Rumor: Google might give search keywords to websites with HTTPS

Rumor: Google might give search keywords to websites with HTTPS

Black is the new Black

clientsfromhell:

Client: Okay, I want my site’s content to be edgy, to stand out. I’m thinking all black text on a black background.

Me: I’m not sure that’s going to really stand out much.

Client: Why did you get into web design if you have no imagination? Just try to picture it for more than a minute and you’ll see why it’ll work.

So many No.

searchengineland:

What would you rather see? SEO signs, or political signs?
How conversations became the new links by @1918 #searchex

We’ve been through a few tsunamis over the last few years. Email. Still works but hard to compete. PPC. More and more people getting in every day. It’s getting harder. Social media. Social at scale. Harder to compete with this. 

You cannot dominate everything. 

The traditional sales funnel is nearly dead. It’s a circle. Customers can become advocates. 

Friends of friends marketing- how we can break through all this competition for new customers. 

At the end, all we want is exposure. This is how we find things these days. This is how we work through our filter bubble. 

We support what we love. What can you do to drive people to love you?

"I don’t want to be the most linked-to site in my niche; I want to be the site that’s synonymous with my niche." - Rand Fishkin (5 years ago)

The 1-9-90 rule. How do we get proper to be that 1% who love us?

First, listen.  Second, love. Third, teach. Forth, serve.

How conversations became the new links by @1918 #searchex

We’ve been through a few tsunamis over the last few years. Email. Still works but hard to compete. PPC. More and more people getting in every day. It’s getting harder. Social media. Social at scale. Harder to compete with this.

You cannot dominate everything.

The traditional sales funnel is nearly dead. It’s a circle. Customers can become advocates.

Friends of friends marketing- how we can break through all this competition for new customers.

At the end, all we want is exposure. This is how we find things these days. This is how we work through our filter bubble.

We support what we love. What can you do to drive people to love you?

"I don’t want to be the most linked-to site in my niche; I want to be the site that’s synonymous with my niche." - Rand Fishkin (5 years ago)

The 1-9-90 rule. How do we get proper to be that 1% who love us?

First, listen. Second, love. Third, teach. Forth, serve.

My Dependent Relationship with Google #searchex

The first step to recovery: admit you have a problem. 50% of traffic comes from organic search. Most of it is from Google.

They need me, too. But I’m more dependent on them then they are on me.

Recovery starts with taking control of your data. More than Webmaster Tools

1. Owning your topic data
Complete content saturation on the internet. 7 million blog posts per day. There are 100 hours of video uploaded to YouTube each minute. 12,000 new press releases per month. There’s a lot of competition for attention. And now the big guys are coming into this, too.

With the removal of keyword data, this seems harder but is just a change of focus. For instance, we can use structured data to declare what a page is about. Send this markup data to Google analytics and see which data is sending you the most traffic. The Yoast Google Analytics plugin can do this easily.

(More info here)

2. Owning your SERP data
Gone are the days of easy to understand SERPs. Today: the google referral string passes a lot of valuable information. We can use this info to see what kind of SERP the visitor came from. Add filters to GA to display this data.

3. Owning your site data
GWMT has some good data but we need to get our own. Use Screaming Frog as a second source of data. Use server logs, too. Moz has tools like this, too.


Google is just not that into you. We need to control our own information.

The Forgotten User by @brian_mcdowell #searchex

The most dangerous phrase in the language is “we’ve always done it is way.” 

Who are our users? What about autonomous users? Those are the ones we want to look for. 

What metrics should we look at to measure for autonomous users? Google Webmaster Tools has a lot of data. Look at spider crawl rates and pages indexed. 

DocType declaration usage tells Google how to read your site. Don’t assume that Google understands your dialect. Use an html validator to help developers. 

We need to understand Search Engine business models. They aim to serve the most relevant results for users per query. You need to know your competitors. 

Identify popular and quality content. How? Links. 

Return relevant results quickly. Make sure your engineers know what to focus on- load time! Use urlvalet.com

Provide one primary source for all content. 

Provide stable and secure results. Especially 404s. 

Users receive a variety of sources. Schema so you rank in various search types. 

Most major algo changes are for links and content. 


SEO is a culture. It’s not a single person team but needs to be part of the organization. 

Internal education is a critical aspect of SEO.

The Forgotten User by @brian_mcdowell #searchex

The most dangerous phrase in the language is “we’ve always done it is way.”

Who are our users? What about autonomous users? Those are the ones we want to look for.

What metrics should we look at to measure for autonomous users? Google Webmaster Tools has a lot of data. Look at spider crawl rates and pages indexed.

DocType declaration usage tells Google how to read your site. Don’t assume that Google understands your dialect. Use an html validator to help developers.

We need to understand Search Engine business models. They aim to serve the most relevant results for users per query. You need to know your competitors.

Identify popular and quality content. How? Links.

Return relevant results quickly. Make sure your engineers know what to focus on- load time! Use urlvalet.com

Provide one primary source for all content.

Provide stable and secure results. Especially 404s.

Users receive a variety of sources. Schema so you rank in various search types.

Most major algo changes are for links and content.


SEO is a culture. It’s not a single person team but needs to be part of the organization.

Internal education is a critical aspect of SEO.

The State of Search by @eliizabethos at #searchex

The biggest story of search in 2014 is that Google moves pixels in the logo. This shows you how obsessed the SEO community is with Google. The second is Panda 4.0. 

Capturing an audience through search is our job. How? Content. Content marketing isn’t new. Started centuries ago. The channels have just changed over that time. 

Where are the best places to find the audience? Organic search is still the top place to find it. Email is second. Social a third. But organic searchers are 2x more likely to be valuable visitors. 

So where is organic search right now? Google is 68% of search traffic. Bing is growing. Since they are powering Yahoo, Bing makes up 29% of search traffic. 

SEO is never dead. SEO still matters. 

What’s changed? 

1. Hummingbird- dealing with natural language better. Why? Mobile searches. 

2. Semantic search and entities. Search bots are not smart. They need semantic markup. Where use semantic markup! Events, video, executive staff bios, official logos, local search (name, address, phone), products, ratings. Even if they don’t appear in the search results it’s worth doing. 

3. Quick or direct answers. Google wants to keep people on their site. How get people from there to your site?

4. Knowledge graph. Especially for searches without a lot of intent. Google is still trying to figure this out.  Is Bing any better? They’re doing pretty good. 

30-day challenge: set Bing as your default browser for 30-days and see how you like it. 

5. Local search. Pigeon update. We’re just starting to see the impact of this attempt to bring local searches into Hummingbird. 

The carousel is here to stay. Ratings are as important as ever. Good picture of your facility, too. 

Don’t overlook Bing local as well. 

6. Will Google+ survive? It’s not dead yet. Authorship is dead because it impacted ad clicks. 

7. Mobile search. Responsive web design is the way to go. Next up: Google sending searches to apps- especially for big brands. Bing is doing the same thing. 

8. Voice search. Google glass is bringing back conversations to search. 

9. Predictive and assisted searches. Coming from signed-in google accounts, gmail, etc. Not just with Google- Microsoft has a great product. 

10. The internet of things. 

11. Search and social. Facebook Graph Search- they’ve still got a lot of work to do although they’re getting more than a billion searches a day. 

12. Hashtags. Not just way to track. They are a search opportunity. 

13. Twitter cards. Even can connect it with your email campaign. 

Stop doing these things right now:
1. Cut out bad guest blogging requests. Spelling counts. Automation can go wrong. Grammar matters. 
2. Stop the awful link building services and requests. Broken link building should be done well. 

How to be better: 
1. Make use of searcher personas. 
2. Leverage multi-channel assets. 
3. Become a brand/authority.

The State of Search by @eliizabethos at #searchex

The biggest story of search in 2014 is that Google moves pixels in the logo. This shows you how obsessed the SEO community is with Google. The second is Panda 4.0.

Capturing an audience through search is our job. How? Content. Content marketing isn’t new. Started centuries ago. The channels have just changed over that time.

Where are the best places to find the audience? Organic search is still the top place to find it. Email is second. Social a third. But organic searchers are 2x more likely to be valuable visitors.

So where is organic search right now? Google is 68% of search traffic. Bing is growing. Since they are powering Yahoo, Bing makes up 29% of search traffic.

SEO is never dead. SEO still matters.

What’s changed?

1. Hummingbird- dealing with natural language better. Why? Mobile searches.

2. Semantic search and entities. Search bots are not smart. They need semantic markup. Where use semantic markup! Events, video, executive staff bios, official logos, local search (name, address, phone), products, ratings. Even if they don’t appear in the search results it’s worth doing.

3. Quick or direct answers. Google wants to keep people on their site. How get people from there to your site?

4. Knowledge graph. Especially for searches without a lot of intent. Google is still trying to figure this out. Is Bing any better? They’re doing pretty good.

30-day challenge: set Bing as your default browser for 30-days and see how you like it.

5. Local search. Pigeon update. We’re just starting to see the impact of this attempt to bring local searches into Hummingbird.

The carousel is here to stay. Ratings are as important as ever. Good picture of your facility, too.

Don’t overlook Bing local as well.

6. Will Google+ survive? It’s not dead yet. Authorship is dead because it impacted ad clicks.

7. Mobile search. Responsive web design is the way to go. Next up: Google sending searches to apps- especially for big brands. Bing is doing the same thing.

8. Voice search. Google glass is bringing back conversations to search.

9. Predictive and assisted searches. Coming from signed-in google accounts, gmail, etc. Not just with Google- Microsoft has a great product.

10. The internet of things.

11. Search and social. Facebook Graph Search- they’ve still got a lot of work to do although they’re getting more than a billion searches a day.

12. Hashtags. Not just way to track. They are a search opportunity.

13. Twitter cards. Even can connect it with your email campaign.

Stop doing these things right now:
1. Cut out bad guest blogging requests. Spelling counts. Automation can go wrong. Grammar matters.
2. Stop the awful link building services and requests. Broken link building should be done well.

How to be better:
1. Make use of searcher personas.
2. Leverage multi-channel assets.
3. Become a brand/authority.

Optimizing your content for future success  by @arniek #searchex

Most common mistakes we make 
1. Unintentional duplicate content
2. Dupe titles or metas
3. Blocked pages
4. Poorly optimized images and video
5. Over optimization of anchor text


How to optimize specific content

Web pages
1. Links pointing to your content
2. Titles and title tags
3. Description meta tag
4. H1 tag
5. Page load times
6. Freshness of content
7. AuthorRank

How to optimize images
1. Compress image files
2. Keywords in file name
3. Use alt and title in image tags
4. Context matters

How to optimize videos
1. Compelling title/file name 
2. Tags
3. Description- include at least one URL (including http://) at the start of your description
4. Highest quality of video you can

How to optimize for the future
Use tools to identify content ideas and produce the content.

Optimizing your content for future success by @arniek #searchex

Most common mistakes we make
1. Unintentional duplicate content
2. Dupe titles or metas
3. Blocked pages
4. Poorly optimized images and video
5. Over optimization of anchor text


How to optimize specific content

Web pages
1. Links pointing to your content
2. Titles and title tags
3. Description meta tag
4. H1 tag
5. Page load times
6. Freshness of content
7. AuthorRank

How to optimize images
1. Compress image files
2. Keywords in file name
3. Use alt and title in image tags
4. Context matters

How to optimize videos
1. Compelling title/file name
2. Tags
3. Description- include at least one URL (including http://) at the start of your description
4. Highest quality of video you can

How to optimize for the future
Use tools to identify content ideas and produce the content.