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Not your
father’s SEO	
How to survive the search apocalypse
Rich Owings	
@richowings	
h9p://localiswhereitsat.com 	
h9p://bit.ly/notyourfathersseo
Rich Owings	
h9p://LocalIsWhereItsAt.com 	
@RichOwings	
	
h9p://bit.ly/notyourfathersseo
Not your
father’s SEO	
How to survive the search apocalypse
Source: h9ps://www.flickr.com/photos/129440207@N08/16296648887
Source: h9ps://www.google.com/trends/
> 50%	
20%
Source: h9p://www.go-globe.com/blog/mobile-apps-usage/
Source: h9p://www.journalism.org/2015/04/29/digital-news-revenue-fact-sheet/
Source: h9p://www.thedrum.com/news/2016/03/07/google-a9acked-creating-walled-gardens-tubemogul-campaign
“Google wants to be the
presentation layer of the
Internet”
	
- Cindy Krum (@Suzzicks)
Source: h9p://www.thedeckisstackedagainstyou.com/
•  Quick answers
•  Featured snippets
•  Rich answers
•  Knowledge box
Answer boxes
What can you do?	
•  Website SEO
•  Local SEO
Your website as
a data source
Answer boxes	
•  Optimize for natural language queries
•  Voice searches often contain question words
•  Use filler words
Answer boxes	
Source: h9ps://moz.com/blog/how-voice-search-will-change-digital-marketing-for-the-be9er
Answer boxes	
•  Optimize for natural language queries
•  Answer questions
•  Voice searches often contain question words
•  Use filler words
•  Longer keyphrases
•  Mine your search data
Source: h9ps://www.google.com/webmasters/tools/home
Answer boxes	
•  Optimize for natural language queries
•  Answer questions
•  Voice searches often contain question words
•  Who, what, where, when, why, how
•  Can, do, does
•  Use filler words
•  Longer keyphrases
•  Mine your search data
•  Google Suggests
Answer boxes	
•  Optimize for natural language queries
•  Answer questions
•  Voice searches often contain question words
•  Who, what, where, when, why, how
•  Can, do, does
•  Use filler words
•  Longer keyphrases
•  Mine your search data
•  Google Suggests
•  Quora, Yahoo Answers
•  Build authority
Structuring your Q&A	
•  Wrap your question in <H1> tags
Structuring your Q&A
Structuring your Q&A	
•  Wrap your question in <H1> tags
•  Direct and succinct answer, then in-depth
Structuring your Q&A	
Source: h9ps://blog.act-on.com/2016/02/how-and-why-to-set-your-site-up-for-googles-rich-answers/
Structuring your Q&A	
•  Wrap your question in <H1> tags
•  Direct and succinct answer, then in-depth
•  Step-by-step where appropriate
Structuring your Q&A
Structuring your Q&A
Structured data
It’s not all about SEO
Improve conversions	
•  Call to action
•  Test it
•  Prominent contact info
•  What’s above the fold?
•  Ditch the slider
•  Call to action
It’s not all about Google
Diversify
Diversify	
Source: h9p://catalog.flatworldknowledge.com/bookhub/reader/28393?e=fwk-38086-ch08_s01
Diversify
Diversify
Mobile
Mobile	
Source: h9ps://www.google.com/webmasters/tools/mobile-friendly/
Mobile	
Source: h9ps://developers.google.com/speed/pagespeed/insights/
Site speed	
Source: h9p://www.marketingprofs.com/articles/2016/29906/six-top-seo-factors-in-2016
Site speed	
Source: h9ps://analytics.google.com/
Site speed	
Source: h9ps://analytics.google.com/
Mobile	
Source: h9ps://analytics.google.com/
Mobile	
Source: h9ps://developers.google.com/speed/pagespeed/insights/
Local search	
Source: h9p://www.thesempost.com/one-third-mobile-searches-local-queries/
Local search
Local search
Hyperlocal
What can you do?
On-site	
•  Name, address, phone number in text
•  City, state in title tags
•  Service pages
•  Embedded Google Map
•  Hyperlocal text
On-site	
Source: h9p://www.bo9omofthehill.com/info.html#directions
Off-site
Business listings	
•  Google
•  Facebook place page
•  Bing Places
•  Yelp
•  Apple Maps
•  Many more
Business listings
Business listings	
•  Accurate
•  Consistent
o  Name
o  Address
o  Phone number
o  Website address
Reviews
Reviews
Source: h9p://www.usmagazine.com/entertainment/news/macaulay-culkins-home-alone-character-kevin-mccallister-is-cranky-now-w159931 	
Reviews
Reviews
Reviews	
•  Care
•  Context
•  Correction
Local backlinks	
•  Nonprofits
•  Alumni associations
•  Sponsor a MeetUp group
•  BBB/COC
•  Sponsor events
•  Youth athletics
•  Local bloggers
•  News releases
•  Awards
Source: h9ps://www.flickr.com/photos/129440207@N08/16296648887
Source: h9ps://commons.wikimedia.org/wiki/File:Keep_Calm_and_Carry_On_Poster.svg 	
Rich Owings	
@richowings	
h9p://localiswhereitsat.com 	
h9p://bit.ly/notyourfathersseo

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