why it doesn’t matter if you are #1 on google
TRANSCRIPT
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Why It Doesn’t MatterIf You Are #1 on Google
(And What You Should Be Focusing On Instead)
Jerusalem Business Networking ForumCharlie Kalech
Director, J-Town Internet Services Ltd.June 6, 2016
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From 2010
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Nothing New2010 Semantic Language
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Nothing New
2013 Social Signals Affect Search
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Nothing New
2012 Misspellings & Close Variants Introduced to Adwords
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Practical Advice for SEOand Internet Marketing
Charlie Kalech
Director, J-Town Internet Services Ltd.
February 27, 2014
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SEO Has Changed
A Lot In The Last 10 Years
[AltaVista] [AllTheWeb/Lycos] [HotBot] [7Search]
[About.com] [Enhance (Formerly Ah-Ha)] [AOL
Web Sites] [AskJeeves (Teoma)] [Xuppa
(Formerly Bay9)] [FindWhat] [Google] [Kanoodle]
[LookSmart] [Lycos] [MSN] [Netscape] [Open
Directory] [Overture (Formerly Goto)] [Yahoo
Directory] [Yahoo Web Results]
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SEO Has Changed
A Lot In The Last 5 Years
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SEO Has Changed
A Lot In The Last 5 YearsPanda was released in February 2011.
This change and future Panda updates aimedto adjust site rankings based on website quality.
This includes ➢Website design➢Trustworthiness➢Speed ➢Frequency of visitors returning to the website
Reportedly this change affected the rankings of almost 12 percent of all search results.
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SEO Has Changed
A Lot In The Last 5 Years
April 24, 2012
The update was aimed atdecreasing search engine rankingsof websites based onpoor quality backlinks(websites linking to your site).
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SEO Has Changed
A Lot In The Last 3 Years
Google started using Hummingbird around August 30, 2013
No One Noticed
Google announced Hummingbird on September 26, 2013
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Hummingbird Reflects That Where We
Search and How We Search Has
Changed
No More Exact Match
Keywords
2013
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How It Used To BeKeyword Research
Optimized Content
Inbound Link-Building
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How It Used To BeResults = Keyword Ranking on SERPs
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Today People Don't
Search That Way AnymoreSearch engines understanding keywords aren't enough to know what people mean.
Now they are working on intent.
➢ Predictive Search➢ Conversational Search
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Predictive Search
Knowing what a user will search for before they search for it and showing it to them before they search for it.
Google Suggest:
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Predictive Search
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Conversational Search
Apple’s Siri, Microsoft’s Cortana, Google Now
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Conversational Search
Apple’s Siri, Microsoft’s Cortana, Google Now
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Conversational Search
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Conversational Search
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Conversational Search
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Conversational Search
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Conversational Search
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Conversational Search
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Conversational Search
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Conversational Search
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Conversational Search
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What Does This SERP
Have To Do With Keywords?
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Search Engines Track Your browserYour searchesYour IP addressYour sharesYour friendsYour interestsYour workYour homeYour relationships
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Search EnginesDon’t Need
Keywords Anymore
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Search EnginesDon’t Need
Keywords Anymore
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Search EnginesDon’t Need
Keywords Anymore
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Relevance:Broad-Based Content Focused on Intent
Integrated Content
Focus on a searcher's intent – as Google does.
What are they looking for and what value can you provide.
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Relevance:Broad-Based Content Focused on Intent
Integrated Content
You can't capture all the keywords Updates like Hummingbird broaden the results for keyword searches
Most Searches Are Unique
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SMX
June 2015
15% of searches on Google are unique and have never been searched for before
Jerry DischlerGoogle’s VP of Product Management
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Most Searches Are Unique
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Most Searches Are Unique
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Most Searches Are Unique
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Most Searches Are Unique
“The secret to our success – trademarked keywords.”
Rachel NeimanDirector of Marketing
Briefcam
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Relevance:Broad-Based Content Focused on Intent
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Relevance:Broad-Based Content Focused on Intent
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Relevance:Broad-Based Content Focused on Intent
Integrated ContentInstead of thinking about keywords, think about the QUESTIONSsomeone would ask to find your company online
Think of the searcher's INTENT, not the exact words
Create CONTENT around that
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Functionality: Schema
Microdata coded to produce rich snippets
(extra information) used by Bing, Google,
Yahoo!
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Functionality: SchemaRich snippet types supported by
GoogleBreadcrumbsEventsMusic
OrganizationsPeople
ProductsRecipes
Review ratingsReviewsSoftware
applicationsVideos: Facebook Share and RDFa
schema.org markup for videos
Supported software application types
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Functionality: Schema
You Must Have a Google+ Profile and a
Google+ Local Business Page
Use What Google Gives You &
Integrate
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Functionality: Mobile
http://www.thinkwithgoogle.com/research-studies/creating-moments-that-matter.html
Research: 61%
of mobile searchers who land on non-optimized site will immediately leave the site and return to Google
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Functionality: Mobile
If you do not have a mobile optimized site you will lose visitors and rankings (and business)
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Content:Then What?!
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Content:Then What?!
Social Shares but organic social content doesn’t have reach
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Content:Then What?!
Search EnginesRankings are personalized, predictive and increasingly out of a publishers control
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Authority:
Most Trusted Sourcesof Brand Information & MessagingFor Consumers Around the World
Is Social Media
92% Trust earned media, such as recommendations from friends and family, above all other forms of advertising
70% Online Consumer Reviews
http://www.nielsen.com/content/corporate/us/en/newswire/2012/consumer-trust-in-online-social-and-mobile-advertising-
grows.html
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Authority: Authorship
You EARN links because of the online reputation and authority you have built up
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Authority: Authorship + SocialLinks shared through Twitter and Facebook have a direct impact on rankings. As does who is sharing them
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Authority: Authorship +
SocialDec 2010 http://searchengineland.com/what-social-signals-do-google-bing-really-count-55389
Bing: We do look at the social authority of a user. We look at how many people you follow, how many follow you, and this can add a little weight to a listing in regular search results. It carries much more weight in Bing Social Search, where tweets from more authoritative people will flow to the top when best match relevancy is used.Google: ... [Social Authority] is used as a signal in our organic and news rankings. We also use it to enhance our news universal by marking how many people shared an article.Danny Sullivan: Do you try to calculate the authority of someone who tweets that might be assigned to their Twitter page. Do you try to “know,” if you will, who they are?Bing: Yes. We do calculate the authority of someone who tweets. For known public figures or publishers, we do associate them with who they are. (For example, query for Danny Sullivan)Google: Yes we do compute and use author quality. We don’t know who anyone is in real life :-)Danny Sullivan: Do you calculate whether a link should carry more weight depending on the person who tweets it?Bing: Yes.Google: Yes we do use this as a signal, especially in the “Top links” section [of Google Realtime Search]. Author authority is independent of PageRank, but it is currently only used in limited situations in ordinary web search.
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Target Influencers
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Then Re-Target Influencers
and Potential Clients
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Don’t Give Up
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Targeting and RetargetingOn Social Media and Search Networks
http://www.wordstream.com/
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Targeting and RetargetingOn Social Media and Search Networks
http://www.wordstream.com/
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Targeting and RetargetingOn Social Media and Search Networks
Promoting Content on the Google Display Network Using Remarketing
Google+ allows you to target Circles you've created.
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Targeting and RetargetingOn Social Media and Search Networks
http://www.wordstream.com/
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Targeting and Retargeting1)Create awesome content and share it
2)Amplify by selectively promoting specific pieces of top-performing content in social channels
3)Tag site visitors with a cookie so you can track their activity on your site
4)Filter by behavior and demographics to create relevant audience segments
5)Advertise to those audiences with display and social remarketing ads
6)Convert and capture qualified leads/ saleshttp://www.wordstream.com/
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Don’t Forget
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Thank You
Charlie Kalech Director, J-Town Internet Services Ltd.
www.j-town.co.il
@CharlieKalech
For More Resources Fan Us on Facebook https://www.facebook.com/JTownInternetServices