In my Pubcon presentation I talk about the big changes in SEO during this year, and how it impacts your digital marketing strategy

2. 2 Major Sections in This Session
1. On-Page SEO
2. Off-Page SEO

3. On-Page SEO

4. 3 On-Page SEO Topics
1. Mobile Search
2. Twitter Indexation and SEO
3. Build Out An SEO Test Platform
4. Rich Answers in Search

5. What Happened With Mobilegeddon?
We Analyzed 15,235
Queries Week of April
17, and Again on May
18

6. Mobile DOES Matter as a Ranking Factor

7. ISP
Your Web
Server
User
Requests
Page
Request
Made
Request
Made
Page
Sent
Page
Sent
Copy Stored
In ISP Cache
Vary: User-Agent Header
1 2 3
4
5
6

8. ISP
User
Requests
Page
Request
Made
Page
Sent
Vary: User-Agent Header
1 2
5
Page
Retrieved
From Cache
ISP Checks
If Page is
In Cache
34
Your Web
Server

9. Source: Cindy Krum, via Search Engine Land

10. Don’t Forget App Indexing
1. Support HTTP deep links
2. Add the App Indexing SDK to your project
3. Check your implementation
4. Enhance your search performance

11. Perform A/B Split Testing

12. Assemble Large Lists of
SEO Related Items
Take Half of Them
Change That Half and
Use the Other Half as a
Control

13. Did the New
Version Increase
Rank or SERP CTR?

14. Hreflang
What Are These About?

15. (Almost) Same
Language For
Different Countries

16. Multiple Languages
for the Same
Country

17. Key Points About Hreflang
Specify Language Only or Language and Country
Specify language in ISO 639-1 format
Specify country in ISO 3166-1 Alpha 2 format
Specify in Header, Sitemap, or HTTP Header
Specify in Only One of the Three Places
Must be Mutual

18. Does Google Index More Tweets?
We Ran a Study in
February 2015 of
138,000 Tweets

19. Here are the Raw Results From February
But on May 19th Google
Went Live with an
Integration Leveraging
the Twitter API

20. Comparison of Indexation in June vs February

21. Emphasis on Authority Only Increased

22. Don’t Have an
Influential Account?
Pay an Influencer to
Tweet For You

23. What’s Going On With Google’s Rich Answers?

24. We Did a Second Study of 1.4M Queries

25. How Has This Grown Over Time?
Increase in Rich Answers
(No Sidebar) of 38%!
We Compared The Results With Our February Test

26. Domain
Authority of 47

27. Jumped Over
Wikipedia!

28. Simple Clear Answer to the Question

29. Got the Rich
Answer
Lost the Rich
Answer

30. Title Tag Entices
Click Through

31. Domain
Authority of 38

32. More Items
Will Drive
More Clicks

33. Ranks Number
5 Normally

34. Simple Direct
Answer to the
Question

35. Got the Rich
Answer

36. How Can I Get Me Some?

37. How To Implement a NoFollow?
How To Implement a NoIndex Tag?
How To Implement a Rel Alternate Tag?
How To Implement a Rel Canonical?
How To Implement a Vary:User Agent Header?
We Started With a List of Common Questions

38. We Published 5
Videos on May 20th

39. We Included Transcripts With
a Clear Outline of Steps

40. The Content Provided a Lot More
Info Than Just the “How To”

41. We Shared One of The
URLs on Google+

42. We Submitted the
URLs in Search
Console

43. Bingo!
Saw This
Within 3
Days of
Publishing
the Content

44. Identify a Simple Question
Provide a Direct Answer
Make it Easy for Users (and Google) to Find
1
2
4
Offer Valued Added Info3

45. Off-Page SEO

46. 3 Off-Page SEO Topics
1. Social Media and SEO
2. What Types of Content Work?
3. The Content Marketing Ecosystem

47. Social Platform Links are Still NoFollow

48. Source: Chartbeat

49. Social Media Sharing Can Drive Links

50. But, That’s Not Guaranteed
Source: Moz and BuzzSumo

51. Paid Social Adds High Value Targeting

52. Build a List of Your Media Contacts

53. Facebook Find Customers Tool

54. Upload Their Email Addresses Into a Campaign

55. Random Sample of >500,000 Articles
Used in a Moz/BuzzSumo Research Project

56. Impact of Length on Shares and Links
Source: Moz and BuzzSumo

57. Sweet Spot Content That Does it All
Opinion-Forming Journalism
Research-Backed Content
Long-Form Content

58. Today’s Environment is an Ecosystem

59. Social Media Sharing Can Build Your Audience
1 2
34

60. Larger Audiences Increase Visibility

61. Influencers Have Large Audiences

62. Influencer
Influencers Are
an Accelerant

63. Building Relationships With Influencers
Read Everything They Write
Follow Them on Social Media
Start Interacting
Don’t Pitch Them, Be Patient
Wait to They Start to Notice You
Then, Suggest Ways to Collaborate

64. Eric Enge
eenge@stonetemple.com
@stonetemple
+Eric Enge
(508) 962-8474
www.stonetemple.com
Thank You!