This article is the latest guide to Google SEO 2019.
Note that this is not a 2019 SEO trend forecast;
it is a strategy that has been validated to work today and will even be better in 2018.
If you are still working on Google SEO in 2018, this guide is exactly what you need.
Look at the text.
Part 1 RankBrain & User Experience Indicators
Last year Google announced that RankBrain has become the third-largest factor in rankings
In the few months, it has been deployed, RankBrain has become the third-most important signal
contributing to the result of a search query.
With the Google optimization algorithm, the proportion of RankBrain will increase in 2018.
Then the question comes up:
What is RankBrain? How can I optimize for RankBrain?
Google RankBrain: A simple solution for thieves
RankBrain is a machine learning system that helps Google sort search results.
It sounds complicated, but it is not.
RankBrain only did one thing, which is to consider how the user interacts with the search results page. Then adjust the ranking accordingly.
For example, when you search in Google.
cold brew coffee。
The #4 page looks very attractive and you clicked on the result.
When you open the page, this page is the most complete and detailed of all the pages you have seen! Then you read it word by word.
RankBrain will record these behaviors and is likely to improve the ranking of #4 pages.
In another case, when you did a similar search, you clicked on the #1 page.
Then I found out that it was a spam page and you left the page right away. Then click on the #4 page and read it carefully.
RankBrain also records the above behavior. When enough users have similar bounce behavior, Google will lower the #1 ranking.
- How long does the user stay on your page (the length of time the user stays)
- What percentage of users clicked on your page (clickthrough rate)
These two points let us say separately.
RankBrain and user stay time
User Stay Duration = How long Google search users stayed on your page The
the result is that RankBrain is very concerned about the duration of the user’s stay.
Moreover, Google RankBrain’s Canadian BOSS recently confirmed that Google uses the user’s length of stay as one of the ranking indicators.
An experimental result from SearchMetrics also validated the conclusion. The experiment found that the Google TOP 10 page stayed for
3 minutes and 10 seconds.
When you research with Google Analytics, you will find that 3+ minutes of stay time is reasonable.
Moreover, the pages with shorter user durations will not rank higher. In fact, RankBrain is gradually improving the time-long webpage.
You can understand this:
When you spend a long time on this page, you are likely to recognize this content.
When there are enough users with similar behavior, Google will increase the ranking of this page so that more users can see it.
If you want to increase the length of your webpage, you can also watch this video: https://www.youtube.com/watch?v=lyiikzjg9a0
RankBrain and CTR
Google engineer Paul Haahr presented the logic of an algorithm at the SMX conference.
This page of PPT is saying:
RankBrain will make certain pages more than they should have.
When these pages have an increase in CTR, Google will consider page ranks to be appropriately promoted.
This is not unexpected. After all, when Google ranks high but no one clicks, why does Google always give a good ranking?
In addition, if your site ranks backward but there are always user clicks, how can Google bury it behind?
If you want to learn some strategies to improve CTR, you can take a look at this picture I made with Larry Kim:
(There is a
The second part of the CTR
If you want to do SEO in 2018, you must become a CTR master.
The reason is, RankBrain.
But also because:
And more because:
In fact, one study showed that the CTR for natural search results has decreased by 37% since 2015.
The reason is self-evident: Google replaces the location of natural results with question boxes, advertisements, carousels, and “People also ask”.
To avoid traffic drops, your pages must be more attractive to clicks or they will be ignored.
To improve CTR, you can click on this video to learn about my “Magnetic Click Method”, https://www.youtube.com/watch?v=L_6zAGJ-JO4
The third part of the rich and deep content will win
In the past, Google analyzed the specific keywords that appeared on the page several times; in other words, Google analyzed only the content of the page. So the Google crawler will visit the web page to determine if the keyword appears in the following location:
- Title tag
- Picture ALT tag
- Description tag
- H1 tag
Today, Google crawlers will still pay attention to this content. But it is already much smarter than before.
Google is currently focusing on ontext semantics
relative to just analyzing text.
What does it mean?
Remember first: Google’s basic principle is to provide users with the best search results. In most cases, keyword stuffing is not the best search result.
Therefore, the best page content is definitely deep and contains all aspects of the theme.
On this page, search users can get all the content they need (like a one-stop shopping).
There is also data, in my ranking factor experiment, the ranking of deep content is
getting better and better
How to write rich and in-depth content?
So the question is: How do you write these rich and deep, Google-like content? ?
First, the body content is at least 2000 words. This way you can cover all aspects of the topic that users need.
In fact, our ranking factor experiment found that the longer the article content, the better the ranking (such as a complete guide, long blog post).
Add LSI content to content
When you finish a long essay of 2000 words, you also need to add LSI keywords.
LSI keywords are words and phrases that are strongly related to web topics.
For example, you are writing an article about the NBA.
The LSI keywords are the following:
- NBA schedule
- All-star game
- Hall of Fame
When Google sees these LSI keywords on this page, it will shout: Wow! This page contains all the content the user needs.
So how do you find these LSI keywords? Here are 3 easy ways:
First, use the free LSI tool: LSI Graph (https://lsigraph.com/)
Just enter your target keywords and the tool will provide a list of associated LSI keywords.
These keywords can be added to the content.
Second, use Google’s related searches.
When you search for target keywords, some of the LSI keywords are available in the “Searches related to…” section at the bottom of the search results.
Third, there is a way to get LSI keywords using Google Keyword Planner.
Enter the target keyword and search in the Google Keyword Planner.
Then you will see that many of the results are LSI keywords.
The fourth part is ready for mobile priority index
Last year, Google announced that it would prioritize the establishment of mobile indexing.
In other words, Google will use your mobile page as a canonical page. Even users are searching on the PC side.
This is valid. Currently, 60% of Google searches are from mobile devices. And then it will continue to grow.
Although the mobile-first indexing strategy has not yet been implemented, he is getting closer and there will be some adjustments this year. This is why I listed this one.
3 steps ready for mobile priority index
1. Content is consistent on the desktop and mobile
You must have seen some webmasters hiding content on mobile pages.
This is like this:
If Google introduces an algorithm that moves the priority index, this approach is likely to be affected.
When Google introduces a new algorithm, they think that the mobile page is a canonical page.
That hidden content will also be 100% ignored by the algorithm.
That’s why you need to display all the content on the page, whether it’s a PC or a mobile page.
For example, when you use the iPhone to access this article (https://backlinko.com/seo-techniques) on the Backlinko blog, you will find that there are no hidden buttons, directories, or other visible areas, exactly the same as the PC.
2. Replace them station form with a responsive type
If your mobile site is in the “M-station” format, then Google recommends switching to a responsive design.
My site did just that.
3. Make sure the button is available on the mobile side
I have seen that many websites are available on the mobile side or on the technical side of the tablet, but they are still very unfriendly in actual use.
As I explained in the first chapter, RankBrain keeps a close eye on how Google users use your site.
If you try to use your website on your phone a little, you will find it hard to use the button to let the user click the back button without hesitation.
So how do you make sure the site is really mobile friendly?
I recommend using Google’s mobile-friendly testing tool. Enter the URL and the tool will verify that the page is friendly and available on the mobile side.
The tool will also give you some suggestions for improving the friendly experience on the mobile side to help you improve your website.
The fifth part of the video is forced or eliminated.
Online video is currently in an explosive state.
In fact, according to Cisco’s forecast, online video will account for 80% of online traffic in 2021.
This shows that the demand for video today is far from saturated.
Although there are many ways to see the video. But HubSpot’s survey shows that 43% of users want to see more video content.
Simply put, if you don’t create video content, you will be eliminated. This section explains how to benefit from video SEO in 2018.
Cut into YouTube
YouTube is already the second largest search engine in the world.
Like all video platforms, he still maintains a high growth rate (Huffington’s report shows that users spend 60% more time on YouTube than last year ).
Simply put, more and more users are searching on YouTube and even skipping Google.
If you want to get more traffic in 2018, I highly recommend creating and optimizing the content on YouTube.
YouTube is already a huge search engine that cannot be ignored.
And even better, most marketers are too lazy to make a video. So if you know how to do it, it’s very easy to get the video exposed.
For example, my personal channel has only over 20 videos. More than 100,000 videos can be accessed each month.
(You can think of a lot of users who play videos and click on links to become website visitors, prospects and customers.)
And, when you publish SEO-optimized YouTube videos, you can get more traffic from Google.
why? Because 55% of Google search results have at least one video result.
(These videos are basically from YouTube)
This is an example of a Google search result:
And, you know that YouTube belongs to Google, and there may be more YouTube videos in search results in 2019.
In fact, Google has begun embedding YouTube videos into Google Image Search.
Embed video content in the body of the blog
Since the user wants to see the video content, why not push it to the user?
So I recommend embedding the video content in the body of the blog. According to my experience, this will greatly increase the duration of the user’s stay.
This is an example from my blog:
The sixth part pays attention to voice search
Voice search will be another “big thing” for SEO? I think so. Users of voice search are already spurting.
For example, the following surprising data:
- 40% of adult users have at least one voice search per day ( source )
- Voice search on Google has increased more than 35 times since 2008 ( source )
- 20% of users on the mobile phone are voice search ( source )
How to optimize for voice search
Voice search is still at a very early stage.
Still, we still need to know how voice search works and how to optimize for voice search.
- First of all, your content is on the Google homepage.
This is obvious, but it is worth listing.
- Secondly, if your content can appear on a boutique card, it will help very much.
As above, the Google algorithm has provided a very handy little card based on the search.
Through my tests, Google Voice Search (especially Google Home) will select the text content in the boutique card.
- Finally, include a question in the content (and of course the answer)
Most voice searches are based on a question, such as “How to do push-ups scientifically”, “Who is the heroine of the Summer Palace?”
When there is a voice search, Google crawls a page with both questions and answers.
For example, when I search:
I get this answer:
When I open this page, I find that this page contains my questions and simple answers.
This is exactly what the Google Voice Search algorithm is looking for.
Don’t forget the seventh part: content and links are key