eBusiness Club What’s New In Search 2015...• Google RankBrain • Autocomplete & Keyword...
Transcript of eBusiness Club What’s New In Search 2015...• Google RankBrain • Autocomplete & Keyword...
eBusiness Club
What’s New In Search 2015Ian LockwoodBoom Online Marketing@ianlockwood
Agenda
• The Search Market• Google RankBrain• Autocomplete & Keyword Research• SERP Changes• Penguin & Panda• Search Console & AJAX Crawling• Mobile Search• Bing Updates• New AdWords Features
Google Is 17
Search Market Share
Yahoogle
• But not in Europe
Google RankBrain
• Machine-learning artificial intelligencesystem to process search results
• Third most important signal in algorithm• Interprets queries to find best results
• “Things not strings”• Increasingly less important to worry about
matching exact keywords• More important to have pages that answer
questions and cover topics in-depth
Word Vectors
Death Of Autocomplete API
Answerthepublic.com
http://keywordtool.io
Local SERP Change
Local Ranking Factors
• Results now focused more on user’slocation than centre of general area
• Google+ no longer linked• Links and citation quality more important• User behaviour (e.g. click through)
increasingly important
• moz.com/local-search-ranking-factors
Tweets In SERPs
Devaluing Organic SERPs?
?
£
Hacked Spam
• Affects ~5%• Fewer results
Penguin Update Soon
John Mueller, Google
Hopefully by the end of the year
Should bereal-time
Panda Ongoing
• Panda 4.2 released July 18th
• “Slow rollout over several months”
• Affects different pages at different times
• Talk of activity on 14th August & 14th/15th
October
AJAX Crawling Deprecated
www.bpjewellery.com/#!about/c1enr
AJAX Crawling
www.bpjewellery.com/?_escaped_fragment=about/c1enr
Don’t Block CSS & Javascript
Blocked Resources
/Includes/JS/site.js
Fetch & Render As Google
WMT = Search Console
Mobile Friendly Test
www.google.co.uk/webmasters/tools/mobile-friendly/
Mobile App Interstitials Not Mobile-Friendly
• Use Smart Banners (iOS)or Native App InstallBanners (Android)
• App indexing muchimproved
• https://developers.google.com/app-indexing/
Mobile Stats
• More than 50% of searching on Google isnow from mobiles in many countries
• 40% of Google mobile search resultscontain apps within the top 5 places
• Time spent per day on mobiles is nowlonger than on desktops/laptops
What About Bing?
• Moving to encrypted results• More (not provided) in Analytics
• Showing “mobile-friendly” label• Same criteria as Google
• App content in search• Uses App Links standard (applinks.org)
Bing Shopping
New AdWords Features
• Shopping Remarketing Lists• Customer Match• Structured Snippets
New AdWords Features
• Automated Shopping Extensions
• Target ROAS Bidding
• “Purchase On Google” is coming
SEO Advice
• Check crawling & rendering• Mobile isn’t going away!
• Basic on-page optimisation• Deep content
• Make your site a destination• Find keywords & topics people search for
• Create & promote content people want• Keep an eye on your link profile