State of Search Engine Optimization (SEO) 2016 with a little help from my friend David @davidiwanow
State of SEO
2016
Evolution of Search
Where have we come over last few years?
Google’s evolution up to 2013 (before Apps/AMP)
Thinking back to the good olde days
Limited number of AdWords results
No Carousels
No Answer Boxes
No Universal Search
No Knowledge Graph
Limited Related Search links
No Ratings/Review schema
Required you click through to website for information
Mobile wasn’t really a thing yet
Apps were a second thought
Exact match domains ranked well
Low quality content dominated the SERPs
End of 2012 Google got aggressive on webspam
In 2014 webspam became even more of a focus
Since 2014 the Rise of Entities
Google Query Understanding
- Does the query name any known entities?
- [san jose convention center]
- [matt cutts]
- Are there useful synonyms?
- [gm trucks]: “gm” → “general motors”
- [gm corn]: “gm” → “genetically modified”
- Context matters
Local Business Cards
Twitter Cards
YouTube Cards
Schema Data
Open Graph
Shift in Search
What changes made an impact or could impact you?
Features
- spelling suggestions
- autocomplete
- related searches
- related questions
- calculator
- knowledge graph
- answers
- featured snippets
- maps
- images
- videos
- in-depth articles
- movie showtimes
- sports scores
- weather
- flight status
- package tracking
- …
Google these days giving most common answers
Google these days providing “just the facts ma’am”
Google these days providing “just the facts ma’am”
Google these days driving more related searches
Google these days… no need to click
Google allows for product comparison
Google allows for animal comparison…
Google answers more questions
Google is helping answer historical questions
Google gives cooking tips
Google offers interactive widgets
Google is learning about it’s users
Google is helping you find flights to book
Google answers are going beyond first answer
TV Show Spoilers are right in the SERPs
Linked Queries could work better
Multiple questions now being answered
People also searched for results are extensive
Google Shopping results showing more often
Presidential candidates get custom results
Google Mobile First
- How does Google make it mobile-centric?
- More mobile queries than desktop in samples
- Pay attention to user’s location
- Tools display mobile user experience
- Raters visit websites on smartphones
Mobile UI is changing to show tabbed results
Mobile UI is changing to show no organic results
Mobile weather experience has no organic results
Voice search is slowly gaining adoption
Google Accelerated Mobile Pages (AMP)
Facebook Instant Articles (mobile content)
Shift in Search
What is happening in the app space?
Mobile growth is still happening but slowing
Number of free mobile app downloads
Number of paid app downloads
Facebook App Links can drive traffic to your app
Google is working on improved App discovery
Streaming of apps, no download needed
Google offering app installs within browser
Google AdWords App Promotion Options
Google Testing Interactive Interstitial Ads
Other Paid Products to Promote Apps
iAds – Closed June 30th 2016
Facebook Ads
Twitter Ads
SharkMobi.com
appnext.com
Criteo (remarketing)
Incentivised Downloads
Facebook & Google dominate top Apps
Client Apps
Google App-Indexing will continue to expand
Bing also supports App Linking from SERPs
iOS Search API will start to gain traction
iOS Spotlight search adoption is low but steadily growing as users discover it and it’s algorithm improves.
iOS Spotlight search can surface content within your apps
iOS Search API will cannibalize your organic traffic from iOS device as Google is removed from the search process
iOS Search API can start to drive downloads of your mobile app
App Integrations will become essential
WeChat shows the power of an app platform
- Instant Messaging
- Public Accounts for providing services
- Subscription Accounts for content
- WeChat Payment (p2p, bill payment)
- WeChat Wall (transfer,pay,wallet)
- City Services (book appointments, pay bills, traffic fines, book transport)
Personal Assistant, ChatBots, & Customer Service
Offer assistance without search or other apps
Messaging Apps are kinda popular…
Mobile messaging app user penetration in North America
Mobile messaging app users in worldwide
Shift in Search
What is happening in the local space?
Local Business Cards
Bing Integrates TripAdvisor Reviews in Local
Importance of local listings, reviews and ratings
Importance of local listings, reviews and ratings
Facebook is chasing after more local traffic
Facebook is chasing after more local business
Shift in Search
What is happening in the social space?
Facebook might get search right?
Social Networks spill over into the Search space
Social platforms offer
Google Organic Results
Integration into Universal Search
Alternative Traffic sources
Paid Targeted Options
Paid Amplifications
Diversification of traffic
Social Platforms are working on
Better cross-platform experience
Better internal search
Less reasons to leave their platforms
More ways to engage with users
Growing their advertising features
Google will expand Twitter integration
Pinterest will expand their ecommerce reach
Shift in Search
What is happening in the content space?
Hyper personalization of content is getting better
Hyper personalization of content is getting better
Hyper personalization of content is getting better
Great content is required for success!
You should focus on GREAT content!
– easily consumed
– it will attract new users
– it can lower bounce rate
– will increases pages/session
– will increase time spent on site
– will create conversions/transactions
– can generate shares on social
– will attract natural links
Great content is required for success!
Think mobile first! Is the content mobile friendly?
Is the page size mobile friendly? 15mb images don’t work? Flash is bad!
Think how the content can be shared, how can you amplify it?
How will your content will look when being shared on social media?
Content takes longer to show impacts than it did previously, it’s not an instant fix!
Content needs more than just text, think interactive elements, images, video…
Great content requires investment!
Rise of ad blockers will affect your monetization
Rise of ad blockers will affect your monetization
Now you have 4 Pillars of SEO
Future of Search
What is already here and what is coming soon
Big Data is required to scale up marketing
Understand historic & seasonal trends
Allow for predictive analytics
Optimise for conversions
Optimise for revenue
Understand your internal link graph
Evaluate performance of social
Be able to spot patterns
Be able to spot opportunities
Be able to understand what content works
Voice Search takes center space in your home
- Plays all your music using just your voice
- Immersive, 360º omni-directional audio
- Allows hands-free convenience with voice-control
- Answers questions, reads audiobooks and the news, reports traffic and weather, gives info on local businesses, provides sports scores and schedules
- Controls lights and switches with compatible WeMo, Philips Hue, Samsung SmartThings, Wink, Insteon, and other smart home devices
- Always getting smarter and adding new features and skills more than 95 added since product launch
Behavioral Generated Content and Suggestions
Consider the impact of Apple TV on content
Are you ready for Android TV?
Android Auto only wants select app partners
Apple CarPlay leads to more content consumed
Google Cardboard is a mass market solution
Oculus Rift for consumption of premium content
Microsoft Hololens could change web interactions
Bing will rise powered by Windows 10
IoT – Google’s Brillo (OS) & Weave
IoT – Google’s Brillo (OS) & Weave
IoT – Google’s Brillo (OS) & Weave
IoT – Google’s Brillo (OS) & Weave
Network the Home
Wearables will end up getting it right eventually
Mostly Voice Activated
Limited interaction options
Most still require daily charging
Powered by Voice Search
Most still depend on Mobile/Tablet device
Have no browsers
Support limited number of apps
Limited consumption of content
Crowded market
Estimated market size – 5 mil iOS & 2 mil Android
Benefits of Wearables?
Always with you
Always on
Always tracking
Always contactable
Always connected…
Amazon Dash
IoT – Brita Filter with Amazon Dash Replacement
IoT – Samsung Smart Fridges
BYOD
BYOD