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/
1. 17.6%
2. 9.94%
3. 7.64%
4. 5.31%

Click
Through
Rate
by
Position

Google CTR Study - http://www.catalystsearchmarketing...
All Your
Info
On One
Page
Who wants
to be down
here?

?%
Organic Results
Organic Results
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 is eating all the verticals
Informational Queries
Transactional Queries
Media Queries

Books • Videos • Songs
Medical Queries
“Google’s mission is to organize the
world’s information and make it
universally accessible and useful.”

http://www.googl...
“Google’s mission is to organize the
world’s information and make it
universally accessible and useful.”
Does not include ...
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 dive...
Disaster?
Disaster or opportunity?
Disaster or opportunity?

d to
up an
at go
rts th
cha
5

ight
the r
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.googl...
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...
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-t...
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/...
Answer All the Questions
The more
questions you
answer, the
less likely
visitors will
search
elsewhere

http://www.amazon....
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. Data Markup
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:/...
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-...
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
• ...
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
Cyrus Shepard (MOZ) - The Google Earthquake: How To Survive the future of search & online marketing
Cyrus Shepard (MOZ) - The Google Earthquake: How To Survive the future of search & online marketing
Cyrus Shepard (MOZ) - The Google Earthquake: How To Survive the future of search & online marketing
Cyrus Shepard (MOZ) - The Google Earthquake: How To Survive the future of search & online marketing
Cyrus Shepard (MOZ) - The Google Earthquake: How To Survive the future of search & online marketing
Cyrus Shepard (MOZ) - The Google Earthquake: How To Survive the future of search & online marketing
Cyrus Shepard (MOZ) - The Google Earthquake: How To Survive the future of search & online marketing
Cyrus Shepard (MOZ) - The Google Earthquake: How To Survive the future of search & online marketing
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Cyrus Shepard (MOZ) - The Google Earthquake: How To Survive the future of search & online marketing

  1. 1. The Google Earthquake How to Survive the Future of Search and Online Marketing Cyrus Shepard @cyrusshepard
  2. 2. As a child, disaster movies scared me
  3. 3. Tornados were the worst Tornados were the worst
  4. 4. Disaster?
  5. 5. Google is tipping the landscape changing fast
  6. 6. Queries Led To Websites Google CTR Study - http://www.catalystsearchmarketing.com/pubs/google-ctr-study/
  7. 7. 1. 17.6% 2. 9.94% 3. 7.64% 4. 5.31% Click Through Rate by Position Google CTR Study - http://www.catalystsearchmarketing.com/pubs/google-ctr-study/
  8. 8. All Your Info On One Page
  9. 9. Who wants to be down here? ?%
  10. 10. Organic Results
  11. 11. Organic Results
  12. 12. http://moz.com/blog/mega-serp
  13. 13. Not a real result, but demonstrates how Google’s new features often favor Google properties http://moz.com/blog/mega-serp
  14. 14. Google is eating all the verticals
  15. 15. Informational Queries
  16. 16. Transactional Queries
  17. 17. Media Queries Books • Videos • Songs
  18. 18. Medical Queries
  19. 19. “Google’s mission is to organize the world’s information and make it universally accessible and useful.” http://www.google.com/about/company/
  20. 20. “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/
  21. 21. Stomping on SEO Google is stomping on SEO
  22. 22. Global (not provided) at 75% https://serps.com/data/not_provided
  23. 23. Penguin killing links
  24. 24. 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
  25. 25. Disaster?
  26. 26. Disaster or opportunity?
  27. 27. Disaster or opportunity? d to up an at go rts th cha 5 ight the r
  28. 28. Growing Internet Use 92% of These Use Search Engines http://en.wikipedia.org/wiki/Global_Internet_usage
  29. 29. Rising Desktop Search http://www.blindfiveyearold.com/ & https://plus.google.com/u/0/+AJKohn/posts/52fparZCSrW
  30. 30. Rising Mobile Search http://www.biakelsey.com/
  31. 31. Rising Desktop Search http://www.statisticbrain.com/google-searches/ http://www.blindfiveyearold.com/ & https://plus.google.com/u/0/+AJKohn/posts/52fparZCSrW
  32. 32. Search Remains an Investment that Pays Organic Search Traffic to Moz 2011-2013
  33. 33. When Combined With Other Channels It Becomes Unstoppable
  34. 34. 6 Strategies for Future-Proof Results
  35. 35. 1. From Keywords to Concepts because keywords still matter
  36. 36. 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
  37. 37. 50-80% of Your Traffic Comes From Keywords You Didn’t Try For http://moz.com/blog/how-to-rank
  38. 38. Google Sells Keywords by Groups Keyword groups focus on a single concept
  39. 39. Related Keywords Sorted by Relevance Hmm…. Maybe these keywords down here relate to my concept
  40. 40. Keywords need context to rank Language and signals focused around concepts http://moz.com/blog/visual-guide-to-keyword-targeting-onpage-optimization
  41. 41. 2. From Webpages to Authority
  42. 42. 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/
  43. 43. Answer All the Questions The more questions you answer, the less likely visitors will search elsewhere http://www.amazon.de/gp/product/B00DOQFR96/
  44. 44. Publish Regularly on Your Expert Subjects A single page does not make you an authority. http://moz.com/blog/how-to-rank
  45. 45. Use Real People as Subject Experts
  46. 46. 3. From Links to Endorsements
  47. 47. Newsflash: Google Doesn’t Care About Your Links
  48. 48. What Counts are Your Endorsements
  49. 49. Links deemed to have low editorial endorsement can be devalued, discounted, or even penalized. Very weak endorsement
  50. 50. Non-editorial links can hurt Really? Very weak endorsement
  51. 51. Non-Linking Citations are Endorsements http://moz.com/blog/2013-local-search-ecosystems
  52. 52. This Looks Like an Endorsement High Authority Figure Nofollowed Social Mention
  53. 53. What About This? High Authority Figure Followed Link
  54. 54. Personalized Results as Endorsements Jonathon is connected to me socially 2 hours ago
  55. 55. 4. Data Markup real benefits
  56. 56. Better Social Sharing http://moz.com/blog/meta-data-templates-123
  57. 57. High Correlation Between Social Sharing and Rankings (Correlation is not causation) Social Metrics Keyword Usage http://moz.com/search-ranking-factors
  58. 58. Promotion in Search Results Neil wins here https://www.google.com/#q=SEO
  59. 59. Enhanced SERPs Reviews Authorship
  60. 60. Enhanced SERPs Does it Work? Authorship http://research.google.com/pubs/pub41199.html
  61. 61. Cards Everywhere Personalization + Structured Data Research News Real Estate
  62. 62. If Seznam used structured data instead of screenshots, we might not see blanks http://www.seznam.sk/
  63. 63. When in Doubt, Use Open Graph and Schema.org http://moz.com/blog/meta-data-templates-123
  64. 64. 5. Mobile First
  65. 65. Look Where Google is Going Moving Mobile Design to Desktop Mobile Desktop http://moz.com/blog/future-serp-a-glimpse-at-google-2014
  66. 66. We’ve Seen This Before Cards Everywhere Mobile Desktop http://moz.com/blog/future-serp-a-glimpse-at-google-2014
  67. 67. Easier to Expand Design than Contract Mobile Desktop http://www.samovidic.com/
  68. 68. Desktop Design Becomes an Extension of Mobile http://www.prometheusreg.com/
  69. 69. When we get here…. …people will ask… “Do we need a desktop site?” http://www.biakelsey.com/
  70. 70. 6. From Pageviews to Satisfaction
  71. 71. Web Analytics 1990
  72. 72. First Touch - Middle - Last Touch ! Web Analytics 2013
  73. 73. 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
  74. 74. Obsess Over Speed http://www.nytimes.com/2012/03/01/technology/impatient-web-users-flee-slow-loading-sites.html
  75. 75. Track Offsite Mentions Important Mentions of “Marketing Festival” http://freshwebexplorer.moz.com/
  76. 76. Together, we got this!
  77. 77. @cyrusshepard

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