SEO: Just Enough To Be Dangerous Today, Tomorrow & Beyond
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Organic Search is the effective and cheap fuel that’s built to sustain your acquisition engine for years. Learn how Google search works and what you need to do today to ensure your users can discover your website easier through Search Engine Optimization. What is SEO and why should I care? How does Google search work? Making the business case for SEO and SEO integration Hot topics for the future What to do about them so you can sleep at night - Voice search - Mobile and emerging technologies - The ever-shrinking organic SERP (Mostly) Free SEO Tools >> http://bit.ly/seo-tools-2018 Event >> https://www.thevalleymke.org/events/seo
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SEO: Just Enough To Be Dangerous Today, Tomorrow & Beyond
- 1. SEO: Just Enough To Be Dangerous Today, Tomorrow & Beyond May 3, 2019 1
- 2. 2Perficient Digital Renee Girard @renee_girard • SEO since 2012 • 7+ years of digital agency experience • SMB to Fortune 1000 clients • Pubcon, Marquette, UWM, MKESearch speaker
- 4. What is SEO? 4Perficient Digital
- 5. To ensure users can discover your site easily through organic search 5Perficient Digital
- 7. Making the Business Case 7Perficient Digital
- 8. The Preferred Option for Users 8Perficient Digital 70-80% of search engine users are only focusing on the organic results (Martech)
- 9. The #1 Priority for Most Inbound Marketers 9Perficient Digital 61% of marketers say improving SEO and growing their organic search presence is their top inbound marketing priority (Hubspot)
- 10. The 2nd Highest ROI Marketing Channel 10Perficient Digital 70% of in-house marketers agree that SEO as a marketing strategy provides strong ROI (Econsultancy)
- 11. The 2nd Most Popular Tactic for B2B 11Perficient Digital 44% Of high-growth B2B firms are investing in keyword research and SEO (Hinge Research Institute)
- 12. Fuel for Your Acquisition Engine 12Perficient Digital “Cheap” & Fixed Cost Sustainable Wide, Effective Targets • Efficient and effective fuel for your acquisition engine • No concerns about rising CPC or media costs to forecast • Requires some patience but worth it • Lasts far beyond the immediate deployment – can reap the benefits for years • Targets customers at all points of the buying cycle • Optimizations reach beyond a single phrase or keyword – think traffic based on topics
- 13. ROI and Results That Can Last Years 13Perficient Digital “Cheap” & Fixed Cost Sustainable Wide, Effective Targets • Efficient and effective fuel for your acquisition engine • No concerns about rising CPC or media costs to forecast • Requires some patience but worth it • Lasts far beyond the immediate deployment – can reap the benefits for years • Targets customers at all points of the buying cycle • Optimizations reach beyond a single phrase or keyword – think traffic based on topics
- 14. Captures Visibility at All Buying Stages 14Perficient Digital “Cheap” & Fixed Cost Sustainable Wide, Effective Targets • Efficient and effective fuel for your acquisition engine • No concerns about rising CPC or media costs to forecast • Not subject to competitive CPC increases • Lasts far beyond the immediate deployment – can reap the benefits for years • Targets customers at all points of the buying cycle • Optimizations reach beyond a single phrase or keyword – think traffic based on topics
- 15. The Typical Customer Buying Process 15Perficient Digital Post-Decision Decision Pre-Decision Investigation Education The most effective marketing strategies target a market by focusing on customers at any stage of the decision-making journey. IntenttoPurchase
- 16. How Do You Rank #1? 16Perficient Digital
- 17. Balancing the Needs of Users and Bots 17Perficient Digital Search Engines Users
- 19. How Google Search Works 19Perficient Digital Discovery Crawling Indexing Retrieval Ranking Mobile-First Indexing Showstopper 100’s of Ranking Signals & Algorithms
- 20. Stage 1: Discovery 20Perficient Digital Discovery Can we find it? Crawling Indexing Retrieval Ranking Mobile-First Indexing Showstopper 100’s of Ranking Signals & Algorithms
- 21. Stage 2: Crawling 21Perficient Digital Discovery Crawling Can we crawl it? Indexing Retrieval Ranking Mobile-First Indexing Showstopper 100’s of Ranking Signals & Algorithms
- 22. 22Perficient Digital Discovery Crawling Indexing Can we index it? Retrieval Ranking Mobile-First Indexing Showstopper 100’s of Ranking Signals & Algorithms Stage 3: Indexing
- 23. 23Perficient Digital Discovery Crawling Indexing Retrieval Can we understand it? Ranking Mobile-First Indexing Showstopper 100’s of Ranking Signals & Algorithms Stage 4: Retrieval
- 24. 24Perficient Digital Discovery Crawling Indexing Retrieval Ranking Are you relevant? Mobile-First Indexing Showstopper 100’s of Ranking Signals & Algorithms Stage 5: Ranking
- 25. 25Perficient Digital Mozlow’s Hierarchy of SEO Needs Source: https://moz.com/beginners-guide-to-seo
- 26. SEO Doesn’t Operate in a Silo 26Perficient Digital
- 27. SEO is a Must-Do Activity, Not a Favor 27Perficient Digital Scenario Is SEO Needed? Not enough visitors are coming to our website. Yup I can’t find us on “The Google.” Yup “Why don’t we rank for [keyword]?” Yup We updated or migrated our website and now we’re losing traffic. Yup We’re doing A/B tests for landing pages to see which one does better. Yup We want to update log-in only pages. No Any site with publicly facing pages that you want in Google needs SEO and to understand the traffic/sales risks of omitting SEO.
- 28. Story Time: Coveo Search Crisis Averted 28Perficient Digital URL Indexable? https://domain.com/training-courses/topic-name Yup https://domain.com/training-courses#f:@freftopics70412=[Topic%20Name] No Risk: 100% loss of indexation and organic traffic for a directory that drives 7% of sessions.
- 29. An Extension of Business Operations 29Perficient Digital Strategy Content UX Design Development SEO
- 30. SEO Integration Leads to Profitability 30Perficient Digital Proactive SEO • Collaboration • Competitive Advantage • Commitment • Respect • Recognition • Accountability • Faster Response Times • Stronger Relationships • Education • Compliance • Profitability and higher ROI Reactive SEO • Handoffs • Exclusion • Mistakes at Launch • Risk • Conflict • Confusion • Intentional Skipping or Descoping • Dev Costs from Rework MoreofThis LessofThis
- 32. Future of SEO Voice SERP Shrinkage Mobile Future Proofing Your SEO Strategy 32Perficient Digital Voice Search Virtual Assistants and Smart Speakers like Siri, Google Home, Alexa, & Cortana. Mobile & Emerging Technologies Mobile First, AMP, PWA, PWAMP, Web Light – Oh My! Organic SERP Shrinkage Less space for organic results, blue links, and attribution. More enhancements and exposure for monetization.
- 34. Consumers are adopting voice technology at record rates… 34Perficient Digital Source: https://www.thinkwithgoogle.com/advertising-channels/voice- technology-strategy/
- 35. In fact, ComScore says that by 2020, 50 per cent of all searches will be voice searches... 35Perficient Digital Source: https://www.campaignlive.co.uk/article/just-say-it-future- search-voice-personal-digital-assistants/1392459
- 36. Don’t Believe the Hype 36Perficient Digital
- 37. Voice Search 37Perficient Digital Yes, voice commands are gaining more popularity. No, it likely won’t be 50% of search by 2020. • Low intent to convert for most industries • Little attribution and tracking available – usually as Direct • Few marketing opportunities at this time* *Some opportunities for “speakable” Schema for news AMP sites, Google Actions, and the (paid) Shopping Actions program
- 38. Voice Search 38Perficient Digital Optimize as usual and expect limited reporting for now • Natural language • Local SEO • Full funnel optimization • Schema markup • Featured Snippet optimization
- 39. Featured Snippets (Position 0) 39Perficient Digital
- 40. Story Time: Structuring Content for Position 0 40Perficient Digital YoY increase in organic traffic to one single page after optimizing and earning the Featured Snippet +19K% Source: Google Analytics, Organic Search Channel Filtered by Landing Page
- 42. 75% of conversions happen on desktop, but 58% of traffic starts on mobile 42Perficient Digital Source: https://www.stonetemple.com/mobile-vs-desktop-usage-study/
- 43. Mobile 43Perficient Digital Google and your mobile users demand speed • Responsive Web Design (RWD) • Accelerated Mobile Pages (AMP) • Progressive Web Apps (PWA) • Progressive Web Apps + Accelerated Mobile Pages (PWAMP) • Google Web Light
- 44. So Bright! So Shiny! 44Perficient Digital Source: https://www.wompmobile.com/progressive-web-amps-for-ecommerce-ampconf/
- 45. Mobile Configuration Matters* 45Perficient Digital Feature RWD AMP PWA Native UX Offline functionality X X √ √ Multi-device accessibility √ X √ X Push notifications √ √ √ √ Home screen install Sort of Sort of √ √ No download required √ √ √ X SEO URL maintained √ X X N/A HTML maintained √ X X X Indexable by Google √ √ √ X Boosted visibility in Google √ √ X X *All subject to change as support for next gen technologies expands.
- 46. Mobile 46Perficient Digital Optimize as usual and carefully consider next gen tech • Fix desktop to mobile disparities • Don’t block CSS, JS, and images/PDFs • Mobile-friendliness >> https://search.google.com/test/mobile-friendly • Improve site speed >> https://www.thinkwithgoogle.com/feature/testmysite
- 48. Mobile “No-Click” Searches Are Up 11% 48Perficient Digital Source: https://sparktoro.com/blog/google-ctr-in-2018-paid-organic-no-click-searches/
- 49. Mobile CTR Continues to Trend Downwards 49Perficient Digital Source: https://sparktoro.com/blog/google-ctr-in-2018-paid-organic-no-click-searches/
- 50. 50Perficient Digital Where is #1?
- 51. Where is #1? 51Perficient Digital
- 52. Ranking #1 Just Isn’t Enough Anymore 52Perficient Digital
- 53. SERP Shrinkage 53Perficient Digital Expect fewer clicks and CTR from organic • Less organic SERP space • More SERP enhancements • More monetization/paid opportunities • May remove SEO opportunity all together
- 54. SERP Shrinkage 54Perficient Digital Brace yourself and diversify your marketing mix now! • Schema markup • Featured Snippet optimization • Brand affinity • Barnacle SEO
- 56. If You Are… 56Perficient Digital Working with SEOs • Verify and audit Google Search Console • Align on KPIs, goals, and expectations • Integrate SEO into operations • Create and optimize topical content hubs • Earn reviews and links
- 57. If You Are… 57Perficient Digital Not doing SEO at all • Ignore at your own peril • Focus on branding, UX, and satisfying user intent • Beware of Shiny Object Syndrome (SOS)
- 59. SEO is Only Getting Harder but… 59Perficient Digital
- 60. Thank You 60Perficient Digital Slides: http://bit.ly/seodangers-2019 (Mostly) Free SEO Tools >> http://bit.ly/seo-tools-2018 @renee_girard
Hinweis der Redaktion
- My name is Renee Girard and I’m a Senior Organic Search Strategist I’ve been on the agency side for the past 7 years SEO for clients medium to enterprise Fortune 1000 clients Started in DM as a student at UWM and joined MIMA. Honor to speak with you today.
- PRFT Dig – PRFT’s dig agency 3rd ward office Previously Zeon Solutions
- Raise hand Do you know what SEO is? Are you already doing SEO?
- Basic definition: ensure users can discover/find your site easily through SERPs
- Google definition of SEO: Search engines can find and auto understand content to improve vis of your site for relevant searches
- If didn’t raise hand or if need more buy-in to increase SEO investment, then you can make the business case by…
- Preferred option for users -- people don’t trust ads! 70-80% of search engine users only focus on the organic results compared to the paid ads Paid ads (text ads in a three pack and Google Shopping listings or PLAs) - red Organic listing #1 - blue
- Who feels like they have enough traffic or leads? NEVER! Not even if there’s a fire! #1 priority for most inbound marketers 61% say that improving SEO is top priority for inbound marketing – rather earn it than buy your attention
- % of inhouse marketers agreed that SEO provides strong ROI Only second to email marketing which of course will always have the strongest ROI since these are already reaching users who have opted in to receive email SEO = reaches everyone
- Many here from B2B 44% of high-growth B2B firms are currently investing in keyword research and SEO Second most widely used digital technique only to email once again
- Acquisition of users = engine SEO = fuel Think of SEO as the cheap, sustainable fuel for your acquisition engine to reach new and existing customer Don't have to worry about increases in CPC or media costs to forecast ROI
- If done well and with some patience, the results of SEO efforts can last years and see sustainable ROI
- Unlike other channels that segment a specific audience, SEO allows you target users regardless if where they fit in the buying or decision making cycle (wider funnel to optimize for things you wouldn’t necessarily want to spend money on like informational searches that aren’t ready to convert) Optimizations reach entire topics instead of just one term (different queries, same intent) Google’s algo is pretty smart at figuring out natural language and the intent behind them! (no need to KW stuff anymore)
- The most effective marketing strategies target a market by focusing on customers at any stage of the buying process Right place, right time, right people Organic search can do just that from education < investigation < pre-decision < decision < post-decision As someone moves through each stage from education up, the intent to purchase increases SEO ensures that if you build content that reaches all stages of decision making, it can be found in search engines to reach the right people, at the right time and place
- How Do You Rank #1?
- Serves two masters, harder to appease users w/o marketing but cannot appease bots w/o SEO Must balance both Users = marketing Search engines = SEO
- Googlebot is Google’s web crawler Been to library? Great metaphor for how it works Google = library – most powerful in world, 94% of market share Googlebot = librarian Website = book Page = page
- Works through 5 stages (what we know) Initial page discovery, crawling, indexing, retrieval, and finally ranking Since these steps are generally mutually exclusive, any barriers that exist are considered a relative point of failure
- Stage 1: discovery Librarian finding different books to add to the library
- Stage 2: crawling Crawling = librarian reading through the different pages of the books Can’t read = damaged or have pages missing or a lock Skim = big books
- Stage 3: Indexing/Rendering Indexing: librarian adding the new books into the library for archiving and topic categorization just like the Dewey Decimal system Mobile-first indexing: Recently, Google shifted to mobile-first indexing which means that the results you see regardless of the device, are all based on the mobile webpages instead of the desktop
- Stage 4: Retrieval Retrieval = librarian retrieves relevant pages from different books and tries to understand them by reading the page and other signals like the title, headers, and author After retrieving a document, the crawler hands the content to the search engine to add it to the index. The search engine now renders and analyzes the content to understand it. Rendering means displaying the page as a browser would (with some limitations). Search engines look at keywords, the title, links, headings, text, and many other things. These are called signals which describe the content and context of the page. Signals allow search engines to answer any given query with the best possible page.
- Stage 5: Ranking Ranking = you ask the librarian about a question and the librarian returns you a stack of pages from different books listed from most to least relevant
- Anyone familiar with Maslows? Pysch theory that basic needs for all people Maslow’s hierarchy of needs is applied to SEO by Moz Basic needs at bottom must be met before the rest Crawl – what cannot be crawled, cannot be indexed, which cannot be ranked Content – be the answer KW – words users are using, what you want to be relevant for when someone types in google UX – mobile, speed, MFI Share-worthy content – links! Title tag, URL and description – increase CTR Schema – rich results
- It’s a sweet spot of IT and marketing Technical aspects of the job to understand how bots work Marketing aspects to understand what your users wants
- SEO is a must-do activity, not a favor to cash in on or a nice-to-have To help you convince marketing suite to think in this way, consider these scenarios in which SEO should absolutely be a requirement Not enough people are coming to the website I can’t find us on the Google Why don’t we rank for “keyword”? We updated our website and now we’re losing traffic We’re doing a/b testing to see which landing page performs better We want to update log-in only pages or pages that are behind a login >> G can’t click or fill out forms so no! Think? Is this public-facing content that we want found in search engines? If yes, get SEO involved!
- Local MKE client wants to implement Coveo search for faceted navigation in Sitecore URL would have been changing from A to B B is not indexable because Google cannot index anything after the # as proven by Google’s John Mueller in a forum I posted in Escalated the risk after multiple failed attempts for devs and client to see what was going to happen Implementing Option B URL structure neglects Google’s inability to see pages with hash as unique and would have resulted in a 100% loss of indexation and organic traffic for a directory that drives 70% of organic traffic
- SEO should be treated like an extension of business operations Collaboration is needed between many cross-functional teams such as digital strategy, content marketers/copywriters, UXD, and developers
- SEO integration into all of digital/bus ops leads to greater profitability and competitive advantage Looking to be as proactive as possible Proactivity earns partnership, higher ROI, and saves time/money Reactivity costs money, time, and harmony = REWORK
- Voice - voice assistants and smart speakers Mobile - mobile device and emerging technologies SERP shrinkage - less organic space/traditional blue links, more SERP enhancements and monetization opps stealing organic clicks
- Adopting at record rates
- Half of all searches will be voice search
- Consumers may be adopting voice assistants and smart speakers but not for what you want them to use it for What do you think is the #1 most common voice command? Call MOM Can’t monetize off voice search just yet, people are using it but not to buy stuff Less than -1% are buying from them, can’t measure it!
- Limited marketing opps People don’t speak like they type – longer queries
- Optimize as usual, limited reporting – don’t really know the queries Improve site speed Use Natural language (like humans talk) – longer searches, more conversations Local SEO – people use voice a lot to find local businesses, if you don’t have your GMP together then you LOSE Full funnel optimization based on user intent Be present during the decision making funnel Structured data and schema markup Make Google’s job easier and get rewarded with rich results Featured snippet optimization Structure your content with HTML tables, lists, header tags, and Q&A Don’t forget to call Mom
- FS = position 0 Auto scraped – can do some things to improve chances but a lot of flux Structure content Headers, HTML tables, quick Q&A, image, bulleted/numbered lists
- Page without Featured Snippet: 28 sessions/month Page with Featured Snippet 4,200 sessions/month
- 75% of conversions happen on desktop, but more than 50% of traffic BEGINS on mobile Who is not on RWD? Google’s choice = RWD bc maintaining content across device and just changing viewports from CSS AMP = lightning bolt, mobile only, “diet HTML” like FB instant articles or Apple News, less than a second load, controversial, get boost in SERP PWA = mobile and desktop, who has heard of it? enhanced web app, best of both worlds: websites and mobile apps, similar experience of app without having to download PWAMP = mobile only, AMP served through PWA to give enhancements like push notifications, offline working, add to home screen Web Light = 2G emerging nations fast web
- We are addicted to our phones and we want it to be super fast UBER PWA on desktop example
- Don't block Don't get SOS - sometimes no first mover advantage MFI = disparity Check mobile friendly Optimize with site speed
- Google is working hard to keep users on Google instead of clicking on results to other sites From search engine to answer engine Keeps me up at night
- In the last two and a half years, mobile “no-click” (or “zero click”) searches have grown 11%. Desktop no-click searches have grown 9.5%. No-click searches are growing steadily Google keeps needing to innovate and change how ads are displayed to grow and maintain paid CTR
- Organic CTR, while still 10X bigger than paid on mobile and nearly 20X on desktop, is inexorably trending down Clicks / impressions = CTR
- No need to click through! Worse on mobile Depends on industry Could be even worse if paid 4 pack Green label is hard to see if paid
- Example: my client’s business heavily relies on one keyword that could be both branded and non-branded When we aren’t in the FS, we lose almost half of traffic
- Not going to slow down, expect fewer clicks and CTR from organic as the space continues to get smaller So many SERP enhancements which HURT or HELP depending where you are Going to give more opps to pay to play so that G can make more money
- Brace yourself - it’s going to get worse, especially in US Diversify your marketing mix before it’s too late and you can’t recover - go beyond SEO and return back to branding This will help you so that even if you aren’t ranking #1 or in the FS, people may still click on your result because of brand recognition Schema and structured data helps earn SERP enhancements like star ratings which entice more CTR and can take more real estate Full funnel optimization Brand affinity Entity optimization The Knowledge Graph has millions of entries that describe real-world entities like people, places, and things. These entities form the nodes of the graph.
- Develop on-page and off-page SEO strategy that aligns to business goals to drive qualified traffic that leads to more revenue. Mitigate risk & traffic loss while establishing technical SEO and on-page best practices
- Develop on-page and off-page SEO strategy that aligns to business goals to drive qualified traffic that leads to more revenue. Mitigate risk & traffic loss while establishing technical SEO and on-page best practices
- SEO winter is coming! It’s hard but SEO is not dead Sometimes I text my BF about how difficult my job is and he responds everytime with this GiF share with it with you as a reminder that it’s all about attitude