Industry influencer Navneet Kaushal, CEO, PageTraffic led a webinar on ‘How to Master SEO in 2017’. Herein, he threw light upon what it takes to get SERPs domination with zero rank (yes you heard it right) and not rank one!
14. Update When Did It Happen? What Happened?
Mobile First Index October
Google priori/ses it’s mobile index over it’s desktop version.
Conduc/ng more frequent index updates & rewarding quick
loading, ‘mobile friendly’ sites with improved organic visibility.
Accelerated Mobile Pages February
The Accelerated Mobile Pages (AMP) by Google & TwiQer,
allows developers to create rapidly loading web pages for
mobile search users, dras/cally impac/ng mobile search
space.
Google RankBrain June
Google improved it’s search algorithm by learning the intent
behind a users search. Through machine-learning AI, a
enhanced learning system called ‘RankBrain’ was born.
Google Penguin 4.0 September
The latest itera/on of the Penguin update becomes real /me
and a core element of Google’s search algorithm. (NB
Targe/ng websites with poor quality links and penalising
accordingly)
Removal AdWords Right Ads February
Google removed its SEM adds from the right hand side of
search results and expanding top/boQom placements. This
pushed organic lis/ngs further down the search results page.
57. Most SEOs were knee deep trying to
resolve penalties
The black hats were now charging for
removing the links that they sold you
the year before ;)
By now everyone was desperately
jumping on the content marketing
bandwagon…..
60. Yes you could:
1.Write an article
2. Spin it (several versions of same
article)
3. Buy placements on shitty blogs that no
one reads
Well done.That is very difficult.
63. Next Gen: SEO BASICS
There are 4 goals to all Search MarkeDng
GeFng Found – Search Engine OpDmizaDon
Keeping People Interested – Content & Features
Lead Gen - ConverDng Visitors to Take AcDon
Intelligence - Monitoring AcDvity
64. Current Problems
• MiscommunicaDon about SEO
• Goggle Panda & Penguin Changes
• Hidden issues with CMS Systems
• Trendy layouts that hurt SEO
• Boiler Plate & Duplicate Content
• You mean my web developer
doesn’t know this?
• Responsive Design
65. Next Gen: SEO BASICS
Everything about search engine opDmizaDon
is about Relevancy, Relevancy, Relevancy!
Focus on Target Keyword Phrase
Content Codes
Link
Popularity
Technical
108. • Gain cita/ons and links for your business:
• Guest post
• Get quoted
• Hold an event
• Use a variety of sources for cita/ons &
links:
• OTAs: Yelp, TripAdvisor
• News Sources: N&R, WS Journal
• Local ‘Zines: Yes!, Rhino Times
• Tools:
• Google Search Console
• Moz ($)
• Majes/c ($)
Build Your Brand Beyond Your Website
109. • Gain cita/ons and links for your business:
• Guest post
• Get quoted
• Hold an event
• Use a variety of sources for cita/ons &
links:
• Yelp, TripAdvisor
• N&R, WS Journal
• Yes!, Rhino Times
• Tools:
• Google Search Console
• Moz ($)
• Majes/c ($)
Build Your Brand Beyond Your Website
118. Attract rather than Sell
Create content that DESERVES
links and MARKET that content.
119. • Content should be created for
your users
• FAQs
• Help/Tutorial Videos
• Infographics
• Tools:
• Google Keyword Planner
• Google Search Console
• Wolfram Alpha
• SEMRush ($)
• Moz ($)
Learn Your Audience: Segmenta/on
120. • Content should be created for
your users
• FAQs
• Help/Tutorial Videos
• Infographics
• Tools:
• Google Keyword Planner
• Google Search Console
• Wolfram Alpha
• SEMRush ($)
• Moz ($)
Learn Your Audience: Segmenta/on
121. • Content should be created for
your users
• FAQs
• Help/Tutorial Videos
• Infographics
• Tools:
• Google Keyword Planner
• Google Search Console
• Wolfram Alpha
• SEMRush ($)
• Moz ($)
Learn Your Audience: Segmenta/on
122. • Content should be created for
your users
• FAQs
• Help/Tutorial Videos
• Infographics
• Tools:
• Google Keyword Planner
• Google Search Console
• Wolfram Alpha
• SEMRush ($)
• Moz ($)
Learn Your Audience: Segmenta/on
123. • Educate to purchase
• Detail the products or
services
• Use internal linking
• Describe the non-brand
• Tools:
• Google Keyword Planner
• Google Search Console
• Analy/cs
• Majes/c ($)
• Moz ($)
Learn Your Audience: Conversion Funnel
Website
navigation
should include
links to pages
targeting the
highest search
volume phrases!
124. • Educate to purchase
• Detail products + services
• Provide business history
• Use internal linking
• Tools:
• Google Keyword Planner
• Google Search Console
• Analy/cs
• Majes/c ($)
• Moz ($)
Learn Your Audience: Conversion Funnel
125. Reference Guide: Google Analy/cs
Use these menus to view
how users arrive and how
they interact with site
content!
Understand
which
channels &
sites are most
valuable!
How many
pages
viewed?!
What pages cause
people to leave?!
Does my site
load fast
enough?!
After they arrive, what
pages do they click on
next?!
What URLs
bring people
to my site?!
What do they type
in the search box?!
Find which
social
networks
provide most
engagement!
Use Advanced Segments for
custom audience groups!
129. 129!
The New SEO “Rule Book”
• Google’s Search Patents!
• Rule #1: Learn Your Audience!
• Rule #2: Make Content!
• Rule #3: Be Mobile Friendly!
• Rule #4: Get In On the Conversation!
• Rule #5: Earn Citations!
131. 3 CORE PRINCIPLES OF SEO
INDEXATION
• Technical Solu/on that respects SEO Best Prac/ces
• Site Architecture Mapped to Seman/c Ver/cals
• Archiving that preserves content integra/on & interlinking forever
RELEVANCE
• Op/mizing Keywords into Silos
• Internal linking strategy that distributes SEO & PageRank value
POPULARITY
• Quan/ty / Quality / Age / Frequency of links obtained
• Seman/cs aspect of backlinks (anchor text)
• Diversifica/on of backlink entry points (hub pages)