Surviving Google: SEO in 2016

Karanam Srikanth, Head Digital Marketing, SpectraForce Technologies

January 8, 2016

I’mHead of Digital Marketing for SpectraForce

Lead Digital Marketing Consultant For MASI Enterprises AU

Founder of MGAW.in (Marketing Genius At Work)

Founder of DigitalSrikanth.com

9 Years of SEO, SEM & SMO Actual Experience

Has Conducted Over 500+ Audits

Managed over 500+ Clients Across 3 Continents

Trained SEO teams on Three continents

Youtuber 1. Khelodilse. 2. digitalsrikanth

Man City fan for life

House Keeping

It will be a 1 Hour webinar. I will try to keep it interesting till the end.

Q&A after the webinar.

If you can’t listen to the audio please type in the message box.

If you are a SEO, then you will be a little disappointed but you will have adifferent perspective.

If you are a Business owner/Blogger/Entrepreneur and looking for increasetraffic then you are in right place at the right time.

If you are a newbie trying to understand what SEO or Digital Marketing is,you will just have to listen till the end and may have to listen twice or thriceto understand entire information. Recording will be available.

• 08:00• 08:45• 09:00 • 09:30• 10:00• 10:40

THE GOOD OLD DAYSIN EARLY 2000’S

Organic

SERP

ORGANIC SEARCH returns naturally generated web page listings that are relevant to this or that search term.

UNIVERSAL SEARCH provides you with a blended set of organic listings(content sites), paid results (ads) and specialized results (video, maps,images, news, deep articles etc.) delivered for a given query.

VERTICAL SEARCH returns specialized results which represent different typesof content for a query. You can search for images in Image Search, for videosin Video Search, for news in News Search, and local shops or restaurants inMaps Search or specific search engines like Yelp, Open Table etc. Verticalresults are returned by Google within universal search results.

WELCOME TO 2016 SERP’S

• 08:00• 08:45• 09:00 • 09:30• 10:00• 10:40

ORGANIC RESULTS & ENHANCEMENTS

1. Organic Search Result 2. Organic With Date Add-on

3. Virtual Path 4. Full Site Links

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ORGANIC RESULTS & ENHANCEMENTS

5. Organic With Site Search Result 6. Organic With Review Stars

7. Organic With Video Thumbnail

8. Organic With Recipe Thumbnail

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ORGANIC RESULTS & ENHANCEMENTS

9. Organic With Knowledge Snippet 10. Organic With Review Stars

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VERTICAL RESULTS

Image Results Google Places Results

News Results

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VERTICAL RESULTS

In-depth Articles

Twitter Results

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LOCAL RESULTS

Local Pack Results With Directions

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Local ResultsLocal Pack Knowledge Panel

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SERPS WITH VERTICALS

16%

47%

2%

35%

Sales

Enhancements

Verticals

Local

Search Results

• 08:00• 08:45• 09:00 • 09:30• 10:00• 10:40

ADS & SHOPPING

Adwords Ads (Top/Bottom) Right Column Ads

Ads With Extension

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ADS & SHOPPING

Paid Shopping Left Column Shopping Right Column Ads

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ADS & SHOPPING

Watch Now Ads Book A Room Ads

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ADS & SHOPPING

Flight Booking Ads

16%

47%

2%

15%

20%

Verticals

Enhancements

Verticals

Local

Ads & Shopping

Search results

REVENGE OF THE GOOGLE KNOWLEDGE

GRAPH

• 02

KNOWLEDGE CARDS

KNOWLEDGE PANELS

KNOWLEDGE GRAPHS IS AN ECO SYSTEM

ENDLESS ANSWERS ?

FEATURED SNIPPETS

BUILT ON YOUR DATA

BUILT ON YOUR DATA

WHAT IS THE QUESTION ?

IT’S JUST BEGINNING

16%

47%

2%

15%

17%

3%

Verticals

Enhancements Verticals Local Paid knowledge search

• 08:00• 08:45• 09:00 • 09:30• 10:00• 10:40

SERPS WITH VERTICALS

ARE ANSWERS BEING DRIVEN BY

MOBILE

IS YOUR NICHE SAFE FROMDISRUPTION

THE RISE OF GOOGLE CONTENT KING

DEFINITIVE ANSWERS

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POPULAR ENTITIES

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DATA PARTNERSHIPS

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COMPETITIVE TOOLS

• 08:00• 08:45• 09:00 • 09:30• 10:00• 10:40

Competitive Tools

SMART ALGORITHMS

LEAD TO SMART DATA CURATION

FROM CURATOR TO CREATOR

TRYING TO CAPTURE EVERY NICHE

• 08:00• 08:45• 09:00 • 09:30• 10:00• 10:40

WHAT NICHE IS NEXT

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BUILD DEEP CONTENT

ADD VALUE AND INSIGHT

BRING YOUR A+ GAME

IT CAME FROM THE MOBILE SERPS

LET’S TALK ABOUT MOBILEGEDDON

GOOGLE GOT WHAT THEY WANTED

OVER 60% OF INTERNET USERS IN INDIA ACCESS INTERNET VIA THEIR PHONES NOW.

WELCOME TO THE MOBILE FIRST ERA

DESKTOP CAROUSELS

CAROUSELS WERE CREATED FOR

MOBILE

DESKTOP CAROUSELS

SNACK PACKS WERE CREATED FOR MOBILES

REMEMBER THIS ONE

NEW CONTENT DOMINATES ON

MOBILE

TEST YOUR SITE AND RUN YOUR NUMBERS

ATTACK OF THE AD HYBRIDS

• 08:00• 08:45• 09:00 • 09:30• 10:00• 10:40

ADS & SHOPPING

Paid online Movies Paid Hotel Booking

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ADS & SHOPPING

Paid Online Music

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ADS & SHOPPING

Paid Online flight booking

GOOGLE IS A COMMERCIAL ECO SYSTEM

APP PACKS CAN REPLACE UP TO

6 ORGANIC SPOTS

• 09:30• 10:00• 10:40

LOOK TO MOBILE TO SEE THE FUTURE

OF ADS

• 08:00• 08:45• 09:00 • 09:30• 10:00• 10:40

IS THIS THE FUTURE?

• 08:00• 08:45• 09:00 • 09:30• 10:00• 10:40

COULD ADS ESCAPE?Ju

st a

Co

nce

pt

• 08:00• 08:45• 09:00 • 09:30• 10:00• 10:40

EXPLORE ALL OPTIONS

CAN WE SURVIVE THE FUTURE?

• 08:00• 08:45• 09:00 • 09:30• 10:00• 10:40

ARE SERPS DISAPPEARING ?

WILL VOICE BE THE DEATH OF SERPS?

WHAT IF KEYWORDS DON’T MATTER?

THIS MATTERS A LOT TODAY

• 08:00• 08:45• 09:00 • 09:30• 10:00• 10:40

SO, EITHER CLOSE YOUR EYESJu

st a

Co

nce

pt

OR, OPEN YOUR EYESJu

st a

Co

nce

pt

SHORT TACTICS, LONG STRATEGY

Mozcast.com/keyopp

Moz

• 08:00• 08:45 • 09:30• 10:00• 10:40

http://white.net/now-provided/

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http://keywordtool.io/

5 Vertical Search Engines you need to optimize your

content for.

Image Search OptimizationConsidering that image search is the most popular vertical after web search. There is aclassic Google Image Search and there are vertical websites and mobile app platformswhich have a huge number of active users continuously growing at an exponential rate.Pinterest and Instagram are perfect image platforms for you to raise your brandawareness and lead generation.

Video Search OptimizationVideos are as popular as images and have their own rules for optimization. Everybodyknows that Google Video Search is the synonym for YouTube Search. This is in fact the№2 largest search engine in the world, so you need to make every effort to succeed onYouTube and win more rankings on its engine for your top performing keywords.

Apps SearchToday, in the era of mobile-friendly web search, the App Store Optimization (aka ASO)should be one of your top-level priorities on the way to website search enginedomination. Make sure you have an effective ASO strategy

Local SearchLocal businesses can generate effective revenue only when business owners know thefundamentals of local SEO and apply them for the effective online promotion of theirproduct benefits. With this Local SEO Guide you can learn some of the core principals ofup-to-date local SEO for small and medium businesses.

Shopping SearchShopping is the most competitive market of all. You can benefit from running youradvertising campaigns with the help of Google Adwords and selling your products viaAmazon or eBay. Since Amazon and eBay are search engines themselves with their ownsystem of SEO factors and hierarchies, you should take a nuanced approach to theirvertical shopping SE optimization. While optimizing your eCommerce site, be sure toprovide an intuitive, mobile-friendly interface and usability, since this is what makesAmazon and eBay do better than Google and other competitors.