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State of Search
Brent Csutoras, LLC
brent@csutoras.com
Brentcsutoras.com
2
Brent Csutoras
Yesterday
3
 Wanted to index the entire web
 Needed your guidance (spoon
feeding)
 Needed your links
 Needed your feedback
 Didn’t tell you how to build your site
Once Upon a Time Google…
Google’s Evolution
4
Panda (2011)
Aimed at eliminating low-quality (or thin)
content, Panda was updated periodically,
eventually becoming integrated into
Google’s core algorithm in 2016.
 Vince
 Caffeine
 Site Speed as Factor
 Knowledge Graph
 Penguin
 Etc, etc
Mobile-First (2018)
Mobile-first indexing means Google uses
the mobile version of the page for
indexing and ranking.
Tomorrow
5
 Wants you to provide them your data
 Wants only your best content
 Doesn’t even require you have a
website
 Uses AI to determine quality
 Doesn’t need your help, links, or
feedback
 Dictates the way you provide your
Going Forward Google…
Tomorrow
6
Going Forward Google…
Doesn’t Care About All
Your Little SEO Tricks!
All my Black Hat friends…
Are White Hat Technical SEOs now…
7
Going Forward Google…
8
SEO Focus for 2019
• Re-thinking Content Strategy
• Technical SEO
Re-thinking Content Strategy
9
Re-thinking Content Strategy
10
Philipp Klöckner
Re-thinking Content Strategy
11
• Create High Quality Content
• Repurpose / Relaunch Existing
Content
• Cut / No-Index Low Quality Content
High Quality Content Creation
12
• Extremely High Quality
• Useful
• Link worthy / Shareable
• You don’t have to publish every
day!
Repurpose Existing Content
13
• Picking a Winner
• Organic Traffic
• Ranking
• Crawl Rate
• Inbound Links
• Conversions
• Bounce Rate
• Consolidate
• Competition
• 301 / Canonical
Cut Low Quality Content
17
Cut Low Quality Content
18
19
TECHNICAL SEO
Technical SEO – Responsive
20
Technical SEO – Mobile Friendly
21
Technical SEO – Speed
22
Technical SEO – Speed
23
Technical SEO - Javascript
24
 Javascript
 Platforms & SEOs
 Google’s Two Pass Crawl
 Parsing Issues
Technical SEO - Schema
25
Technical SEO – Schema
26
 Product
 Article
 Breadcrumb
 Reviews
 ReviewCount
 AggregateRating
 NewsArticle
 Jobs
 Event
 Person
 LocalBusiness
 Video
 ClaimReview
 Speakable
 ImageGallery
 Application
https://schema.org/docs/full.html
Technical SEO – Rich Snippets
27
Technical SEO – Rich Answers
28
Technical SEO – Knowledge Panel
29
Technical SEO – AMP Carousels & Articles
30
Technical SEO – ClaimReview & Speakable
31
Resources
32
 https://www.searchenginejournal.com/google-algorithm-
history/
 https://developers.google.com/speed/pagespeed/insights/
 https://www.webpagetest.org/
 https://developers.google.com/web/tools/lighthouse/
 https://schema.org/
 https://search.google.com/structured-data/testing-tool
Thank you
Brent Csutoras, LLC
brent@csutoras.com
Brentcsutoras.com

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State of Search Marketing - 2019

Hinweis der Redaktion

  1. Used to be about creating content for everything, then Panda came alone and made us focus on quality
  2. Focused for a while now on Quantity and covering every possible topic Panda / Less is more
  3. Focused for a while now on Quantity and covering every possible topic Panda / Less is more
  4. Focused for a while now on Quantity and covering every possible topic Panda / Less is more