As the Google SERP evolves, it can feel like traditional SEO is under assault, but with every change comes opportunity. Dr. Pete helps you discover the opportunity in in-depth articles, knowledge graph, and answer boxes.

1. THE NEW ORGANIC:
SEARCH OPPORTUNITIES IN 2014
DR. PETE MEYERS • MARKETING SCIENTIST • MOZ

2. IMAGES
NEWS
SHOPPING
LINK: mz.cm/1j4Rsk9
CONDUCTOR STUDY (JAN 2014)

3. IMAGES
NEWS
SHOPPING
MOZCAST 10K DATA (JAN 31)

4. +VIDEOS
+IN-DEPTH
IMAGES
NEWS
SHOPPING
ADD REMAINING VERTICALS

5. +KNOWLEDGE PANEL
+ANSWER BOXES
+KG CAROUSELS
VIDEOS
IN-DEPTH
IMAGES
NEWS
SHOPPING
ADD THE KNOWLEDGE GRAPH

6. +SITE-LINKS
+AUTHORSHIP
+REVIEWS
KNOWLEDGE PANEL
ANSWER BOXES
KG CAROUSELS
VIDEOS
IN-DEPTH
IMAGES
NEWS
SHOPPING
ADD ORGANIC ENHANCEMENTS

7. IN-DEPTH ARTICLES
DIFFICULTY: MODERATE

8. IN-DEPTH EXAMPLE (“SEO”)

9. “10% of people’s daily
information needs fit
this category…”
LINK: mz.cm/1jwNNLJ
BROAD TOPICS (10% OF SEARCHES)

10. PRESENCE OF IN-DEPTH (FEB 17)

11. GOOGLE’S IN-DEPTH DANCE

12. LINK: mz.cm/1moFtD1
GOOGLE’S OFFICIAL ADVICE

13. 19.9% – NY Times
8.1% – WSJ
5.9% – Guardian
5.3% – HuffPo
3.2% – Forbes
43%
BIG PUBLISHERS DOMINATE

14. DA=56 / PA=59 / 185 LRD
SMALL SITES NEED BIG STATS

15. IS THERE OPPORTUNITY FOR YOU?

16. THINK OF IN-DEPTH LIKE RANKING

17. KNOWLEDGE GRAPH
DIFFICULTY: MODERATE

18. PRESENCE OF K-GRAPH (FEB 17)

19. KNOWLEDGE PANEL (“PORTLANDIA”)

20. FREEBASE DATA (“PORTLANDIA”)

21. “You cannot directly
edit the contents of
KG, but you can
modify the contents
of a source from
which KG draws…”
LINK: mz.cm/O55AzO
SOME KG SOURCES ARE EDITABLE

22. “To be able to offer a
definitive answer to
a query, [Google]
must be confident of
its reliability...”
LINK: mz.cm/1906fJr
IT IS POSSIBLE TO ADD ENTITIES

23. SOURCE: CHAMPAGNELIVING.NET ©2008-2014
“With great power
comes great
responsibility...”
LISTEN TO YOUR UNCLE BEN…

24. TYPE II – DRIVEN BY GOOGLE+

25. TYPE III – DRIVEN BY G+ LOCAL

26. TYPE IV – PAID SINGLE-PRODUCT

27. TYPE V – BUILT ON YOUR CONTENT

28. ANSWER BOXES
DIFFICULTY: HIGH

29. ANSWER BOX PRESENCE (FEB 17)

30. ANSWERS CHANGE THE RULES

31. TYPE I – KNOWLEDGE GRAPH BASED

32. TYPE II – COMMERCIAL PARTNERS

33. IS YOUR SERP FOR SALE?

34. TYPE IIIA – YOUR ANSWERS (LONG)

35. TYPE IIIB – YOUR ANSWERS (SHORT)

36. IN-DEPTH ARTICLES
KNOWLEDGE GRAPH
ANSWER BOXES
CHOOSE YOUR OWN ADVENTURE

37. THANKS FOR WATCHING!
peter@moz.com • @dr_pete