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What Changed in SEO in 2015?
2 Major Sections in This Session
1. On-Page SEO
2. Off-Page SEO
On-Page SEO
3 On-Page SEO Topics
1. Mobile Search
2. Twitter Indexation and SEO
3. Build Out An SEO Test Platform
4. Rich Answers in Search
What Happened With Mobilegeddon?
We Analyzed 15,235
Queries Week of April
17, and Again on May
18
Mobile DOES Matter as a Ranking Factor
ISP
Your Web
Server
User
Requests
Page
Request
Made
Request
Made
Page
Sent
Page
Sent
Copy Stored
In ISP Cache
Vary: User-Agent Header
1 2 3
4
5
6
ISP
User
Requests
Page
Request
Made
Page
Sent
Vary: User-Agent Header
1 2
5
Page
Retrieved
From Cache
ISP Checks
If Page is
In Cache
34
Your Web
Server
Source: Cindy Krum, via Search Engine Land
Don’t Forget App Indexing
1. Support HTTP deep links
2. Add the App Indexing SDK to your project
3. Check your implementation
4. Enhance your search performance
Perform A/B Split Testing
Assemble Large Lists of
SEO Related Items
Take Half of Them
Change That Half and
Use the Other Half as a
Control
Did the New
Version Increase
Rank or SERP CTR?
Hreflang
What Are These About?
(Almost) Same
Language For
Different Countries
Multiple Languages
for the Same
Country
Key Points About Hreflang
Specify Language Only or Language and Country
Specify language in ISO 639-1 format
Specify country in ISO 3166-1 Alpha 2 format
Specify in Header, Sitemap, or HTTP Header
Specify in Only One of the Three Places
Must be Mutual
Does Google Index More Tweets?
We Ran a Study in
February 2015 of
138,000 Tweets
Here are the Raw Results From February
But on May 19th Google
Went Live with an
Integration Leveraging
the Twitter API
Comparison of Indexation in June vs February
Emphasis on Authority Only Increased
Don’t Have an
Influential Account?
Pay an Influencer to
Tweet For You
What’s Going On With Google’s Rich Answers?
We Did a Second Study of 1.4M Queries
How Has This Grown Over Time?
Increase in Rich Answers
(No Sidebar) of 38%!
We Compared The Results With Our February Test
Domain
Authority of 47
Jumped Over
Wikipedia!
Simple Clear Answer to the Question
Got the Rich
Answer
Lost the Rich
Answer
Title Tag Entices
Click Through
Domain
Authority of 38
More Items
Will Drive
More Clicks
Ranks Number
5 Normally
Simple Direct
Answer to the
Question
Got the Rich
Answer
How Can I Get Me Some?
How To Implement a NoFollow?
How To Implement a NoIndex Tag?
How To Implement a Rel Alternate Tag?
How To Implement a Rel Canonical?
How To Implement a Vary:User Agent Header?
We Started With a List of Common Questions
We Published 5
Videos on May 20th
We Included Transcripts With
a Clear Outline of Steps
The Content Provided a Lot More
Info Than Just the “How To”
We Shared One of The
URLs on Google+
We Submitted the
URLs in Search
Console
Bingo!
Saw This
Within 3
Days of
Publishing
the Content
Identify a Simple Question
Provide a Direct Answer
Make it Easy for Users (and Google) to Find
1
2
4
Offer Valued Added Info3
Off-Page SEO
3 Off-Page SEO Topics
1. Social Media and SEO
2. What Types of Content Work?
3. The Content Marketing Ecosystem
Social Platform Links are Still NoFollow
Source: Chartbeat
Social Media Sharing Can Drive Links
But, That’s Not Guaranteed
Source: Moz and BuzzSumo
Paid Social Adds High Value Targeting
Build a List of Your Media Contacts
Facebook Find Customers Tool
Upload Their Email Addresses Into a Campaign
Random Sample of >500,000 Articles
Used in a Moz/BuzzSumo Research Project
Impact of Length on Shares and Links
Source: Moz and BuzzSumo
Sweet Spot Content That Does it All
Opinion-Forming Journalism
Research-Backed Content
Long-Form Content
Today’s Environment is an Ecosystem
Social Media Sharing Can Build Your Audience
1 2
34
Larger Audiences Increase Visibility
Influencers Have Large Audiences
Influencer
Influencers Are
an Accelerant
Building Relationships With Influencers
Read Everything They Write
Follow Them on Social Media
Start Interacting
Don’t Pitch Them, Be Patient
Wait to They Start to Notice You
Then, Suggest Ways to Collaborate
Eric Enge
eenge@stonetemple.com
@stonetemple
+Eric Enge
(508) 962-8474
www.stonetemple.com
Thank You!

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