Surviving Google : SEO In 2016
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Transcript of Surviving Google : SEO In 2016
Surviving Google: SEO in 2016
Karanam Srikanth, Head Digital Marketing, SpectraForce Technologies
January 8, 2016
I’mHead of Digital Marketing for SpectraForce
Lead Digital Marketing Consultant For MASI Enterprises AU
Founder of MGAW.in (Marketing Genius At Work)
Founder of DigitalSrikanth.com
9 Years of SEO, SEM & SMO Actual Experience
Has Conducted Over 500+ Audits
Managed over 500+ Clients Across 3 Continents
Trained SEO teams on Three continents
Youtuber 1. Khelodilse. 2. digitalsrikanth
Man City fan for life
House Keeping
It will be a 1 Hour webinar. I will try to keep it interesting till the end.
Q&A after the webinar.
If you can’t listen to the audio please type in the message box.
If you are a SEO, then you will be a little disappointed but you will have adifferent perspective.
If you are a Business owner/Blogger/Entrepreneur and looking for increasetraffic then you are in right place at the right time.
If you are a newbie trying to understand what SEO or Digital Marketing is,you will just have to listen till the end and may have to listen twice or thriceto understand entire information. Recording will be available.
• 08:00• 08:45• 09:00 • 09:30• 10:00• 10:40
THE GOOD OLD DAYSIN EARLY 2000’S
Organic
SERP
ORGANIC SEARCH returns naturally generated web page listings that are relevant to this or that search term.
UNIVERSAL SEARCH provides you with a blended set of organic listings(content sites), paid results (ads) and specialized results (video, maps,images, news, deep articles etc.) delivered for a given query.
VERTICAL SEARCH returns specialized results which represent different typesof content for a query. You can search for images in Image Search, for videosin Video Search, for news in News Search, and local shops or restaurants inMaps Search or specific search engines like Yelp, Open Table etc. Verticalresults are returned by Google within universal search results.
WELCOME TO 2016 SERP’S
• 08:00• 08:45• 09:00 • 09:30• 10:00• 10:40
ORGANIC RESULTS & ENHANCEMENTS
1. Organic Search Result 2. Organic With Date Add-on
3. Virtual Path 4. Full Site Links
• 08:00• 08:45• 09:00 • 09:30• 10:00• 10:40
ORGANIC RESULTS & ENHANCEMENTS
5. Organic With Site Search Result 6. Organic With Review Stars
7. Organic With Video Thumbnail
8. Organic With Recipe Thumbnail
• 08:00• 08:45• 09:00 • 09:30• 10:00• 10:40
ORGANIC RESULTS & ENHANCEMENTS
9. Organic With Knowledge Snippet 10. Organic With Review Stars
• 08:00• 08:45• 09:00 • 09:30• 10:00• 10:40
VERTICAL RESULTS
Image Results Google Places Results
News Results
• 08:00• 08:45• 09:00 • 09:30• 10:00• 10:40
VERTICAL RESULTS
In-depth Articles
Twitter Results
• 08:00• 08:45• 09:00 • 09:30• 10:00• 10:40
LOCAL RESULTS
Local Pack Results With Directions
• 08:00• 08:45• 09:00 • 09:30• 10:00• 10:40
Local ResultsLocal Pack Knowledge Panel
• 08:00• 08:45• 09:00 • 09:30• 10:00• 10:40
SERPS WITH VERTICALS
16%
47%
2%
35%
Sales
Enhancements
Verticals
Local
Search Results
• 08:00• 08:45• 09:00 • 09:30• 10:00• 10:40
ADS & SHOPPING
Adwords Ads (Top/Bottom) Right Column Ads
Ads With Extension
• 08:00• 08:45• 09:00 • 09:30• 10:00• 10:40
ADS & SHOPPING
Paid Shopping Left Column Shopping Right Column Ads
• 08:00• 08:45• 09:00 • 09:30• 10:00• 10:40
ADS & SHOPPING
Watch Now Ads Book A Room Ads
• 08:00• 08:45• 09:00 • 09:30• 10:00• 10:40
ADS & SHOPPING
Flight Booking Ads
16%
47%
2%
15%
20%
Verticals
Enhancements
Verticals
Local
Ads & Shopping
Search results
REVENGE OF THE GOOGLE KNOWLEDGE
GRAPH
• 02
KNOWLEDGE CARDS
KNOWLEDGE PANELS
KNOWLEDGE GRAPHS IS AN ECO SYSTEM
ENDLESS ANSWERS ?
FEATURED SNIPPETS
BUILT ON YOUR DATA
BUILT ON YOUR DATA
WHAT IS THE QUESTION ?
IT’S JUST BEGINNING
16%
47%
2%
15%
17%
3%
Verticals
Enhancements Verticals Local Paid knowledge search
• 08:00• 08:45• 09:00 • 09:30• 10:00• 10:40
SERPS WITH VERTICALS
ARE ANSWERS BEING DRIVEN BY
MOBILE
IS YOUR NICHE SAFE FROMDISRUPTION
THE RISE OF GOOGLE CONTENT KING
DEFINITIVE ANSWERS
• 08:00• 08:45• 09:00 • 09:30• 10:00• 10:40
POPULAR ENTITIES
• 08:00• 08:45• 09:00 • 09:30• 10:00• 10:40
DATA PARTNERSHIPS
• 08:00• 08:45• 09:00 • 09:30• 10:00• 10:40
COMPETITIVE TOOLS
• 08:00• 08:45• 09:00 • 09:30• 10:00• 10:40
Competitive Tools
SMART ALGORITHMS
LEAD TO SMART DATA CURATION
FROM CURATOR TO CREATOR
TRYING TO CAPTURE EVERY NICHE
• 08:00• 08:45• 09:00 • 09:30• 10:00• 10:40
WHAT NICHE IS NEXT
• 08:00• 08:45• 09:00 • 09:30• 10:00• 10:40
BUILD DEEP CONTENT
ADD VALUE AND INSIGHT
BRING YOUR A+ GAME
IT CAME FROM THE MOBILE SERPS
LET’S TALK ABOUT MOBILEGEDDON
GOOGLE GOT WHAT THEY WANTED
OVER 60% OF INTERNET USERS IN INDIA ACCESS INTERNET VIA THEIR PHONES NOW.
WELCOME TO THE MOBILE FIRST ERA
DESKTOP CAROUSELS
CAROUSELS WERE CREATED FOR
MOBILE
DESKTOP CAROUSELS
SNACK PACKS WERE CREATED FOR MOBILES
REMEMBER THIS ONE
NEW CONTENT DOMINATES ON
MOBILE
TEST YOUR SITE AND RUN YOUR NUMBERS
ATTACK OF THE AD HYBRIDS
• 08:00• 08:45• 09:00 • 09:30• 10:00• 10:40
ADS & SHOPPING
Paid online Movies Paid Hotel Booking
• 08:00• 08:45• 09:00 • 09:30• 10:00• 10:40
ADS & SHOPPING
Paid Online Music
• 08:00• 08:45• 09:00 • 09:30• 10:00• 10:40
ADS & SHOPPING
Paid Online flight booking
GOOGLE IS A COMMERCIAL ECO SYSTEM
APP PACKS CAN REPLACE UP TO
6 ORGANIC SPOTS
• 09:30• 10:00• 10:40
LOOK TO MOBILE TO SEE THE FUTURE
OF ADS
• 08:00• 08:45• 09:00 • 09:30• 10:00• 10:40
IS THIS THE FUTURE?
• 08:00• 08:45• 09:00 • 09:30• 10:00• 10:40
COULD ADS ESCAPE?Ju
st a
Co
nce
pt
• 08:00• 08:45• 09:00 • 09:30• 10:00• 10:40
EXPLORE ALL OPTIONS
CAN WE SURVIVE THE FUTURE?
• 08:00• 08:45• 09:00 • 09:30• 10:00• 10:40
ARE SERPS DISAPPEARING ?
WILL VOICE BE THE DEATH OF SERPS?
WHAT IF KEYWORDS DON’T MATTER?
THIS MATTERS A LOT TODAY
• 08:00• 08:45• 09:00 • 09:30• 10:00• 10:40
SO, EITHER CLOSE YOUR EYESJu
st a
Co
nce
pt
OR, OPEN YOUR EYESJu
st a
Co
nce
pt
SHORT TACTICS, LONG STRATEGY
Mozcast.com/keyopp
Moz
• 08:00• 08:45 • 09:30• 10:00• 10:40
http://white.net/now-provided/
• 08:00• 08:45• 09:00 • 09:30• 10:00• 10:40
http://keywordtool.io/
5 Vertical Search Engines you need to optimize your
content for.
Image Search OptimizationConsidering that image search is the most popular vertical after web search. There is aclassic Google Image Search and there are vertical websites and mobile app platformswhich have a huge number of active users continuously growing at an exponential rate.Pinterest and Instagram are perfect image platforms for you to raise your brandawareness and lead generation.
Video Search OptimizationVideos are as popular as images and have their own rules for optimization. Everybodyknows that Google Video Search is the synonym for YouTube Search. This is in fact the№2 largest search engine in the world, so you need to make every effort to succeed onYouTube and win more rankings on its engine for your top performing keywords.
Apps SearchToday, in the era of mobile-friendly web search, the App Store Optimization (aka ASO)should be one of your top-level priorities on the way to website search enginedomination. Make sure you have an effective ASO strategy
Local SearchLocal businesses can generate effective revenue only when business owners know thefundamentals of local SEO and apply them for the effective online promotion of theirproduct benefits. With this Local SEO Guide you can learn some of the core principals ofup-to-date local SEO for small and medium businesses.
Shopping SearchShopping is the most competitive market of all. You can benefit from running youradvertising campaigns with the help of Google Adwords and selling your products viaAmazon or eBay. Since Amazon and eBay are search engines themselves with their ownsystem of SEO factors and hierarchies, you should take a nuanced approach to theirvertical shopping SE optimization. While optimizing your eCommerce site, be sure toprovide an intuitive, mobile-friendly interface and usability, since this is what makesAmazon and eBay do better than Google and other competitors.