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July 8, 2016 SEO Theory Hangout with Michael Martinez of Reflective Dynamics, Inc. and Kent Yunk of Roaring Pajamas SEO.

Website user experience has become very important to search
Good content alone is no longer sufficient
Usability is a set of factors
Bing and Google identify usability contexts for content
The search engines appreciate value to the user
Relevance is still immensely important for rankings
Native advertising may be "search findable"
Some Websites are cutting deals for search placement of cross-promotional content
Local oriented Web search is rich with cross-promotional content
What the search engine finds on your Website must be valuable to the user's immediate need
SEO consultants try to help clients understand the revenue component of organic search
Clients don't just want more traffic; they want more business
How do conversion points on the page affect the search engine's assessment of the page?
Allowing monetization to create a bad user experience is bad for SEO
Advertising is also an important factor
Passive income bloggers struggle to find good ad platforms
You cannot just throw AdSense on every page
Some AdSense partners say revenue is declining
Chitika is not always a good match for blogs
In traditional SEO you build a Website and attract traffic to it
In the mobile market place the business is now searching for the consumer
Businesses will have to create portable brand messages for mobile
The message must be projected to a location when consumers are there
We need new tools and technologies to make businesses aware of when where the customers are
We will have new technologies that businesses will use to find customers and communicate with them
Waiting for people to download your app in the app store takes too long
Target recently designed their Website to look like a mobile app
Michael complained to the Target Twitter account
Whoever designed the new site doesn't understand there is still a desktop market
Michael shops at Target and uses their app in the store; it is fast and helpful
Michael feels Walmart's mobile experience is bad compared to Target's
The customer was in the store trying to make a purchase and the business failed to connect with the customer and understand his need
People need to decouple the desktop from the mobile experience
Mobile is not taking away from the desktop but instead grew on its own
People are using mobile search in ways never available on desktop computers
In progressive degradation you design for the user and prioritize content for each platform
Desktop platforms should provide a richer, more robust experience for users than mobile
News and information Websites face more challenge in identifying appropriate content for their visitors than ecommerce sites
Michael discusses a project he is working on where he is restoring old content to a site
The content was timely when first published and residual traffic is only a fraction of the original traffic
How do you take older content and shape it so that it builds SOME traffic and create real value for people
And how do you monetize older informational content?
People do look for ads on Websites
One option is to add supplemental content on a site to create additional value for users
Videos are an easily available supplemental content resource
Widgets can also supplement primary content, even if they are promotional widgets
More people are looking at ways to recondition old content
People are running out of ideas for what to publish on their sites
Many SEO consultants are advising clients to delete old content with no traffic (this is BAD ADVICE)
People need to improve at creating visibility for older content
Some SEO "experts" are using tricks and gimmicks to recycle old content as if it's new, which is misleading
Evergreen content can be updated on a seasonal or yearly basis without being misleading
Evergreen content should be published on a static URL
There are still many evergreen topics that are poorly served by content
In product search most of the topics should be evergreen as long as the products are available
Unfortunately, many old sale and promotional pages are not updated to reflect changes in policies and pricing
"Evergreen" is a marketing concept that has been abused
Merely removing a date does not make content evergreen
If you're going to eliminate dates from content then "you should write about ten years into the future"
Even if you get something wrong you can come back and change the page
Too many marketers mistakenly believe you get all your traffic at launch
If you get all your traffic at launch you're doing it wrong
The future is bigger than the moment and SEO works best when you focus on the future