Manchester 搜索引擎优化: What we learned in 2020年3月
Conferences are genuinely exciting times for 搜索引擎优化s; 不 just because we get to catch up with old colleagues 和 bag some free swag. We’re 不 kidding, or trying to impress you, it’s honestly true.
When you choose to work in organic search; whether it was ten or five years ago, 去年, 或者在最后十分钟, what you realise first is that the goalposts are constantly moving.
你已经听够了, so we won’t reiterate how black-hat 搜索引擎优化 tactics no longer work; how rather we should focus on ensuring a site is technically hygienic, 和 that 内容 is of the highest possible quality.
但是在1之外st 和3rd 方研究, 试用, case studies 和 covert updates from Google, this kind of conference is one of our best opportunities to learn about 和 share discoveries in the SERPscape - 和 we take every chance we can to be inspired.
如果你不能来的话, here’s our 搜索引擎优化 内容 manager Amelia’s round-up, covering four valuable insights 和 food for thought from Manc 搜索引擎优化, 2020年3月.
你把我迷住了
啊，所有的seo都有过这样的经历. One campaign strikes a chord with your audience 和 the media, 突然之间, you’ve set a bar that may or may 不 be reached again for a while.
As much as we’d like to say otherwise, 搜索引擎优化 is 不 an exact science 和 Google is a mysterious beast. Whether we’re talking about link acquisition, 卫生内容或其他, 设定期望是必须的.
Aoife O’Connor reminded us about the importance of never giving up, of rehashing data 和 revisiting old tactics with fresh eyes. 写下来可能听起来很明显, but it’s easy to give up on an idea when you work in such a fast-paced environment, 和 it feels like the moment might have passed you by. [M(1] [TA(2]
你有(语音)邮件
Worried you’re 不 paying enough attention to voice search? Google’s John Mueller answered our questions via video 和 told us that adding voice search tracking 和 analytics into Search Console is 不 a priority, despite the buzz around this topic.
He explained that voice search usage is still comparatively low, 由于这个原因, it’s unlikely that the data would be significant enough for our analysis. So how do we ensure we’re primed for voice search?
As long as you’re optimising for featured snippets 和 adding structured data mark-up where relevant (for 内容 you expect would be read aloud), you’re doing everything right for the moment.
愿创造力与你同在
We’re no strangers to the power of mining data. 事实上, there’s 不hing more satisfying than building a campaign from facts 和 figures that have existed in plain sight for a while, 躲在网上. 如果可能的话, 这对我们的客户来说更划算, 这取决于主题, it can also be quicker than commissioning your own research piece.
It never fails to get our creative juices flowing though, 当同行的seo, PRs 和 内容 strategists share their own successful campaigns 和 even more so, when they share those that didn’t go so well.
马克·罗芙两者都做了一点, 和, 还能逗我们开心, made us think back to our favourite mantra, that we try to live by at McCann Connected: people st和 up 和 listen when you have a great story.
链接的后续
链接. We chase them like they’re the Holy Grail, 对于一个网站来说，它们确实可以, passing an endorsement from the back-linking website to your own.
那就不足为奇了, that 搜索引擎优化s were incredibly excited to hear that no-follows are now counted as “hints”, along with new “sponsored” 和 “ugc” links. 在周四的会议上, a famous Googler clarified that this can be true, but it will be decided on a site-by-site basis. 例如, no-follow links might be more significant attributes for a new site, 哪个缺少其他排名信号.
我们能从中得到什么呢? Coverage is coverage, a br和 mention is a br和 mention. 很多机构, 包括我们麦凯恩公司, have seen the value of no-follow links 和 unlinked citations for a while now, 和 this announcement only strengthens our opinion.
感谢奥康纳, 克里斯•史密斯, 马克洛夫与, Steve Paine 和 John Mueller for giving up their time, sharing their thoughts 和 going above (the fold) 和 beyond.
For more information on how our experts can help you to reach new heights in organic search visibility, 仔细阅读我们的 搜索引擎优化 和 内容 产品和 保持联系,今天.
