This document discusses trends in search engine optimization (SEO) and search. It notes that SEO will never die but algorithms should be able to understand content without schema. It discusses linked data, JSON-LD, and how schema helps search engines understand pages. Voice search is increasing and may account for 50% of queries by 2020. Keywords will matter less as search shifts to an AI first world focused on understanding queries rather than keywords. The document provides examples of optimizing for voice search queries and emphasizes the importance of answering user questions to rank highly.

1. SEO will never die! Part 2
#SlideStorm
Marcus Tandler
@Mediadonis

2. json

3. json-ld

4. linked data

5. individual

6. context

7. “Linked Data empowers people that publish
and use information on the Web. It is a way
to create a network of standards-based,
machine-readable data across Web sites.
It allows an application to start at one piece of
Linked Data, and follow embedded links to
other pieces of Linked Data that are hosted
on different sites across the Web.”
JSON-LD.org

8. comprehend

9. „I want to live in a world where schema is not
that important, but currently, we need it. If a
team at Google recommends it, you probably should
make use of it, as schema helps us understand the
content on the page, and it is used in certain search
features (but not in rankings algorithms).“
Gary Illyes

10. Michelle: Why do you want to be less reliant on it?
Gary: I’m with Sergey and Larry on this. Google
should have algorithms that can figure out things
without needing schema, and there really should not
be a need for penalties.
Michelle: Eventually the algo will not need the
schema?
Gary: I hope so. The algorithms should not need the
extra data.

11. schema

15. entities

16. entities <> entities

17. current events

20. - 412 -
20.07.1977
Marcus Tandler
Has birthday
Rebecca Tandler
Has wife
- 410 -
Julius Tandler
LEGO
- 415 -
Has hobby
Has son
- 411 -
Isabella Tandler
Has daughter
- 412 -
Ryte GmbH
- 414 -
Has company
- 415 -
Has hobby
Ryte Wiki
- 414 -
Has wiki
Ryte Magazine
- 414 -
Has blog
- 414 -
Is Author

22. „Methods, systems, and apparatus, including
computer programs encoded on a computer storage
medium, for providing a statement that references
a particular attribute of a particular topic, in
response to providing the statement, obtaining one
or more query patterns that each include one or
more query terms that are used in queries
submitted to a search system in obtaining a value
for the particular attribute of the particular topic,
generalizing one or more of the query patterns, and
associating the one or more generalized query
patterns with one or more other topics that include
the particular attribute.“

25. cloud

26. mobile-first indexing

27. cloud-first indexing

28. amp

29. pwa

30. google play

31. speed

33. crawling

34. how’s your journey ?

35. Jack Nicholson GIF
giphy.com

36. offline

38. „determining locational data for the one
or more users; determining, based on the
locational data, how many of the one or
more users visited the given geographic
location after receiving the suggestion;
and adjusting a ranking of the suggestion
based on a determination of how many of
the one or more users visited the geographic
location after receiving the suggestion.“

39. „where’s the nearest pizza place?“

40. https://blog.mspy.com/how-to-track-cell-phone-location/

43. 70%
http://olorisupergal.com/2016/07/24/usa-back-buhari-anti-corruption-war/

45. hosting

46. crawling

47. api

48. wordpress

49. links

50. user requests ?

51. gimme all your data

52. super schnell

53. flexibility

54. screens

55. voice search

56. presentation-agnostic

57. browser

58. keyboard

59. why ?

60. discovery

61. 90%
Credit: Michael Coghlan, Flickr

62. “We will move from
mobile first to an
AI first world.”
Sundar Pichai

63. „Google wants to cut out
the middlemen, which it
turns out, are URLs.“

65. mobile first indexing

66. mobile only indexing

67. the url is dead,
long live the url.

68. web / app

73. service worker = api

74. serp scraping

75. 70% bots

76. „So we continuously try to throttle
the bots that are scraping our results,
and we sometimes even mess with the
search results just to screw them.“
Gary Illyes http://www.kwasistudios.com/gary-illyes-interview/

78. https://twitter.com/JohnMu/status/898150521827209220

79. „blackhat scrapers“

83. bad performance

90. chance

91. don’t suck !
http://www.teefury.com/don-t-suck

92. SEO

93. rethink

94. voice search

95. „By 2020 up to 50% of all
queries are predicted to be
performed via voice search.“
https://www.campaignlive.co.uk/article/just-say-it-future-search-voice-personal-digital-assistants/1392459

97. keywords vs. voice queries

99. act now!

103. future

104. what does it take to get abs 45
https://www.mensfitness.com/weight-loss/
burn-fat-fast/how-much-body-fat-you-need-
lose-uncover-your-abs
how long does it take to get abs
-

105. anderes Bild

107. what should i get my husband for christmas x
what to buy your girlfriend for her birthday x
what can i get my wife for christmas x

109. great SEOs

113. how to get a big biceps 1 https://www.bodybuilding.com/fun/drobson215.htm
how to get ripped 1
https://www.bodybuilding.com/content/essential-8-
exercises-to-get-ripped.html
how to get a big chest 1
https://www.bodybuilding.com/content/5-best-
exercises-for-a-bigger-chest.html

115. position no. 1

116. position zero

119. got clicks?

121. https://sparktoro.com/blog/new-data-how-googles-organic-paid-ctrs-have-changed-2015-2018/

122. hard

123. simple

125. questions ?

128. <title>

129. https://www.slideshare.net/ipullrank/modern-seo-players-guide

132. fetch & render

133. 10:45 am

137. 11:20 am

140. https://builtvisible.com/answer-boxes/

141. https://builtvisible.com/answer-boxes/

142. fetch & render

143. https://builtvisible.com/answer-boxes/

144. fetch & render

145. https://builtvisible.com/answer-boxes/

146. #RealTime #SEO

147. „I never think of
the future, it comes
soon enough.“
Albert Einstein

148. what questions
do your
customers
have?

149. position no. 1

150. position zero

151. do or die

152. slide no. 301

153. THANK YOU!
Marcus Tandler
@Mediadonis

154. THANK YOU !!