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  • #MRKGsummit15 @MerkleRKG @MerkleRKG#MRKGsummit15

    5 Modern Trends in SEO

    Adam Audette - @audette

    CKO of Merkle|RKG

  • #MRKGsummit15 @MerkleRKG

    5 Things You Gotta’ Know

    2

  • #MRKGsummit15 @MerkleRKG

    5 Things in SEO

    3

    It’s the era of

    dynamic sites

  • #MRKGsummit15 @MerkleRKG

    5 Things in SEO

    4

    Something

    happened in April

    with mobile...

  • #MRKGsummit15 @MerkleRKG

    5 Things in SEO

    5

    ‘Phantom’ algo

    updates are the

    new normal

  • #MRKGsummit15 @MerkleRKG

    5 Things in SEO

    6

    Your audience is

    (almost)

    everything

  • #MRKGsummit15 @MerkleRKG

    5 Things in SEO

    7

    Focus people!

  • #MRKGsummit15 @MerkleRKG

    It’s the era of SEO for dynamic sites

    8

  • 9

    Google crawls dynamic content

  • 10

    Google crawls dynamic content

    Dynamically

    inserted images

    and content

  • 11

    Google crawls dynamic content

    JavaScript links

    and redirects

  • 12

    Google crawls dynamic content

    Dynamically

    inserted meta data

    NBA LIVE 15 - Features - EA SPORTS - Official Site

  • #MRKGsummit15 @MerkleRKG

    We tested…

    13

  • #MRKGsummit15 @MerkleRKG

    The Era of Dynamic Sites and SEO

    14

  • #MRKGsummit15 @MerkleRKG

    The Era of Dynamic Sites and SEO

    15

    JS redirects

  • #MRKGsummit15 @MerkleRKG

    The Era of Dynamic Sites and SEO

    16

    JS links

  • #MRKGsummit15 @MerkleRKG

    The Era of Dynamic Sites and SEO

    17

    Dynamic

    content

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    We Published the Findings...

    18

  • #MRKGsummit15 @MerkleRKG

    ... and Talked to Google

    19

  • #MRKGsummit15 @MerkleRKG

    Here’s What You Need To Know

    20

    1. JavaScript can be okay for Google

    (including redirects)

  • #MRKGsummit15 @MerkleRKG

    Here’s What You Need To Know

    21

    2. Other search engines are behind

    (and so are Twitter and Facebook)

  • #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)

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    It’s the era of mobile sites

    23

  • #MRKGsummit15 @MerkleRKG

    Mobile-geddon Was the Beginning

    24

  • 25

    ~69% of searches show different results

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    Executing JS was for mobile, too

    26

  • #MRKGsummit15 @MerkleRKG

    Google: Mobile Passed Desktop

    27

  • #MRKGsummit15 @MerkleRKG

    But ya Gotta’ Get Signals Right

    28

  • #MRKGsummit15 @MerkleRKG

    Get Your Signals Right

    29

  • #MRKGsummit15 @MerkleRKG

    ‘Phantom’ Updates are the New Normal

    30

  • #MRKGsummit15 @MerkleRKG

    ‘Phantom’ Updates are the New Normal

    31

  • #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

  • #MRKGsummit15 @MerkleRKG

    Phantom Updates

    33

  • #MRKGsummit15 @MerkleRKG

    Usually Our Clients Benefit

    34

  • #MRKGsummit15 @MerkleRKG

    Other’s Clients Do Not Benefit...

    35

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

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

  • #MRKGsummit15 @MerkleRKG

    Your Audience is (Almost) Everything

    36

  • #MRKGsummit15 @MerkleRKG

    The Two Pillars of SEO: Tech & Audience

    37

    Technical Audience

  • #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

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    Use SKA – Strategic Keyword Analysis

  • #MRKGsummit15 @MerkleRKG

    Use SKA – Strategic Keyword Analysis

    KW Topics

    Separate Data

    Sources

    Site Behaviors

    Content Gaps

    Query Mapping

  • #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.

  • #MRKGsummit15 @MerkleRKG43

    Workflow

    Conversion

    Paths

    Top Entry Pages

    Content Themes

    Sources

    Firmographics

    Analytics

    SKA

    Search Behavior

    Product types

    Queries

    Search Volume

  • #MRKGsummit15 @MerkleRKG

    Smart Prioritization is the Key

    44

  • #MRKGsummit15 @MerkleRKG

    Focus Your Efforts!

    45

  • #MRKGsummit15 @MerkleRKG

    The Two Pillars of SEO: Tech & Audience

    46

    Technical Audience

  • #MRKGsummit15 @MerkleRKG

    Thank You!

    MerkleRKG.com | Merkleinc.com

    Adam Audette - @audette

    47