3 Critical Google Search Updates You Can't Afford to Ignore
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3 Critical Google Search Updates You Can't Afford to Ignore
- 1. #123webinar
- 2. #123webinar We drive revenue. Not just clicks and traffic. / About Webmarketing123 Paid Search SEO Content Creation Website Design
- 3. #123webinar 1 The Modern State of SEO How Organic Search Impacts the Buyer’s Journey 2 Google Shakes Up Search Results What to Expect & How to Future-Proof Your Search Rankings 3 Live Q&A Ask Mike Your Toughest Search Marketing Questions. On the Agenda
- 4. #123webinar / Modern State of SEO Marketers now carry 2/3 of the funnel. That’s a heavy load to carry!
- 5. #123webinar Before, Now, prospects needed to talk to sales. the last thing they do is talk to sales. 67% of the new buyer’s journey happens online. Source: SiriusDecsions Marketers now carry 2/3 of the funnel. / Modern State of SEO
- 6. #123webinar Search is your best bet. / Modern State of SEO 71% of business purchases start with a search engine. (Google) 57% of B2B marketers say SEO has the biggest impact on lead gen. (Mindjumpers) 15% lead-to-close rate for SEO driven Leads. (eConsultancy)
- 7. #123webinar On average, B2B buyers do 12 searches before engaging on a brand’s site. Search is your best bet. / Modern State of SEO
- 8. #123webinar But, status quo SEO doesn’t cut it. Yesterday’s search tactics are toast. / Modern State of SEO
- 9. #123webinar 1 The Modern State of SEO How Organic Search Impacts the Buyer’s Journey 2 Google Shakes Up Search Results What to Expect & How to Future-Proof Your Search Rankings 3 Live Q&A Ask Mike Your Toughest Search Marketing Questions. On the Agenda
- 10. #123webinar / Google Shakes Up Search Results Google’s mobile-friendly algorithm is coming. 21 April
- 11. #123webinar 1 The Mobile-Friendly Search Algorithm / Google Shakes Up Search Results This is a BIG deal. In fact, it’s bigger than Panda and Penguin. Source: SearchEngineLand Panda impacted 12% of English queries. Penguin affected 4% of global queries.
- 12. #123webinar 1 The Mobile-Friendly Search Algorithm / Google Shakes Up Search Results What will the algorithm do? 1 2 3 Google launched mobile-friendly labels in November 2014. Come April 21st, Google will reward and penalize site search rankings based on mobile criteria. Google will include relevant app content in SERPs for signed in users.
- 13. #123webinar 1 The Mobile-Friendly Search Algorithm / Google Shakes Up Search Results Find out if Google thinks your site is mobile-friendly today! Source: Google Webmaster Central Blog 1 Check if your site has the mobile-friendly search label. 2 If not, get a full list of mobile issues from Webmaster Tools’ Mobile Usability Report. 3 Check individual pages with Google’s Mobile-Friendly Test. 4 If you have an app, implement indexing for search now.
- 14. #123webinar 1 The Mobile-Friendly Search Algorithm / Google Shakes Up Search Results Plus, you might have an email like this from Google Webmaster Tools: Yikes!
- 15. #123webinar 2 The Doorway Page Penalty On March 16th, Google announced they’ll put a tighter lock on Doorway pages. / Google Shakes Up Search Results
- 16. #123webinar 2 What exactly is a doorway page? The Doorway Page Penalty “Doorways are…created to rank highly for specific search queries. They are bad for users because they can lead to multiple similar pages in user search results, where each result [takes the user to the same destination].” Google, Webmaster Quality Guidelines / Google Shakes Up Search Results
- 17. #123webinar 2 If you’re concerned, examine the potentially offending page and ask yourself: The Doorway Page Penalty 1 Was this page made solely for SEO? Does it merely act as a funnel to drive users to the actually relevant page of your site? 2 Is this page intended to rank on generic search terms, yet the content is very specific? 3 Does this page duplicate groups of items (locations, products) that already exist on the site just to capture more traffic? 4 Does this page exist as an “island?” Is it hard to navigate to and from other parts of your website? Source: Google Webmaster Central Blog / Google Shakes Up Search Results
- 18. #123webinar 3 The Knowledge Graph Expansion This is how the Knowledge Graph explains the “Knowledge Graph.” / Google Shakes Up Search Results
- 19. #123webinar 3 The Knowledge Graph Expansion Google is pushing KGO in anticipation of increased spoken search on mobile. / Google Shakes Up Search Results
- 20. #123webinar 3 The Knowledge Graph Expansion Knowledge Graph expansion impacts organic search traffic in a big way. Source: SearchEngineLand As of February 2015, about 1 in 5 search queries displays “rich answers”. Wikipedia page views declined 21% after the Knowledge Graph debuted. / Google Shakes Up Search Results
- 21. #123webinar 3 The Knowledge Graph Expansion Wikipedia Freebase Google+ Schema These 4 elements make up the Knowledge Graph. / Google Shakes Up Search Results
- 22. #123webinar 1 The Modern State of SEO How Organic Search Impacts the Buyer’s Journey 2 Google Shakes Up Search Results What to Expect & How to Future-Proof Your Search Rankings 3 Live Q&A Ask Mike Your Toughest Search Marketing Questions. On the Agenda
- 24. #123webinar e: results@webmarketing123.comt: 800. 619. 1570 Get a custom search assessment from our team! Sign up today and we’ll cover: Where you rank in relation to competitors Measure revenue opportunity from Search What you can do to accelerate results now Mike Turner, Webmarketing123 Director of Business Development Thanks! results@webmarketing123.com800. 619. 1570 Let’s Talk!
Notes de l'éditeur
- Hello everyone! Welcome to today’s webinar, “3 Critical Google Search Updates You Can’t Afford to Ignore.” My name is Mike Turner, Director of Biz Dev here at Webmarketing123. I’ll be hosting our webinar today. If you have any questions, we’d love to chat. Feel free to just in the GTW chat box or tag your tweets with #123webinar to ask questions on Twitter.
- Before we dive into the discussion, I wanted to give you a bit of background on us. We are a digital agency, founded in 2004 and headquartered in the San Francisco Bay Area. Our team is 100% focused on delivering revenue – not just clicks and traffic. We take pride in our metrics-driven approach to digital. [Next Slide]
- Here’s a quick look at what we’ll cover today…
- Marketers are responsible for over 2/3 of the sales funnel. That’s a heavy load to carry!
- Why? The sales & marketing funnel has shifted. Before, customers had to talk to your sales team. Now, talking to sales is the last thing prospects do. Your prospects have changed how they make their decisions. The old linear sales funnel no longer applies. Back in the day, sales and marketing teams had the chance to mold the prospect’s decision-making process from the start. The prevalence of digital and search has forever changed the traditional sales funnel as we know it. In fact, a recent study by SiriusDecisions finds that almost 67% of buyer’s journey now happens online. This shift is what we call the “new B2B buyer’s journey or the hidden sales cycle.” The new B2B buyer’s journey is an increasingly digital experience as the multi-device, ‘always on’ prospect relies more and more on online research to inform their path to purchase. As McKinsey and Co found in their study, Branding in the Digital Age, prospects now enter an extended consideration and evaluation stage where they are doing their research without us. To acquire leads marketers MUST influence the new B2B buyer at the 1st touch point. By the time your prospects get to you (assuming you haven’t already been ruled out), they have set expectations about what they want. They’ve already read product reviews on social media, they’ve Googled the top providers in your industry, they’ve read blogs comparing one feature to another, they’ve been retargeted with ads hawking competitor discounts, and received competitor emails offering educational materials on making the right purchase. At this point, sales’ job is to cater to their demands at the lowest price point possible. Your best insurance policy is to cover your bases on all channels and feed the top of the funnel by attracting leads with quality content. Investing in content that reaches your prospect early in the online research phase gives you a fighting chance to mold their path to purchase again. If you don’t, you risk losing early on to your competitors.
- Search is your best bet to win the funnel. 71% of business purchase decisions start with a search engine. 57% of B2B marketers say SEO has the biggest impact on lead gen. 15% lead to close rate for SEO driven leads.
- On average, B2B researcher do 12 searches before engaging on a brand’s site.
- But, guess what? Status quo SEO just doesn’t cut it anymore. Yesterday’s search tactics are toast. And what exactly do we mean by that? First, ask yourself, when is the last time you updated your current SEO strategy? We’re talking about keyword selection, keyword mapping, on-page content audits, and link building outreach. When was the last time you gave your SEO a makeover? [Next Slide]
- Here’s a quick look at what we’ll cover today…
- Google’s mobile-friendly algorithm is coming. April 21st is the deadline, exactly 2 weeks from today! [Next Slide]
- This is a big deal. In fact, it’s bigger than Panda and Penguin. [Next Slide]
- Here’s what the algorithm will do: [Next Slide]
- Don’t wait! Find out if Google see your site as mobile-friendly today! [Next Slide]
- Chances are somebody on your marketing team has one of these notices from Google Webmaster Tools. [Next Slide]
- The 2nd big update you should know about is Google’s new Doorway Page Penalty algorithm, announced on March 16th.
- As defined by Google, doorways are created to rank highly for specific search queries. They are bad for users because they can lead to multiple similar pages in user search results, where each result [takes the user to the same destination].
- If you’re concerned about particular pages, review each page in question and ask yourself….
- Finally, this is less of a hard update and more of an increasing trend. The Knowledge Graph is expanding. What is the Knowledge Graph? Here’s an example of the Knowledge Graph explaining the “Knowledge Graph”
- Google is pushing KGO in anticipation of increased spoken search on mobile.
- And, the Knowledge Graph is impacting organic search traffic in a big way….
- That means you need to get your content into the Knowledge Graph. For now, Google primarily pulls Knowledge Graph information from 4 elements: (1) Onsite schema markup (For those of you not familiar with Schema markup, Schema is essentially a way for marketers and webmasters to give search engines more information about their website. Schema markup tells Google what your data actually means rather than just what it says. Kissmetrics wrote about a good example of Schema at work: If an HTML tag reads <h1>Avatar</h1> this is just telling the browser to display the word “Avatar” in the heading 1 format. However, a search engine would have a hard time telling whether you’re talking about the popular movie or just a type of profile picture. In this way, Schema markup helps deliver more relevant content to the user, which search engines will reward you for.), (2) Google+. Even though Google just announced the end of authorship, do not discount the important of Google+. While we assume authorship was pulled for SERPs due to lack of implementation and mediocre user response, you can bet Google will heavily rely on Google products like Maps and Google+ to inform the Knowledge Graph., (3) Wikipedia. Needs no introduction. and (4) Freebase. Freebase is basically a crowd-sourced online encyclopedia of well-known people, places and things. But, be aware that Google will soon be retiring Freebase and importing this data to Wikidata. We’ll have to wait and see what best practices emerge from this move.
- Thanks for joining us today! I realize we covered quite a bit of information today. If you need professional digital marketing help drop us a line at results@webmarketing123.com or give us a call at 800.619.1570. We are offering FREE, 30 minute consultations for our webinar attendees. We’ll cover where you rank in relation to competitors Measure your revenue opportunity from Search What you can do to accelerate results now. Thanks again for your time everyone! Hope to see you on the next webinar.