Semantic SEO and the Future of Search (Wine & Web 53)
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The Future of SEO Search Optimization in 2016 Andy Crestodina Strategic Director | @crestodina Wine & Web #53 #wineweb
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Transcript of Semantic SEO and the Future of Search (Wine & Web 53)
The Future of SEO Search Optimization in 2016
Andy CrestodinaStrategic Director | @crestodina
Wine & Web #53
#wineweb
blog post
guest post
research
post on another site
keyphrase
keyphrase
@crestodina
blog post
guest post
research
post on another site
keyphrase
keyphrase
@crestodina
blog post
guest post
research
post on another site
keyphrase
keyphrase
@crestodina
blog post
guest post
research
post on another site
keyphrase
keyphrase
Which of these links and keywords affect your rankings?
@crestodina
blog post
guest post
research
post on another site
keyphrase
keyphrase
Which of these links and keywords affect your rankings?
@crestodina
blog post
guest post
research
post on another site
keyphrase
keyphrase
@crestodina
@crestodina
1. Semantic Search2. Natural Language3. User Interaction Signals4. Build Your Network5. Quality Rater Guidelines
Future Proof your Search Rankings
Semantic Search1
We’ve been working on an intelligent model...that understands real-world entities and their
relationships to one another: things, not strings.
Amit SinghalGoogle
website copyright copyright textwebsite footer examplesheader and footerwebsite footer definitionat the bottom of the pagedesigning a website footerfat footerguidelinesstandardsbest practices
usabilitycontentideas inspirationlinks SEOsitemapsocial medianavigationpurpose of responsivetemplate
Semantically linked to “footer design”
website copyright copyright textwebsite footer examplesheader and footerwebsite footer definitionat the bottom of the pagedesigning a website footerfat footerguidelinesstandardsbest practices
Semantically linked to “footer design”
usabilitycontentideas inspirationlinks SEOsitemapsocial medianavigationpurpose of responsivetemplate
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
Digital Assistants, Natural Language
2
1. Use sentences that include the complete meaning
2. Include full questions and full answers
Adapt to Natural Language Search
Improve User Interaction Signals
3
The Time on Page / Ranking Correlation
The Time on Page / Ranking Correlation
Anatomy of the “Long Click”
1. Format for Scanners2. Add Multiple Images3. Add Video4. Internal Linking5. Go Deep
5 Ways to Keep Your Visitors
• Header and Subheaders• Bullet Lists and Numbered Lists• Bolding and Italics• Internal Links• Multiple Images
Types of Formatting
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
source: 2015 Blogger Survey
What Media are Bloggers Adding?
@crestodina
In a desert of text, images are water.Give your readers a sip!
Build a Network of Content Creators
4
links are credibility
more links = more credibility
links from credible sites =much more credibility
Source: MOZ Search Ranking Factors 2015
Correlation between links and rankings
Everything in marketing isbased on relationships.
lead
@crestodina
lead
traffic
conversions
@crestodina
lead
traffic
conversions
search
social
@crestodina
lead
traffic
conversions
search
@crestodina
lead
traffic
conversions
rank
@crestodina
lead
traffic
conversions
rank
content
links
@crestodina
lead
traffic
conversions
rank
content
links
content
relationships
@crestodina
There are two kinds of people on the internet
Creators
Contributors And “lurkers”
@crestodina
• Journalists• Authors• Podcasters• Academic Researchers• Event Producers
And of course...• Bloggers and blog editors
Who makes content?
@crestodina
Two Types of Social Media
Content Promotion Online NetworkingTraffic and Branding Relationships with Influencers
@crestodina
1. Weekly Outreach Calls2. Coffee, Lunch, Beer3. Mastermind Groups4. Office Hours5. Attend Events
5 Ways to Build Your Network
source: 5 Ways to Produce Better Web Content, Orbit Media
@crestodina
Content Marketing Mastermind1. 59 minutes on Skype, Hangout or Blab2. Once per month for one year3. 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 month5. Miss it twice and you’re out!
@crestodina
Get Out There!...events are the best shortcut
Sit in the front row Ask a question during Q & A Thank them in person after
the session Have them sign a book Ask if you can email them to
get a contributor quote later...
Tips for attending events
@crestodina
1. Quote and Mention2. Contributor Quote3. Roundup Posts4. Deep Dive Interview5. Invite to Guest Post
5 Ways to Collaborate
source: 5 Ways to Produce Better Web Content, Orbit Media
Content optimized for search includes keywords.
Content optimized for social includes people.
YOUR SITE
OTHER SITES
WHERE to publish
WHO does the writing
CREATED BY YOU
CO-CREATED WITH INFLUENCERS
Content = 2Links = 0Friends = 0
Content = 3Links = 1Friends = 2
Blogger vs. Blogging Collaborator
(better links + real connections)
Content = 4Links = 0Friends = 0
Content = 6Links = 2Friends = 4
Round two...
Nice blog, but… This is what great content marketing looks like.
Round four...
If you’re not making friends, you’re doing it wrong.
Publish the Best Piece of Content on the Topic
5
Google’s Search Quality Guidelines!
source: Search Quality Evaluator Guidelines
@crestodina
1. Content is “Front and Center”2. EAT: Expert, Authoritative, Trustworthy3. “Highly Meets” vs. “Fails to Meet”
3 Ways to Meet Google’s Guidelines
source: Brian Dean
@crestodina
“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
@crestodina
"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
@crestodina
“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
@crestodina
The Results?...let’s take a look.
Rankings climb for “website footer design”
What was the search volume?
And finally, the traffic...
Best of all? It’s attracted links!
Make the best page on the Internet for your topic. Be the best answer.
Thank you!Andy CrestodinaStrategic Director | @crestodina
#wineweb
These might help...http://bit.ly/orbitfutureSEO http://bitly.com/contentchem
