@petecampbell [email protected]
The Future of Tech SEO ..Isn’t Your Website
@petecampbell [email protected]
THE WEB IS IN DECLINE
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INTERNET CONSUMPTION HAS COMPLETELY CHANGED
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MOBILE USAGE OVERTOOK DESKTOP IN 2014
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MOBILE USERS PREFER APPS OVER BROWSERS
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“We’re now getting more searches on mobile devices than desktop worldwide” Amit Singhal – Google SVP Search, 2015
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GOOGLE IS RADICALLY ADAPTING
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AND THE CHANGES ARE REDUCING ORGANIC TRAFFIC TO WEBSITES
@petecampbell [email protected]
JUST LOOK AT APP INDEXING TO SEE THIS IN ACTION
OPENS PAGE IN THE APP
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THAT’S JUST THE START - OPEN DATA IS KEY
Google AMP Project
App Indexing & Deep Linking Structured Data
Google Now Cards Build an API
@petecampbell [email protected]
THE FUTURE OF TECHNICAL SEO
@petecampbell [email protected]
The Future of Tech SEO ..Isn’t Your Website
@petecampbell [email protected]
PETE CAMPBELL / KAIZEN • Founder / Managing Director
• Kaizen is a team Content Marketing & Technical SEO specialists
• “Rising Star of the Year” (Travolution Awards)
• 6+ Years in Agency & In-House Roles
• Built first website at 11
• Ran several high-traffic video gaming sites
• Proud owner of a Game Boy Colour
@petecampbell [email protected]
Get in Touch: @petecampbell [email protected] https://www.kaizensearch.co.uk/
DOWNLOAD THESE SLIDES KAIZENSEARCH.CO.UK/FUTURE-SEO
@petecampbell [email protected]
HOW THE INTERNET HAS EVOLVED
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THE FIRST WEBPAGE IN 1991
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THE DESKTOP WAS KING OF THE 90’S
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THE WALLED GARDEN RULED THE NET
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REMEMBER THESE?
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THE OPEN WEB WON ..THANKFULLY
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INTERNET ENABLED LAPTOPS ARRIVED
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WEBSITES BECAME USEFUL
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BUT SMARTPHONES HAVE RESTARTED EVERYTHING
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THE WALLED-GARDEN IS BACK & WINNING
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NATIVE APP’S PROVIDE A BETTER UX
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FREE
BUILT TO BE VIRAL
COMMUNITY
SPECIAL OFFERS
RATINGS & REVIEW
BUSINESS INFO
EASY TO SETUP
WALLED GARDENS
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CAUSING WEB INNOVATION TO DIE
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OPEN SOURCE CMS
USES FRAMEWORK
ALL WEBSITES LOOK THE SAME
MATERIAL DESIGN
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75% OF BUZZFEED’S TRAFFIC COMES FROM SOURCES OTHER THAN THEIR WEBSITE
27%
23% 21%
14%
2% Facebook Video
Direct Web/App
Snapchat
YouTube
Facebook Referral
Facebook Image
Other Platforms
Organic SEO
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HOW SEARCH HAS EVOLVED
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Query Results Revised Query
“Hotels” Hmm, not right
“London Hotels”
HOW WE USE TO SEARCH
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SO WHAT’S THE FUTURE?
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THE FUTURE OF TECH SEO IS OPEN DATA
@petecampbell [email protected]
AND YOU CAN MAKE A START NOW
Google AMP Project
App Indexing & Deep Linking Structured Data
Google Now Cards Build an API
@petecampbell [email protected]
GOOGLE AMP
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ACCELERATED MOBILE PAGES PROJECT (AMP)
• Mobile Optimised Content
• Pre-Fetched by Google
• Loads Instantly
• New Ad Opportunities
https://www.ampproject.org/
@petecampbell [email protected]
AMP CONSISTS OF THREE DIFFERENT PARTS
AMP HTML AMP JS Google AMP
Cache
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HOW PUBLISHING WORKS
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<!doctype html><html amp><head>
<meta charset="utf-8"><title>5 Reasons Every Marketer Should Learn to Code - Kaizen</title><link rel="canonical" href="https://www.kaizensearch.co.uk/blog/seo/5-reasons-
marketers-should-learn-to-code/" /><script src="https://cdn.ampproject.org/v0.js" async></script><style amp-boilerplate>body{-webkit-animation:-amp-start 8s steps(1,end) 0s 1
normal both;-moz-animation:-amp-start 8s steps(1,end) 0s 1 normal both;-ms-animation:-amp-start 8s steps(1,end) 0s 1 normal both;animation:-amp-start 8s steps(1,end) 0s 1 normal both}@-webkit-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@-moz-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@-ms-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@-o-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}</style><noscript></head><body>
<h1>5 Reasons Every Marketer Should Learn to Code</h1><p>You’ve probably heard it a couple times already – read a clever article on Moz
or from your smug colleague’s boasting over a cup of coffee in the morning: the next marketing must-have skill is coding.</p></body></html>
https://www.kaizensearch.co.uk/blog/seo/5-reasons-marketers-should-learn-to-code/amp/
AMP Code In Action
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NORMAL
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AMP VERSION
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HOW TO IMPLEMENT GOOGLE AMP
https://wordpress.org/plugins/glue-for-yoast-seo-amp/
https://wordpress.org/plugins/amp/
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HOW TO IMPLEMENT GOOGLE AMP
https://www.ampproject.org/docs/get_started/create_page.html
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BEST PRACTICES FOR GOOGLE AMP
ü Add rel=“canonical” tags on AMP Pages
ü Use rel=“AMPHTML” on the non-AMP version https://www.ampproject.org/docs/guides/discovery.html
ü Built in Support for Google Analytics https://developers.google.com/analytics/devguides/collection/amp-analytics/#supported_user_interactions_for_google_analytics
ü AMP Report in Search Console to Track Performance https://support.google.com/webmasters/answer/6328309
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APP INDEXING & DEEP LINKING
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APP INDEXING & DEEP LINKING IN IOS9 & ANDROID
OPENS PAGE IN THE APP
‘Install App’ Button Fallback
@petecampbell [email protected]
HOW TO IMPLEMENT APP INDEXING
1. Add Support for HTTP URLs
2. Use App Indexing API or SDK (iOS9)
3. Test in Android Studio or Safari
4. Register in Google Search Console
5. Monitor via Search Analytics Report
https://developers.google.com/app-indexing/android/app http://apple.co/1UMgEkf
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STRUCTURED DATA
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Knowledge Graph (Organization)
Interactive Breadcrumbs
Sitelinks Search Box (SearchAction)
Blogs & Articles Star Ratings (AggregrateRating)
STRUCTURED DATA EVERY BRAND SHOULD BE USING
@petecampbell [email protected]
LOGO, PHONE NUMBER & SOCIAL MEDIA LINKS ‘ORGANIZATION’ SCHEMA
REQUIREMENTS
• 150px x 150px Logo • Customer Service Number • Social Media URLs
SUPPORTED SOCIAL PROFILES
• Facebook • Twitter • Google+ • Instagram • YouTube • LinkedIn • Myspace • Pinterest • SoundCloud • Tumblr
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@petecampbell [email protected]
DISPLAY AN INTERACTIVE BREADCRUMB TRAIL ‘BREADCRUMB’ DATA VOCABULARY
REQUIREMENTS
• Display a Visual Breadcrumb Trail to Users
On-Site Breadcrumb
@petecampbell [email protected]
ECOMMERCE? USE SITELINKS SEARCH BOX MARKUP ‘SEARCHACTION’ SCHEMA
REQUIREMENTS
• An Internal Search Engine On Your Site • Try Google Custom Search Engine if Needed
@petecampbell [email protected]
USE CUSTOMER REVIEW DATA TO GAIN STAR RATINGS ‘PRODUCT/AGGREGATE RATING’ SCHEMA
REQUIREMENTS
• Real-Customer Review Data • No Data? Run an Incentive-Based Survey • Testimonial Page
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GOOGLE NOW CARDS
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CONTEXTUAL RESULTS WITH GOOGLE NOW
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GOOGLE NOW USES STRUCTURED DATA IN EMAILS
https://developers.google.com/schemas/tutorials/embedding-schemas-in-emails
https://developers.google.com/schemas/now/cards
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BUILD AN API
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A VERY BASIC EXPLANATION OF HOW AN API WORKS
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EXPERIMENT WITH JSON-BASED API’S ON YOUTUBE
Grab YouTube ID
Create a Project to Get API Key: https://console.developers.google.com/apis/library
@petecampbell [email protected]
YOU BUILD A URL TO REQUEST YOUTUBE VIDEO INFO
Create a Project to Get API Key: https://console.developers.google.com/apis/library
https://www.googleapis.com/youtube/v3/videos?id=EI0ib1NErqg&key=APIKEY&fields=items(snippet(title,description,thumbnails(default(url))))&part=snippet,contentDetails
Requests Video Title & Description
Requests Thumbnail URL
@petecampbell [email protected]
AND GET A RESPONSE IN JSON CODE
Create a Project to Get API Key: https://console.developers.google.com/apis/library
{ "items": [ { "snippet": { "title": "Game of Thrones Season 6: Trailer #2 (HBO)", "description": "Subscribe to the Game of Thrones YouTube: http://itsh.bo/10qIOan\n\nGame of Thrones Season 6 premieres April 24th at 9PM.", "thumbnails": { "default": { "url": "https://i.ytimg.com/vi/EI0ib1NErqg/default.jpg" } } } } ]}
@petecampbell [email protected]
YOU CAN EXPERIMENT WITH ALL OF GOOGLE’S API’S
https://developers.google.com/apis-explorer
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YOU’RE ALMOST READY FOR THE FUTURE OF SEO
Google AMP Project
App Indexing & Deep Linking Structured Data
Google Now Cards Build an API
@petecampbell [email protected]
JUST ONE MORE THING..
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AI VOICE ASSISTANTS
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GOOGLE & SIRI VOICE ACTIONS IS RESTRICTIVE
“SEARCH FOR [KEYWORD] ON [APP NAME]”
Intent Action Context
https://developers.google.com/voice-actions/system/
Google-Approved API Commands Only
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GOOGLE & SIRI VOICE ACTIONS IS RESTRICTIVE
http://apple.co/1YilYuO
Use NSUserActivity to build index of App Content & Search Activities
Eligible Activities Only Appear on Siri
No Siri API Yet
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VIV WILL BE AN OPEN AI THAT ENABLES YOU TO PURCHASE WITH VOICE SEARCH ONLY IN ANY APP
https://youtu.be/Rblb3sptgpQ?t=9m32s
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THE FUTURE OF TECHNICAL SEO
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LET’S JUST STOP THIS HAPPENING OK?
@petecampbell [email protected]
Get in Touch: @petecampbell [email protected] https://www.kaizensearch.co.uk/
DOWNLOAD THESE SLIDES KAIZENSEARCH.CO.UK/FUTURE-SEO
Thank You!