1. How & why the history of
SEO will help us plan for
the future of search
Tom Vaughton
Varn
https://www.linkedin.com/in/tomvaughton/
https://www.slideshare.net/varnmedia

2. What 24 years working in SEO has
taught me about what comes next
#BrightonSEO

3. #BrightonSEO

4. The search engines completely changed
how we discovered information
#BrightonSEO

5. There has been huge change
#BrightonSEO
But some things always stay the same

6. #BrightonSEO

7. #BrightonSEO
“I very frequently get the question
‘What’s going to change in the next 10
years?’
I almost never get the question
‘What’s not going to change in the next 10
years?’ ”

8. #BrightonSEO
Catching the next SEO wave

9. The principles of impactful SEO have
stayed the same
#BrightonSEO

10. The eight principles of long term SEO
#BrightonSEO

11. 1. The point of search engines was to
make information easy to find
That’s still the same today
#BrightonSEO

12. 2. Over time you WILL make more profit
with organic search over paid
#BrightonSEO

13. 3. Relevant high quality content still rules
#BrightonSEO

14. 4. Always align with Google’s roadmap
Don’t try to trick it
#BrightonSEO

15. 5. There is no silver bullet
#BrightonSEO

16. 6. Never stop learning
#BrightonSEO

17. 7. Link building is irrelevant
unless you build your brand
#BrightonSEO

18. 8. Competition, Competition,
Competition
#BrightonSEO

19. The past has taught me to be aware of
these important constants
AND to be looking ahead
of what’s changing
#BrightonSEO

20. SEO will always evolve
We need to evolve with it
#BrightonSEO

21. Constant change in how people find
information means people will question the
importance of SEO
#BrightonSEO

22. The six trends I’m keeping an eye on
#BrightonSEO

23. 1. Predictive SEO analytics
#BrightonSEO

24. 2. AI & machine learning
#BrightonSEO

25. 3. Ways of searching
#BrightonSEO

26. 4. Local SEO
#BrightonSEO

27. 5. Search engines are becoming more
personalised
#BrightonSEO

28. 6. How Google understands content
#BrightonSEO

29. Some final thoughts
#BrightonSEO

30. The SEO world is getting bigger
#BrightonSEO

31. Don’t forget good SEO is about people
#BrightonSEO

32. In a nutshell
#BrightonSEO

33. SEO has Imposter
Syndrome
#BrightonSEO

34. THANK YOU
Tom Vaughton
https://www.linkedin.com/company/varn/
https://www.linkedin.com/in/tomvaughton/
https://www.slideshare.net/varnmedia
Varn