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Mobile Search is the New Normal

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Cindy Krum - The Inbounder Global Conference 2018

Published in: Marketing
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Mobile Search is the New Normal

  1. 1. Mobile Search is the New Normal: Cindy Krum, CEO of MobileMoxie Inbounder
  2. 2. THE WEB IS CHANGING & MOST SEO’S ARE MISSING THE POINT! @SUZZICKS
  3. 3. Mobile Search Desktop SEARCH DEVICE Search w/ Clicks Zero-Click Searches MOBILE SEARCH BEHAVIOR @SUZZICKS
  4. 4. THE TOP OF THE FOLD IS DOMINATED BY: KNOWLEDGE GRAPH @SUZZICKS
  5. 5. THE TOP OF THE FOLD IS DOMINATED BY: MAP PACKS @SUZZICKS
  6. 6. THE TOP OF THE FOLD IS DOMINATED BY: BUSINESS SINGLES @SUZZICKS
  7. 7. THE TOP OF THE FOLD IS DOMINATED BY: SHOPPING CAROUSELS @SUZZICKS
  8. 8. THE TOP OF THE FOLD IS DOMINATED BY: ENTITY CAROUSELS @SUZZICKS
  9. 9. THE TOP OF THE FOLD IS DOMINATED BY: ENTITY LIST EXPANDER @SUZZICKS
  10. 10. THE TOP OF THE FOLD IS DOMINATED BY: MUSICVIDEOS @SUZZICKS
  11. 11. MOBILE-FIRST INDEXING IS DIFFERENT THANYOU THINK! @SUZZICKS
  12. 12. MOBILE USER-AGENT CRAWLER IS NOT NEW @SUZZICKS Googlebot PRIMARY Googlebot BEFORE NOW Mozilla/5.0 (compatible; Googlebot/2.1; +http://www.google.com/bot.html) or (rarely used): Googlebot/2.1 (+http://www.google.com/bot.html) Googlebot (Smartphone) Googlebot Mozilla/5.0 (Linux; Android 6.0.1; Nexus 5X Build/MMB29P) AppleWebKit/537.36 (KHTML, like Gecko) Chrome/41.0.2272.96 Mobile Safari/537.36 (compatible; Googlebot/2.1; +http://www.google.com/bot.html)
  13. 13. MOBILE USER-AGENT CRAWLER IS NOT NEW @SUZZICKS Googlebot Googlebot Mozilla/5.0 (compatible; Googlebot/2.1; +http://www.google.com/bot.html) or (rarely used): Googlebot/2.1 (+http://www.google.com/bot.html) Googlebot (Smartphone) PRIMARY Googlebot NOW Mozilla/5.0 (Linux; Android 6.0.1; Nexus 5X Build/MMB29P) AppleWebKit/537.36 (KHTML, like Gecko) Chrome/41.0.2272.96 Mobile Safari/537.36 (compatible; Googlebot/2.1; +http://www.google.com/bot.html)
  14. 14. THE MAJOR CHANGES ACCORDING TO GOOGLE: @SUZZICKS
  15. 15. SO WHAT IS THE BIG DEAL? @SUZZICKS
  16. 16. Why did it take 2+ Years?!? SO WHAT IS THE BIG DEAL? @SUZZICKS
  17. 17. MOBILE-FIRST INDEXING IS NOT JUST ABOUT WEBSITES!!! @SUZZICKS
  18. 18. @SUZZICKS
  19. 19. GOOGLE WANTS TO INDEX MORE THAN JUST WEBSITES DatabaseVideo Native Apps PWAs SMSAnswer Maps Instant Apps Audio Business ActionsAMP IoT Action App Deep Link Utility MusicPhoto Reviews Docs Email Contact @SUZZICKS
  20. 20. WEBSITES DON’T WORK WITHOUT SCREENS @SUZZICKS
  21. 21. NO ONE WANTS A LONG LISTS OF SEARCH RESULTS INVOICE SEARCH @SUZZICKS
  22. 22. @SUZZICKS MOBILE-FIRST INDEXING WILL HELP
  23. 23. BUT IT’S MORE LIKE… ENTITY-FIRST INDEXING @SUZZICKS
  24. 24. SO WHAT IS AN ENTITY? @SUZZICKS
  25. 25. @SUZZICKS KNOWLEDGE GRAPH
  26. 26. @SUZZICKS
  27. 27. THESE ARE NON-DOMAIN ENTITIES (AND THERE ARE LOTS OF OTHERS) @SUZZICKS
  28. 28. IN SOME CASES, THE MODEL MIGHT LOOK LIKE THIS… Top Level Entity Domain Entity Other Stuff @SUZZICKS
  29. 29. IN OTHER CASES, THE MODEL MIGHT LOOK LIKE THIS… Top Level Entity Other Stuff Domain Entity @SUZZICKS
  30. 30. HOW DO WE KNOW GOOGLE CARES SO MUCH ABOUT ENTITIES? @SUZZICKS
  31. 31. ENTITIES & NON-WEBSITE CONTENT TAKES UP A LOT OF TOP RANKINGS! MobileMoxie Search SimulatorTool
  32. 32. GOOGLE WANTS TO BE THE HOME PAGE FORYOUR SMALL BUSINESS ~MIKE BLUMENTHAL @SUZZICKS
  33. 33. SMALL BUSINESSES ARE THE FIRST ENTITIESTO BE TREATED … @SUZZICKS
  34. 34. @SUZZICKS SMALL BUSINESSES ARE THE FIRST ENTITIESTO BE TREATED … LIKE SPECIAL ENTITIES
  35. 35. @SUZZICKS SMALL BUSINESSES ARE THE FIRST ENTITIESTO BE TREATED … A BIT LIKE APPS
  36. 36. @SUZZICKS GOOGLE POSTS WORKS Implemented Google Posts Here:
  37. 37. GOOGLE WANTS TO BE THE TRANSACTION LAYER OF THE INTERNET – AT LEAST IN LOCAL ~DAVID MIHM @SUZZICKS
  38. 38. ENTITIES EXIST IN A RELATIONAL HIERARCHY Top-Level Concept Info/Answer Video/Audio Map App ? @SUZZICKS
  39. 39. Top-Level Concept ENTITY Info/Answer ENTITY Video/Audio ENTITY Map ENTITY App ENTITY DOMAIN ENTITY @SUZZICKS DOMAINS ARE ENTITIES
  40. 40. Top-Level Concept ENTITY Info/Answer ENTITY Video/Audio ENTITY Map ENTITY App ENTITY DOMAIN ENTITY @SUZZICKS ENTITY UNDERSTANDING ALLOWS DEVICE CONTEXTTO DRIVE RELEVANCE
  41. 41. ENTITIES ARE UNIVERSAL IDEAS OR CONCEPTS Disambiguation
  42. 42. Disambiguation Link to Knowledge Graph Entity ENTITIES ARE UNIVERSAL IDEAS OR CONCEPTS
  43. 43. Disambiguation Link to Knowledge Graph Entity Entity Understanding/Classification ENTITIES ARE UNIVERSAL IDEAS OR CONCEPTS
  44. 44. Disambiguation Link to Knowledge Graph Entity Entity Understanding/Classification Top Entity Domain ENTITIES ARE UNIVERSAL IDEAS OR CONCEPTS
  45. 45. Disambiguation Link to Knowledge Graph Entity Entity Understanding/Classification Top Entity Domain ENTITIES ARE UNIVERSAL IDEAS OR CONCEPTS
  46. 46. DOMAINS ARE LINGUISTICALLY COMPLEX ENTITIES Main Domain ENTITY ccTLD’s ENTITY Domain.FR ENTITY Domain.ES ENTITY Domain.DE ENTITY Domain.IN ENTITY ccTLD HI Translation ccTLD EN Translation Main Domain Translations ENTITY Main Content - EN ENTITY HITranslation DETranslation ESTranslation AMP ENTITY AMP Content ENTITY AMP Content ENTITY FR HREF=Lang AMP Content ES HREF=Lang AMP Content DE HREF=Lang AMP Content Mobile Content ENTITY Tablet Content ENTITY Domain Entities
  47. 47. PLEASE REMEMBER: THERE IS MORE TO SEO THAN JUST WEBSITES! @SUZZICKS
  48. 48. Top-Level Concept ENTITY Info/Answer ENTITY Video/Audio ENTITY Map ENTITY App ENTITY DOMAIN ENTITY Non-Domain Entities Domain Entities @SUZZICKS ENTITIES EXIST IN A RELATIONAL HIERARCHY
  49. 49. Top-Level Concept ENTITY Info/Answer ENTITY Video/Audio ENTITY Map ENTITY App ENTITY DOMAIN ENTITY Non-Domain Entities Domain Entities @SUZZICKS ENTITIES EXIST IN A RELATIONAL HIERARCHY
  50. 50. GOOGLE LOVES NON- DOMAIN ENTITY CONTENT Top-Level Concept ENTITY Info ENTITY Answer ENTITY Answer ENTITY Answer ENTITY Related Concept ENTITY Related Concept ENTITY Related Concept ENTITY YouTube Channel ENTITY RelatedYT Channel ENTITY Video ENTITY Playlist ENTITY Video ENTITY Radio Station ENTITY Podcast Episode ENTITY Podcast Episode ENTITY Audio ENTITY Audio ENTITY Audio LiveStream ENTITY App ENTITY App Deep Link ENTITY App Deep Link ENTITY Private Deep Link ENTITY Related App ENTITY Related App ENTITY Related App ENTITY DOMAIN ENTITY Non-Domain Entities Domain Entities
  51. 51. IN FACT, GOOGLE ALREADY HAD A MODEL FOR CROSS- DEVICE ENTITY INDEXING!!! @SUZZICKS
  52. 52. IN FACT, GOOGLE ALREADY HAD A MODEL FOR CROSS- DEVICE ENTITY INDEXING!!! @SUZZICKS
  53. 53. EVERYONE EXPECTED THAT APPS WERE JUST BEING INTEGRATED INTO THE WEB INDEX BUT…. @SUZZICKS GOOGLE PLAY INDEX & RESULTS GOOGLE WEB INDEX & RESULTS
  54. 54. IT IS ACTUALLY THE OTHER WAY AROUND. WEB WAS MIGRATED INTOTHE GOOGLE PLAY INDEXING FRAMEWORK GOOGLE PLAY INDEX & RESULTSGOOGLE WEB INDEX & RESULTS @SUZZICKS
  55. 55. WHAT IS SO GREAT ABOUT GOOGLE PLAY? Cross- Device Multi- Media World- Wide Auto- Translated Editable by Owner Pre- Populated Relational Hierarchy
  56. 56. WE KIND’A KNEWTHIS … WHENTHEY ADDED PWAS TO GOOGLE PLAY @SUZZICKS
  57. 57. WE KIND’A KNEWTHIS … WHENTHEY ADDED PWAS TO GOOGLE PLAY @SUZZICKS PWAS = WEBSITES
  58. 58. KEYWORD SEARCH RESULTS COME FROM WEBSITES @SUZZICKS Keyword Search Result
  59. 59. NOT ALL ENTITY SEARCH RESULTS NECESSARILY WILL Keyword Search Result Entity Search Result @SUZZICKS
  60. 60. @SUZZICKS GOOGLE MARKET FINDER -ENTITY TOOL
  61. 61. @SUZZICKS GOOGLE CLOUD NATURAL LANGUAGE API -ENTITY TOOL
  62. 62. @SUZZICKS GOOGLE CLOUD NATURAL LANGUAGE API -ENTITY TOOL
  63. 63. WHAT TO EXPECT FROM GOOGLE New Categories & Filters Everywhere Decrease Focus on Web & Links. Increase on Cross-Device Brand Entities From Google
  64. 64. MORE DATA COLLECTION TO FEED THE AI Search Filters – Click &Voice Multiple-Choice Questions Open-Ended Questions, Requests for Reviews @SUZZICKS
  65. 65. HOW TO PREPARE & RESPOND @SUZZICKS Optimize/ Creating Non- Domain Entity Content. Test Text Content for Entity Classification & Understanding Build-Out Google Entities:GMB Pages,G+ Brand Pages,Knowledge Graph,Etc.
  66. 66. HTTP://BIT.LY/ENTITY-FIRST @SUZZICKS
  67. 67. @SUZZICKS
  68. 68. • Check Landing Pages on 18 different Phones • See Mobile Keyword Rankings from ANYWHERE INTHE WORLD • Coming Soon: Bulk Address Checker: To Automate Mobile SEO KeywordTesting for Multiple Locations • And we have APIs for most of this stuff too! • PROMO CODE: INBOUNDER --WE HAVE TOOLS-- 2 MONTHS FREE PROMO CODE: INBOUNDER @SUZZICKS
  69. 69. Cindy Krum CEO & Founder PROMO CODE: INBOUNDER @SUZZICKS

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