This document summarizes current trends in search engine optimization (SEO) for businesses and bloggers. It discusses how Google is increasingly focused on user intent and experience through features like RankBrain, knowledge panels, and prioritizing mobile-friendly and secure websites. The document provides tips for optimizing content for different formats and platforms, as well as tools and ideas for content marketing. It promotes several SEO and marketing organizations at the end.

1. Current Trends in SEO
For Businesses and Bloggers
Brian Rotsztein, M.A.
WordCamp Montreal 2018
rotsztein.com
wp@rotsztein.com
@brianrotsztein
@brianrotsztein
wpphonesupport.com #wplife

2. Sometimes I wonder if the
rankings spend their days
thinking about me, too.

3. Yes, Google is thinking about you.

4. Consumer
Behaviour
in 2018

5. Inquisitive

6. Which
Toothbrush?

7. Location-based
On-demand
Very Demanding

8. This is YOU,
when you have
to wait more
than 3 seconds
for information

9. Impatient
&
Expect
Convenience

10. pizza restaurant 90210
Decrease in Geo-modifiers

11. How do we solve the
“all about me SEO
entitlement” problem?
Think like Google.

12. Enhance
User Experience
Accessible
Usable
Findable
Credible
Useful

13. Made-to-measure Content
Text
Audio Files
Photos Videos
Other GraphicsInfographics

14. Intent
What is someone really looking for?

15. That Eternal Question…

16. Google SERP
SERP = Search Engine Results Page
Sponsored Results:
Google AdWords (PPC)
“Natural” or “Organic”
SEO Results
“Local Pack”/Local SEO
Results

17. Old School
Blended/Universal
Search Results

18. “Classic”
SERP
Shopping
Results

19. Google SERP Conversion Point

22. Intent Discovery
Google SERP Conversion Point
Where Intent Meets Discovery
SERP
Sweet
Spot

23. These Aren’t Your
Grandma’s Older Brother’s
Google Results
Don’t be so sure that
the #1
position is all you’re after

24. Knowledge Panels

25. The Knowledge Graph
A database that Google relies on to deliver
common factual info about people, places, and things (“entities”)
Sources
CIA World Factbook
Wikidata
Wikipedia
Others
Output
Knowledge Panels
Google Home
Google Assistant

27. Google RankBrain
Adds a layer of machine learning / artificial intelligence (AI)
(RankBrain teaches itself!)
** Result **
Different ranking signals apply to the same search queries
To assess searcher intent, RankBrain interprets:
Keywords Location Needs Behaviour

28. Computers That Teach Themselves
T-800
Terminator 2
HAL 9000
2001: A Space Odyssey
Data
Star Trek
Cylons
Battlestar Galactica

29. Nature of the content itself
Content “newness” or freshness
Depth of coverage of the topic
Diversity of the sources of inbound links
High user engagement & “Dwell Time”
(i.e., do people stay on the site, read other pages,…)
RankBrain Considers…
** Result **
Delivers what you want, when you want it, how you want it
Current user behaviour
Prior behaviour of users in a location
Browser history
Search history & clickthroughs
Gmail history
Current events

30. Search for “tornadoes” and get a freshness result:
If there are recent tornadoes in the news, expect to get those as results
RankBrain Example
What does the searcher need?
Possible Alternative Results
Movie (e.g., Twister)
Documentary about tornadoes
Wikipedia entry
Definition
List of shelters

31. Before RankBrain: One keyword term per page was very common.
You had to get the exact term correct to maximize your chances of
being found.
Example: www.website.com/used-cars/
www.website.com/cheap-used-cars/
www.website.com/affordable-used-cars/
With RankBrain: Google looks at the bigger picture of what you are
looking for. No need for 3 pages on the same topic.
In this case the topic you want is: second hand cars that are low cost.
RankBrain: Specific Topics

32. Context
Photo © Andrew Winchell

34. Don’t be so sure that
the #1
position is all you’re after
Remember…

35. Denial

36. Decision-making Meetings:
Where destroying quality SEO
is practically an Olympic sport

37. Featured Snippet
(aka Position Zero or Answer Box)

38. How To Become The Featured Snippet
(1) Rank on the first page
(2) Have the best content that answers the question
Note: Google says you cannot directly optimize to become the featured snippet

39. Rich Snippets (Schema Markup) Examples
Concert Dates News Blocks
Star Ratings

41. Rich Snippets: Using Structured Data
Schema (Schema Markup from schema.org)
Tags you add to website code (HTML) to enhance the way it looks in SERPs
Schema tells search engines what data says and means by classifying the info
Schema was created for end-users  Accounting for intent and user
experience
Articles
Events
Products
Local businesses
Restaurants
Book reviews
TV episode with/without ratings
Movies
Software applications
There are hundreds of markup types that affect these areas:
** Websites with Rich Snippets Rank Higher **

42. Tools
www.google.com/webmasters/markup-helper/
search.google.com/structured-data/testing-tool/

43. Voice Search

44. Competition for Voice Search Attention
Voice Search Software by Brand
Siri (Apple)
Alexa (Amazon)
Cortana (Microsoft, Xbox One)
Assistant (Google)
Home Devices
Mobile Devices
Personal/Virtual Assistants
Video Games
Chatbots

45. How To Optimize For Voice Search
(1) Rank on the first page
(2) Try to become the Featured Snippet
(3) Have the right question and answer on your site
(4) Do (3) better than anyone else

46. Use natural language in your writing
Q&A: Use words people say
vs. those they might type in
Give Google hints about your site
(e.g., rich snippets)
Claim your Google My Business page
Have a NAP
(i.e., Name, Address, Phone)
Voice Search Tips

47. People Also Ask
Google search
(questions)
How do you know what questions to optimize for?
Google tells you!

48. Tools: The Questions People Ask
answerthepublic.com
keywordtool.io
moz.com/explorer

50. Related Searches
Google search
similarweb.com
moz.com/explorer
More Keyword Term Tools
(For Voice Search, Rich Snippets,…)

51. Anticipate
Consumer Needs
(i.e., Search Intent)

52. Hundreds of ideas on how to determine
what people are searching for.
Content Marketing is more important than ever for SEO

53. Security-based SEO
Google favours sites with a Secure Socket Layer (SSL) Certificate
Make sure the site is not hacked
Reduce downtime: Backups for quick restoration
Better, more secure hosting choices
…among other items
Security-based SEO is a concept by:
.com &

54. Secure Socket Layer (SSL) Certificate
http:// vs. https:// You want that “s” in there!

55. WordPress Hacks Are Very Common
Bad for SEO & Bad For Business!

56. Google’s Mobile-first Index
Tool
search.google.com/test/mobile-friendly/
Make sure your website has these features:
Responsive design
It’s fast
Mobile version has mostly the same content as the desktop version
Limited use of pop-ups and interstitials
Mobile version is as fast or faster than the desktop version

57. Cater Your Content For Mobile Users
Mobile Ready: Mobile users are on-the-go so account for what they need
Design: Simplicity is best
Sharing: Easy to share content
Dynamic: Use features like maps
User Experience: Users expect different content options across different
devices so create a better experience than the competition
Hreflang Tags: Use them to make sure visitors go to the correct language
Structured Data: Make sure it works on mobile devices
Edit Meta Description: Consider editing meta data to increase
clickthroughs on mobile device SERPs

58. Speed Up Your Website!
Optimize visuals (e.g., photos, graphics)
Not good at optimizing visuals? Use fewer visuals
Limit page re-directs
Get better hosting
Website caching
Keep design simple. Faster load time is better than award-winning design.
Use AMP for mobile sites
Minify resources (to remove unnecessary formatting for files)
Optimize server code (e.g., remove redundant PHP code)
Reduce the number of plugins or scripts being used
Minimize HTTP Requests (e.g., for images, CSS, JavaScript)
Content Delivery Network (CDN)
Tools
testmysite.thinkwithgoogle.com/intl/en-us
developers.google.com/speed/pagespeed/insights/

59. Formats & Platforms To SEO
These are likely to appear in Google search results (or a device variation)
Videos
YouTube
Vimeo
Vevo
Facebook
Podcasts & Audio
Spotify
iTunes (Apple)
Soundcloud
Google Play Music (App)
Voice (e.g., Siri & Alexa)
Local Businesses
Google Maps (App)
Google My Business
Bing Maps
Apple Maps
News & Info
Google News
Quora
Ecommerce
Amazon
Google Shopping
Google Images
eBay
Etsy
More than ever before,
it’s about discovering how an audience behaves.

60. “Any sufficiently
advanced technology
is indistinguishable
from magic.”
Arthur C. Clarke, 1961
(Physicist, Visionary, Sci Fi Author)

61. Current Trends in SEO
For Businesses and Bloggers
Brian Rotsztein, M.A.
WordCamp Montreal 2018
rotsztein.com
wp@rotsztein.com
@brianrotsztein
@brianrotsztein
wpphonesupport.com #wplife

62. Content Marketing Ideas
The book is best suited to anyone looking for success online with hundreds of actionable tips to
improve SEO, content marketing, and social media marketing. If you’re looking to excel at
marketing your business/online presence or blog, this is the book you want. It’s a detailed,
complete step-by-step guide to content marketing. You won’t find a book like this anywhere else.

63. Canadian Internet Marketing Association
www.internetmarketingassociation.ca
*** Free membership! Join now! ***

64. WP Phone Support
www.wpphonesupport.com
WordPress website maintenance, security, and support plans.
Fantastic referral commission and agency partnership programs.
*** Friendly Service & Experienced Team ***

65. Uniseo Internet Marketing Training Centre
www.uniseo.com/training/
SEO Workshops
Content Marketing Classes
Social Media for Business Seminars
WordPress Courses
Half Day & Full Day Courses in Montreal