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State of SEO 2017

Boston seo meetup 2-28-2017

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State of SEO2017

Evolution of SearchFrom “Archie” (McGill University 1990) to sophisticated marketing channel?

4 Pillars of SEO

TEC

HN

ICAL

CO

NTE

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SITE

APPS

What defines a search engine

http://america.pink/list-search-engines_2706824.html

Search Engines

Google’s evolution up to 2013 (before Apps/AMP)

Source: http://insidesearch.blogspot.nl/2013/09/fifteen-years-onand-were-just-getting.html

From binary to Hummingbird

End of 2012 Google got aggressive on webspam

Source: https://www.highposition.com/blog/visible-search-without-page-one-position-one/

In 2014 webspam became even more of a focus

Source: https://blogs.agriya.com/2015/03/18/history-google-algorithm-updates-2014/

Google Mobile Update

Algo Ch-Ch-ChangesAlgo Ch-Ch-Changes

Result Rating Task and Hand Scrubbing

Two Scales for Ratings and Review Needs Met

Does this page address the user’s need? Our current relevance metric

Page Quality How good is the page?

Since 2014 the Rise of Entities

Things not Strings

Intent Drivesynonyms but also

about context

Artificial Intelligence

Google Query UnderstandingDoes the query name any known entities?

[san jose convention center]

[matt cutts]

Are there useful synonyms?[gm trucks]: “gm” → “general motors”

[gm corn]: “gm” → “genetically modified”

Context matters

Structured Data TypesArticles

Books

Breadcrumbs

Corporate Contacts

Courses

Events

Live Blogs

Local Businesses

Sitelinks Searchbox

Social Profile Links

Software Apps

TV & Movies

Videos

Logos

Music

Products

Recipes

Reviews

Science Datasets

Search Gallery

3 different structured data markup specifications Format Description and Placement Supported Data Types

JSON-LD(Recommended)

JavaScript notation separate from the body of the HTML itself. Markup is placed inside a script tag in the head of the HTML page. The markup does not have to be interleaved with the user-visible text, which makes nested data items easier to express, such as the Country of a PostalAddress of a MusicVenue of an Event. Also, Google can read JSON-LD data when it is dynamically injected into the page’s contents, such as by JavaScript code or embedded widgets in your content management system.

All public data types except for Breadcrumbs.

Microdata

An open-community HTML specification used to nest structured data within HTML content. Like RDFa, it uses HTML tag attributes to name the properties you want to expose as structured data.

All data types

RDFaAn HTML5 extension that supports linked data by introducing HTML tag attributes that correspond to the user-visible content you want to describe for search engines.

All data types

Structured Data

Schema Data

Local Business Cards

Twitter Cards

YouTube Cards

Open Graph

Shift in SearchWhat changes made an impact or could impact you?

Shift in SearchWhat changes made an impact or could impact you?

Thinking back to the good olde daysLimited number of AdWords resultsNo CarouselsNo Answer BoxesNo Universal SearchNo Knowledge GraphLimited Related Search linksNo Ratings/Review schemaRequired you click through to website for informationMobile wasn’t really a thing yetApps were a second thoughtExact match domains ranked wellLow quality content dominated the SERPs

Search Features

spelling suggestions

autocomplete

related searches

related questions

calculator

knowledge graph

answers

featured snippets

maps

images

videos

in-depth articles

movie showtimes

sports scores

weather

flight status

package tracking

Google these days giving most common answers

Trivia facts to search results, because why not?

Google these days providing “just the facts ma’am”

Google these days providing “just the facts ma’am”

Google these days driving more related searches

Google these days… no need to click

Google allows for product comparison

Google allows for animal comparison...

Google answers more questions

Google is helping answer historical questions

Google gives cooking tips

Google offers interactive widgets

Google is learning about it’s users

Google is helping you find flights to book

Google answers are going beyond first answer

TV Show Spoilers are right in the SERPs

Linked Queries could work better

Multiple questions now being answered

People also searched for results are extensive

Google Shopping results showing more often

Presidential candidates get custom results

Google Carousel

Quick Answers

Source: BrightEdge Data Cube

0%

2%

4%

6%

8%

10%

12%

14%

16%

0

10,000

20,000

30,000

40,000

50,000

60,000

Queries Matching "How to", "When to", and "Where to" vs Quick Answers %

Total Queries Returned Quick Answers % Linear (Total Queries Returned)

How does Google make it mobile-centric?

More mobile queries than desktop in samples

Pay attention to user’s location

Tools display mobile user experience

Raters visit websites on smartphones

Google Mobile First

Mobile UI is changing to show tabbed results

Spotted by https://twitter.com/1TGbingo

Mobile UI is changing to show no organic results

Yes, you almost got rick rolled

Mobile weather experience has no organic results

Voice search is slowly gaining adoption

Search and VoiceMobile voice search technology is in its infancy but is already used by 55% of teens and 41% of adults at least once a day.

Speech recognition word error is as low as 8%, down from 20% in 2014.

Google voice search is compatible with the use of over 40 natural languages

Properly setting up Schema markup on a site makes the site eligible for inclusion in voice search results from both Desktop and Mobile indices

Make copy sound more conversational

Create more FAQ-focused pages

Google Accelerated Mobile Pages (AMP)

Source: https://www.ampproject.org/

AMP -> URLS -> SOURCE

Facebook Instant Articles (mobile content)

Source: https://instantarticles.fb.com/

Shift in SearchWhat is happening in the app space?

Shift in SearchWhat is happening in the app space?

Mobile growth is still happening but slowing

Source http://www.statista.com/statistics/218980/number-of-mobile-users-in-the-americas-since-2010/

Number of free mobile app downloads

Source: http://www.statista.com/statistics/241587/number-of-free-mobile-app-downloads-worldwide/

Number of paid app downloads

Source: http://www.statista.com/statistics/241589/number-of-paid-mobile-app-downloads-worldwide/

Facebook App Links can drive traffic to your app

Google is working on improved App discovery

Apps universal searchApps results in new mobile UIApps in Google suggestMusic actions in KG

Streaming of apps, no download needed

Google offering app installs within browser

Source: https://plus.google.com/u/0/+ArtemRussakovskii/posts/dmdE7dzCw3J

Google AdWords App Promotion Options

Google Testing Interactive Interstitial Ads

Other Paid Products to Promote AppsiAds - Closed June 30th 2016

Facebook Ads

Twitter Ads

SharkMobi.com

appnext.com

Criteo (remarketing)

Incentivised Downloads

Facebook & Google dominate top Apps

Source: http://www.nielsen.com/us/en/insights/news/2015/tops-of-2015-digital.html

Client Apps

Google App-Indexing will continue to expand

Add the App Indexing API

While most top websites have apps, only 30% of those Android apps and 19% of those iOS apps have deployed App Indexing.

http://searchengineland.com/searchmetrics-study-shows-most-apps-not-utilizing-google-app-indexing-api-244432 3-10-16

Bing also supports App Linking from SERPs

iOS Search API will start to gain tractioniOS Spotlight search adoption is low but steadily growing as users discover it and it’s algorithm improves.

iOS Spotlight search can surface content within your apps

iOS Search API will cannibalize your organic traffic from iOS device as Google is removed from the search process

iOS Search API can start to drive downloads of your mobile app

App Integrations will become essential

Source: https://newsroom.uber.com

WeChat shows the power of an app platform • Instant Messaging

• Public Accounts for providing services

• Subscription Accounts for content

• WeChat Payment (p2p, bill payment)

• WeChat Wall (transfer, pay, wallet)

• City Services (book appointments, pay bills, traffic fines, book transport)

Personal Assistant, ChatBots, & Customer Service

Offer assistance without search or other apps

Messaging Apps are kinda popular...

Source: http://www.wsj.com/articles/the-future-of-texting-e-commerce-1451951064

Mobile messaging app user penetration in North America

Source: http://www.statista.com/statistics/483494/mobile-messaging-user-reach-north-america/

Mobile messaging app users in worldwide

Source: http://www.statista.com/statistics/483255/number-of-mobile-messaging-users-worldwide/

Shift in SearchWhat is happening in the local space?

Local Business CardsLocal Business Cards, powered by Google Posts. This new, experimental SERP feature is explicit about allowing businesses to post content directly into Google’s search results as scrollable cards. Google is presenting this as “an experimental new podium on Google,” but if this one sticks around, it is really going to kill local SEO for some businesses — and kill at local SEO for others.http://searchengineland.com/google-local-business-cards-going-kill-local-seo-244410

Maps: create and share bucket lists with friends

Bing Integrates TripAdvisor Reviews in Local

Importance of local listings, reviews and ratings

Importance of local listings, reviews and ratings

Facebook is chasing after more local traffic

Facebook is chasing after more local business

Facebook’s new job opening posts hits LinkedIn too

Shift in SearchWhat is happening in the social space?

Shift in SearchWhat is happening in the social space?

Social Networks spill over into the Search spaceSocial platforms offer

Google Organic ResultsIntegration into Universal SearchAlternative Traffic sourcesPaid Targeted OptionsPaid AmplificationsDiversification of traffic

Social Platforms are working on

Better cross-platform experienceBetter internal searchLess reasons to leave their platformsMore ways to engage with usersGrowing their advertising features

Facebook might get search right?

Google will expand Twitter integration

Source: https://googleblog.blogspot.nl/2015/05/tweets-take-flight-in-google-app.html

Pinterest will expand their ecommerce reach

Shift in SearchShift in SearchWhat is happening in the content space?What is happening in the content space?

Hyper personalization of content is getting better

Hyper personalization of content is getting better

Hyper personalization of content is getting better

Great content is required for success!You should focus on GREAT content!

- easily consumed

- it will attract new users

- it can lower bounce rate

- will increases pages/session

- will increase time spent on site

- will create conversions/transactions

- can generate shares on social

- will attract natural links

Photo Credit: https://www.flickr.com/photos/amanky/351269265/

Great content is required for success!Think mobile first! Is the content mobile friendly?

Is the page size mobile friendly? 15mb images don’t work? Flash is bad!

Think how the content can be shared, how can you amplify it?

How will your content will look when being shared on social media?

Content takes longer to show impacts than it did previously, it’s not an instant fix!

Content needs more than just text, think interactive elements, images, video…

Great content requires investment!

Photo Credit: https://www.flickr.com/photos/itsmeritesh/10470324244/

Rise of ad blockers will affect your monetization

Source: http://www.technologyreview.com/graphiti/544716/the-fast-rise-of-ad-blockers/

Rise of ad blockers will affect your monetization

http://marketinginternetnews.blogspot.com/2015/10/how-to-monetize-its-website-adblockers.html

Now you have 4 Pillars of SEO

TEC

HN

ICAL

CO

NTE

NT

OFF

SITE

APPS

Future of SearchWhat is already here and what is coming soon

Future of SearchWhat is already here and what is coming soon

Big Data is required to scale up marketingUnderstand historic & seasonal trendsAllow for predictive analyticsOptimise for conversionsOptimise for revenueUnderstand your internal link graphEvaluate performance of socialBe able to spot patternsBe able to spot opportunitiesBe able to understand what content works

Voice Search takes center space in your home• Plays all your music using just your voice

• Immersive, 360º omni-directional audio

• Allows hands-free convenience with voice-control

• Answers questions, reads audiobooks and the news,

reports traffic and weather, gives info on local businesses,

provides sports scores and schedules

• Controls lights and switches with compatible WeMo,

Philips Hue, Samsung SmartThings, Wink, Insteon, and

other smart home devices

• Always getting smarter and adding new features and skills

more than 95 added since product launch

Behavioral Generated Content and Suggestions

Behavioral Generated Content and Suggestions

Consider the impact of Apple TV on content

Are you ready for Android TV?

Android 4.2 Jelly Bean arrives on 3D

Android Auto only wants select app partners

https://www.android.com/auto/

Apple CarPlay leads to more content consumed

Google Cardboard is a mass market solution

Source: https://www.google.com/get/cardboard/

Oculus Rift for consumption of premium content

Microsoft Hololens could change web interactions

Source: https://www.microsoft.com/microsoft-hololens/en-us/experience

Bing will rise powered by Windows 10

Windows 10 on 200 million devices and aiming to Reach 1 Billion Devices by 2018

Source: https://blogs.windows.com/windowsexperience/2016/01/04/windows-10-now-active-on-over-200-million-devices/

IoT- There is a Search Engine for that

IoT - Google’s Brillo (OS) & Weave

Source: https://developers.google.com/brillo/Source: https://developers.google.com/weave/

Brillo brings the simplicity and speed of software development to hardware for IoT with an embedded OS, core services, developer kit, and developer console.

Weave is a communications platform for IoT devices that enables device setup, phone-to-device-to-cloud communication, and user interaction from mobile devices and the web.

IoT - Google’s Brillo (OS) & Weave

Connection humanSensor

IoT - Google’s Brillo (OS) & Weave

Pressure Accelerometer Temperature Gravity Gyroscope Light

IoT - Google’s Brillo (OS) & Weave

Bluetooth WiFiNFC RFID Infra-Red Cellular

Wearables will end up getting it right eventuallyMostly Voice ActivatedLimited interaction optionsMost still require daily chargingPowered by Voice SearchMost still depend on Mobile/Tablet deviceHave no browsersSupport limited number of appsLimited consumption of contentCrowded marketEstimated market size - 5 mil iOS & 2 mil Android

Benefits of Wearables?

Always with youAlways onAlways trackingAlways contactableAlways connected...

Hail rides with your smart watch

Amazon Dash

site:amazon.com dash

IoT – Brita Filter with Amazon Dash Replacement

Source: http://amzn.to/1Riiovp

IoT - Samsung Smart Fridges

Source: http://www.samsung.com/global/ces2016/familyhub/

Network the Home

Photo: http://www.audiovisions-nc.com/products-and-services/computer-service/

BYOD

Photo: https://www.mobileiron.com/en/smartwork-blog/byod-grows-california-ruling-reimbursement

DESIGN and TARGETING MAYHEM

BYOD

http://www.grandviewresearch.com/industry-analysis/bring-your-own-device-market

Online tracking gets more accurate & harder to evade

https://arstechnica.com/security/2017/02/now-sites-can-fingerprint-you-online-even-when-you-use-multiple-browsers/

Finger Printing

And you thought your searches were all innocent

This simple advice will help to protect you against hackers and government surveillance

Health, Finance, Politics, Business

How to enable private searchUse a private browser window

Kill all cookies

Stop your browser sending location data

Search anonymously

Stop Google tracking you

Stop social sites figuring you out

Opt out of tracking

Block all trackers

Disable Java and unused plugins

Use a proxy network

Download a private, anonymous browser

Go dark with TOR

Use digital currency

Private search engineshttps://duckduckgo.com/

http://www.wolframalpha.com/

https://www.startpage.com/

https://privatelee.com/

http://yippy.com/

https://hulbee.com/

https://www.torproject.org/projects/torbrowser.html.en

What’s Next in Search

We need to think about search with an eye towards the past…..

And embrace the future!

What’s Next in Search

We need to think about search with an eye towards the past…..

And embrace the future!

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