Time to Windex Your Crystal Ball: The Expected Future of Organic Search. Sponsored by

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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