As search evolves, so does optimization. Search results are less about phrases (combinations of words and letters) and more about topics (semantic meanings and entities). So a smart content marketer optimizes for “things, not strings.” But what exactly does this mean for the writer? This presentation covers five specific actions we take as content marketers to make sure that your marketing is aligned with the future of SEO. Find clues into what topics are semantically linked to each other (Research) Target topics, not just phrases, through writing (Semantic Search) Incorporate natural language into your content (Voice Search) Make visitors happy in ways that make Google happy (User Interaction Signals) You're about to learn the step-by-step process for each of the specific actions that will future-proof your search engine rankings.

1. The Future of SEO
Search Optimization in 2016

2. The Future of SEO
Search Optimization in 2016

3. The Future of SEO
Search Optimization in 2016

4. The Future of SEO
Search Optimization in 2016
Andy Crestodina
Strategic Director | @crestodina
#event

5. Google
Market Share
(desktop)
source: Search Engine Land
@crestodina

6. Google
Market Share
(mobile)
source: Search Engine Land
@crestodina

7. Click-Through Rate by Search Position
source: https://www.advancedwebranking.com/ctrstudy/
@crestodina

8. source: https://www.advancedwebranking.com/ctrstudy/
Click-Through Rate by Search Position
@crestodina

9. @crestodina
“wedding dresses”

10. @crestodina
“wedding dresses”

11. @crestodina
“lace wedding dresses”

12. @crestodina
“lace wedding dresses”

13. @crestodina
“modern wedding dresses”

14. @crestodina
“modern wedding dresses”

15. blog post
guest post
research
post on another site
keyphrase
keyphrase
@crestodina

16. blog post
guest post
research
post on another site
keyphrase
keyphrase
@crestodina

17. blog post
guest post
research
post on another site
keyphrase
keyphrase
@crestodina

18. blog post
guest post
research
post on another site
keyphrase
keyphrase
Which of these links and keywords affect your rankings?
@crestodina

19. blog post
guest post
research
post on another site
keyphrase
keyphrase
Which of these links and keywords affect your rankings?
@crestodina

20. blog post
guest post
research
post on another site
keyphrase
keyphrase
@crestodina

21. @crestodina

22. 1. Semantic Search
2. Natural Language
3. User Interaction Signals
4. Build Your Network
5. Quality Rater Guidelines
Future Proof your Search Rankings
@crestodina

23. Semantic Search

24. We’ve been working on an intelligent model...
that understands real-world entities and their
relationships to one another:
things, not strings.
Amit Singhal
Google

25. @crestodina

26. @crestodina

27. @crestodina

28. @crestodina

29. @crestodina

30. @crestodina

31. @crestodina

32. website copyright
copyright text
website footer examples
header and footer
website footer definition
at the bottom of the page
designing a website footer
fat footer
guidelines
standards
best practices
usability
content
ideas
inspiration
links SEO
sitemap
social media
navigation
purpose of
responsive
template
Semantically linked to “footer design”
@crestodina

33. website copyright
copyright text
website footer examples
header and footer
website footer definition
at the bottom of the page
designing a website footer
fat footer
guidelines
standards
best practices
Semantically linked to “footer design”
usability
content
ideas
inspiration
links SEO
sitemap
social media
navigation
purpose of
responsive
template
@crestodina

35. 1. Find the words and phrases that are
semantically linked to the phrase you
are targeted
2. Use those phrases within your content
Adapt to Semantic Search
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36. Digital Assistants, Natural Language

37. @crestodina

38. @crestodina

39. @crestodina

40. @crestodina

41. @crestodina

42. 1. Use sentences that include the
complete meaning
2. Include full questions and full answers
Adapt to Natural Language Search
@crestodina

43. Improve User Interaction Signals

45. Bounce Rate / Ranking
Correlation? Nope!
@crestodina

46. The Time on Page / Ranking
Correlation
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47. The Time on Page / Ranking
Correlation
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48. Anatomy of the “Long Click”
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49. 1. Format for Scanners
2. Add Multiple Images
3. Add Video
4. Internal Linking
5. Go Deep
5 Ways to Keep Your Visitors
@crestodina

52. @crestodina

53. • Header and Subheaders
• Bullet Lists and Numbered Lists
• Bolding and Italics
• Internal Links
• Multiple Images
Types of Formatting
@crestodina

54. source: How Little to Users Read? NN Group
Users have time to read at most 28%
of the words during an average visit; 20%
is more likely.
Types of Formatting
@crestodina

55. source: 2015 Blogger Survey
What Media are
Bloggers Adding?
@crestodina

57. In a desert of text, images are water.
Give your readers a drink!

58. Build a Network of Content Creators

59. links are authority
@crestodina

60. Source: MOZ Search Ranking Factors 2015
Correlation between links and rankings

61. more links = more authority
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62. links from credible sites =
much more authority
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63. @crestodina

64. Everything in marketing is
based on relationships.

65. lead
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66. lead
traffic
conversions
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67. lead
traffic
conversions
search
email
social
@crestodina

68. lead
traffic
conversions
search
@crestodina

69. lead
traffic
conversions
rank
@crestodina

70. lead
traffic
conversions
rank
content
links
@crestodina

71. lead
traffic
conversions
rank
content
links
content
relationships
@crestodina

72. There are two kinds of people on the internet
Creators
Contributors
and “lurkers”
@crestodina

73. • Journalists
• Authors
• Podcasters
• Academic Researchers
• Event Producers
And of course...
• Bloggers and blog editors
Who makes content?
@crestodina

74. Two Types of Social Media
@crestodina

75. Two Types of Social Media
@crestodina

76. Two Types of Social Media
@crestodina

77. 1. Weekly Outreach Calls
2. Coffee, Lunch, Beer
3. Mastermind Groups
4. Office Hours
5. Slack Boards
6. Attend Events
5 Ways to Build Your Network
source: 5 Ways to Produce Better Web Content, Orbit Media
@crestodina

78. Office Hours
source: YouCanBook.Me
@crestodina

80. Content Marketing Mastermind
1. 59 minutes on Skype, Hangout or Blab
2. Once per month for one year
3. Agenda:
“What are you doing that we can promote”
“What are you writing that we can collaborate on”
“What are you doing to be more productive?”
“Anyone I know that you want to meet?”
4. Bring a guest each month
5. Miss it twice and you’re out!
@crestodina

81. @crestodina

82. Get Out There!
...events are the best shortcut

85.  Sit in the front row
 Ask a question during Q & A
 Thank them in person after the
session
 Have them sign a book
 Ask if you can email them to get a
contributor quote later...
Tips for attending events
@crestodina

86. 1. Quote and Mention
2. Contributor Quote
3. Roundup Posts
4. Deep Dive Interview
5. Invite to Guest Post
5 Ways to Collaborate
source: 5 Ways to Produce Better Web Content, Orbit Media
@crestodina

88. @crestodina

89. Search + Social
One post, optimized for both

90. @crestodina
Content designed
to attract visitors

91. @crestodina
Optimized for Search

92. @crestodina
Optimized for Social

93. Search vs. Social
@crestodina

94. Social Traffic Conversion Rates
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95. Social Traffic Conversion Rates
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96. How many people are waiting
for your article to go live?
Make sure it’s not zero.

97. Social actions. Search outcomes.
@crestodina

98. Social actions. Search outcomes.
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99. YOUR SITE
OTHER SITES
WHERE to publish
@crestodina

100. WHO does the writing
CREATED BY YOU
CO-CREATED WITH
INFLUENCERS
@crestodina

101. @crestodina
Blogging vs. Guest Blogging
Content = 2
Links = 0
Friends = 0
Content = 3
Links = 1
Friends = 2

102. Round Two...
@crestodina
Content = 4
Links = 0
Friends = 0
Content = 6
Links = 2
Friends = 4
(better links + real connections)

103. Nice blog, but… This is what great
content marketing looks like.
Round Four...
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106. If you’re not making friends,
you’re doing it wrong.

107. Publish the Best Piece of Content on the Topic

108. Google’s Search Quality Guidelines!
source: Search Quality Evaluator Guidelines
@crestodina

109. 1. Content is “Front and Center”
2. EAT: Expert, Authoritative, Trustworthy
3. “Highly Meets” vs. “Fails to Meet”
3 Ways to Meet Google’s Guidelines
source: Brian Dean
@crestodina

110. “Is the content is at the top of the page?”
Put information high on the page, so visitors
can read without scrolling.
Content is Front and Center
source: Search Quality Evaluator Guidelines
@crestodina

111. "Can you trust the source of this content?”
• Expertise
• Authoritativeness
• Trustworthiness
Prove that you’re an expert, or "borrow"
authority by citing sources and other
experts.
E-A-T the Results
source: Search Quality Evaluator Guidelines
@crestodina

112. “Does the content succeed at meeting the
goals of the visitor?”
Page should provide a comprehensive
answer, truly meeting their needs.
Create long, in-depth content that covers
every angle of your topic.
Highly Meets vs. Fails to Meet
source: Search Quality Evaluator Guidelines
@crestodina

113. The Results?
...let’s take a look.

115. @crestodina

117. Rankings climb for “website footer design”

118. What was the search volume?
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119. And finally, the traffic...
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120. Best of all? It’s attracted links
@crestodina

121. Make the best page on the Internet for your
topic. Be the best answer.

122. Thank you!
Andy Crestodina
Strategic Director | @crestodina
bitly.com/contentchem

123. Implicit signals

124. Implicit signals
Search history
Language
Social connections
Location
Browser
Time of day
Device
Wearables (activity recognition API?)

125. The Future of SEO
Search Optimization in 2016

126. The Future of SEO
Search Optimization in 2016