Are you clinging to search engine optimization (SEO) myths of the past? Search engine algorithms continually evolve, and your SEO must evolve, too. Your audience searches throughout every stage of their journey, and by focusing on the SEO fundamentals of content, code, and community, your results can better match their search intent. Rich Schwerin leads a discussion with a panel of three SEO experts on how organic search is evolving and what every content strategist should know to stay current. The panel will explore the past, present, and future of search, debunking some long-held myths, with an eye on where search is heading next. Attendees will learn: The truth behind the most persistent SEO myths of the past Three keys to higher search engine rankings in the present How organic search is evolving now and into the future Panelists include Benu Aggarwal of Milestone, Michelle Robbins of Aimclear, LLC, and Punnyatowa Ghosh of VMWare. Moderated by Rich Schwerin, Autodesk.

1. SEO Past, Present, Future
What Every Content Strategist Needs to Know
About the Search Evolution
Content Strategy Applied, San Jose, October 30th 2019
Image: NASA, Pinwheel Galaxy, 21M light-years from Earth

2. Welcome & Introductions
▪ Benu Aggarwal
Founder and
President, Milestone
▪ Michelle Robbins
Vice President,
Product & Innovation,
Aimclear
▪ Punnyatowa Ghosh
Senior SEO Manager,
VMware
▪ Rich Schwerin
Senior Content
Strategist, Autodesk
Expert Panelists Moderator

3. SEO Past
▪ Keywords are the most
important SEO factor
▪ There’s an ideal SEO
content length
▪ SEO is just for search
engines
Let’s put to rest some pesky, persistent ghosts of SEO past
Image: Rich Schwerin’s Scrabble tiles on his kitchen table

4. SEO Present
▪ Optimizing images
and video for search
▪ Zero-click search:
Death of SEO?
▪ Integrated strategy
focused on audience
goals
What’s state-of-the-art in search today?
Image: Rand Fishkin, Mozcon 2019 presentation

5. SEO Future
▪ Emerging search engines
(Amazon, Facebook,
Linkedin)
▪ Optimizing for voice search
▪ Brand & SEO’s role as a
critical differentiator
How is search evolving now and in the future?
Image: Benu Aggarwal, Milestone

6. Ask Me Anything. Thanks!
You have SEO questions. Our expert panelists have answers.
▪ Benu Aggarwal
Founder and
President, Milestone
@BenuAggarwal
linkedin.com/in/benua/
▪ Michelle Robbins
Vice President, Product &
Innovation, Aimclear
@MichelleRobbins
linkedin.com/in/michellerobbins/
▪ Punnyatowa Ghosh
Senior SEO Manager,
VMware
@TowaGhosh
linkedin.com/in/punnyatowa-
ghosh-mba-77216612/
Rich Schwerin @Greencognito linkedin.com/in/richschwerin/
slideshare.net/richschwerin meetup.com/bay-area-content-marketing/