navigating secure (ssl) search for seo
DESCRIPTION
My presentation from the BrightEdge 2014 Share conference about tactics and strategies for Navigating Secure (SSL) Search for SEO since Google removed most keyword visibility from moving towards secure search via HTTPS.TRANSCRIPT
Red Door Interactive
Jordan Kasteler, Senior SEO Manager
The Move to Secure SearchSecure Search & SEO
Agenda
About Me & Red Door Interactive
Google’s Move to Secure Search
How SEOs Have Adjusted
Methods, Strategies & Tool Solutions
Recap
About Me & Red Door Interactive
SEO since 2001
Author: A to Z: Social Media Marketing
Columnist at Marketing Land and others
International Speaker
Masters in Communication
@JordanKasteler
Founded in 2002
Full Service Marketing & Advertising
Agency
Offices in San Diego, Carlsbad, and Denver
Core Values: Inspire
Share
Evolve
Exceed
100% Jerk-Free
Google’s Move to Secure Search@JordanKasteler
• Thin & Low Quality Content• Long-Tail Keyword Abuse
• “What Should I Do if I Drop my Cell Phone in the Water?”
• “What Should I Do if I Drop my iPhone in the Water?”
• Why is water wet?• What makes water wet?• How water makes things wet.
Feb 2011
Google’s Move to Secure Search@JordanKasteler
Google’s Move to Secure Search
Intent vs Keywords
15% of daily keywords haven’t been seen before
What users mean versus what they say.
Content that people are interested in and serves a need. Not content
formulated around keywords.
@JordanKasteler
“People communicate with each other by conversation, not by typing keywords — and we’ve been hard at work to make Google understand and answer your questions more like people do.” – Amit Singhal, Head of Google Search
August 2013
Google’s Move to Secure Search@JordanKasteler
Sept 2013
Google’s Move to Secure Search@JordanKasteler
Why is Google encrypting searches?
Provides users with increased security as search becomes more
customizable.
Sets and continues to follow industry standards for security.
Industry professional speculation: Pushes marketers to rely more on
Google PPC for search optimization.
Think about keywords less and intent more.
How SEOs Have Adjusted Persona Development
Site Search
Landing Page Traffic & Engagement Analysis
Performance by device type, browser, OS, geography, demographic, interests
Conversion Optimization and Analysis (not always a website issue)
Grouping Keyword Buckets & Ranking Monitoring By:
Keyword Size: (Head, Torso, Longtail)
Topic
Buying Stage
Intent (transactional, informational, commercial investigation, navigational)
@JordanKasteler
How SEOs Have Adjusted - Landing Page Analysis@JordanKasteler
@JordanKasteler
Search Query Classification Funnel
Informational80% of search volume
Non-commercial, non-transaction-orientedExample: what is an XYZ?
Commercial Investigation10% of search volume
Research-oriented with implied conversion actionExample: XYZ vs ABC
Transactional10% of search volume
Explicit intent to complete a conversion actionExample: buy an XYZ
How SEOs Have Adjusted – Search Intent
@JordanKastelerHow SEOs Have Adjusted – Search Intent
@JordanKasteler
Keyword-Based Optimization
Optimization Action: Incorporate keyword “XYZ” into page copy and important on-page elements.
Intent-Based Optimization
Optimization Action: Identify the primary topics and questions users are looking to answer when searching for “XYZ” and create content to address the user’s needs on the targeted landing page.
How SEOs Have Adjusted – Search Intent
Methods, Strategies & Tool Solutions
Google & Bing Webmaster Tools
Top Queries & Pages (clicks/impressions)
Bright Edge DataCube
Site Search
Google AdWords
Paid & Organic Reports
RDI Brand vs Non-Brand Internal Predictive Analysis
@JordanKasteler
Tool: Google Webmaster Tools@JordanKasteler
Tool: BrightEdge Data Cube@JordanKasteler
Tool: Site Search@JordanKasteler
Tool: AdWords Paid & Organic Reports@JordanKasteler
Red Door Interactive Predictive Analysis@JordanKasteler
93.2% Brand
6.8% Non-Brand
Multi-Bernoulli distribution
Model
Keyword Distribution
ModelBehavior Model(landing pages,
visit #, etc)
Red Door Interactive Predictive Analysis@JordanKasteler