Practical Seo and internet marketing advice

Practical Advice for SEO
and Internet Marketing

Charlie Kalech
Director, J-Town Internet Services Ltd.
February 27, 2014

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]

SEO Has Changed

SEO Has Changed
Panda was released in February 2011.
This change and future Panda updates aimed
to 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.

SEO Has Changed
April 24, 2012
The update was aimed at
decreasing search engine rankings
of websites based on
poor quality backlinks
(websites linking to your site).

SEO Has Changed

Google started using Hummingbird around August 30, 2013

No One Noticed
Google announced Hummingbird on September 26, 2013

Hummingbird Reflects That Where We
Search and How We Search Has
Changed

No More Exact Match
Keywords

How It Used To Be
Keyword Research

Optimized Content

Inbound Link-Building

How It Used To Be
Results = Keyword Ranking on SERPs

Today People Don't
Search That Way Anymore
Search engines understanding keywords
aren't enough to know what people mean.
Now they are working on intent.
➢
➢

Predictive Search
Conversational Search

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:

What Does This SERP
Have To Do With Keywords?

Old School
Keywords + Links + Code

New School
Keywords + Links + Code
Relevance + Authority + Functionality

Relevance

Old School

Authority

Functionality

Exact Match
Keywords

Inbound
Links

Clean Code

Page Rank
New School Broad-Based
Keywords
Focused on
Intent
Integrated
Context

Tags
SEF URLs

Authorship

(The Above +)

Social
Signals

Responsive
Design
Speed
Schema

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.

Relevance:
Integrated Content
You can't capture all the keywords
Updates like Hummingbird broaden the
results for keyword searches
Most Searches Are
Unique

Relevance:
Integrated Content
Hummingbird is the death of keywords in the way that we know
it

No more brute force, rigid definitions. Google is now examining
the searcher’s query as a whole and processing the meaning
behind it by putting it in context.
This is coupled with:
● Previous search queries
● Searcher's behavior
● User's online context
➢
Social media
➢
Other Google products

Relevance:
Integrated Content
We used to make
revolving doors to get
people into our sites.
We would have lots of
specific landing pages
instead of real
valuable content
which should be
shared among many
relevant keywords.

Relevance:
Integrated Content
Paradigm Shift:
Change Your
Relationship
From

Exact match keyword
-> landing page
To

Broad performance of
search traffic across a
site using groups of
phrases served by that
content

Relevance:
Integrated Content
Instead of thinking
about
keywords, think
about the questions
someone would ask
to find your company
online and create
content around that.
Think of the
searcher's intent, not
the exact words

Relevance:
Integrated Content
Create Greater Value Across Your Whole
Site
Generates more authority
Earns links with better more valuable content
Google will then rank your pages just because of
who you are and your authority, even if you have
done very little work to optimize them

Authority:
A Different Kind of Inbound Link

Authority:
Most Trusted Sources
of Brand Information & Messaging
For 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-advertisinggrows.html

Authority: Authorship
You EARN
links because
of the online
reputation and
authority you
have built up

Authority: Authorship + Social
Links shared through Twitter and Facebook have a
direct impact on rankings. As does who is sharing
them

Authority: Authorship +
Social
Dec 2010 http://searchengineland.com/what-social-signals-do-google-bing-really-count55389

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

Valuable Content and
Your Social Media
Strategy Naturally Give
You Authority and
Relevance Which Will
Allow You To Rank Well

Functionality: Mobile
91% of all Americans now
own a cell phone
63% of cell phone owners
use their phone to go
online
57% of all American adults
are cell Internet users
34% of these mostly use
their phone to access the
internet
Pew Research Sept. 2013


"Smartphone users are a significant and
fast-growing segment of internet users, and
at Google, we want them to experience the
full richness of the web"
Yoshikiyo Kato, software engineer at
Google.

http://googlewebmastercentral.blogspot.co.uk/2013/06/changes-in-rankings-of-smartphone_11.htm

Google Recommends Responsive
Design
https://developers.google.com/webmasters/smartphone-sites/details

Google

61%

Research:
of mobile searchers
who land on nonoptimized site will
immediately leave
the site and return
to Google
http://www.thinkwithgoogle.com/research-studies/creating-moments-that-matter


If you do not have a mobile optimized site you
will lose visitors and rankings (and business)

Functionality: Schema

Microdata coded to produce rich snippets
(extra information) used by Bing, Google,
Yahoo!


You Must Have a Google+ Profile and a
Google+ Local Business Page

Use What Google Gives You &
Integrate

Rich snippet types supported by
Breadcrumbs
Google
Events
Music
Organizations
People
Products
Recipes
Review ratings
Reviews
Software
applications
Videos: Facebook
Share and RDFa
schema.org markup
for videos
Supported software
application types

Coding of sites using microdata to produce
rich snippets (extra information) in search
Tools:
https://www.google.com/webmasters/markup-helper
WordPress SEO by Yoast
http://www.google.com/webmasters/tools/richsnippets
List of Schemas:
http://schema.org/docs/schemas.html
List of Rich Snippets:
https://support.google.com/webmasters/topic/1088474?
hl=en&ref_topic=21997

Contribute Something of Value
to Your Community!
Measure success not on
ranking, but on how search
traffic performs
We Want Business, Not
Rankings

Measure Performance, Not Keyword Metrics
Following Hummingbird and “Not Provided”

What You Need To Do
Stop outsmarting search engines, think like people,
Be awesome and Create Great Content for a great
product

What You Need To Do
Target Your Community and Contribute Real
Value
Meet the needs of your customers
And those who will reach your customers
Reach out and learn your industry and peers

What You Need To Do
Create clear sales funnels for each avatar
Create a way to engage repeatedly – Social
Media, Lists (and follow-up!)

What You Need To Do
No company today should
utilize SEO without a social
media strategy.
Increase your digital footprint
and cross promote your
content and brand.
Develop relationships with
customers and strategic
partners.

What You Need To Do
Get links by building great content and
coverage
– Don't build links artificially.
Be a true resource and they will link to you.
Content Needs To Be

✔ Fun
✔ Useful
✔ Engaging
✔ Likable
✔ Linkable
✔ Sharable

Thank You
Charlie Kalech
Director, J-Town Internet Services Ltd.
www.j-town.co.il
charlie@j-town.co.il
@CharlieKalech
For More Resources Fan Us on Facebook
http://facebook.com/jtownproductions

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