Date post: | 29-Aug-2014 |
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SMX West 2014
Takeaways
The
Part DeuceCreated by @Matt_Dimock of .
Table of Contents
Social
Linking
Mobile
SEO
Food for Thought
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Social
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Social“Create a Google+ account so you can setup authorship.
Doesn't mean you have to use it.”- Danny Sullivan
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Social“Don't focus so much on creating endless streams of
contenton Google Plus Local.”
- Adam Dorfman
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Social
“Customize your Google+ page. Use a banner, images & video to differentiate yourself from competitors.”
- Adam Dorfman
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Social“Google+ description doesn't impact rankings much, but
great for driving funneled traffic to landing pages.”- Adam Dorfman
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Social“Use the Open Graph Metabox WordPress plugin to
customize how blog posts display on social platforms.”- Greg Gifford
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Linking
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Linking“If you buy links, just make sure we are aware of it.”
“The computers NEVER forget.”- Duane Forrester
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Linking
Q: “Should I proactively disavow bad links?” �A: “Yes, if there is a worrisome amount. Disavow at domain
level.”
Q: “Can you show all bad links in GWT so we can disavow bad ones?
A: “No, but we give you 100,000 links to review.” �- Matt Cutts
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Mobile
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Mobile
“People should be thinking about mobile first.We'll be more likely to show mobile search errors.”
Q: “What is mobile friendly?” �A: “There are different good strategies.
But DON'T redirect all pages to the home page!” �
Q: “Will mobile site ranking impact desktop rankings?” �A: “Not likely.
- Matt Cutts
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SEO
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SEOUnderstanding Hummingbird
“Google is trying to understand the intent, context and entities of a search.”
- Marcus Tober
Hummingbird is about three things:1. Contextual search2. Conversational search3. Semantic search
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SEOExample of Contextual Search
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SEOExample of Conversational Search
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SEOExample of Semantic Search
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SEOUnderstanding Hummingbird
• Pre-Hummingbird, 4/10 ranking pages matchedfor semantic searches. Post-Hummingbird: 9/10.
• As a result, # of unique domains dropping week by week.
• There was no increase to knowledge graph integrations.
• Hummingbird is a work in progress.Created by @Matt_Dimock of .
SEOHummingbird Tips
• Incorporate Google Instant suggestions withinyour content.
• Write conversational content!
• Consider an FAQ page.
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SEOUnderstanding Schema
“You should include structured data on your website tocapitalize on rich snippets.”
- Janet Miller
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SEOTypes of Schema
• Creative Works• Embedded non-text objects• Organization• Event• Person• Local Business• Product• Review
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SEOSchema Tips
• Only use what’s relevant to your business.
• Use video schema
• Use aggregatedreviews schema
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SEOUnderstanding Local SEO
“Create iconic pieces of content that are locally targeted!”
“Blog about your community on your local landing pages; don't be vain!” - Greg Gifford
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SEOLocal SEO Tips
• Easiest way to identify a Google Places page: look for a map.
• No custom categories = sucks for niche businesses.
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SEOLocal SEO Tips
• Dot your i‘s and cross your t’s.
• Great local aggregator tools:• Localeze• Info USA• Acxiom
• Using geographic modifier in Google Places listing = OK!
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SEOLocal SEO Tips
• If it’s not broken, don’t fix it.
• Google states not to manually merge Google Plus/Places.
• Use consistent themes for local listings.
• Apple Maps reaches 23% of smartphone users.
• Google Places = highest priority for directory building.
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SEOLocal SEO Tips
• Prioritize directory building (quality 1st, suckiest 2nd):• Yext• Moz Local
• Bing Local = easiest directory to claim.
• Yahoo Local = hardest directory to claim.
• Email YP support for directory verification help.
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SEOLocal SEO Tips
• Only pay for enhanced listings on Yelp as test pilot.
• Maintain consistent NAP & use company e-mail.
• Capitalize on Barnacle SEO!
• Vertical directories are ranking very well recently.
• Use City, ST in content, URL, metas & alt tags
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SEOLocal SEO Tips
• Embed a Google Map.
• Toll free call tracking #’s =BAD for SEO.
• Local call tracking #’s =OK for SEO.
• Sponsor local events & createlocal event guides.
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SEOLocal SEO Tips
• Create a local resource directory.
• Build links to local landing pages.
• Build directories within your niche.
• Rebranding your local business will be a huge endeavor.
• Threshold for # of reviews needed to rank well.
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SEOLocal SEO Tips
“If you want to kick @$$, and you’re all out of bubblegum,
you have to build citations.”- Greg Gifford
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SEOLocal SEO Tips
• Unstructured citations still count!
• Clean up citations & expect big results.
• Local SEO tools:• Whitespark• BrightLocal• PlacesScout
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SEOQ&A with Matt Cutts
Q: “Will new TLD domainsinfluence better rankings?”.� A: “No.”�
Q: “Is filtering out hack sites a priority?”.�A: “Very important priority. Helping people identify via GWT.”
Q: "Are Penguin updates on a 6 month refresh interval?”.�A: “It depends on what we have in the works, but yeah.”
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SEOQ&A with Matt Cutts
“If you got hacked and repaired it,it should not affect your rankingsfor long term.” �
Q: “Can iFrames be read?” � A: “They can.”
Q: “When will you update theGoogle Webmaster Tools keyword data?” �A: “It's on the list. Not sure when.”
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SEOQ&A with Matt Cutts
Q: “Is there AuthorRank?” �A: “ AuthorRank is used in one way:in-depth articles!”
Q: “Do we need to be worried aboutnegative SEO?” �A: “I don't think so. We try to make sure our algorithms are negative SEO resistant.”
“We're also working on the next generation of Panda. DON'T PANIC! It'll appear more fierce to a small %.” �
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SEOQ&A with Matt Cutts
“Some themes Google will beworking on this year:mobile, SSL and JavaScript.”
“We're looking at revampingWebmaster Academy.”
“Don't just talk about recent events. Put it into context. Give historical insight!”
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SEOQ&A with Matt Cutts
Q: “How do you prioritize yourmarketing efforts?”
• Content
• Usability
• Social Media
• Link Building
• SEO
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Food for Thought
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Food for Thought“The measurement of successful SEO has changed. �
Stop relying on just ranking reports!”- Janet Miller
“If your traffic for IE8 looks like it drops for a few weeks, don't panic. It'll only be temporary.”
- Matt Cutts
“We are at the end of stupid for this industry.”- Brian Clark
“It's not just our jobs to setup the sites and walk away.”- Justin Sanger
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Food for Thought“Data has got to become a bigger part of our jobs.”
- Unknown
“2/3 of sales require more than one click for completion.”- Brad Geddes
“Panda updates daily behind the scenes;Penguin about every 6 months.”
&
“Unblock your CSS files so Google can properly crawl your site.”
- Matt Cutts
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The End
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