The Future Of Technical SEO Isn't Your Website

@petecampbell pete@kaizensearch.co.uk

The Future of Tech SEO ..Isn’t Your Website

THE WEB IS IN DECLINE

I’M NOT SAYING THE INTERNET IS DEAD

3.17 BILLION USERS AND GROWING

INTERNET CONSUMPTION HAS COMPLETELY CHANGED

MOBILE USAGE OVERTOOK DESKTOP IN 2014

MOBILE USERS PREFER APPS OVER BROWSERS

“We’re now getting more searches on mobile devices than desktop worldwide” Amit Singhal – Google SVP Search, 2015

GOOGLE IS RADICALLY ADAPTING

AND THE CHANGES ARE REDUCING ORGANIC TRAFFIC TO WEBSITES

JUST LOOK AT APP INDEXING TO SEE THIS IN ACTION

OPENS PAGE IN THE APP

THAT’S JUST THE START - OPEN DATA IS KEY

Google AMP Project

App Indexing & Deep Linking Structured Data

Google Now Cards Build an API

THE FUTURE OF TECHNICAL SEO

The Future of Tech SEO ..Isn’t Your Website

PETE CAMPBELL / KAIZEN •  Founder / Managing Director

•  Kaizen is a team Content Marketing & Technical SEO specialists

•  “Rising Star of the Year” (Travolution Awards)

•  6+ Years in Agency & In-House Roles

•  Built first website at 11

•  Ran several high-traffic video gaming sites

•  Proud owner of a Game Boy Colour

Get in Touch: @petecampbell pete@kaizensearch.co.uk https://www.kaizensearch.co.uk/

DOWNLOAD THESE SLIDES KAIZENSEARCH.CO.UK/FUTURE-SEO

HOW THE INTERNET HAS EVOLVED

THE FIRST WEBPAGE IN 1991

THE DESKTOP WAS KING OF THE 90’S

THE WALLED GARDEN RULED THE NET

REMEMBER THESE?

THE OPEN WEB WON ..THANKFULLY

INTERNET ENABLED LAPTOPS ARRIVED

WEBSITES BECAME USEFUL

BUT SMARTPHONES HAVE RESTARTED EVERYTHING

THE WALLED-GARDEN IS BACK & WINNING

NATIVE APP’S PROVIDE A BETTER UX

BUILT TO BE VIRAL

COMMUNITY

SPECIAL OFFERS

RATINGS & REVIEW

BUSINESS INFO

EASY TO SETUP

WALLED GARDENS

CAUSING WEB INNOVATION TO DIE

OPEN SOURCE CMS

USES FRAMEWORK

ALL WEBSITES LOOK THE SAME

MATERIAL DESIGN

75% OF BUZZFEED’S TRAFFIC COMES FROM SOURCES OTHER THAN THEIR WEBSITE

23% 21%

2% Facebook Video

Direct Web/App

Snapchat

YouTube

Facebook Referral

Facebook Image

Other Platforms

Organic SEO

HOW SEARCH HAS EVOLVED

Query Results Revised Query

“Hotels” Hmm, not right

“London Hotels”

HOW WE USE TO SEARCH

HOW IT’S ADAPTED

Query Contextual Results Action / Answer

Query Answer Conversation

AND NOW IT’S GOING FURTHER

Query Answer Conversation

AND NOW IT’S GOING FURTHER

SO WHAT’S THE FUTURE?

THE FUTURE OF TECH SEO IS OPEN DATA

AND YOU CAN MAKE A START NOW

Google AMP Project

GOOGLE AMP

ACCELERATED MOBILE PAGES PROJECT (AMP)

•  Mobile Optimised Content

•  Pre-Fetched by Google

•  Loads Instantly

•  New Ad Opportunities

https://www.ampproject.org/

AMP CONSISTS OF THREE DIFFERENT PARTS

AMP HTML AMP JS Google AMP

HOW PUBLISHING WORKS

<!doctype html><html amp><head>

marketers-should-learn-to-code/" /><script src="https://cdn.ampproject.org/v0.js" async></script><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></head><body>

<h1>5 Reasons Every Marketer Should Learn to Code</h1><p>You’ve probably heard it a couple times already – read a clever article on Moz

or from your smug colleague’s boasting over a cup of coffee in the morning: the next marketing must-have skill is coding.</p></body></html>

https://www.kaizensearch.co.uk/blog/seo/5-reasons-marketers-should-learn-to-code/amp/

AMP Code In Action

NORMAL

AMP VERSION

NORMAL

AMP VERSION

71% FASTER

HOW TO IMPLEMENT GOOGLE AMP

https://wordpress.org/plugins/glue-for-yoast-seo-amp/

https://wordpress.org/plugins/amp/

HOW TO IMPLEMENT GOOGLE AMP

https://www.ampproject.org/docs/get_started/create_page.html

BEST PRACTICES FOR GOOGLE AMP

ü  Add rel=“canonical” tags on AMP Pages

ü  Use rel=“AMPHTML” on the non-AMP version https://www.ampproject.org/docs/guides/discovery.html

ü  Built in Support for Google Analytics https://developers.google.com/analytics/devguides/collection/amp-analytics/#supported_user_interactions_for_google_analytics

ü  AMP Report in Search Console to Track Performance https://support.google.com/webmasters/answer/6328309

APP INDEXING & DEEP LINKING

APP INDEXING & DEEP LINKING IN IOS9 & ANDROID

OPENS PAGE IN THE APP

‘Install App’ Button Fallback

ONE URL TO RULE THEM ALL

ONE URL – SAME CONTENT

MOBILE APP DESKTOP

HOW TO IMPLEMENT APP INDEXING

1.  Add Support for HTTP URLs

2.  Use App Indexing API or SDK (iOS9)

3.  Test in Android Studio or Safari

4.  Register in Google Search Console

5.  Monitor via Search Analytics Report

https://developers.google.com/app-indexing/android/app http://apple.co/1UMgEkf

STRUCTURED DATA

Knowledge Graph (Organization)

Interactive Breadcrumbs

Sitelinks Search Box (SearchAction)

Blogs & Articles Star Ratings (AggregrateRating)

STRUCTURED DATA EVERY BRAND SHOULD BE USING

LOGO, PHONE NUMBER & SOCIAL MEDIA LINKS ‘ORGANIZATION’ SCHEMA

REQUIREMENTS

•  150px x 150px Logo •  Customer Service Number •  Social Media URLs

SUPPORTED SOCIAL PROFILES

•  Facebook •  Twitter •  Google+ •  Instagram •  YouTube •  LinkedIn •  Myspace •  Pinterest •  SoundCloud •  Tumblr

DISPLAY AN INTERACTIVE BREADCRUMB TRAIL ‘BREADCRUMB’ DATA VOCABULARY

REQUIREMENTS

•  Display a Visual Breadcrumb Trail to Users

On-Site Breadcrumb

ECOMMERCE? USE SITELINKS SEARCH BOX MARKUP ‘SEARCHACTION’ SCHEMA

REQUIREMENTS

•  An Internal Search Engine On Your Site •  Try Google Custom Search Engine if Needed

USE CUSTOMER REVIEW DATA TO GAIN STAR RATINGS ‘PRODUCT/AGGREGATE RATING’ SCHEMA

REQUIREMENTS

•  Real-Customer Review Data •  No Data? Run an Incentive-Based Survey •  Testimonial Page

USE OUR FREE MARKUP TEMPLATE

Google Sheet: http://bit.ly/1XgTG5o

GOOGLE NOW CARDS

CONTEXTUAL RESULTS WITH GOOGLE NOW

GOOGLE NOW USES STRUCTURED DATA IN EMAILS

https://developers.google.com/schemas/tutorials/embedding-schemas-in-emails

https://developers.google.com/schemas/now/cards

4 DIFFERENT TYPES OF GOOGLE CARDS

HOTELS FLIGHTS

4 DIFFERENT TYPES OF GOOGLE CARDS

RESTAURANT EVENT TICKETS

BUILD AN API

A VERY BASIC EXPLANATION OF HOW AN API WORKS

EXPERIMENT WITH JSON-BASED API’S ON YOUTUBE

Grab YouTube ID

Create a Project to Get API Key: https://console.developers.google.com/apis/library

YOU BUILD A URL TO REQUEST YOUTUBE VIDEO INFO

https://www.googleapis.com/youtube/v3/videos?id=EI0ib1NErqg&key=APIKEY&fields=items(snippet(title,description,thumbnails(default(url))))&part=snippet,contentDetails

Requests Video Title & Description

Requests Thumbnail URL

AND GET A RESPONSE IN JSON CODE

{ "items": [ { "snippet": { "title": "Game of Thrones Season 6: Trailer #2 (HBO)", "description": "Subscribe to the Game of Thrones YouTube: http://itsh.bo/10qIOan\n\nGame of Thrones Season 6 premieres April 24th at 9PM.", "thumbnails": { "default": { "url": "https://i.ytimg.com/vi/EI0ib1NErqg/default.jpg" } } } } ]}

YOU CAN EXPERIMENT WITH ALL OF GOOGLE’S API’S

https://developers.google.com/apis-explorer

USE DEPLOYD TO START BUILDING YOUR OWN API

http://deployd.com/

OR BUY THIS AWESOME BOOK

https://apisyouwonthate.com/

YOU’RE ALMOST READY FOR THE FUTURE OF SEO

Google AMP Project

JUST ONE MORE THING..

AI VOICE ASSISTANTS

GOOGLE & SIRI VOICE ACTIONS IS RESTRICTIVE

“SEARCH FOR [KEYWORD] ON [APP NAME]”

Intent Action Context

https://developers.google.com/voice-actions/system/

Google-Approved API Commands Only

GOOGLE & SIRI VOICE ACTIONS IS RESTRICTIVE

http://apple.co/1YilYuO

Use NSUserActivity to build index of App Content & Search Activities

Eligible Activities Only Appear on Siri

No Siri API Yet

VIV WILL BE AN OPEN AI THAT ENABLES YOU TO PURCHASE WITH VOICE SEARCH ONLY IN ANY APP

https://youtu.be/Rblb3sptgpQ?t=9m32s

THE FUTURE OF TECHNICAL SEO

LET’S JUST STOP THIS HAPPENING OK?

Get in Touch: @petecampbell pete@kaizensearch.co.uk https://www.kaizensearch.co.uk/

DOWNLOAD THESE SLIDES KAIZENSEARCH.CO.UK/FUTURE-SEO

Thank You!

The Future Of Technical SEO Isn't Your Website

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