With Google’s efforts to communicate with SEOs and all the new exciting features they roll out for us each year, it’s easy to start thinking that Google’s our friend and that they have out back. Newsflash: Google’s not our friend. It never was. In this session, Mike will talk about why we should never go all-in with any Google feature and lay out a philosophy/plan to avoid being hurt by an unhealthy relationship with what currently works in SEO. Takeaways: - Why and how semantic markup transcends engines and platforms - How to independently record your analytics data so you’re not depending on Google for all your data - Ways to make sure your content and site chases the needs of your users and not Google

1. State of Search
OpenGraph
Your Key To Making Content Look Great
On Facebook & Beyond
@mike_arnesen
#StateOfSearch

2. Download
bit.ly/unfriend-google

3. Mike Arnesen
Director of Analytics & Optimization
at SwellPath
google.com/search?mike+arnesen
@mike_arnesen
#StateOfSearch

4. We love
Google
Announcements
@mike_arnesen
#StateOfSearch

5. We love
Google
Announcements
@mike_arnesen
#StateOfSearch

6. @mike_arnesen
#StateOfSearch
TEXT
I want to believe

7. When I started in
SEO…
@mike_arnesen
#StateOfSearch

8. When I started in
SEO…
@mike_arnesen
#StateOfSearch

9. Making the web a better
@mike_arnesen
place
#StateOfSearch

10. TEXT
Google’
s
got my
back
@mike_arnesen
Had my back. We were cool.
#StateOfSearch

11. @mike_arnesen
#StateOfSearch
TEXT

12. @mike_arnesen
#StateOfSearch

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#StateOfSearch

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#StateOfSearch

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#StateOfSearch

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#StateOfSearch
TEXT
“It’s Called Show Business,
Not Show Friends.”
@ruthburr

17. @mike_arnesen
#StateOfSearch
The Bait

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#StateOfSearch
TEXT
Google’s not our
friend

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#StateOfSearch

20. @mike_arnesen
#StateOfSearch

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#StateOfSearch
TEXT
Google’s not our
friend

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#StateOfSearch
TEXT
Google’s not our
friend
and that’s okay.

23. @mike_arnesen
#StateOfSearch

24. @mike_arnesen
#StateOfSearch

25. @mike_arnesen
#StateOfSearch
TEXT

26. “The root of suffering
is attachment.”
@mike_arnesen
#StateOfSearch

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#StateOfSearch

28. @mike_arnesen
#StateOfSearch

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#StateOfSearch
TEXT

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#StateOfSearch

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#StateOfSearch
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#StateOfSearch
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#StateOfSearch
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HTTPs

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#StateOfSearch
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Sitelinks

35. @mike_arnesen
#StateOfSearch
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Analytics data

36. @mike_arnesen
#StateOfSearch
TEXT
Segment.io

37. Is your channel mix
out of balance?
@mike_arnesen
#StateOfSearch

38. @mike_arnesen
#StateOfSearch
TEXT
Coupon Craze

39. @mike_arnesen
#StateOfSearch

40. @mike_arnesen
#StateOfSearch
TEXT

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#StateOfSearch

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#StateOfSearch
The Bait

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#StateOfSearch

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#StateOfSearch

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#StateOfSearch

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#StateOfSearch

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#StateOfSearch

48. Thank you!
Mike Arnesen
Director of Analytics & Optimization
at SwellPath
google.com/search?mike+arnesen
Download: bit.ly/unfriend-google
@mike_arnesen
#SMX | #23B1