Paradigm Shifts: Can SEO Survive Google?
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From AMP to voice search, Google's evolution seems to be accelerating. Recent changes signal some very real existential threats to SEO. How likely are these paradigm shifts, and what can we do today to mitigate the risks?
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Paradigm Shifts: Can SEO Survive Google?
- 1. Paradigm Shifts: Can SEO Survive Google? Dr. Pete Meyers • Marketing Scientist • Moz
- 4. @dr_pete #StateofSearch Patented Sharkano Scale* *not actually patented, image ©2017 KittyVector/ShutterStock
- 5. Attack of The Ads
- 15. Local Pack ads are live on mobile and appear to be in testing on desktop.
- 16. @dr_pete #StateofSearch Risk Factor: 2 Sharkanoes
- 17. It Just Got Personal
- 21. Google Assistant may open up new avenues for personalization.
- 22. For example, search history appears to be more persistent.
- 23. Google Now uses personalization to do away with queries entirely.
- 25. @dr_pete #StateofSearch Risk Factor: 2 Sharkanoes
- 26. Rise of The Machines
- 27. @dr_pete #StateofSearch “What are ranking factors?” ?
- 28. @dr_pete #StateofSearch “What are ranking factors?”
- 29. @dr_pete #StateofSearch “What are ranking factors?”
- 30. @dr_pete #StateofSearch “What are ranking factors?” (+) Contains search phrase (+) Links from trusted sites (-) Abuses/stuffs keywords
- 31. @dr_pete #StateofSearch “What are ranking factors?”
- 32. @dr_pete #StateofSearch “What are ranking factors?”
- 33. @dr_pete #StateofSearch “What are ranking factors?”
- 34. @dr_pete #StateofSearch “What are ranking factors?”
- 35. @dr_pete #StateofSearch “What are ranking factors?”
- 36. @dr_pete #StateofSearch Risk Factor: 2 Sharkanoes
- 37. The Voice of Doom
- 38. @dr_pete #StateofSearch OK, Google: Can fish live in volcanoes?
- 39. @dr_pete #StateofSearch On the website Gizmodo.com, they say... Last week, scientists spotted sharks living in a volcano.
- 41. @dr_pete #StateofSearch OK, Google: Where did my links go?
- 42. @dr_pete #StateofSearch Sorry, I’m not sure how to help with that.
- 43. Interestingly, Google Home does send a link to your mobile app.
- 48. When voice makes more sense, you can send data back to Google Home.
- 50. @dr_pete(icons via FlatIcon.com ©2017) When I saw the fin emerge from the magma, I finally knew the sharkano…
- 51. @dr_pete(icons via FlatIcon.com ©2017) OK, Google: Who is this?
- 52. @dr_pete(icons via FlatIcon.com ©2017) That voice is Dr. Martin Brody, host of TLC’s Sharkano: It Was Probably Aliens
- 53. @dr_pete(icons via FlatIcon.com ©2017) OK, Google: Is that series available online?
- 54. @dr_pete(icons via FlatIcon.com ©2017) Yes, that series is currently on Netflix. I’ve saved it for you as SHARKS-1.
- 55. @dr_pete(icons via FlatIcon.com ©2017) OK, Google: Play saved series SHARK-1
- 56. @dr_pete(icons via FlatIcon.com ©2017) Martin Brody is a former police chief, shark hostage & author of 73 books…
- 57. @dr_pete(icons via FlatIcon.com ©2017) OK, Google: Find books by Martin Brody
- 58. @dr_pete(icons via FlatIcon.com ©2017) I’ve sent the results of your search to your smartphone.
- 59. @dr_pete(icons via FlatIcon.com ©2017) OK, Google: Sort results by publication date.
- 60. @dr_pete(icons via FlatIcon.com ©2017) OK, Google: Buy “Abduction: My Drunken Tale of Shark- Alien Survival”
- 61. @dr_pete(icons via FlatIcon.com ©2017) I’ve ordered that title and am downloading it to your tablet.
- 62. @dr_pete(icon by Dave Gandy via FlatIcon.com) OK, Google: Read my book.
- 63. @dr_pete #StateofSearch Risk Factor: 3 Sharkanoes
- 67. AMP results are your entire web page hosted on Google’s servers.
- 70. @dr_pete #StateofSearch Risk Factor: 3 Sharkanoes
- 75. Data feeds alone can be used to drive immersive content experiences.
- 82. @dr_pete #StateofSearch Risk Factor: 3 Sharkanoes
- 88. Content features are built for mobile and dominate mobile screen real estate.
- 90. Google recently launched tabbed content for movies and books.
- 91. This goes beyond curation to create a self-contained content experience.
- 92. @dr_pete #StateofSearch OK, Google: I need a recipe for chili.
- 93. @dr_pete #StateofSearch Ok, I’ve got a recipe called “Award Winning Chili Con Carne” from All Recipes. Does that sound good?
- 94. @dr_pete #StateofSearch Risk Factor: 4 Sharkanoes
- 96. Is Google trying to poison us? I’ll leave it to you to decide. (h/t @danmozgai)
- 97. @dr_pete #StateofSearch “The Fly Agaric, Amanita muscaria, is a hallucinogen and must be considered poisonous.”
- 98. @dr_pete #StateofSearch Risk Factor: 5 Sharkanoes
- 100. @dr_pete #StateofSearch Keep your eyes open.
- 105. Features occupy even more space on mobile and can be totally different.
- 106. @dr_pete #StateofSearch OK, Google: How to do search engine optimization?
- 107. @dr_pete #StateofSearch Sorry, I’m not sure how to help with that yet.
- 108. @dr_pete #StateofSearch Pick your battles.
- 113. @dr_pete #StateofSearch Give your data away?
- 119. When you give your data away, think beyond the short- term benefits.
- 120. @dr_pete #StateofSearch Maybe don’t eat these.