Post on 15-Jul-2015
#SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
FUTURE & TRENDS OF SEARCH (& HOW TO MAKE THE MOST OUT OF THEM)
HEJ HEJ STOCKOLM!
#SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
SPEAKER
BLOGGER SHARER@aleyda +aleydasolis
SEO
#SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
I’M ALEYDA SOLIS
#SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
WE LIVE IN A GOOGLE LED SEARCH WORLD
#SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
THAT IS CONSTANTLY EVOLVING
#SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
WHERE RESULTS ARE NOT LIKE THESE ANYMORE
#SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
BUT LIKE THESE
#SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
WITH DIRECT ANSWERS
#SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
WHERE VISIBILITY (NOT BEING NO. 1) IS KEY
#SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
TO CONNECT WITH YOUR SEARCH AUDIENCE
#SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
THROUGH THE DIFFERENT PHASES OF THE CUSTOMER JOURNEY ALONG OTHER CHANNELS
https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html
#SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
& ACHIEVE YOUR BUSINESS GOALS
TO SELL
TO EDUCATE
TO COMMUNICATE
TO SUPPORT
TO ESTABLISH YOUR BRAND
#SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
HERE ARE 3 WAYS TO LEVERAGE IT
MULTI-DEVICE SEARCH APP SEARCH SEMANTIC
SEARCH
#SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
MULTI-DEVICE SEARCH
1
#SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
MOBILE FINALLY BOOMED LAST YEAR
#SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
& GOOGLE LAUNCHED FROM TOOLS TO GUIDES
#SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
THEY ANNOUNCED A MOBILE UPDATE ON APRIL 21ST
http://googlewebmastercentral.blogspot.com.es/2015/02/finding-more-mobile-friendly-search.html
#SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
IT’S TIME TO GET PREPARED!
VERIFY YOUR MOBILE SEARCH
POTENTIAL & AUDIENCE BEHAVIOR
UNDERSTAND & MONITOR YOUR MOBILE SEARCH
VISIBILITY & TRAFFIC
IDENTIFY YOUR MOBILE SEARCH
COMPETITIVENESS
AUDIT & OPTIMIZE YOUR MOBILE WEB
PRESENCE
#SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
ANALYZE YOUR MOBILE SEARCH VISIBILITY, TRAFFIC & CONVERSIONS WITH GA & GWT
KEYWORDS & PAGES BRINDING
MOBILE VISIBILITY & TRAFFIC
VOLUME, TREND OVER TIME,
SEASONALITY, CONVERSIONS, CONVERSION
RATE
#SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
IDENTIFY YOUR TOP MOBILE DEVICES & USER BEHAVIOUR IN YOUR SITE WHEN USING THEM
HOW ARE THESE COMPARED TO THE ONES OF DESKTOP & TABLET?
#SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
SEGMENT & SEARCH PER KEYWORDS CATEGORY
VERIFY THE SEARCH VOLUME COMING FROM MOBILE DEVICES FOR YOUR TOP TERM CATEGORIES
#SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
CHECK HOW YOUR MOBILE SEARCH RESULTS LOOK FOR THEM USING MOBILE EMULATION
https://developer.chrome.com/devtools/docs/device-mode
CHECK YOUR OWN &
COMPETITORS LINK POPULARITY WITH
THE MOZ TOOLBAR
#SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
USE GOOGLE’S MOBILE TEST & USABILITY REPORT IN GWT TO VERIFY YOUR SITE MOBILE FRIENDLINESS
https://www.google.com/webmasters/tools/mobile-friendly/
#SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
MAKE SURE THAT IT FOLLOWS ANY OF THE 3 MAIN MOBILE CONFIGURATION APPROACHES
RESPONSIVE WEB DESIGN
DYNAMIC SERVING
INDEPENDENT MOBILE SITE
#SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
BE AWARE OF EACH CONFIGURATION CHALLENGES
RESTRICTIONS TARGET MOBILE EXPERIENCE & PERFORMANCE
RESPONSIVE WEB DESIGN
USER AGENT DETECTION ERRORS & CLOAKING
DYNAMIC SERVING
NON-RELEVANT REDIRECTS & CONTENT DUPLICATION
INDEPENDENT MOBILE SITE
#SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
& FOLLOW GOOGLE’S BEST PRACTICES TO CONFIGURE THEM
https://developers.google.com/webmasters/mobile-sites/mobile-seo/configurations/?hl=en
#SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
VALIDATE YOUR MOBILE CONFIGURATION BY CRAWLING YOUR SITE WITH THE MOBILE GOOGLEBOT
DO THE SAME WITH THOSE URLS GIVING
ERRORS IN GWT
#SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
START MONITORING YOUR MOBILE RANKINGS FOR THESE KEYWORDS AS WELL AS YOUR COMPETITORS
USE SEMRUSH OR
ADVANCED WEB RANKINGS
#SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
ALL YOUR SEO ACTIONS SHOULD BE MULTI-DEVICE READY & AS TARGETED AS POSSIBLE
YOUR COMPETITORS
SEARCH & OPTIMIZATION
STATUS
YOUR SEO STRATEGY,
GOAL & KPIS
YOUR ORGANIC SEARCH, WEB
OPTIMIZATION STATUS, RESOURCES,
TIME & BUDGET
PER DEVICE TYPE
PER DEVICE TYPE
PER DEVICE TYPE
YOUR AUDIENCE SEARCH
BEHAVIOR & POTENTIAL
PER DEVICE TYPE
#SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
WE’RE ONLY AT THE BEGINNING OF IT
#SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
MOBILE APP SEARCH
2
#SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
GOOGLE STARTED TO SUPPORT ANDROID APP INDEXING SINCE LAST YEAR
#SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
& IS NOW USING APP INDEXED INFORMATION AS A FACTOR FOR SIGNED-IN USERS W/ THE APP INSTALLED
http://googlewebmastercentral.blogspot.com.es/2015/02/finding-more-mobile-friendly-search.html
#SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
THIS IMPROVES YOUR APP SEARCH VISIBILITY, TRAFFIC & GIVE A BETTER MOBILE USER EXPERIENCE
https://developers.google.com/app-indexing/case-studies/EtsyCaseStudy.pdf
#SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
START BY SPECIFYING DEEP LINKS IN YOUR APP CONTENT
https://developers.google.com/app-indexing/webmasters/app?hl=en
#SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
VERIFY YOUR APP OFFICIAL SITE ON GOOGLE PLAY CONSOLE & TAG YOUR MOBILE WEB PAGES
#SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
USE ANDROID DEBUG BRIDGE TO TEST THEM & CHECK FOR ERRORS IN WEBMASTER TOOLS
#SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
TAKE A LOOK AT SOME OF THE FEATURED APPS TO HAVE AS A REFERENCE
https://developers.google.com/app-indexing/apps
#SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
AS WELL AS THIS STEP-BY-STEP GUIDE
http://search-codelabs.appspot.com/codelabs/app-indexing
#SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
SEMANTIC SEARCH
3
#SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
IN 2012 GOOGLE LAUNCHED THE KNOWLEDGE GRAPH TO TACKLE SEMANTIC SEARCH
TL;DR: “UNDERSTANDING” USER INTENT & CONTEXTUAL MEANING TO PROVIDE AN ACCURATE ANSWER
#SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
#SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
YOU’RE LIKELY FAMILIAR TO THESE RESULTS NOW
#SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
OR THESE! GOOGLE IS BECOMING AN ANSWER ENGINE
#SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
I ALREADY HAVE BUT HOW CAN YOU LEVERAGE THIS?
I’M AN ENTITY TOO!
#SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
ANALYZE YOUR CONTENT USING NATURAL LANGUAGE PROCESSING TO OPTIMIZE IT SEMANTICALLY
USE ALCHEMYAPI.COM
#SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
IDENTIFY YOUR USERS INTENT, INCLUDE RELATED QUERIES, SYNONYMS & PROVIDE CONTEXT
USE KEYWORDTOOL.IO & KWFINDER.COM
SUGGESTIONS
#SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
USE STRUCTURED MARKUP TO DECLARE YOUR CONTENT IN YOUR HTML
https://developers.google.com/structured-data/
#SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
YOU CAN DIRECTLY IMPROVE YOUR VISIBILITY WITH RICH SNIPPETS
#SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
THEY SUPPORT THESE DATA TYPES
PRODUCTS
REVIEWS
RECIPES
EVENTS
VIDEOS
APPS
ARTICLES
#SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
… AND SITELINKS SEARCH BOX & BREADCRUMBS
#SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
USE GOOGLE’S SPECIFICATION TO USE THE APPROPRIATE MARKUP, FROM MICRODATA TO JSON-LD
https://developers.google.com/structured-data/
#SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
VALIDATE YOUR MARKUP WITH THE STRUCTURED DATA TESTING TOOL
https://developers.google.com/structured-data/testing-tool/?hl=en
#SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
USE THE ORGANIZATION SCHEMA MARKUP IN YOUR SITE
https://schema.org/Organization
#SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
CUSTOMIZE YOUR COMPANY’S ENTITY KNOWLEDGE GRAPH
https://developers.google.com/structured-data/customize/
overview
#SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
USE STRUCTURED MARKUP FOR YOUR LOGOS, COMPANY CONTACT NUMBERS & SOCIAL NETWORKS
#SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
CREATE CONSISTENT PRESENCE OF YOUR COMPANY THAT GOOGLE CAN USE AS A DATASOURCE
#SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
FROM KNOWLEDGE-BASE TO SOCIAL & BUSINESS PLATFORMS
#SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
IT’S TIME TO LEVERAGE ALL OF THESE OPPORTUNITIES
MULTI-DEVICE SEARCH APP SEARCH SEMANTIC
SEARCH
#SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
& KEEP AN EYE TO THE ONES TO COME
http://research.google.com/pubs/papers.html
#SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
LET’S BE READY!
THANK YOU #WEBBDAGARNA!
#SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI