How does Google's landmark RankBrain announcement impact SEO? It all boils down to optimizing for user intent and user behavior. Watch our webinar on-demand and score actionable tips to future-proof your SEO strategy.

1. THE NEW RULES OF SEO: RANKBRAIN,
LINKS & CONTENT
ANDREW DOBBS
Sr.Manager,Business Development
LAUREN BLECHER
Director,Marketing
THURSDAY, MAY 26TH, 2016

2. WE OPTIMIZE
LEAD FLOW FROM
CLICK
TO
CLOSE
TO DRIVE MORE
SALES-QUALIFED
LEADS FROM DIGITAL.
DEMANDWAVE
IS THE PREMIER B2B DIGITAL
MARKETINGAGENCY.
SEO
SEM
CONTENT
DESIGN
ANALYTICS

3. 76% of marketers
believe marketing has changed more in the
last 2 years than in the last 50.
Source:Adobe,“Digital Distress:What Keeps Marketers Up at Night?”

4. Source: Washington Post, “Google Turning Its Lucrative Web
Search Over to AI Machines”
Google updates its search algorithm
500-600 times each year.
Source: Moz, “Google Algorithm Change History.”

5. 71% of business
purchase decisions start
with a search engine.
Source: Google/Millard Brown Digital, B2B Path to Purchase Study

6. Source:Washington Post,“GoogleTurning Its
LucrativeWeb Search Over to AI Machines”
“RankBrain has become the
third-most important signal
contributing to the result of a
search query.”
Source:AndreyLipattsev,Google Search Quality
Senior Strategist,Google Q&A,March 23,2016
“I can tell you what [the top
two factors] are.It is content.
And it’s links linking to your
site.”

7. THE PROPRIETARY ARTIFICIAL
INTELLIGENCE USED BY
GOOGLE TO PROCESS AND
RANK SEARCH QUERIES.
WHAT IS
RANKBRAIN?

8. 1
2
Processing the 15% of search queries that Google has never seen before.
Improving search results for long tail keywords.(Think voice search!)
What is RankBrain’s role in Google search?
3 Helping to better categorize pages based on overall content – not keywords.

9. 1. Make sure schema markup is on point.
Source: Google, “Learning the Meaning Behind Words.”
Schema tells Google what data actually means rather than what it says.

10. 1. Make sure schema markup is on point.
Schema tells Google what data actually means rather than what it says.
Source: Kissmetrics, “How to Boost Your SEO by Using Schema Markup.”
vs.

11. 1. Make sure schema markup is on point.
Schema can help optimize the following entities:
Source: Kissmetrics, “How to Boost Your SEO by Using
Schema Markup.”
2
3
1
4
Articles Book reviews
TV episodes and ratings
Restaurants
5
Local businesses 6
7
8
Software applications
Movies
Products9
Events

12. 1. Make sure schema markup is on point.
Google’s Structured Data Markup Helper can guide you through the code.
Source: https://www.google.com/webmasters/markup-helper/

13. 1. Make sure schema markup is on point.
Then test with Google’s Structured DataTestingTool.
Source: https://www.google.com/webmasters/markup-helper/

14. 2. Optimize for user intent.
Google is smart enough to track whether or not searchers like your website based on their behavior.
1
Bounce rate2
Click-through rate (CTR)
3
Frequency4
Pages per session
“Google has designed and patented a system
in charge of collecting and processing of user
behavior data.”
Source: Dan Petrovic,Moz,“User Behavior Data as a Ranking Signal.”

15. 2. Optimize for user intent.
Boost organic CTR by optimizing page titles and meta descriptions to win more clicks.
Source: Moz, “Queries & Clicks May Influence Google’s
Results More Directly Than Previously Suspected

16. 2. Optimize for user intent.
Boost organic CTR by optimizing page titles and meta descriptions to win more clicks.
Meta descriptions
Page
titles

17. 2. Optimize for user intent.
Decrease bounce rate and lift pages per sessions with engaging content.

18. 2. Optimize for user intent.
Decrease bounce rate and lift pages per sessions with engaging content.
Clear call-to actions
drive engagement
and conversions.

19. 2. Optimize for user intent.
Create standout content on a regular schedule to encourage return visits (frequency).
Google knows which sites
receive multiple visits and
how often.

20. LINKS
STILL
MATTER

21. “Despite rumors to
the contrary, the data
continues to show
some of the highest
correlations
between Google
rankings and the
number of links to a
given page .”
Source:Moz,“2015 Search Engine Ranking Factors”

22. Be careful to build links the right way.
Invest in content marketing.Nurture relationships with influencers.

23. 2
3
Get a list of your inbound links from Google’s Search Console.
Ask the link source to remove the link.
Use the Google disavow tool on all bad links.
Conduct a link profile audit to identify bad links.
1
4
Resubmit your site for Google reconsideration.5
Be careful to build links the right way.
Invest in content marketing.Nurture relationships with influencers.

24. WHAT DOES
THIS MEAN
FOR CONTENT?

25. Align content creation with user intent.
Create a content creation roadmap. Align new keyword themes to your funnel.
Buyer Stage
Awareness
Evaluation
Purchase
ContentType & Topic Search Query
Educate prospects on the
value of your product &
foster thought leadership.
Build the business case for
why the prospect needs to
invest in your product or
service.
Give the prospect a reason
to choose you over your
competitors.
Product Page:“Search
Opportunity Forecasting:
Measure & Predict the Financial
Value of Content..”
BrightEdge cost
Blog:“Understanding Share of
Voice in Digital Markets.”
Share of voice
advertising
Product Page:“Competitive
SEO Analysis”
Competitor
analysis SEO
report

26. There are endless content creation possibilities!
Align content creation with user intent.
Source:Distilled, “4 Types of Content Every Site Needs.”

27. Win more customers by mapping keyword themes to user intent.Are these transactional or informational keyword themes?
Buyer Stage
Awareness
Evaluation
Purchase
ContentType & Topic Search Query
Educate prospects on the
value of your product &
foster thought leadership.
Build the business case for
why the prospect needs to
invest in your product or
service.
Give the prospect a reason
to choose you over your
competitors.
Product Page:“Search
Opportunity Forecasting:
Measure & Predict the Financial
Value of Content..”
BrightEdge cost
CTA
Download our
SEO eBook.
Watch the
video
Request a Demo
Blog:“Understanding Share of
Voice in Digital Markets.”
Share of voice
advertising
Product Page:“Competitive
SEO Analysis”
Competitor
analysis SEO
report
Align content creation with user intent.

28. Check if your content aligns with Google’s interpretation of intent by simply searching.
Align content creation with user intent.
“cloud security” “cloud security solutions”

29. WHERE WILL
THE FUTURE
TAKE SEO?

30. RankBrain is prepping search for the Internet ofThings
By the end of 2020, Gartner expects 25 billions“things” to be connected to the Internet.

31. Devices will be searching,too.Including Google Home.
Image Source: Google Home, “home.google.com.”
RankBrain is prepping search for the Internet ofThings

32. IoT will impact B2B marketers.
Source: LinkedIn Marketing Solutions Blog, “B2B Beat: Why the Internet of Things is Crucial for B2B Marketers” by Sean Callahan.
IoT isn’t just for B2C. In fact,
40% of connected
devices are in business
or manufacturing. Use cases
include supply chain analytics
and robotic machinery.
RankBrain is prepping search for the Internet ofThings

33. 1
2
Audit your website for proper schema markup.
Earn links,don’t build them.
RankBrain is shaping the new rules of SEO.
3 Give users the best experience possible with standout,relevant,consistent content.

34. READY TO GET
MORE OUT OF
DIGITAL?
DISCOVER HOWTO START
DRIVING MORE SALES-QUALIFIED
LEADSTODAY.
1 How to measure your revenue opportunity from search.
Actionable steps you can take to drive more sales-qualified leads.
Get a free SEO and content analysis from our team. We’ll cover:
2
How you stack up against the competition.3
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