Marcus Tandler - The Inbounder Global Conference 2018

1. SEO will never die! Part 1
#SlideStorm
Marcus Tandler
@Mediadonis

2. let’s go!

3. hi

4. marcus

8. SEO

9. $EO

15. seo

17. fake news
https://betanews.com/2017/02/16/google-fights-fake-news/

18. http://www.vldb.org/pvldb/vol8/p938-dong.pdf

19. knowledge based trust

20. “Facts that the web
unanimously agrees on are
considered a reasonable proxy
for the truth”

21. "Google wants to rank websites
based on facts not links."

22. “Learning to trust is one of
life’s most difficult tasks.”
Isaac Watts

24. knowledge vault

25. 1.600.000.000

26. 271.000.000

27. „confident facts“

28. 90%

29. „KV uses 16 different information extraction
systems to extract (subject, predicate, object)
knowledge triples from webpages. An example of
such a triple is (Barack Obama, nationality, USA).
A subject represents a real-world entity, identified by
an ID such as mids in Freebase [2]; a predicate is
predefined in Freebase, describing a particular
attribute of an entity; an object can be an entity, a
string, a numerical value, or a date.“

30. http://www.vldb.org/pvldb/vol8/p938-dong.pdf

31. http://www.vldb.org/pvldb/vol8/p938-dong.pdf

32. http://www.vldb.org/pvldb/vol8/p938-dong.pdf

33. Low PageRank but high KBT
http://www.vldb.org/pvldb/vol8/p938-dong.pdf

34. Low PageRank but high KBT
High PageRank but low KBT
http://www.vldb.org/pvldb/vol8/p938-dong.pdf

37. more quality

38. https://www.blog.google/topics/journalism-news/labeling-fact-check-articles-google-news/

40. „first click free“

41. „first click free“

42. „flexible sampling“

43. <p>This content is outside a paywall and is
visible to all.</p>
<div class="paywall">This content is inside a
paywall, and requires a subscription or
registration.</div>

44. „Google will more prominently expose
content from publications users already
subscribe to, which will be given a one-
box like treatment above the fold or at
the top of the page. Organic results will not
change or be impacted.
It may go something like this: if I already
subscribe to The New York Times and
perform a search on the Catalan
independence referendum in Spain, the
Times article will be prominently presented
to me vs. other publications I don’t
subscribe to, in a carousel or one-box.“

45. high quality paid content

46. got news ?

47. for publishers?

51. speeeeeed

52. http://royal.pingdom.com/2018/01/18/page-load-time-really-affect-bounce-rate/

54. http://royal.pingdom.com/2018/01/18/page-load-time-really-affect-bounce-rate/

56. #ChromeOS

57. amp
Accelerated Mobile Pages

58. https://www.seroundtable.com/google-amp-stories-25232.html

64. https://searchengineland.com/links-amp-content-showing-outside-search-269677

65. https://amphtml.wordpress.com/2017/10/19/amp-two-years-of-user-first-webpages/amp/

66. http://blog.chartbeat.com/2017/06/05/the-new-speed-of-mobile-engagement/

68. https://amphtml.wordpress.com/2017/10/19/amp-two-years-of-user-first-webpages/amp/

72. https://w3c.github.io/webpayments/proposals/Payment-Manifest-Proposal.html

74. payment request api

78. pwa
Progressive Web Apps

79. Sept. 2016 Jan. 2017 Sept. 2017
18,3 %
16,2 %
14,1 %
No. of keywords with at least one App Pack / Integration (Google US)

83. https://medium.com/@firt/progressive-web-apps-on-ios-are-here-d00430dee3a7

84. https://medium.com/@firt/progressive-web-apps-on-ios-are-here-d00430dee3a7

89. obsolete

91. https://techcrunch.com/2018/01/17/global-app-downloads-topped-175-billion-in-2017-revenue-surpassed-86-billion/

92. mobile web

94. mobile first index

96. mobile first index

97. revolution

98. https://googleblog.blogspot.de/2010/06/our-new-search-index-caffeine.html

99. https://googleblog.blogspot.de/2010/06/our-new-search-index-caffeine.html

100. https://de.slideshare.net/SearchMarketingExpo/what-seos-need-to-know-about-pwas-by-cindy-krum

101. https://de.slideshare.net/SearchMarketingExpo/what-seos-need-to-know-about-pwas-by-cindy-krum

102. mobile search

103. desktop search

104. mobile 1st!

105. desktop 2nd

106. more attractive

107. future-proof

110. http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/

115. http://blog.chartbeat.com/2017/10/12/5-big-trends-media-execs-must-understand-succeed/

117. only desktop search (!)

118. mobile search

120. mobile first index

121. got url ?

123. index = database

124. https://www.onetime.nl/geld/weddenschap-krachtmeting-telefoonboek-en-ijsklontje-aan-touwtje

125. https://www.winxdvd.com/resource/url-to-mp4.htm

126. browser

127. data available
via URLs /
browser
data without
URLs

128. IoT

130. big data

131. got url ?

132. https://www

133. content

134. links

135. mobile experience

136. speed

137. rendering

138. engagement

139. amp

141. pwa

142. app indexing api

143. https://www.youtube.com/watch?v=UjLJoMWSXts

144. „50 billion links within apps are indexed
and 25% of searches on Android return
deep links to apps for signed-in users.“
https://firebase.google.com/docs/app-indexing/partners/case-study-one-pager.pdf

145. xml feeds

146. ideal

147. schema

149. unstructured data

150. unstructured data structured data