DMSSO 2016 - The Real State of SEO in 2016 and Beyond @nagyseo
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This document discusses trends in search engine optimization (SEO) for mobile and voice search. It notes that while SEO is not dead, Google has prioritized its own products like Google My Business listings and Knowledge Graph over organic search results. The document recommends SEO strategies for mobile like responsive design, HTTPS implementation, structured data, and accelerated mobile pages. It also suggests testing techniques to optimize content for different screens and search intents.
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DMSSO 2016 - The Real State of SEO in 2016 and Beyond @nagyseo
- 1. Google Confidential and Proprietary Robert Nagy NAGYSEO
- 2. Google Confidential and Proprietary 1. SEO is dead. Who killed it? 2. Desktop search vs Mobile search 3. Voice search 4. SEO Recommendations 5. Suggested Investment Agenda
- 3. SEO is dead. Follow me on Twitter: @nagyseo
- 4. … if it’s dead, who killed it? SEO is dead or alive?
- 9. … or is it alive then? SEO is dead or alive? This is the question.
- 11. ... when SEO was very much alive SEO is dead or alive? This is the question.
- 12. SEO is dead or alive? This is the question.
- 13. Remember the old days? Bingo! SEO is dead or alive? This is the question.
- 14. We did it. Phew! Go show your boss the page is PR2 now.. SEO is dead or alive? This is the question.
- 17. “Estimates now tag Google as having over 200 unique ranking factors, many of them quality based, for example the authority and nature of the sites linking to your domain and the accuracy, depth and originality of the content on your site.” Q.shoutdigital
- 18. remember this? "Mobile to overtake fixed Internet access by 2014“ A prediction in 2008 by Mary Meeker
- 19. Well, we know it’s here. Mobile is huge!
- 20. Different screens to consider • Mobile • Desktop
- 21. Buy festival tote for Coachella next weekend 11:15pm On the bus, read about Coachella lineup 8:42am Use flashlight app to find dropped earring 11:09pm At bus stop, listen to new music playlist 8:30am At work, book Coachella tickets 11:36amOn bus, check email for sales this weekend 5:29pm Browse festival styles on YouTube 7:15pm Wake up and check today’s weather 6:50am At lunch, play Scrabble while waiting in line 1:33pm Use maps to get directions to Creole food truck 1:13pm 150X per day WE LOOK AT OUR PHONES…...
- 22. 48% start on SEs
- 23. 90% on Mobile spent is in Apps
- 25. Google Confidential and Proprietary We don’t go online. We live online.
- 26. What are you doing Google to organic search on mobile? Is SEO dead on mobile? Did Google killed it?
- 27. how organic listings are pushed two+ screens down search results by three ads and the three Google My Business restaurant listings (notated by GMB in the image). organic listings are pushed off the first page by Google’s Knowledge Graph (KG). More Google-properties
- 28. ... but certainly maimed it. Google hasn’t killed OS on mobile ...
- 29. More paid search ads Prioritized Google My Business (GMB) Prioritized Knowledge Graph (AMP) push - if available Accelerated Mobile Pages – Google backed open-project - 2016 Feb
- 30. Google Confidential and Proprietary Mobile search is different to desktop search Although, desktop search has been hammered a bit too text
- 31. This is how ads used to show up on a desktop… google.com/search
- 32. Google Confidential and Proprietary Products Tabs: Shopping Sponsored Ads Desktop Search Where do the Ads show? Top 3 Sponsored Ads Organic Result
- 33. Google Confidential and Proprietary
- 34. Why Google is doing this?
- 35. > better answers to the searchers’ queries (quality) > great expectations for growth of voice search If it can achieve this without searchers leaving Google’s properties all the better (for Google). We think Google wants
- 36. By 2020 50% of search will come from Voice Search
- 39. Google Confidential and Proprietary I want-to-watch I want-to-know I want-to-find I need-to-buy More connected consumers means more opportunity Google Micro Moments
- 40. • Intent • Action • Long-tail
- 42. Google Confidential and Proprietary
- 43. So what’s left to do?
- 44. 1. Make your site mobile responsive design to render different screen(s), size(s) Visit this resource from Google: webmasters/mobile-sites/
- 45. 2. Implement SSL A brilliant instructions how to move to SSL (from the SEO point of view) – find Fili on Twitter @filiwiese
- 46. 3. Inline js and CSS code Google likes light pages, not resources loaded from external resources, in-lining the code (meaning combine externally loading scripts into the main code on-page)
- 47. 4. Add structured data Recommend: Schema.org www.json-ld.org Adding specific attributes to the relevant block of code, it makes it easier for SEs to identify the relevant content. James Cameron’s 2009 movie, “Avatar Check out : www.schema.org
- 48. 5. Use PPC data Learning from your Google Adwords data analytics, you can utilize and optimise your descriptions and other meta-data to increase CTR.
- 49. 6. Additional content You might want to add or remove content from your page, to try test focus vs. Additional text (user experience) and rankings
- 50. 7. Canonical vs noindex The canonical tag is all about duplicate content and preferred content. Helping Goole identify which is the original page in relation to duplicated content. Many reasons for this, but mainly if you have large sites with system generated urls: • Multiple URLs • http/https & www • mobile url
- 51. 8. AMP Accelerated Mobile Pages Validated AMP pages are cached in Google's AMP cache, which allows them to be served even more quickly. Check out : www.ampproject.org
- 52. 9. Look at server logs Free up your clutter, plenty of data on server level logs, where you can identify each page request and look at response codes . A great resource from Mark Thomas, check out his slideshare presentation. Things what you should look at
- 53. 10. Split Test, test and test again Recommend to run your own tests weather they’re big or small, localised or not. Arguing with data it is much powerful. Bigger sites: Try A/B split testing from Distilled Smaller sites: Try Free Edmondso Tool
- 54. Thank you! Robert Nagy Twitter: @nagyseo NAGYSEO Training for small and large groups www.nagyseo.com
Editor's Notes
- Aquí hay un ejemplo del tamaño de fuentes y colores de las páginas
- Aquí hay un ejemplo del tamaño de fuentes y colores de las páginas
- Aquí hay un ejemplo del tamaño de fuentes y colores de las páginas
- Aquí hay un ejemplo del tamaño de fuentes y colores de las páginas
- The following screenshots show two mobile searches conducted in London (results in different countries may bring different results). The fold line denotes where the visible screen ends (before scrolling) on large smartphones, such as Samsung Galaxy S6. The first is for “Restaurants in Mayfair” – which shows how organic listings are pushed two+ screens down search results by three ads and the three Google My Business restaurant listings (notated by GMB in the image). These GMB listings do not correspond with organic search results. Also note the absence of any restaurants at all in the first page of search results. The second search was for “Mayfair” – which shows how organic listings are pushed off the first page by Google’s Knowledge Graph (KG). Interestingly the restaurants in the KG are different to those in GMB results for “Restaurants in Mayfair”, if expanded (not shown) KG also shows a carousel of hotels, these results are different to the GMB results for hotels in Mayfair.