The Death of Page 1 Position 1: The Fragmentation of

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Slide Notes

The Death of Page 1 Position 1: The Fragmentation of Search

Published on Nov 29, 2015

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PRESENTATION OUTLINE

The Death of Page 1 Position 1

(The Fragmentation of Search)

By 2018 display and video ads will overtake search ads

Photo by marioanima

Google will be making less money from "conventional" ads in the near future.

Photo by marioanima

With Google, there's no smoke without fire...

I'd argue that this means"Search" as we know it will cease to exist

Photo by Stéfan

Really?

- Conversational search takes hold

- Mobile/contextual search

- The ever-shifting role of technology

So is Google in trouble?
Not exactly...

Photo by CmdrFire

It's not all bad,
just "different"

Photo by grongar

10.

Search used to be fairly simple

Photo by misterbisson

11.

- Keyword based

- It was a fight for positions 1-10

- More links == better results

Photo by misterbisson

12.

But that was kinda shitty...

Photo by dirtyboxface

13.

Untitled Slide

Photo by Vince_Lamb

14.

It was easy to game the system

Photo by laffy4k

15.

It's all us SEOs fault!

(kinda)

Photo by SEOPlanter

16.

Untitled Slide

Photo by AcidZero

29.

We were ready to start a conversation

Photo by Hay Kranen

30.

- "Siri, where is the nearest florist?"

- "Siri, how do I change my headlight on my...?"

- "Siri, what's the air-speed velocity of an unladen swallow?

31.

CONTEXT is now KING!

Photo by Todd Barnard

32.

Google too learned context

Photo by scorpioprithu

33.

Who you are

Photo by rosmary

34.

Where you are

Photo by Camilla Soares

35.

What you've searched

Photo by Robert S. Donovan

36.

what underwear you prefer (maybe)

Photo by Still Burning

37.

You can see the results of this "semantic search" at work around you today

Photo by blprnt_van

38.

Knowledge Graph

Photo by g.janssen

39.

Untitled Slide

40.

Answers

Photo by photosteve101

41.

Untitled Slide

42.

Local

Photo by Peter Richmond

43.

Untitled Slide

44.

"Okay Google..."

Photo by Peter Richmond

45.

Untitled Slide

46.

Wait...

We've already seen this?

Photo by Peter Richmond

47.

Untitled Slide

Photo by Dan Nguyen @ New York City

48.

It isn't just Google & Apple at it, is it?

Photo by Alain Limoges

49.

"Cortana, remind me to..."

Photo by Michael Kappel

50.

But what about this "fragmentation of search?"

Photo by Bilal Kamoon

51.

It is the death of page #1 as we know it

Photo by insane_capture

52.

We're now looking for knowledge

Photo by Pim Fijneman (finally back)

53.

Much more complex than "keywords" and "links"

Photo by fallentomato

54.

Back to semantic search
which is...

Photo by joram68

55.

Understanding search intent

Photo by joram68

56.

Providing the best response

Photo by joram68

57.

Anywhere...

Photo by KKfromBB

58.

Mobile

59.

Google Glass

Photo by vyxle

60.

Other Wearables

61.

Android Auto

Photo by photographphil

62.

Google Cars?!

Photo by jurvetson

63.

What do we do now?

Photo by Leo Reynolds

64.

Targeting keywords is getting less effective
as search fragments

Photo by loungerie

65.

But we're now targeting audiences not keywords - remember?

Photo by kevin dooley

66.

If you don't believe
me - ask Google
(We did!)

Photo by johnantoni

67.

Remarketing

Photo by wstera2

68.

YouTube

Photo by Rego - d4u.hu

69.

Display

Photo by rustybrick

70.

etc...

Photo by kevin dooley

71.

Google thinks in "audiences" now

Photo by kevin dooley

72.

It has grouped people
with similar behavior, likes, dislikes, trends etc

Photo by kevin dooley

73.

So you can target them, instead of just the
pre-defined keywords.

Photo by kevin dooley

74.

Keyword = 2D
vs.
Audience = 3D

Photo by kevin dooley

75.

The audience is easy* to find when you pay for it

Photo by 401(K) 2013

76.

What can we do organically?

Photo by smikulen

77.

Semantic search isn't just about context though

Photo by VinothChandar

78.

It's about the
value of content

Photo by VinothChandar

79.

What is the number one goal of search?

(besides world domination...)

Photo by VinothChandar

80.

The best results

Photo by VinothChandar

81.

Become the best result!

Photo by Images_of_Money

82.

Easy

(the end)

Photo by VinothChandar

83.

If only...

Photo by VinothChandar

84.

It's still much more complicated than that

Photo by net_efekt

85.

You need to understand
what people are looking for

Photo by VinothChandar

86.

To do which you need
to know your customer

Photo by VinothChandar

87.

What motivates them?
What do they need?

Photo by VinothChandar

88.

How can you help
them attain that?

Photo by VinothChandar

89.

How can you
get them to see it?

Photo by VinothChandar

90.

If you build it...

Photo by VinothChandar

91.

Nope.

Photo by VinothChandar

92.

1. Find your audience

Photo by VinothChandar

93.

2. Be everywhere* not just your website

*where needed

Photo by VinothChandar

94.

3. Give people information

Don't be shy!

Photo by VinothChandar

95.

4. Give Google information

Photo by VinothChandar

96.

5. Ensure all roads lead back to your website!

Photo by VinothChandar

97.

This is basically just
good marketing, right?

Photo by VinothChandar

98.

Don't forget the signals that are important quality signs!

Photo by Marcus Q

99.

1. Links

Yep - it's no long about links, but it is really...

Photo by VinothChandar

100.

Untitled Slide

101.

2. Social Signals

+1, Like, Share, Pin, Stumble etc

Photo by VinothChandar

102.

Untitled Slide

103.

3. Brand Mentions

Google's listening!

Photo by VinothChandar

104.

Untitled Slide

105.

4. Reviews

On Google, Yelp, Yell, Trust Pilot, Trip Advisor etc

Photo by VinothChandar

106.

Untitled Slide

107.

5. Positive Sentiment

People saying nice things

Photo by VinothChandar

108.

Untitled Slide

109.

6. Well Targeted Content

The Right Keywords

Photo by VinothChandar

110.

Untitled Slide

111.

7. "Google Friendly" website

Speed, Crawlability, Internal Linking etc etc

Photo by VinothChandar

112.

Untitled Slide

113.

8. Mobile!

Google's getting rather insistent about this.

Photo by VinothChandar

114.

Untitled Slide

115.

In a nutshell, good on-site
and good off-site SEO.

Photo by VinothChandar

116.

So it's still similar practice
(just done differently)

Photo by VinothChandar

117.

How do you survive in a post-page #1 world?

Photo by VinothChandar

118.

Build a business which
doesn't rely on it

Photo by VinothChandar

119.

How you do this will vary

Photo by VinothChandar

120.

What might work for you
might not work for some

Photo by VinothChandar

121.

But the best part?

Photo by VinothChandar

122.

Doing this right means organic Google traffic is just a bonus!

Photo by VinothChandar

123.

Questions?

Photo by VinothChandar

Slide Notes

The Death of Page 1 Position 1: The Fragmentation of Search

MORE DECKS TO EXPLORE

PRESENTATION OUTLINE

The Death of Page 1 Position 1

By 2018 display and video ads will overtake search ads

Google will be making less money from "conventional" ads in the near future.

With Google, there's no smoke without fire...

I'd argue that this means"Search" as we know it will cease to exist

Really?

- Conversational search takes hold- Mobile/contextual search- The ever-shifting role of technology

So is Google in trouble?Not exactly...

It's not all bad,just "different"

Search used to be fairly simple

- Keyword based- It was a fight for positions 1-10- More links == better results

But that was kinda shitty...

Untitled Slide

It was easy to game the system

It's all us SEOs fault!

Search didn't have to go this way...

Ask Jeeves

Wolfram Alpha

and the rest...

But the technology just couldn't handle it

Meanwhile...

Google taught us to search unnaturally

Why write keyword?

Searching "semantically" is difficult

Apple?

Or apple?

It was Apple who started the change

Untitled Slide

We were ready to start a conversation

- "Siri, where is the nearest florist?"- "Siri, how do I change my headlight on my...?"- "Siri, what's the air-speed velocity of an unladen swallow?

CONTEXT is now KING!

Google too learned context

Who you are

Where you are

What you've searched

what underwear you prefer (maybe)

You can see the results of this "semantic search" at work around you today

Knowledge Graph

Untitled Slide

Answers

Untitled Slide

Local

Untitled Slide

"Okay Google..."

Untitled Slide

Wait...

Untitled Slide

It isn't just Google & Apple at it, is it?

"Cortana, remind me to..."

But what about this "fragmentation of search?"

It is the death of page #1 as we know it

We're now looking for knowledge

Much more complex than "keywords" and "links"

Back to semantic searchwhich is...

Understanding search intent

Providing the best response

Anywhere...

Mobile

Google Glass

Other Wearables

Android Auto

Google Cars?!

What do we do now?

Targeting keywords is getting less effective as search fragments

But we're now targeting audiences not keywords - remember?

If you don't believeme - ask Google(We did!)

Remarketing

YouTube

Display

etc...

Google thinks in "audiences" now

It has grouped peoplewith similar behavior, likes, dislikes, trends etc

So you can target them, instead of just thepre-defined keywords.

Keyword = 2Dvs.Audience = 3D

The audience is easy* to find when you pay for it

What can we do organically?

- Conversational search takes hold

- Mobile/contextual search

- The ever-shifting role of technology

So is Google in trouble?
Not exactly...

It's not all bad,
just "different"

- Keyword based

- It was a fight for positions 1-10

- More links == better results

- "Siri, where is the nearest florist?"

- "Siri, how do I change my headlight on my...?"

- "Siri, what's the air-speed velocity of an unladen swallow?

Back to semantic search
which is...

Targeting keywords is getting less effective
as search fragments

If you don't believe
me - ask Google
(We did!)

It has grouped people
with similar behavior, likes, dislikes, trends etc

So you can target them, instead of just the
pre-defined keywords.

Keyword = 2D
vs.
Audience = 3D

It's about the
value of content

You need to understand
what people are looking for

To do which you need
to know your customer

What motivates them?
What do they need?

How can you help
them attain that?

How can you
get them to see it?

This is basically just
good marketing, right?

In a nutshell, good on-site
and good off-site SEO.

So it's still similar practice
(just done differently)

Build a business which
doesn't rely on it

What might work for you
might not work for some