SEO 2017 - How to Dominate Search

NavneetKaushalCEOPageTraffic

How to Master SEO in 2017

�How SEO has changed!

COURTSEYE2MSolu/ons

Update WhenDidItHappen? WhatHappened?

MobileFirstIndex OctoberGooglepriori/sesit’smobileindexoverit’sdesktopversion.Conduc/ngmorefrequentindexupdates&rewardingquickloading,‘mobilefriendly’siteswithimprovedorganicvisibility.

AcceleratedMobilePages FebruaryTheAcceleratedMobilePages(AMP)byGoogle&TwiQer,allowsdeveloperstocreaterapidlyloadingwebpagesformobilesearchusers,dras/callyimpac/ngmobilesearchspace.

GoogleRankBrain JuneGoogleimprovedit’ssearchalgorithmbylearningtheintentbehindauserssearch.Throughmachine-learningAI,aenhancedlearningsystemcalled‘RankBrain’wasborn.

GooglePenguin4.0 SeptemberThelatestitera/onofthePenguinupdatebecomesreal/meandacoreelementofGoogle’ssearchalgorithm.(NBTarge/ngwebsiteswithpoorqualitylinksandpenalisingaccordingly)

RemovalAdWordsRightAds FebruaryGoogleremoveditsSEMaddsfromtherighthandsideofsearchresultsandexpandingtop/boQomplacements.Thispushedorganiclis/ngsfurtherdownthesearchresultspage.

What’snewwithGoogle?

Mobile

Titlelength•  Desktop=~70characterswithspaces•  Mobile=~55characterswithspaces

Content

Pandaupdate•  Addressesduplicatecontentandthincontent

•  Veryimportanttoremoveduplicatecontentfromasite

•  Now“regularly”runs•  AccordingtoGaryIllyesatGoogle,everyfewweeks

Penguinupdates•  Penguinfocusedonlinkspam•  “Anylinksintendedto

manipulatePageRankorasite'srankinginGooglesearchresultsmaybeconsideredpartofalinkschemeandaviola/onofGoogle’sWebmasterGuidelines.Thisincludesanybehaviorthatmanipulateslinkstoyoursite.”

•  LASTUPDATED9/23/2016!–  Previousupdatewas10/17/14

GooglePossumupdate?•  ReleasedinearlySeptember•  Seemstofocusonlocalresults

Whatyouneedtodo•  Ifyouhavemul/pleoffices/loca/ons,besuretoentereachaddressforthatloca/on– Don’tjustdefaulttousingonemainaddressoracorporateaddress/phone

Technicalissues

SocialFactors

Socialisnotarankingfactor

Whattoaudit?•  Technicalissues•  Links•  Content•  Analy/cs

Capitalizeonyourhardworkinseo!•  Retarge/ng

–  Putcodeonyoursitetoday!–  Youcan’tbuildtheseaudiencesretroac/vely

•  Plamorms–  GoogleAdWords–  GoogleAnaly/cs–  BingAds

•  Manycookieslastatleast180days

›  Facebook ›  Twitter ›  Pinterest

THEGOALSOFSEARCHENGINESSTILLREMAINSTHESAME.

BUT…

SEARCHENGINESARE

IT’SHARDERTOMANIPULATERESULTS

ANDTHEFOCUSNOWISONBEINGTHEQUALITYRESULT.

SO,SEOSHAVEHADTOCOMEALONGWAY

FROM…

TO….

A big majority of SEOs were BUYING links Some SEOs were still doing directories A few were doing article marketing, but badly..

So Creating Good Quality articles WORKED

FCUK�SEO

by early 2014…..

Most SEOs were knee deep trying to resolve penalties The black hats were now charging for removing the links that they sold you the year before ;) By now everyone was desperately jumping on the content marketing bandwagon…..

2011 2012 2013 2014 2015

Yes you could:

1. Write an article2. Spin it (several versions of same article)3. Buy placements on shitty blogs that no one reads

Well done. That is very difficult.

….unless you wantto be “eaten” by apenguin

TO2017SEOESSENTIALS

Next Gen: SEO BASICS

Thereare4goalstoallSearchMarkeDng GeFngFound–SearchEngineOpDmizaDon

KeepingPeopleInterested–Content&Features

LeadGen-ConverDngVisitorstoTakeAcDon

Intelligence-MonitoringAcDvity

Current Problems

•  MiscommunicaDonaboutSEO•  GogglePanda&PenguinChanges•  HiddenissueswithCMSSystems•  TrendylayoutsthathurtSEO•  BoilerPlate&DuplicateContent•  Youmeanmywebdeveloperdoesn’tknowthis?

•  ResponsiveDesign

Next Gen: SEO BASICS EverythingaboutsearchengineopDmizaDonisaboutRelevancy,Relevancy,Relevancy!

FocusonTargetKeywordPhrase

Content Codes LinkPopularity Technical

BE MOBILE FRIENDLY

•  91%ofadultsownamobilephoneofsomesort•  56%ofadultsownasmartphone•  83%ofUSsmartphoneownersusetheirphoneinstores•  hQps://developers.google.com/webmasters/mobile-sites/mobile-seo/?

hl=en

Think.Mobile.First.

IFYOURPHONEDOESN’TDISPLAYFLASH,GOOGLEWILLNOTSHOWFLASHSITESINYOURRESULTS.

MaQCuQsofGoogleatPubconinOctober2013

IFYOURWEBSITEROUTESALLMOBILETRAFFICTOTHEHOMEPAGERATHERTHANTHEINTERNALPAGETHEUSERWASATTEMPTINGTOVISIT,ITWILLBERANKEDLOWER.


IFYOURSITEISSLOWONMOBILES,GOOGLEISLESSLIKELYTORANKIT.


HAVINGAMOBILESITEISJUSTTHESTART.

hQp://developers.google.com/speed/pagespeed/insights

MOBILEREADYMEANS:•  Loadingquicklyonmobile


•  Enablinguserstonavigatearoundonasmallscreen


•  Enablinguserstonavigatearoundonasmallscreen•  Takingmobileuserstothecontenttheyexpecttosee


•  Enablinguserstonavigatearoundonasmallscreen•  Takingmobileuserstothecontenttheyexpecttosee•  Enablinguserstoreadwithoutpinchingandzooming!

SITE SPEED

•  PagespeedmaQers(now).Sobenchmarkyourselfagainstleaders.Ina

way,that’sfun,youcancreate“Pagespeedcontests”now.

•  Todoso,installGooglePageSpeedandYahoo’sYslow.•  Runthemonyourhomepageandatleastafewrandominternalpages

•  Followeveryrecommenda/onsfor:imageop/miza/on,gzip

compression,javascript“minifica/on”,CSS“minifica/on”.

•  Oncethisisdone,lookatsubtlerspeedimprovementstheyrecommend.

• MovingtoastableCloudenvironmentisn’tabadideaeither.

What’sGoingOnWithFeaturedSnippets&Google’sRichAnswers?

RanksNumber3Normally

Thefruitsofsuccess

HowCanIGetMeSome?

HowToImplementaNoFollow?

HowToImplementaNoIndexTag?

HowToImplementaRelAlternateTag?

HowToImplementaRelCanonical?

HowToImplementaVary:UserAgentHeader?

StartWithaListofCommonQuesDons

IncludedTranscriptsWithaClearOutlineofSteps

TheContentShouldProvidedaLotMoreInfoThanJustthe“How

To”

ShareURLsonGoogle+

SubmittheURLsinSearchConsole

IdenDfyaSimpleQuesDon

ProvideaDirectAnswer

MakeitEasyforUsers(andGoogle)toFind

1

2

4

OfferValuedAddedInfo3

INTERNATIONALSEO

Hreflang

WhatAreTheseAbout?

(Almost)SameLanguageFor

DifferentCountries

MulDpleLanguagesfortheSameCountry

KeyPointsAboutHreflang

SpecifyLanguageOnlyorLanguageandCountry

SpecifylanguageinISO639-1format

SpecifycountryinISO3166-1Alpha2format

SpecifyinHeader,Sitemap,orHTTPHeader

SpecifyinOnlyOneoftheThreePlaces

MustbeMutual

GETSOCIAL

NODIRECTIMPACTONSEARCHRANKINGS

(YET)

hQps://www.youtube.com/watch?v=udqtSM-6QbQ

BUT…

hQp://socialmarke/ngwri/ng.com/how-to-perform-seo-on-your-website-with-social-media-infographic/

•  Claimbrandonappropriatenetworks•  Buildconversa/onsontheonesyoucanmanage

•  Encouragepeopletocreatecontentforyou;youcurateitagainstkeywordresearch

•  UGCcontentdoesn’thavetobeon-site•  Pinterestboards•  LinkedInGroups•  Instagram

BuildRela/onshipsWithSocialNetworks

YOURSOCIALAUDIENCEWILLENHANCEYOURSEO

BRANDSIGNALS

BRANDSEARCHVOLUMEMATTERSMORE

CITATIONSMATTERMORE

•  Gaincita/onsandlinksforyourbusiness:•  Guestpost•  Getquoted•  Holdanevent

•  Useavarietyofsourcesforcita/ons&links:

•  OTAs:Yelp,TripAdvisor•  NewsSources:N&R,WSJournal•  Local‘Zines:Yes!,RhinoTimes

•  Tools:•  GoogleSearchConsole•  Moz($)•  Majes/c($)

BuildYourBrandBeyondYourWebsite

•  Gaincita/onsandlinksforyourbusiness:•  Guestpost•  Getquoted•  Holdanevent

•  Useavarietyofsourcesforcita/ons&links:

•  Yelp,TripAdvisor•  N&R,WSJournal•  Yes!,RhinoTimes

•  Tools:•  GoogleSearchConsole•  Moz($)•  Majes/c($)

BuildYourBrandBeyondYourWebsite

SENTIMENTSMATTERMORE

MaQCuQsofGoogleSXSW2013

POSITIVESENTIMENT•  Posi/vereviews


•  Google’sownsystems


•  Google’sownsystems•  Trusted3rdpar/es

POSITIVESENTIMENT

•  Posi/vereviews•  Google’sownsystems•  Trusted3rdpar/es

•  Posi/vecita/onsonGooglePlus


•  Google’sownsystems•  Trusted3rdpar/es

•  Posi/vecita/onsandinterac/onsonGooglePlus

•  Posi/vecita/onsacrosstheweb

It’s not bragging if it’s true

Attract rather than Sell

Create content that DESERVES links and MARKET that content.

•  Contentshouldbecreatedforyourusers

•  FAQs•  Help/TutorialVideos•  Infographics

•  Tools:•  GoogleKeywordPlanner•  GoogleSearchConsole•  WolframAlpha•  SEMRush($)•  Moz($)

LearnYourAudience:Segmenta/on

•  Educatetopurchase•  Detailtheproductsor

services•  Useinternallinking•  Describethenon-brand

•  Tools:•  GoogleKeywordPlanner•  GoogleSearchConsole•  Analy/cs•  Majes/c($)•  Moz($)

LearnYourAudience:ConversionFunnel

Website navigation

should include links to pages targeting the

highest search volume phrases!

•  Educatetopurchase•  Detailproducts+services•  Providebusinesshistory•  Useinternallinking

•  Tools:•  GoogleKeywordPlanner•  GoogleSearchConsole•  Analy/cs•  Majes/c($)•  Moz($)

LearnYourAudience:ConversionFunnel

ReferenceGuide:GoogleAnaly/cs

Use these menus to view how users arrive and how

they interact with site content!

Understand which

channels & sites are most

valuable!

How many pages

viewed?!

What pages cause people to leave?!

Does my site load fast enough?!

After they arrive, what pages do they click on

next?!What URLs bring people to my site?!

What do they type in the search box?!

Find which social

networks provide most engagement!

Use Advanced Segments for custom audience groups!

BeefUpSiteContent•  Iden/fyandfillingapsincontentbaseduponkeywordresearch•  IncorporatetargetsearchtermsthroughoutInforma/onArchitecture•  Usehubsofcontenttoorganizerelevantpagestogether

Home Page

Hub2

PR Request

s

Contact News + Articles Advice Teenager

s Product Reviews About

NAV 1 / All

NAV 2/ Filtering

NAV 3

Single Content Pages

Suggested Page

Content Hubs Ask a

Q

Photos Videos News

Photo Pages

Video Pages Detail3

News + Articles

Co Parentin

g

For Parents Books

Positive Parentin

g

Tips Techniques

Our Writers

U/lizeMicroformatswithinHTML•  Schema.org

•  Inventedin2011byGoogle,Bing,Yahoo,&Yandex

•  OpenGraph•  UsedbyFacebook

toextractaddi/onalmeaning

•  developers.facebook.com/tools/debug/

•  JSON•  JavaScriptmarkup

•  RDFa•  MarkupextensionofHTML5

•  Formerly,GoogleWebmasterTools;s/lltrendsthelast90daysofdata•  MajorChanges:

•  SearchAnaly/cs•  MobileFriendlyTool•  Interna/onalTarge/ng

GSCtoFindCurrentOpportuni/es

129!

TheNewSEO“RuleBook”•  Google’s Search Patents!•  Rule #1: Learn Your Audience!•  Rule #2: Make Content!•  Rule #3: Be Mobile Friendly!•  Rule #4: Get In On the Conversation!•  Rule #5: Earn Citations!

130!

TheNewSEO“RuleBook”

3 CORE PRINCIPLES OF SEO INDEXATION• TechnicalSolu/onthatrespectsSEOBestPrac/ces• SiteArchitectureMappedtoSeman/cVer/cals• Archivingthatpreservescontentintegra/on&interlinkingforever

RELEVANCE• Op/mizingKeywordsintoSilos• InternallinkingstrategythatdistributesSEO&PageRankvalue

POPULARITY• Quan/ty/Quality/Age/Frequencyoflinksobtained• Seman/csaspectofbacklinks(anchortext)• Diversifica/onofbacklinkentrypoints(hubpages)

2017SEO

2017SEO

“Searchdemandforcontentwillbeatit’s

highestwiththeadop/onofhome&virtual

assistants”

“Quickwebsitepageloadspeedonmobileanddesktopwillbea

fundamentalissue”

“Contentwillbemoreconversa/onalfocusedasGooglelearnsmoreaboutauser’ssearchintent”

“Websiteuserengagementmetrics(CTR)

willcontributetoawebsite’sorganic

visibility”

“Fresh,frequentlyupdatedcontentamplifiedviasocialchannelsisakey

elementofcontentstrategy”

“Maximisingthevisibilityofcontentassetsin

mobileappswillplayalargepartincontent

awareness”

“Theadop/onoftheHTTPsprotocolwillbe

fundamentalforimprovedmobileorganicvisibility”

Website: www.pagetraffic.com Email: [email protected] Twitter: @navneetkaushal Blog: www.pagetrafficbuzz.com Facebook: www.facebook.com/pagetraffic.in

THANK YOU!

SEO 2017 - How to Dominate Search

Technology

Transcript of SEO 2017 - How to Dominate Search