The document highlights the evolution of SEO, emphasizing the shift from traditional keyword-focused strategies to adapting to changing human behaviors and technology. It underscores the importance of mobile-first strategies, app optimization, and the rise of voice search and AI. To stay competitive, businesses must embrace these changes early, as SEO's future relies on being where customers are engaging with digital content.

1. OPTIMISE for everything
SEO IS SO 2017
NOT JUST SEARCH ENGINES
K E V I N G I B B O N S

2. Can you
imagine a
future with
NO WEBSITES?

3. d
d

4. It’s easy to assume that SEO is
still about keywords, rankings,
on-page optimisation, links.

5. The big thing that has changed
isn’t with SEO, it’s with people.

6. Our human behaviours
have changed

7. Average time people
spend on their mobile
4 HOURS
PER DAY
SOURCE: EMARKETER

8. Mobile advertising
has overtaken TV
advertising for the
first time in April 2018.
SOURCE: ADAGE

9. To be visible today, you need to have not just a
mobile first SEO strategy, but also an app…

10. App usage is more
popular than mobile
browsers and it’s only
going to increase.

11. 30
NICHES
15 APPS
PREDICTING A FUTURE OF…

12. Make sure you are doing ASO
01 Optimise
app title 02 Find top
keywords 03 A/B test
graphics
04 Encourage
reviews 05 Localise

13. Featured
Snippets

14. Google recently tested one result for
certain queries (e.g. time in LA)

15. Google’s search
result CTR is
going down

16. You need to ensure you have
structured data for relevant
queries. Marking up popular
questions to Google answer
boxes & featured snippets

17. BE VOICE
SEARCH IN 2020
50%
of all searches will
SOURCE: COMSCORE

18. We’re going to move
from digital assistants
to digital agents

19. Try “Alexa, let’s chat”
You can have a 20 min
conversation tailored to
your answers

20. The brands that will win, are the ones
who are doing something about it now.

21. What does
voice & AI
mean for us
and our
customers?

22. 13% of all
households in
the US owned a
smart speakers
IN 2017
SOURCE: OC&C STRATEGY CONSULTANTS

23. That number is
predicted to rise to
SOURCE: OC&C STRATEGY CONSULTANTS
55% BY 2022.

24. Virtual/Augmented Reality
If you could find your
next home from the
comfort of your sofa.
Think about how you
can be that result.

25. Artificial
intelligence is
here.
(RankBrain, Google
Assistant, Siri, Alexa)

26. SEO is no longer about
desktop search, and it
hasn’t been for a while.

27. If you’re early to the game, you can gain a
clear advantage on competitors.

28. If you wait until everyone’s doing it,
YOU’RE TOO LATE

29. None of these search
require a website
VOICE SEARCH VR/AR
MOBILE APPS

30. Herearethekeytakeaways
01 Everything’s changing, but nothing’s changed
02 SEO in 2003 was about how to reach your
customers in the way that they are searching.
03 SEO in 2018 and beyond is exactly the same.

31. If this is where your
customers are going,
you have to be there.

32. THANK YOU
FOR LISTENING.
K E V I N G I B B O N S
kgibbons@blueglass.co.uk
www.blueglass.co.uk
@kevgibbo