Semantic SEO: 5 Ways to Future Proof Your Search Rankings
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The Future of SEO: Search Optimization in 2016 ANDY CRESTODINA | STRATEGIC DIRECTOR
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Transcript of Semantic SEO: 5 Ways to Future Proof Your Search Rankings
The Future of SEO: Search Optimization in 2016
ANDY CRESTODINA | STRATEGIC DIRECTOR
@Kissmetrics
#KissWebinar
@thuelmadsen
Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics,
he was a Lyft driver in SF, which is also how he ended up as a KISSmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find
him hiking in the Sierras.
THUE MADSEN Marketing Operations Manager, Kissmetrics
@ThueLMadsen
Andy Crestodina is a co-founder and the Strategic Director of Orbit Media, an award-winning 38-person web design company in Chicago. Andy’s a top-rated
speaker at national conferences. He is also the author of “Content Chemistry: The Illustrated Handbook for
Content Marketing.”
ANDY CRESTODINA Co-founder and Director, Orbit Media
@crestodina
@orbitmedia
#KissWebinar
@crestodina
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INTRODUCTION
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INTRODUCTION
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INTRODUCTION
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Which of these links and keywords affect your rankings?
INTRODUCTION
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guest post
research
post on another site
keyphrase
keyphrase
Which of these links and keywords affect your rankings?
INTRODUCTION
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INTRODUCTION
INTRODUCTION
1. Semantic Search 2. Natural Language 3. User Interaction Signals 4. Build Your Network 5. Quality Rater Guidelines
FUTURE PROOF YOUR SEARCH RANKINGS
1. Semantic Search
AMIT SINGHALGoogle
“ We’ve been working on an intelligent model... that understands real-world entities and their relationships to one another: things, not strings.
1. SEMANTIC SEARCH
1. SEMANTIC SEARCH
1. SEMANTIC SEARCH
1. SEMANTIC SEARCH
1. SEMANTIC SEARCH
1. SEMANTIC SEARCH
1. SEMANTIC SEARCH
website copyright copyright text website footer examples
header and footer website footer definition
at the bottom of the page designing a website footer
fat footer guidelines standards
best practices
usability content ideas
inspiration links SEO sitemap
social media navigation purpose of responsive template
Semantically linked to “footer design”
1. SEMANTIC SEARCH
website copyright copyright text website footer examples
header and footer website footer definition
at the bottom of the page designing a website footer
fat footer guidelines standards
best practices
usability content ideas
inspiration links SEO sitemap
social media navigation purpose of responsive template
Semantically linked to “footer design”
1. SEMANTIC SEARCH
1. SEMANTIC SEARCH
1. Find the words and phrases that are semantically linked to the phrase you are targeted
2. Use those phrases within your content
Adapt to Semantic Search
1. SEMANTIC SEARCH
2. Digital Assistants, Natural Language
2. DIGITAL ASSISTANTS, NATURAL LANGUAGE
2. DIGITAL ASSISTANTS, NATURAL LANGUAGE
2. DIGITAL ASSISTANTS, NATURAL LANGUAGE
2. DIGITAL ASSISTANTS, NATURAL LANGUAGE
2. DIGITAL ASSISTANTS, NATURAL LANGUAGE
1. Use sentences that include the complete meaning
2. Include full questions and full answers
Adapt to Natural Language Search
2. DIGITAL ASSISTANTS, NATURAL LANGUAGE
3. Improve User Interaction Signals
3. IMPROVE USER INTERACTION SIGNALS
The Time on Page / Ranking Correlation
3. IMPROVE USER INTERACTION SIGNALS
Bounce Rate / Ranking Correlation?? Nope...
3. IMPROVE USER INTERACTION SIGNALS
The Time on Page / Ranking Correlation
3. IMPROVE USER INTERACTION SIGNALS
3. IMPROVE USER INTERACTION SIGNALS
1. Format for Scanners 2. Add Multiple Images 3. Add Video 4. Internal Linking 5. Go Deep
5 Ways to Keep Your Visitors
3. IMPROVE USER INTERACTION SIGNALS
3. IMPROVE USER INTERACTION SIGNALS
3. IMPROVE USER INTERACTION SIGNALS
3. IMPROVE USER INTERACTION SIGNALS
o Header and Subheaders
o Bullet Lists and Numbered Lists
o Bolding and Italics
o Internal Links
o Multiple Images
Types of Formatting
3. IMPROVE USER INTERACTION SIGNALS
source: How Little to Users Read? NN Group
Users have time to read at most 28% of the words during an average visit; 20% is more likely.
Types of Formatting
3. IMPROVE USER INTERACTION SIGNALS
source: 2015 Blogger Survey
What Media are Bloggers Adding?
3. IMPROVE USER INTERACTION SIGNALS
3. IMPROVE USER INTERACTION SIGNALS
“ In a desert of text, images are water. Give your readers a drink!
4. Build a Network of Content Creators
links are authority
4. BUILD A NETWORK OF CONTENT CREATORS
Source: MOZ Search Ranking Factors 2015
Correlation between links and rankings
4. BUILD A NETWORK OF CONTENT CREATORS
more links = more authority
4. BUILD A NETWORK OF CONTENT CREATORS
links from credible sites = much more authority
4. BUILD A NETWORK OF CONTENT CREATORS
4. BUILD A NETWORK OF CONTENT CREATORS
“ Everything in marketing is based on relationships.
lead
4. BUILD A NETWORK OF CONTENT CREATORS
lead
traffic
conversions
4. BUILD A NETWORK OF CONTENT CREATORS
lead
traffic
conversions
search
social
4. BUILD A NETWORK OF CONTENT CREATORS
lead
traffic
conversions
search
4. BUILD A NETWORK OF CONTENT CREATORS
lead
traffic
conversions
rank
4. BUILD A NETWORK OF CONTENT CREATORS
lead
traffic
conversions
rank
content
links
4. BUILD A NETWORK OF CONTENT CREATORS
lead
traffic
conversions
rank
content
links
content
relationships
4. BUILD A NETWORK OF CONTENT CREATORS
There are two kinds of people on the internet
creators
contributors and “lurkers”
creators
contributors and “lurkers”
Creators
Contributors and “lurkers”
4. BUILD A NETWORK OF CONTENT CREATORS
o Journalists
o Authors
o Podcasters
o Academic Researchers
o Event Producers
And of course...
o Bloggers and blog editors
Who makes content?
4. BUILD A NETWORK OF CONTENT CREATORS
Two Types of Social Media
4. BUILD A NETWORK OF CONTENT CREATORS
Two Types of Social Media
4. BUILD A NETWORK OF CONTENT CREATORS
Two Types of Social Media
4. BUILD A NETWORK OF CONTENT CREATORS
1. Weekly Outreach Calls 2. Coffee, Lunch, Beer 3. Mastermind Groups 4. Office Hours 5. Attend Events
5 Ways to Build Your Network
source: 5 Ways to Produce Better Web Content, Orbit Media
4. BUILD A NETWORK OF CONTENT CREATORS
source: YouCanBook.Me
OFFICE HOURS
Content Marketing Mastermind
1. 59 minutes on Skype, Hangout or Blab 2. Once per month for one year 3. Agenda:
“What are you doing that we can promote” “What are you writing that we can collaborate on” “What are you doing to be more productive?” “Anyone I know that you want to meet?”
4. Bring a guest each month 5. Miss it twice and you’re out!
4. BUILD A NETWORK OF CONTENT CREATORS
Get Out There! ...events are the best shortcut
4. BUILD A NETWORK OF CONTENT CREATORS
q Sit in the front row
q Ask a question during Q & A
q Thank them in person after the session
q Have them sign a book
q Ask if you can email them to get a contributor
quote later...
Tips for attending events
4. BUILD A NETWORK OF CONTENT CREATORS
1. Quote and Mention 2. Contributor Quote 3. Roundup Posts 4. Deep Dive Interview 5. Invite to Guest Post
5 Ways to Collaborate
source: 5 Ways to Produce Better Web Content, Orbit Media
4. BUILD A NETWORK OF CONTENT CREATORS
4. BUILD A NETWORK OF CONTENT CREATORS
4. BUILD A NETWORK OF CONTENT CREATORS
“ Content optimized for search includes keywords. Content optimized for social includes people.
YOUR SITE
OTHER SITES
WHERE to publish
4. BUILD A NETWORK OF CONTENT CREATORS
WHO does the writing
CREATED BY YOU
CO-CREATED WITH INFLUENCERS
4. BUILD A NETWORK OF CONTENT CREATORS
Blogging vs. Guest Blogging
Content = 2 Links = 0
Friends = 0
Content = 3 Links = 1
Friends = 2
4. BUILD A NETWORK OF CONTENT CREATORS
Round Two...
Content = 4 Links = 0
Friends = 0
Content = 6 Links = 2
Friends = 4 (better links + real connections)
4. BUILD A NETWORK OF CONTENT CREATORS
Nice blog, but… This is what great content marketing looks like.
Round Four...
4. BUILD A NETWORK OF CONTENT CREATORS
“ If you’re not making friends, you’re doing it wrong.
5. Publish the Best Piece of Content on the Topic
Google’s Search Quality Guidelines!
source: Search Quality Evaluator Guidelines
5. PUBLISH THE BEST PIECE OF CONTENT ON THE TOPIC
1. Content is “Front and Center” 2. EAT: Expert, Authoritative, Trustworthy 3. “Highly Meets” vs. “Fails to Meet”
3 Ways to Meet Google’s Guidelines
source: Brian Dean
5. PUBLISH THE BEST PIECE OF CONTENT ON THE TOPIC
“Is the content is at the top of the page?” Put information high on the page, so visitors can read without scrolling.
Content is Front and Center
source: Search Quality Evaluator Guidelines
5. PUBLISH THE BEST PIECE OF CONTENT ON THE TOPIC
"Can you trust the source of this content?” • Expertise • Authoritativeness • Trustworthiness Prove that you’re an expert, or "borrow" authority by citing sources and other experts.
E-A-T the Results
source: Search Quality Evaluator Guidelines
5. PUBLISH THE BEST PIECE OF CONTENT ON THE TOPIC
“Does the content succeed at meeting the goals of the visitor?” Page should provide a comprehensive answer, truly meeting their needs. Create long, in-depth content that covers every angle of your topic.
Highly Meets vs. Fails to Meet
source: Search Quality Evaluator Guidelines
5. PUBLISH THE BEST PIECE OF CONTENT ON THE TOPIC
The Results?
...let’s take a look.
5. PUBLISH THE BEST PIECE OF CONTENT ON THE TOPIC
5. PUBLISH THE BEST PIECE OF CONTENT ON THE TOPIC
5. PUBLISH THE BEST PIECE OF CONTENT ON THE TOPIC
Rankings climb for “website footer design”
5. PUBLISH THE BEST PIECE OF CONTENT ON THE TOPIC
What was the search volume?
5. PUBLISH THE BEST PIECE OF CONTENT ON THE TOPIC
And finally, the traffic...
5. PUBLISH THE BEST PIECE OF CONTENT ON THE TOPIC
Best of all? It’s attracted links
5. PUBLISH THE BEST PIECE OF CONTENT ON THE TOPIC
“ Make the best page on the Internet for your topic. Be the best answer.
Thank you!
Andy Crestodina Strategic Director | @crestodina
bitly.com/contentchem
ANDY CRESTODINA Co-founder and Director, Orbit Media
@crestodina
THUE MADSEN Marketing Operations Manager, Kissmetrics
@ThueLMadsen
Questions?
