Semantic SEO 5 Ways to Future-Proof Your Rankings Andy Crestodina Strategic Director | @crestodina
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Semantic SEO5 Ways to Future-Proof Your Rankings
Andy CrestodinaStrategic Director | @crestodina
@crestodina
QUICK REVIEWWhich keywords are helpful?
Which links are helpful?
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Rank
Authority Relevance
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Rank
Links Keywords
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Rank
Offsite On-Page
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blog post
guest post
research
post on another site
keyphrase
keyphrase
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blog post
guest post
research
post on another site
keyphrase
keyphrase
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blog post
guest post
research
post on another site
keyphrase
keyphrase
@crestodina
blog post
guest post
research
post on another site
keyphrase
keyphrase
Which of these links and keywords affect your rankings?
@crestodina
blog post
guest post
research
post on another site
keyphrase
keyphrase
Which of these links and keywords affect your rankings?
@crestodina
We’ve been working on an intelligent model... that understands real-world entities and their relationships to one another:
things, not strings.
Amit SinghalGoogle
@crestodina 1Target the topic, not the keyphrase
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Semantic connections to “footer design”website copyright copyright textwebsite footer examplesheader and footerwebsite footer definitionat the bottom of the pagedesigning a website footerfat footerguidelinesstandardsbest practices
usabilitycontentideas inspirationlinks SEOsitemapsocial medianavigationpurpose of responsivetemplate
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Semantic connections to “footer design”website copyright copyright textwebsite footer examplesheader and footerwebsite footer definitionat the bottom of the pagedesigning a website footerfat footerguidelinesstandardsbest practices
usabilitycontentideas inspirationlinks SEOsitemapsocial medianavigationpurpose of responsivetemplate
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Rankings climb for “website footer design”
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What was the search volume?
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And finally, the traffic...
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ACTION: Indicate the relevance
1. Use the target phrase in the title, header and body text
2. Find and use the words and phrases that are semantically connected to the phrase you’re targeting
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@crestodina 2Questions and Answer Boxes
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1. Write content that answers questions
2. Use sentences that include complete questions and complete answers
3. Write detailed posts that rank high in the first place!
How to Rank #0
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@crestodina 3User Interaction Signals
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User Interaction Signals ...and “RankBrain”
1. Click through rate from search results pages
2. Bounce Rate
3. Time on page
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Evidence that these are ranking factors
source: How Google Works: A Ranking Engineer’s Perspective, Paul Haar (slide 30)
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Time on page correlation
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Time on page correlation
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The Short Click vs. The Long Click
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ACTION: Keep your visitors on your page
1. Format for Scanners2. Add Multiple Images3. Add Video4. Internal Linking5. Go Deep!
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Avoid long, blockyparagraphs
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Your “readers” are scanners
source: How Little to Users Read? NN Group
Users have time to read at most 28% of the words during an average visit. 20% is more likely.
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Add multiple images
source: 2016 Blogger Survey
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@crestodina 4Build a Network of Content Creators
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Links are authority
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more links = more authority
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links from authoritative websites = much more authority
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Everything in marketing isbased on relationships.
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lead
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lead
traffic
conversions
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lead
traffic
conversions
search
social
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lead
traffic
conversions
search
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lead
traffic
conversions
rank
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lead
traffic
conversions
rank
content
links
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lead
traffic
conversions
rank
content
links
content
relationships
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There are two kinds of people on the internet
Creators
Contributors and “lurkers”
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Who makes content?• Journalists• Authors• Podcasters• Academic Researchers• Event Producers
And of course...• Bloggers and blog editors
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There are two types of social media
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There are two types of social media
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1. Weekly Outreach Calls2. Coffee, Lunch, Beer3. Mastermind Groups4. Office Hours5. Slack Boards6. Attend Events
Ways to Build Your Network
source: 5 Ways to Produce Better Web Content, Orbit Media
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Mastermind Groups
1. Monthly one-hour call, Skype or Hangout2. Bring a guest each month3. Miss it twice and you’re kicked out!
Start a mastermind group
1. What are you doing that we can promote?2. What are you writing that we can collaborate on?3. What are you doing to be more productive?4. Do I know anyone that you want to meet?
Content marketing mastermind agenda
1. What are you doing that we can promote?2. What are you writing that we can collaborate on?3. What are you doing to be more productive?4. Do I know anyone that you want to meet?
Content marketing mastermind agenda
1. What are you doing that we can promote?2. What are you writing that we can collaborate on?3. What are you doing to be more productive?4. Do I know anyone that you want to meet?
Content marketing mastermind agenda
1. What are you doing that we can promote?2. What are you writing that we can collaborate on?3. What are you doing to be more productive?4. Do I know anyone that you want to meet?
Content marketing mastermind agenda
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Get Out There!...events are the best shortcut
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Sit in the front row Ask a question during Q & A Thank them in person after the session Have them sign a book Ask if you can email them to get a
contributor quote later...
Tips for attending events
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1. Quote and Mention2. Contributor Quote3. Roundup Posts4. Deep Dive Interview5. Invite to Guest Post
5 Ways to Collaborate
source: 5 Ways to Produce Better Web Content, Orbit Media
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Search + SocialOne post, optimized for both
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Content designedto attract visitors
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Optimized for Search
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Optimized for Social
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How many people are waitingfor your article to go live?Make sure it’s not zero.
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Social actions, search outcomes
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Social actions, search outcomes
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WHERE to publish
YOUR SITE
OTHER SITES
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WHO does the writing
CREATED BY YOU
CO-CREATED WITH INFLUENCERS
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Blogging vs. Guest Blogging
Content = 2Links = 0Friends = 0
Content = 3Links = 1Friends = 2
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Blogging vs. Guest Blogging
Content = 4Links = 0Friends = 0
Content = 6Links = 2Friends = 4
(better links + real connections)
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Blogging vs. Guest Blogging
Nice blog, but… This is what great content marketing looks like.
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If you’re not making friends, you’re doing it wrong.
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@crestodina 5What Does “Quality” Mean to Google?
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Google’s Search Quality Guidelines
source: Search Quality Evaluator Guidelines
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3 Ways to Meet Google’s Guidelines
source: Search Quality Evaluator Guidelines
1. Content is “Front and Center”
2. EAT: Expert, Authoritative, Trustworthy
3. “Highly Meets” vs. “Fails to Meet”
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Content is Front and Center
source: Search Quality Evaluator Guidelines
“Is the content is at the top of the page?”
Put information high on the page, so visitors can read without scrolling.
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E-A-T the Results
source: Search Quality Evaluator Guidelines
"Can you trust the source of this content?”
• Expertise• Authoritativeness• Trustworthiness
Prove that you’re an expert, or "borrow" authority by citing sources and other experts.
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Highly Meets vs. Fails to Meet
source: Search Quality Evaluator Guidelines
“Does the content succeed at meeting the goals of the visitor?”
Provide comprehensive answers, truly meeting visitors’ needs.
Create long, in-depth content that covers every angle of your topic.
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Answer all the related questions
source: answerthepublic.com
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Answer all the related questions
source: answerthepublic.com
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Andy CrestodinaStrategic Director | @crestodina
THANK YOU!
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