A 40 page slide deck showing the evolution of Google and how this effects the role of the SEO.

1. The
past,
present
and
future
of
SEO

2. A
brief
history
of
Google
SEO
Planning
SEO
Strategy
SEO
Repor<ng
3

3. Google was created in 1997
The
algorithm
assigned
relevance
and
value
by
looking
at
the
other
content
that
linked
to
it.
Up
un<l
this
point
SEOs
could
ar<ficially
inflate
the
relevance
of
content
by
placing
keywords
in
important
loca<ons
such
as
headlines,
page
<tles
and
meta
tags

4. Google’s front page in 1998
SEOs
would
now
focus
on
three
specific
areas
• Technical
• Content
• Authority

5. 2001 AdWords was launched
Now
companies
could
pay
their
way
to
the
top.
Adwords
would
prove
useful
for
SEO
for
research
and
gaining
search
exposure
for
<me
sensi<ve
searches
An
added
bonus
was
that
it
greatly
increased
the
awareness
of
how
effec<ve
search
engines
were
at
delivering
high
quality
visitors

6. Google also released Google images
Google
image
search
provides
users
with
another
way
to
search.
We
see
that
image
search
has
increased
as
Mobile
grows
in
popularity.

7. In 2004 local search was born
Local
search
helped
smaller
regional
companies
who
struggled
to
compete
on
a
na<onal
level.
For
the
SEO
this
required
a
rethink
on
keywords,
content
and
compe<<on.

8. In 2005 Google maps appeared…
Google
Maps
was
the
plaOorm
to
understand
the
local
search
lis<ngs
and
had
a
major
effect
on
the
business
directories.
Google
Maps
is
one
of
Google’s
most
prized
assets.

9. And deep site links were introduced
Now
you
could
send
people
directly
to
your
most
important
content.
As
a
rule
the
more
relevant
the
content,
the
more
people
will
engage
with
it.
We
have
see
a
general
decline
of
the
homepage.

10. Universal search arrived in 2007
Rich
media
such
as
video,
images
and
local
results
provide
the
SEO
with
many
new
ways
to
gain
front
page
exposure

11. Google Penguin
Gaining
inbound
links
to
increase
“page
rank”grew
into
an
industry
in
itself.
Along
with
natural
link
building
such
as
sharing
great
content
with
other
rela<ve
sites
“black
hat”SEOs
were
buying,
swapping
and
manufacturing
incoming
links
through
some
highly
crea<ve
schemes.
To
combat
this
prac<ce
Google
created
the
Penguin
filter.
This
filter
tried
to
detect
non-­‐natural
link
paVerns.

12. Google suggest arrived in 2008
“Google
Suggest”
allows
SEOs
to
iden<fy
the
search
terms
around
a
topic
providing
insight
and
inspira<on
for
new
content

13. 2011 Google Authorship
Part
of
the
push
towards
en<ty
search
Authorship
aVempted
to
<e
content
to
authors
and
publishers.

14. Google Panda updates started in 2011
Along
with
buying
and
selling
links
there
was
another
pain
in
Google’s
side.
Stealing,
republishing
or
crea<ng
thin
content
with
very
liVle
value.
Google
created
the
Panda
filter
to
help
to
combat
this

15. Google knowledge graph 2012
Knowledge
graph
signaled
an
evolu<on
in
machine
learning.
Google’s
Hummingbird
algorithm
aVempted
to
understand
the
rela<onship
between
people
places
and
things.

16. Google Knowledge Graph
Understanding
the
intent
behind
the
search
would
be
especially
important
to
voice
search
on
mobile
and
wearables

17. Google Knowledge Graph
Hummingbird
would
unpick
a
topic
to
understand
the
Key
informa<on
and
ques<ons
that
users
were
looking
for

18. Google Quick Answers
In
2012
informa<on
from
the
knowledge
graph
started
to
appear
in
the
search
results
in
the
form
of
quick
answers
and
info
cards
in
the
right
margin.

19. 2015 The mobile effect
Mobile
overtook
desktop
for
number
of
searches
for
the
first
<me
and
mobile
SEO
was
born

20. The Google local snack pack
Google
“snack
pack”
for
local
search
appears
to
have
a
new
formula

21. Here
is
the
sponsored
version

22. Google controls more of the user
experience

23. Google pigeon 2014
This
algorithm
Improved
the
relevancy
of
local
search
by
turning
up
the
importance
of
local
search
signals.
Examples
include
local
directories,
social,
Google
maps
etc…

24. Google
phantom
arrive
in
2014
and
Phantom2
arrived
in
spring
2015.
Phantom
targeted
the
quality
of
inbound
links
but
appears
to
use
a
different
formula
to
Penguin
Google phantom…. woooo

25. Google adds Real time tweets
Google
wanted
to
show
real-­‐<me
news
and
a
deal
with
TwiVer
allowed
latest
tweets
to
appear
on
the
search
page.
For
the
SEO
this
provided
yet
another
way
onto
the
search
page

26. The mobile search page
Where
is
the
Organic
result?

27. The mobile search page
Google
starts
to
test
out
medical
cards
they
say
will
be
quality
checked
by
a
minimum
of
11
doctors
Another
example
of
Google
trying
to
own
the
user
experience

28. 08
Google and schema.org
By
using
schema
SEOs
could
both
feed
more
detailed
informa<on
to
Google
as
well
as
improve
the
way
content
is
displayed
in
the
search
results

29. The merging of paid and organic
The
emergence
of
play
now,
read
now,
buy
now,
book
now.
Many
believe
this
just
a
start
of
Google
becoming
the
facilitator
of
other
companies
content
and
services.

30. Google “my business”
Brands
can
maximize
their
visibility
on
the
search
page
while
smaller
companies
no
longer
need
their
own
site

31. Taking on the travel sector
Google
offers
booking
op<ons
with
reviews,
brand
and
loca<on
based
informa<on

32. Keyteq
seo
service

33. The attain method
Control
KPI, funnel analysis, dashboards,
multivariate testing, reporting
Strategy
keyword analysis, content audit,
schema map, tracking map, KPI analysis
Amplification
campaign management, content
marketing, social media advertising,
video ads, seo,
Optimization
content creation, content optimization,
schema implementation, tracking set
up, landing page creation, Adwords set
up, social media ads

34. CONTENTTECHNICAL AUTHORITY CONVERSION
INDEXING
SPEED
COMPATIBILITY
QUALITY
TARGETING
VALUE
ENGAGEMENT
CONTENT
REPUTATION
BRAND
BOUNCE
TARGETING
FUNNEL
CTA
CHECKOUT
SOCIAL
REACH
What does SEO mean today?
The
principles
remain
the
same
but
the
methods,
tools,
signals,
complexity
and
priori<es
have
evolved
significantly

35. “Analy<cs
is
like
a
thermometer
-­‐
it
tells
you
that
you
are
sick
but
it
doesn’t
tell
you
why
and
it
doesn’t
tell
you
how
to
fix
it”

36. Planning
and
reporting

37. Digital
Intelligence
(IAS)

38. Funnel Analysis: SEO
Total
number
of
Organic
searches
Total
number
of
sessions
Total
number
of
users
Total
number
of
engaged
users
Total
contact
Good
Leads
Conversions
Revenue
Research
and
targeting
Click
through
rate
and
ranking
New
and
returning
users
Reduce
bounce
rate
Calls
to
action,
landing
pages
Communication
optimization
Conversion
process
optimization
Customer
value
optimization