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The Future of SEO #LearnInbound

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The Search Landscape is changing. Be prepared for the future by optimizing for featured snippets, compressing images to help improve page speed, leveraging machine learning, pruning your website, refurbishing your top content, and more.

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The Future of SEO #LearnInbound

  1. 1. The Future of SEO @BritneyMuller
  2. 2. Google wants to provide us with answers BEFORE we ask the questions.
  3. 3. Smart Compose:
  4. 4. Intro: The State of Search #1 SERP Features #2 Voice #3 Automation #4 Back to Basics (Search Engine Result Page)
  5. 5. 5% of clicks 90% of marketing spend
  6. 6. 5% of clicks 90% of marketing spend 95% of clicks 10% of marketing spend
  7. 7. The Long Tail “shoes” “red size 7 womens nike running shoes”
  8. 8. Enter, SERP Features:
  9. 9. Featured Snippets:
  10. 10. People Also Ask:
  11. 11. Carousels:
  12. 12. Knowledge Graph:
  13. 13. Answer Boxes:
  14. 14. PLAs (Product Listing Ads):
  15. 15. Images:
  16. 16. SERPs Features Show Intent!
  17. 17. Google wants to provide us with answers BEFORE we ask the questions.
  18. 18. Today #1 SERP Features
  19. 19. How Do SERP Features Effect Clicks?
  20. 20. 2.8% Click Ads 62.2% Click Organic 35% Don’t Click Desktop CTRs (Feb ‘18):
  21. 21. 3.12% Click Ads 38.97% Click Organic 61.03% Don’t Click Mobile CTRs (Feb ‘18):
  22. 22. Future #1 SERP Features
  23. 23. http://moz.com/mozcast
  24. 24. How To Prepare? #1 Featured Snippets
  25. 25. @BritneyMuller
  26. 26. @BritneyMuller
  27. 27. @BritneyMuller
  28. 28. Moz Keyword Explorer (Or SEMRush) Provide Additional Data: @BritneyMuller
  29. 29. Okay, but how do I get IN a featured snippet?!?
  30. 30. Find Featured Snippets that you are on page 1 for!
  31. 31. How to Find Your Competitor’s Backlinks --Next Level! <h2>How to check the backlinks of a site</h2> Step 1: Navigate to Open Site Explorer Step 2: Enter your competitor’s domain URL Step 3: Navigate to the “Inbound Links” tab Step 4: Export results into csv Step 5: Compile csv results from all competitors Step 6: Sort all results by Page Authority Step 7: Review all linking sites for opportunities <h2>Want to learn more about the SEO process?</h2> <h3>
  32. 32. How to Find Your Competitor’s Backlinks --Next Level! How to Find Backlinks <h2>How to check the backlinks of a site How to find backlinks?</h2> Step 1: Navigate to Open Site Explorer Step 2: Enter your competitor’s domain URL Step 3: Navigate to the “Inbound Links” tab Step 4: Export results backlink data into csv Step 5: Compile backlink csv results from all competitors Step 6: Sort all backlinks results by Page Authority Step 7: Review all linking sites for opportunities <h23>Want to learn more about the SEO process?</h23> <h3>
  33. 33. Today #2 Voice
  34. 34. Where do voice results come from?
  35. 35. FEATURED SNIPPETS!!!
  36. 36. Google Home: “Twelve, according to Wikipedia; twelve of these astronauts walked on the moon’s surface, and six of those drove Lunar Roving Vehicles on the Moon. “Hey Google, how many people have walked on the moon?”
  37. 37. Voice “search” is not the same as voice “assistance”. We do a lot of the latter, very little of the former. --Ian Lurie
  38. 38. Source ➢ Streaming music ➢ Weather info ➢ Time related (timers, alarms, asking the time) Most frequently used voice assistance is boring:
  39. 39. #2 Voice Future
  40. 40. @BritneyMuller Smart Displays
  41. 41. @BritneyMuller
  42. 42. tidings.com/vault/local-serp-topography.html
  43. 43. Voice How To Prepare? #2
  44. 44. @BritneyMuller
  45. 45. @BritneyMuller
  46. 46. @BritneyMuller
  47. 47. @BritneyMuller
  48. 48. Check on all of your website’s trouble makers Automation Today/Future #3
  49. 49. NLP (Natural Language Processing)
  50. 50. NLG (Natural Language Generation)
  51. 51. Check on all of your website’s trouble makers Automation How to prepare? #3
  52. 52. Can you believe?! ML Generated Google Generated
  53. 53. @jroakes @GraysonParks Grayson Parks Writer, programmer, constant learner. Digital marketer, husband, golden retriever owner. Words and data are my Passions. #SEO @AdaptPartners GraysonParks.com JR Oakes Hacker, Technical SEO, NC State fan, co-organizer Of Raleigh & RTP Meetups, as well as Search Engine Land author codeseo.io
  54. 54. Automate Meta Descriptions:
  55. 55. Automate Meta Descriptions:
  56. 56. 1. Assist with deploying AWS Lambda. --Several steps will affect the cost & security. 2. Extract the content of the webpage using the library Goose3 (a Python library w/BeautifulSoup). 3. Summarize the content using summa (or another summarizing library/model) 4. Create a Lambda Function. a. Package the files for AWS Lambda & install the dependencies (in this case Goose3 and summa, etc) into a folder along with what is called a handler file. The handler file is what Lambda calls to run your script. b. Here is the packaged Lambda function (including the dependencies): https://s3.amazonaws.com/ap-lambda-functions/meta_summa.zip 5. Once the zip file is deployed to AWS as a Lambda function, you should get a URL to access the API that looks like: https://XXXXXXXX.execute-api.us-east-1.amazonaws.com/v1/ap_meta_descriptions Find a developer familiar with AWS to:
  57. 57. function pageDescription(url, length) { if (typeof length == 'undefined' || !length || length < 1){ var endpoint = 'https://XXXXXXXX.execute-api.us-east-1.amazonaws.com/v1/ap_meta_descriptions?url=' + url; }else{ var endpoint = 'https://XXXXXXXX.execute-api.us-east-1.amazonaws.com/v1/ap_meta_descriptions?url=' + url + "&len=" + length; } var response = UrlFetchApp.fetch(endpoint); var text = response.getContentText(); var data = JSON.parse(text); if (data){ return data.meta_description } } Copy & Paste like a badass in GSheets! =pageDescription(A2, 150)
  58. 58. Back to Basics Today #4
  59. 59. Foundational SEO: 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)
  60. 60. Over 53% of people will abandon a page if it takes more than 3 seconds to loadSpeed
  61. 61. Back to Basics Future #4
  62. 62. Back to Basics How to prepare? #4
  63. 63. Image Compression Helps Page Speed
  64. 64. Without Losing Image Quality:
  65. 65. Technical SEO (low hanging fruit) MozCon Talk: SEO Cyborg by Alexis Sanders
  66. 66. Clean/Prune Your Website Kill pages that haven’t had traffic in the last 10 days Meta=”noindex” 301 Redirect 400
  67. 67. 13.70% YoY Organic Users 8.97% the following month
  68. 68. Refurbish Your Top Content: Highest Converting Webpage: +Share Tidbits/Teasers on:
  69. 69. Explore What Content Gets Shared:
  70. 70. Explore Competitor’s Top Pages
  71. 71. ➢ Featured Snippets: Where you also rank on page 1 for. ➢ Use Schema markup ➢ Test out Google Actions ➢ Beware of NLG/ML but explore if there’s a good fit ➢ Don’t neglect foundational SEO ➢ Speed - Compress Images ➢ Prune your website ➢ Refurbish your top performing content ➢ Analyze Competitor’s top pages Will you be prepared?
  72. 72. I lost it...
  73. 73. Thank you! @BritneyMuller britney@moz.com

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