The Future of SEO is Niche!

Today, Google is the King of Search Engines!

But the King is Getting Worried…

Who is the King Worried About?

Who is the King Worried About?

Who is the King Worried About?

Eric Schmidt,
Chairman & Former CEO of Google

Eric Schmidt,
Chairman & Former CEO of Google
“Many people think our
main competition is Bing or
Yahoo. But, really, our
biggest search competitor is
Amazon. People don’t think
of Amazon as search, but if
you are looking for
something to buy, you are
more often than not looking
for it on Amazon.”

vs
Google’s Biggest Search Competitor

vs
“Global technology leader
focused on improving the
ways people connect with
information.”
“Earth’s most customer-centric
company for four primary
customer sets: consumers, sellers,
enterprises, and content creators.”
Information Focused Commerce Focused
Google’s Biggest Search Competitor

Example:
Let’s compare search experiences for
“Digital SLR”

Google Search “Digital SLR”

Google Search “Digital SLR”
Five Shopping Results?

Google Search “Digital SLR”
Five Shopping Results?
Wikipedia Quick Answer?
Google is mixing intents.

Amazon Search “Digital SLR”

Amazon Search “Digital SLR”
Departments and sub Categories to Filter
Thousands of Digital SLR related Products

Amazon Search “Digital SLR”
Buy New or Used from $220!
Read 638 Reviews from Buyers.

vs
Amazon Wins!

DSLR World-Wide Sales vs Google Trends
Google Search Volume Isn’t
Keeping Up With Sales

Shift From Google to Amazon in
Categories Related to Commerce

So Businesses Are Becoming Amazon Sellers

“How do I show up on Amazon?”
Business Owners Have New Questions

“How do I show up on Amazon?”
“How do I ‘out rank’ other sellers?”
Business Owners Have New Questions

Amazon is a Search Engine
+
Business Owners Need Help on Amazon
=
Who Are They Going to Call?

Amazon is a Search Engine
+
Business Owners Need Help on Amazon
=
Search Engine Optimization Specialists
Who Are They Going to Call?

But Amazon Isn’t the Only Competitor…

…There are Many Niche Search Competitors.

Leading Examples

A Few Local Examples

Does Google Really Consider Them Competitors?

Let’s Take a Closer Look!

vs
Video Search Example

vs
Video Search Example
Google Videos used to be a
direct competitor of YouTube
Today, YouTube is the Second
Largest Search Engine! Without
YouTube, Google couldn’t
dominate search.

If You Can’t Beat ‘Em, Buy ‘Em!

Eric Schmidt,
Chairman & Former CEO of Google
"(YouTube was) growing
quickly with user adoption,
growing much faster than
Google Video, which was the
product that Google had.
[...]We ultimately concluded
that $1.65 billion included a
premium for moving quickly
and making sure that we could
participate in the user success
in YouTube."

Reviews Search Example
vs

If You Can’t Beat ‘Em …

If You Can’t Beat ‘Em, Buy ‘Em

Scrape Content

Finally… Admit You Need Yelp In SERPs

Yelp’s Organic Reach is Growing

And Local SEO is Dominated by Yelp

Inspiration/Ideas Search Example
vs

Pinterest is a place to discover
ideas for all your projects and
interests, hand-picked by
people like you.

Pinterest Launched Guided Search in 2014

Let’s Give it a Try!

Attending a Black and White Party?

I need something to wear!!!

I’m a Man!

Let’s Keep it Casual!

I like this…

Search Function Still Needs Work

But No Denying Pinterest Has The Content

Real Estate Search Example
vs

Zillow/Trulia Dominate Real Estate SERPS

And Now They Joined Forces

Agents Less Interested in Google

Informational Search Example
vs

Google and Wikipedia

Google and Quora

Ranking Here Gets Traffic On and Off Google

Expand Your Definition Of SEO

How Do I Rank in Niche Search?

1. What is a High-Quality User Experience?
Simple Questions to Ask

1. What is a High-Quality User Experience?
2. How Does this Search Engine Measure Quality?
Simple Questions to Ask

1. What is a High-Quality User Experience?
2. How Does this Search Engine Measure Quality?
3. How Do I Optimize My Business for Those Quality
Measures?
Simple Questions to Ask

Pinterest SEO

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