Published on June 7, 2016
1. Why It Doesn’t Matter If You Are #1 on Google (And What You Should Be Focusing On Instead) Jerusalem Business Networking Forum Charlie Kalech Director, J-Town Internet Services Ltd. June 6, 2016
2. From 2010
3. Nothing New 2010 Semantic Language
4. Nothing New 2013 Social Signals Affect Search
5. Nothing New 2012 Misspellings & Close Variants Introduced to Adwords
6. Practical Advice for SEO and Internet Marketing Charlie Kalech Director, J-Town Internet Services Ltd. February 27, 2014
7. 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]
8. SEO Has Changed A Lot In The Last 5 Years
9. SEO Has Changed A Lot In The Last 5 Years 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.
10. SEO Has Changed A Lot In The Last 5 Years April 24, 2012 The update was aimed at decreasing search engine rankings of websites based on poor quality backlinks (websites linking to your site).
11. 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
12. Hummingbird Reflects That Where We Search and How We Search Has Changed No More Exact Match Keywords
13. How It Used To Be Keyword Research Optimized Content Inbound Link-Building
14. How It Used To Be Results = Keyword Ranking on SERPs
15. 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
16. 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:
17. Predictive Search
18. Conversational Search Apple’s Siri, Microsoft’s Cortana, Google Now
19. Conversational Search Apple’s Siri, Microsoft’s Cortana, Google Now
20. Conversational Search
21. Conversational Search
22. Conversational Search
23. Conversational Search
24. Conversational Search
25. Conversational Search
26. Conversational Search
27. Conversational Search
28. Conversational Search
29. What Does This SERP Have To Do With Keywords?
30. Search Engines Track Your browser Your searches Your IP address Your shares Your friends Your interests Your work Your home Your relationships
31. Search Engines Don’t Need Keywords Anymore
32. Search Engines Don’t Need Keywords Anymore
33. Search Engines Don’t Need Keywords Anymore
34. 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.
35. 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
36. SMX June 2015 15% of searches on Google are unique and have never been searched for before Jerry Dischler Google’s VP of Product Management
37. Most Searches Are Unique
38. Most Searches Are Unique
39. Most Searches Are Unique
40. Most Searches Are Unique “The secret to our success – trademarked keywords.” Rachel Neiman Director of Marketing Briefcam
41. Relevance: Broad-Based Content Focused on Intent
42. Relevance: Broad-Based Content Focused on Intent
43. Relevance: Broad-Based Content Focused on Intent Integrated Content Instead of thinking about keywords, think about the QUESTIONS someone would ask to find your company online Think of the searcher's INTENT, not the exact words Create CONTENT around that
44. Functionality: Schema Microdata coded to produce rich snippets (extra information) used by Bing, Google, Yahoo!
45. Functionality: Schema Rich snippet types supported by Google Breadcrumbs 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
46. Functionality: Schema You Must Have a Google+ Profile and a Google+ Local Business Page Use What Google Gives You & Integrate
47. Functionality: Mobile http://www.thinkwithgoogle.com/research-studies/creating-moments-that-matter Google Research: 61% of mobile searchers who land on non- optimized site will immediately leave the site and return to Google
48. Functionality: Mobile If you do not have a mobile optimized site you will lose visitors and rankings (and business)
49. Content: Then What?!
50. Content: Then What?! Social Shares but organic social content doesn’t have reach
51. Content: Then What?! Search Engines Rankings are personalized, predictive and increasingly out of a publishers control
52. 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-advertising- grows.html
53. Authority: Authorship You EARN links because of the online reputation and authority you have built up
54. Authority: Authorship + Social Links shared through Twitter and Facebook have a direct impact on rankings. As does who is sharing them
55. Authority: Authorship + Social Dec 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
56. Target Influencers
57. Then Re-Target Influencers and Potential Clients
58. Don’t Give Up
59. Targeting and Retargeting On Social Media and Search Networks http://www.wordstream.com/
60. Targeting and Retargeting On Social Media and Search Networks http://www.wordstream.com/
61. Targeting and Retargeting On Social Media and Search Networks Promoting Content on the Google Display Network Using Remarketing Google+ allows you to target Circles you've created.
62. Targeting and Retargeting On Social Media and Search Networks http://www.wordstream.com/
63. Targeting and Retargeting 1)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/ sales http://www.wordstream.com/
64. Don’t Forget
65. ThankYou Charlie Kalech Director, J-Town Internet Services Ltd. www.j-town.co.il firstname.lastname@example.org @CharlieKalech For More Resources Fan Us on Facebook https://www.facebook.com/JTownInternetServices
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