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Search Engine Optimization

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Shashwat Shankar
Shashwat Shankar

This document summarizes the future of SEO and SEM. It discusses how SEO will focus more on speed, user experience, and using artificial intelligence to better understand user intent. SEM will utilize personalized content, innovative bidding engines, and big data. Overall, SEO and SEM will evolve to prioritize positive user experiences through tools like machine learning as search becomes more conversational.

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SEO and SEM in future Presented By:- Shashwat Shankar(IMB2018017) Amrendra Roy(ECM2015005)
1. Introduction 2. Google Algorithm 3. Organic Growth Highlights 4. Latest Updates 5. Future of SEO 6. Future of SEM 7. Conclusion Contents
Introduction Every company is investing in digital marketing right now. Why? Because they all want the same thing: Search traffic that leads to website conversions, which leads to money. Keyword difficulty (and CPC) has skyrocketed in most verticals. CPCs have nearly doubled since 2017, with many keywords hovering close to $300 per click.
Search Engine Optimization
8 major Google algorithm 1. Panda a. Duplicate, plagiarized or thin content; user-generated spam; keyword stuffing 2. Penguin a. Spammy or irrelevant links; links with over-optimized anchor text 3. Hummingbird a. Keyword stuffing; low-quality content 4. Pigeon a. Poor on- and off-page SEO 5. Mobile a. Lack of a mobile version of the page; poor mobile usability 6. RankBrain a. shallow content; poor UX 7. Possum a. Tense competition in your target location 8. Fred a. Thin, affiliate-heavy or ad-centered content
Results of Updates Are you noticing changes? Spike in chats within the SEO community was seen from July 11th through late Sunday night. Google yet confirmed or announced a Google search update.
Organic Growth Highlights
Latest Update On June 6th, on the heels of a core update, Google announced that a site diversity update was also rolling out
Latest Updates in Search Engine When nofollow is introduced, Google would not count any link marked this way as a signal to use within our search algorithms. This has now changed. All the link attributes -- sponsored, UGC and nofollow -- are treated as hints about which links to consider or exclude within Search. Today, Google has announced two new link attributes - “sponsored” and “ugc” - that join “nofollow” as ways to identify the nature of links. All will now work as hints about which links Google Search should consider or exclude for ranking purposes.
Future Of SEO Future Of Search Engine Optimization Focus on Speed Pogo-Stick Problem Presenting information to users Use of entities, natural language processing (NLP), and artificial intelligence. Google is focused on discovering the answer within the middle of a video file
Contd.. ● The future of search will see businesses moving from creating general informational content for the purpose of ranking for all and any keywords to a sales funnel-focused content approach, both on and offsite. ● A business’s product or service will be based upon the scrutiny of not just the purchaser, but external reviewers also. ● Think About Voice Search to Hit Google’s Direct Answers Box ● The future of SEO lies with artificial intelligence and machine learning. ● Google’s machine learning framework, RankBrain, will get better and better behind every search query, so brands that focus on optimizing user experience and adding real value by addressing people’s search intents.
Experts Predict AI’s Role in the Future of SEO According to comScore, 50% of all searches will be voice searches by 2020. Voice search uses a more natural tone, which changes the search results. ● Google Links redesigning the whole search experience with a preference for mobile ● Optimizing Your Visual Content SEO Will Become Increasingly Important ● Quality and Relevance Are the New Ranking Factors ● Get More Selective with Your Link Building ● Web optimization only with mobile and voice search ● Google can find Zip files if they are uploaded on the Cpanel. ● Without decompression you cannot see the details of the images so some algorithms would be written to make it possible.
Google RankBrain Example Google’s trying to understand the intent of a search engine query like “Olympics location.” ● What is the true intent of this search? ● Does the searcher want to know about the Summer or Winter Olympic Games? ● Are they referring to an Olympics that just concluded, or one that will take place four years from now? ● Is the searcher attending the Olympics right now, sitting in a hotel and looking for directions to the venue for the opening ceremonies? ● Could they even be looking for historic information about the location of the very first Olympics in ancient Greece?
Contd... Imagine that the Winter Games in Sochi, Russia just concluded last month and the official Sochi Olympics website has earned millions of links for its content about this past event. If your algorithm is simplistic, it may only show results about the Sochi Games It’s within this complicated but common situation that the capacity of RankBrain emerges as essential. It’s only by being able to mathematically calculate results based on patterns the machine learning algorithm has “noticed” in searcher behavior that Google can determine that, for example, the majority of people looking up “Olympics location” want to know where the very next Games will be held.
Does RankBrain change the way we do SEO? 1. Different rankings links apply to different queries a. It might have been appropriate to assess website page optimization by evaluating all traditional links. 2. Links apply to your website’s reputation a. SEO seeks to build your brand’s reputation as a resource trusted by search engines and human users for providing a specific experience. 3. One-keyword-one-page is really, really dead a. Modern SEO would combine content that incorporates natural language, including variant keyword phrases that reflect the way humans search and speak.
Future of Search Engine Marketing Personalized Content ● Innovative, machine-learning, algorithmic bidding engines and advanced targeting are just a few of the options that Big Data is bringing to SEM. ● Ad customizers by audience: In addition to being able to customize ads by keyword, location, ad group or campaign, advertisers can apply ad customizers by audience. ● Video extensions: A video thumbnail can be displayed in the right corner of ads in position one. ● Image extension ● 3D ads: A “See 3D View”.When users click, it brings up an image that users can manipulate, access more product data and more. Here’s a look at what the experience looks like.
Big Data Is The Future ● Big Data With Keywords ● Big Data has become a virtual buzz word in this industry, there can be some eye-rolling accompanying its use. Keyword-level data is the original Big Data Let’s say you have just 10,000 keywords in your account. A pull by match type would triple or even quadruple to 40,000. By device? Just desktop, smartphone, and tablet would triple it to 120,000. By engine with just Google and Yahoo! Bing Network would double it to 240,000. If you just wanted it by state, that would be fifty times greater and well over 10 million rows. Of course, you could dispute that the level of data I’ve described is too granular and not applicable to paid search optimization. Now, imagine you were the only company in your vertical that could pull out insights that deep.
Big Data & The Other SEM Elements ● Optimization ○ Optimization is the lifeblood of paid search.We are able to learn, adapt, and bid accordingly.New, evolved bid policies with machine-learning capabilities and driven by algorithms are needed. ● Creative ○ Dynamic keyword insertion (DKI).For example:-It can pull in your online store’s product feed and create ads from combinations of your product attributes and allow you to add the keywords at instant. ● Reporting & Management ○ Not every company is going to be data-mature enough to handle the logistics of Big Data.
Conclusion ● I think the future of SEO is going to be all about user experience and how a user interacts with a page. If it’s a positive interaction and experience then the page rankings will increase, while if it’s a bad experience, with a short dwell time for example, then the page rankings will decrease. ● Links aren’t everything in SEO, but I do believe that backlinks will still be important, even though Google are constantly changing the algorithm. ● This will slowly start to become the main factor for ranking pages, with less weight being put on backlinks.
Thanks!

More Related Content

Search Engine Optimization

  • 1. SEO and SEM in future Presented By:- Shashwat Shankar(IMB2018017) Amrendra Roy(ECM2015005)
  • 2. 1. Introduction 2. Google Algorithm 3. Organic Growth Highlights 4. Latest Updates 5. Future of SEO 6. Future of SEM 7. Conclusion Contents
  • 3. Introduction Every company is investing in digital marketing right now. Why? Because they all want the same thing: Search traffic that leads to website conversions, which leads to money. Keyword difficulty (and CPC) has skyrocketed in most verticals. CPCs have nearly doubled since 2017, with many keywords hovering close to $300 per click.
  • 5. 8 major Google algorithm 1. Panda a. Duplicate, plagiarized or thin content; user-generated spam; keyword stuffing 2. Penguin a. Spammy or irrelevant links; links with over-optimized anchor text 3. Hummingbird a. Keyword stuffing; low-quality content 4. Pigeon a. Poor on- and off-page SEO 5. Mobile a. Lack of a mobile version of the page; poor mobile usability 6. RankBrain a. shallow content; poor UX 7. Possum a. Tense competition in your target location 8. Fred a. Thin, affiliate-heavy or ad-centered content
  • 6. Results of Updates Are you noticing changes? Spike in chats within the SEO community was seen from July 11th through late Sunday night. Google yet confirmed or announced a Google search update.
  • 8. Latest Update On June 6th, on the heels of a core update, Google announced that a site diversity update was also rolling out
  • 9. Latest Updates in Search Engine When nofollow is introduced, Google would not count any link marked this way as a signal to use within our search algorithms. This has now changed. All the link attributes -- sponsored, UGC and nofollow -- are treated as hints about which links to consider or exclude within Search. Today, Google has announced two new link attributes - “sponsored” and “ugc” - that join “nofollow” as ways to identify the nature of links. All will now work as hints about which links Google Search should consider or exclude for ranking purposes.
  • 10. Future Of SEO Future Of Search Engine Optimization Focus on Speed Pogo-Stick Problem Presenting information to users Use of entities, natural language processing (NLP), and artificial intelligence. Google is focused on discovering the answer within the middle of a video file
  • 11. Contd.. ● The future of search will see businesses moving from creating general informational content for the purpose of ranking for all and any keywords to a sales funnel-focused content approach, both on and offsite. ● A business’s product or service will be based upon the scrutiny of not just the purchaser, but external reviewers also. ● Think About Voice Search to Hit Google’s Direct Answers Box ● The future of SEO lies with artificial intelligence and machine learning. ● Google’s machine learning framework, RankBrain, will get better and better behind every search query, so brands that focus on optimizing user experience and adding real value by addressing people’s search intents.
  • 12. Experts Predict AI’s Role in the Future of SEO According to comScore, 50% of all searches will be voice searches by 2020. Voice search uses a more natural tone, which changes the search results. ● Google Links redesigning the whole search experience with a preference for mobile ● Optimizing Your Visual Content SEO Will Become Increasingly Important ● Quality and Relevance Are the New Ranking Factors ● Get More Selective with Your Link Building ● Web optimization only with mobile and voice search ● Google can find Zip files if they are uploaded on the Cpanel. ● Without decompression you cannot see the details of the images so some algorithms would be written to make it possible.
  • 13. Google RankBrain Example Google’s trying to understand the intent of a search engine query like “Olympics location.” ● What is the true intent of this search? ● Does the searcher want to know about the Summer or Winter Olympic Games? ● Are they referring to an Olympics that just concluded, or one that will take place four years from now? ● Is the searcher attending the Olympics right now, sitting in a hotel and looking for directions to the venue for the opening ceremonies? ● Could they even be looking for historic information about the location of the very first Olympics in ancient Greece?
  • 14. Contd... Imagine that the Winter Games in Sochi, Russia just concluded last month and the official Sochi Olympics website has earned millions of links for its content about this past event. If your algorithm is simplistic, it may only show results about the Sochi Games It’s within this complicated but common situation that the capacity of RankBrain emerges as essential. It’s only by being able to mathematically calculate results based on patterns the machine learning algorithm has “noticed” in searcher behavior that Google can determine that, for example, the majority of people looking up “Olympics location” want to know where the very next Games will be held.
  • 15. Does RankBrain change the way we do SEO? 1. Different rankings links apply to different queries a. It might have been appropriate to assess website page optimization by evaluating all traditional links. 2. Links apply to your website’s reputation a. SEO seeks to build your brand’s reputation as a resource trusted by search engines and human users for providing a specific experience. 3. One-keyword-one-page is really, really dead a. Modern SEO would combine content that incorporates natural language, including variant keyword phrases that reflect the way humans search and speak.
  • 16. Future of Search Engine Marketing Personalized Content ● Innovative, machine-learning, algorithmic bidding engines and advanced targeting are just a few of the options that Big Data is bringing to SEM. ● Ad customizers by audience: In addition to being able to customize ads by keyword, location, ad group or campaign, advertisers can apply ad customizers by audience. ● Video extensions: A video thumbnail can be displayed in the right corner of ads in position one. ● Image extension ● 3D ads: A “See 3D View”.When users click, it brings up an image that users can manipulate, access more product data and more. Here’s a look at what the experience looks like.
  • 17. Big Data Is The Future ● Big Data With Keywords ● Big Data has become a virtual buzz word in this industry, there can be some eye-rolling accompanying its use. Keyword-level data is the original Big Data Let’s say you have just 10,000 keywords in your account. A pull by match type would triple or even quadruple to 40,000. By device? Just desktop, smartphone, and tablet would triple it to 120,000. By engine with just Google and Yahoo! Bing Network would double it to 240,000. If you just wanted it by state, that would be fifty times greater and well over 10 million rows. Of course, you could dispute that the level of data I’ve described is too granular and not applicable to paid search optimization. Now, imagine you were the only company in your vertical that could pull out insights that deep.
  • 18. Big Data & The Other SEM Elements ● Optimization ○ Optimization is the lifeblood of paid search.We are able to learn, adapt, and bid accordingly.New, evolved bid policies with machine-learning capabilities and driven by algorithms are needed. ● Creative ○ Dynamic keyword insertion (DKI).For example:-It can pull in your online store’s product feed and create ads from combinations of your product attributes and allow you to add the keywords at instant. ● Reporting & Management ○ Not every company is going to be data-mature enough to handle the logistics of Big Data.
  • 19. Conclusion ● I think the future of SEO is going to be all about user experience and how a user interacts with a page. If it’s a positive interaction and experience then the page rankings will increase, while if it’s a bad experience, with a short dwell time for example, then the page rankings will decrease. ● Links aren’t everything in SEO, but I do believe that backlinks will still be important, even though Google are constantly changing the algorithm. ● This will slowly start to become the main factor for ranking pages, with less weight being put on backlinks.