Get practical advice from SEO experts: Georgie Kemp, SEO Executive at Impression and Maria Silvia Sanna, Digital Marketing Specialist at WordLift. In this short ~20 minute talk they present bite-sized actionable search engine optimisation tips about SEO content strategy, page optimization, entities and much more. These talks were offered free to the SEO community working from home during the coronavirus pandemic in Spring/Summer 2020. Watch a recording of the stream to go with these slides here: https://youtu.be/PO-_dEmuu54 Visit https://www.authoritas.com for more SEO advice and SEO tools and data to help you drive more organic traffic to your ecommerce stores.

2. Is Voice Search Here to Stay? It is now 2020
● Georgie Kemp
● Silvia Sanna
AUTHORITAS
● Carrie Shepherd - Marketing Executive
● SEO Jo Blogs - Growth Marketer

3. Georgie Kemp
SEO Executive, Impression
● SEO Executive at Impression
● Heads up Impression’s CSR initiatives
● Experience in more traditional marketing tactics,
working at Bumble
● Currently UK Marketing Lead for Find The Masks
● Fascinated with the capabilities of conversational AI
● Loves ‘attempting’ to snowboard
@GeorgieKemp8

4. Maria Silvia Sanna
Digital Marketer
● Digital Marketing Specialist at WordLift
● Silvia has a 13-year experience and covered
different roles in digital marketing and
communication
● She is now focusing on content marketing
● Works at the intersection between content, SEO
and AI
● Lives and works in Rome
● Loves to expand her life by reading books,
traveling and running after her toddler. 😅
@cupofbrain

5. 2020 Expectation
@GeorgieKemp8

6. @GeorgieKemp8

7. Vs Reality
@GeorgieKemp8

8. First Movers In The Market
@GeorgieKemp8

9. Top Tips from Georgie
Tip 1: Content strategies are like onions & cakes, they *should* have layers
● The way users are searching is arguably altering and assistants shift how
some consumers are gaining information
● BERT Core Google Algorithm
● Semantic searches
● More of a focus on trustworthy, authoritative and relevant content
@GeorgieKemp8

10. Tip 1: Content strategies are like onions & cakes, they *should* have layers
● Varied content lengths are
essential
● Shorter & longer-tail
● Consider different stages of the
conversion funnel
● Target your audience throughout
every touchpoint of their journey
Content Category Content Type
Informational How-to guides, thorough guides that provide an
overview of a topic
Navigational Users looking for a specific landing page, increased
targeting to increase the UX
Commercial Where a user is looking for more information before
they purchase, e.g. product descriptions, FAQ pages,
location-based
Transactional Most likely purchasing a product or service, videos,
comparisons or product stories
@GeorgieKemp8

11. Top Tips From Georgie
Localised search and hyper locality
● “Near me” searches
● 75% of smartphone users expect
immediate information (Think With Google, 2019)
● Semantic search & user location
● COVID-19 Impact
@GeorgieKemp8
Tip 2: Don’t neglect the customers on your doorstep

12. Tip 2: Don’t neglect the customers on your doorstep
Localised search and hyper locality
● Optimise local pages for location specific
keywords
● Continually update your Google My Business
profiles
● Include local business structure data
@GeorgieKemp8

13. Top Tips from Maria
In 1996 Bill Gates wrote “Content is King” — then follow its law
1. Don’t think in terms of pages, think in terms of entities
2. Structure your content building your own content model
— and stick with that
3. Experiment new formats starting from your content
wealth 💎

14. An entity is something that has properties and relationships with other
things. With schema.org markup you can help search engines better
understand your content.
Tip 1: Don’t think in terms of pages,
think in terms of entities

15. And… you can build Actions upon some entity types such as recipes,
how-tos, news articles and podcasts.
Tip 1: Don’t think in terms of pages,
think in terms of entities

16. Moving from building pages to creating structured data helps us create
relationships between entities that matter.
For example connecting all information related to a course or a
webinar across multiple pages can be strategic to stand out on Google
search and is the best way to answer to the user intents we focus on.
Tip 1: Don’t think in terms of pages,
think in terms of entities

17. Content modeling is the law that underlies your content. Structuring
the content of your website allows you to reuse it and match different
search intents.
Tip 2: Structure your content building
your own content model — and stick
with that
Course
<Course>
Publisher
<Organization>
image
Metadata Pillar Content Cluster Content
<Thing>
<CreativeWork>
<...>
Instructor
<Person>
<Type> (Thing, Product, …)
property (name, url, …)

18. The content model of the
WordLift Academy allows us to
repurpose our content in
different formats. Recently,
we’ve joined Google’s Mini
Apps Early Access Pilot.
Tip 3: Experiment new formats starting from your
content wealth

19. Tip 3: Experiment new formats starting from your
content wealth
● Currently working in English only;
ready to move to Italian as next
step
● We are using refinements for
“WordLift courses” and “WordLift
courses on $entity”
● Two main parameters: $instructor
and $entity.

20. Tip 3: Experiment new formats starting from your
content wealth
As the pilot has been shut down due to COVID-19, you won’t see it on
the SERP anytime soon. 😭 But… we’ll use the same structure to build an
Assistant App for Google. 🗣
🌟 What’s the take-away? Formats may change and evolve,
experiments come and go… but a strong content model allows you to
reuse your content in different environments. 🌟

21. Thank you - over to Q and A
● Great tips from 2 experts
● Georgie Kemp - @GeorgieKemp8
● Maria Silvia Sanna - @cupofbrain

22. “Knowledge Panels and GMB"
● Jason Barnard
● Andrea Volpini
● Paige Hobart
Tuesday 26th May 2020 @ 4 p.m. SEO Advice, tea and cake with...