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Managing the Future Monsters of Google Search

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My presentation to the downtown Vancouver, WA Chamber of Commerce. Includes an overview of emerging technologies and optimization tactics t get you found in local search.

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Managing the Future Monsters of Google Search

  1. 1. Managing the Future Monsters of Google Search Presented by Jason Wright / @thewrightjason
  2. 2. follow + tweet me @thewrightjasonJason Wright, COO at Webfor Get this Presentation and Additional Resources Right Here (after the presentation)
  3. 3. follow + tweet me @thewrightjasonJason Wright, COO at Webfor Your Guide to Becoming a Monster Hunter Right Here (after the presentation)
  4. 4. follow + tweet me @thewrightjasonJason Wright, COO at Webfor
  5. 5. Introducing Your Friendly Neighborhood Monster
  6. 6. follow + tweet me @thewrightjasonJason Wright, COO at Webfor
  7. 7. follow + tweet me @thewrightjasonJason Wright, COO at Webfor
  8. 8. follow + tweet me @thewrightjasonJason Wright, COO at Webfor
  9. 9. follow + tweet me @thewrightjasonJason Wright, COO at Webfor
  10. 10. Early SEO All the Things = Great Results
  11. 11. follow + tweet me @thewrightjasonJason Wright, COO at Webfor Title Tags
  12. 12. follow + tweet me @thewrightjasonJason Wright, COO at Webfor Meta Descriptions
  13. 13. follow + tweet me @thewrightjasonJason Wright, COO at Webfor Words
  14. 14. follow + tweet me @thewrightjasonJason Wright, COO at Webfor Page Rank? *shivers*
  15. 15. follow + tweet me @thewrightjasonJason Wright, COO at Webfor “Hey your site has good content. I’ll link to your site if you link to mine.”
  16. 16. follow + tweet me @thewrightjasonJason Wright, COO at Webfor
  17. 17. follow + tweet me @thewrightjasonJason Wright, COO at Webfor ALL THE OTHER THINGS
  18. 18. follow + tweet me @thewrightjasonJason Wright, COO at Webfor location tracking keywords validationblog code link text page url redirects
  19. 19. follow + tweet me @thewrightjasonJason Wright, COO at Webfor location tracking keywords validationblog code link text page url redirects
  20. 20. follow + tweet me @thewrightjasonJason Wright, COO at Webfor
  21. 21. follow + tweet me @thewrightjasonJason Wright, COO at Webfor
  22. 22. follow + tweet me @thewrightjasonJason Wright, COO at Webfor
  23. 23. follow + tweet me @thewrightjasonJason Wright, COO at Webfor
  24. 24. follow + tweet me @thewrightjasonJason Wright, COO at Webfor
  25. 25. Today’s SEO All the Things = Okay Results
  26. 26. follow + tweet me @thewrightjasonJason Wright, COO at Webfor 100’s of Factors
  27. 27. follow + tweet me @thewrightjasonJason Wright, COO at Webfor
  28. 28. follow + tweet me @thewrightjasonJason Wright, COO at Webfor
  29. 29. follow + tweet me @thewrightjasonJason Wright, COO at Webfor
  30. 30. follow + tweet me @thewrightjasonJason Wright, COO at Webfor 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)
  31. 31. follow + tweet me @thewrightjasonJason Wright, COO at Webfor
  32. 32. follow + tweet me @thewrightjasonJason Wright, COO at Webfor
  33. 33. follow + tweet me @thewrightjasonJason Wright, COO at Webfor
  34. 34. follow + tweet me @thewrightjasonJason Wright, COO at Webfor
  35. 35. follow + tweet me @thewrightjasonJason Wright, COO at Webfor
  36. 36. follow + tweet me @thewrightjasonJason Wright, COO at Webfor
  37. 37. follow + tweet me @thewrightjasonJason Wright, COO at Webfor
  38. 38. follow + tweet me @thewrightjasonJason Wright, COO at Webfor
  39. 39. follow + tweet me @thewrightjasonJason Wright, COO at Webfor location tracking keywords validationblog code link text page url redirects
  40. 40. Future SEO Experience + SERPS + Tech = Good Results
  41. 41. follow + tweet me @thewrightjasonJason Wright, COO at Webfor What’s Next?
  42. 42. follow + tweet me @thewrightjasonJason Wright, COO at Webfor Why Does It Matter?
  43. 43. follow + tweet me @thewrightjasonJason Wright, COO at Webfor How Much Should We Care?
  44. 44. follow + tweet me @thewrightjasonJason Wright, COO at Webfor The Future ….
  45. 45. follow + tweet me @thewrightjasonJason Wright, COO at Webfor
  46. 46. follow + tweet me @thewrightjasonJason Wright, COO at Webfor 3 Segments to Watch ● Experience (UXO) ● Search Engine Results Pages (SERPS) ● Technology
  47. 47. follow + tweet me @thewrightjasonJason Wright, COO at Webfor Before I Continue…...
  48. 48. follow + tweet me @thewrightjasonJason Wright, COO at Webfor The Good’ol Fast and Cheap Days Are OVER!
  49. 49. follow + tweet me @thewrightjasonJason Wright, COO at Webfor REALLY.
  50. 50. Experience (UXO) People + Your Brand
  51. 51. follow + tweet me @thewrightjasonJason Wright, COO at Webfor Experience, UX / UI ● How do people use your website? ● What do they do on your website? ● How are you making that better?
  52. 52. follow + tweet me @thewrightjasonJason Wright, COO at Webfor 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.
  53. 53. follow + tweet me @thewrightjasonJason Wright, COO at Webfor
  54. 54. follow + tweet me @thewrightjasonJason Wright, COO at Webfor
  55. 55. follow + tweet me @thewrightjasonJason Wright, COO at Webfor Google Wants to Get More Personal and JUDGY!
  56. 56. follow + tweet me @thewrightjasonJason Wright, COO at Webfor They Already Are!
  57. 57. follow + tweet me @thewrightjasonJason Wright, COO at Webfor Examples
  58. 58. follow + tweet me @thewrightjasonJason Wright, COO at Webfor Examples of UX Scoring ● Click Through Rates (ads / organic) ● Site Speed (desktop / mobile) ● Duplicate Content ● Google Ads Denied (if page too slow)
  59. 59. follow + tweet me @thewrightjasonJason Wright, COO at Webfor Want Some Tools?
  60. 60. follow + tweet me @thewrightjasonJason Wright, COO at Webfor You’ll Have to Wait Until the End :)
  61. 61. Search Engine Results (SERP’s) SEO + Knowledge Graph
  62. 62. follow + tweet me @thewrightjasonJason Wright, COO at Webfor SERP’s and Getting Found ● Know What It Is ● Hope It Stops Changing ● Get Ready for Bigger Changes
  63. 63. follow + tweet me @thewrightjasonJason Wright, COO at Webfor
  64. 64. follow + tweet me @thewrightjasonJason Wright, COO at Webfor https://thenextweb.com/google/2018/ 03/05/google-material-design-search- test/
  65. 65. follow + tweet me @thewrightjasonJason Wright, COO at Webfor
  66. 66. follow + tweet me @thewrightjasonJason Wright, COO at Webfor
  67. 67. follow + tweet me @thewrightjasonJason Wright, COO at Webfor
  68. 68. follow + tweet me @thewrightjasonJason Wright, COO at Webfor
  69. 69. follow + tweet me @thewrightjasonJason Wright, COO at Webfor SERP’s and Centroids ● Don’t Be Afraid of “Centroids”. ● Location, Location, Location ● Be Specific
  70. 70. follow + tweet me @thewrightjasonJason Wright, COO at Webfor What Is A Centroid?
  71. 71. follow + tweet me @thewrightjasonJason Wright, COO at Webfor It’s User Location Data That Impacts Local Search
  72. 72. follow + tweet me @thewrightjasonJason Wright, COO at Webfor
  73. 73. follow + tweet me @thewrightjasonJason Wright, COO at Webfor Centroids, What You Can Do ● Vancouver, WA is different than Downtown Vancouver, WA. ● Create, you guessed it, more content.
  74. 74. follow + tweet me @thewrightjasonJason Wright, COO at Webfor Centroids, What You Can Do ● Hyperlocal content writing for events like these. Example: My Presentation to the Chamber in Downtown Vancouver, WA
  75. 75. follow + tweet me @thewrightjasonJason Wright, COO at Webfor Where Does Assistive Data Come From?
  76. 76. follow + tweet me @thewrightjasonJason Wright, COO at Webfor
  77. 77. Technology Wearables + Voice
  78. 78. follow + tweet me @thewrightjasonJason Wright, COO at Webfor Technology, What to Watch ● Chat Bots ● Voice Search ● Wearables ● Beacons
  79. 79. follow + tweet me @thewrightjasonJason Wright, COO at Webfor
  80. 80. follow + tweet me @thewrightjasonJason Wright, COO at Webfor 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
  81. 81. follow + tweet me @thewrightjasonJason Wright, COO at Webfor
  82. 82. follow + tweet me @thewrightjasonJason Wright, COO at Webfor
  83. 83. follow + tweet me @thewrightjasonJason Wright, COO at Webfor
  84. 84. follow + tweet me @thewrightjasonJason Wright, COO at Webfor PREDICTION: Google will utilize its massive database of information by creating a new type of social engagement between you and AI.
  85. 85. follow + tweet me @thewrightjasonJason Wright, COO at Webfor It Already Exists
  86. 86. follow + tweet me @thewrightjasonJason Wright, COO at Webfor
  87. 87. follow + tweet me @thewrightjasonJason Wright, COO at Webfor Technology Turning to Voice ● We Use Voice in Vehicles ● Voice Is Mobile Friendly ● We Talk and AI Listens (sometimes)
  88. 88. follow + tweet me @thewrightjasonJason Wright, COO at Webfor
  89. 89. follow + tweet me @thewrightjasonJason Wright, COO at Webfor
  90. 90. follow + tweet me @thewrightjasonJason Wright, COO at Webfor 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
  91. 91. follow + tweet me @thewrightjasonJason Wright, COO at Webfor “Cortana now has 133 million monthly users” according to Microsoft/Tech Radar
  92. 92. follow + tweet me @thewrightjasonJason Wright, COO at Webfor ● “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
  93. 93. follow + tweet me @thewrightjasonJason Wright, COO at Webfor Voice Search Gets You One Result
  94. 94. follow + tweet me @thewrightjasonJason Wright, COO at Webfor Siri Uses Yelp, Not Google
  95. 95. follow + tweet me @thewrightjasonJason Wright, COO at Webfor ● 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
  96. 96. follow + tweet me @thewrightjasonJason Wright, COO at Webfor Wearables, Still In Play ● New Tech Coming ● Currently Not Effective Search Tools (besides voice) ● More Interactivity Is Expected
  97. 97. follow + tweet me @thewrightjasonJason Wright, COO at Webfor
  98. 98. follow + tweet me @thewrightjasonJason Wright, COO at Webfor “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.
  99. 99. follow + tweet me @thewrightjasonJason Wright, COO at Webfor Hands Free. Assistive. Visual.
  100. 100. follow + tweet me @thewrightjasonJason Wright, COO at Webfor Beacons, Sneaky Marketing ● Proximity Marketing will Increase Retail by $44 Billion ● Invasive, But Timely and Relevant ● Must Be Hyper Relevant to a User
  101. 101. follow + tweet me @thewrightjasonJason Wright, COO at Webfor
  102. 102. follow + tweet me @thewrightjasonJason Wright, COO at Webfor Beacons, Installation Required ● Have Not Tested Yet ● Beacons Are Cheap https://store.gimbal.com/ ● Get Your FB Beacon ● Setup Varies (FB Setup)
  103. 103. Prepare for The Future Some Tools + Resources
  104. 104. follow + tweet me @thewrightjasonJason Wright, COO at Webfor Resources ● SEO 101 White Paper ● Search Engine Land ● Whiteboard Friday
  105. 105. follow + tweet me @thewrightjasonJason Wright, COO at Webfor Tools, Site Speed ● Pingdom Site Speed ● GT Metrix ● Lighthouse (built into Chrome)
  106. 106. follow + tweet me @thewrightjasonJason Wright, COO at Webfor Tools, Site Structure ● MozLocal ● ScreamingFrog (crawls website) ● Google My Business (posts, questions, images)
  107. 107. follow + tweet me @thewrightjasonJason Wright, COO at Webfor Technology, Future Is Now ● FB Beacon Request ● Build a Chat Bot
  108. 108. follow + tweet me @thewrightjasonJason Wright, COO at Webfor
  109. 109. follow + tweet me @thewrightjasonJason Wright, COO at Webfor Get this Presentation and Additional Information http://bit.ly/monster-hunter
  110. 110. Thanks for Listening :)

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