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Paradigm Shifts:
Can SEO Survive Google?
Dr. Pete Meyers • Marketing Scientist • Moz
@dr_pete #StateofSearch
@dr_pete #StateofSearch
@dr_pete #StateofSearch
Patented Sharkano Scale*
*not actually patented, image ©2017 KittyVector/ShutterStock
Attack of The Ads
@dr_pete #StateofSearch
@dr_pete #StateofSearch
@dr_pete #StateofSearch
@dr_pete #StateofSearch
@dr_pete #StateofSearch
@dr_pete #StateofSearch
@dr_pete #StateofSearch
@dr_pete #StateofSearch
@dr_pete #StateofSearch
Local Pack ads are
live on mobile and
appear to be in
testing on desktop.
@dr_pete #StateofSearch
Risk Factor: 2 Sharkanoes
It Just Got Personal
@dr_pete #StateofSearch
@dr_pete #StateofSearch
@dr_pete #StateofSearch
Google Assistant
may open up new
avenues for
personalization.
For example, search
history appears to
be more persistent.
Google Now uses
personalization to
do away with
queries entirely.
@dr_pete #StateofSearch
@dr_pete #StateofSearch
Risk Factor: 2 Sharkanoes
Rise of The Machines
@dr_pete #StateofSearch
“What are ranking factors?”
?
@dr_pete #StateofSearch
“What are ranking factors?”
@dr_pete #StateofSearch
“What are ranking factors?”
@dr_pete #StateofSearch
“What are ranking factors?”
(+) Contains search phrase
(+) Links from trusted sites
(-) Abuses/stu...
@dr_pete #StateofSearch
“What are ranking factors?”
@dr_pete #StateofSearch
“What are ranking factors?”
@dr_pete #StateofSearch
“What are ranking factors?”
@dr_pete #StateofSearch
“What are ranking factors?”
@dr_pete #StateofSearch
“What are ranking factors?”
@dr_pete #StateofSearch
Risk Factor: 2 Sharkanoes
The Voice of Doom
@dr_pete #StateofSearch
OK, Google:
Can fish live in
volcanoes?
@dr_pete #StateofSearch
On the website
Gizmodo.com,
they say...
Last week,
scientists spotted
sharks living in a
volcano.
@dr_pete #StateofSearch
@dr_pete #StateofSearch
OK, Google:
Where did my
links go?
@dr_pete #StateofSearch
Sorry, I’m not
sure how to help
with that.
Interestingly,
Google Home does
send a link to your
mobile app.
@dr_pete #StateofSearch
@dr_pete #StateofSearch
@dr_pete #StateofSearch
@dr_pete #StateofSearch
When voice makes
more sense, you can
send data back to
Google Home.
@dr_pete #StateofSearch
@dr_pete(icons via FlatIcon.com ©2017)
When I saw the
fin emerge from
the magma, I
finally knew the
sharkano…
@dr_pete(icons via FlatIcon.com ©2017)
OK, Google:
Who is this?
@dr_pete(icons via FlatIcon.com ©2017)
That voice is Dr.
Martin Brody,
host of TLC’s
Sharkano: It Was
Probably Aliens
@dr_pete(icons via FlatIcon.com ©2017)
OK, Google:
Is that series
available
online?
@dr_pete(icons via FlatIcon.com ©2017)
Yes, that series
is currently on
Netflix. I’ve
saved it for you
as SHARKS-1.
@dr_pete(icons via FlatIcon.com ©2017)
OK, Google:
Play saved
series SHARK-1
@dr_pete(icons via FlatIcon.com ©2017)
Martin Brody is
a former police
chief, shark
hostage & author
of 73 books…
@dr_pete(icons via FlatIcon.com ©2017)
OK, Google:
Find books by
Martin Brody
@dr_pete(icons via FlatIcon.com ©2017)
I’ve sent the
results of your
search to your
smartphone.
@dr_pete(icons via FlatIcon.com ©2017)
OK, Google:
Sort results by
publication
date.
@dr_pete(icons via FlatIcon.com ©2017)
OK, Google:
Buy “Abduction:
My Drunken
Tale of Shark-
Alien Survival”
@dr_pete(icons via FlatIcon.com ©2017)
I’ve ordered that
title and am
downloading it
to your tablet.
@dr_pete(icon by Dave Gandy via FlatIcon.com)
OK, Google:
Read my book.
@dr_pete #StateofSearch
Risk Factor: 3 Sharkanoes
Content Wars: Cached
@dr_pete #StateofSearch
@dr_pete #StateofSearch
AMP results are
your entire web
page hosted on
Google’s servers.
@dr_pete #StateofSearch
@dr_pete #StateofSearch
@dr_pete #StateofSearch
Risk Factor: 3 Sharkanoes
Content Wars: Curated
@dr_pete #StateofSearch
@dr_pete #StateofSearch
@dr_pete #StateofSearch
Data feeds alone
can be used to drive
immersive content
experiences.
@dr_pete #StateofSearch
@dr_pete #StateofSearch
@dr_pete #StateofSearch
@dr_pete #StateofSearch
@dr_pete #StateofSearch
@dr_pete #StateofSearch
@dr_pete #StateofSearch
Risk Factor: 3 Sharkanoes
Content Wars: Created
@dr_pete #StateofSearch
@dr_pete #StateofSearch
@dr_pete #StateofSearch
@dr_pete #StateofSearch
Content features are
built for mobile and
dominate mobile
screen real estate.
@dr_pete #StateofSearch
Google recently
launched tabbed
content for movies
and books.
This goes beyond
curation to create a
self-contained
content experience.
@dr_pete #StateofSearch
OK, Google:
I need a recipe
for chili.
@dr_pete #StateofSearch
Ok, I’ve got a
recipe called
“Award Winning
Chili Con Carne”
from All Recipes.
Does that sound
goo...
@dr_pete #StateofSearch
Risk Factor: 4 Sharkanoes
The ‘Shrooms, Man!
Is Google trying to
poison us? I’ll leave
it to you to decide.
(h/t @danmozgai)
@dr_pete #StateofSearch
“The Fly Agaric, Amanita
muscaria, is a hallucinogen and
must be considered poisonous.”
@dr_pete #StateofSearch
Risk Factor: 5 Sharkanoes
Are You Prepared?
@dr_pete #StateofSearch
Keep your eyes open.
@dr_pete #StateofSearch
@dr_pete #StateofSearch
@dr_pete #StateofSearch
@dr_pete #StateofSearch
Features occupy
even more space on
mobile and can be
totally different.
@dr_pete #StateofSearch
OK, Google:
How to do
search engine
optimization?
@dr_pete #StateofSearch
Sorry, I’m not
sure how to help
with that yet.
@dr_pete #StateofSearch
Pick your battles.
@dr_pete #StateofSearch
@dr_pete #StateofSearch
@dr_pete #StateofSearch
@dr_pete #StateofSearch
@dr_pete #StateofSearch
Give your data away?
@dr_pete #StateofSearch
@dr_pete #StateofSearch
@dr_pete #StateofSearch
@dr_pete #StateofSearch
@dr_pete #StateofSearch
When you give your
data away, think
beyond the short-
term benefits.
@dr_pete #StateofSearch
Maybe don’t eat these.
Paradigm Shifts: Can SEO Survive Google?
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Paradigm Shifts: Can SEO Survive Google?

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From AMP to voice search, Google's evolution seems to be accelerating. Recent changes signal some very real existential threats to SEO. How likely are these paradigm shifts, and what can we do today to mitigate the risks?

Published in: Marketing
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Paradigm Shifts: Can SEO Survive Google?

  1. 1. Paradigm Shifts: Can SEO Survive Google? Dr. Pete Meyers • Marketing Scientist • Moz
  2. 2. @dr_pete #StateofSearch
  3. 3. @dr_pete #StateofSearch
  4. 4. @dr_pete #StateofSearch Patented Sharkano Scale* *not actually patented, image ©2017 KittyVector/ShutterStock
  5. 5. Attack of The Ads
  6. 6. @dr_pete #StateofSearch
  7. 7. @dr_pete #StateofSearch
  8. 8. @dr_pete #StateofSearch
  9. 9. @dr_pete #StateofSearch
  10. 10. @dr_pete #StateofSearch
  11. 11. @dr_pete #StateofSearch
  12. 12. @dr_pete #StateofSearch
  13. 13. @dr_pete #StateofSearch
  14. 14. @dr_pete #StateofSearch
  15. 15. Local Pack ads are live on mobile and appear to be in testing on desktop.
  16. 16. @dr_pete #StateofSearch Risk Factor: 2 Sharkanoes
  17. 17. It Just Got Personal
  18. 18. @dr_pete #StateofSearch
  19. 19. @dr_pete #StateofSearch
  20. 20. @dr_pete #StateofSearch
  21. 21. Google Assistant may open up new avenues for personalization.
  22. 22. For example, search history appears to be more persistent.
  23. 23. Google Now uses personalization to do away with queries entirely.
  24. 24. @dr_pete #StateofSearch
  25. 25. @dr_pete #StateofSearch Risk Factor: 2 Sharkanoes
  26. 26. Rise of The Machines
  27. 27. @dr_pete #StateofSearch “What are ranking factors?” ?
  28. 28. @dr_pete #StateofSearch “What are ranking factors?”
  29. 29. @dr_pete #StateofSearch “What are ranking factors?”
  30. 30. @dr_pete #StateofSearch “What are ranking factors?” (+) Contains search phrase (+) Links from trusted sites (-) Abuses/stuffs keywords
  31. 31. @dr_pete #StateofSearch “What are ranking factors?”
  32. 32. @dr_pete #StateofSearch “What are ranking factors?”
  33. 33. @dr_pete #StateofSearch “What are ranking factors?”
  34. 34. @dr_pete #StateofSearch “What are ranking factors?”
  35. 35. @dr_pete #StateofSearch “What are ranking factors?”
  36. 36. @dr_pete #StateofSearch Risk Factor: 2 Sharkanoes
  37. 37. The Voice of Doom
  38. 38. @dr_pete #StateofSearch OK, Google: Can fish live in volcanoes?
  39. 39. @dr_pete #StateofSearch On the website Gizmodo.com, they say... Last week, scientists spotted sharks living in a volcano.
  40. 40. @dr_pete #StateofSearch
  41. 41. @dr_pete #StateofSearch OK, Google: Where did my links go?
  42. 42. @dr_pete #StateofSearch Sorry, I’m not sure how to help with that.
  43. 43. Interestingly, Google Home does send a link to your mobile app.
  44. 44. @dr_pete #StateofSearch
  45. 45. @dr_pete #StateofSearch
  46. 46. @dr_pete #StateofSearch
  47. 47. @dr_pete #StateofSearch
  48. 48. When voice makes more sense, you can send data back to Google Home.
  49. 49. @dr_pete #StateofSearch
  50. 50. @dr_pete(icons via FlatIcon.com ©2017) When I saw the fin emerge from the magma, I finally knew the sharkano…
  51. 51. @dr_pete(icons via FlatIcon.com ©2017) OK, Google: Who is this?
  52. 52. @dr_pete(icons via FlatIcon.com ©2017) That voice is Dr. Martin Brody, host of TLC’s Sharkano: It Was Probably Aliens
  53. 53. @dr_pete(icons via FlatIcon.com ©2017) OK, Google: Is that series available online?
  54. 54. @dr_pete(icons via FlatIcon.com ©2017) Yes, that series is currently on Netflix. I’ve saved it for you as SHARKS-1.
  55. 55. @dr_pete(icons via FlatIcon.com ©2017) OK, Google: Play saved series SHARK-1
  56. 56. @dr_pete(icons via FlatIcon.com ©2017) Martin Brody is a former police chief, shark hostage & author of 73 books…
  57. 57. @dr_pete(icons via FlatIcon.com ©2017) OK, Google: Find books by Martin Brody
  58. 58. @dr_pete(icons via FlatIcon.com ©2017) I’ve sent the results of your search to your smartphone.
  59. 59. @dr_pete(icons via FlatIcon.com ©2017) OK, Google: Sort results by publication date.
  60. 60. @dr_pete(icons via FlatIcon.com ©2017) OK, Google: Buy “Abduction: My Drunken Tale of Shark- Alien Survival”
  61. 61. @dr_pete(icons via FlatIcon.com ©2017) I’ve ordered that title and am downloading it to your tablet.
  62. 62. @dr_pete(icon by Dave Gandy via FlatIcon.com) OK, Google: Read my book.
  63. 63. @dr_pete #StateofSearch Risk Factor: 3 Sharkanoes
  64. 64. Content Wars: Cached
  65. 65. @dr_pete #StateofSearch
  66. 66. @dr_pete #StateofSearch
  67. 67. AMP results are your entire web page hosted on Google’s servers.
  68. 68. @dr_pete #StateofSearch
  69. 69. @dr_pete #StateofSearch
  70. 70. @dr_pete #StateofSearch Risk Factor: 3 Sharkanoes
  71. 71. Content Wars: Curated
  72. 72. @dr_pete #StateofSearch
  73. 73. @dr_pete #StateofSearch
  74. 74. @dr_pete #StateofSearch
  75. 75. Data feeds alone can be used to drive immersive content experiences.
  76. 76. @dr_pete #StateofSearch
  77. 77. @dr_pete #StateofSearch
  78. 78. @dr_pete #StateofSearch
  79. 79. @dr_pete #StateofSearch
  80. 80. @dr_pete #StateofSearch
  81. 81. @dr_pete #StateofSearch
  82. 82. @dr_pete #StateofSearch Risk Factor: 3 Sharkanoes
  83. 83. Content Wars: Created
  84. 84. @dr_pete #StateofSearch
  85. 85. @dr_pete #StateofSearch
  86. 86. @dr_pete #StateofSearch
  87. 87. @dr_pete #StateofSearch
  88. 88. Content features are built for mobile and dominate mobile screen real estate.
  89. 89. @dr_pete #StateofSearch
  90. 90. Google recently launched tabbed content for movies and books.
  91. 91. This goes beyond curation to create a self-contained content experience.
  92. 92. @dr_pete #StateofSearch OK, Google: I need a recipe for chili.
  93. 93. @dr_pete #StateofSearch Ok, I’ve got a recipe called “Award Winning Chili Con Carne” from All Recipes. Does that sound good?
  94. 94. @dr_pete #StateofSearch Risk Factor: 4 Sharkanoes
  95. 95. The ‘Shrooms, Man!
  96. 96. Is Google trying to poison us? I’ll leave it to you to decide. (h/t @danmozgai)
  97. 97. @dr_pete #StateofSearch “The Fly Agaric, Amanita muscaria, is a hallucinogen and must be considered poisonous.”
  98. 98. @dr_pete #StateofSearch Risk Factor: 5 Sharkanoes
  99. 99. Are You Prepared?
  100. 100. @dr_pete #StateofSearch Keep your eyes open.
  101. 101. @dr_pete #StateofSearch
  102. 102. @dr_pete #StateofSearch
  103. 103. @dr_pete #StateofSearch
  104. 104. @dr_pete #StateofSearch
  105. 105. Features occupy even more space on mobile and can be totally different.
  106. 106. @dr_pete #StateofSearch OK, Google: How to do search engine optimization?
  107. 107. @dr_pete #StateofSearch Sorry, I’m not sure how to help with that yet.
  108. 108. @dr_pete #StateofSearch Pick your battles.
  109. 109. @dr_pete #StateofSearch
  110. 110. @dr_pete #StateofSearch
  111. 111. @dr_pete #StateofSearch
  112. 112. @dr_pete #StateofSearch
  113. 113. @dr_pete #StateofSearch Give your data away?
  114. 114. @dr_pete #StateofSearch
  115. 115. @dr_pete #StateofSearch
  116. 116. @dr_pete #StateofSearch
  117. 117. @dr_pete #StateofSearch
  118. 118. @dr_pete #StateofSearch
  119. 119. When you give your data away, think beyond the short- term benefits.
  120. 120. @dr_pete #StateofSearch Maybe don’t eat these.

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