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Dreamforce 2018: Future Proof Your Marketing

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What to do about Googles Core update even if you are not YMYL. Googles E-A-T guidelines and how to get ready for Voice Search.

Publicada em: Marketing
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Dreamforce 2018: Future Proof Your Marketing

  1. 1. SEO 2025 Future Proof Your Marketing chris@97thfloor.com, @chrisbennett Chris Bennett, Founder/CEO
  2. 2. In order to future proof your Digital Strategy
  3. 3. You will need to Change Your Mindset
  4. 4. From: Google is a business that has certain rules
  5. 5. To: Google is a collective neural network of the world
  6. 6. “Your phone is already an extension of you. You’re already a cyborg, and most people don’t realize it.” - Elon Musk
  7. 7. - Eric Schmidt, 2011
  8. 8. As of now Human Input is still at the foundation of all this AI
  9. 9. Core
  10. 10. You Thought Google Looked At You Like This
  11. 11. In Reality You Looked Like This
  12. 12. Because you built authority with links and social shares
  13. 13. and forgot real world credentials
  14. 14. Show em off
  15. 15. Search Quality Evaluator Guidelines https://static.googleusercontent.com/media/www.google.com/en//insidesearch/howsearchworks/assets/searchqualityevaluatorguidelines.pdf
  16. 16. EXPERTISE AUTHORATATIVENESS TRUSTWORTHINESS https://static.googleusercontent.com/media/www.google.com/en//insidesearch/howsearchworks/assets/searchqualityevaluatorguidelines.pdf E-A-T
  17. 17. https://static.googleusercontent.com/media/www.google.com/en//insidesearch/howsearchworks/assets/searchqualityevaluatorguidelines.pdf E-A-T
  18. 18. https://static.googleusercontent.com/media/www.google.com/en//insidesearch/howsearchworks/assets/searchqualityevaluatorguidelines.pdf YMYL- Shopping of financial transaction pages - Financial information pages - Medical information pages - Legal information pages - News articles or public/official information pages - Other such as child adoption, car safety information *We have very high Page Quality rating standards for YMYL pages because low quality YMYL pages could potentially negatively impact users’ happiness, health, financial stability, or safety.
  19. 19. E-A-T ????
  20. 20. E-A-T
  21. 21. -List credentials in Author byline -Link Author byline to robust “About Us” page -Link Author “About Page” to LinkedIn and other 3rd party validators of you. -Internal link all that with Sites overall E-A-T proof -Clearly show and link to resources, studies (external E-A-T) -Articles with actual YMYL Advice add disclaimers or defer to a “Professional”
  22. 22. Go to great lengths, in-fact be overly cautious to disclose editorial policy and give the user significant reason to believe that your content is credible and trustworthy.
  23. 23. https://static.googleusercontent.com/media/www.google.com/en//insidesearch/howsearchworks/assets/searchqualityevaluatorguidelines.pdf Even if you don’t run a BitCoin investment site or Keto blog
  24. 24. -Degrees and certifications -Industry awards or certificates -Continued Education -Recognition -BBB and Industry Similars -Memberships to industry affiliations
  25. 25. Because As of now Human Input is still at the foundation of all this AI
  26. 26. Lets shift and talk about what is coming.
  27. 27. 50% of all searches will be voice searches by 2020, - comScore
  28. 28. About 30% of all searches will be done without a screen by 2020 - Gartner
  29. 29. As of January 2018, there were an estimated one billion voice searches per month. - Alpine.AI
  30. 30. So how do we get ready?
  31. 31. PageSpeed appears to play a major role in voice search SEO. The average voice search result page loads in 4.6 seconds (52% faster than the average page) Voice Search Study
  32. 32. HTTPS websites dominate Google’s voice search results. In fact, 70.4% of Google Home result pages are secured with HTTPS. Voice Search Study
  33. 33. The mean Ahrefs Domain Rating of a Google Home result is 76.8. Voice Search Study
  34. 34. Content with high levels of social engagement tends to perform well in voice search. In fact, the average voice search result has 1,199 Facebook shares and 44 Tweets. Voice Search Study
  35. 35. The average word count of a voice search result page is 2,312 words.Therefore, Google tends to source voice search answers from long form content. Voice Search Study
  36. 36. Appearing in a Featured Snippet may help you rank in voice search. 40.7% of all voice search answers came from a Featured Snippet. Voice Search Study
  37. 37. -Avg. Page Load 4.6 seconds -70% HTTPS -Avg. Ahrefs Domain Rating 76.8 -Avg. Social 1,199 FB, 44 Tweets -Avg. 2,312 words long -40.7% Have a Snippet Voice Search Study
  38. 38. Featured Snippets are the analog precursor to Voice Search
  39. 39. OK Google, Does Oatmeal have gluten?
  40. 40. What does a CRM do?
  41. 41. Use Google Actions to Develop Your Business with Google https://developers.google.com/actions/
  42. 42. chris@97thfloor.com @chrisbennett Chris Bennett, Founder/CEO