This document provides summaries of 4 key takeaways from a presentation on SEO. 1. Where Search is today: Featured Snippets are taking over search engine result pages (SERPs) and the major ranking factors for organic search include links, quality content, on-page optimization, engagement metrics, and speed. 2. The Future of Search: Featured Snippets will increase and become more interactive, voice search will continue improving and becoming more accessible, and apps will be replaced by Progressive Web Apps (PWAs). 3. Work Smarter, Not Harder: Flip the customer acquisition funnel model to focus on retention instead of acquisition and use keyword research to discover "opportunity gaps".

1. Britney Muller
SEO & Content Architect
WTF SEO!?
@BritneyMuller

2. 1. Where Search is today
Let’s Un-WTF These 4 Takeaways:

3. 1. Where Search is today
2. The Future Of Search
Let’s Un-WTF These 4 Takeaways:

4. 1. Where Search is today
3. Work Smarter, Not Harder (Increase ROI)
2. The Future Of Search
Let’s Un-WTF These 4 Takeaways:

5. 1. Where Search is today
3. Work Smarter, Not Harder (Increase ROI)
4. How To Discover & Execute Your Opportunities
2. The Future Of Search
Let’s Un-WTF These 4 Takeaways:

6. Where Is Search Today?

7. Search Engine Result Page
SERP Features
Are Taking Over!

8. Search Engine Result Page
SERP Features
Are Taking Over!

9. Search Engine Result Page
SERP Features
Are Taking Over!

10. Search Engine Result Page
SERP Features
Are Taking Over!

11. MozCast Data

12. 5 Major SEO Factors

13. https://www.technologi.st/wp-content/uploads/2016/02/network1.JPG
Links

14. https://www.technologi.st/wp-content/uploads/2016/02/network1.JPG
Links

15. http://www.seerinteractive.com/labs/how-do-they-make-money/
Quality content

16. http://www.seerinteractive.com/labs/how-do-they-make-money/
Quality content

17. On-Page Optimization
Index-able

18. On-Page Optimization
Index-able

19. On-Page Optimization
Quality Content
Index-able

20. On-Page Optimization
Quality Content
Index-able
Page Title & Meta Description

21. On-Page Optimization
Quality Content
Index-able
Page Title & Meta Description

22. On-Page Optimization
Quality Content
Index-able
Page Title & Meta Description
Page URL (moz.com/beginners-guide-to-seo/)

23. On-Page Optimization
Quality Content
Index-able
Page Title & Meta Description
Page URL (moz.com/beginners-guide-to-seo/)
Image Alt Text <img src="grumpy-cat.gif" alt="Grumpy Cat glaring
at gluten free catnip">

24. On-Page Optimization
Quality Content
Index-able
Page Title & Meta Description
Page URL (moz.com/beginners-guide-to-seo/)
Image Alt Text <img src="grumpy-cat.gif" alt="Grumpy Cat glaring
at gluten free catnip">
<h1><h2><h3> Markup

25. On-Page Optimization
Quality Content
Index-able
Page Title & Meta Description
Page URL (moz.com/beginners-guide-to-seo/)
Image Alt Text <img src="grumpy-cat.gif" alt="Grumpy Cat glaring
at gluten free catnip">
<h1><h2><h3> Markup
Schema Markup (Schema.org)

26. Engagement Metrics

27. Engagement Metrics

28. Engagement Metrics

29. Engagement Metrics

30. Speed

31. Over 53% of people will abandon a page if it
takes more than 3 seconds to load
Speed

32. The Future Of Search - 3 Predictions

33. #1. Featured Snippets will increase &
become more interactive

38. #2. Voice will continue to improve and
become more accessible

39. 1 Result - From Featured Snippets:
“How many people have walked on the moon?”

40. 1 Result - From Featured Snippets:
“How many people have walked on the moon?”
Google Home: “Twelve, according to Wikipedia; twelve of these astronauts
walked on the moon’s surface, and six of those drove Lunar Roving Vehicles
on the Moon.

41. 1 Result - From Featured Snippets:
“How many people have walked on the moon?”
Google Home: “Twelve, according to Wikipedia; twelve of these astronauts
walked on the moon’s surface, and six of those drove Lunar Roving Vehicles
on the Moon.

42. 1 Result - From Featured Snippets:
“How many people have walked on the moon?”
Google Home: “Twelve, according to Wikipedia; twelve of these astronauts
walked on the moon’s surface, and six of those drove Lunar Roving Vehicles
on the Moon.

43. 1 Result - From Featured Snippets:
“How many people have walked on the moon?”
Google Home: “Twelve, according to Wikipedia; twelve of these astronauts
walked on the moon’s surface, and six of those drove Lunar Roving Vehicles
on the Moon.

44. Voice has yet to figure
out two big things...

45. #3.Farewell Apps

46. Every step you make a user take for an app will cost you ~20% of
Your users: 1,000 Potential users

47. Every step you make a user take for an app will cost you ~20% of
Your users:
800 Load The Store
1,000 Potential users

48. Every step you make a user take for an app will cost you ~20% of
Your users:
800 Load The Store
640 Find in store
1,000 Potential users

49. Every step you make a user take for an app will cost you ~20% of
Your users:
800 Load The Store
640 Find in store
512 Click to install
1,000 Potential users

50. Every step you make a user take for an app will cost you ~20% of
Your users:
800 Load The Store
640 Find in store
512 Click to install
410 Accept
Permissions
1,000 Potential users

51. Every step you make a user take for an app will cost you ~20% of
Your users:
800 Load The Store
640 Find in store
512 Click to install
410 Accept
Permissions
328
Download
1,000 Potential users

52. Every step you make a user take for an app will cost you ~20% of
Your users:
800 Load The Store
640 Find in store
512 Click to install
410 Accept
Permissions
328
Download
262 Use
1,000 Potential users

53. Google I/O 2016 PWA Talk Screenshot
Which Is Why It Costs More To Acquire Users:

54. The Future is PWAs!
(Progressive Web Apps)

55. Loaded in .26 seconds!!!
PWAs instantly cache entire sites

56. Firebase for custom push notifications
Other PWA Features:
Learn More Here!

57. Firebase for custom push notifications
Other PWA Features:
Learn More Here!
Bookmarkability for a home screen-like app

58. Firebase for custom push notifications
Other PWA Features:
Learn More Here!
Bookmarkability for a home screen-like app
Always fresh, no need for pesky updates

59. Firebase for custom push notifications
Other PWA Features:
Learn More Here!
Bookmarkability for a home screen-like app
Always fresh, no need for pesky updates
Universal

60. Firebase for custom push notifications
Other PWA Features:
Learn More Here!
Bookmarkability for a home screen-like app
Always fresh, no need for pesky updates
Universal
Linkable

61. Firebase for custom push notifications
Other PWA Features:
Learn More Here!
Bookmarkability for a home screen-like app
Always fresh, no need for pesky updates
Universal
Linkable
Discoverable

62. Work Smarter, Not Harder (Increase ROI)

63. Photo Citation: 123-reg.co.uk
Flip The Acquisition Funnel On Its’ Head

64. Photo Citation: 123-reg.co.uk
Flip The Acquisition Funnel On Its’ Head

67. Elective Surgery
Personal Injury
Other Examples: Opportunity Gap:

68. Elective Surgery
Personal Injury
Other Examples: Opportunity Gap:
Price + Before and
After Photos

69. Elective Surgery
Personal Injury
Other Examples: Opportunity Gap:
Price + Before and
After Photos
What to do in an
accident

70. Keyword Data Reveals Opportunity Gaps

71. Keyword Data Reveals Opportunity Gaps
Moz Keyword Explorer vs. Google Keyword Planner

72. 5 Ways To Discover
Opportunity Gaps

73. #1 Google Suggest:

74. #1 Google Suggest:

75. #1 Google Suggest:

76. #2 Google Trends:

77. #2 Google Trends:

78. #2 Google Trends:

79. #3 Moz Keyword Explorer:

80. #3 Moz Keyword Explorer:

81. #3 Moz Keyword Explorer:

82. #3 Moz Keyword Explorer:

83. #3 Moz Keyword Explorer:

84. #3 Moz Keyword Explorer:

85. #3 Moz Keyword Explorer:

86. #3 Moz Keyword Explorer:

87. #3 Google Keyword Planner:

88. #3 Google Keyword Planner:

89. #3 Google Keyword Planner:

90. #3 Google Keyword Planner:

91. #3 Google Keyword Planner: Be mindful of GKP
changing your
keywords!?

92. #5 Competitors’ Top Pages

93. #5 Competitors’ Top Pages

94. Discover & Optimize Your Opportunities

95. Know Your Industry’s SERP Features

96. Know Your Industry’s SERP Features

97. Know Your Industry’s SERP Features

98. Know Your Industry’s SERP Features

99. Know Your Industry’s SERP Features

100. Know Your Industry’s SERP Features
X

101. Optimize For Intent

102. Research SERP Feature Page

103. Research SERP Feature Page

104. Research SERP Feature Page

105. Research SERP Feature Page

106. Research SERP Feature Page

107. Research SERP Feature Page

108. Compare Findings To Your Page

109. Compare Findings To Your Page

110. Compare Findings To Your Page

111. Compare Findings To Your Page

112. Compare Findings To Your Page

113. Evaluate Differences:Metric GoDaddy Moz
Words on page 650 2621
List Markup <H2> <H3>
Photo Markup Hosted on domain, not
optimized
Not hosted on domain,
optimized
Page Authority 56 75
Domain Authority 96 90
Page Speed 2.023 seconds 3.783 seconds
Organic Traffic 3,367/mo 1,548/mo
Backlinks 159 998
Published Date 9/16/15 7/15/16
Reading Level 7th Grade 6th Grade

114. Evaluate Differences:Metric GoDaddy Moz
Words on page 650 2621
List Markup <H2> <H3>
Photo Markup Hosted on domain, not
optimized
Not hosted on domain,
optimized
Page Authority 56 75
Domain Authority 96 90
Page Speed 2.023 seconds 3.783 seconds
Organic Traffic 3,367/mo 1,548/mo
Backlinks 159 998
Published Date 9/16/15 7/15/16
Reading Level 7th Grade 6th Grade

115. 1. Where Search is today
Let’s Un-WTF These 4 Takeaways:

116. 1. Where Search is today
Let’s Un-WTF These 4 Takeaways:
Featured Snippets are taking over!

117. 1. Where Search is today
Let’s Un-WTF These 4 Takeaways:
Featured Snippets are taking over!
5 Big SEO Ranking Factors:
➢ Links
○ Ahrefs
○ Moz Open Site Explorer
➢ Quality Content
➢ On-Page Optimization
➢ Engagement Metrics
➢ Speed

118. 2. The Future Of Search
Let’s Un-WTF These 4 Takeaways:

119. 2. The Future Of Search
Let’s Un-WTF These 4 Takeaways:
Featured Snippets will increase and become more interactive

120. 2. The Future Of Search
Let’s Un-WTF These 4 Takeaways:
Featured Snippets will increase and become more interactive
Voice will continue to improve and become more accessible

121. 2. The Future Of Search
Let’s Un-WTF These 4 Takeaways:
Featured Snippets will increase and become more interactive
Voice will continue to improve and become more accessible
Apps will be replaced with Progressive Web Apps

122. 3. Work Smarter, Not Harder (Increase ROI)
Let’s Un-WTF These 4 Takeaways:

123. 3. Work Smarter, Not Harder (Increase ROI)
Let’s Un-WTF These 4 Takeaways:
Flip the customer acquisition funnel on its’ head

124. 3. Work Smarter, Not Harder (Increase ROI)
Let’s Un-WTF These 4 Takeaways:
Flip the customer acquisition funnel on its’ head
Keyword Research to discover user intent
➢ Find Keyword ‘Opportunity Gaps’

125. 3. Work Smarter, Not Harder (Increase ROI)
Let’s Un-WTF These 4 Takeaways:
Flip the customer acquisition funnel on its’ head
Keyword Research to discover user intent
➢ Find Keyword ‘Opportunity Gaps’
Resources:
★ Google Suggest
★ Google Trends
★ Moz Keyword Explorer
★ Google Keyword Planner
★ Similar Web
★ MozBar

126. 4. How-To Discover & Execute Your Opportunities
Let’s Un-WTF These 4 Takeaways:

127. 4. How-To Discover & Execute Your Opportunities
Let’s Un-WTF These 4 Takeaways:
Know your industry’s SERP Features
➢ Moz Keyword Explorer
➢ SEMRush

128. 4. How-To Discover & Execute Your Opportunities
Let’s Un-WTF These 4 Takeaways:
Know your industry’s SERP Features
➢ Moz Keyword Explorer
➢ SEMRush
Research SERP Feature Page

129. 4. How-To Discover & Execute Your Opportunities
Let’s Un-WTF These 4 Takeaways:
Know your industry’s SERP Features
➢ Moz Keyword Explorer
➢ SEMRush
Research SERP Feature Page
Compare findings to your Page

130. Thank You
Britney Muller
@BritneyMuller
britney@moz.com

131. Bonus Slides
Bonus WTF SEO Slides

132. Where People Begin TheiR Search:

133. Click-Through
Rates used to be
more predictable
with 10 blue links

134. SERP Features have affected
Click-Through Rates dramatically...

135. Mobile Click-Through Rates:
2.0% on Paid
40.9% on Organic
57.1% Don’t Click

136. Desktop Click-Through Rates:
2.8% on Paid
62.2% on Organic
35% Don’t Click

137. Free Image Compression Tool To Help Page Speed:

138. Without Losing Image Quality:

139. Rel=Prerender/Prefetch To Help Page Speed:

140. Rel=Prerender/Prefetch To Help Page Speed:
Pre-resolve DNS hostnames for links later in the
page:
<link rel=”dns-prefetch” href=”hostname-to-resolve.com”>

141. Rel=Prerender/Prefetch To Help Page Speed:
Pre-resolve DNS hostnames for links later in the
page:
<link rel=”dns-prefetch” href=”hostname-to-resolve.com”>
Initiate early fetch for current navigation links
(Chrome):
<link rel=”subresource” href=”/javascript/myapp.js”>

142. Rel=Prerender/Prefetch To Help Page Speed:
Pre-resolve DNS hostnames for links later in the
page:
<link rel=”dns-prefetch” href=”hostname-to-resolve.com”>
Initiate early fetch for current navigation links
(Chrome):
<link rel=”subresource” href=”/javascript/myapp.js”>
Prerender page in background for future
navigation (CTA!):
<link rel=”prerender” href=”//example.com/call-to-action.com”>

143. 4 Types Of Keyword Searches:
Navigational
Informational
Commercial Investigation
Transactional
Seeking a destination
Ex. “coffee mug Amazon”
Seeking information
Often using who, what, when, where, how modifiers.
Ex. “When is the next Canucks game?”
Product/service research
Ex. “Canadian Goose vs North
Face”
Looking to purchase and comparing prices
Ex. “Price of CIMC Conference”

144. Refurbish Your Top Content:
Highest Organic Traffic Page:
+Share Tidbits/Teasers on: