google & getting found: an seo challenge
TRANSCRIPT
Google & Getting Found:
An SEO ChallengeFebruary 5, 2015
Workshop: All About Google
Saskatchewan Marketing Professionals Association
Google & Getting Found
1. Why is Google important?
2. How does Google work?
3. How has Google evolved?
4. How do people use Google?
5. How can you be Google friendly?
1. Why is Google important?
Why is Google important?
Google63%
Global Desktop Search Share
Google Baidu Bing Yahoo Other
Google92%
Global Mobile Search Share
Google Yahoo Bing Baidu Other
https://www.netmarketshare.com/search-engine-market-share.aspx
Google is…market share
Why is Google important?
Google is…search
Why is Google important?
Search is…specific
Why is Google important?
Search is…universal
Why is Google important?
Search is…growing
(especially on mobile)http://cwta.ca/wordpress/wp-content/uploads/2011/08/2014-
Canada-Digital-Future-in-Focus_FINAL.pdf
Why is Google important?
Search is…about discoverability
Why is Google important?
Search is… very Canadianhttp://cwta.ca/wordpress/wp-content/uploads/2011/08/2014-
Canada-Digital-Future-in-Focus_FINAL.pdf
2. How does Google work?
How does Google work?
http://www.google.com/insidesearch/howsearchworks/thestory/
3. How has Google evolved?
How has Google evolved?
https://www.youtube.com/watch?v=mTBShTwCnD4#t=255
How has Google evolved?
(2011 – 2014)
• More enriched universal search results
• More penalties for spam
• More rewards for quality
• More personalized, semantic & contextual
search
• More emphasis on user intent
How has Google evolved?
http://moz.com/google-algorithm-change
Google Algorithm Changes in 2014
Page
Layout #3
Feb 6
Unnamed
Mar 24
Payday
Loan 2.0
May 16
Panda
4.0
May 19
Payday
Loan 3.0
Jun 12
Authorship
Photo
Drop
Jun 28
Pigeon
Jul 24
HTTPS/
SSL
Aug 6
Authorship
removed
Aug 28
Panda
4.1
Sep 23
In the
News
Box
Oct
Penguin
3.0
Oct 17
Pirate
2.0
Oct 23
Penguin
Everflux
Dec 10
Pigeon
Expands
(UK,CA,
AU)
Dec 22
4. How do people use Google?
How do people use Google?
The 3 types of search queries
• Informational
• Transactional
• Navigational
How do people use Google?
Informational searches
User intent: I want to know
or learn something
How do people use Google?
Informational searches
Example search: how to fix
a toilet that keeps running
How do people use Google?
Transactional searches
User intent: I need something
(maybe to buy but not necessarily)
How do people use Google?
Transactional searches
Example search: Saskatoon
plumbers
How do people use Google?
Navigational searches
User intent: I want to get
somewhere (online or off)
How do people use Google?
Navigational searches
Example search: business name
(i.e. Mr Fixit Plumbing)
5. How can you be Google
friendly (aka SEO)?
How can you be Google friendly?
• Keep technology out of the way
• Have a great content strategy
• Optimize titles & tagging
• Look beyond the website to your entire online footprint
• Be mobile friendly
• Tap into the local market
How can you be Google friendly?
Technology:
• Search spiders catalogue text and crawl
links
• Splash pages, flash, JavaScript and other
programming can get in the way
• Penalties for slow page load times, bounce
rate & time spent on page
How can you be Google friendly?
Technology:
Optimize for crawlability
How can you be Google friendly?
Technology:
Optimize for
user experience (UX)
How can you be Google friendly?Content:
• Content is more than text, but text is critical
• Understand your language ecosystem
• Pick the right keywords & put them in the right places
• Provide the proper context
• Regularly make content that is unique & provides value
How can you be Google friendly?
Content:
Optimize your languagehttps://adwords.google.com/ko/KeywordPlanner &
http://www.google.com/trends
How can you be Google friendly?
Content:
Optimize your strategy
What are we
trying to
achieve?
What is the
competition
doing?
What content
do we already
have?What content is
our market
looking for?
Content Creator
What content
do our
customers like?
How can you be Google friendly?
Titles & tagging:
• Title & description meta tags
• Blog & social media tags
• Video & image titles & names
• Rich snippets & sitemaps
How can you be Google friendly?
Titles & tagging:
Optimize your brand on search
How can you be Google friendly?
Titles & tagging:
Optimize all your online assets
How can you be Google friendly?
Titles & tagging:
Optimize your snippets & sitemaphttp://www.google.com/webmasters/tools/richsnippets &
https://www.google.com/webmasters/tools/sitemap-list
How can you be Google friendly?
Online footprint:
• Look beyond your website
• Social cues, local directories, reviews & more used to determine Google results
• Importance of online reputation management
• Think relationship building rather than link building (quality over quantity)
How can you be Google friendly?
Online footprint:
Optimize (& monitor)
your entire online brand
How can you be Google friendly?
Online footprint:
Optimize content for sharing
beyond your website
How can you be Google friendly?
Online footprint:
Optimize relationships with key influencers
(give before you ask)
How can you be Google friendly?
Mobile:
• Responsive website design critically
important
• Think about mobile context & create relevant
content
• Mobile = location cues & very tied to user
intent
How can you be Google friendly?
Mobile:
Optimize for every screen
How can you be Google friendly?
Mobile:
Optimize for location
How can you be Google friendly?
Local opportunities:
• Google Places for Business
• Google Local
• Google+ Pages, Communities & Hangouts
• Synced to YouTube
How can you be Google friendly?
Local:
Optimize for maximum Google local presence
How can you be Google friendly?
Local:
Optimize for maximum Google local presence
How can you be Google friendly?
Local:
https://www.google.ca/business/
Top 10 do’s & don'ts
Top 10 do’s & don’ts
1. Don’t use a splash page or a one-page site
2. Do comprehensive keyword research (know
your search market)
3. Do focus on the right pages/places
4. Do create content reflective of all three kinds
of search queries & user intentions
5. Do create fresh, relevant content regularly
Top 10 do’s & don’ts
6. Do be aware of your page load times & other user experience metrics
7. Do leverage & optimize social media
8. Do take mobile friendliness beyond responsive design
9. Do take advantage of local opportunities
10. Do use Google Webmaster Tools & Google Analytics
