SEO presentation for marketing summit 2017
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The document discusses surprising facts about Google and SEO trends as presented at the Performance Marketing Summit in Austin 2017 by Scott True. It outlines the evolution of search, emphasizing the importance of creating quality content and aligning technical SEO with user needs and search engine preferences. Key takeaways include the progression of search technology, the significance of mobile-friendly design, and the necessity of promoting great content effectively.
SEO presentation for marketing summit 2017
- 1. PERFORMANCE MARKETING SUMMIT AUSTIN 2017 Surprising Facts about Google and 2017 SEO By Scott True
- 3. In that same 5 seconds… 11.5 million searches were performed in Google 25% (2.88 million) of those searches returned a knowledge graph answer or box Over half (over 5.75 million) of those searches were on mobile 20% (1.15 million) of the mobile search were voice searches 2 reconsideration requests have been sent to Google Source: http://searchengineland.com/google-now-handles-2-999-trillion-searches-per-year-250247
- 4. Welcome to Surprising Facts about Google and 2017 SEO By Scott True – Quick about me • Ran my own firm for several years focusing on small business SEO • Now I’m an SEO Consultant and Director of Business Development at Apogee Results Over the course of 8 years, I’ve seen what works for both small and big business
- 5. So what works… 1996 TODAY IN 2017 Total indexable HTML urls: 75.2306 Million Indexed Pages: 130 Trillion! …now that we have trillions of pages to stand out from?
- 6. Good Marketing! • Strong Purpose • Differentiated Value • Compelling Messaging • Reaching the right audience • Etc It’s kind of that simple!
- 7. “I believe people who own their ideas Inspire the world” – Scott True
- 8. What’s this have to do with SEO??? “I believe people who own their ideas Inspire the world” – Scott True
- 9. What’s this have to do with SEO??? Everything!! “I believe people who own their ideas Inspire the world” – Scott True
- 10. “I believe people who own their ideas Inspire the world” – Scott True Own Ideas Inspire Take responsibility Drive the initiative instead of outsourcing Differentiation Why Purpose When people like it, they link to it! This is what Search Engines want to show!
- 11. The reason why most people don’t create and drive great ideas is because they’re too busy creating excuses!
- 12. The reason why most people don’t create and drive great ideas is because they’re too busy creating excuses!
- 13. So let’s start from the beginning
- 14. The progression of Search
- 15. In the beginning, there was Keyword Density Early 90s – Pre Google
- 16. And then there was PageRank by Google 1996
- 18. This is when manipulation, as we know it today, started.
- 19. This is when manipulation, as we know it today, started. By the way, the rules have not changed! Google never wanted you to do these things!
- 20. What was important in the late 90s Create Content that people will like and share Outreach Find keywords your audience is using Use them in the Title tag Meta description H1 Alt text URL Meta keywords For sustainable growth
- 21. continuing on…
- 22. 1997 – Development of structured data begins Early 2000s – Keyword stuffing, Google removes sites from index 2003 Boston – more frequent crawling Cassandra – Google goes after hidden and disguised keyword links Domonic – Analyzed quality of backlinks 2004 Fritz – Daily crawling and indexing Supplemental Index – weeded out redundant, spam, and low quality content Florida – Importance on synonyms and supporting vocabulary throughout the page Austin – Targeted free for all pages Brandy - Latent Semantic Indexing and link relevancy (“neighborhoods”) RDFa 2005 – Microformats 2009 – Microdata 2011 – Google, Bing, and Yahoo develop schema.org Some Important Dates in the progression of Search
- 23. 1997 – Development of structured data begins Early 2000s – Keyword stuffing, Google removes sites from index 2003 Boston – more frequent crawling Cassandra – Google goes after hidden and disguised keyword links Domonic – Analyzed quality of backlinks 2004 Fritz – Daily crawling and indexing Supplemental Index – weeded out redundant, spam, and low quality content Florida – Importance on synonyms and supporting vocabulary throughout the page Austin – Targeted free for all pages Brandy - Latent Semantic Indexing and link relevancy (“neighborhoods”) RDFa 2005 – Microformats 2009 – Microdata 2011 – Google, Bing, and Yahoo develop schema.org Some Important Dates This is right about when I started paying attention
- 24. What I was predicting in 2009 The Time Machine (2002) - IMDb
- 26. 2007
- 27. Knowledge Graph Introduced in 2012 Things, not strings As of 2012, its semantic network contained over 570 million objects and more than 18 billion facts
- 28. This had to do with quality Thin content Content farms ad heavy sites Picture from http://searchengineland.com/library/google/google-panda-update 2011
- 29. This had to so with spam Over-optimization keyword stuffing Bought links Picture from http://searchengineland.com/library/google/google-penguin-update 2012
- 30. 2013
- 32. Image src: http://www.huffingtonpost.com/robert-d-atkinson-phd/5-myths-about-the-future-_b_10819602.html & https://www.seroundtable.com/google-rankbrain-new-ranking-signals-21797.html 2015
- 33. My prediction about tomorrow The Time Machine (2002) - IMDb
- 34. Will SEO die?
- 35. No
- 36. Google’s missionis to organizethe world’s information andmakeit universallyaccessibleanduseful.
- 37. As long as Search Engines are trying to give the best result for your queries… there will always be the art of trying to be the best result for your queries… That’s SEO and aligning technicalities to assist the Search Engines in “seeing” the best… That’s technical SEO
- 38. On to some more recent news…
- 39. Penguin is friendlier! Image src: https://www.seroundtable.com/google-penguin-4-live-22737.html
- 41. Google Market Share 64 to 75% of total Mark Share depending on what data you look at Desktop Market Share – 63.8% Mobile Market Share – 89%
- 42. Universal Search and Extended Search Data Source: http://pages.searchmetrics.com/Universal-Search-Thanks.html?aliId=15446888 Some Research Suggests: 56 Percent Of “On The Go” Searches Have Local Intent
- 43. Ok, so now that we’ve seen where the progression of Search What do we do now?
- 44. Create something worth sharing and align your technical SEO with it
- 45. Some take-aways Google is getting extremely sophisticated, but we are still a long ways away from them being able to understand things like we do. In other words, being technical is still very important.
- 47. The importance of the basics
- 48. What was important in the late 90s Create Content that people will like and share Outreach Find keywords your audience is using Use them in the Title tag Meta description H1 Alt text URL Meta keywords For sustainable growth
- 49. What’s important in 2017 Create Content that people will like and share Outreach Find keywords your audience is using Use them in the Title tag Meta description H1 Alt text URL Meta keywords For sustainable growth New! Mobile Friendly Fast web experience Develop for speed Consider AMP Structured data
- 50. Some tactical things Great content – There is more competition, therefore the bar for quality is up! Choose a Focused Keyword for each page (A keyword can be a phrase) Title tag – About 65 characters. Use the keyword. Make it compelling Meta description – About 155 characters. Use the keyword. Make it a compelling. Headings and Subheadings (H1s and H2s) – Be creative. Use keywords when you can. Alt text – Use keywords when it makes sense. Good URLs – Keep them short and descriptive of what’s on the page.
- 51. More tactical things Block less in robots.txt, not more Create an XML sitemap Verify on Google Search Console Set a preferred domain Submit sitemap and check indexation Get Google Analytics set up Make sure the site is mobile friendly Use Google’s Mobile Friendly Test Add structured data – at least to the business info Get listed in major directories Get on Google plus Use rel=“publisher” Use open graph Make sure there are a few good share buttons Design commenting to remove barriers Test for crawlability and indexability Reduce redundant taxonomies and content
- 52. Tools to help you out Structured Data Testing Tool https://search.google.com/structured-data/testing-tool/u/0/ Speed and Mobile Frindliness https://testmysite.thinkwithgoogle.com/ Crawlabillity http://www.browseo.net/ Google Fetch and Render https://www.google.com/webmasters/tools/googlebot-fetch?pli=1 Moz Chrome Extention (to check on page) https://chrome.google.com/webstore/detail/mozbar/eakacpaijcpapndcfffdgphdiccmpknp?hl= en To crawl your site: https://www.screamingfrog.co.uk/seo-spider/ Link Research http://www.linkresearchtools.com/ AMP Validator https://validator.ampproject.org/
- 54. Some strategic take-aways 15 20 65 Category 1 Category 2 Category 3 Series1 Technical Foundation On-Page SEO What the rest of the web says about you How Google Ranks your content
- 55. Some strategic take-aways Just because you have good content, doesn’t mean people will automagically find it right away. Content Creation - 85% Content Promotion - 15% Content Creation - 15% Content Promotion - 85% Do this! Don’t do this!
- 56. Some strategic take-aways Content Quality vs Content Quantity Content Quality Content Quantity Don’t do this! Do this!
- 58. Optimize for Mobile and Speed Google Recommendations: Markup your content using structured data from schema.org Via JSON-LD: https://developers.google.com/search/docs/guides /intro-structured-data Optimize via responsive design: https://developers.google.com/webmasters/mobile -sites/
- 59. Optimize by creating great content! 1. Provides a uniquely positive user experience through the user interface, visuals, layout, fonts, patterns, etc. 2. Delivers content that is some substantive combination of high-quality, trustworthy, useful, interesting, and remarkable 3. Is considerably different in scope and detail from other works on similar topics 4. Loads quickly and is usable on any device or browser 5. Creates an emotional response of awe, surprise, joy, anticipation, and/or admiration 6. Has achieved an impressive quantity of amplification (through shares on social networks and/or links) 7. Solves a problem or answers a question by providing comprehensive, accurate, exceptional information or resources. Source: Rand Fishkin’s 10X Content
- 60. Examples of Great Content https://www.theatlantic.com/projects/inside-jobs/ http://mapinseconds.com/ http://www.city-data.com/city-compare/ http://www.nytimes.com/interactive/2017/travel/places-to-visit.html http://www.bbc.com/future/story/20150709-the-curious-truth-about-belly-button-fluff https://betterexplained.com/articles/an-interactive-guide-to-the-fourier-transform/ https://visualhunt.com/ http://www.seriouseats.com/2015/05/food-lab-how-to-grill-steak-cuts-of-steak-marbling-salting-charcoal-technique-resting-tips.html http://www.seriouseats.com/2014/11/the-truth-about-cast-iron.html http://ny.eater.com/maps/best-new-york-restaurants-38 http://www.patagonia.com/footprint.html https://imgur.com/gallery/mpUge https://www.typeform.com/blog/human-experience/cui/ Source: Rand Fishkin’s 10X Content
- 61. The bar for quality content is up, but… …it’s actually not that difficult to createThe Idea – That’s You!! Tons of great content writers Tons of great graphic designers Tons of great developers Start with the idea – Start with purpose
- 62. Own your idea Inspire the World
- 63. PERFORMANCE MARKETING SUMMIT AUSTIN 2017 Surprising Facts about Google and 2017 SEO By Scott True Twitter - @scott_true LinkedIn - linkedin.com/in/scotttrue/ [email protected] Own your Idea – Inspire the World