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What is the future of SEO?

SEO has changed, but how much? What's likely to be the next change we have to contend with?

Search Engine Optimisation is getting harder. We live in a (not provided), post-penalty world - a world where Google's market dominance is under threat from companies like Amazon and Apple. But time and again the SEO industry has shown its ability to adapt and roll with the punches and as a consequence we're getting taken more seriously than ever before.

How bright is the future for SEO?

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What is the future of SEO?

  1. What is the StephenKenwright |HeadofSearchat | @stekenwright Photo:
  2. SEO is getting harder Photo:
  3. We’ve lost our data Photo:
  4. Links are harder to get Photo: Rayi Christian Wicaksono
  5. Photo: Forbes Google’s market share is under threat
  6. Photo: Forbes “Many people think our main competition is Bing or Yahoo. But, really, our biggest search competitor is Amazon.” Eric Schmidt, CEO of Google
  7. Source: Forrester
  8. But the future is bright for SEO Photo: Liane Metzler
  9. Google is investing in search Photo: Forbes
  10. SEO is starting to be seen as real marketing, not Photo: just nuts and bolts
  11. The biggest challenge for CMOs? Photo: / SapientNitro survey of 114 CMOs
  12. Photo: Google/Connie Zhou It’s hard to get more disruptive
  13. change that forces marketing organizations to undergo signification transformations, as opposed to incremental changes. Source: McKinsey
  14. Photo: 21st April
  15. Photo: “500+ algorithm launches a year… …means 1-2 a day” Matt Cutts (via Search Engine Land)
  16. We take notice when Google announces an update
  17. …we should take notice when consumer behaviour changes
  18. Consumers now use to make a purchase Source: Marketing Magazine
  19. Source: Google
  20. Tablets and desktops use the same ranking factors
  21. Being “mobile friendly” doesn’t mean you’re tablet friendly
  22. Mobile is no longer a second screen Photo: Jonathan Velasquez
  23. Sources: Jonathan Velasquez / Flurry We spend 2 hours 57 minutes each day on mobile devices* *including tablets
  24. There’s an app for that Photo:
  25. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2013 2014 Time Spent on Apps vs. Mobile Web Mobile Web Apps Source: Flurry Analytics
  26. “Mobile users who search for content related to your app can see an install button in search results.” Source: Google Developers
  27. “When mobile users with your app installed search for something relevant…Search results can link directly to content in your app.” Source: Google Developers
  28. Google just purchased Agawi an app ‘streaming’ startup Photo: TechHive
  29. Soon you’ll see content from apps you haven’t installed
  30. Apps are for life not just for Photo: smartphones
  31. Photo: Google’s mission is to organise the world’s information and make it universally accessible and useful.
  32. My job is to provide information… …and make it accessible and useful
  33. Accessibility
  34. SEO ≠ getting more visitors SEO is about retention
  35. Google may switch results depending on where searchers click
  36. Google may demote results if searchers leave and search again
  37. SEO has changed already Photo: Splitshire
  38. What we need to do our job has changed Photo: Todd Quackenbush
  39. SEO Technical optimisation Keyword research Meta data Reporting Content writing Link building My job in The important bits 2010
  40. Content and links are still important 2015:
  41. “Only focusing on links is probably going to cause more problems for your website [than it] actually helps” John Mueller, Google 2015:
  42. Some of our tactics are outdated Photo: Florian Klauer
  43. Guest posting
  44. Press releases
  45. Blog comments
  46. Infographics
  47. Widgets
  48. Giveaways
  49. You have to be worth talking about Photo:
  50. You have to be worth talking about Photo: reading
  51. You have to be worth talking about Photo: reading linking to
  52. You have to be worth talking about Photo: reading linking to sharing
  53. Ultimately you have to be worth searching for
  54. Worth searching for
  55. SEO Technical optimisation Keyword research Video Structured mark-up Mobile Local So my job in 2015 is
  56. Being technical is becoming more important
  57. Google doesn’t just disrupt it facilitates disruption
  58. Technical can beat brand
  59. Agile business will win in search Photo:
  60. Businesses drown in silos
  61. If your PR and SEO teams don’t talk you won’t win Photo: Matthew Wiebe
  62. If you can’t change your site prepare to lose Photo:
  63. Getting things done will be the single biggest SEO challenge
  64. Does Google still care if you publish fresh Photo: Glen Carrie content everyday?
  65. Photo: Glen Carrie “It can be difficult to assess how relevant something is…then as more information becomes available, we incorporate that.” Matt Cutts, Google
  66. Photo: Glen Carrie “Some queries deserve freshness (QDF)…some are better served by evergreen content.” Matt Cutts, Google
  67. Google will be able to assess quality and relevance more quickly
  68. Penguin and Panda are endangered quality has to be constant
  69. UK Travel Insurance Industry: April
  70. UK Travel Insurance Industry: May
  71. Future-proofing your SEO strategy Photo: Davide Ragusa
  72. Where does Google want to send traffic? Photo: Israel Sundseth
  73. Fast results Photo:
  74. 47% of consumers expect a website to load in 2 seconds or less Source: Relentless Technology
  75. 40% of consumers will abandon a website that takes more than 3 seconds to load Source: Relentless Technology
  76. A reminder
  77. Local results Photo: Sylwia Bartyzel
  78. Source: Google
  79. Only 8% of CMOs are happy that campaigns are well executed on a local level Source: CMO Council
  80. Local pages are often the first experience a customer will have with your business
  81. Personal results Photo: Caleb George
  82. Photo: Caleb George “Eventually you wouldn’t have a search query at all. You’d just have information come to you as you needed it.” Sergey Brin via TED
  83. Search has been personalised for signed-out users since 2009 Source: Google
  84. Google+ won’t work… …but it didn’t have to
  85. “Google doesn’t care about websites, it cares about data.” Marcus Tandler via Search Engine Land
  86. Like Google, we have to obsess over who our customers are
  87. This is why social won’t be a ranking factor Photo: Dogancan Ozturan
  88. Do you judge number of shares to be a measure of success?
  89. Neither does Google
  90. What tactics will be important? Photo: Timothy Muza
  91. User generated content Photo:
  92. Sources: / Search Engine Land 88% of people say they trust online reviews as much as personal recommendations
  93. Reviews will be a ranking factor
  94. User experience Photo: Pawel Kadysz
  95. Photo: Pawel Kadysz “Long-term SEO = well-served users.” Jakob Nielsen
  96. We won’t just have to optimise for conversion rate, but all interactions
  97. Photo: Knowledge vault
  98. 19.5% of search queries now return a rich answer Sources: / StoneTemple Study
  99. “[With the knowledge graph] we’re at 1% of where we need to be.” Larry Page via VentureBeat
  100. PR Photo:
  101. Photo: “Brands are the solution, not the problem…brands are how you sort out the cesspool.” Eric Schmidt, CEO of Google
  102. Google won’t need links to judge accuracy and popularity
  103. Photo: Google’s mission is to organise the world’s information and make it universally accessible and useful. A reminder
  104. Thank you @stekenwright