Semantic SEO: How to Future Proof your Search Rankings

GoogleMarket Share(desktop)

source: Search Engine Land

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GoogleMarket Share(mobile)

source: Search Engine Land

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Click-Through Rate by Search Position

source: https://www.advancedwebranking.com/ctrstudy/

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source: https://www.advancedwebranking.com/ctrstudy/

Click-Through Rate by Search Position

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“wedding dresses”

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“lace wedding dresses”

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“modern wedding dresses”

blog post

guest post

research

post on another site

keyphrase

keyphrase

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blog post

guest post

research


keyphrase

keyphrase

Which of these links and keywords affect your rankings?

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blog post

guest post

research


keyphrase

keyphrase

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1. Semantic Search2. Natural Language3. User Interaction Signals4. Build Your Network5. Quality Rater Guidelines

Future Proof your Search Rankings

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Semantic Search

1

We’ve been working on an intelligent model...that understands real-world entities and their

relationships to one another: things, not strings.

Amit SinghalGoogle

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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”

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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

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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

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Digital Assistants, Natural Language

2

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1. Use sentences that include the complete meaning

2. Include full questions and full answers

Adapt to Natural Language Search

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Improve User Interaction Signals

3

Bounce Rate / Ranking Correlation? Nope!

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The Time on Page / Ranking Correlation

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Anatomy of the “Long Click”

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1. Format for Scanners2. Add Multiple Images3. Add Video4. Internal Linking5. Go Deep

5 Ways to Keep Your Visitors

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• Header and Subheaders• Bullet Lists and Numbered Lists• Bolding and Italics• Internal Links• Multiple Images

Types of Formatting

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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

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source: 2015 Blogger Survey

What Media are Bloggers Adding?

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In a desert of text, images are water.

Give your readers a drink!

Build a Network of Content Creators

4

links are authority

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source: How do links work in Google?

Source: MOZ Search Ranking Factors 2015

Correlation between links and rankings

more links = more authority

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links from credible sites =much more authority

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Everything in marketing is

based on relationships.

lead

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lead

traffic

conversions

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lead

traffic

conversions

search

email

social

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lead

traffic

conversions

search

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lead

traffic

conversions

rank

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lead

traffic

conversions

rank

content

links

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lead

traffic

conversions

rank

content

links

content

relationships

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There are two kinds of people on the internet

Creators

Contributors and “lurkers”

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• Journalists• Authors• Podcasters• Academic Researchers• Event Producers

And of course...• Bloggers and blog editors

Who makes content?

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Two Types of Social Media

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1. Weekly Outreach Calls2. Coffee, Lunch, Beer3. Mastermind Groups4. Office Hours5. Slack Boards6. Attend Events

5 Ways to Build Your Network

source: 5 Ways to Produce Better Web Content, Orbit Media

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Office Hours

source: YouCanBook.Me

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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!

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Get Out There!...events are the best shortcut

q Sit in the front rowq Ask a question during Q & Aq Thank them in person after the

sessionq Have them sign a bookq Ask if you can email them to get a

contributor quote later...

Tips for attending events

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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

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Search + SocialOne post, optimized for both

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Content designedto attract visitors

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Optimized for Search

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Optimized for Social

Search vs. Social

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Social Traffic Conversion Rates

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How many people are waiting

for your article to go live?

Make sure it’s not zero.

Social actions. Search outcomes.

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YOUR SITE

OTHER SITES

WHERE to publish

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WHO does the writing

CREATED BY YOU

CO-CREATED WITH INFLUENCERS

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Blogging vs. Guest Blogging

Content = 2Links = 0Friends = 0


Round Two...

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(better links + real connections)

Nice blog, but… This is what great content marketing looks like.

Round Four...

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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

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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

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“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


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"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


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“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


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The Results?...let’s take a look.

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Rankings climb for “website footer design”

What was the search volume?

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And finally, the traffic...

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Best of all? It’s attracted links

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Make the best page on the Internet for your topic. Be the best answer.

Thank you!Andy CrestodinaStrategic Director | @crestodina

bitly.com/contentchem

Questions?

Semantic SEO: How to Future Proof your Search Rankings

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