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State of Search
Brent Csutoras, LLC
brent@csutoras.com
Brentcsutoras.com
2
Brent Csutoras
Yesterday
3
 Wanted to index the entire web
 Needed your guidance (spoon
feeding)
 Needed your links
 Needed your feed...
Google’s Evolution
4
Panda (2011)
Aimed at eliminating low-quality (or thin)
content, Panda was updated periodically,
even...
Tomorrow
5
 Wants you to provide them your data
 Wants only your best content
 Doesn’t even require you have a
website
...
Tomorrow
6
Going Forward Google…
Doesn’t Care About All
Your Little SEO Tricks!
All my Black Hat friends…
Are White Hat Te...
7
Going Forward Google…
8
SEO Focus for 2019
• Re-thinking Content Strategy
• Technical SEO
Re-thinking Content Strategy
9
Re-thinking Content Strategy
10
Philipp Klöckner
Re-thinking Content Strategy
11
• Create High Quality Content
• Repurpose / Relaunch Existing
Content
• Cut / No-Index Low...
High Quality Content Creation
12
• Extremely High Quality
• Useful
• Link worthy / Shareable
• You don’t have to publish e...
Repurpose Existing Content
13
• Picking a Winner
• Organic Traffic
• Ranking
• Crawl Rate
• Inbound Links
• Conversions
• Bounce Rate
• Consolidate
• Co...
Cut Low Quality Content
17
Cut Low Quality Content
18
19
TECHNICAL SEO
Technical SEO – Responsive
20
Technical SEO – Mobile Friendly
21
Technical SEO – Speed
22
Technical SEO – Speed
23
Technical SEO - Javascript
24
 Javascript
 Platforms & SEOs
 Google’s Two Pass Crawl
 Parsing Issues
Technical SEO - Schema
25
Technical SEO – Schema
26
 Product
 Article
 Breadcrumb
 Reviews
 ReviewCount
 AggregateRating
 NewsArticle
 Jobs
...
Technical SEO – Rich Snippets
27
Technical SEO – Rich Answers
28
Technical SEO – Knowledge Panel
29
Technical SEO – AMP Carousels & Articles
30
Technical SEO – ClaimReview & Speakable
31
Resources
32
 https://www.searchenginejournal.com/google-algorithm-
history/
 https://developers.google.com/speed/pagesp...
Thank you
Brent Csutoras, LLC
brent@csutoras.com
Brentcsutoras.com
State of Search Marketing - 2019
State of Search Marketing - 2019
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State of Search Marketing - 2019

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Everything we know about Search Marketing is changing and changing fast. It is essential to understand where the industry is heading and what to focus your time on, which this presentation helps to lay out for you.

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State of Search Marketing - 2019

  1. 1. State of Search Brent Csutoras, LLC brent@csutoras.com Brentcsutoras.com
  2. 2. 2 Brent Csutoras
  3. 3. Yesterday 3  Wanted to index the entire web  Needed your guidance (spoon feeding)  Needed your links  Needed your feedback  Didn’t tell you how to build your site Once Upon a Time Google…
  4. 4. Google’s Evolution 4 Panda (2011) Aimed at eliminating low-quality (or thin) content, Panda was updated periodically, eventually becoming integrated into Google’s core algorithm in 2016.  Vince  Caffeine  Site Speed as Factor  Knowledge Graph  Penguin  Etc, etc Mobile-First (2018) Mobile-first indexing means Google uses the mobile version of the page for indexing and ranking.
  5. 5. Tomorrow 5  Wants you to provide them your data  Wants only your best content  Doesn’t even require you have a website  Uses AI to determine quality  Doesn’t need your help, links, or feedback  Dictates the way you provide your Going Forward Google…
  6. 6. Tomorrow 6 Going Forward Google… Doesn’t Care About All Your Little SEO Tricks! All my Black Hat friends… Are White Hat Technical SEOs now…
  7. 7. 7 Going Forward Google…
  8. 8. 8 SEO Focus for 2019 • Re-thinking Content Strategy • Technical SEO
  9. 9. Re-thinking Content Strategy 9
  10. 10. Re-thinking Content Strategy 10 Philipp Klöckner
  11. 11. Re-thinking Content Strategy 11 • Create High Quality Content • Repurpose / Relaunch Existing Content • Cut / No-Index Low Quality Content
  12. 12. High Quality Content Creation 12 • Extremely High Quality • Useful • Link worthy / Shareable • You don’t have to publish every day!
  13. 13. Repurpose Existing Content 13
  14. 14. • Picking a Winner • Organic Traffic • Ranking • Crawl Rate • Inbound Links • Conversions • Bounce Rate • Consolidate • Competition • 301 / Canonical
  15. 15. Cut Low Quality Content 17
  16. 16. Cut Low Quality Content 18
  17. 17. 19 TECHNICAL SEO
  18. 18. Technical SEO – Responsive 20
  19. 19. Technical SEO – Mobile Friendly 21
  20. 20. Technical SEO – Speed 22
  21. 21. Technical SEO – Speed 23
  22. 22. Technical SEO - Javascript 24  Javascript  Platforms & SEOs  Google’s Two Pass Crawl  Parsing Issues
  23. 23. Technical SEO - Schema 25
  24. 24. Technical SEO – Schema 26  Product  Article  Breadcrumb  Reviews  ReviewCount  AggregateRating  NewsArticle  Jobs  Event  Person  LocalBusiness  Video  ClaimReview  Speakable  ImageGallery  Application https://schema.org/docs/full.html
  25. 25. Technical SEO – Rich Snippets 27
  26. 26. Technical SEO – Rich Answers 28
  27. 27. Technical SEO – Knowledge Panel 29
  28. 28. Technical SEO – AMP Carousels & Articles 30
  29. 29. Technical SEO – ClaimReview & Speakable 31
  30. 30. Resources 32  https://www.searchenginejournal.com/google-algorithm- history/  https://developers.google.com/speed/pagespeed/insights/  https://www.webpagetest.org/  https://developers.google.com/web/tools/lighthouse/  https://schema.org/  https://search.google.com/structured-data/testing-tool
  31. 31. Thank you Brent Csutoras, LLC brent@csutoras.com Brentcsutoras.com

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