seo in 2015 - @staceycav's egr power affiliate summit presentation on seo this time next year

SEO IN 2015STACEY CAVANAGH

HEAD OF SEARCH

TECMARK

@tecmark

@tecmark

I AM EXCITED!

@tecmark

2015 IS GOING TO BE AMAZING.

@tecmark

FOR BOTH OUR INDUSTRIES

@tecmark

£2.74 BILLION

FORECASTED ONLINE UK GAMBLING MARKET IN 2015

Source: http://www.gamblingdata.com/

@tecmark

SEO WILL BE ALL ABOUT THE THINGS I LOVE.

@tecmark

CONTENT.

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CONTENT. BRANDING.

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CONTENT. BRANDING.MOBILE.

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CONTENT. BRANDING.MOBILE. SOCIAL.

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CONTENT. BRANDING.MOBILE. SOCIAL. USER EXPERIENCE.

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SOME THINGS WON’T BE MUCH DIFFERENT

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GOOGLE WILL STILL RULE THE ROOST.

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THE GOALS OF SEARCH ENGINES WILL STILL BE THE SAME.

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BUT…

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SEARCH ENGINES ARE

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IT’S HARDER TO MANIPULATE RESULTS

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AND THE FOCUS NOW IS ON BEING THE QUALITY RESULT.

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SO, SEOS HAVE HAD TO COME A LONG WAY

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FROM…

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TO….

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2015 SEO ESSENTIALS

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GET MOBILE

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IF YOUR PHONE DOESN’T DISPLAY FLASH, GOOGLE WILL NOT SHOW FLASH SITES IN YOUR RESULTS.

Matt Cutts of Google at Pubcon in October 2013

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IF YOUR WEBSITE ROUTES ALL MOBILE TRAFFIC TO THE HOMEPAGE RATHER THAN THE INTERNAL PAGE THE USER WAS ATTEMPTING TO VISIT, IT WILL BE RANKED LOWER.

Matt Cutts of Google at Pubcon in October 2013

@tecmark

IF YOUR SITE IS SLOW ON MOBILES, GOOGLE IS LESS LIKELY TO RANK IT.

Matt Cutts of Google at Pubcon in October 2013

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HAVING A MOBILE SITE IS JUST THE START.

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http://developers.google.com/speed/pagespeed/insights

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MOBILE READY MEANS:

• Loading quickly on mobile

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MOBILE READY MEANS:

• Loading quickly on mobile

• Enabling users to navigate around on a small screen

@tecmark

MOBILE READY MEANS:

• Loading quickly on mobile

• Enabling users to navigate around on a small screen

• Taking mobile users to the content they expect to see

@tecmark

MOBILE READY MEANS:

• Loading quickly on mobile

• Enabling users to navigate around on a small screen

• Taking mobile users to the content they expect to see

• Enabling users to read without pinching and zooming!

@tecmark

GET SOCIAL

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NO DIRECT IMPACT ON SEARCH RANKINGS

(YET)

https://www.youtube.com/watch?v=udqtSM-6QbQ

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BUT…

http://socialmarketingwriting.com/how-to-perform-seo-on-your-website-with-social-media-infographic/

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YOUR SOCIAL AUDIENCE WILL

ENHANCE YOUR SEO

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INFLUENCES SEARCH RANKINGS

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LINK BUILDINGIS NOT DEAD.

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IT’S BEEN A BIT SICK, GRANTED…

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GOOGLE’S ALGORITHMS AREN’T YET GOOD ENOUGH TO STOP LINK SPAM

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CUE THE MANUAL ACTIONS TEAM

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EXPEDIA.COM

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HALIFAX.CO.UK

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MARKSANDSPENCER.COM

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BUT GOOGLE NEEDS LINK METRICS.

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https://www.youtube.com/watch?v=NCY30WhI2og

“We’ve played around with theidea of turning off back link relevance and, at least for now, back link relevance still really helps in terms of making sure that we return the best, most relevant, most topical set of search results.”

@tecmark

OFF PAGE IS (AND WILL BE INCREASINGLY) MORE THAN JUST LINKS THOUGH

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BRAND SIGNALS

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BRAND SEARCH VOLUME WILL MATTER MORE

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CITATIONS WILL MATTER MORE

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SENTIMENT WILL MATTER MORE

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Matt Cutts of GoogleSXSW 2013

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POSITIVE SENTIMENT

• Positive reviews

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POSITIVE SENTIMENT

• Positive reviews• Google’s own systems

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POSITIVE SENTIMENT

• Positive reviews• Google’s own systems• Trusted 3rd parties

@tecmark

POSITIVE SENTIMENT

• Positive reviews• Google’s own systems• Trusted 3rd parties

• Positive citations on Google Plus

@tecmark

POSITIVE SENTIMENT

• Positive reviews• Google’s own systems• Trusted 3rd parties

• Positive citations and interactions on Google Plus

• Positive citations across the web

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CONTENT MARKETING

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EXPERIMENT

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I asked 1000 Americans to name a British City other than London.

http://blogsession.co.uk/2013/09/british-cities/

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• $25 on survey responses

• 2 hours on writing the post and some of the initial social social sharing

THE INVESTMENT IN THAT CONTENT:

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THE POINT?

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CONTENT MARKETINGDOESN’T ALWAYS

MEAN BIG CONTENTPROJECTS.

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CONTENT MARKETINGIS ABOUT CREATIVITY,INNOVATION, TESTING AND CLEAR GOALS.

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WE’LL SEE MORE OF THIS…

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GOOGLE PLAYING THE COMPARISON SITE

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DON’T GET CAUGHT UP IN KEYWORD MONOMANIA!

http://www.searchenginepeople.com/blog/keyword-monomania.html

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AROUND 15% OF QUERIES ARE NEW

http://news.cnet.com/8301-1023_3-57582368-93/google-the-future-of-search-is-now

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2015 CHALLENGES & OPPORTUNITIES

@tecmark

CHALLENGES• Google increasingly playing the role of the comparison site

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CHALLENGES• Google increasingly playing the role of the comparison site

• Paid linking tactics being hammered down on even more. This presents a huge challenge in industries that have historically relied on them.

@tecmark

CHALLENGES• Google increasingly playing the role of the comparison site

• Paid linking tactics being hammered down on even more. This presents a huge challenge in industries that have historically relied on them.

• More screens. Higher consumer demand for speed. Higher demand from Google for fast user experiences

@tecmark

OPPORTUNITIES• Get mobile right and there’s way more to be had than just a search boost.

@tecmark

OPPORTUNITIES• Get mobile right and there’s way more to be had than just a search boost.

• Google Plus. Google has to make this work and WILL. Thus far, few companies are doing this particularly well.

@tecmark

OPPORTUNITIES• Get mobile right and there’s way more to be had than just a search boost.

• Google Plus. Google has to make this work and WILL. Thus far, few companies are doing this particularly well.

• If paid linking is dwindling, it’s content and PR led links for the win.