Next Generation SEO
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SEO has changed a lot in last few years. In this presentation learn all about the new SEO and how you can do next generation SEO to rank your site in top in search engines.
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Next Generation SEO
- 5. CONTENT.
- 15. BUT…
- 20. FROM…
- 21. TO….
- 22. 2012
- 23. A big majority of SEOs were BUYING links Some SEOs were still doing directories A few were doing article marketing, but badly..
- 24. So Creating Good Quality articles WORKED
- 26. FCUK SEO
- 27. by early 2014…..
- 28. 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…..
- 30. 2011 2012 2013 2014 2015
- 31. Yes you could: 1.Write an article 2. Spin it (several versions of same article) 3. Buy placements on shitty blogs that no one reads Well done.That is very difficult.
- 32. ….unless you want to be “eaten” by a penguin
- 34. Next Gen: SEO BASICS There are 4 goals to all Search MarkeGng GeHng Found – Search Engine OpGmizaGon Keeping People Interested – Content & Features Lead Gen - ConverGng Visitors to Take AcGon Intelligence - Monitoring AcGvity
- 35. Current Problems • MiscommunicaGon about SEO • Goggle Panda & Penguin Changes • Hidden issues with CMS Systems • Trendy layouts that hurt SEO • Boiler Plate & Duplicate Content • You mean my web developer doesn’t know this? • Responsive Design
- 36. Next Gen: SEO BASICS Everything about search engine opGmizaGon is about Relevancy, Relevancy, Relevancy! Focus on Target Keyword Phrase Content Codes Link Popularity Technical
- 45. MOBILE READY MEANS: • Loading quickly on mobile • Enabling users to navigate around on a small screen • Taking mobile users to the content they expect to see
- 46. MOBILE READY MEANS: • Loading quickly on mobile • Enabling users to navigate around on a small screen • Taking mobile users to the content they expect to see • Enabling users to read without pinching and zooming!
- 47. SITE SPEED • Page speed maSers (now). So benchmark yourself against leaders. In a way, that’s fun, you can create “Page speed contests” now. • To do so, install Google Page Speed and Yahoo’s Yslow. • Run them on your home page and at least a few random internal pages • Follow every recommendacons for: image opcmizacon, gzip compression, javascript “minificacon”, CSS “minificacon”. • Once this is done, look at subtler speed improvements they recommend. • Moving to a stable Cloud environment isn’t a bad idea either.
- 53. GET SOCIAL
- 56. • Claim brand on appropriate networks • Build conversacons on the ones you can manage • Encourage people to create content for you; you curate it against keyword research • UGC content doesn’t have to be on-site • Pinterest boards • LinkedIn Groups • Instagram Build Relaconships With Social Networks
- 58. BRAND SIGNALS
- 61. • Gain citacons and links for your business: • Guest post • Get quoted • Hold an event • Use a variety of sources for citacons & links: • OTAs: Yelp, TripAdvisor • News Sources: N&R, WS Journal • Local ‘Zines: Yes!, Rhino Times • Tools: • Google Search Console • Moz ($) • Majescc ($) Build Your Brand Beyond Your Website
- 66. POSITIVE SENTIMENT • Posicve reviews • Google’s own systems • Trusted 3rd parces
- 67. POSITIVE SENTIMENT • Posicve reviews • Google’s own systems • Trusted 3rd parces • Posicve citacons on Google Plus
- 68. POSITIVE SENTIMENT • Posicve reviews • Google’s own systems • Trusted 3rd parces • Posicve citacons and interaccons on Google Plus • Posicve citacons across the web
- 73. EXPEDIA.COM
- 74. HALIFAX.CO.UK
- 84. THE POINT?
- 88. Getting the BIG links then attracting the rest
- 89. Think like a 50s Ad Agency and execute like a geek.
- 90. 2016 the year of creative campaigns Illustrations – Infographics- Animations –Videos – Interactive assets – Supporting websites - Long Articles
- 94. RESULTS
- 95. Any BIG links?
- 111. It’s not bragging if it’s true
- 112. Attract rather than Sell Create content that DESERVES links and MARKET that content.
- 113. • Content should be created for your users • FAQs • Help/Tutorial Videos • Infographics • Tools: • Google Keyword Planner • Google Search Console • Wolfram Alpha • SEMRush ($) • Moz ($) Learn Your Audience: Segmentacon
- 114. • Content should be created for your users • FAQs • Help/Tutorial Videos • Infographics • Tools: • Google Keyword Planner • Google Search Console • Wolfram Alpha • SEMRush ($) • Moz ($) Learn Your Audience: Segmentacon
- 115. • Content should be created for your users • FAQs • Help/Tutorial Videos • Infographics • Tools: • Google Keyword Planner • Google Search Console • Wolfram Alpha • SEMRush ($) • Moz ($) Learn Your Audience: Segmentacon
- 116. • Content should be created for your users • FAQs • Help/Tutorial Videos • Infographics • Tools: • Google Keyword Planner • Google Search Console • Wolfram Alpha • SEMRush ($) • Moz ($) Learn Your Audience: Segmentacon
- 117. • Educate to purchase • Detail the products or services • Use internal linking • Describe the non-brand • Tools: • Google Keyword Planner • Google Search Console • Analyccs • Majescc ($) • Moz ($) Learn Your Audience: Conversion Funnel Website navigation should include links to pages targeting the highest search volume phrases!
- 118. • Educate to purchase • Detail products + services • Provide business history • Use internal linking • Tools: • Google Keyword Planner • Google Search Console • Analyccs • Majescc ($) • Moz ($) Learn Your Audience: Conversion Funnel
- 119. Reference Guide: Google Analyccs 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!
- 120. Beef Up Site Content • Idencfy and fill in gaps in content based upon keyword research • Incorporate target search terms throughout Informacon Architecture • Use hubs of content to organize relevant pages together 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 Technique s Our Writers
- 121. Uclize Microformats within HTML • Schema.org • Invented in 2011 by Google, Bing, Yahoo, & Yandex • Open Graph • Used by Facebook to extract addiconal meaning • developers.facebook.com/tools/ debug/ • JSON • JavaScript markup • RDFa • Markup extension of HTML5
- 122. • Formerly, Google Webmaster Tools; scll trends the last 90 days of data • Major Changes: • Search Analyccs • Mobile Friendly Tool • Internaconal Targecng GSC to Find Current Opportunices
- 123. 123! The New SEO “Rule Book” • 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!
- 125. 3 CORE PRINCIPLES OF SEO INDEXATION • Technical Solucon that respects SEO Best Praccces • Site Architecture Mapped to Semancc Verccals • Archiving that preserves content integracon & interlinking forever RELEVANCE • Opcmizing Keywords into Silos • Internal linking strategy that distributes SEO & PageRank value POPULARITY • Quancty / Quality / Age / Frequency of links obtained • Semanccs aspect of backlinks (anchor text) • Diversificacon of backlink entry points (hub pages)
- 126. 126!© 2014 MERKLE. ALL RIGHTS RESERVED. CONFIDENTIAL 1. Understand how your audience interacts with you at different times! 2. Develop content that solves their problems, easily & quickly! 3. Ensure your content can be accessed at any time, on any device! 4. Prioritize and build followers on select social networks! 5. Earn citations and links back to your site on a variety of phrases! It’s a Two Algorithm World – Google & the User
- 127. Website: www.pagetraffic.com Email: navneet@pagetraffic.com Twitter: @navneetkaushal Blog: www.pagetrafficbuzz.com Facebook: www.facebook.com/pagetraffic.in THANK YOU!