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
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
50% of 302s in SERPs 65% of 301s in SERPs
wtf?!!!
STRUCTURED DATA FROM 302s? ANSWER BOXES FROM 302s?
BUT:
AUTHORITY?????!!!!
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”
Without Javascript
LOWER AUTHORITY? WHO CARES
HTML SNAPSHOTS? SURE. I GUESS. BUT…
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… 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
@PORTENTINT
THIS IS GONE
“Google is a publisher”
6
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
BLOCK OUT THE
NOISE
WE DO NOT OWN THE PUBLISHER
WE OWN THE CONTENT
WE OWN THE AUDIENCE
UNDERSTAND HOW SHIT WORKS THEN MAKE IT WORK
FOCUS ON LANGUAGE, NOT KEYWORDS
TEST YOUR LANGUAGE
Words not on the page can still be concepts
Sort of kind of RankBrain-ish
BUILD ADAPTABLE CONTENT
USE GOOGLE TAG MANAGER & JSON-LD
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?”
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