Learn about how Google's shift to Mobile-First Indexing is making it easier for Google to crowd search results, especially mobile search results with 'hosted inclusions' which are part of the Knowledge Graph. Google hosts these assets, and uses the click information to hone their algorithm about how to best match searches and questions with answers. Unfortunately, 'Hosted Inclusions' such as: Knowledge Graph, People Also Ask, Found on the Web and Related Searches generally do not drive people to your site. Instead, they keep people in Google's universe. The lack of clicks from search results in SEO's making major decisions on only 38.5% of the data.
Learn how the changes that Google is making may impact mobile search results - especially the stuff that can be used in both voice and mobile search results like Answers & Knowledge Graph. These results appear to be influenced by Entity Understanding - which allows Google to build out its understanding of the world in different languages much more quickly to provide answers to voice queries in languages around the world ASAP!
This document discusses how search engine results pages (SERPs) have changed significantly for mobile searches. It notes that over 60% of mobile searches do not result in a click, which is search activity that is not captured in typical analytics. As a result, SEO decisions may only be based on around 40% of mobile search data. The document also outlines how position zero and paid ad results are prominent on SERPs and how features like answers, knowledge graph results, and app packs are pushing organic links lower on the page. It recommends using tools to actually view mobile SERPs from different devices and locations to get a more complete picture of mobile search.
Mobile-First Indexing or a Whole New Google - Digitalzone 2018MobileMoxie
Learn about how Google is using 'Entity Understanding' along with machine learning in language to respond to growing need for Knowledge Graph, Answers and Google-hosted content that ranks at the top of a search result!
Intelligent Personal Assistants & New Types of SearchTom Anthony
A quick look at some of the new types of queries we may see as Intelligent Personal Assistants (IPAs) take off, and which provide a big future opportunity in post-PageRank search.
Presented at KahenaCon in Jerusalem, May 26h 2013: http://www.kahenadigital.com/kahenacon/
Here I review some of the changes in Search and SEO that we've seen over the last few years. I identify 4 trends which are important for the SEO community to be thinking about as we move forward.
BrightonSEO Conference: Yext Discussion on Voice Search and SchemaChristian Ward
How to Speak Search Engine.
Ever listen to a child ask questions of Siri? Have you watched them say, “Ok, Google…” and proceed to ask what seems to be an awkward string of words? Believe it or not, children tend to speak “Search Engine” better than we do. Children have defined “structured” language choices with simple terms that haven’t been corrupted by years of nuanced definitions, metaphors, and colloquialisms. These clear, singular definitions are exactly what Google wants from you too, and we’ll talk about how to accomplish that.
From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: What You Need To Know About Apple iOS App Search & Universal Links. PRESENTATION: Apple: The Next King of Search - Given by Ian Sefferman, @iseff - MobileDevHQ, CEO. #SMX #32A
SEJ Summit 2017: Making SEO Lemonade: Moving the Needle on Missed Opportuniti...Search Engine Journal
Presenter: Bill Hunt of Back Azimuth Consulting
Description: Industry veteran Bill Hunt tackles making the most out of what you already have using indexability, clickability, and other methods to find all those tiny errors that together cause big issues.
Learn how the changes that Google is making may impact mobile search results - especially the stuff that can be used in both voice and mobile search results like Answers & Knowledge Graph. These results appear to be influenced by Entity Understanding - which allows Google to build out its understanding of the world in different languages much more quickly to provide answers to voice queries in languages around the world ASAP!
This document discusses how search engine results pages (SERPs) have changed significantly for mobile searches. It notes that over 60% of mobile searches do not result in a click, which is search activity that is not captured in typical analytics. As a result, SEO decisions may only be based on around 40% of mobile search data. The document also outlines how position zero and paid ad results are prominent on SERPs and how features like answers, knowledge graph results, and app packs are pushing organic links lower on the page. It recommends using tools to actually view mobile SERPs from different devices and locations to get a more complete picture of mobile search.
Mobile-First Indexing or a Whole New Google - Digitalzone 2018MobileMoxie
Learn about how Google is using 'Entity Understanding' along with machine learning in language to respond to growing need for Knowledge Graph, Answers and Google-hosted content that ranks at the top of a search result!
Intelligent Personal Assistants & New Types of SearchTom Anthony
A quick look at some of the new types of queries we may see as Intelligent Personal Assistants (IPAs) take off, and which provide a big future opportunity in post-PageRank search.
Presented at KahenaCon in Jerusalem, May 26h 2013: http://www.kahenadigital.com/kahenacon/
Here I review some of the changes in Search and SEO that we've seen over the last few years. I identify 4 trends which are important for the SEO community to be thinking about as we move forward.
BrightonSEO Conference: Yext Discussion on Voice Search and SchemaChristian Ward
How to Speak Search Engine.
Ever listen to a child ask questions of Siri? Have you watched them say, “Ok, Google…” and proceed to ask what seems to be an awkward string of words? Believe it or not, children tend to speak “Search Engine” better than we do. Children have defined “structured” language choices with simple terms that haven’t been corrupted by years of nuanced definitions, metaphors, and colloquialisms. These clear, singular definitions are exactly what Google wants from you too, and we’ll talk about how to accomplish that.
From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: What You Need To Know About Apple iOS App Search & Universal Links. PRESENTATION: Apple: The Next King of Search - Given by Ian Sefferman, @iseff - MobileDevHQ, CEO. #SMX #32A
SEJ Summit 2017: Making SEO Lemonade: Moving the Needle on Missed Opportuniti...Search Engine Journal
Presenter: Bill Hunt of Back Azimuth Consulting
Description: Industry veteran Bill Hunt tackles making the most out of what you already have using indexability, clickability, and other methods to find all those tiny errors that together cause big issues.
Cindy Krum is the Chief Executive Officer of MobileMoxie, LLC (Previously Rank-Mobile LLC), which launched in 2008. For the past 10 years, she has been bringing fresh and creative ideas to her clients, regularly speaking at national and international trade events about mobile web marketing, mobile SEO and app SEO. Her company launched the first mobile-focused SEO toolset and APIs to help other SEO tools provide better insights into the mobile market and use-case.
Mobile-First Indexing: Re-thinking Position ZeroMobileMoxie
This document discusses Google's shift towards mobile-first indexing. It explains that mobile is changing how people access information and search, requiring Google to index content in new ways beyond traditional URLs. This includes indexing content from apps, Google Assistant actions, cloud data feeds and more. It also provides recommendations for how websites can prepare for mobile-first indexing, such as making sites mobile-friendly, adding structured data, ensuring content is crawlable, and testing mobile search visibility.
The Alpabet of Google by Gianluca Fiorelli at The Inbounder New YorkWe Are Marketing
The document discusses Google's alphabet and priorities over time as seen through Gianluca Fiorelli's perspective. It covers Google's focus on mobile from 2016-2017, various products, patents, papers, acquisitions, and priorities like understanding information retrieval, semantic search, and personalized search. Google's checklist for priorities like mobile-first, speed, and context are also outlined.
This talk was first delivered at #MozCon 2019 by Cindy Krum (@Suzzicks). It reveals a theory about Google's Mobile-First Indexing that posits the idea that the change was more about organizing the world's information around the Knowledge Graph. It also suggests that Google may now be indexing units that are smaller than pages or URLs that we are calling #Fraggles (a Fragment + a Handle).
SEJ Summit 2017: The Rise of Intelligent Search and Tomorrow's Consumers by D...Search Engine Journal
Presenter: Duane Forrester of Yext
Description: There is a change happening right now, and it's affecting you. Whether you are winning or losing comes down to how you relate to the next two generations of consumers. We'll look at the search engine changes being driven by consumers, the growth of mobile and voice search, and how your strategy needs to change in order to successfully adapt and win.
Mobile SEO: Closing the Mobile Search Strategy GapJustin Briggs
This document summarizes Justin Briggs' presentation on strategies for mobile search. It notes that there is a gap in mobile search strategies between desktop SEO approaches from 2001 and current tactics. It discusses opportunities in areas like app indexing, AMP, personal assistants and voice/predictive search. However, the document argues these are distractions for many businesses and advocates developing a culture focused on understanding user behavior and intent across different mobile moments. It provides recommendations around optimizing content for these moments and devices.
I outline 5 key changes in technologies and trends which are changing the landscape of search. Some of these trends are here now, but some are trends which will emerge in the next 12-24 months.
Optimising Content For Voice Search & Virtual AssistantsKaizen
In the age of mobile devices and virtual assistants, the future of SEO requires optimizing content for voice search. New devices such as Apple's Siri, Amazon Echo and Google Home are further accelerating the trend toward voice search. Marketers and merchants must prepare now for a future in which voice and virtual assistants play a much larger role in content discovery and conversions. This session explores how to optimise your content and user experience for a future in which half or more of all queries will be voice-driven.
The Incredible World Of Voice Search In Less Than 15 MinutesJohn Lincoln
John Lincoln presented on the topic of voice search. He discussed key stats on voice search usage, the differences between voice actions and voice searches, popular digital assistants and how they function, and how voice search differs from traditional text-based search. Lincoln also covered optimizing for voice search through local SEO, content, and structured data. He emphasized starting to optimize now for the growing importance of voice interactions.
Cindy Krum "Mobile-First Indexing for Local SEO" - LocalU 2017MobileMoxie
Google's Mobile-First Indexing could allow content without URLs to rank in search results. Google home and Google Assistant may be about to fundamentally change SEO forever.
Emily Grossman "The New Mobile" - SearchLove 2017 MobileMoxie
The document discusses strategies for developing proactive mobile strategies. It addresses how the landscape is shifting from a model of "web vs. apps" to a "web of apps and app-like web." This includes topics like app indexing, deep linking, instant apps, and progressive web apps which make websites more app-like. It also covers the importance of performance optimization, both in initial loading and ongoing usage through techniques like service workers. Finally, it looks at how the role of content may become platform-agnostic in the future as search becomes a dominant interface across devices and environments.
How Apple's Changing Up Search: From Siri, to Safari to Spotlight - SMX Munic...MobileMoxie
The document discusses how Apple is using Siri, Safari, and Spotlight to gain an advantage in search by predicting queries, suggesting its own results ahead of competitors, and defaulting to its own maps, apps, and content over other options like Google. It provides examples of how optimized keywords, images, videos and app integration can help content providers get ranked higher in Apple's search systems.
SearchLove Boston 2016 | Will Critchlow | The Emerging Future of SearchDistilled
Will is going to discuss the ways that Distilled believes search is fundamentally changing, including compound queries, implicit search signals, user signals as a ranking factor, the move from keywords to intents, and the drive towards data-driven search.
Looking Beyond Website Competition: How Apps Impact Local-Mobile SearchesMobileMoxie
Emily Grossman speaks about apps impact on local-mobile searches at Zenith in Duluth in 2016. Topics in this presentation include, but are not limited to:
- Google Ranking App Screens (Deep Links)
- User Generated Content
- Social Media on Apps vs Web
- Location Targeting Advertising
This document discusses new techniques for SEO in the modern age. It covers the importance of data-driven approaches like split testing over following best practices. Machine learning is becoming more important for SEO due to its use in search algorithms. A hub and spoke content model is proposed to manage content across multiple platforms. Split testing and machine learning are positioned as essential SEO techniques, with the recommendation to learn categories of machine learning rather than trying to learn the techniques directly.
Search is undergoing dramatic changes taking it away from a focus on keywords and websites, towards conversational search and app indexes. In this presentation Distilled discusses the ways search is fundamentally changing including compound queries, implicit search signals, user signals as a ranking factor, the move from keywords to intents, and the drive towards data driven search.
The Evolution of SEO: How to Become a Modern-Day SEO MasterConductor
This document discusses the evolution of SEO and how to succeed as a modern SEO expert. It covers where SEO has been, including basics like titles, descriptions and keywords. It also discusses current priorities like mobile-friendliness and AMP pages. The document outlines where SEO is headed, such as a new mobile-first index and progressive web apps. It concludes with recommendations for SEO best practices, including getting the basics right, planning for future technologies, and using appropriate tools.
SearchLove Boston 2016 | Emily Grossman | Mobile Jedi Mind Tricks: Master the...Distilled
May the mobile force be with you! There have been some big changes in mobile SEO, and the tactics that helped you yesterday may be as useless as a Stormtrooper’s blaster tomorrow. Instead, tap into the secret and subversive force of mobile marketing. From app indexing to mobile-friendliness, to predictive search and AMP, this session will explain the new skills that are required to be a mobile marketing hero.
The Future of Digital Marketing according to the BeatlesShaun Raines
A presentation originally delivered at the 23rd Digital Dealer conference. The material focuses heavily on mobile and voice search in the automotive industry.
What Startup Execs Need to Know About SEO in 2017Rand Fishkin
This document summarizes key points from a presentation on SEO in 2017 given by Rand Fishkin. The main points are:
1) Google dominates online traffic referrals, increasing its share to over 64% in 2017. Facebook and other major sites lost traffic share.
2) Most search happens on Google, with the average user searching 3-4 times per day on desktop and mobile. Click-through rates are higher for organic than paid search on Google.
3) Ranking in traditional search results may no longer be enough, as over 18 unique types of search engine results pages now appear, reducing organic traffic to some sites.
4) SEO does not work for every organization depending on
Cindy Krum is the Chief Executive Officer of MobileMoxie, LLC (Previously Rank-Mobile LLC), which launched in 2008. For the past 10 years, she has been bringing fresh and creative ideas to her clients, regularly speaking at national and international trade events about mobile web marketing, mobile SEO and app SEO. Her company launched the first mobile-focused SEO toolset and APIs to help other SEO tools provide better insights into the mobile market and use-case.
Mobile-First Indexing: Re-thinking Position ZeroMobileMoxie
This document discusses Google's shift towards mobile-first indexing. It explains that mobile is changing how people access information and search, requiring Google to index content in new ways beyond traditional URLs. This includes indexing content from apps, Google Assistant actions, cloud data feeds and more. It also provides recommendations for how websites can prepare for mobile-first indexing, such as making sites mobile-friendly, adding structured data, ensuring content is crawlable, and testing mobile search visibility.
The Alpabet of Google by Gianluca Fiorelli at The Inbounder New YorkWe Are Marketing
The document discusses Google's alphabet and priorities over time as seen through Gianluca Fiorelli's perspective. It covers Google's focus on mobile from 2016-2017, various products, patents, papers, acquisitions, and priorities like understanding information retrieval, semantic search, and personalized search. Google's checklist for priorities like mobile-first, speed, and context are also outlined.
This talk was first delivered at #MozCon 2019 by Cindy Krum (@Suzzicks). It reveals a theory about Google's Mobile-First Indexing that posits the idea that the change was more about organizing the world's information around the Knowledge Graph. It also suggests that Google may now be indexing units that are smaller than pages or URLs that we are calling #Fraggles (a Fragment + a Handle).
SEJ Summit 2017: The Rise of Intelligent Search and Tomorrow's Consumers by D...Search Engine Journal
Presenter: Duane Forrester of Yext
Description: There is a change happening right now, and it's affecting you. Whether you are winning or losing comes down to how you relate to the next two generations of consumers. We'll look at the search engine changes being driven by consumers, the growth of mobile and voice search, and how your strategy needs to change in order to successfully adapt and win.
Mobile SEO: Closing the Mobile Search Strategy GapJustin Briggs
This document summarizes Justin Briggs' presentation on strategies for mobile search. It notes that there is a gap in mobile search strategies between desktop SEO approaches from 2001 and current tactics. It discusses opportunities in areas like app indexing, AMP, personal assistants and voice/predictive search. However, the document argues these are distractions for many businesses and advocates developing a culture focused on understanding user behavior and intent across different mobile moments. It provides recommendations around optimizing content for these moments and devices.
I outline 5 key changes in technologies and trends which are changing the landscape of search. Some of these trends are here now, but some are trends which will emerge in the next 12-24 months.
Optimising Content For Voice Search & Virtual AssistantsKaizen
In the age of mobile devices and virtual assistants, the future of SEO requires optimizing content for voice search. New devices such as Apple's Siri, Amazon Echo and Google Home are further accelerating the trend toward voice search. Marketers and merchants must prepare now for a future in which voice and virtual assistants play a much larger role in content discovery and conversions. This session explores how to optimise your content and user experience for a future in which half or more of all queries will be voice-driven.
The Incredible World Of Voice Search In Less Than 15 MinutesJohn Lincoln
John Lincoln presented on the topic of voice search. He discussed key stats on voice search usage, the differences between voice actions and voice searches, popular digital assistants and how they function, and how voice search differs from traditional text-based search. Lincoln also covered optimizing for voice search through local SEO, content, and structured data. He emphasized starting to optimize now for the growing importance of voice interactions.
Cindy Krum "Mobile-First Indexing for Local SEO" - LocalU 2017MobileMoxie
Google's Mobile-First Indexing could allow content without URLs to rank in search results. Google home and Google Assistant may be about to fundamentally change SEO forever.
Emily Grossman "The New Mobile" - SearchLove 2017 MobileMoxie
The document discusses strategies for developing proactive mobile strategies. It addresses how the landscape is shifting from a model of "web vs. apps" to a "web of apps and app-like web." This includes topics like app indexing, deep linking, instant apps, and progressive web apps which make websites more app-like. It also covers the importance of performance optimization, both in initial loading and ongoing usage through techniques like service workers. Finally, it looks at how the role of content may become platform-agnostic in the future as search becomes a dominant interface across devices and environments.
How Apple's Changing Up Search: From Siri, to Safari to Spotlight - SMX Munic...MobileMoxie
The document discusses how Apple is using Siri, Safari, and Spotlight to gain an advantage in search by predicting queries, suggesting its own results ahead of competitors, and defaulting to its own maps, apps, and content over other options like Google. It provides examples of how optimized keywords, images, videos and app integration can help content providers get ranked higher in Apple's search systems.
SearchLove Boston 2016 | Will Critchlow | The Emerging Future of SearchDistilled
Will is going to discuss the ways that Distilled believes search is fundamentally changing, including compound queries, implicit search signals, user signals as a ranking factor, the move from keywords to intents, and the drive towards data-driven search.
Looking Beyond Website Competition: How Apps Impact Local-Mobile SearchesMobileMoxie
Emily Grossman speaks about apps impact on local-mobile searches at Zenith in Duluth in 2016. Topics in this presentation include, but are not limited to:
- Google Ranking App Screens (Deep Links)
- User Generated Content
- Social Media on Apps vs Web
- Location Targeting Advertising
This document discusses new techniques for SEO in the modern age. It covers the importance of data-driven approaches like split testing over following best practices. Machine learning is becoming more important for SEO due to its use in search algorithms. A hub and spoke content model is proposed to manage content across multiple platforms. Split testing and machine learning are positioned as essential SEO techniques, with the recommendation to learn categories of machine learning rather than trying to learn the techniques directly.
Search is undergoing dramatic changes taking it away from a focus on keywords and websites, towards conversational search and app indexes. In this presentation Distilled discusses the ways search is fundamentally changing including compound queries, implicit search signals, user signals as a ranking factor, the move from keywords to intents, and the drive towards data driven search.
The Evolution of SEO: How to Become a Modern-Day SEO MasterConductor
This document discusses the evolution of SEO and how to succeed as a modern SEO expert. It covers where SEO has been, including basics like titles, descriptions and keywords. It also discusses current priorities like mobile-friendliness and AMP pages. The document outlines where SEO is headed, such as a new mobile-first index and progressive web apps. It concludes with recommendations for SEO best practices, including getting the basics right, planning for future technologies, and using appropriate tools.
SearchLove Boston 2016 | Emily Grossman | Mobile Jedi Mind Tricks: Master the...Distilled
May the mobile force be with you! There have been some big changes in mobile SEO, and the tactics that helped you yesterday may be as useless as a Stormtrooper’s blaster tomorrow. Instead, tap into the secret and subversive force of mobile marketing. From app indexing to mobile-friendliness, to predictive search and AMP, this session will explain the new skills that are required to be a mobile marketing hero.
The Future of Digital Marketing according to the BeatlesShaun Raines
A presentation originally delivered at the 23rd Digital Dealer conference. The material focuses heavily on mobile and voice search in the automotive industry.
What Startup Execs Need to Know About SEO in 2017Rand Fishkin
This document summarizes key points from a presentation on SEO in 2017 given by Rand Fishkin. The main points are:
1) Google dominates online traffic referrals, increasing its share to over 64% in 2017. Facebook and other major sites lost traffic share.
2) Most search happens on Google, with the average user searching 3-4 times per day on desktop and mobile. Click-through rates are higher for organic than paid search on Google.
3) Ranking in traditional search results may no longer be enough, as over 18 unique types of search engine results pages now appear, reducing organic traffic to some sites.
4) SEO does not work for every organization depending on
The New Way Google Understands the World #Turingfest 2018MobileMoxie
Learn about how Google is using language understanding to index the information of the world based on Entities, rather than just relying on web crawling and links. Explore the possibilities of Eyes-free/voice only search and discovery and learn how your brand can compete.
Don't Blame it on Your MUM: Mobile SEO Now & in the Future - Cindy KrumMobileMoxie
The document discusses Google's new MUM (Multitask Unified Model) technology for answering complex search queries. It provides an overview of MUM's capabilities such as building out the knowledge graph and indexing entities to provide more comprehensive answers to queries. The document also speculates on what users can expect from MUM, such as its ability to understand the natural next steps of a query and provide additional contextually relevant information.
Fighting Off Digital Marketing Imposter Syndrome with FactsMobileMoxie
With all the algorithm changes and new SERP Features that Google has released, and now the addition of Magi, Chat GPT and other AI, Digital Marketers, SEO's & PPC specialists are likely all struggling with imposter syndrome - at least to some degree. This presentation includes information about what causes SEO Imposter Syndrome and how you can facts to fight against it.
The document discusses Las Vegas visitors, with 72% visiting for vacations/special events, and gambling accounting for 30% of visitor expenditures on average. It also discusses examples where first movers in various industries were later overtaken by competitors, such as AltaVista by Google, Napster by iTunes, and IBM PC by Dell. The author founded a mobile app development company targeting casino operators to capitalize on the growing use of mobile devices.
Mobile search is growing rapidly, with searches up 500% in the past two years. Users approach mobile search differently than desktop search, typically seeking immediate, targeted answers to queries during short sessions while on the go. This favors navigational queries over informational ones, requiring search results and sites to be optimized for quick consumption on a small screen. Proper optimization for mobile includes ensuring relevant, well-formatted content; compliance with mobile standards; and recognition of mobile as a distinct platform through elements like subdomain targeting. Landing pages also need optimization for mobile, removing non-essential content and focusing on simple presentation.
SEO in 2017 - what do you need to know? What's changed and what are the big focus areas where you need to dedicate your time and attention to?
Come join Jenny Munn and Mickey Mellen for a two-hour session on Search Engine Optimization in 2017.
We’ll talk about what’s new with Google, such as the push for SSL and new tools like AMP, and show you what basic changes you can make to improve your site’s visibility and to drive more traffic and conversions. Get ready to roll up your sleeves and come prepared with your keywords and questions.
The latest trends I think Israel's .gov websites managers should consider. First one is off course mobile, smartphones, tablets and the multi-screen revolution. But there's more. From mega drop down menus to adaptive content. Social integration and form optimization. . gov websites have a lto to work on:)
SearchLove London 2019 - Rand Fishkin - The Search Landscape in 2019Distilled
In this broad look at search trends and searcher data, Rand will explore the key changes affecting search marketers and those seeking to earn influence through Google. From zero-click searches, to tough choices on structured data, to the new ways Google is using information consensus and weighting particular types of authority, this presentation will make every marketer a more strategic thinker about search.
Mobile is big this year, and we mean B-I-G. And it shows no signs of slowing down even before Google launched Mobilegeddon in April. Here are the major changes in 2015 that will certainly pick up in 2016.
Original content : http://goo.gl/Py1Rxa
Life After Mobilegeddon: New Strategies for Mobile SEO and App Deep Linking -...Suzzicks
This document discusses strategies for mobile search engine optimization and app deep linking after Google's Mobilegeddon updates. It covers topics like responsive design, canonical URLs, app indexing, mobile-friendly testing, page speed, and user intent. Mobile search is now focused on the mobile rendering and user experience, so sites need CSS and JavaScript to display properly, have fast page speeds, and address user intent with things like answers/rich snippets and predictive search.
Life After Mobilegeddon: New Strategies for Mobile SEO and app deep linking –...MobileMoxie
Cindy Krum speaks about App Deep Linking strategies at PubCon 2015. This deck covers:
- App Packs in Google Search
- Google App Indexing for Android & iOS
- Apple App Indexing
- Deep Linking for Email and Social Media
Presentation of Rand Fishkin CEO of moz and a reference for SEO and the world of google searches where they put in context that google is no longer an ally but became the competition of all SEO
shared by robert mendoza SEO
The document discusses how mobile marketing can help small businesses reach customers who are increasingly using mobile devices. It defines different mobile marketing strategies like mobile search engine optimization, SMS messaging, mobile advertising, and mobile applications. The document argues that mobile will soon surpass desktop internet usage so businesses need to engage customers on mobile platforms to stay relevant.
Crossfinity Cross Forum 15 - The Importance of Mobile - Keith L. GoodeseoClarity
Given on 16 May 2015 in Chiyoda-ku, Tokyo, Japan, this presentation by Keith Goode, Chief SEO Evangelist for seoClarity, shows the importance of mobile SEO is greater than ever for Japanese companies.
1. The document discusses how search engines use local knowledge and content in their search results. Local content makes up over 5% of searches but is not very profitable.
2. Obtaining comprehensive and reliable local content is challenging for search engines as much of it is not online and information is expensive and owned by other parties.
3. Search engines take various approaches to acquiring local content including paying providers for listings and sharing revenue from ads, as well as encouraging local businesses to create websites. However, valuing local content deals is difficult as quality and market conditions vary.
Michael King gives a presentation on the state of SEO. He argues that despite technological advances by Google, the fundamentals of SEO have not changed - clients still do not implement recommendations fully and do not understand good link building. He outlines four problems with SEO: lack of a single source of truth, measuring the wrong metrics, ineffective business cases, and inability to keep up technically. He provides solutions such as measuring outcomes over opportunities and building cases through keyword research tied to consumer insights. King urges SEOs to improve pitches and technical skills like entity extraction to keep up with Google.
Ähnlich wie Mobile-First Indexing & The Story Your Data Isn't Telling You (20)
Is this New - Tracking Local SEO Results IRLMobileMoxie
Learn how hard Barry Schwartz works in the SEO world to keep people up to date on what is new in Google and what is not. Then learn how this might apply to you as a Local SEO or a small business owner trying to keep track of what is going on in your Google My Business (GMB) profile or profiles.
Cindy Krum gave a presentation on how search is converging across devices through mobile-first indexing, progressive web apps, and voice interfaces powered by AI. She discussed how Google is focusing on building a single index that can serve content to any device through various algorithms. Content can be accessed from apps, websites, and structured data to provide unified, cross-device search experiences.
Introduction to PWAs & New JS Frameworks for MobileMobileMoxie
Emily Grossman's talk about PWAs from BrightonSEO September 2017
Video slides have been replaced by a screenshot with links to the videos or their original sources.
From Website to Web App - Indexing, Optimizing, and Auditing Experiences for ...MobileMoxie
The document discusses optimizing web apps for search engines. It covers indexing web apps by using clean URLs, canonical tags, and server-side rendering. It also discusses optimization techniques like making the app mobile friendly, adding structured data for search results, and improving speed by optimizing images, inlining critical CSS/JS, code splitting, and following the PRPL pattern. The document provides tips on rendering web apps for search engines and users to improve both indexing and user experience.
Emily Grossman App Indexing SMX West 2017MobileMoxie
Getting app indexing right can improve mobile user experience, drive higher engagement and lead to better conversions. Google's Firebase App Indexing gets your app into Google mobile search results, whether your app is installed on a device or not.
This session takes a deep dive into the technical implementation of the Firebase App Indexing and APIs. You'll hear case studies demonstrating the results you can achieve by implementing these techniques and learn about common pitfalls and errors you can expect and how to avoid them.
Ashley Berman Hale "SEO Alchemy: Location-Based Mobile Search" - MozLocal 2017MobileMoxie
The intersection of location-based search and mobile search creates complexities, data gaps to be aware of, new security risks and new opportunities. Having the right strategy and focusing on accessibility will shape how you think about mobile and how you position your business for success.
Indexing on Fire: Google Firebase Native & Web App Indexing - MozCon 2016MobileMoxie
Google's Firebase platform aims to improve indexing of mobile and web apps by providing a unified way for Google to crawl app content through APIs and dynamically generated links. Firebase allows app content to be indexed similarly to web pages by mapping app screens and entry points. It also generates dynamic links that can expand the reach of content across iOS, Android and web apps. However, developers must carefully implement Firebase and associated files like app manifests to ensure content is properly indexed. While Firebase could help with app search and discovery, its value and documentation is still unclear to many developers.
Mobile Jedi Mind Tricks: Master the Multi-Screen UniverseMobileMoxie
Emily Grossman speaks about mastering Mobile SEO across all screens and devices at Distilled SearchLove Boston in 2016. Topics in this presentation include, but are not limited to:
- Mobile Friendliness
- Page Speed
- App Ranking
- Deep Links
Digital Marketing & Artificial Intelligence - Zenith 2016MobileMoxie
Cindy Krum speaks about Digital Marketing, Artificial Intelligence, Learning Algorithms and API's at Zenith in Duluth in 2016. Topics in this presentation include, but are not limited to:
-Exponential Growth of Technology
-Learning AI/Bots
-Application Programming Interface
-Automating Marketing
Google & Bing App Indexing - SMX Munich 2016MobileMoxie
This document discusses Google and Bing app indexing and deep linking. It provides an overview of how app indexing works on Android and iOS, including setting up deep links in app manifests and using APIs to optimize links. It also covers controlling indexing, alternative methods like using web markup, factors that impact deep link ranking, and implementing deep links for Bing on Windows phones using applinks.org markup.
The document summarizes techniques for achieving AMP-like page speed performance without fully validating as AMP. It discusses limiting round trips for CSS and JavaScript files, pre-rendering content, only using GPU-accelerated animations, stating resource sizes explicitly, and performing DOM operations in a way that mimics the AMP runtime. The presentation provides alternatives and compares them to AMP requirements to achieve fast page loads without all the constraints of valid AMP markup.
What You Need to Know About Google App Indexing - SMX West 2016MobileMoxie
Cindy Krum speaks about App Indexing and How to Get Your Apps Indexed and Ranking ASAP at SMX West, San Jose 2016.
Topics in this presentation include:
- App Packs and Deep Links
- iOS Apps User Experience
- Parity
- Public vs. Private Indexing
How to Optimize Apps for Apple iOS Search and iOS 9 Universal Links - SMX Wes...MobileMoxie
Emily Grossman speaks about App Optimization and Universal Links at SMX West, San Jose 2016. Topics in this presentation include, but are not limited to:
- Understanding Universal Links
- Apple Search App Indexing
- Indexing Methods
- App Search API Validation
How to Interpret Trends in the Kalyan Rajdhani Mix Chart.pdfChart Kalyan
A Mix Chart displays historical data of numbers in a graphical or tabular form. The Kalyan Rajdhani Mix Chart specifically shows the results of a sequence of numbers over different periods.
Have you ever been confused by the myriad of choices offered by AWS for hosting a website or an API?
Lambda, Elastic Beanstalk, Lightsail, Amplify, S3 (and more!) can each host websites + APIs. But which one should we choose?
Which one is cheapest? Which one is fastest? Which one will scale to meet our needs?
Join me in this session as we dive into each AWS hosting service to determine which one is best for your scenario and explain why!
UiPath Test Automation using UiPath Test Suite series, part 6DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 6. In this session, we will cover Test Automation with generative AI and Open AI.
UiPath Test Automation with generative AI and Open AI webinar offers an in-depth exploration of leveraging cutting-edge technologies for test automation within the UiPath platform. Attendees will delve into the integration of generative AI, a test automation solution, with Open AI advanced natural language processing capabilities.
Throughout the session, participants will discover how this synergy empowers testers to automate repetitive tasks, enhance testing accuracy, and expedite the software testing life cycle. Topics covered include the seamless integration process, practical use cases, and the benefits of harnessing AI-driven automation for UiPath testing initiatives. By attending this webinar, testers, and automation professionals can gain valuable insights into harnessing the power of AI to optimize their test automation workflows within the UiPath ecosystem, ultimately driving efficiency and quality in software development processes.
What will you get from this session?
1. Insights into integrating generative AI.
2. Understanding how this integration enhances test automation within the UiPath platform
3. Practical demonstrations
4. Exploration of real-world use cases illustrating the benefits of AI-driven test automation for UiPath
Topics covered:
What is generative AI
Test Automation with generative AI and Open AI.
UiPath integration with generative AI
Speaker:
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
OpenID AuthZEN Interop Read Out - AuthorizationDavid Brossard
During Identiverse 2024 and EIC 2024, members of the OpenID AuthZEN WG got together and demoed their authorization endpoints conforming to the AuthZEN API
5th LF Energy Power Grid Model Meet-up SlidesDanBrown980551
5th Power Grid Model Meet-up
It is with great pleasure that we extend to you an invitation to the 5th Power Grid Model Meet-up, scheduled for 6th June 2024. This event will adopt a hybrid format, allowing participants to join us either through an online Mircosoft Teams session or in person at TU/e located at Den Dolech 2, Eindhoven, Netherlands. The meet-up will be hosted by Eindhoven University of Technology (TU/e), a research university specializing in engineering science & technology.
Power Grid Model
The global energy transition is placing new and unprecedented demands on Distribution System Operators (DSOs). Alongside upgrades to grid capacity, processes such as digitization, capacity optimization, and congestion management are becoming vital for delivering reliable services.
Power Grid Model is an open source project from Linux Foundation Energy and provides a calculation engine that is increasingly essential for DSOs. It offers a standards-based foundation enabling real-time power systems analysis, simulations of electrical power grids, and sophisticated what-if analysis. In addition, it enables in-depth studies and analysis of the electrical power grid’s behavior and performance. This comprehensive model incorporates essential factors such as power generation capacity, electrical losses, voltage levels, power flows, and system stability.
Power Grid Model is currently being applied in a wide variety of use cases, including grid planning, expansion, reliability, and congestion studies. It can also help in analyzing the impact of renewable energy integration, assessing the effects of disturbances or faults, and developing strategies for grid control and optimization.
What to expect
For the upcoming meetup we are organizing, we have an exciting lineup of activities planned:
-Insightful presentations covering two practical applications of the Power Grid Model.
-An update on the latest advancements in Power Grid -Model technology during the first and second quarters of 2024.
-An interactive brainstorming session to discuss and propose new feature requests.
-An opportunity to connect with fellow Power Grid Model enthusiasts and users.
Main news related to the CCS TSI 2023 (2023/1695)Jakub Marek
An English 🇬🇧 translation of a presentation to the speech I gave about the main changes brought by CCS TSI 2023 at the biggest Czech conference on Communications and signalling systems on Railways, which was held in Clarion Hotel Olomouc from 7th to 9th November 2023 (konferenceszt.cz). Attended by around 500 participants and 200 on-line followers.
The original Czech 🇨🇿 version of the presentation can be found here: https://www.slideshare.net/slideshow/hlavni-novinky-souvisejici-s-ccs-tsi-2023-2023-1695/269688092 .
The videorecording (in Czech) from the presentation is available here: https://youtu.be/WzjJWm4IyPk?si=SImb06tuXGb30BEH .
Webinar: Designing a schema for a Data WarehouseFederico Razzoli
Are you new to data warehouses (DWH)? Do you need to check whether your data warehouse follows the best practices for a good design? In both cases, this webinar is for you.
A data warehouse is a central relational database that contains all measurements about a business or an organisation. This data comes from a variety of heterogeneous data sources, which includes databases of any type that back the applications used by the company, data files exported by some applications, or APIs provided by internal or external services.
But designing a data warehouse correctly is a hard task, which requires gathering information about the business processes that need to be analysed in the first place. These processes must be translated into so-called star schemas, which means, denormalised databases where each table represents a dimension or facts.
We will discuss these topics:
- How to gather information about a business;
- Understanding dictionaries and how to identify business entities;
- Dimensions and facts;
- Setting a table granularity;
- Types of facts;
- Types of dimensions;
- Snowflakes and how to avoid them;
- Expanding existing dimensions and facts.
Project Management Semester Long Project - Acuityjpupo2018
Acuity is an innovative learning app designed to transform the way you engage with knowledge. Powered by AI technology, Acuity takes complex topics and distills them into concise, interactive summaries that are easy to read & understand. Whether you're exploring the depths of quantum mechanics or seeking insight into historical events, Acuity provides the key information you need without the burden of lengthy texts.
Programming Foundation Models with DSPy - Meetup SlidesZilliz
Prompting language models is hard, while programming language models is easy. In this talk, I will discuss the state-of-the-art framework DSPy for programming foundation models with its powerful optimizers and runtime constraint system.
GraphRAG for Life Science to increase LLM accuracyTomaz Bratanic
GraphRAG for life science domain, where you retriever information from biomedical knowledge graphs using LLMs to increase the accuracy and performance of generated answers
HCL Notes and Domino License Cost Reduction in the World of DLAUpanagenda
Webinar Recording: https://www.panagenda.com/webinars/hcl-notes-and-domino-license-cost-reduction-in-the-world-of-dlau/
The introduction of DLAU and the CCB & CCX licensing model caused quite a stir in the HCL community. As a Notes and Domino customer, you may have faced challenges with unexpected user counts and license costs. You probably have questions on how this new licensing approach works and how to benefit from it. Most importantly, you likely have budget constraints and want to save money where possible. Don’t worry, we can help with all of this!
We’ll show you how to fix common misconfigurations that cause higher-than-expected user counts, and how to identify accounts which you can deactivate to save money. There are also frequent patterns that can cause unnecessary cost, like using a person document instead of a mail-in for shared mailboxes. We’ll provide examples and solutions for those as well. And naturally we’ll explain the new licensing model.
Join HCL Ambassador Marc Thomas in this webinar with a special guest appearance from Franz Walder. It will give you the tools and know-how to stay on top of what is going on with Domino licensing. You will be able lower your cost through an optimized configuration and keep it low going forward.
These topics will be covered
- Reducing license cost by finding and fixing misconfigurations and superfluous accounts
- How do CCB and CCX licenses really work?
- Understanding the DLAU tool and how to best utilize it
- Tips for common problem areas, like team mailboxes, functional/test users, etc
- Practical examples and best practices to implement right away
Skybuffer SAM4U tool for SAP license adoptionTatiana Kojar
Manage and optimize your license adoption and consumption with SAM4U, an SAP free customer software asset management tool.
SAM4U, an SAP complimentary software asset management tool for customers, delivers a detailed and well-structured overview of license inventory and usage with a user-friendly interface. We offer a hosted, cost-effective, and performance-optimized SAM4U setup in the Skybuffer Cloud environment. You retain ownership of the system and data, while we manage the ABAP 7.58 infrastructure, ensuring fixed Total Cost of Ownership (TCO) and exceptional services through the SAP Fiori interface.
Let's Integrate MuleSoft RPA, COMPOSER, APM with AWS IDP along with Slackshyamraj55
Discover the seamless integration of RPA (Robotic Process Automation), COMPOSER, and APM with AWS IDP enhanced with Slack notifications. Explore how these technologies converge to streamline workflows, optimize performance, and ensure secure access, all while leveraging the power of AWS IDP and real-time communication via Slack notifications.
Monitoring and Managing Anomaly Detection on OpenShift.pdfTosin Akinosho
Monitoring and Managing Anomaly Detection on OpenShift
Overview
Dive into the world of anomaly detection on edge devices with our comprehensive hands-on tutorial. This SlideShare presentation will guide you through the entire process, from data collection and model training to edge deployment and real-time monitoring. Perfect for those looking to implement robust anomaly detection systems on resource-constrained IoT/edge devices.
Key Topics Covered
1. Introduction to Anomaly Detection
- Understand the fundamentals of anomaly detection and its importance in identifying unusual behavior or failures in systems.
2. Understanding Edge (IoT)
- Learn about edge computing and IoT, and how they enable real-time data processing and decision-making at the source.
3. What is ArgoCD?
- Discover ArgoCD, a declarative, GitOps continuous delivery tool for Kubernetes, and its role in deploying applications on edge devices.
4. Deployment Using ArgoCD for Edge Devices
- Step-by-step guide on deploying anomaly detection models on edge devices using ArgoCD.
5. Introduction to Apache Kafka and S3
- Explore Apache Kafka for real-time data streaming and Amazon S3 for scalable storage solutions.
6. Viewing Kafka Messages in the Data Lake
- Learn how to view and analyze Kafka messages stored in a data lake for better insights.
7. What is Prometheus?
- Get to know Prometheus, an open-source monitoring and alerting toolkit, and its application in monitoring edge devices.
8. Monitoring Application Metrics with Prometheus
- Detailed instructions on setting up Prometheus to monitor the performance and health of your anomaly detection system.
9. What is Camel K?
- Introduction to Camel K, a lightweight integration framework built on Apache Camel, designed for Kubernetes.
10. Configuring Camel K Integrations for Data Pipelines
- Learn how to configure Camel K for seamless data pipeline integrations in your anomaly detection workflow.
11. What is a Jupyter Notebook?
- Overview of Jupyter Notebooks, an open-source web application for creating and sharing documents with live code, equations, visualizations, and narrative text.
12. Jupyter Notebooks with Code Examples
- Hands-on examples and code snippets in Jupyter Notebooks to help you implement and test anomaly detection models.
Ocean lotus Threat actors project by John Sitima 2024 (1).pptxSitimaJohn
Ocean Lotus cyber threat actors represent a sophisticated, persistent, and politically motivated group that poses a significant risk to organizations and individuals in the Southeast Asian region. Their continuous evolution and adaptability underscore the need for robust cybersecurity measures and international cooperation to identify and mitigate the threats posed by such advanced persistent threat groups.
Generating privacy-protected synthetic data using Secludy and MilvusZilliz
During this demo, the founders of Secludy will demonstrate how their system utilizes Milvus to store and manipulate embeddings for generating privacy-protected synthetic data. Their approach not only maintains the confidentiality of the original data but also enhances the utility and scalability of LLMs under privacy constraints. Attendees, including machine learning engineers, data scientists, and data managers, will witness first-hand how Secludy's integration with Milvus empowers organizations to harness the power of LLMs securely and efficiently.
15. THAT CAUSES PROBLEMS!
Desktop search
results are not
visible in the
mobile SERP
31% 11%
Only
(10.68%)
URLs keep their
positions in
both SERPs
16. THAT CAUSES PROBLEMS!
Desktop search
results are not
visible in the
mobile SERP
31% 11% 13%
Only Only
(12.86%)(10.68%)
URLs keep their
positions in
both SERPs
Domains keep
their positions
in both SERPs
17. “Hey – this
wasn’t in the
SERP last
week was it?
When did this
thing show
up?”
18. This Happens a Lot in
Mobile SEO
MobileMoxie.com
@Suzzicks
44. iOS & Android Results
for Each Keyword
Maps, Apps, KG & Ads
for Each Keyword
Panic Room Supplies Survival Provisions
Helena,
MO
New Orleans,
LA
KG/FS
KG/FS
45. Google is an
Answer Engine
– Not just a
Search Engine
MobileMoxie.com
@Suzzicks
98. Industry
Average CTR
(Search)
Average CVR
(Search)
Advocacy 4.41% 1.96%
Auto 4.00% 6.03%
B2B 2.41% 3.04%
Consumer Services 2.41% 6.64%
Dating & Personals 6.05% 9.64%
E-Commerce 2.69% 2.81%
Education 3.78% 3.39%
Employment Services 2.42% 5.13%
Finance & Insurance 2.91% 5.10%
Health & Medical 3.27% 3.36%
Home Goods 2.44% 2.70%
Industrial Services 2.61% 3.37%
Legal 2.93% 6.98%
Real Estate 3.71% 2.47%
Technology 2.09% 2.92%
Travel & Hospitality 4.68% 3.55%
So Keep
These
Numbers
in Mind –
They Also
Impact SEO
104. CONSIDER THE MATH
Is the Traffic Drop
Attributable to an
Decrease in Mobile
CTR or an Increase in
Paid CTR?
Did Top Keywords
Drop in Search
Volume in Google
Trends?
105. CONSIDER THE MATH
Is the Traffic Drop
Attributable to an
Decrease in Mobile
CTR or an Increase in
Paid CTR?
Did Top Keywords
Drop in Search
Volume in Google
Trends?
Did the Average
Number or size of
Featured Snippets
Increase?
111. OLD SEO BASICS
STRONG HEADLINES
HEADING & SUB HEADING TAGS
SCHEMA & HREFLANG
ALT TEXT
LINK RELATED CONTENT
MobileMoxie.com
@Suzzicks
112. NEW SEO BASICS
STRONG HEADLINES
HEADING & SUB HEADING TAGS
SCHEMA & HREFLANG
ALT TEXT
LINK RELATED CONTENT
OPTIMIZE FOR HOSTED INCLUSIONS
GMB & POSTS
GOOGLE MERCHANT CENTER
AUDIO, VIDEO & IMAGE ASSETS
SPEAKABLE SCHEMA
MobileMoxie.com
@Suzzicks
113. • Track Mobile Keyword Rankings
from ANYWHERE IN THE
WORLD
• -Specific Address
• -Service Area
• -City Centers
• -Address CSV Upload
• PROMO CODE:
ENGAGE2019
--TRY OUR TOOLS–
1 MONTH FREE
PROMO CODE:
ENGAGE2019
Hinweis der Redaktion
Mobile-First Indexing & the Story Your Data isn’t Telling You
MFI is a fundamental shift in Google’s Indexing and it enables a much stronger, more forward-thinking business model that will carry them into the future. I don’t want to talk about what is in the documentation. You should read it, but I think it intentionally misses the larger point that I am going to talk about today. I am showing you a pretty picture to soften the blow ----
Because the cost of you doing the same old shit for your customers is only increasing, and my goal today is to change the way you are thinking about SEO as a whole. Sorry IN ADVANCE!
But before we start with that, lets review some basic facts about ostriches – just what you need first thing in the morning!
What Happens What a Flightless Bird gets scared?
Sometimes they run like crazy…
Sometimes they hide…
Or maybe they hide like this…
And sometimes when SEO’s are a bit nervous, they do this too, but not just one at a time….
They do it as a group, reassuring everyone else that everything is ok. And if they are doing anything with their heads in the sand, it is looking at analytics, because who in their right mind would argue with data and numbers. Right?!?!
But what if Your Analytics Are Not Giving You the Full Story?
What if they are wrong? What if they are causing you to make bad decisions on incomplete data? That is a problem – right. At MobileMoxie, we see this a lot. We tend to be the SEO’s of SEO’s – and I can’t even remember the last time that we worked with a client that didn’t already have an SEO team. And these are smart SEO’s who are good at looking at data. The problem is…
Sometimes the data just doesn’t make sense. How do you explain something like this?
Who has been in a situation like this? You are getting weird data that doesn’t make any sense, and your bosses demand answers about what is going on, data to back it up. Look – in this example Average Position Improved but total clicks plummeted – WHY? Stuff like this happens all the time, and we just shrug our shoulders because the numbers don’t explain it. But that is not how it has to be.
In this presentation, I am going to show you that the data that most SEO’s base their decisions on might be leading them to the wrong conclusions, and I am going to show you what to do about it.
What a lot of great SEO’s are forgetting is that world wide, mobile represents more than half of the searches –
But the problem is that most SEO’s and SEO tools still focus heavily on Desktop results. They look at it in the data, and use it for testing and talking about during meetings.
There is a gap between what SEO’s do and know in their real life, and what they are advising their clients to do. Statistically, SEO’s are searching on mobile, and their behavior is not THAT different than regular people. Using Desktop results to test for SEO causes problems….
That causes problems - SEMRush took top 50 000 high volume keywords in the US and compared mobile and desktop organic search results: 31% of desktop results are not visible in the mobile SERP.
Only 11% of URLs keep their positions in both SERPs
And Only 13% of Domains keep their positions in both SERPs
When Google adds something new to the SERP – especially the mobile SERP, it takes SEO’s awhile to realize it - but by the time they realize it, (And say something like “Hey – this wasn’t in the SERP last week was it? When did this thing show up?” they often have no way of seeing what the result used to be, to help quantify the impact of the change.
Or, maybe they are being super diligent, and taking mobile screen shots, of SERPS every now and then, but then they only have a portion of the result, and it – of course, is impacted by all of their location and history information. So…. The reality with all of the recent changes in the SERP is that…
So it is hard to manage, and consequently, This Happens a Lot in Mobile SEO
Lets start with the basics: Mobile Results are Changing Drastically!
We know this. It seems like Barry Schwartz has not gone more than a week without announcing something new in the SERP or in the algorithm this year, and the later part of last year. And he focuses on SEO, but things are changing in paid too!!! Results are changing so fast that no one can keep up!
… I want you NOT to be one of the SEO’s Just Pretending this stuff Isn’t Happening!
….and FYI – there is no indication when something like this changes your traffic – BUT how could something like this NOT change your traffic?
But it’s ok. I BELIEVE in you!
If you have read anything that we have published at MM recently, you know that we believe that MFI is really EFI.
-What does that mean? It means that Google has re-organized it’s brain around entities, rather than keywords. It is a fundamental shift, because it means that language and keywords are one-step removed from rankings. They are used to modify larger, language agnostic concepts called entities.
Entities are concepts that persist across all languages. The entity relationships are the same in every language, so Google can learn something once, and then assume it to be true in all languages. This is powerful, and it changes the game.
Two Kinds of Results: Hosted Inclusion from the Knowledge Graph and Organic Blue Links
Even if you never work with international clients or sites, it changes how SEO is done, and it means that there will be an increasing cost to your clients of you doing the same old shit – an increasing loss because the game has changed.
We believe that there are now 2 kinds of results – Hosted Inclusions and Organic Blue Links. Hosted inclusions are assets that have been incorporated into the KG and blue links are, to some degree, relics from the previous iteration of Google’s indexing.
Hosted Inclusions:
---Found on the Web
---People Also Ask
---Related Searches
Featured Snippets are The Hosted Inclusion with the Most Rapid Growth
April 2018 – August 2018 The Number of Featured Snippets on a SERP grew 6x
Featured Snippets & Hybrid Featured Snippets
And Double-Featured Snippets
Other Hosted Inclusions are Part of the Knowledge Graph Too
Hosted Inclusions: Growing in Frequency, Variety & Functionality
Hosted Inclusions: Growing in Frequency, Variety & Functionality
Hosted Inclusions: Growing in Frequency, Variety & Functionality
Hosted Inclusions: Growing in Frequency, Variety & Functionality
There are Now Way More Links in One SERP – and they are more interesting than ever before
There are Now Way More Links in One SERP
More clickable than ever before
Rob Bucci – Answer Carousels
Answer Carousels
What Does Position 1 in Organic Even Mean Now? Especially when it is Halfway Down the Page!
So lets look at a Case Study. When an ostrich is scared, they might panic, and if they can’t bury their heads in the sand, they might want to install a panic room. The problem is, panic rooms are –very confusing for Google,
There is a movie with a Movie KG
An in some places, Google confuses the concept of a Panic Room with the concept of an Escape Room – when actually these things are very different – One is for fun and games, and the other is a literal bunker stocked for the apocalypse.
So if you sell Panic Room supplies, you have a hard job, and lots of companies have to rely heavily on PPC. Top organic results are below PLA’s, a long Featured Snippet and PPA’s. Then, if you have added the word ‘supplies’ to the end of the query, you start to get good results, but they are less good, if you use less tactical terms like ‘snacks’ or even ‘food.’
So in looking at a company that sells supplies for bunkers and panic rooms, we thought it was necessary to see – how often map packs for Escape Rooms were pushing organic web results down – and for what keywords, and which keywords were triggering the Knowledge Graph for the movie Panic Room. We looked at the lowest performing cities where we knew we got orders, but organic was under-performing, and paid was more needed to support traffic.
And we generated a color coded spreadsheet, to help illustrate what was going on.
So each query showed the top 4 ranking sites, and if there were ads, KG or Featured Snippets, and maps.
Where do ostriches live?
Google is an Answer Engine – Not just a Search Engine
[STOMP] Google is an Answer Engine – Not just a Search Engine
This is a Really Big Deal! And ignoring all the stuff that is not even showing up in your data is a habit that is not serving your clients.
Google is an Answer Engine – Not just a Search Engine
How fast can Ostriches run?
Ostrich sound called
Google is an Answer Engine – Not just a Search Engine
How tall is an Ostrich?
Google is an Answer Engine – Not just a Search Engine
How to hatch ostrich eggs
Google is an Answer Engine – Not just a Search Engine
How long do ostriches live?
Google is an Answer Engine – Not just a Search Engine
With FS at the top PPA in the middle and Related Searches at the bottom – Answers are now all throughout the SERP
And one new, important part of EFI is Fraggles. Knowledge Graph is ok for an Answer, but we think, the only way that your website can be a voice result – if it not a FS or a KG result is Fraggles.
Fraggles is a word that I am borrowing from Jim Henson, to describe a new asset in search results that combine a fragment and a handle.
This is what that process looks like:
Video Fraggle
Audio Fraggle
Audo Fraggle
AMP Highlighting for Featured Snippets
They Can Re-Mix Content they Host in AMP Stories & Knowledge Graph Navigation Sometimes Persist – Steve Irwin Again
These are all Examples of Entity-First Indexing
[Cheetah] And They Are generally NOT Represented in Your Analytics
Rand – Google Searches with Zero Clicks
61.5% of the Mobile Search Data IS NOT Represented in Your Analytics
So Mobile SEO decisions are based on only of the 38.5% Data
So I interpret the JumpShot data this way – It is No Website Clicks – not necessarily no Clicks. Some of that 61.% percent is clicking – but they are clicking on Google stuff. Knowledge Graph, Disambiguation, PAA’s, Related Searches, Maps, Apps, PPC, Images. Basically – hosted inclusions.
Google & Their Users LOVES Hosted Inclusions!
Once you get past the pretty pictures, it feels a bit like this for a user.
We know users like the fancy formatting from something that happened just recently in the EU.
This is not a loading issue – it is intentional by Google, because there was a law suit against Google, saying that showing news assets in a search was a violation of intellectual property rights. So they stopped showing titles, images, and any description or synopsis.
So what happened?
Overall traffic to the sites dropped 45%. So that tells us that we want the pretty treatments that Google is offering – whenever we can get them.
As SEO’s we need to start to think like Google, to Predict what Google will do - And the key to this is APIs
Google Indexing API lets you get pages in or out of their Index in 24 hours.
David Sottimano and Richard Baxter
Start to think XML & Schema as API’s for Google.
Now start to ALSO think of GMB, AMP & Google News APIs to Google.
Some hosted inclusion, like the new one from the Merchant Center – is like a Free PLA. It is just from an XML feed, and it will drive purchases, but potentially not website traffic.
And Google appears to be a bit greedy about building out their KG – More often than before, they are either showing Featured Snippets too often, when they are not appropriate, or including entries for in the KG that are fake, false or misleading.
Anything Google Hosts or Ingest as a Feed Seems to Have An Advantage
They Can Speak Them on a Google Home, or with Google Assistant
And remember, Entity ID’s from the Knowledge Graph are Numeric. Language Agnostic
And they can even translate it. Notice here how the KG is in one language – determined by the search settings or phone settings – is not the same as the language of the query or the blue links below it. So far, this is only happening with KG and reviews in GMB, but we expect this to expand to FS and other Hosted Inclusions. But you might not notice it, if you are not testing with different language settings that you would never use on your personal phone.
Here is a zoom – where the query is in English but the KG is in Hindi.
And all that is made possible by this – The Google Cloud Natural language API. And you can use this to evaluate text from your site – to see how Google understands it and what the entities are.
So lets quickly fit in another Case Study – this time, instead of hiding in a Panic Room, lets talk about running.
In preparation for Nike opening a new store in Australia, they wanted to know how they were doing, and how the new store might compete or add to organic traffic and sales from the area. So we did some basic searches, and found something surprising.
Found on the Web Results – that show competition, and host Featured Snippet Carousels in expanders. Now these are not really FRAGGLES because they link to full pages without a jump link, but they could soon include Fraggles. But how would you know if stuff like this was happening, or when it started, if you are not looking at real mobile SERPS or tracking them over time. It is very unlikely that your rank tracking software is getting these, but it is VERY likely that they are getting clicks. Doing something like this doesn’t help you rank better directly – it helps you understand and interpret drops in traffic and problems in your analytics when things don’t make sense.
So we followed basically the same process – looking at top keywords, but in a much more dense area, defined by a radius around the new store location.
So this is what that looked like
And we translated the data into a spreadsheet like this – that focused more on the Map pack, and highlighted, but also showed if Found on the Web results were there. And this helped them know more about which keywords they should expect traffic to change for, how the existing map packs looked, and when they should not worry about certain keywords because the Found on the Web Inclusion was pushing the kinds of rankings that we were optimizing for down too low to be impactful.
But, there is Something Else….
Paid is Getting More Compelling for Ostriches
This is especially true in PPC. The JumpShot sata showed that mobile CTR has been as high as 9.8% in June of 2018.
And in some industries, this is has more impact than others.
I know that none of this changes how much your bosses and clients want to see SEO growth, but it should.
But CEO’s are notorious for ignoring major changes in the industry until it is too late. Just think about Music recording companies, newspapers and cable TV. They were not immune from larger changes to the market, and neither are you or your clients.
But it still sucks to face those unreasonable expectations.
So it might be important to do some research and show some people the math. Start with the basics – did the search demand for the things that you are marketing go down? Look in Google Trends for the larger terms, where they will have data.
Is the Traffic Drop Attributable to an Decrease in Mobile CTR or an Increase in Paid CTR?
Did the Average Number or size of Featured Snippets Increase?
Next – do everything you can to Get into the Knowledge Graph – even if you are not driving a traditional KG result – FS and other Hosted Inclusions are a great start.
Do some research and find out how you relate to stuff that is already in the KG – Use tools like Search the KG
Look at Google’s KG API
https://developers.google.com/apis-explorer/#p/kgsearch/v1/kgsearch.entities.search?query=dog&_h=1&
Use the MarketFinder Tool to see how you are already classified - This, and the deeper integration of PPC into maps and GMB makes us believe that PPC is also part of the Knowledge Graph
We Need to Reconsider what IS & what IS NOT SEO…
Old SEO Basics
Strong Headlines
Heading & Sub Heading Tags
Schema & HrefLang
Alt Text
Link Related Content
New SEO Basics –
Optimize for Hosted Inclusions
GMB & Posts - OneUp let you schedule Google Posts.
Google Merchant Center – Just an XML feed
Audio, Video & Image Assets – Hard to game stuff like this
Speakable Schema – FAQ, Q&A, How To