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SEO is Evolving
Faster Than Ever
How to survive and take advantage
of all the recent changes
#WCHamont #SEOSanity
@thompsonpaul
Paul Thompson
I’m a consultant doing SEO and web
marketing since 2002
People pay me to help turn their
websites into marketing platforms
WordPress since 2009
Find me:
paul@buzzwordstobusiness.com
@thompsonpaul
www.buzzwordstobusiness.com
Does it feel like keeping up
with SEO has been a wild ride
this year?
Struggling to decide which
things to pay attention to and
tackle next?
Don’t
Freak
Out !
#WCHamont #SEOSanity @thompsonpaul
Don’t be this guy either
#WCHamont #SEOSanity @thompsonpaul
Let’s understand the important
changes in SEO over the past year…
And build some plans for
how to benefit from them!
#WCHamont #SEOSanity @thompsonpaul
Mobile
Voice Search
Content Quality - Algo Changes
Changes to Essential Tools
Schema
Local Search
Mobile
Mobile First
Index
In the past year, Google
has moved heavily
toward understanding
and assessing our sites
through the eyes of a
mobile user.
#WCHamont #SEOSanity @thompsonpaul
How do I know if my site’s moved to the MFI?
● As of July 1 all new sites will be Mobile First indexed
● You’ll have a notification in your Google Search Console
● “Request Indexing” in GSC shows GoogleBot Smartphone
#WCHamont #SEOSanity @thompsonpaul
Content on Mobile
Don’t hide it, design for it!
● Content before design. Make your design work for your
content, not the other way around.
● Create a mobile experience that’s fast, clearly laid out, and
easy to navigate.
● Content in simple accordions and tabs is now indexed.
#WCHamont #SEOSanity @thompsonpaul
Font Sizes and Touch Zones
Easy to read and navigate.
● 16px minimum font size on mobile. Larger is better.
● Anchor link touch zone should be 72px square.
● Keep in mind for all anchors, including social icons and
navigation elements.
● Mobile Usability in GSC assesses all pages. Spot check
using Mobile Friendly Test page.
Google now
measures speed
like a mobile
visitor
Yup, even for your desktop
Since July 2018
Speed still only a small
ranking factor
Only applies to some queries
MAJOR factor for ALL humans
#WCHamont #SEOSanity @thompsonpaul
Page size / Bandwidth / Speed considerations
Not all mobile data is unlimited. Don’t be a punk.
● Optimise all your images. Resize and compress. Use lazy
loading. Use modern formats like .webp and .svg
● Dequeue, defer, async javascript files where possible.
● Enable gzip compression, browser caching, page caching.
● For non-developers, most easily handled with quality
caching plugins and/or host’s caching tools
#WCHamont #SEOSanity @thompsonpaul
Google is getting
much more specific
about the kind of
speed it cares
about.
PageSpeed Insights
& Lighthouse Audits
● the tools have completely changed to reflect
Google’s new focus
Hint: it’s not
total load time!
#WCHamont #SEOSanity @thompsonpaul
Survive and Take Advantage of SEO Changes in 2019 - WordCamp Hamilton
Lighthouse Audits
Built directly into the
Chrome desktop
browser.
For best results, use
Mobile device mode
and Applied 3G.
#WCHamont #SEOSanity @thompsonpaul
www.webpagetest.org
Customise Google Analytics tracking to collect real-user data
ga('create', 'UA-XXXXXXXX-3', 'auto', {'siteSpeedSampleRate': 100});
#WCHamont #SEOSanity @thompsonpaul
Voice Search &
Voice Results
The difference...
Voice Search:
Voice instead of keyboard
Returns list of search results
Already heavily used -
mostly on mobile
Voice results:
Responses from Amazon
Alexa, Google Home etc.
Dictates single search result!
Usage ramping up - stats
include personal info requests
#WCHamont #SEOSanity @thompsonpaul
Voice Search - Answering questions!
● Longer, conversational queries
● How can we tell which organic traffic is from voice
search?
We can’t (yet). GSC doesn’t report separately. Boooo
● Formating answers well with subheaders, tables,
bullet points and Schema helps Google understand
better - and can deliver Rich Snippets.
#WCHamont #SEOSanity @thompsonpaul
Voice Results - More questions!
● For Voice Results, most smaller sites will need to
develop a plan over this year, not immediately critical
● Schema plays a major part in Google understanding
and delivering the answers, especially for local
business (Ignore Voice Schema for now)
● Be careful of Voice Results data – usage includes
generic voice assistant inputs as well
#WCHamont #SEOSanity @thompsonpaul
Content Quality
Algorithm Changes
Recent major algo updates focus on Quality
For most of us, chasing the algo is pointless.
● Google now only announces algorithm updates when
there’s anything site owners can do about them.
● Best use is to get an overview of what Google focuses on.
● Risk is overreacting and making unnecessary changes.
○ E.g. meta description length, pagination
#WCHamont #SEOSanity @thompsonpaul
Google Quality Raters’ Guidelines
“They don’t tell you how the algorithm is
ranking results, but they fundamentally show
what the algorithm should do.”
Ben Gomes, Google VP of Search
Updated May 16, 2019
http://buzzto.biz/raters-guidelines
#WCHamont #SEOSanity @thompsonpaul
Survive and Take Advantage of SEO Changes in 2019 - WordCamp Hamilton
Update/Improve It
NoIndex It
Redirect It (careful!)
Nuke It
Specific types of pages to watch for
● Thin
● Out of date, no longer relevant
● Duplicate onsite or copied
● WordPress specific - tags, categories (maybe), events and
other taxonomies (e.g. date & author archives)
● Use your Analytics! Screaming Frog is terrific for this.
#WCHamont #SEOSanity @thompsonpaul
How Do We
Improve It?
Intent
Navigational – they already know where they want to go
Informational – a question that needs an answer
Investigational – toward a more commercial outcome
Transactional – ready to buy or decide
● Look at the SERPs for type of result people are expecting.
○ E.g. “Best compact camera” doesn’t return product
pages!
A new approach
to content and
keyword
research
Not about keywords any more
Search engines are working
hard to understand content
like humans do.
Over 1/3 of Google search
queries are 4+ words long
#WCHamont #SEOSanity @thompsonpaul
Keywords
Sticking the
“right” words in
the “right places”
#WCHamont #SEOSanity @thompsonpaul
Concepts
● Topics, solutions, answers
● Rankbrain/Machine Learning understand our content like a
human reader
● They understand and want to see thorough treatment of a
topic or concept
● Not just a “keyword” - synonyms, semantically-related terms
● A page can rank for many (100s!) of terms
#WCHamont #SEOSanity @thompsonpaul
How???????
Use the SERPS! *
*Search Engine Results Pages
Auto Complete
“People also ask…”
“People also search for…”
Keywords Everywhere
browser extension
#WCHamont #SEOSanity @thompsonpaul
Queries
By Page
Google
Search
Console
#WCHamont #SEOSanity @thompsonpaul
Answer The Public
#WCHamont #SEOSanity @thompsonpaul
Answer The Public
1. It allows you to get to know your
audience and what keeps them up
at night
2. Keyword research for those
conversational queries!
3. The related questions and terms
contributing to content quality.
4. It helps you answer questions that
can get you into Google’s featured
snippets
WordPress SEO plugins are adapting
● Better real-language processing in Yoast SEO
● Content analysis in Yoast Pro version now
accounts for semantically-related terms
● Free version better understands synonyms,
similar phrases
● Much closer to how the SE’s behave, instead of
being encouraged to manipulate how you write to
score green lights
Site Architecture
Communicating
the value of our
content to search
engines
As sites get more complex,
search engines & visitors
need more help finding &
properly understanding the
value of our content.
And the relationships
between pages.
#WCHamont #SEOSanity @thompsonpaul
www.example.com/post-name/
● flat - shows no relationship between pages
www.example.com/main-topic/sub-topic/post-
name/
● Helps search engines and users understand
hierarchy/relationships between pages
● Use categories in your permalinks (yes, really)
Internal Linking!
● To create hubs, silos, topic areas
● Make related topics cooperate, not compete
Crawlability
& Indexing
3 Stages of getting organic traffic
Crawling
Indexing
Ranking
#WCHamont #SEOSanity @thompsonpaul
Google Search Console
New Google Search Console Coverage Report
● specifically for understanding which pages
are crawled and which worthy of indexing.
● remember, the tools changes are focusing
on what Google values!
#WCHamont #SEOSanity @thompsonpaul
Crawled But Not Indexed
Schema Markup
Data that explains data
9055551212
Product ID? Phone #? Price of a massive yacht?
#WCHamont #SEOSanity @thompsonpaul
Implementing Schema
Event, Recipe, Product, Rating, People, Business, Page structure, FAQ, How-To
● Easiest is to use JSON-LD but it’s ONLY for content that is
actually visible on the page! (You’ll get a penalty if it’s not.)
● Good plugins for specific types of content should also
generate the necessary Schema – recipes, event calendars,
ratings/reviews, FAQs
● SEO plugins like Yoast SEO & Rankmath starting to include
wide range of Schema capabilities
● Properly configured Local Business Schema is ESSENTIAL for
local businesses!
Structured Data Testing Tool
#WCHamont #SEOSanity @thompsonpaul
Rich Snippets
Local Search
Optimisation
Google My
Business
For local businesses,
Google is pushing GMB to
become your
homepage/showroom
Proximity is everything in
Local ranking- “the 3-pack”
Especially on mobile
#WCHamont #SEOSanity @thompsonpaul
Survive and Take Advantage of SEO Changes in 2019 - WordCamp Hamilton
Use All Elements of your GMB Profile
Don’t bring a knife to a gun fight!
● Set up your localBusiness Schema
● Description - use all 750 characters
● Posts/Events/Offers - critical SERP real estate
<sneaky>Format images to look like call-to-action buttons</sneaky>
● Reviews - you need a plan to solicit them
● Adjust your Service Area if you’re a Service Area Business
More GMB Profile Focus
Get that localBusiness Schema added to your website
● Questions and Answers - ask and answer your own!
<sneaky> Get friends to upvote the important ones </sneaky>
● Photos - keep a steady stream of new, relevant images
● Regularly build new citations and clean up existing ones
Your NAP (name, address, phone) must be consistent
● Continue to build content with local intent on your website
- case studies!
Action Plan
Mobile
Switch to mobile-focused tools for testing and
analysing our sites
Optimise content and usability for mobile visitors
Get your TimetoContentfulFirstPaint to 2s or less
Voice Search
Optimise for the longer, more conversational
questions voice searchers typically use
Use Schema and page headings structure to help
search engines understand your answers better
Content Quality
Use ideas from the Quality Raters’ Guidelines to
improve quality of new pages
Create a process for regularly improving/updating
or removing existing content - thin/duplicate etc.
Match the content to the INTENT of the visitor
Shift to researching concepts/topics not keywords
Site Architecture
Use directory structure and internal linking to
build clearly defined relationships between pages
- creating topic clusters or hubs
Use the GSC Coverage Report to discover pages
that need help getting indexed, or that should be
removed for the index
Schema
Start adding Schema markup to your page types
and structure - breadcrumbs, logos, articles etc.
Set up Schema for your specific content types
such as products, reviews, events, and the new
FAQ and How To options - and test it!
Fully configure your Organisation, localBusiness
Local Search
Fully configure ALL the features of your GMB
Build a plan to ask for & respond to new reviews
Create regular Posts/Events/Photos content and
build out your top Questions and Answers
Regularly clean up and add new quality citations
Make sure you have a favicon! (as of this week)
Links to Resources
Google PageSpeed Insights http://buzzto.biz/psi
Chrome Lighthouse audits
Click F12 in Chrome browser, select Audit tab in
dev tools
Webpagetest https://webpagetest.org
Google Search Console http://buzzto.biz/gsc
Google Quality Raters Guidelines
http://buzzto.biz/raters-guidelines
Screaming Frog Crawler (free for approx 100 pgs)
http://buzzto.biz/screaming-frog
Keywords Everywhere Browser Extension
Chrome http://buzzto.biz/k-e-chrome
Firefox http://buzzto.biz/k-e-ff
Answer the Public https://answerthepublic.com/
Yoast SEO plugin http://buzzto.biz/yoast
Rankmath SEO plugin http://buzzto.biz/rankmath
Structured Data Testing http://buzzto.biz/schema-test
Rich Snippet testing tool http://buzzto.biz/rich-snippet
Basic localBusiness Schema generator
https://bit.ly/local-biz-schema
Advanced generator
https://bit.ly/advanced-schema
Don’t Freak Out!
Work the Plan
Online version of this presentation
http://buzzto.biz/wchamont2019
SEO | Site Audits | Analytics | Conversion Optimisation | Web Marketing | Coaching
Paul Thompson
Buzzwords to Business
SEO & Web Marketing
paul@buzzwordstobusiness.com
@thompsonpaul

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Survive and Take Advantage of SEO Changes in 2019 - WordCamp Hamilton

  • 1. SEO is Evolving Faster Than Ever How to survive and take advantage of all the recent changes #WCHamont #SEOSanity @thompsonpaul
  • 2. Paul Thompson I’m a consultant doing SEO and web marketing since 2002 People pay me to help turn their websites into marketing platforms WordPress since 2009 Find me: paul@buzzwordstobusiness.com @thompsonpaul www.buzzwordstobusiness.com
  • 3. Does it feel like keeping up with SEO has been a wild ride this year? Struggling to decide which things to pay attention to and tackle next?
  • 5. Don’t be this guy either #WCHamont #SEOSanity @thompsonpaul
  • 6. Let’s understand the important changes in SEO over the past year… And build some plans for how to benefit from them! #WCHamont #SEOSanity @thompsonpaul
  • 7. Mobile Voice Search Content Quality - Algo Changes Changes to Essential Tools Schema Local Search
  • 9. Mobile First Index In the past year, Google has moved heavily toward understanding and assessing our sites through the eyes of a mobile user. #WCHamont #SEOSanity @thompsonpaul
  • 10. How do I know if my site’s moved to the MFI? ● As of July 1 all new sites will be Mobile First indexed ● You’ll have a notification in your Google Search Console ● “Request Indexing” in GSC shows GoogleBot Smartphone #WCHamont #SEOSanity @thompsonpaul
  • 11. Content on Mobile Don’t hide it, design for it! ● Content before design. Make your design work for your content, not the other way around. ● Create a mobile experience that’s fast, clearly laid out, and easy to navigate. ● Content in simple accordions and tabs is now indexed. #WCHamont #SEOSanity @thompsonpaul
  • 12. Font Sizes and Touch Zones Easy to read and navigate. ● 16px minimum font size on mobile. Larger is better. ● Anchor link touch zone should be 72px square. ● Keep in mind for all anchors, including social icons and navigation elements. ● Mobile Usability in GSC assesses all pages. Spot check using Mobile Friendly Test page.
  • 13. Google now measures speed like a mobile visitor Yup, even for your desktop Since July 2018 Speed still only a small ranking factor Only applies to some queries MAJOR factor for ALL humans #WCHamont #SEOSanity @thompsonpaul
  • 14. Page size / Bandwidth / Speed considerations Not all mobile data is unlimited. Don’t be a punk. ● Optimise all your images. Resize and compress. Use lazy loading. Use modern formats like .webp and .svg ● Dequeue, defer, async javascript files where possible. ● Enable gzip compression, browser caching, page caching. ● For non-developers, most easily handled with quality caching plugins and/or host’s caching tools #WCHamont #SEOSanity @thompsonpaul
  • 15. Google is getting much more specific about the kind of speed it cares about.
  • 16. PageSpeed Insights & Lighthouse Audits ● the tools have completely changed to reflect Google’s new focus Hint: it’s not total load time! #WCHamont #SEOSanity @thompsonpaul
  • 18. Lighthouse Audits Built directly into the Chrome desktop browser. For best results, use Mobile device mode and Applied 3G. #WCHamont #SEOSanity @thompsonpaul
  • 19. www.webpagetest.org Customise Google Analytics tracking to collect real-user data ga('create', 'UA-XXXXXXXX-3', 'auto', {'siteSpeedSampleRate': 100});
  • 22. The difference... Voice Search: Voice instead of keyboard Returns list of search results Already heavily used - mostly on mobile Voice results: Responses from Amazon Alexa, Google Home etc. Dictates single search result! Usage ramping up - stats include personal info requests #WCHamont #SEOSanity @thompsonpaul
  • 23. Voice Search - Answering questions! ● Longer, conversational queries ● How can we tell which organic traffic is from voice search? We can’t (yet). GSC doesn’t report separately. Boooo ● Formating answers well with subheaders, tables, bullet points and Schema helps Google understand better - and can deliver Rich Snippets. #WCHamont #SEOSanity @thompsonpaul
  • 24. Voice Results - More questions! ● For Voice Results, most smaller sites will need to develop a plan over this year, not immediately critical ● Schema plays a major part in Google understanding and delivering the answers, especially for local business (Ignore Voice Schema for now) ● Be careful of Voice Results data – usage includes generic voice assistant inputs as well #WCHamont #SEOSanity @thompsonpaul
  • 26. Recent major algo updates focus on Quality For most of us, chasing the algo is pointless. ● Google now only announces algorithm updates when there’s anything site owners can do about them. ● Best use is to get an overview of what Google focuses on. ● Risk is overreacting and making unnecessary changes. ○ E.g. meta description length, pagination #WCHamont #SEOSanity @thompsonpaul
  • 27. Google Quality Raters’ Guidelines “They don’t tell you how the algorithm is ranking results, but they fundamentally show what the algorithm should do.” Ben Gomes, Google VP of Search Updated May 16, 2019 http://buzzto.biz/raters-guidelines #WCHamont #SEOSanity @thompsonpaul
  • 29. Update/Improve It NoIndex It Redirect It (careful!) Nuke It
  • 30. Specific types of pages to watch for ● Thin ● Out of date, no longer relevant ● Duplicate onsite or copied ● WordPress specific - tags, categories (maybe), events and other taxonomies (e.g. date & author archives) ● Use your Analytics! Screaming Frog is terrific for this. #WCHamont #SEOSanity @thompsonpaul
  • 32. Intent Navigational – they already know where they want to go Informational – a question that needs an answer Investigational – toward a more commercial outcome Transactional – ready to buy or decide ● Look at the SERPs for type of result people are expecting. ○ E.g. “Best compact camera” doesn’t return product pages!
  • 33. A new approach to content and keyword research Not about keywords any more Search engines are working hard to understand content like humans do. Over 1/3 of Google search queries are 4+ words long #WCHamont #SEOSanity @thompsonpaul
  • 34. Keywords Sticking the “right” words in the “right places” #WCHamont #SEOSanity @thompsonpaul
  • 35. Concepts ● Topics, solutions, answers ● Rankbrain/Machine Learning understand our content like a human reader ● They understand and want to see thorough treatment of a topic or concept ● Not just a “keyword” - synonyms, semantically-related terms ● A page can rank for many (100s!) of terms #WCHamont #SEOSanity @thompsonpaul
  • 37. Use the SERPS! * *Search Engine Results Pages
  • 43. Answer The Public #WCHamont #SEOSanity @thompsonpaul
  • 44. Answer The Public 1. It allows you to get to know your audience and what keeps them up at night 2. Keyword research for those conversational queries! 3. The related questions and terms contributing to content quality. 4. It helps you answer questions that can get you into Google’s featured snippets
  • 45. WordPress SEO plugins are adapting ● Better real-language processing in Yoast SEO ● Content analysis in Yoast Pro version now accounts for semantically-related terms ● Free version better understands synonyms, similar phrases ● Much closer to how the SE’s behave, instead of being encouraged to manipulate how you write to score green lights
  • 47. Communicating the value of our content to search engines As sites get more complex, search engines & visitors need more help finding & properly understanding the value of our content. And the relationships between pages. #WCHamont #SEOSanity @thompsonpaul
  • 48. www.example.com/post-name/ ● flat - shows no relationship between pages www.example.com/main-topic/sub-topic/post- name/ ● Helps search engines and users understand hierarchy/relationships between pages ● Use categories in your permalinks (yes, really) Internal Linking! ● To create hubs, silos, topic areas ● Make related topics cooperate, not compete
  • 50. 3 Stages of getting organic traffic Crawling Indexing Ranking #WCHamont #SEOSanity @thompsonpaul
  • 51. Google Search Console New Google Search Console Coverage Report ● specifically for understanding which pages are crawled and which worthy of indexing. ● remember, the tools changes are focusing on what Google values! #WCHamont #SEOSanity @thompsonpaul
  • 52. Crawled But Not Indexed
  • 53. Schema Markup Data that explains data
  • 54. 9055551212 Product ID? Phone #? Price of a massive yacht? #WCHamont #SEOSanity @thompsonpaul
  • 55. Implementing Schema Event, Recipe, Product, Rating, People, Business, Page structure, FAQ, How-To ● Easiest is to use JSON-LD but it’s ONLY for content that is actually visible on the page! (You’ll get a penalty if it’s not.) ● Good plugins for specific types of content should also generate the necessary Schema – recipes, event calendars, ratings/reviews, FAQs ● SEO plugins like Yoast SEO & Rankmath starting to include wide range of Schema capabilities ● Properly configured Local Business Schema is ESSENTIAL for local businesses!
  • 56. Structured Data Testing Tool #WCHamont #SEOSanity @thompsonpaul
  • 59. Google My Business For local businesses, Google is pushing GMB to become your homepage/showroom Proximity is everything in Local ranking- “the 3-pack” Especially on mobile #WCHamont #SEOSanity @thompsonpaul
  • 61. Use All Elements of your GMB Profile Don’t bring a knife to a gun fight! ● Set up your localBusiness Schema ● Description - use all 750 characters ● Posts/Events/Offers - critical SERP real estate <sneaky>Format images to look like call-to-action buttons</sneaky> ● Reviews - you need a plan to solicit them ● Adjust your Service Area if you’re a Service Area Business
  • 62. More GMB Profile Focus Get that localBusiness Schema added to your website ● Questions and Answers - ask and answer your own! <sneaky> Get friends to upvote the important ones </sneaky> ● Photos - keep a steady stream of new, relevant images ● Regularly build new citations and clean up existing ones Your NAP (name, address, phone) must be consistent ● Continue to build content with local intent on your website - case studies!
  • 64. Mobile Switch to mobile-focused tools for testing and analysing our sites Optimise content and usability for mobile visitors Get your TimetoContentfulFirstPaint to 2s or less
  • 65. Voice Search Optimise for the longer, more conversational questions voice searchers typically use Use Schema and page headings structure to help search engines understand your answers better
  • 66. Content Quality Use ideas from the Quality Raters’ Guidelines to improve quality of new pages Create a process for regularly improving/updating or removing existing content - thin/duplicate etc. Match the content to the INTENT of the visitor Shift to researching concepts/topics not keywords
  • 67. Site Architecture Use directory structure and internal linking to build clearly defined relationships between pages - creating topic clusters or hubs Use the GSC Coverage Report to discover pages that need help getting indexed, or that should be removed for the index
  • 68. Schema Start adding Schema markup to your page types and structure - breadcrumbs, logos, articles etc. Set up Schema for your specific content types such as products, reviews, events, and the new FAQ and How To options - and test it! Fully configure your Organisation, localBusiness
  • 69. Local Search Fully configure ALL the features of your GMB Build a plan to ask for & respond to new reviews Create regular Posts/Events/Photos content and build out your top Questions and Answers Regularly clean up and add new quality citations Make sure you have a favicon! (as of this week)
  • 70. Links to Resources Google PageSpeed Insights http://buzzto.biz/psi Chrome Lighthouse audits Click F12 in Chrome browser, select Audit tab in dev tools Webpagetest https://webpagetest.org Google Search Console http://buzzto.biz/gsc Google Quality Raters Guidelines http://buzzto.biz/raters-guidelines Screaming Frog Crawler (free for approx 100 pgs) http://buzzto.biz/screaming-frog Keywords Everywhere Browser Extension Chrome http://buzzto.biz/k-e-chrome Firefox http://buzzto.biz/k-e-ff Answer the Public https://answerthepublic.com/ Yoast SEO plugin http://buzzto.biz/yoast Rankmath SEO plugin http://buzzto.biz/rankmath Structured Data Testing http://buzzto.biz/schema-test Rich Snippet testing tool http://buzzto.biz/rich-snippet Basic localBusiness Schema generator https://bit.ly/local-biz-schema Advanced generator https://bit.ly/advanced-schema
  • 71. Don’t Freak Out! Work the Plan Online version of this presentation http://buzzto.biz/wchamont2019 SEO | Site Audits | Analytics | Conversion Optimisation | Web Marketing | Coaching Paul Thompson Buzzwords to Business SEO & Web Marketing paul@buzzwordstobusiness.com @thompsonpaul