This talk was first delivered at #MozCon 2019 by Cindy Krum (@Suzzicks). It reveals a theory about Google's Mobile-First Indexing that posits the idea that the change was more about organizing the world's information around the Knowledge Graph. It also suggests that Google may now be indexing units that are smaller than pages or URLs that we are calling #Fraggles (a Fragment + a Handle).
Shannon McGuirk - Digital PR Newsroom for Mozcon Shannon McGuirk
As an industry, we're only building 33% of the links we could be because we're tying into just one type of journalist writing; planned editorial. Find out how you can set up a digital PR newsroom to maximise your link building efforts.
[Brighton SEO] Audience Intelligence & SEO: How to integrate data sources to ...Rory Hope
Rory will share details about how SEOs can integrate different data sources to develop SEO personas at a keyword level which help to enhance the effectiveness of an SEO strategy. Learn how to use emerging audience intelligence technologies, Google Analytics, CRM, web monitoring and social listening tools to improve and modernise your approach to SEO, content marketing and digital PR.
If you're looking for a large site migration to go without a hitch you're going to need a robust and methodical way of working through your redirects - no matter how big the site.
Migrations are the make of break point of any site process because you have, in theory, everything to lose if it is done wrong.
In this presentation Chris will run through the framework with which to approach redirect mapping of a new site process.
Rest of the blog writeup can be found here - https://strategiqmarketing.co.uk/blog/htaccess-hell-brightonseo-2016/
BrightonSEO Summer 2021 - The Underrated Value of Internal LinksNatalie Arney
Internal linking can be the most impactful way SEOs can make a difference to a site, but it can also give you a massive amount of frustration if it’s not handled properly.
I explore what internal links are, the issues you can encounter with them, how to find internal linking opportunities and how to prove the worth of improving internal linking to clients and other stakeholders
SEO - Moving the dial #BrightonSEO - September 2016Berian Reed
Tips and tricks on how to get great SEO results that move the dial in 2016. The very latest strategies for link building, creating quality content and beating your competitors.
Using causal Inference to better understand the search intent Dateme Tubotamuno
Causal inference helps us understand the question of why. In this talk, I will demonstrate the power of causality in understanding user intent during keyword research and performance analysis. The user intent is beyond transactional, informational, and navigational classifications
Shannon McGuirk - Digital PR Newsroom for Mozcon Shannon McGuirk
As an industry, we're only building 33% of the links we could be because we're tying into just one type of journalist writing; planned editorial. Find out how you can set up a digital PR newsroom to maximise your link building efforts.
[Brighton SEO] Audience Intelligence & SEO: How to integrate data sources to ...Rory Hope
Rory will share details about how SEOs can integrate different data sources to develop SEO personas at a keyword level which help to enhance the effectiveness of an SEO strategy. Learn how to use emerging audience intelligence technologies, Google Analytics, CRM, web monitoring and social listening tools to improve and modernise your approach to SEO, content marketing and digital PR.
If you're looking for a large site migration to go without a hitch you're going to need a robust and methodical way of working through your redirects - no matter how big the site.
Migrations are the make of break point of any site process because you have, in theory, everything to lose if it is done wrong.
In this presentation Chris will run through the framework with which to approach redirect mapping of a new site process.
Rest of the blog writeup can be found here - https://strategiqmarketing.co.uk/blog/htaccess-hell-brightonseo-2016/
BrightonSEO Summer 2021 - The Underrated Value of Internal LinksNatalie Arney
Internal linking can be the most impactful way SEOs can make a difference to a site, but it can also give you a massive amount of frustration if it’s not handled properly.
I explore what internal links are, the issues you can encounter with them, how to find internal linking opportunities and how to prove the worth of improving internal linking to clients and other stakeholders
SEO - Moving the dial #BrightonSEO - September 2016Berian Reed
Tips and tricks on how to get great SEO results that move the dial in 2016. The very latest strategies for link building, creating quality content and beating your competitors.
Using causal Inference to better understand the search intent Dateme Tubotamuno
Causal inference helps us understand the question of why. In this talk, I will demonstrate the power of causality in understanding user intent during keyword research and performance analysis. The user intent is beyond transactional, informational, and navigational classifications
Best practice is not enough #brightonSEO @Linkdex #SEOnow stageBranded3
Think back to the last time you applied for a job. It doesn’t matter if you work in-house or agency side – it’s likely that there was a line in your job spec that read “a good understanding of best practice”.
But when you turned up on your first day at work, knowing the best thing to do in every situation that might arise I doubt you were surprised to find out that the best thing to do couldn’t be done.
The website wasn’t built that way.
The client won’t sign that off.
That’ll never get past legal.
So you need to come up with the second best thing to do. That’s not part of best practice. Opinions come to a head and nothing gets done because businesses are mistaken in their opinion that doing nothing is fine if the best thing can’t be done.
But best practice is a misnomer anyway.
When we say best practice what we really mean is standard practice.
If all you ever implement is standard practice that’s all you’ll be. Standard.
If you can’t even reach standard your business deserves to fail.
Where does best practice even come from though? People treat it as if it’s some kind of bible handed down from the gatekeepers – the guys who can shut off your revenue.
Best practice is actually more like Wikipedia than a bible. It’s populated by everyone who works in the industry and most of it is factually incorrect. You should get 0 points for referencing it. The only things in there that actually do come from the channel owners are loaded with bias. Contributions from experts are self-serving and so many pat each other and themselves on the back that received wisdom becomes perceived fact.
But if neither are reliable – and if what everyone is doing is the same thing – isn’t there a chance that doing something, anything different could drive better results than best practice?
I would always overrule an expert if the data says otherwise.
If we know our customers want X and the channel owners want Y, we should spend our time getting X to work with Y and not the other way around.
Staff are fearful that deliberately setting out to do something that isn’t best practice will result in an automatic dismissal. I’m not saying it won’t.
As a result, people will wait months or years for best practice to be implemented because it’s safe. The channel owners told us to do it. The experts concurred. Businesses spend a lot of money and a lot of time being average because nobody gets sacked for being average. After all – it’s in the job description.
Google Discover Optimisation with Google Web StoriesFelipe Bazon
How to drive thousands of visits from Google Discover using Google Web Stories and other techniques that you will learn only if you watch this talk. With proven case studies and validated results.
1. Martijn Scheijbeler discusses The Next Web's approach to content marketing, focusing on deciding what topics to cover, measuring success, and distribution.
2. They determine topics based on their editorial vision of covering future-proof technology for different generations and deciding what not to cover.
3. Success is measured using over 50 custom dimensions like author, length, images, and topic to understand performance.
4. Distribution involves search engine optimization, social media like Facebook Instant Articles, and outreach without annoying people.
BrightonSEO Conference: Yext Discussion on Voice Search and SchemaChristian Ward
How to Speak Search Engine.
Ever listen to a child ask questions of Siri? Have you watched them say, “Ok, Google…” and proceed to ask what seems to be an awkward string of words? Believe it or not, children tend to speak “Search Engine” better than we do. Children have defined “structured” language choices with simple terms that haven’t been corrupted by years of nuanced definitions, metaphors, and colloquialisms. These clear, singular definitions are exactly what Google wants from you too, and we’ll talk about how to accomplish that.
How to Generate Content that Builds it's Own LinksLizGration
This document provides a 3-step process for creating content that generates its own links: 1) Research the type of content needed, potential topics, and how to make the content better; 2) Produce the content by collecting data, visualizing it, and optimizing the content; 3) Establish visibility for the content by reviewing, refreshing, and outreaching to other sites for links. The overall recommendation is to focus on building valuable assets rather than directly seeking links, and to use multiple strategies for visibility rather than relying on just one.
News SEO: Why we’ve de commissioned AMP - Brighton SEO September 2021Daniel Smullen
AMP is no longer a requirement of the top stories carousel on Google. And with the introduction of page experience as a ranking factor, this talk intends to provide insights into behind the scenes of a major news publisher de-commissioning AMP. Revealing what happens to top stories performance as well as the pros and cons of the AMP framework for publishers as well as it’s future in a new page experience world in News SEO.
I've analysed more than 30,000 articles from national newspapers including the Mail Online, Telegraph and The Sun. The aim of this talk is to prove or disprove outreach ‘feels’ such when is the best day to launch a campaign and which sites or news sections give links.
How to get local links (and why you need them) - Brighton SEO Pitchbox SummitClarissa Filius | Booming
The document discusses how to get local links and why they are important for SEO. It explains that local visibility is more important than ever due to localized search results. It recommends setting up a local strategy that includes localized content and links from local sources like events, directories, and local businesses. The document provides many suggestions for finding and obtaining quality local link opportunities, including checking competitors' backlinks and using search operators to discover new linking prospects. The key takeaway is that combining localized content, local links, and citations can help businesses dominate local search results.
BrightonSeo - 5 Trends shaping the Future of Local Search - Sept 2016Myles Anderson
On 2nd September Myles Anderson, Brightlocal's CEO, presented at Brighton SEO. The topic was the 5 Trends Shaping the Future of Local Search.
Local Search is one of the most dynamic & fast-evolving areas of search marketing. Predicting the future is hard but current trends provide a great pointer for what is likely to come. In this presentation I take a close look at 5 trends that I believe will be dominant in the next 2-3 years and provide clear tips for local businesses & SEOs to capitalise on these trends.
Watch my site migration talk here: https://goo.gl/jP1PIM
BrightonSEO deck September 2016 featuring examples of failed migrations and top tips on how to get a website migration right.
Mobile-First Indexing or a Whole New Google - Digitalzone 2018MobileMoxie
Learn about how Google is using 'Entity Understanding' along with machine learning in language to respond to growing need for Knowledge Graph, Answers and Google-hosted content that ranks at the top of a search result!
Semantic markup and structured data are awesome, but what it we could make those things even more awesome that we ever imagined? Well, what if I told you we could use tag management tools to track the performance and ROI of structured data? What if I told you, you could start pushing out semantic markup so that your site could earn rich snippets without ever having to actually go into your source code and apply microdata? Well you can! Check out my session at SMX West 2015 to find out how!
Are you Prepared for Voice Search- BrightonSEO September 2016- Purna VirjiPurna Virji
The document discusses the growth of voice search and how marketers should adapt their search engine optimization strategies. It notes that by 2020, 50% of searches are predicted to be via voice. It recommends marketers rethink keywords to focus on longer, multi-word phrases suited for voice. It also suggests localizing keywords and focusing on intent to provide helpful answers. Marketers should optimize for voice by including actions like call buttons and considering how branding sounds when spoken. Early adaptation of voice search strategies will benefit marketers.
Wine, Kittens and other dangerous fruit - Using search intent to understand y...UNIKORN
A talk delivered on BrightonSEO September 10th 2021, about how the customer journey and search intent models can work together and help you understand what your users ar asking from you, and you can give it to them by optimising for search intent.
Optimising for Featured Snippets Case Study - Patrick Langridge at Pubcon 2019Patrick Langridge
This document summarizes Patrick Langridge's presentation on optimizing pages for featured snippets in Google search results. It discusses tracking the number of featured snippets over time for target keywords, analyzing the snippets and top-ranking pages to identify optimization opportunities, and implementing changes like rewriting page titles and content to improve the chances of winning featured snippets. It also provides tips on scaling the monitoring of snippets through scraping, including configuring the scraping tool and extracting relevant data from snippet results.
BrightonSEO 2021 - Stakeholder Salad: Communication Skills For SEOs - Talk Yo...Kayleigh Töyrä
Communication is at the heart of great SEO. Whether it's getting that pitch over the line, on-going client communication, winning over writers, getting to know the PR team, or convincing developers that your requests are important, SEOs can feel like we're constantly trying to get people to listen. Here are some useful communication approaches and techniques to help you get SEO stuff done and smooth your path. The talk covers common scenarios & gives you ideas on how to respond to and build bridges with key stakeholders.
Creating a Customer Centric Keyword Strategy | SMX East 2015Casie Gillette
Does your keyword strategy reflect what your customers are actually looking for? Get tips on identifying real-time searches and learn how to ensure your content strategy actual targets your customers.
This document discusses how Google is shifting from a web-centric search index to prioritizing entities and non-web content like apps, videos, and knowledge graph information. It notes that entities allow Google to index content that doesn't have URLs and can't be crawled in the traditional way. It also suggests that as Google focuses more on entities, marketers should optimize non-website content and claim entities for their brands to remain relevant in search and across Google services.
This document discusses how search engine results pages (SERPs) have changed significantly for mobile searches. It notes that over 60% of mobile searches do not result in a click, which is search activity that is not captured in typical analytics. As a result, SEO decisions may only be based on around 40% of mobile search data. The document also outlines how position zero and paid ad results are prominent on SERPs and how features like answers, knowledge graph results, and app packs are pushing organic links lower on the page. It recommends using tools to actually view mobile SERPs from different devices and locations to get a more complete picture of mobile search.
Best practice is not enough #brightonSEO @Linkdex #SEOnow stageBranded3
Think back to the last time you applied for a job. It doesn’t matter if you work in-house or agency side – it’s likely that there was a line in your job spec that read “a good understanding of best practice”.
But when you turned up on your first day at work, knowing the best thing to do in every situation that might arise I doubt you were surprised to find out that the best thing to do couldn’t be done.
The website wasn’t built that way.
The client won’t sign that off.
That’ll never get past legal.
So you need to come up with the second best thing to do. That’s not part of best practice. Opinions come to a head and nothing gets done because businesses are mistaken in their opinion that doing nothing is fine if the best thing can’t be done.
But best practice is a misnomer anyway.
When we say best practice what we really mean is standard practice.
If all you ever implement is standard practice that’s all you’ll be. Standard.
If you can’t even reach standard your business deserves to fail.
Where does best practice even come from though? People treat it as if it’s some kind of bible handed down from the gatekeepers – the guys who can shut off your revenue.
Best practice is actually more like Wikipedia than a bible. It’s populated by everyone who works in the industry and most of it is factually incorrect. You should get 0 points for referencing it. The only things in there that actually do come from the channel owners are loaded with bias. Contributions from experts are self-serving and so many pat each other and themselves on the back that received wisdom becomes perceived fact.
But if neither are reliable – and if what everyone is doing is the same thing – isn’t there a chance that doing something, anything different could drive better results than best practice?
I would always overrule an expert if the data says otherwise.
If we know our customers want X and the channel owners want Y, we should spend our time getting X to work with Y and not the other way around.
Staff are fearful that deliberately setting out to do something that isn’t best practice will result in an automatic dismissal. I’m not saying it won’t.
As a result, people will wait months or years for best practice to be implemented because it’s safe. The channel owners told us to do it. The experts concurred. Businesses spend a lot of money and a lot of time being average because nobody gets sacked for being average. After all – it’s in the job description.
Google Discover Optimisation with Google Web StoriesFelipe Bazon
How to drive thousands of visits from Google Discover using Google Web Stories and other techniques that you will learn only if you watch this talk. With proven case studies and validated results.
1. Martijn Scheijbeler discusses The Next Web's approach to content marketing, focusing on deciding what topics to cover, measuring success, and distribution.
2. They determine topics based on their editorial vision of covering future-proof technology for different generations and deciding what not to cover.
3. Success is measured using over 50 custom dimensions like author, length, images, and topic to understand performance.
4. Distribution involves search engine optimization, social media like Facebook Instant Articles, and outreach without annoying people.
BrightonSEO Conference: Yext Discussion on Voice Search and SchemaChristian Ward
How to Speak Search Engine.
Ever listen to a child ask questions of Siri? Have you watched them say, “Ok, Google…” and proceed to ask what seems to be an awkward string of words? Believe it or not, children tend to speak “Search Engine” better than we do. Children have defined “structured” language choices with simple terms that haven’t been corrupted by years of nuanced definitions, metaphors, and colloquialisms. These clear, singular definitions are exactly what Google wants from you too, and we’ll talk about how to accomplish that.
How to Generate Content that Builds it's Own LinksLizGration
This document provides a 3-step process for creating content that generates its own links: 1) Research the type of content needed, potential topics, and how to make the content better; 2) Produce the content by collecting data, visualizing it, and optimizing the content; 3) Establish visibility for the content by reviewing, refreshing, and outreaching to other sites for links. The overall recommendation is to focus on building valuable assets rather than directly seeking links, and to use multiple strategies for visibility rather than relying on just one.
News SEO: Why we’ve de commissioned AMP - Brighton SEO September 2021Daniel Smullen
AMP is no longer a requirement of the top stories carousel on Google. And with the introduction of page experience as a ranking factor, this talk intends to provide insights into behind the scenes of a major news publisher de-commissioning AMP. Revealing what happens to top stories performance as well as the pros and cons of the AMP framework for publishers as well as it’s future in a new page experience world in News SEO.
I've analysed more than 30,000 articles from national newspapers including the Mail Online, Telegraph and The Sun. The aim of this talk is to prove or disprove outreach ‘feels’ such when is the best day to launch a campaign and which sites or news sections give links.
How to get local links (and why you need them) - Brighton SEO Pitchbox SummitClarissa Filius | Booming
The document discusses how to get local links and why they are important for SEO. It explains that local visibility is more important than ever due to localized search results. It recommends setting up a local strategy that includes localized content and links from local sources like events, directories, and local businesses. The document provides many suggestions for finding and obtaining quality local link opportunities, including checking competitors' backlinks and using search operators to discover new linking prospects. The key takeaway is that combining localized content, local links, and citations can help businesses dominate local search results.
BrightonSeo - 5 Trends shaping the Future of Local Search - Sept 2016Myles Anderson
On 2nd September Myles Anderson, Brightlocal's CEO, presented at Brighton SEO. The topic was the 5 Trends Shaping the Future of Local Search.
Local Search is one of the most dynamic & fast-evolving areas of search marketing. Predicting the future is hard but current trends provide a great pointer for what is likely to come. In this presentation I take a close look at 5 trends that I believe will be dominant in the next 2-3 years and provide clear tips for local businesses & SEOs to capitalise on these trends.
Watch my site migration talk here: https://goo.gl/jP1PIM
BrightonSEO deck September 2016 featuring examples of failed migrations and top tips on how to get a website migration right.
Mobile-First Indexing or a Whole New Google - Digitalzone 2018MobileMoxie
Learn about how Google is using 'Entity Understanding' along with machine learning in language to respond to growing need for Knowledge Graph, Answers and Google-hosted content that ranks at the top of a search result!
Semantic markup and structured data are awesome, but what it we could make those things even more awesome that we ever imagined? Well, what if I told you we could use tag management tools to track the performance and ROI of structured data? What if I told you, you could start pushing out semantic markup so that your site could earn rich snippets without ever having to actually go into your source code and apply microdata? Well you can! Check out my session at SMX West 2015 to find out how!
Are you Prepared for Voice Search- BrightonSEO September 2016- Purna VirjiPurna Virji
The document discusses the growth of voice search and how marketers should adapt their search engine optimization strategies. It notes that by 2020, 50% of searches are predicted to be via voice. It recommends marketers rethink keywords to focus on longer, multi-word phrases suited for voice. It also suggests localizing keywords and focusing on intent to provide helpful answers. Marketers should optimize for voice by including actions like call buttons and considering how branding sounds when spoken. Early adaptation of voice search strategies will benefit marketers.
Wine, Kittens and other dangerous fruit - Using search intent to understand y...UNIKORN
A talk delivered on BrightonSEO September 10th 2021, about how the customer journey and search intent models can work together and help you understand what your users ar asking from you, and you can give it to them by optimising for search intent.
Optimising for Featured Snippets Case Study - Patrick Langridge at Pubcon 2019Patrick Langridge
This document summarizes Patrick Langridge's presentation on optimizing pages for featured snippets in Google search results. It discusses tracking the number of featured snippets over time for target keywords, analyzing the snippets and top-ranking pages to identify optimization opportunities, and implementing changes like rewriting page titles and content to improve the chances of winning featured snippets. It also provides tips on scaling the monitoring of snippets through scraping, including configuring the scraping tool and extracting relevant data from snippet results.
BrightonSEO 2021 - Stakeholder Salad: Communication Skills For SEOs - Talk Yo...Kayleigh Töyrä
Communication is at the heart of great SEO. Whether it's getting that pitch over the line, on-going client communication, winning over writers, getting to know the PR team, or convincing developers that your requests are important, SEOs can feel like we're constantly trying to get people to listen. Here are some useful communication approaches and techniques to help you get SEO stuff done and smooth your path. The talk covers common scenarios & gives you ideas on how to respond to and build bridges with key stakeholders.
Creating a Customer Centric Keyword Strategy | SMX East 2015Casie Gillette
Does your keyword strategy reflect what your customers are actually looking for? Get tips on identifying real-time searches and learn how to ensure your content strategy actual targets your customers.
This document discusses how Google is shifting from a web-centric search index to prioritizing entities and non-web content like apps, videos, and knowledge graph information. It notes that entities allow Google to index content that doesn't have URLs and can't be crawled in the traditional way. It also suggests that as Google focuses more on entities, marketers should optimize non-website content and claim entities for their brands to remain relevant in search and across Google services.
This document discusses how search engine results pages (SERPs) have changed significantly for mobile searches. It notes that over 60% of mobile searches do not result in a click, which is search activity that is not captured in typical analytics. As a result, SEO decisions may only be based on around 40% of mobile search data. The document also outlines how position zero and paid ad results are prominent on SERPs and how features like answers, knowledge graph results, and app packs are pushing organic links lower on the page. It recommends using tools to actually view mobile SERPs from different devices and locations to get a more complete picture of mobile search.
Fighting Off Digital Marketing Imposter Syndrome with FactsMobileMoxie
With all the algorithm changes and new SERP Features that Google has released, and now the addition of Magi, Chat GPT and other AI, Digital Marketers, SEO's & PPC specialists are likely all struggling with imposter syndrome - at least to some degree. This presentation includes information about what causes SEO Imposter Syndrome and how you can facts to fight against it.
The New Way Google Understands the World #Turingfest 2018MobileMoxie
Learn about how Google is using language understanding to index the information of the world based on Entities, rather than just relying on web crawling and links. Explore the possibilities of Eyes-free/voice only search and discovery and learn how your brand can compete.
How to Get Ready for Google's Mobile SEO Algorithm UpdategShift
In this webinar, we review some of the trends, tips and data points you should keep in mind when preparing for Mobile SEO from Google.
1. Industry Trends
2. Mobile SEO Survey Results
3. Mobile Content Marketing
4. Software & Mobile Data:
-On-Site Ranking Factors
-Benchmarking your SEO Keywords for Mobile
-Mobile SEO Reporting
Google is changing, and it can be tempting to hide your head in the sand. Here are 5 big changes, from HTTPS to voice search, and one specific action you can take today to address each one.
Don't Blame it on Your MUM: Mobile SEO Now & in the Future - Cindy KrumMobileMoxie
The document discusses Google's new MUM (Multitask Unified Model) technology for answering complex search queries. It provides an overview of MUM's capabilities such as building out the knowledge graph and indexing entities to provide more comprehensive answers to queries. The document also speculates on what users can expect from MUM, such as its ability to understand the natural next steps of a query and provide additional contextually relevant information.
Cindy Krum gave a presentation on how search is converging across devices through mobile-first indexing, progressive web apps, and voice interfaces powered by AI. She discussed how Google is focusing on building a single index that can serve content to any device through various algorithms. Content can be accessed from apps, websites, and structured data to provide unified, cross-device search experiences.
Mobilegeddon - How to Get Ready for Google Mobile SEOgShift
Reviewing what Google's April 23, 2015 mobile friendly algorithm update really means to marketers. How should marketers prepare to ensure web presences are mobile friendly and usable as well as benchmark visibility in order to understand the impact of the update.
Mobile-First SEO: The SEO Specialist Edition #SEOandLoveAleyda Solís
How to refocus an SEO process to become mobile first? Check out the steps, criteria and tools that SEO specialists can use for a Mobile First SEO process.
The document discusses optimizing a website for mobile-first search engine optimization (SEO). It recommends implementing a responsive web design or dynamic serving to serve the appropriate desktop or mobile version to users. Key areas to focus on include making the mobile content fast loading, accessible without interruptions, and optimized with structured data and rich snippets. Mobile search queries should be analyzed and targeted with relevant mobile-optimized content to improve search visibility and conversions on mobile.
The document discusses optimizing a website for mobile-first search engine optimization (SEO). It recommends developing a responsive mobile website or dedicated mobile site, optimizing pages for speed and usability on mobile, implementing AMP pages where appropriate, optimizing mobile content, and using structured data and rich snippets to improve visibility in mobile search results. The overall goal is to analyze mobile search behavior and priorities and ensure the website is accessible, optimized and relevant for users on mobile devices.
Mobile-First SEO - The Marketers Edition #3XEDigitalAleyda Solís
How to target your SEO process to a reality of more people searching on mobile devices than desktop and an upcoming mobile first Google index? Check it out.
Seo in a mobile first era markteters editionRalph Paglia
The document discusses optimizing a website for mobile-first search engine optimization (SEO). It recommends developing a responsive mobile website or mobile-specific site, optimizing page speed, implementing AMP pages, ensuring accessible mobile content, adding relevant structured data, and tracking mobile search queries and performance. The overall message is that mobile-first practices are crucial as search becomes increasingly dominated by mobile users.
SEO in 2017 - what do you need to know? What's changed and what are the big focus areas where you need to dedicate your time and attention to?
Come join Jenny Munn and Mickey Mellen for a two-hour session on Search Engine Optimization in 2017.
We’ll talk about what’s new with Google, such as the push for SSL and new tools like AMP, and show you what basic changes you can make to improve your site’s visibility and to drive more traffic and conversions. Get ready to roll up your sleeves and come prepared with your keywords and questions.
Ähnlich wie Fraggles & the SERP of the Future (20)
Gaming Sites Getting Mobile Friendly in a Post Mobilegeddon World -- EiG Berl...Suzzicks
This presentation reviews what gaming companies need to know about ranking their websites and apps well in Google mobile searches after the Mobile-Friendly update. Mobile-Friendly is a moving target, and Google is giving more top rankings to Featured Rich Snippets, Answers and other curated content. This presentation reviews what you need to know to get your websites and apps there, ranking number 1.
How Apple's Changing Up Search: From Siri to Safari to Spotlight - SMX East 2015Suzzicks
Apple is using Siri, Safari, and Spotlight to direct search queries toward Apple's own services and apps by predicting queries, suggesting Apple Maps locations, contacts, emails, and apps ahead of web or Google search results. This allows Apple to cut out reliance on Google and the web for search and engage users within the Apple ecosystem through its own content.
Why Deep Linking is the Next Big Thing: App Indexing - SMX East 2015Suzzicks
Emily Grossman's deck on app indexing from SMX East 2015 in New York. This deck covers:
- Why App Indexing?
- Google App Indexing for Android and iOS
- Apple Search App Indexing
Life After Mobilegeddon: New Strategies for Mobile SEO and App Deep Linking -...Suzzicks
This document discusses strategies for mobile search engine optimization and app deep linking after Google's Mobilegeddon updates. It covers topics like responsive design, canonical URLs, app indexing, mobile-friendly testing, page speed, and user intent. Mobile search is now focused on the mobile rendering and user experience, so sites need CSS and JavaScript to display properly, have fast page speeds, and address user intent with things like answers/rich snippets and predictive search.
Life After Mobilegeddon: App Deep Linking Strategies - Pubcon October 2015Suzzicks
Emily Grossman's deck from Pubcon (Las Vegas) in October 2015 on App Deep Linking strategies after the 4/21 Mobile Friendly update. This deck covers:
- App Packs in Google Search
- Google App Indexing for Android & iOS
- Apple App Indexing
- Deep Linking for Email and Social Media
With Google's algorithm mobile change, Cindy will walk you through the changes, what they mean for your site and its rankings, and what you should be focusing on going forward.
Cindy Krum is the CEO and Founder of MobileMoxie, LLC, and author of Mobile Marketing: Finding Your Customers No Matter Where They Are. She brings fresh and creative ideas to her clients, and regularly speaks at US and international digital marketing events.
The Social-Mobile Web: How to Crush Your Local Competition (Emily Grossman Ze...Suzzicks
The document discusses how to leverage mobile apps and deep linking strategies to engage mobile users on social platforms. Some key points discussed include:
- People now spend almost as much time in mobile apps like Facebook as they do on mobile websites.
- Social media apps account for 31% of total time spent on iOS and Android devices.
- Deep linking allows sending mobile users directly to content or features within a mobile app from social posts or ads.
- Setting up app links and deferred deep linking enables retaining campaign data and context when users are sent from mobile web to apps.
The Future of Mobile SEO - SMX Munich 2015Suzzicks
This presentation is about how advanced mobile SEO tactics for driving rankings and web traffic from Google. It talks about things you need to know for Single Page Web Apps, App SEO, Deep Linking, Google Cards and Google Now, and the future of mobile SEO for predictive search and wearables - The future is about Feeds, Schema, and getting into Universals, Google Card Results and Google Now.
Mobile SEO Geekout: Learn what to do and how to plan for mobile searchSuzzicks
The document discusses various topics related to mobile SEO. It explains how mobile search rankings can differ from desktop rankings, with factors like less content above the fold, expandable sub-links, and local influence playing a bigger role. It also discusses different approaches to mobile site architecture like responsive design versus separate mobile sites. Optimizing for page speed is important, and techniques like designing mobile-first, removing unnecessary code, minimizing file sizes and requests are recommended. The role of HTTP headers, caching strategies, and optimizing the mobile user experience are also covered.
Improving your Mobile-Social Interaction - On Facebook & Other Social NetworksSuzzicks
Mobile & Social are a natural fit together, but there are many mistakes you should avoid when you engage in Facebook marketing - especially when it is shown on a mobile phone. Learn about the mistakes you should avoid when marketing and engaging your audience on Facebook mobile and other mobile social networks.
Super Fast - Mobile Page Speed's Impact on SEOSuzzicks
This document discusses the importance of page speed for mobile search engine optimization (SEO). It notes that slow page loading can negatively impact bounce rates and user experience on mobile. The document recommends using tools from Google and others to test page speed and identify issues. It also provides tips for speeding up responsive designs, such as optimizing CSS and images. Overall, the key message is that load time is very important for mobile SEO and usability, so pages need to be optimized for speed.
The document discusses the opportunities around leveraging data from mobile devices. It notes that mobile devices generate constant data streams through various technologies and can track various user information. This data has monetary value if companies can understand, mine, merge, share, and sell this data. The document suggests combining mobile data with other available data sources and lists some free public sources of large data sets that could be used. The overall hypothesis presented is that mobile data represents a new paradigm for mobile marketing through monetizing the value of this data.
This document discusses the importance of page speed for mobile search engine optimization (SEO). It notes that slow page loading can negatively impact bounce rates and user experience for mobile users. The document provides tips for speeding up responsive designs, such as using tools from Google and other sources to identify performance issues. It also recommends considering mixed or staged approaches to mobile pages depending on content and objectives. Overall, the key message is that load time is very important for both mobile SEO and usability.
The document discusses integrating mobile marketing into an overall marketing strategy. It provides tips on choosing the right mobile channels like mobile web, text messaging, and pay-per-click advertising. The key is to plan a mobile campaign that aligns with marketing goals and target demographics, and integrates across channels with a consistent message. Success requires testing different approaches and tracking both direct and indirect impacts on sales.
This document discusses improving mobile web listings. It notes that mobile web usage is growing rapidly as phones take on more computing functions. It encourages optimizing listings now rather than later to gain market share as mobile becomes more important. It provides tips for better mobile listings such as testing on mobile simulators, optimizing sites for mobile, submitting mobile sitemaps, and including action-oriented details like addresses and phone numbers.
This document summarizes different types of mobile search and where companies can spend marketing dollars. It discusses on-deck search which is provided through carriers, off-deck search like regular web searches, and mobile search applications. On-deck search accounts for 38% of mobile searches and is a way for carriers to target users. Off-deck search is preferred 69% of the time. The document also lists some popular mobile search applications and alternative methods of input like SMS and voice searches.
The document provides an overview of best practices for mobile optimization and SEO. It discusses how mobile optimization follows traditional SEO wisdom and emphasizes an optimal mobile experience. Some key points covered include using external CSS, mobile-specific CSS, iPhone optimization tips, and SEO best practices like testing on mobile devices and providing relevant mobile content.
This document summarizes some key lessons learned from companies' experiences using MySpace profiles and widgets for marketing purposes. It notes that MySpace profiles can help establish a company's voice and personality and engage customers through communication and shared content. However, maintaining a profile requires frequent updates, managing friend requests and comments, and ensuring the profile accurately represents the brand. The document also explains that widgets designed for other social networks may not work on MySpace due to technical issues, and provides tips for successful MySpace widget development.
What Software is Used in Marketing in 2024.Ishaaq6
This paper explores the diverse landscape of marketing software, examining its pivotal role in modern marketing strategies. It provides a comprehensive overview of various types of marketing software tools and platforms essential for enhancing efficiency, optimizing campaigns, and achieving business objectives. Key categories discussed include email marketing software, social media management tools, content management systems (CMS), customer relationship management (CRM) software, search engine optimization (SEO) tools, and marketing automation platforms.
The paper delves into the functionalities, benefits, and examples of each type of software, highlighting their unique contributions to effective marketing practices. It explores the importance of integration and automation in maximizing the impact of these tools, addressing challenges and strategies for seamless implementation across different marketing channels.
Furthermore, the paper examines emerging trends in marketing software, such as AI and machine learning applications, personalization strategies, predictive analytics, and the ethical considerations surrounding data privacy and consumer rights. Case studies illustrate real-world applications and success stories of businesses leveraging marketing software to achieve significant outcomes in their marketing campaigns.
In conclusion, this paper provides valuable insights into the evolving landscape of marketing technology, emphasizing the transformative potential of software solutions in driving innovation, efficiency, and competitive advantage in today's dynamic marketplace.
This description outlines the scope, structure, and focus of the paper, giving readers a clear understanding of what to expect and why the topic of marketing software is important and relevant in contemporary marketing practices.
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Embark on style journeys Indian clothing store denver guide.pptxOmnama Fashions
Finding the perfect "Indian Clothing Store Denver" is essential for those seeking vibrant, authentic, and culturally rich attire in the heart of Colorado. Denver, a city known for its diverse culture and eclectic fashion scene, offers a variety of options for those in search of traditional and contemporary Indian clothing. Whether you're preparing for a wedding, festival, or cultural event, or simply wish to incorporate the elegance and beauty of Indian fashion into your wardrobe, discovering the right store can make all the difference.
Evaluating the Effectiveness of Women-Focused MarketingHighViz PR
Women centric marketing is a vital part in reaching one of the most influential groups of consumers. Here is a guide to know and measure the impact of women-centric marketing efforts-
From Subreddits To Search: Maximizing Your Brand's Impact On RedditSearch Engine Journal
The search landscape is undergoing a seismic shift, and Reddit is at the epicenter. Google's Helpful Content Update and its $60 million deal with Reddit, coupled with OpenAI's partnership, have catapulted Reddit's real-time content to unprecedented heights.
Check out this insightful webinar exploring the newfound importance of Reddit in the digital marketing landscape. Learn how these changes make Reddit an essential platform for getting your brand and content in front of evolving search audiences.
You’ll hear:
- The evolution of Reddit as a major influencer on SERPS over the years.
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- A comprehensive look at Reddit, how it works, and how to approach it.
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With Brent Csutoras, a Reddit expert with over 18 years of experience on the platform, we’ll delve into the intricacies of Reddit's communities, known as Subreddits, and how to leverage their power without compromising authenticity or violating community guidelines in the age of AI-driven search experiences.
Don't miss this opportunity to stay ahead of the curve and leverage Reddit for your brand's success.
janani Digital Marketer|Digital Marketing consultant|Marketing Promotion|Coim...janudm24
Myself Janani Digital marketing consultant located in coimbatore I offer all kinds of digital marketing services for your business requirements such as SEO SMO SMM SMO CAMPAIGNS content writing web design for all your business needs with affordable cost
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Janani Digital Marketer
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Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
Unlock the secrets to creating a standout trade show booth with our comprehensive guide from Blue Atlas Marketing! This presentation is packed with essential tips and innovative strategies to ensure your booth attracts attention, engages visitors, and drives business success. Whether you're a seasoned exhibitor or a first-timer, these expert insights will help you maximize your impact and make a memorable impression in a crowded exhibition hall. Learn how to:
Design an eye-catching and inviting booth
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Efficient Website Management for Digital Marketing ProsLauren Polinsky
Learn how to optimize website projects, leverage SEO tactics effectively, and implement product-led marketing approaches for enhanced digital presence and ROI.
This session is your key to unlocking the secrets of successful digital marketing campaigns and maximizing your business's online potential.
Actionable tactics you can apply after this session:
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- Effective SEO Practices: Gain valuable insights into optimizing your website for search engines, improving visibility, and driving organic traffic to your digital assets.
- Leverage Product-Led Marketing: Explore strategies for incorporating product-led marketing principles into your digital marketing efforts, enhancing user engagement and driving conversions.
Don't miss out on this opportunity to elevate your digital marketing game and achieve tangible results!
Can you kickstart content marketing when you have a small team or even a team of one? Why yes, you can! Dennis Shiao, founder of marketing agency Attention Retention will detail how to draw insights from subject matter experts (SMEs) and turn them into articles, bylines, blog posts, social media posts and more. He’ll also share tips on content licensing and how to establish a webinar program. Attend this session to learn how to make an impact with content marketing even when you have a small team and limited resources.
Key Takeaways:
- You don't need a large team to start a content marketing program
- A webinar program yields a "one-to-many" approach to content creation
- Use partnerships and licensing to create new content assets
In this humorous and data-heavy Master Class, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
Unlock the secrets to enhancing your digital presence with our masterclass on mastering online visibility. Learn actionable strategies to boost your brand, optimize your social media, and leverage SEO. Transform your online footprint into a powerful tool for growth and engagement.
Key Takeaways:
1. Effective techniques to increase your brand's visibility across various online platforms.
2. Strategies for optimizing social media profiles and content to maximize reach and engagement.
3. Insights into leveraging SEO best practices to improve search engine rankings and drive organic traffic.
6. @Suzzicks #MozCon
Eg: Doing keyword
research, technical
audits, rankings
follow-up, etc
SEOs: How have you switched
your SEO analysis/research/
audit/validation/monitoring
activities with Google’s
mobile first index?
38. Site Links
One SERP Result Links to
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Jump Links
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#MozCon
39. Site Links
One SERP Result Links to
Multiple Pages
Fraggles
One SERP Result Links to
Pieces of the Same Page
Jump Links
One SERP ResultText
Links to Part of a Page
74. Expectations Have Changed - Instant
Content is More Important
MEDIA
ACTIONS
ON
DEMAND
MEDIA
@Suzzicks #MozCon
75. Expectations Have Changed - Instant
Content is More Important
MEDIA
ACTIONS
ON
DEMAND
MEDIA
• Rent
• Buy
• Subscribe
• SponsoredVideos
• Video Ads
@Suzzicks #MozCon
So lets start with a story. Back in the ’80s, way before smart phones, there was a TV show called Fraggle Rock. It was a puppet show created by Jim Hensen, who also created the well known shows like the Muppet Show and Sesame Street, but un-like Sesame Street, Fraggle Rock, was less about learning and mostly about fun! Sometimes they were lessons, but they were mostly about being a good friend and a good member of a community; and then there was lots of singing and dancing to help it all come together.
The characters were puppets named Mokey, Gobo, Red, Wembly and Boober…..and they looked like this…
Or maybe more wild and crazy like this
These were the main characters: Mocky, Gobo, Red, Wembly and …. Boober
They Lived, Sang & Had Adventures
And they lived in a rock cave under a house, occupied by these two - Doc on the right, and his cute dog Sprocket. Most of the time Doc couldn’t hear or see the Fraggles, but Sprocket could, and this was a big deal, because they lived under their house.
There were a few other main characters that showed up in most of the episodes, but the ones that showed up the most were the Doozers. The Doozers lived in a different section of the cave, and they loved building stuff. They would build, and build, which was good because the stuff the Fraggles did often destroyed the stuff that the Doozers built – But the Doozers would never get tired or complain – they would just keep on building.
And in many ways, I think this is a good analogy for how Google works with SEOs – they just keep making updates, and machine learning to build out a search engine, and we randomly break things, and they just keep building, doing their thing.
So Google has switched to Mobile-First Indexing, and so they are crawling and indexing the web as a mobile phone. And as SEOs our job is to hone and plan and optimize how google crawls and indexes our content.
Sooo then – why is this true? SEO’s and SEO tools are still focusing on Desktop SEO at least 50%, 20% focus on desktop first and mobile second, and 12% focus on only desktop.
SEOs are still doing basically the same thing they were before MFI launched, and are not focusing their time and energy or tracking on Mobile - which means we have a lot of people looking things that may or not really matter. That is a problem.
Google is Changing and So Should You!
This graph from Dr. Pete at Moz does a great job of illustrating the increasing temperature changes that represent changes in the Algorithm perceived by the MozCast. Notice that things started heating up at the end of 20167, when MFI was first announced. It got super hot for 2/3ds of 2017 and slowed down a bit in 2018. So if you feel like things in the algorithm have changed a lot recently, you are right. But does it feel like the strategies that you are using or the way you are looking at SEO have changed a lot in this time? Probably some, but not this much.
61.5% of searches are not represented in your analytics. So you are making decisions based on only 38.5% of the data.
Google says MFI is about a switch to a different bot for indexing – one that they will now keep updated to match the live browser, within a couple weeks of updates or so – not years old like the Chrome 41 crawler was.
But I happen to believe that Mobile-First Indexing was a much bigger deal people are talking about. Even though it is true that the indexing is now happening from the Mobile bot, that does not seem as big a deal as what I suspect is going on in the background – that the entire organization of Google;s index has changed.
0:16
-Relationships of seasons and episodes to each other.
-Narative relatioships for ‘last episode’
-Next episode/previous episodes
-Main characters for episodes
Is graph shows data reported by Moz, on the number of queries that return a Featured Snippet. It covers about 10,000 queries that tend a bit towards head terms, but in general, you can see that the increase started in 2016, plateaued in the beginning of 2017 and then spiked again recently, in March of this year.
0:22
And sometimes Google just can’t decide – so they show 2 FS
We believe that FS might be facts looking for a home in the KG, or being vetted for accuracy.
-Google does not maintain a burden of consistency in FS – so one could say that the most popular Fraggle is Red and if you ask the question another way, Google could say that the most popular Fraggle was Boober
-Google also sometimes changes FS from place to place, especially when they have a lot of good candidates or when the query might an answer that is location sensitive.
PAA’s which also seem to leverage FS, but with action arrows, all clustered around a list of questions, and their FS answers
They were low from 2016 to September of 2018, then
0:26
-Where did fraggle rock air
-Sometimes answers don’t match the question or are wrong
-Often FS and KG come from 3rd party sites that appear objective and more likely to be factual
-Google loves to use summaries and tables for this kind of thing.
-We think FS are facts that Google has identified and linked to the Knowledge Graph, but that Google might be vetting for full inclusion in a KG result.
-But FS seem to have topical clustering in Google;s indexing, that is also used for….
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FYI – some searches can have multiple People Also Searched For carousels – like this one, and when there is a FS and not a KG, PAA often are included directly below it. We also occasionally see PAA appear to be using KG carousels, so with all this in mind, we really think that FS are now somehow part of the KG.
These kinds of results can be great. The Problem for SEO – This is All Hard to Track & Attribute - So lets look at an example scenario
This is Fraggle Rock, so lets look at a case study about starting a band – specifically, Wikihow wanting to rank for queries related to starting a band. Wikihow is a publisher that focuses on DIY guides, which tend to be great for Featured Snippets
So lets go to SEMrush and look if there are any FS in striking distance
-some of the things that came up in the Instant search suggestions came out here – and so we might be able to win some of these – especially the grunge rock one, because we know it is just Reddit, so we can decide to go after this one first, and the others by search volume and how likely we believe we are to get it.
0:43
So lets use MobileMoxie’s free SERPerator tool to check it out.
-Seattle – ouch! KG for a country song that I have never heard of!
-Change it to how to and you get FS instead of KG. That is progress – much easier to get a FS than inclusion in the KG
-Steps to – same FS
-grunge band / with friends
-redit answers – that might be easiest to get
-all kinds of carousels and expanders
-Carousels for things on the same page, expanders for related questions
THIS ISN’T IN YOUR ANALYTICS!!!!
So we uploaded a CSV of the top 50 cities in the world by population.
0:26
China
Packastan - juna kalri, karachi
It is an exact match, so it is a pretty strong signal for the KG – When the phone language is set to English, it seems like it will always be there.
-India
-China
-Packastan
-Canada
-Australia
-Top of results are the same, but the blue links change by country
0:21
Musician on a Mission but we are only 2 positions below it.
In most cases, THIS ISN’T IN YOUR ANALYTICS – You only know about FS that you have – not the ones that you don’t have, that are pushing you down and
So we uploaded a CSV of the top 50 cities in the world by population.
And grab those FS.
These kinds of results can be great. The Problem for SEO – This is All Hard to Track & Attribute - So lets look at an example scenario
What are Entities? Stable understanding of relationships built around the KG Help with Machine Learning
& allow Google to Fill in the blanks with information from languages or places where they are strong, to help in languages or places where they are weak.
1:12
So we can see that at least the Knowledge Graph is different because it is translated to meet the default phone language.
Little Lake California
Change to Hebrew – Knowledge Graph is translated but Blue Link results are not
Even streaming integrations like Vudu and YouTube are translated.
Change to Israel – Same but missing Streaming integrations
Now I want you to think back – since I started, I have hardly talked about page rankings at all. Google is ranking information in the SERP much more than they are trying to drive traffic to pages – especially when the pages are not part of Google. The truth is, for Google, there are a lot of things that make pages inefficient now.
The old web is full of crap - Google was telling SEO’s to keep building everything in flat, crawlable HTML files, the best stuff on the web was being built in JavaScript and eventually full web apps.
JavaScript is Variable, Bloated, Repetitive & Generally Hard to Crawl
JavaScript is Like Building a Content Architecture without Building a Website
‘Content is King’ Had Consequences
Content Has Variable Levels of Quality
But How to Make Money In This New JavaScript World?
From Google’s Perspective
From Google’s Perspective
The Web Has Fragmented Beyond Individual Pages When you are ranking pages, lists of pages make sense. When you are ranking content and ideas within pages, more of a structure and framework is needed. Other Organizing Principles are More Useful
Fragments of Pages – AKA Featured Snippets - Are Better – and they are occurring now in the top, middle and bottom of the page – AND THIS ISN’T IN YOUR ANALYTICS.
And they can do this wherever they want – like in the address bar, or on any screen using Google Assistant, and eventually in voice.
Because what sounds worse than listening to a robot read an entire web page? Way better that they just read a Faggle. And think about all the new Schema – Speakable, How-To, FAQ, Q&A – They want us to help them find the Fraggles!
But maybe Wikihow is not a great analogy for your business. They are a publisher, but you sell stuff – so lets look at that. Another Case Study – this time about Guitars. Lets pretend we are Guitar Center and we want to sell Guitars.
Hypothetically, we are a company that is loosing traffic on and offline – all while paid has been increasing while organic has been mostly flat. You might think this is all you need to know but its not. We are relying too much on Paid, but it is common in our industry. How can they get more traffic without spending more moeney?
You know that your PPC is increasing, but that does not tell you what is happening with your compeditors in paid, that might be taking your traffic in organic. Paid is getting more compelling, especially on mobile – the CTR on mobile PPC is increasing, because Google is adding more graphical, interactive PPC results, with more links and more information.
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So lets have a look – we will search for ‘best electric guitar
-there is a lot going on here
-Google doesn’t seem clear if I am looking for a person or a thing, so they show carousels of both – sponsored below the KG carousel, which is new!!
0:56
So lets have a look – we will search for ‘best electric guitar
-there is a lot going on here
-Google doesn’t seem clear if I am looking for a person or a thing, so they show carousels of both – sponsored below the KG carousel, which is new!!
0:56
So lets have a look – we will search for ‘best electric guitar
-there is a lot going on here
-Google doesn’t seem clear if I am looking for a person or a thing, so they show carousels of both – sponsored below the KG carousel, which is new!!
Ok – Guitar Center has one store in Seattle – lets see how and where it is ranking. How far do you have to get from the store for the map pack to drop out or for us to drop out of the map pack?
Ok – Guitar Center has one store in Seattle – lets see how and where it is ranking. How far do you have to get from the store for the map pack to drop out or for us to drop out of the map pack?
And what about the website – lets see if the website actually shows up?
-Map ranking is consistent but website ranking is not
-It seems like the Free Merchant Center product listings are our best opportunity for traffic
This could be a representation of a very simple database.
This could also be a simplified visualization of a couple nodes on the knowledge graph.
JavaScript Apps, Native Apps and Databases talk in terms of end-points.
So lets say we are the Sunset Tavern in Seattle, and we are promoting a big event.
We take a quick look in Moz and feel pretty good about some brand related terms, but less good about others, like ‘Live Music Tonight’ (Position 50+)…unless you add the brand name or the word ‘seattle.’
So we switch to GMB for some better News – This tells us that we are getting way more visibility in the SERP from Maps than Search – So maybe those #1 rankings were not that useful for us
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Run some test searches – we are there in the map, and the GMB result looks good!
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Run some test searches – we are there in the map, and the GMB result looks good!
0:46
So we can set up a quick radius test.
And we generated a color coded spreadsheet, to help illustrate what was going on.
Streaming video, live video, games, Multi-player games, News & Weather
Voice search decreases friction for cross device media consumption - So that you can search for something to watch on your TV – like this:
And Fraggles can be lifted and presented off your site, like this.
Instant Info/Jobs/Live Videos/Tweets/Events
Instant Info/Jobs/Live Videos/Tweets/Events
Instant Info/Jobs/Live Videos/Tweets/Events
Fraggles make Monetization Easier. Some of you may have read that I believed MFI was not apps moving into web results, but it was web results moving into an app-store model. I still believe that. Google Channel & Topic Specific Venues that are already not reliant on URLs and driven by APIs. AND they are building out with more and more topic-specific PWA’s (like the Sports PWA) which are just built-out Knowledge Graph.
Here is the next scenario – lets say we are someone like HBO & we are marketing a movie that we just purchased US rights to – A Star is Born.
Then you start sending Google your Media Action XML file – all of a sudden you have Media Actions ranking (the purple solid line) and this improves clicks for both Media Actions and the Rich Results to the website – both of the blue lines. You verify it on your phone and everything looks right – You are the only subscription service that has the movie free for subscribers – everyone else is charging for people to get it. That is what the contract said, so it looks good.
But then you dig in and notice something weird in Germany – The media actions launched, and all clicks for both rich results and Media Actions.
You use the MM tool to check and it looks like this – but this is wrong – The movie is not supposed to be available in Germany – that is a violation of our contract, and it is taking clicks from the Rich Results on the website, which we should be able to get.
So we make a change to the feed, and now it looks like this – phew!
Blind Bot/Time to Index – Knowledge Graph = Sometimes Bad Answers
Google Launched an Indexing API
PWA & AMP Function as APIs
I first spoke at MozCon about PWAs 2 years ago, and no one had heard of them. Since then they have grown in popularity, and are now being expanded to desktop
The problem is, lots of PWAs use heavy JS and some are even single-page apps with just a few URLs – Google now has deferred JS rendering, but still - Why would google push hard for something that takes so much of their resources to crawl? Maybe because it doesn’t.
To get a PWA indexed properly, you have to register your ServiceWorker with Google. Remember that the ServiceWorker is the thing that tells the PWA what text and images should be cached locally to the phone. The stuff in the ServiceWorker is the most important stuff, so when you register your ServiceWorker, Google just creates and API to it and crawls that.
So Google is pushing us hard towards PWAs because it gives them a quick and easy backdoor for API indexing, and also because they are a good experience for users. But what if the PWA is a Single Page App, and only has a few URLs? Google is probably using Fraggles to index the whole database created by the ServiceWorker as Fraggles.
Like this!!!
If you want to get good mobile images and videos for your reports, use our tools. Use whatever screen cap image or video program to save stuff – Paid subscriptions can auto run tests and save images monthly or weekly. Also working on a tool that will save a scrolling aminated GIF.