Time to Windex Your Crystal Ball: The Expected Future of Organic Search. Sponsored by
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1
2 Time to Windex Your Crystal Ball: The Expected Future of Organic Search Sponsored by
3 Meet The Experts Simon Heseltine Vice President of Search ForRent.com Michael Huereque VP and Partner Agency Fifty3
4 Who am I? Not this guy
5 Polling Question #1 What s your SEO knowledge? 1. Expert 2. Familiar to good 3. We have someone to do it 4. Sewage Enforcement Officers?
6 The Agenda SEO 1. Is SEO still a thing? 2. Common SEO mistakes 3. What are recent changes that may impact us? 4. What s on the horizon from the search engines? 5. Wrap up
7 SEO is Dead
8 SEO 101 What is it? Search Engine Optimization (SEO) = Optimizing for free clicks Search Engine Marketing (SEM) / Pay Per Click (PPC) = Paying for clicks SEO may target different kinds of search, including image search, video search, academic search, news search, voice search, and industryspecific verticals
9 Anatomy of a SERP Knowledge Panel PPC SEO SEO
10 Anatomy of a Local SERP PPC PPC PPC PPC Local SEO is focused on optimizing a business site for local intent searches Local Pack SEO
11 Matchmaking Service The Internet Click to add text
12 Matchmaking Service The Internet Click to add text Source: Zillow
13 Preliminary Advice Audit your existing website Keyword Planner Tool Find out what your users want User Behavior Flow or Site Content in GA Search Term Report in AdWords Social Media Accounts Build scalable websites that are mobile-friendly
14 SEO in 2000
15 SEO in 2018
16 Polling Question #2 How many algorithm updates a year does Google do? 1. About About About About 1,000
17 What does a modern SEO team do? Audits Trouble shooting Keyword research Analytics / Reporting Search Engine Algorithm Update monitoring Informs teams on the latest changes in the search engines (Pandas, Penguins, Freds, PPC updates etc.) Training General evangelism Vendor / Tools management Content strategy Strategic planning Relationship building Migration assistance / Site Launches Conversion Rate Optimization
18 SEO Goals Attract Goal: Targeting renters w/o a particular brand search in mind Engage Goal: We ve got the prospect interested in our brand, now get them to more content that will answer their questions and provide them the best fit apartments Convert Goal: As the prospect digs deeper, present them with the opportunity to convert to whatever action we want
19 SEO is Not A One Off Feature
20 SEO is Not A Project That Begins and Ends
21 SEO is Not Magic
22 SEO can be Complex
23 SEO can be Simple
24 SEO is Personalized
25 SEO is PR/Press Releases Social Media Paid Search Web Strategy & Production SEO Localization Demand Generation Campaigns Analytics User Experience PDF Assets & Collateral
26 SEO has Constant Change
27 SEO is
28 SEO is?
29 SEO is The goal of SEO is not to put wings on a pig, but to genetically reengineer the pig into an eagle. Bruce Clay
30 SEO is
31 SEO How many clicks?
32 SEO is Dead
33 What is SEO?
34 SEO is Dead Content is a top 2 ranking factor Andrey Lipattsev, Google 2016
35 Content Quality
36 Content Quality What Questions are people asking? - Cost of living - Culture - Jobs & employment - Sports - Universities - Things to see and do - Neighborhood information - Local cities
37 Content Quality
38 Polling Question #3 Do you use voice search? (OK Google, Alexa, Cortana, Siri, etc) 1. Yes, we have conversations all the time 2. Yes, but not that often 3. No
39 SEO Basics Head Apartments Medium Apartments in Orlando Long Tail Pet friendly 2 bedroom apartments for rent in Orlando, FL
40 SEO Basics Title Description
41 SEO Basics Title Tags
42 SEO Basics Title Tags
43 SEO Basics Title Tags Should be ~55 characters Should contain the main entities (Community name, location, etc) Should be unique Are used by Google most of the time
44 SEO Basics Description Tags
45 SEO Basics Description Tags The description should be between characters Sentence Structure, and unique Search engines may use a snippet from the page or mix and match that with the description. If there s no description, then they will take it from the page The description is not part of the algorithm, but it is a call to action
46 SEO Basics Just like each apartment community, content should be unique Going in and updating the content to freshen it up / as things change is encouraged Get the main entities (keywords) in the right / prominent places Think about how people actually search and provide that content
47 SEO & Links
48 SEO & Links
49 Review Easy backlink checklist: Player Notoriety = Link Quality Passing = Frequency Team Reputation = Google's Dedication to Integrity
50 Case Study NB: Google has recently devalued guest blogging from an SEO perspective, but it can still be useful
51 Case Study NB: Must be relevant, editorially reviewed directories to have SEO benefit
52 Case Study
53 Case Study
54 Case Study
55 Case Study
56 Share Your Thoughts on This Session How are we doing?
57 Mobile SEO Late 2017 Google started moving to a Mobile First index. Sites that excel at mobile will be those that prosper.
58 Mobile SEO est/mobile-friendly
59 Mobile SEO
60 Mobile SEO 2/3 OF THE ORGANIC TRAFFIC TO <a certain website I work for> IS FROM MOBILE DEVICES
61 Mobile SEO
62 Mobile SEO
63 Mobile SEO
64 2017 SEO Challenges
65 The Future of SEO
66 Image: seroundtable.com The Future of SEO
67 The Future of SEO
68 The Future of SEO
69 The Future of SEO
70 The Future of SEO 30% of web browsing sessions will be done without a screen Gartner % of all searches will be voice searches Comscore
71 The Future of SEO
72 The Future of SEO Image: StoneTemple.com
73 The Future of SEO Image: StoneTemple.com
74 Interest Graph Hyper Personalization
75 The Future of SEO AI
76 Closing Advice Write shareable, inclusive, unique content Build scalable, crawlable websites that are mobile-friendly Keep testing, keep researching, keep on top of changes Think about where search is going, and how your can site play into it
77 Contact Information Michael
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