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The Future Of SEO/Content Marketing

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Enjoy these slides and executable tactics from the 97th Floor Mastermind Conference.

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The Future Of SEO/Content Marketing

  1. 1. The Future Of SEO/Content Marketing Britney Muller
  2. 2. 1. Where Is It Today? 2. Where Is It Headed? 3. How To Prepare For The Future The Future Of SEO/Content Marketing:
  3. 3. Foundational SEO Is Alive & Well
  4. 4. 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)
  5. 5. Over 53% of people will abandon a page if it takes more than 3 seconds to load Speed
  6. 6. Image Compression Helps Page Speed
  7. 7. Without Losing Image Quality:
  8. 8. Engagement Metrics
  9. 9. Featured Snippets will continue to increase & become more interactive
  10. 10. Where do voice results come from?
  11. 11. Featured Snippets!
  12. 12. “Hey Google, how many people have walked on the moon?”
  13. 13. “Hey Google, how many people have walked on the moon?” 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.
  14. 14. 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?”
  15. 15. Voice will start to incorporate display
  16. 16. 1. Where Is It Today? 2. Where Is It Headed? 3. How To Prepare For The Future The Future Of SEO/Content Marketing:
  17. 17. Automated Solutions: Machine Learning Connecting Real World Data
  18. 18. Automated Solutions: Connecting Real World Data
  19. 19. “Google will be the new homepage for most small businesses,” -David Mihm, Tidings.com Founder
  20. 20. Personalized Experience:
  21. 21. Automated Solutions: Machine Learning
  22. 22. Typical Machine Learning Process: @BritneyMuller
  23. 23. Use ML To Optimize FB Ads: @BritneyMuller
  24. 24. NLP (Natural Language Processing)
  25. 25. NLG (Natural Language Generation)
  26. 26. 1. Where Is It Today? 2. Where Is It Headed? 3. How To Prepare For The Future The Future Of SEO/Content Marketing:
  27. 27. @BritneyMuller
  28. 28. @BritneyMuller
  29. 29. @BritneyMuller
  30. 30. @BritneyMuller
  31. 31. Moz Keyword Explorer (Or SEMRush) Provides Additional Data @BritneyMuller
  32. 32. Refurbish Your Top Content: Highest Converting Webpage: +Share Tidbits/Teasers on:
  33. 33. “Don’t complain!” -Wil Reynolds
  34. 34. Farewell Apps
  35. 35. Every step you make a user take costs you ~20% of your users:
  36. 36. Every step you make a user take costs you ~20% of your users:
  37. 37. Every step you make a user take costs you ~20% of your users:
  38. 38. Every step you make a user take costs you ~20% of your users:
  39. 39. Every step you make a user take costs you ~20% of your users:
  40. 40. Every step you make a user take costs you ~20% of your users:
  41. 41. Every step you make a user take costs you ~20% of your users:
  42. 42. Google I/O 2016 PWA Talk Screenshot Which Is Why It Costs More To Acquire Users:
  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! Bookmarkability for a home screen-like app
  46. 46. Other PWA Features: Learn More Here! Firebase for custom push notifications Bookmarkability for a home screen-like app
  47. 47. Other PWA Features: Learn More Here! Firebase for custom push notifications Bookmarkability for a home screen-like app Always fresh, no need for pesky updates
  48. 48. Other PWA Features: Learn More Here! Firebase for custom push notifications Bookmarkability for a home screen-like app Always fresh, no need for pesky updates Universal
  49. 49. Other PWA Features: Learn More Here! Firebase for custom push notifications Bookmarkability for a home screen-like app Always fresh, no need for pesky updates Universal Linkable
  50. 50. Other PWA Features: Learn More Here! Firebase for custom push notifications Bookmarkability for a home screen-like app Always fresh, no need for pesky updates Universal Linkable Discoverable
  51. 51. Firebase for custom push notifications Other PWA Features: Learn More Here! Bookmarkability for a home screen-like app Always fresh, no need for pesky updates Universal Linkable Discoverable Saves Memory
  52. 52. Remember Automated Solutions? Machine Learning Connecting Real World Data
  53. 53. SEO/Content Marketing Today: Foundational practices still apply: ➢ Quality Content/UX ➢ On-Page SEO ➢ Speed - Compressed images ➢ Engagement Metrics ➢ Links as a quality & referral signal ➢ Server Log File Analysis (what’s Gbot doing on your site?!) Optimize for SERP Features in your space Discover visitor pain points and fix them
  54. 54. The Future Of SEO/Content Marketing: Google will get more up in yo bidness Predictive Marketing Death to the homepage: Personalized/Dynamic Content NLP → NLG for Content Marketing Machine Learning will automate future problem solving Fluid experiences: Voice > Visual > Audio > Car > etc. Automated Title Tags, Meta Descriptions, Alt Text, etc.
  55. 55. How To Prepare For The Future: Take advantage of opportunities available today: ➢ Refurbish your top performing content ➢ Optimize for SERP Features ➢ Analyze current visitor behavior ➢ Discover Keyword Opportunity Gaps ➢ Publish High Quality Content ➢ Speed up your website ➢ Analyze server log files Explore: PWAs, ML Models, Dynamic Content & Personalization
  56. 56. Keyword/Content Tools: Google Keyword Planner - Hyper-Local Keyword Research Moz Keyword Explorer - Accurate National Search Volume + SERP Data Answer The Public - Evaluate common questions being asked about a topic Question Analyzer - Most commonly searched questions about a topic SEMRush - Competitive SEO data BuzzSumo - Evaluate which content is trending/has the most social shares for a keyword SimilarWeb - Explore estimated search volume to content/websites. Tools & Info: @BritneyMuller
  57. 57. Website Analysis Tools: Tools & Info: Google Analytics - Website analytics Chrome Browser DevTools - In-browser tool to view a site’s mobile version Lucky Orange - Record, measure and evaluate real traffic to your site Google Search Console - Webmaster data Google PageSpeed Insights - Evaluate a website’s page speed Screaming Frog - Website Analysis Optimizilla - Photo Optimization Readability Checker - Evaluate a web pages’ readability Rel-Prerender - A single line of code to speed up your site dramatically @BritneyMuller
  58. 58. Machine Learning Tools: Machine LearningTools & Info: Kaggle - Data Science / Machine Learning Competitions AdEspresso - Machine Learning For FaceBook Ad Optimization TensorFlow - Google’s Open Source ML Library Geolify - Dynamically populate website content based on where a user is visiting from. (not really Machine Learning, but I didn’t know where else to put this) :) @BritneyMuller
  59. 59. Thank you! @BritneyMuller britney@moz.com
  60. 60. Bonus Slides
  61. 61. Bonus: Don’t oversimplify Title Tags
  62. 62. SEO best practices for URLs | Moz 5.6% CTR
  63. 63. SEO best practices for URLs | Moz 5.6% CTR What is a URL (Uniform Resource Locator)? | Moz
  64. 64. SEO best practices for URLs | Moz 5.6% CTR What is a URL (Uniform Resource Locator)? | Moz 2.99% CTR
  65. 65. Domains - SEO Best Practices | Moz 5.25% CTR This one was just dumb...
  66. 66. Domains - SEO Best Practices | Moz 5.25% CTR What is a Domain Name? | Moz This one was just dumb...
  67. 67. Domains - SEO Best Practices | Moz 5.25% CTR What is a Domain Name? | Moz 1.95% CTR This one was just dumb...
  68. 68. Domains - SEO Best Practices | Moz 5.25% CTR What is a Domain Name? | Moz 1.95% CTR This one was just dumb...
  69. 69. Answer the question!
  70. 70. 2.51% CTR
  71. 71. 2.51% CTR
  72. 72. 7.01%CTR 2.51% CTR
  73. 73. Thank you! @BritneyMuller britney@moz.com

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