Onsite SEO in 2015: An Elegant Weapon for a More Civilized Marketer
Channel: Biness
Date: 17/07/2015

Onsite SEO in 2015: An Elegant Weapon for a More Civilized Marketer. Author: Rand Fishkin, Individual Contributor at Moz. Download from SlideShare http://adf.ly/1Kx5Vd

Rand's closing presentation from Mozcon 2015 looking at how Onsite SEO is advancing and the future elements of how marketers will optimize their content and pages.

Transcript of "Onsite SEO in 2015: An Elegant Weapon for a More Civilized Marketer"
5. The Search Quality Teams Determined What to Include in the Ranking System
8. Even in 2012, It Felt Like Google Was Making Liars Out of the White Hat SEO World Via Wil Reynolds
9. Google’s Last 3 Years of Advancements Erased a Decade of Old School SEO Practices
11. And They Leveraged Fear + Uncertainty of Penalization to Keep Sites Inline Via Moz Q+A
14. They Predicted When We Want Diverse Results He probably doesn’t just want a bunch of lists.
17. Google Learned to ID Entities of Knowledge20. TheseAdvancements Brought Google (mostly) Back in Line w/ Its Public Statements Via Google
21. During These Advances, Google’s Search Quality Team Underwent a Revolution
22. Early On, Google Rejected Machine Learning in the Organic RankingAlgo Via Datawocky, 2008
24. In 2012, Google Published a PaperAbout How they Use ML to Predict Ad CTRs: Via Google
25. 2012 “Our SmartASS system is a machine learning system. It learns whether our users are interested in that ad, and whether users are going to click on them.”
27. As MLTakes Over More of Google’sAlgo, the Underpinnings of the Rankings Change Via Colossal
28. Google is PublicAbout How They Use MLin Image Recognition & Classification Potential ID Factors (e.g.color,shapes,gradients, perspective,interlacing,alttags, surroundingtext,etc) Training Data (i.e.human-labeledimages) Learning Process Best Match Algo
35. We’re TalkingAbout Algorithms that Build Algorithms (without human intervention)
38. What Does Deep Learning Mean for SEO?
42. We’ll Be Optimizing Less for Ranking Inputs Unique Linking Domains Keywords in Title Anchor Text Content Uniqueness Page Load Speed
46. Since then, it’s been much harder to move the needle with raw queries and clicks…
53. Via Google Trends, we can see the relative impact of the test on query volume ~5-10X normal volume over 3-4 hours
55. The Future: Optimizing for Two Algorithms
1. Classic On-Site (rankinginputs) New On-Site (searcher outputs) Keyword Targeting Relative CTR Short vs. Long-Click Content Gap Fulfillment Amplification & Loyalty Task Completion Success Quality & Uniqueness Crawl/Bot Friendly Snippet Optimization UX / Multi-Device
65. Every Element Counts Does the title match what searchers want? Does the URLseem compelling? Do searchers recognize & want to click your domain? Is your result fresh? Do searchers want a newer result? Does the description create curiousity & entice a click? Do you get the brand dropdown?
69. WithGoogleTrends’ new, moreaccurate, morecustomizable ranges, youcan actuallywatchthe effectsofevents and adsonsearchquery volume
78. Google’s looking for content signals that a page will fulfill ALL of a searcher’s needs. I think I know a few ways to figure that out.
82. Moz’s Data Science Team is Working on Something to Help With This The (alpha) tool extracts likely focal topics from a given page, which can then be compared vs. an engines top 10 results
85. Pages that get lots of social activity & engagement, but few links, seem to overperform…
87. Even for insanely competitive keywords, we see this type of behavior when a URLgets authentically “hot” in the social world.
94. And Google Probably Wants to See Shares that Result in Loyalty & Returning Visits
101. Old School On-Site Old School Off-Site Keyword Targeting Link Diversity Anchor Text Brand Mentions 3rd Party Reviews Reputation Management Quality & Uniqueness Crawl/Bot Friendly Snippet Optimization UX / Multi-Device None of our old school tactics will get this done.
104. Broad search All the sites (or answers) you probably would have visited/sought along that path Completion of Task This is Their Ultimate Goal:
106. Eventually end their queries on the topic after visiting Ramen Rater… The Ramen Rater
107. They might use the clickstream data to help rank that site higher, even if it doesn’t have traditional ranking signals
116. Keyword Targeting Relative CTR Short vs. Long-Click Content Gap Fulfillment Amplify & Return Rates Task Completion Success Quality & Uniqueness Crawl/Bot Friendly Snippet Optimization UX / Multi-Device Engines People
117. Optimize for Both: Algo Input & Human Output

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