3 critical google search updates you can't afford to ignore
TRANSCRIPT
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We drive revenue.Not just clicks and traffic.
/ About Webmarketing123
Paid Search
SEO Content Creation
Website Design
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1 The Modern State of SEOHow Organic Search Impacts the Buyer’s Journey
2 Google Shakes Up Search ResultsWhat to Expect & How to Future-Proof Your Search Rankings
3 Live Q&AAsk Mike Your Toughest Search Marketing Questions.
On the Agenda
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/ Modern State of SEO
Marketers now carry 2/3 of the funnel. That’s a heavy load to carry!
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Before, Now,prospects needed to talk to sales.
the last thing they do is talk to sales.
67% of the new buyer’s journey happens online.
Source: SiriusDecsions
Marketers now carry 2/3 of the funnel. / Modern State of SEO
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Search is your best bet./ Modern State of SEO
71% of business
purchases start with a search
engine.(Google)
57% of B2B marketers say SEO has the
biggest impact on lead gen.
(Mindjumpers)
15% lead-to-close
rate for SEO driven
Leads.(eConsultancy)
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On average, B2B buyers do 12 searches before engaging on a brand’s site.
Search is your best bet./ Modern State of SEO
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But, status quo SEO doesn’t cut it.Yesterday’s search tactics are toast.
/ Modern State of SEO
#123webinar
1 The Modern State of SEOHow Organic Search Impacts the Buyer’s Journey
2 Google Shakes Up Search ResultsWhat to Expect & How to Future-Proof Your Search Rankings
3 Live Q&AAsk Mike Your Toughest Search Marketing Questions.
On the Agenda
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/ Google Shakes Up Search Results
Google’s mobile-friendly algorithm is coming.
21April
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1 The Mobile-Friendly Search Algorithm
/ Google Shakes Up Search Results
This is a BIG deal.
In fact, it’s bigger than Panda and Penguin.
Source: SearchEngineLand
Panda impacted 12% of English queries.
Penguin affected 4% of global queries.
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1 The Mobile-Friendly Search Algorithm
/ Google Shakes Up Search Results
What will the algorithm do?
1 2 3
Google launched mobile-friendly labels in November 2014.
Come April 21st, Google will reward and penalize site search rankings based on mobile criteria.
Google will include relevant app content in SERPs for signed in users.
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1 The Mobile-Friendly Search Algorithm
/ Google Shakes Up Search Results
Find out if Google thinks your site is mobile-friendly today!
Source: Google Webmaster Central Blog
1 Check if your site has the mobile-friendly search label.
2 If not, get a full list of mobile issues from Webmaster Tools’ Mobile Usability Report.
3 Check individual pages with Google’s Mobile-Friendly Test.
4 If you have an app, implement indexing for search now.
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1 The Mobile-Friendly Search Algorithm
/ Google Shakes Up Search Results
Plus, you might have an email like this from Google Webmaster Tools:
Yikes!
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2 The Doorway Page PenaltyOn March 16th, Google announced they’ll put a tighter lock on Doorway pages.
/ Google Shakes Up Search Results
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2What exactly is a doorway page?
The Doorway Page Penalty
“Doorways are…created to rank highly for specific search queries. They arebad for users because they can lead to multiple similar pages in user search results, where each result [takes the user to the same destination].”
Google, Webmaster Quality Guidelines
/ Google Shakes Up Search Results
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2If you’re concerned, examine the potentially offending page and ask yourself:
The Doorway Page Penalty
1 Was this page made solely for SEO? Does it merely act as a funnel to drive users to the actually relevant page of your site?
2 Is this page intended to rank on generic search terms, yet the content is very specific?
3 Does this page duplicate groups of items (locations, products) that already exist on the site just to capture more traffic?
4 Does this page exist as an “island?” Is it hard to navigate to and from other parts of your website?
Source: Google Webmaster Central Blog
/ Google Shakes Up Search Results
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3 The Knowledge Graph Expansion
This is how the Knowledge Graph explains the “Knowledge Graph.”
/ Google Shakes Up Search Results
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3 The Knowledge Graph Expansion
Google is pushing KGO in anticipation of increased spoken search on mobile.
/ Google Shakes Up Search Results
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3 The Knowledge Graph ExpansionKnowledge Graph expansion impacts organic search traffic in a big way.
Source: SearchEngineLand
As of February 2015, about 1 in 5 search
queries displays “rich answers”.
Wikipedia page views declined 21% after the Knowledge Graph debuted.
/ Google Shakes Up Search Results
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3 The Knowledge Graph Expansion
Wikipedia
Freebase
Google+
Schema
These 4 elements make up the Knowledge Graph.
/ Google Shakes Up Search Results
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1 The Modern State of SEOHow Organic Search Impacts the Buyer’s Journey
2 Google Shakes Up Search ResultsWhat to Expect & How to Future-Proof Your Search Rankings
3 Live Q&AAsk Mike Your Toughest Search Marketing Questions.
On the Agenda
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Mike Turner, Webmarketing123Director of Business Development
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