In 3 sentences:
The document discusses surprising facts about Google and SEO in 2017. It summarizes Google's progression from its founding in 1996 to modern developments like RankBrain and mobile search. Key tactics for SEO success include creating high-quality content, optimizing for mobile and speed, using structured data, and focusing on a keyword for each page while addressing technical fundamentals.
3. In that same 5 seconds…
11.5 million searches were performed in Google
25% (2.88 million) of those searches returned a knowledge graph answer or box
Over half (over 5.75 million) of those searches were on mobile
20% (1.15 million) of the mobile search were voice searches
2 reconsideration requests have been sent to Google
Source: http://searchengineland.com/google-now-handles-2-999-trillion-searches-per-year-250247
4. Welcome to
Surprising Facts about Google and 2017 SEO
By Meena Bisht – Quick about me
• Ran my own firm for several years focusing on small business SEO
• Now I’m an SEO Consultant and Director of Business Development
at Apogee Results
Over the course of 8 years, I’ve seen what
works for both small and big business
5. So what works…
1996
TODAY IN 2017
Total indexable HTML
urls: 75.2306 Million
Indexed Pages: 130 Trillion!
…now that we have trillions
of pages to stand out from?
6. Good Marketing!
• Strong Purpose
• Differentiated Value
• Compelling Messaging
• Reaching the right audience
• Etc.
It’s kind of that simple!
7. “I believe people who own their ideas Inspire the world” – Meena Bisht
8. What’s this have to do
with SEO???
“I believe people who own their ideas Inspire the world” – Meena Bisht
9. What’s this have to do
with SEO???
Everything!!
“I believe people who own their ideas Inspire the world” – Meena Bisht
10. “I believe people who own their ideas Inspire the world” – Meena Bisht
Own Ideas Inspire
Take
responsibility
Drive the
initiative instead
of outsourcing
Differentiation
Why
Purpose
When people like
it, they link to it!
This is what
Search Engines
want to show!
11. The reason why most people don’t create
and drive great ideas is because they’re too
busy creating excuses!
12. The reason why most people don’t create
and drive great ideas is because they’re too
busy creating excuses!
18. This is when manipulation, as we know it
today, started.
19. This is when manipulation, as we know it
today, started.
By the way, the rules have not
changed! Google never wanted
you to do these things!
20. What was important in the late 90s
Create Content that people will like and share
Outreach
Find keywords your audience is using
Use them in the
Title tag
Meta description
H1
Alt text
URL
Meta keywords
For sustainable growth
22. 1997 – Development of structured data begins
Early 2000s – Keyword stuffing, Google removes sites from index
2003
Boston – more frequent crawling
Cassandra – Google goes after hidden and disguised keyword links
Domonic – Analyzed quality of backlinks
2004
Fritz – Daily crawling and indexing
Supplemental Index – weeded out redundant, spam, and low quality content
Florida – Importance on synonyms and supporting vocabulary throughout the page
Austin – Targeted free for all pages
Brandy - Latent Semantic Indexing and link relevancy (“neighborhoods”)
RDFa
2005 – Microformats
2009 – Microdata
2011 – Google, Bing, and Yahoo develop schema.org
Some Important Dates in the progression of Search
23. 1997 – Development of structured data begins
Early 2000s – Keyword stuffing, Google removes sites from index
2003
Boston – more frequent crawling
Cassandra – Google goes after hidden and disguised keyword links
Domonic – Analyzed quality of backlinks
2004
Fritz – Daily crawling and indexing
Supplemental Index – weeded out redundant, spam, and low quality content
Florida – Importance on synonyms and supporting vocabulary throughout the page
Austin – Targeted free for all pages
Brandy - Latent Semantic Indexing and link relevancy (“neighborhoods”)
RDFa
2005 – Microformats
2009 – Microdata
2011 – Google, Bing, and Yahoo develop schema.org
Some Important Dates
This is right about when I started paying attention
24. What I was predicting in 2009
The Time Machine (2002) - IMDb
27. Knowledge Graph
Introduced in 2012
Things, not strings
As of 2012, its semantic
network contained over
570 million objects and
more than 18 billion facts
28. This had to do with quality
Thin content
Content farms
ad heavy sites
Picture from http://searchengineland.com/library/google/google-panda-update
2011
29. This had to so with spam
Over-optimization
keyword stuffing
Bought links
Picture from http://searchengineland.com/library/google/google-penguin-update
2012
36. Google’s missionis to organizethe world’s information
andmakeit universallyaccessibleanduseful.
37. As long as Search Engines are trying to give the best result for your queries…
there will always be the art of trying to be the best result for your queries…
That’s SEO
and aligning technicalities to assist the Search Engines in “seeing” the best…
That’s technical SEO
41. Google Market Share
64 to 75% of total Mark Share depending on what data you look at
Desktop Market Share – 63.8%
Mobile Market Share – 89%
42. Universal Search
and Extended
Search Data
Source: http://pages.searchmetrics.com/Universal-Search-Thanks.html?aliId=15446888
Some Research Suggests: 56 Percent Of “On The Go” Searches Have Local Intent
43. Ok, so now that we’ve seen where the
progression of Search
What do we do now?
45. Some take-aways
Google is getting extremely sophisticated, but we
are still a long ways away from them being able
to understand things like we do.
In other words, being technical is still
very important.
48. What was important in the late 90s
Create Content that people will like and share
Outreach
Find keywords your audience is using
Use them in the
Title tag
Meta description
H1
Alt text
URL
Meta keywords
For sustainable growth
49. What’s important in 2017
Create Content that people will like and share
Outreach
Find keywords your audience is using
Use them in the
Title tag
Meta description
H1
Alt text
URL
Meta keywords
For sustainable growth
New!
Mobile Friendly
Fast web experience
Develop for speed
Consider AMP
Structured data
50. Some tactical things
Great content – There is more competition, therefore the bar for quality is up!
Choose a Focused Keyword for each page (A keyword can be a phrase)
Title tag – About 65 characters. Use the keyword. Make it compelling
Meta description – About 155 characters. Use the keyword. Make it a compelling.
Headings and Subheadings (H1s and H2s) – Be creative. Use keywords when you can.
Alt text – Use keywords when it makes sense.
Good URLs – Keep them short and descriptive of what’s on the page.
51. More tactical things
Block less in robots.txt, not more
Create an XML sitemap
Verify on Google Search Console
Set a preferred domain
Submit sitemap and check indexation
Get Google Analytics set up
Make sure the site is mobile friendly
Use Google’s Mobile Friendly Test
Add structured data – at least to the business info
Get listed in major directories
Get on Google plus
Use rel=“publisher”
Use open graph
Make sure there are a few good share buttons
Design commenting to remove barriers
Test for crawlability and indexability
Reduce redundant taxonomies and content
52. Tools to help you out
Structured Data Testing Tool https://search.google.com/structured-data/testing-tool/u/0/
Speed and Mobile Frindliness https://testmysite.thinkwithgoogle.com/
Crawlabillity http://www.browseo.net/
Google Fetch and Render https://www.google.com/webmasters/tools/googlebot-fetch?pli=1
Moz Chrome Extention (to check on page)
https://chrome.google.com/webstore/detail/mozbar/eakacpaijcpapndcfffdgphdiccmpknp?hl=
en
To crawl your site: https://www.screamingfrog.co.uk/seo-spider/
Link Research http://www.linkresearchtools.com/
AMP Validator https://validator.ampproject.org/
54. Some strategic take-aways
15
20
65
Category 1 Category 2 Category 3
Series1
Technical Foundation On-Page SEO What the rest of the
web says about you
How Google Ranks your content
55. Some strategic take-aways
Just because you have good content, doesn’t mean people will automagically find it
right away.
Content Creation - 85%
Content Promotion - 15%
Content Creation - 15%
Content Promotion - 85%
Do this!
Don’t do this!
58. Optimize for Mobile and Speed
Google Recommendations:
Markup your content using structured data from
schema.org Via JSON-LD:
https://developers.google.com/search/docs/guides
/intro-structured-data
Optimize via responsive design:
https://developers.google.com/webmasters/mobile
-sites/
59. Optimize by creating great content!
1. Provides a uniquely positive user experience through the user interface, visuals, layout,
fonts, patterns, etc.
2. Delivers content that is some substantive combination of high-quality, trustworthy, useful,
interesting, and remarkable
3. Is considerably different in scope and detail from other works on similar topics
4. Loads quickly and is usable on any device or browser
5. Creates an emotional response of awe, surprise, joy, anticipation, and/or admiration
6. Has achieved an impressive quantity of amplification (through shares on social networks
and/or links)
7. Solves a problem or answers a question by providing comprehensive, accurate,
exceptional information or resources.
Source: Rand Fishkin’s 10X Content
61. The bar for quality
content is up, but…
…it’s actually not that
difficult to createThe Idea
– That’s
You!!
Tons of
great
content
writers
Tons of
great
graphic
designers
Tons of
great
developers
Start with the
idea – Start with
purpose
63. Surprising Facts about Google and 2017 SEO
By Meena Bisht
LinkedIn - linkedin.com/in/meena-bisht-digital-marketer/
Email @ Meenabisht00747@gmail.com
Own your Idea – Inspire the World
