Fixing your SERP Strategies — Andy Crestodina // Orbit Media

Andy Crestodina, Co-Founder and CMO of Orbit Media, talks about how to take advantage of changes to the SERP. When it comes to optimizing your SEO strategies, it’s not just about creating good content or ranking for keywords. A lot of the time, it boils down to having a flexible SEO and SERP strategy and trying to understand what Google is looking to provide to its users so that you can get the most visibility through your relationships. Today, Andy breaks down how you can fix your broken SERP strategies.
About the speaker

Andy Crestodina

Orbit Media

is a little camera shy

Andy is Co-Founder and CMO of Orbit Media

Show Notes

  • 02:07
    Fixing broken SERP strategies
    To do a good job as an SEO, pay attention to the search results page and track the changes. Instead of rankings, the focus should be on visibility because visibility can be achieved in many ways.
  • 03:39
    Having a flexible SERP strategy
    Rather than thinking solely about your rankings, your domain, etc, analyze the SERPs to identify what other opportunities are there. You could publish something on someone else's website and get visibility that way.
  • 06:25
    Digital PR plays to increase visibility on the SERPs
    When sites outrank yours, its likely due to them having higher authority. The key is to build relationships with those domains to tap into the exposure that they can provide.
  • 08:22
    Mastering visibility vs optimizing for ranking purposes
    Search result pages include SERP features like video. So, when doing key phrase research, you must decide whether youre going to compete or you're going to forfeit.
  • 10:50
    Mastering SERP features
    The knowledge panel, people also ask and related questions can indicate how to upgrade your content and do semantic SEO. It boils down to analyzing those elements to figure out how to efficiently attack a key phrase.
  • 14:00
    How Google decides which SERP features to display
    Google is constantly testing and optimizing through machine learning. Essentially, Google gets user interaction signals based on the way searches for key phrases interact with different formats.

Quotes

  • "If you're not looking very closely at the search results page, you're doing a good job as an SEO. In fact, it's probably a good idea to start collecting screenshots or using a SERP tracking tool." -Andy Crestodina, Founder, Orbit Media

  • "A number one position might have been 150 pixels from the top of the viewport years ago. You might be 1500 pixels below the fold if you rank number one now." -Andy Crestodina, Founder, Orbit Media

  • "Instead of giving up on a key phrase your own web website can't rank search for, examine very closely the high ranking pages and ask yourself if you could be part of those in some way." -Andy Crestodina, Founder, Orbit Media

  • "Could I publish something on someone else's website and make myself visible in that way? You can get way more visibility than you'd expect by having a placement in the high ranking page." -Andy Crestodina, Founder, Orbit Media

  • "Organic influencer marketing is about borrowing access to a target audience in a sensitive and considerate way. It's a transaction, you're adding value and they're giving you exposure." -Andy Crestodina, Founder, Orbit Media

  • "People with relationships have a huge advantage in the category of search. How do you build links? I just text a friend and they link to me." -Andy Crestodina, Founder, Orbit Media

  • "The 10 blue links, that's now called traditional organic rankings. We have to give it a name because there are so many other things that rank that aren't traditional organic blue links." -Andy Crestodina, Founder, Orbit Media

  • "When that video that you made and hosted on YouTube appears in Google search results, the visibility is sometimes 10 or 100 X what it might have been." -Andy Crestodina, Founder, Orbit Media

  • "With search for a phrase, Google shows you what the top questions are and what it feels are the top answers. It's a cheat sheet for how to upgrade your content and do semantic SEO." -Andy Crestodina, Founder, Orbit Media

  • "You have not done keyword research until you have analyzed the search results very closely and then decided, how do we attack the phrase? There's just no other way to do it." -Andy Crestodina, Founder, Orbit Media

  • "If 22% of people who search for a key phrase click on images, Google gets a user interaction signal that those searchers are interested in images. And may decide to display images as a SERP feature." -Andy Crestodina, Founder, Orbit Media

About the speaker

Andy Crestodina

Orbit Media

is a little camera shy

Andy is Co-Founder and CMO of Orbit Media

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