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Semantic SEO and the Future of Search (Wine & Web 53)

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Here are 5 Ways to Adapt Your Content for 2016. These are the most important actions you can take to make sure that your marketing is aligned with the future of SEO.

• How to target topics, not just phrases (Semantic Search)
• How to incorporate natural language into your content (Voice Search)
• How to make visitors happy in ways that make Google happy (User Interaction Signals)

This presentation includes the step-by-step process for each of the specific actions that will future-proof your search engine rankings.

Publié dans : Marketing
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Semantic SEO and the Future of Search (Wine & Web 53)

  1. 1. The Future of SEO Search Optimization in 2016 Andy Crestodina Strategic Director | @crestodina Wine & Web #53 #wineweb
  2. 2. blog post guest post research post on another site keyphrase keyphrase @crestodina
  3. 3. blog post guest post research post on another site keyphrase keyphrase @crestodina
  4. 4. blog post guest post research post on another site keyphrase keyphrase @crestodina
  5. 5. blog post guest post research post on another site keyphrase keyphrase Which of these links and keywords affect your rankings? @crestodina
  6. 6. blog post guest post research post on another site keyphrase keyphrase Which of these links and keywords affect your rankings? @crestodina
  7. 7. blog post guest post research post on another site keyphrase keyphrase @crestodina
  8. 8. @crestodina
  9. 9. 1. Semantic Search 2. Natural Language 3. User Interaction Signals 4. Build Your Network 5. Quality Rater Guidelines Future Proof your Search Rankings
  10. 10. Semantic Search
  11. 11. We’ve been working on an intelligent model... that understands real-world entities and their relationships to one another: things, not strings. Amit Singhal Google
  12. 12. website copyright copyright text website footer examples header and footer website footer definition at the bottom of the page designing a website footer fat footer guidelines standards best practices usability content ideas inspiration links SEO sitemap social media navigation purpose of responsive template Semantically linked to “footer design”
  13. 13. website copyright copyright text website footer examples header and footer website footer definition at the bottom of the page designing a website footer fat footer guidelines standards best practices Semantically linked to “footer design” usability content ideas inspiration links SEO sitemap social media navigation purpose of responsive template
  14. 14. 1. Find the words and phrases that are semantically linked to the phrase you are targeted 2. Use those phrases within your content Adapt to Semantic Search
  15. 15. Digital Assistants, Natural Language
  16. 16. 1. Use sentences that include the complete meaning 2. Include full questions and full answers Adapt to Natural Language Search
  17. 17. Improve User Interaction Signals
  18. 18. The Time on Page / Ranking Correlation
  19. 19. The Time on Page / Ranking Correlation
  20. 20. Anatomy of the “Long Click”
  21. 21. 1. Format for Scanners 2. Add Multiple Images 3. Add Video 4. Internal Linking 5. Go Deep 5 Ways to Keep Your Visitors
  22. 22. • Header and Subheaders • Bullet Lists and Numbered Lists • Bolding and Italics • Internal Links • Multiple Images Types of Formatting
  23. 23. source: How Little to Users Read? NN Group Users have time to read at most 28% of the words during an average visit; 20% is more likely. Types of Formatting
  24. 24. source: 2015 Blogger Survey What Media are Bloggers Adding? @crestodina
  25. 25. In a desert of text, images are water. Give your readers a sip!
  26. 26. Build a Network of Content Creators
  27. 27. links are credibility
  28. 28. more links = more credibility
  29. 29. links from credible sites = much more credibility
  30. 30. Source: MOZ Search Ranking Factors 2015 Correlation between links and rankings
  31. 31. Everything in marketing is based on relationships.
  32. 32. lead @crestodina
  33. 33. lead traffic conversions @crestodina
  34. 34. lead traffic conversions search email social @crestodina
  35. 35. lead traffic conversions search @crestodina
  36. 36. lead traffic conversions rank @crestodina
  37. 37. lead traffic conversions rank content links @crestodina
  38. 38. lead traffic conversions rank content links content relationships @crestodina
  39. 39. There are two kinds of people on the internet Creators Contributors And “lurkers” @crestodina
  40. 40. • Journalists • Authors • Podcasters • Academic Researchers • Event Producers And of course... • Bloggers and blog editors Who makes content? @crestodina
  41. 41. Two Types of Social Media Content Promotion Online Networking Traffic and Branding Relationships with Influenc @crestodina
  42. 42. 1. Weekly Outreach Calls 2. Coffee, Lunch, Beer 3. Mastermind Groups 4. Office Hours 5. Attend Events 5 Ways to Build Your Network source: 5 Ways to Produce Better Web Content, Orbit Media @crestodina
  43. 43. Office Hours source: YouCanBook.Me @crestodina
  44. 44. Content Marketing Mastermind 1. 59 minutes on Skype, Hangout or Blab 2. Once per month for one year 3. Agenda: “What are you doing that we can promote” “What are you writing that we can collaborate on” “What are you doing to be more productive?” “Anyone I know that you want to meet?” 4. Bring a guest each month 5. Miss it twice and you’re out! @crestodina
  45. 45. Get Out There! ...events are the best shortcut
  46. 46.  Sit in the front row  Ask a question during Q & A  Thank them in person after the session  Have them sign a book  Ask if you can email them to get a contributor quote later... Tips for attending events @crestodina
  47. 47. 1. Quote and Mention 2. Contributor Quote 3. Roundup Posts 4. Deep Dive Interview 5. Invite to Guest Post 5 Ways to Collaborate source: 5 Ways to Produce Better Web Content, Orbit Media
  48. 48. Content optimized for search includes keywords. Content optimized for social includes people.
  49. 49. YOUR SITE OTHER SITES WHERE to publish
  50. 50. WHO does the writing CREATED BY YOU CO-CREATED WITH INFLUENCERS
  51. 51. Content = 2 Links = 0 Friends = 0 Content = 3 Links = 1 Friends = 2 Blogger vs. Blogging Collaborator
  52. 52. (better links + real connections) Content = 4 Links = 0 Friends = 0 Content = 6 Links = 2 Friends = 4 Round two...
  53. 53. Nice blog, but… This is what great content marketing looks like. Round four...
  54. 54. If you’re not making friends, you’re doing it wrong.
  55. 55. Publish the Best Piece of Content on the Topic
  56. 56. Google’s Search Quality Guidelines! source: Search Quality Evaluator Guidelines @crestodina
  57. 57. 1. Content is “Front and Center” 2. EAT: Expert, Authoritative, Trustworthy 3. “Highly Meets” vs. “Fails to Meet” 3 Ways to Meet Google’s Guidelines source: Brian Dean @crestodina
  58. 58. “Is the content is at the top of the page?” Put information high on the page, so visitors can read without scrolling. Content is Front and Center source: Search Quality Evaluator Guidelines @crestodina
  59. 59. "Can you trust the source of this content?” • Expertise • Authoritativeness • Trustworthiness Prove that you’re an expert, or "borrow" authority by citing sources and other experts. E-A-T the Results source: Search Quality Evaluator Guidelines @crestodina
  60. 60. “Does the content succeed at meeting the goals of the visitor?” Page should provide a comprehensive answer, truly meeting their needs. Create long, in-depth content that covers every angle of your topic. Highly Meets vs. Fails to Meet source: Search Quality Evaluator Guidelines @crestodina
  61. 61. The Results? ...let’s take a look.
  62. 62. Rankings climb for “website footer design”
  63. 63. What was the search volume?
  64. 64. And finally, the traffic...
  65. 65. Best of all? It’s attracted links!
  66. 66. Make the best page on the Internet for your topic. Be the best answer.
  67. 67. Thank you! Andy Crestodina Strategic Director | @crestodina #wineweb
  68. 68. These might help... http://bit.ly/orbitfutureSEO http://bitly.com/contentchem

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