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The Google Earthquake
How to Survive the Future of Search and Online Marketing
Cyrus Shepard

@cyrusshepard
As a child, disaster movies scared me
Tornados were the worst
Tornados were the worst
Disaster?
Google is tipping the landscape

changing fast
Queries
Led
To
Websites

Google CTR Study - http://www.catalystsearchmarketing.com/pubs/google-ctr-study/
17.6%
9.94%
7.64%
5.31%

Click
Through
Rate
by
Position

Google CTR Study - http://www.catalystsearchmarketing.com/pubs/google-ctr-study/
All Your
Info
On One
Page
Who wants
to be down
here?

?%
Organic Results
Organic Results
Google is eating all the verticals
Informational Queries
Transactional Queries
Media Queries

Books • Videos • Songs
Medical Queries
http://moz.com/blog/mega-serp
Not a real
result, but
demonstrates
how Google’s
new features
often favor
Google
properties

http://moz.com/blog/mega-serp
“Google’s mission is to organize the
world’s information and make it
universally accessible and useful.”

http://www.google.com/about/company/
“Google’s mission is to organize the
world’s information and make it
universally accessible and useful.”
Does not include the words “search engine”

http://www.google.com/about/company/
Stomping on SEO

Google is stomping on SEO
Global (not provided) at 75%

https://serps.com/data/not_provided
Penguin killing links
Decreasing

“Domain Diversity measures the percentage of
unique sub-domains across the URLs in the data
set. The less diversity there is, the more domain
"crowding" we observed.”

http://mozcast.com/metrics
Disaster?
Disaster or opportunity?
Disaster or opportunity?
Growing Internet Use
92%
of These
Use
Search
Engines

http://en.wikipedia.org/wiki/Global_Internet_usage
Rising Desktop Search

http://www.blindfiveyearold.com/ & https://plus.google.com/u/0/+AJKohn/posts/52fparZCSrW
Rising Mobile Search

http://www.biakelsey.com/
Rising Desktop Search

http://www.statisticbrain.com/google-searches/
http://www.blindfiveyearold.com/ & https://plus.google.com/u/0/+AJKohn/posts/52fparZCSrW
Search Remains an Investment that Pays

Organic Search Traffic to Moz 2011-2013
When Combined With Other Channels
It Becomes Unstoppable
6 Strategies for
Future-Proof Results
1. From Keywords to Concepts
because keywords still matter
Keywords by themselves don’t rank
Keywords
“pay day loans”
irrelevant and
out of
context

This page
is about exercise

Spam
http://googlewebmastercentral.blogspot.com/2012/04/another-step-to-reward-high-quality.html
50-80% of Your Traffic Comes From
Keywords You Didn’t Try For

http://moz.com/blog/how-to-rank
Google Sells Keywords by Groups

Keyword
groups
focus on a
single
concept
Related
Keywords
Sorted by
Relevance

Hmm….
Maybe these
keywords down
here
relate to my
concept
Keywords need
context
to rank

Language and
signals focused
around concepts

http://moz.com/blog/visual-guide-to-keyword-targeting-onpage-optimization
2. From Webpages to Authority
Go Above and Beyond the Keyword
The better
answers you
provide, the
more value you
offer.

http://www.rottentomatoes.com/m/thor_the_dark_world/
Answer All the Questions
The more
questions you
answer, the less
likely visitors will
search
elsewhere

http://www.amazon.de/gp/product/B00DOQFR96/
Publish Regularly on Your Expert Subjects

A single page
does not make
you an authority.

http://moz.com/blog/how-to-rank
Use Real People as Subject Experts
3. From Links to Endorsements
Newsflash: Google Doesn’t Care About
Your Links
What Counts are Your Endorsements
Links deemed to have low editorial endorsement can be
devalued, discounted, or even penalized.

Very weak
endorsement
Non-editorial links can hurt

Really?

Very weak
endorsement
Non-Linking Citations are Endorsements

http://moz.com/blog/2013-local-search-ecosystems
This Looks Like an Endorsement
High
Authority Figure
Nofollowed
Social
Mention
What About This?
High
Authority Figure
Followed
Link
Personalized Results as Endorsements

Jonathon is
connected to me
socially

2 hours ago
4. Markup and Meta Data
real benefits
Better Social Sharing

http://moz.com/blog/meta-data-templates-123
High Correlation Between Social Sharing
and Rankings
(Correlation is not causation)

Social Metrics

Keyword Usage

http://moz.com/search-ranking-factors
Promotion in Search Results

Neil
wins
here

https://www.google.com/#q=SEO
Enhanced SERPs

Reviews

Authorship
Enhanced SERPs

Does it Work?

Authorship

http://research.google.com/pubs/pub41199.html
Cards Everywhere
Personalization + Structured Data

Research

News

Real Estate
If Seznam
used structured
data instead of
screenshots,
we might not
see blanks

http://www.seznam.sk/
When in Doubt, Use Open Graph
and Schema.org

http://moz.com/blog/meta-data-templates-123
5. Mobile First
Look Where Google is Going
Moving Mobile Design to Desktop

Mobile

Desktop

http://moz.com/blog/future-serp-a-glimpse-at-google-2014
We’ve Seen This Before
Cards Everywhere

Mobile

Desktop

http://moz.com/blog/future-serp-a-glimpse-at-google-2014
Easier to Expand Design than Contract
Mobile

Desktop

http://www.samovidic.com/
Desktop Design Becomes an Extension of
Mobile

http://www.prometheusreg.com/
When we get
here….
…people will
ask…

“Do we need a
desktop site?”

http://www.biakelsey.com/
6. From Pageviews to Satisfaction
Web Analytics 1990
First Touch - Middle - Last Touch

Web
Analytics
2013
Do Visitors Like My Site?
Instead of Just Visiting
Measure:
• Bounce Rate
• Time on Site
• Pages per Visit
• Share Rate
• Mention Rate

http://moz.com/blog/seo-satisfaction
Obsess Over Speed

http://www.nytimes.com/2012/03/01/technology/impatient-web-users-flee-slow-loading-sites.html
Track Offsite Mentions
Important
Mentions of “Marketing
Festival”

http://freshwebexplorer.moz.com/
Together, we got this!
@cyrusshepard

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