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The Future of Search

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July 26 @ 6:00 pm - 8:00 pm
Britney MullerOur July Marquee speaker is Britney Muller, SEO & Content Architect at Moz. She is a Minnesota native who relocated to Colorado after graduating from the University of Minnesota and has been working in digital marketing since 2007. Britney now resides in Denver, CO where she began teaching herself code in 2010 and founded Pryde Marketing in 2012. Pryde optimizes businesses online and offline conversion rates through in-depth geo-local target market and customer acquisition research. She also joined Moz in July 2016 and is responsible for managing all on-site SEO, discovering digital opportunities and assisting with overall product strategy. In her spare time, Britney enjoys snowboarding, golf, cross-country skiing, reading, knitting and spending time with friends and family in her spare time. But if we’re being honest, she truly loves playing around with APIs, scraping data, reverse engineering websites, and getting better at python, javascript and Ruby in her spare time as well.

Motto: If you aren’t living on the edge, you’re taking up too much space.

Session Details:

Whether you solely rely on Google or not, the future of search engines will play a huge part of your marketing plans. As Google and Bing look to continuously improve their customer experience, you too must continue to stay current on updates, research your competitors and test your strategies. Do that and you’ll make it through. Attendees will walk away with specific insights they can take back and immediately apply to their everyday work.

In this session Britney will uncover:

Where Search is today
Where Search is going
How to prepare for the future (complete with executable takeaways).
And much more
Recommended for: Businesses, marketing professionals and agencies with an intermediate to advanced level of SEO and digital marketing knowledge.

Published in: Marketing
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The Future of Search

  1. 1. @BritneyMuller
  2. 2. 4 Takeaways
  3. 3. 1. Where Is Search Today?
  4. 4. Search Engine Result Page SERP Features Are Taking Over!
  5. 5. Search Engine Result Page
  6. 6. Search Engine Result Page
  7. 7. Search Engine Result Page
  8. 8. MozCast Data
  9. 9. 5 Major Ranking Factors
  10. 10. https://www.technologi.st/wp-content/uploads/2016/02/network1.JPG Links
  11. 11. https://www.technologi.st/wp-content/uploads/2016/02/network1.JPG Links
  12. 12. http://www.seerinteractive.com/labs/how-do-they-make-money/ Quality content
  13. 13. http://www.seerinteractive.com/labs/how-do-they-make-money/ Quality content
  14. 14. On-Page Optimization Index-able
  15. 15. On-Page Optimization Index-able
  16. 16. On-Page Optimization Quality Content Index-able
  17. 17. On-Page Optimization Quality Content Index-able Page Title & Meta Description
  18. 18. On-Page Optimization Quality Content Index-able Page Title & Meta Description
  19. 19. On-Page Optimization Quality Content Index-able Page Title & Meta Description Page URL (moz.com/beginners-guide-to-seo/)
  20. 20. On-Page Optimization Quality Content Index-able Page Title & Meta Description Page URL (moz.com/beginners-guide-to-seo/)
  21. 21. On-Page Optimization Quality Content Index-able Page Title & Meta Description Page URL (moz.com/beginners-guide-to-seo/) Image Alt Text <img src="grumpy-cat.gif" alt="Grumpy Cat glaring at gluten free catnip">
  22. 22. On-Page Optimization Quality Content Index-able Page Title & Meta Description Page URL (moz.com/beginners-guide-to-seo/) Image Alt Text <img src="grumpy-cat.gif" alt="Grumpy Cat glaring at gluten free catnip"> <h1><h2><h3> Markup
  23. 23. On-Page Optimization Quality Content Index-able Page Title & Meta Description Page URL (moz.com/beginners-guide-to-seo/) Image Alt Text <img src="grumpy-cat.gif" alt="Grumpy Cat glaring at gluten free catnip"> <h1><h2><h3> Markup Schema Markup (Schema.org)
  24. 24. On-Page Optimization Quality Content Index-able Page Title & Meta Description Page URL (moz.com/beginners-guide-to-seo/) Image Alt Text <img src="grumpy-cat.gif" alt="Grumpy Cat glaring at gluten free catnip"> <h1><h2><h3> Markup Schema Markup (Schema.org)
  25. 25. Engagement Metrics
  26. 26. Engagement Metrics
  27. 27. Engagement Metrics
  28. 28. Speed
  29. 29. Over 53% of people will abandon a page if it takes more than 3 seconds to load Speed
  30. 30. Image Compression Helps Page Speed
  31. 31. Without Losing Image Quality:
  32. 32. 2. The Future Of Search
  33. 33. Featured Snippets will increase & become more interactive
  34. 34. Where do voice results come from?
  35. 35. Featured Snippets!
  36. 36. Google Home:
  37. 37. Google Home:
  38. 38. Google Home:
  39. 39. Google Home:
  40. 40. Voice will start to incorporate display
  41. 41. Farewell Apps
  42. 42. Google I/O 2016 PWA Talk Screenshot
  43. 43. The Future is PWAs! (Progressive Web Apps)
  44. 44. Loaded in .26 seconds!!! PWAs instantly cache entire sites
  45. 45. Other PWA Features: Learn More Here!
  46. 46. Other PWA Features: Learn More Here!
  47. 47. Other PWA Features: Learn More Here!
  48. 48. Other PWA Features: Learn More Here!
  49. 49. Other PWA Features: Learn More Here!
  50. 50. Other PWA Features: Learn More Here!
  51. 51. Other PWA Features: Learn More Here!
  52. 52. 3. Work Smarter, Not Harder (Increase ROI)
  53. 53. Photo Citation: 123-reg.co.uk Flip The Acquisition Funnel On Its’ Head
  54. 54. Photo Citation: 123-reg.co.uk Flip The Acquisition Funnel On Its’ Head
  55. 55. Elective Surgery Personal Injury Other Examples: Opportunity Gap:
  56. 56. Elective Surgery Personal Injury Other Examples: Opportunity Gap: Price + Before and After Photos
  57. 57. Elective Surgery Personal Injury Other Examples: Opportunity Gap: Price + Before and After Photos What to do in an accident
  58. 58. Keyword Data Reveals Opportunity Gaps
  59. 59. Keyword Data Reveals Opportunity Gaps
  60. 60. Moz Keyword Explorer:
  61. 61. Moz Keyword Explorer:
  62. 62. Google Keyword Planner:
  63. 63. Google Keyword Planner:
  64. 64. 4. Discover Your Online Opportunities
  65. 65. Google Suggest:
  66. 66. Google Suggest:
  67. 67. Google Suggest:
  68. 68. Google Suggest:
  69. 69. Google Suggest:
  70. 70. Google Trends:
  71. 71. Google Trends:
  72. 72. Google Trends:
  73. 73. Google Trends:
  74. 74. Google Trends:
  75. 75. Quick Site Analysis
  76. 76. Mozbar https://moz.com/products/pro/seo-toolbar It’s free!
  77. 77. Know Your Industry’s SERP Features
  78. 78. tidings.com/vault/local-serp-topography.html
  79. 79. 1. Where Search is today
  80. 80. 1. Where Search is today
  81. 81. 1. Where Search is today ➢ ○ ○ ➢ ➢ ➢ ➢
  82. 82. 2. The Future Of Search
  83. 83. 2. The Future Of Search
  84. 84. 2. The Future Of Search
  85. 85. 2. The Future Of Search
  86. 86. 3. Work Smarter, Not Harder (Increase ROI)
  87. 87. 3. Work Smarter, Not Harder (Increase ROI)
  88. 88. 3. Work Smarter, Not Harder (Increase ROI) ➢
  89. 89. 3. Work Smarter, Not Harder (Increase ROI) ➢ Resources: ★ ★ ★ ★ ★
  90. 90. 4. Discover Your Online Opportunities
  91. 91. 4. Discover Your Online Opportunities ➢ ➢
  92. 92. Stay curious
  93. 93. @BritneyMuller britney@moz.com
  94. 94. SEO best practices for URLs | Moz 5.6% CTR What is a URL (Uniform Resource Locator)? | Moz
  95. 95. SEO best practices for URLs | Moz 5.6% CTR What is a URL (Uniform Resource Locator)? | Moz 2.99% CTR
  96. 96. Domains - SEO Best Practices | Moz 5.25% CTR This one was just dumb...
  97. 97. Domains - SEO Best Practices | Moz 5.25% CTR What is a Domain Name? | Moz This one was just dumb...
  98. 98. Domains - SEO Best Practices | Moz 5.25% CTR What is a Domain Name? | Moz 1.95% CTR This one was just dumb...
  99. 99. Domains - SEO Best Practices | Moz 5.25% CTR What is a Domain Name? | Moz 1.95% CTR This one was just dumb...
  100. 100. Answer
  101. 101. 2.51% CTR
  102. 102. 2.51% CTR
  103. 103. 7.01%CTR 2.51% CTR
  104. 104. Optimize For Intent
  105. 105. Research SERP Feature Page
  106. 106. Research SERP Feature Page
  107. 107. Research SERP Feature Page
  108. 108. Research SERP Feature Page
  109. 109. Research SERP Feature Page
  110. 110. Research SERP Feature Page
  111. 111. Compare Findings To Your Page
  112. 112. Compare Findings To Your Page
  113. 113. Compare Findings To Your Page
  114. 114. Compare Findings To Your Page
  115. 115. Compare Findings To Your Page
  116. 116. Evaluate Differences:Metric GoDaddy Moz Words on page 650 2621 List Markup <H2> <H3> Photo Markup Hosted on domain, not optimized Not hosted on domain, optimized Page Authority 56 75 Domain Authority 96 90 Page Speed 2.023 seconds 3.783 seconds Organic Traffic 3,367/mo 1,548/mo Backlinks 159 998 Published Date 9/16/15 7/15/16 Reading Level 7th Grade 6th Grade
  117. 117. Evaluate Differences:Metric GoDaddy Moz Words on page 650 2621 List Markup <H2> <H3> Photo Markup Hosted on domain, not optimized Not hosted on domain, optimized Page Authority 56 75 Domain Authority 96 90 Page Speed 2.023 seconds 3.783 seconds Organic Traffic 3,367/mo 1,548/mo Backlinks 159 998 Published Date 9/16/15 7/15/16 Reading Level 7th Grade 6th Grade
  118. 118. Where People Begin TheiR Search:
  119. 119. Rel=Prerender/Prefetch To Also Help Page Speed:
  120. 120. Rel=Prerender/Prefetch To Help Page Speed: Pre-resolve DNS hostnames for links later in the page: <link rel=”dns-prefetch” href=”hostname-to-resolve.com”>
  121. 121. Rel=Prerender/Prefetch To Help Page Speed: Pre-resolve DNS hostnames for links later in the page: <link rel=”dns-prefetch” href=”hostname-to-resolve.com”> Initiate early fetch for current navigation links (Chrome): <link rel=”subresource” href=”/javascript/myapp.js”>
  122. 122. Rel=Prerender/Prefetch To Help Page Speed: Pre-resolve DNS hostnames for links later in the page: <link rel=”dns-prefetch” href=”hostname-to-resolve.com”> Initiate early fetch for current navigation links (Chrome): <link rel=”subresource” href=”/javascript/myapp.js”> Prerender page in background for future navigation (CTA!): <link rel=”prerender” href=”//example.com/call-to-action.com”>
  123. 123. Refurbish Your Top Content: Highest Converting Webpage: +Share Tidbits/Teasers on:

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