Red Door Interactive

Jordan Kasteler, Senior SEO Manager

The Move to Secure SearchSecure Search & SEO

Agenda

About Me & Red Door Interactive

Google’s Move to Secure Search

How SEOs Have Adjusted

Methods, Strategies & Tool Solutions

Recap

 

About Me & Red Door Interactive

SEO since 2001

Author: A to Z: Social Media Marketing

Columnist at Marketing Land and others

International Speaker

Masters in Communication

@JordanKasteler

Founded in 2002

Full Service Marketing & Advertising

Agency

Offices in San Diego, Carlsbad, and Denver

Core Values: Inspire

Share

Evolve

Exceed

100% Jerk-Free

Google’s Move to Secure Search@JordanKasteler

• Thin & Low Quality Content• Long-Tail Keyword Abuse

• “What Should I Do if I Drop my Cell Phone in the Water?”

• “What Should I Do if I Drop my iPhone in the Water?”

• Why is water wet?• What makes water wet?• How water makes things wet.

Feb 2011

Google’s Move to Secure Search@JordanKasteler

Google’s Move to Secure Search

Intent vs Keywords

15% of daily keywords haven’t been seen before

What users mean versus what they say.

Content that people are interested in and serves a need. Not content

formulated around keywords.

@JordanKasteler

“People communicate with each other by conversation, not by typing keywords — and we’ve been hard at work to make Google understand and answer your questions more like people do.” – Amit Singhal, Head of Google Search

August 2013

Google’s Move to Secure Search@JordanKasteler

Sept 2013

Google’s Move to Secure Search@JordanKasteler

Why is Google encrypting searches?

Provides users with increased security as search becomes more

customizable.

Sets and continues to follow industry standards for security.

Industry professional speculation: Pushes marketers to rely more on

Google PPC for search optimization.

Think about keywords less and intent more.

How SEOs Have Adjusted Persona Development

Site Search

Landing Page Traffic & Engagement Analysis

Performance by device type, browser, OS, geography, demographic, interests

Conversion Optimization and Analysis (not always a website issue)

Grouping Keyword Buckets & Ranking Monitoring By:

Keyword Size: (Head, Torso, Longtail)

Topic

Buying Stage

Intent (transactional, informational, commercial investigation, navigational)

@JordanKasteler

How SEOs Have Adjusted - Landing Page Analysis@JordanKasteler

@JordanKasteler

Search Query Classification Funnel

Informational80% of search volume

Non-commercial, non-transaction-orientedExample: what is an XYZ?

Commercial Investigation10% of search volume

Research-oriented with implied conversion actionExample: XYZ vs ABC

Transactional10% of search volume

Explicit intent to complete a conversion actionExample: buy an XYZ

How SEOs Have Adjusted – Search Intent

@JordanKastelerHow SEOs Have Adjusted – Search Intent

@JordanKasteler

Keyword-Based Optimization

Optimization Action: Incorporate keyword “XYZ” into page copy and important on-page elements.

Intent-Based Optimization

Optimization Action: Identify the primary topics and questions users are looking to answer when searching for “XYZ” and create content to address the user’s needs on the targeted landing page.

How SEOs Have Adjusted – Search Intent

Methods, Strategies & Tool Solutions

Google & Bing Webmaster Tools

Top Queries & Pages (clicks/impressions)

Bright Edge DataCube

Site Search

Google AdWords

Paid & Organic Reports

RDI Brand vs Non-Brand Internal Predictive Analysis

@JordanKasteler

Tool: Google Webmaster Tools@JordanKasteler

Tool: BrightEdge Data Cube@JordanKasteler

Tool: Site Search@JordanKasteler

Tool: AdWords Paid & Organic Reports@JordanKasteler

Red Door Interactive Predictive Analysis@JordanKasteler

93.2% Brand

6.8% Non-Brand

Multi-Bernoulli distribution

Model

Keyword Distribution

ModelBehavior Model(landing pages,

visit #, etc)

Red Door Interactive Predictive Analysis@JordanKasteler

@JordanKasteler

Thank You!

jkasteler@reddoor.biz