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The future of seo in a platform driven ecosystem

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As the usage of Personal Assistants, Voice & Visual Search Technologies, Chatbots & Virtual Reality is on the Rise, Websites will lose more and more relevance for a user. Google is slowly becoming an answer machine & we are seeing a shift from traffic on websites to traffic on platforms and devices. This is a big threat especially for businesses who are build on advertising. Learn in this Keynote where we stand right now and what will come in future.

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The future of seo in a platform driven ecosystem

  1. 1. www.searchmetrics.com © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. The Future of SEO in a Platform driven ecosystem! How Search Engines, Personal Assistants, Visual Search & Virtual Reality will change SEO in future Think About! The Art of Digital Publishing 11th of April 2019 Budapest
  2. 2. www.searchmetrics.com Björn Beth Director Digital Strategies Group EMEA © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. Your Speaker @bjoernbeth Björn Beth
  3. 3. www.searchmetrics.com Every reSEARCH starts with a SEARCH © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
  4. 4. www.searchmetrics.com Searching for “News” Source: Google Trends © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
  5. 5. www.searchmetrics.com Searching for “Fridays for future” Source: Google Trends © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
  6. 6. www.searchmetrics.com Searching for “Brexit” Source: Google Trends © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
  7. 7. www.searchmetrics.com Search Engines are important for reach Market Leading Boulevard Press in Poland Biggest traffic source Source: Similarweb.comSource: fakt.pl © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
  8. 8. www.searchmetrics.com Consideration Customer Relationship Transaction Awareness © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. Cheap Holiday Cheap Holiday in October Where to travel in October Flight to Phuket Best time to visit Thailand Best hotels in phuket Travel Guide Phuket Best Restaurants in Phuket Search Volume: 438.106 Search Volume: 35.733 Search Volume: 6.227 Search Volume: 1.127 Phuket Thailand Thailand with Kids Rainy Season Thailand Source: Searchmetrics Cheap Holiday deals Hotels in Phuket Best Beaches in Phuket Search demand highly relevant for your content strategy
  9. 9. www.searchmetrics.com Where do we search? Source: Sparktoro.com © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
  10. 10. www.searchmetrics.com But there is a big threat! Source: Sparktoro.com © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
  11. 11. www.searchmetrics.com Something is happening! Source: Sparktoro.com © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
  12. 12. www.searchmetrics.com Because search is changing* 2014 - Voice Search Via Google Assistant on mobile or Google Home (from 2016) 2018 - Visual Search Search via Images (Google Lens) + Other Platforms 1999 Search via Keyboard One - two Keyword Combinations 2012 Search on Mobile Phone Driven local 2016 - *This view just includes search via Google © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
  13. 13. www.searchmetrics.com © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. What we can see today in Google's search results, is Google's preparation of becoming an answer machine!
  14. 14. www.searchmetrics.com © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. Google Integrations Google Flights Google Hotels Google Tourist Guide Featured Snippets
  15. 15. www.searchmetrics.com © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. Google Integrations Knowledge Graph Google Carousel Sport Results People also ask
  16. 16. www.searchmetrics.com © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. Websites will lose more & more relevance to a user. In future we`ll create & optimize content for platforms!
  17. 17. www.searchmetrics.com Therefore we need to think about platform strategies © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
  18. 18. www.searchmetrics.com Let's speak about Voice Search first © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
  19. 19. www.searchmetrics.com Voice Assistant Sales 2016 - 2018 Source: Statista & beyto.com 86 million Smart Speaker were sold in 2018! 35 million in Q4 of 2018, which is more than the entire sales of 2017! © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
  20. 20. www.searchmetrics.com Voice Search - Will be extended to more devices Source: Google Images © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
  21. 21. www.searchmetrics.com Voice Search - “Cheap flights” from Budapest to Berlin © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
  22. 22. www.searchmetrics.com Voice Search - “5 Star Hotels in Budapest City Centre” © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
  23. 23. www.searchmetrics.com Voice Search - “Events Calendar Budapest” © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
  24. 24. www.searchmetrics.com Voice Search - “What can I do tonight in Budapest” © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
  25. 25. www.searchmetrics.com Voice Search - Podcasts big on smartphone already Smartphone drive Podcast Listeners With great Ad-Targeting Opportunities Source: Nielsen Company © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
  26. 26. www.searchmetrics.com Voice Search - Podcast Indexing at Google © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
  27. 27. www.searchmetrics.com Voice Search - “Play Bill Simmons Podcast” © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
  28. 28. www.searchmetrics.com Let`s now speak about Visual Search © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
  29. 29. www.searchmetrics.com © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. “Sometimes you spot something out in the world that looks interesting, but when you try to search for it online later, words fail you. You have this rich, colorful picture in your mind, but you can’t translate it into the words you need to find it.” pinterest.com Visual Search Source: pitnerest.com
  30. 30. www.searchmetrics.com © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. 62% of Gen Z and millennial consumers want visual search capabilities more than any other new technology Source: https://www.businesswire.com Visual Search
  31. 31. www.searchmetrics.com Visual Search has a huge commercial potential Source:: www.online-marketing.de © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
  32. 32. www.searchmetrics.com Also for Google © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
  33. 33. www.searchmetrics.com © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. Visual Search http://www.travolution.com 40% of millennial travelers valued how ‘Instagrammable’ their holiday appeared to family and friends as the most important factor in choosing a destination. Source: https://www.businesswire.com
  34. 34. www.searchmetrics.com Book a flight via Images from Instagram Source: easyjet © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
  35. 35. www.searchmetrics.com Visual Search - A Step further with Virtual Reality (VR) © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
  36. 36. www.searchmetrics.com Virtual Reality & Search in a booking process Souce: youtube.com © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
  37. 37. www.searchmetrics.com © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission. #4 Predictions on what will be important to focus on, in the every day work of SEO?
  38. 38. www.searchmetrics.com #1: Fast Accessibility is & will be even more important © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
  39. 39. www.searchmetrics.com #2: Document Structure will give us super power User Intent How What Why Define Mark up JSON-LD, Microdata, RDFa HTML Structure <header>, <main>, <nav>, <article>,<section>, <aside>, <address>, <footer> Content Structure <title>, <p>, <li>,<ol>, <tb>, <h1>, <div>, <href>, <img> © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
  40. 40. www.searchmetrics.com #3: One universal CMS will be needed, for efficient content distribution CMS © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
  41. 41. www.searchmetrics.com #4: AI Systems will do most of today's SEO diligent work Source: testsigma.com © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
  42. 42. www.searchmetrics.com The Future of SEO in a platform driven ecosystem! Think About! The Art of Digital Publishing 11th of April 2019 Budapest © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.
  43. 43. www.searchmetrics.com Questions? Download the slides: Thank you! www.searchmetrics.com/think-about-2019 @bjoernbeth © Searchmetrics GmbH and Inc. All rights reserved. Do not distribute without permission.

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