How to Evolve Your Clients’ Content Strategy with Ever-Changing Algorithms

How to evolve your
client’s content
strategy with ever-
changing algorithms
Evolvingyourclient’scontentstrategywithever-changingalgorithms
#SEJThinktank
@Idansigo

Organic Growth Lead - SEO & Blogs
(And every other content marketing
initiative that can bring traffic)
Idan Segal
#SEJThinktank
@Idansigo

My previous life
#SEJThinktank
@Idansigo

1. Why intent will still be your focus in 2020
2. How to use SERP hints to improve your client’s strategy
3. The era of buzzwords (BERT & E-A-T)
4. Blog strategy: why less can be much more
5. Localization. Not translation
6. Q&A
What we’ll cover
#SEJThinktank
@Idansigo

Intent will still be
your focus in 2020
#SEJThinktank
@Idansigo

“Customers are divinely
discontent. Their expectations
are never static—they go up.
Yesterday’s ‘wow’quickly
becomes today’s ‘ordinary’”
Jeff Bezos to Amazon shareholder’s in 2017
#SEJThinktank
@Idansigo

Intent. Intent. Intent.
- Educate your clients: It’s worth your time
#SEJThinktank
@Idansigo

Transactional
Do
Buy something
$$$ generating pages
Informational
Know
How-to/where/what KWs
Guides, blogs, resources, definitions
Navigational
Go
Reach a specific place
Usually branded
Query types
Evolvingyourclient’scontentstrategywithever-changing
algorithms
#SEJThinktank
@Idansigo

Intent. Intent. Intent.
- Mixed SERPs: Here’s where it gets tricky
#SEJThinktank
@Idansigo

Mixed SERPs
#SEJThinktank
@Idansigo

Mixed SERPs
algorithms
#SEJThinktank
@Idansigo

Things to remember
- Mixed SERPs: Here’s where it gets tricky
- Fight cannibalization: Research. Try. Test. React.
- Double check: Every core update holds surprises
- Own your queries: “{Brand Name} promo code”
#SEJThinktank
@Idansigo

“I don't want to call myself an
SEO anymore. I feel more like a
concierge of the web. When
you're lost, we'll guide you to
the best answer.”
Wil Reynolds (@wilreynolds)
I'd Rather Be Thanked, Than Then Ranked - Mozcon 2017
#SEJThinktank
@Idansigo

Solve problems
Bring great answers, even if it doesn’t sit
well with your funnel. Go the extra mile
and supply a real solution.
#SEJThinktank
@Idansigo

And then do retargeting
like crazy. In a smart way.
#SEJThinktank
@Idansigo

Use SERP hints to
improve your
clients strategy
#SEJThinktank
@Idansigo

01
Learn from your competition
Someone probably already nailed it before you.
Research your clients top results on the SERP.
Know your
SERP
#SEJThinktank
@Idansigo

02
Learn from core updates
Google works in a mysterious ways.
Take insights from every update.
Know your
SERP
#SEJThinktank
@Idansigo

03
Maximize it
- SERPs get more local
- Video carousel
- Affiliates
- Site links
- FAQs
Know your
SERP
#SEJThinktank
@Idansigo

Bosses and clients want to know what the recent
change means for their businesses. So, are
featured snippets still worth the effort? The
short answer is…YES!
Deduplication
#SEJThinktank
@Idansigo

Will you still go after featured
snippets now that there’s
deduplication?
1. Yes 2. No
#SEJThinktank
@Idansigo

- No more double real estate
- Position 0 vs position 1
- Different studies, sharper trends
- Voice search
- Opt out & run some tests
- “People also ask” boxes
Featured snippets in a
post- deduplication world
#SEJThinktank
@Idansigo

Google is helping you understand the related
topics and ask the right questions. “People also
ask,” “Auto-suggest,” and “related searches” can
be extremely valuable.
Use the SERP free cards
algorithms
#SEJThinktank
@Idansigo

Tools. Tools everywhere.
Chrome Extensions:
- Keywords Everywhere
- Extract People also search phrases in Google
#SEJThinktank
@Idansigo

Free tools:
- Answer the Public
- NGram Analyzer
- Word Cloud Generator
Paid tools:
- Ahrefs Questions
- SEMRush Topic Research
Tools. Tools everywhere.
#SEJThinktank
@Idansigo

- Adwords search term report
- Talk with your client's customers
- Online reputation management
- Support knowledge
Know your client’s clients
#SEJThinktank
@Idansigo

The era of buzzwords
(BERT & E-A-T)
#SEJThinktank
@Idansigo

Probably the most significant search improvement of all
time. Google got much better at understanding content.
BERT helps machines understand nuances, context and
surrounding text cohesion. In other words: understanding
the way words fit together with structure and meaning.
BERT
#SEJThinktank
@Idansigo

- But you can (and must) change your client's mindset
- Content and site structure are royalty
- Google understands content better; therefore, Google understands links better
You can’t optimize for BERT!
algorithms
#SEJThinktank
@Idansigo

E-A-T is mentioned 135 times on Google’s search quality
guidelines (a few months ago it was 186).
You are what you E-A-T
#SEJThinktank
@Idansigo

Ben Gomes, Google’s Vice President of Search, Assistant and News
“You can view the rater
guidelines as where we want
the algorithm to go. It won’t tell
you how it ranks, but it
fundamentally shows what the
algo should do.”
#SEJThinktank
@Idansigo

- Find the right ingredients for the recipe
- Keep your internal linking relevant
- Site architecture must make sense
- Expertise will be valued even more
Step up your content game
- Content for the whole domain matters
- Neutral help
- Address ORM issues
- No magic or score
#SEJThinktank
@Idansigo

Blog strategy:
Less can be
much more
#SEJThinktank
@Idansigo

“Stop producing content for the
sake of producing content.”
Lily Ray (@lilyraynyc)
Future-Proof Your Site for Google Core Algorithm Updates - SMX West 2020
#SEJThinktank
@Idansigo

If your blog relies on organic traffic, treat it as a library—
an evergreen catalog of easy to access information. It’s
much more valuable than a feed of random blog posts.
The library approach
#SEJThinktank
@Idansigo

32%of their blog posts, and saw
an uplift of almost 8% in
traffic.
In 2018, Ahrefs deleted
#SEJThinktank
@Idansigo

- Content audits
- No traffic or referring domains?
- Merge and consolidate
- Remove/update internal linking
Less is more
#SEJThinktank
@Idansigo

- Those three words again
- Don’t be afraid to link externally
- Link juice is not a myth, but it contradicts quality
- Author pages/bios
- User-generated content
E-A-T again
#SEJThinktank
@Idansigo

- Grammar & punctuation: A lot of the content affected was by non-native speakers
- Bad post structure: Better topics & hierarchy
- Repetitiveness: Don’t repeat yourself :)
- Over-do kills: Don’t shove it down your readers’ throats
- Don’t rely too much on one source: Originality is important
Invest in writers
#SEJThinktank
@Idansigo

Localization.
Not translation.
#SEJThinktank
@Idansigo

- The algorithm is still behind for non-EN SERPs
- High opportunity
- Other BERTs are being built
- Conversational search can scale
- Expect big things
BERT and international SEO
#SEJThinktank
@Idansigo

19languages. We’re market
leaders in top GEOs.
Wix operates in
#SEJThinktank
@Idansigo

- Know your users
- Not all SERPs are equal
- The German way
- Japanese love success stories
- ES subdomain
- Pardon my French
Localization. Not translation.
#SEJThinktank
@Idansigo

Brazilian weddings are different. They don’t have
Registry apps/services that are common in the U.S.
The happy couple basically creates a store where
they “sell” the gifts they want.
#SEJThinktank
@Idansigo
Brazilian weddings
are different

- Manage client expectations by educating them
- Mixed SERPs are here to stay. Plan accordingly
- Intent, context, and relevance are the glue that connects KWs to topics
- Give the people what they want— think answers, not funnels
- BERT & E-A-T: Google is evolving, so should you
- Don’t chase production in your blog, focus on depth
- Don’t translate, localize
Quick recap
#SEJThinktank
@Idansigo

Let’s talk about
Wix SEO
#SEJThinktank
@Idansigo

How to Evolve Your Clients’ Content Strategy with Ever-Changing Algorithms

How to Evolve Your Clients’ Content Strategy with Ever-Changing Algorithms

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Was ist angesagt?

Was ist angesagt? (20)

Ähnlich wie How to Evolve Your Clients’ Content Strategy with Ever-Changing Algorithms

Ähnlich wie How to Evolve Your Clients’ Content Strategy with Ever-Changing Algorithms (20)

Mehr von Search Engine Journal

Mehr von Search Engine Journal (20)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

How to Evolve Your Clients’ Content Strategy with Ever-Changing Algorithms