Cross Forum 2016: SEO Will Become "Search Experience Optimization"
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Learn How Successful Online Enterprises are Navigating the Rough Seas of SEO Using a "User-First" Approach. Presented by seoClarity's Chief SEO Evangelist, Keith Goode, at Cross Forum 2016 in Tokyo, Japan. The event was hosted by Crossfinity on Wednesday, June 15th, 2016
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Cross Forum 2016: SEO Will Become "Search Experience Optimization"
- 1. SEO Will Become “Search Experience Optimization” How Successful Online Enterprises are Navigating the Rough Seas of SEO Using a “User-First” Approach
- 3. If that’s true, SEO is the least absurd industry
- 4. Google’s Rate of Change Accelerating
- 5. This graph stops at the end of 2013
- 6. What is new since 2013?
- 7. Hummingbird and Artificial Intelligence
- 9. Successive Search with Context
- 10. Successive Search with Context
- 12. Now… Imagine Manually Engineering this for 100+ Countries…
- 13. …and thousands of regional dialects.
- 15. Google’s Dilemma 1. We cannot write algorithms for each task we want to accomplish separately From Jeff Dean’s keynote, “Large Scale Deep Learning” http://static.googleusercontent.com/media/research.google.com/en//people/jeff/CIKM-keynote-Nov2014.pdf
- 16. A successful business cannot perpetually increase its headcount.
- 17. Google’s Dilemma 2. We need to write general algorithms that learn from observations From Jeff Dean’s keynote, “Large Scale Deep Learning” http://static.googleusercontent.com/media/research.google.com/en//people/jeff/CIKM-keynote-Nov2014.pdf
- 19. Uses AI to make sense of words and phrases It’s part of the algorithm, not a ranking factor Bases assumptions on context and similar words and phrases Tested against human engineers 80% success rate compared to 70% human success rate As a result, it is the 3rd most important ranking factor
- 20. TensorFlow TensorFlow is open-sourced AI This allows Google to gain engineering help without having to hire new developers
- 21. Combining Human Ingenuity and Machine Learning
- 22. Google and Machine Learning “Machine learning … is a core transformative way by which we are rethinking everything we are doing. … We’re thoughtfully applying it across all of our products…” Sundar Pichai CEO Google Inc. 22
- 23. 14 15 16 AI
- 24. Deep Learning – Google Photos I never labeled these photos with the keyword “guitar” Google is using visual pattern recognition to detect picture elements that look like guitars. “guitar”
- 25. Where else do we see it?
- 26. 16.3% Queries Show Fewer than 100 Results Google is Reducing the Size of SERPs
- 27. 10.2% Of Queries in Our Study Had Fewer than 10 Results on Page 1! Google’s Big Squeeze
- 28. Users Receiving This Message Sooner
- 29. Goodbye, Similar Content Panda is now fully integrated into Google’s Algorithm
- 31. Google is Rewriting Titles 23% Titles for Top 5 Ranking URLs Rewritten
- 32. Google is Rewriting Titles What you want What you get
- 33. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 1-10 11-20 21-30 31-40 41-50 51-60 61-70 71-80 81-90 91-100 >100 Rewritten Not Rewritten Too Long or Too Short = Rewrite
- 34. Local Results Aren’t Just for Local Queries 6.1%of ALL Keywords Contain Local Listings
- 35. No Local Intent in my search Lost Real Estate “Hey! Searchers. Please scroll down. There are organic results down here.”
- 36. Google is Showing Instant Answers for Non-question Queries 3.6%of Keywords Contain Instant Answers
- 37. Knowledge Graph Instant Answers Wait! Did I ask a question? Position 5 isn’t as good as it used to be.
- 38. Google’s Vision One algorithm for Everyone One algorithm per type of search One algorithm per person!
- 39. This leads us to the question…
- 40. https://flic.kr/p/emQ7ku What Do I Do With This Information?
- 41. For more on Search Experience Optimization: http://bit.ly/1JKxigC Change Your Perspective, Change Your World
- 42. 1.Lay a Solid Technical Foundation
- 43. Is Your Online Ecosystem… Responsive? Crawlable? Indexable? Fast? Properly marked up (Schema)? Regionalized? Notice that I didn’t limit this to “website.”
- 44. Search Experience Beyond Desktop
- 45. Search Experience Beyond Desktop
- 46. Search Experience Beyond Desktop
- 47. 2.Build Relevance with Great Content
- 48. Is Your Content… Unique? Entertaining? Informative? Inspiring? Contextual? 10X Better Than Your Competition’s Content?
- 50. Does your content fulfill the promise?
- 51. Think of SERPs as Google’s Promises
- 52. Google’s SERP Promises Include: I promise you will find the product you are seeking. I promise you will receive the answer you need. I promise you will be entertained by these results. I promise you will find the place to which you want to go. I promise you will book a vacation to remember. Etc.
- 53. You Don’t Have to be Brilliant
- 54. Just be 10X Better than Your Competition
- 55. Sometimes, This is Easy
- 56. 3. Earn Authority by Building a Great Brand and Great Relationships
- 57. Do You Have the Right Focus? Do You Build Relationships instead of Links? Do You Interact in Social Media or Just Post? Do You Have a Consistent Brand? Do you do anything link-worthy? Are you present in the appropriate social channels? Does your SEO team work with your PR team?
- 59. Build a Product or Service People Willingly Promote
- 62. Make Your Content Easily Shareable.
- 63. Let’s See what Amazon Does…
- 64. Lots of shareable pictures and videos Many ways to share User-generated content encouraged
- 65. Social Presence and Interaction
- 66. Use the appropriate channels to build relationships in your industry
- 67. Your Presenter 20 years of Online Experience • AMD • HomeAway.com • Builders Digital Experience • SpareFoot.com Dell (4 years) • SEO Technology Lead, DCS (formerly eDell) • Technical SEO Instructor Currently • Chief SEO Evangelist, seoClarity www.linkedin.com/in/keithlgoode @keithgoode Keith L. Goode, Chief SEO Evangelist