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The Future of SEO #LearnInbound Slide 1 The Future of SEO #LearnInbound Slide 2 The Future of SEO #LearnInbound Slide 3 The Future of SEO #LearnInbound Slide 4 The Future of SEO #LearnInbound Slide 5 The Future of SEO #LearnInbound Slide 6 The Future of SEO #LearnInbound Slide 7 The Future of SEO #LearnInbound Slide 8 The Future of SEO #LearnInbound Slide 9 The Future of SEO #LearnInbound Slide 10 The Future of SEO #LearnInbound Slide 11 The Future of SEO #LearnInbound Slide 12 The Future of SEO #LearnInbound Slide 13 The Future of SEO #LearnInbound Slide 14 The Future of SEO #LearnInbound Slide 15 The Future of SEO #LearnInbound Slide 16 The Future of SEO #LearnInbound Slide 17 The Future of SEO #LearnInbound Slide 18 The Future of SEO #LearnInbound Slide 19 The Future of SEO #LearnInbound Slide 20 The Future of SEO #LearnInbound Slide 21 The Future of SEO #LearnInbound Slide 22 The Future of SEO #LearnInbound Slide 23 The Future of SEO #LearnInbound Slide 24 The Future of SEO #LearnInbound Slide 25 The Future of SEO #LearnInbound Slide 26 The Future of SEO #LearnInbound Slide 27 The Future of SEO #LearnInbound Slide 28 The Future of SEO #LearnInbound Slide 29 The Future of SEO #LearnInbound Slide 30 The Future of SEO #LearnInbound Slide 31 The Future of SEO #LearnInbound Slide 32 The Future of SEO #LearnInbound Slide 33 The Future of SEO #LearnInbound Slide 34 The Future of SEO #LearnInbound Slide 35 The Future of SEO #LearnInbound Slide 36 The Future of SEO #LearnInbound Slide 37 The Future of SEO #LearnInbound Slide 38 The Future of SEO #LearnInbound Slide 39 The Future of SEO #LearnInbound Slide 40 The Future of SEO #LearnInbound Slide 41 The Future of SEO #LearnInbound Slide 42 The Future of SEO #LearnInbound Slide 43 The Future of SEO #LearnInbound Slide 44 The Future of SEO #LearnInbound Slide 45 The Future of SEO #LearnInbound Slide 46 The Future of SEO #LearnInbound Slide 47 The Future of SEO #LearnInbound Slide 48 The Future of SEO #LearnInbound Slide 49 The Future of SEO #LearnInbound Slide 50 The Future of SEO #LearnInbound Slide 51 The Future of SEO #LearnInbound Slide 52 The Future of SEO #LearnInbound Slide 53 The Future of SEO #LearnInbound Slide 54 The Future of SEO #LearnInbound Slide 55 The Future of SEO #LearnInbound Slide 56 The Future of SEO #LearnInbound Slide 57 The Future of SEO #LearnInbound Slide 58 The Future of SEO #LearnInbound Slide 59 The Future of SEO #LearnInbound Slide 60 The Future of SEO #LearnInbound Slide 61 The Future of SEO #LearnInbound Slide 62 The Future of SEO #LearnInbound Slide 63 The Future of SEO #LearnInbound Slide 64 The Future of SEO #LearnInbound Slide 65 The Future of SEO #LearnInbound Slide 66 The Future of SEO #LearnInbound Slide 67 The Future of SEO #LearnInbound Slide 68 The Future of SEO #LearnInbound Slide 69 The Future of SEO #LearnInbound Slide 70 The Future of SEO #LearnInbound Slide 71 The Future of SEO #LearnInbound Slide 72 The Future of SEO #LearnInbound Slide 73 The Future of SEO #LearnInbound Slide 74 The Future of SEO #LearnInbound Slide 75 The Future of SEO #LearnInbound Slide 76 The Future of SEO #LearnInbound Slide 77 The Future of SEO #LearnInbound Slide 78 The Future of SEO #LearnInbound Slide 79 The Future of SEO #LearnInbound Slide 80 The Future of SEO #LearnInbound Slide 81 The Future of SEO #LearnInbound Slide 82 The Future of SEO #LearnInbound Slide 83 The Future of SEO #LearnInbound Slide 84 The Future of SEO #LearnInbound Slide 85 The Future of SEO #LearnInbound Slide 86 The Future of SEO #LearnInbound Slide 87 The Future of SEO #LearnInbound Slide 88 The Future of SEO #LearnInbound Slide 89 The Future of SEO #LearnInbound Slide 90 The Future of SEO #LearnInbound Slide 91 The Future of SEO #LearnInbound Slide 92 The Future of SEO #LearnInbound Slide 93 The Future of SEO #LearnInbound Slide 94 The Future of SEO #LearnInbound Slide 95 The Future of SEO #LearnInbound Slide 96 The Future of SEO #LearnInbound Slide 97 The Future of SEO #LearnInbound Slide 98 The Future of SEO #LearnInbound Slide 99 The Future of SEO #LearnInbound Slide 100 The Future of SEO #LearnInbound Slide 101 The Future of SEO #LearnInbound Slide 102 The Future of SEO #LearnInbound Slide 103 The Future of SEO #LearnInbound Slide 104 The Future of SEO #LearnInbound Slide 105 The Future of SEO #LearnInbound Slide 106 The Future of SEO #LearnInbound Slide 107 The Future of SEO #LearnInbound Slide 108 The Future of SEO #LearnInbound Slide 109 The Future of SEO #LearnInbound Slide 110 The Future of SEO #LearnInbound Slide 111 The Future of SEO #LearnInbound Slide 112
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The Future of SEO #LearnInbound

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The Search Landscape is changing. Be prepared for the future by optimizing for featured snippets, compressing images to help improve page speed, leveraging machine learning, pruning your website, refurbishing your top content, and more.

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The Future of SEO #LearnInbound

  1. 1. The Future of SEO @BritneyMuller
  2. 2. Google wants to provide us with answers BEFORE we ask the questions.
  3. 3. Smart Compose:
  4. 4. Intro: The State of Search #1 SERP Features #2 Voice #3 Automation #4 Back to Basics (Search Engine Result Page)
  5. 5. 5% of clicks 90% of marketing spend
  6. 6. 5% of clicks 90% of marketing spend 95% of clicks 10% of marketing spend
  7. 7. The Long Tail “shoes” “red size 7 womens nike running shoes”
  8. 8. Enter, SERP Features:
  9. 9. Featured Snippets:
  10. 10. People Also Ask:
  11. 11. Carousels:
  12. 12. Knowledge Graph:
  13. 13. Answer Boxes:
  14. 14. PLAs (Product Listing Ads):
  15. 15. Images:
  16. 16. SERPs Features Show Intent!
  17. 17. Google wants to provide us with answers BEFORE we ask the questions.
  18. 18. Today #1 SERP Features
  19. 19. How Do SERP Features Effect Clicks?
  20. 20. 2.8% Click Ads 62.2% Click Organic 35% Don’t Click Desktop CTRs (Feb ‘18):
  21. 21. 3.12% Click Ads 38.97% Click Organic 61.03% Don’t Click Mobile CTRs (Feb ‘18):
  22. 22. Future #1 SERP Features
  23. 23. http://moz.com/mozcast
  24. 24. How To Prepare? #1 Featured Snippets
  25. 25. @BritneyMuller
  26. 26. @BritneyMuller
  27. 27. @BritneyMuller
  28. 28. Moz Keyword Explorer (Or SEMRush) Provide Additional Data: @BritneyMuller
  29. 29. Okay, but how do I get IN a featured snippet?!?
  30. 30. Find Featured Snippets that you are on page 1 for!
  31. 31. 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>
  32. 32. 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>
  33. 33. Today #2 Voice
  34. 34. Where do voice results come from?
  35. 35. FEATURED SNIPPETS!!!
  36. 36. 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?”
  37. 37. Voice “search” is not the same as voice “assistance”. We do a lot of the latter, very little of the former. --Ian Lurie
  38. 38. Source ➢ Streaming music ➢ Weather info ➢ Time related (timers, alarms, asking the time) Most frequently used voice assistance is boring:
  39. 39. #2 Voice Future
  40. 40. @BritneyMuller Smart Displays
  41. 41. @BritneyMuller
  42. 42. tidings.com/vault/local-serp-topography.html
  43. 43. Voice How To Prepare? #2
  44. 44. @BritneyMuller
  45. 45. @BritneyMuller
  46. 46. @BritneyMuller
  47. 47. @BritneyMuller
  48. 48. Check on all of your website’s trouble makers Automation Today/Future #3
  49. 49. NLP (Natural Language Processing)
  50. 50. NLG (Natural Language Generation)
  51. 51. Check on all of your website’s trouble makers Automation How to prepare? #3
  52. 52. Can you believe?! ML Generated Google Generated
  53. 53. @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
  54. 54. Automate Meta Descriptions:
  55. 55. Automate Meta Descriptions:
  56. 56. 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:
  57. 57. 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)
  58. 58. Back to Basics Today #4
  59. 59. 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)
  60. 60. Over 53% of people will abandon a page if it takes more than 3 seconds to loadSpeed
  61. 61. Back to Basics Future #4
  62. 62. Back to Basics How to prepare? #4
  63. 63. Image Compression Helps Page Speed
  64. 64. Without Losing Image Quality:
  65. 65. Technical SEO (low hanging fruit) MozCon Talk: SEO Cyborg by Alexis Sanders
  66. 66. Clean/Prune Your Website Kill pages that haven’t had traffic in the last 10 days Meta=”noindex” 301 Redirect 400
  67. 67. 13.70% YoY Organic Users 8.97% the following month
  68. 68. Refurbish Your Top Content: Highest Converting Webpage: +Share Tidbits/Teasers on:
  69. 69. Explore What Content Gets Shared:
  70. 70. Explore Competitor’s Top Pages
  71. 71. ➢ 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?
  72. 72. I lost it...
  73. 73. Thank you! @BritneyMuller britney@moz.com
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The Search Landscape is changing. Be prepared for the future by optimizing for featured snippets, compressing images to help improve page speed, leveraging machine learning, pruning your website, refurbishing your top content, and more.

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