Search engines evolve constantly. So, too, should your clients’ content strategy. With so many Google core algorithm updates rolling out, understanding the SERPs is now more crucial than ever. In this presentation, Idan Segal, Organic Growth Lead for Wix, offers actionable insights that can impact your clients’ market share. Discover practical tips and techniques you can use to measure results, improve your strategy, and stay ahead of the curve when it comes to your clients’ content strategy. In addition, we’ll explore ways to maximize their traffic, brand awareness, and ROI through organic growth. In this presentation, you will learn: – Why “intent” will still be your focus in 2020. – How to use SERP hints to improve your clients’ marketing strategy. – Whether featured snippets are worth it in a post de-duplication world. – Insider lessons the Wix SEO team has learned from years of global optimization across 19 languages. – A new approach to your blog strategy and why less is more. – How to support your SEO efforts with paid traffic.

1. How to evolve your
client’s content
strategy with ever-
changing algorithms
Evolvingyourclient’scontentstrategywithever-changingalgorithms
#SEJThinktank
@Idansigo

2. Organic Growth Lead - SEO & Blogs
(And every other content marketing
initiative that can bring traffic)
Idan Segal
Evolvingyourclient’scontentstrategywithever-changingalgorithms
#SEJThinktank
@Idansigo

3. My previous life
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@Idansigo
Evolvingyourclient’scontentstrategywithever-changingalgorithms

4. 1. Why intent will still be your focus in 2020
2. How to use SERP hints to improve your client’s strategy
3. The era of buzzwords (BERT & E-A-T)
4. Blog strategy: why less can be much more
5. Localization. Not translation
6. Q&A
What we’ll cover
Evolvingyourclient’scontentstrategywithever-changingalgorithms
#SEJThinktank
@Idansigo

5. Intent will still be
your focus in 2020
Evolvingyourclient’scontentstrategywithever-changingalgorithms
#SEJThinktank
@Idansigo

6. “Customers are divinely
discontent. Their expectations
are never static—they go up.
Yesterday’s ‘wow’quickly
becomes today’s ‘ordinary’”
Jeff Bezos to Amazon shareholder’s in 2017
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Evolvingyourclient’scontentstrategywithever-changingalgorithms

7. Intent. Intent. Intent.
- Educate your clients: It’s worth your time
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Evolvingyourclient’scontentstrategywithever-changingalgorithms

8. Transactional
Do
Buy something
$$$ generating pages
Informational
Know
How-to/where/what KWs
Guides, blogs, resources, definitions
Navigational
Go
Reach a specific place
Usually branded
Query types
Evolvingyourclient’scontentstrategywithever-changing
algorithms
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@Idansigo

9. Intent. Intent. Intent.
- Educate your clients: It’s worth your time
- Mixed SERPs: Here’s where it gets tricky
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Evolvingyourclient’scontentstrategywithever-changingalgorithms

10. Mixed SERPs
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Evolvingyourclient’scontentstrategywithever-changingalgorithms

11. Mixed SERPs
Evolvingyourclient’scontentstrategywithever-changing
algorithms
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@Idansigo

12. Things to remember
- Educate your clients: It’s worth your time
- Mixed SERPs: Here’s where it gets tricky
- Fight cannibalization: Research. Try. Test. React.
- Double check: Every core update holds surprises
- Own your queries: “{Brand Name} promo code”
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@Idansigo
Evolvingyourclient’scontentstrategywithever-changingalgorithms

13. “I don't want to call myself an
SEO anymore. I feel more like a
concierge of the web. When
you're lost, we'll guide you to
the best answer.”
Wil Reynolds (@wilreynolds)
I'd Rather Be Thanked, Than Then Ranked - Mozcon 2017
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@Idansigo
Evolvingyourclient’scontentstrategywithever-changingalgorithms

14. Solve problems
Bring great answers, even if it doesn’t sit
well with your funnel. Go the extra mile
and supply a real solution.
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Evolvingyourclient’scontentstrategywithever-changingalgorithms

15. And then do retargeting
like crazy. In a smart way.
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Evolvingyourclient’scontentstrategywithever-changingalgorithms

16. Use SERP hints to
improve your
clients strategy
Evolvingyourclient’scontentstrategywithever-changingalgorithms
#SEJThinktank
@Idansigo

17. 01
Learn from your competition
Someone probably already nailed it before you.
Research your clients top results on the SERP.
Know your
SERP
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Evolvingyourclient’scontentstrategywithever-changingalgorithms

18. 02
Learn from core updates
Google works in a mysterious ways.
Take insights from every update.
Know your
SERP
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Evolvingyourclient’scontentstrategywithever-changingalgorithms

19. 03
Maximize it
- SERPs get more local
- Video carousel
- Affiliates
- Site links
- FAQs
Know your
SERP
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@Idansigo
Evolvingyourclient’scontentstrategywithever-changingalgorithms

20. Bosses and clients want to know what the recent
change means for their businesses. So, are
featured snippets still worth the effort? The
short answer is…YES!
Deduplication
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Evolvingyourclient’scontentstrategywithever-changingalgorithms

21. Will you still go after featured
snippets now that there’s
deduplication?
1. Yes 2. No
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Evolvingyourclient’scontentstrategywithever-changingalgorithms

22. - No more double real estate
- Position 0 vs position 1
- Different studies, sharper trends
- Voice search
- Opt out & run some tests
- “People also ask” boxes
Featured snippets in a
post- deduplication world
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Evolvingyourclient’scontentstrategywithever-changingalgorithms

23. Google is helping you understand the related
topics and ask the right questions. “People also
ask,” “Auto-suggest,” and “related searches” can
be extremely valuable.
Use the SERP free cards
Evolvingyourclient’scontentstrategywithever-changing
algorithms
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@Idansigo

24. Tools. Tools everywhere.
Chrome Extensions:
- Keywords Everywhere
- Extract People also search phrases in Google
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Evolvingyourclient’scontentstrategywithever-changingalgorithms

25. Free tools:
- Answer the Public
- NGram Analyzer
- Word Cloud Generator
Paid tools:
- Ahrefs Questions
- SEMRush Topic Research
Tools. Tools everywhere.
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@Idansigo
Evolvingyourclient’scontentstrategywithever-changingalgorithms

26. - Adwords search term report
- Talk with your client's customers
- Online reputation management
- Support knowledge
Know your client’s clients
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@Idansigo
Evolvingyourclient’scontentstrategywithever-changingalgorithms

27. The era of buzzwords
(BERT & E-A-T)
Evolvingyourclient’scontentstrategywithever-changingalgorithms
#SEJThinktank
@Idansigo

28. Probably the most significant search improvement of all
time. Google got much better at understanding content.
BERT helps machines understand nuances, context and
surrounding text cohesion. In other words: understanding
the way words fit together with structure and meaning.
BERT
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Evolvingyourclient’scontentstrategywithever-changingalgorithms

29. - But you can (and must) change your client's mindset
- Content and site structure are royalty
- Google understands content better; therefore, Google understands links better
You can’t optimize for BERT!
Evolvingyourclient’scontentstrategywithever-changing
algorithms
#SEJThinktank
@Idansigo

30. E-A-T is mentioned 135 times on Google’s search quality
guidelines (a few months ago it was 186).
You are what you E-A-T
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Evolvingyourclient’scontentstrategywithever-changingalgorithms

31. Ben Gomes, Google’s Vice President of Search, Assistant and News
“You can view the rater
guidelines as where we want
the algorithm to go. It won’t tell
you how it ranks, but it
fundamentally shows what the
algo should do.”
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@Idansigo
Evolvingyourclient’scontentstrategywithever-changingalgorithms

32. - Find the right ingredients for the recipe
- Keep your internal linking relevant
- Site architecture must make sense
- Expertise will be valued even more
Step up your content game
- Content for the whole domain matters
- Neutral help
- Address ORM issues
- No magic or score
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Evolvingyourclient’scontentstrategywithever-changingalgorithms

33. Blog strategy:
Less can be
much more
Evolvingyourclient’scontentstrategywithever-changingalgorithms
#SEJThinktank
@Idansigo

34. “Stop producing content for the
sake of producing content.”
Lily Ray (@lilyraynyc)
Future-Proof Your Site for Google Core Algorithm Updates - SMX West 2020
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@Idansigo
Evolvingyourclient’scontentstrategywithever-changingalgorithms

35. If your blog relies on organic traffic, treat it as a library—
an evergreen catalog of easy to access information. It’s
much more valuable than a feed of random blog posts.
The library approach
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Evolvingyourclient’scontentstrategywithever-changingalgorithms

36. 32%of their blog posts, and saw
an uplift of almost 8% in
traffic.
In 2018, Ahrefs deleted
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Evolvingyourclient’scontentstrategywithever-changingalgorithms

37. - Content audits
- No traffic or referring domains?
- Merge and consolidate
- Remove/update internal linking
Less is more
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@Idansigo
Evolvingyourclient’scontentstrategywithever-changingalgorithms

38. - Those three words again
- Don’t be afraid to link externally
- Link juice is not a myth, but it contradicts quality
- Author pages/bios
- User-generated content
E-A-T again
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@Idansigo
Evolvingyourclient’scontentstrategywithever-changingalgorithms

39. - Grammar & punctuation: A lot of the content affected was by non-native speakers
- Bad post structure: Better topics & hierarchy
- Repetitiveness: Don’t repeat yourself :)
- Over-do kills: Don’t shove it down your readers’ throats
- Don’t rely too much on one source: Originality is important
Invest in writers
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@Idansigo
Evolvingyourclient’scontentstrategywithever-changingalgorithms

40. Localization.
Not translation.
Evolvingyourclient’scontentstrategywithever-changingalgorithms
#SEJThinktank
@Idansigo

41. - The algorithm is still behind for non-EN SERPs
- High opportunity
- Other BERTs are being built
- Conversational search can scale
- Expect big things
BERT and international SEO
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@Idansigo
Evolvingyourclient’scontentstrategywithever-changingalgorithms

42. 19languages. We’re market
leaders in top GEOs.
Wix operates in
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Evolvingyourclient’scontentstrategywithever-changingalgorithms

43. - Know your users
- Not all SERPs are equal
- The German way
- Japanese love success stories
- ES subdomain
- Pardon my French
Localization. Not translation.
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@Idansigo
Evolvingyourclient’scontentstrategywithever-changingalgorithms

44. Brazilian weddings are different. They don’t have
Registry apps/services that are common in the U.S.
The happy couple basically creates a store where
they “sell” the gifts they want.
#SEJThinktank
@Idansigo
Brazilian weddings
are different
Evolvingyourclient’scontentstrategywithever-changingalgorithms

45. - Manage client expectations by educating them
- Mixed SERPs are here to stay. Plan accordingly
- Intent, context, and relevance are the glue that connects KWs to topics
- Give the people what they want— think answers, not funnels
- BERT & E-A-T: Google is evolving, so should you
- Don’t chase production in your blog, focus on depth
- Don’t translate, localize
Quick recap
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Evolvingyourclient’scontentstrategywithever-changingalgorithms

46. Let’s talk about
Wix SEO
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@Idansigo
Evolvingyourclient’scontentstrategywithever-changingalgorithms