The document discusses the current and future state of SEO and content marketing. It covers foundational on-page SEO practices that are still important, such as quality content, page speed optimization, and engagement metrics. It also discusses emerging trends like predictive marketing, personalized content, natural language processing, and machine learning automation. The document provides advice on tools and strategies to analyze traffic, discover opportunities, and prepare for the future of SEO and content marketing.

1. The Future Of SEO/Content
Marketing
Britney Muller

2. 1. Where Is It Today?
2. Where Is It Headed?
3. How To Prepare For The Future
The Future Of SEO/Content Marketing:

3. Foundational SEO Is Alive & Well

4. On-Page Optimization
Quality Content
Index-able
Page Title & Meta Description
Page URL (moz.com/beginners-guide-to-seo/)
Image Alt Text <img src="grumpy-cat.gif" alt="Grumpy Cat glaring
at gluten free catnip">
<h1><h2><h3> Markup
Schema Markup (Schema.org)

5. Over 53% of people will abandon a page if it
takes more than 3 seconds to load
Speed

6. Image Compression Helps Page Speed

7. Without Losing Image Quality:

8. Engagement Metrics

13. Featured Snippets will continue to
increase & become more interactive

16. Where do voice results come from?

17. Featured Snippets!

18. “Hey Google, how many people have
walked on the moon?”

19. “Hey Google, how many people have
walked on the moon?”
Google Home: “Twelve, according to Wikipedia; twelve of these astronauts
walked on the moon’s surface, and six of those drove Lunar Roving Vehicles on
the Moon.

20. Google Home: “Twelve, according to Wikipedia; twelve of these astronauts
walked on the moon’s surface, and six of those drove Lunar Roving Vehicles on
the Moon.
“Hey Google, how many people have
walked on the moon?”

21. Voice will start to incorporate display

22. 1. Where Is It Today?
2. Where Is It Headed?
3. How To Prepare For The Future
The Future Of SEO/Content Marketing:

23. Automated Solutions:
Machine Learning Connecting Real
World Data

24. Automated Solutions:
Connecting Real
World Data

25. “Google will be the new homepage for most small
businesses,”
-David Mihm,
Tidings.com Founder

31. Personalized Experience:

34. Automated Solutions:
Machine Learning

35. Typical Machine Learning Process:
@BritneyMuller

36. Use ML To Optimize FB Ads:
@BritneyMuller

39. NLP
(Natural Language
Processing)

40. NLG
(Natural Language
Generation)

48. 1. Where Is It Today?
2. Where Is It Headed?
3. How To Prepare For The Future
The Future Of SEO/Content Marketing:

50. @BritneyMuller

55. @BritneyMuller

56. @BritneyMuller

57. @BritneyMuller

59. Moz Keyword Explorer (Or SEMRush) Provides Additional Data
@BritneyMuller

61. Refurbish Your Top Content:
Highest Converting Webpage:
+Share Tidbits/Teasers on:

62. “Don’t complain!”
-Wil Reynolds

63. Farewell Apps

64. Every step you make a user take costs you ~20% of your users:

65. Every step you make a user take costs you ~20% of your users:

66. Every step you make a user take costs you ~20% of your users:

67. Every step you make a user take costs you ~20% of your users:

68. Every step you make a user take costs you ~20% of your users:

69. Every step you make a user take costs you ~20% of your users:

70. Every step you make a user take costs you ~20% of your users:

71. Google I/O 2016 PWA Talk Screenshot
Which Is Why It Costs More To Acquire Users:

72. The Future is PWAs!
(Progressive Web Apps)

73. Loaded in .26 seconds!!!
PWAs instantly cache entire sites

74. Other PWA Features:
Learn More Here!
Bookmarkability for a home screen-like app

75. Other PWA Features:
Learn More Here!
Firebase for custom push notifications
Bookmarkability for a home screen-like app

76. Other PWA Features:
Learn More Here!
Firebase for custom push notifications
Bookmarkability for a home screen-like app
Always fresh, no need for pesky updates

77. Other PWA Features:
Learn More Here!
Firebase for custom push notifications
Bookmarkability for a home screen-like app
Always fresh, no need for pesky updates
Universal

78. Other PWA Features:
Learn More Here!
Firebase for custom push notifications
Bookmarkability for a home screen-like app
Always fresh, no need for pesky updates
Universal
Linkable

79. Other PWA Features:
Learn More Here!
Firebase for custom push notifications
Bookmarkability for a home screen-like app
Always fresh, no need for pesky updates
Universal
Linkable
Discoverable

80. Firebase for custom push notifications
Other PWA Features:
Learn More Here!
Bookmarkability for a home screen-like app
Always fresh, no need for pesky updates
Universal
Linkable
Discoverable
Saves Memory

81. Remember Automated Solutions?
Machine Learning Connecting Real
World Data

83. SEO/Content Marketing Today:
Foundational practices still apply:
➢ Quality Content/UX
➢ On-Page SEO
➢ Speed - Compressed images
➢ Engagement Metrics
➢ Links as a quality & referral signal
➢ Server Log File Analysis (what’s Gbot doing on your site?!)
Optimize for SERP Features in your space
Discover visitor pain points and fix them

84. The Future Of SEO/Content Marketing:
Google will get more up in yo bidness
Predictive Marketing
Death to the homepage: Personalized/Dynamic Content
NLP → NLG for Content Marketing
Machine Learning will automate future problem solving
Fluid experiences: Voice > Visual > Audio > Car > etc.
Automated Title Tags, Meta Descriptions, Alt Text, etc.

85. How To Prepare For The Future:
Take advantage of opportunities available today:
➢ Refurbish your top performing content
➢ Optimize for SERP Features
➢ Analyze current visitor behavior
➢ Discover Keyword Opportunity Gaps
➢ Publish High Quality Content
➢ Speed up your website
➢ Analyze server log files
Explore: PWAs, ML Models, Dynamic Content & Personalization

87. Keyword/Content Tools:
Google Keyword Planner - Hyper-Local Keyword Research
Moz Keyword Explorer - Accurate National Search Volume + SERP Data
Answer The Public - Evaluate common questions being asked about a topic
Question Analyzer - Most commonly searched questions about a topic
SEMRush - Competitive SEO data
BuzzSumo - Evaluate which content is trending/has the most social shares for a keyword
SimilarWeb - Explore estimated search volume to content/websites.
Tools & Info:
@BritneyMuller

88. Website Analysis Tools:
Tools & Info:
Google Analytics - Website analytics
Chrome Browser DevTools - In-browser tool to view a site’s mobile version
Lucky Orange - Record, measure and evaluate real traffic to your site
Google Search Console - Webmaster data
Google PageSpeed Insights - Evaluate a website’s page speed
Screaming Frog - Website Analysis
Optimizilla - Photo Optimization
Readability Checker - Evaluate a web pages’ readability
Rel-Prerender - A single line of code to speed up your site dramatically
@BritneyMuller

89. Machine Learning Tools:
Machine LearningTools & Info:
Kaggle - Data Science / Machine Learning Competitions
AdEspresso - Machine Learning For FaceBook Ad Optimization
TensorFlow - Google’s Open Source ML Library
Geolify - Dynamically populate website content based on where a user is visiting from. (not
really Machine Learning, but I didn’t know where else to put this) :)
@BritneyMuller

90. Thank you!
@BritneyMuller
britney@moz.com

91. Bonus Slides

92. Bonus: Don’t oversimplify Title Tags

93. SEO best practices for URLs | Moz
5.6% CTR

94. SEO best practices for URLs | Moz
5.6% CTR
What is a URL (Uniform Resource Locator)? | Moz

95. SEO best practices for URLs | Moz
5.6% CTR
What is a URL (Uniform Resource Locator)? | Moz
2.99% CTR

96. Domains - SEO Best Practices | Moz
5.25% CTR
This one was just dumb...

97. Domains - SEO Best Practices | Moz
5.25% CTR
What is a Domain Name? | Moz
This one was just dumb...

98. Domains - SEO Best Practices | Moz
5.25% CTR
What is a Domain Name? | Moz
1.95% CTR
This one was just dumb...

99. Domains - SEO Best Practices | Moz
5.25% CTR
What is a Domain Name? | Moz
1.95% CTR
This one was just dumb...

100. Answer the question!

101. 2.51% CTR

102. 2.51% CTR

103. 7.01%CTR
2.51% CTR

104. Thank you!
@BritneyMuller
britney@moz.com