5 Modern Trends in SEO - Merkle Inc. · 5 Modern Trends in SEO Adam Audette - @audette CKO of...
Transcript of 5 Modern Trends in SEO - Merkle Inc. · 5 Modern Trends in SEO Adam Audette - @audette CKO of...
#MRKGsummit15 @MerkleRKG @MerkleRKG#MRKGsummit15
5 Modern Trends in SEO
Adam Audette - @audette
CKO of Merkle|RKG
#MRKGsummit15 @MerkleRKG
5 Things You Gotta’ Know
2
#MRKGsummit15 @MerkleRKG
5 Things in SEO
3
It’s the era of
dynamic sites
#MRKGsummit15 @MerkleRKG
5 Things in SEO
4
Something
happened in April
with mobile...
#MRKGsummit15 @MerkleRKG
5 Things in SEO
5
‘Phantom’ algo
updates are the
new normal
#MRKGsummit15 @MerkleRKG
5 Things in SEO
6
Your audience is
(almost)
everything
#MRKGsummit15 @MerkleRKG
5 Things in SEO
7
Focus people!
#MRKGsummit15 @MerkleRKG
It’s the era of SEO for dynamic sites
8
9
Google crawls dynamic content
10
Google crawls dynamic content
Dynamically
inserted images
and content
11
Google crawls dynamic content
JavaScript links
and redirects
12
Google crawls dynamic content
Dynamically
inserted meta data
<head><title>NBA LIVE 15 - Features - EA SPORTS - Official Site</title>
<meta name="description" content="NBA LIVE features the best visuals in franchise history and 500+ gameplay improvements delivering a fluid, fun and authentic basketball experience.">
<link rel="canonical" href=“https://www.easports.com/nba-live/features" >
#MRKGsummit15 @MerkleRKG
We tested…
13
#MRKGsummit15 @MerkleRKG
The Era of Dynamic Sites and SEO
14
#MRKGsummit15 @MerkleRKG
The Era of Dynamic Sites and SEO
15
JS redirects
#MRKGsummit15 @MerkleRKG
The Era of Dynamic Sites and SEO
16
JS links
#MRKGsummit15 @MerkleRKG
The Era of Dynamic Sites and SEO
17
Dynamic
content
#MRKGsummit15 @MerkleRKG
We Published the Findings...
18
#MRKGsummit15 @MerkleRKG
... and Talked to Google
19
#MRKGsummit15 @MerkleRKG
Here’s What You Need To Know
20
1. JavaScript can be okay for Google
(including redirects)
#MRKGsummit15 @MerkleRKG
Here’s What You Need To Know
21
2. Other search engines are behind
(and so are Twitter and Facebook)
#MRKGsummit15 @MerkleRKG
Here’s What You Need To Know
22
3. The D.O.M. gets read by Google
(html source = 50% or less of the picture)
#MRKGsummit15 @MerkleRKG
It’s the era of mobile sites
23
#MRKGsummit15 @MerkleRKG
Mobile-geddon Was the Beginning
24
25
~69% of searches show different results
#MRKGsummit15 @MerkleRKG
Executing JS was for mobile, too
26
#MRKGsummit15 @MerkleRKG
Google: Mobile Passed Desktop
27
#MRKGsummit15 @MerkleRKG
But ya Gotta’ Get Signals Right
28
#MRKGsummit15 @MerkleRKG
Get Your Signals Right
29
#MRKGsummit15 @MerkleRKG
‘Phantom’ Updates are the New Normal
30
#MRKGsummit15 @MerkleRKG
‘Phantom’ Updates are the New Normal
31
#MRKGsummit15 @MerkleRKG
Did Penguin 3.0 Rollout May 9?
32
Industry reporting many traffic
changes
Hub Pages 20%+ traffic decline
Our teams are seeing some flux
#MRKGsummit15 @MerkleRKG
Phantom Updates
33
#MRKGsummit15 @MerkleRKG
Usually Our Clients Benefit
34
#MRKGsummit15 @MerkleRKG
Other’s Clients Do Not Benefit...
35
Good analysis:http://www.hmtweb.com/marketing-blog/phantom2-google-update-april-may-2015/
#MRKGsummit15 @MerkleRKG
Your Audience is (Almost) Everything
36
#MRKGsummit15 @MerkleRKG
The Two Pillars of SEO: Tech & Audience
37
Technical Audience
#MRKGsummit15 @MerkleRKG
The Two Pillars of SEO: Tech & Audience
38
Technical Audience
Search Engines Audience
Crawl space Search behavior
Duplication Workflows
Dynamic content Content topics
Site migrations KW research
Mobile serving Engagement
Int’l sites Conversion paths
#MRKGsummit15 @MerkleRKG
Use SKA – Strategic Keyword Analysis
#MRKGsummit15 @MerkleRKG
Use SKA – Strategic Keyword Analysis
KW Topics
Separate Data
Sources
Site Behaviors
Content Gaps
Query Mapping
#MRKGsummit15 @MerkleRKG
Use SKA – Strategic Keyword Analysis
KW Topics
Site Behaviors
Separate Data
Sources
Content Gaps
Query Mapping
Unique queries
Categorized by topic
With Search Volume
Mapped to Site Arch.
#MRKGsummit15 @MerkleRKG43
Workflow
Conversion
Paths
Top Entry Pages
Content Themes
Sources
Firmographics
Analytics
SKA
Search Behavior
Product types
Queries
Search Volume
#MRKGsummit15 @MerkleRKG
Smart Prioritization is the Key
44
#MRKGsummit15 @MerkleRKG
Focus Your Efforts!
45
#MRKGsummit15 @MerkleRKG
The Two Pillars of SEO: Tech & Audience
46
Technical Audience
#MRKGsummit15 @MerkleRKG
Thank You!
MerkleRKG.com | Merkleinc.com
Adam Audette - @audette
47