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/

http://www.gamblingdata.com/



@tecmark

SEO WILL BE ALL ABOUT THE THINGS I LOVE.

@tecmark

CONTENT.

@tecmark

CONTENT. BRANDING.

@tecmark

CONTENT. BRANDING.MOBILE.

@tecmark

CONTENT. BRANDING.MOBILE. SOCIAL.

@tecmark

CONTENT. BRANDING.MOBILE. SOCIAL. USER EXPERIENCE.

@tecmark

SOME THINGS WON’T BE MUCH DIFFERENT

@tecmark

GOOGLE WILL STILL RULE THE ROOST.

@tecmark

@tecmark

THE GOALS OF SEARCH ENGINES WILL STILL BE THE SAME.

@tecmark

BUT…

@tecmark

SEARCH ENGINES ARE

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IT’S HARDER TO MANIPULATE RESULTS

@tecmark

AND THE FOCUS NOW IS ON BEING THE QUALITY RESULT.

@tecmark

SO, SEOS HAVE HAD TO COME A LONG WAY

@tecmark

FROM…

@tecmark

TO….

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2015 SEO ESSENTIALS

@tecmark

GET MOBILE

@tecmark

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

@tecmark

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.


@tecmark

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


@tecmark

HAVING A MOBILE SITE IS JUST THE START.

@tecmark

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



@tecmark

MOBILE READY MEANS:

• Loading quickly on mobile

@tecmark

MOBILE READY MEANS:


• Enabling users to navigate around on a small screen

@tecmark

MOBILE READY MEANS:



• Taking mobile users to the content they expect to see

@tecmark

MOBILE READY MEANS:



• Taking mobile users to the content they expect to see

• Enabling users to read without pinching and zooming!

@tecmark

GET SOCIAL

@tecmark

NO DIRECT IMPACT ON SEARCH RANKINGS

(YET)

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

@tecmark

BUT…

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




@tecmark

YOUR SOCIAL AUDIENCE WILL

ENHANCE YOUR SEO

@tecmark

INFLUENCES SEARCH RANKINGS

@tecmark

@tecmark

LINK BUILDINGIS NOT DEAD.

@tecmark

IT’S BEEN A BIT SICK, GRANTED…

@tecmark

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

@tecmark

CUE THE MANUAL ACTIONS TEAM

@tecmark

EXPEDIA.COM

@tecmark

HALIFAX.CO.UK

@tecmark

MARKSANDSPENCER.COM

@tecmark

BUT GOOGLE NEEDS LINK METRICS.

@tecmark

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

@tecmark

BRAND SIGNALS

@tecmark

BRAND SEARCH VOLUME WILL MATTER MORE

@tecmark

CITATIONS WILL MATTER MORE

@tecmark

SENTIMENT WILL MATTER MORE

@tecmark

Matt Cutts of GoogleSXSW 2013

@tecmark

POSITIVE SENTIMENT

• Positive reviews

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POSITIVE SENTIMENT

• Positive reviews• Google’s own systems

@tecmark

POSITIVE SENTIMENT

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

@tecmark

POSITIVE SENTIMENT


• Positive citations on Google Plus

@tecmark

POSITIVE SENTIMENT


• Positive citations and interactions on Google Plus

• Positive citations across the web

@tecmark

CONTENT MARKETING

@tecmark

@tecmark

EXPERIMENT

@tecmark

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

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



@tecmark

@tecmark

• $25 on survey responses

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

THE INVESTMENT IN THAT CONTENT:

@tecmark

THE POINT?

@tecmark

CONTENT MARKETINGDOESN’T ALWAYS

MEAN BIG CONTENTPROJECTS.

@tecmark

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

@tecmark

WE’LL SEE MORE OF THIS…

@tecmark

GOOGLE PLAYING THE COMPARISON SITE

@tecmark

@tecmark

DON’T GET CAUGHT UP IN KEYWORD MONOMANIA!

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



@tecmark

AROUND 15% OF QUERIES ARE NEW

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



@tecmark

@tecmark

2015 CHALLENGES & OPPORTUNITIES

@tecmark

CHALLENGES• Google increasingly playing the role of the comparison site

@tecmark


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

@tecmark


• 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


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

@tecmark


• 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.

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

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