Your SEO Keyword Strategy is Broken: Here's Why (and What To Do About It)
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Most attempts to rank for certain keywords fail because they are built on antiquated strategies and incorrect assumptions. Some sites are losing rankings and traffic faster than ever before, while others are growing dramatically. What drives results for growing sites? This webinar will show you how to build a refreshed keyword strategy that delivers improved rankings and high-quality traffic.
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Your SEO Keyword Strategy is Broken: Here's Why (and What To Do About It)
- 1. Your Keyword Strategy is Broken Best practices for modern SEO with ROI. Nate Dame, CEO & Founder at Propecta | @seonate | nate@propecta.com
- 2. Engage! Follow @propecta to interact during the event. Comment & ask questions via hashtag: #brokenkeywords
- 3. The Good ol’ Days
- 4. SEO was Cheap & Straight Forward Back in the day, ‘all you had to do’ was choose a package and watch it work.
- 5. What about the user?
- 7. Early/Mid 2000’s Keywords Other Ranking Factors
- 8. Circo 2010 Keywords Other Ranking Factors
- 10. 2014 Keywords Other Ranking Factors
- 11. Near Future? Other Ranking Factors
- 12. What’s Replacing Keywords? Not just one ranking factor! ● Google’s more sophisticated understanding of user’s needs ● Personalization ● Anti-low-quality-content updates ● Machine learning algorithms ● Artificial intelligence?
- 13. The Aftermath
- 14. The ‘Blond Hair’ Situation No bad jokes, promise!
- 15. The ‘Blond Hair’ Situation But wait… what’s this??!? No keywords in the title? And no “blonde hair” phrase anywhere??
- 16. The ‘Blond Hair’ Situation This keyword phrase does not appear anywhere on the page. (If you scroll to allow comments to load, you’ll find it in one comment.)
- 17. The ‘Blonde Hair’ Situation What could have possibly made this content rank without the keywords? Tweets? Hidden text? A handful inbound links with the word ‘blonde’?
- 18. This Tells Us a Few Things...
- 19. Google is much smarter than the keyword.
- 20. Ranking algorithms are teaching themselves how to improve.
- 21. Our ranking strategies just might need a facelift. Or a new hair color?
- 23. Keyword Ranking Factors Declining “For on-page SEO, the keyword is still vital, but the trend is moving away from a single subject/keyword towards entire topics. Almost all keyword factors diminish slightly [in 2014].” Marcus Tober, Dr. Leonhard Hennig, Daniel Furch Sources: http://moz.com/blog/searchmetrics-ranking-factors-2014 and http://www.searchmetrics.com/en/knowledge-base/ranking-factors/
- 24. New SEO Paradigm Sources: http://moz.com/blog/searchmetrics-
- 26. Updated Keyword Strategy Keyword strategies based on topics.
- 27. It Seems to Work Topical keyword strategies’ impact over time.
- 28. Get the checklist! Available now: http://propecta.com/resources/ultimate-
- 30. #1 Think user intent / don’t think ‘keyword’ Do you really understand your target audience?
- 31. #1 Think user intent / don’t think ‘keyword’ What users want What users want
- 32. #1 Think user intent / don’t think ‘keyword’ What users want Wikipedia! Knowledge & definitions Zoho & Salesforce Looking to purchase (or free trial) Another encyclopedia-style resource
- 33. #1 Think user intent / don’t think ‘keyword’ What users want “nice kids” “well-rounded kids” local help, advice and community “a moral child”
- 34. #1 Think user intent / don’t think ‘keyword’ What users want Results are all research/learn oriented. Only 1 commercial results on the page in position #10!
- 35. #2 Nuke thin, low-quality ‘keyword optimized’ content
- 36. #3 Align content with user intent
- 37. #4 Create authoritative, long-lasting content Google already told us how! See the complete list at http://googlewebmastercentral.blogspot.com/2011/05/more-guidance- on-building-high-quality.html
- 38. #5 Study SEO’s impact on your entire sales funnel Google Analytics: Conversions > Multi- Channel Funnels
- 39. Share your Success & Challenges! Tweet @propecta or @seonate (that’s me). Reach out: nate@propecta.com or 312-870-0056 (mobile).
Hinweis der Redaktion
- many marketers still haven’t grasped the foundation of what Google is really trying to accomplish OR they ‘get it’, but still struggle with applying the constant changes in the SEO world to practical best practices that make an impact
- you can also use the Q&A feature in GoToWebinar to ask questions
- looking back, seemed ‘easy’ penalties and major traffic drops were rare
- even SEO services back in the day seemed so straight forward also confusion, as SEOs tried to keep gaming the system (one of our difficulties w/ perspective clients: apples to oranges comparisons) last 4 years have seen major changes - why?
- at the core of Google’s $ is the user more preference for Google search = more searches = more advertising revenue
- (Google’s Eric Schmidt told Congress they deployed 516 changes in 2010, and tested 13,000! think they do more or less today?)
- will the influence of the ‘keyword’ as we know it disappear in the near future?
- Google gets smarter with every search In 2012 Google hired Ray Kurzweil as Director of Engineering. Well known futurist, wrote book on “reverse-engineering the brain to understand precisely how it functions and using that knowledge to create even more intelligent machines” In early 2013 Google acquired neural networks startup DNNResearch Jan 2014 Google Acquired AI startup DeepMind (talent acquisition / no products) and inserted them directly into Google’s Search team just last month (Sept, ‘14) Google partnered with Univ of Cali Santa Barbara to build quantum processors for artificial intelligence TechCrunch put it this way: “Google wants to help reshape, and evolve, the world.”
- after so much disruption, many feel lost sometimes a reset in how we think is a good thing! SEO has returned to it’s roots: giving users the best results
- there is an overarching purpose behind Google’s changes
- why is topical content winning? Google is able to place greater trust in authoratative pieces - and clearly the users are seeing the value
- most important, your content needs to stand out as unique, authentically answer your audience’s questions from every angle (even the perspectives that don’t reflect perfectly on your company), and DON’T HOLD BACK your knowledge
- some disregard SEO b/c no direct sales/conversions others miss impact of SEO because only see it’s value at the top of the funnel
- Next steps: share your success & challenges if this is prompting you to think differently about your ranking strategies, I’d be happy to give you an outside perspective - just shoot me an email! END RECORDING Topics to address in Q&A: Panda 4.1