The Future of SEO: Dramatic Changes on the Horizon

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Tuesday, July 14th 1PM ET/10AM PT

The Future of SEODramatic Changes on the Horizon

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We drive sales qualified leads.Not just clicks and traffic.

/ About Webmarketing123

Paid Search

SEO Content Creation

Website Design

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1 New Critical SEO Updates Insights into Google’s New Brillo and Project

2 The Path to Optimizing for MobileIncreasing Cross-Device Conversions

3 Live Q&AHave Questions? Ask Away!

On the Agenda

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Google updates itssearch algorithm

500-600 timeseach year.

/ New Critical SEO Updates

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Status quo SEO doesn’t cut it.

Feb 4th

The Unnamed Update

May 28th

Project Weave

May 3rd

The Quality Update

May 28th

Project Brillo

April 22nd

Mobilegeddon

All of this happened in the last 5 months!


?

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Project Brillo & Weave supports IoT


“The Internet of Things (IoT) is the network of physical objects that contain embedded technology to communicate and sense or interact with their internal states or the external environment.”

- Gartner

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By the end of 2020, Gartner expects 25 billion “things” to be connected to the internet.

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It might seem futuristic, but there are already many applications of IoT at work.

Source: Percolate, “9 Examples of the Internet of Things That Aren’t Nest.”

Phillips hue LED light bulbs let consumers control lighting from a phone or tablet. There’s even a Netflix API that can change the lighting according to a scene’s color palette.

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Source: LinkedIn Marketing Solutions Blog, “B2B Beat: Why the Internet of Things is Crucial for B2B Marketers” by Sean Callahan.

IoT isn’t just for B2C. In fact, 40% of connected devices are in business or manufacturing. Use cases include supply chain analytics and robotic machinery.

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Devices will be searching, too.

In the future, you might ask your stove questions like “How do I season a cast iron skillet?” and the stove will search the Internet to track down the answer for you.

Source: MarketingLand, “Google’s Project Brillo Signals the End of Web & The Beginning of Apps Everywhere.”

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Here’s what this means for SEO:

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Mobile will play an even greater role in search.

Increase in use of voice search

Organic results and advertising will become hyper-local

Ranking in the first position becomes even more valuable.

5

Expansion of the Knowledge Graph.

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On the Agenda

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1 Build a seamless cross-device UX.

/ The Path to Optimizing for Mobile

Find out if Google thinks your site is mobile-friendly.

1 Check if your site has the mobile-friendly search label.

2 If not, get a full list of mobile issues from Webmaster Tools’ Mobile Usability Report.

3 Check individual pages with Google’s Mobile-Friendly Test.

4 If you have an app, implement indexing for search now.

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Understand how your site is performing across devices.

Is your conversion rate holding up on mobile? Mobile CVR is usually about 26% lower than desktop.

Source: Bizible, “2015 Will Be the Year of Mobile for B2B Paid Search”

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Use “Responsinator.com” to easily view how your site renders.

Source: Moz, “The SEO of Responsive Web Design”

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2 Embrace the Knowledge Graph


This is how the Knowledge Graph explains the “Knowledge Graph.”

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Google is expanding KGO in anticipation of increased use of mobile devices and/or “things”.

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Wikipedia

Schema

Now, just 3 main elements comprise the Knowledge Graph. Freebase and Google+ were recently removed as factors.

Wikidata

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3 Keep voice search in mind.


Remember Hummingbird?

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Back in October 2013, Hummingbird revamped Google search to better support conversational search.

Increased accuracy for complex queries.

Greater emphasis on the Knowledge Graph.

Expected increase in spoken mobile search.

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Build a strategy around long tail keyword queries.

Source: Searchmetrics: SEO Ranking Factors and Rank Correlations 2014 – Google U.S.

Snowboarding Resort

“best snowboarding resort”

“Shaun White”

“snowboarding trail conditions”

Holistic, relevant content trumps exact keyword presence.

Be sure to include rich media.

Word count matters!

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4 Optimize for user intent.


Source: Google, Mobile Path to Purchase

While 65% of searches begin on mobile, consumers still primarily convert either in-store (82%) or another device (45% on desktop or mobile.)

https://www.thinkwithgoogle.com/research-studies/mobile-path-to-purchase-5-key-findings.html

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Mobile searches imply an urgency to buy or locate.

It’s no surprise that mobile has a high likelihood of mobile intent. If relevant, highlight features like store locators and pricing info.

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Mobile searches imply an urgency to buy or locate.

It’s no surprise that mobile has a high likelihood of mobile intent. If relevant, highlight features like store locators and pricing info.

If a user is searching on mobile, it’s likely they have a high sense of urgency. Make call and contact buttons readily available.

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On the Agenda

#123webinar e: [email protected]: 800. 619. 1570

Let’s Talk!

Get a 2nd opinion on your digital strategy.

In a 30 minute consultation, learn: Where you rank in relation to competitors

Measure revenue opportunity from Search

What you can do to accelerate results now

Mike Turner, Webmarketing123Director of Business Development

Thanks!

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QUESTIONS? ASK AWAY!

The Future of SEO: Dramatic Changes on the Horizon

Marketing

Transcript of The Future of SEO: Dramatic Changes on the Horizon