most important things for seos to know by jennifer slegg
TRANSCRIPT
#SMX #14A @jenstar
In Google’s Quality Rater Guidelines
Most Important Things for SEOs to
Know…
Althoughthisisatemplate,theseslideshavebeencreatedasexamplestoshowyouwhat’spossiblewithinthetemplate.PLEASEDELETEALLEXAMPLESLIDESANDNOTESBEFORECREATINGORIMPORTINGYOUROWNDECK. YOU MUST USE THE SMX FOOTER ON YOUR TITLE SLIDE! Thetemplateworksbestifyouuseittocreateapresentationfromscratch.However,thisblanklayoutoffersyouflexibilitytoinsertyourownslidesabovetheSMXfooter.Youmustusethisfooteratonalmostallofyourslides.Ifascreenshotoverlapsthefooteronoccasion,that’sfine–butdoyourbesttocropappropriately!Beforeyoudoanythingelse,replace“#XXa”inthefooterwithyoursession’sspecifichashtag.InPowerPoint,SelectVIEW>SLIDEMASTERtoeditandincludeitonallslidesofyourpresentation.Alsoaddyour@twitterhandle(or@companyhandleifyouprefer).Askyoursessioncoordinatorforthesession’sspecifichashtag!Thistemplateishigh-resolution16:9.DONOTchangeitto4:3.Alsonotethatifyouimporta4:3presentationinto16:9youmayencounterdisplayissues.ThetemplateusesCenturyGothic&Corbelasdefaultfonts.Arialisasecondaryfontthatmayappear.NotethatolderversionsofPowerPointmaynothavetheseasanoption;changetoArialorotherstandardsans-serif-font.Wheninsertingtext,you*MUST*useonlystandardfonts.Wecannotguaranteeeventlaptopswillhavespecialtyfontsinstalled,norcanwedosoonsite.Powerpointswithanimationsmaynottranslatewelltopdf/slideshareformat–youmayalsosubmita2ndversion/scrubbeddeckmoreappropriateforpostingonlinebySMXproductionstaff.
Example Title Slide:
Althoughthisisatemplate,theseslideshavebeencreatedasexamplestoshowyouwhat’spossiblewithinthetemplate.PLEASEDELETEALLEXAMPLESLIDESANDNOTESBEFORECREATINGORIMPORTINGYOUROWNDECK. YOU MUST USE THE SMX FOOTER ON YOUR TITLE SLIDE! Thetemplateworksbestifyouuseittocreateapresentationfromscratch.However,thisblanklayoutoffersyouflexibilitytoinsertyourownslidesabovetheSMXfooter.Youmustusethisfooteratonalmostallofyourslides.Ifascreenshotoverlapsthefooteronoccasion,that’sfine–butdoyourbesttocropappropriately!Beforeyoudoanythingelse,here’showtoreplace“#XXa”inthefooterwithyoursession’sspecifichashtag.InPowerPoint,SelectVIEW>SLIDEMASTERtoeditSLIDE#1toincludeitonallslidesofyourpresentation.Alsoaddyour@twitterhandle(or@companyhandleifyouprefer).Askyoursessioncoordinatorforthesession’sspecifichashtag!Thistemplateishigh-resolution16:9.DONOTchangeitto4:3.Alsonotethatifyouimporta4:3presentationinto16:9youmayencounterdisplayissues.ThetemplateusesCenturyGothic&Corbelasdefaultfonts.Arialisasecondaryfontthatmayappear.NotethatolderversionsofPowerPointmaynothavetheseasanoption;changetoArialorotherstandardsans-serif-font.Wheninsertingtext,you*MUST*useonlystandardfonts.Wecannotguaranteeeventlaptopswillhavespecialtyfontsinstalled,norcanwedosoonsite.Powerpointswithanimationsmaynottranslatewelltopdf/slideshareformat–youmayalsosubmita2ndversion/scrubbeddeckmoreappropriateforpostingonlinebySMXproductionstaff.
#SMX #14A @jenstar
About Me
JenniferSlegg
Founder/EditorofTheSEMPost
Youcanfindmeat@[email protected]
#SMX #14A @jenstar
• TypesofsitesGooglewantstorankhighest• Everythingyouneedtoknowtomakeahighqualitysite• RatersdoNOTdirectlyimpactrankings• BUTtheyratesearchresultsforGoogle’salgos/experiments
Why are the Guidelines so Important for SEOs?
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Thesesitesareheldtothehigheststandard…Butwhy?Pagescouldpotentiallyimpactthefuturehappiness,health,orfinancialstabilityofusers.WehaveveryhighPageQualityratingstandardsforYMYLpagesbecauselowqualityYMYLpagescouldpotentiallynegativelyimpactusers’happiness,health,orfinancialstability.
Your Money Your Life
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• Shoppingorfinancialtransactionpages• Financialinformationpages• Medicalinformationpages• Legalinformationpages• Other
Your Money Your Life
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OnlineStore?
YouAREaYourMoneyYourLifeSite
Your Money Your Life Text Slide with Solid Blue Banner:
ThisblanklayoutoffersyouflexibilitytoinsertyourownstandardslidesabovetheSMXfooterYOUMUSTUSETHISFOOTERATMINIMUMONALMOSTALLOFYOURSLIDES.Ifascreenshotoverlapsthefooteronoccasion,that’sfine–butdoyourbesttocropappropriately.Ifexplicitfontsareimportant,youmayprovideapdftotheeventorganizerstomaintainlook&feelduringlivepresentationandintheversionsmxwilluploadtoslideshare.DELETETHISSLIDEIFYOUDONOTUSE.
#SMX #14A @jenstar
ExpertiseAuthoritativenessTrustworthiness
Cornerstonefordeterminingquality
E-A-T
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• Expertiseisabouttheauthor• Anyauthorcanhaveexpertise• Beinganexpertinoneareadoesn’tequalexpertiseinanother• Anymarketareacanhaveauthorswithexpertise
Expertise
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• Authorbiography• Showoffcitations• Showcredentials,suchasspeakingengagements.
Showing Expertise
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Lesstraditionalways:• Detailedreviews• Forumpostings• Lifeexperience
Showing Expertise
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Showing Expertise
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• Thisisaboutthewebsite• Whyshouldsomeonetrustthiswebsite?• Whatmakesitanauthorityinthemarketareaorfield?
Authoritativeness
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• AboutUsoraboutthecompanypage• Showoffimportantpublicationsthathavelinkedorquotedthe
site.
Showing Authoritativeness
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Showing Authoritativeness
#SMX #14A @jenstar
• Whyshouldavisitortrustthispageorsite?• Doesthesiteappearqualityorsketchy?• Looksmatter
Trustworthiness
#SMX #14A @jenstar
• Peoplearemorelikelytolink/sharesiteswithhighE-A-T• IfsitelacksE-A-T,veryeasytofindsimilarcontentelsewhereto
link/share• SetyourselfupforsuccessEverywebsiteshouldmakeapointofeithershowinghowtheirsitehasahighE-A-Tvalueorfigureoutwhatitistheycandotoincreaseit.
Why you should strive for high E-A-T?
#SMX #14A @jenstar
WhileE-A-Tlooksatpagequalityonly,NeedsMetlooksatthesearchquery,thesearchresultsandhowwellyourlandingpagematchesthequery.So….areyougivingthesearcherwhattheyarelookingfor?
Needs Met
#SMX #14A @jenstar
Needs Met
#SMX #14A @jenstar
• Mustanswerthequery• WhyGooglesaysmatchingqueriestocontentisimportant
• Howcanyouensureyouarematching?• SearchAnalytics• checksearchqueriesagainstlandingpages
• Makesureyourcontentisenough,ifnotaddortweak
Getting Highly or Fully Meets
#SMX #14A @jenstar
Insteadofhowmanyvisitorshaveyouhad,
thinkhowmanypeopleyoursitehashelpedtoday.
#SMX #14A @jenstar
• Maincontentqualityislow• Unsatisfyingamountofmaincontent• NotenoughE-A-T…ifGooglecan’ttrustit,whyrankit?• NegativeReputation• Distractingsupplementarycontent
Five Signs of Low Quality
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Thank you
Jennifer Slegg @jenstar