SEO IN 2015

@cramerkrasselt #SMWSEO2015

Nick PapagiannisVP, Search Director

Christian DoddVP, UX Strategy Director

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#SMWSEO2015

Agenda

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What is SEO?

“SEO is the process of getting traffic from the ‘free,’ ‘organic,’ ‘editorial’ or ‘natural’ listings on search engines.”

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How does SEO Work?

Ultimately, good SEO is about providing and a

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What do Search Engines Value?

Technical Architecture

keyword and Content

Popularity

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• Link text on site and offsite

• Number of links, likes

• Links from different IPs

• Domain extension

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• Longer, relevant content is more prominent on top rankings

• Responsive Design

• Keywords are becoming less important

• Links are still extremely important

• Social Signals are correlating to strong rankings, but not

necessarily driving them

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What are the new updates for 2015?

(Source: Search Metrics 2015)

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Google Emphasis on Quality?

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Avoid Keyword Stuffing

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Don’t fail to put keywords in the right places.

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Domains and urls

<Description> tag

Header (<h1>, <h2> tags)

On Page Link Text

Footer Link text

<title> tag

breadcrumb

<alt> tags

copy

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Don’t have duplicate pages.

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Don’t Ignore User Intent

Awareness Stage

Research Stage

Decision Stage

Purchase Stage

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• Reciprocal Links

• Website Link Networks

• High-Volume article marketing

with exact match links

Don’t Artificially Build Links

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Don’t have a non-mobile optimized site

“Search is the most common starting point on mobile”

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Don’t ignore your Google Search Console account.

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Don’t have too many exact match links.

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Always have original content.

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• Automatically generated content

• Doorway pages

• Scraped content

• Thin affiliate sites

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Types of Artificial Content:

• Text generated from scraping Atom/RSS

feeds or search results

• Stitching or combining content from

different web pages without adding

sufficient value

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What does auto-generate mean?Text translated by an automated tool without human review

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What are doorway pages?

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Use Spammy Guest Blogs

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Don’t have slow loading pages.

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Bad Load Time = Greater than 3 Seconds

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Content is getting complicated, so it’s getting simpler

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We’re entering a new phase in the fight for the front door to the webThe olden days (pre-2007):

Content

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We’re entering a new phase in the fight for the front door to the webThe WHOLE internet on a phone?

Content

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We’re entering a new phase in the fight for the front door to the webSick of ads and bad experiences? Try an aggregator!

Content

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We’re entering a new phase in the fight for the front door to the (mobile) webWait… we can do that.

Content

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We’re entering a new phase in the fight for the front door to the (mobile) Ok, ok, we’ll fix the mobile web

Content

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Search vs. DiscoverySo, which door should I build for?

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Apple & Facebook automate the code

ContentRSS

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Basically, a subset of

HTML & JavaScript that

limits functionality but

makes content load faster

& better on mobile.

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What is AMP?

If you’re a publisher, it will make content discovery

through Google more likely.

For static content, it will generally result in a better

experience (and maybe improved ranking).

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Why is AMP

• Not all ad formats work

• Not all widgets (or tracking code) are AMP compatible

• No forms or inputs of any kind are allowed in the current standard

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Are there any downsides

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How can I implement AMP?

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g.co/ampdemoSearch “nytimes”

Can I get an idea of how AMP will “feel” as a user?

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Good luck!

• AI Content Creation

• Voice Search

• 360 Video (and eventually immersive VR)

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Looking Ahead to 2016

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Questions?

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Thank you.