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Search Marketing 2016: Still no flying cars, sorry

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Ian Lurie
Ian Lurie

This document provides tips for controlling content and audience in 2016. It recommends owning content by focusing on language over keywords, using structured data, publishing content across multiple sites to build authority, and creating deeply connected content on a topic. It advises that Google is now a publisher focused on showing content and driving ad impressions, so content owners should make Google work for them by owning content and audience.

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OWN THE CONTENT OWN THE AUDIENCE 2016
Mycompany:Portent,Inc www.portent.com/blog Me,ontwitter:@portentint
Theseslides:portent.co/flying-search
WHATDIDWEGETIN2015?
EncyclopediaPages
CatalogPages
YellowPages
WHATDIDWELOSEIN2015? CONTROL
CONTROLOVERCONTENTLOCATION
LET’SPLAYAGAMECALLEDBULLSHIT BUTFIRST,
OH,WHY… THISMEANSIT’SBULLSHIT
OH,WHY… WHAT?!!! THISMEANSIT’STRUE
realllyyyy now… THISMEANSIT’SCOMPLICATED
OH,WHY… BULLSHIT
https://moz.com/blog/rankbrain-unleashed
RANKBRAINMAY GETFIRED
RANKBRAINISHARD TOINFLUENCE
RANKBRAIN+HUMMINGBIRD LANGUAGE,NOTKEYWORDS
“ToGoogle,301and302arethesame” 2
realllyyyy now…
“302sAREOK”
OH,WHY… TRUE
50%of302sinSERPs 65%of301sinSERPs wtf?!!!
STRUCTUREDDATAFROM302s? ANSWERBOXESFROM302s? BUT:
AUTHORITY?????!!!!
IN2016…
302=“Thispagewillbeback”
301=“Thispagewillneverbeback”
“Googlehasnoproblem withjavascriptframeworks” 3
OH,WHY… BULLSHIT
“JavascriptframeworksareOK”
realllyyyy now…
Obfuscation
wtf?!!!
wtf?!!!
WithoutJavascript
LOWER AUTHORITY? WHO CARES
HTMLSNAPSHOTS?SURE.IGUESS.BUT…
IN2016…
DON’TUSEJAVASCRIPT TODELIVERSTATICCONTENT
DON’TUSEJAVASCRIPT TODELIVERSTATICCONTENT IT’SNOTWORTHIT
“Structureddataisgoodforrankings” 4
OH,WHY… TRUE
OH,WHY… SORTOF it means higher clickthru rate
STRUCTUREDMARKUP=BETTERREPRESENTATIONOFYOURCONTENT
STRUCTUREDMARKUP=HIGHERCONSUMPTIONOFYOURCONTENT
“Authorshipisnomore” 5
OH,WHY… TRUE
@PORTENTINT THISISGONE
BUTAUTHORRANK
“Googleisapublisher” 6
OH,WHY… TRUE
PUBLISHERSWANTTOSHOWCONTENT ANDDRIVEADIMPRESSIONS.
THEYWANTTOMINIMIZECLICKSOUT
GOOGLEISAPUBLISHER
GOOGLEWANTSTOORGANIZETHEWORLD’SINFORMATION
GOOGLEWANTSTOORGANIZETHEWORLD’SINFORMATION AT GOOGLE.COM
WHATDOWEDO?
BLOCKOUTTHE NOISE
IN2016…
WEDONOTOWN THEPUBLISHER
WE OWN THE CONTENT
WE OWN THE AUDIENCE
SO
UNDERSTANDHOWSHITWORKS THENMAKEITWORK
302,301
SPEED
UX/UI
FOCUSONLANGUAGE,NOTKEYWORDS
TESTYOURLANGUAGE
ALCHEMYAPI.COM
Wordsnotonthepage canstillbeconcepts
SortofkindofRankBrain-ish
BUILDADAPTABLECONTENT
STRUCTUREDDATA
USEGOOGLETAGMANAGER&JSON-LD
JSON-LD.ORG
SCHEMA.ORG
KEEPITSIMPLE
NO.
PUBLISH ALL OVER THE PLACE
MAXIMIZE‘AUTHORRANK’
ENSUREVISIBILITY
@PORTENTINT SLIDESHARE.NET
@PORTENTINT LINKEDIN.COM
@PORTENTINT QUORA.COM
@PORTENTINT REDDIT.COM
@PORTENTINT MEDIUM.COM
PICKTHETOPIC WRITE/FILM/RECORD/CODETHESHITOUTOFIT
CONNECTEDCONTENT
CONNECTEDCONTENT
CONNECTEDCONTENT
CONNECTEDCONTENT
CONNECTEDCONTENT All about broccoli
CONNECTEDCONTENT All about broccoli Broccoli recipes
CONNECTEDCONTENT All about broccoli Broccoli recipes Stinky vegetables
CONNECTEDCONTENT All about broccoli Broccoli recipes Stinky vegetables “Eat too much broccoli?...”
CONNECTEDCONTENT All about broccoli Broccoli recipes Stinky vegetables Gas remedies “Eat too much broccoli?...”
MASTER DEEP CONTENT
GOOGLELINKSTO10XCONTENT
CONTROL FOLLOW-UP (OWN THE AUDIENCE)
GETSERIOUSABOUTSHARING
E-MAIL100FRIENDS
“WOULDYOULIKETORECEIVEADVICE?”
THENGO
SO,WHATNOW?
WE CAN’T OWN SEARCH ENGINES KEYWORDS RANKINGS
BUT WE CAN MAKE GOOGLE WORK FOR US
OWN THE CONTENT OWN THE AUDIENCE
Thank you ian@portent.com @portentint portent.co/flying-search

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