Through the presentation we briefly go through the current state of SEO and progress to technologies which are already present and imminently growing in importance; as well as look into future potential outcomes for other technicologies affecting how SEO is done in the future.
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Who is
Steve?
IN MY FREE TIME
Enjoy Being in Good
Company & Discovering
New Places.
Football is My Sport.
MY BACKGROUND
Head of Development &
Organic Search at
Springbok Agency. Full
Stack Development & SEO
Since 2010 + Heading Web
Teams since 2011.
WHY SEO?
Amplifies the Reach of My
Work.
A Benchmark for Projects.
Originally Come from Sunny Malta – a Tiny Island Just Under Sicily (Italy).
At the Moment Most Notable for the Promotion Blockchain and Gaming
Industries.
Currently Residing & Enjoying the City Life Amsterdam Brings.
Malta > Amsterdam.
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S O M E B R A N D S I W O R K W I T H
Providing a Full Stack Strategy : Technical – Content - Authority
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~ 90%
Google Market Share
~ 68 Billion Euro
Annual Value
Ranking Factors
Algorithm Dependent On
Text Based
90% of Searches
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Current State of SEO
Google has Turned 20 on 4th
September – Few to None Predicted at
the Time that SEO Would Be an
Industry of Such Magnitude.
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- Not Only via Mobile (Or Desktop), but also from Digital Assistants ex. Google Home;
- Instead of Generic Terms, Queries are Becoming More Specific;
- More Specific Content Will be Required to Rank for the Respective Search Query;
- Ranking in Top 3 is Even More Important.
Voice is Beautiful
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Approx. 4 billion search queries are started on a daily basis – 15 % of those have never been
made before.
The effects of RankBrain can only be assumed. It’s expected, that search results will become
more personalized due to RankBrain’s learning ability. The meaning of rankings will diminish
because of the personalization of the search results.
RankBrain is a self-learning algorithm, which is why prescribed ranking factors are expected
to become obsolete.
From Mobile-First to AI-First
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Movie Time!
A sensitive and soulful man earns a
living by writing personal letters for
other people. Left heartbroken after
his marriage ends, Theodore (Joaquin
Phoenix) becomes fascinated with a
new operating system which
reportedly develops into an intuitive
and unique entity in its own right. He
starts the program and meets
"Samantha" (Scarlett Johansson),
whose bright voice reveals a sensitive,
playful personality. Though "friends"
initially, the relationship soon deepens
into love.
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- Most Probably : But Not in the Shape We Are Accustomed to Today;
- We are Moving Towards Pageless Websites;
- More Service Offerings Will Be Integrated within Google;
- The Content Engages with the User.
Will We Still Need Websites?
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- The AMP Where Pages are Loaded from the Google Cache;
- We Also See This with the Buy Now Button.
Google Is Also Strengthening Its Ecosystem
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Search is Becoming
VE RTICALISE D
COMPETING AGAINST OTHER PLATFORMS
Google doesn’t only compete with conventional search engines like
Bing but more and more intensively with verticalized search engines.
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Amazon : Product Searches
Pinterest : Image Searches
Facebook : People Search
LinkedIn : Business Connections
Twitter : Topics
Other Platforms Providing Results
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Trend to Only Have 1 App Which Satisfies a Particular Need.
Uber : Transportation
Google Maps : Route Planning
Spotify : Music
App Lock Ins
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INDIRECTLY A CONTRIBUTOR FACTOR
SEO has far less to do with content and words than people think. Google ranks sites based on the experience people have
with brands. If a bot can enhance that experience in such a way that people are more enthusiastic about a site – they
share it, return to it, talk about it, and spend more time there, it will affect positively how the site appears in Google.
HELP USERS FIND WHAT THEY NEED REDUCE BOUNCE RATE INCREASE AVERAGE TIME INCREASE RETURNING USERS
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Conversational
Search
When You Search for Something on the Internet, you ask Google and it Gives it to
you… or not. What if the thing you’re looking for is a little more complicated?
What if you’re looking for something precise but don’t know what exactly?
Conversational Search is a revolution for brands because it means they could
interact with their clients automatically, whether it’s for customer care, selling a
product, or handling a subscription. A conversational search device can answer
questions, ask new ones, make offers, propose options.
Conversational Search enables a back and forth between you and your Search
engine, allowing it to help you find precisely what you are looking for, offering
you new products and, in time, contacting people for you, making a purchase,
reserving a seat on an airplane.
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Verify Product
Authenticity.
Because it uses an immutable ledger
system, customers will be able to
verify the legitimacy of a product back
through the retailer or auction house
to the manufacturer and supplier.
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Avoid Fake News.
You can check if the review came from
someone at a valid IP address, other
reviews they had published, and an
indication that the reviewers identity
had been verified.
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AR CONTACT LENSES
M E A N W H I L E I N 2 0 2 2 … AR devices track a wealth of data about what wearers see, say and do – and Google and
other search engines are now using that data to measure what they’ve been after all along:
user attention.
Better yet, search engine marketers now have access to data about user responses. Google
Analytics just added a new section, “Expressions,” which has a slew of awesome new
metrics. Not only can SEMs track the amount of time users spend looking at a page, but also
see data about users’ reaction to content – including my favourite metric, the percentage of
people who roll their eyes after viewing an ad.
Google is under fire for giving advertisers access to more biometric data from users. Now, in
addition to heart rate and perspiration, marketers will gain access to real-time
electroencephalograph (EEG) measurements in order to gauge the effectiveness of ads.
In-Real-Life (IRL) Remarketing programs are popping up in malls all across the country.
Software tracks and monitors shoppers, and decides what deals and specials to advertise to
them. All this happens automatically, without any human having access to personal data.
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VR
I’m reminded of the early ’00s, when cell phones seemed to go from
novelty to necessity overnight. But no one suspected how quickly
mobile AR would become so ubiquitous.
Immersible Experience Google VR Can Be as Simple as a 360 Image Still in Its Infancy
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> Analytical
Observing & Understanding What Works
> Flexibility
And Have an Open Mind to New Tech
> Learning Speed
The Only Thing Constant is Change Itself
> Tenacity
To Keep Digging at It!
We Need To Be
Prepared.
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Taking Home Some Inspiration
Knowledge
We as humans are
lifted to a higher state
of awareness due to
technology and
personalization, we
can achieve much
bigger things then we
ever imagined
possible.
Personalise
Personalize your
marketing efforts and
experiences, each one
of us is unique and
wants the companies
we buy from to
celebrate that.
Focus on Users
Build a strategy that
is ready from the
core to adapt to a
future which is truly
controlled by each
and every user.
Invest in Yourself
We need to keep on
learning in this ever
changing industry!