The Future of Digital Marketing and SEO - Art of SEO Book Event

transcript

Eric Enge Stonetemple.com@stonetemple+Eric Enge

The Future of SEO and Digital Marketing

1984 World Foosball Champion – “Goalie War”

Eric Enge – Fun Fact

What’s New in The Art of SEO?

What’s Changed? Great Question, Let’s Review!

CH7Link Building

CH8Social Media

CH7Content Marketing

CH8Completely Rewritten

CH9Did not Exist

CH9Penguin and Panda Penalties

CH11Tools

CH11Completely Rewritten

CH15SEO

Predictions

CH15New SEO Predictions

What Was Big in 2015?

4 Areas of Change

Mobilegeddon

Twitter Firehose Deal

Content Marketing and Content Shock

Rich Answers in Search

Mobilegeddon

What Happened With Mobilegeddon?

We Analyzed 15,235 Queries Week of April 17, and Again on May

We Focused on the Top 10 Results

Mobile DOES Matter as a Ranking Factor

Twitter Indexing

Does Google Index More Tweets?

We Ran a Study in February 2015 of 138,000 Tweets

Here are the Raw Results From February

But on May 19th Google Went Live with an

Integration Leveraging the Twitter API

Comparison of Indexation in June vs February

Emphasis on Authority Only Increased

The Truth About Content

Source: Chartbeat

Source: Moz and BuzzSumo

No Correlation Between Shares and Links

Correlation Between Links and Shares

No Social Network Does Well

Most Content Gets Shares OR Links

These Have a Very Strong Correlation

Opinion Forming Journalism Works

These Sites Also Have a Very Strong Correlation

Data Driven Research Studies Work

Content Length Of the Articles in the Study

Longer Form Content Does Very Well Too

https://www.stonetemple.com/all-our-social-media-seo-studies/

Got Some Links!

Including a Write Up in

the WSJ

If You Produce the Right Content …Social Media Sharing Can Drive Links

Paid Social Works Too

Key Takeaways – Content Marketing

Stop Producing Good Content

Start Producing Elite Content

Data Driven, Journalism, Long Form Content

Promote it Using All Your Channels

Measure Your Results and Adapt

Rich Answers in Search

Example of a Rich Answer From Google

Why Are Fire Trucks Red?

How Often Does Google Show Rich Answers?

How Has This Grown Over Time?

Increase in Rich Answers (No Sidebar) of 38%!

We Measured This in December 2014 and July 2015

Rich Answers Key Points

Google Will Continue to Expand This Rapidly

Don’t Build Your Business on Public Domain Data

Don’t Build Your Business on Easily Licensed Data

Develop Content that Provides Direct Answers

Click Here for our Complete Rich Answers Guide!

Domain Authority of 38

More Items Will Drive More Clicks

Ranks Number 5 Normally

Simple Direct Answer to the

Question

Got the Rich Answer

How Can I Get Me Some?

How To Implement a NoFollow?

How To Implement a NoIndex Tag?

How To Implement a Rel Alternate Tag?

How To Implement a Rel Canonical?

How To Implement a Vary:User Agent Header?

We Started With a List of Common Questions

We Published 5 Videos on May 20th

We Included Transcripts With an Outline of Clear Steps

The Content Provided a Lot More Info Than Just the “How To”

We Shared it on Google+ and Submitted it in Search Console

Bingo!Saw This Within 3 Days of

Publishing the

Content

Identify a Simple Question

Provide a Direct Answer

Make it Easy for Users (and Google) to Find

Offer Valued Added Info3

Rich Answers Recipe

Key Takeaways – Rich Answers

Rich Answers Can Drive MORE Traffic

Algorithm Google Uses is NOT Authority Centric

It’s Based on Content Quality Measurement

This is a NEW Type of SEO

What’s Coming In The

Future?

5 TrendsRise of the Millennials

Authorship, Really?

Mobile, Voice Search (Conversational)

Content Effectiveness Optimization

Deep Learning

Expect High Quality, and Lots of Choices …

Because Accessing All Your Choices is Easier Than its Ever Been

Look for Engagement (or Entertainment) …

Because There are so Many Available Channels and Progressive Brands are Doing it

Require Authenticity…

Because There are so Many Ways That Inauthentic Behavior Can Get Exposed

Impatient …

Because There are Others that Will Provide a Faster Response

Short Attention Span …

Because Other Enticing Things are Awaiting Their Attention

How Do you Succeed With the Millennials?Only if They Want You To

Prepare to Engage and Entertain

Deliver Experiences, Build Relationships

Be the Best, or Be the Cheapest

Direct, Open, Honest Messaging

At SMX East on 10/1/2015 Gary Illyes said that

publishers should leave authorship markup on their

pages.

• Be an Expert• Create Great Content

– Humans use social signals to help identify this

– Engagement (comments) as well• Have other experts interact with you

online• Help people• Write for high authority sites

Build Your Authority With Humans First

“By doing things that help build your own reputation, you are focusing on the right types of activity. Those are the signals we want to find and value the most anyway.”

Google’sMatt Cutts

July 9, 2012

Matt Cutts on Reputation Building

Author Authority Summary

Will Google Look at This Again? Maybe

Building Authority is Not About Google

It’s About Differentiation

It’s About Reputation and Visibility

Works Well With the Millennials

“… more Google searches take place on mobile devices than on

computers in 10 countries including the US and Japan”

Google: May 5th, 2015

http://adwords.blogspot.com/2015/05/building-for-next-moment.html

“Voice control/search will soon be the primary way that users interact with Android devices, especially as the operating system expands into cars, onto wrists and on TV sets.”

Greg SterlingSearch Engine LandJune 27, 2014

Mobile / Voice SummaryBy 2020 3/4 of Installed Device Will be New Types

Voice Will be Primary Interface to Those Devices

Natural Language Interfaces Will Be the Norm

PC Screens Will Not Go Away, However

Nor Will the Demand For Long Form Information

What Percentage of Users Do You Satisfy?

What if Your Percentage is Lower Than the Competition?

Think About Task Completion

Server Side Delays Test – Google and Bing

Strong Correlation Between Satisfaction and Revenue

Users Have Options

Content Effectiveness Optimization Summary

Think About Helping Users Complete Their Task

What Are Their Related Needs?

What Are Their Ancillary Needs?

Search Engines Measuring Some Form of This

Design Your Web Experiences to Meet These Needs

Humans and Machines Think Differently

Google’s DeepMind is Teaching Machines to Read(and Comprehend)

Uses Annotated

Databases of Content to Help the

Machines Learn

Neural Networks Making Key Advances

Scientists Have Developed New

Techniques to Train Networks With Many

Layers

Sample Problem: Recognizing a

What About RankBrain?

What’s the title of the consumer at the highest level of the food chain?

Sample Question That RankBrain Helps Answer

Traditional Ranking Signals

Findability Importance Relevance

What’s Missing?

How About Understanding the Query?

Deep Learning SummaryMassive Investments Being Made in This Area

Key to Natural Language Search and Comprehension

Key to Better Understanding Customer Intent

Key to Measuring Content Effectiveness

But, It Will Be a Very Long Journey

Eric Engeeenge@stonetemple.com

@stonetemple+Eric Enge

(508) 962-8474www.stonetemple.com

Thank You!