Embed Size (px)
Citation preview
#SEOforTheHolidays
WELCOME!
GETTING YOUR SEO
READY FOR THE
HOLIDAYS
1
#SEOforTheHolidays
#SEOforTheHolidays
#SEOforTheHolidays
CHANGES ON THE SERP: HOW GOOGLE’S CHANGES IMPACT YOUR
OVERALL SEO STRATEGY
MOBILE OPTIMIZATION: FROM MOBILEGEDDON TO THE FUTURE OF
MOBILE SEO
A STUDY OF ALGORITHM UPDATES’ PAST: HOW THE TIMELY RELEASE
OF GOOGLE’S ALGORITHM UPDATES HAS IMPACTED MARKETERS
AND HOW TO PREPARE FOR THIS YEAR
BONUS TOPIC BY POPULAR DEMAND: RE-PLATFORMING READINESS
QUESTIONS & ANALYSIS
TOPICS
#SEOforTheHolidays
SUBMIT QUESTIONS FOR Q&A & TWEET!
• Please submit using the Questions tool.
• We are setting aside 5-10 minutes at the end of today’s session for Q&A.
• Use #SEOforTheHolidays
#SEOforTheHolidays
{ }CHANGES
IN
#SEOforTheHolidays
CHANGES TO GOOGLE’S SERP
• Expansion of Sitelinks in Organic
Listings
• Fluctuations in presence of Star
Ratings
• Shortening of Content in SERP
• Color Coding and spacing in the
Mobile SERP
#SEOforTheHolidays
STRATEGIC USE OF STRUCTURED DATA
• Think Beyond the “Stars”
• Implement Schema.org for Navigation,
Brands, & Breadcrumbs
• Stars can Increase CTR by upwards
of 30%
Spider
Recognition
Better
Crawlabiltity
Easier for
Better For
You
#SEOforTheHolidays
EVALUATE YOUR CONTENT: GET IN LINE WITH LSI
• Content is part of a much bigger picture
Red Dress: KWD = 1%
Fabric
Shade of Red
Form & Fit
Sizing
Fashion
Trends
#SEOforTheHolidays
PAGE TITLES HAVE GOTTEN SHORTER
• With growth in Mobile Use, less space is available for characters in the SERP
• Last Year, Limit Reduced to roughly 65 Characters from 70 Characters
• We are currently seeing a need to reduce to 55-60 Characters, and performance tends
to increase once the content in Page Title is reduced.
#SEOforTheHolidays
MOBILEGEDDON
#SEOforTheHolidays
MOBILEGEDDON: REALITY…SO FAR
#SEOforTheHolidays
GOOGLE CONFIRMED: MOBILE TRAFFIC EXCEEDS DESKTOP
#SEOforTheHolidays
ANALYZE YOUR WEBSITE WITH GOOGLE
• Use Search Console(Webmaster Tools), Look for Mobile Errors
#SEOforTheHolidays
EXAMINE THESE MOBILE METRICS
#SEOforTheHolidays
WHY ARE WE LOOKING AT THESE METRICS?
#SEOforTheHolidays
ALSO CONFIRMED: MORE UPDATES COMING
• Very Predictable that Google will start giving ranking presence by performance metrics
#SEOforTheHolidays
{ }HISTORY OF
TIMELY
ALGORITHM
UPDATES
#SEOforTheHolidays
PENGUIN TIME TABLE
Update Date
Penguin 3.0 October 17, 2014
Penguin 2.1 October 4, 2013
Penguin 2.0 May 22, 2013
Penguin #3 October 5, 2012
Penguin 1.1 (#2) May 25, 2012
Penguin April 24, 2012
#SEOforTheHolidays
IN THE FUTURE: LIVE TIME UPDATES
#SEOforTheHolidays
HOWEVER… WE ARE A YEAR BETWEEN UPDATES
#SEOforTheHolidays
HOW TO RECOVER BETWEEN UPDATES
Build Great LinksRelationships
#SEOforTheHolidays
ACT NOW: TAKE 2 MONTHS AND BUILD RELATIONSHIPS
#SEOforTheHolidays
{ }PERFORM
YOUR OWN
ANALYSIS
#SEOforTheHolidays
PERFORM YOUR OWN ANALYSIS: 5 STEPS
• Shorten Your Page Titles
• Examine Your Content
• Test Your Mobile Website
• Strategically Implement Structured Data
• Check Your Backlinks
#SEOforTheHolidays
STEP 1: ANALYZE YOUR PAGE TITLES
#SEOforTheHolidays
STEP 2: EXAMINE YOUR CURRENT CONTENT
http://www.lxrmarketplace.com/seo-webpage-analysis-tool.html
#SEOforTheHolidays
STEP 3: TEST YOUR MOBILE WEBSITE
#SEOforTheHolidays
STEP 4: STRATEGICALLY IMPLEMENT STRUCTURED DATA
VS.
#SEOforTheHolidays
STEP 5: ANALYZE AND OPTIMIZE YOUR BACKLINKS
#SEOforTheHolidays
{ }BONUS
CONTENT
#SEOforTheHolidays
BONUS MATERIAL: GET RE-PLATFORMING RIGHT
One Misstep in Re-Platforming could be Catastrophic
#SEOforTheHolidays
REMEMBER: GOOGLE LOVES CONSISTENCY
• URLs
• On Page Data
• Load Time
• All Back End Technical Elements (Sitemaps, Robots.txt, etc.)
Mysite.com/OLD-URL 301 Redirect Mysite.com/NEW-URL
#SEOforTheHolidays
{ }GET YOUR 37
POINT
RE-PLATFORMING
CHECK LIST
EMAIL US AT: [email protected]
Subject Line: “Replatforming
Checklist Request.”
Include: Name & Phone.
TAKE ACTION NOW
#SEOforTheHolidays
{ }Q&A
#SEOforTheHolidays
ABOUT NETELIXIR UNIVERSITY
NetElixir University was launched in 2012 with a vision of “democratizing the digital
marketing industry through exceptional knowledge and expertise sharing.”
Our goal is to share the best practices in retail + digital marketing with 10,000
businesses worldwide by 2015.
Join NetElixir University
https://www.linkedin.com/groups/NetElixir-University-4626057
#SEOforTheHolidays
{ }GET A COMPLIMENTARY
SEO HOLIDAY READINESS
ANALYSIS
EMAIL US AT: [email protected]
Subject Line: “SEO Holiday Analysis.”
Include: Name & Phone.
TAKE ACTION NOW
#SEOforTheHolidays
NetElixir Inc. + 3 Independence Way Suite 203 + Princeton, NJ + 08540
{37
