5 modern trends in seo - merkle inc. · 5 modern trends in seo adam audette - @audette cko of...

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#MRKGsummit15 @MerkleRKG @MerkleRKG #MRKGsummit15 5 Modern Trends in SEO Adam Audette - @audette CKO of Merkle|RKG

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Page 1: 5 Modern Trends in SEO - Merkle Inc. · 5 Modern Trends in SEO Adam Audette - @audette CKO of Merkle|RKG. ... 5 Things in SEO 5 ‘Phantom’ algo updates are the new normal. #MRKGsummit15

#MRKGsummit15 @MerkleRKG @MerkleRKG#MRKGsummit15

5 Modern Trends in SEO

Adam Audette - @audette

CKO of Merkle|RKG

Page 2: 5 Modern Trends in SEO - Merkle Inc. · 5 Modern Trends in SEO Adam Audette - @audette CKO of Merkle|RKG. ... 5 Things in SEO 5 ‘Phantom’ algo updates are the new normal. #MRKGsummit15

#MRKGsummit15 @MerkleRKG

5 Things You Gotta’ Know

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Page 3: 5 Modern Trends in SEO - Merkle Inc. · 5 Modern Trends in SEO Adam Audette - @audette CKO of Merkle|RKG. ... 5 Things in SEO 5 ‘Phantom’ algo updates are the new normal. #MRKGsummit15

#MRKGsummit15 @MerkleRKG

5 Things in SEO

3

It’s the era of

dynamic sites

Page 4: 5 Modern Trends in SEO - Merkle Inc. · 5 Modern Trends in SEO Adam Audette - @audette CKO of Merkle|RKG. ... 5 Things in SEO 5 ‘Phantom’ algo updates are the new normal. #MRKGsummit15

#MRKGsummit15 @MerkleRKG

5 Things in SEO

4

Something

happened in April

with mobile...

Page 5: 5 Modern Trends in SEO - Merkle Inc. · 5 Modern Trends in SEO Adam Audette - @audette CKO of Merkle|RKG. ... 5 Things in SEO 5 ‘Phantom’ algo updates are the new normal. #MRKGsummit15

#MRKGsummit15 @MerkleRKG

5 Things in SEO

5

‘Phantom’ algo

updates are the

new normal

Page 6: 5 Modern Trends in SEO - Merkle Inc. · 5 Modern Trends in SEO Adam Audette - @audette CKO of Merkle|RKG. ... 5 Things in SEO 5 ‘Phantom’ algo updates are the new normal. #MRKGsummit15

#MRKGsummit15 @MerkleRKG

5 Things in SEO

6

Your audience is

(almost)

everything

Page 7: 5 Modern Trends in SEO - Merkle Inc. · 5 Modern Trends in SEO Adam Audette - @audette CKO of Merkle|RKG. ... 5 Things in SEO 5 ‘Phantom’ algo updates are the new normal. #MRKGsummit15

#MRKGsummit15 @MerkleRKG

5 Things in SEO

7

Focus people!

Page 8: 5 Modern Trends in SEO - Merkle Inc. · 5 Modern Trends in SEO Adam Audette - @audette CKO of Merkle|RKG. ... 5 Things in SEO 5 ‘Phantom’ algo updates are the new normal. #MRKGsummit15

#MRKGsummit15 @MerkleRKG

It’s the era of SEO for dynamic sites

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Page 9: 5 Modern Trends in SEO - Merkle Inc. · 5 Modern Trends in SEO Adam Audette - @audette CKO of Merkle|RKG. ... 5 Things in SEO 5 ‘Phantom’ algo updates are the new normal. #MRKGsummit15

9

Google crawls dynamic content

Page 10: 5 Modern Trends in SEO - Merkle Inc. · 5 Modern Trends in SEO Adam Audette - @audette CKO of Merkle|RKG. ... 5 Things in SEO 5 ‘Phantom’ algo updates are the new normal. #MRKGsummit15

10

Google crawls dynamic content

Dynamically

inserted images

and content

Page 11: 5 Modern Trends in SEO - Merkle Inc. · 5 Modern Trends in SEO Adam Audette - @audette CKO of Merkle|RKG. ... 5 Things in SEO 5 ‘Phantom’ algo updates are the new normal. #MRKGsummit15

11

Google crawls dynamic content

JavaScript links

and redirects

Page 12: 5 Modern Trends in SEO - Merkle Inc. · 5 Modern Trends in SEO Adam Audette - @audette CKO of Merkle|RKG. ... 5 Things in SEO 5 ‘Phantom’ algo updates are the new normal. #MRKGsummit15

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Google crawls dynamic content

Dynamically

inserted meta data

<head><title>NBA LIVE 15 - Features - EA SPORTS - Official Site</title>

<meta name="description" content="NBA LIVE features the best visuals in franchise history and 500+ gameplay improvements delivering a fluid, fun and authentic basketball experience.">

<link rel="canonical" href=“https://www.easports.com/nba-live/features" >

Page 13: 5 Modern Trends in SEO - Merkle Inc. · 5 Modern Trends in SEO Adam Audette - @audette CKO of Merkle|RKG. ... 5 Things in SEO 5 ‘Phantom’ algo updates are the new normal. #MRKGsummit15

#MRKGsummit15 @MerkleRKG

We tested…

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Page 14: 5 Modern Trends in SEO - Merkle Inc. · 5 Modern Trends in SEO Adam Audette - @audette CKO of Merkle|RKG. ... 5 Things in SEO 5 ‘Phantom’ algo updates are the new normal. #MRKGsummit15

#MRKGsummit15 @MerkleRKG

The Era of Dynamic Sites and SEO

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Page 15: 5 Modern Trends in SEO - Merkle Inc. · 5 Modern Trends in SEO Adam Audette - @audette CKO of Merkle|RKG. ... 5 Things in SEO 5 ‘Phantom’ algo updates are the new normal. #MRKGsummit15

#MRKGsummit15 @MerkleRKG

The Era of Dynamic Sites and SEO

15

JS redirects

Page 16: 5 Modern Trends in SEO - Merkle Inc. · 5 Modern Trends in SEO Adam Audette - @audette CKO of Merkle|RKG. ... 5 Things in SEO 5 ‘Phantom’ algo updates are the new normal. #MRKGsummit15

#MRKGsummit15 @MerkleRKG

The Era of Dynamic Sites and SEO

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JS links

Page 17: 5 Modern Trends in SEO - Merkle Inc. · 5 Modern Trends in SEO Adam Audette - @audette CKO of Merkle|RKG. ... 5 Things in SEO 5 ‘Phantom’ algo updates are the new normal. #MRKGsummit15

#MRKGsummit15 @MerkleRKG

The Era of Dynamic Sites and SEO

17

Dynamic

content

Page 18: 5 Modern Trends in SEO - Merkle Inc. · 5 Modern Trends in SEO Adam Audette - @audette CKO of Merkle|RKG. ... 5 Things in SEO 5 ‘Phantom’ algo updates are the new normal. #MRKGsummit15

#MRKGsummit15 @MerkleRKG

We Published the Findings...

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Page 19: 5 Modern Trends in SEO - Merkle Inc. · 5 Modern Trends in SEO Adam Audette - @audette CKO of Merkle|RKG. ... 5 Things in SEO 5 ‘Phantom’ algo updates are the new normal. #MRKGsummit15

#MRKGsummit15 @MerkleRKG

... and Talked to Google

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Page 20: 5 Modern Trends in SEO - Merkle Inc. · 5 Modern Trends in SEO Adam Audette - @audette CKO of Merkle|RKG. ... 5 Things in SEO 5 ‘Phantom’ algo updates are the new normal. #MRKGsummit15

#MRKGsummit15 @MerkleRKG

Here’s What You Need To Know

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1. JavaScript can be okay for Google

(including redirects)

Page 21: 5 Modern Trends in SEO - Merkle Inc. · 5 Modern Trends in SEO Adam Audette - @audette CKO of Merkle|RKG. ... 5 Things in SEO 5 ‘Phantom’ algo updates are the new normal. #MRKGsummit15

#MRKGsummit15 @MerkleRKG

Here’s What You Need To Know

21

2. Other search engines are behind

(and so are Twitter and Facebook)

Page 22: 5 Modern Trends in SEO - Merkle Inc. · 5 Modern Trends in SEO Adam Audette - @audette CKO of Merkle|RKG. ... 5 Things in SEO 5 ‘Phantom’ algo updates are the new normal. #MRKGsummit15

#MRKGsummit15 @MerkleRKG

Here’s What You Need To Know

22

3. The D.O.M. gets read by Google

(html source = 50% or less of the picture)

Page 23: 5 Modern Trends in SEO - Merkle Inc. · 5 Modern Trends in SEO Adam Audette - @audette CKO of Merkle|RKG. ... 5 Things in SEO 5 ‘Phantom’ algo updates are the new normal. #MRKGsummit15

#MRKGsummit15 @MerkleRKG

It’s the era of mobile sites

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Page 24: 5 Modern Trends in SEO - Merkle Inc. · 5 Modern Trends in SEO Adam Audette - @audette CKO of Merkle|RKG. ... 5 Things in SEO 5 ‘Phantom’ algo updates are the new normal. #MRKGsummit15

#MRKGsummit15 @MerkleRKG

Mobile-geddon Was the Beginning

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Page 25: 5 Modern Trends in SEO - Merkle Inc. · 5 Modern Trends in SEO Adam Audette - @audette CKO of Merkle|RKG. ... 5 Things in SEO 5 ‘Phantom’ algo updates are the new normal. #MRKGsummit15

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~69% of searches show different results

Page 26: 5 Modern Trends in SEO - Merkle Inc. · 5 Modern Trends in SEO Adam Audette - @audette CKO of Merkle|RKG. ... 5 Things in SEO 5 ‘Phantom’ algo updates are the new normal. #MRKGsummit15

#MRKGsummit15 @MerkleRKG

Executing JS was for mobile, too

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Page 27: 5 Modern Trends in SEO - Merkle Inc. · 5 Modern Trends in SEO Adam Audette - @audette CKO of Merkle|RKG. ... 5 Things in SEO 5 ‘Phantom’ algo updates are the new normal. #MRKGsummit15

#MRKGsummit15 @MerkleRKG

Google: Mobile Passed Desktop

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Page 28: 5 Modern Trends in SEO - Merkle Inc. · 5 Modern Trends in SEO Adam Audette - @audette CKO of Merkle|RKG. ... 5 Things in SEO 5 ‘Phantom’ algo updates are the new normal. #MRKGsummit15

#MRKGsummit15 @MerkleRKG

But ya Gotta’ Get Signals Right

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Page 29: 5 Modern Trends in SEO - Merkle Inc. · 5 Modern Trends in SEO Adam Audette - @audette CKO of Merkle|RKG. ... 5 Things in SEO 5 ‘Phantom’ algo updates are the new normal. #MRKGsummit15

#MRKGsummit15 @MerkleRKG

Get Your Signals Right

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Page 30: 5 Modern Trends in SEO - Merkle Inc. · 5 Modern Trends in SEO Adam Audette - @audette CKO of Merkle|RKG. ... 5 Things in SEO 5 ‘Phantom’ algo updates are the new normal. #MRKGsummit15

#MRKGsummit15 @MerkleRKG

‘Phantom’ Updates are the New Normal

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Page 31: 5 Modern Trends in SEO - Merkle Inc. · 5 Modern Trends in SEO Adam Audette - @audette CKO of Merkle|RKG. ... 5 Things in SEO 5 ‘Phantom’ algo updates are the new normal. #MRKGsummit15

#MRKGsummit15 @MerkleRKG

‘Phantom’ Updates are the New Normal

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Page 32: 5 Modern Trends in SEO - Merkle Inc. · 5 Modern Trends in SEO Adam Audette - @audette CKO of Merkle|RKG. ... 5 Things in SEO 5 ‘Phantom’ algo updates are the new normal. #MRKGsummit15

#MRKGsummit15 @MerkleRKG

Did Penguin 3.0 Rollout May 9?

32

Industry reporting many traffic

changes

Hub Pages 20%+ traffic decline

Our teams are seeing some flux

Page 33: 5 Modern Trends in SEO - Merkle Inc. · 5 Modern Trends in SEO Adam Audette - @audette CKO of Merkle|RKG. ... 5 Things in SEO 5 ‘Phantom’ algo updates are the new normal. #MRKGsummit15

#MRKGsummit15 @MerkleRKG

Phantom Updates

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Page 34: 5 Modern Trends in SEO - Merkle Inc. · 5 Modern Trends in SEO Adam Audette - @audette CKO of Merkle|RKG. ... 5 Things in SEO 5 ‘Phantom’ algo updates are the new normal. #MRKGsummit15

#MRKGsummit15 @MerkleRKG

Usually Our Clients Benefit

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Page 35: 5 Modern Trends in SEO - Merkle Inc. · 5 Modern Trends in SEO Adam Audette - @audette CKO of Merkle|RKG. ... 5 Things in SEO 5 ‘Phantom’ algo updates are the new normal. #MRKGsummit15

#MRKGsummit15 @MerkleRKG

Other’s Clients Do Not Benefit...

35

Good analysis:http://www.hmtweb.com/marketing-blog/phantom2-google-update-april-may-2015/

Page 36: 5 Modern Trends in SEO - Merkle Inc. · 5 Modern Trends in SEO Adam Audette - @audette CKO of Merkle|RKG. ... 5 Things in SEO 5 ‘Phantom’ algo updates are the new normal. #MRKGsummit15

#MRKGsummit15 @MerkleRKG

Your Audience is (Almost) Everything

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Page 37: 5 Modern Trends in SEO - Merkle Inc. · 5 Modern Trends in SEO Adam Audette - @audette CKO of Merkle|RKG. ... 5 Things in SEO 5 ‘Phantom’ algo updates are the new normal. #MRKGsummit15

#MRKGsummit15 @MerkleRKG

The Two Pillars of SEO: Tech & Audience

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Technical Audience

Page 38: 5 Modern Trends in SEO - Merkle Inc. · 5 Modern Trends in SEO Adam Audette - @audette CKO of Merkle|RKG. ... 5 Things in SEO 5 ‘Phantom’ algo updates are the new normal. #MRKGsummit15

#MRKGsummit15 @MerkleRKG

The Two Pillars of SEO: Tech & Audience

38

Technical Audience

Search Engines Audience

Crawl space Search behavior

Duplication Workflows

Dynamic content Content topics

Site migrations KW research

Mobile serving Engagement

Int’l sites Conversion paths

Page 39: 5 Modern Trends in SEO - Merkle Inc. · 5 Modern Trends in SEO Adam Audette - @audette CKO of Merkle|RKG. ... 5 Things in SEO 5 ‘Phantom’ algo updates are the new normal. #MRKGsummit15

#MRKGsummit15 @MerkleRKG

Use SKA – Strategic Keyword Analysis

Page 40: 5 Modern Trends in SEO - Merkle Inc. · 5 Modern Trends in SEO Adam Audette - @audette CKO of Merkle|RKG. ... 5 Things in SEO 5 ‘Phantom’ algo updates are the new normal. #MRKGsummit15

#MRKGsummit15 @MerkleRKG

Use SKA – Strategic Keyword Analysis

KW Topics

Separate Data

Sources

Site Behaviors

Content Gaps

Query Mapping

Page 41: 5 Modern Trends in SEO - Merkle Inc. · 5 Modern Trends in SEO Adam Audette - @audette CKO of Merkle|RKG. ... 5 Things in SEO 5 ‘Phantom’ algo updates are the new normal. #MRKGsummit15

#MRKGsummit15 @MerkleRKG

Use SKA – Strategic Keyword Analysis

KW Topics

Site Behaviors

Separate Data

Sources

Content Gaps

Query Mapping

Unique queries

Categorized by topic

With Search Volume

Mapped to Site Arch.

Page 42: 5 Modern Trends in SEO - Merkle Inc. · 5 Modern Trends in SEO Adam Audette - @audette CKO of Merkle|RKG. ... 5 Things in SEO 5 ‘Phantom’ algo updates are the new normal. #MRKGsummit15

#MRKGsummit15 @MerkleRKG43

Workflow

Conversion

Paths

Top Entry Pages

Content Themes

Sources

Firmographics

Analytics

SKA

Search Behavior

Product types

Queries

Search Volume

Page 43: 5 Modern Trends in SEO - Merkle Inc. · 5 Modern Trends in SEO Adam Audette - @audette CKO of Merkle|RKG. ... 5 Things in SEO 5 ‘Phantom’ algo updates are the new normal. #MRKGsummit15

#MRKGsummit15 @MerkleRKG

Smart Prioritization is the Key

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Page 44: 5 Modern Trends in SEO - Merkle Inc. · 5 Modern Trends in SEO Adam Audette - @audette CKO of Merkle|RKG. ... 5 Things in SEO 5 ‘Phantom’ algo updates are the new normal. #MRKGsummit15

#MRKGsummit15 @MerkleRKG

Focus Your Efforts!

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Page 45: 5 Modern Trends in SEO - Merkle Inc. · 5 Modern Trends in SEO Adam Audette - @audette CKO of Merkle|RKG. ... 5 Things in SEO 5 ‘Phantom’ algo updates are the new normal. #MRKGsummit15

#MRKGsummit15 @MerkleRKG

The Two Pillars of SEO: Tech & Audience

46

Technical Audience

Page 46: 5 Modern Trends in SEO - Merkle Inc. · 5 Modern Trends in SEO Adam Audette - @audette CKO of Merkle|RKG. ... 5 Things in SEO 5 ‘Phantom’ algo updates are the new normal. #MRKGsummit15

#MRKGsummit15 @MerkleRKG

Thank You!

MerkleRKG.com | Merkleinc.com

Adam Audette - @audette

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