Not your father’s SEOHow to survive the search apocalypse

Rich Owings@richowings

h9p://localiswhereitsat.com h9p://bit.ly/notyourfathersseo

Rich Owingsh9p://LocalIsWhereItsAt.com

@RichOwings

h9p://bit.ly/notyourfathersseo

Not your father’s SEOHow to survive the search apocalypse

Source: h9ps://www.flickr.com/photos/129440207@N08/16296648887

Source: h9ps://www.google.com/trends/

> 50%20%

Source: h9p://www.go-globe.com/blog/mobile-apps-usage/

Source: h9p://www.journalism.org/2015/04/29/digital-news-revenue-fact-sheet/

Source: h9p://www.thedrum.com/news/2016/03/07/google-a9acked-creating-walled-gardens-tubemogul-campaign

“Google wants to be the presentation layer of the

Internet”

- Cindy Krum (@Suzzicks)

Source: h9p://www.thedeckisstackedagainstyou.com/

•  Quick answers •  Featured snippets •  Rich answers •  Knowledge box

Answer boxes

What can you do?•  Website SEO •  Local SEO

Your website as a data source

Answer boxes•  Optimize for natural language queries •  Voice searches often contain question words •  Use filler words

Answer boxes

Source: h9ps://moz.com/blog/how-voice-search-will-change-digital-marketing-for-the-be9er

Answer boxes•  Optimize for natural language queries •  Answer questions •  Voice searches often contain question words •  Use filler words •  Longer keyphrases •  Mine your search data

Source: h9ps://www.google.com/webmasters/tools/home

Answer boxes•  Optimize for natural language queries •  Answer questions •  Voice searches often contain question words •  Who, what, where, when, why, how •  Can, do, does •  Use filler words •  Longer keyphrases •  Mine your search data •  Google Suggests

Answer boxes•  Optimize for natural language queries •  Answer questions •  Voice searches often contain question words •  Who, what, where, when, why, how •  Can, do, does •  Use filler words •  Longer keyphrases •  Mine your search data •  Google Suggests •  Quora, Yahoo Answers •  Build authority

Structuring your Q&A•  Wrap your question in <H1> tags

Structuring your Q&A

Structuring your Q&A•  Wrap your question in <H1> tags •  Direct and succinct answer, then in-depth

Structuring your Q&A

Source: h9ps://blog.act-on.com/2016/02/how-and-why-to-set-your-site-up-for-googles-rich-answers/

Structuring your Q&A•  Wrap your question in <H1> tags •  Direct and succinct answer, then in-depth •  Step-by-step where appropriate

Structuring your Q&A

Structuring your Q&A

Structured data

It’s not all about SEO

Improve conversions•  Call to action •  Test it •  Prominent contact info •  What’s above the fold? •  Ditch the slider •  Call to action

It’s not all about Google

Diversify

Diversify

Source: h9p://catalog.flatworldknowledge.com/bookhub/reader/28393?e=fwk-38086-ch08_s01

Diversify

Diversify

Mobile

Mobile

Source: h9ps://www.google.com/webmasters/tools/mobile-friendly/

Mobile

Source: h9ps://developers.google.com/speed/pagespeed/insights/

Site speed

Source: h9p://www.marketingprofs.com/articles/2016/29906/six-top-seo-factors-in-2016

Site speed

Source: h9ps://analytics.google.com/

Site speed

Source: h9ps://analytics.google.com/

Mobile

Source: h9ps://analytics.google.com/

Mobile

Source: h9ps://developers.google.com/speed/pagespeed/insights/

Local search

Source: h9p://www.thesempost.com/one-third-mobile-searches-local-queries/

Local search

Local search

Hyperlocal

What can you do?

On-site•  Name, address, phone number in text •  City, state in title tags •  Service pages •  Embedded Google Map •  Hyperlocal text

On-site

Source: h9p://www.bo9omofthehill.com/info.html#directions

Off-site

Business listings•  Google •  Facebook place page •  Bing Places •  Yelp •  Apple Maps •  Many more

Business listings

Business listings•  Accurate •  Consistent

o  Name o  Address o  Phone number o  Website address

Reviews

Reviews

Source: h9p://www.usmagazine.com/entertainment/news/macaulay-culkins-home-alone-character-kevin-mccallister-is-cranky-now-w159931

Reviews

Reviews

Reviews•  Care •  Context •  Correction

Local backlinks•  Nonprofits •  Alumni associations •  Sponsor a MeetUp group •  BBB/COC •  Sponsor events •  Youth athletics •  Local bloggers •  News releases •  Awards

Source: h9ps://www.flickr.com/photos/129440207@N08/16296648887

Source: h9ps://commons.wikimedia.org/wiki/File:Keep_Calm_and_Carry_On_Poster.svg

Rich Owings@richowings

h9p://localiswhereitsat.com h9p://bit.ly/notyourfathersseo