Google Confidential and Proprietary

Robert NagyNAGYSEO

Google Confidential and Proprietary

1. SEO is dead. Who killed it?

2. Desktop search vs Mobile search

3. Voice search

4. SEO Recommendations

5. Suggested Investment

Agenda

SEO is dead.

Follow me on Twitter: @nagyseo

… if it’s dead, who killed it?

SEO is dead or alive?

… or is it alive then?

SEO is dead or alive? This is the question.

... when SEO was very much alive

SEO is dead or alive? This is the question.

SEO is dead or alive? This is the question.

Remember the old days? Bingo!

SEO is dead or alive? This is the question.

We did it. Phew! Go show your boss the page is PR2 now..

SEO is dead or alive? This is the question.

“Estimates now tag Google as having over 200 unique ranking factors, many of them quality based, for example the authority and nature of the sites linking to your domain and the accuracy, depth and originality of the content on your site.” Q.shoutdigital

remember this?

"Mobile to overtake fixed Internet access by 2014“

A prediction in 2008 by Mary Meeker 

Well, we know it’s here.

Mobile is huge!

Different screens to consider

• Mobile• Desktop

Buy festival tote for Coachella next weekend11:15pm

On the bus, read about Coachella lineup8:42am

Use flashlight app to find dropped earring11:09pm

At bus stop, listen to new music playlist 8:30am

At work, book Coachella tickets11:36am

On bus, check email for sales this weekend5:29pm

Browse festival styles on YouTube7:15pm

Wake up and check today’s weather6:50am

At lunch, play Scrabble while waiting in line1:33pm

Use maps to get directions to Creole food truck 1:13pm150X

per day

WE LOOK AT OUR PHONES…...

48% start on SEs

90% on Mobile spent

is in Apps

Tablets popular at

nights

Google Confidential and Proprietary

We don’t go online. We live online.

What are you doing Google to organic search on mobile?

Is SEO dead on mobile? Did Google killed it?

how organic listings are pushed two+ screens down search

resultsby three ads and the three

Google My Business restaurant listings (notated by GMB in the

image).

organic listings are pushed off the first page by Google’s Knowledge

Graph (KG).

More Google-properties

... but certainly

maimed it.

Google hasn’t killed OS on mobile ...

More paid search ads

 Prioritized Google My Business (GMB)

Prioritized Knowledge Graph

(AMP) push - if availableAccelerated Mobile Pages –

Google backed open-project - 2016 Feb

Google Confidential and Proprietary

Mobile search is different to desktop search

Although, desktop search has been hammered a bit too

text

This is how ads used to show up on a desktop…

google.com/search

Google Confidential and Proprietary

Products Tabs:

Shopping

Sponsored Ads

Desktop Search

Where do the Ads show?

Top 3 Sponsored

Ads

Organic Result

Google Confidential and Proprietary

Why Google is doing this?

> better answers to the searchers’ queries (quality)

> great expectations for growth of voice search

If it can achieve this without searchers leaving Google’s properties all the better (for Google).

We think Google wants

By 2020 50% of search will come from Voice Search

Google Confidential and Proprietary

I want-to-watchI want-to-know I want-to-find I need-to-buy

More connected consumers means more opportunity

Google Micro Moments

• Intent• Action• Long-tail

Google Confidential and Proprietary

So what’s left to do?

1. Make your site mobile responsive design to render different screen(s), size(s)

Visit this resource from Google:

webmasters/mobile-sites/

2. Implement SSLA brilliant instructions how to move to SSL (from the SEO point of view) – find Fili on Twitter @filiwiese

3. Inline js and CSS codeGoogle likes light pages, not resources loaded from external resources, in-lining the code (meaning combine externally loading scripts into the main code on-page)

4. Add structured data Recommend: Schema.org www.json-ld.org  Adding specific attributes to the relevant block of code, it makes it easier for SEs to identify the relevant content.

James Cameron’s 2009 movie, “Avatar

Check out : www.schema.org

5. Use PPC dataLearning from your Google Adwords data analytics, you can utilize and optimise your descriptions and other meta-data to increase CTR.

6. Additional contentYou might want to add or remove content from your page, to try test focus vs. Additional text (user experience) and rankings

7. Canonical vs noindexThe canonical tag is all about duplicate content and preferred content.

Helping Goole identify which is the original page in relation to duplicated content.

Many reasons for this, but mainly if you have large sites with system generated urls:

• Multiple URLs• http/https & www• mobile url

8. AMPAccelerated Mobile PagesValidated AMP pages are cached in Google's AMP cache, which allows them to be served even more quickly.

Check out : www.ampproject.org

9. Look at server logsFree up your clutter, plenty of data on server level logs, where you can identify each page request and look at response codes .

A great resource from Mark Thomas, check out his slideshare presentation.

Things what you should look at

10. Split Test, test and test againRecommend to run your own tests weather they’re

big or small, localised or not. Arguing with data it is much powerful.

Bigger sites: Try A/B split testing from Distilled

Smaller sites: Try Free Edmondso Tool

Thank you!

Robert NagyTwitter: @nagyseo

NAGYSEOTraining for small and large groupswww.nagyseo.com