Se ha denunciado esta presentación.
Utilizamos tu perfil de LinkedIn y tus datos de actividad para personalizar los anuncios y mostrarte publicidad más relevante. Puedes cambiar tus preferencias de publicidad en cualquier momento.
Making Good Turns in SEO:
3 Insights from a Google Engineer
o VP of Product & Strategy
@ Volume Nine
o SEO
o Marketer
o Skier
o A guy often frustrated
with Google.
Hi, I’m David
I love tangible
directions.
Google is
vague.
I love tangible
directions.
Meet Paul Haahr
How Google Works:
A Ranking Engineer’s
Perspective:
http://www.stateofdigital.
com/how-google-works/
It’s not very often
Google teaches us
new tricks.
Mobile isn’t the future.
Mobile is now.
Insight #1
Mobile = Majority of Search Queries
(Duh!)
But the gap is going to widen.
Ways Google is Going Mobile-Centric:
o SERP Experiments = Majority Mobile
o User’s Location = Different SERPs
o Mobile Sit...
Google Quality Raters = Mobile First
“Needs Met rating asks raters to focus on mobile
users needs and think about how help...
David’s Lesson Learned - Mobile
In everything we do, we need to start
with mobile and work outwards.
Google cares deeply
about the quality of
content. Websites
MUST nail ‘E-A-T’.
Insight #2
What is E-A-T?
Expertise Authority
Trust
So, how good is your content?
Low Quality Pages
• Not much main content
• Author is not an authority or expert
• Negative ...
The “Don’t Suck” Test The “Me” Test
Two Quality Tests
Be honest, is this content
actually any good?
Would you engage with ...
David’s Lesson Learned - Quality
SEOs need to think of better ways to tactically
evaluate content quality. It is easy to s...
Google is obsessed
with properly
matching search
intent to search
results.
Insight #3
Google’s Needs Met Scale
Source: https://webmasters.googleblog.com/2015/11/updating-our-search-quality-rating.html
“Does a...
The Future of Relevancy
Image Source: http://searchengineland.com/faq-all-about-the-new-google-rankbrain-algorithm-234440
...
Lead with a relevancy story. We
need to obsess over what the
user actually wants.
David’s Final Lesson Learned - Relevancy
Links & Resources:
‘How Google Works’ Talk:
http://www.stateofdigital.com/how-
google-works/
Google Quality Guidelines:
ht...
SearchCon 2016 | 3 Insights from a Google Engineer with David Yarian
Próxima SlideShare
Cargando en…5
×

SearchCon 2016 | 3 Insights from a Google Engineer with David Yarian

Making Good Turns in SEO: 3 Insights from a Google Engineer

Libros relacionados

Gratis con una prueba de 30 días de Scribd

Ver todo

Audiolibros relacionados

Gratis con una prueba de 30 días de Scribd

Ver todo
  • Sé el primero en comentar

SearchCon 2016 | 3 Insights from a Google Engineer with David Yarian

  1. 1. Making Good Turns in SEO: 3 Insights from a Google Engineer
  2. 2. o VP of Product & Strategy @ Volume Nine o SEO o Marketer o Skier o A guy often frustrated with Google. Hi, I’m David
  3. 3. I love tangible directions. Google is vague. I love tangible directions.
  4. 4. Meet Paul Haahr How Google Works: A Ranking Engineer’s Perspective: http://www.stateofdigital. com/how-google-works/
  5. 5. It’s not very often Google teaches us new tricks.
  6. 6. Mobile isn’t the future. Mobile is now. Insight #1
  7. 7. Mobile = Majority of Search Queries (Duh!) But the gap is going to widen.
  8. 8. Ways Google is Going Mobile-Centric: o SERP Experiments = Majority Mobile o User’s Location = Different SERPs o Mobile Site Speed = Crucial (i.e. AMP Pages) o Google Quality Raters = Mobile First Focus
  9. 9. Google Quality Raters = Mobile First “Needs Met rating asks raters to focus on mobile users needs and think about how helpful and satisfying the result is for the mobile users.” - Google Example: Satisfying Results
  10. 10. David’s Lesson Learned - Mobile In everything we do, we need to start with mobile and work outwards.
  11. 11. Google cares deeply about the quality of content. Websites MUST nail ‘E-A-T’. Insight #2
  12. 12. What is E-A-T? Expertise Authority Trust
  13. 13. So, how good is your content? Low Quality Pages • Not much main content • Author is not an authority or expert • Negative site-wide reputation • Is primarily text-based • Secondary Content is distracting (i.e. Ads) High Quality Pages • A lot of main content • Demonstrates E-A-T • Good site-wide reputation • Uses different mediums • Has a “satisfying amount” of high quality content
  14. 14. The “Don’t Suck” Test The “Me” Test Two Quality Tests Be honest, is this content actually any good? Would you engage with this content on your own time?
  15. 15. David’s Lesson Learned - Quality SEOs need to think of better ways to tactically evaluate content quality. It is easy to see that your content sucks but hard to convince a client their content sucks.
  16. 16. Google is obsessed with properly matching search intent to search results. Insight #3
  17. 17. Google’s Needs Met Scale Source: https://webmasters.googleblog.com/2015/11/updating-our-search-quality-rating.html “Does a page usefully answer a user’s query?”
  18. 18. The Future of Relevancy Image Source: http://searchengineland.com/faq-all-about-the-new-google-rankbrain-algorithm-234440 Queries, not Keywords Customization, not quantity Learning, not Algorithms
  19. 19. Lead with a relevancy story. We need to obsess over what the user actually wants. David’s Final Lesson Learned - Relevancy
  20. 20. Links & Resources: ‘How Google Works’ Talk: http://www.stateofdigital.com/how- google-works/ Google Quality Guidelines: https://webmasters.googleblog.com/20 15/11/updating-our-search-quality- rating.html Email: Dyarian@v9seo.com

×