18. @SWallaceSEO
Historically: Optimize for Algorithms
Traditional ranking factors are still important, but this is only the foundation
Unique Linking Domains
Quality Content AnchorText
Secure SitePage Speed
Mobile Usability Schematic Markup
KeywordThemes
19. @SWallaceSEO
Today: Links, Content and RankBrain
RankBrain measures how people interact with the SERPs and relies heavily on
“on-SERP” success metrics
Organic Click-Through Rates
Long vs. Short Clicks Shares / Amplification
Bounce RatesAdditional Searches
Scroll Depth Total Pageviews
DwellTime
20. @SWallaceSEO
RankBrain has been a ranking signal since
2015…but not in the way we think about
traditional ranking signals.
Source: ComScore
22. @SWallaceSEO
Beyond RankBrain
Different ranking signals
apply to different queries, and
no two sites are evaluated the
same
Today, basic on-page is no
longer sufficient
Google is more focused on
reputation and credibility
23. @SWallaceSEO
Authority Rules: Optimizing for E-A-T
Include authors & biographies
for all editorial content
Create expert content –
promote on social and share
on 3rd party sites
Protect visitor information &
offer accurate information
24. @SWallaceSEO
Content Depth over Breadth
Focus your content efforts
on niche topics you can
own
Provide value and deeper
expertise on specific topics
to be a subject matter
expert
Quality
Volume
Depth
Breadth
25. @SWallaceSEO
Improving Site Engagement
Search engines have placed a greater emphasis not only on authority, but also
on user-experience
Create content that provides value
Make your content easily shareable Optimize internal links
Improve page load speeds Streamline navigation
Build a site that is mobile friendly
27. @SWallaceSEO
Over 34% of all desktop searches and 63% of
mobile searches result in no click.
Source: SparkToro & Jumpshot
28. @SWallaceSEO
But at a rate of 11% on mobile and only 9% on
desktop over the past 2.5 years,
it’s not growing as fast as it could be.
Source: SparkToro & Jumpshot
29. @SWallaceSEO
SERP features have evolved
into an interactive first
impression of your company, for
both branded and non-branded
queries
We need to take the same
approach to optimizing branded
SERPs to increase visibility
SERP Features
30. @SWallaceSEO
Take advantage of local knowledge
panels by optimizing your listing in Search
& Maps via Google My Business and Bing
Places for Business
Go beyond the basics & add the data that
makes sense:
Restaurant? Add your menu.
Accept appointments? Add a link.
Local Panel
31. @SWallaceSEO
Google now allows users to
claim their brand panels
Once verified, it is easier to
maintain and edit the
information displayed
Owners can directly request
additional information that may
be beneficial for users
Brand Panel
32. @SWallaceSEO
Leverage structured data
markup: organization schema is
the most important markup for
optimizing knowledge panels
Call out social profiles, logo,
contact info, founding date,
website, products, blogs, videos,
etc.
Schema
33. @SWallaceSEO
Posts appear on your brand panel and may be used to highlight events, blog
posts, products, offers or announcements
Google Posts
38. @SWallaceSEO
Voice Search vs. Voice Answers
Voice search includes any
device where different
options or results are given
in response to a query
Voice answers are specific
instances where a single,
audio answer is provided –
changing the marketing
landscape
39. @SWallaceSEO
Optimizing for Voice Search
Understand the types of queries
affected and use the appropriate
mix of content
Google queries related to local
services or businesses pull from
the local search pack, results for
purely informational queries pull
from featured snippets
40. @SWallaceSEO
Google Assistant / Home Optimization
Invest in Google My Business
to reach users searching for
location based queries and
specific services
Invest in Google Actions,
extensions of Google Assistant,
to provide solutions for direct
informational queries
42. @SWallaceSEO
Speakable Schema
New schema that just came
out of “pending” on
Schema.org
It is still in BETA in Google
documentation
Use to highlight text that
provides a succinct answer
to a conversational
invocation
43. @SWallaceSEO
Amazon Alexa / Echo
Alexa provides answers using a
combination of search results
and skills and has significantly
more gaps in the accuracy and
availability of results
Identify voice-driven queries
and create and optimize content
to address them
What do you visualize when we talk about Google ranking factors? Or Google’s algorithm?
Do you think
Do you think
The search landscape is changing as searches focus more on semantic relationships, context and user experience.
Today, Google uses a combination of algorithms, machine learning and ongoing updates to curate search results
We have to prepare for RankBrain, Deep Learning and AI technology to run search by doing the work the right way
We have to understand that the definition of a search engine has changed
Proactive suggestions leverage your website content or voice skills/apps
And that’s on top of other signals like location and personalization
As SEOs we’re facing some big questions: How are artificial intelligence and machine learning impacting search? How do we optimize for non-traditional search engines like Pinterest, Amazon, and voice? What does this evolution mean for the future of search marketers?
The Answer:Rethink your SEO strategies & tactics.
If you only take away 1 thing from my talk today, I want it to be this idea that the most effective strategies will be the result of changing our approach to think through the lens of optimizing for consumer discovery as opposed to optimizing for traditional search. This is how we bridge the gap and take a human-centered approach with strategies that aren’t about us or selling products, and aren’t focused on chasing Google’s algorithms, but rather focused on adding value.
Optimizing for search and virtual assistants
Optimizing for search and virtual assistants
Optimizing for search and virtual assistants
How to Optimize for Consumer Discovery vs. Traditional Optimization Tactics
Traditional ranking factors are still important, but we’re talking about optimizing for humans
Today, we’re optimizing for those foundational elements as well as RankBrain – which is what we’re focusing on today
So we’re optimizing less for traditional ranking inputs like keywords, anchor text, pgae speed, etc. and really focusing more on those searcher outputs
quick on-page optimization tactics are no longer sufficient to obtain top positions in the search results, especially if the website contain
Google is now honing in on the reputation and credibility of both the website itself, as well as the creators who contribute to its content. I
Authority Rules: Optimizing for EAT (Beyond “Produce Great Content”)
Expertise – Authoritativeness – Trust
invest in personal branding
Links & unlinked mentions are measured
Focus your content efforts on niche topics you can own
Provide value and deeper expertise on specific topics to be a subject matter expert
Deeper expertise shared via robust and unique articles will win the rankings battle everytime
Capturing User Attention with On-SERP Optimization: SERP Features & Ranking in the Knowledge Graph
Published in late 2018
Thankfully
SERP features are near universal and massively impact click through rates
These features have evolved into an interactive first impression of your company, for both branded and non-branded queries
We need to take the same approach to optimizing branded SERPs to increase visibility
Your New Homepage is Off-page
Even if you’re national/global.
NAP, photos, reviews, Google Posts, Questions & Answers
Then add other data that makes sense.
Are you a restaurant? Add your menu.
Can a customer make an appointment? Add a link.
Brand knowledge panels on Bing & Google largely rely on Wikipedia for the content they display
Claim it!
Suggest edits
Add organization schema to your site
Name your social profiles
Posts appear on the brand panel
They last 7 days (then they move to the recent posts tab on the panel)
They can be used to highlight events, blog posts, products, offers or announcements
This is potentially the least understood feature of the local knowledge panel
-----
Ultimately, all of these on-serp optimizations add value for consumers and tie back to that human centered approach by reducing friction for smaller conversions, like calls, and building out trust signals to make decisions easier
Optimizing for search and virtual assistants
Voice Search & Voice answers are different - A machine that responds with a single, audio answer vastly changes the marketing landscape and how we optimize for that and especially measure that is a bit of a black hole.
So what we’re focusing on is a device that still shows options on a screen of results (like most Google Voice searches on mobile or desktop device)
Google queries related to locating services or businesses primarily pull from the local search pack,
results for purely informational voice queries are primarily pulled from featured snippets.
Earn featured snippets or go home
Optimize for voice search by using Schema to package your conversational content
SPEAKABLE moved out of pending – it’s official as of late march / early April
Google’s recognition still says in beta, but on schema.org it is officially published
The support for this new markup is currently limited to News content. However, it is likely that support for the speakable attribute will inevitably expand as Google gains experience with this new structured data markup.
Alexa provides answers using a combination of search results and skills and has significantly more gaps in the accuracy and availability of results.
Despite gaps in the smart assistant’s knowledge, Alexa does pull some answers from high-ranking pages and content
Like Google Actions, the primary purpose of Alexa’s Skills is to provide a solution to a problem or question, and direct informational queries toward Arrow’s customer funnel.
Taking a human-centered approach is not about us or selling products, and isn’t focused on chasing Google’s algorithms, but rather focused on adding value for consumers
The future of SEO is in optimizing for authority, discoverability and voice capabilities