My presentation on the future of digital marketing and SEO, given at an event celebrating the release of the third edition of The Art of SEO. I'm lead co-author of that book.
4. Eric Enge Stonetemple.com
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+Eric Enge
What’s Changed? Great
Question, Let’s Review!
CH7
Link Building
CH8
Social Media
CH7
Content Marketing
CH8
Completely
Rewritten
5. Eric Enge Stonetemple.com
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+Eric Enge
CH9
Did not Exist
CH9
Penguin and
Panda
Penalties
CH11
Tools
CH11
Completely
Rewritten
CH15
SEO
Predictions
CH15
New SEO
Predictions
9. Eric Enge Stonetemple.com
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+Eric Enge
What Happened With Mobilegeddon?
We Analyzed 15,235
Queries Week of April
17, and Again on May
18
We Focused on the
Top 10 Results
33. Eric Enge Stonetemple.com
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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
39. Eric Enge Stonetemple.com
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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!
46. Eric Enge Stonetemple.com
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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
51. Eric Enge Stonetemple.com
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Identify a Simple Question
Provide a Direct Answer
Make it Easy for Users (and Google) to Find
1
2
4
Offer Valued Added Info3
Rich Answers Recipe
52. Eric Enge Stonetemple.com
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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
61. Eric Enge Stonetemple.com
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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
64. Eric Enge Stonetemple.com
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+Eric Enge
• 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
65. Eric Enge Stonetemple.com
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“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’s
Matt Cutts
July 9, 2012
Matt Cutts on Reputation Building
66. Eric Enge Stonetemple.com
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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
67. Eric Enge Stonetemple.com
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“… 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
3
68. Eric Enge Stonetemple.com
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“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 Sterling
Search Engine Land
June 27, 2014
71. Eric Enge Stonetemple.com
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Mobile / Voice Summary
By 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
78. Eric Enge Stonetemple.com
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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
80. Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
Google’s DeepMind is Teaching
Machines to Read
(and Comprehend)
Uses
Annotated
Databases of
Content to
Help the
Machines
Learn
89. Eric Enge Stonetemple.com
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+Eric Enge
Deep Learning Summary
Massive 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