3 critical google search updates you can't afford to ignore

Click here to load reader

Download 3 Critical Google Search Updates You Can't Afford to Ignore

Post on 14-Apr-2017

817 views

Category:

Marketing

0 download

Embed Size (px)

TRANSCRIPT

PowerPoint Presentation

#123webinarHello everyone! Welcome to todays webinar, 3 Critical Google Search Updates You Cant Afford to Ignore. My name is Mike Turner, Director of Biz Dev here at Webmarketing123. Ill be hosting our webinar today. If you have any questions, wed love to chat. Feel free to just in the GTW chat box or tag your tweets with #123webinar to ask questions on Twitter.1

We drive revenue.Not just clicks and traffic.

/ About Webmarketing123Paid SearchSEO

Content CreationWebsite Design

#123webinarBefore we dive into the discussion, I wanted to give you a bit of background on us. We are a digital agency, founded in 2004 and headquartered in the San Francisco Bay Area. Our team is 100% focused on delivering revenue not just clicks and traffic. We take pride in our metrics-driven approach to digital. [Next Slide]2

1The Modern State of SEOHow Organic Search Impacts the Buyers Journey2Google Shakes Up Search ResultsWhat to Expect & How to Future-Proof Your Search Rankings3Live Q&AAsk Mike Your Toughest Search Marketing Questions.

On the Agenda

#123webinarHeres a quick look at what well cover today3

/ Modern State of SEOMarketers now carry 2/3 of the funnel. Thats a heavy load to carry!

#123webinarMarketers are responsible for over 2/3 of the sales funnel. Thats a heavy load to carry! 4

Before,Now,prospects needed to talk to sales.the last thing they do is talk to sales.67% of the new buyers journey happens online.

Source: SiriusDecsionsMarketers now carry 2/3 of the funnel. / Modern State of SEO

#123webinarWhy? The sales & marketing funnel has shifted.

Before, customers had to talk to your sales team.

Now, talking to sales is the last thing prospects do. Your prospects have changed how they make their decisions. The old linear sales funnel no longer applies. Back in the day, sales and marketing teams had the chance to mold the prospects decision-making process from the start.

The prevalence of digital and search has forever changed the traditional sales funnel as we know it. In fact, a recent study by SiriusDecisions finds that almost 67% of buyers journey now happens online. This shift is what we call the new B2B buyers journey or the hidden sales cycle.

The new B2B buyers journey is an increasingly digital experience as the multi-device, always on prospect relies more and more on online research to inform their path to purchase. As McKinsey and Co found in their study, Branding in the Digital Age, prospects now enter an extended consideration and evaluation stage where they are doing their research without us. To acquire leads marketers MUST influence the new B2B buyer at the 1st touch point.

By the time your prospects get to you (assuming you havent already been ruled out), they have set expectations about what they want. Theyve already read product reviews on social media, theyve Googled the top providers in your industry, theyve read blogs comparing one feature to another, theyve been retargeted with ads hawking competitor discounts, and received competitor emails offering educational materials on making the right purchase. At this point, sales job is to cater to their demands at the lowest price point possible.

Your best insurance policy is to cover your bases on all channels and feed the top of the funnel by attracting leads with quality content. Investing in content that reaches your prospect early in the online research phase gives you a fighting chance to mold their path to purchase again. If you dont, you risk losing early on to your competitors.

5

Search is your best bet./ Modern State of SEO71% 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 drivenLeads.(eConsultancy)

#123webinarSearch is your best bet to win the funnel. 71% of business purchase decisions start with a search engine.57% of B2B marketers say SEO has the biggest impact on lead gen.15% lead to close rate for SEO driven leads.

6

On average, B2B buyers do 12 searches before engaging on a brands site.Search is your best bet.

/ Modern State of SEO

#123webinarOn average, B2B researcher do 12 searches before engaging on a brands site.

7

But, status quo SEO doesnt cut it.

Yesterdays search tactics are toast./ Modern State of SEO

#123webinarBut, guess what? Status quo SEO just doesnt cut it anymore. Yesterdays search tactics are toast. And what exactly do we mean by that? First, ask yourself, when is the last time you updated your current SEO strategy? Were talking about keyword selection, keyword mapping, on-page content audits, and link building outreach. When was the last time you gave your SEO a makeover?[Next Slide]8

1The Modern State of SEOHow Organic Search Impacts the Buyers Journey2Google Shakes Up Search ResultsWhat to Expect & How to Future-Proof Your Search Rankings3Live Q&AAsk Mike Your Toughest Search Marketing Questions.

On the Agenda

#123webinarHeres a quick look at what well cover today9

/ Google Shakes Up Search Results

Googles mobile-friendly algorithm is coming. 21April

#123webinarGoogles mobile-friendly algorithm is coming. April 21st is the deadline, exactly 2 weeks from today![Next Slide]

10

1The Mobile-Friendly Search Algorithm/ Google Shakes Up Search ResultsThis is a BIG deal.In fact, its bigger than Panda and Penguin.

Source: SearchEngineLandPanda impacted 12% of English queries.Penguin affected 4% of global queries.

#123webinarThis is a big deal. In fact, its bigger than Panda and Penguin.

[Next Slide]

11

1The Mobile-Friendly Search Algorithm/ Google Shakes Up Search ResultsWhat will the algorithm do?

123Google 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.

#123webinarHeres what the algorithm will do:

[Next Slide]

12

1The Mobile-Friendly Search Algorithm/ Google Shakes Up Search ResultsFind out if Google thinks your site is mobile-friendly today!Source: Google Webmaster Central Blog1Check if your site has the mobile-friendly search label.2If not, get a full list of mobile issues from Webmaster Tools Mobile Usability Report.3Check individual pages with Googles Mobile-Friendly Test.4If you have an app, implement indexing for search now.

#123webinarDont wait! Find out if Google see your site as mobile-friendly today!

[Next Slide]

13

1The Mobile-Friendly Search Algorithm/ Google Shakes Up Search ResultsPlus, you might have an email like this from Google Webmaster Tools:

Yikes!

#123webinarChances are somebody on your marketing team has one of these notices from Google Webmaster Tools.

[Next Slide]

14

2The Doorway Page PenaltyOn March 16th, Google announced theyll put a tighter lock on Doorway pages.

/ Google Shakes Up Search Results

#123webinarThe 2nd big update you should know about is Googles new Doorway Page Penalty algorithm, announced on March 16th.

15

2What exactly is a doorway page?The Doorway Page Penalty

Doorways arecreated 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

#123webinarAs defined by Google, doorways are created to rank highly for specific search queries. They are bad for users because they can lead to multiple similar pages in user search results, where each result [takes the user to the same destination].

16

2If youre concerned, examine the potentially offending page and ask yourself:The Doorway Page Penalty1Was this page made solely for SEO? Does it merely act as a funnel to drive users to the actually relevant page of your site?2Is this page intended to rank on generic search terms, yet the content is very specific?3Does this page duplicate groups of items (locations, products) that already exist on the site just to capture more traffic? 4Does 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

#123webinarIf youre concerned about particular pages, review each page in question and ask yourself.17

3The Knowledge Graph Expansion

This is how the Knowledge Graph explains the Knowledge Graph./ Google Shakes Up Search Results

#123webinarFinally, this is less of a hard update and more of an increasing trend. The Knowledge Graph is expanding.

What is the Knowledge Graph? Heres an example of the Knowledge Graph explaining the Knowledge Graph18

3The Knowledge Graph Expansion

Google is pushing KGO in anticipation of increased spoken search on mobile.

/ Google Shakes Up Search Results

#123webinarGoogle is pushing KGO in anticipation of increased spoken search on mobile.

19

3The 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

#123webinarAnd, the Knowledge Graph is impacting organic search traffic in a big way.20

3The Knowledge Graph Expansion

Wikipedia

FreebaseGoogle+Schem