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What's New in SEO - June 2017
The document discusses recent updates in SEO as of June 2017, highlighting changes such as the closure of DMOZ, updates to Google’s policies on virtual office listings, and the rise of accelerated mobile pages (AMP). It also covers the increasing importance of local SEO, featured snippets, and voice search, while emphasizing the need for quality content and fast-loading websites. Key future trends include natural language processing and increased mobile searches that necessitate optimization for evolving search behaviors.
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What's New in SEO - June 2017
- 1. What’s new inSEO? June 2017 Aaron Dicks M D I M P R E S S I O N hello@impression.co.uk
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- 3. hello@impression.co.uk Who knows (roughly)how a search engine works?
- 4. First, how asearch engine works Three key functions Crawl Index Rank hello@impression.co.uk
- 5. 1. Crawler ● How? ●Best pages are crawlable ● Block access to resources? ● Load speed is critical for users and search engine crawlers alike ● Crawl budget ● Encryption -- security hello@impression.co.uk
- 6. 2. Indexer ● Oncecrawled/discovered - pages are indexed ● Test whether your site is indexed in a couple of ways ○ Cached page or site: operator ● Confirm Google has all the content indexed ● Indexes pages based on topics and keywords for later searches hello@impression.co.uk
- 7. 3. Ranker hello@impression.co.uk ● Apage will only rank well ○ if it has lots of inbound links ○ and if it has great content ○ and it’s part of a great website that Google can understand ● Outcomes ○ Rankings on Google.co.uk ○ traffic in Google Analytics ○ Sales in ERP & leads in your CRM
- 8. hello@impression.co.uk Today I’ll becovering… ➔What’s new in SEO ➔What the future of search looks like* *maybe
- 9. 1. DMOZ hasclosed and Google no longer uses its data hello@impression.co.uk ● DMOZ closed in March ● Google used to rely on snippets of information for page descriptions, but no longer does Outcome: website owners and marketers need to spend time crafting these ourselves
- 10. 2. Google updatedits terms around PO boxes and virtual offices hello@impression.co.uk No changes noticed just yet Outcome: Beware if you are trying to get map listings on Google with non- permanent addresses https://support.google.com/business/answer/3038177?hl=en&ref_topic=4540086#address
- 11. 3. Updates toAccelerated Mobile Pages hello@impression.co.uk ● AMP continuing to grow in popularity ● Original source now available via the paperclip link ● Tech so successful that it will soon power paid display ads on Google’s network
- 12. 4. Google DataStudio hello@impression.co.uk ● Free/beta limits removed earlier in the year ● More connections now available ● Growing in popularity for dashboard building
- 13. 5. Featured snippets hello@impression.co.uk ●Compelling stats → ●
- 14. 6. People alsoask hello@impression.co.uk
- 15. 6. People alsoask hello@impression.co.uk ● An output of Google’s machine learning ● Huge % of queries now triggering them ● Much more prevalent on mobile ● We can use tools to mine PAA question date for content generation purposes
- 16. 7. “near me” hello@impression.co.uk ●Not recent, but constant growth to be aware of ● Local businesses need to be considering Local SEO and citation building ● ‘Best” “near me” → Google reviews are important too! Since 2011, Google reports a 3400% rise in searches containing “near me”. 80% of these searches come from mobile devices
- 17. 8. Limited rankingfluctuations hello@impression.co.uk ● Pattern we’ve noticed over the past couple of months or so ● Reports of ranking algorithm changes, some sites report to be hit negatively by the algorithm ● Appears to be based on automated/poor quality link building ○ 2011 Panda v1. 2012 Penguin v1. ● Google have blogged on Webmaster Central reminding us of quality guidelines
- 18. hello@impression.co.uk What the futureof search looks like* *maybe - Site speed - Walled garden publishing adoption - Natural language processing - Voice search - Image search
- 19. hello@impression.co.uk Site speed: alwayson the agenda https://blog.kissmetrics.com/loading-time/
- 20. hello@impression.co.uk Publishing tools adoption AMPdeserves second mention (there are alternatives, like Facebook instant articles, but not from an SEO point of view) Tech firms are pushing adoption of these platforms for speed gains AMP should solidify as a standard as more websites use the code markup, but it’s been slowly adopted to date.
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- 24. hello@impression.co.uk Google alone hasthese devices
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- 29. hello@impression.co.uk From 2017 onwards,we’ll see more changing habits to voice search
- 30. hello@impression.co.uk Google’s already gettingready for this
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- 33. hello@impression.co.uk 20% of searchalready comes from voice ...is your brand discoverable by voice-only search?
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- 35. hello@impression.co.uk Google is stilllooking for great, unique content
- 36. hello@impression.co.uk Unethical link building/ spamming is still seeing sites being demoted
- 37. hello@impression.co.uk Google’s investment intonatural language programming is meaning a more human search experience
- 38. hello@impression.co.uk Technical considerations, suchas having a lightning-fast website should be a top priority
- 39. hello@impression.co.uk Ensure your existingcontent is fully optimised in light of recent changes (the width of the results changed last year meaning more space)
- 40. hello@impression.co.uk Consider using GoogleAccelerated Mobile Pages if you have a large, popular blog/content hub
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