1. Managing the Future
Monsters of Google
Search
Presented by
Jason Wright / @thewrightjason

2. follow + tweet me @thewrightjasonJason Wright, COO at Webfor
Get this Presentation and
Additional Resources
Right Here
(after the presentation)

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Your Guide to Becoming a
Monster Hunter
Right Here
(after the presentation)

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5. Introducing
Your Friendly Neighborhood Monster

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11. Early SEO
All the Things = Great Results

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Title
Tags

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Meta
Descriptions

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Words

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Page Rank? *shivers*

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“Hey your site has good
content. I’ll link to your site if
you link to mine.”

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ALL THE OTHER
THINGS

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location
tracking
keywords
validationblog
code
link text
page url
redirects

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location
tracking
keywords
validationblog
code
link text
page url
redirects

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26. Today’s SEO
All the Things = Okay Results

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100’s of Factors

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B2B marketers allocate 28 percent of their total marketing
budget, on average, to content marketing. The most effective
allocate 42 percent, and the most sophisticated/mature
allocate 46 percent. (Content Marketing
Institute/MarketingProfs)

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location
tracking
keywords
validationblog
code
link text
page url
redirects

41. Future SEO
Experience + SERPS + Tech = Good Results

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What’s Next?

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Why Does It Matter?

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How Much
Should We Care?

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The Future ….

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3 Segments to Watch
● Experience (UXO)
● Search Engine Results Pages (SERPS)
● Technology

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Before I Continue…...

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The Good’ol Fast and Cheap
Days Are OVER!

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REALLY.

51. Experience (UXO)
People + Your Brand

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Experience, UX / UI
● How do people use your website?
● What do they do on your website?
● How are you making that better?

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Google Is Learning / Adapting
● Google is trying to understand user experience more and
more and more.
● They’ve released a new benchmarking tool for mobile.

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Google Wants to Get More
Personal and JUDGY!

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They Already Are!

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Examples

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Examples of UX Scoring
● Click Through Rates (ads / organic)
● Site Speed (desktop / mobile)
● Duplicate Content
● Google Ads Denied (if page too slow)

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Want Some Tools?

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You’ll Have to Wait Until
the End :)

67. Search Engine
Results (SERP’s)
SEO + Knowledge Graph

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SERP’s and Getting Found
● Know What It Is
● Hope It Stops Changing
● Get Ready for Bigger Changes

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https://thenextweb.com/google/2018/
03/05/google-material-design-search-
test/

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SERP’s and Centroids
● Don’t Be Afraid of “Centroids”.
● Location, Location, Location
● Be Specific

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What Is A Centroid?

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It’s User Location Data
That Impacts Local
Search

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Centroids, What You Can Do
● Vancouver, WA is different than Downtown
Vancouver, WA.
● Create, you guessed it, more content.

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Centroids, What You Can Do
● Hyperlocal content writing for events like these.
Example: My Presentation to the Chamber in
Downtown Vancouver, WA

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Where Does Assistive
Data Come From?

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83. Technology
Wearables + Voice

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Technology, What to Watch
● Chat Bots
● Voice Search
● Wearables
● Beacons

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Why, Seriously?
● People Don’t Want to Talk to Other People
● Users Want Things Done NOW
● Getting Placed on “Hold” Is a Special Kind of Hell

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PREDICTION: Google will utilize its massive
database of information by creating a new type of
social engagement between you and AI.

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It Already Exists

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Technology Turning to Voice
● We Use Voice in Vehicles
● Voice Is Mobile Friendly
● We Talk and AI Listens (sometimes)

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Statistics On Voice
● “There are over one billion voice searches per month. (January 2018)”
estimates Alpine.AI
● “Google voice search queries in 2016 are up 35x over 2008” according to
Google trends via Search Engine Watch
● “40% of adults now use voice search once per day” according to Location
World

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“Cortana now has 133 million monthly
users” according to Microsoft/Tech Radar

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● “In May 2016, 1 in 5 searches on an Android app in the USA
were through speech” according to KPCB
● “25% of 16-24s use voice search on mobile” via Global
Web Index
Statistics On Voice

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Voice Search Gets You
One Result

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Siri Uses Yelp, Not
Google

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● Voice search will accelerate, but people will still do
research on phones, tablets and desktop computers.
● Voice and reputation will play a key part in discovery.
● Your website and online reputation must represent you
very, very well.
Voice + Assistants

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Wearables, Still In Play
● New Tech Coming
● Currently Not Effective Search Tools (besides voice)
● More Interactivity Is Expected

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“We’re trying to determine what the best future will look like
for other kinds of ways to experience AR than just phones. “It
will take a while for the technologies to mature… it will be a
few years before that’s the case. We’re going to invest for a
long period of time in that area as the technology catches up
to where people want it to go,” he added.

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Hands Free.
Assistive.
Visual.

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Beacons, Sneaky Marketing
● Proximity Marketing will Increase Retail by $44 Billion
● Invasive, But Timely and Relevant
● Must Be Hyper Relevant to a User

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Beacons, Installation Required
● Have Not Tested Yet
● Beacons Are Cheap https://store.gimbal.com/
● Get Your FB Beacon
● Setup Varies (FB Setup)

109. Prepare for The
Future
Some Tools + Resources

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Resources
● SEO 101 White Paper
● Search Engine Land
● Whiteboard Friday

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Tools, Site Speed
● Pingdom Site Speed
● GT Metrix
● Lighthouse (built into Chrome)

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Tools, Site Structure
● MozLocal
● ScreamingFrog (crawls website)
● Google My Business (posts, questions, images)

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Technology, Future Is Now
● FB Beacon Request
● Build a Chat Bot

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Get this Presentation and
Additional Information
http://bit.ly/monster-hunter

116. Thanks for Listening :)