the future of technical seo isn't your website
TRANSCRIPT
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@petecampbell [email protected]
“We’re now getting more searches on mobile devices than desktop worldwide” Amit Singhal – Google SVP Search, 2015
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@petecampbell [email protected]
JUST LOOK AT APP INDEXING TO SEE THIS IN ACTION
OPENS PAGE IN THE APP
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@petecampbell [email protected]
THAT’S JUST THE START - OPEN DATA IS KEY
Google AMP Project
App Indexing & Deep Linking Structured Data
Google Now Cards Build an API
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@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
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@petecampbell [email protected]
Get in Touch: @petecampbell [email protected] https://www.kaizensearch.co.uk/
DOWNLOAD THESE SLIDES KAIZENSEARCH.CO.UK/FUTURE-SEO
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@petecampbell [email protected]
FREE
BUILT TO BE VIRAL
COMMUNITY
SPECIAL OFFERS
RATINGS & REVIEW
BUSINESS INFO
EASY TO SETUP
WALLED GARDENS
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@petecampbell [email protected]
OPEN SOURCE CMS
USES FRAMEWORK
ALL WEBSITES LOOK THE SAME
MATERIAL DESIGN
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@petecampbell [email protected]
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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@petecampbell [email protected]
Query Results Revised Query
“Hotels” Hmm, not right
“London Hotels”
HOW WE USE TO SEARCH
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@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
![Page 40: The Future Of Technical SEO Isn't Your Website](https://reader031.vdocuments.mx/reader031/viewer/2022030307/58ec12601a28ab8f398b45bb/html5/thumbnails/40.jpg)
@petecampbell [email protected]
ACCELERATED MOBILE PAGES PROJECT (AMP)
• Mobile Optimised Content
• Pre-Fetched by Google
• Loads Instantly
• New Ad Opportunities
https://www.ampproject.org/
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@petecampbell [email protected]
AMP CONSISTS OF THREE DIFFERENT PARTS
AMP HTML AMP JS Google AMP
Cache
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@petecampbell [email protected]
<!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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@petecampbell [email protected]
HOW TO IMPLEMENT GOOGLE AMP
https://wordpress.org/plugins/glue-for-yoast-seo-amp/
https://wordpress.org/plugins/amp/
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@petecampbell [email protected]
HOW TO IMPLEMENT GOOGLE AMP
https://www.ampproject.org/docs/get_started/create_page.html
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@petecampbell [email protected]
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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@petecampbell [email protected]
APP INDEXING & DEEP LINKING IN IOS9 & ANDROID
OPENS PAGE IN THE APP
‘Install App’ Button Fallback
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@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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@petecampbell [email protected]
Knowledge Graph (Organization)
Interactive Breadcrumbs
Sitelinks Search Box (SearchAction)
Blogs & Articles Star Ratings (AggregrateRating)
STRUCTURED DATA EVERY BRAND SHOULD BE USING
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@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]
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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
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@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
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@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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@petecampbell [email protected]
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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@petecampbell [email protected]
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
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@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
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@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" } } } } ]}
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@petecampbell [email protected]
YOU CAN EXPERIMENT WITH ALL OF GOOGLE’S API’S
https://developers.google.com/apis-explorer
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@petecampbell [email protected]
YOU’RE ALMOST READY FOR THE FUTURE OF SEO
Google AMP Project
App Indexing & Deep Linking Structured Data
Google Now Cards Build an API
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@petecampbell [email protected]
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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@petecampbell [email protected]
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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@petecampbell [email protected]
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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@petecampbell [email protected]
Get in Touch: @petecampbell [email protected] https://www.kaizensearch.co.uk/
DOWNLOAD THESE SLIDES KAIZENSEARCH.CO.UK/FUTURE-SEO
Thank You!