The Google Earthquake How to
Survive the Future of Search and Online Marketing Cyrus Shepard @cyrusshepard

As a child, disaster movies
scared me

Tornados were the worst Tornados
were the worst

Disaster?

Google is tipping the landscape
changing fast

Queries Led To Websites Google
CTR Study - http://www.catalystsearchmarketing.com/pubs/google-ctr-study/

17.6% 9.94% 7.64% 5.31% Click
Through Rate by Position Google CTR Study - http://www.catalystsearchmarketing.com/pubs/google-ctr-study/

All Your Info On One
Page

Who wants to be down
here? ?%

Organic Results

Organic Results

Google is eating all the
verticals

Informational Queries

Transactional Queries

Media Queries Books • Videos
• Songs

Medical Queries

http://moz.com/blog/mega-serp

Not a real result, but
demonstrates how Google’s new features often favor Google properties http://moz.com/blog/mega-serp

“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.” Does not include the words “search engine” http://www.google.com/about/company/

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 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.” http://mozcast.com/metrics

Disaster?

Disaster or opportunity?

Disaster or opportunity?

Growing Internet Use 92% of
These Use Search Engines http://en.wikipedia.org/wiki/Global_Internet_usage

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.statisticbrain.com/google-searches/ http://www.blindfiveyearold.com/
& https://plus.google.com/u/0/+AJKohn/posts/52fparZCSrW

Search Remains an Investment that
Pays Organic Search Traffic to Moz 2011-2013

When Combined With Other Channels
It Becomes Unstoppable

6 Strategies for
Future-Proof Results

1. From Keywords to Concepts
because keywords still matter

Keywords by themselves don’t rank
Keywords “pay day loans” irrelevant and out of context This page is about exercise Spam http://googlewebmastercentral.blogspot.com/2012/04/another-step-to-reward-high-quality.html

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
Language and signals focused around concepts http://moz.com/blog/visual-guide-to-keyword-targeting-onpage-optimization

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 weak endorsement

Non-editorial links can hurt Really?
Very weak endorsement

Non-Linking Citations are Endorsements
http://moz.com/blog/2013-local-search-ecosystems

This Looks Like an Endorsement
High Authority Figure Nofollowed Social Mention

What About This? High Authority
Figure Followed Link

Personalized Results as Endorsements Jonathon
is connected to me socially 2 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 (Correlation is not causation) Social Metrics Keyword Usage http://moz.com/search-ranking-factors

Promotion in Search Results Neil
wins here https://www.google.com/#q=SEO

Enhanced SERPs
Reviews
Authorship

Enhanced SERPs Does it Work?
Authorship http://research.google.com/pubs/pub41199.html

Cards Everywhere Personalization + Structured
Data Research News Real Estate

If Seznam used structured data
instead of screenshots, we might not see blanks http://www.seznam.sk/

When in Doubt, Use Open
Graph and Schema.org http://moz.com/blog/meta-data-templates-123

5. Mobile First

Look Where Google is Going
Moving Mobile Design to Desktop Mobile Desktop http://moz.com/blog/future-serp-a-glimpse-at-google-2014

We’ve Seen This Before Cards
Everywhere Mobile Desktop http://moz.com/blog/future-serp-a-glimpse-at-google-2014

Easier to Expand Design than
Contract Mobile Desktop http://www.samovidic.com/

Desktop Design Becomes an Extension
of Mobile http://www.prometheusreg.com/

When we get here…. …people
will ask… “Do we need a desktop site?” http://www.biakelsey.com/

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 Mentions Important Mentions
of “Marketing Festival” http://freshwebexplorer.moz.com/

Together, we got this!

@cyrusshepard