SEO Meetup EventJanuary 2016

Who am I? I’m a SEO Product Manager for eCG

What ebay classifieds group brands I worked with?

Evolution of SearchWhere have we come from over last few years?

Google’s evolution upto 2013 (before Apps/AMP)

Source: http://insidesearch.blogspot.nl/2013/09/fifteen-years-onand-were-just-getting.html

Thinking back to the good old daysLimited number of AdWords resultsNo CarouselsNo Answer BoxesNo Universal SearchNo Knowledge GraphLimited Related Search linksNo Ratings/Review schemaYou required a click to a website for the informationMobile wasn’t a thing reallyApps were a second thoughtMore exact match domains rankedLow quality content dominated the SERPsGoogle often got UK and AU content mixed up

End of 2012 Google got aggressive on webspam

Source: https://www.highposition.com/blog/visible-search-without-page-one-position-one/

In 2014 webspam became even more of a focus

Source: https://blogs.agriya.com/2015/03/18/history-google-algorithm-updates-2014/

Algoroo focuses on AU specific algorithm shifts

Source https://algoroo.com/

Shift in SearchWhat changes made an impact or could impact you?

Google these days giving most common answers

Google these days driving more related searches

Google these days… no need to click

Google allows for product comparison

Google allows for animal comparison...

Google answers more questions

Google gives cooking tips

Google offers interactive widgets

Google is learning about it’s users

Google is learning about it’s users

Google is helping you find flights to book

Google is helping answer historical questions

Google answers are going beyond first answer

People also searched for results are extensive

TV Show Spoilers are right in the SERPs

Photo Credit: https://twitter.com/aleyda

Linked Queries could work better

Multiple questions now being answered

Google Shopping results showing more often

Presidential candidates get custom results

Source: https://googleblog.blogspot.com.au/2016/01/republican-debate-presidential-politics.html

Mobile UI is changing to show tabbed results

Spotted by https://twitter.com/1TGbingo

Mobile UI is changing to show no organic results

Mobile weather experience has no organic results

Voice search is slowly gaining adoption

Google Accelerated Mobile Pages (AMP)

Source: https://www.ampproject.org/

Facebook Instant Articles (mobile content)

Source: https://instantarticles.fb.com/

Shift in SearchWhat is happening in the app space?

Mobile growth is still happening but slowing

Source http://www.statista.com/statistics/274677/forecast-of-mobile-phone-users-inaustralia/

Number of free mobile app downloads

Source: http://www.statista.com/statistics/241587/number-of-free-mobile-app-downloads-worldwide/

Number of paid app downloads

Source: http://www.statista.com/statistics/241589/number-of-paid-mobile-app-downloads-worldwide/

Facebook App Links can drive traffic to your app

Google is working on improved App discovery

Streaming of apps, no download needed

Google offering app installs within browser

Source: https://plus.google.com/u/0/+ArtemRussakovskii/posts/dmdE7dzCw3J

Google AdWords App Promotion Options

Google Testing Interactive Interstitial Ads

Other Paid Products to Promote Apps

iAds - Closed June 30th 2016

Facebook Ads

Twitter Ads

Criteo (remarketing)

Incentivised Downloads

Facebook & Google dominate top Apps

Source: http://www.nielsen.com/us/en/insights/news/2015/tops-of-2015-digital.html

Google App-Indexing will continue to expand

Bing also supports App Linking from SERPs

iOS Search API will start to gain tractioniOS Spotlight search adoption is low but steadily growing as users discover it and it’s algorithm improves.

iOS Spotlight search can surface content within your apps

iOS Search API will cannibalize your organic traffic from iOS device as Google is removed from the search process

iOS Search API can start to drive downloads of your mobile app

App Integrations will become essential

Source: https://newsroom.uber.com

WeChat shows the power of a app platform • Instant Messaging

• Public Accounts for providing services

• Subscription Accounts for content

• WeChat Payment (p2p, bill payment)

• WeChat Wall (transfer,pay,wallet)

• City Services (book appointments, pay bills, traffic fines, book transport)

Personal Assistant, ChatBots & Customer Service

Offer assistance without search or other apps

Messaging Apps are kinda popular...

Source: http://www.wsj.com/articles/the-future-of-texting-e-commerce-1451951064

Mobile messaging app user penetration in AU

Source: http://www.statista.com/statistics/486485/mobile-messaging-user-reach-australia/

Mobile messaging app users in Australia

Source: http://www.statista.com/statistics/485672/number-of-mobile-messaging-users-australia/

Shift in SearchWhat is happening in the local space?

Bing Integrates TripAdvisor Reviews in Local

Importance of local listings, reviews and ratings

Importance of local listings, reviews and ratings

Facebook is chasing after more local traffic

Facebook is chasing after more local business

Shift in SearchWhat is happening in the social space?

Facebook might get search right?

Social Networks spill over into the Search spaceSocial platforms offer

Google Organic ResultsIntegration into Universal SearchAlternative Traffic sourcesPaid Targeted OptionsPaid AmplificationsDiversification of traffic

Social Platforms are working on

Better cross-platform experienceBetter internal searchLess reasons to leave their platformsMore ways to engage with usersGrowing their advertising features

Google will expand Twitter integration

Source: https://googleblog.blogspot.nl/2015/05/tweets-take-flight-in-google-app.html

Pinterest will expand their ecommerce reach

Shift in SearchWhat is happening in the content space?

Hyper personalisation of content is getting better

Hyper personalisation of content is getting better

Hyper personalisation of content is getting better

Great content is required for success!You should focus on GREAT content!

- it will attract new users

- it can lower bounce rate

- will increases pages/session

- will increase time spent on site

- will create conversions/transactions

- Can generate shares on social

- Will attract natural links

Photo Credit: https://www.flickr.com/photos/amanky/351269265/

Great content is required for success!Think mobile first! Is the content mobile friendly?

Is the page size mobile friendly? 15mb images don’t work? Flash is bad!

Think how the content can be shared, how can you amplify it?

How will your content will look when being shared on social media?

Content takes longer to show impacts than it did previously, it’s not an instant fix!

Content needs more than just text, think interactive elements, images, video…

Great content requires investment!

Photo Credit: https://www.flickr.com/photos/itsmeritesh/10470324244/

Rise of ad blockers will affect your monetization

Source: http://www.technologyreview.com/graphiti/544716/the-fast-rise-of-ad-blockers/

Now you have 4 Pillars of SEO

TEC

HN

ICA

L

CO

NTE

NT

OFF

SIT

E

AP

PS

Future of SearchWhat is already here and what is coming soon

Big Data is required to scale up marketingUnderstand historic & seasonal trendsAllow for predictive analyticsOptimise for conversionsOptimise for revenueUnderstand your internal link graphEvaluate performance of socialBe able to spot patternsBe able to spot opportunitiesBe able to understand what content works

Voice Search takes center space in your home

• Plays all your music using just your voice

• Immersive, 360º omni-directional audio

• Allows hands-free convenience with voice-control

• Answers questions, reads audiobooks and the news,

reports traffic and weather, gives info on local businesses,

provides sports scores and schedules

• Controls lights and switches with compatible WeMo,

Philips Hue, Samsung SmartThings, Wink, Insteon, and

other smart home devices

• Always getting smarter and adding new features and

skills more than 95 added since product launch

Wearables will end up getting it right eventuallyMostly Voice ActivatedLimited interaction optionsMost still require daily chargingPowered by Voice SearchMost still depend on Mobile/Tablet deviceHave no browsersSupport limited number of appsLimited consumption of contentCrowded marketEstimated market size - 5 mil iOS & 2 mil Android

Benefits of Wearables?

Always with youAlways onAlways contactableAlways connected...

Consider the impact of Apple TV on content

Are you ready for Android TV?

Android Auto only wants select app partners

Apple CarPlay leads to more content consumed

Google Cardboard is a mass market solution

Source: https://www.google.com/get/cardboard/

Oculus Rift for consumption of premium content

Microsoft Hololens could change web interactions

Source: https://www.microsoft.com/microsoft-hololens/en-us/experience

Bing will rise powered by Windows 10

Windows 10 on 200 million devices and aiming to Reach 1 Billion Devices by 2018

Source: https://blogs.windows.com/windowsexperience/2016/01/04/windows-10-now-active-on-over-200-million-devices/

IoT - Google’s Brillo & Weave

Source: https://developers.google.com/brillo/

IoT – Brita Filter with Amazon Dash Replacement

Source: http://amzn.to/1Riiovp

IoT - Samsung Smart Fridges

Source: http://www.samsung.com/global/ces2016/familyhub/

Where to find me online?

https://www.facebook.com/DavidIwanow/

https://twitter.com/davidiwanow

https://www.linkedin.com/in/iwanow

https://plus.google.com/+DavidIwanow