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Quality Streak. Creating Sites That Google Wants To Eat Up. Nom.
We are all in this together now. If you want a site to rank and bring you revenue then you need to big looking at the bigger picture. A dive into Google's quality rater guidelines helps understand what we need to do to help sites rank better.
Quality Streak. Creating Sites That Google Wants To Eat Up. Nom.
- 4. Quality Streak: CreatingSites That Google Wants To Eat Right Up. Nom.
- 5. What Are WeAll After?
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- 9. Who Is GoingTo Help Us Drive That Traffic?
- 11. But...They Do SomeUpdates Don't They?
- 12. But....They Do SomeUpdates Don't They?
- 13. How Are GoogleDoing All This?
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- 17. What Do GoogleConsider “Quality”?
- 18. They Have TheQuality Rater Guidelines
- 20. We Are AllIntertwined
- 21. You Want AWebsite That Google Is Going To Love?
- 22. Then You HaveTo Create A Website That Users Are Going To Love
- 23. Who Helps MakeThis Happen?
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- 27. Copywriters And SocialMedia Managers
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- 29. Ask Yourself Can IDo All Of This On My Own?
- 30. Ask Yourself Can IDo All Of This On My Own? And Satisfy The Good Quality Raters?
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- 32. It Would DriveYou Crazy!
- 33. You Really ThinkSo? “Everybody thinks their website is above average.” Matt Cutts :// 2014
- 34. Hello, The IkeaEffect
- 36. But So… Many…Things…
- 37. Google Have BeenGiving Us Clues For Ages
- 38. Google Have BeenGiving Us Clues For Ages One Word. Repeated.
- 39. Google Have BeenGiving Us Clues For Ages One Word. Repeated. Quality.
- 40. Quality Content "One ofthe most important steps in improving your site's ranking in Google search results is to ensure that it contains plenty of rich information that includes relevant keywords, used appropriately, that indicate the subject matter of your content." Google :// Every year since the dawn of time (https://support.google.com/webmasters/answer/66361?hl=en)
- 41. Quality Websites "The mainthing is that people should avoid looking for shortcuts. In competitive market areas there has always been a need to figure out how to differentiate yourself, and nothing has changed today. Think about how you can create compelling content or a compelling experience for users." Matt Cutts :// 2012 (https://www.stonetemple.com/matt-cutts-and-eric-talk-about-what-makes-a-quality-site/)
- 42. I Miss MattCutts
- 45. Google Has ToldUs What To Do
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- 48. Apologies For SomeBullet Points Coming Up
- 49. Apologies For SomeBullet Points Coming Up
- 50. YMYL: Your MoneyOr Your Life
- 51. Google Search Quality Guidelines,Section 2.3 These are the pages that Google hold to a high standard because they can impact a persons life. • Shopping or financial transaction pages • Pages that offer financial information, for example, investment or tax information • Pages that offer medical information about specific diseases or conditions or mental health • Pages that offer legal information about topics like child support, divorce, creating a will, becoming a citizen, etc. • Any page that has the potential to be dangerous or detrimental if it possessed low levels of E-A-T (car repair and maintenance, for example)
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- 53. 2011 - 2014Rel=author RIP
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- 59. Trusted Sites • Asecure site free from issues and errors • Well-cited on trusted niche sites • Expertise on an author and site level
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- 64. Google Search Quality Guidelines,Section 3.1 - 4.1 • Enough main content (MC): content should be ample enough to satisfy the needs of a user for a page’s unique topic and purpose (broad topics require more information than narrow topics, for example) • The page and its associated content is expert, authoritative, and trustworthy for the topic they discuss • The website has a positive reputation for its page topics • The website features enough auxiliary information, for example, “About us,” “Contact,” or “Customer Service” information • The website features supplementary content (SC) that enhances the user’s enjoyment and experience of a web page • The page is designed in a functional fashion that allows users to easily locate the information they want • The website is maintained and edited regularly and frequently
- 65. Let’s Review AndGet Actionable
- 66. Let’s Review AndGet Actionable
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- 80. Satisfy The NeedsOf A User For A Page’s Unique Topic And Purpose
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- 89. Look At SERPFeatures
- 90. Look At SERPFeatures https://www.semrush.com/features/organic-research/
- 91. Look At SERPFeatures https://www.semrush.com/blog/win-serp-features-with-semrush/
- 92. Website Features Supplementary Content(SC) That Enhances The User’s Enjoyment And Experience
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- 97. Hotjar – IncomingFeedback https://www.hotjar.com/
- 98. Website Is MaintainedAnd Edited Regularly And Frequently
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- 109. Do One ThingAnd Move On To The Next
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- 111. Move To TheNext Level https://www.flickr.com/photos/southbeachcars/19361964440
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- 113. Move To TheNext Level https://www.flickr.com/photos/southbeachcars/19361964440
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- 115. Move To TheNext Level https://www.flickr.com/photos/southbeachcars/19361964440
- 116. This Is MarginalGains Shit
- 117. This Is MarginalGains Shit We Have Covered This Before
- 118. This Is MarginalGains Shit We Have Covered This Before http://boom.tips/marginal-hot- dogs
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Editor's Notes
- #6 Why are we here today? Gain knowledge and learn something? Make some industry friends? Get some free food? We all work in digital and we are working towards the same goals – or at least we should be. What are those goals?
- #7 We want more traffic. We have different ways, different strategies, different tactics. But we all want our websites to succeed.
- #8 And what does more traffic lead to? More revenue. Our ultimate goal. We can of course make more revenue from the same traffic with CRO – but you need the traffic for that. We have different ways, different strategies, different tactics. Bit we all want our websites to succeed.
- #9 This digital thing seems complicated right? Or so it seems. Lets see if we can some pretty complicated stuff and simplify it in about 100 slides and 20 minutes. Not possible!
- #10 So…
- #11 Google
- #12 Pandsa, Penguins, Hawks. They do a few.
- #13 This came from Pedro Dias (ex Google search quality and webspam team, now SEO ;)) Unfair advantage. Never mind. He has been grabbing this data form hangouts and other sources - this is not official.
- #14 Surely it isnt possible? How is it scaled?
- #15 Well without going into to much detail they get human opinion and then use machine learning to roll their thoughts and opinions into the algorithm.
- #16 These are the quality raters. The raters look as the search results. The raters rate. The sites they rate well are deemed the ones that people want to see in their search results. Over simplified there by the way ;)
- #18 Based on what Google thinks (knows?) people are looking for.
- #19 Based on what Google thinks (knows?) people are looking for.
- #20 These are the quality rater guidelines. Leaked pretty much 2 years ago to the day. There has been a condensed version around since 2013 but they never released the full ones until the leak happened. We will come on to this later.
- #21 All our disciplines are intertwined nowadays. SEO, Content, Design, Development, PPC, Social. All of them. No matter what anyone else says. There are people that will fight their corner. There was a massive debate last year (again) about technical SEO being dead. Obviously bullshit. In the summer the golden age of UX was deemed to be over. There are loads of CRO is dead posts out there. Instead of proclaiming another part of the industry to be dead lets figure out a way to work together.
- #23 And want to use. And want to come back. And use again.
- #25 Web developers, web designers, social media managers, ppc managers and practitioners, seo managers, copywriters, community managers, ecommerce managers, crm managers, email marketing managers, link builders, content editors, creative directors, ux managers....
- #26 Web developers, web designers, social media managers, ppc managers and practitioners, seo managers, copywriters, community managers, ecommerce managers, crm managers, email marketing managers, link builders, content editors, creative directors, ux managers....
- #27 Web developers, web designers, social media managers, ppc managers and practitioners, seo managers, copywriters, community managers, ecommerce managers, crm managers, email marketing managers, link builders, content editors, creative directors, ux managers....
- #28 Web developers, web designers, social media managers, ppc managers and practitioners, seo managers, copywriters, community managers, ecommerce managers, crm managers, email marketing managers, link builders, content editors, creative directors, ux managers....
- #29 Web developers, web designers, social media managers, ppc managers and practitioners, seo managers, copywriters, community managers, ecommerce managers, crm managers, email marketing managers, link builders, content editors, creative directors, ux managers....
- #32 It’ll drive you crazy
- #33 Drive you crazy trying to learn everything. Is not possible. Add into that our own cognitive bias.
- #35 The IKEA effect is a cognitive bias in which consumers place a disproportionately high value on products they partially created. https://en.wikipedia.org/wiki/IKEA_effect Don't fall into this trap. You need a lot of specialists to create a truly great website. Just don't let too many cooks spoil the broth. You still need leaders.
- #36 The IKEA effect is a cognitive bias in which consumers place a disproportionately high value on products they partially created. https://en.wikipedia.org/wiki/IKEA_effect Don't fall into this trap. You need a lot of specialists to create a truly great website. Just don't let too many cooks spoil the broth. You still need leaders.
- #37 But so many parts. So many things to think about. Can it be simpler? Should it be simpler?
- #46 Google has even told us straight out what to do. Its out there. Quality Rater Guidelines
- #47 The quality rater guidelines. Do you really wanna read these? Do you have time? Nope. Of course you don't. So here we go.
- #49 I think it was Rand Fishkin that said that Bullet points kill kittens. But sometimes you need a few bullet points.
- #50 Also I think you will find it is bullets that do the killing not bullet points.
- #52 (shortened version via https://www.semrush.com/blog/eat-and-ymyl-new-google-search-guidelines-acronyms-of-quality-content/ :// Julia Spence McCoy ) If low quality “potentially negatively impact users’ happiness, health, or wealth,” then Google doesn't want to rank them.
- #53 If you have experts in your business, people trusted in your industry then you need associated with and writing for your site. You don't think Google can work this out?
- #54 3 year experiment in which Google tried to get us to mark up our pages with author information. Most people didn't and a lot of people that did… did it wrong. A failed experiment? Or did Google use the authorship tagging as a way to train their algorithms? Once it was working they turned them off?
- #56 It's a ghost town
- #57 Google +’s best feature – you could see how people shared your content over time and how it spread. Google was figuring out the connections between people. You could also summise that it was working on finding out who the influencers were or at least figuring how influencer profiles might look. Machine Learning anyone?
- #58 That’s dead now. Or at least publicly ;) I'm not saying any of this is true. I'm just playing Devils advocate.
- #59 If your site wants to compete in YMYL areas then you need to play ball. Your site needs to be secure, the information you provide needs to legit, you need to be trusted and well referenced in your industry.
- #60 If your site wants to compete in YMYL areas then you need to play ball. Your site needs to be secure, the information you provide needs to legit, you need to be trusted and well referenced in your industry.
- #65 (shortened version via https://www.semrush.com/blog/eat-and-ymyl-new-google-search-guidelines-acronyms-of-quality-content/ :// Julia Spence McCoy )
- #68 What is enough? What is quality? Look at the sites that rank and see what they have. We don't wanna be doing this by hand though. Words, readibility, topics, traffic
- #69 Build a bespoke report
- #70 Build a bespoke report
- #71 Build a bespoke report
- #72 Build a bespoke report
- #73 Build a bespoke report
- #74 Build a bespoke report
- #75 Build a bespoke report
- #76 Build a bespoke report
- #77 Check for duplicate content
- #78 Check for duplicate content
- #79 Check for duplicate content
- #80 It's the best tool you have apart from your noggin.
- #81 People and search engines
- #84 Topic Tool
- #85 Topic Tool
- #86 Topic Tool
- #87 Build a bespoke report
- #88 Build a bespoke report
- #89 Build a bespoke report
- #90 Build a bespoke report
- #91 Build a bespoke report
- #92 Build a bespoke report
- #93 Page is designed in a functional fashion that allows users to easily locate the information they want
- #94 Check out the depth of key pages
- #95 Check out the depth of key pages
- #96 Check out the depth of key pages
- #98 You can also do polls and surveys – get the information direct from the people on your site.
- #103 Check out the depth of key pages
- #105 Website uptime and performance monitoring
- #106 Website uptime and performance monitoring
- #107 Website uptime and performance monitoring
- #108 Website uptime and performance monitoring
- #109 Website uptime and performance monitoring