SEO Strategies for a Constantly Evolving Google Algorithm
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When we look at the Google algorithm, we only think of updates that influence crawling and indexing. However, marketers must also bear in mind the increasing prevalence and variety of featured snippets in the SERPs. Here's how to use data to create SEO and content marketing strategies that make Google display your pages in snippets as well as get visitors to click through to your site. Presented at SEMrush Chennai Meetup on 18th May 2018.
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SEO Strategies for a Constantly Evolving Google Algorithm
- 1. SEO STRATEGIES for a constantly evolving Google algorithm P R E S E N T E D B Y R O H A N A Y Y A R # s e m r u s h i n d i a
- 4. We can’t really trust Google.
- 6. “Answer the user’s query and we’ll rank your site higher in the results.”
- 7. (But you won’t get any traffic.)
- 10. “You give us data and we’ll give you credit.”
- 11. (But you won’t get any rankings.)
- 14. “Create in-depth content and we’ll increase your site’s visibility.”
- 15. (Or, maybe we’ll just steal your data anyway.)
- 18. “Use structured markup to help us enhance the user experience.”
- 19. (And we’ll eventually take your business.)
- 22. Here’s where it gets scary…
- 26. OK, Google! Is it safe to eat snakes?
- 27. According to Instructables, it's apparently fine to cook and eat poisonous snakes. Cooking is sufficient to inactivate any venomous residue.
- 30. Deal with it: Tools & Tactics
- 35. Create a better option. (And get it to #2).
- 42. Keyword Magic
- 44. Know the battlefield. Know thy enemies.
- 46. Keyword Overview
- 48. Encourage more User Generated Content (UGC).
- 53. Solve for your customer – before they google.
- 58. Get the answer box AND the click.
- 62. Use Google to beat Google.
- 68. Use branding to influence suggested searches.
- 71. PPC Keyword Tool
- 73. Data is Fun! Want proof?
- 76. Thank you! ROHAN AYYAR Regional Marketing Manager, India r.ayyar@semrush.com @searchrook /rohanayyar /in/rohanayyar #semrushindia
Editor's Notes
- The data here is wrong. So we cannot really trust Google to get the best answer.
- Neither can we trust what Google says.
- My family Doctor has 3 rates pasted on his wall. Old patient – 200 Rs. New patient – 400 Rs. Google patient – 800 Rs.
- My son’s 2nd favorite superhero. He doesn’t like weaklings like Chhota Bheem or The Hulk or Iron Man. Whatever Bear does, he wants to know if I can do it. The other day he asked me, “Daddy, can you jump out of a helicopter?” I said, “I would, if your mummy was driving.” So, after seeing this episode he asked me, “Can you eat a snake?”
- Now, if I had downed a couple of vodkas, I’d have tried it. Fortunately, I don’t drink vodka while I’m watching Discovery Channel. So I remembered what Bear did.
- This is from a Moz study. For some reason, I don’t like Moz’s tool. I don’t know why.
- As far back as 2014, Google announced their “HTTPS everywhere” initiative, but nobody took it seriously. Now, more than 80% of the top sites are HTTPS. This chart is true for both short head and long tail keywords.
- This is an example where G understands the topic very well and tries to take advantage of it.
- Find out where Google is failing and hit them hard.
- This is where G either doesn’t understand the topic very well or doesn’t have any nicely formatted results to show.
- A mind map represents how the human mind works. We think in all directions. Headlines – your own content. Questions – UGC.
- Who would search for this? Someone who’s just built an ecommerce website or online store.
- Here’s how to have your cake and eat it.
- Use Remarketing Lists for Search Ads (RLSA) for best results.