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Tecmark's Stacey Cavanagh presented on "SEO in 2015" at the 2015 eGR Power Affiliates Summit. Here's that presentation.
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SEO IN 2015STACEY CAVANAGH
HEAD OF SEARCH
TECMARK
@tecmark
@tecmark
I AM EXCITED!
@tecmark
2015 IS GOING TO BE AMAZING.
@tecmark
FOR BOTH OUR INDUSTRIES
@tecmark
£2.74 BILLION
FORECASTED ONLINE UK GAMBLING MARKET IN 2015
Source: http://www.gamblingdata.com/
@tecmark
SEO WILL BE ALL ABOUT THE THINGS I LOVE.
@tecmark
CONTENT.
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CONTENT. BRANDING.
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CONTENT. BRANDING.MOBILE.
@tecmark
CONTENT. BRANDING.MOBILE. SOCIAL.
@tecmark
CONTENT. BRANDING.MOBILE. SOCIAL. USER EXPERIENCE.
@tecmark
SOME THINGS WON’T BE MUCH DIFFERENT
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GOOGLE WILL STILL RULE THE ROOST.
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@tecmark
@tecmark
THE GOALS OF SEARCH ENGINES WILL STILL BE THE SAME.
@tecmark
BUT…
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SEARCH ENGINES ARE
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IT’S HARDER TO MANIPULATE RESULTS
@tecmark
AND THE FOCUS NOW IS ON BEING THE QUALITY RESULT.
@tecmark
SO, SEOS HAVE HAD TO COME A LONG WAY
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FROM…
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TO….
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2015 SEO ESSENTIALS
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GET MOBILE
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IF YOUR PHONE DOESN’T DISPLAY FLASH, GOOGLE WILL NOT SHOW FLASH SITES IN YOUR RESULTS.
Matt Cutts of Google at Pubcon in October 2013
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IF YOUR WEBSITE ROUTES ALL MOBILE TRAFFIC TO THE HOMEPAGE RATHER THAN THE INTERNAL PAGE THE USER WAS ATTEMPTING TO VISIT, IT WILL BE RANKED LOWER.
Matt Cutts of Google at Pubcon in October 2013
@tecmark
IF YOUR SITE IS SLOW ON MOBILES, GOOGLE IS LESS LIKELY TO RANK IT.
Matt Cutts of Google at Pubcon in October 2013
@tecmark
HAVING A MOBILE SITE IS JUST THE START.
@tecmark
http://developers.google.com/speed/pagespeed/insights
@tecmark
MOBILE READY MEANS:
• Loading quickly on mobile
@tecmark
MOBILE READY MEANS:
• Loading quickly on mobile
• Enabling users to navigate around on a small screen
@tecmark
MOBILE READY MEANS:
• Loading quickly on mobile
• Enabling users to navigate around on a small screen
• Taking mobile users to the content they expect to see
@tecmark
MOBILE READY MEANS:
• Loading quickly on mobile
• Enabling users to navigate around on a small screen
• Taking mobile users to the content they expect to see
• Enabling users to read without pinching and zooming!
@tecmark
GET SOCIAL
@tecmark
NO DIRECT IMPACT ON SEARCH RANKINGS
(YET)
https://www.youtube.com/watch?v=udqtSM-6QbQ
@tecmark
BUT…
http://socialmarketingwriting.com/how-to-perform-seo-on-your-website-with-social-media-infographic/
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YOUR SOCIAL AUDIENCE WILL
ENHANCE YOUR SEO
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INFLUENCES SEARCH RANKINGS
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@tecmark
LINK BUILDINGIS NOT DEAD.
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IT’S BEEN A BIT SICK, GRANTED…
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GOOGLE’S ALGORITHMS AREN’T YET GOOD ENOUGH TO STOP LINK SPAM
@tecmark
CUE THE MANUAL ACTIONS TEAM
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EXPEDIA.COM
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HALIFAX.CO.UK
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MARKSANDSPENCER.COM
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BUT GOOGLE NEEDS LINK METRICS.
@tecmark
https://www.youtube.com/watch?v=NCY30WhI2og
“We’ve played around with theidea of turning off back link relevance and, at least for now, back link relevance still really helps in terms of making sure that we return the best, most relevant, most topical set of search results.”
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OFF PAGE IS (AND WILL BE INCREASINGLY) MORE THAN JUST LINKS THOUGH
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BRAND SIGNALS
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BRAND SEARCH VOLUME WILL MATTER MORE
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CITATIONS WILL MATTER MORE
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SENTIMENT WILL MATTER MORE
@tecmark
Matt Cutts of GoogleSXSW 2013
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POSITIVE SENTIMENT
• Positive reviews
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POSITIVE SENTIMENT
• Positive reviews• Google’s own systems
@tecmark
POSITIVE SENTIMENT
• Positive reviews• Google’s own systems• Trusted 3rd parties
@tecmark
POSITIVE SENTIMENT
• Positive reviews• Google’s own systems• Trusted 3rd parties
• Positive citations on Google Plus
@tecmark
POSITIVE SENTIMENT
• Positive reviews• Google’s own systems• Trusted 3rd parties
• Positive citations and interactions on Google Plus
• Positive citations across the web
@tecmark
CONTENT MARKETING
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EXPERIMENT
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I asked 1000 Americans to name a British City other than London.
http://blogsession.co.uk/2013/09/british-cities/
@tecmark
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• $25 on survey responses
• 2 hours on writing the post and some of the initial social social sharing
THE INVESTMENT IN THAT CONTENT:
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THE POINT?
@tecmark
CONTENT MARKETINGDOESN’T ALWAYS
MEAN BIG CONTENTPROJECTS.
@tecmark
CONTENT MARKETINGIS ABOUT CREATIVITY,INNOVATION, TESTING AND CLEAR GOALS.
@tecmark
WE’LL SEE MORE OF THIS…
@tecmark
GOOGLE PLAYING THE COMPARISON SITE
@tecmark
@tecmark
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DON’T GET CAUGHT UP IN KEYWORD MONOMANIA!
http://www.searchenginepeople.com/blog/keyword-monomania.html
@tecmark
AROUND 15% OF QUERIES ARE NEW
http://news.cnet.com/8301-1023_3-57582368-93/google-the-future-of-search-is-now
@tecmark
@tecmark
@tecmark
2015 CHALLENGES & OPPORTUNITIES
@tecmark
CHALLENGES• Google increasingly playing the role of the comparison site
@tecmark
CHALLENGES• Google increasingly playing the role of the comparison site
• Paid linking tactics being hammered down on even more. This presents a huge challenge in industries that have historically relied on them.
@tecmark
CHALLENGES• Google increasingly playing the role of the comparison site
• Paid linking tactics being hammered down on even more. This presents a huge challenge in industries that have historically relied on them.
• More screens. Higher consumer demand for speed. Higher demand from Google for fast user experiences
@tecmark
OPPORTUNITIES• Get mobile right and there’s way more to be had than just a search boost.
@tecmark
OPPORTUNITIES• Get mobile right and there’s way more to be had than just a search boost.
• Google Plus. Google has to make this work and WILL. Thus far, few companies are doing this particularly well.
@tecmark
OPPORTUNITIES• Get mobile right and there’s way more to be had than just a search boost.
• Google Plus. Google has to make this work and WILL. Thus far, few companies are doing this particularly well.
• If paid linking is dwindling, it’s content and PR led links for the win.