What is the Future of SEO?

Понравилась презентация – покажи это...

Слайд 0

What is the Stephen Kenwright | Head of Search at | @stekenwright Photo: gratisography.com

Слайд 1

SEO is getting harder Photo: gratisography.com

Слайд 2

We’ve lost our data Photo: gratisography.com

Слайд 3

Links are harder to get Photo: Rayi Christian Wicaksono

Слайд 4

Google’s market share is under threat Photo: Forbes

Слайд 5

“Many people think our main competition is Bing or Yahoo. But, really, our biggest search competitor is Amazon.” Eric Schmidt, CEO of Google Photo: Forbes

Слайд 6

Source: Forrester

Слайд 7

But the future is bright for SEO Photo: Liane Metzler

Слайд 8

Google is investing in search Photo: Forbes

Слайд 9

SEO is starting to be seen as real marketing, not just nuts and bolts Photo: gratisography.com

Слайд 10

The biggest challenge for CMOs? Photo: gratisography.com / SapientNitro survey of 114 CMOs

Слайд 11

It’s hard to get more disruptive Photo: Google/Connie Zhou

Слайд 12

change that forces marketing organizations to undergo signification transformations, as opposed to incremental changes. Source: McKinsey

Слайд 13

21st April Photo: gratisography.com

Слайд 14

“500+ algorithm launches a year… …means 1-2 a day” Matt Cutts (via Search Engine Land) Photo: gratisography.com

Слайд 15

We take notice when Google announces an update

Слайд 16

…we should take notice when consumer behaviour changes

Слайд 17

Слайд 18

Consumers now use to make a purchase Source: Marketing Magazine

Слайд 19

Source: Google

Слайд 20

Tablets and desktops use the same ranking factors

Слайд 21

Being “mobile friendly” doesn’t mean you’re tablet friendly

Слайд 22

Mobile is no longer a second screen Photo: Jonathan Velasquez

Слайд 23

We spend 2 hours 57 minutes each day on mobile devices* *including tablets Sources: Jonathan Velasquez / Flurry

Слайд 24

There’s an app for that Photo: splitshire.com

Слайд 25

Time Spent on Apps vs. Mobile Web 100% 90% 80% 70% 60% 50% Mobile Web 40% Apps 30% 20% 10% 0% 2013 2014 Source: Flurry Analytics

Слайд 26

“Mobile users who search for content related to your app can see an install button in search results.” Source: Google Developers

Слайд 27

“When mobile users with your app installed search for something relevant…Search results can link directly to content in your app.” Source: Google Developers

Слайд 28

Google just purchased Agawi an app ‘streaming’ startup Photo: TechHive

Слайд 29

Soon you’ll see content from apps you haven’t installed

Слайд 30

Apps are for life not just for smartphones Photo: 9to5mac.com

Слайд 31

Слайд 32

Google’s mission is to organise the world’s information and make it universally accessible and useful. Photo: gratisography.com

Слайд 33

My job is to provide information… …and make it accessible and useful

Слайд 34


Слайд 35

SEO ≠ getting more visitors SEO is about retention

Слайд 36

Слайд 37

Google may switch results depending on where searchers click

Слайд 38

Google may demote results if searchers leave and search again

Слайд 39

SEO has changed already Photo: Splitshire

Слайд 40

What we need to do our job has changed Photo: Todd Quackenbush

Слайд 41

Слайд 42

My job in 2010 Technical optimisation Link building Keyword research SEO The important bits Content writing Meta data Reporting

Слайд 43

2015: Content and links are still important

Слайд 44

2015: “Only focusing on links is probably going to cause more problems for your website [than it] actually helps” John Mueller, Google

Слайд 45

Some of our tactics are outdated Photo: Florian Klauer

Слайд 46

Guest posting

Слайд 47

Press releases

Слайд 48

Blog comments

Слайд 49


Слайд 50


Слайд 51


Слайд 52

You have to be worth talking about Photo: gratisography.com

Слайд 53

You have to be worth talking about reading Photo: gratisography.com

Слайд 54

You have to be worth talking about reading linking to Photo: gratisography.com

Слайд 55

You have to be worth talking about reading linking to sharing Photo: gratisography.com

Слайд 56

Ultimately you have to be worth searching for

Слайд 57

Worth searching for

Слайд 58

So my job in 2015 is Technical optimisation Keyword research Local SEO Mobile Video Structured mark-up

Слайд 59

Being technical is becoming more important

Слайд 60

Слайд 61

Google doesn’t just disrupt it facilitates disruption

Слайд 62

Technical can beat brand

Слайд 63

Agile business will win in search Photo: gratisography.com

Слайд 64

Businesses drown in silos

Слайд 65

If your PR and SEO teams don’t talk you won’t win Photo: Matthew Wiebe

Слайд 66

If you can’t change your site prepare to lose Photo: splitshire.com

Слайд 67

Getting things done will be the single biggest SEO challenge

Слайд 68

Does Google still care if you publish fresh content everyday? Photo: Glen Carrie

Слайд 69

“It can be difficult to assess how relevant something is…then as more information becomes available, we incorporate that.” Matt Cutts, Google Photo: Glen Carrie

Слайд 70

“Some queries deserve freshness (QDF)…some are better served by evergreen content.” Matt Cutts, Google Photo: Glen Carrie

Слайд 71

Google will be able to assess quality and relevance more quickly

Слайд 72

Penguin and Panda are endangered quality has to be constant

Слайд 73

UK Travel Insurance Industry: April

Слайд 74

UK Travel Insurance Industry: May

Слайд 75

Future-proofing your SEO strategy Photo: Davide Ragusa

Слайд 76

Where does Google want to send traffic? Photo: Israel Sundseth

Слайд 77

Fast results Photo: splitshire.com

Слайд 78

47% of consumers expect a website to load in 2 seconds or less Source: Relentless Technology

Слайд 79

40% of consumers will abandon a website that takes more than 3 seconds to load Source: Relentless Technology

Слайд 80

A reminder

Слайд 81

Local results Photo: Sylwia Bartyzel

Слайд 82

Source: Google

Слайд 83

Only 8% of CMOs are happy that campaigns are well executed on a local level Source: CMO Council

Слайд 84

Local pages are often the first experience a customer will have with your business

Слайд 85

Personal results Photo: Caleb George

Слайд 86

“Eventually you wouldn’t have a search query at all. You’d just have information come to you as you needed it.” Sergey Brin via TED Photo: Caleb George

Слайд 87

Search has been personalised for signed-out users since 2009 Source: Google

Слайд 88

Google+ won’t work… …but it didn’t have to

Слайд 89

“Google doesn’t care about websites, it cares about data.” Marcus Tandler via Search Engine Land

Слайд 90

Like Google, we have to obsess over who our customers are

Слайд 91

This is why social won’t be a ranking factor Photo: Dogancan Ozturan

Слайд 92

Do you judge number of shares to be a measure of success?

Слайд 93

Neither does Google

Слайд 94

What tactics will be important? Photo: Timothy Muza

Слайд 95

User generated content Photo: gratisography.com

Слайд 96

88% of people say they trust online reviews as much as personal recommendations Sources: gratisography.com / Search Engine Land

Слайд 97

Reviews will be a ranking factor

Слайд 98

User experience Photo: Pawel Kadysz

Слайд 99

“Long-term SEO = well-served users.” Jakob Nielsen Photo: Pawel Kadysz

Слайд 100

We won’t just have to optimise for conversion rate, but all interactions

Слайд 101

Knowledge vault Photo: splitshire.com

Слайд 102

19.5% of search queries now return a rich answer Sources: splitshire.com / StoneTemple Study

Слайд 103

“[With the knowledge graph] we’re at 1% of where we need to be.” Larry Page via VentureBeat

Слайд 104

PR Photo: gratisography.com

Слайд 105

“Brands are the solution, not the problem…brands are how you sort out the cesspool.” Eric Schmidt, CEO of Google Photo: gratisography.com

Слайд 106

Google won’t need links to judge accuracy and popularity

Слайд 107

A reminder Google’s mission is to organise the world’s information and make it universally accessible and useful. Photo: gratisography.com

Слайд 108

Thank you stephen.kenwright@branded3.com @stekenwright Branded3.com

Слайд 109