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What is the Future of SEO?

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


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SEO is getting harder Photo: gratisography.com


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We’ve lost our data Photo: gratisography.com


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Links are harder to get Photo: Rayi Christian Wicaksono


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Google’s market share is under threat Photo: Forbes


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“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


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Source: Forrester


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But the future is bright for SEO Photo: Liane Metzler


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Google is investing in search Photo: Forbes


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


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


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


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


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21st April Photo: gratisography.com


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


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We take notice when Google announces an update


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…we should take notice when consumer behaviour changes


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Consumers now use to make a purchase Source: Marketing Magazine


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Source: Google


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Tablets and desktops use the same ranking factors


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


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Mobile is no longer a second screen Photo: Jonathan Velasquez


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


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


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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


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


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


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


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


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


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


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


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Accessibility


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SEO ≠ getting more visitors SEO is about retention


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Google may switch results depending on where searchers click


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Google may demote results if searchers leave and search again


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SEO has changed already Photo: Splitshire


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


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


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2015: Content and links are still important


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


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Some of our tactics are outdated Photo: Florian Klauer


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Guest posting


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Press releases


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Blog comments


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Infographics


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Widgets


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Giveaways


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


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


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


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


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Ultimately you have to be worth searching for


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Worth searching for


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


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Being technical is becoming more important


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Google doesn’t just disrupt it facilitates disruption


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Technical can beat brand


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Agile business will win in search Photo: gratisography.com


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Businesses drown in silos


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


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


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Getting things done will be the single biggest SEO challenge


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


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“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


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


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Google will be able to assess quality and relevance more quickly


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Penguin and Panda are endangered quality has to be constant


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UK Travel Insurance Industry: April


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UK Travel Insurance Industry: May


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Future-proofing your SEO strategy Photo: Davide Ragusa


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


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Fast results Photo: splitshire.com


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


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


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A reminder


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Local results Photo: Sylwia Bartyzel


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Source: Google


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


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


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Personal results Photo: Caleb George


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“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


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


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


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


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


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


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


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Neither does Google


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What tactics will be important? Photo: Timothy Muza


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User generated content Photo: gratisography.com


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


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Reviews will be a ranking factor


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User experience Photo: Pawel Kadysz


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


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


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Knowledge vault Photo: splitshire.com


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


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


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PR Photo: gratisography.com


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


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Google won’t need links to judge accuracy and popularity


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


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


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