Here's a short summary of my slides: 1. Changing of CTR's in organic results due to knowledge graph elements. What does that mean, and what we should do in order not to lose traffic and conversions? 2. Mobile trend. Where is it going, and when do we need to act? Page/Website speed. How do we take control of this issue? 3. Cannibalisation of SERPs. What is it, and how to prevent this? 4. How to monitor your website's backlinks profile? 5. How to make your website super fast

1. The Future of SEO
@Alextachalova

2. My last 5 years
@Alextachalova

3. I was
surprised!

4. No Predictions!
@Alextachalova

5. • Take Control over SERP
• Mobile-friendliness that’s what users
need
• Speed up your website
• Monitor your backlinks profile
Our Agenda:
@Alextachalova

6. Taking Control Over
SERP
@Alextachalova

7. Google Triangle
@Alextachalova

8. SERP Now
@Alextachalova

9. SERP Now

10. SERP Now
@Alextachalova

11. U.S. SERP consists of:

12. DOH!
@Alextachalova

13. DOH!
@Alextachalova

14. 1. Create your company Wikipedia page
2. Add a profile on Wikidata.org. (If you currently have a
Freebase profile, be sure to reference it in your Wikidata
profile using the Freebase Identifier element.)
1. Implement organization schema markup on your website. Be
sure to specify your logo, social profiles, Wikidata and your
Wikipedia profile using the SameAs element.
1. Develop a strong Online Brand Reputation and Authority,
presence on SMM channels, Google+ Brand on Local Page
How to add Knowledge
Graph:
@Alextachalova

15. • http://searchengineland.com/leveraging-wikidata-gain-google-
knowledge-graph-result-219706
• https://www.serpwoo.com/blog/experts/knowledge-graph-101/
• http://schema.org/Organization
• http://googlewebmastercentral.blogspot.com/2013/05/using-
schemaorg-markup-for-organization.html
• https://schema.org/sameAs
• https://developers.google.com/structured-data/customize/social-
profiles
Useful Resources to learn
more:
@Alextachalova

16. SERPstat.com
Knowledge Graph
Element
Local Carousel
Answer Box
Google Maps
Images
@Alextachalova

17. SERP Cannibalization
@Alextachalova

18. SERP Result

19. DOH!

20. Learn more and fix it!
• https://econsultancy.com/blog/65433-why-internal-links-and-
hub-pages-are-a-major-factor-in-seo-success
• https://www.briggsby.com/impact-of-keyword-
cannibalization-beyond-the-seo/
• https://moz.com/ugc/vanity-urls-and-avoiding-self-
canibalization
• http://www.intelligentpositioning.com/blog/2014/08/identify
-seo-sub-domain-conflict-cannibalisation/
@Alextachalova

21. Tools to control SERP
@Alextachalova

22. Taking Control Over
SERP
Mobile-Friendliness
≈ ≈
@Alextachalova

23. 22 – US Rank
41 – Global Rank
@Alextachalova

24. @Alextachalova

25. Pornhub Insights

26. It’s not about SEO
@Alextachalova

27. It’s all about users
Rand Fishkin - http://www.slideshare.net/randfish/ranking-
elements-of-the-futureFriendliness

28. 1. Create a mobile version of your site with the help of
affordable tools like Mobify, Mofuse, MobisiteGalore and etc.
1. Or, make your website simply responsive to render correctly
your pages for both desktop and mobile traffic
2. Use Mobile Plugins on Popular CMS Platforms
3. Create Mobile App
Making your website mobile
friendly:
@Alextachalova

29. • https://support.google.com/adsense/answer/6196932?hl=en
• http://www.zazzlemedia.co.uk/blog/mobile-optimising-tips/
• http://searchengineland.com/googles-mobile-friendly-
algorithm-a-week-later-was-it-really-mobilegeddon-219893
• https://www.distilled.net/training/mobile-seo-guide/
• http://www.semrush.com/blog/googles-mobile-friendly-
update-not-the-end-of-the-world/
To Dig a bit Deeper:
@Alextachalova

30. Website Speed
@Alextachalova

31. US Search Ranking Factors
http://www.searchmetrics.com/knowledge-base/ranking-
factors-infographic-2015/
@Alextachalova

32. Google PageSpeed Insights
@Alextachalova

33. Yslow.org
@Alextachalova

34. GTmetrix.com
@Alextachalova

35. Top 5 tips:
1. Reduce number of requests – minimalize HTTP
connections
2. Make your server-side awesome (hosting, database,
response time, webserver and etc)
3. Clean your HTML code
4. Decrease the size of requests – minify all your files
and optimize images file size
5. Use proper cashing
@Alextachalova

36. • http://www.slideshare.net/bastiangrimm/technical-seo-
crawl-space-management-seozone-istanbul-2014
• https://developers.google.com/speed/pagespeed/?hl=en
• http://conversionxl.com/11-low-hanging-fruits-for-increasing-
website-speed-and-conversions/
• http://searchengineland.com/5-seo-tips-boost-page-speed-
187931
A bit of geeky stuff:
@Alextachalova

37. Monitor Your Backlinks
@Alextachalova

38. @Alextachalova
Google Penguin
Update

39. Control your Backlinks
@Alextachalova

40. Other tools to use
@Alextachalova

41. Get more actionable insights
@Alextachalova

42. • http://searchengineland.com/google-panda-4-2-is-here-
slowly-rolling-out-after-waiting-almost-10-months-225850
• https://support.google.com/webmasters/answer/2648487?hl
=en
• https://moz.com/blog/guide-to-googles-disavow-tool
• https://www.quicksprout.com/2014/05/28/when-and-how-
to-use-the-google-disavow-tool/
To Dig a bit Deeper:
@Alextachalova

43. @Alextachalova
http://bit.ly/BAC15_alex

44. Thanks for attention!
@AlexTachalova
bit.ly/alex-linkedin
Facebook.com/alexandra.tachalova
alextachalova@gmail.com