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1© 2014 MERKLE. ALL RIGHTS RESERVED. CONFIDENTIAL
Presented by:
Lauren Polinsky
Associate Director, Merkle, Inc.
@laurenpo...
2© 2015 MERKLE. ALL RIGHTS RESERVED.
The New SEO “Rule Book”
• Google’s Search Patents
• Rule #1: Learn Your Audience
• Ru...
FIRST, A LITTLE ABOUT GOOGLE
4© 2015 MERKLE. ALL RIGHTS RESERVED.
Google Knows
References
Review Sites
News Outlets
Website Info
OTAs
Patent: Assigning...
5© 2015 MERKLE. ALL RIGHTS RESERVED.
Google Learns
Patent: Assigning terms of interest to an entity 8,589,399, 3/26/12
6© 2015 MERKLE. ALL RIGHTS RESERVED.
Patent: Assigning terms of interest to an entity 8,589,399, 3/26/12
Google Learns
Goo...
7© 2015 MERKLE. ALL RIGHTS RESERVED.
Google Learns
Those relevant terms
are compiled within
its algorithm
Patent: Assignin...
8© 2015 MERKLE. ALL RIGHTS RESERVED.
Google Learns
All information gleaned
is weighted & organized
Patent: Assigning terms...
9© 2015 MERKLE. ALL RIGHTS RESERVED.
Google Learns
Information about
the brand is
displayed in the most
useful search resu...
10© 2015 MERKLE. ALL RIGHTS RESERVED.
• SERP layout depends on
unique queries & personal
history
• User actions from SERPs...
© 2015 MERKLE. ALL RIGHTS RESERVED.
WHAT DO
I NEED
TO DO?
12© 2015 MERKLE. ALL RIGHTS RESERVED.
13© 2015 MERKLE. ALL RIGHTS RESERVED.
• Content should be created for
your users
• FAQs
• Help/Tutorial Videos
• Infograph...
14© 2015 MERKLE. ALL RIGHTS RESERVED.
• Content should be created for
your users
• FAQs
• Help/Tutorial Videos
• Infograph...
15© 2015 MERKLE. ALL RIGHTS RESERVED.
• Content should be created for
your users
• FAQs
• Help/Tutorial Videos
• Infograph...
16© 2015 MERKLE. ALL RIGHTS RESERVED.
• Content should be created for
your users
• FAQs
• Help/Tutorial Videos
• Infograph...
MAKE CONTENT
18© 2015 MERKLE. ALL RIGHTS RESERVED.
• Educate to purchase
• Detail the products or
services
• Use internal linking
• Des...
19© 2015 MERKLE. ALL RIGHTS RESERVED.
• Educate to purchase
• Detail products + services
• Provide business history
• Use ...
Reference Guide: Google Analytics
Use these menus to view how
users arrive and how they
interact with site content
Underst...
21© 2015 MERKLE. ALL RIGHTS RESERVED.
Beef Up Site Content
• Identify and fill in gaps in content based upon keyword resea...
22© 2015 MERKLE. ALL RIGHTS RESERVED.
Utilize Microformats within HTML
• Schema.org
• Invented in 2011 by
Google, Bing, Ya...
23© 2015 MERKLE. ALL RIGHTS RESERVED.
BE MOBILE FRIENDLY
24© 2015 MERKLE. ALL RIGHTS RESERVED.
• 91% of adults own a mobile phone of some sort
• 56% of adults own a smartphone
• 8...
25© 2015 MERKLE. ALL RIGHTS RESERVED.
• Formerly, Google Webmaster Tools; still trends the last 90 days of data
• Major Ch...
26© 2015 MERKLE. ALL RIGHTS RESERVED.
RULE #4
WHATEVER IT TAKES TO GET IN, GET IN.
© 2015 MERKLE. ALL RIGHTS RESERVED.
The only thing worse
than being talked about is
not being talked about.
- Oscar Wilde
28© 2015 MERKLE. ALL RIGHTS RESERVED.
• Claim brand on appropriate networks
• Build conversations on the ones you can mana...
29© 2015 MERKLE. ALL RIGHTS RESERVED.
• Facebook is not good for
reaching quantities of people*
*Unless you pay for it.
• ...
30© 2015 MERKLE. ALL RIGHTS RESERVED.
RULE #5
EARN CITATIONS
31© 2015 MERKLE. ALL RIGHTS RESERVED.
• Gain citations and links for your business:
• Guest post
• Get quoted
• Hold an ev...
32© 2015 MERKLE. ALL RIGHTS RESERVED.
• Gain citations and links for your business:
• Guest post
• Get quoted
• Hold an ev...
33© 2015 MERKLE. ALL RIGHTS RESERVED.
• Provides insights into many aspects of any website
• Trust, Authority Metrics
• Ba...
34© 2014 MERKLE. ALL RIGHTS RESERVED. CONFIDENTIAL
1. Understand how your audience interacts with you at different times
2...
Thank you
35© 2015 MERKLE. ALL RIGHTS RESERVED.
Lauren Polinsky, Associate Director
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2015 Changes for Organic Optimization

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While the basic rules still apply, the changes to Google's algorithm over the last year have changed the way SEOs can be strategic. These slides were presented on 10/16/2015 for ConvergeSouth in Winston-Salem, NC.

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2015 Changes for Organic Optimization

  1. 1. 1© 2014 MERKLE. ALL RIGHTS RESERVED. CONFIDENTIAL Presented by: Lauren Polinsky Associate Director, Merkle, Inc. @laurenpolinsky www.linkedin.com/in/lpolinsky @merklecrm www.linkedin.com/company/merkle
  2. 2. 2© 2015 MERKLE. ALL RIGHTS RESERVED. The New SEO “Rule Book” • Google’s Search Patents • Rule #1: Learn Your Audience • Rule #2: Make Content • Rule #3: Be Mobile Friendly • Rule #4: Get In On the Conversation • Rule #5: Earn Citations
  3. 3. FIRST, A LITTLE ABOUT GOOGLE
  4. 4. 4© 2015 MERKLE. ALL RIGHTS RESERVED. Google Knows References Review Sites News Outlets Website Info OTAs Patent: Assigning terms of interest to an entity 8,589,399, 3/26/12
  5. 5. 5© 2015 MERKLE. ALL RIGHTS RESERVED. Google Learns Patent: Assigning terms of interest to an entity 8,589,399, 3/26/12
  6. 6. 6© 2015 MERKLE. ALL RIGHTS RESERVED. Patent: Assigning terms of interest to an entity 8,589,399, 3/26/12 Google Learns Google identifies similar terms and related phrases from sources
  7. 7. 7© 2015 MERKLE. ALL RIGHTS RESERVED. Google Learns Those relevant terms are compiled within its algorithm Patent: Assigning terms of interest to an entity 8,589,399, 3/26/12
  8. 8. 8© 2015 MERKLE. ALL RIGHTS RESERVED. Google Learns All information gleaned is weighted & organized Patent: Assigning terms of interest to an entity 8,589,399, 3/26/12
  9. 9. 9© 2015 MERKLE. ALL RIGHTS RESERVED. Google Learns Information about the brand is displayed in the most useful search result type for each query Patent: Assigning terms of interest to an entity 8,589,399, 3/26/12
  10. 10. 10© 2015 MERKLE. ALL RIGHTS RESERVED. • SERP layout depends on unique queries & personal history • User actions from SERPs are analyzed and incorporated into positioning And Google Tests
  11. 11. © 2015 MERKLE. ALL RIGHTS RESERVED. WHAT DO I NEED TO DO?
  12. 12. 12© 2015 MERKLE. ALL RIGHTS RESERVED.
  13. 13. 13© 2015 MERKLE. ALL RIGHTS RESERVED. • Content should be created for your users • FAQs • Help/Tutorial Videos • Infographics • Tools: • Google Keyword Planner • Google Search Console • Wolfram Alpha • SEMRush ($) • Moz ($) Learn Your Audience: Segmentation
  14. 14. 14© 2015 MERKLE. ALL RIGHTS RESERVED. • Content should be created for your users • FAQs • Help/Tutorial Videos • Infographics • Tools: • Google Keyword Planner • Google Search Console • Wolfram Alpha • SEMRush ($) • Moz ($) Learn Your Audience: Segmentation
  15. 15. 15© 2015 MERKLE. ALL RIGHTS RESERVED. • Content should be created for your users • FAQs • Help/Tutorial Videos • Infographics • Tools: • Google Keyword Planner • Google Search Console • Wolfram Alpha • SEMRush ($) • Moz ($) Learn Your Audience: Segmentation
  16. 16. 16© 2015 MERKLE. ALL RIGHTS RESERVED. • Content should be created for your users • FAQs • Help/Tutorial Videos • Infographics • Tools: • Google Keyword Planner • Google Search Console • Wolfram Alpha • SEMRush ($) • Moz ($) Learn Your Audience: Segmentation
  17. 17. MAKE CONTENT
  18. 18. 18© 2015 MERKLE. ALL RIGHTS RESERVED. • Educate to purchase • Detail the products or services • Use internal linking • Describe the non-brand • Tools: • Google Keyword Planner • Google Search Console • Analytics • Majestic ($) • Moz ($) Learn Your Audience: Conversion Funnel Website navigation should include links to pages targeting the highest search volume phrases
  19. 19. 19© 2015 MERKLE. ALL RIGHTS RESERVED. • Educate to purchase • Detail products + services • Provide business history • Use internal linking • Tools: • Google Keyword Planner • Google Search Console • Analytics • Majestic ($) • Moz ($) Learn Your Audience: Conversion Funnel
  20. 20. Reference Guide: Google Analytics Use these menus to view how users arrive and how they interact with site content Understand which channels & sites are most valuable How many pages viewed? What pages cause people to leave? Does my site load fast enough? After they arrive, what pages do they click on next?What URLs bring people to my site? What do they type in the search box? Find which social networks provide most engagement Use Advanced Segments for custom audience groups
  21. 21. 21© 2015 MERKLE. ALL RIGHTS RESERVED. Beef Up Site Content • Identify and fill in gaps in content based upon keyword research • Incorporate target search terms throughout Information Architecture • Use hubs of content to organize relevant pages together Home Page Hub2 PR Request s Contact News + Articles Advice Teenagers Product Reviews About NAV 1 / All NAV 2/ Filtering NAV 3 Single Content Pages Suggested Page Content Hubs Ask a Q Photos Videos News Photo Pages Video Pages Detail3 News + Articles Co Parentin g For Parents Books Positive Parenting Tips Technique s Our Writers
  22. 22. 22© 2015 MERKLE. ALL RIGHTS RESERVED. Utilize Microformats within HTML • Schema.org • Invented in 2011 by Google, Bing, Yahoo, & Yandex • Open Graph • Used by Facebook to extract additional meaning • developers.facebook.com/tools/debug/ • JSON • JavaScript markup • RDFa • Markup extension of HTML5
  23. 23. 23© 2015 MERKLE. ALL RIGHTS RESERVED. BE MOBILE FRIENDLY
  24. 24. 24© 2015 MERKLE. ALL RIGHTS RESERVED. • 91% of adults own a mobile phone of some sort • 56% of adults own a smartphone • 83% of US smartphone owners use their phone in stores • https://developers.google.com/webmasters/mobile-sites/mobile-seo/?hl=en Think.Mobile.First.
  25. 25. 25© 2015 MERKLE. ALL RIGHTS RESERVED. • Formerly, Google Webmaster Tools; still trends the last 90 days of data • Major Changes: • Search Analytics • Mobile Friendly Tool • International Targeting GSC to Find Current Opportunities
  26. 26. 26© 2015 MERKLE. ALL RIGHTS RESERVED. RULE #4 WHATEVER IT TAKES TO GET IN, GET IN.
  27. 27. © 2015 MERKLE. ALL RIGHTS RESERVED. The only thing worse than being talked about is not being talked about. - Oscar Wilde
  28. 28. 28© 2015 MERKLE. ALL RIGHTS RESERVED. • Claim brand on appropriate networks • Build conversations on the ones you can manage • Encourage people to create content for you; you curate it against keyword research • UGC content doesn’t have to be on-site • Pinterest boards • LinkedIn Groups • Instagram Build Relationships With Social Networks
  29. 29. 29© 2015 MERKLE. ALL RIGHTS RESERVED. • Facebook is not good for reaching quantities of people* *Unless you pay for it. • Facebook ad builder guides through targeting options • Create unique ads to target unique users • PR Tip: Target by “job role” or “company” to reach journalists • Use your KWR to find audience on FB and amplify your content Facebook Advertising Tactics
  30. 30. 30© 2015 MERKLE. ALL RIGHTS RESERVED. RULE #5 EARN CITATIONS
  31. 31. 31© 2015 MERKLE. ALL RIGHTS RESERVED. • Gain citations and links for your business: • Guest post • Get quoted • Hold an event • Use a variety of sources for citations & links: • OTAs: Yelp, TripAdvisor • News Sources: N&R, WS Journal • Local ‘Zines: Yes!, Rhino Times • Tools: • Google Search Console • Moz ($) • Majestic ($) Build Your Brand Beyond Your Website
  32. 32. 32© 2015 MERKLE. ALL RIGHTS RESERVED. • Gain citations and links for your business: • Guest post • Get quoted • Hold an event • Use a variety of sources for citations & links: • Yelp, TripAdvisor • N&R, WS Journal • Yes!, Rhino Times • Tools: • Google Search Console • Moz ($) • Majestic ($) Build Your Brand Beyond Your Website
  33. 33. 33© 2015 MERKLE. ALL RIGHTS RESERVED. • Provides insights into many aspects of any website • Trust, Authority Metrics • Backlink Count & Quality • Social Sharing • Page Status • Chrome and Firefox Extensions Available, as well as APIs Moz & the Moz Bar
  34. 34. 34© 2014 MERKLE. ALL RIGHTS RESERVED. CONFIDENTIAL 1. Understand how your audience interacts with you at different times 2. Develop content that solves their problems, easily & quickly 3. Ensure your content can be accessed at any time, on any device 4. Prioritize and build followers on select social networks 5. Earn citations and links back to your site on a variety of phrases It’s a Two Algorithm World – Google & the User
  35. 35. Thank you 35© 2015 MERKLE. ALL RIGHTS RESERVED. Lauren Polinsky, Associate Director

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