SEO 2014- Future of SEO
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Transcript of SEO 2014- Future of SEO
Navneet Kaushal CEO PageTraffic
SEO in 2014
www.pagetraffic.com
Navneet Kaushal Founder & CEO of PageTraffic
13 Years of Digital Search MarkeDng experience
Editor www.pagetrafficbuzz.com
Expert author on WebProNews, Search Newz, Clickz, Social Media Today,
Search Engine Journal, Promo<onWorld, Business 2 Community , India Digital Review etc
Regularly quoted on ET Now, Zee News, SeaQle Times, Hindustan Times, Livemint, BenefitIT etc.
About PageTraffic Established in 2002
95 people strong, with offices in New Delhi, Noida, Mumbai, Chicago & London
Offers SEO, SMO, PPC, Link Building, Web Development services
More than 2500 clients worldwide
Winner of Red Herring Top 100 Asia Award 2011
WHO AM I?
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SERP Features In 2013, Google Introduced more search engine results page features than ever.
7-‐RESULTS SERPS
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10-‐RESULTS SERPS
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EVENT SITELINKS SERPS
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GOOGLE+ BRANDS SERPS
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PAID SHOPPING (LEFT) SERPS
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PAID SHOPPING (RIGHT) SERPS
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KNOWLEDGE GRAPH (KG) SERPS
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RELATED SEARCH CAROUSEL SERPS
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LOCAL CAROUSEL SERPS
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AUTHORSHIP THUMBNAIL SERPS
Star Ratings, Reviews & Price
Author Photo
Date of Publication
Video Snippet
RICH SNIPPETS AND SCHEMA MARKUP SERPS
What else is changing?
The Way We Consume InformaQon Has Changed
The Way We Communicate Has Changed
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• Hummingbird • Google Panda: 25+ updates • Google Penguin: 4 updates • Exact-‐Match Domain (EMD) Update • Page Layout: 2 updates • 7-‐Result SERPs • Link Warnings • Knowledge Graph • Venice • Other Monthly Updates: 390
Google is Constantly Changing
Audience Search Habits are Changing
Audience Search Habits are Changing
Shi^ in Balance is happening
Link Building
On-‐Page Basics
In 2008, SEO Was This
LINK BUILDING
UX
CONTENT STRATEGY
MOBILE
SITE SPEED
VIDEO ON-‐PAGE
SEO
CONTENT MARKETING
In 2014, SEO is This
Forget keywords as anchor texts
Build Links WITH Your Content to
Win.
Pick Content Type
Build Content With High Search Link Intent
KEYWORD “FACTS” KEYWORD “INFORMATION”
KEYWORD “DATA”
Learn the art of storytelling
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Promote
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How to Measure
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“Data” and not “Not Provided” Keywords will Decide the Success of your Online MarkeQng Strategy
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Expected to be 100% by this year end
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Stop whining and move forward!
• Conversion rate – By Landing Page
• But which phrase(s) – Drive traffic – Does the page generate conversations
Key Metric
Keywords Are Secondary
• Don’t worry about specific phrases • Think Landing Pages for organic instead
– Which ones are they? – Are these the landing pages you want?
• Do they lead to conversions?
– What can be done improve traffic to page
• Work backwards
Identify Key Landing • Examine landing pages in Analytics
Filter For Only Organic Search • Create a Filter or Segment (GA)
Build Likely Phrases • Keywords:
– Lasik, savings, cost, financing
• Likely Phrase – Cost of Lasik – Financing Lasik – Saving on Lasik
Use GWMT to Find Phrases
Use GWMT to Find Phrases
Opportunity?: Optimize for word “Surgery” on page
Extract Dominant Words
h^p://www.wordle.net/ or h^p://tagcrowd.com/
Repeat • Repeat for all landing pages to specific
keyword phrases (top 10 pages) • Compare:
– Engagement Rate – Conversion Rate
• Identify best landing page for Keywords
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Rise of Knowledge Graph and Schemas
How Does it Affect Sites? In a study of eight sites, 20MM impressions and 2MM clicks, when the Knowledge Graph showed up, average CTR for sites in the Top 5 Posi<ons of Google dropped from 13% to just 8%.
How Does it Affect Sites? In first posi<on, average CTR dropped from 22% to 12%.
But! When used correctly, the Knowledge Graph actually showed an overall increase in traffic for sites, even when those sites lost traffic on individual searches. Answers and panels (collaQons) hurt sites; the carousel and related links (collecQons and connecQons) can help sites.
Figh<ng Back So, how do you fight back against the Knowledge Graph? How do you use it to your advantage? • Wikipedia • Freebase • Colla<ng and Organizing your own informa<on.
Wikipedia & Freebase The Knowledge Graph’s primary source of textual, descrip<ve data is Wikipedia and Freebase
Freebase Freebase is an incredible database of nearly all the world’s info—unsurprisingly purchased by Google—that you can also edit. It does exactly what the Knowledge Graph needs: it shows the connecQons between different pieces of data.
Make sure those connecQons are correct—and that they include what you want. You can even connect data
to a site!
The Knowledge Graph also grabs data from one more very important source: your favorite social network, Google+! Connect you Google+ page, and Google will feature your latest G+ post for free!
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From PageRank to AuthorRank
Author Rank Author Rank is about fusing the web of people with the web of documents and creaDng a more savvy view of Internet influence.
Author Rank
Google Authorship Markup
Structured data markup using microdata from schema.org will be interpreted as authorship informa<on as well.
Start Building Author Rank
Author Rank & Search Rankings
Author Rank & Search Rankings “It’s just the case that that picture is just more likely to a^ract a^en<on. It’s just a li^le more likely to get the clicks, and you now, it’s almost like an indicator of trust…you could imagine that star<ng to affect rankings.”
Checklist to Improve Author Rank
Look interes<ng people, circle them
Start building visibility (and/or a rela<onship) with the authors and editors.
Update your blog regularly
Check your Google+ feed and interact.
Social authority influences rank
Both search engines a^empt to compute the authority and quality of an author and give that author's tweets preferen<al treatment
Hire/Engage W/ Writers Authoritative on a Subject on Google+
Build A Reusable, Authoritative Guest Author
It doesn’t ma^er if you have a footprint if you don’t suck.
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A Mashable survey in August 2013 revealed that 17.4 percent of global web traffic comes from mobile compared to 11.1 percent in the previous year.
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Start asking the right quesQon...
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How Do I Rank #1?
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What’s the best strategy to drive traffic to my site and convert it?
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Website: www.pagetraffic.com Email: [email protected] Twitter: @navneetkaushal Blog: www.pagetrafficbuzz.com Facebook: www.facebook.com/pagetraffic.in
THANK YOU!