53. You might not want to appear for that
answer, but what about this one?
54. Knowledge Graph Optimisation.
• Use structured data.
• Find a topic that’s relevant to you and that you can provide an
answer for.
• Structure your content in a user friendly way.
• Use ‘how-to’.
• Implement existing SEO such as on-page optimisation and
cross-linking with relevant themes.
60. We need to continue providing the best
experience for our user.
61. Contact Me
Stephen Smith
Delivered digital marketing campaigns
for a number of years and manages
search, social media and paid
campaigns. You can find me at:
stephen.smith@whitehatmedia.com
uk.linkedin.com/in/stephenjasmith
Editor's Notes
1. Mobilegeddon. 2. mobile-friendly tag.
Mobile-friendly tags appear.
Typically voice search contains more words than text search.
Increase YOY in Who, When, Where, How type questions, and increase in long tail keywords.
And it did, but Google have tweaked and tweaked and tweaked.
And it did, but it’s taken some tweaking.
What’s going to happen in SEO in 2016?
2016 is the year of the audience, but why am I saying that, and how did we get here? I’m going to set out three points to make it clear why SEO in 2016 is going to focus on the audience. But, what does the audience have to do with SEO? Let’s take a little history lesson.
Backlink generators, spammy blog networks and keyword stuffing all lead into web that cheated the user and promoted websites that knew how to trick the system.
Panda: The change aimed to lower the rank of "low-quality sites" or "thin sites", and return higher-quality sites near the top of the search results. Penguin - 2012 to better catch sites deemed to be spamming its search results, in particular those doing so by buying links or obtaining them through link networks designed primarily to boost Google rankings.
Google introduces number of ways to display information in search, meaning that how your site displays is influenced by many more factors.
Recently Google started partnering with Twitter to provide tweets straight in the newsfeed. This allows them to capture so-called ‘real-time conversation’, something that currently, Twitter dominates, despite recent struggles with CEOs leaving and the devaluing of shares, and all the noise about changing the magic 140 character formula.
More devices means more opportunities for search to be displayed differently and to become a customised experience.
Search is being made more streamlined, more relevant for audiences, and that has to be a good thing. Google’s stated goal is to make search better for the audience.
Our focus is on website traffic!
The focus is on keyword strategy.
2016 is going to be the year of the audience. User behaviour metrics are going to be a primary driver of search result positions. What we know is that currently, it’s not an official metric, things like time of site, short vs long clicks, that’s whether people bounce straight from your website or not before heading back to the search results page. Ok, so it’s not an official metric, but research has confirmed it that those sites with the better behavioural metric scores appear higher in search. In this presentation we’re going to talk about 3 different ways user behaviour has impacted search and what that means for you as website owners, and how you can take advantage of this knowledge.
The three pillars of our new SEO strategy. Optimise for user behaviour, mobile and semantic search.
What are the metrics and what we looking for?
What are the metrics and what we looking for?
To help Google extract the right user behaviour data for your web page you’ll need to increase your CTR. Many SEOs don’t consider CTR to be ranking factor. Although not confirmed, research has shown that CTRs do affect positions. And even if it’s not, it could be a metric that Google use to refine queries, recommendations and suggestions. Although it might not affect rankings it would then change results.
Key user experience measurements you need to be making. Long vs. Short Clicks: Long Clicks Suggest Fulfilled Searches; Long Clicks Suggest Better UX; Long Clicks Persuade Users to go Deeper into the Site.
Avoid awful interstitials and pop ups like the one above.
You’;ll get info on optimising images, leveraging browser caching, reducing server response time, avoiding redirects, which you shouldn’t be doing anyway!
Google could seek to identify commonality between searches and the pages users stay on, this suggests that the content there fulfils some purpose of the search. In this example, ‘top things to do in Brighton’, Google could be looking for content that fulfils a certain brief and removes or lowers those results that don’t include certain keywords, such as, i.e. ‘Brighton pavilion’, ‘Hove’, ‘Brighton wheel’ etc.
We’ve seen research that shows that content with lots of social amplification and few links outperforms content with lots of links but minimal social amplification.
Other tips include, making it social friendly – i.e using enticing blog post titles, not keyword stuffed ones, emailing content out to influencers first.
Make it easy for users to complete their chosen tasks. And it doesn’t have to be conversion goals. It could be anything from reading an article, posting a comment and sharing a post, to subscribing, buying and requesting further information. Good UX will help you perform better.
Try to avoid cluttered websites with many CTAs. Instead focus each section on a main CTA and minimalise your design to optimise for the quick decision making of the user.
Mobile experience is paramount, as mentioned earlier, mobile friendly tag on site. Mobileaggedon happened early 2015. It’s dropping websites that aren’t friendly from search.
There are many questions you need to ask yourself about how to build a mobile website that conforms the best user experience. Look into each of the above points and try to understand what will be best for your service and your users.
Here’s an excellent example from Conversion Rate Experts. They’ve changed much of their display to make it easier for mobile users to use their site, including a powerful headline.
Accelerated Mobile Pages, to be launched 2nd February 2016. Have you considered AMPs for your site’s content?
Have you got your NAPs sorted? Are you appearing in all local listings, and is the information accurate?
Google My Business Locations.
What are direct answers and structured data? Do you ever wonder why certain sites get yellow stars, prices, or thumbnails under their search listing? The answer is structured data. The term may sound off-putting, but it’s simply a method of tagging the data in your web pages with schema markup so that search engines can better understand them. Schema.org provides a lot of great resources for you to get started with implementing schema markup. Additionally, you can use Google’s structured data testing tool to test whether your schema implementation was successful.Read more at http://www.business2community.com/seo/4-seo-predictions-2016-2017-01413843#t24cA6l3e3RzFiC5.99
Products. Apps, events, review recipes, articles
Google Developers has information on structured data.
Use the markup helper to test your structured data.
Direct answers.
Types of answers you might want to appear for.
55% of teens use voice search on a daily basis.
55% of teens use voice search on a daily basis.
In 2016, Google will be applying machine learning to interpreting search queries via Rankbrain, which Moz sees as a glimpse into the future of search and SEO