BrightEdge Share15 - S302: Beyond the Algorithm – Advanced SEO & Technical Trajectory - Adam Audette
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BrightEdge Share15 - S302: Beyond the Algorithm – Advanced SEO & Technical Trajectory - Adam Audette
- 1. Beyond the Algorithm Technical SEO – Share 2015 Adam Audette | @audette
- 2. 2 Partners since 2011 Hundreds of Sites Tens of Thousands of KWs
- 3. 3 A Performance Marketing Agency Data Driven, Tech Enabled Performance Marketing Consulting | Analytics | Technology | Data | Creative | Media CRM | Loyalty | Digital Our heritage in data, technology and analytics gives us unique consumer insights, combined with our strength in performance media, fuels our ability to develop and execute addressable customer experiences that drive marketing performance
- 4. 4 Customer Strategy Channel Activation Measurement Orchestration Content • Creative Development • Content Development • User Experience • Search • Display • Paid Social • Email • Direct Mail • Website • Mobile • Native App • Social • Call Center • In Store • Audience Plan • Experience Plan • Media Plan • Test Plan • Market Sizing • Segmentation • Portfolio Strategy • Journey Mapping • Change Management • Measurement Strategy • Attribution • Marketing Mix • Forecasting & Simulation • Audience Management • Campaign Management • Decision Management Audience Planning Media Activation Database ID Management Analytics CMS DMP Campaign Loyalty
- 5. 5 Customer Strategy Channel Activation Measurement Orchestration Content • Creative Development • Content Development • User Experience • Search • Display • Paid Social • Email • Direct Mail • Website • Mobile • Native App • Social • Call Center • In Store • Audience Plan • Experience Plan • Media Plan • Test Plan • Market Sizing • Segmentation • Portfolio Strategy • Journey Mapping • Change Management • Measurement Strategy • Attribution • Marketing Mix • Forecasting & Simulation • Audience Management • Campaign Management • Decision Management Audience Planning Media Activation Database ID Management Analytics CMS DMP Campaign Loyalty SEO
- 6. Our Clients
- 8. Technical SEO is Dependable 8 Off-page Content On-page High Impact, Lower Dependability High Dependability, Lower Impact @rimmkaufman #techseo
- 9. Key Inputs in the SEO Approach Research • Competitive Analysis • Benchmarks, KPIs, Goals • Opportunity Forecast • Business Justification Topical Content Relevance • Topic discovery • Personas & demographics • Keyword Research • Query Mapping • Content Optimization Technical Site Arch • Crawl Space • Duplication • Internal Linking • International Content Strategy • Content Inventory • Workflow & Conversion Path • Execution of Topics • External Engagement Results & Measurement • Reporting • Analytics
- 10. Technical Hits Several Areas Research • Competitive Analysis • Benchmarks, KPIs, Goals • Opportunity Forecast • Business Justification Topical Content Relevance • Topic discovery • Personas & demographics • Keyword Research • Query Mapping • Content Optimization Technical Site Arch • Crawl Space • Duplication • Internal Linking • International • Site Architecture Content Strategy • Content Inventory • Workflow & Conversion Path • Execution of Topics • External Engagement Results & Measurement • Reporting • Analytics Tech
- 11. SEO Touches Everything 11 SEOUX / Frontend PR Social Media Creative / Brand Engineering C-suite
- 12. Two Pillars of SEO: Technical & Audience 12 Technical Audience
- 13. Two Pillars of SEO: Technical & Audience 13 Technical Audience Search Engines Audience Crawl space Search behavior Duplication Workflows Dynamic content Content topics Site migrations KW research Mobile serving Engagement Int’l sites Conversion paths
- 14. #MRKGsummit15 @MerkleRKG It’s the era of SEO for dynamic sites 14
- 15. 15 Google crawls dynamic content
- 16. 16 Google crawls dynamic content Dynamically inserted images and content
- 17. 17 Google crawls dynamic content JavaScript links and redirects
- 18. 18 Google crawls dynamic content Dynamically inserted meta data <head> <title>NBA LIVE 15 - Features - EA SPORTS - Official Site</title> <meta name="description" content="NBA LIVE features the best visuals in franchise history and 500+ gameplay improvements delivering a fluid, fun and authentic basketball experience."> <link rel="canonical" href=“https://www.easports.com/nba-live/features" >
- 20. #MRKGsummit15 @MerkleRKG The Era of Dynamic Sites and SEO 20
- 21. #MRKGsummit15 @MerkleRKG The Era of Dynamic Sites and SEO 21 JS redirects
- 22. #MRKGsummit15 @MerkleRKG The Era of Dynamic Sites and SEO 22 JS links
- 23. #MRKGsummit15 @MerkleRKG The Era of Dynamic Sites and SEO 23 Dynamic content
- 24. #MRKGsummit15 @MerkleRKG We Published the Findings... 24
- 25. #MRKGsummit15 @MerkleRKG ... and Talked to Google 25
- 26. #MRKGsummit15 @MerkleRKG Here’s What You Need To Know 26 1. JavaScript can be okay for Google (including redirects)
- 27. #MRKGsummit15 @MerkleRKG Here’s What You Need To Know 27 2. Other search engines are behind (and so are Twitter and Facebook)
- 28. #MRKGsummit15 @MerkleRKG Here’s What You Need To Know 28 3. The D.O.M. gets read by Google (html source = 50% or less of the picture)
- 29. 29 Technical SEO remains critical to performance 1
- 30. 30 Technical is critical for the success of content campaigns 2
- 31. 31 Google can render dynamic content and execute JavaScript 3
- 32. 32 It’s critical to view the DOM and HTML source 4
- 33. @merklerkg Thanks for your time! merklerkg.com | rkgblog.com Adam Audette aaudette@merkleinc.com Follow me: @audette