The Future of Digital Marketing and SEO - Art of SEO Book Event
Download as PPTX, PDF9 likes9,130 views
The document discusses the future of SEO and digital marketing, highlighting key changes and trends such as the impact of mobile, the importance of high-quality content, and the role of social media in driving traffic. It emphasizes the necessity for businesses to adapt to new algorithms and technologies, such as rich answers in search, understanding user intent, and utilizing deep learning. Additionally, it outlines strategies for effectively engaging audiences, particularly millennials, through authentic and informative content.
More Related Content
Similar to The Future of Digital Marketing and SEO - Art of SEO Book Event(20)
The Future of Digital Marketing and SEO - Art of SEO Book Event
- 1. Eric Enge Stonetemple.com @stonetemple +EricEnge The Future of SEO and Digital Marketing
- 2. Eric Enge Stonetemple.com @stonetemple +EricEnge 1984 World Foosball Champion – “Goalie War” Eric Enge – Fun Fact
- 3. Eric Enge Stonetemple.com @stonetemple +EricEnge What’s New in The Art of SEO?
- 4. Eric Enge Stonetemple.com @stonetemple +EricEnge 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 +EricEnge 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 +EricEnge What Was Big in 2015?
- 7. Eric Enge Stonetemple.com @stonetemple +EricEnge 4 Areas of Change Mobilegeddon Twitter Firehose Deal Content Marketing and Content Shock Rich Answers in Search
- 8. Eric Enge Stonetemple.com @stonetemple +EricEnge Mobilegeddon
- 9. Eric Enge Stonetemple.com @stonetemple +EricEnge 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 +EricEnge Mobile DOES Matter as a Ranking Factor
- 11. Eric Enge Stonetemple.com @stonetemple +EricEnge Twitter Indexing
- 12. Eric Enge Stonetemple.com @stonetemple +EricEnge Does Google Index More Tweets? We Ran a Study in February 2015 of 138,000 Tweets
- 13. Eric Enge Stonetemple.com @stonetemple +EricEnge 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 +EricEnge Comparison of Indexation in June vs February
- 15. Eric Enge Stonetemple.com @stonetemple +EricEnge Emphasis on Authority Only Increased
- 16. Eric Enge Stonetemple.com @stonetemple +EricEnge The Truth About Content Shock
- 17. Eric Enge Stonetemple.com @stonetemple +EricEnge Source: Chartbeat
- 18. Eric Enge Stonetemple.com @stonetemple +EricEnge Source: Moz and BuzzSumo
- 19. Eric Enge Stonetemple.com @stonetemple +EricEnge No Correlation Between Shares and Links Source: Moz and BuzzSumo Correlation Between Links and Shares
- 20. Eric Enge Stonetemple.com @stonetemple +EricEnge No Social Network Does Well Source: Moz and BuzzSumo
- 21. Eric Enge Stonetemple.com @stonetemple +EricEnge Most Content Gets Shares OR Links Source: Moz and BuzzSumo
- 22. Eric Enge Stonetemple.com @stonetemple +EricEnge Most Content Gets Shares OR Links Source: Moz and BuzzSumo
- 23. Eric Enge Stonetemple.com @stonetemple +EricEnge Source: Moz and BuzzSumo These Have a Very Strong Correlation
- 24. Eric Enge Stonetemple.com @stonetemple +EricEnge Opinion Forming Journalism Works
- 25. Eric Enge Stonetemple.com @stonetemple +EricEnge These Sites Also Have a Very Strong Correlation Source: Moz and BuzzSumo
- 26. Eric Enge Stonetemple.com @stonetemple +EricEnge Data Driven Research Studies Work
- 27. Eric Enge Stonetemple.com @stonetemple +EricEnge Content Length Of the Articles in the Study
- 28. Eric Enge Stonetemple.com @stonetemple +EricEnge Longer Form Content Does Very Well Too
- 29. Eric Enge Stonetemple.com @stonetemple +EricEnge https://www.stonetemple.com/all-our-social-media-seo-studies/
- 30. Eric Enge Stonetemple.com @stonetemple +EricEnge Got Some Links! Including a Write Up in the WSJ
- 31. Eric Enge Stonetemple.com @stonetemple +EricEnge If You Produce the Right Content … Social Media Sharing Can Drive Links
- 32. Eric Enge Stonetemple.com @stonetemple +EricEnge Paid Social Works Too
- 33. Eric Enge Stonetemple.com @stonetemple +EricEnge 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 +EricEnge Rich Answers in Search
- 35. Eric Enge Stonetemple.com @stonetemple +EricEnge Example of a Rich Answer From Google
- 36. Eric Enge Stonetemple.com @stonetemple +EricEnge Why Are Fire Trucks Red?
- 37. Eric Enge Stonetemple.com @stonetemple +EricEnge How Often Does Google Show Rich Answers?
- 38. Eric Enge Stonetemple.com @stonetemple +EricEnge 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 +EricEnge 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 +EricEnge Domain Authority of 38
- 41. Eric Enge Stonetemple.com @stonetemple +EricEnge More Items Will Drive More Clicks
- 42. Eric Enge Stonetemple.com @stonetemple +EricEnge Ranks Number 5 Normally
- 43. Eric Enge Stonetemple.com @stonetemple +EricEnge Simple Direct Answer to the Question
- 44. Eric Enge Stonetemple.com @stonetemple +EricEnge Got the Rich Answer
- 45. Eric Enge Stonetemple.com @stonetemple +EricEnge How Can I Get Me Some?
- 46. Eric Enge Stonetemple.com @stonetemple +EricEnge 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 +EricEnge We Published 5 Videos on May 20th
- 48. Eric Enge Stonetemple.com @stonetemple +EricEnge We Included Transcripts With an Outline of Clear Steps
- 49. Eric Enge Stonetemple.com @stonetemple +EricEnge 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 +EricEnge Bingo! Saw This Within 3 Days of Publishing the Content
- 51. Eric Enge Stonetemple.com @stonetemple +EricEnge 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 +EricEnge 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 +EricEnge What’s Coming In The Future?
- 54. Eric Enge Stonetemple.com @stonetemple +EricEnge 5 Trends Rise of the Millennials Authorship, Really? Mobile, Voice Search (Conversational) Content Effectiveness Optimization Deep Learning
- 55.
- 56. Eric Enge Stonetemple.com @stonetemple +EricEnge Expect High Quality, and Lots of Choices … Because Accessing All Your Choices is Easier Than its Ever Been
- 57. Eric Enge Stonetemple.com @stonetemple +EricEnge Look for Engagement (or Entertainment) … Because There are so Many Available Channels and Progressive Brands are Doing it
- 58. Eric Enge Stonetemple.com @stonetemple +EricEnge Require Authenticity… Because There are so Many Ways That Inauthentic Behavior Can Get Exposed
- 59. Eric Enge Stonetemple.com @stonetemple +EricEnge Impatient … Because There are Others that Will Provide a Faster Response
- 60. Eric Enge Stonetemple.com @stonetemple +EricEnge Short Attention Span … Because Other Enticing Things are Awaiting Their Attention
- 61. Eric Enge Stonetemple.com @stonetemple +EricEnge 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.
- 63. Eric Enge Stonetemple.com @stonetemple +EricEnge 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 +EricEnge • 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 +EricEnge “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 +EricEnge 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 +EricEnge “… 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 +EricEnge “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
- 69.
- 70.
- 71. Eric Enge Stonetemple.com @stonetemple +EricEnge 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.
- 73. Eric Enge Stonetemple.com @stonetemple +EricEnge What Percentage of Users Do You Satisfy?
- 74. Eric Enge Stonetemple.com @stonetemple +EricEnge What if Your Percentage is Lower Than the Competition?
- 75. Eric Enge Stonetemple.com @stonetemple +EricEnge 75 Think About Task Completion
- 76. Eric Enge Stonetemple.com @stonetemple +EricEnge Server Side Delays Test – Google and Bing Strong Correlation Between Satisfaction and Revenue
- 77. Eric Enge Stonetemple.com @stonetemple +EricEnge Users Have Options
- 78. Eric Enge Stonetemple.com @stonetemple +EricEnge 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 +EricEnge Humans and Machines Think Differently 5
- 80. Eric Enge Stonetemple.com @stonetemple +EricEnge 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 +EricEnge Neural Networks Making Key Advances Scientists Have Developed New Techniques to Train Networks With Many Layers
- 82. Eric Enge Stonetemple.com @stonetemple +EricEnge Sample Problem: Recognizing a Face
- 83. Eric Enge Stonetemple.com @stonetemple +EricEnge What About RankBrain?
- 84. Eric Enge Stonetemple.com @stonetemple +EricEnge What’s the title of the consumer at the highest level of the food chain? Sample Question That RankBrain Helps Answer
- 85.
- 86. Eric Enge Stonetemple.com @stonetemple +EricEnge Traditional Ranking Signals Findability Importance Relevance
- 87. Eric Enge Stonetemple.com @stonetemple +EricEnge What’s Missing?
- 88. Eric Enge Stonetemple.com @stonetemple +EricEnge How About Understanding the Query?
- 89. Eric Enge Stonetemple.com @stonetemple +EricEnge 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 +EricEnge Eric Enge [email protected] @stonetemple +Eric Enge (508) 962-8474 www.stonetemple.com Thank You!