Managing the Future Monsters of Google Search

Managing the Future
Monsters of Google
Search
Presented by
Jason Wright / @thewrightjason

follow + tweet me @thewrightjasonJason Wright, COO at Webfor
Get this Presentation and
Additional Resources
Right Here
(after the presentation)

Your Guide to Becoming a
Monster Hunter
Right Here
(after the presentation)

Introducing
Your Friendly Neighborhood Monster

Early SEO
All the Things = Great Results

Title
Tags

Meta
Descriptions

Words

Page Rank? *shivers*

“Hey your site has good
content. I’ll link to your site if
you link to mine.”

ALL THE OTHER
THINGS

location
tracking
keywords
validationblog
code
link text
page url
redirects

Today’s SEO
All the Things = Okay Results

100’s of Factors

B2B marketers allocate 28 percent of their total marketing
budget, on average, to content marketing. The most effective
allocate 42 percent, and the most sophisticated/mature
allocate 46 percent. (Content Marketing
Institute/MarketingProfs)

Future SEO
Experience + SERPS + Tech = Good Results

What’s Next?

Why Does It Matter?

How Much
Should We Care?

The Future ….

3 Segments to Watch
● Experience (UXO)
● Search Engine Results Pages (SERPS)
● Technology

Before I Continue…...

The Good’ol Fast and Cheap
Days Are OVER!

REALLY.

Experience (UXO)
People + Your Brand

Experience, UX / UI
● How do people use your website?
● What do they do on your website?
● How are you making that better?

Google Is Learning / Adapting
● Google is trying to understand user experience more and
more and more.
● They’ve released a new benchmarking tool for mobile.

Google Wants to Get More
Personal and JUDGY!

They Already Are!

Examples

Examples of UX Scoring
● Click Through Rates (ads / organic)
● Site Speed (desktop / mobile)
● Duplicate Content
● Google Ads Denied (if page too slow)

Want Some Tools?

You’ll Have to Wait Until
the End :)

Search Engine
Results (SERP’s)
SEO + Knowledge Graph

SERP’s and Getting Found
● Know What It Is
● Hope It Stops Changing
● Get Ready for Bigger Changes

https://thenextweb.com/google/2018/
03/05/google-material-design-search-
test/

SERP’s and Centroids
● Don’t Be Afraid of “Centroids”.
● Location, Location, Location
● Be Specific

What Is A Centroid?

It’s User Location Data
That Impacts Local
Search

Centroids, What You Can Do
● Vancouver, WA is different than Downtown
Vancouver, WA.
● Create, you guessed it, more content.

Centroids, What You Can Do
● Hyperlocal content writing for events like these.
Example: My Presentation to the Chamber in
Downtown Vancouver, WA

Where Does Assistive
Data Come From?

Technology, What to Watch
● Chat Bots
● Voice Search
● Wearables
● Beacons

Why, Seriously?
● People Don’t Want to Talk to Other People
● Users Want Things Done NOW
● Getting Placed on “Hold” Is a Special Kind of Hell

PREDICTION: Google will utilize its massive
database of information by creating a new type of
social engagement between you and AI.

It Already Exists

Technology Turning to Voice
● We Use Voice in Vehicles
● Voice Is Mobile Friendly
● We Talk and AI Listens (sometimes)

Statistics On Voice
● “There are over one billion voice searches per month. (January 2018)”
estimates Alpine.AI
● “Google voice search queries in 2016 are up 35x over 2008” according to
Google trends via Search Engine Watch
● “40% of adults now use voice search once per day” according to Location
World

“Cortana now has 133 million monthly
users” according to Microsoft/Tech Radar

● “In May 2016, 1 in 5 searches on an Android app in the USA
were through speech” according to KPCB
● “25% of 16-24s use voice search on mobile” via Global
Web Index
Statistics On Voice

Voice Search Gets You
One Result

Siri Uses Yelp, Not
Google

● Voice search will accelerate, but people will still do
research on phones, tablets and desktop computers.
● Voice and reputation will play a key part in discovery.
● Your website and online reputation must represent you
very, very well.
Voice + Assistants

Wearables, Still In Play
● New Tech Coming
● Currently Not Effective Search Tools (besides voice)
● More Interactivity Is Expected

“We’re trying to determine what the best future will look like
for other kinds of ways to experience AR than just phones. “It
will take a while for the technologies to mature… it will be a
few years before that’s the case. We’re going to invest for a
long period of time in that area as the technology catches up
to where people want it to go,” he added.

Hands Free.
Assistive.
Visual.

Beacons, Sneaky Marketing
● Proximity Marketing will Increase Retail by $44 Billion
● Invasive, But Timely and Relevant
● Must Be Hyper Relevant to a User

Beacons, Installation Required
● Have Not Tested Yet
● Beacons Are Cheap https://store.gimbal.com/
● Get Your FB Beacon
● Setup Varies (FB Setup)

Prepare for The
Future
Some Tools + Resources

Resources
● SEO 101 White Paper
● Search Engine Land
● Whiteboard Friday

Tools, Site Speed
● Pingdom Site Speed
● GT Metrix
● Lighthouse (built into Chrome)

Tools, Site Structure
● MozLocal
● ScreamingFrog (crawls website)
● Google My Business (posts, questions, images)

Technology, Future Is Now
● FB Beacon Request
● Build a Chat Bot

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Managing the Future Monsters of Google Search

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