This document discusses trends in search engine optimization (SEO) for mobile and voice search. It notes that while SEO is not dead, Google has prioritized its own products like Google My Business listings and Knowledge Graph over organic search results. The document recommends SEO strategies for mobile like responsive design, HTTPS implementation, structured data, and accelerated mobile pages. It also suggests testing techniques to optimize content for different screens and search intents.

1. Google Confidential and Proprietary
Robert Nagy
NAGYSEO

2. Google Confidential and Proprietary
1. SEO is dead. Who killed it?
2. Desktop search vs Mobile search
3. Voice search
4. SEO Recommendations
5. Suggested Investment
Agenda

3. SEO is dead.
Follow me on Twitter: @nagyseo

4. … if it’s dead, who killed it?
SEO is dead or alive?

9. … or is it alive then?
SEO is dead or alive? This is the question.

11. ... when SEO was very much alive
SEO is dead or alive? This is the question.

12. SEO is dead or alive? This is the question.

13. Remember the old days? Bingo!
SEO is dead or alive? This is the question.

14. We did it. Phew! Go show your
boss the page is PR2 now..
SEO is dead or alive? This is the question.

17. “Estimates now tag Google as
having over 200 unique ranking
factors, many of them quality
based, for example the authority
and nature of the sites linking to
your domain and the accuracy,
depth and originality of the content
on your site.” Q.shoutdigital

18. remember this?
"Mobile to overtake fixed Internet access by 2014“
A prediction in 2008 by Mary Meeker

19. Well, we know
it’s here.
Mobile is huge!

20. Different screens to consider
• Mobile
• Desktop

21. Buy festival tote
for Coachella
next weekend
11:15pm
On the bus,
read about
Coachella lineup
8:42am
Use flashlight app to
find dropped earring
11:09pm
At bus stop, listen
to new music playlist
8:30am At work, book
Coachella tickets
11:36amOn bus, check email
for sales this weekend
5:29pm
Browse festival
styles on YouTube
7:15pm
Wake up and
check today’s
weather
6:50am
At lunch, play
Scrabble while
waiting in line
1:33pm
Use maps to get
directions to Creole
food truck
1:13pm
150X
per day
WE LOOK AT
OUR
PHONES…...

22. 48%
start on SEs

23. 90% on Mobile
spent
is in Apps

24. Tablets
popular at
nights

25. Google Confidential and Proprietary
We don’t go online. We live online.

26. What are you doing Google to
organic search on mobile?
Is SEO dead on mobile? Did Google killed it?

27. how organic listings are pushed two+
screens down search results
by three ads and the three Google My
Business restaurant listings (notated by
GMB in the image).
organic listings are
pushed off the first page
by Google’s Knowledge
Graph (KG).
More Google-properties

28. ... but
certainly
maimed it.
Google hasn’t killed OS on mobile ...

29. More paid search ads
Prioritized Google My Business (GMB)
Prioritized Knowledge Graph
(AMP) push - if available
Accelerated Mobile Pages –
Google backed open-project - 2016 Feb

30. Google Confidential and Proprietary
Mobile search is different to
desktop search
Although, desktop search has been
hammered a bit too
text

31. This is how ads
used to show up
on a desktop…
google.com/search

32. Google Confidential and Proprietary
Products
Tabs:
Shopping
Sponsored
Ads
Desktop Search
Where do the Ads show?
Top 3
Sponsored
Ads
Organic
Result

33. Google Confidential and Proprietary

34. Why Google is doing this?

35. > better answers to the searchers’ queries (quality)
> great expectations for growth of voice search
If it can achieve this without searchers leaving
Google’s properties all the better (for Google).
We think Google wants

36. By 2020 50% of search will come
from Voice Search

39. Google Confidential and Proprietary
I want-to-watch
I want-to-know
I want-to-find
I need-to-buy
More connected consumers
means more opportunity
Google
Micro
Moments

40. • Intent
• Action
• Long-tail

42. Google Confidential and Proprietary

43. So what’s left to do?

44. 1. Make your site mobile
responsive design to render different screen(s), size(s)
Visit this resource from Google:
webmasters/mobile-sites/

45. 2. Implement SSL
A brilliant instructions how to move to SSL (from the
SEO point of view) – find Fili on Twitter @filiwiese

46. 3. Inline js and CSS code
Google likes light pages, not resources loaded from
external resources, in-lining the code (meaning
combine externally loading scripts into the main
code on-page)

47. 4. Add structured data
Recommend: Schema.org www.json-ld.org
Adding specific attributes to the relevant block of
code, it makes it easier for SEs to identify the
relevant content.
James Cameron’s 2009 movie, “Avatar
Check out : www.schema.org

48. 5. Use PPC data
Learning from your Google Adwords data analytics,
you can utilize and optimise your descriptions and
other meta-data to increase CTR.

49. 6. Additional content
You might want to add or remove content from your
page, to try test focus vs. Additional text (user
experience) and rankings

50. 7. Canonical vs noindex
The canonical tag is all about duplicate content
and preferred content.
Helping Goole identify which is the original page in
relation to duplicated content.
Many reasons for this, but mainly if you have
large sites with system generated urls:
• Multiple URLs
• http/https & www
• mobile url

51. 8. AMP
Accelerated Mobile Pages
Validated AMP pages are cached in Google's AMP
cache, which allows them to be served even more
quickly.
Check out : www.ampproject.org

52. 9. Look at server logs
Free up your clutter, plenty of data on server level
logs, where you can identify each page request and
look at response codes .
A great resource from Mark Thomas, check out his slideshare
presentation.
Things what you should look at

53. 10. Split Test, test and test again
Recommend to run your own tests weather they’re
big or small, localised or not. Arguing with data it is
much powerful.
Bigger sites: Try A/B split testing from Distilled
Smaller sites: Try Free Edmondso Tool

54. Thank you!
Robert Nagy
Twitter: @nagyseo
NAGYSEO
Training for small and large groups
www.nagyseo.com