1.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
The Future of SEO and Digital Marketing

2.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
1984 World Foosball
Champion – “Goalie War”
Eric Enge – Fun Fact

3.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
What’s New in
The Art of SEO?

4.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
What’s Changed? Great
Question, Let’s Review!
CH7
Link Building
CH8
Social Media
CH7
Content Marketing
CH8
Completely
Rewritten

5.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
CH9
Did not Exist
CH9
Penguin and
Panda
Penalties
CH11
Tools
CH11
Completely
Rewritten
CH15
SEO
Predictions
CH15
New SEO
Predictions

6.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
What Was Big
in 2015?

7.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
4 Areas of Change
Mobilegeddon
Twitter Firehose Deal
Content Marketing and Content Shock
Rich Answers in Search

8.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
Mobilegeddon

9.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
What Happened With Mobilegeddon?
We Analyzed 15,235
Queries Week of April
17, and Again on May
18
We Focused on the
Top 10 Results

10.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
Mobile DOES Matter as a Ranking Factor

11.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
Twitter
Indexing

12.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
Does Google Index More Tweets?
We Ran a Study in
February 2015 of
138,000 Tweets

13.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
Here are the Raw Results From February
But on May 19th Google
Went Live with an
Integration Leveraging the
Twitter API

14.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
Comparison of Indexation in June vs
February

15.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
Emphasis on Authority Only Increased

16.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
The Truth
About Content
Shock

17.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
Source: Chartbeat

18.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
Source: Moz and BuzzSumo

19.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
No Correlation Between Shares and
Links
Source: Moz and BuzzSumo
Correlation
Between Links and
Shares

20.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
No Social Network Does Well
Source: Moz and BuzzSumo

21.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
Most Content Gets Shares OR Links
Source: Moz and BuzzSumo

22.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
Most Content Gets Shares OR Links
Source: Moz and BuzzSumo

23.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
Source: Moz and BuzzSumo
These Have a Very Strong Correlation

24.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
Opinion Forming Journalism Works

25.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
These Sites Also Have a Very Strong
Correlation
Source: Moz and BuzzSumo

26.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
Data Driven Research Studies Work

27.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
Content Length Of the Articles in the
Study

28.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
Longer Form Content Does Very
Well Too

29.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
https://www.stonetemple.com/all-our-social-media-seo-studies/

30.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
Got Some Links!
Including a
Write Up in
the WSJ

31.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
If You Produce the Right Content …
Social Media Sharing Can Drive Links

32.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
Paid Social Works Too

33.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
Key Takeaways – Content Marketing
Stop Producing Good Content
Start Producing Elite Content
Data Driven, Journalism, Long Form Content
Promote it Using All Your Channels
Measure Your Results and Adapt

34.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
Rich Answers
in Search

35.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
Example of a Rich Answer From Google

36.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
Why Are Fire Trucks Red?

37.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
How Often Does Google Show Rich
Answers?

38.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
How Has This Grown Over Time?
Increase in Rich Answers
(No Sidebar) of 38%!
We Measured This in December 2014
and July 2015

39.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
Rich Answers Key Points
Google Will Continue to Expand This
Rapidly
Don’t Build Your Business on Public Domain
Data
Don’t Build Your Business on Easily
Licensed Data
Develop Content that Provides Direct
Answers
Click Here for our Complete Rich Answers Guide!

40.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
Domain Authority
of 38

41.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
More Items
Will Drive
More Clicks

42.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
Ranks Number 5
Normally

43.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
Simple Direct
Answer to the
Question

44.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
Got the Rich
Answer

45.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
How Can I Get Me
Some?

46.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
How To Implement a NoFollow?
How To Implement a NoIndex Tag?
How To Implement a Rel Alternate Tag?
How To Implement a Rel Canonical?
How To Implement a Vary:User Agent Header?
We Started With a List of Common
Questions

47.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
We Published 5
Videos on May 20th

48.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
We Included Transcripts With
an Outline of Clear Steps

49.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
The Content Provided a Lot More
Info Than Just the “How To”
We Shared it on Google+ and
Submitted it in Search Console

50.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
Bingo!
Saw This
Within 3
Days of
Publishing
the
Content

51.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
Identify a Simple Question
Provide a Direct Answer
Make it Easy for Users (and Google) to Find
1
2
4
Offer Valued Added Info3
Rich Answers Recipe

52.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
Key Takeaways – Rich Answers
Rich Answers Can Drive MORE Traffic
Algorithm Google Uses is NOT Authority Centric
It’s Based on Content Quality Measurement
This is a NEW Type of SEO

53.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
What’s Coming
In The Future?

54.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
5 Trends
Rise of the Millennials
Authorship, Really?
Mobile, Voice Search (Conversational)
Content Effectiveness Optimization
Deep Learning

55.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
1

56.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
Expect High
Quality, and Lots
of Choices …
Because
Accessing All Your
Choices is Easier
Than its Ever
Been

57.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
Look for
Engagement (or
Entertainment) …
Because There are
so Many Available
Channels and
Progressive
Brands are Doing it

58.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
Require
Authenticity…
Because There
are so Many Ways
That Inauthentic
Behavior Can Get
Exposed

59.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
Impatient …
Because There
are Others that
Will Provide a
Faster Response

60.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
Short Attention
Span …
Because Other
Enticing Things
are Awaiting Their
Attention

61.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
How Do you Succeed With the Millennials?
Only if They Want You To
Prepare to Engage and Entertain
Deliver Experiences, Build Relationships
Be the Best, or Be the Cheapest
Direct, Open, Honest Messaging

62.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
2

63.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
At SMX East on
10/1/2015 Gary
Illyes said that
publishers should
leave authorship
markup on their
pages.

64.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
• Be an Expert
• Create Great Content
– Humans use social signals to help identify
this
– Engagement (comments) as well
• Have other experts interact with you
online
• Help people
• Write for high authority sites
Build Your Authority With Humans First

65.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
“By doing things that help
build your own reputation,
you are focusing on the
right types of activity. Those
are the signals we want to
find and value the most
anyway.”
Google’s
Matt Cutts
July 9, 2012
Matt Cutts on Reputation Building

66.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
Author Authority Summary
Will Google Look at This Again? Maybe
Building Authority is Not About Google
It’s About Differentiation
It’s About Reputation and Visibility
Works Well With the Millennials

67.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
“… more Google searches take
place on mobile devices than on
computers in 10 countries
including the US and Japan”
Google: May 5th, 2015
http://adwords.blogspot.com/2015/05/building-for-next-moment.html
3

68.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
“Voice control/search will
soon be the primary way
that users interact with
Android devices,
especially as the
operating system
expands into cars, onto
wrists and on TV sets.”
Greg Sterling
Search Engine Land
June 27, 2014

69.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge

70.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge

71.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
Mobile / Voice Summary
By 2020 3/4 of Installed Device Will be New Types
Voice Will be Primary Interface to Those Devices
Natural Language Interfaces Will Be the Norm
PC Screens Will Not Go Away, However
Nor Will the Demand For Long Form Information

72.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
4

73.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
What Percentage of Users Do You
Satisfy?

74.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
What if Your Percentage is Lower
Than the Competition?

75.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
75
Think About Task Completion

76.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
Server Side Delays Test – Google and Bing
Strong
Correlation
Between
Satisfaction and
Revenue

77.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
Users Have Options

78.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
Content Effectiveness Optimization
Summary
Think About Helping Users Complete Their Task
What Are Their Related Needs?
What Are Their Ancillary Needs?
Search Engines Measuring Some Form of This
Design Your Web Experiences to Meet These Needs

79.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
Humans and Machines Think
Differently
5

80.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
Google’s DeepMind is Teaching
Machines to Read
(and Comprehend)
Uses
Annotated
Databases of
Content to
Help the
Machines
Learn

81.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
Neural Networks Making Key Advances
Scientists Have
Developed New
Techniques to Train
Networks With Many
Layers

82.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
Sample Problem:
Recognizing a
Face

83.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
What About RankBrain?

84.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
What’s the title of the consumer at the
highest level of the food chain?
Sample Question That RankBrain
Helps Answer

85.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge

86.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
Traditional Ranking Signals
Findability Importance Relevance

87.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
What’s
Missing?

88.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
How About Understanding the Query?

89.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
Deep Learning Summary
Massive Investments Being Made in This Area
Key to Natural Language Search and Comprehension
Key to Better Understanding Customer Intent
Key to Measuring Content Effectiveness
But, It Will Be a Very Long Journey

90.
Eric Enge Stonetemple.com
@stonetemple
+Eric Enge
Eric Enge
eenge@stonetemple.com
@stonetemple
+Eric Enge
(508) 962-8474
www.stonetemple.com
Thank
You!