= SEO Mastery at the Pace of Google

Transcription

1 + = SEO Mastery at the Pace of Google Sarah Bird - CEO of Moz

2 Rumors of my death have been largely exaggerated -- SEO

3 Misinformation: Social drives more traffic than SEO.

4 Misinformation: Bing is growing with 20% of search.

5 Misinformation: Facebook sends more traffic than search.

6 What data can we trust?

7 Trust the clickstream Panel includes several million US-based internet users

8 Where are we Searching? 62.6% Images 22.6% Google properties own just over 90% of all US searches in % 2.4% 2.3% 2.2% 1.4% 1.3% 0.5% 0.4%

9 Not much has changed Yahoo! Bing YouTube Google Maps Google images Google search Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb

10 The number of Google searches performed each year has increased 12.5% from 2016 to

11 Beyond search, who sends the most traffic?

12 It s not just how much traffic you send, it s where you send it. Distribution of Traffic to Popular Websites Top k 1k-10k 10k+ G O O G L E 22% 15% 18% 19% 26% F A C E B O O K 43% 18% 15% 13% 11% Y A H O O 39% 16% 16% 14% 15% R E D D I T 75% 11% 7% 4% 2% Y O U T U B E 80% 7% 5% 4% 3%

13 SEO reigns supreme. 2.8% of clicks Google Adwords (SEM) 35% don t click 62.2% of clicks SEO 62.2% Moz Study

14 SEO dominates mobile too! 2% of clicks Google Adwords (SEM) 57.1% don t click 40.9%of clicks SEO Moz Study

15 Organic drives 20x more clicks than paid Clicks on Paid Results Clicks on Organic Results

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17 90% of spend for 2.8% of clicks 90% SPEND 62.2% 10% 10%of spend for 62% of clicks

18 90% of spend for 2.8% of clicks 90% SPEND 62.2% 10% 10%of spend for 62% of clicks

19 Hamster Wheel Flywheel

20 Daytrading 401k

21 Hire an Army Build a Castle with a Moat Braveheart, Paramount Pictures

22 Why not both?

23 Why don t we invest more in organic search?

24 Google changes constantly and the competition is always moving Panda Rankbrain Hummingbird Penguin Mobile Pigeon Fred

25 Google Trends to Watch 1 2 Mobile First From Gateway to Destination

26 LEARN TO SEE THE SERP

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29 Interactive Knowledge Panel

30 Look familiar?

31 Flu symptoms Cardiac arrest SEARCH SURROUNDS US, AND IS ALWAYS AVAILABLE What time is my doctor appointment tomorrow? Most direct route to medical center What causes a heart attack?

32 Where do voice searches come from?

33 OK, Google What causes heart #pubtelligence

34 According to Mayoclinic.org A heart attack occurs when one or more of your coronary #pubtelligence

35 Voice search is gaining momentum Alpine.AI estimates there are over one billion voice searches per month. (January 2018)

36 Google is developing the interactive transaction layer between customers and your business.

37 Posts... Schedule

38 Paid + Organic features Check if specific services are available in your area

39 hopping carousels Interactive lists

40 Places portal

41 Jobs portal

42 What does this mean for SEO in 2018?

43 Technical SEO Matters

44 Be mobile friendly

45 Be fast

46 Use schema markup

47 Meta descriptions are precious

48 <title>don t waste your title tags!</title> Title tags help you get into featured snippets, and improve readability

49 Get your business data right

50 Progressive Web Apps (PWA) App store not required Push notifications Offline work mode Secure features PWA Combined power of website and app Add to home screen Quick repairs High conversion and retention rates

51 The future is secure

52 Unique, Relevant Content

53 E.A.T. Expertise Authority Trust

54 YM:YL highest standard Your Money or Your Life EAT will impact you the most if the core purpose of your page addresses YM:YL topics: Shopping or financial transaction Financial information Legal information News articles or public/official information important for having an informed citizenry

55 Answer questions; get those snippets Position 0 answers

56 Featured snippets dominate mobile too Getting Position 0 on mobile is even more important than desktop

57 Wikipedia answers this Big Apple question

58 SEO drives featured snippets

59 Adapt your writing style for readability and featured snippets

60 Google loves lists!

61 Writing in lists helps you win the featured snippet

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65 Position 0 list from Food Network

66 AnswerThePublic.com

67 Google can create answers from multiple articles Paraphrased google answer created by algorithm from multiple articles

68 Build your authority. Links never go out of style.

69 Get help with Link Explorer

70 Google is your first impression; make it count

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72 Get those reviews

73 Experiment with Q&A, posts, reservations, events

74 Use eye catching videos and images

75 Evaluating Your SEO Maturity

76 Getting **it done

77 Maturity Models Stage 1 Stage 2 Stage 3 Stage 4 Stage 5 Ad Hoc & Developing Reactive but Repeatable Strategic & Defined Managed & Measured Efficient & Optimizing

78 Stages of the SEO Maturity Model Download at the Source:

79 Technical SEO Maturity Model Download at the Source:

80 Search Practice Maturity Model Download at the Source:

81 Scorecard Exercise Download at the Source:

82 To get where you re going, you need to know where you are YOU ARE HERE Download at the Source:

83 R E SEO M E M B E R : I S A COMPETITIVE TEAM SPORT

84 Google Trends to Watch 1 Mobile First 2 From Gateway to Destination

85 Build your army and your fortress Build your technical SEO foundation Create unique, relevant content that answers questions Google is your first impression; Make it count Evaluate your organization s SEO Maturity

86 Sarah Bird CEO of Moz