The document discusses the evolving landscape of SEO and strategies for adapting to changes in search engine result pages (SERPs), emphasizing the importance of accessibility, relevance, authority, and quality in SEO practices. It provides practical tips for optimizing website content, leveraging keyword strategies, and using social platforms to engage users and enhance visibility. Key recommendations include structuring website pages for better readability by Google, conducting thorough keyword research, and proactively managing brand reputation.

1. SEO for 2019
and beyond
© 2017 Verizon. This document is the property of Verizon and may not be used, modified or further distributed without Verizon’s written permission.
Establishing a baseline
for your brand

2. Charles Taylor
SEO Manager – Verizon (VCM & VBM)
• SEO since 2003
• “Search Nerd”
• CharlesHTaylor on LinkedIn & Twitter
• Google: “Charles Taylor SEO”
2

3. Agenda
1. Understanding SEO
2. The SERP landscape is changing
3. Adapting your site to change
4. Optimize beyond Google
3
@CharlesHTaylor
#AGAMarCom

4. 4
@CharlesHTaylor
#AGAMarCom
Organic Google SERP*
Search Query
Knowledge
Graph
Paid Ads
Organic
Results
*SERP = Search Engine Result Page

5. 5
4 Pillars of SEOs
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@CharlesHTaylor
Accessibility Relevance Authority Quality
Technical Issues Page Content Incoming Links User Metrics

6. 6
SEO Keyword Strategy
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@CharlesHTaylor
Defend Disrupt
Brand Non-Brand ConquestingBrand+

7. 7
It is getting more difficult
Go ahead, try to find the organic listings…
@CharlesHTaylor
#AGAMarCom

8. 8
Rankings no longer matter
Well, kind of …
@CharlesHTaylor
#AGAMarCom

9. 9
STOP! Traffic Thief
Google wants to keep searchers on the SERPs
@CharlesHTaylor
#AGAMarCom
*SERP = Search Engine Result Page

10. 10
Is SEO Dead (or Dying)?
Are the good times over?
Source: Search Engine Land
@CharlesHTaylor
#AGAMarCom

11. 11
We Are More Dependent on Search
More and more, people rely on Google to answer questions, even ones you might think are obvious.
Below is an example of the search trend for “What Year Is It”:
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Source: Google Trends

12. 12
It’s Not All Bad News
If we “do SEO right” we can use these trends to our advantage.
@CharlesHTaylor
#AGAMarCom

13. 13
How Did We Do That?
• Wrap question(s) in H1 or H2 Tags
• Wrap concise & clear answer in <p> tags
Example:
<h1>Descriptive Page Headline</h1>
<h2>First question goes here</h2>
<p>Give a short, concise and clear answer in
paragraph form. Make it useful to the
users.</p>
<h2>Second question goes here</h2>
<p>For question 2, give a short, concise, and
clear answer in paragraph form.</p>
@CharlesHTaylor
#AGAMarCom

14. 14
It’s Not All Bad News
If we “do SEO right” we can use these trends to our advantage.
#AGAMarCom

15. 15
How Did We Do That?
• Wrap question(s) in H1 or H2 Tags
• Wrap answer in <ol>/<li> tags
Example:
<h1>Here is where you can put the question</h1>
<p>Give a short, concise and clear answer in paragraph form.
Make it useful to the users.</p>
<ol>
<li>Step 1 – List first step</li>
<li>Step 3 – List second step</li>
<li>Step 3 – List third step</li>
<li>Step 4 – List fourth step</li>
<li>Step 5 – List fifth step</li>
</ol>
@CharlesHTaylor
#AGAMarCom

16. 16
Keyword Research Tactics
Google can be our friend…
@CharlesHTaylor
#AGAMarCom

17. 17
Keyword Research Tactics
There are tools, of course…
@CharlesHTaylor
#AGAMarCom

18. 18
If We Can Train Searches
Then, they will train Google…
@CharlesHTaylor
#AGAMarCom

19. 19
Optimize Beyond Google’s Reach
Use your social platforms to find questions, train users and engage.
@CharlesHTaylor
#AGAMarCom

20. 20
Build Your Reputation BEFORE a Crisis
Engage with happy customers and solicit feedback for social accounts.
@CharlesHTaylor
#AGAMarCom

21. To-Do List
1. The SERP landscape is changing, change with it.
2. Structure your pages so Google can better read your content.
– Use Schema and Markup on your pages as well.
3. Research what people want to know about your brand.
4. Optimize beyond the reach of Google.
5. Develop search equity, before the crisis.
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@CharlesHTaylor
#AGAMarCom

22. Thank
you.