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State of Search Marketing - 2019

Everything we know about Search Marketing is changing and changing fast. It is essential to understand where the industry is heading and what to focus your time on, which this presentation helps to lay out for you.

BrentCsutoras
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State of Search Marketing - 2019

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  1. State of Search Brent Csutoras, LLC brent@csutoras.com Brentcsutoras.com

  2. Brent Csutoras 2

  3. Yesterday Once Upon a Time Google…  Wanted to index the entire web  Needed your guidance (spoon feeding)  Needed your links  Needed your feedback  Didn’t tell you how to build your site 3

  4. Google’s Evolution Panda (2011)  Vince  Caffeine Aimed at eliminating low-quality (or thin) content, Panda was updated periodically, eventually becoming integrated into Google’s core algorithm in 2016.  Site Speed as Factor  Knowledge Graph  Penguin  Etc, etc Mobile-First (2018) Mobile-first indexing means Google uses the mobile version of the page for indexing and ranking. 4

  5. Tomorrow Going Forward Google…  Wants you to provide them your data  Wants only your best content  Doesn’t even require you have a website  Uses AI to determine quality  Doesn’t need your help, links, or feedback  Dictates the way you provide your information 5

  6. Tomorrow Going Forward Google… Doesn’t Care About All Your Little SEO Tricks! All my Black Hat friends… Are White Hat Technical SEOs now… 6

  7. Going Forward Google… 7

  8. SEO Focus for 2019 • Re-thinking Content Strategy • Technical SEO 8

  9. Re-thinking Content Strategy 9

  10. Re-thinking Content Strategy 10 Philipp Klöckner

  11. Re-thinking Content Strategy Create High Quality Content Repurpose / Relaunch Existing Content Cut / No-Index Low Quality Content • • • 11

  12. High Quality Content Creation Extremely High Quality Useful Link worthy / Shareable • • • • You don’t have to publish every day! 12

  13. Repurpose Existing Content 13

  14. Picking a Winner Organic Traffic Ranking Crawl Rate Inbound Links Conversions Bounce Rate • • • • • • • Consolidate Competition 301 / Canonical • • •

  15. Cut Low Quality Content 17

  16. Cut Low Quality Content 18

  17. TECHNICAL SEO 19

  18. Technical SEO – Responsive 20

  19. Technical SEO – Mobile Friendly 21

  20. Technical SEO – Speed 22

  21. Technical SEO – Speed 23

  22. Technical SEO - Javascript  Javascript  Platforms & SEOs  Google’s Two Pass Crawl  Parsing Issues 24

  23. Technical SEO - Schema 25

  24. Technical SEO – Schema  Product  Article  Breadcrumb  Reviews  ReviewCount  AggregateRating  NewsArticle  Jobs  Event  Person  LocalBusiness  Video  ClaimReview  Speakable  ImageGallery  Application https://schema.org/docs/full.html 26

  25. Technical SEO – Rich Snippets 27

  26. Technical SEO – Rich Answers 28

  27. Technical SEO – Knowledge Panel 29

  28. Technical SEO – AMP Carousels & Articles 30

  29. Technical SEO – ClaimReview & Speakable 31

  30. Resources  https://www.searchenginejournal.com/google-algorithm- history/  https://developers.google.com/speed/pagespeed/insights/  https://www.webpagetest.org/  https://developers.google.com/web/tools/lighthouse/  https://schema.org/  https://search.google.com/structured-data/testing-tool 32

  31. Thank you Brent Csutoras, LLC brent@csutoras.com Brentcsutoras.com

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