The days of ten blue links are gone. When people search by voice they may never see a screen of results. Google’s answer boxes may allow people to find what they are searching for without going to another website. What is driving all this and how do you optimize for it? How can websites, blogs or local businesses take advantage of these changes?

1. Not your
father’s SEO
How to survive the search apocalypse
Rich Owings
@richowings
h9p://localiswhereitsat.com
h9p://bit.ly/notyourfathersseo

2. Rich Owings
h9p://LocalIsWhereItsAt.com
@RichOwings
h9p://bit.ly/notyourfathersseo

3. Not your
father’s SEO
How to survive the search apocalypse

4. Source: h9ps://www.flickr.com/photos/129440207@N08/16296648887

7. Source: h9ps://www.google.com/trends/

8. > 50%
20%

12. Source: h9p://www.go-globe.com/blog/mobile-apps-usage/

13. Source: h9p://www.journalism.org/2015/04/29/digital-news-revenue-fact-sheet/

14. Source: h9p://www.thedrum.com/news/2016/03/07/google-a9acked-creating-walled-gardens-tubemogul-campaign

20. “Google wants to be the
presentation layer of the
Internet”
- Cindy Krum (@Suzzicks)

21. Source: h9p://www.thedeckisstackedagainstyou.com/

24. • Quick answers
• Featured snippets
• Rich answers
• Knowledge box
Answer boxes

25. What can you do?
• Website SEO
• Local SEO

26. Your website as
a data source

27. Answer boxes
• Optimize for natural language queries
• Voice searches often contain question words
• Use filler words

28. Answer boxes
Source: h9ps://moz.com/blog/how-voice-search-will-change-digital-marketing-for-the-be9er

29. Answer boxes
• Optimize for natural language queries
• Answer questions
• Voice searches often contain question words
• Use filler words
• Longer keyphrases
• Mine your search data

30. Source: h9ps://www.google.com/webmasters/tools/home

32. Answer boxes
• Optimize for natural language queries
• Answer questions
• Voice searches often contain question words
• Who, what, where, when, why, how
• Can, do, does
• Use filler words
• Longer keyphrases
• Mine your search data
• Google Suggests

35. Answer boxes
• Optimize for natural language queries
• Answer questions
• Voice searches often contain question words
• Who, what, where, when, why, how
• Can, do, does
• Use filler words
• Longer keyphrases
• Mine your search data
• Google Suggests
• Quora, Yahoo Answers
• Build authority

36. Structuring your Q&A
• Wrap your question in <H1> tags

37. Structuring your Q&A

38. Structuring your Q&A
• Wrap your question in <H1> tags
• Direct and succinct answer, then in-depth

39. Structuring your Q&A
Source: h9ps://blog.act-on.com/2016/02/how-and-why-to-set-your-site-up-for-googles-rich-answers/

40. Structuring your Q&A
• Wrap your question in <H1> tags
• Direct and succinct answer, then in-depth
• Step-by-step where appropriate

41. Structuring your Q&A

42. Structuring your Q&A

43. Structured data

46. It’s not all about SEO

47. Improve conversions
• Call to action
• Test it
• Prominent contact info
• What’s above the fold?
• Ditch the slider
• Call to action

48. It’s not all about Google

49. Diversify

50. Diversify
Source: h9p://catalog.flatworldknowledge.com/bookhub/reader/28393?e=fwk-38086-ch08_s01

51. Diversify

52. Diversify

53. Mobile

54. Mobile
Source: h9ps://www.google.com/webmasters/tools/mobile-friendly/

55. Mobile
Source: h9ps://developers.google.com/speed/pagespeed/insights/

56. Site speed
Source: h9p://www.marketingprofs.com/articles/2016/29906/six-top-seo-factors-in-2016

57. Site speed
Source: h9ps://analytics.google.com/

58. Site speed
Source: h9ps://analytics.google.com/

59. Mobile
Source: h9ps://analytics.google.com/

60. Mobile
Source: h9ps://developers.google.com/speed/pagespeed/insights/

61. Local search
Source: h9p://www.thesempost.com/one-third-mobile-searches-local-queries/

62. Local search

63. Local search

64. Hyperlocal

65. What can you do?

66. On-site
• Name, address, phone number in text
• City, state in title tags
• Service pages
• Embedded Google Map
• Hyperlocal text

67. On-site
Source: h9p://www.bo9omofthehill.com/info.html#directions

68. Off-site

69. Business listings
• Google
• Facebook place page
• Bing Places
• Yelp
• Apple Maps
• Many more

70. Business listings

71. Business listings
• Accurate
• Consistent
o Name
o Address
o Phone number
o Website address

72. Reviews

73. Reviews

74. Source: h9p://www.usmagazine.com/entertainment/news/macaulay-culkins-home-alone-character-kevin-mccallister-is-cranky-now-w159931
Reviews

75. Reviews

76. Reviews
• Care
• Context
• Correction

77. Local backlinks
• Nonprofits
• Alumni associations
• Sponsor a MeetUp group
• BBB/COC
• Sponsor events
• Youth athletics
• Local bloggers
• News releases
• Awards

80. Source: h9ps://www.flickr.com/photos/129440207@N08/16296648887

81. Source: h9ps://commons.wikimedia.org/wiki/File:Keep_Calm_and_Carry_On_Poster.svg
Rich Owings
@richowings
h9p://localiswhereitsat.com
h9p://bit.ly/notyourfathersseo