social media week chicago: seo in 2015
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SEO IN 2015
@cramerkrasselt #SMWSEO2015
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Nick PapagiannisVP, Search Director
Christian DoddVP, UX Strategy Director
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01.
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04.
#SMWSEO2015
Agenda
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#SMWSocialData
What is SEO?
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“SEO is the process of getting traffic from the ‘free,’ ‘organic,’ ‘editorial’ or ‘natural’ listings on search engines.”
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#SMWSEO2015
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#SMWSEO2015
How does SEO Work?
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Ultimately, good SEO is about providing and a
#SMWSEO2015
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#SMWSEO2015
What do Search Engines Value?
Technical Architecture
keyword and Content
Popularity
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• Link text on site and offsite
• Number of links, likes
• Links from different IPs
• Domain extension
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#SMWSEO2015
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• Longer, relevant content is more prominent on top rankings
• Responsive Design
• Keywords are becoming less important
• Links are still extremely important
• Social Signals are correlating to strong rankings, but not
necessarily driving them
#SMWSEO2015
What are the new updates for 2015?
(Source: Search Metrics 2015)
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#SMWSocialData
Google Emphasis on Quality?
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#SMWSEO2015
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Avoid Keyword Stuffing
#SMWSEO2015
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#SMWSEO2015
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#SMWSEO2015
Don’t fail to put keywords in the right places.
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#SMWSEO2015
Domains and urls
<Description> tag
Header (<h1>, <h2> tags)
On Page Link Text
Footer Link text
<title> tag
breadcrumb
<alt> tags
copy
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#SMWSEO2015
Don’t have duplicate pages.
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#SMWSEO2015
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#SMWSEO2015
Don’t Ignore User Intent
Awareness Stage
Research Stage
Decision Stage
Purchase Stage
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#SMWSEO2015
• Reciprocal Links
• Website Link Networks
• High-Volume article marketing
with exact match links
Don’t Artificially Build Links
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#SMWSEO2015
Don’t have a non-mobile optimized site
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“Search is the most common starting point on mobile”
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#SMWSEO2015
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Don’t ignore your Google Search Console account.
#SMWSEO2015
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#SMWSEO2015
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Don’t have too many exact match links.
#SMWSEO2015
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#SMWSEO2015
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Always have original content.
#SMWSEO2015
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• Automatically generated content
• Doorway pages
• Scraped content
• Thin affiliate sites
#SMWSEO2015
Types of Artificial Content:
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• Text generated from scraping Atom/RSS
feeds or search results
• Stitching or combining content from
different web pages without adding
sufficient value
#SMWSEO2015
What does auto-generate mean?Text translated by an automated tool without human review
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#SMWSEO2015
What are doorway pages?
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#SMWSEO2015
Use Spammy Guest Blogs
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#SMWSEO2015
Don’t have slow loading pages.
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#SMWSEO2015
Bad Load Time = Greater than 3 Seconds
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#SMWSEO2015
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#SMWSEO2015
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#SMWSocialData
Content is getting complicated, so it’s getting simpler
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#SMWSEO2015
We’re entering a new phase in the fight for the front door to the webThe olden days (pre-2007):
Content
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#SMWSEO2015
We’re entering a new phase in the fight for the front door to the webThe WHOLE internet on a phone?
Content
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#SMWSEO2015
We’re entering a new phase in the fight for the front door to the webSick of ads and bad experiences? Try an aggregator!
Content
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#SMWSEO2015
We’re entering a new phase in the fight for the front door to the (mobile) webWait… we can do that.
Content
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#SMWSEO2015
We’re entering a new phase in the fight for the front door to the (mobile) Ok, ok, we’ll fix the mobile web
Content
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#SMWSEO2015
Search vs. DiscoverySo, which door should I build for?
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#SMWSEO2015
Apple & Facebook automate the code
ContentRSS
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#SMWSEO2015
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Basically, a subset of
HTML & JavaScript that
limits functionality but
makes content load faster
& better on mobile.
#SMWSEO2015
What is AMP?
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If you’re a publisher, it will make content discovery
through Google more likely.
For static content, it will generally result in a better
experience (and maybe improved ranking).
#SMWSEO2015
Why is AMP
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• Not all ad formats work
• Not all widgets (or tracking code) are AMP compatible
• No forms or inputs of any kind are allowed in the current standard
#SMWSEO2015
Are there any downsides
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#SMWSEO2015
How can I implement AMP?
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#SMWSEO2015
g.co/ampdemoSearch “nytimes”
Can I get an idea of how AMP will “feel” as a user?
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#SMWSocialData
Good luck!
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• AI Content Creation
• Voice Search
• 360 Video (and eventually immersive VR)
#SMWSEO2015
Looking Ahead to 2016
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#SMWSocialData
Questions?
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#SMWSocialData
Thank you.