The Future Of Technical SEO Isn't Your Website
Post on 11-Apr-2017
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@petecampbell pete@kaizensearch.co.uk
The Future of Tech SEO ..Isn’t Your Website
@petecampbell pete@kaizensearch.co.uk
THE WEB IS IN DECLINE
@petecampbell pete@kaizensearch.co.uk
I’M NOT SAYING THE INTERNET IS DEAD
3.17 BILLION USERS AND GROWING
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INTERNET CONSUMPTION HAS COMPLETELY CHANGED
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MOBILE USAGE OVERTOOK DESKTOP IN 2014
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MOBILE USERS PREFER APPS OVER BROWSERS
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“We’re now getting more searches on mobile devices than desktop worldwide” Amit Singhal – Google SVP Search, 2015
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GOOGLE IS RADICALLY ADAPTING
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AND THE CHANGES ARE REDUCING ORGANIC TRAFFIC TO WEBSITES
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JUST LOOK AT APP INDEXING TO SEE THIS IN ACTION
OPENS PAGE IN THE APP
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THAT’S JUST THE START - OPEN DATA IS KEY
Google AMP Project
App Indexing & Deep Linking Structured Data
Google Now Cards Build an API
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THE FUTURE OF TECHNICAL SEO
@petecampbell pete@kaizensearch.co.uk
The Future of Tech SEO ..Isn’t Your Website
@petecampbell pete@kaizensearch.co.uk
PETE CAMPBELL / KAIZEN • Founder / Managing Director
• Kaizen is a team Content Marketing & Technical SEO specialists
• “Rising Star of the Year” (Travolution Awards)
• 6+ Years in Agency & In-House Roles
• Built first website at 11
• Ran several high-traffic video gaming sites
• Proud owner of a Game Boy Colour
@petecampbell pete@kaizensearch.co.uk
Get in Touch: @petecampbell pete@kaizensearch.co.uk https://www.kaizensearch.co.uk/
DOWNLOAD THESE SLIDES KAIZENSEARCH.CO.UK/FUTURE-SEO
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HOW THE INTERNET HAS EVOLVED
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THE FIRST WEBPAGE IN 1991
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THE DESKTOP WAS KING OF THE 90’S
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THE WALLED GARDEN RULED THE NET
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REMEMBER THESE?
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THE OPEN WEB WON ..THANKFULLY
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INTERNET ENABLED LAPTOPS ARRIVED
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WEBSITES BECAME USEFUL
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BUT SMARTPHONES HAVE RESTARTED EVERYTHING
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THE WALLED-GARDEN IS BACK & WINNING
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NATIVE APP’S PROVIDE A BETTER UX
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FREE
BUILT TO BE VIRAL
COMMUNITY
SPECIAL OFFERS
RATINGS & REVIEW
BUSINESS INFO
EASY TO SETUP
WALLED GARDENS
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CAUSING WEB INNOVATION TO DIE
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OPEN SOURCE CMS
USES FRAMEWORK
ALL WEBSITES LOOK THE SAME
MATERIAL DESIGN
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75% OF BUZZFEED’S TRAFFIC COMES FROM SOURCES OTHER THAN THEIR WEBSITE
27%
23% 21%
14%
2% Facebook Video
Direct Web/App
Snapchat
YouTube
Facebook Referral
Facebook Image
Other Platforms
Organic SEO
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HOW SEARCH HAS EVOLVED
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Query Results Revised Query
“Hotels” Hmm, not right
“London Hotels”
HOW WE USE TO SEARCH
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HOW IT’S ADAPTED
Query Contextual Results Action / Answer
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Query Answer Conversation
AND NOW IT’S GOING FURTHER
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Query Answer Conversation
AND NOW IT’S GOING FURTHER
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SO WHAT’S THE FUTURE?
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THE FUTURE OF TECH SEO IS OPEN DATA
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AND YOU CAN MAKE A START NOW
Google AMP Project
App Indexing & Deep Linking Structured Data
Google Now Cards Build an API
@petecampbell pete@kaizensearch.co.uk
GOOGLE AMP
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ACCELERATED MOBILE PAGES PROJECT (AMP)
• Mobile Optimised Content
• Pre-Fetched by Google
• Loads Instantly
• New Ad Opportunities
https://www.ampproject.org/
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AMP CONSISTS OF THREE DIFFERENT PARTS
AMP HTML AMP JS Google AMP
Cache
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HOW PUBLISHING WORKS
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<!doctype html><html amp><head>
<meta charset="utf-8"><title>5 Reasons Every Marketer Should Learn to Code - Kaizen</title><link rel="canonical" href="https://www.kaizensearch.co.uk/blog/seo/5-reasons-
marketers-should-learn-to-code/" /><script src="https://cdn.ampproject.org/v0.js" async></script><style amp-boilerplate>body{-webkit-animation:-amp-start 8s steps(1,end) 0s 1
normal both;-moz-animation:-amp-start 8s steps(1,end) 0s 1 normal both;-ms-animation:-amp-start 8s steps(1,end) 0s 1 normal both;animation:-amp-start 8s steps(1,end) 0s 1 normal both}@-webkit-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@-moz-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@-ms-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@-o-keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}</style><noscript></head><body>
<h1>5 Reasons Every Marketer Should Learn to Code</h1><p>You’ve probably heard it a couple times already – read a clever article on Moz
or from your smug colleague’s boasting over a cup of coffee in the morning: the next marketing must-have skill is coding.</p></body></html>
https://www.kaizensearch.co.uk/blog/seo/5-reasons-marketers-should-learn-to-code/amp/
AMP Code In Action
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NORMAL
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AMP VERSION
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NORMAL
AMP VERSION
71% FASTER
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HOW TO IMPLEMENT GOOGLE AMP
https://wordpress.org/plugins/glue-for-yoast-seo-amp/
https://wordpress.org/plugins/amp/
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HOW TO IMPLEMENT GOOGLE AMP
https://www.ampproject.org/docs/get_started/create_page.html
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BEST PRACTICES FOR GOOGLE AMP
ü Add rel=“canonical” tags on AMP Pages
ü Use rel=“AMPHTML” on the non-AMP version https://www.ampproject.org/docs/guides/discovery.html
ü Built in Support for Google Analytics https://developers.google.com/analytics/devguides/collection/amp-analytics/#supported_user_interactions_for_google_analytics
ü AMP Report in Search Console to Track Performance https://support.google.com/webmasters/answer/6328309
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APP INDEXING & DEEP LINKING
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APP INDEXING & DEEP LINKING IN IOS9 & ANDROID
OPENS PAGE IN THE APP
‘Install App’ Button Fallback
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ONE URL TO RULE THEM ALL
ONE URL – SAME CONTENT
MOBILE APP DESKTOP
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HOW TO IMPLEMENT APP INDEXING
1. Add Support for HTTP URLs
2. Use App Indexing API or SDK (iOS9)
3. Test in Android Studio or Safari
4. Register in Google Search Console
5. Monitor via Search Analytics Report
https://developers.google.com/app-indexing/android/app http://apple.co/1UMgEkf
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STRUCTURED DATA
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Knowledge Graph (Organization)
Interactive Breadcrumbs
Sitelinks Search Box (SearchAction)
Blogs & Articles Star Ratings (AggregrateRating)
STRUCTURED DATA EVERY BRAND SHOULD BE USING
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LOGO, PHONE NUMBER & SOCIAL MEDIA LINKS ‘ORGANIZATION’ SCHEMA
REQUIREMENTS
• 150px x 150px Logo • Customer Service Number • Social Media URLs
SUPPORTED SOCIAL PROFILES
• Facebook • Twitter • Google+ • Instagram • YouTube • LinkedIn • Myspace • Pinterest • SoundCloud • Tumblr
@petecampbell pete@kaizensearch.co.uk
@petecampbell pete@kaizensearch.co.uk
DISPLAY AN INTERACTIVE BREADCRUMB TRAIL ‘BREADCRUMB’ DATA VOCABULARY
REQUIREMENTS
• Display a Visual Breadcrumb Trail to Users
On-Site Breadcrumb
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ECOMMERCE? USE SITELINKS SEARCH BOX MARKUP ‘SEARCHACTION’ SCHEMA
REQUIREMENTS
• An Internal Search Engine On Your Site • Try Google Custom Search Engine if Needed
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USE CUSTOMER REVIEW DATA TO GAIN STAR RATINGS ‘PRODUCT/AGGREGATE RATING’ SCHEMA
REQUIREMENTS
• Real-Customer Review Data • No Data? Run an Incentive-Based Survey • Testimonial Page
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USE OUR FREE MARKUP TEMPLATE
Google Sheet: http://bit.ly/1XgTG5o
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GOOGLE NOW CARDS
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CONTEXTUAL RESULTS WITH GOOGLE NOW
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GOOGLE NOW USES STRUCTURED DATA IN EMAILS
https://developers.google.com/schemas/tutorials/embedding-schemas-in-emails
https://developers.google.com/schemas/now/cards
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4 DIFFERENT TYPES OF GOOGLE CARDS
HOTELS FLIGHTS
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4 DIFFERENT TYPES OF GOOGLE CARDS
RESTAURANT EVENT TICKETS
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BUILD AN API
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A VERY BASIC EXPLANATION OF HOW AN API WORKS
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EXPERIMENT WITH JSON-BASED API’S ON YOUTUBE
Grab YouTube ID
Create a Project to Get API Key: https://console.developers.google.com/apis/library
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YOU BUILD A URL TO REQUEST YOUTUBE VIDEO INFO
Create a Project to Get API Key: https://console.developers.google.com/apis/library
https://www.googleapis.com/youtube/v3/videos?id=EI0ib1NErqg&key=APIKEY&fields=items(snippet(title,description,thumbnails(default(url))))&part=snippet,contentDetails
Requests Video Title & Description
Requests Thumbnail URL
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AND GET A RESPONSE IN JSON CODE
Create a Project to Get API Key: https://console.developers.google.com/apis/library
{ "items": [ { "snippet": { "title": "Game of Thrones Season 6: Trailer #2 (HBO)", "description": "Subscribe to the Game of Thrones YouTube: http://itsh.bo/10qIOan\n\nGame of Thrones Season 6 premieres April 24th at 9PM.", "thumbnails": { "default": { "url": "https://i.ytimg.com/vi/EI0ib1NErqg/default.jpg" } } } } ]}
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YOU CAN EXPERIMENT WITH ALL OF GOOGLE’S API’S
https://developers.google.com/apis-explorer
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USE DEPLOYD TO START BUILDING YOUR OWN API
http://deployd.com/
@petecampbell pete@kaizensearch.co.uk
OR BUY THIS AWESOME BOOK
https://apisyouwonthate.com/
@petecampbell pete@kaizensearch.co.uk
YOU’RE ALMOST READY FOR THE FUTURE OF SEO
Google AMP Project
App Indexing & Deep Linking Structured Data
Google Now Cards Build an API
@petecampbell pete@kaizensearch.co.uk
JUST ONE MORE THING..
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AI VOICE ASSISTANTS
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GOOGLE & SIRI VOICE ACTIONS IS RESTRICTIVE
“SEARCH FOR [KEYWORD] ON [APP NAME]”
Intent Action Context
https://developers.google.com/voice-actions/system/
Google-Approved API Commands Only
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GOOGLE & SIRI VOICE ACTIONS IS RESTRICTIVE
http://apple.co/1YilYuO
Use NSUserActivity to build index of App Content & Search Activities
Eligible Activities Only Appear on Siri
No Siri API Yet
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VIV WILL BE AN OPEN AI THAT ENABLES YOU TO PURCHASE WITH VOICE SEARCH ONLY IN ANY APP
https://youtu.be/Rblb3sptgpQ?t=9m32s
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THE FUTURE OF TECHNICAL SEO
@petecampbell pete@kaizensearch.co.uk
LET’S JUST STOP THIS HAPPENING OK?
@petecampbell pete@kaizensearch.co.uk
Get in Touch: @petecampbell pete@kaizensearch.co.uk https://www.kaizensearch.co.uk/
DOWNLOAD THESE SLIDES KAIZENSEARCH.CO.UK/FUTURE-SEO
Thank You!
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