Expanding the Nature of SEO By Micah Fisher Kirshner

THE EXPANDING NATURE OF SEO

3/21/2016

MICAH FISHER-‐KIRSHNER

WHO AM I?

SEO Advisorships SEO Experience

+MicahFisher-‐Kirshner / @micahE

THE VILLAGE

An expanding nature of SEO requires an understanding of the past

THE VILLAGE: BASIC WEB RESULTS

FLAT EARTH

We learned to recognize other opNmizing tribes

SPHERICAL EARTH AT CENTER OF EVERYTHING

We saw the need for tesNng and understanding of our environment

SPHERICAL EARTH: CAFFEINE

CENTRAL SUN

Not all of us accepted the changes Google developed

CENTRAL SUN: PANDA

LUDDITES APPEAR!

•  Galileo aRacked

LUDDITES: THINKING OUTSIDE THE BOX

Those that recognized the central change saw branding’s importance

GALACTIC UNIVERSE

Nonetheless, we realized life is so much more than the desktop screen

GALACTIC UNIVERSE: MOBILEGEDDON

Today’s universe of opNmizaNon encompasses so much more

AMP

<!doctype html>

<!doctype html>

<html ⚡> or

<html amp>

<!doctype html>

<html ⚡>

<head>

<!doctype html>

<html ⚡>

<head>

<meta charset=“u8-‐8”>

<!doctype html>

<html ⚡>

<head>

<meta charset=“u]-‐8”>

<link rel="canonical" href=“hAps://

www.example.com/regular-‐HTML-‐version/">

<!doctype html>

<html ⚡>

<head>


<link rel="canonical" href=“hRps://www.example.com/regular-‐HTML-‐version/">

<meta name="viewport" content="width=device-‐width,minimum-‐

scale=1,iniNal-‐scale-‐1">

<!doctype html>

<html ⚡>

<head>



<meta name="viewport" content="width=device-‐width,minimum-‐scale=1,iniNal-‐scale-‐1">

<style amp-‐boilerplate>body{-‐webkit-‐animaNon:-‐amp-‐start 8s steps(1,end) 0s 1 normal both;-‐moz-‐animaNon:-‐amp-‐start 8s steps(1,end) 0s 1 normal both;-‐ms-‐animaNon:-‐amp-‐start 8s steps(1,end) 0s 1 normal both;animaNon:-‐amp-‐start 8s steps(1,end) 0s 1 normal both}@-‐webkit-‐keyframes -‐amp-‐start{from{visibility:hidden}to{visibility:visible}}@-‐moz-‐keyframes -‐

amp-‐start{from{visibility:hidden}to{visibility:visible}}@-‐ms-‐keyframes -‐amp-‐start{from{visibility:hidden}to{visibility:visible}}@-‐o-‐keyframes -‐amp-‐start{from{visibility:hidden}to{visibility:visible}}@keyframes -‐amp-‐

start{from{visibility:hidden}to{visibility:visible}}</style><noscript><style amp-‐boilerplate>body{-‐webkit-‐animaNon:none;-‐moz-‐animaNon:none;-‐ms-‐

animaNon:none;animaNon:none}</style></noscript>

<!doctype html>

<html ⚡>

<head>




<style amp-‐boilerplate>body{-‐webkit-‐animaNon:-‐amp-‐start 8s steps(1,end) 0s 1 normal both;-‐moz-‐animaNon:-‐amp-‐start 8s

steps(1,end) 0s 1 normal both;-‐ms-‐animaNon:-‐amp-‐start 8s steps(1,end) 0s 1 normal both;animaNon:-‐amp-‐start 8s

steps(1,end) 0s 1 normal both}@-‐webkit-‐keyframes -‐amp-‐start{from{visibility:hidden}to{visibility:visible}}@-‐moz-‐keyframes -‐

amp-‐start{from{visibility:hidden}to{visibility:visible}}@-‐ms-‐keyframes -‐amp-‐start{from{visibility:hidden}to{visibility:visible}}@-‐

o-‐keyframes -‐amp-‐start{from{visibility:hidden}to{visibility:visible}}@keyframes -‐amp-‐start{from{visibility:hidden}

to{visibility:visible}}</style><noscript><style amp-‐boilerplate>body{-‐webkit-‐animaNon:none;-‐moz-‐animaNon:none;-‐ms-‐


<script async src="hAps://cdn.ampproject.org/v0.js"></

script>

<!doctype html>

<html ⚡>

<head>











<script async src="hRps://cdn.ampproject.org/v0.js"></script>

</head>

<body>

<!doctype html>

<html ⚡>

<head>












</head>

<body>Hello World!</body>

</html>

<!doctype html>

<html ⚡>

<head>











<style amp-‐custom>

body {

background-‐color: white;

}

amp-‐img {

background-‐color: gray;

}

</style>


</head>


</html>

You can style with only a single embedded stylesheet

<!doctype html>

<html ⚡>

<head>












</head>

<body>

<amp-‐img src="welcome.jpg" alt="Welcome" height="400" width="800">

</amp-‐img>

</body>

</html>

Images, videos, audios, and iframes add “amp-‐” to the tags

<!doctype html>

<html ⚡>

<head>












</head>


</html>

Prohibited Tags applet base embed form frame

frameset hRp-‐equiv object param script*

[input elements*]

<!doctype html>

<html ⚡>

<head>




<script id="amp-‐access" type="applicaNon/json">

{

"authorizaNon": "<% host %>/amp-‐access/api/amp-‐authorizaNon.json?

rid=READER_ID&url=CANONICAL_URL&ref=DOCUMENT_REFERRER&_=RANDOM",

"pingback": "<% host %>/amp-‐access/api/amp-‐pingback?rid=READER_ID&ref=DOCUMENT_REFERRER&url=CANONICAL_URL",

"login": "<% host %>/amp-‐access/login/?rid=READER_ID&url=CANONICAL_URL"

}

</script>


steps(1,end) 0s 1 normal both;-‐ms-‐animaNon:-‐amp-‐start 8s steps(1,end) 0s 1 normal both;animaNon:-‐amp-‐start 8s steps(1,end) 0s 1

normal both}@-‐webkit-‐keyframes -‐amp-‐start{from{visibility:hidden}to{visibility:visible}}@-‐moz-‐keyframes -‐amp-‐

start{from{visibility:hidden}to{visibility:visible}}@-‐ms-‐keyframes -‐amp-‐start{from{visibility:hidden}to{visibility:visible}}@-‐o-‐keyframes

-‐amp-‐start{from{visibility:hidden}to{visibility:visible}}@keyframes -‐amp-‐start{from{visibility:hidden}to{visibility:visible}}</

style><noscript><style amp-‐boilerplate>body{-‐webkit-‐animaNon:none;-‐moz-‐animaNon:none;-‐ms-‐animaNon:none;animaNon:none}</

style></noscript>

<script async custom-‐element="amp-‐access" src="hAps://cdn.ampproject.org/v0/amp-‐access-‐0.1.js"></script>


</head>

<body>

<secNon AMP Access="access AND subscriber" amp-‐access-‐hide>

Thanks for being a subscriber!

</secNon>

</body>

</html>

Paywall Setup

1.  Implement AMP Access callbacks in publisher backend

2.  Configure AMP Access endpoints

3.  Include AMP Access component

4.  Define which parts are visible to subscribers and non-‐subscribers

Be sure to validate by adding #development=1 at the end of the URL

Learn More

The AMP Project

Technical IntroducNon

Github Code

AMP Blog

AMP Videos

Answers

Large variety, generally follows a theme

Already rank on the first page (generally posiNon 5 or higher)

Clear and concise answer to the quesNon

Well-‐structured code: headers, lists (but does NOT require Schema)

Domain relevance and authority

Always include a relevant picture!

Apple Search

Installed

Great CTR

Title and keywords

Overall engagement

Personalized app engagement

Low engagement

Keyword spamming

Bounces

IntersNNals

Low raNngs & reviews

Poor reviews

With Recovery Search provide accurate locaNon data

Apple replaced Google as the default web search engine

Anchor text relevance (watch out on Google)

Great click through rates

Social signals with Facebook and TwiRer

Very clean XML Sitemaps

App Indexing

Enable your app to handle deep links via HTTP URLs (new with iOS 9)

Add the App Indexing API/SDK

<html>

<head>

…

…

</head>


</html>

Add code to your corresponding web pages referencing the deep links: Rel Alternate

<link rel=“alternate” href=android-‐app://

com.example.android/hAp/example.com/

gizmo” />

<script type="applicaNon/ld+json">

{

"@context": "hRp://schema.org",

"@type": "WebPage", "@id": "hRp://

example.com/gizmos",

"potenNalAcNon":

{

}

}

</script>

Add code to your corresponding web pages referencing the deep links: ViewAcNon

"@type": "ViewAcNon",

"target": "android-‐ app://com.example.android/hAp/example.com/

gizmos" } } </script>

<?xml version="1.0" encoding="UTF-‐8" ?>

<urlset xmlns="hRp://www.sitemaps.org/schemas/sitem ap/0.9"

xmlns:xhtml="hRp://www.w3.org/1999/xhtml">

<url>

<loc>hRp://example.com/gizmos</loc>

</url>

…

</urlset>

Add code to your corresponding web pages referencing the deep links: XML Sitemap

<xhtml:link rel="alternate" href="android-‐ app://

com.example.android/example/gizmos" />

Allow Google to crawl requested app URLs

Learn More

Android

Apple

Installed

Proper implementaNon

Title and descripNon

Content mismatch

IntersNNals

Title

DescripNons

App Indexing

ASO

RaNng volume

Star raNngs

Review text

Links

More on App Packs hRp://searchengineland.com/app-‐indexing-‐new-‐fronNer-‐seo-‐app-‐packs-‐app-‐store-‐search-‐242319

Knowledge Graph

ConnecNng the world’s knowledge

2 graph styles

4 data citaNons

No Wiki page? Stop now

Verify your Google Plus page

hAps://support.google.com/business/answer/2911778

<script type="applicaNon/ld+json">

{

"@context" : "hRp://schema.org",

"@type" : "OrganizaNon",

"name" : "Your OrganizaNon Name",

"url" : "hRp://www.your-‐site.com",

}

</script>

"sameAs" : [ "hAp://www.facebook.com/your-‐profile", "hAp://www.twiAer.com/yourProfile", "hAp://plus.google.com/your_profile" ]

Add code to connect your social properNes via sameAs: JSON-‐LD

<span itemscope itemtype="hRp://schema.org/OrganizaNon">

<link itemprop="url" href="hRp://www.your-‐company-‐site.com">

</span>

<a itemprop="sameAs" href="hAp://www.facebook.com/your-‐company">FB</a> <a itemprop="sameAs" href="hAp://www.twiAer.com/YourCompany">TwiAer</a>

Add code to connect your social properNes via sameAs: Microdata

Consider NoNng

Event lisNngs

Store hours

LocaNon and contact info

hRps://developers.google.com/structured-‐data/customize/overview

Follow other Wikidata entry formats

Use notable citaNons for references

Other ProperNes

Headquarters locaNon

Official website

Image / Logo

Social media sites

Industry

Founders / Start Date

Subsidiaries / Employees

Double-‐check your compeNtors

Edit directly as an official representaNve

HTTPS

Tiny call-‐out and a Nny ranking boost

Get a robust security cerNficate via a cerNficate authority

Hilton Hotel

Choose a high security level (2048 bits)

Redirect users and search engines to HTTPS with a 301 redirect

Enable HSTS with a supporNng web server

Learn More

DocumentaNon

URL informaNon

AddiNonal Nps

No excepNons: Everything must be HTTPS

hAps://www.example.com/old-‐original-‐url/ hAp://www.example.com/redirect-‐URL/

hAp://www.example.com/final-‐URL/

hAps://www.example.com/final-‐URL/

Each hop is a 15% link value loss

301

canonical

A B

XML Sitemaps need non-‐redirecNng URLs

Prepare for data problems

hAps://www.example.com/

MORE ON THE HORIZON

•  Graphic summary of the How Tos, with something to represent “on the horizon”

SEO’s value conNnues to be uncovered

THE MULTIVERSE

Prepare for the next fundamental change in the SEO universe

100 Minutes Driving a Day

END POINT: SEO AS A FOUNDATION

Build the SEO foundaNon for each observed new trend

@micahE ; +MicahFisher-‐Kirshner

Date post:	07-Jan-2017
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Expanding the Nature of SEO By Micah Fisher Kirshner

Marketing