We will take you through the major SEO updates from 2015-2017, as well as how to future proof your SEO strategy moving into 2018. Also, marketing predictions for the future of Google.

1. Presented by
Emily Frickey & Mike Hart
WHAT’S GOING DOWN IN
Fall Convention 2017
TOWN

2. Major Updates To Google’s Search Algorithm
• Panda
• Penguin
• Hummingbird
• Pigeon
October 2015
• Rank Brain
• Mobile Update - Mobilegeddon
• Mobile Searches/ AMP
HOW
WE GOT
HERE

3. Earlier in the year:
• AMP Pages taking over Mobile Search- As of
May 2017, Google confirmed 2 billion AMP pages
covering some 900,000 domains.
• Around 10% of mobile searches are now prominently*
featuring AMP enabled pages. This is likely to
continue to increase and see the largest spike in 2018
• HTTPS- Having a secure website is now a ranking
factor!
• Google is more likely to serve web content on a
secure site, than non-secure (or HTTP)
THINGS YOU
SHOULD
ALREADYBE DOING
Sources: https://www.theverge.com/2017/2/24/14722830/google-amp-traffic-publishers-up

4. THINGS YOU
SHOULD
ALREADYBE DOING
AMP in SERPAMP Article

5. Local Listings are going to become even more
prominent in search results
• Due to how many searches are on a mobile device, as
well as the proximity algorithm in Organic search, local
listings will become even larger in the ranking algorithm
• Paid listings in Local Business are going to become
more relevant.
• Meaning Google will be submitting to the “pay to play”
policy moving into 2018
• Google started using Allo which allows businesses to
enable a chat feature on their Google Business Listings
THINGS YOU
CAN START
DOING
NOW

6. THINGS YOU
CAN START
DOING
NOW
Allo enabled Listing
Paid Local
Listings

7. Shiny Object Syndrome: SnapChat,
Instagram, Periscope
• When done well, can be super effective
HOWEVER
• Takes a ton of time, planning and boots on the
ground to get it done right
• INSTEAD, focus on what you already have and
make that great
• We suggest Facebook, Twitter and Youtube to start
THINGS TO
DOING
AVOID

8. OK Google,
SHOULD I
FOCUS ON
WHAT
IN 2018
Mobile First Indexing
• Because a majority of
searches are started on a
mobile device, Google is
going to reward sites with
great mobile experience by
ranking them higher in SERPs
Moving into 2018, changes to expect from Google:

9. OK Google,
SHOULD I
FOCUS ON
WHAT
IN 2018
Mobile First Indexing
• Focus on making your mobile site intuitive to the user
• Easy to navigate
• Less design
• Fewer large images or videos that will slow load time
• Make it easy for users to convert (contact your firm)
Moving into 2018, changes to expect from Google:

10. OK Google,
SHOULD I
FOCUS ON
WHAT
IN 2018
OK Google,
SHOULD I
FOCUS ON
WHAT
IN 2018
Moving into 2018, changes to expect from Google:
Voice Activated Search
• OK Google, Siri, Cortana, Alexa, etc.
• More people are using Voice search on their devices
• “50% of searches will be voice by 2020” – comScore
• “From 2008 to 2016, Google Voice queries have
grown 35x” – Google Trends
• Ensuring that you are still utilizing long-tail/ more
conversational search phrases to show up in the SERPs
for voice

11. OK Google,
SHOULD I
FOCUS ON
WHAT
IN 2018
Predictions:
MOMENTS
UNDERSTANDING
MICRO
Start Rethinking How You See Your SEO Strategy
• “A micro-moment signifies a consumer need that
requires an immediate response with a service or
solution
• 4 Key Moments: I-want-to-know, I-want-to-go,
I-want-to-do, and I-want-to-buy
• This should pave the way for how people think
about optimization on Google moving forward
• Be there, Be Useful, Be Accountable

12. OK Google,
SHOULD I
FOCUS ON
WHAT
IN 2018
Predictions:
MOMENTS
UNDERSTANDING
MICRO
4 Key Micro Moments
I-Want-to-Know-Moments
Someone is exploring or researching, but not yet in purchase mode. They
want useful information and maybe even inspiration, not the hard sell.
Curiosity can be triggered by anything and satisfied at any time
66%
of smartphone users turn to their
smartphones to learn more about
something they saw in a TV commercial
I-Want-to-Do-Moments
These may come before or after the purchase. Either way, these are
“how to” moments when people want help with getting things done or
trying something new. Being there with the right content is key
Curiosity can be triggered by anything and satisfied at any time
70% Searches related to “how to” on Youtube
are growing 70% year-over-year

13. OK Google,
SHOULD I
FOCUS ON
WHAT
IN 2018
Predictions:
MOMENTS
UNDERSTANDING
MICRO
4 Key Micro Moments
I-Want-to-Go-Moments
People are looking for a local business or are considering buying a product
at a local store. Being there means getting your physical business in their
consideration set that moment.
Our digital lives connects us to our physical world
2X“Near me” searches have grown 2X in the past year
I-Want-to-Buy-Moments
These are huge, of course. Someone is ready to make a purchase and may
need help deciding what or how to buy. You can’t assume they’ll seek you
out; you have to be there with the right information to seal the deal
Mobile assets in purchases across channels
82% of smartphone users consult their phone while in a store

14. OK Google,
SHOULD I
FOCUS ON
WHAT
IN 2018
Predictions:
MOMENTS
UNDERSTANDING
MICRO
Be there
You’ve got to anticipate the micro-moments for users
in your industry and then commit to being there to
help when those moments occur
Be Useful
You’ve got to be relevant to consumers’ needs in the
moment and connect people to the answers they’re
looking for
Be Quick
They’re called micro-moments for a reason. Mobile
users want to know, go, and buy swiftly. Your mobile
experience has to be fast and frictionless
4 Key Micro Moments

15. OK Google,
SHOULD I
FOCUS ON
WHAT
IN 2018
MARKETING
• Extended reach and service providers with Home
Service Ads
• Only in select cities and for select services, but they are
rapidly expanding since their release in 2016
• Shown at the top of Google results, allows users to send
you a message or call you directly from SERPs
• Get a Google Guaranteed badge on your listing
• Legal, Real Estate are the next services that could see
this opportunity
Predictions:
MOMENTS
& MARKETING
UNDERSTANDING
MICRO
Introducing Home Service Ads

16. OK Google,
SHOULD I
FOCUS ON
WHAT
IN 2018
MARKETING
Predictions:
MOMENTS
& MARKETING
UNDERSTANDING
MICRO

17. OK Google,
SHOULD I
FOCUS ON
WHAT
IN 2018
MARKETING
Predictions:
MOMENTS
& MARKETING
UNDERSTANDING
MICRO

18. OK Google,
SHOULD I
FOCUS ON
WHAT
IN 2018
MARKETING
• Paid advertising in Google’s Rich Snippets,
Knowledge Graphs
• Main goal is to show trust, response and help
during those Micro-Moments
• Allows Google to monetize the more transactional
micro-moments users are experiencing
Predictions:
MOMENTS
& MARKETING
UNDERSTANDING
MICRO
Monetizing Micro Moments

19. OK Google,
SHOULD I
FOCUS ON
WHAT
IN 2018
MARKETING
Predictions:
MOMENTS
& MARKETING
UNDERSTANDING
MICRO

20. PREDICTIONS:
2 0 1 8
ORGANIC
• Google has stated there is no “Quality Score,” for
SEO ranking (like there is in AdWords). However,
through numerous case studies from SEOs
worldwide, we are seeing that is not the case
• 2018 could be the year we see Google admit to
using engagement metrics for ranking results
• AMP Will Become a Ranking Factor
• AI Will Run Search
The Future of Organic Search Results

21. K E Y
TAKEAWAYS
• Use Micro-Moment thinking to start optimizing content
• Optimize for Voice Search Using Longtail/
More Conversational phrases
• Organize Your Mobile Layout for Conversions!
• Install AMP on Blog
• Make Sure Site is HTTPS
• Setup Chat Feature for Google My Business
• Think About Advertising on Local Listings
• Keep an Eye Out for Home Service Ads in Your Market