The New Search Ranking Formula: 7 Elements You Need to Know
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Catch up on the new search ranking factors you need to know. In this presentation, we'll cover how to increase qualified leads and traffic with 7 essential SEO tactics.
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The New Search Ranking Formula: 7 Elements You Need to Know
- 1. #123webinar THE NEW SEARCH RANKING FORMULA: 7 Elements You Need to Know Thursday, September 10th, at 1PM ET/10AM PT
- 2. #123webinar It’s all about sales-qualified leads. Not just clicks and traffic. Organic Search SEM & Display Advertising Social Media Advertising Conversion Optimization Content Creation ROI Reporting
- 3. #123webinar 76% of marketers believe marketing has changed more in the last 2 years than in the last 50. Source: Adobe, “Digital Distress: What Keeps Marketers Up at Night?”
- 4. #123webinar Panda 4.2 – July 2015 Mobilegeddon – April 2015 Quality Update – May 2015 Penguin Everflux – December 2014 Pirate 2.0 – October 2014 Penguin 3.0– October 2014 “In the News” Box – October 2014 Panda 4.1 – Sept. 2014 Authorship Cut- August 2014 HTTPS/SSL- August 2014 Pigeon – July 2014 Authorship Photo Drop - June 2014 Payday Loan 3.0 - June 2014 Panda 4.0 – May 2014 Payday Loan 2.0 - May 2014 Organic search is no exception.
- 5. #123webinar Google updates its search algorithm 500-600 times each year. Source: Moz, “Google Algorithm Change History.”
- 6. #123webinar 71% of business purchase decisions start with a search engine. Source: Google/Millard Brown Digital, B2B Path to Purchase Study
- 8. #123webinar Audit for on-page technical elements. <head> <meta name=“description” content=“99% of top 30 SERPs have a meta description.”> </head> Meta description
- 9. #123webinar Audit for on-page technical elements. <head> <title>Tell Google about your page</title> </head>sd Title Tag
- 10. #123webinar Audit for on-page technical elements. Make sure this reflects the right hierarchy and format. URL Structure
- 11. #123webinar Audit for on-page technical elements. Create one subdomain per keyword: “seo.webmarketing123.com” Or, place the keyword in the domain: “seomarketing.com” Instead focus on the brand and consolidate with one domain with subfolders: webmarketing123.com/SEO
- 12. #123webinar Audit for on-page technical elements.
- 13. #123webinar Audit for on-page technical elements. <img src=“2015report.png” alt=“Avoid the dreaded empty image icon!” Image alt text
- 15. #123webinar Google knows if your site is boring. Organic search is moving toward a behavior based ranking system. 1 Bounce rate2 CTR 3 Login data4 Time on site
- 16. #123webinar Your website needs to answer “What can I do here?” and “Why should I do it?” in under 15 seconds. Build a solid UX.
- 17. #123webinar Build a solid UX. Revisit your navigation structure. How many clicks does it take to convert ?
- 19. #123webinar Organic search success means mastering a staple in traditional marketing: Good content.
- 20. #123webinar Winning means designing relevant, interesting content. SaaS CRM Solution “How to Choose the Right CRM” “Compare the top SaaS CRM Platforms” “CRM Pricing” Holistic, relevant content trumps exact keyword presence. Be sure to include rich media. Word count matters! Top 10 results average 1,285 words.* *But, this varies from industry to industry! Content fuels organic search. Source: Searchmetrics: “SEO Ranking Factors 2015”
- 22. #123webinar “We continue to see lower correlations between on-page keyword use and rankings.” Source: Moz, “2015 Search Engine Ranking Factors”
- 23. #123webinar But, keyword strategy still matters. But, for example, do NOT do this! Source: Codemakit.com
- 24. #123webinar Search engines use Latent Semantic Indexing to determine whether it’s valuable, relevant content or spam. Instead, content should contain the keyword you’d like to rank for and related keywords. But, keyword strategy still matters.
- 25. #123webinar In short, optimize for user intent, not keywords. Use a keyword mapping doc! But, keyword strategy still matters.
- 27. #123webinar Source: Google/Millward Brown Digital, B2B Path to Purchase Study, 2014. Google’s mobile- friendly algorithm is coming. 21 April Remember Mobilegeddon? Not quite as epic as we thought.
- 28. #123webinar Source: Google/Millward Brown Digital, B2B Path to Purchase Study, 2014. …Or, was it? Let’s take a second look a the impact. Source: Stone Temple Consulting: “Mobilegeddon: Nearly 50% of Non-Mobile Friendly URLs Dropped in Rank.”
- 29. #123webinar Use “Responsinator.com” to easily view how your site renders. Source: Moz, “The SEO of Responsive Web Design” Don’t ignore mobile.
- 31. #123webinar “Despite rumors to the contrary, the data continues to show some of the highest correlations between Google rankings and the number of links to a given page .” Source: Moz, “2015 Search Engine Ranking Factors”
- 32. #123webinar Invest in content marketing. Nurture relationships with influencers. Be careful to build links the right way.
- 33. #123webinar Otherwise, spamming your site with bad links will be costly. Be careful to build links the right way.
- 34. #123webinar Just in case, here’s the clean up plan. 2 3 Get a list of your inbound links from Google’s Search Console. Ask the link source to remove the link. Use the Google disavow tool on all bad links. Conduct a link profile audit to identify bad links. 1 4 Resubmit your site for Google reconsideration.5
- 36. #123webinar “…The number of social shares a page accumulates tends to show a positive correlation.” Source: Moz, “2015 Search Engine Ranking Factors”
- 37. #123webinar Social boosts chances of link building and reaching influencers. Don’t confuse correlation & causation.
- 38. #123webinar Where will the future take organic search?
- 39. #123webinar800.619.1570 results@webmarketing123.com . Deliver more sales-qualified leads. Chat with our team and get your customized lead gen plan today.
- 40. #123webinar QUESTIONS? ASK AWAY! Robyn Winner, Webmarketing123 Senior Campaign Manager, SEO Thanks!
Notas del editor
- Hi Everyone! Thanks for joining us this morning. My name is Robyn Winner, Senior Campaign Manager of SEO here at Webmarketing123. Today we’ll be discussing “The New Search Ranking Formula: 7 Elements You Need to Know.”
- Before we get started, I wanted to give a little background on us. Webmarketing123 is a B2B digital marketing agency based in the San Francisco Bay Area. We partner with our clients to drive more sales-qualified leads – not just clicks and traffic. Also, just a few notes on some of our frequently asked webinar questions. Yes, we will send out a link to the recording after the webinar this week. If you have questions, feel free to either type them in the Q&A chat or use #123webinar to chat with our team. We’ll also have a live Q&A session at the end of the discussion. And, on that note, let’s get started.
- A recent Adobe study found that 76% of marketers believe marketing has changed more in the last 2 years than in the last 50. We can’t say we disagree. Marketing technology, along with consumer behavior, has changed drastically in recent years.
- And, organic search is no exception. All of this has happened in the last year and a half. And, these are just the changes we know about!
- Google changes its search algorithm over 500 times a year, and most updates come without warning. While some updates are more mysterious than others, it's equally frustrating when organic search rankings - and revenue - take a dip. To truly future-proof search rankings, marketing must anticipate Google's next move.
- This is critical for lead gen. According to a recent Google study, 71% of business purchase decisions start with a decision.
- So, without further ado, let’s talk about the 7 key factors that make up modern SEO.
- #1. Audit for on0page tech elements. Meta description: 99% of the top 30 results analyzed utilized one
- Title tags are also key.
- Proper URL structure is important, and strategy has quickly evolved.
- For example: A few years ago, best practice was to make one subdomain per keyword. Now, we need to consolidate to one domain and focus on brand strength on the domain rather than the keyword
- Not to toot our own horn, but here’s an example of a good URL structure at work.
- And, finally make sure you have image alt tags in place!
- Next up, the UX factor.
- Google is smart enough to know whether or not your site is boring. Overall, organic search is moving toward a behavior based ranking system. Here are the factors that play a role: CTR Bounce rate Time on site Login data
- That means your website needs to answer “What can I do here?” and “Why should I do it?” in under 15 seconds. This page for example, clearly outlines our solutions and tells the user what they should do: Download an eBook, register for a webinar, or get a consultation.
- Make it easy to convert. Revisit your navigation structure. Where are users dropping off?
- And, then there’s content.
- Search engines are getting better and better at predicting what humans want. That means marketing’s job boils down to one simple objective: delivering the right content, to the right person, at the right time. Organic search success means mastering a staple in traditional marketing: Good content.
- Winning means designing relevant, interesting content.
- And, now for keywords.
- Keyword strategy still matters,,,,But, do NOT do this!
- Content should contain the keyword you’d like to rank for AND related keywords. Related keywords are important because search engines use latent semantic indexing to determine whether it’s valuable, relevant content or spam. For example, we have a client in software security, and when the heart bleed update (a password security loophole) happened, it was very beneficial for them to write about this topic. While it’s not directly related to their product keywords, Google saw them as being more relevant to software security as a whole and lifted rankings across the board.
- Capture the right leads and direct them to your most relevant landing page. You must have a keyword mapping document to do this! This also illustrates why keyword themes have become more important than individual keywords.
- #5 is mobile.
- Remember the Mobilegeddon update back in April? At first, it seemed like it wasn’t quite the epic change everyone was anticipating.
- Or, was it?
- Do not risk ignoring mobile. Google has given us plenty of warning that this is important, and is a major UX factor. Check what your users see across devices. Give this a try with Responsinator.com. Is your most important CTA visible on every device? Does your navigation work across all devices?
- Now, let’s talk about links.
- A recent Moz study found, that links have some of the HIGHEST CORRELATIONS between Google rankings and the number of links to a given page. To put it simply, no, link building is not dead.
- But, you do have to be careful to build links the right way. Invest in content marketing Nurture relationship with industry influencers.
- Spamming your site with bad links has consequences: Remember the Penguin updates?
- In case you inherited a spammy situation, here five steps to get it fixed.
- Finally, #7 is social.
- Again, a recent Moz study found that the number of social shares a page accumulates tens to show a positive CORRELATION.
- It’s so important not to confuse correlation and causation in this case though. Social boost the chances of improving factors that actually do influence SEO. (Talk about Driscoll’s example here…anonymously)
- We believe search is moving increasingly toward a user-behavior based ranking system.
- Before we kickoff Q&A, I wanted to remind everyone to sign up for a free, customized lead gen plan from our team today. If you’re interested, feel free to let us know in the GoToWebinar chat, call us at 800-619-1570, or email us at results@webmarketing123.com. For those that sign up, our team will analyze your current digital marketing strategy and cover: Actionable tips to drive more sales-qualified leads from digital. How to measure digital marketing ROI directly within your CRM. How you stack up against your competitors.
- Thank you! And with that, let’s start the Q&A. Lauren – Do we have any questions from the audience?