The Google EarthquakeHow to Survive the Future of Search and Online Marketing
Cyrus Shepard
@cyrusshepard
As a child, disaster movies scared me
Tornados were the worstTornados were the worst
Disaster?
changing fast
Google is tipping the landscape
Weather in the Old Days
QueriesLedToWebsites
Google CTR Study - http://www.catalystsearchmarketing.com/pubs/google-ctr-study/
Weather in the Old Days
17.6% ClickThroughRatebyPosition
9.94%
7.64%5.31%
Google CTR Study - http://www.catalystsearchmarketing.com/pubs/google-ctr-study/
Weather Today
All YourInfoOn OnePage
Weather TodayWho wantsto be downhere?
?%
2005: When was Albert Einstein born?
2013: When was Albert Einstein born?
Bing: When was Albert Einstein born?
“Blinds” 2005
“Blinds” 2005
Organic Results
“Blinds” 2013
“Blinds” 2013
Organic Results
No matter what you click…
…it’s hard to leave Google…
…ever
Google is eating all the verticals
Informational Queries
Transactional Queries
Media Queries
Books • Videos • Songs
Medical Queries
Dr. Pete’s Mega SERP
http://moz.com/blog/mega-serp
http://moz.com/blog/mega-serp
Not a real result, but demonstrates how Google’s new features often favor Google properties
“Google’s mission is to organize the world’s information and make it universally accessible and useful.”
http://www.google.com/about/company/
“Google’s mission is to organize the world’s information and make it universally accessible and useful.”
http://www.google.com/about/company/
Does not include the words “search engine”
Stomping on SEO
Google is stomping on SEO
Global (not provided) at 75%
https://serps.com/data/not_provided
Penguin killing links
Decreasing Domain Diversity
http://mozcast.com/metrics
“Domain Diversity measures the percentage of unique sub-domains across the URLs in the data set. The less diversity there is, the more domain "crowding" we observed.”
Disaster?
Disaster or opportunity?
Disaster or opportunity?
5 charts that go up and to the
right
Growing Internet Use
http://en.wikipedia.org/wiki/Global_Internet_usage
92%of These UseSearchEngines
Rising Desktop Search
http://www.blindfiveyearold.com/ & https://plus.google.com/u/0/+AJKohn/posts/52fparZCSrW
Rising Mobile Search
http://www.biakelsey.com/
Rising Desktop Search
http://www.blindfiveyearold.com/ & https://plus.google.com/u/0/+AJKohn/posts/52fparZCSrWhttp://www.statisticbrain.com/google-searches/
Search Remains an Investment that Pays
Organic Search Traffic to Moz 2011-2013
When Combined With Other ChannelsIt Becomes Unstoppable
6 Strategies for Future-Proof Results
1. From Keywords to Conceptsbecause keywords still matter
Keywords by themselves don’t rank
http://googlewebmastercentral.blogspot.com/2012/04/another-step-to-reward-high-quality.html
Keywords“pay day loans”irrelevant and out ofcontext
This pageis about exercise
Spam
50-80% of Your Traffic Comes From Keywords You Didn’t Try For
http://moz.com/blog/how-to-rank
Google Sells Keywords by Groups
Keyword groups focus on a single concept
Related Keywords Sorted by Relevance
Hmm….Maybe these
keywords down here
relate to my concept
Keywords need context to rank
http://moz.com/blog/visual-guide-to-keyword-targeting-onpage-optimization
Language and signals focused around concepts
2. From Webpages to Authority
Go Above and Beyond the Keyword
The better answers you provide, the more value you offer.
http://www.rottentomatoes.com/m/thor_the_dark_world/
Answer All the Questions
The more questions you answer, the less likely visitors will search elsewhere
http://www.amazon.de/gp/product/B00DOQFR96/
Publish Regularly on Your Expert Subjects
A single page does not make you an authority.
http://moz.com/blog/how-to-rank
Use Real People as Subject Experts
3. From Links to Endorsements
Newsflash: Google Doesn’t Care About Your Links
What Counts are Your Endorsements
Links deemed to have low editorial endorsement can be devalued, discounted, or even penalized.
Very weakendorsement
Non-editorial links can hurt
Very weakendorsementReally?
Non-Linking Citations are Endorsements
http://moz.com/blog/2013-local-search-ecosystems
This Looks Like an EndorsementHigh
Authority Figure
NofollowedSocialMention
What About This?High
Authority Figure
FollowedLink
Personalized Results as Endorsements
Jonathon isconnected to
me socially2 hours ago
4. Markup and Meta Data real benefits
Better Social Sharing
http://moz.com/blog/meta-data-templates-123
High Correlation Between Social Sharing and Rankings
http://moz.com/search-ranking-factors
Social Metrics
Keyword Usage
(Correlation is not causation)
Promotion in Search Results
https://www.google.com/#q=SEO
Neil winshere
Authorship
Reviews
Enhanced SERPs
Authorship
Enhanced SERPs
http://research.google.com/pubs/pub41199.html
Does it Work?
Cards Everywhere
Research Real EstateNewsPersonalization + Structured Data
http://www.seznam.sk/
If Seznamused structured data instead of screenshots,we might notsee blanks
When in Doubt, Use Open Graphand Schema.org
http://moz.com/blog/meta-data-templates-123
5. Mobile First
Look Where Google is Going
Desktop
http://moz.com/blog/future-serp-a-glimpse-at-google-2014
Moving Mobile Design to Desktop
Mobile
We’ve Seen This Before
Desktop
http://moz.com/blog/future-serp-a-glimpse-at-google-2014
Cards Everywhere
Mobile
Easier to Expand Design than Contract
DesktopMobile
http://www.samovidic.com/
Desktop Design Becomes an Extension of Mobile
http://www.prometheusreg.com/
http://www.biakelsey.com/
When we get here….…people will ask…
“Do we need a desktop site?”
6. From Pageviews to Satisfaction
Web Analytics 1990
First Touch - Middle - Last Touch
Web Analytics
2013
Do Visitors Like My Site?Instead of Just Visiting
Measure:• Bounce Rate• Time on Site
• Pages per Visit• Share Rate
• Mention Rate
http://moz.com/blog/seo-satisfaction
Obsess Over Speed
http://www.nytimes.com/2012/03/01/technology/impatient-web-users-flee-slow-loading-sites.html
Track Offsite MentionsImportant
Mentions of “Marketing
Festival”
http://freshwebexplorer.moz.com/
Together, we got this!
@cyrusshepard
