MAU Vegas 2016 — The Future of SEO
•Als PPTX, PDF herunterladen•
1 gefällt mir•2,689 views
Mobile Apps Unlocked Vegas 2016 Wednesday, May 5 Main Stage — 10:30am - 10:50am Mobile is, and has from its inception, been a unique digital animal. It’s been an area where organic search has played a de minimis impact on growth compared to other digital ecosystems, and yet, we all know that a growth model purely based on who spends the most is not sustainable, nor does it lead to great products. Will that change? If so, when and how? In this session we will explore these questions and more. Ethan Smith, Chief Growth Officer @ Yummly
Empfohlen
Empfohlen
Weitere ähnliche Inhalte
Was ist angesagt?
Was ist angesagt? (20)
Ähnlich wie MAU Vegas 2016 — The Future of SEO
Ähnlich wie MAU Vegas 2016 — The Future of SEO (20)
Mehr von Grow.co
Mehr von Grow.co (20)
MAU Vegas 2016 — The Future of SEO
- 2. Hello, My Name Is ● Product Designer - Wize (acq NexTag) o If you build a good product, people may not use it ● Growth & Marketing - Yummly o Much easier the second time around o 20M monthly uniques o 15M registered users o #1 recipe app ● Advisor - Thumbtack, Wanelo, Mucker Capital
- 3. A Brief History Of SEO
- 4. First Algorithms Effective But Simple
- 5. Are you looking for cheap running shoes? If you’re looking for cheap running shoes, look no further. Our cheap running shoes website is the best place to order your new cheap running shoes. Feel free to check out our selection of cheap running shoes from our cheap running shoes selection below. Keyword Optimizations
- 7. Cat & Mouse w/ Google 1. SEO’s optimize against biggest holes in algorithm 2. Spammers spam 3. Google finds out 4. Google adds rules to algorithm to prevent optimization 5. Repeat Step 1
- 10. SEO Will Never Die
- 11. Future of SEO Is Optimization of Humans
- 12. Optimize Against Holes In Human Psychology
- 13. How To Write Clickable Headlines Irish Chicken Recipes | Yummly
- 14. 27 Amazing Charts That Will Turn You Into A Baking Whiz How To Write Clickable Headlines Source: Buzzsumo Format Content Topics Emotion Promise
- 16. Template % Change 10 Best +21% Best 10 +20% 10 Top +20% 20 Best +18% 50 Best +8% Best 50 +4% CONTROL 0% Top -9% Clickthrough Testing
- 18. Game Recognize Game 10 Best 5 Classic
- 19. Optimizations Proliferate Top 10 Top 10 The 10 Best
- 20. You’ll Never Believe What Happened
- 21. CTR Optimizations 10% 20% 30% 10 Best Ranking Boost Fatigue
- 22. No, YOU Won’t Believe What Happened!
- 23. Cat & Mouse w/ Humans 1. SEO’s optimize against biggest holes in human psychology 2. Spammers spam 3. Humans finds out 4. Humans habituate to technique 5. Repeat Step 1
- 24. Future Of SEO Is Mobile
- 25. Who Owns OS & Browser Owns Search
- 27. Future of SEO Is
- 28. Google, Apple, Facebook Have Different Goals
- 29. Facebook Wants You On Facebook All Day Long
- 30. How Do You Get People To Spend More Time?
- 31. Slideshows Give Many Tiny Rewards
- 32. Infinite Scroll Promises More Rewards
- 33. 25 Shocking Tricks To Increase Time
- 34. Cat & Mouse w/ Humans 1. SEO’s optimize against biggest holes in human psychology 2. Spammers spam 3. Humans finds out 4. Humans habituate to technique 5. Repeat Step 1
- 35. Do Good Do Well
- 37. Appendix
- 38. Are Mobile Apps The Future?
- 39. Tablets Are DeadMobile Share Hasn’t Grown For 13 MonthsDesktop Is Holding Strong Source: Mixpanel
- 40. “Progressive Web Apps deliver an app like user experience” Google
- 41. Future of SEO Is “Apps” ...and it doesn’t matter
Hinweis der Redaktion
- There’s a bunch of stuff that I think will happen in the future of SEO, but I only want to focus on useful stuff that’s actionable right now
- Google and other search engines were created with the goal of helping people find relevant content There were a few early technologies like pagerank and TFIDF Pagerank is of course a function of people linking to your website, and the more the better TFIDF basically determines if you have a lot of search queries on your page These worked pretty well, but they were very simple And if you knew how they worked, they were easy to exploit
- A lot of people then learned how search and TFIDF worked, so they started to exploit this People will stuff keywords into text Stuff a bunch of keywords using tiny 1pt font White text on a white background Hide the keywords all together And generally put as many keywords on the page as possible And, even it you didn’t blatantly spam google, and you were a semi-legitimate SEO who was good at their job, you would make sure that you used lots of keywords because it was an effective strategy And this worked for a while But then Google would see this, create ways to detect it, and then it would stop working, and then people would move on to find the next best exploit
- Pagerank was very effective at determining which sites were good sites But the original implementation was fairly simple And thus, it was easy to exploit Black hat SEO’s would create link farms, directories Even if you weren’t malicious, and were a legitimate SEO, building backlinks was a technique you would have to do because it worked really well Then like with keyword stuffing, Google found out about this, created ways to detect it, and over time made link farms irrelevant Then people moved on to the next exploit, and started paying people to link to them Then google found out, built ways to detect this, stopped it
- Taking a step back, since Google launched, the same process has played out Whatever the biggest holes are in the algorithm, SEO’s exploit Google finds out about this Then Google adds new rules to their algorithm to prevent it Then SEO’s stop using that technique, and move on to the next exploit This has been going on for a long time now At this point, there are a lot of rules now, and Google’s algorithm is pretty complicated now It’s a lot harder to exploit Google’s algorithm But, should we expect a never ending game of cat and mouse with SEO’s and Google
- Recently there’s been talk about google using more and more artificial intelligence, which they call “rankbrain” The premise of artificial intelligence is an extremely sophisticated and complicated set of algorithms that can power driverless cars, detect who’s in a photo Google only uses this for part of their search, and they’re still early using AI But, you can imagine 5, 10, 15 years from now a search AI that is so sophisticated and complex that it’s impossible to exploit it There’s no way you can manipulate your keyword density, do weird widget links, and funny iframes We’re not there yet, but this is very likely the future of search
- SEO for years has largely focused on exploiting holes in Google’s search algorithm If there’s nothing to exploit, then will SEO be dead? This begs the question, will Google eventually plug every hole there is, and leave SEO’s with nothing to exploit
- But SEO won’t die, and it’s impossible for it to die No matter how perfect your search algorithm is... There is no objective truth to what the perfect search result is Search algorithms are designed give users what they want, or what they think they want And users are not computers, they’re human, they don’t think with perfect rational logic Instead humans are irrational, illogical, and impressionable
- And so the future of SEO is not optimization of algorithms The future of SEO is optimization of humans Even artificial intelligence algorithms optimize for some set of success metrics In the past, you may have optimized against algorithms for success metrics like keyword density and backlinks In the future, you’ll instead optimize against humans for like star ratings, sharing, or CTR
- In the past, SEO’s would look for the biggest flaws in search algorithms, optimize against them, spammers would spam, google would find out, and plug that hole, then move to the next hole In the future, SEO’s will look for the biggest flaws in human psychology, optimize against them, spammers will spam, humans (and google) will find out, plug that hole, then move to the next hole And we’re already starting to see a lot of this
- There’s a lot of information about how to create clickable headlines over the past few years
- What DOES matter is who owns the OS & browser If we accept the premise that engagement and conversion will become the key to better search The best way to track large scale engagement and conversion data are owning the operating systems and browsers that people use the most And the companies that own the operating system and browsers people use the most are the companies that will own search
- Future of SEO is Google & Apple Google owns the biggest web browser chrome, Android OS, and is potentially will become big in desktop OS with Chrome Apple owns the top mobile OS in iOS, Safari one of the top web browsers The other company positioned to have vast amounts of engagement and conversion data is Facebook While they don’t have an OS or browser, they are usually the top app, and own 4 of the 5 top apps Apple & Facebook have both already tried and been largely unsuccessful launching their own search, but clearly both companies are interested in search, and the more engagement data they have the
- In the past Bing/Yahoo SEO was very similar to Google SEO, they have similar goals, text ads, similar approaches to search But Apple and Facebook have always been very different from Google And the types of engagement that these companies care about is very different Facebook for example is a social network and cares about conversions around social Google has always had open free platforms whereas Apple has always been closed I can’t say the specific things to optimize for for each of these companies, but I do think they will approach search differently, will have different success metrics they optimize for, and your SEO strategy should adopt accordingly
- Facebook has very different goals than Google For example, Google wants to help you find answers to questions and go off their platform Facebook wants you to stay on their platform for as long as possible
- So theyre testing view time as a success metric, and the way to optimize for facebook search then becomes how to get people to spend as much time on your posts as possible
- Keep giving the user little bits of value, triggers to continue, a small reward of what they wanted, and keep getting them to do this over and over
- Rather than write a full article, create a slide show, and get users to keep clicking over and over
- Rather than write a full article, create a slide show, and get users to keep clicking over and over
- Again you can not only optimize for things like time on site, you can also spam it, and it works And if Facebook decides to consider time, people will optimize against it and spam it Facebook will have to fill that hole SEO’s will move on to the next hole
- Do good, do well, nextag all that matters is money, make money exclusively, false choice, build a good product, only reason why algos shut down techniques is because they're spam, if it's legit then it's fine The future of SEO is to value things that matter better for a user experience And there are ways to optimize for this without necessarily improving your product or service But the best strategy is to optimize your SEO in a way that helps both your rank and users
- There’s been a lot talk recently around apps becoming part of search and discovery with deeplinks and app indexing Some might think that mobile apps will take, but there are a few things to consider
- Tablets are dead, they’ve dropped 50% in 1 year, and are quickly dying Mobile has grown a lot, but not in the past 13 months Desktop is still huge But mobile apps are obviously huge and growing overall There are two big problems with apps 1. Until recently, apps couldn’t be indexed in search There’s been a lot talk recently around apps becoming part of search and discovery with deeplinks and app indexing 2. Is that apps have to be installed but websites don’t The installation barrier is huge and most people will fall out of your funnel because of this But this barrier is still worth it because mobile apps feel so much better than websites Native apps are able to take much better advantage of the devices technology and thus offer better experiences
- But with new progressive web technologies websites can now become web apps, and offer experiences close to that of native apps But without the installation barrier So web apps may become huge because of this
- So the future of SEO is apps I have no idea if mobile apps will over take web apps, or web apps will destroy mobile apps, or if we’ll have both What I do know is that the future of seo is “apps” But it really doesn’t matter to SEO Yes there will be implementation details around app indexing, making sure native app pages are indexed, how to deal with ajax and progressive web to make sure pages get indexed But these are all implementation details, and in terms of SEO strategy, there should be no real difference