LSA17: Where Google is Going and What to do About it – Now (Tidings, Local SEO Guide)

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Localogy

This workshop was presented at the LSA17 event in San Diego, February 27 - March 1, 2017.

Marketing

© 2017 TIDINGS@TIDINGSCO
Google’s Latest SERP Moves and Their Context
LSA // San Diego, CA // February 28, 2017
David Mihm
Founder, Tidings
© 2017 TIDINGS

© 2017 TIDINGS@TIDINGSCO
1) Personalization
2) Presentation
3) Transaction
© 2017 TIDINGS
Google’s Latest SERP Moves

© 2017 TIDINGS@TIDINGSCO
1) Mobile
2) Fragmentation
2a) Voice
© 2017 TIDINGS
...but first, their context.

© 2017 TIDINGS@TIDINGSCO
Local search
query volume in
the United States
from 2014 to
2019, by platform
(in billions)

© 2017 TIDINGS@TIDINGSCO
http://searchengineland.com/report-nearly-60-percent-searches-now-mobile-devices-255025

© 2017 TIDINGS@TIDINGSCO
Desktop Search Engine Market Share
https://www.netmarketshare.com/search-engine-market-share.aspx?qprid=4&qpcustomd=0&qpsp=2017&qpnp=1&qptimeframe=Y
Mobile/Tablet Search Engine Market Share

© 2017 TIDINGS@TIDINGSCO
Takeaway #1: Mobile
Every Google SERP feature is designed for mobile.

© 2017 TIDINGS@TIDINGSCO
https://www.flickr.com/photos/ursus_arctos_2008/

© 2017 TIDINGS@TIDINGSCO
Takeaway #2: Fragmentation
Facebook’s a threat on Mobile, but
Google’s still doing fine.

© 2017 TIDINGS@TIDINGSCO
2008  2013  2018+

© 2017 TIDINGS@TIDINGSCO
Source: Bloomberg

© 2017 TIDINGS@TIDINGSCO
Takeaway #2a: Voice
The rise of Voice means more fragmentationAND
simultaneously less real estate for Google to monetize.

© 2017 TIDINGS@TIDINGSCO
So what is Google doing in this context?

© 2017 TIDINGS@TIDINGSCO
So what is Google doing in this context?
1)Personalization
2)Presentation
3)Transaction

© 2017 TIDINGS@TIDINGSCO
Personalization

© 2017 TIDINGS@TIDINGSCO
Source: SearchEngineLand

© 2017 TIDINGS@TIDINGSCO
Slide courtesy of Moz’s Dr. Peter Meyers

© 2017 TIDINGS@TIDINGSCO
“Book a table for two at Tamarine tonight at 7 p.m.”
-Amit Singhal, Google Search Chief, 1/13/16
Source: SearchEngineLand

© 2017 TIDINGS@TIDINGSCO
Net-Net-Net
Fewer webpage results
Fewer organic results
More time on Google SERPs
Fewer clickthroughs*
*except to advertisers

© 2017 TIDINGS@TIDINGSCO
What can you
do about it?
tidings.com/adapt

© 2017 TIDINGS@TIDINGSCO © 2017 TIDINGS
thank you!

Andrew Shotland
CEO, LOCALSEOGUIDE.COM
“OK GOOGLE, IS SEO
DEAD?”
LSA 2017
SAN DIEGO

“OK GOOGLE, IS SEO DEAD?” | LSA 2017 | ANDREW SHOTLAND

REASONS TO CHILL…
• The majority of queries don’t have an “answer”
• Many searches complex/multi-session
• Our job is visibility which leads to conversion – not necessarily
clicks
“OK GOOGLE, IS SEO DEAD?” | LSA 2017 | ANDREW SHOTLAND

EVOLUTION OF LOCAL SEARCH
MARKETING – VISIBILITY IN…
• Yellow Pages Listings
• Yahoo Directory
• Google SERPs
• Whatever Is Next…
Paraphrasing Danny Sullivan
“OK GOOGLE, IS SEO DEAD?” | LSA 2017 | ANDREW SHOTLAND

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