Future Proofing Your SEO with Andy Crestodina
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As search evolves, so does optimization. Search results are less about phrases (combinations of words and letters) and more about topics (semantic meanings and entities). So a smart content marketer optimizes for “things, not strings.” But what exactly does this mean for the writer? In this presentation Andy Crestodina will cover five specific actions we take as content marketers to make sure that your marketing is aligned with the future of SEO. Find clues into what topics are semantically linked to each other (Research) Target topics, not just phrases, through writing (Semantic Search) Incorporate natural language into your content (Voice Search) Make visitors happy in ways that make Google happy (User Interaction Signals) You’re about to learn the step-by-step process for each of the specific actions that will future-proof your search engine rankings.
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Future Proofing Your SEO with Andy Crestodina
- 1. @crestodina Andy Crestodina SEMANTIC SEO 5 Ways to Future-Proof your Search Rankings #DigiMegaphone
- 6. @crestodina #DigiMegaphone blog post guest post research post on another site keyphrase keyphrase
- 7. @crestodina #DigiMegaphone blog post guest post research post on another site keyphrase keyphrase
- 8. @crestodina #DigiMegaphone blog post guest post research post on another site keyphrase keyphrase
- 9. @crestodina #DigiMegaphone blog post guest post research post on another site keyphrase keyphrase Which of these links and keywords affect your rankings?
- 10. @crestodina #DigiMegaphone blog post guest post research post on another site keyphrase keyphrase Which of these links and keywords affect your rankings?
- 13. @crestodina #DigiMegaphone Cheatsheet for Authority and Keyphrases
- 15. Keyphrases = Competitions Pages = Competitors
- 16. @crestodina #DigiMegaphone Choosing Keyphrases Do people search for it? Do we have a chance of ranking?
- 17. @crestodina #DigiMegaphone Source: How to Research Keyphrases
- 18. source: Google Keyword Planner Google Keyword Planner
- 19. Google Keyword Planner source: Google Keyword Planner
- 20. Google Suggest
- 23. @crestodina #DigiMegaphone 1. Indicate Relevance Use the phrase in the usual ways
- 24. @crestodina #DigiMegaphone 1. <title> 2. <h1> header 3. Body text 4. Meta Description Visible = important
- 25. @crestodina #DigiMegaphone 1. URLs 2. Alt text 3. File names 4. Meta keywords 5. Etc. Less visible = less important
- 26. @crestodina #DigiMegaphone 1. <title> Use the phrase once in the beginning of the title tag Where to use the phrase
- 28. Where is the title? 1. It’s above the address bar in your browser…
- 29. Where is the title? 2. It’s often the link in Google search results! 1. It’s above the address bar in your browser…
- 31. 1. <title> Use the phrase once in the beginning of the title tag 2. <h1> header Use the phrase once in the header Where to use the phrase
- 32. Once in the <h1> header
- 33. @crestodina #DigiMegaphone Template for search-friendly headlines Web Content Checklist: 21 ways to publish better content
- 34. @crestodina #DigiMegaphone Template for search-friendly headlines Web Content Checklist: 21 ways to publish better content (keyword + colon + number + headline with benefit)
- 35. @crestodina #DigiMegaphone 1. <title> Use the phrase once in the beginning of the title tag 2. <h1> header Use the phrase once in the header 3. Body text Use the phrase 2-4 times every 500 words Where to use the phrase
- 36. In the body text
- 37. 1. <title> Use the phrase once in the beginning of the title tag 2. <h1> header Use the phrase once in the header 3. Body text Use the phrase 2-4 times every 500 words 4. Meta Description Use the phrase once in the meta description Where to use the phrase
- 39. Managing your snippet with a plugin
- 40. @crestodina #DigiMegaphone The Control + F Test Are we relevant for the phrase?
- 42. @crestodina #DigiMegaphone Anchor Text does not indicate the relevance of this page
- 49. @crestodina #DigiMegaphone Internal Linking Use the phrase in links TO the page from other pages
- 51. @crestodina #DigiMegaphone You’re not done publishing a new post until you have linked to it from an older post.
- 52. @crestodina #DigiMegaphone 2. Target the broader topic Use the related phrases on the page
- 53. Back in the day...
- 54. We’ve been working on an intelligent model... that understands real-world entities and their relationships to one another: things, not strings. Amit Singhal Google
- 62. Semantic connections to “footer design” website copyright copyright text website footer examples header and footer website footer definition at the bottom of the page designing a website footer fat footer guidelines standards best practices usability content ideas inspiration links SEO sitemap social media navigation purpose of responsive template
- 63. Semantic connections to “footer design” website copyright copyright text website footer examples header and footer website footer definition at the bottom of the page designing a website footer fat footer guidelines standards best practices usability content ideas inspiration links SEO sitemap social media navigation purpose of responsive template
- 65. @crestodina
- 67. Rankings climb for “website footer design”
- 68. What was the search volume?
- 69. And finally, the traffic...
- 72. ACTION: Indicate the relevance 1. Use the target phrase in the title, header and body text 2. Find and use the words and phrases that are semantically connected to the phrase you’re targeting
- 73. @crestodina #DigiMegaphone 3. Make your visitor happy Pay attention to “user-interaction” signals
- 74. @crestodina #DigiMegaphone Example of User Interaction Signals 1. Click through rate from search results pages 2. Bounce Rate 3. Time on page
- 75. @crestodina #DigiMegaphone Evidence that these are ranking factors source: How Google Works: A Ranking Engineer’s Perspective, Paul Haar (slide 30)
- 76. Time on page correlation
- 77. Time on page correlation
- 78. @crestodina #DigiMegaphone The Short Click vs. The Long Click
- 79. @crestodina #DigiMegaphone Types of formatting 1. Headers, subheads 2. Bullet lists, numbered lists 3. Bolding and Italics 4. Internal links 5. Multiple images
- 81. @crestodina #DigiMegaphone Avoid long, blocky paragraphs
- 82. @crestodina #DigiMegaphone Your “readers” are scanners source: How Little to Users Read? NN Group Users have time to read at most 28% of the words during an average visit. 20% is more likely.
- 83. Short paragraphs get read. Long paragraphs get skimmed. Very long paragraphs get skipped. Jason Fried Basecamp
- 85. @crestodina #DigiMegaphone Add multiple images source: 2017 Blogger Survey
- 86. @crestodina #DigiMegaphone 4. Make it a long, complete page Length correlates with quality, which correlates with rankings
- 87. Long content gets shared more source: BuzzSumo dataset: OrbitMedia.com
- 88. Long content attracts more links source: Hubspot > 2500 2250 – 2500 2000 – 2249 1750 – 1999 1500 – 1749 1250 – 1499 1000 – 1249 750 – 999 500 – 749 250 – 499 0 - 249
- 89. Length, links and shares source: MOZ, Buzzsumo Article Length Avg Shares Avg Referring Links < 1,000 2,823 3.47 1 - 2,000 3.456 6.92 2 – 3,000 4,254 8.81 3 – 10,000+ 5,883 11.07 n = 489,128 articles (over 85% had less than 1,000 words)
- 90. Long content correlates with high rankings source: CoSchedule
- 91. Long content generates more leads source: Curata
- 94. ACTION: Write long? 1. Cover the subject in a detailed, thorough way 2. Answer all of the related questions 3. Make it the best page on the internet for the topic
- 95. Answer all the related questions source: answerthepublic.com
- 98. • 11 answers • 4 images • 3 quotes • 2100+ words Complete!
- 99. • 11 answers • 4 images • 3 quotes • 2100+ words Complete!
- 100. • 11 answers • 4 images • 3 quotes • 2100+ words Complete! @crestodina • #CMWorld
- 102. @crestodina #DigiMegaphone 5. Use full sentence Q’s and A’s Win the “featured snippet” and a chance to rank #0
- 115. 1. Write content that answers questions 2. Use sentences that include complete questions and complete answers 3. Write detailed posts that rank high in the first place! Actions: How to win the featured snippet @crestodina
- 116. @crestodina #DigiMegaphone BONUS: The social side of SEO
- 119. WHERE to publish YOUR SITE OTHER SITES
- 120. WHO does the writing CREATED BY YOU CO-CREATED WITH INFLUENCERS
- 121. Blogging vs. Guest Blogging Content = 2 Links = 0 Friends = 0 Content = 3 Links = 1 Friends = 2
- 122. Blogging vs. Guest Blogging Content = 4 Links = 0 Friends = 0 Content = 6 Links = 2 Friends = 4 (better links + real connections)
- 123. Blogging vs. Guest Blogging Nice blog, but… This is what great content marketing looks like.
- 125. Everything in marketing is based on relationships
- 126. lead
- 133. @crestodina #DigiMegaphone Social actions, search outcomes
- 134. @crestodina #DigiMegaphone Social actions, search outcomes
- 135. There are two kinds of people on the internet Creators Contributors and “lurkers”
- 136. Who makes content? • Journalists • Authors • Podcasters • Academic Researchers • Event Producers And of course... • Bloggers and blog editors
- 137. There are two types of social media
- 138. There are two types of social media
- 139. There are two types of social media
- 140. “Hi, Jen! Would you like to contribute a quote to this article?”
- 141. “Hi, Jen! Would you like to contribute a quote to this article?” “Sure, Andy! No problem. How does this sound?”
- 142. “Hi, Jen! Would you like to contribute a quote to this article?” “Sure, Andy! No problem. How does this sound?” “This is perfect. Thanks, Jen! I’ll let you know when this is live...”
- 144. @crestodina #DigiMegaphone 7 Things to add to every testimonial
- 145. Beware the testimonials page
- 146. @crestodina #DigiMegaphone When you say it, it’s marketing. When they say it, it’s social proof.
- 152. @crestodina #DigiMegaphone Optimized for search...
- 153. @crestodina #DigiMegaphone Optimized for social...
- 154. @crestodina #DigiMegaphone An ally in creation is an ally in promotion.
- 155. @crestodina #DigiMegaphone Content as a networking tool
- 158. Don’t hesitate to reach out if you’d ever like to collaborate on anything at all! Andy Crestodina Content Marketer, Schmoozer
- 162. @crestodina #DigiMegaphone “...since I’ve been using your email sign-off about collaboration, two people have taken me up on it... ...It’s great to notch these wins but it’s also rewarding to realize that people really do need help...and something they only need to be asked”
- 166. @crestodina #DigiMegaphone If you’re not making friends, you’re doing it wrong.