SEO is continue changing all the time. In this presentation Dudi Nakdimon (Head of SEO at Ladbrokes Coral) will go over - Google Evolution, SEO and Google Evolution, SERPs Statistics and Most important SEO factors for 2019

1. @DigMktForum #TDMF19
7 MARCH, 2019
THE GROVE, HERTFORDSHIRE
RICHMOND DIGITAL MARKETING FORUM

2. RICHMOND DIGITAL MARKETING FORUM
@DigMktForum #TDMF19
Google 2019: How Does SEO Look Like in 2019?
Dudi Nakdimon
HEAD OF SEO
@Dudiseo

3. Agenda
• Google Evolution - Google Evolution (Product) / Google present and past
• SEO and Google Evolution - How Google crawl a website and the www / Google update
history / SEO and Google relationship
• SERPs Statistics - Organic vs Paid / Universal search / Case study
• Most important SEO factors for 2019 – Technical / SEO = Marketing = Brand

4. Most important
SEO factor 2019
SERP Statistics
Google Evolution (Product)
SEO EvolutionGoogle Evolution

5. Search Engine Market Share: 1999 - Today
1999
Northern Light,
16.0%
AltaVista, 15.5%Inktomi (Snap), 15.5%
Inktomi (HotBot),
11.3%
Inktomi (MSN
Search) , 8.5%
Infoseek, 8.0%
Google, 7.8%
Inktomi (Yahoo),
7.4%
Excite, 5.6%
Lycos, 2.5%
Euroseek, 2.2%
Google , 37.3%
AOL, 9.6%
Yahoo!, 29.7%
MSN, 15.8%,
Askjeeves, 6%
Other, 1.6%
2005
Pinterest, 0.5%
Twitter, 0.4%
Core Google Search, 61.6%
Google Images,
22.6%
Google Maps ,
1.3%
YouTube, 4.3%
Yahoo!, 2.4%Amazon, 2.3%
Bing,
2.2%
Facebook, 1.4%
2018
Google, 90%
* Data provided by Jumpshot assembled by Rand Fishkin
Most important
SEO factor 2019
SERP StatisticsSEO EvolutionGoogle Evolution

6. - The Brand
• Google was found by Larry Page and Sergey Brin in 1997 with $100K
• The Google brand is so powerful – Searchers prefer results with the Google logo, even
though the results are from Bing.
2018
1997
Most important
SEO factor 2019
SERP StatisticsSEO EvolutionGoogle Evolution

7. Google in 2019 has become more and more sophisticated
Most important
SEO factor 2019
SERP StatisticsSEO EvolutionGoogle Evolution

8. …..and it keeps evolving in many areas of our lives, expanding to:
Weather
Past Present
Most important
SEO factor 2019
SERP StatisticsSEO EvolutionGoogle Evolution

9. …..and it keeps evolving in many areas of our lives, expanding to:
Videos
PresentPast
Most important
SEO factor 2019
SERP StatisticsSEO EvolutionGoogle Evolution

10. …..and it keeps evolving in many areas of our lives, expanding to:
Maps
PresentPast
Most important
SEO factor 2019
SERP StatisticsSEO EvolutionGoogle Evolution

11. …..and it keeps evolving in many areas of our lives, expanding to:
Flights
PresentPast Most important
SEO factor 2019
SERP StatisticsSEO EvolutionGoogle Evolution

12. …..and it keeps evolving in many areas of our lives, expanding to:
Sports
PresentPast Most important
SEO factor 2019
SERP StatisticsSEO EvolutionGoogle Evolution

13. So that was
Google evolution.
What about SEO?
Most important
SEO factor 2019
SERP StatisticsGoogle Evolution SEO Evolution

14. How Do Search Engines Work?
• Search engines view the web (Crawl)
• Search engines record the web (Index)
• Search engines determine which are the
most important results (Relevancy)
• Search engines return results (Ranking)
Most important
SEO factor 2019
SERP StatisticsGoogle Evolution SEO Evolution

15. SEO Updates
Google removing websites from
SERPS
Change in SERPS Ranking
2006 - Keyword stuffing and hidden KWs in
the code
2008 - Link farm
2010 – Caffeine
2013 - Hummingbird - shift to topics from
keywords. User intent.
2016 - Rank Brain - machine-learning
algorithm update understands the context
intent, part of Hummingbird
Panda - On-site quality February 23, 2011
Penguin - April 24, 2012
2017 - Fred - Blog/content that created to
generate revenue with low quality content
August 2018 EAT - Medic update - YMYL
2014: Pigeon -> effect mainly local (SERPS
and Maps) also HTTPS
2016 - AdWords - Google start show 4 Ads in
a page
July 2018 HTTPS
Most important
SEO factor 2019
SERP StatisticsGoogle Evolution SEO Evolution

16. Most important
SEO factor 2019
SERP StatisticsGoogle Evolution SEO Evolution

17. SEO Updates
Google removing websites from
SERPS
Change in SERPS Ranking
2006 - Keyword stuffing and hidden KWs in
the code
2008 - Link farm
2010 – Caffeine
2013 - Hummingbird - shift to topics from
keywords. User intent.
2016 - Rank Brain - machine-learning
algorithm update understands the context
intent, part of Hummingbird
Mobile First Index
2015 - Mobilegeddon - Mobile-friendly
sites got better ranking
Mobile first index start date Nov 2016,
March 2018 Google said Webmasters will
start getting email about moving to mobile
first index
Page speed Jan 2018 (become ranking
factor)
Panda - On-site quality February 23, 2011
Penguin - April 24, 2012
2017 - Fred - Blog/content that created to
generate revenue with low quality content
August 2018 EAT - Medic update - YMYL
2014: Pigeon -> effect mainly local (SERPS
and Maps) also HTTPS
2016 - AdWords - Google start show 4 Ads in
a page
July 2018 HTTPS
Most important
SEO factor 2019
SERP StatisticsGoogle Evolution SEO Evolution

19. Partners – Work
Together
Supervise Google likes to
make sure they
conducts the
concert
When you are small you need to check
carefully
Sometime both sides find it challenging Google will find and punish you
If you try to deceive, Google will find you!

20. SERP Statistics
Most important
SEO factor 2019Google Evolution SEO Evolution SERP Statistics

21. Paid Organic
No Click
Search
Most important
SEO factor 2019Google Evolution SEO Evolution SERP Statistics

22. SEO vs PPC
Most important
SEO factor 2019Google Evolution SEO Evolution SERP Statistics
*Data base on Jumpshot and Rand Fishkin presentation (Sep 2018)

23. February 2016 February 2018
Organic Paid No Clicks Organic Paid No Clicks
Desktop 66.56% 2.50% 34.44% 65.72% 3.82% 34.28%
Mobile 58.43% 1.83% 41.57% 38.97% 3.12% 61.03%
Drop of -20% in Organic traffic
Most important
SEO factor 2019Google Evolution SEO Evolution SERP Statistics
*Data base on Jumpshot and Rand Fishkin presentation (Sep 2018)

24. Paid
Organic
No
Click
Search
Most important
SEO factor 2019Google Evolution SEO Evolution SERP Statistics

25. Case Study
What is Google trying to achieve?
Most important
SEO factor 2019Google Evolution SEO Evolution SERP Statistics

26. As Marketing
We are Losing
Traffic
Most important
SEO factor 2019Google Evolution SEO Evolution SERP Statistics

27. How Google Does It?
1999
Northern Light,
16.0%
AltaVista, 15.5%Inktomi (Snap), 15.5%
Inktomi (HotBot),
11.3%
Inktomi (MSN
Search) , 8.5%
Infoseek, 8.0%
Google, 7.8%
Inktomi (Yahoo),
7.4%
Excite, 5.6%
Lycos, 2.5%
Euroseek, 2.2%
Google , 37.3%
AOL, 9.6%
Yahoo!, 29.7%
MSN, 15.8%,
Askjeeves, 6%
Other, 1.6%
2005
Google Maps ,
1.3%
Pinterest, 0.5%
Twitter, 0.4%
Core Google Search,
61.6%
Google Images,
22.6%
YouTube, 4.3%
Yahoo!, 2.4%
Amazon, 2.3%
Bing,
2.2%
Facebook, 1.4%
2018
Most important
SEO factor 2019Google Evolution SEO Evolution SERP Statistics
Google, 90%

28. So What Can We Do?
How Can We Get and
Keep our SEO Traffic ?
Most important
SEO factor 2019Google Evolution SEO Evolution SERP Statistics

29. Most Important SEO Factors for 2019
Technical Marketing
• Mobile first index
• Site speed
• Brand & links
• Quality content, user intent
• Voice search
• AMP
• Schema mark-up
• Video
• SEO is part of your marketing
strategy
Google Evolution SEO Evolution SERP Statistics Most Important
SEO Factor 2019

30. Mobile First Index - What is The Change?
Google Evolution SEO Evolution SERP Statistics Most Important
SEO Factor 2019

31. Mobile First Index – Check Your Website
Google Evolution SEO Evolution SERP Statistics Most Important
SEO Factor 2019
https://search.google.com/test/mobile-friendly

32. Page Speed
Google Evolution SEO Evolution SERP Statistics Most Important
SEO Factor 2019
https://www.section.io/blog/page-load-time-bounce-rate/

33. Mobile First Index
Google Evolution SEO Evolution SERP Statistics Most Important
SEO Factor 2019

34. AMP(Accelerated Mobile Pages)
=
Opportunity
=
AMP goal is to deliver to mobile user content FAST
Google Evolution SEO Evolution SERP Statistics Most Important
SEO Factor 2019

35. Schema Markup / Rich Snippet / Structure Data
Where we can see it ?
• Tables ,list answering question , event , reviews ,
product review page
• video , articles
• Product, Offer and rating
• Event
•
• Software Application Markup
Product, Offer and rating
List answering question
Google Evolution SEO Evolution SERP Statistics Most Important
SEO Factor 2019

36. Let’s move to
the creative
part
Google Evolution SEO Evolution SERP Statistics Most Important
SEO Factor 2019

37. Brand and Links
• Are links an important factor ?
• What has changed about links?
• What are other factors can function as links in 2019?
Google say links are still an important ranking factor
Google Evolution SEO Evolution SERP Statistics Most Important
SEO Factor 2019

38. SEO is Part of Your Marketing Strategy
Google combine many factors to understand your business
Social Network
and Websites
Fresh &
Quality
Content
Brand
Search
CTR
Direct
Traffic
Engaging
People search for you
brand and You Brand
+ KW
People talk about you
Social network, link and
promote your brand
Quality and unique
content that refresh
and target user intent
You have
direct traffic
People engage with
your service product
or content
CTR from
search
Awareness Research Decision Purchas Loyalty
Google Evolution SEO Evolution SERP Statistics Most Important
SEO Factor 2019

39. Quality content & User intent
Target niche interest and fan
based content
Leverage influencers to share or
contribute to content
Use your data
Check content intent in Google
results
Bring internal teams together to
improve performance
Leverage events
Google Evolution SEO Evolution SERP Statistics Most Important
SEO Factor 2019

40. Voice Search
• Alexa
• Google home
• Siri
Google Evolution SEO Evolution SERP Statistics Most Important
SEO Factor 2019

41. Video
• Check where in Google results there are video and think if
you can make a video to be the first to rank.
• Improve content - add video to increase time on page
• To get maximum exposure, think where you publish social
(Facebook ,Twitter) vs video channels (YouTube, Vimeo)
• Transcribe your video to help indexing by search engines
• Keep videos short and engaging
• Optimize for YouTube ranking
• Think creative invest in storyboard and be unique
• Ask / gain links, social shares and comments = authority
(ranking factor)
Google Evolution SEO Evolution SERP Statistics Most Important
SEO Factor 2019

42. Content Plan, User Intent and Monitor Google Evolution SEO Evolution SERP Statistics Most Important
SEO Factor 2019

43. Quality Content and Fresh
Fresh content signals
Google Evolution SEO Evolution SERP Statistics Most Important
SEO Factor 2019

44. Q&A
SEO
Dudi Nakdimon @Dudiseo

45. Mobile First Index - Desktop vs Mobile

46. Mobile First Index – Google Explains
Google IO – the bot will come back to read JS

47. How to Know if Site Moved to Google's Mobile-First Indexing?
Email From Google Check Your Log Files
Check Cached https://search.google.com/test/mobile-friendly
Websites NOT mobile-friendly miss out on a huge amount of traffic

48. Page Speed Tools
Check List –
• Enable compression
• Minify CSS, JavaScript, and HTML
• Reduce redirects
• Remove render-blocking JavaScript
• Leverage browser caching
• Improve server response time
• Use a content distribution network (CDN)
• Optimize images

49. Tools for AMP
https://ampbyexample.com/#samples_templateshttps://validator.ampproject.org/

50. Optimise for Voice Search and Tools
How does your audience speak?
• Voice search : “How do football betting odds work?
• Text search: “football betting explanation “
Tips –
1. Ensure Your Website Loads Quickly
2. Write The Way That You Speak
3. Include Featured snippet Blocks Of Content
4. Concentrate On Local Searches
5. There is no ranking tool for voice search
6. Questions
7. Authority - build your brand
Tool - Answer The Public