search marketing 2016: still no flying cars, sorry

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OWN THE CONTENT OWN THE AUDIENCE 2016

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OWN THE CONTENT OWN THE AUDIENCE 2016

My company: Portent, Inc www.portent.com/blog

Me, on twitter: @portentint

These slides: portent.co/flying-search

WHAT DID WE GET IN 2015?

Encyclopedia Pages

Catalog Pages

Yellow Pages

WHAT DID WE LOSE IN 2015? CONTROL

CONTROL OVER CONTENT LOCATION

LET’S PLAY A GAME CALLED BULLSHIT BUT FIRST,

OH, WHY…

THIS MEANS IT’S BULLSHIT

OH, WHY…

WHAT?!!!

THIS MEANS IT’S TRUE

realllyyyy now…

THIS MEANS IT’S COMPLICATED

OH, WHY…

BULLSHIT

https://moz.com/blog/rankbrain-unleashed

RANKBRAIN MAY GET FIRED

RANKBRAIN IS HARD TO INFLUENCE

RANKBRAIN + HUMMINGBIRD LANGUAGE, NOT KEYWORDS

“To Google, 301 and 302 are the same”

2

realllyyyy now…

“302s ARE OK”

OH, WHY… TRUE

50% of 302s in SERPs 65% of 301s in SERPs

wtf?!!!

STRUCTURED DATA FROM 302s? ANSWER BOXES FROM 302s?

BUT:

AUTHORITY?????!!!!

IN 2016…

302 = “This page will be back”

301 = “This page will never be back”

“Google has no problem with javascript frameworks”

3

OH, WHY…

BULLSHIT

“Javascript frameworks are OK”

realllyyyy now…

Obfuscation

wtf?!!!

wtf?!!!

Without Javascript

LOWER AUTHORITY? WHO CARES

HTML SNAPSHOTS? SURE. I GUESS. BUT…

IN 2016…

DON’T USE JAVASCRIPT TO DELIVER STATIC CONTENT

DON’T USE JAVASCRIPT TO DELIVER STATIC CONTENT

IT’S NOT WORTH IT

“Structured data is good for rankings”

4

OH, WHY… TRUE

OH, WHY… SORT OF

it means higher clickthru rate

STRUCTURED MARKUP = BETTER REPRESENTATION OF YOUR CONTENT

STRUCTURED MARKUP = HIGHER CONSUMPTION OF YOUR CONTENT

“Authorship is no more”

5

OH, WHY… TRUE

@PORTENTINT

THIS IS GONE

BUT AUTHOR RANK

“Google is a publisher”

6

OH, WHY… TRUE

PUBLISHERS WANT TO SHOW CONTENT AND DRIVE AD IMPRESSIONS.

THEY WANT TO MINIMIZE CLICKS OUT

GOOGLE IS A PUBLISHER

GOOGLE WANTS TO ORGANIZE THE WORLD’S INFORMATION

GOOGLE WANTS TO ORGANIZE THE WORLD’S INFORMATION

AT GOOGLE.COM

WHAT DO WE DO?

BLOCK OUT THE

NOISE

IN 2016…

WE DO NOT OWN THE PUBLISHER

WE OWN THE CONTENT

WE OWN THE AUDIENCE

SO

UNDERSTAND HOW SHIT WORKS THEN MAKE IT WORK

302, 301

SPEED

UX/UI

FOCUS ON LANGUAGE, NOT KEYWORDS

TEST YOUR LANGUAGE

ALCHEMYAPI.COM

Words not on the page can still be concepts

Sort of kind of RankBrain-ish

BUILD ADAPTABLE CONTENT

STRUCTURED DATA

USE GOOGLE TAG MANAGER & JSON-LD

JSON-LD.ORG

SCHEMA.ORG

KEEP IT SIMPLE

NO.

PUBLISH ALL OVER THE PLACE

MAXIMIZE ‘AUTHOR RANK’

ENSURE VISIBILITY

@PORTENTINT

SLIDESHARE.NET

@PORTENTINT

LINKEDIN.COM

@PORTENTINT

QUORA.COM

@PORTENTINT

REDDIT.COM

@PORTENTINT

MEDIUM.COM

PICK THE TOPIC WRITE/FILM/RECORD/CODE THE SHIT OUT OF IT

CONNECTED CONTENT

CONNECTED CONTENT

CONNECTED CONTENT

CONNECTED CONTENT

CONNECTED CONTENT

All about broccoli

CONNECTED CONTENT

All about broccoli

Broccoli recipes

CONNECTED CONTENT

All about broccoli

Broccoli recipes

Stinky vegetables

CONNECTED CONTENT

All about broccoli

Broccoli recipes

Stinky vegetables

“Eat too much broccoli?...”

CONNECTED CONTENT

All about broccoli

Broccoli recipes

Stinky vegetables

Gas remedies

“Eat too much broccoli?...”

MASTER DEEP CONTENT

GOOGLE LINKS TO 10X CONTENT

CONTROL FOLLOW-UP (OWN THE AUDIENCE)

GET SERIOUS ABOUT SHARING

E-MAIL 100 FRIENDS

“WOULD YOU LIKE TO RECEIVE ADVICE?”

THEN GO

SO, WHAT NOW?

WE CAN’T OWN SEARCH ENGINES

KEYWORDS RANKINGS

BUT WE CAN MAKE GOOGLE WORK FOR US

OWN THE CONTENT OWN THE AUDIENCE

Thank you [email protected] @portentint

portent.co/flying-search