Keyfact and Insight to survive in 2016, coping with main Google update.

1. Google Update
Keyfact & Insight to survive in 2016

2. Breaking news :
Google changed SERP Desktop Layout…
and it’s a good news.
Less bad ads, More revelancy and clics
• From 11 to 7 ads position
• 4 top-of-page ads
• No more RHS ads
• PLAs & Knowledge Graph not impacted
Before Now

3. Keyfact #1 : A new logo and holding company

4. Keyfact #2 : No more speaker on SEO

5. Keyfact #3 : Mobile Search is the new frontier
Mobile friendly website get better
rankins in Mobile SERP, and a specific
tagline on the layout.
App Indexing, Google crawl,
understand and rank the content of
your app in SERP.
Accelerated Mobile Page is project
to improve the mobile web and
enhance the distribution ecosystem.
The goal is to make the content “fast,
flexible and beautiful” and very user-
oriented (the faster, the best). Same
goes for the ads included in the
content: as it should be effective,
relevant and compelling.

6. Keyfact #4 : Google is now AJAX ready
Google Has Discontinued Its 2009 Support For Its
AJAX Crawling Scheme.
Because Google is now able to read Javascript.
This is huge.
Google is no longer a plain-text browser, like we
used to think.
Google has innovated at a frightening pace and left
the other search engines in the dust, which only
means more HTML5, more JavaScript, and more
dynamic websites.
Key learnings : HTML5, CSS, Javascript is the new
normal for webdsign.

7. Keyfact #5 : A new Search Console
Google’s New Search Analytics Search
Console API Now Available. An it onboards
more data than ever.
The new Search Analytics functionality are:
• Queries filters: you can now compare your global ranking on
your branded keywords depending on a time period.
• Requests comparisons: you can compare the dimensions
(Clicks, impressions, CTR, position) for two selected keywords.
• Country comparisons: compare the dimensions and your
ranking depending on the country.
• Data highlighter : easily tag your datas in Search Console
• AMP: Google Search Console now suggest you to join the
Accelerated Mobile Pages project with this new report

8. Keyfact #6 : HTTPS matters
Google To Begin To Index HTTPS Pages First,
Before HTTP Pages When Possible
HTTPS May Break Ties Between Two Equal
Search Results
Key learnings : Secured Website matters for SEO,
and is a ranking factor now.
Your SSL certificate should not be chosen lightly.
(the prices go from 5$/year to 1200$/year.)

9. Keyfact #7 : Google enrich SERP with new signals
Google adds new signals to the SERPs:
1. Your recent purchases (if you are logged
in),
2. Links to the social networks and online
apps
3. Twitter contents
4. The local pack which changed recently:
• The 7-pack is now a 3-pack
• Phone numbers are visible again

10. Keyfact #8 : Google is smarter than you
AI is already in the algorithm, with RankBrain,
a machine learning programm, part of the
HummingBird algorithm. And it said to be The
Third-Most Important Signal.
In a Huge Breakthrough, Google’s DeepMind
AI « AlphaGO » Beats the Best Player at the
Game of Go
Google’s DeepMind AI also masterizes Atari
games during its leisure time

11. Insight #1 : Don’t cheat with Google
Google will keep
penalizing blackhat, over
optimisation, paid links
etc…

12. Insight #2 : Mobile is a no brainer
More than 50% of Google Search Trafic is Mobile
More than 50% of video views are on a mobile
device
Cross device conversion reporting on Adwords &
Analytics
SERP Layout are aligned across all device
Mobile paid campaign is set by default on Adwords
Paid Click are 80% incremental to organic clics on
Mobile

13. Insight #3 : New standard for SEO
Schema.org is a way to mark up your
content and make it easily readable by
the Search Engines, as you add
microdatas to tell them what you’re
talking about. Therefore, Google and
the other search engines will get the
main subject of your page.
HTML 5 & CSS 3 are the lastest
version of HTML and CSS. Using
it will make it easier for you to
have a structured website. Using
HTML5 and CSS3 may be
important in the future as Google
may use this as a criteria.
Having a (good) SSL certificate
will makes your website secure
for the users. Google says that
they show a https website before
the same website without https.
You should consider having it
mainly for your users, though.

14. Insight #4 : SEO is not adblocked
AdBlocking is here to
stay, but SEO is not
concerned by adblocker.

15. Insight #5 : Voice Search is the next big thing

16. Thank you and stay above the
fold.