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SEO in 2019: The Latest Trends and Changes
in Search Engine Optimization
April 2019
Presenter: Pam Ann Aungst
@PamAnnMarketing
sales@pamannmarketing.com 973-664-7775 2 PamAnnMarketing.com/Slides @PamAnnMarketing
Agenda
1. What is SEO?
2. Why is SEO So
Important?
3. How Search Engines
Work
4. Basic (Traditional) SEO
Tactics
5. SEO Trends for 2019:
How to Modernize Your
SEO Strategy
sales@pamannmarketing.com 973-664-7775 3 PamAnnMarketing.com/Slides @PamAnnMarketing
Download Slides
Download these slides at:
PamAnnMarketing.com/Slides
sales@pamannmarketing.com 973-664-7775 4 PamAnnMarketing.com/Slides @PamAnnMarketing
Hold Questions
To ensure that we get
through all of the
material, please hold
questions until the
end.

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sales@pamannmarketing.com 973-664-7775 5 PamAnnMarketing.com/Slides @PamAnnMarketing
About Me/Us
• Coding since 6 years old
• Creating websites since 1997
• Driving traffic to websites
professionally since 2005
• Marketing MBA
• Nationwide Conference Speaker
• Guest-Lecturer at universities such
as NYU and Centenary University
• In business 8 years
• Provide services & training for SEO,
PPC, and Google Analytics
• Google-Certified Partner Agency
• Won several awards
• Recently launched private-label
division (Stealth™ Search and
Analytics) for reselling our services
sales@pamannmarketing.com 973-664-7775 6 PamAnnMarketing.com/Slides @PamAnnMarketing
What is SEO?
SEO (Search Engine
Optimization) is the art
and science of
influencing search
engines to rank your
content high in search
results.
sales@pamannmarketing.com 973-664-7775 7 PamAnnMarketing.com/Slides @PamAnnMarketing
Why is SEO So
Important?
Search engines, unlike
any other digital
marketing channel, bring
"high-intent-to-buy"
users to your website.
These users are
specifically searching for
your company's
products and services,
because they want or
need them now or soon!
sales@pamannmarketing.com 973-664-7775 8 PamAnnMarketing.com/Slides @PamAnnMarketing
SEO Basics:
How Search Engines Work and
Basic Optimization Techniques

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How Search Engines Work
Google, today's most popular search engine, says that their mission is
“to organize the world’s information and make it universally accessible and
useful” and that "the relentless search for better answers continues to be at the
core of everything we do."
Larry Page and Sergey Brin, Founders of Google, in the garage where they started the company in the late 90s
From the Garage to the Googleplex
sales@pamannmarketing.com 973-664-7775 10 PamAnnMarketing.com/Slides @PamAnnMarketing
How Search Engines Work
Search engines have one very simple objective:
Present users the information they are seeking.
sales@pamannmarketing.com 973-664-7775 11 PamAnnMarketing.com/Slides @PamAnnMarketing
How Search Engines Work
Image credit and quote source: Search Engine Land
Although the mission of search engines is simple, executing on
that mission is not easy.
As of Google’s latest estimation, there were over 130 trillion
individual pages on the web. And that was over 2 years ago, so
there’s many more now!
sales@pamannmarketing.com 973-664-7775 12 PamAnnMarketing.com/Slides @PamAnnMarketing
How Search Engines Work
Therefore, search engines need
to use very complex
technology to analyze trillions
of web pages and decide which
ones provide the most
accurate and trustworthy
information for each search.
Although this technology is
complex, we can break it down
into 3 basic concepts.
Image credit: US Patent #6,285,999
A diagram depicting relationships between
web pages, from Google’s first patent,
“Method for Node Ranking in a Linked
Database.”

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Off-Page SEO
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sales@pamannmarketing.com 973-664-7775 13 PamAnnMarketing.com/Slides @PamAnnMarketing
How Search Engines Work
Search engines need to perform
3 basic tasks in order to produce
search results.
1. First, they need to discover
web pages.
2. Then, they need to collect
the content from the web
pages.
3. Lastly, they need to sort the
web pages by relevance to a
search query.
sales@pamannmarketing.com 973-664-7775 14 PamAnnMarketing.com/Slides @PamAnnMarketing
How Search Engines Work
The more technical terms for
these steps are:
1. Discover = “Crawl”
2. Collect = “Index”
3. Sort = “Rank”
sales@pamannmarketing.com 973-664-7775 15 PamAnnMarketing.com/Slides @PamAnnMarketing
SEO Objectives
At a high level, SEO has
two basic objectives:
1. Make your site easily
crawlable, so that
your content gets
indexed
2. Convince search
engines that your
content is worthy of
ranking high
sales@pamannmarketing.com 973-664-7775 16 PamAnnMarketing.com/Slides @PamAnnMarketing
Basic (Traditional) SEO Optimizations
Basic Technical Optimizations to Make Your Site Easily
Crawlable
1. Use a good Content Management System (CMS), like
WordPress, that creates SEO-friendly pages and URLs
2. Implement SEO “helper” files, such as XML sitemaps and
robots.txt files
3. Use meta and header tags, like title tags, meta
descriptions, H1 tags, and img alt tags

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sales@pamannmarketing.com 973-664-7775 17 PamAnnMarketing.com/Slides @PamAnnMarketing
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sales@pamannmarketing.com 973-664-7775 18 PamAnnMarketing.com/Slides @PamAnnMarketing
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Basic Off-Page Optimizations to Encourage High Ranking
1. Get reputable and relevant websites to link to your site
2. Build up social media “signals” on your content
3. (For local businesses) Create accurate local listings in
“online phone book” sites
sales@pamannmarketing.com 973-664-7775 19 PamAnnMarketing.com/Slides @PamAnnMarketing
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How to Modernize Your SEO
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sales@pamannmarketing.com 973-664-7775 20 PamAnnMarketing.com/Slides @PamAnnMarketing
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“Mobile-First”

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Modern Technical (AI) Optimizations to Make Your Site Easily
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your book” about your topics
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sales@pamannmarketing.com 973-664-7775 28 PamAnnMarketing.com/Slides @PamAnnMarketing
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sales@pamannmarketing.com 973-664-7775 29 PamAnnMarketing.com/Slides @PamAnnMarketing
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sales@pamannmarketing.com 973-664-7775 30 PamAnnMarketing.com/Slides @PamAnnMarketing
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Now Link
“Earning”
sales@pamannmarketing.com 973-664-7775 31 PamAnnMarketing.com/Slides @PamAnnMarketing
Modern SEO Optimizations
1. STOP building links manually
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a) Good Content Marketing
b) Strong Social Media
c) Public Relations
d) Real-World Relationships
Modern Off-Page Optimizations
to Encourage High Ranking
sales@pamannmarketing.com 973-664-7775 32 PamAnnMarketing.com/Slides @PamAnnMarketing
The
Traditional
Basics Still
Matter
“Traditional” basic SEO techniques still very
much matter, and are the foundational
building blocks of a modern SEO strategy.
Robots.txt Sitemap.xml
Internal Linking Keywords Title Tags
Meta Descriptions Img Alt Tags Inbound Links
H1 TagsURLs
Fresh Content Social Signals

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Search engine optimization (SEO) involves improving the visibility of a website in organic search results. SEO is important because most people reach websites by searching online rather than directly typing URLs. SEO can help websites get higher rankings for target keywords, increase targeted traffic, boost business inquiries and sales with low or no advertising costs. Both organic and paid search results are important, but organic SEO is preferred because it builds trust, provides better returns on investment, and maintains traffic even if paid campaigns end. Effective SEO involves on-page and off-page optimization techniques like keyword research, content optimization, link building and submission to directories. Tracking tools help measure SEO success over time. Ongoing SEO is needed to stay

seosearch engine optimizationwebsite and search engine optimization
sales@pamannmarketing.com 973-664-7775 33 PamAnnMarketing.com/Slides @PamAnnMarketing
However, modern approaches MUST be
layered onto the basics in order to succeed
in SEO in 2019.
But You MUST
Also Layer on
Modern Tactics
Responsive Mobile Design
AMP
Speed
Schema for AI
SSL (https)
Security
Content Chapters
Related Keywords
“EAT” Expertise, Authority, Trustworthiness
Link “Earning”
sales@pamannmarketing.com 973-664-7775 34 PamAnnMarketing.com/Slides @PamAnnMarketing
The End!
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SEO in 2019: The Latest Trends and Changes in Search Engine Optimization

  • 1. SEO in 2019: The Latest Trends and Changes in Search Engine Optimization April 2019 Presenter: Pam Ann Aungst @PamAnnMarketing
  • 2. sales@pamannmarketing.com 973-664-7775 2 PamAnnMarketing.com/Slides @PamAnnMarketing Agenda 1. What is SEO? 2. Why is SEO So Important? 3. How Search Engines Work 4. Basic (Traditional) SEO Tactics 5. SEO Trends for 2019: How to Modernize Your SEO Strategy
  • 3. sales@pamannmarketing.com 973-664-7775 3 PamAnnMarketing.com/Slides @PamAnnMarketing Download Slides Download these slides at: PamAnnMarketing.com/Slides
  • 4. sales@pamannmarketing.com 973-664-7775 4 PamAnnMarketing.com/Slides @PamAnnMarketing Hold Questions To ensure that we get through all of the material, please hold questions until the end.
  • 5. sales@pamannmarketing.com 973-664-7775 5 PamAnnMarketing.com/Slides @PamAnnMarketing About Me/Us • Coding since 6 years old • Creating websites since 1997 • Driving traffic to websites professionally since 2005 • Marketing MBA • Nationwide Conference Speaker • Guest-Lecturer at universities such as NYU and Centenary University • In business 8 years • Provide services & training for SEO, PPC, and Google Analytics • Google-Certified Partner Agency • Won several awards • Recently launched private-label division (Stealth™ Search and Analytics) for reselling our services
  • 6. sales@pamannmarketing.com 973-664-7775 6 PamAnnMarketing.com/Slides @PamAnnMarketing What is SEO? SEO (Search Engine Optimization) is the art and science of influencing search engines to rank your content high in search results.
  • 7. sales@pamannmarketing.com 973-664-7775 7 PamAnnMarketing.com/Slides @PamAnnMarketing Why is SEO So Important? Search engines, unlike any other digital marketing channel, bring "high-intent-to-buy" users to your website. These users are specifically searching for your company's products and services, because they want or need them now or soon!
  • 8. sales@pamannmarketing.com 973-664-7775 8 PamAnnMarketing.com/Slides @PamAnnMarketing SEO Basics: How Search Engines Work and Basic Optimization Techniques
  • 9. sales@pamannmarketing.com 973-664-7775 9 PamAnnMarketing.com/Slides @PamAnnMarketing How Search Engines Work Google, today's most popular search engine, says that their mission is “to organize the world’s information and make it universally accessible and useful” and that "the relentless search for better answers continues to be at the core of everything we do." Larry Page and Sergey Brin, Founders of Google, in the garage where they started the company in the late 90s From the Garage to the Googleplex
  • 10. sales@pamannmarketing.com 973-664-7775 10 PamAnnMarketing.com/Slides @PamAnnMarketing How Search Engines Work Search engines have one very simple objective: Present users the information they are seeking.
  • 11. sales@pamannmarketing.com 973-664-7775 11 PamAnnMarketing.com/Slides @PamAnnMarketing How Search Engines Work Image credit and quote source: Search Engine Land Although the mission of search engines is simple, executing on that mission is not easy. As of Google’s latest estimation, there were over 130 trillion individual pages on the web. And that was over 2 years ago, so there’s many more now!
  • 12. sales@pamannmarketing.com 973-664-7775 12 PamAnnMarketing.com/Slides @PamAnnMarketing How Search Engines Work Therefore, search engines need to use very complex technology to analyze trillions of web pages and decide which ones provide the most accurate and trustworthy information for each search. Although this technology is complex, we can break it down into 3 basic concepts. Image credit: US Patent #6,285,999 A diagram depicting relationships between web pages, from Google’s first patent, “Method for Node Ranking in a Linked Database.”
  • 13. sales@pamannmarketing.com 973-664-7775 13 PamAnnMarketing.com/Slides @PamAnnMarketing How Search Engines Work Search engines need to perform 3 basic tasks in order to produce search results. 1. First, they need to discover web pages. 2. Then, they need to collect the content from the web pages. 3. Lastly, they need to sort the web pages by relevance to a search query.
  • 14. sales@pamannmarketing.com 973-664-7775 14 PamAnnMarketing.com/Slides @PamAnnMarketing How Search Engines Work The more technical terms for these steps are: 1. Discover = “Crawl” 2. Collect = “Index” 3. Sort = “Rank”
  • 15. sales@pamannmarketing.com 973-664-7775 15 PamAnnMarketing.com/Slides @PamAnnMarketing SEO Objectives At a high level, SEO has two basic objectives: 1. Make your site easily crawlable, so that your content gets indexed 2. Convince search engines that your content is worthy of ranking high
  • 16. sales@pamannmarketing.com 973-664-7775 16 PamAnnMarketing.com/Slides @PamAnnMarketing Basic (Traditional) SEO Optimizations Basic Technical Optimizations to Make Your Site Easily Crawlable 1. Use a good Content Management System (CMS), like WordPress, that creates SEO-friendly pages and URLs 2. Implement SEO “helper” files, such as XML sitemaps and robots.txt files 3. Use meta and header tags, like title tags, meta descriptions, H1 tags, and img alt tags
  • 17. sales@pamannmarketing.com 973-664-7775 17 PamAnnMarketing.com/Slides @PamAnnMarketing Basic (Traditional) SEO Optimizations Basic Content Optimizations to Encourage High Ranking 1. Use the same keywords your target audience is searching with 2. Organize your content logically, and link similar pages to each other (internal linking) 3. Add fresh (new) content on a regular basis
  • 18. sales@pamannmarketing.com 973-664-7775 18 PamAnnMarketing.com/Slides @PamAnnMarketing Basic (Traditional) SEO Optimizations Basic Off-Page Optimizations to Encourage High Ranking 1. Get reputable and relevant websites to link to your site 2. Build up social media “signals” on your content 3. (For local businesses) Create accurate local listings in “online phone book” sites
  • 19. sales@pamannmarketing.com 973-664-7775 19 PamAnnMarketing.com/Slides @PamAnnMarketing SEO in 2019: How to Modernize Your SEO Strategy
  • 20. sales@pamannmarketing.com 973-664-7775 20 PamAnnMarketing.com/Slides @PamAnnMarketing Modern SEO Optimizations SEO is now “Mobile-First”
  • 21. sales@pamannmarketing.com 973-664-7775 21 PamAnnMarketing.com/Slides @PamAnnMarketing Modern SEO Optimizations Modern Technical (Mobile) Optimizations to Make Your Site Easily Crawlable 1. Implement responsive design 2. Optimize for speed, especially on mobile 3. Implement AMP (Accelerated Mobile Pages)
  • 22. sales@pamannmarketing.com 973-664-7775 22 PamAnnMarketing.com/Slides @PamAnnMarketing Modern SEO Optimizations Search Engines Now Rely on Artificial Intelligence
  • 23. sales@pamannmarketing.com 973-664-7775 23 PamAnnMarketing.com/Slides @PamAnnMarketing Modern SEO Optimizations Modern Technical (AI) Optimizations to Make Your Site Easily Crawlable 1. Implement Schema Markup
  • 24. sales@pamannmarketing.com 973-664-7775 24 PamAnnMarketing.com/Slides @PamAnnMarketing Modern SEO Optimizations Search Engines Now Care About Website Security
  • 25. sales@pamannmarketing.com 973-664-7775 25 PamAnnMarketing.com/Slides @PamAnnMarketing Modern SEO Optimizations Modern Technical (Security) Optimizations to Make Your Site Easily Crawlable 1. Implement SSL (https) 2. Update website software regularly 3. Employ additional website security software (scanners, firewalls, etc.)
  • 26. sales@pamannmarketing.com 973-664-7775 26 PamAnnMarketing.com/Slides @PamAnnMarketing Modern SEO Optimizations Search Engines Are Now “Topic Match Engines”
  • 27. sales@pamannmarketing.com 973-664-7775 27 PamAnnMarketing.com/Slides @PamAnnMarketing Modern SEO Optimizations 1. Create whole “chapters in your book” about your topics (many different pages covering many different aspects of a single topic) 2. On each page, incorporate related keywords, instead of just focusing on a single keyword. Modern Content Optimizations to Encourage High Ranking
  • 28. sales@pamannmarketing.com 973-664-7775 28 PamAnnMarketing.com/Slides @PamAnnMarketing Modern SEO Optimizations Search Engines Now Care About Authority
  • 29. sales@pamannmarketing.com 973-664-7775 29 PamAnnMarketing.com/Slides @PamAnnMarketing Modern SEO Optimizations 1. Demonstrate “EAT” (Expertise, Authority, Trustworthiness) in your content and your branding 2. Indicate who the author of your content is, and link to a robust and credible bio of that person Modern Content Optimizations to Encourage High Ranking
  • 30. sales@pamannmarketing.com 973-664-7775 30 PamAnnMarketing.com/Slides @PamAnnMarketing Modern SEO Optimizations Link “Building” is Now Link “Earning”
  • 31. sales@pamannmarketing.com 973-664-7775 31 PamAnnMarketing.com/Slides @PamAnnMarketing Modern SEO Optimizations 1. STOP building links manually 2. EARN links instead, through: a) Good Content Marketing b) Strong Social Media c) Public Relations d) Real-World Relationships Modern Off-Page Optimizations to Encourage High Ranking
  • 32. sales@pamannmarketing.com 973-664-7775 32 PamAnnMarketing.com/Slides @PamAnnMarketing The Traditional Basics Still Matter “Traditional” basic SEO techniques still very much matter, and are the foundational building blocks of a modern SEO strategy. Robots.txt Sitemap.xml Internal Linking Keywords Title Tags Meta Descriptions Img Alt Tags Inbound Links H1 TagsURLs Fresh Content Social Signals
  • 33. sales@pamannmarketing.com 973-664-7775 33 PamAnnMarketing.com/Slides @PamAnnMarketing However, modern approaches MUST be layered onto the basics in order to succeed in SEO in 2019. But You MUST Also Layer on Modern Tactics Responsive Mobile Design AMP Speed Schema for AI SSL (https) Security Content Chapters Related Keywords “EAT” Expertise, Authority, Trustworthiness Link “Earning”
  • 34. sales@pamannmarketing.com 973-664-7775 34 PamAnnMarketing.com/Slides @PamAnnMarketing The End! QUESTIONS? Download these slides at: PamAnnMarketing.com/Slides