Learn How Successful Online Enterprises are Navigating the Rough Seas of SEO Using a "User-First" Approach. Presented by seoClarity's Chief SEO Evangelist, Keith Goode, at Cross Forum 2016 in Tokyo, Japan. The event was hosted by Crossfinity on Wednesday, June 15th, 2016

1. SEO Will Become “Search Experience
Optimization”
How Successful Online Enterprises are Navigating the Rough Seas of
SEO Using a “User-First” Approach

3. If that’s true, SEO is the least absurd industry

4. Google’s Rate of Change Accelerating

5. This graph stops at the end of 2013

6. What is new since 2013?

7. Hummingbird and Artificial Intelligence

8. What is Hummingbird?

9. Successive Search with Context

10. Successive Search with Context

11. Uses Conversational Queries

12. Now… Imagine Manually Engineering
this for 100+ Countries…

13. …and thousands of regional dialects.

14. 東京式/とうきょうしき
vs.
京阪式/けいはんしき

15. Google’s Dilemma
1. We cannot write algorithms for each task we want to
accomplish separately
From Jeff Dean’s keynote, “Large Scale Deep Learning”
http://static.googleusercontent.com/media/research.google.com/en//people/jeff/CIKM-keynote-Nov2014.pdf

16. A successful business cannot perpetually
increase its headcount.

17. Google’s Dilemma
2. We need to write general algorithms that learn from
observations
From Jeff Dean’s keynote, “Large Scale Deep Learning”
http://static.googleusercontent.com/media/research.google.com/en//people/jeff/CIKM-keynote-Nov2014.pdf

18. Google’s Solution?

19. Uses AI to make
sense of words
and phrases
It’s part of the
algorithm, not a
ranking factor
Bases
assumptions on
context and
similar words
and phrases
Tested against
human
engineers
80% success rate
compared to
70% human
success rate
As a result, it is
the 3rd most
important
ranking factor

20. TensorFlow
TensorFlow is
open-sourced AI
This allows
Google to gain
engineering help
without having
to hire new
developers

21. Combining Human Ingenuity and Machine Learning

22. Google and Machine Learning
“Machine learning … is a core transformative way by
which we are rethinking everything we are doing. …
We’re thoughtfully applying it across all of our
products…”
Sundar Pichai
CEO
Google Inc.
22

23. 14
15
16
AI

24. Deep Learning – Google Photos
I never labeled
these photos
with the
keyword
“guitar”
Google is using
visual pattern
recognition to
detect picture
elements that
look like guitars.
“guitar”

25. Where else do we see it?

26. 16.3%
Queries Show Fewer than 100 Results
Google is Reducing the Size of
SERPs

27. 10.2%
Of Queries in Our Study Had
Fewer than 10 Results on Page 1!
Google’s Big Squeeze

28. Users Receiving This Message
Sooner

29. Goodbye, Similar Content
Panda is now fully integrated into
Google’s Algorithm

30. Google’s Big Squeeze

31. Google is Rewriting Titles
23%
Titles for Top 5 Ranking URLs
Rewritten

32. Google is Rewriting Titles
What you want
What you get

33. 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1-10 11-20 21-30 31-40 41-50 51-60 61-70 71-80 81-90 91-100 >100
Rewritten Not Rewritten
Too Long or Too Short = Rewrite

34. Local Results Aren’t Just for Local
Queries
6.1%of ALL Keywords
Contain Local Listings

35. No Local Intent in
my search
Lost Real Estate
“Hey! Searchers. Please
scroll down. There are
organic results down
here.”

36. Google is Showing Instant Answers
for Non-question Queries
3.6%of Keywords
Contain Instant Answers

37. Knowledge Graph Instant Answers
Wait! Did I ask a question?
Position 5 isn’t as
good as it used to
be.

38. Google’s Vision
One
algorithm
for
Everyone
One
algorithm
per type of
search
One
algorithm
per person!

39. This leads us to the question…

40. https://flic.kr/p/emQ7ku
What Do I Do With This Information?

41. For more on Search Experience Optimization: http://bit.ly/1JKxigC
Change Your Perspective,
Change Your World

42. 1.Lay a Solid Technical
Foundation

43. Is Your Online Ecosystem…
Responsive? Crawlable? Indexable?
Fast?
Properly marked
up (Schema)?
Regionalized?
Notice that I didn’t
limit this to “website.”

44. Search Experience Beyond Desktop

45. Search Experience Beyond Desktop

46. Search Experience Beyond Desktop

47. 2.Build Relevance with
Great Content

48. Is Your Content…
Unique? Entertaining? Informative?
Inspiring? Contextual?
10X Better Than
Your Competition’s
Content?

49. More importantly…

50. Does your content fulfill the promise?

51. Think of SERPs as Google’s Promises

52. Google’s SERP Promises Include:
I promise you will find the product you are seeking.
I promise you will receive the answer you need.
I promise you will be entertained by these results.
I promise you will find the place to which you want to
go.
I promise you will book a vacation to remember.
Etc.

53. You Don’t Have to be Brilliant

54. Just be 10X Better than Your
Competition

55. Sometimes, This is Easy

56. 3. Earn Authority by Building
a Great Brand and
Great Relationships

57. Do You Have the Right Focus?
Do You Build
Relationships
instead of Links?
Do You Interact in
Social Media or Just
Post?
Do You Have a
Consistent Brand?
Do you do anything
link-worthy?
Are you present in
the appropriate
social channels?
Does your SEO
team work with
your PR team?

58. First Things First

59. Build a Product or Service People Willingly
Promote

60. Man Bullies Robot

62. Make Your Content Easily Shareable.

63. Let’s See what Amazon Does…

64. Lots of
shareable
pictures and
videos
Many ways to
share
User-generated content encouraged

65. Social Presence and Interaction

66. Use the appropriate channels to build
relationships in your industry

67. Your Presenter
20 years of Online Experience
• AMD
• HomeAway.com
• Builders Digital Experience
• SpareFoot.com
Dell (4 years)
• SEO Technology Lead, DCS (formerly eDell)
• Technical SEO Instructor
Currently
• Chief SEO Evangelist, seoClarity
www.linkedin.com/in/keithlgoode
@keithgoode
Keith L. Goode, Chief SEO Evangelist