Learn the all new 2014 SEO, tips, tricks and new SEO strategies you can implement in your company

1. SEO in 2014
Navneet
Kaushal
CEO
PageTraffic

2. WHO AM I?
Navneet
Kaushal
Founder
&
CEO
of
PageTraffic
13
Years
of
Digital
Search
MarkeDng
experience
Editor
www.pagetrafficbuzz.com
Expert
author
on
WebProNews,
Search
Newz,
Clickz,
Social
Media
Today,
Search
Engine
Journal,
Promo<onWorld,
Business
2
Community
,
India
Digital
Review
etc
Regularly
quoted
on
ET
Now,
Zee
News,
SeaQle
Times,
Hindustan
Times,
Livemint,
BenefitIT
etc.
About
PageTraffic
Established
in
2002
95
people
strong,
with
offices
in
New
Delhi,
Noida,
Mumbai,
Chicago
&
London
Offers
SEO,
SMO,
PPC,
Link
Building,
Web
Development
services
More
than
2500
clients
worldwide
Winner
of
Red
Herring
Top
100
Asia
Award
2011
www.pagetraffic.com

3. SERP
Features
In
2013,
Google
Introduced
more
search
engine
results
page
features
than
ever.
www.pagetraffic.com

4. 7-­‐RESULTS
SERPS
www.pagetraffic.com

5. 10-­‐RESULTS
SERPS
www.pagetraffic.com

6. EVENT
SITELINKS
SERPS
www.pagetraffic.com

7. GOOGLE+
BRANDS
SERPS
www.pagetraffic.com

8. PAID
SHOPPING
(LEFT)
SERPS
www.pagetraffic.com

9. PAID
SHOPPING
(RIGHT)
SERPS
www.pagetraffic.com

10. KNOWLEDGE
GRAPH
(KG)
SERPS
www.pagetraffic.com

11. RELATED
SEARCH
CAROUSEL
SERPS
www.pagetraffic.com

12. LOCAL
CAROUSEL
SERPS
www.pagetraffic.com

13. AUTHORSHIP
THUMBNAIL
SERPS
www.pagetraffic.com

14. RICH
SNIPPETS
AND
SCHEMA
MARKUP
SERPS
Star Ratings, Reviews & Price
Author Photo
Date of Publication
Video Snippet

15. What
else
is
changing?

16. The
Way
We
Consume
InformaQon
Has
Changed

17. The
Way
We
Communicate
Has
Changed

18. •
•
•
•
•
•
•
•
•
•
Google
is
Constantly
Changing
Hummingbird
Google
Panda:
25+
updates
Google
Penguin:
4
updates
Exact-­‐Match
Domain
(EMD)
Update
Page
Layout:
2
updates
7-­‐Result
SERPs
Link
Warnings
Knowledge
Graph
Venice
Other
Monthly
Updates:
390
www.pagetraffic.com

19. Audience
Search
Habits
are
Changing

20. Audience
Search
Habits
are
Changing

21. Shi^
in
Balance
is
happening

22. In
2008,
SEO
Was
This
Link
Building
On-­‐Page
Basics

23. VIDEO
In
2014,
SEO
is
This
ON-­‐PAGE
SEO
CONTENT
MARKETING
SITE
SPEED
CONTENT
STRATEGY
LINK
BUILDING
UX
MOBILE

24. Forget
keywords as
anchor texts

25. Build
Links
WITH
Your
Content
to
Win.

28. Pick
Content
Type

29. Build Content With High Search Link Intent
KEYWORD
“FACTS”
KEYWORD
“INFORMATION”
KEYWORD
“DATA”

30. Learn
the
art
of
storytelling
Copyright
©
www.pagetraffic.in

31. Promote
Copyright
©
www.pagetraffic.in

32. How
to
Measure
Copyright
©
www.pagetraffic.in

34. “Data”
and
not
“Not
Provided”
Keywords
will
Decide
the
Success
of
your
Online
MarkeQng
Strategy
Copyright
©
www.pagetraffic.in

35. Expected
to
be
100%
by
this
year
end
Copyright
©
www.pagetraffic.in

36. Stop
whining
and
move
forward!
Copyright
©
www.pagetraffic.in

37. Key Metric
• Conversion rate
– By Landing Page
• But which phrase(s)
– Drive traffic
– Does the page generate conversations

38. Keywords Are Secondary
• Don’t worry about specific phrases
• Think Landing Pages for organic instead
– Which ones are they?
– Are these the landing pages you want?
• Do they lead to conversions?
– What can be done improve traffic to page
• Work backwards

39. Identify Key Landing
• Examine landing pages in Analytics

40. Filter For Only Organic Search
• Create a Filter or Segment (GA)

43. Build Likely Phrases
• Keywords:
– Lasik, savings, cost, financing
• Likely Phrase
– Cost of Lasik
– Financing Lasik
– Saving on Lasik

44. Use GWMT to Find Phrases

45. Use GWMT to Find Phrases
Opportunity?: Optimize for word “Surgery” on page

46. Extract Dominant Words
h^p://www.wordle.net/
or
h^p://tagcrowd.com/

47. Repeat
• Repeat for all landing pages to specific
keyword phrases (top 10 pages)
• Compare:
– Engagement Rate
– Conversion Rate
• Identify best landing page for Keywords

48. Copyright
©
www.pagetraffic.in

49. Rise
of
Knowledge
Graph
and
Schemas
Copyright
©
www.pagetraffic.in

50. How
Does
it
Affect
Sites?
In
a
study
of
eight
sites,
20MM
impressions
and
2MM
clicks,
when
the
Knowledge
Graph
showed
up,
average
CTR
for
sites
in
the
Top
5
Posi<ons
of
Google
dropped
from
13%
to
just
8%.

51. How
Does
it
Affect
Sites?
In
first
posi<on,
average
CTR
dropped
from
22%
to
12%.

52. But!
When
used
correctly,
the
Knowledge
Graph
actually
showed
an
overall
increase
in
traffic
for
sites,
even
when
those
sites
lost
traffic
on
individual
searches.
Answers
and
panels
(collaQons)
hurt
sites;
the
carousel
and
related
links
(collecQons
and
connecQons)
can
help
sites.

53. Figh<ng
Back
So,
how
do
you
fight
back
against
the
Knowledge
Graph?
How
do
you
use
it
to
your
advantage?
• Wikipedia
• Freebase
• Colla<ng
and
Organizing
your
own
informa<on.

54. Wikipedia
&
Freebase
The
Knowledge
Graph’s
primary
source
of
textual,
descrip<ve
data
is
Wikipedia
and
Freebase

55. Freebase
Freebase
is
an
incredible
database
of
nearly
all
the
world’s
info—
unsurprisingly
purchased
by
Google—that
you
can
also
edit.
It
does
exactly
what
the
Knowledge
Graph
needs:
it
shows
the
connecQons
between
different
pieces
of
data.
Make
sure
those
connecQons
are
correct—and
that
they
include
what
you
want.
You
can
even
connect
data
to
a
site!

56. The
Knowledge
Graph
also
grabs
data
from
one
more
very
important
source:
your
favorite
social
network,
Google+!
Connect
you
Google+
page,
and
Google
will
feature
your
latest
G+
post
for
free!

57. From
PageRank
to
AuthorRank
www.pagetraffic.com

59. Author
Rank
Author
Rank
is
about
fusing
the
web
of
people
with
the
web
of
documents
and
creaDng
a
more
savvy
view
of
Internet
influence.

60. Author
Rank

61. Google
Authorship
Markup
Structured
data
markup
using
microdata
from
schema.org
will
be
interpreted
as
authorship
informa<on
as
well.

62. Start
Building
Author
Rank

63. Author
Rank
&
Search
Rankings

64. Author
Rank
&
Search
Rankings
“It’s
just
the
case
that
that
picture
is
just
more
likely
to
a^ract
a^en<on.
It’s
just
a
li^le
more
likely
to
get
the
clicks,
and
you
now,
it’s
almost
like
an
indicator
of
trust…you
could
imagine
that
star<ng
to
affect
rankings.”

65. Check
your
Google+
feed
and
interact.
Update
your
blog
regularly
Start
building
visibility
(and/or
a
rela<onship)
with
the
authors
and
editors.
Look
interes<ng
people,
circle
them
Checklist
to
Improve
Author
Rank

66. Social authority influences rank
Both
search
engines
a^empt
to
compute
the
authority
and
quality
of
an
author
and
give
that
author's
tweets
preferen<al
treatment

67. Hire/Engage W/ Writers Authoritative
on a Subject on Google+

68. Build A Reusable, Authoritative Guest Author
It
doesn’t
ma^er
if
you
have
a
footprint
if
you
don’t
suck.

69. A
Mashable
survey
in
August
2013
revealed
that
17.4
percent
of
global
web
traffic
comes
from
mobile
compared
to
11.1
percent
in
the
previous
year.
Copyright
©
www.pagetraffic.in

70. Copyright
©
www.pagetraffic.in

71. Copyright
©
www.pagetraffic.in

72. Copyright
©
www.pagetraffic.in

73. Start
asking
the
right
quesQon...
Copyright
©
www.pagetraffic.in
www.pagetraffic.com

74. How
Do
I
Rank
#1?
Copyright
©
www.pagetraffic.in
www.pagetraffic.com

75. What’s
the
best
strategy
to
drive
traffic
to
my
site
and
convert
it?
Copyright
©
www.pagetraffic.in
www.pagetraffic.com

76. Copyright
©
www.pagetraffic.in

77. THANK YOU!
Website:
Email:
Twitter:
Blog:
Facebook:
www.pagetraffic.com
navneet@pagetraffic.com
@navneetkaushal
www.pagetrafficbuzz.com
www.facebook.com/pagetraffic.in