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The Future of Digital Marketing and SEO - Art of SEO Book Event


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My presentation on the future of digital marketing and SEO, given at an event celebrating the release of the third edition of The Art of SEO. I'm lead co-author of that book.

Published in: Marketing

The Future of Digital Marketing and SEO - Art of SEO Book Event

  1. 1. Eric Enge @stonetemple +Eric Enge The Future of SEO and Digital Marketing
  2. 2. Eric Enge @stonetemple +Eric Enge 1984 World Foosball Champion – “Goalie War” Eric Enge – Fun Fact
  3. 3. Eric Enge @stonetemple +Eric Enge What’s New in The Art of SEO?
  4. 4. Eric Enge @stonetemple +Eric Enge What’s Changed? Great Question, Let’s Review! CH7 Link Building CH8 Social Media CH7 Content Marketing CH8 Completely Rewritten
  5. 5. Eric Enge @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. 6. Eric Enge @stonetemple +Eric Enge What Was Big in 2015?
  7. 7. Eric Enge @stonetemple +Eric Enge 4 Areas of Change Mobilegeddon Twitter Firehose Deal Content Marketing and Content Shock Rich Answers in Search
  8. 8. Eric Enge @stonetemple +Eric Enge Mobilegeddon
  9. 9. Eric Enge @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. 10. Eric Enge @stonetemple +Eric Enge Mobile DOES Matter as a Ranking Factor
  11. 11. Eric Enge @stonetemple +Eric Enge Twitter Indexing
  12. 12. Eric Enge @stonetemple +Eric Enge Does Google Index More Tweets? We Ran a Study in February 2015 of 138,000 Tweets
  13. 13. Eric Enge @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. 14. Eric Enge @stonetemple +Eric Enge Comparison of Indexation in June vs February
  15. 15. Eric Enge @stonetemple +Eric Enge Emphasis on Authority Only Increased
  16. 16. Eric Enge @stonetemple +Eric Enge The Truth About Content Shock
  17. 17. Eric Enge @stonetemple +Eric Enge Source: Chartbeat
  18. 18. Eric Enge @stonetemple +Eric Enge Source: Moz and BuzzSumo
  19. 19. Eric Enge @stonetemple +Eric Enge No Correlation Between Shares and Links Source: Moz and BuzzSumo Correlation Between Links and Shares
  20. 20. Eric Enge @stonetemple +Eric Enge No Social Network Does Well Source: Moz and BuzzSumo
  21. 21. Eric Enge @stonetemple +Eric Enge Most Content Gets Shares OR Links Source: Moz and BuzzSumo
  22. 22. Eric Enge @stonetemple +Eric Enge Most Content Gets Shares OR Links Source: Moz and BuzzSumo
  23. 23. Eric Enge @stonetemple +Eric Enge Source: Moz and BuzzSumo These Have a Very Strong Correlation
  24. 24. Eric Enge @stonetemple +Eric Enge Opinion Forming Journalism Works
  25. 25. Eric Enge @stonetemple +Eric Enge These Sites Also Have a Very Strong Correlation Source: Moz and BuzzSumo
  26. 26. Eric Enge @stonetemple +Eric Enge Data Driven Research Studies Work
  27. 27. Eric Enge @stonetemple +Eric Enge Content Length Of the Articles in the Study
  28. 28. Eric Enge @stonetemple +Eric Enge Longer Form Content Does Very Well Too
  29. 29. Eric Enge @stonetemple +Eric Enge
  30. 30. Eric Enge @stonetemple +Eric Enge Got Some Links! Including a Write Up in the WSJ
  31. 31. Eric Enge @stonetemple +Eric Enge If You Produce the Right Content … Social Media Sharing Can Drive Links
  32. 32. Eric Enge @stonetemple +Eric Enge Paid Social Works Too
  33. 33. Eric Enge @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. 34. Eric Enge @stonetemple +Eric Enge Rich Answers in Search
  35. 35. Eric Enge @stonetemple +Eric Enge Example of a Rich Answer From Google
  36. 36. Eric Enge @stonetemple +Eric Enge Why Are Fire Trucks Red?
  37. 37. Eric Enge @stonetemple +Eric Enge How Often Does Google Show Rich Answers?
  38. 38. Eric Enge @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. 39. Eric Enge @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. 40. Eric Enge @stonetemple +Eric Enge Domain Authority of 38
  41. 41. Eric Enge @stonetemple +Eric Enge More Items Will Drive More Clicks
  42. 42. Eric Enge @stonetemple +Eric Enge Ranks Number 5 Normally
  43. 43. Eric Enge @stonetemple +Eric Enge Simple Direct Answer to the Question
  44. 44. Eric Enge @stonetemple +Eric Enge Got the Rich Answer
  45. 45. Eric Enge @stonetemple +Eric Enge How Can I Get Me Some?
  46. 46. Eric Enge @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. 47. Eric Enge @stonetemple +Eric Enge We Published 5 Videos on May 20th
  48. 48. Eric Enge @stonetemple +Eric Enge We Included Transcripts With an Outline of Clear Steps
  49. 49. Eric Enge @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. 50. Eric Enge @stonetemple +Eric Enge Bingo! Saw This Within 3 Days of Publishing the Content
  51. 51. Eric Enge @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. 52. Eric Enge @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. 53. Eric Enge @stonetemple +Eric Enge What’s Coming In The Future?
  54. 54. Eric Enge @stonetemple +Eric Enge 5 Trends Rise of the Millennials Authorship, Really? Mobile, Voice Search (Conversational) Content Effectiveness Optimization Deep Learning
  55. 55. Eric Enge @stonetemple +Eric Enge 1
  56. 56. Eric Enge @stonetemple +Eric Enge Expect High Quality, and Lots of Choices … Because Accessing All Your Choices is Easier Than its Ever Been
  57. 57. Eric Enge @stonetemple +Eric Enge Look for Engagement (or Entertainment) … Because There are so Many Available Channels and Progressive Brands are Doing it
  58. 58. Eric Enge @stonetemple +Eric Enge Require Authenticity… Because There are so Many Ways That Inauthentic Behavior Can Get Exposed
  59. 59. Eric Enge @stonetemple +Eric Enge Impatient … Because There are Others that Will Provide a Faster Response
  60. 60. Eric Enge @stonetemple +Eric Enge Short Attention Span … Because Other Enticing Things are Awaiting Their Attention
  61. 61. Eric Enge @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. 62. Eric Enge @stonetemple +Eric Enge 2
  63. 63. Eric Enge @stonetemple +Eric Enge At SMX East on 10/1/2015 Gary Illyes said that publishers should leave authorship markup on their pages.
  64. 64. Eric Enge @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. 65. Eric Enge @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. 66. Eric Enge @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. 67. Eric Enge @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 3
  68. 68. Eric Enge @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. 69. Eric Enge @stonetemple +Eric Enge
  70. 70. Eric Enge @stonetemple +Eric Enge
  71. 71. Eric Enge @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. 72. Eric Enge @stonetemple +Eric Enge 4
  73. 73. Eric Enge @stonetemple +Eric Enge What Percentage of Users Do You Satisfy?
  74. 74. Eric Enge @stonetemple +Eric Enge What if Your Percentage is Lower Than the Competition?
  75. 75. Eric Enge @stonetemple +Eric Enge 75 Think About Task Completion
  76. 76. Eric Enge @stonetemple +Eric Enge Server Side Delays Test – Google and Bing Strong Correlation Between Satisfaction and Revenue
  77. 77. Eric Enge @stonetemple +Eric Enge Users Have Options
  78. 78. Eric Enge @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. 79. Eric Enge @stonetemple +Eric Enge Humans and Machines Think Differently 5
  80. 80. Eric Enge @stonetemple +Eric Enge Google’s DeepMind is Teaching Machines to Read (and Comprehend) Uses Annotated Databases of Content to Help the Machines Learn
  81. 81. Eric Enge @stonetemple +Eric Enge Neural Networks Making Key Advances Scientists Have Developed New Techniques to Train Networks With Many Layers
  82. 82. Eric Enge @stonetemple +Eric Enge Sample Problem: Recognizing a Face
  83. 83. Eric Enge @stonetemple +Eric Enge What About RankBrain?
  84. 84. Eric Enge @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. 85. Eric Enge @stonetemple +Eric Enge
  86. 86. Eric Enge @stonetemple +Eric Enge Traditional Ranking Signals Findability Importance Relevance
  87. 87. Eric Enge @stonetemple +Eric Enge What’s Missing?
  88. 88. Eric Enge @stonetemple +Eric Enge How About Understanding the Query?
  89. 89. Eric Enge @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. 90. Eric Enge @stonetemple +Eric Enge Eric Enge @stonetemple +Eric Enge (508) 962-8474 Thank You!