searchcon 2016 | 3 insights from a google engineer with david yarian
TRANSCRIPT
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Making Good Turns in SEO: 3 Insights from a Google Engineer
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o VP of Product & Strategy @ Volume Nine
o SEOo Marketero Skiero A guy often frustrated
with Google.
Hi, I’m David
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I love tangible directions.
Google is vague.
I love tangible directions.
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Meet Paul Haahr
How Google Works: A Ranking Engineer’s
Perspective:
http://www.stateofdigital.com/how-google-works
/
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It’s not very often Google teaches us
new tricks.
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Mobile isn’t the future. Mobile is now.
Insight #1
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Mobile = Majority of Search Queries (Duh!)
But the gap is going to widen.
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Ways Google is Going Mobile-Centric:
o SERP Experiments = Majority Mobile
o User’s Location = Different SERPs
o Mobile Site Speed = Crucial (i.e. AMP Pages)
o Google Quality Raters = Mobile First Focus
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Google Quality Raters = Mobile First“Needs Met rating asks raters to focus on mobile
users needs and think about how helpful and satisfying the result is for the mobile users.”
Example:Satisfying Results
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David’s Lesson Learned - Mobile
In everything we do, we need to start with mobile and work outwards.
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Google cares deeply about the quality of content. Websites MUST nail ‘E-A-T’.
Insight #2
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What is E-A-T?Expertise Authority
Trust
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So, how good is your content?
Low Quality Pages
• Not much main content
• Author is not an authority or expert
• Negative site-wide reputation
• Is primarily text-based
• Secondary Content is distracting (i.e. Ads)
High Quality Pages
• A lot of main content
• Demonstrates E-A-T
• Good site-wide reputation
• Uses different mediums
• Has a “satisfying amount” of high quality content
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The “Don’t Suck” Test The “Me” Test
Two Quality Tests
Be honest, is this content actually any good?
Would you engage with this content on your own time?
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David’s Lesson Learned - Quality
SEOs need to think of better ways to tactically evaluate content quality. It is easy to see that
your content sucks but hard to convince a client their content sucks.
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Google is obsessed with properly
matching search intent to search
results.
Insight #3
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Google’s Needs Met Scale
Source: https://webmasters.googleblog.com/2015/11/updating-our-search-quality-rating.html
“Does a page usefully answer a user’s query?”
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The Future of Relevancy
Image Source: http://searchengineland.com/faq-all-about-the-new-google-rankbrain-algorithm-234440
Queries, not Keywords
Customization, not quantity
Learning, not Algorithms
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Lead with a relevancy story. We need to obsess over what the
user actually wants.
David’s Final Lesson Learned - Relevancy
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Links & Resources:
‘How Google Works’ Talk: http://www.stateofdigital.com/how-google-works/
Google Quality Guidelines: https://webmasters.googleblog.com/2015/11/updating-our-search-quality-rating.html
Email: [email protected]