The Future of Digital Marketing and SEO - Art of SEO Book Event

Eric Enge Stonetemple.com
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The Future of SEO and Digital Marketing

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1984 World Foosball
Champion – “Goalie War”
Eric Enge – Fun Fact

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What’s New in
The Art of SEO?

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What’s Changed? Great
Question, Let’s Review!
CH7
Link Building
CH8
Social Media
CH7
Content Marketing
CH8
Completely
Rewritten

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CH9
Did not Exist
CH9
Penguin and
Panda
Penalties
CH11
Tools
CH11
Completely
Rewritten
CH15
SEO
Predictions
CH15
New SEO
Predictions

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What Was Big
in 2015?

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4 Areas of Change
Mobilegeddon
Twitter Firehose Deal
Content Marketing and Content Shock
Rich Answers in Search

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Mobilegeddon

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What Happened With Mobilegeddon?
We Analyzed 15,235
Queries Week of April
17, and Again on May
18
We Focused on the
Top 10 Results

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Mobile DOES Matter as a Ranking Factor

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Twitter
Indexing

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Does Google Index More Tweets?
We Ran a Study in
February 2015 of
138,000 Tweets

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Here are the Raw Results From February
But on May 19th Google
Went Live with an
Integration Leveraging the
Twitter API

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Comparison of Indexation in June vs
February

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Emphasis on Authority Only Increased

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The Truth
About Content
Shock

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Source: Chartbeat

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Source: Moz and BuzzSumo

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No Correlation Between Shares and
Links
Correlation
Between Links and
Shares

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No Social Network Does Well

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Most Content Gets Shares OR Links

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These Have a Very Strong Correlation

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Opinion Forming Journalism Works

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These Sites Also Have a Very Strong
Correlation

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Data Driven Research Studies Work

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Content Length Of the Articles in the
Study

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Longer Form Content Does Very
Well Too

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https://www.stonetemple.com/all-our-social-media-seo-studies/

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Got Some Links!
Including a
Write Up in
the WSJ

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If You Produce the Right Content …
Social Media Sharing Can Drive Links

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Paid Social Works Too

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Key Takeaways – Content Marketing
Stop Producing Good Content
Start Producing Elite Content
Data Driven, Journalism, Long Form Content
Promote it Using All Your Channels
Measure Your Results and Adapt

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Rich Answers
in Search

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Example of a Rich Answer From Google

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Why Are Fire Trucks Red?

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How Often Does Google Show Rich
Answers?

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How Has This Grown Over Time?
Increase in Rich Answers
(No Sidebar) of 38%!
We Measured This in December 2014
and July 2015

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Rich Answers Key Points
Google Will Continue to Expand This
Rapidly
Don’t Build Your Business on Public Domain
Data
Don’t Build Your Business on Easily
Licensed Data
Develop Content that Provides Direct
Answers
Click Here for our Complete Rich Answers Guide!

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Domain Authority
of 38

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More Items
Will Drive
More Clicks

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Ranks Number 5
Normally

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Simple Direct
Answer to the
Question

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Got the Rich
Answer

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How Can I Get Me
Some?

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How To Implement a NoFollow?
How To Implement a NoIndex Tag?
How To Implement a Rel Alternate Tag?
How To Implement a Rel Canonical?
How To Implement a Vary:User Agent Header?
We Started With a List of Common
Questions

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We Published 5
Videos on May 20th

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We Included Transcripts With
an Outline of Clear Steps

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The Content Provided a Lot More
Info Than Just the “How To”
We Shared it on Google+ and
Submitted it in Search Console

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Bingo!
Saw This
Within 3
Days of
Publishing
the
Content

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Identify a Simple Question
Provide a Direct Answer
Make it Easy for Users (and Google) to Find
1
2
4
Offer Valued Added Info3
Rich Answers Recipe

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Key Takeaways – Rich Answers
Rich Answers Can Drive MORE Traffic
Algorithm Google Uses is NOT Authority Centric
It’s Based on Content Quality Measurement
This is a NEW Type of SEO

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What’s Coming
In The Future?

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5 Trends
Rise of the Millennials
Authorship, Really?
Mobile, Voice Search (Conversational)
Content Effectiveness Optimization
Deep Learning

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1

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Expect High
Quality, and Lots
of Choices …
Because
Accessing All Your
Choices is Easier
Than its Ever
Been

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Look for
Engagement (or
Entertainment) …
Because There are
so Many Available
Channels and
Progressive
Brands are Doing it

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Require
Authenticity…
Because There
are so Many Ways
That Inauthentic
Behavior Can Get
Exposed

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Impatient …
Because There
are Others that
Will Provide a
Faster Response

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Short Attention
Span …
Because Other
Enticing Things
are Awaiting Their
Attention

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How Do you Succeed With the Millennials?
Only if They Want You To
Prepare to Engage and Entertain
Deliver Experiences, Build Relationships
Be the Best, or Be the Cheapest
Direct, Open, Honest Messaging

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2

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At SMX East on
10/1/2015 Gary
Illyes said that
publishers should
leave authorship
markup on their
pages.

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• Be an Expert
• Create Great Content
– Humans use social signals to help identify
this
– Engagement (comments) as well
• Have other experts interact with you
online
• Help people
• Write for high authority sites
Build Your Authority With Humans First

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“By doing things that help
build your own reputation,
you are focusing on the
right types of activity. Those
are the signals we want to
find and value the most
anyway.”
Google’s
Matt Cutts
July 9, 2012
Matt Cutts on Reputation Building

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Author Authority Summary
Will Google Look at This Again? Maybe
Building Authority is Not About Google
It’s About Differentiation
It’s About Reputation and Visibility
Works Well With the Millennials

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“… more Google searches take
place on mobile devices than on
computers in 10 countries
including the US and Japan”
Google: May 5th, 2015
http://adwords.blogspot.com/2015/05/building-for-next-moment.html
3

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“Voice control/search will
soon be the primary way
that users interact with
Android devices,
especially as the
operating system
expands into cars, onto
wrists and on TV sets.”
Greg Sterling
Search Engine Land
June 27, 2014

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Mobile / Voice Summary
By 2020 3/4 of Installed Device Will be New Types
Voice Will be Primary Interface to Those Devices
Natural Language Interfaces Will Be the Norm
PC Screens Will Not Go Away, However
Nor Will the Demand For Long Form Information

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4

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What Percentage of Users Do You
Satisfy?

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What if Your Percentage is Lower
Than the Competition?

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75
Think About Task Completion

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Server Side Delays Test – Google and Bing
Strong
Correlation
Between
Satisfaction and
Revenue

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Users Have Options

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Content Effectiveness Optimization
Summary
Think About Helping Users Complete Their Task
What Are Their Related Needs?
What Are Their Ancillary Needs?
Search Engines Measuring Some Form of This
Design Your Web Experiences to Meet These Needs

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Humans and Machines Think
Differently
5

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Google’s DeepMind is Teaching
Machines to Read
(and Comprehend)
Uses
Annotated
Databases of
Content to
Help the
Machines
Learn

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Neural Networks Making Key Advances
Scientists Have
Developed New
Techniques to Train
Networks With Many
Layers

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Sample Problem:
Recognizing a
Face

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What About RankBrain?

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What’s the title of the consumer at the
highest level of the food chain?
Sample Question That RankBrain
Helps Answer

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Traditional Ranking Signals
Findability Importance Relevance

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What’s
Missing?

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How About Understanding the Query?

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Deep Learning Summary
Massive Investments Being Made in This Area
Key to Natural Language Search and Comprehension
Key to Better Understanding Customer Intent
Key to Measuring Content Effectiveness
But, It Will Be a Very Long Journey

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Eric Enge
eenge@stonetemple.com
@stonetemple
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(508) 962-8474
www.stonetemple.com
Thank
You!

The Future of Digital Marketing and SEO - Art of SEO Book Event

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The Future of Digital Marketing and SEO - Art of SEO Book Event