Why It Doesn’t Matter If You Are #1 on Google

Why It Doesn’t MatterIf You Are #1 on Google

(And What You Should Be Focusing On Instead)

Jerusalem Business Networking ForumCharlie Kalech

Director, J-Town Internet Services Ltd.June 6, 2016

From 2010

Nothing New2010 Semantic Language

Nothing New

2013 Social Signals Affect Search

Nothing New

2012 Misspellings & Close Variants Introduced to Adwords

Practical Advice for SEOand Internet Marketing

Charlie Kalech

Director, J-Town Internet Services Ltd.

February 27, 2014

SEO Has Changed

A Lot In The Last 10 Years

[AltaVista] [AllTheWeb/Lycos] [HotBot] [7Search]

[About.com] [Enhance (Formerly Ah-Ha)] [AOL

Web Sites] [AskJeeves (Teoma)] [Xuppa

(Formerly Bay9)] [FindWhat] [Google] [Kanoodle]

[LookSmart] [Lycos] [MSN] [Netscape] [Open

Directory] [Overture (Formerly Goto)] [Yahoo

Directory] [Yahoo Web Results]

SEO Has Changed

A Lot In The Last 5 Years

SEO Has Changed

A Lot In The Last 5 YearsPanda was released in February 2011.

This change and future Panda updates aimedto adjust site rankings based on website quality.

This includes ➢Website design➢Trustworthiness➢Speed ➢Frequency of visitors returning to the website

Reportedly this change affected the rankings of almost 12 percent of all search results.

SEO Has Changed

A Lot In The Last 5 Years

April 24, 2012

The update was aimed atdecreasing search engine rankingsof websites based onpoor quality backlinks(websites linking to your site).

SEO Has Changed

A Lot In The Last 3 Years

Google started using Hummingbird around August 30, 2013

No One Noticed

Google announced Hummingbird on September 26, 2013

Hummingbird Reflects That Where We

Search and How We Search Has

Changed

No More Exact Match

Keywords

2013

How It Used To BeKeyword Research

Optimized Content

Inbound Link-Building

How It Used To BeResults = Keyword Ranking on SERPs

Today People Don't

Search That Way AnymoreSearch engines understanding keywords aren't enough to know what people mean.

Now they are working on intent.

➢ Predictive Search➢ Conversational Search

Predictive Search

Knowing what a user will search for before they search for it and showing it to them before they search for it.

Google Suggest:

Predictive Search

Conversational Search

Apple’s Siri, Microsoft’s Cortana, Google Now

Conversational Search

Apple’s Siri, Microsoft’s Cortana, Google Now

Conversational Search

Conversational Search

Conversational Search

Conversational Search

Conversational Search

Conversational Search

Conversational Search

Conversational Search

Conversational Search

What Does This SERP

Have To Do With Keywords?

Search Engines Track Your browserYour searchesYour IP addressYour sharesYour friendsYour interestsYour workYour homeYour relationships

Search EnginesDon’t Need

Keywords Anymore

Search EnginesDon’t Need

Keywords Anymore

Search EnginesDon’t Need

Keywords Anymore

Relevance:Broad-Based Content Focused on Intent

Integrated Content

Focus on a searcher's intent – as Google does.

What are they looking for and what value can you provide.

Relevance:Broad-Based Content Focused on Intent

Integrated Content

You can't capture all the keywords Updates like Hummingbird broaden the results for keyword searches

Most Searches Are Unique

SMX

June 2015

15% of searches on Google are unique and have never been searched for before

Jerry DischlerGoogle’s VP of Product Management

Most Searches Are Unique

Most Searches Are Unique

Most Searches Are Unique

Most Searches Are Unique

“The secret to our success – trademarked keywords.”

Rachel NeimanDirector of Marketing

Briefcam

Relevance:Broad-Based Content Focused on Intent

Relevance:Broad-Based Content Focused on Intent

Relevance:Broad-Based Content Focused on Intent

Integrated ContentInstead of thinking about keywords, think about the QUESTIONSsomeone would ask to find your company online 

Think of the searcher's INTENT, not the exact words

Create CONTENT around that

Functionality: Schema

Microdata coded to produce rich snippets

(extra information) used by Bing, Google,

Yahoo!

Functionality: SchemaRich snippet types supported by

GoogleBreadcrumbsEventsMusic

OrganizationsPeople

ProductsRecipes

Review ratingsReviewsSoftware

applicationsVideos: Facebook Share and RDFa

schema.org markup for videos

Supported software application types

Functionality: Schema

You Must Have a Google+ Profile and a

Google+ Local Business Page

Use What Google Gives You &

Integrate

Functionality: Mobile

http://www.thinkwithgoogle.com/research-studies/creating-moments-that-matter.html

Google

Research: 61%

of mobile searchers who land on non-optimized site will immediately leave the site and return to Google 

Functionality: Mobile

If you do not have a mobile optimized site you will lose visitors and rankings (and business)

Content:Then What?!

Content:Then What?!

Social Shares but organic social content doesn’t have reach

Content:Then What?!

Search EnginesRankings are personalized, predictive and increasingly out of a publishers control

Authority:

Most Trusted Sourcesof Brand Information & MessagingFor Consumers Around the World

Is Social Media

92% Trust earned media, such as recommendations from friends and family, above all other forms of advertising

70% Online Consumer Reviews

http://www.nielsen.com/content/corporate/us/en/newswire/2012/consumer-trust-in-online-social-and-mobile-advertising-

grows.html

Authority: Authorship

You EARN links because of the online reputation and authority you have built up

Authority: Authorship + SocialLinks shared through Twitter and Facebook have a direct impact on rankings. As does who is sharing them

Authority: Authorship +

SocialDec 2010 http://searchengineland.com/what-social-signals-do-google-bing-really-count-55389

Bing: We do look at the social authority of a user. We look at how many people you follow, how many follow you, and this can add a little weight to a listing in regular search results. It carries much more weight in Bing Social Search, where tweets from more authoritative people will flow to the top when best match relevancy is used.Google: ... [Social Authority] is used as a signal in our organic and news rankings. We also use it to enhance our news universal by marking how many people shared an article.Danny Sullivan: Do you try to calculate the authority of someone who tweets that might be assigned to their Twitter page. Do you try to “know,” if you will, who they are?Bing: Yes. We do calculate the authority of someone who tweets. For known public figures or publishers, we do associate them with who they are. (For example, query for Danny Sullivan)Google: Yes we do compute and use author quality. We don’t know who anyone is in real life :-)Danny Sullivan: Do you calculate whether a link should carry more weight depending on the person who tweets it?Bing: Yes.Google: Yes we do use this as a signal, especially in the “Top links” section [of Google Realtime Search]. Author authority is independent of PageRank, but it is currently only used in limited situations in ordinary web search.

Target Influencers

Then Re-Target Influencers

and Potential Clients

Don’t Give Up

Targeting and RetargetingOn Social Media and Search Networks

http://www.wordstream.com/

Targeting and RetargetingOn Social Media and Search Networks

http://www.wordstream.com/

Targeting and RetargetingOn Social Media and Search Networks

Promoting Content on the Google Display Network Using Remarketing

Google+ allows you to target Circles you've created.

Targeting and RetargetingOn Social Media and Search Networks

http://www.wordstream.com/

Targeting and Retargeting1)Create awesome content and share it

2)Amplify by selectively promoting specific pieces of top-performing content in social channels

3)Tag site visitors with a cookie so you can track their activity on your site

4)Filter by behavior and demographics to create relevant audience segments

5)Advertise to those audiences with display and social remarketing ads

6)Convert and capture qualified leads/ saleshttp://www.wordstream.com/

Don’t Forget

Thank You

Charlie Kalech Director, J-Town Internet Services Ltd.

www.j-town.co.il

charlie@j-town.co.il

@CharlieKalech

For More Resources Fan Us on Facebook https://www.facebook.com/JTownInternetServices