RankBrain: All is Changed, Changed Utterly, A Terrible Beauty is Born

Google RankBrain imageRankBrain: Where do we go from here

Having been in the SEO area for 8 or 9 years now, I am used to change, in reality, one of the reasons I like SEO is that it is in constant flux. RankBrain is another matter though, the change is significant. Google will claim that it makes no difference to what you should do – create great content, but it has impacted how we do SEO and how we report on that to our clients.

This is the really difficult thing to consider. Not only do I have to change what I do and how I do it, I also have to explain all of that to my clients because how I present data to them will also change.

How RankBrain is changing the Search Landscape

Much as I would love to go over the specifics, here is some background reading on RankBrain (by Stone Temple Consulting). Continue reading “RankBrain: All is Changed, Changed Utterly, A Terrible Beauty is Born”

Geo-Targeting for International Businesses

Image of Globe representing Geo-targeting using Sub-directoriesTelling Google what pages to serve up for specific markets and languages is an area that has really come on in recent years. There are also a few “gotchas” which I have come across while working with Lionbridge and reviewing the international presence of clients.

The first approach is to use ccTLDs, this means using a .co.uk for targeting the UK, .fr for targeting France etc. This is a useful approach but when trying to market globally there is one major thing to be aware of – that approach is market specific. If you want to target German speakers in Austria or Switzerland then using a .de domain is not the best approach.

Continue reading “Geo-Targeting for International Businesses”

A Year of Change for Mobile Search

Mobile SEOIn April 2015 Google decided that Mobile was to be a major factor in search, a mobile friendly website was to be an essential component of your online presence.

The date came and went and some changes happened but in general, the disaster some were expecting didn’t materialise. This year Google itself went “mobile first” – the search experience was revamped for Mobile, now instead of 3 paid results and 10 organic results, the structure of the results page has changed.

An example of the new SERP layout is as follows (ignoring PPC)

  • 2 results from “Top Stories”
  • Then a carousel with 10 news stories
  • Then an organic result but with a long snippet about 280 characters
  • Then a carousel of 5 news stories
  • Then an organic result with an 80 char description
  • Then a carousel of 6 stories
  • Then 3 organic results
  • Then another carousel of 5 items
  • Then 2 organic results
  • Then a text only carousel with 8 results
  • Then 2 final organic results

This is a lot more information than before but the layout is good, it is easy to consume. Continue reading “A Year of Change for Mobile Search”

Schema is Good

Schema has been an important aspect of Search for a while now and I have had a couple of decent successes with it. Schema is a beautiful thing if you competitors are not using it – the impact can be fast and furious. It can also be used to format interactive emails (GMail only) and calls to action.

Schema Rich Snippet

In SERPs, using Schema gives you beautiful rich snippets with organisations, video, music, reviews, recipes, events, products, social media profiles and so much more. It allows you to add elements such as your company logo and contact details to Knowledge Graph.

Schema allows you to present information to search engines in a language they understand and therefore allows the search engines to present that information in a clear and easy to understand format for the user. Continue reading “Schema is Good”

ASO Introduction

App Store OptimisationJust a quick blog on App Store Optimisation with a few links, a good starting point for ASO if you are a beginner.

The process of App Store Optimisation helps the visibility of your app in mobile SERPs as well as helping your app rank in App Store search results and charts. The outcome of this is more app installs.

This involves a number of steps but the initial focus is strategic, finding the local keywords applicable to your product or service in the target markets, evaluating your competition and developing a plan.

You will use those keywords throughout the localisation process to ensure a larger share of the search volume for your market.

You should also consider multiple languages if your target audience is global, as this content is aimed at being found in App store search results and mobile search results, your content should be fully localised / transcreated using high value keywords from local keyword research.

Optimising within the app store is similar in Google and Apple, it will help the ap surface in app store search and the following elements should be considered. Continue reading “ASO Introduction”