By:  Navneet  Kaushal  CEO  PageTraffic  

The    Next    Genera;on    SEO  

Google  -­‐  More  Informa,on  

Google  -­‐  More  Visual  

Bing  -­‐  More  Visual  

www.pagetraffic.com  

www.pagetraffic.com  

Search  Queries  –  More  Self-­‐Referen,al  

Search  Queries  –  Longer,  More  Descrip,ve  

Search  Queries  –  More  Time  Sensi,ve  

The  Way  We  Consume  Informa;on  has  Changed  

The  Way  We  Communicate  Has  Changed    

www.pagetraffic.com  

•  Hummingbird  •  Google  Panda:  26+  updates  •  Google  Penguin:  4  updates  •  Exact-­‐Match  Domain  (EMD)  Update    •  Page  Layout:  2  updates  •  7-­‐Result  SERPs  •  Link  Warnings  •  Knowledge  Graph  •  Venice  •  Other  Monthly  Updates:  390  

Google  Algorithm  is  Constantly  Changing    

Audience  Search  Habits  are  Changing    

Audience  Search  Habits  are  Changing    

SEO  is  Evolving  

 HISTORICAL  THINKING:  

 “SEO  IS  SOMETHING  YOU  DO    

AFTER  YOU  HAVE  BUILT  YOUR  WEBSITE,  SERVICE,  PRODUCT,  ETC”  

 CURRENT  &  FUTURE  THINKING  

 

“SEO  has  evolved  to  become  the  result  of  an  actual  marke,ng  strategy  versus  

marke,ng  tac,cs”    

@iacquire

The Old Consumer Decision Journey

Elias Lewis (Advertising Agency Hall of Famer) invented this model (AIDA) in 1898.

via Wikipedia

@iacquire

The New Consumer Decision Journey

via Google ZMOT 2012

Content  Should  be  UnOp,mized  Content  produc,on  needs  to  change  from:  •  Auto-­‐generated  to  human-­‐generated  •  ‘Thin’  to  valuable  •  PaXerned  to  unique  •  Scale  to  reasonable  amount  •  Generalists  to  authori,es  

Star Ratings, Reviews & Price

Author Photo

Date of Publication

Video Snippet

RICH  SNIPPETS  AND  SCHEMA  MARKUP  SERPS  

 Only  0.3%  of  websites  are  making  use  of  the  Google  approved  Schema  tool.  

Pages  Using  Schema.org  Markups  Rank  Higher  in  Google  

The  most  common  schema  

Increase  Site  Speed  

Onsite  SEO  

PageSpeed  Insights      Cost  =  0  

People are

impatient!#

A one second delay in page response can

result in a 7% reduction on conversions.#

Sources:  Akamai.com,  Gomez.com  

“# ”

Test Your

Site…  

GTMetrix or Google Page Speed Insights#

Implement Caching"

Implement Gzip Compression"

Consider a Content " Delivery Network (CDN)"

Optimize Your Images.."

A  Mashable  survey  in  August  2013  revealed  that  17.4  percent  of  global  web  traffic  comes  from  mobile  compared  to  11.1  percent  in  the  previous  year.  

Make Your Site RESPONSIVE"

One Site#One Product Database#One interface#One SEO Strategy#

Remarke;ng  

Shi_  in  Balance  is  happening  

Link  Building  

On-­‐Page  Basics  

In  2008,  SEO  Was  This  

LINK  BUILDING  

UX  

CONTENT  STRATEGY  

MOBILE    

SITE  SPEED  

VIDEO  ON-­‐PAGE  

SEO  

CONTENT MARKETING

In  2014,  SEO  is  This  

Forget keywords as anchor texts

Build  Links  WITH  Your  Content  to  

Win.    

Pick  Content  Type      

Build Content With High Search Link Intent

KEYWORD  “FACTS”  KEYWORD  “INFORMATION”  

KEYWORD  “DATA”  

Learn  the  art  of  storytelling  

Promote  

www.pagetraffic.com  

From  PageRank  to  AuthorRank  

Author  Rank  Author  Rank  is  about  fusing  the  web  of  people  with  the  web  of  documents  and  crea=ng  a  more  savvy  view  of  Internet  influence.  

Author  Rank  

Google  Authorship  Markup  

Structured  data  markup  using  microdata  from  schema.org  will  be  interpreted  as  authorship  informa,on  as  well.        

Google  Authorship  Markup  

Start  Building  Author  Rank  

Author  Rank  &  Search  Rankings  

Author  Rank  &  Search  Rankings  “It’s  just  the  case  that  that  picture  is  just  more  likely  to  aXract  aXen,on.  It’s  just  a  liXle  more  likely  to  get  the  clicks,  and  you  now,  it’s  almost  like  an  indicator  of  trust…you  could  imagine  that  star,ng  to  affect  rankings.”  

Checklist  to  Improve  Author  Rank  

Look  interes,ng  people,  circle  them  

Start  building  visibility  (and/or  a  rela,onship)  with  the  authors  and  editors.  

Update  your  blog  regularly    

Check  your  Google+  feed  and  interact.  

Social authority influences rank  

Both  search  engines  aXempt  to  compute  the  authority  and  quality  of  an  author  and  give  that  author's  tweets  preferen,al  treatment  

Hire/Engage W/ Writers Authoritative on a Subject on Google+

Build A Reusable, Authoritative Guest Author

It  doesn’t  maXer  if  you  have  a  footprint  if  you  don’t  suck.  

New  SEO:  Crea;on  +  Promo;on  +  Analy;cs  

Embracing  Marke;ng  

www.pagetraffic.com  

Start  asking  the  right  ques;on...  

www.pagetraffic.com  

How  Do  I  Rank  #1?  

www.pagetraffic.com  

What’s  the  best  strategy  to  drive  traffic  to  my  site  and  convert  it?  

Website: www.pagetraffic.com Email: navneet@pagetraffic.com Twitter: @navneetkaushal Blog: www.pagetrafficbuzz.com Facebook: www.facebook.com/pagetraffic.in

THANK YOU!