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Search Marketing 2016: Still no flying cars, sorry

2015 brought some subtle changes to the search world that have huge implications for marketers. You can't own the rankings anymore. You can't control where your content goes anymore. You CAN own the content, and you CAN own the audience. Here's how.

Search Marketing 2016: Still no flying cars, sorry

  1. OWN THE CONTENT OWN THE AUDIENCE 2016
  2. Mycompany:Portent,Inc www.portent.com/blog Me,ontwitter:@portentint
  3. Theseslides:portent.co/flying-search
  4. WHATDIDWEGETIN2015?
  5. EncyclopediaPages
  6. CatalogPages
  7. YellowPages
  8. WHATDIDWELOSEIN2015? CONTROL
  9. CONTROLOVERCONTENTLOCATION
  10. LET’SPLAYAGAMECALLEDBULLSHIT BUTFIRST,
  11. OH,WHY… THISMEANSIT’SBULLSHIT
  12. OH,WHY… WHAT?!!! THISMEANSIT’STRUE
  13. realllyyyy now… THISMEANSIT’SCOMPLICATED
  14. OH,WHY… BULLSHIT
  15. https://moz.com/blog/rankbrain-unleashed
  16. RANKBRAINMAY GETFIRED
  17. RANKBRAINISHARD TOINFLUENCE
  18. RANKBRAIN+HUMMINGBIRD LANGUAGE,NOTKEYWORDS
  19. “ToGoogle,301and302arethesame” 2
  20. realllyyyy now…
  21. “302sAREOK”
  22. OH,WHY… TRUE
  23. 50%of302sinSERPs 65%of301sinSERPs wtf?!!!
  24. STRUCTUREDDATAFROM302s? ANSWERBOXESFROM302s? BUT:
  25. AUTHORITY?????!!!!
  26. IN2016…
  27. 302=“Thispagewillbeback”
  28. 301=“Thispagewillneverbeback”
  29. “Googlehasnoproblem withjavascriptframeworks” 3
  30. OH,WHY… BULLSHIT
  31. “JavascriptframeworksareOK”
  32. realllyyyy now…
  33. Obfuscation
  34. wtf?!!!
  35. wtf?!!!
  36. WithoutJavascript
  37. LOWER AUTHORITY? WHO CARES
  38. HTMLSNAPSHOTS?SURE.IGUESS.BUT…
  39. IN2016…
  40. DON’TUSEJAVASCRIPT TODELIVERSTATICCONTENT
  41. DON’TUSEJAVASCRIPT TODELIVERSTATICCONTENT IT’SNOTWORTHIT
  42. “Structureddataisgoodforrankings” 4
  43. OH,WHY… TRUE
  44. OH,WHY… SORTOF it means higher clickthru rate
  45. STRUCTUREDMARKUP=BETTERREPRESENTATIONOFYOURCONTENT
  46. STRUCTUREDMARKUP=HIGHERCONSUMPTIONOFYOURCONTENT
  47. “Authorshipisnomore” 5
  48. OH,WHY… TRUE
  49. @PORTENTINT THISISGONE
  50. BUTAUTHORRANK
  51. “Googleisapublisher” 6
  52. OH,WHY… TRUE
  53. PUBLISHERSWANTTOSHOWCONTENT ANDDRIVEADIMPRESSIONS.
  54. THEYWANTTOMINIMIZECLICKSOUT
  55. GOOGLEISAPUBLISHER
  56. GOOGLEWANTSTOORGANIZETHEWORLD’SINFORMATION
  57. GOOGLEWANTSTOORGANIZETHEWORLD’SINFORMATION AT GOOGLE.COM
  58. WHATDOWEDO?
  59. BLOCKOUTTHE NOISE
  60. IN2016…
  61. WEDONOTOWN THEPUBLISHER
  62. WE OWN THE CONTENT
  63. WE OWN THE AUDIENCE
  64. SO
  65. UNDERSTANDHOWSHITWORKS THENMAKEITWORK
  66. 302,301
  67. SPEED
  68. UX/UI
  69. FOCUSONLANGUAGE,NOTKEYWORDS
  70. TESTYOURLANGUAGE
  71. ALCHEMYAPI.COM
  72. Wordsnotonthepage canstillbeconcepts
  73. SortofkindofRankBrain-ish
  74. BUILDADAPTABLECONTENT
  75. STRUCTUREDDATA
  76. USEGOOGLETAGMANAGER&JSON-LD
  77. JSON-LD.ORG
  78. SCHEMA.ORG
  79. KEEPITSIMPLE
  80. NO.
  81. PUBLISH ALL OVER THE PLACE
  82. MAXIMIZE‘AUTHORRANK’
  83. ENSUREVISIBILITY
  84. @PORTENTINT SLIDESHARE.NET
  85. @PORTENTINT LINKEDIN.COM
  86. @PORTENTINT QUORA.COM
  87. @PORTENTINT REDDIT.COM
  88. @PORTENTINT MEDIUM.COM
  89. PICKTHETOPIC WRITE/FILM/RECORD/CODETHESHITOUTOFIT
  90. CONNECTEDCONTENT
  91. CONNECTEDCONTENT
  92. CONNECTEDCONTENT
  93. CONNECTEDCONTENT
  94. CONNECTEDCONTENT All about broccoli
  95. CONNECTEDCONTENT All about broccoli Broccoli recipes
  96. CONNECTEDCONTENT All about broccoli Broccoli recipes Stinky vegetables
  97. CONNECTEDCONTENT All about broccoli Broccoli recipes Stinky vegetables “Eat too much broccoli?...”
  98. CONNECTEDCONTENT All about broccoli Broccoli recipes Stinky vegetables Gas remedies “Eat too much broccoli?...”
  99. MASTER DEEP CONTENT
  100. GOOGLELINKSTO10XCONTENT
  101. CONTROL FOLLOW-UP (OWN THE AUDIENCE)
  102. GETSERIOUSABOUTSHARING
  103. E-MAIL100FRIENDS
  104. “WOULDYOULIKETORECEIVEADVICE?”
  105. THENGO
  106. SO,WHATNOW?
  107. WE CAN’T OWN SEARCH ENGINES KEYWORDS RANKINGS
  108. BUT WE CAN MAKE GOOGLE WORK FOR US
  109. OWN THE CONTENT OWN THE AUDIENCE
  110. Thank you ian@portent.com @portentint portent.co/flying-search

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