3 Tactics to Futureproof SEO in 2016 & beyond

DANIEL

BIANCHINI

Director of Servicesdaniel (at) white.net@danielbianchini

@DANIELBIANCHINI

DANIEL

BIANCHINI

Director of Servicesdaniel (at) white.net@danielbianchini

@DANIELBIANCHINI

3 TACTICS TO FUTUREPROOF SEO IN 2016 & BEYONDLinkdex webinar10th February 2016

SEONOW!3 TACTICS TO FUTUREPROOF SEO IN 2016 & BEYONDLinkdex webinar10th February 2016

SEONOW!

@DANIELBIANCHINI@DANIELBIANCHINI

TO GO FORWARD,WE NEED TO LEARN FROM THE PAST


2015 2016


Mobilegeddon21st April 2015

2015 2016

In February, Google announced they would be expanding their use of mobile-friendliness as a ranking signal.

Dubbed Mobilegeddon by the press, the update was much smaller than expected.



2015 2016

Quality Update3rd May 2015

Google confirmed that they made core changes to their algorithm in terms of how it processes quality signals.

Although the update seemed to have had a broad impact, Google didn’t reveal any specifics about the signals involved.





2015 2016


Panda Update17th July 2015

Google confirmed that they made core changes to their algorithm in terms of how it processes quality signals.`

Although the update seems to have had a broad impact, Google didn’t reveal any specifics about the signals involved.

Google announced that a Panda refresh was taking place, but it would take months to fully roll out.

This was the first Panda refresh in 10 months, with 2-3% of queries affected.





2015 2016


Panda Update17th July 2015

Rank Brain26th October 2015

Google is now using a machine-learning artificial intelligence system called RankBrain.

Now considered the 3rd most important ranking signal, Google revealed that the system has been fully in the wild for two months.

Google confirmed that they made core changes to their algorithm in terms of how it processes quality signals.`

Although the update seems to have had a broad impact, Google didn’t reveal any specifics about the signals involved.

Google announced that a Panda refresh was taking place, but it would take months to fully roll out.

This was the first Panda refresh in 10 months, with 2-3% of queries affected.



@DANIELBIANCHINI

NO PENGUIN UPDATECONFIRMED

@DANIELBIANCHINI

Did it happen in early January?Will the next iteration be real-time?

Is the lack of an update affecting sites stuck in a penalty?


WHAT SHOULD WE DOTO WIN AT SEO IN 2016?


@DANIELBIANCHINI

Qualitynot

Quantity

@DANIELBIANCHINI

Mobile

Page Speed

SchemaUX

Website Integrity

SiteArchitecture

E.A.T

TopicalKeywordTargeting User

Focussed

Naturalnot

Manipulated

PressCoverage

BloggerEvents

Usefulness

ContentMarketin

g

Internationalisation


3 KEY PRIORITIES


1.BECOME OBSESSED WITHUSER FOCUSSED CONTENT



Source: https://yougov.co.uk/profileslite


BUILD TOPICS NOT KEYWORDS

https://moz.com/blog/on-page-topic-seohttps://moz.com/blog/7-advanced-seo-concepts

https://moz.com/blog/topics-people-over-keywords-rankings-whiteboard-friday/

http://www.socialmediatoday.com/content/future-seo-topics-instead-keywords


STEAL FROM THE COMPETITION

www.semrush.com

https://ahrefs.com/http://www.pageonepower.com/linkarati/buzzsumo-competitor-analysis-content-social-

shares

www.linkdex.com

@DANIELBIANCHINI

CREATE CONTENTFOR THE MOMENT

@DANIELBIANCHINI



MERGED WITH

OTHER CONTENT

REPUBLISHED

UPDATED

MAKE IT WORK

HARDER

CONTENT CAN BE REUSED


ANSWER GOOGLES 23QUALITY QUESTIONS

Source: https://googlewebmastercentral.blogspot.co.uk/2011/05/more-guidance-on-building-high-quality.html


WOULD YOU TRUST INFORMATION IN THIS ARTICLE?

DOES THIS ARTICLE DESCRIBE BOTH SIDES OF THE STORY?

IS THIS THE SORT OF PAGE YOU’D WANT TO BOOKMARK, SHARE WITH A FRIEND OR

RECOMMEND

Source: https://googlewebmastercentral.blogspot.co.uk/2011/05/more-guidance-on-building-high-quality.html


CONTENT = OUR BEST METHODTO BE UNIQUE IN INCREASINGLY

COMPETITIVE MARKETS


2.PROVIDE SEARCH ENGINESWITH CONTEXT


SCHEMA FORMATTINGIS UNDERVALUED





YET, IT CAN PROVIDE A

30% INCREASE IN CTR



WHAT ABOUTRICH ANSWERS?


Source: https://www.stonetemple.com/the-growth-of-rich-answers-in-googles-search-results/

31.2% INCREASE IN RICH ANSWERS


IDENTIFY A SIMPLE

QUESTION

OFFER VALUE ADDED

INFO

PROVIDE A DIRECT

ANSWER

MAKE IT EASY FOR

USERS & GOOGLE TO

FIND

HOW TO ACHIEVE A FEATURED SNIPPET

Source: https://www.stonetemple.com/the-growth-of-rich-answers-in-googles-search-results/

@DANIELBIANCHINI

WHAT ABOUTPERSONAL ASSISTANTS?

@DANIELBIANCHINI



Source: https://developers.google.com/schemas/now/cards


3.ENSURE YOU ARE EQUIPPED FOR MOBILE


2 BILLIONGLOBAL SMARTPHONE USERS

THERE ARE


221 TIMES A DAY(VERSUS 140 DESKTOP INTERACTIONS)

AVERAGE USERS INTERACT WITH A SMARTPHONE

Source: http://www.tecmark.co.uk/smartphone-usage-data-uk-2014/


Source: http://www.comscore.com

EARLY MORNING DAYTIME EVENINGMobiles brighten the commute PCs dominate working hours Tablets are popular at night




BUT DO NOT STOP AT

THE TECHNICAL ASPECTS


CREATE CONTENT THE SAME

WAY AS A WEBSITE

MOBILE FIRST!

@DANIELBIANCHINI

TO RECAP

@DANIELBIANCHINI


IN 2016CREATE CONTENT THATPEOPLE WANT


IN A FORMAT THAT THEYWANT!

IN 2016


FOR A DEVICE OF THEIRCHOOSING

IN 2016

THANK YOU

@DANIELBIANCHINI

[email protected]

DANIEL BIANCHINI

THANK YOU

@DANIELBIANCHINI

[email protected]

DANIEL BIANCHINI

Marketing

3 Tactics to Futureproof SEO in 2016 & beyond