DRIVE YOUR CONTENT WITH SEO

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Roger Simmons
5 years ago
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1 DRIVE YOUR CONTENT WITH SEO

2 TODAY. 1) Google s beliefs 2) Updates 3) Technical Considerations

3 1) Focus on the user and all else will follow. 2) It s best to do one thing really, really well. 3) Fast is better than slow. 4) Democracy on the web works. 5) You don t need to be at your desk to need an answer. 7) There is always more information out there. 8) The need for information crosses all borders. 10) Great just isn t good enough.

4 it is the case that if you do enough excellent, interesting, useful, funny compelling stuff, usually your reputation, or your links, however you want to think of it, takes care of itself. Matt Cutts, 2014

5 80% Content 20% Technical

6 RELEVANT UPDATES

7 1) High quality content ranks better. 2) Websites on page 1 and 2 have shorter load times. 3) Well ranking websites have a robust site architecture. 4) Quantity and quality of backlinks still matter. 5) Websites with higher CTRs rank better. 6) High ranking websites have lower bounce rates. 7) The more time on site, the better rankings. 8) Cross device user experience is important. 9) Clean HTML helps to rank better.

1) High quality content ranks better. 2) Websites on page 1 and 2 have shorter load times. 3) Well ranking websites have a robust site architecture. 4) Quantity and quality of backlinks still matter.

8 1) High quality content ranks better. 2) Websites on page 1 and 2 have shorter load times. 3) Well ranking websites have a robust site architecture. 4) Quantity and quality of backlinks still matter. 5) Websites with higher CTRs rank better. 6) High ranking websites have lower bounce rates. 7) The more time on site, the better rankings. 8) Cross device user experience is important. 9) Clean HTML helps to rank better.

9 Panda Feb 2011 identify and downgrade poor quality content Hummingbird September 2013 focus on the meaning behind words Penguin April 2012 identify and downgrade against link spam Mobile April 2015 force mobile friendliness

10 What is is about? The goal of many of our ranking changes is to help searchers find sites that provide a great user experience and fulfill their information needs. We also want the good guys making great sites for users, not just algorithms, to see their effort rewarded. To that end we ve launched Panda changes that successfully returned higher-quality sites in search results. Why is it important to you? 1. Technical set up: Content needs to be accessible to Google 2. Content: Focus on the user, not Google 3. Competition: Size doesn t matter anymore smaller outlets can compete for long tail terms Google Webmaster Central Blog

11 Automatically generated content auto-translated or combined content, no human review before publishing. Little or no original content from other sources or just the lack of content altogether. Scraped content stolen (borrowed) or republished content from high quality sources. Automatically generated content keyword stuffing or content listings without real purpose.

12 What is is about? Why is it important to you? In the next few days, we re launching an important algorithm change targeted at webspam. The change will decrease rankings for sites that we believe are violating Google s existing quality guidelines. 1. Technical set up: A clear site structure is needed to host and update relevant content. 2. Content: Outstanding content is key to attract natural links. 3. Competition: Brands have an advantage due to awareness and budgets. Google Webmaster Central Blog

13 What is is about? [Hummingbird] Gave us an opportunity [...] to take synonyms and knowledge graph and other things Google has been doing to understand meaning to rethink how we can use the power of all these things to combine meaning and predict how to match your query to the document in terms of what the query is really wanting and are the connections available in the documents. Amit Singhal Why is it important to you? 1. Technical set up: implement schema.org and semantic mark up 2. Content: create content with the user intent and clear audience in mind, thin about topic optimisation, not keyword optimisation 3. Competition: websites with detailed and well linked information gain importance.

14 What is is about? Starting April 21, we will be expanding our use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results. Consequently, users will find it easier to get relevant, high quality search results that are optimized for their devices. Why is it important to you? 1. Technical set up: responsive design is preferred 2. Content: consider the different content consumption on mobile devices, higher CTR for mobile optimised results 3. Competition: mobile friendly websites can gain a significant advantage Google Webmaster Central Blog

15 TECHNICAL CONSIDERATIONS

16 Xml sitemaps 404 error pages Indexation 301 redirects IP address

17 Xml sitemaps 404 error pages Indexation 301 redirects IP address

18 Xml sitemaps 301 redirects Xml sitemaps: Check you have one! Show the relationships between pages Helps Google to access and index your content Important for video and image content 404 error pages IP address

19 Xml sitemaps 301 redirects 404 error pages: Check you have one! Avoid Google s standardised 404 page Link back to your site or related content Fix broken links 404 error pages IP address

20 Xml sitemaps 301 redirects: Don t lose the user! Redirect value and traffic Move content or entire websites via redirects 404 error pages 301 redirects IP address

21 Xml sitemaps 301 redirects IP address: Use a unique IP address Avoid negative influence of spammy sites Keep your content and your site on the same IP address 404 error pages IP address

22 Architecture Headings Structure Set up Canonical tags

23 Architecture Headings Structure Set up Canonical tags

24 Architecture Set up Architecture: Link your content section from the homepage Interlink your content pieces show relationships Keep content high up in the hierarchy Headings Canonical tags

25 Architecture Set up Headings: Use H1 to H3 headings Help to structure your content piece Increases readability and user friendliness Most important keyword in the H1 Headings Canonical tags

26 Architecture Set up Set up: Content belongs above the fold Describe the topic (=keyword) in the 1 st praragraph Use different media Headings Canonical tags

27 Architecture Set up Canonical tags: Content doesn t always just have one home Show Google that the content is unique but showcased in different areas for the user Could be an alternative to 301 Headings Canonical tags

28 Meta title Meta description On page Content Keywords

29 Meta title Meta description On page Content Keywords

30 Meta title Meta description Content Keywords

31 Meta title Content Content: Know your audience & write with a user in mind Create content with a purpose Google knows if users read the content Meta description Keywords

32 Meta title Content Keywords: It s NOT about keywords, it s about the topic to reach the right consumer Keyword density is a myth Be relevant Meta description Keywords

33 FAMOUS LAST WORDS

34 1) Check and re- submit your xml sitemap 2) Reduce and optimise 404 error pages 3) Right set up of content page 4) Compelling meta title and description 5) Create content for the user

35 Get the technical basics right Think about the user, not Google Forget old myths and look ahead

36 The power of one, if fearless and focused, is formidable, but the power of many working together is better. Gloria Macapagal

37 Appendix Slides I m not sure about

38 Strategy/planning Insights Create content that everyone sees and wants to consume Creation Measurement Distribution

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