Arsen Rabinovich - Advanced Search Summit Napa 2019

What will
ON-PAGE SEO
be like in the
future?

#AdvancedSearchSummit @TopHatArsenarsen.napa@tophatrank.com
Hi,
Nice to meet you!
Arsen Rabinovich
@TopHatArsen
SEO Audits | SEO Strategy Development | Penalty Recovery | Migration Consulting

The Future Of On-Page SEO
This is an edited version of the live presentation,
certain images and client data have been removed.

Future of On-Page SEO is:
Understanding your
target audiences and
their intent!
Structured data
Content that doesn’t
just inform, it also
answers, solves, and
guides.E-A-T
Voice Search Machine learning

Are You Excited To Get Started?

#AdvancedSearchSummit @TopHatArsenarsen.napa@tophatrank.com 6
Current State of SEO

7
Month Update
March ‘18
Google Confirmed Big Quality Update
April ‘18
Google Announces Another Core Quality Update (16
& 30)
May ‘18
April’s update keeps rolling through the web.
June ‘18
Another (unconfirmed) quality update, manual
penalties for bad links.
July ‘18
Mobile speed update (confirmed) , this only affected
sites that were super duper slow.
August ‘18
Massive quality update focusing on E-A-T aka
“Medic”

8
Month Update
Sept ‘18 Significant quality update, possibly focusing on backlinks.
Oct ‘18 A Streak of Weekly Google Updates
Nov ‘18
Unannounced Google algorithm update. Healthcare and
finance are among the most impacted industries.
Dec ‘18 SEMrush Sensor detected High activity between 16th and 21st
Jan ‘19
Google may have pushed out their first larger Google search
algorithm update of 2019
Feb ‘19
SEMrush Sensor points to a series of small Google algorithm
updates, with peaks on February 7, 12 and 22.
March ‘19
Google has confirmed that a broad core algorithm update. This
updated focuses on the overall quality of search

Quality = Relevance

Relevance = Matching Query Intent
In 2019 and beyond, I
will optimize my pages
to accommodate the
searcher’s intent and
not just the query.

“Query syntax describes intent
that drives content composition and
format.”
~ AJ Kohn
bit.ly/query-syntax

Understanding user’s journey
and their decision making
process as it relates to your
products/services is more
important than ever in 2019
and beyond!
Matching Query Intent

We Need to Adjust
1. Look at how the SERPs are handling our target queries.
2. Understand why the top three /four sites are ranking.
3. Which queries they are targeting with what content.

Tools

Look AtThe SERP forYourTarget Keyphrase!

“Event Catering Los Angeles”
How is GoogleTreatingThe Query?

If the intent is to rent an
apartment, do you really
think that your 2,300 word
article will rank over a page
that actually shows
apartment listings?
WhatType Of Content Is Ranking?

We’re interested in how the page is
structured, how well does it match the
intent of the query and does it provide a
job for the visitor to do.
Is that enough?

Use the Web Developer
browser extension to
remove all styles.
tinyurl.com/webdevextension
What’s UnderThe Hood?

Are they matching the
query syntax 100%? Are
they covering the topic
in its entirety?
What’s Happening On-Page?

Create a document
outline to see how they
are structuring headings.
What’s Happening On-Page?

“Matching query intent with “words on a page” is
not enough.You need to effectively predict what
the user’s next steps are, and give them those
steps as ‘jobs to be done’ ”
~ Arsen Rabinovich

But is this enough?
No, we should also see how the top
sites are structuring things internally.

Why IsThis Important?
“Paying close attention to Information
Architecture (IA), Topic Organization (Siloing,
Breadcrumbs), Internal Links along with their
Anchors, and understanding how they relate to
your target page is GOLD”
~ Arsen Rabinovich

Topic / Information Architecture
Use tools like
DynoMapper.com
to create visual
sitemaps.

In ScreamingFrog,
use the tree view
to see how the site
is organized.

Search for the
target URL and see
where it lives within
the competing
website.

How to use XPath for Custom Extraction in Screaming From
bit.ly/xpathextract

Don’t let them lock you out!
‘Stealth Crawl’
the user agent, the IP address and the gap between
requests are randomized, meaning that the crawl is
masked by incoming human and robot traffic.

Internal Linking
Often overlooked but
super important!
Internal links and
their anchors

Look at the internal
topical signal that
is being passed
through the anchor
text to the page.
Internal Linking

Reasonable Surfer Model
“..a reasonable surfer model indicates that
when a surfer accesses a document with a set
of links, the surfer will follow some of the links
with higher probability than others.
This model reflects the fact that not all of the
links associated with a document are equally
likely to be followed. Examples of unlikely
followed links may include “Terms of Service”
links, banner advertisements, and links
unrelated to the document.”

Which pages are passing the most authority?

Voice Search; AreYou Ready?

“Okay Google, who plays Rick Grimes
in the Walking Dead?”
Voice Search is Cool!
“Rick Grimes was played
by Andrew Lincoln”
Entity Search Result
Data pulled from Wikipedia

“Okay Google, how many
Walking Dead comics are there?”
Uses Sentence Compression To Make Sense
“The Walking Dead is
generally broken into
6-issue arcs..”
Featured Snippet Result
Pulled from Skybound.com

“Okay Google, where can I buy
The Walking Dead comics?”
And changes things up depending on the device..
“I found a few book
stores near you..”
Wait,What?
Assistant assumes I want
local results!

“Okay Google, where can I buy The
Walking Dead comics?”
“..The first one is
Barnes & Noble on
4735 Commons Way in
Calabasas..”
Pulls from map results,
SERP has no local pack.

Entities
bit.ly/optimize-entities
Semantic content
optimization with entities.
By Kevin Indig

There is an “author-level” EAT,
and a ”domain/website-level”
EAT. And both are a little
different.
TwoTypes of EAT

Check to see if your content
creators are already an entity
in Google’s Knowledge Graph.
The Knowledge Graph

Use Google’s API explorer to
see how and if your
competitors entity’s are
mapped in the Knowledge
Graph.
bit.ly/kgapiexplore
The Knowledge Graph

The Knowledge Graph
bit.ly/sameasmarkup

Bye!
Arsen Rabinovich
@TopHatArsen
arsen.napa@tophatrank.com

Arsen Rabinovich - Advanced Search Summit Napa 2019

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