Post on 09-Mar-2020
transcript
#MRKGsummit15 @MerkleRKG @MerkleRKG#MRKGsummit15
5 Modern Trends in SEO
Adam Audette - @audette
CKO of Merkle|RKG
#MRKGsummit15 @MerkleRKG
5 Things You Gotta’ Know
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5 Things in SEO
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It’s the era of
dynamic sites
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5 Things in SEO
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Something
happened in April
with mobile...
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5 Things in SEO
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‘Phantom’ algo
updates are the
new normal
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5 Things in SEO
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Your audience is
(almost)
everything
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5 Things in SEO
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Focus people!
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It’s the era of SEO for dynamic sites
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Google crawls dynamic content
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Google crawls dynamic content
Dynamically
inserted images
and content
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Google crawls dynamic content
JavaScript links
and redirects
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Google crawls dynamic content
Dynamically
inserted meta data
<head><title>NBA LIVE 15 - Features - EA SPORTS - Official Site</title>
<meta name="description" content="NBA LIVE features the best visuals in franchise history and 500+ gameplay improvements delivering a fluid, fun and authentic basketball experience.">
<link rel="canonical" href=“https://www.easports.com/nba-live/features" >
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We tested…
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The Era of Dynamic Sites and SEO
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The Era of Dynamic Sites and SEO
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JS redirects
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The Era of Dynamic Sites and SEO
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JS links
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The Era of Dynamic Sites and SEO
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Dynamic
content
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We Published the Findings...
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... and Talked to Google
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Here’s What You Need To Know
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1. JavaScript can be okay for Google
(including redirects)
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Here’s What You Need To Know
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2. Other search engines are behind
(and so are Twitter and Facebook)
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Here’s What You Need To Know
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3. The D.O.M. gets read by Google
(html source = 50% or less of the picture)
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It’s the era of mobile sites
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Mobile-geddon Was the Beginning
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~69% of searches show different results
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Executing JS was for mobile, too
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Google: Mobile Passed Desktop
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But ya Gotta’ Get Signals Right
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Get Your Signals Right
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‘Phantom’ Updates are the New Normal
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#MRKGsummit15 @MerkleRKG
‘Phantom’ Updates are the New Normal
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#MRKGsummit15 @MerkleRKG
Did Penguin 3.0 Rollout May 9?
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Industry reporting many traffic
changes
Hub Pages 20%+ traffic decline
Our teams are seeing some flux
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Phantom Updates
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Usually Our Clients Benefit
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Other’s Clients Do Not Benefit...
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Good analysis:http://www.hmtweb.com/marketing-blog/phantom2-google-update-april-may-2015/
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Your Audience is (Almost) Everything
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The Two Pillars of SEO: Tech & Audience
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Technical Audience
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The Two Pillars of SEO: Tech & Audience
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Technical Audience
Search Engines Audience
Crawl space Search behavior
Duplication Workflows
Dynamic content Content topics
Site migrations KW research
Mobile serving Engagement
Int’l sites Conversion paths
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Use SKA – Strategic Keyword Analysis
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Use SKA – Strategic Keyword Analysis
KW Topics
Separate Data
Sources
Site Behaviors
Content Gaps
Query Mapping
#MRKGsummit15 @MerkleRKG
Use SKA – Strategic Keyword Analysis
KW Topics
Site Behaviors
Separate Data
Sources
Content Gaps
Query Mapping
Unique queries
Categorized by topic
With Search Volume
Mapped to Site Arch.
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Workflow
Conversion
Paths
Top Entry Pages
Content Themes
Sources
Firmographics
Analytics
SKA
Search Behavior
Product types
Queries
Search Volume
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Smart Prioritization is the Key
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Focus Your Efforts!
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The Two Pillars of SEO: Tech & Audience
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Technical Audience
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Thank You!
MerkleRKG.com | Merkleinc.com
Adam Audette - @audette
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