This document summarizes the keynote presentation "TOP SEO CHANGES 2018-2019" given by Alona Demchyk. The presentation covered 6 major topics: 1) business owners staying connected through Google Maps questions and answers, 2) mobile first indexing, 3) need for speed in page loading, 4) using Accelerated Mobile Pages (AMP) for faster mobile sites, 5) optimizing for voice searches, and 6) visual search through images and tools like Google Lens. For each topic, Demchyk provided an overview and sources for further reading.

1. TOP SEO CHANGES 2018-2019
Munich 01-2019
https://www.meetup.com/SEO-Moms/

2. Experience
 SEO Manager: 2015-now – Plan.Net Performance GmbH & Co KG
(Munich)
 SEO Consultant: 2012/2015 – Catbird Seat GmbH (Munich)
 Internship: 2012 – Bertelsmann AG (Berlin)
 Speaker: Meetup, SEO Campixx
Higher education
 MA in Linguistics & Intercultural Communication at the Ludwig Maximilians
University (Munich)
 Erasmus: Warwick Business School (Warwick, England)
 MA and BA at the Dnipropetrovsk University of Economics and Law (Dnipro,
Ukraine)
Languages
 English, German, Ukrainian, Russian
Where to find me
 LinkedIn: http://www.linkedin.com/in/alonademchyk
 Xing: https://www.xing.com/profile/Alona_Demchyk
 Twitter: http://twitter.com/alonademchyk
alonademchyk.com
@ALONADEMCHYK

3. Agenda
1. Business Owners Stay in Touch
2. Mobile First Indexing
3. Need for Speed
4. Bite my AMP!
5. Voice – „You say it!“
6. Visual – „Beauty and the Search“
@ALONADEMCHYK

4. 1. BUSINESS OWNERS STAY IN TOUCH
In general:
 Questions and answers feature in Google Maps
 Ranking factors: Google My Business entry,
proximity, prominence, reviews
What you need to know:
 Consistent entry in Google My Business
@ALONADEMCHYK

5. 1. Sources
− Q & A: https://searchengineland.com/google-questions-answers-everything-need-
know-290120
− Local Ranking Factors: https://searchenginewatch.com/2016/04/04/how-does-google-
determine-my-local-ranking/
− Notification in GMB: http://blumenthals.com/blog/2018/02/08/google-adds-q-a-
notification-option-to-gmb/
− Local Photos: https://www.seroundtable.com/google-my-business-updates-local-
photos-25366.html
@ALONADEMCHYK

6. 2. MOBILE FIRST INDEXING
Desktop First Mobile First
evaluates
desktop first
evaluates
mobile first
Determines
mobile &
desktop
rankings
Mobile version
Mobile version
Boost mobile
rankings Crawl Desktop
yes
no
@ALONADEMCHYK

7. 2. Sources
− Ranking Factors: https://searchengineland.com/google-speed-update-page-speed-will-
become-ranking-factor-mobile-search-289904
− Rolling out Mobile First Indexing: https://webmasters.googleblog.com/2018/03/rolling-
out-mobile-first-indexing.html
@ALONADEMCHYK

8. 3. NEED FOR SPEED
In general:
Slow website has negative effect on:
 user experience
 overall website performance
 rankings in the Google search
What you need to know:
Secure connection and https
Resize images
@ALONADEMCHYK

9. 3. Sources
− Page Speed as Ranking Factor: https://searchengineland.com/google-speed-update-
page-speed-will-become-ranking-factor-mobile-search-289904
− Mobile Score Calculator: https://searchengineland.com/google-releases-mobile-
scorecard-impact-calculator-tools-illustrate-importance-mobile-page-speed-293021
@ALONADEMCHYK

10. 4. BITE MY AMP
In general:
Accelerated Mobile Pages (AMP)
simplified HTML page
less functions - better speed
What you need to know:
Applicable for:
 static pages
 news publishers
 content websites
@ALONADEMCHYK

11. 4. Sources
− Guide to AMP: https://www.stonetemple.com/the-canonical-guide-to-amp/
− Try out (DE):
https://www.google.com/webhp?esrch=AcceleratedMobilePages::Preview#cns=1
− WordPress Plugin: https://de.wordpress.org/plugins/amp/
@ALONADEMCHYK

12. 5. VOICE – „YOU SAY IT!“
In general:
“Mobile voice-related searches are 3x
more likely to be local-based than text”
“High consumer usage of voice
assistants in cars (51%) and household
(39%) indicates increased comfort with
the technology”
What you need to know:
structured data
featured snippets
@ALONADEMCHYK

13. 5. Sources
− Voice Search Stat: https://www.branded3.com/blog/google-voice-search-stats-growth-
trends/
− Optimize for Voice: https://searchengineland.com/optimize-content-voice-first-world-
291782
@ALONADEMCHYK

14. 6. VISUAL – „BEAUTY AND THE SEARCH“
In general:
Visual Search Engines – Google Lens,
Pinterest Lens
Image search is on the 2nd place after
Google search
What you need to know:
alt text
image sitemaps
mobile-friendly images (src set)
@ALONADEMCHYK

15. 6. Sources
Future Visual: https://searchenginewatch.com/2018/01/31/the-future-of-visual-search-
and-what-it-means-for-seo-companies/
Where searches happen: https://sparktoro.com/blog/new-jumpshot-2018-data-where-
searches-happen-on-the-web-google-amazon-facebook-beyond/
@ALONADEMCHYK

16. Image courtesy
Cover: Photo by Gabriel Hakel
Profile Image by Anastasia Petrakova: http://petrakova.com/
http://pngimg.com/download/31295
https://www.flickr.com/photos/gabrielsond/5516646062
http://pngimg.com/download/31209
http://pngimg.com/download/31256
https://pixabay.com/de/turanga-leela-futurama-leela-braten-3757930/
@ALONADEMCHYK