MY TOP TAKEAWAYS FROM

SMX WESTSAN JOSÉ, CA

CONFERENCE MAR 21 – MAR 23, 2017

ANDREA BERBERICH

3/30/17

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AUDIENCE FOR THE SMX CONFERENCE ARE FOR DIGITAL MARKETERS, SEO/SEM PROFESSIONALS, WEBSITE& MOBILE DEVELOPERS, CONTENT MARKETING PROFESSIONALS, SOCIAL MEDIA PROFESSIONALS & ANALYTICS

PROFESSIONALS

SMX WEST – CONFERENCE - 2017

User Focus Voice Search

SERP-less Search

Technical Essentials Mobile First Indexing

Structured Data Markup

AMP

PWA

Social Media Channel Quora

Google– Crawl Budget

USER FOCUS

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FACTS

GROWTH IN VOICE SEARCH

VOICE QUERIES ARE CONVERSATIONAL

DELIVERY OF PERSONALIZED RESULTS

DEVICES ARE GETTING SMARTER

API.AI IS USEFUL IN BUILDING CONVERSATIONALINTERFACES FOR CHATBOTS, SMART HOME DEVICES, WEARABLES, ETC.

SEAMLESS USER EXPERIENCE WHEN ENHANCING WEBSITES

WITH VOICE SEARCH CAPABILITIES

MORE AND MORE QUERIES ARE REQUESTED VIA SIRI, CORTANA, OR GOOGLE VOICE SEARCH

VOICE SEARCH

Sources: http://www.wordstream.com/blog/ws/2017/03/21/google-smx-keynotehttps://www.slideshare.net/SearchMarketingExpo/optimizing-content-for-voice-search-and-virtual-assistants-by-benu-aggarwalhttps://www.sitepoint.com/how-to-build-your-own-ai-assistant-using-api-ai/

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FACTS

VOICE SEARCH – SERP-FREE SEARCH IS EMINENT, AND IT ISGROWING EXPONENTIALLY

SEARCHES IS NO LONGER LIMITED TO LAPTOPSOR MOBILE DEVICES

SERP-FREE SEARCHES ARE POISED TO BE THE NEXT BIG THING

BROWSERS WILL BE “OWNED” OR “POWERED” MOST LIKELYBY SEARCH ASSISTANT DEVELOPERS

SEARCH ENGINES WILL ALSO BE “OWNED” OR “POWERED BYMAJOR SEARCH ENGINES

NO SERPS ARE VISIBLE WHEN USING SEARCH ASSISTANT SUCH AS AMAZON ALEXA, GOOGLE HOME, MOBILE PHONES, OR IN THECAR

SERP*-FREE SEARCHES

* (Search Engine Results Page)

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YOU COULD BECOME PART OF “QUICK ANSWERS”

YOU COULD COME UP AS ANSWERS IN THE SERP-LESSSEARCHES

INCREASE OF VISITS TO YOUR WEBSITE

INCREASES BRAND AWARENESS

EFFECTIVE & VALUED CONTENT WRITTEN TO ANSWERS QUESTIONS ON WEBSITES ISCRUCIAL NOW MORE THAN EVER

VOICE SEARCHES – SERP-LESS SEARCHES

Hey Alexa, tell me about ABC, the company

Ok Google, What is

SEO?

The abbreviation

SEO stands for …

ABC Company, is located in

…

Source: https://www.slideshare.net/SearchMarketingExpo/seo-without-serps-by-bryson-meunierhttps://www.slideshare.net/SearchMarketingExpo/optimizing-content-for-voice-search-and-virtual-assistants-by-benu-aggarwahttps://www.slideshare.net/SearchMarketingExpo/your-step-by-step-guide-to-testing-voice-search-by-purna-virjil

TECHNICAL ESSENTIALS

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DO

ANY NEW WEB DESIGNS: FIRST ON MOBILE DEVICES

USE 16 PX AS BASE FONT SIZES TO SCALE RELATIVELY AS NEEDED

LEVERAGE HTML5 FOR VIDEO & RICH MEDIA CONTENT

ACCOMMODATE BOTH LANDSCAPE & PORTRAIT DEVICEORIENTATIONS

CHECK META VIEWPORT TAG

CRUCIAL FOR WEBSITES: HAVE ALL CONTENT SHOW ON THE MOBILE VERSION, HIDDEN CONTENT WILL NOT BEINDEXED, PAGE RANKING DEPENDS ON IT (INFO ONLY FOR RESPONSIVE WEBSITES)

MOBILE FIRST INDEXING COMING SOON

Sources: https://www.slideshare.net/SearchMarketingExpo/is-it-the-year-of-mobile-yet-by-leslie-tohttps://www.slideshare.net/SearchMarketingExpo/impact-of-the-mobile-first-index-by-eric-enge

DON’T

BURY CONTENT SO DEEPLY THAT SITE SEARCH IS ABSOLUTELYNECESSARY FOR MOST USERS

CONVERSION-FRIENDLINESS: REQUIRE MORE THAN 3 TOUCHES BEFOREA USER CAN CONVERT

USE RENDER-BLOCKING JAVASCRIPT, ESPECIALLY FOR EXTERNALSCRIPTS

USE INLINE CSS ATTRIBUTES AND LARGE CSS FILE

ALLOW VIDEO ELEMENTS TO BIGGER THAN THE VIEWPORT. CONTROLVIDEO DIMENSION USING MEDIA QUERIES OF JAVASCRIPT

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STRUCTURED DATA IS A MUST HAVE ON WEBSITES, NOW. STRUCTURED DATA IS ADDED DIRECTLY TO A PAGE’S HTML MARKUP. SEARCH ENGINES, PERSONALASSISTANTS ARE USING STRUCTURED DATA TO GENERATE RICH SNIPPETS, WHICH ARE SMALL PIECES OF INFORMATION THAT WILL THEN APPEAR IN SEARCHRESULTS OR WILL BE CALLED OUT BY SERP-LESS DEVICES SUCH AS AMAZON ALEXA OR GOOGLE HOME.

STRUCTURED DATA

Sources: https://www.slideshare.net/SearchMarketingExpo/winning-at-organic-search-by-taking-serp-market-share-by-garrett-mehrguth

STRUCTURED DATA IS ESSENTIAL IF YOUR WEBSITE SHOULD

SHOW UP IN QUICK ANSWER SECTION

SEAMLESS AND READILY SEARCHABLE BY SEARCH ENGINE (SE) ALGORITHM & OTHER SEARCH OPERATIONS

SE UNDERSTAND INFORMATION CONTAINED OF EACH WEB PAGE FASTER

SE ARE ABLE TO RETURN MORE OF THE WEBPAGE CONTENT SUCH AS URLS, IMAGES, VIDEOS, PRODUCT INFO, SUB-NAVIGATIONS, CHAT BOXES, PHONENUMBER, CONTACT INFO, EVENT-LOCATION, ETC.

HIGHER CTR (CLICK-THROUGH-RATE)

BOTTOM LINE: MORE EXPOSURE TO YOUR WEBSITE

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INCREASE VISIBILITY OF YOUR PRESS RELEASES

YOUR PRESS RELEASES TO SHOW IN TOP POSITION OF SERPS VIA AMP CAROUSEL

OR YOUR PRESS RELEASES CAN SHOW UP IN RELATED PICKS

SPEED DRIVES REVENUE

80% OF AMP PUBLISHERS REPORT HIGHER VIEW-ABILITY

85% OF AMP PUBLISHER SEE HIGHER CTRS (CLICK THROUGH RATE)

MAJORITY OF AMP PUBLISHERS SEE HIGHER CPMS (COST-PER-THOUSAND)

ACCELERATED MOBILE PAGES – A WAY FOR YOUR COMPANY TO SHOW UP ON THE TOP SPOTS IN THESEARCH ENGINE RESULTS PAGE (SERP) ON MOBILE DEVICES

AMP

Sources: https://www.slideshare.net/SearchMarketingExpo/amp-one-community-one-goal-by-ranna-zhou

Related picks

AMP Carousel

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ADVANTAGES TO INTEGRATE PWA

PROGRESSIVE WEB APPS – A WAY FOR YOUR COMPANY BE VIEWED LIKE A MOBILE APP

PWA

Sources: https://www.slideshare.net/SearchMarketingExpo/what-seos-need-to-know-about-pwas-by-cindy-krum

Why should You integrate PWA?

What do You need to add PWA? Push Notifications

Your Company could push notifications to your

audience such as PRs, Events, special deals or special prices

DISADVANTAGE TO INTEGRATE PWA BROWSER SAFARI REFUSES TO SUPPORT SERVICEWORKER

GOOGLE ALREADY HAS A WORK-AROUND!

SOCIAL MEDIA CHANNEL

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VISIBILITY FORYOUR COMPANY IN QUICK ANSWERS

CREATE Q&AS IN QUORA.COM

TOP POSITION IN GOOGLE SERPS (SEARCH ENGINERESULTS PAGES) AND LINK BACK TOYOUR COMPANY

IS ADDING THE OPTION TO ADVERTISE

QUORA

Consider Quora as a valued Social Media

Channel!

GOOGLE SIDE NOTE (NOT PART OF THE SMX-WEST PRESENTATIONS)

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CRAWL RATE LIMIT

CRAWL HEALTH: IF THE SITE RESPONDS REALLY QUICKLY FOR A WHILE, THE LIMIT GOES UP, MEANING MORE CONNECTIONS CAN BE USED TOCRAWL. IF THE SITE SLOWS DOWN OR RESPONDS WITH SERVER ERRORS, THE LIMIT GOES DOWN AND GOOGLEBOT CRAWLS LESS.

LIMIT SET IN SEARCH CONSOLE: WEBSITE OWNERS CAN REDUCEGOOGLEBOT'S CRAWLING OF THEIR SITE. NOTE THAT SETTING HIGHERLIMITS DOESN'T AUTOMATICALLY INCREASE CRAWLING.

“PRIORITIZING WHAT TO CRAWL, WHEN, AND HOW MUCH RESOURCE THE SERVER HOSTING THE SITE CAN ALLOCATE TO CRAWLING ISIMPORTANT FOR ALL SITES, ESPECIALLY FOR THOSE THAT AUTO-GENERATE PAGES BASED ON URL PARAMETERS,” GARY ILLYES – GOOGLESEARCH, SAID.

LET’S TALK CRAWL BUDGET

Sources: http://searchengineland.com/google-explains-crawl-budget-means-webmasters-267597https://webmasters.googleblog.com/2017/01/what-crawl-budget-means-for-googlebot.html

Just saying

Frequently updated web pages & new pages

Web performance

Tidy up code

New Technologies

Is the way into the “heart” of any crawler…

FACTORS AFFECTING CRAWL BUDGET

FACETED NAVIGATION AND SESSION IDENTIFIERS

ON-SITE DUPLICATE CONTENT

SOFT ERROR PAGES

HACKED PAGES

INFINITE SPACES AND PROXIES

LOW QUALITY AND SPAM CONTENT

CRAWL DEMAND

POPULARITY: URLS THAT ARE MORE POPULAR ON THE

INTERNET TEND TO BE CRAWLED MORE OFTEN TO

KEEP THEM FRESHER IN OUR INDEX.

STALENESS: OUR SYSTEMS ATTEMPT TO PREVENT URLS

FROM BECOMING STALE IN THE INDEX.

THANK YOU!

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Sources of images & information are publicly available.