milestone webinar, impact your rank and revenue with top search strategies
TRANSCRIPT
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IMPACT YOUR RANK AND REVENUE WITH TOP SEARCH STRATEGIES
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Milestone Confidential
Panelists
Jake Brennan, Marketing Associate Moderator
Aaron Horowitz, Digital Marketing Specialist
Terry Teng, Digital Marketing Specialist
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Agenda
1 How do customers search today?
2 What is most important for SEO success?
3 How to stay ahead?
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Source: Google
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Searches for Travel-Hospitality
1 2 3 4
534 Google Searches
1400 Images
166 Google Searches
52 Google searches
“5 airlines & 8 hotel brands searched before
booking”
17 Google InteractionsNear me (Bars,
Restaurants, Hotels, Breakfast)
Source: https://www.thinkwithgoogle.com/topics/travel-hospitality.html
Make-A-Plan-Moment Book-It-MomentI-Want-To-Get-Away-
MomentCan’t-Wait-To-Explore-
Moment
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Search Today: All About User Experience
(Conversational Content)Schemas
IndexSocial Links /
Citations
PANDAThin
content / duplicate content
PENGUINBad links / Keyword stuffing
HUMMINGBIRD
AMP HTMLAccelerated Mobile Pages
(New FrameworkAMP HTML puts content in fast lane)
KNOWLEDGE GRAPH(Drive wearable technology)
Voice Search
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Milestone Confidential
Top 5 SEO Success Factors
Robust Website Technology
Mobile-Centric Approach
Optimize Google My Business
Strong & Authoritative Links
Managing Online Reviews
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ROBUST WEBSITE TECHNOLOGY
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Optimizing Website Technology for User and Search
Minimize HTTP requests Minify JS & CSS Optimized images GZIP components
HTML CSS < > xmlHTML Validation CSS Validation Link Checker /
Internal LinksCanonical Tags Sitemap - XML
(Images, Video)
Optimized meta tags Header tags – H1, H2, H3
Alt Tags for Images
meta <h1>
Schemas Markup
Platform Performance and Website Speed
Optimization
Crawlability Optimization
Search Optimization
Social Tags
Robust Website Technology
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Hummingbird: Essentially, Google’s Algorithm
Crawling Parsing Indexing Search
collects information on the web;
identifies the information
collected, labels it;
identifies relationships
between words and/or phrases;
understands queries, retrieves
filtered information and ranks the
resources.
1 32 4
Robust Website Technology
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Central Dashboard for Auditing Website Health
Robust Website Technology
Schema mark-up: Tourist Attraction
This is how search engines consume data on this page
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MOBILE CENTRIC APPROACH
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“Hey Google, find hotels near me”
• In the US, over 50% of the queries on Google come from mobile
• 20% of those queries on Google are voice queries
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Leverage FAQ Pages For Voice Search
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Direct answer
Ranking for non-
branded keywords
Mobile-Centric Approach
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Create a Pleasant Cross-Device Experience
98% are switching between devices
Mobile Centric Approach
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Optimize Website Speed on Mobile & Desktop Mobile-Centric Approach
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Google’s AMP – Accelerated Mobile Pages – expanding beyond news to all mobile sites
Google AMP
Search
Google AMP News
NoGoogle AMP
We are AMP
Ready
Mobile-Centric Approach
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Milestone Case Study: MillwoodInn.comMobile-Centric Approach
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Less Content; Customized For Mobile
• “Less Is More” content gives users what they need in micro moments • Provide direct answers for user queries • Optimize mobile website for speed
Less for life on the go
Everything at your
fingertips
Content for mobile journey
Mobile-Centric Approach
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OFF-PAGE SEO FACTORS
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How Are Customers Searching for Your Business?
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Improve Your Business’s Local Ranking By Optimizing Google My Business.
• Verify location with correct name, address, phone number, website URL, & category.
• Keep your hours accurate; include special hours
• Manage and respond to reviews
• Add photos Source: https://support.google.com/business/answer/7091?hl=en
Optimize Google My Business
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Impact of Photos on Google My Business
All Time Photo Views
Optimize Google My Business
Photos updated
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Recent Changes to the Knowledge GraphOptimize Google My Business
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Ranking In Local 3 Pack – Local Businesses
RelevanceMatch with the search
query
Distancehow far is business from the location term used in
a search?
ProminenceLinks, articles,
directories and review count, position in web
results
Source: https://support.google.com/business/answer/7091?hl=en
Strong & Authoritative Links
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Focus on Relevant Variety, and Emphasize the Core Links
Strong & Authoritative Links
Local Listings Data Aggregators Internet Yellow Pages
Business & Industry Maps Social Channels
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Saturate Maps with Business Information
Enhanced Business
Information
Strong & Authoritative Links
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Actively Monitor and Manage ReviewsManaging Online Reviews
Incorrectly listed & 4.2 star rating Unresponsive to reviews
Local 3 Pack31% drop MOM local keywords
Hotel in San DiegoHotel in San Francisco
Correctly listed & 4.3 star rating Responding to reviews
Local 3 Pack29% rise MOM local keywords
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STAYING AHEADAND KEY TAKEAWAYS
FOR BUSINESSES
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Current Trends Reshaping the Future of Search
Augmented Reality – Pokemon Go
Augmented Reality
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Milestone Confidential
Current Trends Reshaping the Future of Search
Augmented Reality – Pokemon Go
Machine Learning - RankBrain
Machine Learning
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Key Takeaways For Businesses
• Chase the user experience, not algorithm changes
• Fix your website platform before anything else
• Focus on promoting accurate information
• Actively manage reviews across all channels
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Next Webinar:Key Strategies to Maximize Your 2017 BudgetSeptember 8th, 11am PT
Thank You!