SMX West 2014 - PowerPoint Presentation

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SMX West 2014

Takeaways

The

Part Deuce

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Table of Contents

SocialLinkingMobileSEOFood for Thought

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Social

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Social

“Create

a Google+ account so you can setup

authorship.Doesn't mean you have to use it.”Danny Sullivan

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Social

“Don't focus so much on creating endless streams of

content

on Google Plus Local.”Adam Dorfman

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Social

“

Customize your Google+ page.

Use a banner, images & video to differentiate yourself from competitors.”Adam Dorfman

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Social

“

Google+ description doesn't impact rankings much, but great for driving funneled traffic to landing pages.”

Adam Dorfman

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Social

“Use the Open Graph Metabox WordPress plugin to customize how blog posts display on social platforms.”

Greg Gifford

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Linking

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Linking

“If you buy links, just make sure

we are

aware of it.”“The computers NEVER forget.”Duane Forrester

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Linking

Q

: “Should I proactively disavow bad links?”

A: “Yes, if there is a worrisome amount. Disavow at domain level.”

Q: “Can you show all bad links in GWT so we can disavow bad ones?A: “No, but we give you 100,000

links to review.”Matt CuttsCreated by @

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Mobile

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Mobile

“

People should be thinking about mobile

first.We'll be more likely to show mobile search errors.”Q: “What is mobile friendly?”A

: “There are different good strategies.But DON'T

redirect all pages to the home page!”Q: “Will mobile site ranking impact desktop rankings?”A

: “Not likely

.

- Matt Cutts

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SEO

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SEO

Understanding Hummingbird

“Google

is trying to understand the intent, context and entities of a search.” - Marcus Tober

Hummingbird

is about three things:Contextual searchConversational searchSemantic search

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SEO

Example of Contextual Search

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SEO

Example of Conversational Search

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SEO

Example of Semantic Search

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SEO

Understanding Hummingbird

Pre-Hummingbird, 4/10 ranking pages matched

for semantic searches. Post-Hummingbird: 9/10.

As a result, # of unique domains dropping week by week.

There was no increase to knowledge graph integrations.Hummingbird is a work in progress.

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SEO

Hummingbird Tips

Incorporate Google Instant suggestions within

your content.Write conversational content!

Consider an FAQ page.

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SEO

Understanding Schema

“

You should include structured data on your website to

capitalize on rich snippets.”- Janet Miller

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SEO

Types of Schema

Creative Works

Embedded non-text objectsOrganizationEvent

PersonLocal Business

ProductReview

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SEO

Schema Tips

Only use what’s relevant to your business.

Use video schemaUse aggregated

reviews schema

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SEO

Understanding Local SEO

“

Create iconic pieces of content that are locally targeted!” “Blog about your

community on your local landing pages;

don't be vain!” - Greg Gifford

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SEO

Local SEO Tips

Easiest way to identify a Google Places page: look for a map.

No custom categories = sucks for niche businesses.

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SEO

Local SEO Tips

Dot your i‘s and cross your t’s.

Great local aggregator tools:Localeze

Info USAAcxiom

Using geographic modifier in Google Places listing = OK!

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SEO

Local SEO Tips

If it’s not broken, don’t fix it.

Google states not to manually merge Google Plus/Places.Use consistent themes for local listings.

Apple Maps reaches 23% of smartphone users.

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SEO

Local SEO Tips

Prioritize directory building (quality 1

st, suckiest 2nd):YextMoz Local

Bing Local = easiest directory to claim.

Yahoo Local = hardest directory to claim.Email YP support for directory verification help.

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SEO

Local SEO Tips

Only pay for enhanced listings on Yelp as test pilot.

Maintain consistent NAP & use company e-mail.Capitalize on Barnacle SEO!

Vertical directories are ranking very well recently.

Use City, ST in content, URL, metas & alt tags

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SEO

Local SEO Tips

Embed a Google Map.

Toll free call tracking #’s =BAD for SEO.

Local call tracking #’s =OK for SEO.

Sponsor local events & createlocal event guides.

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Local SEO Tips

Create a local resource directory.

Build links to local landing pages.Build directories within your niche.

Rebranding your local business will be a huge endeavor.

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Local SEO Tips

“If you want to kick @$$, and you’re all out of bubblegum,

you have to build citations.”- Greg Gifford

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SEO

Local SEO Tips

Unstructured citations still count!

Clean up citations & expect big results.Local SEO tools:

WhitesparkBrightLocal

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Q&A with Matt Cutts

Q

: “Will new TLD domainsinfluence better rankings?”. A: “No.”

Q: “Is filtering out hack sites a priority?”.A: “Very important priority. Helping people identify via GWT.”

Q: "Are Penguin updates on a 6 month refresh interval?”.A: “It depends on what we have in the works, but yeah.”

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SEO

Q&A with Matt Cutts

“If you got hacked and repaired

it,it should not affect your rankingsfor long term.”

Q: “Can iFrames be read?” A

: “They can.”Q: “When will you update theGoogle Webmaster Tools keyword data?”



A

: “It's on the list. Not sure when.”

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SEO

Q&A with Matt Cutts

Q: “Is there AuthorRank?”

A: “ AuthorRank is used in one way:in-depth articles!”

Q: “Do we need to be worried aboutnegative SEO?”

A: “I don't think so. We try to make sure our algorithms are negative SEO resistant.”“We're also working on the next generation of Panda. DON'T PANIC! It'll appear more fierce to a small %.”

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SEO

Q&A with Matt Cutts

“Some themes

Google will beworking on this year:mobile, SSL and JavaScript.”

“We're looking at revampingWebmaster Academy.”

“Don't just talk about recent events. Put it into context. Give historical insight!”

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SEO

Q&A with Matt Cutts

Q: “How do you prioritize your

marketing efforts?”ContentUsability

Social MediaLink BuildingSEO

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Food for Thought

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Food for Thought

“The measurement of successful SEO has changed

.

Stop relying on just ranking reports!”Janet Miller“If your traffic for IE8 looks like it drops for a few weeks, don't panic. It'll only be temporary.”Matt Cutts

“We are at the end of stupid for this industry.”Brian Clark

“It's not just our jobs to setup the sites and walk away.”Justin Sanger

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Food for Thought

“Data has got to become a bigger part of our jobs.”

Unknown

“2/3 of sales require more than one click for completion.”Brad Geddes“Panda updates daily behind the scenes;Penguin about every 6 months.”

&“Unblock your CSS files so Google can properly crawl your site.”

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The End

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