1. The document discusses the key elements needed to compete in search engine optimization (SEO) in 2018, including modern SEO techniques, semantic search, the Google Knowledge Graph, structured data and schema, voice search, and mobile first indexing.
2. Semantic search aims to improve search accuracy by understanding a searcher's intent and how it relates to content and trends. The Knowledge Graph and structured data help search engines understand content like humans to provide richer search results.
3. Technical SEO has expanded and now must be considered throughout the entire website development process, including content, architecture, hosting, coding, audits, and ongoing maintenance.
Search Rediscovered: Adapting to the New World of Structured Data and SchemaRebecca Gill
In 2019 we don’t just compete with our peers in search. The knowledge Graph has arrived, and it is dominated by schema and structured data. Google is now a portal for search and our direct competition online.
Google has slowly migrated away from traditional search and pushed further into a world that is controlled by artificial intelligence and structured data. Few marketers have acknowledged this shift and adapted to Google’s usage of advanced SEO techniques.
While many marketers are starting to think about popular topics such as AI and voice search, they are missing the underlying code base that will help prepare them for the new world of digital marketing and search.
The search results page is evolving, and it is shifting even faster for certain types of queries. Will you be prepared?
Learning Objectives:
Learn the basic elements of schema and how Google uses structured data to better understand your website and how it relates to a user’s search queries.
Learn the action steps necessary to prepare your organization for schema identification, implementation, and validation.
In this presentation, we review the most important elements of setting up a Bing Webmasters Tool accounts. We also cover the details associated with reviewing data and error notifications.
Optimizing Your Website for AccessibilityRebecca Gill
Google is becoming more and more focused on website accessibility. It’s so important, that Google now includes information on accessibility within its development guide for website owners.
If Google cares about accessibility, this means website owners and bloggers need to too. In this presentation, Rebecca is joined by Carrie Dils, Founder of The Fearless Freelancer.
The two will explore common accessibility issues and explain what you can do to optimize your website for accessibility. They’ll break down these technical issues into everyday speak so you can learn what matters, what you should audit, and how you can fix issues.
While eCommerce SEO is very similar to regular SEO, there are a number of additional considerations to review when optimizing your online store for search. In this presentation we review some of the mot common issues and associated best practices.
We need to reorient our thinking about internet marketing, and more specifically, search engine optimization. Help Google find the best content to solve a user’s problem and you’ll win at SEO.
Being Green in a Changing World of Search Engine OptimizationRebecca Gill
This WordCamp Miami presentation will discuss both the how and why of SEO, as well as how it relates to business owners, bloggers, and WordPress developers.
SEO plugins are awesome tools within WordPress, but they are only a small part of a structured SEO process. To be successful in SEO, you have to go beyond basic content creation and WordPress plugins.
This discussion will review: key questions to ask, the importance of user intent and keyword selection, the benefits of site mapping, then wrap up with a review of on-page tactics and how they relate to popular SEO plugins.
WordCamp Ann Arbor: SEO Friendly Website ArchitectureRebecca Gill
In this presentation, we'll explore three SEO core tactics for creating a search engine friendly websites and blogs. We'll deep dive into setting up content silos, the pros, and cons of content depth, and superpowers found in internal links.
In this presentation, we review twelve areas of Google Analytics you might not be using. Topics include:
- Filters
- Real-time data
- Goals
- Annotations
- Dimensions
- Events
- Google Tag Manager
- Search Console integration
- Custom dashboards
- Scheduled reports
- Google Data Studio
- Mobile reporting
Learn what each topic is and why you might want to use them.
Search Rediscovered: Adapting to the New World of Structured Data and SchemaRebecca Gill
In 2019 we don’t just compete with our peers in search. The knowledge Graph has arrived, and it is dominated by schema and structured data. Google is now a portal for search and our direct competition online.
Google has slowly migrated away from traditional search and pushed further into a world that is controlled by artificial intelligence and structured data. Few marketers have acknowledged this shift and adapted to Google’s usage of advanced SEO techniques.
While many marketers are starting to think about popular topics such as AI and voice search, they are missing the underlying code base that will help prepare them for the new world of digital marketing and search.
The search results page is evolving, and it is shifting even faster for certain types of queries. Will you be prepared?
Learning Objectives:
Learn the basic elements of schema and how Google uses structured data to better understand your website and how it relates to a user’s search queries.
Learn the action steps necessary to prepare your organization for schema identification, implementation, and validation.
In this presentation, we review the most important elements of setting up a Bing Webmasters Tool accounts. We also cover the details associated with reviewing data and error notifications.
Optimizing Your Website for AccessibilityRebecca Gill
Google is becoming more and more focused on website accessibility. It’s so important, that Google now includes information on accessibility within its development guide for website owners.
If Google cares about accessibility, this means website owners and bloggers need to too. In this presentation, Rebecca is joined by Carrie Dils, Founder of The Fearless Freelancer.
The two will explore common accessibility issues and explain what you can do to optimize your website for accessibility. They’ll break down these technical issues into everyday speak so you can learn what matters, what you should audit, and how you can fix issues.
While eCommerce SEO is very similar to regular SEO, there are a number of additional considerations to review when optimizing your online store for search. In this presentation we review some of the mot common issues and associated best practices.
We need to reorient our thinking about internet marketing, and more specifically, search engine optimization. Help Google find the best content to solve a user’s problem and you’ll win at SEO.
Being Green in a Changing World of Search Engine OptimizationRebecca Gill
This WordCamp Miami presentation will discuss both the how and why of SEO, as well as how it relates to business owners, bloggers, and WordPress developers.
SEO plugins are awesome tools within WordPress, but they are only a small part of a structured SEO process. To be successful in SEO, you have to go beyond basic content creation and WordPress plugins.
This discussion will review: key questions to ask, the importance of user intent and keyword selection, the benefits of site mapping, then wrap up with a review of on-page tactics and how they relate to popular SEO plugins.
WordCamp Ann Arbor: SEO Friendly Website ArchitectureRebecca Gill
In this presentation, we'll explore three SEO core tactics for creating a search engine friendly websites and blogs. We'll deep dive into setting up content silos, the pros, and cons of content depth, and superpowers found in internal links.
In this presentation, we review twelve areas of Google Analytics you might not be using. Topics include:
- Filters
- Real-time data
- Goals
- Annotations
- Dimensions
- Events
- Google Tag Manager
- Search Console integration
- Custom dashboards
- Scheduled reports
- Google Data Studio
- Mobile reporting
Learn what each topic is and why you might want to use them.
Off-page SEO (search engine optimization) is an important part of any SEO campaign. In this presentation we review the various techniques for off-page SEO.
Understanding User Intent and Content SilosRebecca Gill
This presentation explores the concepts of user intent and content silos, while also discussing how they impact search engine optimization (SEO) efforts.
Link Strategies: The Who, What, and Why of Link BuildingRebecca Gill
In this presentation, Rebecca Gill reviews core concepts and strategies for using link building in SEO efforts. She discusses the types of links available, the power of link juice, best practices for building backlinks, and warniings to be aware of when building links.
On-Page content optimization is an important part of website promotion and SEO. You have to go beyond content creation to truly garnish solid and long-term search traffic.
In this webinar we’ll explore the key areas of focus for properly optimization a website page, post, or product for search engine optimization.
Our presentation will cover keyword selection, titles, URLs, headings, content, images, meta definition and hyperlinks.
Solutions Before Development: Creating WordPress Products That Actually SellRebecca Gill
Originally presented at WordCamp Chicago in June of 2014.
This presentation discussed the process of successfully transitioning from selling WordPress services to digital products. It will span the development and sales process, which will cover key steps within concept creation, identifying a target market, product development, logistics, marketing strategy, sales, and ongoing support.
Turn Your WordPress Website into a Traffic Driving MachineRebecca Gill
Presented at WordCamp Grand Rapids in August of 2014
Did you build it and no one came? If your website isn't bringing in visitors like it should, browse through the slides of my educational session full of action items. In this presentation I walk through the ten top changes you can make to your WordPress website to begin driving traffic and converting visitors.
Driving internet marketing success via SEO requires a formula focused around research, planning, great content, and on-page optimization. In this presentation I talk about what really matters in SEO and the core steps for success.
Blogging for SEO doesn’t have to be boring and stale. In this webinar presentation Rebecca Gill talks about why blogging matters and what you can do to help posts rank in search,
Why Everyone Should be an Expert of 301 RedirectsRebecca Gill
A 301 redirect is a status code that tells search engines that a page or post has permanently moved to a new location. This process asks the search engine to transfer existing SEO value and redirect traffic.
It is a valuable part of modern SEO and every marketer or website owner should be aware of what it is, why it helps SEO, and how it should be used.
In this presentation, we cover all of those topics and look at some fun examples of 301 redirects in the wild.
Additional learning opportunities are available at:
https://www.web-savvy-marketing.com/mastermind/
https://www.diySEOcourses.com
https://www.SEObits.fm
https://facebook.com/groups/seolaunchpad/
This webinar will review what website owners should do when optimizing their website for local SEO. We’ll discuss the key factors for search engine optimization success and provide tips for optimizing a websites at the local level.
How to Create SEO Friendly Website ArchitectureRebecca Gill
In this presentation we tackle SEO tactics for creating a search engine friendly website architecture. In particular, we cover content silos, content depth, internal links, duplicate content, as well as category and tag usage.
Watch the video recording at: https://youtu.be/iToaUM9FzMk
This presentation will provide an actionable plan for setting the foundation of SEO best practices. We’ll walk through the steps critical to keyword research and site mapping.
How to Use SEO to Maximize Online Course SalesRebecca Gill
In this LearnDash webinar, we review best practices for optimizing online courses for SEO. Discussion topics include creating a solid process for search engine optimization, researching and selecting keywords, mapping keywords to content, and optimizing content for on-page SEO.
Presentation by Navneet Kaushal at SEMPO Chennai on 15th December 2011 on Global SEO Strategies and how to decide going about launching your sites/brands globally.
Social media has become an integral part of all marketing methods today. Whether you are a large corporation or a mom and pop store, social media can add to your bottom line and how. No wonder, it is seen as an intrinsic part of SEO efforts today.
Learn the best practices for social media optimization and how to optimize its impact towards improving your rankings.
Learn the new ways of SEO and getting rankings by building smart and better links which not only gets you rankings but also referral traffic. SEO which works in the age panda, penguin and hummingbird
Mumbai's Only Agency Based Digital Marketing Course
Learn SEO, Social Media, Website Development, Google Ads, Facebook,Email Marketing, PPC, Content writing and more.
35+ Modules with case studies. Fees 20,000/-.
https://www.dmla.in/
The art and science of improving a website's content, usability, keyword relevancy, and HTML to appear more prominently in search engine results is SEO.
Off-page SEO (search engine optimization) is an important part of any SEO campaign. In this presentation we review the various techniques for off-page SEO.
Understanding User Intent and Content SilosRebecca Gill
This presentation explores the concepts of user intent and content silos, while also discussing how they impact search engine optimization (SEO) efforts.
Link Strategies: The Who, What, and Why of Link BuildingRebecca Gill
In this presentation, Rebecca Gill reviews core concepts and strategies for using link building in SEO efforts. She discusses the types of links available, the power of link juice, best practices for building backlinks, and warniings to be aware of when building links.
On-Page content optimization is an important part of website promotion and SEO. You have to go beyond content creation to truly garnish solid and long-term search traffic.
In this webinar we’ll explore the key areas of focus for properly optimization a website page, post, or product for search engine optimization.
Our presentation will cover keyword selection, titles, URLs, headings, content, images, meta definition and hyperlinks.
Solutions Before Development: Creating WordPress Products That Actually SellRebecca Gill
Originally presented at WordCamp Chicago in June of 2014.
This presentation discussed the process of successfully transitioning from selling WordPress services to digital products. It will span the development and sales process, which will cover key steps within concept creation, identifying a target market, product development, logistics, marketing strategy, sales, and ongoing support.
Turn Your WordPress Website into a Traffic Driving MachineRebecca Gill
Presented at WordCamp Grand Rapids in August of 2014
Did you build it and no one came? If your website isn't bringing in visitors like it should, browse through the slides of my educational session full of action items. In this presentation I walk through the ten top changes you can make to your WordPress website to begin driving traffic and converting visitors.
Driving internet marketing success via SEO requires a formula focused around research, planning, great content, and on-page optimization. In this presentation I talk about what really matters in SEO and the core steps for success.
Blogging for SEO doesn’t have to be boring and stale. In this webinar presentation Rebecca Gill talks about why blogging matters and what you can do to help posts rank in search,
Why Everyone Should be an Expert of 301 RedirectsRebecca Gill
A 301 redirect is a status code that tells search engines that a page or post has permanently moved to a new location. This process asks the search engine to transfer existing SEO value and redirect traffic.
It is a valuable part of modern SEO and every marketer or website owner should be aware of what it is, why it helps SEO, and how it should be used.
In this presentation, we cover all of those topics and look at some fun examples of 301 redirects in the wild.
Additional learning opportunities are available at:
https://www.web-savvy-marketing.com/mastermind/
https://www.diySEOcourses.com
https://www.SEObits.fm
https://facebook.com/groups/seolaunchpad/
This webinar will review what website owners should do when optimizing their website for local SEO. We’ll discuss the key factors for search engine optimization success and provide tips for optimizing a websites at the local level.
How to Create SEO Friendly Website ArchitectureRebecca Gill
In this presentation we tackle SEO tactics for creating a search engine friendly website architecture. In particular, we cover content silos, content depth, internal links, duplicate content, as well as category and tag usage.
Watch the video recording at: https://youtu.be/iToaUM9FzMk
This presentation will provide an actionable plan for setting the foundation of SEO best practices. We’ll walk through the steps critical to keyword research and site mapping.
How to Use SEO to Maximize Online Course SalesRebecca Gill
In this LearnDash webinar, we review best practices for optimizing online courses for SEO. Discussion topics include creating a solid process for search engine optimization, researching and selecting keywords, mapping keywords to content, and optimizing content for on-page SEO.
Presentation by Navneet Kaushal at SEMPO Chennai on 15th December 2011 on Global SEO Strategies and how to decide going about launching your sites/brands globally.
Social media has become an integral part of all marketing methods today. Whether you are a large corporation or a mom and pop store, social media can add to your bottom line and how. No wonder, it is seen as an intrinsic part of SEO efforts today.
Learn the best practices for social media optimization and how to optimize its impact towards improving your rankings.
Learn the new ways of SEO and getting rankings by building smart and better links which not only gets you rankings but also referral traffic. SEO which works in the age panda, penguin and hummingbird
Mumbai's Only Agency Based Digital Marketing Course
Learn SEO, Social Media, Website Development, Google Ads, Facebook,Email Marketing, PPC, Content writing and more.
35+ Modules with case studies. Fees 20,000/-.
https://www.dmla.in/
The art and science of improving a website's content, usability, keyword relevancy, and HTML to appear more prominently in search engine results is SEO.
Structure Matters - Information Architecture for SEO and UXAscedia
Information architecture is increasingly important in all aspects of business. Search engines and users are placing the burden of information organization and structure on website owners and rewarding or penalizing brands according to their accessibility. From domain structure to sitemap hierarchy to page layout, content architecture can directly affect lead generation, website engagement and conversion rates. Not understanding best practices or performing diligent testing can quickly impede search engine rankings and user experience. Learn the necessary steps required to properly architect your website's content and data.
Structure Matters - Information Architecture for UX & ConversionsJackie Burhans
Presented at World Information Architecture Day, my presentation explores how the power of driving information has shifted from content creators to content consumers and how your message can reach your audience in a constantly changing digital landscape.
Google Hummingbird SEO Impacts - Techtalk Baby.com.brLuiz Almeida
Hummingbird is the new algorithm from Google. It will change the way people search and browse the web. With a more and more mobile internet, this update bring to Google even more possibilities to stay presents on our lives!
DAYTA's internal training for search engine optimization basics. Covers the basic of technical site needs, link building, content optimization, and rankbrain. Learn more: daytamarketing.com
Keeping Up with Google's Insane Pace of ChangeRand Fishkin
Rand Fishkin's presentation on how marketers can scale with the updates and shifts Google makes on a regular basis, and how to be successful with SEO in 2013.
A small SEO guide curated by the Endemaj Funds marketing department to guide SMEs and startups. To know more about Endemaj, visit https://endemajfunds.com/
SEO: New Generation Instrument of International MarketingMarkadabra
It’s hard to imagine a world without search engines. Even though they are only two decades old, search engines have given people superpowers with unlimited knowledge at their fingertips. And with this endless source of knowledge, many things in our lives have changed.
Search engines have changed how we discover information. They've changed how we connect with friends and family. And most importantly, they've changed how we look for goods and services. No longer are we waiting to stumble on an ad to realise we need something -- we're actively seeking out information online about products and services we want to buy.
So this slide is from my Marketing managemenent Master's couse, the part i presented and enjoyed learning all about SEO. The information on the slides are simplified edited. Enjoy.
Is the conflicting advice you are getting on SEO keeping you from success? Attending this session will help you get straight answers on the SEO issues keeping you from the top of the search engines.
This Book provides detail information about Search Engine Optimization. Search engine optimization (SEO) is the process of improving the quality and quantity of website traffic to a website or a web page from search engines.
https://www.brandveda.in
Similar to Modern SEO: What You Need to Compete in 2018 (20)
Improving your rank in search can start with the simple task of asking questions. This presentation explores the process of establishing keyword based personas.
Using a Business Plan to Move Your Alpaca Farm From Hobby to Revenue GeneratorRebecca Gill
What moves an alpaca farm from a hobby to a successful business? It’s the creation and execution of a business plan. Whether you’re a small, new farm or a large, existing farm, you should have a business plan that is reviewed and updated each year.
A good business plan is a living document that guides you through starting and managing your alpaca farm. The most successful farms use their business plan as a roadmap for how to structure, operate, and grow the alpaca business.
In this webinar, we’ll walk through the key components of an alpaca farm business plan. We’ll skip all the buzz words, and we’ll focus on the elements that really matter to alpaca owners. We’ll cover important details like defining who you sell to, planning out what you sell, deciding where you sell it, and learning how to proactively balance your alpaca herd and expenses to support your business objectives and revenue goals.
This webinar is presented by Rebecca Gill of Cotton Creek Farms in Northern Michigan. Rebecca’s experience includes 20+ years in sales and marketing and 10+ years launching and running small businesses.
This presentation was delivered to MOPACA in early 2021.
Schema can sound scary, but it doesn’t have to be. In this presentation, we’ll run through the basics of schema and chat about how you can apply it in key areas like products and local SEO.
Grab more free training at https://www.rebeccagill.com and https://www.ithemes.com.
YouTube SEO is easier than you think! It breaks down into basics like understanding the algorithm and then using those data points in video creation and upload.
In this presentation we review why video matters, cover YouTube’s algorithm, then proceed to optimization techniques that include selecting focused keywords, video files, video titles, video descriptions, video tags, and closed caption. We wrap up with the exploration of user engagement and how it alters video ranking.
Today’s SEO is more than settings in WordPress plugins. WordPress plugins are only tools in a much larger SEO process. Today’s SEO is about focusing on the user and answering the critical questions they have in their everyday life.
It’s about understanding website visitors, their pain points, and the information they need to be successful. Today’s SEO is about solving problems.
The more we focus on the visitor, the more opportunities we have to create a positive user experience, which in turn, satisfies Google and brings forth high ranking in SERPs.
This presentation will show you the right process for discovering what website visitors need, targeting these needs with keywords and content, and creating a positive user experience through high quality content.
Ranking in search and converting traffic is more than installing an SEO plugin into WordPress. It's about creating a positive experience for the visitor and solving everyday problems for your target demographic. In this presentation we chat about what really matters in today's world of search and how you can stand out.
Off-page SEO tactics are an important part of an over all search engine optimization effort. This presentation covers what you should and should not do to obtain success.
Technical SEO can be very overwhelming and intimating, but it doesn’t have to be. This presentation will walk through the core areas of technical SEO and present the data at a level of the average user. You won’t need a degree in coding to have some solid takeaways for improving your website and search ranking with a few technical tweaks.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
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
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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!
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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.
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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
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CONFUSED GOOGLE
o One word search
o Google cannot gather
user intent
o Results are mixed
between a person,
food, and a dictionary
result
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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
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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
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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.
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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”
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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
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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
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BRANDEXAMPLE
LOCALEXAMPLE
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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
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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
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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
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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
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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.
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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
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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
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Google Bot:
”Nice websites, but I don’t
understand much about
them or their content.”
30. WITH STRUCTURED DATA IN PLACE
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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
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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
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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
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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.
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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
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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
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
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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?
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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
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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
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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
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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
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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
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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
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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.
54. Twitter: @RebeccaGill
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