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What is the
StephenKenwright |HeadofSearchat | @stekenwright
Photo: gratisography.com
SEO is getting
harder
Photo: gratisography.com
We’ve lost our
data
Photo: gratisography.com
Links are harder
to get
Photo: Rayi Christian Wicaksono
Photo: Forbes
Google’s market share
is under threat
Photo: Forbes
“Many people think our main
competition is Bing or Yahoo. But,
really, our biggest search
competitor is Amazon.”
Eric Schmidt, CEO of Google
Source: Forrester
But the future is
bright for SEO
Photo: Liane Metzler
Google is investing
in search
Photo: Forbes
SEO is starting to be seen
as real marketing, not
Photo: gratisography.com
just nuts and bolts
The biggest challenge for CMOs?
Photo: gratisography.com / SapientNitro survey of 114 CMOs
Photo: Google/Connie Zhou
It’s hard to get more
disruptive
change that forces marketing organizations
to undergo signification transformations, as
opposed to incremental changes.
Source: McKinsey
Photo: gratisography.com
21st April
Photo: gratisography.com
“500+ algorithm launches a year…
…means 1-2 a day”
Matt Cutts (via Search Engine Land)
We take notice when Google
announces an update
…we should take notice when
consumer behaviour changes
What is the future of SEO?
Consumers now use
to make a purchase
Source: Marketing Magazine
Source: Google
Tablets and desktops use
the same ranking factors
Being “mobile friendly” doesn’t
mean you’re tablet friendly
Mobile is no longer a
second screen
Photo: Jonathan Velasquez
Sources: Jonathan Velasquez / Flurry
We spend 2 hours 57 minutes
each day on mobile devices*
*including tablets
There’s an app
for that
Photo: splitshire.com
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2013 2014
Time Spent on Apps vs. Mobile Web
Mobile Web
Apps
Source: Flurry Analytics
“Mobile users who search for content related
to your app can see an install button in search
results.”
Source: Google Developers
“When mobile users with your app installed
search for something relevant…Search results
can link directly to content in your app.”
Source: Google Developers
Google just purchased Agawi
an app ‘streaming’ startup
Photo: TechHive
Soon you’ll see content from apps
you haven’t installed
Apps are for life
not just for
Photo: 9to5mac.com
smartphones
What is the future of SEO?
Photo: gratisography.com
Google’s mission is to organise the
world’s information and make it
universally accessible and useful.
My job is to provide information…
…and make it accessible and useful
Accessibility
SEO ≠ getting more visitors
SEO is about retention
What is the future of SEO?
Google may switch results depending
on where searchers click
Google may demote results if searchers
leave and search again
SEO has changed
already
Photo: Splitshire
What we need to do our
job has changed
Photo: Todd Quackenbush
What is the future of SEO?
SEO
Technical
optimisation
Keyword
research
Meta data
Reporting
Content
writing
Link
building
My job in
The important
bits
2010
Content and links
are still important
2015:
“Only focusing on links is probably going to
cause more problems for your website [than
it] actually helps”
John Mueller, Google
2015:
Some of our tactics
are outdated
Photo: Florian Klauer
Guest posting
Press releases
Blog comments
Infographics
Widgets
Giveaways
You have to be worth
talking about
Photo: gratisography.com
You have to be worth
talking about
Photo: gratisography.com
reading
You have to be worth
talking about
Photo: gratisography.com
reading
linking to
You have to be worth
talking about
Photo: gratisography.com
reading
linking to
sharing
Ultimately you have to
be worth searching for
Worth
searching for
SEO
Technical
optimisation
Keyword
research
Video
Structured
mark-up
Mobile
Local
So my job in
2015 is
Being technical is becoming
more important
What is the future of SEO?
Google doesn’t just disrupt
it facilitates disruption
Technical can
beat brand
Agile business will
win in search
Photo: gratisography.com
Businesses drown in silos
If your PR and SEO teams
don’t talk you won’t win
Photo: Matthew Wiebe
If you can’t change your
site prepare to lose
Photo: splitshire.com
Getting things done will be the single
biggest SEO challenge
Does Google still care
if you publish fresh
Photo: Glen Carrie
content everyday?
Photo: Glen Carrie
“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
“Some queries deserve
freshness (QDF)…some
are better served by
evergreen content.”
Matt Cutts, Google
Google will be able to assess quality
and relevance more quickly
Penguin and Panda are endangered
quality has to be constant
UK Travel Insurance Industry: April
UK Travel Insurance Industry: May
Future-proofing your
SEO strategy
Photo: Davide Ragusa
Where does Google want
to send traffic?
Photo: Israel Sundseth
Fast results
Photo: splitshire.com
47% of consumers expect a website to
load in 2 seconds or less
Source: Relentless Technology
40% of consumers will abandon a website
that takes more than 3 seconds to load
Source: Relentless Technology
A reminder
Local results
Photo: Sylwia Bartyzel
Source: Google
Only 8% of CMOs are happy that campaigns
are well executed on a local level
Source: CMO Council
Local pages are often the first experience a
customer will have with your business
Personal results
Photo: Caleb George
Photo: Caleb George
“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
Search has been personalised for signed-out
users since 2009
Source: Google
Google+ won’t work…
…but it didn’t have to
“Google doesn’t care about websites,
it cares about data.”
Marcus Tandler via Search Engine Land
Like Google, we have to obsess over
who our customers are
This is why social won’t
be a ranking factor
Photo: Dogancan Ozturan
Do you judge number of shares to be a
measure of success?
Neither does Google
What tactics will be
important?
Photo: Timothy Muza
User generated
content
Photo: gratisography.com
Sources: gratisography.com / Search Engine Land
88% of people say they trust online reviews
as much as personal recommendations
Reviews will be a ranking factor
User experience
Photo: Pawel Kadysz
Photo: Pawel Kadysz
“Long-term SEO = well-served users.”
Jakob Nielsen
We won’t just have to optimise for
conversion rate, but all interactions
Photo: splitshire.com
Knowledge vault
19.5% of search queries
now return a rich answer
Sources: splitshire.com / StoneTemple Study
“[With the knowledge graph] we’re
at 1% of where we need to be.”
Larry Page via VentureBeat
PR
Photo: gratisography.com
Photo: gratisography.com
“Brands are the solution,
not the problem…brands
are how you sort out the
cesspool.”
Eric Schmidt, CEO of Google
Google won’t need links to
judge accuracy and popularity
Photo: gratisography.com
Google’s mission is to organise the
world’s information and make it
universally accessible and useful.
A reminder
Thank you
stephen.kenwright@branded3.com @stekenwright Branded3.com

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