SEO Code for 2015: Tactics to Love vs. Leave
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Cracking the SEO Code for 2015: Tactics to Love vs. Leave презентация
Содержание
- 1. Cracking the SEO Code for 2015: Tactics to Love vs. Leave
- 2. This Presentation Is Online Here: bit.ly/seoloveleave
- 3. A brief look at how SEO has evolved over the past five years. What Changed?
- 4. Ranking algorithms are far more complex – more inputs, more subtlety, more quality checks. #1:
- 5. Advancements in User Data Signals Via Eric Fischer
- 6. An Uncanny Ability to Spot Editorial VS. Manipulative Links
- 7. Keyword Matching is Now Intent Matching
- 8. Personalization by History, Device, Location, and Google+
- 9. SEO has become a job description, not a job title. #2:
- 10. Analysis of LinkedIn Profiles
- 11. SEOs Have Learned that Just Doing Their
- 12. Policing of webspam is more aggressive, more
- 13. Non-Editorial Links Are More Dangerous Than Ever
- 14. Webspam’s Become Every Site Owner’s Problem Via Moz: Preparing for Negative SEO
- 15. Google is shortening searchers’ paths and disintermediating content creators. #4:
- 16. Less Opportunity in Many Simplistic “Give Me the Answer” Queries
- 17. No Traffic For You, NFL
- 18. No Traffic For You, City of Boston!
- 19. No Traffic For You, Moz!
- 20. No Traffic For You, Hubspot!
- 21. Less Opportunity In Some Non-Simple Queries, Too:
- 22. If You’re Expedia, These Results Suck…
- 23. Almost 6 Billion queries/day But It May Mean More Opportunity in the Long Tail
- 24. The ubiquity of social media has broadened the field of “influencers.” #5:
- 25. 1997-2011: The Linkerati Rule the Web Via
- 26. 2012-Present: We Are All Potential Amplifiers Via
- 27. Disappearing data makes SEO more challenging to measure and improve. #6:
- 28. Keyword Referral Data is Gone On average,
- 29. AdWords’ [Exact Match] No Longer Exact Via http://adwords.blogspot.com/2014/08/close-variant-matching-for-all-exact.html
- 30. A Significant Portion of Search Traffic May
- 31. How do these changes affect which tactics
- 32. Great SEO Is No Longer Just “SEO” Keywords Links Crawl Rankings SEO in 2004
- 33. Great SEO Is No Longer Just “SEO”
- 34. Our Job: Choose the Tactics that Marry Our Strengths to Our Opportunities
- 35. No tactic will be right for everyone. But, awareness of our potential arsenal is essential.
- 36. Tactics to Leave Behind vs. Tactics to Embrace for the Future:
- 37. Keyword Research
- 38. AdWords-Only Discovery
- 39. AdWords-Only Discovery Leave It Behind
- 40. AdWords + Suggest + Customer Data Many
- 41. My favorite tool for keyword suggest research: Keywordtool.io This tool makes the process easier.
- 42. Popular questions, phrases, and terms that your
- 43. Content Creation
- 44. Create & Scale Keyword-Targeted Pages of “Good, Unique Content”
- 45. This is a LONG page from Angie’s
- 46. This is the ONLY “unique content” on that page
- 47. You’re dreaming! Think you can build pages like that and rank?
- 48. Create & Scale Keyword-Targeted Pages of “Good, Unique Content” Leave It Behind
- 49. Modern Criteria for Content: One-of-a-Kind – doesn’t
- 50. A Great Example from Genius.com
- 51. Accurate, readable lyrics Uniquely valuable annotations A
- 52. Link Building
- 53. Acquire Links Via Directories, Forums, Account Profiles, etc.
- 54. Acquire Links Via Directories, Forums, Account Profiles, etc. Leave It Behind
- 55. Acquire Links w/ Off-Topic Infographics & Embeds
- 56. Acquire Links w/ Off-Topic Infographics & Embeds Leave It Behind
- 57. Acquire Links By Scaling Up Guest Posting & Commenting
- 58. Acquire Links By Scaling Up Guest Posting & Commenting Leave It Behind
- 59. The Truth: Google doesn’t want to count links you can “build.”
- 60. The Truth: Google only wants to count links you editorially “earn.”
- 61. Instead, Build Relationships My haircut place built
- 62. Use Content to Drive Editorial Links
- 63. Aim for Resource Pages & Blogrolls
- 64. Buy Exposure that Leads to Links (not the links themselves)
- 65. For more link building tactics to
- 66. Social Media & SEO
- 67. Share Socially to Get Rankings No doubt
- 68. Share Socially to Get Rankings No doubt
- 69. Social Impacts SEO Indirectly This blog post
- 70. G+ is the Exception for Logged-In Results
- 71. Content Marketing
- 72. Publish Content to Get Links & Rankings Blog Post Blog Post Article Article Blog Post
- 73. Publish Content to Get Links & Rankings
- 74. Links & Shares Skew to the Top 5% of Content http://www.simplereach.com/blog/facebook-continues-to-be-the-biggest-driver-of-social-traffic/
- 75. There’s No Prize For Hitting Publish
- 76. Rules for Content Investments: Strategic &
- 77. Need Inspiration? Check out Buzzsumo Buzzsumo –
- 78. Measuring ROI
- 79. Traffic & Performance by Keyword Pre-2012 Post-2012
- 80. Traffic & Performance by Keyword Pre-2012 Post-2012 Leave It Behind
- 81. Instead, Measure Search Traffic Performance by Page
- 82. And/Or Use Estimates in SEO Software Packages
- 83. Attribution Models This is how most companies (& software packages) do web analytics by default
- 84. Attribution Models This is how most companies
- 85. Attribution Models A model something like this makes far more sense.
- 86. Pro Tip: Note which channels are frequently
- 87. The Best ROI Often Comes from Non-Measurable, Serendipitous Marketing
- 88. SEO is getting harder
- 89. But, that high barrier to entry means greater opportunity for those who succeed.
- 90. Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com bit.ly/seoloveleave
This Presentation Is Online Here: bit.ly/seoloveleave
Слайд 4Ranking algorithms are far more complex – more inputs, more subtlety,
more quality checks.
#1:
Слайд 11SEOs Have Learned that Just Doing Their Jobs Often Isn’t Enough
And,
that the title “SEO” may limit influence
Слайд 12Policing of webspam is more aggressive, more difficult to recover from,
& less evenly applied.
#3:
Слайд 251997-2011:
The Linkerati Rule the Web
Via Forrester Research
13% of web users can
amplify content
Слайд 262012-Present: We Are All Potential Amplifiers
Via Pew Research Data
72% of web
users can amplify content
Слайд 28Keyword Referral Data is Gone
On average, 87.5% of keywords from Google
are now “not provided” (source)
Слайд 29AdWords’
[Exact Match]
No Longer Exact
Via http://adwords.blogspot.com/2014/08/close-variant-matching-for-all-exact.html
Слайд 30A Significant Portion of Search Traffic May Be Falsely Hidden in
“Direct”
Groupon’s experiment showing up to 60% of traffic reported as “direct” may be organic search
Слайд 31How do these changes affect which tactics we can still pursue
vs. those we must leave behind?
So…
Слайд 33Great SEO Is No Longer Just “SEO”
Keywords
Links
Crawl
Rankings
SEO in 2014
Social
Content
Design & UX
Speed
Accessibility
Email
Press
& PR
CX
Webspam
Mobile
Internationalization
Localization
Слайд 40AdWords + Suggest + Customer Data
Many queries with 100s or 1000s
of monthly searches don’t show up in AdWords but will show up here.
Слайд 41My favorite tool for keyword suggest research: Keywordtool.io
This tool makes the
process easier.
Слайд 42Popular questions, phrases, and terms that your audience uses in web
forums/social media are excellent sources of keyword data expansion
Слайд 49Modern Criteria for Content:
One-of-a-Kind – doesn’t appear elsewhere on the web
Relevant
– contains content the engines can interpret as on-the-topic to the searcher’s intent & phrasing
Helpful – resolves the searcher’s query in a useful, efficient manner
Uniquely Valuable – provides information that’s unavailable (or hard to get) elsewhere
Great UX– is easy & pleasurable to consume on any device
Слайд 51Accurate, readable lyrics
Uniquely valuable annotations
A community of contributors
One click to play
Data
re: popularity
& activity
& activity
Слайд 61Instead, Build Relationships
My haircut place built a relationship & partnered with
a local sex toy shop – now both get more branding, exposure, customers, & links!*
*partnering with nearby sex toy shops may not be the perfect bizdev action for everyone
Слайд 65
For more link building tactics to love, see:
Link Building from the
Moz Blog
Paddy Moogan’s Link Building eBook
Experts’ Favorite Link Building Tactics
How to Leverage PR for Link Building
The Future of Link Building
Слайд 67Share Socially to Get Rankings
No doubt about it – there’s a
strong CORRELATION between tweets (and Facebook and Google+ shares) and higher rankings.
Слайд 68Share Socially to Get Rankings
No doubt about it – there’s a
strong CORRELATION between tweets (and Facebook and Google+ shares) and higher rankings.
Leave It Behind
Слайд 69Social Impacts SEO Indirectly
This blog post from OKTrends earned 100s of
links after launch
Social shares expose content to those who might link to it (and amplify in other ways)
Слайд 70G+ is the Exception for Logged-In Results
Because I follow Mark on
G+, what he shares/+1s can usually ranks higher when I’m logged into my Gmail.
Слайд 73Publish Content to Get Links & Rankings
Blog Post
Blog Post
Article
Article
Blog Post
Leave It
Behind
Слайд 74Links & Shares Skew to the Top 5% of Content
http://www.simplereach.com/blog/facebook-continues-to-be-the-biggest-driver-of-social-traffic/
Слайд 76Rules for Content Investments:
Strategic & Relevant– the content must tie to
business goals and fit with your branding
Targets Likely Amplifiers – there should be an obvious answer to the question “who will help spread this content and why?”
Cannot Be Fire & Forget– most content will fail; you need to be willing to invest longer and harder than the competition to find success
Слайд 77Need Inspiration? Check out Buzzsumo
Buzzsumo – my favorite tool for researching
the competitive content landscape
Слайд 81Instead, Measure Search Traffic Performance by Page (or Section)
Observing the pages
that receive search visits can get close to the old keyword-based performance reports.
Слайд 82And/Or Use Estimates in SEO Software Packages
If you use a tool
like Conductor, Searchmetrics, or Moz Analytics, you can see predictions for KWs sending traffic to given pages
Слайд 83Attribution Models
This is how most companies (& software packages) do web
analytics by default
Слайд 84Attribution Models
This is how most companies (& software packages) do web
analytics by default
Leave It Behind
Слайд 86Pro Tip: Note which channels are frequently
part of your overall conversion
process
Many times, these contain channels that can’t be tracked, and you’ll only miss them if you stop investing
