Cindy Krum - The Inbounder Global Conference 2018

1. Mobile Search is the New
Normal:
Cindy Krum, CEO of MobileMoxie
Inbounder

2. THE WEB IS
CHANGING &
MOST SEO’S
ARE MISSING
THE POINT!
@SUZZICKS

3. Mobile
Search
Desktop
SEARCH DEVICE
Search
w/ Clicks
Zero-Click
Searches
MOBILE SEARCH
BEHAVIOR
@SUZZICKS

4. THE TOP OF THE FOLD
IS DOMINATED BY:
KNOWLEDGE
GRAPH
@SUZZICKS

5. THE TOP OF THE FOLD
IS DOMINATED BY:
MAP PACKS
@SUZZICKS

6. THE TOP OF THE FOLD
IS DOMINATED BY:
BUSINESS SINGLES
@SUZZICKS

7. THE TOP OF THE FOLD
IS DOMINATED BY:
SHOPPING
CAROUSELS
@SUZZICKS

8. THE TOP OF THE FOLD
IS DOMINATED BY:
ENTITY CAROUSELS
@SUZZICKS

9. THE TOP OF THE FOLD
IS DOMINATED BY:
ENTITY LIST
EXPANDER
@SUZZICKS

10. THE TOP OF THE FOLD
IS DOMINATED BY:
MUSICVIDEOS
@SUZZICKS

11. MOBILE-FIRST INDEXING
IS DIFFERENT THANYOU THINK!
@SUZZICKS

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. 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. THE MAJOR CHANGES ACCORDING
TO GOOGLE:
@SUZZICKS

15. SO WHAT IS THE
BIG DEAL?
@SUZZICKS

16. Why did
it take 2+
Years?!?
SO WHAT IS THE
BIG DEAL?
@SUZZICKS

17. MOBILE-FIRST
INDEXING IS NOT
JUST ABOUT
WEBSITES!!!
@SUZZICKS

18. @SUZZICKS

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. WEBSITES
DON’T WORK
WITHOUT
SCREENS
@SUZZICKS

21. NO ONE WANTS A
LONG LISTS OF
SEARCH RESULTS
INVOICE SEARCH
@SUZZICKS

22. @SUZZICKS
MOBILE-FIRST INDEXING WILL HELP

23. BUT IT’S MORE LIKE…
ENTITY-FIRST
INDEXING
@SUZZICKS

24. SO WHAT IS AN
ENTITY?
@SUZZICKS

25. @SUZZICKS
KNOWLEDGE
GRAPH

26. @SUZZICKS

27. THESE ARE NON-DOMAIN ENTITIES
(AND THERE ARE LOTS OF OTHERS)
@SUZZICKS

28. IN SOME CASES, THE MODEL MIGHT
LOOK LIKE THIS…
Top Level Entity
Domain Entity
Other
Stuff
@SUZZICKS

29. IN OTHER CASES, THE MODEL
MIGHT LOOK LIKE THIS…
Top Level Entity
Other Stuff
Domain
Entity
@SUZZICKS

30. HOW DO WE KNOW
GOOGLE CARES
SO MUCH ABOUT
ENTITIES?
@SUZZICKS

31. ENTITIES &
NON-WEBSITE
CONTENT TAKES UP
A LOT OF TOP
RANKINGS!
MobileMoxie Search SimulatorTool

32. GOOGLE WANTS TO
BE THE HOME PAGE
FORYOUR SMALL
BUSINESS
~MIKE BLUMENTHAL
@SUZZICKS

33. SMALL
BUSINESSES
ARE THE FIRST
ENTITIESTO
BE TREATED …
@SUZZICKS

34. @SUZZICKS
SMALL
BUSINESSES
ARE THE FIRST
ENTITIESTO
BE TREATED …
LIKE
SPECIAL
ENTITIES

35. @SUZZICKS
SMALL
BUSINESSES
ARE THE FIRST
ENTITIESTO
BE TREATED …
A BIT
LIKE APPS

36. @SUZZICKS
GOOGLE
POSTS WORKS
Implemented
Google Posts
Here:

37. GOOGLE WANTS TO
BE THE TRANSACTION
LAYER OF THE
INTERNET – AT LEAST
IN LOCAL
~DAVID MIHM
@SUZZICKS

38. ENTITIES EXIST IN A
RELATIONAL HIERARCHY
Top-Level
Concept
Info/Answer Video/Audio Map App ?
@SUZZICKS

39. Top-Level
Concept
ENTITY
Info/Answer
ENTITY
Video/Audio
ENTITY
Map
ENTITY
App
ENTITY
DOMAIN
ENTITY
@SUZZICKS
DOMAINS ARE ENTITIES

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. ENTITIES ARE UNIVERSAL
IDEAS OR CONCEPTS
Disambiguation

42. Disambiguation
Link to Knowledge Graph Entity
ENTITIES ARE UNIVERSAL
IDEAS OR CONCEPTS

43. Disambiguation
Link to Knowledge Graph Entity
Entity Understanding/Classification
ENTITIES ARE UNIVERSAL
IDEAS OR CONCEPTS

44. Disambiguation
Link to Knowledge Graph Entity
Entity Understanding/Classification
Top Entity Domain
ENTITIES ARE UNIVERSAL
IDEAS OR CONCEPTS

45. Disambiguation
Link to Knowledge Graph Entity
Entity Understanding/Classification
Top Entity Domain
ENTITIES ARE UNIVERSAL
IDEAS OR CONCEPTS

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. PLEASE
REMEMBER:
THERE IS MORE TO
SEO THAN JUST
WEBSITES!
@SUZZICKS

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. 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. 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. IN FACT, GOOGLE
ALREADY HAD A
MODEL FOR CROSS-
DEVICE ENTITY
INDEXING!!!
@SUZZICKS

52. IN FACT, GOOGLE
ALREADY HAD A
MODEL FOR CROSS-
DEVICE ENTITY
INDEXING!!!
@SUZZICKS

53. EVERYONE EXPECTED THAT APPS
WERE JUST BEING INTEGRATED INTO
THE WEB INDEX BUT….
@SUZZICKS
GOOGLE PLAY INDEX & RESULTS GOOGLE WEB INDEX & RESULTS

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. WHAT IS SO GREAT ABOUT
GOOGLE PLAY?
Cross-
Device
Multi-
Media
World-
Wide
Auto-
Translated
Editable
by Owner
Pre-
Populated
Relational
Hierarchy

56. WE KIND’A KNEWTHIS …
WHENTHEY
ADDED PWAS
TO GOOGLE PLAY
@SUZZICKS

57. WE KIND’A KNEWTHIS …
WHENTHEY
ADDED PWAS
TO GOOGLE PLAY
@SUZZICKS
PWAS = WEBSITES

58. KEYWORD
SEARCH
RESULTS
COME FROM
WEBSITES
@SUZZICKS
Keyword Search Result

59. NOT ALL
ENTITY
SEARCH
RESULTS
NECESSARILY
WILL
Keyword Search Result Entity Search Result
@SUZZICKS

60. @SUZZICKS
GOOGLE
MARKET
FINDER
-ENTITY
TOOL

61. @SUZZICKS
GOOGLE
CLOUD
NATURAL
LANGUAGE
API
-ENTITY
TOOL

62. @SUZZICKS
GOOGLE CLOUD NATURAL LANGUAGE API
-ENTITY TOOL

63. WHAT TO EXPECT FROM GOOGLE
New
Categories
& Filters
Everywhere
Decrease Focus
on Web & Links.
Increase on
Cross-Device
Brand
Entities
From
Google

64. MORE DATA COLLECTION TO FEED
THE AI
Search Filters – Click &Voice
Multiple-Choice Questions
Open-Ended Questions, Requests for Reviews
@SUZZICKS

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. HTTP://BIT.LY/ENTITY-FIRST
@SUZZICKS

67. @SUZZICKS

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. Cindy Krum
CEO & Founder
PROMO CODE:
INBOUNDER
@SUZZICKS