"Content is king." This phrase has been greatly emphasized by SEO professionals in the past. But it’s no longer the case. In today's world, content alone will not win in Google's SERPs. Watch this sponsored Search Engine Journal webinar and learn more about the evolution of Google search and how to get to the top of the rankings in the current landscape.  In this presentation, you will:  - Understand the recent Google algorithm, AI, and policy changes. - Learn how to scale your online presence in the new Google landscape. - Expand your priorities to ensure you are ready for 2022. It’s been an active year for Google. Multiple updates over the past three months have led to significant changes to the way SEO and companies manage the quality of their website. Jordan Koene, Strategist and Advisor for Searchmetrics, will walk you through different ways that will help you future-proof your SEO strategy.

2. Get Found.
Sell More..
Jordan Koene
SEO Strategist and Advisor

4. Why it matters & how to create growth.
Jordan Koene | SEJ Webinar
Get the Slides: https://src.hm/sejwebinar
3 Ways SEO
Has Changed
This Year

5. 5
What has changed?
1. MUM AI: A new, faster and more extensive
information processing capability
2. “Chaning” rules of SERP features
3. More core to performance; a world of faster and
cleaner, not always the winner!

6. 6
Poll
What is the biggest Google change in 2021?
So Far...
- Google title change
- Google Core updates(s)
- Google Page Experience update
- Other events

7. 7
Why this matters?
US Businesses and Google Services
https://economicimpact.google.com/

8. What people are
searching for: Live
Events

9. 9
https://www.thinkwithgoogle.com/consumer-insights/consumer-trends/post-covid-consumer-insights/ Google Data, Global English, June 1, 2021–July 30, 2021 vs. June 1, 2020–July 30, 2020.
Live Events
Searches for concerts in have
grown globally by over 500% YOY.
TOP SEARCHES INCLUDE:
“concerts in chicago 2021,” “concerts in atlanta 2021,”
“concerts in dallas,“concerts in las vegas”
Searches for car shows near me
have grown globally by
over 300% YOY.
TOP SEARCHES INCLUDE:
“car shows near me this weekend 2021,” “car shows
near me this weekend,”

10. 10
Live Events
Searches for stadium seating have
grown globally by over 600% YOY.
TOP SEARCHES INCLUDE:
“dodger stadium seating chart,” “busch stadium
seating chart,” “wembley stadium seating plan,”
Searches for live music near me
have grown globally by
over 400% YOY.
TOP SEARCHES INCLUDE:
“live music near me,” “live music near me tonight,”
“restaurants with live music near me,” live music near
me”
https://www.thinkwithgoogle.com/consumer-insights/consumer-trends/post-covid-consumer-insights/ Google Data, Global English, June 1, 2021–July 30, 2021 vs. June 1, 2020–July 30, 2020.

11. What people are
searching for:
In-Store Shopping

12. 12
Searches for open now near
me have grown globally by
over 200% YOY.
TOP SEARCHES INCLUDE:
• “restaurants open now near me,”
• “food open now near me,”
• “fast food restaurants open
now near me,”
• “pharmacy open
now near me”
Searches for mattress stores
near me have grown globally
by over 50% YOY.
TOP SEARCHES INCLUDE:
“mattress stores near me,”
“discount mattress stores near me,” “best
mattress stores near me,”
“bed and mattress stores near me”
In-Store Shopping
https://www.thinkwithgoogle.com/consumer-insights/consumer-trends/post-covid-consumer-insights/ Google Data, Global English, June 1, 2021–July 30, 2021 vs. June 1, 2020–July 30, 2020.

13. 13
Searches for open 24 hours
near me have grown globally
by over 80% YOY.
TOP SEARCHES INCLUDE:
“stores open 24 hours near me,”
“restaurants open 24 hours near me,”
Searches for shop near me
open now have grown
globally by over 40% YOY.
TOP SEARCHES INCLUDE:
“wine shop near me open now,”
“tire shop near me open now,”
In-Store Shopping
https://www.thinkwithgoogle.com/consumer-insights/consumer-trends/post-covid-consumer-insights/ Google Data, Global English, June 1, 2021–July 30, 2021 vs. June 1, 2020–July 30, 2020.

14. 16
Poll
How has pandemic related events impacted your search traffic?
- Positive
- Negative
- No Change

15. 17
SERP Features and Road Ahead

16. 18
SERP Features Require Rethinking
Search Data
1. Rethink your brand focus in search
2. Demand automation of process
3. Build faster, more dynamic content, and engagement

17. 19
The real story on Core Web Vitals
April 2021 CWV Study
https://www.searchmetrics.com/knowledge-hub/studies/core-web-vitals-study-april-2021/

18. 20
A move from defense to offense for
Google
1. Expect more volatility from CWV
factors within shorter periods of time
2. Deliver competetive advantages at a
page level
3. Utilize more design factors to drive
experance scores
Core Web Vitals Next
Chapter

19. 21
How to create growth?
Of the billions of searches that happen on a given day, 15%* of daily
searches are new to Google. *In 2012 this number was 20% of daily searches.
We must reposition our focus on growing to reach more searches and
focus on our brand, relevance and serp footprint.
The SERP is a new landscape requiring new techniques for success.

21. Thanks a lot!
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