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THE CHANGING LANDSCAPE
OF SEARCH
WHAT IS
THE #1
RESULT?
WHAT IS
THE #1
RESULT?
WHAT IS
THE #1
RESULT?
“BEING #1” &
“10 BLUE LINKS” IS DEAD
ADS
ADSLOCAL
WEB
WHERE IS
THE
FREE
RESULT?
FREE LISTINGS
GET LESS SPACE
WHICH
ARE THE
“REAL”
RESULTS?
THERE ARE
NO NORMAL RESULTS
SEO IS DEAD.
THANK YOU.
(THE END)
SEO IS NOT DEAD.
CHANGING LANDSCAPE
MEANS CHANGING OPPORTUNITIES
WHAT’S CHANGING?....
A GOOGLE
ZOO
REFRESHER
PANDA keeps low-quality or “thin” content from ranking
Survival Tip: focus on quality-be THE must-have answer
PENGUIN targets spam, bad or low-quality links
Survival Tip: think audience building, not link-building
PIGEON aims to improve local results by blending web signals
(like links) & local search signals (distance, ratings)
HUMMINGBIRD:
A NEW SEARCH ENGINE
WHAT IS HUMMINGBIRD?
•  PANDA, PENGUIN
& PIGEON PART
OF NEW ENGINE
•  CAN USE NEW
“FUEL”
•  IMPROVED
RESULTS FOR
ENTITIES…
THE AGE OF ENTITY SEARCH
ENTITIES ARE THINGS
NOT STRINGS.
PEOPLE, PLACES &
THINGS
ENTITIES &
ENTITY
SEARCH
PAST: “o-b-a-m-a”
NOW: a “person” connected to other
people & facts
The Changing Landscape Of Search
FACTS & KNOWLEDGE GRAPH GROWTHFACTS & KNOWLEDGE GRAPH
DIRECT ANSWERS AREN’T NEW &
GOOGLE DIDN’T START THEM
DIRECT ANSWERS
WENT BIG IN 2014
The Changing Landscape Of Search
The Changing Landscape Of Search
The Changing Landscape Of Search
STRUCTURED SNIPPETS
Google Structured Snippets Officially Live In Search Results, Sept. 2014
AND DIRECT ANSWERS MORE
OFTEN
The Changing Landscape Of Search
The Changing Landscape Of Search
The Changing Landscape Of Search
NOW IN 5% OF ALL QUERIES
Source: MozCast SERP Features Graph
CREDIT WHERE CREDIT IS DUE?
2011 vs. 2015
The Changing Landscape Of Search
2010 vs. 2015
The Changing Landscape Of Search
2007 vs. 2014
The Changing Landscape Of Search
The Changing Landscape Of Search
ARE YOU THINKING
WTF, GOOGLE?
The Changing Landscape Of Search
The Changing Landscape Of Search
The Changing Landscape Of Search
SOURCING THE SOURCES
ª some answers done through partnerships;
menus, for example, from third-party provider
ª others are just because facts is facts, says
Google…
SOURCING THE SOURCES
When Google Shows A Source Or Credit For Quick Answers & Knowledge Graph,
Sept. 2014
SO DIRECT ANSWERS
WILL KILL SEO?
TIME SPENT ON GOOGLE IS UP
Search Engines Keep Searchers Longer Before Referring Traffic To Web Sites
MediaPost, Sept. 2014
THE GOOGLE BRAIN NEVER FORGETS
More Google Answer Boxes, with Bonus Experiment! Moz, Oct. 2014
SEO IS DEAD!
NOT QUITE…
STUDY:
LINKS
ARE
OFTEN
PROVIDED
The Great Knowledge Box Showdown: Google Now vs. Siri vs. Cortana,
Stone Temple Consulting
STUDY:
NOT ALL
STEPS
INCLUDED
The Great Knowledge Box Showdown: Google Now vs. Siri vs. Cortana,
Stone Temple Consulting
MISSING
ANSWERS
The Great Knowledge Box Showdown: Google Now vs. Siri vs. Cortana,
Stone Temple Consulting
WEIRD ANSWERS
NSFW ANSWERS
YOU KNOW
NOTHING,
GOOGLE
Photo of Ygritte from HBO
Watch Game Of Thrones!
REASONS
TO
RELAX
•  Google can’t turn everything into
direct answers
•  Direct answers still small, single
percentage amount of searches
REASONS
TO
RELAX
•  Many searches are complex in
nature or multi-session
•  Publishers aren’t reporting major
traffic drops
REASONS
TO
RELAX
Stay Tuned -- concerns remain & people are
watching to see if Google maintains search
engine “balancing act,” especially if the
Knowledge Vault really does come
THINGS
TO DO
•  USE the Nosnippets tag
•  Utilize structured snippets
•  BE the essential answer
SEARCH IN A MOBILE WORLD
THE
MOBILE
SEARCHER
•  Landing page > mobile SEO
•  The “Always On” mobile searcher
SEARCH VOLUME - U.S. CHAIN RESTAURANTS
SEARCHING ON THE MOVE
CLICK-TO-CALL VOLUME –
FLOWER SEARCHES, CALIFORNIA
CALLS NOT CLICKS: ARE YOU READY?
MOBILE
ACTION
ITEMS
•  Click-to-call
•  Mobile-friendly version of site
•  App for repeat visitors
SEARCH-
TO-APP:
THE NEXT
SEO
FRONTIER§  Google App Indexing
§  Bing Deep Linking
WEARABLE
SEARCH
TECH
•  on your phone
•  on your wrist
•  even on your eyes…
§  Google Glass may be dead(ish), but…
§  ~50% of consumers like idea of smartwatches
The Changing Landscape Of Search
The Changing Landscape Of Search
The Changing Landscape Of Search
Digital Assistants, Agents & Predictive Search
ANSWERS
BEFORE
WE
SEARCH
LOCATION GATING LIKELY IN FUTURE
TAKEAWAYS
BEWARE
OF
SHINY
OBJECTS
•  Don’t believe any one tactic is a
magic bullet
BUT… KNOW SEO FUNDAMENTALS
searchengineland.com/seotable
INVEST IN QUALITY CONTENT
BUILD AN AUDIENCE, NOT LINKS
THE MORE YOU SEO JUST FOR
SEO, THE LESS EFFECTIVE
YOUR SEO MAY BE
=
PEOPLE ENGINE OPTIMIZATION
THINK USERS FIRST.
CONSIDER THE MOBILE EXPERIENCE
PREDICTIVE, VOICE & WEARABLE SEARCH
SEARCH SHIFTING TO
CONCEPTS & ENITITIES
BE THE ESSENTIAL ANSWER
CREDITS & RESOURCES 	
  	
  
	
  
some images from Shutterstock, used under license
•  Google SEO
•  Google Panda Update
•  Google Penguin Update
•  Google “Pigeon” Update
•  Google's Knowledge Graph
•  Google Hummingbird
•  Periodic Table of SEO
•  Infographic: What is the NoFollow
Tag?
•  Structured Data & Schema
Markup
•  Mobile SEO
•  Google App Indexing
•  Bing App Deep Linking
SMXAZIMA
OR SMXPN
USE THIS CODE FOR 10% OFF REGISTRATION FOR SMX WEST 2015

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