Google is changing, and it can be tempting to hide your head in the sand. Here are 5 big changes, from HTTPS to voice search, and one specific action you can take today to address each one.

1. 5 Simple Tactics for
5 Scary Changes
Dr.PeteMeyers• MarketingScientist• Moz

2. @dr_pete #MozCon

3. @dr_pete #MozCon

4. @dr_pete #MozCon

5. @dr_pete #MozCon

6. 1. HTTPS

7. @dr_pete #MozCon
55%(JUNE 30 ‘17)
% of HTTPS Results (12 mos)

8. @dr_pete #MozCon
% of HTTPS Results (12 mos)

9. @dr_pete #MozCon
Projected % HTTPS (18 mos)

10. @dr_pete #MozCon

11. #MozConhttps://mz.cm/wired-https

12. @dr_pete #MozCon

13. @dr_pete #MozCon

14. @dr_pete #MozCon
“There was no trick.
We just did it.”

15. 2. SERP Features

16. @dr_pete #MozCon

17. @dr_pete #MozCon

18. @dr_pete #MozCon

19. @dr_pete #MozCon
87%*excludes ads & shopping

20. @dr_pete #MozCon

21. @dr_pete #MozCon

22. @dr_pete #MozCon

23. @dr_pete #MozCon

24. @dr_pete #MozCon

25. @dr_pete #MozCon

26. @dr_pete #MozCon
Start with organic
SEO’s two cousins

27. @dr_pete #MozCon

28. 3. RankBrain

29. #MozCon
RankBrain is one of the ‘hundreds’ of signals
that go into [the] algorithm... In the few
months it has been deployed, RankBrain has
become the third-most important signal
contributing to the result of a search query.”
Source: Bloomberg (Greg Corrado)
“

30. #MozConhttps://mz.cm/jeff-dean-ml

31. #MozConSource: Udacity.com

32. #MozConSource: TensorFlow.org

33. @dr_pete #MozCon
 discount
 cheap(est)
 deals
 airfare(s)
 flights
 tickets

34. #MozConhttps://mz.cm/rankbrain

35. #MozConhttps://moz.com/explorer/

36. #MozConhttps://moz.com/explorer/

37. #MozConhttps://moz.com/explorer/

38. @dr_pete #MozCon
Wedding bands women white gold
“White gold wedding bands for women”
Wedding rings Walmart
“Great wedding rings at Walmart prices”
Wedding sets for women unique
“Unique wedding sets for unique women”
Pick keyword groups
and write naturally

39. @dr_pete #MozCon
Wedding bands women white gold
“White gold wedding bands for women”
Wedding rings Walmart
“Great wedding rings at Walmart prices”
Wedding sets for women unique
“Unique wedding sets for unique women”

40. #MozConhttps://moz.com/explorer/

41. 4. Featured Snippets

42. @dr_pete #MozCon

43. @dr_pete #MozCon
#0

44. @dr_pete #MozCon

45. Featured Snippets
dominate mobile
screens in 2017.

46. @dr_pete #MozCon
Featured Snippet Growth (2 yrs)

47. @dr_pete #MozCon
Featured Snippets by Ranking

48. @dr_pete #MozCon
Featured Snippets by Type

49. #MozConhttps://getstat.com/blog/featured-snippets/

50. #MozConhttps://moz.com/learn/seo/title-tag
Experiment with
Inverted Pyramids

51. #MozConhttps://moz.com/learn/seo/title-tag

52. #MozConhttps://moz.com/learn/seo/title-tag

53. #MozConhttps://moz.com/learn/seo/title-tag

54. #MozConhttps://mz.cm/inverted-pyramid

55. 5. Voice Search

56. @dr_pete #MozCon
OK, Google:
How much blood
do I have?

57. @dr_pete #MozCon
According to Camp
Wonderopolis...
Scientists estimate
the volume of blood
in a human body to
be approximately 7
percent of body
weight…

58. @dr_pete #MozCon

59. @dr_pete #MozCon

60. @dr_pete #MozCon
OK, Google:
How do I make
tacos?

61. @dr_pete #MozCon
I can help you
make that! Would
you like me to find
you a recipe or
would you like to
choose your own?

62. @dr_pete #MozCon
Snippet Types w/ Voice Results
Target text-only
featured snippets

63. @dr_pete #MozCon
Snippet Types w/ Voice Results

64. 5 Changes, 5 Tactics

65. @dr_pete #MozCon
HTTPS is coming.
Just eat the bees.

66. @dr_pete #MozCon
Features will evolve.
Pick 1-2 & get going.

67. @dr_pete #MozCon
Wedding bands women white gold
“White gold wedding bands for women”
Wedding rings Walmart
“Great wedding rings at Walmart prices”
Wedding sets for women unique
“Unique wedding sets for unique women”
Don’t fixate on RB.
Write for humans.

68. @dr_pete #MozCon
People ask questions.
Answer them wisely.

69. @dr_pete #MozCon
Snippet Types w/ Voice Results
Voice search is here.
Use what you know.