A lot of changes to Google's search results pages have really accelerated the past few months from Google keeping more traffic in the search results to more real estate being given to paid ads, and more. This is leading many marketing departments to wonder if going after organic search results is even worth the time or money anymore. Have we reached a tipping point? Some things that will be covered include: - Overview of how the search landscape has changed over the years. - The change in the relationship between Google and Business Owners - What are some of the possible reasons behind these changes? - With all these changes where are the opportunities for you? - And more!

1. What’s Up with Google?
The changing SERPs and what they mean to you.
Welcome! We will get started shortly.

2. Agenda
Definitions
Google’s Search Engine Results Page (Desktop and Mobile)
• Metrics
• How They Have Changed Over the Years
• Why They Have Changed Over the Years
The Realities of Search Marketing on 2019
Strategies and Tactics

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4. Definitions
SERP = Search Engine Results Pages
Organic Search Results = Natural rankings determined by search engine
algorithms, and can be optimized with various SEO practices.
Paid Search Results = You pay to have your website displayed on the search
engine results page.
Zero Click Searches = The search intent of the user is satisfied without having
to click any actual search result links.

6. The SERP Then and Now

7. A Closer Look
Paid
“People also ask”
Organic
“Below the fold”
YouTube Videos
Knowledge Panels
(Knowledge
Graph)

8. 2007
2013
2014
2016
2017
Google Search Ad Through the Years

10. Mobile Search August 28, 2019

11. Is Organic Search Dead?
NO
Is there new challenges?
Yes and it will only get harder.
Lets talk about some realities we
all need to work with.
Then some tactics you may want
to try if you are not already.

12. AskJeeves
6%
AOL
9%
Other
2%
Yahoo!
30%
MSN
16%
Google
37%
Search Engine Landscape 2005

13. Yahoo! 1.6%
Facebook 0.94%
Bing 1.42%
Amazon 0.85%
Twitter 0.20%
AOL 0.09%
Pinterest 0.23%
Ask 0.03%
DuckDuckGo 0.46%
Wikipedia 0.03%
Google Web Search 68.81%
Google Images 21.51%
Google Maps 0.74%
YouTube 3.09%
Search Engine Landscape 2019

14. Some More Realities
Over 5 billion searches per day on Google
http://www.internetlivestats.com/google-search-statistics/
Almost 72,000 searches per second on Google
https://www.cognifide.com/our-blogs/cem/4-key-seo-trends-for-2019
An average person conducts 3–4 searches every single
day.
https://ardorseo.com/blog/how-many-google-searches-per-day-2018/

15. Some More Realities
YouTube is the second-largest search engine, right
after Google. It’s bigger than Bing, Yahoo!, and
Ask combined.
https://smartyads.com/blog/5-types-of-online-ads/
YouTube has 1.9 billion active users monthly.
https://gadgets.ndtv.com/entertainment/news/youtube-now-has-1-9-
billion-monthly-active-users-180-million-hours-watched-on-tv-screens-
every-day-1887916

16. This Will Keep You Up at Night
In 2014 Google spent more than $500 million to purchase the artificial
intelligence company DeepMind?
As AI systems get smarter, they’ll be able to answer
more complex questions. If you’re in the business of
providing valuable information to your audience. Be
worried if you are giving one-shot answers.
Over the last few years, Alphabet (Google’s holding
company) purchased 38 AI-related businesses.
https://blog.aimultiple.com/alphabet-ai/

17. “Google is no longer in the business of delivering up lots
of answers. Instead, it’s in the business of delivering a
single answer—without the need to click.”
https://www.socialmediaexaminer.com/death-google-search-traffic-what-it-means-for-
marketers/
Why is this Happening?
“The move toward one-shot answers has been just slow
enough to obscure its own most important
consequence: killing off the internet as we know it. The
conventional web, with all of its tedious pages and links,
is giving way to the conversational web, in which chatty
AIs reign supreme.” https://www.wired.com/story/amazon-alexa-search-for-
the-one-perfect-answer/

18. Expert Advice and Opinion
One thing Google can never answer……..

19. Up Your Game with Opinion and Long Form Content

20. Embrace the Card with Long Form Content
“Cards Are Killing Organic Search Click Through Rates!”

21. Get More from Your Traffic
https://www.optimizely.com/optimization-glossary/ab-testing/

22. Questions?
Dave Clemen
VP, Digital Operations
dclemen@lscdigital.com
203-791-4459
@TheDaveClemen
https://www.linkedin.com/in/david-
clemen
 Definitions
 Google’s Search Engine Results Page
 The Realities of Search Marketing on 2019
 Strategies and Tactics