4. B3
What Google wants
“The goal of many of our ranking changes is to help searchers find sites that provide a
great user experience and fulfil their information needs. ”
Matt Cutts
Our strategy therefore is to make our clients a better search result than their competitors.
This can be split into two simple to understand factors:
•
•
Creating more authority & being a better/more reputable company
Making better landing pages, specifically your primary pages
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8. B3
Return to Search
You have a few seconds to get
the visitor’s attention and
persuade them that they have
arrived at a site that will answer
their query
If they go back to Google that’s a
negative signal
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12. B3
Hummingbird
[Hummingbird] Gave us an opportunity [...] to take
synonyms and knowledge graph and other things
Google has been doing to understand meaning to
rethink how we can use the power of all these things
to combine meaning and predict how to match your
query to the document in terms of what the query is
really wanting and are the connections available in the
documents. and not just random coincidence that
could be the case in early search engines.
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13. B3
Understanding which
words in a query matter
most & giving them more
weight
Long tail & badly thought
out queries will now get
much better results
Users are more satisfied
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14. B3
Example
Google wants to rank the best result for
the query
Not just the one that best matches the
keywords the user searched for
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15. B3
UK example
Google wants to rank the best result for
the query
Not just the one that best matches the
keywords the user searched for
We are not sure why this hasn’t
changed
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16. B3
Satisfaction
Other than low quality websites, the biggest cause of searchers not being satisfied is the
fact that Google showed them something they just were not looking for
Even if most people are satisfied there are always certain segments of people that are
totally unhappy with a search result
Hummingbird will allow Google to dramatically increase satisfaction rates by gaining a
better understanding of what people actually want, rather than what they type into the
search box
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18. B3
Could Google really understand what people
want?
Andy
Vin
Tim
• Cars
• Holidays
• Likes
• Restaurants
• Hotels
• Cars
• Holidays
• Likes
• Restaurants
• Hotels
• Cars
• Holidays
• Likes
• Restaurants
• Hotels
Ford
Turkey
Design
Indian
De Vere
Mercedes
Malaysia
Business
Indian
Lastminute.com
Audi
Cruising
SEO
Indian
Hilton
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19. B3
Segmentation
Most brands perform research & segmentation to understand their customers
Until now, nobody has applied this research to content strategy with the aim
of improving SEO performance
Branded3 is working with Incite, part of the St Ives Group, to create accurate
segmentation models and are already using this knowledge to drive our
content strategy
By understanding who the searcher is & what they are looking for we can
satisfy a much greater percentage of searchers
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25. B3
Content Strategy
Framework
Content Audit
Document
• Typography
• Readability
• Spelling/grammar
• Shareability
• Keyword use
• Copyscape report on
stolen content
• Social media shares
Shareable Content
• Brainstorming
• Competitor Analysis
• Examples &
screenshots from
competitors
Informative
Content
User Generated
Content
• Research Q&A on
Yahoo Answers,
Quora, Facebook,
Twitter
• Search for questions
in Analytics data &
keyword tool data
• Gap Analysis of
current content
• Examples &
screenshots from
competitors etc
• Reviews –
implementation, ince
ntivisation etc
• Q&A section or Q&A
on product pages etc
• Forums, blog
comments, guest
blog posts, in-depth
content reviews
• Examples &
screenshots from
competitors etc
Site Structure
• Where does content
need to go (blog or
Q&A etc)
• How should the
sections be
structured
• Design & UI
• Interlinking between
sections
• Examples &
screenshots from
competitors
Content Roadmap
Document
• Monthly or weekly
content plan
• Special events &
calendar
• Blog calendar
• PR calendar
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36. B3
Data Sources
Not provided will be 100% soon – no more keyword data, attribution modelling becomes
largely useless
Solutions
•
•
•
•
Total organic visits to top landing pages
Total search visits minus brand clicks from WMT data
Estimated visits per keyword via rankings, CTR & search volumes
Click share for product categories
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