The gradual evolution in search has led to an evolution in optimization. This webinar teaches the five most important actions you can take to make sure that your marketing is aligned with the future of SEO. How to target topics, not just phrases (Semantic Search) How to incorporate natural language into your content (Voice Search) How to make visitors happy in ways that make Google happy (User Interaction Signals) In this presentation, you’ll learn the step-by-step process for each of the specific actions that will future-proof your search engine rankings

1. The Future of SEO
Search Optimization
in 2016
Andy Crestodina
Strategic Director |
@crestodina
#SEMrushLive

2. 1. Semantic Search
2. Natural Language
3. User Interaction Signals
4. Build Your Network
5. Quality Rater Guidelines
Future Proof your
Search Rankings

3. Semantic Search

4. We’ve been working on an intelligent model...
that understands real-world entities and their
relationships to one another:
things, not strings.
Amit Singhal
Google

12. website copyright
copyright text
website footer examples
header and footer
website footer definition
at the bottom of the page
designing a website footer
fat footer
guidelines
standards
best practices
Semantically linked to “footer
design” usability
content
ideas
inspiration
links SEO
sitemap
social media
navigation
purpose of
responsive
template

13. website copyright
copyright text
website footer examples
header and footer
website footer definition
at the bottom of the page
designing a website footer
fat footer
guidelines
standards
best practices
Semantically linked to “footer
design” usability
content
ideas
inspiration
links SEO
sitemap
social media
navigation
purpose of
responsive
template

16. 1. Find the words and phrases that are
semantically links to the phrase you are
targeted
2. Use those phrases within your content
Adapt to Semantic
Search

17. Digital Assistants, Natural Language

23. 1. Use sentences that include the
complete meaning
2. Include full questions and full answers
Adapt to Natural
Language Search

24. Improve User Interaction Signals

26. The Time on Page / Ranking
Correlation

27. The Time on Page / Ranking
Correlation

29. 1. Format for Scanners
2. Add Multiple Images
3. Add Video
4. Internal Linking
5. Go Deep
5 Ways to Keep Your Visitors

31. • Header and Subheaders
• Bullet Lists and Numbered Lists
• Bolding and Italics
• Internal Links
• Multiple Images
Types of Formatting

32. 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.
Types of Formatting

33. source: 2015 Blogger Survey
What Media are
Bloggers Adding?

34. Build a Network of Content Creators

35. links are credibility

36. more links = more credibility

37. links from credible sites =
much more credibility

38. Source: MOZ Search Ranking Factors 2015
Correlation between links
and rankings

39. Everything in marketing is
based on relationships.

40. lead

41. lead
traffic
conversions

42. lead
traffic
conversions
rank

43. lead
traffic
conversions
rank
content
links

44. lead
traffic
conversions
rank
content
content
relationships
links

45. There are two kinds of people
on the internet
source: Wikipedia
Creators
Contributors
And “lurkers”

46. • Journalists
• Authors
• Podcasters
• Academic Researchers
• Event Producers
And of course...
• Bloggers and blog editors
Who makes content?

47. Two Types of Social
Media
Content Promotion Online Networking
Traffic and Branding Relationships with Influenc

48. YOUR SITE
OTHER SITES
WHERE to publish

49. WHO does the writing
CREATED BY YOU
CO-CREATED WITH
INFLUENCERS

50. Content = 2
Links = 0
Friends = 0
Content = 3
Links = 1
Friends = 2
Blogger vs. Blogging
Collaborator

51. (better links + real connections)
Content = 4
Links = 0
Friends = 0
Content = 6
Links = 2
Friends = 4
Round two...

52. Nice blog, but… This is what great
content marketing looks like.
Round four...

53. 1. Listen, Say Hello, Add to List
2. Weekly Outreach Calls
3. Coffee, Lunch, Beer
4. Mastermind Groups
5. Office Hours
5 Ways to Build Your
Network
source: 5 Ways to Produce Better Web Content, Orbit Media

54. Office Hours
source: YouCanBook.Me

55. Content Marketing
Mastermind1. 59 minutes on Skype, Hangout or Blab
2. Once per month for one year
3. Agenda:
“What are you doing that we can promote”
“What are you writing that we can collaborate on”
“What are you doing to be more productive?”
“Anyone I know that you want to meet?”
4. Bring a guest each month
5. Miss it twice and you’re out!

57. 1. Quote and Mention
2. Contributor Quote
3. Roundup Posts
4. Deep Dive Interview
5. Invite to Guest Post
5 Ways to Collaborate
source: 5 Ways to Produce Better Web Content, Orbit Media

59. Publish the Best Piece of Content on
the Topic

60. Google’s Search Quality
Guidelines!
source: Search Quality Evaluator Guidelines

61. 1. Content is “Front and Center”
2. EAT: Expert, Authoritative, Trustworthy
3. “Highly Meets” vs. “Fails to Meet”
3 Ways to Meet Google’s Guidelines
source: Brian Dean

62. “Is the content is at the top of the page?”
Put information high on the page, so visitors
can read without scrolling.
Content is Front and
Center
source: Search Quality Evaluator Guidelines

63. "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.
E-A-T the Results
source: Search Quality Evaluator Guidelines

64. “Does the content succeed at meeting the
goals of the visitor?”
Page should provide a comprehensive
answer, truly meeting their needs.
Create long, in-depth content that covers
every angle of your topic.
Highly Meets vs. Fails
to Meet
source: Search Quality Evaluator Guidelines

65. Make the best page on the Internet
for your topic. Be the best answer.

66. These might help...
http://bit.ly/orbitfutureSEO http://bitly.com/contentchem

67. Thank you!
Andy Crestodina
Strategic Director |
@crestodina
#SEMrushLive