the expanding nature of seo (martech 2016)

THE EXPANDING

NATURE OF SEO

3/21/2016

MICAH FISHER-KIRSHNER

WHO AM I?

SEO AdvisorshipsSEO Experience

+MicahFisher-Kirshner / @micahfk

THE VILLAGE

An expanding nature of SEO requires an understanding of the past

THE VILLAGE: BASIC WEB RESULTS

FLAT EARTH

We learned to recognize other optimizing tribes

http://www.searchmetrics.com/knowledge-base/universal-search-infographic-2015/

SPHERICAL EARTH AT CENTER OF EVERYTHING

We saw the need for testing and understanding of our environment

SPHERICAL EARTH: CAFFEINE

CENTRAL SUN

Not all of us accepted the changes Google developed

CENTRAL SUN: PANDA

LUDDITES APPEAR!

• Galileo attacked

LUDDITES: THINKING OUTSIDE THE BOX

Those that recognized the central change saw branding’s importance

GALACTIC UNIVERSE

Nonetheless, we realized life is so much more than the desktop screen

GALACTIC UNIVERSE: MOBILEGEDDON

Today’s universe of optimization encompasses so much more

<!doctype html>

<!doctype html>

<html >⚡or

<html amp>

<!doctype html>

<html >⚡

<head>

<!doctype html>

<html >⚡

<head>

<meta charset=“utf-8”>

<!doctype html>

<html >⚡

<head>


<link rel="canonical" href=“https://www.example.com/

regular-HTML-version/">

<!doctype html>

<html >⚡

<head>


<link rel="canonical" href=“https://www.example.com/regular-HTML-version/">

<meta name="viewport" content="width=device-width,minimum-

scale=1,initial-scale-1">

<!doctype html>

<html >⚡

<head>



<meta name="viewport" content="width=device-width,minimum-scale=1,initial-scale-1">

<style amp-boilerplate>body{-webkit-animation:-amp-start 8s steps(1,end) 0s 1 normal both;-moz-animation:-amp-start 8s steps(1,end) 0s 1 normal both;-ms-animation:-amp-start 8s steps(1,end) 0s 1 normal both;animation:-amp-start 8s steps(1,end) 0s 1 normal both}@-webkit-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@-moz-keyframes -

amp-start{from{visibility:hidden}to{visibility:visible}}@-ms-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@-o-keyframes -amp-

start{from{visibility:hidden}to{visibility:visible}}@keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}</style><noscript><style amp-

boilerplate>body{-webkit-animation:none;-moz-animation:none;-ms-animation:none;animation:none}</style></noscript>

<!doctype html>

<html >⚡

<head>




<style amp-boilerplate>body{-webkit-animation:-amp-start 8s steps(1,end) 0s 1 normal both;-moz-animation:-amp-start 8s

steps(1,end) 0s 1 normal both;-ms-animation:-amp-start 8s steps(1,end) 0s 1 normal both;animation:-amp-start 8s

steps(1,end) 0s 1 normal both}@-webkit-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@-moz-keyframes -

amp-start{from{visibility:hidden}to{visibility:visible}}@-ms-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@-

o-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@keyframes -amp-

start{from{visibility:hidden}to{visibility:visible}}</style><noscript><style amp-boilerplate>body{-webkit-animation:none;-moz-

animation:none;-ms-animation:none;animation:none}</style></noscript>

<script async src="https://cdn.ampproject.org/

v0.js"></script>

<!doctype html>

<html >⚡

<head>











<script async src="https://cdn.ampproject.org/v0.js"></script>

</head>

<body>

<!doctype html>

<html >⚡

<head>












</head>

<body>Hello World!</body>

</html>

Oh, but th

ere’s more!

<!doctype html>

<html >⚡

<head>











<style amp-custom>

body {

background-color: white;

}

amp-img {

background-color: gray;

}

</style>


</head>


</html>

You can style with only a single embedded stylesheet

<!doctype html>

<html >⚡

<head>












</head>

<body>

<amp-img src="welcome.jpg" alt="Welcome" height="400" width="800">

</amp-img>

</body>

</html>

Images, videos, audios, and iframes add “amp-” to the tags

<!doctype html>

<html >⚡

<head>












</head>


</html>

Prohibited Tagsappletbase

embedformframe

framesethttp-equiv

objectparamscript*

[input elements*]

<!doctype html>

<html >⚡

<head>




<script id="amp-access" type="application/json">

{

"authorization": "<% host %>/amp-access/api/amp-authorization.json?

rid=READER_ID&url=CANONICAL_URL&ref=DOCUMENT_REFERRER&_=RANDOM",

"pingback": "<% host %>/amp-access/api/amp-pingback?rid=READER_ID&ref=DOCUMENT_REFERRER&url=CANONICAL_URL",

"login": "<% host %>/amp-access/login/?rid=READER_ID&url=CANONICAL_URL"

}

</script>


steps(1,end) 0s 1 normal both;-ms-animation:-amp-start 8s steps(1,end) 0s 1 normal both;animation:-amp-start 8s steps(1,end) 0s 1

normal both}@-webkit-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@-moz-keyframes -amp-

start{from{visibility:hidden}to{visibility:visible}}@-ms-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@-o-keyframes -

amp-start{from{visibility:hidden}to{visibility:visible}}@keyframes

-amp-start{from{visibility:hidden}to{visibility:visible}}</style><noscript><style amp-boilerplate>body{-webkit-animation:none;-moz-


<script async custom-element="amp-access" src="https://cdn.ampproject.org/v0/amp-access-0.1.js"></script>


</head>

<body>

<section AMP Access="access AND subscriber" amp-access-hide>

Thanks for being a subscriber!

</section>

</body>

</html>

Paywall Setup

1. Implement AMP Access callbacks in publisher backend

2. Configure AMP Access endpoints

3. Include AMP Access component

4. Define which parts are visible to subscribers and non-subscribers

https://github.com/ampproject/amp-publisher-sample/blob/master/README.md

Be sure to validate by adding #development=1 at the end of the URL

Learn More

The AMP Project

Technical Introduction

Github Code

AMP Blog

AMP Videos

https://www.ampproject.org/

https://www.ampproject.org/docs/get_started/about-amp.html

https://github.com/ampproject/amphtml

https://github.com/ampproject/amphtml

https://amphtml.wordpress.com/

https://www.seroundtable.com/google-amp-technical-webinar-21525.html

Answers

Large variety, generally follows a theme

Already rank on the first page (generally position 5 or higher)

Clear and concise answer to the question

Well-structured code: headers, lists(but does NOT require Schema)

Domain relevance and authority

Always include a relevant picture!

Apple Search

Installed

Great CTR

Title and keywords

Overall engagement

Personalized app engagement

Low engagement

Keyword spamming

Bounces

Interstitials

Low ratings & reviews

Poor reviews

With Recovery Search provide accurate location data

Apple replaced Google as the default web search engine

Anchor text relevance(watch out on Google)

Great click through rates

Social signals with Facebook and Twitter

Very clean XML Sitemaps

App Indexing

Enable your app to handle deep links via HTTP URLs (new with iOS 9)

Add the App Indexing API/SDK

<html>

<head>

…

…

</head>


</html>

Add code to your corresponding web pages referencing the deep links: Rel Alternate

<link rel=“alternate”

href=android-app://com.example.android/http/

example.com/gizmo” />

<?xml version="1.0" encoding="UTF-8" ?>

<urlset xmlns="http://www.sitemaps.org/schemas/sitem ap/0.9"

xmlns:xhtml="http://www.w3.org/1999/xhtml">

<url>

<loc>http://example.com/gizmos</loc>

</url>

…

</urlset>

Add code to your corresponding web pages referencing the deep links: XML Sitemap

<xhtml:link rel="alternate" href="android-

app://com.example.android/example/gizmos" />

Allow Google to crawl requested app URLs

Learn More

Android

Apple

https://developers.google.com/app-indexing/android/app

https://developers.google.com/app-indexing/ios/app

Installed

Proper implementation

Title and description

Content mismatch

Interstitials

Title

Descriptions

App Indexing

ASO

Rating volume

Star ratings

Review text

Links

More on App Packshttp://searchengineland.com/app-indexing-new-frontier-seo-app-packs-app-store-search-242319

http://searchengineland.com/app-indexing-new-frontier-seo-app-packs-app-store-search-242319

Knowledge Graph

Connecting the world’s knowledge

2 graph styles

4 data citations

No Wiki page? Stop now

Verify your Google Plus page

https://support.google.com/business/answer/2911778

https://support.google.com/business/answer/2911778?hl=en

<span itemscope itemtype="http://schema.org/Organization">

<link itemprop="url" href="http://www.your-company-site.com">

</span>

<a itemprop="sameAs" href="http://www.facebook.com/your-company">FB</a><a itemprop="sameAs" href="http://www.twitter.com/YourCompany">Twitter</a>

Add code to connect your social properties via sameAs: Microdata

Consider Noting

Event listings

Store hours

Location and contact info

https://developers.google.com/structured-data/customize/overview



Follow other Wikidata entry formats

Use notable citations for references

Other Properties

Headquarters location

Official website

Image / Logo

Social media sites

Industry

Founders / Start Date

Subsidiaries / Employees

Double-check your competitors

Edit directly as an official representative

Tiny call-out and a tiny ranking boost

Get a robust security certificate via a certificate authority

Hilton Hotel

Choose a high security level (2048 bits)

Redirect users and search engines to HTTPS with a 301 redirect

Enable HSTS with a supporting web server

Learn More

Documentation

URL information

Additional tips

https://support.google.com/webmasters/answer/6073543

https://support.google.com/webmasters/answer/6033049

https://plus.google.com/+JohnMueller/posts/PY1xCWbeDVC

https://plus.google.com/+JohnMueller/posts/PY1xCWbeDVC

No exceptions: Everything must be HTTPS

https://www.example.com/old-original-url/

http://www.example.com/redirect-URL/

http://www.example.com/final-URL/

https://www.example.com/final-URL/

Each hop is a 15% link value loss

301

canonical

A B

XML Sitemaps need non-redirecting URLs

Prepare for data problems

https://www.example.com/

MORE ON THE HORIZON

• Graphic summary of the How Tos, with something to represent “on the horizon”

SEO’s value continues to be uncovered

THE MULTIVERSE

Prepare for the next fundamental change in the SEO universe

100 Minutes Driving a Day

END POINT: SEO AS A FOUNDATION

Build the SEO foundation for each observed new trend

@micahfk ; +MicahFisher-Kirshner

the expanding nature of seo (martech 2016)

Marketing