Review and resources to news and info regarding three biggest influences of search engine rankings for sites in 2016 and beyond.

1. SEO in 2016
Three Mega Trends.
It’s a mobile, speed-seeking, and local-optimized world.

2. Overview
A Brief Guide to
SEO in 2016
1. Mobile Means
Business
2. Local Listings Matter
3. Innovation Isn’t Over

3. #1
Mobile
Means Business

4. Mobile Trends
In 2014, comScore revealed
that mobile device use
surpassed desktop for the
first time.
Even then, smartphones and
tablets accounted for 60% of
media consumption time.

5. “Design your site for all device
types and sizes, including
desktops, tablets, and
smartphones.”
-Google
Mobile needs have increasingly
become a component in Google’s
Webmaster Guidelines.
https://support.google.com/webmasters/answer/35769?hl=en

6. There are 6.8 billion people on
the planet. 5.1 billion of them
own a cell phone, but only 4.2
billion own a toothbrush.
Source: Mobile Marketing Association Asia

7. Google reports that 57% of users
won’t recommend a business with
a poorly designed mobile site, and
40% go to a competitor after a
bad mobile experience.
Source: http://searchengineland.com/need-speed-7-observations-impact-page-speed-future-local-
mobile-search-243128

8. Most users
will leave a site.
According to past research,
every 1+ second added to a
page load time negatively
impacts overall site
performance.
70% of all mobile searches
result in action within 1
hour. (Source: Mobile
Marketer)

9. Since 2010
Google Prefers
Speedy Sites.

10. > 1 sec.
Google’s standard is for mobile web pages to render in less than one second
on a mobile network.

11. Google provides tools and tips for speed.
Source: https://developers.google.com/speed/consumption time.

12. AMP is Google’s latest project.
It’s goal: instant pages.
For many, reading on
the mobile web is a
slow, clunky and
frustrating experience
- but it doesn’t have to
be that way.
Source: https://www.ampproject.org/

13. Mobile Means Business
Do these things:
● Design w/ the Mobile
Experience in Mind.
● Build Clean-Coded Sites.
● Minimize HTTP requests.
● Optimize Images. Minify
HTML, CSS, & JavaScript.
Use these resources:
● Google Speed Test Tool
● Pingdom Speed Test Tool
● W3C Validators

14. #2
Local
Listings Matter

15. Local Search
Rankings
Each year Moz conducts
analysis to create the Local
Search Ranking Factors
Report.
It’s a highly regarded and
referenced resource in the SEO
community.
Source: https://moz.com/local-
search-ranking-factors

16. On-Page Signals = 20.3%
Weight Local Ranking Factor
20.3%
On-Page Signals
Includes: Presence of
NAP, Keywords in
Titles, Domain
authority, etc.
Understand this: https://moz.com/blog/7-advanced-seo-concepts

17. Link Signals = 20%
Weight Local Ranking Factor
20%
(Good) Link Signals
Includes: Inbound
anchor text, Linking
domain authority,
Linking domain
quantity, etc.
Understand this:

18. Google My Business = 14.7%
Weight Local Ranking Factor
14.7%
My Business Signals
Categories, Keyword in
Business Title,
Proximity, etc.
Get this: https://www.google.com/business/

19. External Local Signals = 13.6%
Weight Local Ranking Factor
13.6%
External Local Signals
Includes:
IYP/aggregator NAP
consistency, Citation
Volume, etc.
Understand this:

20. Behavioral Signals = 9.5%
Weight Local Ranking Factor
9.5%
Behavioral Signals
Includes: Clickthrough
rate, Mobile clicks to
call, Check-ins, Offers,
etc
Understand this: https://moz.com/blog/user-behaviour-data-as-a-ranking-signal

21. Personalization = 8.5%
Weight Local Ranking Factor
8.5%
Review Signals
Includes: Things you’ve
searched, your
location.
Understand this: https://moz.com/blog/personalization-and-seo-whiteboard-friday // & // http:
//searchengineland.com/guide/seo/personalization-search-engine-rankings

22. Review Signals = 8.4%
Weight Local Ranking Factor
8.4%
Review Signals
Includes: Review
quantity, Review
velocity, Review
diversity, etc.
Understand this:

23. Social Signals = 5.0%
Weight Local Ranking Factor
5.0%
Social Signals
Includes: Google+
authority, Facebook
likes, Twitter followers,
etc.
Understand this: http://winningwp.com/how-social-signals-influence-search-engine-rankings-infographic/

24. Local Listings Matter
Do these things:
● Know the Local Search
Ranking Factors
● Review Your Standing
● Close the Gaps
● Keep Your Info Accurate
& Up-To-Date
Use these resources:
● Google My Business
● Citation Services
● Local SEO Checklist

25. #3
Innovation
Hasn’t Ended

26. The Evolution
of Search
“Today, we’re
beginning to place
several kinds of
information in
multiple positions of
our results page as
our algorithms get
better and better.”

27. Search Evolves
With the advent of knowledge
graph, Google began using
semantic analysis to identify
quick answers to simple
questions.
That invention has also lead to
an increase in knowledge
packs.
● Knowledge Graph
● Quick Answers
● Instant
https://googleblog.blogspot.com/2012/05/introducing-knowledge-graph-things-not.html

28. Technical Setup
Schema.org, along with Google’
s own text checkers, has been
providing guidance on
identifying page content that
could show up in packs.
Extra code can mean extra
bump.
https://developers.google.
com/structured-data/rich-
snippets/
http://schema.org/

29. Unique
Opportunities
It’s likely that as more devices, or
the IoT accelerates, search will
change.
Already, much is being considered
when it comes to dictation and
search. Google has said, they’d like
the engine to be able to predict what
you’ll ask before you ask it.
They’ll be working to tackle car-to-
internet, to wearables, etc. and
spoken search will likely become
more common.

30. Innovation Hasn’t Ended
Do these things:
● Keep an Ear to the
Ground.
● Remain Flexible.
● When Planning or
Building, Invest in the
Future not just Today.
Use these resources:
● Google’s Blog
● Google’s Webmaster
Guidelines
● Google’s Inside Search
● Bing’s Blog
● Varvy.com (tools)

31. Questions?

32. Appendix
The Top 7 SEO Trends That Will Dominate 2016
7 Simple SEO Tricks To Improve Your 2016 SEO
Local SEO: The Definitive Guide 2016
Local SEO Checklist
Local SEO: How to Rank Your Business
How Will Google AMP Pages Affect SEO?
App Indexing & The New Frontier Of SEO
Local SEO - A Seriously Awesome Blueprint
Breaking Down the 2015 Local Search Ranking
Factors
2015 Local Search Ranking Factors

33. Thank you