SEO for 2019 and Beyond - AGAMarCom
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This deck is about the changing face of SEO and was presented to the AGA (American Gas Association) during their AGAMarCom conference in March 2019 in Washington DC.
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SEO for 2019 and Beyond - AGAMarCom
- 1. SEO for 2019 and beyond © 2017 Verizon. This document is the property of Verizon and may not be used, modified or further distributed without Verizon’s written permission. Establishing a baseline for your brand
- 2. Charles Taylor SEO Manager – Verizon (VCM & VBM) • SEO since 2003 • “Search Nerd” • CharlesHTaylor on LinkedIn & Twitter • Google: “Charles Taylor SEO” 2
- 3. Agenda 1. Understanding SEO 2. The SERP landscape is changing 3. Adapting your site to change 4. Optimize beyond Google 3 @CharlesHTaylor #AGAMarCom
- 4. 4 @CharlesHTaylor #AGAMarCom Organic Google SERP* Search Query Knowledge Graph Paid Ads Organic Results *SERP = Search Engine Result Page
- 5. 5 4 Pillars of SEOs #AGAMarCom @CharlesHTaylor Accessibility Relevance Authority Quality Technical Issues Page Content Incoming Links User Metrics
- 6. 6 SEO Keyword Strategy #AGAMarCom @CharlesHTaylor Defend Disrupt Brand Non-Brand ConquestingBrand+
- 7. 7 It is getting more difficult Go ahead, try to find the organic listings… @CharlesHTaylor #AGAMarCom
- 8. 8 Rankings no longer matter Well, kind of … @CharlesHTaylor #AGAMarCom
- 9. 9 STOP! Traffic Thief Google wants to keep searchers on the SERPs @CharlesHTaylor #AGAMarCom *SERP = Search Engine Result Page
- 10. 10 Is SEO Dead (or Dying)? Are the good times over? Source: Search Engine Land @CharlesHTaylor #AGAMarCom
- 11. 11 We Are More Dependent on Search More and more, people rely on Google to answer questions, even ones you might think are obvious. Below is an example of the search trend for “What Year Is It”: #AGAMarCom Source: Google Trends
- 12. 12 It’s Not All Bad News If we “do SEO right” we can use these trends to our advantage. @CharlesHTaylor #AGAMarCom
- 13. 13 How Did We Do That? • Wrap question(s) in H1 or H2 Tags • Wrap concise & clear answer in <p> tags Example: <h1>Descriptive Page Headline</h1> <h2>First question goes here</h2> <p>Give a short, concise and clear answer in paragraph form. Make it useful to the users.</p> <h2>Second question goes here</h2> <p>For question 2, give a short, concise, and clear answer in paragraph form.</p> @CharlesHTaylor #AGAMarCom
- 14. 14 It’s Not All Bad News If we “do SEO right” we can use these trends to our advantage. #AGAMarCom
- 15. 15 How Did We Do That? • Wrap question(s) in H1 or H2 Tags • Wrap answer in <ol>/<li> tags Example: <h1>Here is where you can put the question</h1> <p>Give a short, concise and clear answer in paragraph form. Make it useful to the users.</p> <ol> <li>Step 1 – List first step</li> <li>Step 3 – List second step</li> <li>Step 3 – List third step</li> <li>Step 4 – List fourth step</li> <li>Step 5 – List fifth step</li> </ol> @CharlesHTaylor #AGAMarCom
- 16. 16 Keyword Research Tactics Google can be our friend… @CharlesHTaylor #AGAMarCom
- 17. 17 Keyword Research Tactics There are tools, of course… @CharlesHTaylor #AGAMarCom
- 18. 18 If We Can Train Searches Then, they will train Google… @CharlesHTaylor #AGAMarCom
- 19. 19 Optimize Beyond Google’s Reach Use your social platforms to find questions, train users and engage. @CharlesHTaylor #AGAMarCom
- 20. 20 Build Your Reputation BEFORE a Crisis Engage with happy customers and solicit feedback for social accounts. @CharlesHTaylor #AGAMarCom
- 21. To-Do List 1. The SERP landscape is changing, change with it. 2. Structure your pages so Google can better read your content. – Use Schema and Markup on your pages as well. 3. Research what people want to know about your brand. 4. Optimize beyond the reach of Google. 5. Develop search equity, before the crisis. 21 @CharlesHTaylor #AGAMarCom
- 22. Thank you.
Editor's Notes
- Organic traffic begins with a search. Free traffic, but…you can use it to find and influence the conversations people are having about your brand. Exciting time to be in SEO, everyone talking about bias, excess of bias but a lack of SEO.
- SEO is often seen as “magic”, but its simply a computer program. It’s not magic, its math. Often, SEOs focus on just one or two of these pillars but all 4 pillars are required to rank well. You need to start on the left when auditing a site or diagnosing a problem.
- It all begins with a keyword search. Start at the left and work towards the right.
- There are often no organic listings “above the fold”.
- You have to understand the SERP, not just your ranking.
- Google is scraping your site and placing that content on their site…it keep users off your site! You can see this as a risk or an opportunity.
- It wouldn’t be an SEO deck unless we talked about the “Death of SEO”. Search traffic is growing, and…
- Funny note, those peaks are not always Dec or Jan People and becoming more reliant on search engines to find even the most common answers. Plus with mobile devices and voice search I look up information more readily that I had in the past. Instant gratification.
- It’s not all bad news; if you capture those answer boxes it can drive even more traffic.
- Build your pages around questions and make it easy for Google to read both questions and answer.
- Here is another example of an answer box we got.
- Page structure is important. Try adding Microdata markup like Schema. It helps Google understand you at a deeper level and can make connections.
- Google is telling your what people are trying to find or learn…use that data!
- There are lots of free and paid tools out there to help you with keyword research. Ubersuggest.org, AnswerThePublic.com, SEMRush.com Ahrefs.com
- Leverage the power of your social connections. If you can train users to search for your brand then that will train Google’s algorithm.