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Surprising Facts about Google and 2017 SEO
Scott True's presentation at the 2017 Performance Marketing Summit in Austin highlights the rapid evolution of SEO and Google search behavior, emphasizing the importance of creating high-quality, shareable content. With Google handling trillions of searches and a significant portion happening on mobile, the need for strong technical SEO practices is crucial. True advocates for a focus on unique ideas and meaningful engagement to succeed in the competitive online landscape.
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Surprising Facts about Google and 2017 SEO
- 1. PERFORMANCE MARKETING SUMMITAUSTIN 2017 Surprising Facts about Google and 2017 SEO By Scott Truehttps://www.slideshare.net/AustinSEO/seo-presentation-for-marketing-summit-2017
- 3. In that same5 seconds… 11.5 million searches were performed in Google 25% (2.88 million) of those searches returned a knowledge graph answer or box Over half (over 5.75 million) of those searches were on mobile 20% (1.15 million) of the mobile search were voice searches 2 reconsideration requests have been sent to Google Source: http://searchengineland.com/google-now-handles-2-999-trillion-searches-per-year-250247
- 4. Welcome to Surprising Factsabout Google and 2017 SEO By Scott True – Quick about me • Ran my own firm for several years focusing on small business SEO • Now I’m an SEO Consultant and Director of Business Development at Apogee Results Over the course of 8 years, I’ve seen what works for both small and big business
- 5. So what works… 1996 TODAYIN 2017 Total indexable HTML urls: 75.2306 Million Indexed Pages: 130 Trillion! …now that we have trillions of pages to stand out from?
- 6. Good Marketing! • StrongPurpose • Differentiated Value • Compelling Messaging • Reaching the right audience • Etc It’s kind of that simple!
- 7. “I believe peoplewho own their ideas Inspire the world” – Scott True
- 8. What’s this haveto do with SEO??? “I believe people who own their ideas Inspire the world” – Scott True
- 9. What’s this haveto do with SEO??? Everything!! “I believe people who own their ideas Inspire the world” – Scott True
- 10. “I believe peoplewho own their ideas Inspire the world” – Scott True Own Ideas Inspire Take responsibility Drive the initiative instead of outsourcing Differentiation Why Purpose When people like it, they link to it! This is what Search Engines want to show!
- 11. The reason whymost people don’t create and drive great ideas is because they’re too busy creating excuses!
- 12. The reason whymost people don’t create and drive great ideas is because they’re too busy creating excuses!
- 13. So let’s startfrom the beginning
- 14. The progression ofSearch
- 15. In the beginning,there was Keyword Density Early 90s – Pre Google
- 16. And then there wasPageRank by Google 1996
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- 18. This is whenmanipulation, as we know it today, started.
- 19. This is whenmanipulation, as we know it today, started. By the way, the rules have not changed! Google never wanted you to do these things!
- 20. What was importantin the late 90s Create Content that people will like and share Outreach Find keywords your audience is using Use them in the Title tag Meta description H1 Alt text URL Meta keywords For sustainable growth
- 21.
- 22. 1997 – Developmentof structured data begins Early 2000s – Keyword stuffing, Google removes sites from index 2003 Boston – more frequent crawling Cassandra – Google goes after hidden and disguised keyword links Domonic – Analyzed quality of backlinks 2004 Fritz – Daily crawling and indexing Supplemental Index – weeded out redundant, spam, and low quality content Florida – Importance on synonyms and supporting vocabulary throughout the page Austin – Targeted free for all pages Brandy - Latent Semantic Indexing and link relevancy (“neighborhoods”) RDFa 2005 – Microformats 2009 – Microdata 2011 – Google, Bing, and Yahoo develop schema.org Some Important Dates in the progression of Search
- 23. 1997 – Developmentof structured data begins Early 2000s – Keyword stuffing, Google removes sites from index 2003 Boston – more frequent crawling Cassandra – Google goes after hidden and disguised keyword links Domonic – Analyzed quality of backlinks 2004 Fritz – Daily crawling and indexing Supplemental Index – weeded out redundant, spam, and low quality content Florida – Importance on synonyms and supporting vocabulary throughout the page Austin – Targeted free for all pages Brandy - Latent Semantic Indexing and link relevancy (“neighborhoods”) RDFa 2005 – Microformats 2009 – Microdata 2011 – Google, Bing, and Yahoo develop schema.org Some Important Dates This is right about when I started paying attention
- 24. What I waspredicting in 2009 The Time Machine (2002) - IMDb
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- 27. Knowledge Graph Introduced in2012 Things, not strings As of 2012, its semantic network contained over 570 million objects and more than 18 billion facts
- 28. This had todo with quality Thin content Content farms ad heavy sites Picture from http://searchengineland.com/library/google/google-panda-update 2011
- 29. This had toso with spam Over-optimization keyword stuffing Bought links Picture from http://searchengineland.com/library/google/google-penguin-update 2012
- 30.
- 32. Image src: http://www.huffingtonpost.com/robert-d-atkinson-phd/5-myths-about-the-future-_b_10819602.html& https://www.seroundtable.com/google-rankbrain-new-ranking-signals-21797.html 2015
- 33. My prediction abouttomorrow The Time Machine (2002) - IMDb
- 34.
- 35.
- 36. Google’s missionis toorganizethe world’s information andmakeit universallyaccessibleanduseful.
- 37. As long asSearch Engines are trying to give the best result for your queries… there will always be the art of trying to be the best result for your queries… That’s SEO and aligning technicalities to assist the Search Engines in “seeing” the best… That’s technical SEO
- 38. On to somemore recent news…
- 39. Penguin is friendlier! Imagesrc: https://www.seroundtable.com/google-penguin-4-live-22737.html
- 41. Google Market Share 64to 75% of total Mark Share depending on what data you look at Desktop Market Share – 63.8% Mobile Market Share – 89%
- 42. Universal Search and Extended SearchData Source: http://pages.searchmetrics.com/Universal-Search-Thanks.html?aliId=15446888 Some Research Suggests: 56 Percent Of “On The Go” Searches Have Local Intent
- 43. Ok, so nowthat we’ve seen where the progression of Search What do we do now?
- 44. Create something worth sharingand align your technical SEO with it
- 45. Some take-aways Google isgetting extremely sophisticated, but we are still a long ways away from them being able to understand things like we do. In other words, being technical is still very important.
- 46.
- 47. The importance ofthe basics
- 48. What was importantin the late 90s Create Content that people will like and share Outreach Find keywords your audience is using Use them in the Title tag Meta description H1 Alt text URL Meta keywords For sustainable growth
- 49. What’s important in2017 Create Content that people will like and share Outreach Find keywords your audience is using Use them in the Title tag Meta description H1 Alt text URL Meta keywords For sustainable growth New! Mobile Friendly Fast web experience Develop for speed Consider AMP Structured data
- 50. Some tactical things Greatcontent – There is more competition, therefore the bar for quality is up! Choose a Focused Keyword for each page (A keyword can be a phrase) Title tag – About 65 characters. Use the keyword. Make it compelling Meta description – About 155 characters. Use the keyword. Make it a compelling. Headings and Subheadings (H1s and H2s) – Be creative. Use keywords when you can. Alt text – Use keywords when it makes sense. Good URLs – Keep them short and descriptive of what’s on the page.
- 51. More tactical things Blockless in robots.txt, not more Create an XML sitemap Verify on Google Search Console Set a preferred domain Submit sitemap and check indexation Get Google Analytics set up Make sure the site is mobile friendly Use Google’s Mobile Friendly Test Add structured data – at least to the business info Get listed in major directories Get on Google plus Use rel=“publisher” Use open graph Make sure there are a few good share buttons Design commenting to remove barriers Test for crawlability and indexability Reduce redundant taxonomies and content
- 52. Tools to helpyou out Structured Data Testing Tool https://search.google.com/structured-data/testing-tool/u/0/ Speed and Mobile Frindliness https://testmysite.thinkwithgoogle.com/ Crawlabillity http://www.browseo.net/ Google Fetch and Render https://www.google.com/webmasters/tools/googlebot-fetch?pli=1 Moz Chrome Extention (to check on page) https://chrome.google.com/webstore/detail/mozbar/eakacpaijcpapndcfffdgphdiccmpknp?hl= en To crawl your site: https://www.screamingfrog.co.uk/seo-spider/ Link Research http://www.linkresearchtools.com/ AMP Validator https://validator.ampproject.org/
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- 54. Some strategic take-aways 15 20 65 Category1 Category 2 Category 3 Series1 Technical Foundation On-Page SEO What the rest of the web says about you How Google Ranks your content
- 55. Some strategic take-aways Justbecause you have good content, doesn’t mean people will automagically find it right away. Content Creation - 85% Content Promotion - 15% Content Creation - 15% Content Promotion - 85% Do this! Don’t do this!
- 56. Some strategic take-aways ContentQuality vs Content Quantity Content Quality Content Quantity Don’t do this! Do this!
- 58. Optimize for Mobileand Speed Google Recommendations: Markup your content using structured data from schema.org Via JSON-LD: https://developers.google.com/search/docs/guides /intro-structured-data Optimize via responsive design: https://developers.google.com/webmasters/mobile -sites/
- 59. Optimize by creatinggreat content! 1. Provides a uniquely positive user experience through the user interface, visuals, layout, fonts, patterns, etc. 2. Delivers content that is some substantive combination of high-quality, trustworthy, useful, interesting, and remarkable 3. Is considerably different in scope and detail from other works on similar topics 4. Loads quickly and is usable on any device or browser 5. Creates an emotional response of awe, surprise, joy, anticipation, and/or admiration 6. Has achieved an impressive quantity of amplification (through shares on social networks and/or links) 7. Solves a problem or answers a question by providing comprehensive, accurate, exceptional information or resources. Source: Rand Fishkin’s 10X Content
- 60. Examples of GreatContent https://www.theatlantic.com/projects/inside-jobs/ http://mapinseconds.com/ http://www.city-data.com/city-compare/ http://www.nytimes.com/interactive/2017/travel/places-to-visit.html http://www.bbc.com/future/story/20150709-the-curious-truth-about-belly-button-fluff https://betterexplained.com/articles/an-interactive-guide-to-the-fourier-transform/ https://visualhunt.com/ http://www.seriouseats.com/2015/05/food-lab-how-to-grill-steak-cuts-of-steak-marbling-salting-charcoal-technique-resting-tips.html http://www.seriouseats.com/2014/11/the-truth-about-cast-iron.html http://ny.eater.com/maps/best-new-york-restaurants-38 http://www.patagonia.com/footprint.html https://imgur.com/gallery/mpUge https://www.typeform.com/blog/human-experience/cui/ Source: Rand Fishkin’s 10X Content
- 61. The bar forquality content is up, but… …it’s actually not that difficult to createThe Idea – That’s You!! Tons of great content writers Tons of great graphic designers Tons of great developers Start with the idea – Start with purpose
- 62. Own your idea Inspirethe World
- 63. PERFORMANCE MARKETING SUMMITAUSTIN 2017 Surprising Facts about Google and 2017 SEO By Scott True Twitter - @scott_true LinkedIn - linkedin.com/in/scotttrue/ scott@scotttrue.com Own your Idea – Inspire the World