The Expanding Nature of SEO (MarTech 2016)

THE EXPANDING
NATURE OF SEO
3/21/2016
MICAH FISHER-KIRSHNER

WHO AM I?
SEO AdvisorshipsSEO Experience
+MicahFisher-Kirshner / @micahfk

THE VILLAGE
An expanding nature of SEO requires
an understanding of the past

THE VILLAGE: BASIC WEB RESULTS

FLAT EARTH
We learned to recognize other
optimizing tribes

The Expanding Nature of SEO (MarTech 2016)

SPHERICAL EARTH AT CENTER OF EVERYTHING
We saw the need for testing and
understanding of our environment

CENTRAL SUN
Not all of us accepted the changes
Google developed

LUDDITES APPEAR!
• Galileo attacked

LUDDITES: THINKING OUTSIDE THE BOX
Those that recognized the central
change saw branding’s importance

GALACTIC UNIVERSE
Nonetheless, we realized life is so
much more than the desktop screen

GALACTIC UNIVERSE: MOBILEGEDDON

Today’s universe of optimization
encompasses so much more

<!doctype html>
<html ⚡>
or
<html amp>

<!doctype html>
<html ⚡>
<head>

<!doctype html>
<html ⚡>
<head>
<meta charset=“utf-8”>

<!doctype html>
<html ⚡>
<head>
<link rel="canonical"
href=“https://www.example.com
/regular-HTML-version/">

<!doctype html>
<html ⚡>
<head>
<link rel="canonical" href=“https://www.example.com/regular-HTML-version/">
<meta name="viewport"
content="width=device-width,minimum-
scale=1,initial-scale-1">

<!doctype html>
<html ⚡>
<head>
<meta name="viewport" content="width=device-width,minimum-scale=1,initial-scale-1">
<style amp-boilerplate>body{-webkit-animation:-amp-start 8s steps(1,end) 0s 1 normal
both;-moz-animation:-amp-start 8s steps(1,end) 0s 1 normal both;-ms-animation:-amp-start
8s steps(1,end) 0s 1 normal both;animation:-amp-start 8s steps(1,end) 0s 1 normal both}@-
webkit-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@-moz-keyframes -
amp-start{from{visibility:hidden}to{visibility:visible}}@-ms-keyframes -amp-
start{from{visibility:hidden}to{visibility:visible}}@-o-keyframes -amp-
start{from{visibility:hidden}to{visibility:visible}}@keyframes -amp-
start{from{visibility:hidden}to{visibility:visible}}</style><noscript><style amp-
boilerplate>body{-webkit-animation:none;-moz-animation:none;-ms-
animation:none;animation:none}</style></noscript>

<!doctype html>
<html ⚡>
<head>
<style amp-boilerplate>body{-webkit-animation:-amp-start 8s steps(1,end) 0s 1 normal both;-moz-animation:-amp-start 8s
steps(1,end) 0s 1 normal both;-ms-animation:-amp-start 8s steps(1,end) 0s 1 normal both;animation:-amp-start 8s
steps(1,end) 0s 1 normal both}@-webkit-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@-moz-keyframes -
amp-start{from{visibility:hidden}to{visibility:visible}}@-ms-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@-
o-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@keyframes -amp-
start{from{visibility:hidden}to{visibility:visible}}</style><noscript><style amp-boilerplate>body{-webkit-animation:none;-moz-
animation:none;-ms-animation:none;animation:none}</style></noscript>
<script async
src="https://cdn.ampproject.org/
v0.js"></script>

<!doctype html>
<html ⚡>
<head>
<script async src="https://cdn.ampproject.org/v0.js"></script>
</head>
<body>

<!doctype html>
<html ⚡>
<head>
</head>
<body>Hello World!</body>
</html>

<!doctype html>
<html ⚡>
<head>
<style amp-custom>
body {
background-color: white;
}
amp-img {
background-color: gray;
}
</style>
</head>
</html>
You can style with only a single
embedded stylesheet

<!doctype html>
<html ⚡>
<head>
</head>
<body>
<amp-img src="welcome.jpg" alt="Welcome" height="400" width="800">
</amp-img>
</body>
</html>
Images, videos, audios, and iframes add
“amp-” to the tags

<!doctype html>
<html ⚡>
<head>
</head>
</html>
Prohibited Tags
applet
base
embed
form
frame
frameset
http-equiv
object
param
script*
[input elements*]

<!doctype html>
<html ⚡>
<head>
<script id="amp-access" type="application/json">
{
"authorization": "<% host %>/amp-access/api/amp-
authorization.json?rid=READER_ID&url=CANONICAL_URL&ref=DOCUMENT_REFERRER&_=RANDOM",
"pingback": "<% host %>/amp-access/api/amp-pingback?rid=READER_ID&ref=DOCUMENT_REFERRER&url=CANONICAL_URL",
"login": "<% host %>/amp-access/login/?rid=READER_ID&url=CANONICAL_URL"
}
</script>
steps(1,end) 0s 1 normal both;-ms-animation:-amp-start 8s steps(1,end) 0s 1 normal both;animation:-amp-start 8s steps(1,end) 0s 1
normal both}@-webkit-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@-moz-keyframes -amp-
start{from{visibility:hidden}to{visibility:visible}}@-ms-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@-o-keyframes -
amp-start{from{visibility:hidden}to{visibility:visible}}@keyframes -amp-
<script async custom-element="amp-access" src="https://cdn.ampproject.org/v0/amp-access-0.1.js"></script>
</head>
<body>
<section AMP Access="access AND subscriber" amp-access-hide>
Thanks for being a subscriber!
</section>
</body>
</html>
Paywall Setup
1. Implement AMP
Access callbacks in
publisher backend
2. Configure AMP Access
endpoints
3. Include AMP Access
component
4. Define which parts are
visible to subscribers
and non-subscribers

Be sure to validate by adding
#development=1 at the end of the URL

Learn More
The AMP Project
Technical Introduction
Github Code
AMP Blog
AMP Videos

Large variety, generally follows a theme

Already rank on the first page
(generally position 5 or higher)

Clear and concise answer to the question

Well-structured code: headers, lists
(but does NOT require Schema)

Domain relevance and authority

Always include a relevant picture!

Installed
Great CTR
Title and keywords
Overall engagement
Personalized app
engagement
Low engagement
Keyword spamming
Bounces
Interstitials
Low ratings & reviews
Poor reviews

With Recovery Search provide accurate
location data

Apple replaced Google as the default web
search engine

Anchor text relevance
(watch out on Google)

Social signals with Facebook and Twitter

Enable your app to handle deep links via
HTTP URLs (new with iOS 9)

<html>
<head>
…
…
</head>
</html>
Add code to your corresponding web pages
referencing the deep links: Rel Alternate
<link rel=“alternate” href=android-
app://com.example.android/http/example.com
/gizmo” />

<?xml version="1.0" encoding="UTF-8" ?>
<urlset xmlns="http://www.sitemaps.org/schemas/sitem ap/0.9"
xmlns:xhtml="http://www.w3.org/1999/xhtml">
<url>
<loc>http://example.com/gizmos</loc>
</url>
…
</urlset>
referencing the deep links: XML Sitemap
<xhtml:link rel="alternate" href="android-
app://com.example.android/example/gizmos" />

Allow Google to crawl requested app URLs

Installed
Proper implementation
Title and description
Content mismatch
Interstitials

Title
Descriptions
App Indexing
ASO
Rating volume
Star ratings
Review text
Links
More on App Packs
http://searchengineland.com/app-indexing-new-frontier-seo-app-packs-app-store-search-242319

Connecting the world’s knowledge

Verify your Google Plus page
https://support.google.com/business/answer/2911778

<span itemscope itemtype="http://schema.org/Organization">
<link itemprop="url" href="http://www.your-company-site.com">
</span>
<a itemprop="sameAs" href="http://www.facebook.com/your-
company">FB</a>
<a itemprop="sameAs"
href="http://www.twitter.com/YourCompany">Twitter</a>
Add code to connect your social properties via
sameAs: Microdata

Consider Noting
Event listings
Store hours
Location and contact info
https://developers.google.com/structured-
data/customize/overview

Follow other Wikidata entry formats

Use notable citations for references

Other Properties
Headquarters location
Official website
Image / Logo
Social media sites
Industry
Founders / Start Date
Subsidiaries / Employees

Edit directly as an official representative

Tiny call-out and a tiny ranking boost

Get a robust security certificate via a
certificate authority
Hilton Hotel

Choose a high security level (2048 bits)

Redirect users and search engines to
HTTPS with a 301 redirect

Enable HSTS with a supporting web server

Learn More
Documentation
URL information
Additional tips

No exceptions: Everything must be HTTPS

https://www.example.com/old-original-url/
http://www.example.com/redirect-URL/
http://www.example.com/final-URL/
https://www.example.com/final-URL/
Each hop is a 15% link value loss

XML Sitemaps need non-redirecting URLs

MORE ON THE HORIZON
• Graphic summary of the How Tos, with something to represent “on the horizon”
SEO’s value continues to be uncovered

THE MULTIVERSE
Prepare for the next fundamental
change in the SEO universe

END POINT: SEO AS A FOUNDATION
Build the SEO foundation for each
observed new trend
@micahfk ; +MicahFisher-Kirshner

The Expanding Nature of SEO (MarTech 2016)

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