cyrus shepard: optimizing for humans — the magic of value-added seo — #fullstack15
TRANSCRIPT
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Optimizing for Humans: Value-Added SEO
Cyrus Shepard | @cyrusshepard
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@cyrusshepard
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What SEO sorcery is this?
600% Growth in 5 years
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The myth of
advanced SEO
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What’s an amazing restaurant in Edinburgh?
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Challenge: Rank #1 for “Amazing Restaurant in Edinburgh”
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Easy!
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(right?)
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I’m an SEO EXPERT!
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I write smarty-pants blog
posts!
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I read Google patents for
fun!
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Let’s apply Advanced
SEO
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Optimized Title Tag <title>Best Restaurant – The Elephant House in Edinburgh Scotland</title>
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Optimized Title Tag <title>Best Restaurant – The Elephant House in Edinburgh Scotland</title>
Optimize TF-IDF
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Optimized Title Tag <title>Best Restaurant – The Elephant House in Edinburgh Scotland</title>
Optimize TF-IDF
Synonyms & Variants
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Optimized Title Tag <title>Best Restaurant – The Elephant House in Edinburgh Scotland</title>
Optimize TF-IDF
Synonyms & Variants
Page Segmentation
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Optimized Title Tag <title>Best Restaurant – The Elephant House in Edinburgh Scotland</title>
Optimize TF-IDF
Synonyms & Variants
Page Segmentation
Semantic Distance
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Optimized Title Tag <title>Best Restaurant – The Elephant House in Edinburgh Scotland</title>
Optimize TF-IDF
Synonyms & Variants
Page Segmentation
Semantic Distance
Co-occurrence Optimization
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Optimized Title Tag <title>Best Restaurant – The Elephant House in Edinburgh Scotland</title>
Optimize TF-IDF
Synonyms & Variants
Page Segmentation
Semantic Distance
Co-occurrence Optimization
Entity Salience
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This just might work…
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Advanced SEO got us to
page 1
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But failed to get us to #1
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We forgot user inputs
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Content for Engines L
Credit to: Ma:hew J Brown
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Two Optimization Strategies
Engines Users
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One Unified Algorithm
New Paradigm: The Rise of User Inputs
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h:ps://moz.com/search-‐ranking-‐factors/survey
The Future of SEO
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The Future of SEO
h:ps://moz.com/search-‐ranking-‐factors/survey
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User-based features
Traditional SEO features
h:ps://moz.com/search-‐ranking-‐factors/survey
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Human-Optimized SEO: 5 Strategies
1 2 3 4 5
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1. The User Chooses You
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Modifying search result ranking based on user feedback
h:p://www.seobythesea.com/2015/07/google-‐click-‐through-‐feedback-‐search-‐results/
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Rand’s Experiment
h:ps://seomoz.box.com/shared/staNc/8fg6ete8oemwcw8im6ljeczt55axr5kl.pdf
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Moved to #1 after ~500 interactions (before falling back)
h:ps://seomoz.box.com/shared/staNc/8fg6ete8oemwcw8im6ljeczt55axr5kl.pdf
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Art of click nudging
Title
Keywords DescripNon
Brand
Rich Snippets
URL
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Hacking with Google Search Console
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The user chooses you again and again
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2. Task Completion
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This looks cool, but what about other restaurants?
Getting the click may not be enough, if the
user doesn’t complete the task
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Ah, I can complete my task right here!
• All restaurants ranked • Reviews • Maps • Menus • Prices • ReservaNons
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≠ Pogo Sticking
h:p://moz.com/blog/seo-‐saNsfacNon
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No need to go anywhere
else!
I love your website – it’s so
fast and a:racNve!
Engagement!
Aaron & Holly, Engaged
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Assisting elements of task completion
• Design • UX
• Navigation • Site Speed
• Searchability • Information
Architecture
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3. Answer questions users haven’t asked yet
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Lots of questions. Many searches.
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Questions the robots told us about
Questions our humans haven’t asked yet!
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One page Many answers
Long tail is very hard to predict in advance
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Feature of Successful Sites
h:p://mozcast.com/metrics
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Supplemental Content
h:p://www.scribd.com/doc/217994742/General-‐Guidelines-‐1
From Google’s Leaked Quality
RaNng Guidelines
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Supplemental Content
YouTube is 90% Supplemental
Content
• Related ArNcles • Links • NavigaNon Aids • Tools • Resources
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h:p://www.slideshare.net/hustwj/cikm-‐keynotenov2014
Deep learning algorithms aim to measure+predict related
concepts, and rank accordingly.
Ranking Advantages
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4. Human Formatting
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We still publish content like this
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…and 80% never read all of it.
h:p://dejanseo.com.au/web-‐content/
Reasons why people leave content
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Whiteboard Fridays Circa 2010
Video Only: Good for Humans Poor for Robots
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We added transcripts
Search engines love me!
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What human wants to read this?!?!
Nope!
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Added rich formatting • Headers • Images • Scanable
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Holy Engagement Batman!
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5. Buy Links
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5. Buy Links
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5. Buy Eyeballs
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The “free” channels
Moz’s most reproduced graphic
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Awe$ome People
We spend far more on Community + Social Media
than Content/SEO
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Paid $ocial
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Hire Awe$ome PR People
Fabulous!
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Event$
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Content Di$covery Networks
h:p://moz.com/blog/maximize-‐roi-‐via-‐content-‐distribuNon-‐networks
• Taboola • Outbrain • Gravity • Zemanta • ZergNet • Adblade • More here
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@cyrusshepard