The Future of Digital Marketing and SEO - Art of SEO Book Event
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My presentation on the future of digital marketing and SEO, given at an event celebrating the release of the third edition of The Art of SEO. I'm lead co-author of that book.
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The Future of Digital Marketing and SEO - Art of SEO Book Event
- 1. Eric Enge Stonetemple.com @stonetemple +Eric Enge The Future of SEO and Digital Marketing
- 2. Eric Enge Stonetemple.com @stonetemple +Eric Enge 1984 World Foosball Champion – “Goalie War” Eric Enge – Fun Fact
- 3. Eric Enge Stonetemple.com @stonetemple +Eric Enge What’s New in The Art of SEO?
- 4. Eric Enge Stonetemple.com @stonetemple +Eric Enge What’s Changed? Great Question, Let’s Review! CH7 Link Building CH8 Social Media CH7 Content Marketing CH8 Completely Rewritten
- 5. Eric Enge Stonetemple.com @stonetemple +Eric Enge CH9 Did not Exist CH9 Penguin and Panda Penalties CH11 Tools CH11 Completely Rewritten CH15 SEO Predictions CH15 New SEO Predictions
- 6. Eric Enge Stonetemple.com @stonetemple +Eric Enge What Was Big in 2015?
- 7. Eric Enge Stonetemple.com @stonetemple +Eric Enge 4 Areas of Change Mobilegeddon Twitter Firehose Deal Content Marketing and Content Shock Rich Answers in Search
- 8. Eric Enge Stonetemple.com @stonetemple +Eric Enge Mobilegeddon
- 9. Eric Enge Stonetemple.com @stonetemple +Eric Enge What Happened With Mobilegeddon? We Analyzed 15,235 Queries Week of April 17, and Again on May 18 We Focused on the Top 10 Results
- 10. Eric Enge Stonetemple.com @stonetemple +Eric Enge Mobile DOES Matter as a Ranking Factor
- 11. Eric Enge Stonetemple.com @stonetemple +Eric Enge Twitter Indexing
- 12. Eric Enge Stonetemple.com @stonetemple +Eric Enge Does Google Index More Tweets? We Ran a Study in February 2015 of 138,000 Tweets
- 13. Eric Enge Stonetemple.com @stonetemple +Eric Enge Here are the Raw Results From February But on May 19th Google Went Live with an Integration Leveraging the Twitter API
- 14. Eric Enge Stonetemple.com @stonetemple +Eric Enge Comparison of Indexation in June vs February
- 15. Eric Enge Stonetemple.com @stonetemple +Eric Enge Emphasis on Authority Only Increased
- 16. Eric Enge Stonetemple.com @stonetemple +Eric Enge The Truth About Content Shock
- 17. Eric Enge Stonetemple.com @stonetemple +Eric Enge Source: Chartbeat
- 18. Eric Enge Stonetemple.com @stonetemple +Eric Enge Source: Moz and BuzzSumo
- 19. Eric Enge Stonetemple.com @stonetemple +Eric Enge No Correlation Between Shares and Links Source: Moz and BuzzSumo Correlation Between Links and Shares
- 20. Eric Enge Stonetemple.com @stonetemple +Eric Enge No Social Network Does Well Source: Moz and BuzzSumo
- 21. Eric Enge Stonetemple.com @stonetemple +Eric Enge Most Content Gets Shares OR Links Source: Moz and BuzzSumo
- 22. Eric Enge Stonetemple.com @stonetemple +Eric Enge Most Content Gets Shares OR Links Source: Moz and BuzzSumo
- 23. Eric Enge Stonetemple.com @stonetemple +Eric Enge Source: Moz and BuzzSumo These Have a Very Strong Correlation
- 24. Eric Enge Stonetemple.com @stonetemple +Eric Enge Opinion Forming Journalism Works
- 25. Eric Enge Stonetemple.com @stonetemple +Eric Enge These Sites Also Have a Very Strong Correlation Source: Moz and BuzzSumo
- 26. Eric Enge Stonetemple.com @stonetemple +Eric Enge Data Driven Research Studies Work
- 27. Eric Enge Stonetemple.com @stonetemple +Eric Enge Content Length Of the Articles in the Study
- 28. Eric Enge Stonetemple.com @stonetemple +Eric Enge Longer Form Content Does Very Well Too
- 29. Eric Enge Stonetemple.com @stonetemple +Eric Enge https://www.stonetemple.com/all-our-social-media-seo-studies/
- 30. Eric Enge Stonetemple.com @stonetemple +Eric Enge Got Some Links! Including a Write Up in the WSJ
- 31. Eric Enge Stonetemple.com @stonetemple +Eric Enge If You Produce the Right Content … Social Media Sharing Can Drive Links
- 32. Eric Enge Stonetemple.com @stonetemple +Eric Enge Paid Social Works Too
- 33. Eric Enge Stonetemple.com @stonetemple +Eric Enge Key Takeaways – Content Marketing Stop Producing Good Content Start Producing Elite Content Data Driven, Journalism, Long Form Content Promote it Using All Your Channels Measure Your Results and Adapt
- 34. Eric Enge Stonetemple.com @stonetemple +Eric Enge Rich Answers in Search
- 35. Eric Enge Stonetemple.com @stonetemple +Eric Enge Example of a Rich Answer From Google
- 36. Eric Enge Stonetemple.com @stonetemple +Eric Enge Why Are Fire Trucks Red?
- 37. Eric Enge Stonetemple.com @stonetemple +Eric Enge How Often Does Google Show Rich Answers?
- 38. Eric Enge Stonetemple.com @stonetemple +Eric Enge How Has This Grown Over Time? Increase in Rich Answers (No Sidebar) of 38%! We Measured This in December 2014 and July 2015
- 39. Eric Enge Stonetemple.com @stonetemple +Eric Enge Rich Answers Key Points Google Will Continue to Expand This Rapidly Don’t Build Your Business on Public Domain Data Don’t Build Your Business on Easily Licensed Data Develop Content that Provides Direct Answers Click Here for our Complete Rich Answers Guide!
- 40. Eric Enge Stonetemple.com @stonetemple +Eric Enge Domain Authority of 38
- 41. Eric Enge Stonetemple.com @stonetemple +Eric Enge More Items Will Drive More Clicks
- 42. Eric Enge Stonetemple.com @stonetemple +Eric Enge Ranks Number 5 Normally
- 43. Eric Enge Stonetemple.com @stonetemple +Eric Enge Simple Direct Answer to the Question
- 44. Eric Enge Stonetemple.com @stonetemple +Eric Enge Got the Rich Answer
- 45. Eric Enge Stonetemple.com @stonetemple +Eric Enge How Can I Get Me Some?
- 46. Eric Enge Stonetemple.com @stonetemple +Eric Enge How To Implement a NoFollow? How To Implement a NoIndex Tag? How To Implement a Rel Alternate Tag? How To Implement a Rel Canonical? How To Implement a Vary:User Agent Header? We Started With a List of Common Questions
- 47. Eric Enge Stonetemple.com @stonetemple +Eric Enge We Published 5 Videos on May 20th
- 48. Eric Enge Stonetemple.com @stonetemple +Eric Enge We Included Transcripts With an Outline of Clear Steps
- 49. Eric Enge Stonetemple.com @stonetemple +Eric Enge The Content Provided a Lot More Info Than Just the “How To” We Shared it on Google+ and Submitted it in Search Console
- 50. Eric Enge Stonetemple.com @stonetemple +Eric Enge Bingo! Saw This Within 3 Days of Publishing the Content
- 51. Eric Enge Stonetemple.com @stonetemple +Eric Enge Identify a Simple Question Provide a Direct Answer Make it Easy for Users (and Google) to Find 1 2 4 Offer Valued Added Info3 Rich Answers Recipe
- 52. Eric Enge Stonetemple.com @stonetemple +Eric Enge Key Takeaways – Rich Answers Rich Answers Can Drive MORE Traffic Algorithm Google Uses is NOT Authority Centric It’s Based on Content Quality Measurement This is a NEW Type of SEO
- 53. Eric Enge Stonetemple.com @stonetemple +Eric Enge What’s Coming In The Future?
- 54. Eric Enge Stonetemple.com @stonetemple +Eric Enge 5 Trends Rise of the Millennials Authorship, Really? Mobile, Voice Search (Conversational) Content Effectiveness Optimization Deep Learning
- 55. Eric Enge Stonetemple.com @stonetemple +Eric Enge 1
- 56. Eric Enge Stonetemple.com @stonetemple +Eric Enge Expect High Quality, and Lots of Choices … Because Accessing All Your Choices is Easier Than its Ever Been
- 57. Eric Enge Stonetemple.com @stonetemple +Eric Enge Look for Engagement (or Entertainment) … Because There are so Many Available Channels and Progressive Brands are Doing it
- 58. Eric Enge Stonetemple.com @stonetemple +Eric Enge Require Authenticity… Because There are so Many Ways That Inauthentic Behavior Can Get Exposed
- 59. Eric Enge Stonetemple.com @stonetemple +Eric Enge Impatient … Because There are Others that Will Provide a Faster Response
- 60. Eric Enge Stonetemple.com @stonetemple +Eric Enge Short Attention Span … Because Other Enticing Things are Awaiting Their Attention
- 61. Eric Enge Stonetemple.com @stonetemple +Eric Enge How Do you Succeed With the Millennials? Only if They Want You To Prepare to Engage and Entertain Deliver Experiences, Build Relationships Be the Best, or Be the Cheapest Direct, Open, Honest Messaging
- 62. Eric Enge Stonetemple.com @stonetemple +Eric Enge 2
- 63. Eric Enge Stonetemple.com @stonetemple +Eric Enge At SMX East on 10/1/2015 Gary Illyes said that publishers should leave authorship markup on their pages.
- 64. Eric Enge Stonetemple.com @stonetemple +Eric Enge • Be an Expert • Create Great Content – Humans use social signals to help identify this – Engagement (comments) as well • Have other experts interact with you online • Help people • Write for high authority sites Build Your Authority With Humans First
- 65. Eric Enge Stonetemple.com @stonetemple +Eric Enge “By doing things that help build your own reputation, you are focusing on the right types of activity. Those are the signals we want to find and value the most anyway.” Google’s Matt Cutts July 9, 2012 Matt Cutts on Reputation Building
- 66. Eric Enge Stonetemple.com @stonetemple +Eric Enge Author Authority Summary Will Google Look at This Again? Maybe Building Authority is Not About Google It’s About Differentiation It’s About Reputation and Visibility Works Well With the Millennials
- 67. Eric Enge Stonetemple.com @stonetemple +Eric Enge “… more Google searches take place on mobile devices than on computers in 10 countries including the US and Japan” Google: May 5th, 2015 http://adwords.blogspot.com/2015/05/building-for-next-moment.html 3
- 68. Eric Enge Stonetemple.com @stonetemple +Eric Enge “Voice control/search will soon be the primary way that users interact with Android devices, especially as the operating system expands into cars, onto wrists and on TV sets.” Greg Sterling Search Engine Land June 27, 2014
- 71. Eric Enge Stonetemple.com @stonetemple +Eric Enge Mobile / Voice Summary By 2020 3/4 of Installed Device Will be New Types Voice Will be Primary Interface to Those Devices Natural Language Interfaces Will Be the Norm PC Screens Will Not Go Away, However Nor Will the Demand For Long Form Information
- 72. Eric Enge Stonetemple.com @stonetemple +Eric Enge 4
- 73. Eric Enge Stonetemple.com @stonetemple +Eric Enge What Percentage of Users Do You Satisfy?
- 74. Eric Enge Stonetemple.com @stonetemple +Eric Enge What if Your Percentage is Lower Than the Competition?
- 75. Eric Enge Stonetemple.com @stonetemple +Eric Enge 75 Think About Task Completion
- 76. Eric Enge Stonetemple.com @stonetemple +Eric Enge Server Side Delays Test – Google and Bing Strong Correlation Between Satisfaction and Revenue
- 77. Eric Enge Stonetemple.com @stonetemple +Eric Enge Users Have Options
- 78. Eric Enge Stonetemple.com @stonetemple +Eric Enge Content Effectiveness Optimization Summary Think About Helping Users Complete Their Task What Are Their Related Needs? What Are Their Ancillary Needs? Search Engines Measuring Some Form of This Design Your Web Experiences to Meet These Needs
- 79. Eric Enge Stonetemple.com @stonetemple +Eric Enge Humans and Machines Think Differently 5
- 80. Eric Enge Stonetemple.com @stonetemple +Eric Enge Google’s DeepMind is Teaching Machines to Read (and Comprehend) Uses Annotated Databases of Content to Help the Machines Learn
- 81. Eric Enge Stonetemple.com @stonetemple +Eric Enge Neural Networks Making Key Advances Scientists Have Developed New Techniques to Train Networks With Many Layers
- 82. Eric Enge Stonetemple.com @stonetemple +Eric Enge Sample Problem: Recognizing a Face
- 83. Eric Enge Stonetemple.com @stonetemple +Eric Enge What About RankBrain?
- 84. Eric Enge Stonetemple.com @stonetemple +Eric Enge What’s the title of the consumer at the highest level of the food chain? Sample Question That RankBrain Helps Answer
- 86. Eric Enge Stonetemple.com @stonetemple +Eric Enge Traditional Ranking Signals Findability Importance Relevance
- 87. Eric Enge Stonetemple.com @stonetemple +Eric Enge What’s Missing?
- 88. Eric Enge Stonetemple.com @stonetemple +Eric Enge How About Understanding the Query?
- 89. Eric Enge Stonetemple.com @stonetemple +Eric Enge Deep Learning Summary Massive Investments Being Made in This Area Key to Natural Language Search and Comprehension Key to Better Understanding Customer Intent Key to Measuring Content Effectiveness But, It Will Be a Very Long Journey
- 90. Eric Enge Stonetemple.com @stonetemple +Eric Enge Eric Enge eenge@stonetemple.com @stonetemple +Eric Enge (508) 962-8474 www.stonetemple.com Thank You!