Learn how to make the most out of Google's latest functionalities & search trends.

1. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
FUTURE & TRENDS OF SEARCH
(& HOW TO MAKE THE MOST OUT OF THEM)

2. HEJ HEJ STOCKOLM!
#SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI

3. SPEAKER
BLOGGER SHARER
@aleyda +aleydasolis
SEO
#SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
I’M ALEYDA SOLIS

4. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
WE LIVE IN A GOOGLE LED SEARCH WORLD

5. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
THAT IS CONSTANTLY EVOLVING

6. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
WHERE RESULTS ARE NOT LIKE THESE ANYMORE

7. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
BUT LIKE THESE

8. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
WITH DIRECT ANSWERS

9. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
WHERE VISIBILITY (NOT BEING NO. 1) IS KEY

10. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
TO CONNECT WITH YOUR SEARCH AUDIENCE

11. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
THROUGH THE DIFFERENT PHASES OF THE CUSTOMER
JOURNEY ALONG OTHER CHANNELS
https://www.thinkwithgoogle.com/tools/
customer-journey-to-online-purchase.html

12. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
& ACHIEVE YOUR BUSINESS GOALS
TO SELL
TO EDUCATE
TO
COMMUNICATE
TO SUPPORT
TO ESTABLISH
YOUR BRAND

13. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
HERE ARE 3 WAYS TO LEVERAGE IT
MULTI-DEVICE
SEARCH
APP SEARCH
SEMANTIC
SEARCH

14. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
MULTI-DEVICE SEARCH
1

15. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
MOBILE FINALLY BOOMED LAST YEAR

16. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
& GOOGLE LAUNCHED FROM TOOLS TO GUIDES

17. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
THEY ANNOUNCED A MOBILE UPDATE ON APRIL 21ST
http://googlewebmastercentral.blogspot.com.es/2015/02/
finding-more-mobile-friendly-search.html

18. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
IT’S TIME TO GET PREPARED!
VERIFY YOUR
MOBILE SEARCH
POTENTIAL &
AUDIENCE
BEHAVIOR
UNDERSTAND &
MONITOR YOUR
MOBILE SEARCH
VISIBILITY & TRAFFIC
IDENTIFY YOUR
MOBILE SEARCH
COMPETITIVENESS
AUDIT & OPTIMIZE
YOUR MOBILE WEB
PRESENCE

19. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
ANALYZE YOUR MOBILE SEARCH VISIBILITY, TRAFFIC
& CONVERSIONS WITH GA & GWT
KEYWORDS &
PAGES BRINDING
MOBILE VISIBILITY &
TRAFFIC
VOLUME,
TREND OVER TIME,
SEASONALITY,
CONVERSIONS,
CONVERSION
RATE

20. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
IDENTIFY YOUR TOP MOBILE DEVICES & USER
BEHAVIOUR IN YOUR SITE WHEN USING THEM
HOW ARE THESE COMPARED TO
THE ONES OF DESKTOP & TABLET?

21. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
SEGMENT &
SEARCH PER
KEYWORDS
CATEGORY
VERIFY THE SEARCH VOLUME COMING FROM MOBILE
DEVICES FOR YOUR TOP TERM CATEGORIES

22. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
CHECK HOW YOUR MOBILE SEARCH RESULTS LOOK
FOR THEM USING MOBILE EMULATION
https://developer.chrome.com/
devtools/docs/device-mode
CHECK YOUR
OWN &
COMPETITORS LINK
POPULARITY WITH
THE MOZ
TOOLBAR

23. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
USE GOOGLE’S MOBILE TEST & USABILITY REPORT IN
GWT TO VERIFY YOUR SITE MOBILE FRIENDLINESS
https://www.google.com/
webmasters/tools/mobile-friendly/

24. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
MAKE SURE THAT IT FOLLOWS ANY OF THE
3 MAIN MOBILE CONFIGURATION APPROACHES
RESPONSIVE WEB DESIGN
DYNAMIC SERVING
INDEPENDENT MOBILE SITE

25. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
BE AWARE OF EACH CONFIGURATION CHALLENGES
RESTRICTIONS TARGET
MOBILE EXPERIENCE
& PERFORMANCE
RESPONSIVE WEB DESIGN
USER AGENT DETECTION
ERRORS & CLOAKING
DYNAMIC SERVING
NON-RELEVANT REDIRECTS &
CONTENT DUPLICATION
INDEPENDENT MOBILE SITE

26. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
& FOLLOW GOOGLE’S
BEST PRACTICES TO CONFIGURE THEM
https://developers.google.com/webmasters/
mobile-sites/mobile-seo/configurations/?hl=en

27. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
VALIDATE YOUR MOBILE CONFIGURATION BY
CRAWLING YOUR SITE WITH THE MOBILE GOOGLEBOT
DO THE SAME WITH
THOSE URLS GIVING
ERRORS IN GWT

28. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
START MONITORING YOUR MOBILE RANKINGS FOR
THESE KEYWORDS AS WELL AS YOUR COMPETITORS
USE
SEMRUSH OR
ADVANCED WEB
RANKINGS

29. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
ALL YOUR SEO ACTIONS SHOULD BE MULTI-DEVICE
READY & AS TARGETED AS POSSIBLE
YOUR
COMPETITORS
SEARCH &
OPTIMIZATION
STATUS
YOUR SEO
STRATEGY,
GOAL & KPIS
YOUR ORGANIC
SEARCH, WEB
OPTIMIZATION
STATUS, RESOURCES,
TIME & BUDGET
PER
DEVICE
TYPE
PER
DEVICE
TYPE
PER
DEVICE
TYPE
YOUR
AUDIENCE
SEARCH
BEHAVIOR &
POTENTIAL
PER
DEVICE
TYPE

30. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
WE’RE ONLY AT THE BEGINNING OF IT

31. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
MOBILE APP SEARCH
2

32. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
GOOGLE STARTED TO SUPPORT ANDROID
APP INDEXING SINCE LAST YEAR

33. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
& IS NOW USING APP INDEXED INFORMATION AS A
FACTOR FOR SIGNED-IN USERS W/ THE APP INSTALLED
http://googlewebmastercentral.blogspot.com.es/2015/02/
finding-more-mobile-friendly-search.html

34. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
THIS IMPROVES YOUR APP SEARCH VISIBILITY, TRAFFIC
& GIVE A BETTER MOBILE USER EXPERIENCE
https://developers.google.com/app-indexing/
case-studies/EtsyCaseStudy.pdf

35. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
START BY SPECIFYING DEEP LINKS
IN YOUR APP CONTENT
https://developers.google.com/app-
indexing/webmasters/app?hl=en

36. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
VERIFY YOUR APP OFFICIAL SITE ON GOOGLE PLAY
CONSOLE & TAG YOUR MOBILE WEB PAGES

37. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
USE ANDROID DEBUG BRIDGE TO TEST THEM & CHECK
FOR ERRORS IN WEBMASTER TOOLS

38. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
TAKE A LOOK AT SOME OF THE FEATURED APPS
TO HAVE AS A REFERENCE
https://developers.google.com/
app-indexing/apps

39. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
AS WELL AS THIS STEP-BY-STEP GUIDE
http://search-codelabs.appspot.com/
codelabs/app-indexing

40. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
SEMANTIC SEARCH
3

41. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
IN 2012 GOOGLE LAUNCHED THE KNOWLEDGE GRAPH
TO TACKLE SEMANTIC SEARCH

42. TL;DR: “UNDERSTANDING” USER INTENT & CONTEXTUAL
MEANING TO PROVIDE AN ACCURATE ANSWER
#SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI

43. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
YOU’RE LIKELY FAMILIAR TO THESE RESULTS NOW

44. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
OR THESE! GOOGLE IS BECOMING AN ANSWER ENGINE

45. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
I ALREADY HAVE BUT HOW CAN YOU LEVERAGE THIS?
I’M AN ENTITY
TOO!

46. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
ANALYZE YOUR CONTENT USING NATURAL LANGUAGE
PROCESSING TO OPTIMIZE IT SEMANTICALLY
USE
ALCHEMYAPI.COM

47. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
IDENTIFY YOUR USERS INTENT, INCLUDE RELATED
QUERIES, SYNONYMS & PROVIDE CONTEXT
USE
KEYWORDTOOL.IO
& KWFINDER.COM
SUGGESTIONS

48. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
USE STRUCTURED MARKUP TO DECLARE
YOUR CONTENT IN YOUR HTML
https://developers.google.com/
structured-data/

49. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
YOU CAN DIRECTLY IMPROVE YOUR VISIBILITY
WITH RICH SNIPPETS

50. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
THEY SUPPORT THESE DATA TYPES
PRODUCTS
REVIEWS
RECIPES
EVENTS
VIDEOS
APPS
ARTICLES

51. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
… AND SITELINKS SEARCH BOX & BREADCRUMBS

52. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
USE GOOGLE’S SPECIFICATION TO USE THE
APPROPRIATE MARKUP, FROM MICRODATA TO JSON-LD
https://developers.google.com/
structured-data/

53. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
VALIDATE YOUR MARKUP WITH THE STRUCTURED
DATA TESTING TOOL
https://developers.google.com/
structured-data/testing-tool/?hl=en

54. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
USE THE ORGANIZATION SCHEMA MARKUP IN
YOUR SITE
https://schema.org/Organization

55. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
CUSTOMIZE YOUR COMPANY’S ENTITY
KNOWLEDGE GRAPH
https://developers.google.com/
structured-data/customize/
overview

56. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
USE STRUCTURED MARKUP FOR YOUR LOGOS,
COMPANY CONTACT NUMBERS & SOCIAL NETWORKS

57. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
CREATE CONSISTENT PRESENCE OF YOUR COMPANY
THAT GOOGLE CAN USE AS A DATASOURCE

58. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
FROM KNOWLEDGE-BASE TO SOCIAL &
BUSINESS PLATFORMS

59. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
IT’S TIME TO LEVERAGE ALL OF THESE OPPORTUNITIES
MULTI-DEVICE
SEARCH
APP SEARCH
SEMANTIC
SEARCH

60. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
& KEEP AN EYE TO THE ONES TO COME
http://research.google.com/pubs/papers.html

61. #SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI
LET’S BE READY!

62. THANK YOU #WEBBDAGARNA!
#SEARCHTRENDS AT #WEBBDAGARNA STOCKHOLM BY @ALEYDA FROM @ORAINTI