SEO Revolution and SEO Superpowers
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Caliber SEO Director of Strategy Mike Br
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SEO Revolution and SEO Superpowers
- 2. SEO Revolution and Superpowers Travel Bloggers Unite Rotterdam May 2013
- 3. What the heck am I talking about? • Revolution • Superhero powers to fight back • Questions
- 4. SEO is about Results
- 6. Position is everything 30% clicks 12% clicks 7% clicks 5% clicks 4% clicks
- 9. Changes in Layout Look at that real estate Pretty faces & pretty CTR
- 10. New information added Eats up lots of the clicks Look at the size of that thing!!!
- 11. Where did that come from?
- 13. Clicks & Keywords Blog Space
- 14. Brands now want your traffic Blog spaceBrand space
- 15. Just one more thing
- 16. Google Updates
- 18. Pandas
- 19. Penguins
- 20. SCARED?
- 21. Don’t give up
- 23. Being a good guy/gal • Do only good things
- 24. Being a good guy/gal • Do only good things • Follow terms and conditions
- 25. Being a good guy/gal • Do only good things • Follow terms and conditions • Keep writing great content
- 26. Being a good guy/gal • Do only good things • Follow terms and conditions • Keep writing great content • No more shortcuts
- 27. Being a good guy/gal • Do only good things • Follow terms and conditions • Keep writing great content • No more shortcuts • No good ends from bad means
- 28. SEO Super Powers • X-Ray Vision • Invisibility • Intelligence • Stamina/ Strength • Cool gadgets
- 29. X-Ray Vision
- 30. X-Ray Vision • Rankings are about relevance • Queries are not just words – Queries are concepts – You need to “see through the query” • Intent • Relevance • Websites that focus on concepts rank best • Websites that focus on keywords rank worse
- 31. X-Ray Vision • Freebase : http://bit.ly/10YanqA – What parts make up the thing “Rotterdam” • Currency • Country • Airport • Government • Attractions • Not all parts are right for your content • Government? • Seems out of place
- 32. Amazing Intelligence • Query in title – Near the front is best • Query variant in Headings – Don’t duplicate the title • Copy variants – Use related words in the copy • Images – Mark up properly : alt/title • Videos – Make a transcription • Include links to related content
- 33. Amazing Intelligence • Adding search value example – “Rotown Bar Rotterdam Review” • Give address of bar • How to get there information • Prices in bar • Mention Rotterdam -> Holland • Mention DJs playing • Link to their website • Mention post on twitter/facebook – Post it to their company profile
- 34. Spot the SEO?
- 35. Power of Invisibility • Don’t do SEO that looks like SEO • SEO shouldn’t detract from the UX • Get to work with some plugins • Improve understanding of your site
- 36. Power of invisibility • Rel=“author” – You need to do this!!! • If you haven’t do it ASAP – Google wants to rank people & experts – http://support.google.com/webmasters/bin/answer.py?hl=en&answer=2539557 • Get into microdata – Schema Creator plugin • Make your results better • Get stars into results • Manage your message
- 37. Cool Gadgets
- 38. Cool Gadgets • Webmaster Tools – Google and Bing both have these – Check your “error” pages • Too many errors = collapse in rankings – http://wordpress.org/extend/plugins/quick-pagepost- redirect-plugin/ : redirect error pages – Check you “average” rankings – Warning from Google
- 39. Cool Gadgets • Check out your links – http://www.linkdetox.com/
- 40. Strength & Stamina • Ranks take time • Don’t expect everything over night
- 41. What does an SEO Superhero look like?
- 42. Actions • Get authorship installed • Keep writing great content – Focus on improving information about “things” • Use microformats layout • Get your gadgets in place • Read Google SEO Guide
- 43. Thanks
- 44. Yep I’m that geek • I was Mike Briggs • My suit counts as a costume • Come say hi • @caliberi • michael.briggs@caliberi.com • @michaelkebriggs