2015:
How Search Has Changed & How Marketers’ Tactics Must Shift
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SEO for 2015: How Search Has Changed & How Marketers’ Tactics Must Shift презентация
Содержание
- 1. SEO for 2015: How Search Has Changed & How Marketers’ Tactics Must Shift
- 2. This Presentation Is Online Here: bit.ly/seocode2014
- 3. A brief look at how SEO has evolved over the past five years. What Changed?
- 4. Searchers (and engines) are demanding more from results than ever before #1
- 5. Page Speed Expectations Via http://www.relentlesstechnology.com/insights/page-speed.html
- 6. Design & UX Expectations Via The Rise of Customer Expectations Around User Experience
- 7. Content Quality Expectations Via http://www.searchmetrics.com/en/knowledge-base/ranking-factors/
- 8. Employing User & Usage Data
- 9. Leaning More Heavily on Human Quality Raters Via http://www.thesempost.com/google-rewrites-quality-rating-guide-seos-need-know/
- 10. Past SEO Success May Not Be Indicative of the Future
- 11. The move from keyword matching to topic association #2
- 12. 1998-2008 Keyword Matching
- 13. 2009-2012 Keyword Matching
- 14. 2013+ Keyword Matching
- 15. 2013+ Keyword Matching
- 16. 2013+ Keyword Matching
- 17. 2013+ Keyword Matching
- 18. Google’s Upgraded Their Understanding Have We Upgraded Our Content?
- 19. Domain-level keyword connections are on the rise #3
- 20. Google’s Algorithm Used to Be Very Page-Level
- 21. In the Past Few Years, They’ve Become
- 22. Don’t Have a Domain-Level Content Strategy?
- 23. Google’s crackdown on spam is basically a crackdown on ranking without a brand #4
- 24. Manipulating Google? You’d Better Be a Brand. Via http://marketingland.com/10-big-brands-that-were-penalized-by-google-69646
- 25. Ranking Well, But Not a Brand? Google’s Gonna Reclassify Those Tactics. Via http://www.seobook.com/learn-seo/infographics/brand-branding-brands.php
- 26. Critical SEO data still flows for the 1%, but is unavailable to the 99% #5
- 27. ~10% of Referral Data Still Available Via www.notprovidedcount.com/
- 28. AdWords’ [Exact Match] No Longer Exact Via http://adwords.blogspot.com/2014/08/close-variant-matching-for-all-exact.html
- 29. Via http://moz.com/blog/keyword-research-and-targeting-without-exact-match-whiteboard-friday
- 30. But If You’re a Big Advertiser, that Keyword Data Still Flows Through Your Reports
- 31. GA Sampling is Pervasive Unless You Pay… Via https://support.google.com/analytics/answer/2601061?hl=en
- 32. This Inequity Might Feel Familiar Over
- 33. Processes and practices to change in the year ahead to stay a step ahead Tactics
- 34. Research & Targeting Keyword
- 35. Classic Keyword Process Brainstorm Collect Input Generate
- 36. What’s Broken? Brainstorm Collect Input Generate an
- 37. Use KW Research Tools to Expand Instead
- 38. Group Keywords by Targeting & Ranking Ability
- 39. Produce List of Pages to Create Based
- 40. Don’t KW Cannibalize; Consolidate if Need Be
- 41. A simplistic example to help illustrate: Keyword
- 42. People are clearly curious about what signals
- 43. Google clearly has search volume and data
- 44. Using the data I received from my
- 45. Group keywords by intent, not matching Villainous
- 46. Make Pages that Focus on Intent Content
- 47. Build Up Your Site’s Association with a
- 48. Building Earning Link
- 49. We Sometimes Have Blinders On In Link Building Mode…
- 50. Instead of This: Must. Get. Followed Link with Anchor Text.
- 51. Do This. Build. Relationship.
- 52. Social Media Can Build Relationships
- 53. Comments Can Build Relationships
- 54. A Friendly Email Builds a Relationship Even
- 55. Advertising is a Relationship
- 56. The goal isn’t links. The goal is
- 57. Pro Tip #1: These are terrible targets:
- 58. These are ideal targets: Sites #12+ are
- 59. Likewise, these are probably terrible targets: Folks
- 60. While these are likely excellent targets: A
- 61. Pro Tip #2: Need a warm intro?
- 62. Pro Tip #3: Correlation Exists Between Advertisers
- 63. Pro Tip #4: Brand Mentions Near Keywords
- 64. Creation Content
- 65. Content Marketing May Be Creating False Expectations & Bad Practices
- 66. Me. Must. Get. Viral. Hit.
- 67. Me. Must. Publish. Every. Day.
- 68. Me. Must. Write. Good. Unique. Content.
- 69. Me. Must. Make. Content. Convert.
- 70. Why. Me. No. Get. Results.?
- 71. Criteria for Modern Content Investments: One-of-a-Kind –
- 72. Pro Tip #1: Imitate What Works!
- 73. e.g. Buzzsumo can tell you the content
- 74. Pro Tip #2: In General: Text <
- 75. Pro Tip #3: Even great content benefits
- 76. Invest Choosing Where To
- 77. Measurability is Often Inversely Correlated w/ Opportunity
- 78. More: Manufacturing Serendipity & WB Friday on
- 79. Only by increasing the vectors of
- 80. Overinvest in your unique strengths. Blogging Video
- 81. SEO is getting harder
- 82. But, that high barrier to entry means greater opportunity for those who succeed.
- 83. Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com bit.ly/seocode2014
This Presentation Is Online Here: bit.ly/seocode2014
Слайд 7Content Quality Expectations
Via http://www.searchmetrics.com/en/knowledge-base/ranking-factors/
Слайд 9Leaning More Heavily on Human Quality Raters
Via http://www.thesempost.com/google-rewrites-quality-rating-guide-seos-need-know/
Слайд 20Google’s Algorithm Used to Be Very Page-Level Biased
This page has the
most relevance and links.
This one has the 2nd most.
Слайд 21In the Past Few Years, They’ve Become More Inclusive of Domain-Level
Signals
We’ve seen a lot of searchers around this type of topic get positive results from this site. Let’s see if we can find a relevant result from it.
Слайд 22
Don’t Have a Domain-Level Content Strategy?
You May Lose to Less SEO-Sophisticated,
More
Brand-Focused Competitors
Слайд 24Manipulating Google? You’d Better Be a Brand.
Via http://marketingland.com/10-big-brands-that-were-penalized-by-google-69646
Слайд 25Ranking Well,
But Not a Brand?
Google’s Gonna Reclassify Those Tactics.
Via http://www.seobook.com/learn-seo/infographics/brand-branding-brands.php
Слайд 28AdWords’ [Exact Match] No Longer Exact
Via http://adwords.blogspot.com/2014/08/close-variant-matching-for-all-exact.html
Слайд 29Via http://moz.com/blog/keyword-research-and-targeting-without-exact-match-whiteboard-friday
Слайд 31GA Sampling is Pervasive Unless You Pay…
Via https://support.google.com/analytics/answer/2601061?hl=en
Слайд 32
This Inequity Might Feel Familiar
Over time, behaviors of brands, searchers, &
algorithms
have combined to create something similar in SEO
have combined to create something similar in SEO
Слайд 35Classic Keyword Process
Brainstorm
Collect Input
Generate an Ideation List
Use KW Research Tools to
Expand
Group Keywords by Targeting & Ranking Ability
Produce List of Pages to Create Based on KWs
Don’t KW Cannibalize – Consolidate if Need Be
Слайд 36What’s Broken?
Brainstorm
Collect Input
Generate an Ideation List
Use KW Research Tools to Expand
Group
Keywords by Targeting & Ranking Ability
Produce List of Pages to Create Based on KWs
Don’t KW Cannibalize – Consolidate if Need Be
Слайд 37Use KW Research Tools to Expand
Instead of This:
Do This:
1) Search the
web, news, images, YouTube, & Buzzsumo using your list
2) Collect the concepts, topics, intents, related searches, & popular content you find
3) Aggregate into a new keyword list for refinement via volume estimate/expansion tools
Слайд 38Group Keywords by Targeting & Ranking Ability
Instead of This:
Do This:
1) Group
keywords by overlap in searcher intent
2) Break into buckets of 1-5+ terms/phrases that all serve those same intents. Worry less about precise KW match targeting in the title/URL/headline.
Слайд 39Produce List of Pages to Create Based on KWs
Instead of This:
Do
This:
1) Produce a list of searcher intents w/ 1-5 KWs each.
2) Create pages to target each intent, and plan ongoing content efforts w/ more competitive & temporally demanding KWs
Слайд 40Don’t KW Cannibalize; Consolidate if Need Be
Instead of This:
Do This:
1) If
you have multiple pages already targeting the same KW intent(s), consider consolidation (especially if they don’t rank well).
2) Anticipate creating fresh content that may repeatedly target the same KWs based on temporal changes, new intents, & the goal of connecting your domain w/ those terms in the engine.
Слайд 41A simplistic example to help illustrate:
Keyword Brainstorm List
Evil Mustache Wax
Mustache Products
for Baddies
Evil-Doers Facial Grooming
Bad Guy Moustaches
Criminal Mustaches
Villainous Men’s Grooming
“Infamous!” “Sinister!” I’m already getting expansion terms from searching
Слайд 42People are clearly curious about what signals mustaches send! A perfect
topic for my content.
Johnny Depp & Lyft… Potential partners in moustachio’d crime?
Слайд 43Google clearly has search volume and data for terms like this,
but they won’t show them in Adwords ☹
Слайд 44Using the data I received from my searches, however, gives me
some new opportunities (w/ very light competition)
Слайд 45Group keywords by intent, not matching
Villainous Mustaches
Bad Mustache
Evil Mustache
Villain Mustache
Monster Mustache
Criminal
Mustaches
Vile Mustaches Styles
Evil Mustache Styles
Sinister Mustache Products
Unsavory, Moustachio’d Characters
Sacrilegious Mustaches
Loathesome Mustache Wax
Detestable Stache Products
Vampiric Mustache Grooming Goods
Famous Villain Mustaches
Movie Badguy Mustaches
Searchers looking for any of these keyword phrases likely have the same, shared intent/goal
Слайд 46Make Pages that Focus on Intent
Content that engages people AND fits
with topic modeling algos
Слайд 47Build Up Your Site’s Association with a Topic
(or set of topics)
Beardbrand’s
constant presence across the web (in social, video, news, blogs, etc) means Google associates mustache product searches with their site.
Слайд 54A Friendly Email Builds a Relationship
Even when the email is simply
through a form, a note of thanks/compliment goes a long way.
Слайд 56The goal isn’t links. The goal is to grow the quantity
of interactions to the point where the relationship is real.
Links are just a great side effect of the relationships
(BTW - that’s exactly the type of link Google wants to count)
Слайд 57Pro Tip #1: These are terrible targets:
Sites #1-10 get all the
attention, and likely experience online interaction fatigue very fast
Слайд 58These are ideal targets:
Sites #12+ are far more likely to be
flattered by/interested in online interactions, and have far fewer pre-existing, web-based relationships
Слайд 59Likewise, these are probably terrible targets:
Folks with heavy Twitter followings often
get bombarded with offers
Слайд 60While these are likely excellent targets:
A high social authority means lots
of RTs per tweet, but probably not nearly as much attention as the vanity metric owners
Слайд 61Pro Tip #2: Need a warm intro? GoConspire
I can find anyone
at a given company and/or any specific person and how we’re connected.
Whoa.
Whoa.
Слайд 62Pro Tip #3: Correlation Exists Between Advertisers on Small-Medium Sites &
Links
There’s a strong probability that at some point, the blogger/site owner will editorially link to these folks, simply because they’re top of mind.
Слайд 63Pro Tip #4: Brand Mentions Near Keywords May Have Link-Like Effects
This
page isn’t even a great match, but Google’s associations of MarthaStewart.com w/ terms like “house” and “home organization” and “checklist” likely play into the ranking
Слайд 71Criteria for Modern Content Investments:
One-of-a-Kind – appears nowhere else on the
web
Relevant – contains content engines can interpret as on-topic
Helpful – resolves the searcher’s query in a useful, efficient manner
Uniquely Valuable – provides information that’s unavailable elsewhere
Great UX– is easy & pleasurable to consume on any device
Likely to Spread– convincingly answers the question:
“Who will amplify this content and why?”
Слайд 73e.g. Buzzsumo can tell you the content that’s performed best for
any given keyword, timeframe, platform, author, or website
Слайд 74Pro Tip #2: In General: Text < Visuals < Interactive
This
planner from DefensiveDriving.com made Reddit’s homepage , in part thanks to interactivity
Слайд 75Pro Tip #3: Even great content benefits from paid amplification
Check out
Quicksprout’s Guide to Content Syndication Networks
Слайд 78More: Manufacturing Serendipity & WB Friday on Serendipitous Marketing
Serendipity is Powerful
Because It’s Hard to Track, and Almost Never Competitive
Attend a conference in Portland
Meet a woman through a mutual friend who invites you to participate in a webinar
Webinar attendee is impressed, invites you to speak at an event in San Jose
San Jose event leads to $1mm in new business
How do you attribute/measure the value of going to conferences in Portland?
Слайд 80Overinvest in your unique strengths.
Blogging
Video
Photography
Presentations
In-Person Relationship Building
Twitter
Facebook
Instagram
Research
Illustration
Illustration
Offline Advertising
Display Ads
Social Ads
Google+
Podcasts
Whitepapers
Email
Networking
LinkedIn
Pinterest
SEO
PPC
Interviews
