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The Future of SEO
@BritneyMuller
Google wants to provide us with answers
BEFORE we ask the questions.
The Future of SEO #LearnInbound
The Future of SEO #LearnInbound
Smart Compose:
The Future of SEO #LearnInbound
The Future of SEO #LearnInbound
The Future of SEO #LearnInbound
Intro: The State of Search
#1 SERP Features
#2 Voice
#3 Automation
#4 Back to Basics
(Search Engine Result Page)
The Future of SEO #LearnInbound
5% of clicks
90% of marketing spend
5% of clicks
90% of marketing spend
95% of clicks
10% of marketing spend
The Future of SEO #LearnInbound
The Long Tail
“shoes”
“red size 7 womens nike running shoes”
The Future of SEO #LearnInbound
The Future of SEO #LearnInbound
The Future of SEO #LearnInbound
Enter, SERP Features:
Featured Snippets:
People Also Ask:
The Future of SEO #LearnInbound
Carousels:
Knowledge Graph:
Answer Boxes:
PLAs (Product Listing Ads):
Images:
SERPs Features Show Intent!
Google wants to provide us with answers
BEFORE we ask the questions.
Today
#1
SERP
Features
How Do SERP Features Effect Clicks?
The Future of SEO #LearnInbound
2.8% Click Ads
62.2% Click Organic
35% Don’t Click
Desktop CTRs (Feb ‘18):
3.12% Click Ads
38.97% Click Organic
61.03% Don’t Click
Mobile CTRs (Feb ‘18):
Future
#1
SERP
Features
http://moz.com/mozcast
How To
Prepare? #1
Featured
Snippets
The Future of SEO #LearnInbound
@BritneyMuller
@BritneyMuller
The Future of SEO #LearnInbound
The Future of SEO #LearnInbound
The Future of SEO #LearnInbound
@BritneyMuller
Moz Keyword Explorer (Or SEMRush) Provide Additional Data:
@BritneyMuller
Okay, but how do I get IN a featured snippet?!?
Find Featured Snippets that you are on page 1 for!
The Future of SEO #LearnInbound
How to Find Your Competitor’s Backlinks --Next Level!
<h2>How to check the backlinks of a site</h2>
Step 1: Navigate to Open Site Explorer
Step 2: Enter your competitor’s domain URL
Step 3: Navigate to the “Inbound Links” tab
Step 4: Export results into csv
Step 5: Compile csv results from all competitors
Step 6: Sort all results by Page Authority
Step 7: Review all linking sites for opportunities
<h2>Want to learn more about the SEO process?</h2>
<h3>
How to Find Your Competitor’s Backlinks --Next Level!
How to Find Backlinks
<h2>How to check the backlinks of a site
How to find backlinks?</h2>
Step 1: Navigate to Open Site Explorer
Step 2: Enter your competitor’s domain URL
Step 3: Navigate to the “Inbound Links” tab
Step 4: Export results backlink data into csv
Step 5: Compile backlink csv results from all competitors
Step 6: Sort all backlinks results by Page Authority
Step 7: Review all linking sites for opportunities
<h23>Want to learn more about the SEO process?</h23>
<h3>
The Future of SEO #LearnInbound
The Future of SEO #LearnInbound
The Future of SEO #LearnInbound
Today
#2
Voice
Where do voice results come from?
FEATURED SNIPPETS!!!
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?”
Voice “search” is not the same as voice “assistance”. We
do a lot of the latter, very little of the former.
--Ian Lurie
Source
➢ Streaming music
➢ Weather info
➢ Time related (timers, alarms, asking the time)
Most frequently used voice assistance is boring:
#2
Voice
Future
@BritneyMuller
Smart Displays
@BritneyMuller
tidings.com/vault/local-serp-topography.html
The Future of SEO #LearnInbound
Voice
How To Prepare?
#2
@BritneyMuller
@BritneyMuller
@BritneyMuller
@BritneyMuller
Check on all of your website’s trouble makers
Automation
Today/Future
#3
NLP
(Natural Language Processing)
NLG
(Natural Language Generation)
The Future of SEO #LearnInbound
The Future of SEO #LearnInbound
The Future of SEO #LearnInbound
The Future of SEO #LearnInbound
The Future of SEO #LearnInbound
The Future of SEO #LearnInbound
The Future of SEO #LearnInbound
Check on all of your website’s trouble makers
Automation
How to prepare?
#3
The Future of SEO #LearnInbound
The Future of SEO #LearnInbound
Can you believe?!
ML Generated
Google Generated
@jroakes @GraysonParks
Grayson Parks
Writer, programmer, constant learner.
Digital marketer, husband, golden
retriever owner. Words and data are my
Passions. #SEO @AdaptPartners
GraysonParks.com
JR Oakes
Hacker, Technical SEO, NC State
fan, co-organizer
Of Raleigh & RTP Meetups, as well
as Search Engine Land author
codeseo.io
Automate Meta Descriptions:
Automate Meta Descriptions:
1. Assist with deploying AWS Lambda. --Several steps will affect the cost & security.
2. Extract the content of the webpage using the library Goose3 (a Python library w/BeautifulSoup).
3. Summarize the content using summa (or another summarizing library/model)
4. Create a Lambda Function.
a. Package the files for AWS Lambda & install the dependencies (in this case Goose3 and
summa, etc) into a folder along with what is called a handler file. The handler file is what
Lambda calls to run your script.
b. Here is the packaged Lambda function (including the dependencies):
https://s3.amazonaws.com/ap-lambda-functions/meta_summa.zip
5. Once the zip file is deployed to AWS as a Lambda function, you should get a URL to access the API
that looks like:
https://XXXXXXXX.execute-api.us-east-1.amazonaws.com/v1/ap_meta_descriptions
Find a developer familiar with AWS to:
function pageDescription(url, length) {
if (typeof length == 'undefined' || !length || length < 1){
var endpoint = 'https://XXXXXXXX.execute-api.us-east-1.amazonaws.com/v1/ap_meta_descriptions?url=' + url;
}else{
var endpoint = 'https://XXXXXXXX.execute-api.us-east-1.amazonaws.com/v1/ap_meta_descriptions?url=' + url + "&len=" + length;
}
var response = UrlFetchApp.fetch(endpoint);
var text = response.getContentText();
var data = JSON.parse(text);
if (data){
return data.meta_description
}
}
Copy & Paste like a badass in GSheets! =pageDescription(A2, 150)
Back to Basics
Today
#4
Foundational SEO:
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)
Over 53% of people will abandon a page
if it takes more than 3 seconds to loadSpeed
Back to Basics
Future
#4
The Future of SEO #LearnInbound
The Future of SEO #LearnInbound
The Future of SEO #LearnInbound
The Future of SEO #LearnInbound
The Future of SEO #LearnInbound
Back to Basics
How to prepare?
#4
Image Compression Helps Page Speed
Without Losing Image Quality:
Technical SEO (low hanging fruit)
MozCon Talk: SEO Cyborg by Alexis Sanders
Clean/Prune Your
Website
Kill pages that haven’t had traffic in the last 10 days
Meta=”noindex” 301 Redirect 400
13.70% YoY
Organic Users 8.97% the following month
Refurbish Your Top Content:
Highest Converting Webpage:
+Share Tidbits/Teasers on:
Explore What Content Gets Shared:
Explore Competitor’s Top Pages
➢ Featured Snippets: Where you also rank on page 1 for.
➢ Use Schema markup
➢ Test out Google Actions
➢ Beware of NLG/ML but explore if there’s a good fit
➢ Don’t neglect foundational SEO
➢ Speed - Compress Images
➢ Prune your website
➢ Refurbish your top performing content
➢ Analyze Competitor’s top pages
Will you be prepared?
The Future of SEO #LearnInbound
The Future of SEO #LearnInbound
I lost it...
The Future of SEO #LearnInbound
Thank you!
@BritneyMuller
britney@moz.com
The Future of SEO #LearnInbound

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The Future of SEO #LearnInbound

Hinweis der Redaktion

  1. Where do people search the most?
  2. Will ask who here knows about the Long Tail?
  3. 4 Higher Ed Opportunities:
  4. *Note: Sums are greater than 100% as searchers can click multiple results per query
  5. *Note: Sums are greater than 100% as searchers can click multiple results per query What can you do to be competitive today?
  6. New SEMRush study says 52%!!!!
  7. Just like we do, practice!
  8. NEWS VOICE!!!
  9. Add trans
  10. How many people have walked on the moon?
  11. NEWS VOICE!!!
  12. Transaction fulfillment at this point is their primary voice monetization strategy.
  13. NEWS VOICE!!!
  14. Grab stats
  15. Chopping b
  16. Automation
  17. Automation
  18. Lead them into it. There are already models programmed to summarize long form content.
  19. AUTOMATE THIS AT SCALE. FEATURED SNIPPET TERRITORY!
  20. Robots.txt info! Server Log Files
  21. I deindexed 75% of Moz.com pages when I started and saw incredible success.
  22. I’m not to say that this was the single factor in this change + GA is obviously sampled data, but this is what we saw and I like to account for YoY traffic because it eliminates seasonal trends/changes.
  23. Take advantage of opportunities now!