The Future of Digital Marketing and SEO - Art of SEO Book Event

Eric Enge Stonetemple.com@stonetemple+Eric Enge

The Future of SEO and Digital Marketing


1984 World Foosball Champion – “Goalie War”

Eric Enge – Fun Fact


What’s New in The Art of SEO?


What’s Changed? Great Question, Let’s Review!

CH7Link Building

CH8Social Media

CH7Content Marketing

CH8Completely Rewritten


CH9Did not Exist

CH9Penguin and Panda Penalties

CH11Tools

CH11Completely Rewritten

CH15SEO

Predictions

CH15New SEO Predictions


What Was Big in 2015?


4 Areas of Change

Mobilegeddon

Twitter Firehose Deal

Content Marketing and Content Shock

Rich Answers in Search


Mobilegeddon


What Happened With Mobilegeddon?

We Analyzed 15,235 Queries Week of April 17, and Again on May

18

We Focused on the Top 10 Results


Mobile DOES Matter as a Ranking Factor


Twitter Indexing


Does Google Index More Tweets?

We Ran a Study in February 2015 of 138,000 Tweets


Here are the Raw Results From February

But on May 19th Google Went Live with an

Integration Leveraging the Twitter API


Comparison of Indexation in June vs February


Emphasis on Authority Only Increased


The Truth About Content

Shock


Source: Chartbeat


Source: Moz and BuzzSumo


No Correlation Between Shares and Links


Correlation Between Links and Shares


No Social Network Does Well



Most Content Gets Shares OR Links




These Have a Very Strong Correlation


Opinion Forming Journalism Works


These Sites Also Have a Very Strong Correlation



Data Driven Research Studies Work


Content Length Of the Articles in the Study


Longer Form Content Does Very Well Too


https://www.stonetemple.com/all-our-social-media-seo-studies/


Got Some Links!

Including a Write Up in

the WSJ


If You Produce the Right Content …Social Media Sharing Can Drive Links


Paid Social Works Too


Key Takeaways – Content Marketing

Stop Producing Good Content

Start Producing Elite Content

Data Driven, Journalism, Long Form Content

Promote it Using All Your Channels

Measure Your Results and Adapt


Rich Answers in Search


Example of a Rich Answer From Google


Why Are Fire Trucks Red?


How Often Does Google Show Rich Answers?


How Has This Grown Over Time?

Increase in Rich Answers (No Sidebar) of 38%!

We Measured This in December 2014 and July 2015


Rich Answers Key Points

Google Will Continue to Expand This Rapidly

Don’t Build Your Business on Public Domain Data

Don’t Build Your Business on Easily Licensed Data

Develop Content that Provides Direct Answers

Click Here for our Complete Rich Answers Guide!

http://stonet.co/RichAnswersGuide


Domain Authority of 38


More Items Will Drive More Clicks


Ranks Number 5 Normally


Simple Direct Answer to the

Question


Got the Rich Answer


How Can I Get Me Some?


How To Implement a NoFollow?

How To Implement a NoIndex Tag?

How To Implement a Rel Alternate Tag?

How To Implement a Rel Canonical?

How To Implement a Vary:User Agent Header?

We Started With a List of Common Questions


We Published 5 Videos on May 20th


We Included Transcripts With an Outline of Clear Steps


The Content Provided a Lot More Info Than Just the “How To”

We Shared it on Google+ and Submitted it in Search Console


Bingo!Saw This Within 3 Days of

Publishing the

Content


Identify a Simple Question

Provide a Direct Answer

Make it Easy for Users (and Google) to Find

1

2

4

Offer Valued Added Info3

Rich Answers Recipe


Key Takeaways – Rich Answers

Rich Answers Can Drive MORE Traffic

Algorithm Google Uses is NOT Authority Centric

It’s Based on Content Quality Measurement

This is a NEW Type of SEO


What’s Coming In The

Future?


5 TrendsRise of the Millennials

Authorship, Really?

Mobile, Voice Search (Conversational)

Content Effectiveness Optimization

Deep Learning


1


Expect High Quality, and Lots of Choices …

Because Accessing All Your Choices is Easier Than its Ever Been


Look for Engagement (or Entertainment) …

Because There are so Many Available Channels and Progressive Brands are Doing it


Require Authenticity…

Because There are so Many Ways That Inauthentic Behavior Can Get Exposed


Impatient …

Because There are Others that Will Provide a Faster Response


Short Attention Span …

Because Other Enticing Things are Awaiting Their Attention


How Do you Succeed With the Millennials?Only if They Want You To

Prepare to Engage and Entertain

Deliver Experiences, Build Relationships

Be the Best, or Be the Cheapest

Direct, Open, Honest Messaging


2


At SMX East on 10/1/2015 Gary Illyes said that

publishers should leave authorship markup on their

pages.


• Be an Expert• Create Great Content

– Humans use social signals to help identify this

– Engagement (comments) as well• Have other experts interact with you

online• Help people• Write for high authority sites

Build Your Authority With Humans First


“By doing things that help build your own reputation, you are focusing on the right types of activity. Those are the signals we want to find and value the most anyway.”

Google’sMatt Cutts

July 9, 2012

Matt Cutts on Reputation Building


Author Authority Summary

Will Google Look at This Again? Maybe

Building Authority is Not About Google

It’s About Differentiation

It’s About Reputation and Visibility

Works Well With the Millennials


“… more Google searches take place on mobile devices than on

computers in 10 countries including the US and Japan”

Google: May 5th, 2015

http://adwords.blogspot.com/2015/05/building-for-next-moment.html

3


“Voice control/search will soon be the primary way that users interact with Android devices, especially as the operating system expands into cars, onto wrists and on TV sets.”

Greg SterlingSearch Engine LandJune 27, 2014


Mobile / Voice SummaryBy 2020 3/4 of Installed Device Will be New Types

Voice Will be Primary Interface to Those Devices

Natural Language Interfaces Will Be the Norm

PC Screens Will Not Go Away, However

Nor Will the Demand For Long Form Information


4


What Percentage of Users Do You Satisfy?


What if Your Percentage is Lower Than the Competition?


75

Think About Task Completion


Server Side Delays Test – Google and Bing

Strong Correlation Between Satisfaction and Revenue


Users Have Options


Content Effectiveness Optimization Summary

Think About Helping Users Complete Their Task

What Are Their Related Needs?

What Are Their Ancillary Needs?

Search Engines Measuring Some Form of This

Design Your Web Experiences to Meet These Needs


Humans and Machines Think Differently

5


Google’s DeepMind is Teaching Machines to Read(and Comprehend)

Uses Annotated

Databases of Content to Help the

Machines Learn


Neural Networks Making Key Advances

Scientists Have Developed New

Techniques to Train Networks With Many

Layers


Sample Problem: Recognizing a

Face


What About RankBrain?


What’s the title of the consumer at the highest level of the food chain?

Sample Question That RankBrain Helps Answer


Traditional Ranking Signals

Findability Importance Relevance


What’s Missing?


How About Understanding the Query?


Deep Learning SummaryMassive Investments Being Made in This Area

Key to Natural Language Search and Comprehension

Key to Better Understanding Customer Intent

Key to Measuring Content Effectiveness

But, It Will Be a Very Long Journey


Eric [email protected]

@stonetemple+Eric Enge

(508) 962-8474www.stonetemple.com

Thank You!

The Future of Digital Marketing and SEO - Art of SEO Book Event

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