grown from 1 trillion to 30 trillion in the last 7 years. more companies adopting high volume strategies like the Post, growth in automated content, increased volumes of short form content, lots more video content, increased long tail niche content and simply because there will be more internet users with access to easy to use publishing tools. The data suggests the number of new posts and articles published next year may be double that published this year. Bezos Data – employed a group of data scientists to analyze the content that gains traction Technology- The Post developed software called Bandito that allows editors to publish articles with up to five different headlines, photos and story treatments, with an algorithm deciding which one readers find the most engaging Headlines – Using data and technology the Post has developed more viral headlines, which is arguably different from clickbait if there is substance to the content Video – The Post has increased its use of video Content growth – The Post has adopted a content strategy which involves producing a high volume of content aimed at engaging a long tail of niche interests content marketers can learn a lot from Bezos and the Post. Thematic Pages xxxx Long-tail keywords search strategies xxxx
- The Washington Post now publishes over 1000 posts a day The Post’s web visitors have grown 28% over the last year and they have passed the New York Times for a few months at the end of 2015 The content strategy appears similar to the approach Bezos adopted at Amazon for long tail audiences Publishers are increasing their volume of published content. Btw, the number of Google indexed pages has grown from 1 trillion to 30 trillion in the last 7 years. more companies adopting high volume strategies like the Post’s automated content, increased volumes of short form content, lots more video content, increased long tail niche content Bezos uses: Data – employed a group of data scientists to analyze the content that gains traction Technology- The Post developed software called Bandito that allows editors to publish articles with up to five different headlines, photos and story treatments, with an algorithm deciding which one readers find the most engaging Headlines – Using data and technology the Post has developed more viral headlines, which is arguably different from clickbait if there is substance to the content Video – The Post has increased its use of video Content growth – The Post has adopted a content strategy which involves producing a high volume of content aimed at engaging a long tail of niche interests content marketers can learn a lot from Bezos and the Post.
- When you ask “siri,” do you say “weather Chicago” or “What’s the weather in Chicago” or “What’s the today”? According to Google’s Principal Engineer Behshad Behzadi, Voice search is the fastest growing type of search across all demographics 55% of teens and 41% of adults use voice search on a daily basis Voice search is becoming increasingly reliable as technology improves word error rate has declined (from 20% two years ago to as low as 8% today) according to Behshad, conversational search is the future. Not just voice recognition, but voice understanding “What’s the weather in Chicago” or “What’s the today”? search that responds to natural phrases by interpreting the meaning and context behind the words used To benefit from Voice Search Impact SEO? incorporate voice search optimization strategy into your organic search roadmap Develop Conversational keywords Head term keywords are old and dead - incorporate Long Tail Keywords strategy Improve/update your Schema Markup/Rich Cards FAQs are NOT dead – create more content/pages that answer questions https://www.searchenginejournal.com/voice-search-will-forever-change-seo/164189/
- More Google searches are taking place on smartphones than on desktops and laptops—globally.4 And across the millions of websites using Google Analytics, more than half of all web traffic is now coming from smartphones and tablets.5
- You shouldn’t have to change anything If you have a responsive site or a dynamic serving site where the primary content and markup is equivalent across mobile and desktop most people are searching on Google using a mobile device careful experiment ranking systems still typically look at the desktop version of a page’s content to evaluate its relevance to the user eventually primarily use the mobile version of a site’s content to rank pages from that site, to understand structured data, and to show snippets from those pages in our results ramp up this change when we’re confident that we have a great user experience a few recommendations to help webmasters prepare as we move towards a more mobile-focused index No change if: If you have a responsive site or a dynamic serving site where the primary content and markup is equivalent across mobile and desktop Consider Making Changes if: If you have a site configuration where the primary content and markup is different across mobile and desktop Make sure to serve structured markup for both the desktop and mobile version.
- Types of Local Searches that will continue Contextual A user provides Google with a specific location, and that location is identical to where the user currently is. Google has the complete context. Inferred A user provides Google with location-specific search term that contradicts the user’s actual location. Google has to infer the search objective. Intent A user searches for a location-based term without providing an actual location. Google must decipher the intent behind the search.
- Develop FAQ strategy that answers questions
- When I was at Sears my mentor made sure that I became a Subject Matter Expert in Web Accessibility