Presented at Social Fresh Conference 2016 in Orlando FL. More info: https://socialfresh.com Blogging on your own site is still valuable, but making sure you can be found where people are looking is a bigger deal than ever. Whether including content on LinkedIn and Medium or ensuring when someone uses Alexa to ask about something relevant to your business, you're thinking about how you can be included in that moment.

1. THE DEATH
OF
OWNED CONTENT

2. Meet:
Beau

3. A blatant attempt
at using a small and cuddly
to pander to the audience?

4. The most concrete example
I have of how rapidly
search habits are changing.

5. Bingo. There it is.

6. Raising a baby is hard.
SPOILER ALERT:

7. They can be so sweet.

9. Actual things I searched for in Beau’s first few months
How do you get babies to sleep?

10. Actual things I searched for in Beau’s first few months
Swaddling Best Practices

11. Actual things I searched for in Beau’s first few months
When does a baby get teeth?

12. Actual things I searched for in Beau’s first few months
Best toys for babies

14. “Alexa, re-order diapers”

15. On a walk.
Over dinner.
In the moment.
Through mobile,
and social, & voice.

16. ANSWERS
EVERYWHERE

17. A BRIEF HISTORY
OF
CONTENT DISCOVERY

18. When the Internet
First Launched
“

20. Content had a front door.
That front door was the directory.

22. As search engines gained
adoption, they opened up
new doorways.

23. SEO

24. ORGANIC SEARCH

25. 70%
of Our Traffic
Comes From
Old Content

26. Keywords
and
Inbound Links

27. A lot has changed in the world of search

28. Back then, mobile
didn’t even factor
into website design.

29. Today, mobile
Internet usage
exceeds desktop
Internet use

30. Back then, website security
was mainly a concern for
major corporations and
governments.

33. Back then, waiting for
websites to load was
the norm.

34. Today, a slow site leads to
a decreased search rank,
lower traffic, and
fewer conversions.

35. Back then, doorways still
had to be walked through

36. Today’s answers
don’t even
require a click.

37. SEO is all about change.
There’s going to be
more change coming.
Matt Cutts
“

38. SECURITY
MOBILE
PERFORMANCE
STRUCTURED RESULTS

40. Beginning today,
we’re looking at
entirely new playbooks
for content discovery.

41. THE FUTURE
OF
CONTENT
DISCOVERY

42. Here's a fascinating little tidbit
that changes everything...

43. 60%of time spent online
is now spent on mobile.

44. 86%of time spent on mobile
is spent in apps.

45. (Really, in just five apps.)

46. went from
2.8 billion to 7 billion
monthly views of its content

47. 75%
of those views happen
Off Buzzfeed.com

48. What does that mean for
browser-based SEO?

49. Mobile and app search
1

50. Spotlight search is getting better.

51. App content is bypassing search
all together.

52. Social Search
2

53. 3.5 billion searches a day

54. 1.5 billion searches a day and gaining

55. This is an announcement that sits at the very top of a feature that
sits at the very top of Facebook. It follows a year of intense, smart,
and creative experimentation in this area. This isn’t a lark. If you’ve
been paying attention, you’ve been noticing more and more public
content/search/trend features popping up all over Facebook this
year.”
- Blake Ross, Cofounder of Mozilla
Judge a company’s priorities by its pixels.
“

56. One other big little thing about social
as a channel
for content discovery.

59. What’s really changing here, then, is not the length of
the tweet. It’s where that link at the bottom takes you
when you click on it—or, rather, where it doesn’t take
you.
Will Oremus, senior technology editor at Slate
“

60. Voice Search
3

61. Siri, Alexa, and Cortana

63. Natural Language
Expanded Search Windows
History and Context

64. Projections from comScore
suggest that voice will drive 200
billion searches
a month by 2020.

66. Conversational Search
4

69. 60 BillionNumber of messages that run through
messenger and whatsapp every day.

71. Powered by humans (and robots)

72. No one wants to install a new app for
every business you interact with.
“
Mark Zuckerberg

73. APP SEARCH
SOCIAL SEARCH
VOICE SEARCH
CONVERSATIONAL SEARCH

74. THE FUTURE
OF
YOUR CONTENT
STRATEGY

75. Behavior Strategy Technology
You are here.

76. Don’t Panic
Get Interested.

77. The future is already here.
It just isn’t evenly distributed yet.
“
William Gibson