SEO 2014- Future of SEO

transcript

Navneet Kaushal CEO PageTraffic

SEO in 2014

www.pagetraffic.com

Navneet Kaushal Founder & CEO of PageTraffic

13 Years of Digital Search MarkeDng experience

Editor www.pagetrafficbuzz.com

Expert author on WebProNews, Search Newz, Clickz, Social Media Today,

Search Engine Journal, Promo<onWorld, Business 2 Community , India Digital Review etc

Regularly quoted on ET Now, Zee News, SeaQle Times, Hindustan Times, Livemint, BenefitIT etc.

About PageTraffic Established in 2002

95 people strong, with offices in New Delhi, Noida, Mumbai, Chicago & London

Offers SEO, SMO, PPC, Link Building, Web Development services

More than 2500 clients worldwide

Winner of Red Herring Top 100 Asia Award 2011

WHO AM I?

www.pagetraffic.com

SERP Features In 2013, Google Introduced more search engine results page features than ever.

7-‐RESULTS SERPS

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10-‐RESULTS SERPS

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EVENT SITELINKS SERPS

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GOOGLE+ BRANDS SERPS

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PAID SHOPPING (LEFT) SERPS

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PAID SHOPPING (RIGHT) SERPS

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KNOWLEDGE GRAPH (KG) SERPS

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RELATED SEARCH CAROUSEL SERPS

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LOCAL CAROUSEL SERPS

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AUTHORSHIP THUMBNAIL SERPS

Star Ratings, Reviews & Price

Author Photo

Date of Publication

Video Snippet

RICH SNIPPETS AND SCHEMA MARKUP SERPS

What else is changing?

The Way We Consume InformaQon Has Changed

The Way We Communicate Has Changed

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•  Hummingbird •  Google Panda: 25+ updates •  Google Penguin: 4 updates •  Exact-‐Match Domain (EMD) Update •  Page Layout: 2 updates •  7-‐Result SERPs •  Link Warnings •  Knowledge Graph •  Venice •  Other Monthly Updates: 390

Google is Constantly Changing

Audience Search Habits are Changing

Shi^ in Balance is happening

Link Building

On-‐Page Basics

In 2008, SEO Was This

LINK BUILDING

CONTENT STRATEGY

MOBILE

SITE SPEED

VIDEO ON-‐PAGE

CONTENT MARKETING

In 2014, SEO is This

Forget keywords as anchor texts

Build Links WITH Your Content to

Pick Content Type

Build Content With High Search Link Intent

KEYWORD “FACTS” KEYWORD “INFORMATION”

KEYWORD “DATA”

Learn the art of storytelling

Promote

How to Measure

“Data” and not “Not Provided” Keywords will Decide the Success of your Online MarkeQng Strategy

Expected to be 100% by this year end

Stop whining and move forward!

•  Conversion rate – By Landing Page

•  But which phrase(s) – Drive traffic – Does the page generate conversations

Key Metric

Keywords Are Secondary

•  Don’t worry about specific phrases •  Think Landing Pages for organic instead

– Which ones are they? – Are these the landing pages you want?

•  Do they lead to conversions?

– What can be done improve traffic to page

•  Work backwards

Identify Key Landing •  Examine landing pages in Analytics

Filter For Only Organic Search •  Create a Filter or Segment (GA)

Build Likely Phrases •  Keywords:

– Lasik, savings, cost, financing

•  Likely Phrase – Cost of Lasik – Financing Lasik – Saving on Lasik

Use GWMT to Find Phrases

Opportunity?: Optimize for word “Surgery” on page

Extract Dominant Words

h^p://www.wordle.net/ or h^p://tagcrowd.com/

Repeat •  Repeat for all landing pages to specific

keyword phrases (top 10 pages) •  Compare:

– Engagement Rate – Conversion Rate

•  Identify best landing page for Keywords

Rise of Knowledge Graph and Schemas

How Does it Affect Sites? In a study of eight sites, 20MM impressions and 2MM clicks, when the Knowledge Graph showed up, average CTR for sites in the Top 5 Posi<ons of Google dropped from 13% to just 8%.

How Does it Affect Sites? In first posi<on, average CTR dropped from 22% to 12%.

But! When used correctly, the Knowledge Graph actually showed an overall increase in traffic for sites, even when those sites lost traffic on individual searches. Answers and panels (collaQons) hurt sites; the carousel and related links (collecQons and connecQons) can help sites.

Figh<ng Back So, how do you fight back against the Knowledge Graph? How do you use it to your advantage? •  Wikipedia •  Freebase •  Colla<ng and Organizing your own informa<on.

Wikipedia & Freebase The Knowledge Graph’s primary source of textual, descrip<ve data is Wikipedia and Freebase

Freebase Freebase is an incredible database of nearly all the world’s info—unsurprisingly purchased by Google—that you can also edit. It does exactly what the Knowledge Graph needs: it shows the connecQons between different pieces of data.

Make sure those connecQons are correct—and that they include what you want. You can even connect data

to a site!

The Knowledge Graph also grabs data from one more very important source: your favorite social network, Google+! Connect you Google+ page, and Google will feature your latest G+ post for free!

www.pagetraffic.com

From PageRank to AuthorRank

Author Rank Author Rank is about fusing the web of people with the web of documents and creaDng a more savvy view of Internet influence.

Author Rank

Google Authorship Markup

Structured data markup using microdata from schema.org will be interpreted as authorship informa<on as well.

Start Building Author Rank

Author Rank & Search Rankings

Author Rank & Search Rankings “It’s just the case that that picture is just more likely to a^ract a^en<on. It’s just a li^le more likely to get the clicks, and you now, it’s almost like an indicator of trust…you could imagine that star<ng to affect rankings.”

Checklist to Improve Author Rank

Look interes<ng people, circle them

Start building visibility (and/or a rela<onship) with the authors and editors.

Update your blog regularly

Check your Google+ feed and interact.

Social authority influences rank

Both search engines a^empt to compute the authority and quality of an author and give that author's tweets preferen<al treatment

Hire/Engage W/ Writers Authoritative on a Subject on Google+

Build A Reusable, Authoritative Guest Author

It doesn’t ma^er if you have a footprint if you don’t suck.

A Mashable survey in August 2013 revealed that 17.4 percent of global web traffic comes from mobile compared to 11.1 percent in the previous year.

Start asking the right quesQon...

How Do I Rank #1?

What’s the best strategy to drive traffic to my site and convert it?

Website: www.pagetraffic.com Email: navneet@pagetraffic.com Twitter: @navneetkaushal Blog: www.pagetrafficbuzz.com Facebook: www.facebook.com/pagetraffic.in

THANK YOU!

SEO 2014- Future of SEO

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