What's New in SEO in 2019
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Adam Bly of multi award winning digital marketing agency Impression shares updates from the world of SEO to help businesses achieve more online.
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What's New in SEO in 2019
- 1. Private and confidential What’s New in SEO? FEBRUARY 2019 Adam Bly 1
- 2. Private and confidential I’m Adam 18 months client side - PPC, SEO, Web Dev Joined Impression in summer 2018 Strategy and planning across all areas of digital marketing. 2
- 3. Private and confidential Who are we Impression is an award winning, strategic thinking team of digital marketing experts with a creative edge. We thrive on creating intelligent, integrated creative marketing campaigns and seamless customer journeys. We’re passionate about doing the best work we can and pushing new technology to its limits. And we achieve results to be proud of.
- 4. Private and confidential What Impression does We help businesses just like yours to make more money by generating new leads and making more profitable online sales. S E O C O N T E N T P P C C R O P R W E B 4
- 5. Private and confidential 5 Today... Algorithms, Mobile first, SERP’s, UX, Page Speed, Backlinks, JavaScript, Negative SEO, Image Search and beyond..
- 6. Private and confidential Algorithm Updates � Small suspected updates in December and January � More comments from John Mueller on Medic “Each day, Google usually releases one or more changes designed to improve our results. Some are focused around specific improvements. Some are broad changes.” G O O G L E S E A R C H L I A I S O N https://twitter.com/searchliaison 6
- 7. Private and confidential Google will always place emphasis on the following: � Great websites � Great content � Great promotion 7 So whatever happens with the algorithm...
- 8. Private and confidential Mobile First 8 � Now active on over 50% of sites � How to check responsiveness � How to check for mobile indexing
- 9. Private and confidential 9 SERP Features � Answers in the SERP � Official launch of zero result SERPS � Featured Snippets/Position Zero
- 10. Private and confidential User Experience Ranking Factors 10 � Page speed is not new � “Soft” ranking factors � How to check
- 11. Private and confidential How to improve page speed � Avoid landing page redirects � Enable compression � Improve server response time � Leverage browser caching � Minify resources � Optimize images � Optimize CSS Delivery � Prioritize visible content � Remove render-blocking JavaScript 11
- 12. Private and confidential Links 12 � Unlinked brand mentions � Moz DA Upgrade
- 13. Private and confidential 13 JavaScript in Search � How Google crawls JavaScript � Pre-render
- 14. Private and confidential 14 Negative SEO � What is it? � What can it do? � How do I check for it? � How do I fix it?
- 15. Private and confidential 15
- 16. Private and confidential 16 Search Engine Land De-indexed Search Engine Land is a well known Digital Marketing news site, so when, on Nov 30th, it was de-indexed temporarily, we as SEO’s learned a lot.
- 17. Private and confidential 17 Image Search � It’s time to think about image search. � Google lens and e-commerce implications. � Think of image search as a channel
- 18. Private and confidential 18 The Future of the URL � Google web security team in first press release about URL’s � Not looking to change the web’s underlying foundations � Security for uses and protection against hacks
- 19. Private and confidential 19 Stay up to date
- 20. Private and confidential Thank you!
Hinweis der Redaktion
- The official line from Google is pretty much always “we make lots of changes and updates all the time blah blah blah” However, the SEO community does monitor volatility in search results - volatility being the variance and frequency of changes to rankings, often referred to as “the weather”. OVer the weekend of December 15th and the second week of January, variations were reported, anecdotally backed up by SEO’s around the world. The biggest update in recent times (Summer 2018) was dubbed “Medic”. The names that algo updates receive are never official (penguin, hummingbird etc), they are nicknamed by the community. The reason this one was referered to as medic is that it seemed to hit health and wellbeing sites in particular. In early January, Google’s John Mueller gave more isnight into the update. His main points were that, if your site ranked well before the update, then technically your site is sound, confirming what we knew that this update was contextual. He went on to explain that it’s worth looking at your sites content and asking the real value that it is providing. This update focused on YMYL sites and their potential ability to missell and mislead individuals on potentially important topics. Everything that Google does is aimed at improving the quality of the results that it serves its customers, so whatever the update, the same things will always prioritise the same things…. Great website - fast, enjoyable to use, safe Great content - answering questions, great options/range, informative, enjoyable Great promotion - brand search, buzz, coverage
- I stole this slide from a colleagues talk from a while back - and that just goes to show that the principles stand the test of time. Google exists to deliver the best answers to its customer queries. It will determine this based on what it believes the customer wants. Google are pretty clever. A lot of the time, they know what the customer wants. Within your sector, industry or niche, take a look at what the best websites are doing and do it better. No ranking algorithm will ever punish high quality web builds, high quality content and high quality promotion. So algorithms changes are important, they are worth keeping an eye on to learn from and they do sometimes tell us what
- Roughly two years after google announced its mobile first initiative, it has hit the mile stone of 50% of search results being returned based on mobile first indexing. Mbile first indexing means that google crawls your site using its mobile user agent first and places more emphasis than before on the mobile experience. This isn’t to say that desktop is now irrelvent. The index is still a combination of mobile and desktop indexes but it does mean that, if your site isn’t mobile responsive right now, it should be your number one priority if you are looking to take digital marketing, and SEO in particular, seriously. How to check: *carry out example check* right click>inspect element>toggle mobile view. If your sites dimensions and views do not change, then your site is not mobile responsive. If your site has been submitted as mobile first, then you will have been notifiied via your search console manager email address. This notification is not instant, bit if you haven’t been notified yet and your site isn’t responsive, then you have time to correct that. If your site has been indexed but is not responsive, then it is currently damaging your rankings and needs rectifiying immediatley.
- It could be answered that none of these points are positive from an organic search point of view. And is that really a surprise? Google, directly at least, doesn’t make money from organic clicks. Firstly we have answers in the serp, or “no click searches”. This is what happens when someone finds the answer to their query without needing to click through to a web page. These types of queries are one the rise, with around 60% of mobile searches now resulting in a no-click search. Is this an issue? Well for e-commerce and lead gen businesses, if the user was able to get an answer to their query, its unlikely that they were ever going to purchase or fill out a contact form, but it does shine the light on where google is looking to take the search journey. Zero result SERPS - this is a cool one. Last year, google trialed them, but in Januaray, they officially launched zero result SERPs for the first time. For a select number of queries, google now returns a “SERP” without any search results. In theory, it can hardly be called a SERP. Zero answer SERPs only appear for searches such as this one, with definitive answers, but the trend is certainly for more like this to appear, such is already happening with flight information for examples. Featured snippets - These do offer an opportunity to organic growth. Fearured snippits like this one (example) give the searcher rich information about their topic, and do encourage click throughs. These are not new and we have seen some great results for certai clients through targeting featured snippets.
- Page speed is not a new ranking factor, although it does now take in to account “speed” as opposed to just “optimisations”. Speed is taken from real user data, as part of the Chrome User Experience report. Google now gathers richer data than ever about the users experience on site and uses this to influence rankings. Google, in a webmasters hangout last month, referred to factors such as site speed and usability as “soft ranking factors.” By this, they mean that these may not be deciding factors within rankings. For example, if a page loads in one second, and 5 others load in 0.9 seconds, they won’t automatically outrank the slower site. This, in my opinion, gives a good insight into the way that google ranks sites. It is unlikely that there is a particular hierarchy of any given ranking signal, but more so that it is a combined evaluation of many different factors in conjunction with each other. It is quite straightforward to check your sites speed. Lighthouse How to improve: There are lots of different aspects of web page builds that affect page speed and you need to have your site individually evaluated. However, the guidlines from Google list items such as: Avoid landing page redirects Enable compression Improve server response time Leverage browser caching Minify resources Optimize images Optimize CSS Delivery Prioritize visible content Remove render-blocking JavaScript
- Links are the foundations of Google, whether they like it or not. Before it was even called Google, the system revolved around links as confidence indicators of the legitatimacy and quality of a web page. As the search engine has evolved, links became contextual indicators too. Like all nice things that we get as humans, we took it too far and ruined it. Many of you might recall when buying links worked just fine. Now, it will almost certainly result in penalties. Very recently, Google has started to mention unliked brand mentions more when talking about its ranking algorithms. Traditionally speaking when it comes to digital PR, to get any SEO beneift from a mention in the press, it would need to be linked, with a follow tag, to your domain. Now google are beggining to mention the impact that unlinked brand mentions can have. Although this is its early stages, it is certainly a good move forward and music to the ears of any brand investing in digital PR and our Digital PR team too, I’m sure. The famous Moz Domain Authority is getting upgraded. This is a super recent announcement (Tuesday) so we don’t know too much yet. For those that don’t know, DA is a relative metric used to determin the authority of a linking domain. This is used to, partly, estimate the benefits of a link from any given domain to yours. Higher DA = Higher benefit. The upgrade sounds like it is going to be more accurate and more detailed, which can only be a good thing. It certainly isn’t the only thing we use here to determine the relative benefit of any given link, but it will help.
- JavaScript in web development is on the rise. As a framework, it offers very flexibility, personalisation features and dynamic features. Netflix, for example, is built using JavaScript. Whilst netflix is an app/web app, meaning it isnt indexed by google, it still gives you an insight into what JS can do. The issue with JS is that Google is not very good at crawling it. Googles JS crawler is slow and outdated and inefficient. 2 parts to google - crawl and index - with JS, google is not able to crawl efficiently beciase the rendering service that google uses is old. Google have introd new thing called dynamic rendering - the fact they are bring this out shows you that they are not going to improve there crawler Work with devs to ensure improtant attributes are html based Igf not, working js framework look into pre-render or server side rendering solution. Would reccomend bespoke approach Server side rendering takes JS code, renders in HTML and then serves to google
- Negative SEO is defined as any action performed on a domain which has a negative impact on that domains ranking. Very often, it is carried out maliciously against a domain that the person does not own. It concerns directing vast amounts of links, often containing harmful content, towards a site. This causes Google to presume that the attacked site is either harmful itself, or has been hacked, and as a result, it falls from the rankings. This can be devestating to a company. You can check this by using any of the link tools mentioned in the previoius slide. These tools produce a list of links that are coming in to your site, detailing when they occured and where they came from. If you find malicious links, our guidance is to dissavow them. This is somewhat contentious when it comes to Googles official guidance. To dissavow means to break the link effectively. Google has said, on multiple occasions, that there is no need to dissavow, as they are smart enough to know the different between and real link and a malicious one (although their discourse on this topic has been a bit more vague recently). On the next slide, we will show you what happened when we carried out a dissavow project for a client.
- What you can see in the top graph is a penalty hitting the clients account. This client, long before they worked with us, purchased links to infalte their sites authority, as was the done thing. When the manual penalty hit, you can see the drop off in organic sessions. Fortunately, the client had other business and left this one alone for the best part of 2 years. They came to us asking how they could get back on track and we embarked on a dissavow project. That project commenced in January 2018 and it is quite clear to see the results. It is worth saying that the site was also being deveoped from an onsite point of view, and dissavowing on its own is not enough to imrpove rankings. However, we have clear evidence to suggest that dissavowing is certianly a worthwile job when needed.
- This is quite a curious one. Search Engine Land is a leading online news site for the search industry. We all check it most days here to stay up to date with this ever changing industry. However, on NOvember 30th 2018, Search Engine Land was de-indexed. The irony of this was lost on no one. The site was down for less than a day, and when it was back up and running, they of course published a story on what happened. The word from Google was that the site had been mistakenly marked as hacked, causing google to remove it from their index. Search Engine Land talked us through the process of getting their site reindexed and it involved a lot of shouting at Google and reaching out to many different individuals within the business. For a site like this, it probably bougt them more traffic than they lost, but it was a great insight into how dangerous this could be for an e-commerce business for example, and what to do it if does happen.
- Google are talking about image search a lot this year. Without saying anything concrete, they are suggesting that we stop thinking of image search as the place you go to find pictures for your slide deck, and think of it as another channel for users to find out sites. Image search is going to get smarter and more useful, with searches possibly using it for inspiration, almost in a pinterest-style way. This is reflected in Google Lens and other intellignet camera apps. These apps are able to detect items within their view and carry out a search for similiar apps. Imagine someone seeing a pair of shoes that they like the look of. Instead of finding out what they are called, and then searching that name, they simply hover their camera over the shoes and their phone brings up a bunch of similar images. If you have correctly optimised your imagery, that could be your shoes the user sees and your website that they end up on.
- Google last week announced its initial research into how to potentially move away from consumers needing to use URL’s which are becoming longer and more susceptible to fraud and immitation. Google are not talking about the removal of URL’s, as the chaos that would ensue would be unbelievable. What they are talking about is a change in the way a sites identity is presented. We already have SSL certificates which certainly help, but this task could go a step further. There is absoultely no step to be taken with this right now, and its unliekly there will be for a while.