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The Future of SEO
Search Optimization
in 2016
Andy Crestodina
Strategic Director |
@crestodina
#SEMrushLive
1. Semantic Search
2. Natural Language
3. User Interaction Signals
4. Build Your Network
5. Quality Rater Guidelines
Futur...
Semantic Search
We’ve been working on an intelligent model...
that understands real-world entities and their
relationships to one another:...
website copyright
copyright text
website footer examples
header and footer
website footer definition
at the bottom of the ...
website copyright
copyright text
website footer examples
header and footer
website footer definition
at the bottom of the ...
1. Find the words and phrases that are
semantically links to the phrase you are
targeted
2. Use those phrases within your ...
Digital Assistants, Natural Language
1. Use sentences that include the
complete meaning
2. Include full questions and full answers
Adapt to Natural
Language Se...
Improve User Interaction Signals
The Time on Page / Ranking
Correlation
The Time on Page / Ranking
Correlation
1. Format for Scanners
2. Add Multiple Images
3. Add Video
4. Internal Linking
5. Go Deep
5 Ways to Keep Your Visitors
• Header and Subheaders
• Bullet Lists and Numbered Lists
• Bolding and Italics
• Internal Links
• Multiple Images
Types o...
source: How Little to Users Read? NN Group
Users have time to read at most 28%
of the words during an average visit; 20%
i...
source: 2015 Blogger Survey
What Media are
Bloggers Adding?
Build a Network of Content Creators
links are credibility
more links = more credibility
links from credible sites =
much more credibility
Source: MOZ Search Ranking Factors 2015
Correlation between links
and rankings
Everything in marketing is
based on relationships.
lead
lead
traffic
conversions
lead
traffic
conversions
rank
lead
traffic
conversions
rank
content
links
lead
traffic
conversions
rank
content
content
relationships
links
There are two kinds of people
on the internet
source: Wikipedia
Creators
Contributors
And “lurkers”
• Journalists
• Authors
• Podcasters
• Academic Researchers
• Event Producers
And of course...
• Bloggers and blog editors...
Two Types of Social
Media
Content Promotion Online Networking
Traffic and Branding Relationships with Influenc
YOUR SITE
OTHER SITES
WHERE to publish
WHO does the writing
CREATED BY YOU
CO-CREATED WITH
INFLUENCERS
Content = 2
Links = 0
Friends = 0
Content = 3
Links = 1
Friends = 2
Blogger vs. Blogging
Collaborator
(better links + real connections)
Content = 4
Links = 0
Friends = 0
Content = 6
Links = 2
Friends = 4
Round two...
Nice blog, but… This is what great
content marketing looks like.
Round four...
1. Listen, Say Hello, Add to List
2. Weekly Outreach Calls
3. Coffee, Lunch, Beer
4. Mastermind Groups
5. Office Hours
5 W...
Office Hours
source: YouCanBook.Me
Content Marketing
Mastermind1. 59 minutes on Skype, Hangout or Blab
2. Once per month for one year
3. Agenda:
“What are yo...
1. Quote and Mention
2. Contributor Quote
3. Roundup Posts
4. Deep Dive Interview
5. Invite to Guest Post
5 Ways to Collab...
Publish the Best Piece of Content on
the Topic
Google’s Search Quality
Guidelines!
source: Search Quality Evaluator Guidelines
1. Content is “Front and Center”
2. EAT: Expert, Authoritative, Trustworthy
3. “Highly Meets” vs. “Fails to Meet”
3 Ways t...
“Is the content is at the top of the page?”
Put information high on the page, so visitors
can read without scrolling.
Cont...
"Can you trust the source of this content?”
• Expertise
• Authoritativeness
• Trustworthiness
Prove that you’re an expert,...
“Does the content succeed at meeting the
goals of the visitor?”
Page should provide a comprehensive
answer, truly meeting ...
Make the best page on the Internet
for your topic. Be the best answer.
These might help...
http://bit.ly/orbitfutureSEO http://bitly.com/contentchem
Thank you!
Andy Crestodina
Strategic Director |
@crestodina
#SEMrushLive
The Future of SEO: 5 Ways to Adapt Your Content for 2016
The Future of SEO: 5 Ways to Adapt Your Content for 2016
The Future of SEO: 5 Ways to Adapt Your Content for 2016
The Future of SEO: 5 Ways to Adapt Your Content for 2016
The Future of SEO: 5 Ways to Adapt Your Content for 2016
The Future of SEO: 5 Ways to Adapt Your Content for 2016
The Future of SEO: 5 Ways to Adapt Your Content for 2016
The Future of SEO: 5 Ways to Adapt Your Content for 2016
The Future of SEO: 5 Ways to Adapt Your Content for 2016
The Future of SEO: 5 Ways to Adapt Your Content for 2016
The Future of SEO: 5 Ways to Adapt Your Content for 2016
The Future of SEO: 5 Ways to Adapt Your Content for 2016
The Future of SEO: 5 Ways to Adapt Your Content for 2016
The Future of SEO: 5 Ways to Adapt Your Content for 2016
The Future of SEO: 5 Ways to Adapt Your Content for 2016
The Future of SEO: 5 Ways to Adapt Your Content for 2016
The Future of SEO: 5 Ways to Adapt Your Content for 2016
The Future of SEO: 5 Ways to Adapt Your Content for 2016
The Future of SEO: 5 Ways to Adapt Your Content for 2016
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The gradual evolution in search has led to an evolution in optimization. This webinar teaches the five 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)
In this presentation, you’ll learn the step-by-step process for each of the specific actions that will future-proof your search engine rankings

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The Future of SEO: 5 Ways to Adapt Your Content for 2016

  1. 1. The Future of SEO Search Optimization in 2016 Andy Crestodina Strategic Director | @crestodina #SEMrushLive
  2. 2. 1. Semantic Search 2. Natural Language 3. User Interaction Signals 4. Build Your Network 5. Quality Rater Guidelines Future Proof your Search Rankings
  3. 3. Semantic Search
  4. 4. 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
  5. 5. 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
  6. 6. 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
  7. 7. 1. Find the words and phrases that are semantically links to the phrase you are targeted 2. Use those phrases within your content Adapt to Semantic Search
  8. 8. Digital Assistants, Natural Language
  9. 9. 1. Use sentences that include the complete meaning 2. Include full questions and full answers Adapt to Natural Language Search
  10. 10. Improve User Interaction Signals
  11. 11. The Time on Page / Ranking Correlation
  12. 12. The Time on Page / Ranking Correlation
  13. 13. 1. Format for Scanners 2. Add Multiple Images 3. Add Video 4. Internal Linking 5. Go Deep 5 Ways to Keep Your Visitors
  14. 14. • Header and Subheaders • Bullet Lists and Numbered Lists • Bolding and Italics • Internal Links • Multiple Images Types of Formatting
  15. 15. 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
  16. 16. source: 2015 Blogger Survey What Media are Bloggers Adding?
  17. 17. Build a Network of Content Creators
  18. 18. links are credibility
  19. 19. more links = more credibility
  20. 20. links from credible sites = much more credibility
  21. 21. Source: MOZ Search Ranking Factors 2015 Correlation between links and rankings
  22. 22. Everything in marketing is based on relationships.
  23. 23. lead
  24. 24. lead traffic conversions
  25. 25. lead traffic conversions rank
  26. 26. lead traffic conversions rank content links
  27. 27. lead traffic conversions rank content content relationships links
  28. 28. There are two kinds of people on the internet source: Wikipedia Creators Contributors And “lurkers”
  29. 29. • Journalists • Authors • Podcasters • Academic Researchers • Event Producers And of course... • Bloggers and blog editors Who makes content?
  30. 30. Two Types of Social Media Content Promotion Online Networking Traffic and Branding Relationships with Influenc
  31. 31. YOUR SITE OTHER SITES WHERE to publish
  32. 32. WHO does the writing CREATED BY YOU CO-CREATED WITH INFLUENCERS
  33. 33. Content = 2 Links = 0 Friends = 0 Content = 3 Links = 1 Friends = 2 Blogger vs. Blogging Collaborator
  34. 34. (better links + real connections) Content = 4 Links = 0 Friends = 0 Content = 6 Links = 2 Friends = 4 Round two...
  35. 35. Nice blog, but… This is what great content marketing looks like. Round four...
  36. 36. 1. Listen, Say Hello, Add to List 2. Weekly Outreach Calls 3. Coffee, Lunch, Beer 4. Mastermind Groups 5. Office Hours 5 Ways to Build Your Network source: 5 Ways to Produce Better Web Content, Orbit Media
  37. 37. Office Hours source: YouCanBook.Me
  38. 38. Content Marketing Mastermind1. 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!
  39. 39. 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
  40. 40. Publish the Best Piece of Content on the Topic
  41. 41. Google’s Search Quality Guidelines! source: Search Quality Evaluator Guidelines
  42. 42. 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
  43. 43. “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
  44. 44. "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
  45. 45. “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
  46. 46. Make the best page on the Internet for your topic. Be the best answer.
  47. 47. These might help... http://bit.ly/orbitfutureSEO http://bitly.com/contentchem
  48. 48. Thank you! Andy Crestodina Strategic Director | @crestodina #SEMrushLive
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The gradual evolution in search has led to an evolution in optimization. This webinar teaches the five 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) In this presentation, you’ll learn the step-by-step process for each of the specific actions that will future-proof your search engine rankings

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