SEO for 2015: How Search Has Changed & How Marketers’ Tactics Must Shift

Понравилась презентация – покажи это...

Слайд 0

Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com SEO for 2015: How Search Has Changed & How Marketers’ Tactics Must Shift

Слайд 1

This Presentation Is Online Here: bit.ly/seocode2014

Слайд 2

A brief look at how SEO has evolved over the past five years. What Changed?

Слайд 3

Searchers (and engines) are demanding more from results than ever before #1

Слайд 4

Page Speed Expectations Via http://www.relentlesstechnology.com/insights/page-speed.html

Слайд 5

Design & UX Expectations Via The Rise of Customer Expectations Around User Experience

Слайд 6

Content Quality Expectations Via http://www.searchmetrics.com/en/knowledge-base/ranking-factors/

Слайд 7

Employing User & Usage Data

Слайд 8

Leaning More Heavily on Human Quality Raters Via http://www.thesempost.com/google-rewrites-quality-rating-guide-seos-need-know/

Слайд 9

Past SEO Success May Not Be Indicative of the Future

Слайд 10

The move from keyword matching to topic association #2

Слайд 11

1998-2008 Keyword Matching

Слайд 12

2009-2012 Keyword Matching

Слайд 13

2013+ Keyword Matching

Слайд 14

2013+ Keyword Matching

Слайд 15

2013+ Keyword Matching

Слайд 16

2013+ Keyword Matching

Слайд 17

Google’s Upgraded Their Understanding Have We Upgraded Our Content?

Слайд 18

Domain-level keyword connections are on the rise #3

Слайд 19

Google’s Algorithm Used to Be Very Page-Level Biased This page has the most relevance and links. This one has the 2nd most.

Слайд 20

In the Past Few Years, They’ve Become More Inclusive of Domain-Level Signals We’ve seen a lot of searchers around this type of topic get positive results from this site. Let’s see if we can find a relevant result from it.

Слайд 21

Don’t Have a Domain-Level Content Strategy? You May Lose to Less SEO-Sophisticated, More Brand-Focused Competitors

Слайд 22

Google’s crackdown on spam is basically a crackdown on ranking without a brand #4

Слайд 23

Manipulating Google? You’d Better Be a Brand. Via http://marketingland.com/10-big-brands-that-were-penalized-by-google-69646

Слайд 24

Ranking Well, But Not a Brand? Google’s Gonna Reclassify Those Tactics. Via http://www.seobook.com/learn-seo/infographics/brand-branding-brands.php

Слайд 25

Critical SEO data still flows for the 1%, but is unavailable to the 99% #5

Слайд 26

~10% of Referral Data Still Available Via www.notprovidedcount.com/

Слайд 27

AdWords’ [Exact Match] No Longer Exact Via http://adwords.blogspot.com/2014/08/close-variant-matching-for-all-exact.html

Слайд 28

Via http://moz.com/blog/keyword-research-and-targeting-without-exact-match-whiteboard-friday

Слайд 29

But If You’re a Big Advertiser, that Keyword Data Still Flows Through Your Reports

Слайд 30

GA Sampling is Pervasive Unless You Pay… Via https://support.google.com/analytics/answer/2601061?hl=en

Слайд 31

This Inequity Might Feel Familiar Over time, behaviors of brands, searchers, & algorithms have combined to create something similar in SEO

Слайд 32

Processes and practices to change in the year ahead to stay a step ahead Tactics

Слайд 33

Research & Targeting Keyword

Слайд 34

Classic Keyword Process Brainstorm Collect Input Generate an Ideation List Use KW Research Tools to Expand Group Keywords by Targeting & Ranking Ability Produce List of Pages to Create Based on KWs Don’t KW Cannibalize – Consolidate if Need Be

Слайд 35

What’s Broken? Brainstorm Collect Input Generate an Ideation List Use KW Research Tools to Expand Group Keywords by Targeting & Ranking Ability Produce List of Pages to Create Based on KWs Don’t KW Cannibalize – Consolidate if Need Be

Слайд 36

Use KW Research Tools to Expand Instead of This: Do This: 1) Search the web, news, images, YouTube, & Buzzsumo using your list 2) Collect the concepts, topics, intents, related searches, & popular content you find 3) Aggregate into a new keyword list for refinement via volume estimate/expansion tools

Слайд 37

Group Keywords by Targeting & Ranking Ability Instead of This: Do This: 1) Group keywords by overlap in searcher intent 2) Break into buckets of 1-5+ terms/phrases that all serve those same intents. Worry less about precise KW match targeting in the title/URL/headline.

Слайд 38

Produce List of Pages to Create Based on KWs Instead of This: Do This: 1) Produce a list of searcher intents w/ 1-5 KWs each. 2) Create pages to target each intent, and plan ongoing content efforts w/ more competitive & temporally demanding KWs

Слайд 39

Don’t KW Cannibalize; Consolidate if Need Be Instead of This: Do This: 1) If you have multiple pages already targeting the same KW intent(s), consider consolidation (especially if they don’t rank well). 2) Anticipate creating fresh content that may repeatedly target the same KWs based on temporal changes, new intents, & the goal of connecting your domain w/ those terms in the engine.

Слайд 40

A simplistic example to help illustrate: Keyword Brainstorm List Evil Mustache Wax Mustache Products for Baddies Evil-Doers Facial Grooming Bad Guy Moustaches Criminal Mustaches Villainous Men’s Grooming “Infamous!” “Sinister!” I’m already getting expansion terms from searching

Слайд 41

People are clearly curious about what signals mustaches send! A perfect topic for my content. Johnny Depp & Lyft… Potential partners in moustachio’d crime?

Слайд 42

Google clearly has search volume and data for terms like this, but they won’t show them in Adwords ?

Слайд 43

Using the data I received from my searches, however, gives me some new opportunities (w/ very light competition)

Слайд 44

Group keywords by intent, not matching Villainous Mustaches Bad Mustache Evil Mustache Villain Mustache Monster Mustache Criminal Mustaches Vile Mustaches Styles Evil Mustache Styles Sinister Mustache Products Unsavory, Moustachio’d Characters Sacrilegious Mustaches Loathesome Mustache Wax Detestable Stache Products Vampiric Mustache Grooming Goods Famous Villain Mustaches Movie Badguy Mustaches Searchers looking for any of these keyword phrases likely have the same, shared intent/goal

Слайд 45

Make Pages that Focus on Intent Content that engages people AND fits with topic modeling algos

Слайд 46

Build Up Your Site’s Association with a Topic (or set of topics) Beardbrand’s constant presence across the web (in social, video, news, blogs, etc) means Google associates mustache product searches with their site.

Слайд 47

Building Earning Link

Слайд 48

We Sometimes Have Blinders On In Link Building Mode…

Слайд 49

Instead of This: Must. Get. Followed Link with Anchor Text.

Слайд 50

Do This. Build. Relationship.

Слайд 51

Social Media Can Build Relationships

Слайд 52

Comments Can Build Relationships

Слайд 53

A Friendly Email Builds a Relationship Even when the email is simply through a form, a note of thanks/compliment goes a long way.

Слайд 54

Advertising is a Relationship

Слайд 55

The goal isn’t links. The goal is to grow the quantity of interactions to the point where the relationship is real. Links are just a great side effect of the relationships (BTW - that’s exactly the type of link Google wants to count)

Слайд 56

Pro Tip #1: These are terrible targets: Sites #1-10 get all the attention, and likely experience online interaction fatigue very fast

Слайд 57

These are ideal targets: Sites #12+ are far more likely to be flattered by/interested in online interactions, and have far fewer pre-existing, web-based relationships

Слайд 58

Likewise, these are probably terrible targets: Folks with heavy Twitter followings often get bombarded with offers

Слайд 59

While these are likely excellent targets: A high social authority means lots of RTs per tweet, but probably not nearly as much attention as the vanity metric owners

Слайд 60

Pro Tip #2: Need a warm intro? GoConspire I can find anyone at a given company and/or any specific person and how we’re connected. Whoa.

Слайд 61

Pro Tip #3: Correlation Exists Between Advertisers on Small-Medium Sites & Links There’s a strong probability that at some point, the blogger/site owner will editorially link to these folks, simply because they’re top of mind.

Слайд 62

Pro Tip #4: Brand Mentions Near Keywords May Have Link-Like Effects This page isn’t even a great match, but Google’s associations of MarthaStewart.com w/ terms like “house” and “home organization” and “checklist” likely play into the ranking

Слайд 63

Creation Content

Слайд 64

Content Marketing May Be Creating False Expectations & Bad Practices

Слайд 65

Me. Must. Get. Viral. Hit.

Слайд 66

Me. Must. Publish. Every. Day.

Слайд 67

Me. Must. Write. Good. Unique. Content.

Слайд 68

Me. Must. Make. Content. Convert.

Слайд 69

Why. Me. No. Get. Results.?

Слайд 70

Criteria for Modern Content Investments: One-of-a-Kind – appears nowhere else on the web Relevant – contains content engines can interpret as on-topic Helpful – resolves the searcher’s query in a useful, efficient manner Uniquely Valuable – provides information that’s unavailable elsewhere Great UX– is easy & pleasurable to consume on any device Likely to Spread– convincingly answers the question: “Who will amplify this content and why?”

Слайд 71

Pro Tip #1: Imitate What Works!

Слайд 72

e.g. Buzzsumo can tell you the content that’s performed best for any given keyword, timeframe, platform, author, or website

Слайд 73

Pro Tip #2: In General: Text < Visuals < Interactive This planner from DefensiveDriving.com made Reddit’s homepage , in part thanks to interactivity

Слайд 74

Pro Tip #3: Even great content benefits from paid amplification Check out Quicksprout’s Guide to Content Syndication Networks

Слайд 75

Invest Choosing Where To

Слайд 76

Measurability is Often Inversely Correlated w/ Opportunity

Слайд 77

More: Manufacturing Serendipity & WB Friday on Serendipitous Marketing Serendipity is Powerful Because It’s Hard to Track, and Almost Never Competitive Attend a conference in Portland Meet a woman through a mutual friend who invites you to participate in a webinar Webinar attendee is impressed, invites you to speak at an event in San Jose San Jose event leads to $1mm in new business How do you attribute/measure the value of going to conferences in Portland?

Слайд 78

Only by increasing the vectors of exposure to potentially powerful events can you scale ROI

Слайд 79

Overinvest in your unique strengths. Blogging Video Photography Presentations In-Person Relationship Building Twitter Facebook Instagram Research Illustration Illustration Offline Advertising Display Ads Social Ads Google+ Podcasts Whitepapers Email Networking LinkedIn Pinterest SEO PPC Interviews

Слайд 80

SEO is getting harder

Слайд 81

But, that high barrier to entry means greater opportunity for those who succeed.

Слайд 82

Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com bit.ly/seocode2014