Learn how the changes that Google is making may impact mobile search results - especially the stuff that can be used in both voice and mobile search results like Answers & Knowledge Graph. These results appear to be influenced by Entity Understanding - which allows Google to build out its understanding of the world in different languages much more quickly to provide answers to voice queries in languages around the world ASAP!

1. SEO in the
Mobile-First World
By: Cindy Krum, MobileMoxie

2. Top of the SERP is
NOT Dominated
by Websites
anymore.

3. Websites have Been Replaced with
Knowledge Graph & Other Hosted
Google Assets

4. Websites have Been Replaced with
Knowledge Graph & Other Hosted
Google Assets
But Also with Answers,
Rich Snippets & Forum ‘Top
Responses’

5. 35%
55%
60%
35%
55%
60%
65%
75%
85%
65%
75%
85%
2016 2017 2018
Mobile Search - Knowledge Graph Mobile Search - Answers Voice Search - Knowledge Graph Voice Search - Answers
Answers & Knowledge Graph Dominate Mobile &
Voice Search

6. It is almost like…Google Doesn’t
Want to Rank Websites Anymore.

7. It is almost like…Google Doesn’t
Want to Rank Websites Anymore.
They Want to Rank
INFORMATION!

8. Mobile
Search
Desktop
SEARCH DEVICE
Search
w/ Clicks
Zero-Click
Searches
MOBILE SEARCH BEHAVIOR
@SUZZICKS

9. Things are NOT
JUST the keywords
that Describe them.

10. Things are NOT
JUST the keywords
that Describe them.
-They Exist outside of the
Keywords as ‘Entities’

13. Entity-Oriented Search Results:
Knowledge Graph Maps UtilitiesGMB

14. Google Indexes Entities
with Numeric ID’s
Making it Easier for Google to Surface Entity
Results in Any Language

16. Google
Cares More
About Language
Than You Think!

17. @SUZZICKS

18. @SUZZICKS

19. Language INTELLIGENCE
VS.

20. Language INTELLIGENCE
VS.

21. Language INTELLIGENCE
VS.

22. Language INTELLIGENCE
VS.

23. Language INTELLIGENCE
VS.

24. Language INTELLIGENCE
VS.

25. This is an Entity ResultThis is a Keyword Result

26. Tulip Fever is
the Same
Movie,
Regardless of
what
Language You
Search In

27. Nice Theory…
But How do we
know this is true?
@SUZZICKS

28. @SUZZICKS
Google
Market
finder
Tool

29. @SUZZICKS
Google Cloud
Natural
Language API
& Tool

30. @SUZZICKS
Google Cloud Natural Language API
& Tool

31. The Cloud Natural Language API is a Major Focus
of Google Growth
10 32
NEXT YEARNOW
LANGUAGES LANGUAGES

33. ‘Entities’ let
Google be the
Presentation
Layer of the
Internet

34. We’re Used
to Knowledge
Graph Linking
to Official
Domains
Entity with Parsed Info
& Link to Web Page
Entity with Parsed Info
& Links to Web Pages

35. Entity with Link to Web PageEntity with Links to Web Pages

36. Google Has
begun Ranking
Primary
Content &
Pieces of
Webpages
Rather than
the Pages
Themselves!
Info
Sub-
Topic
Topic
Dogs
Terrier
How to
Bathe Terrier
Terrier Puppy
Videos
Pug
Names of
Famous Pugs

38. Jump Links in
the SERP

39. Jump
Links in
the
SERP

41. Fragment
Handle
+
=

42. Fragment
Handle
Fraggle
+
=

43. Fragment
Handle
+

44. Fraggles are
More Granular
Bits of
Information,
Organized
Around
Entities Rather
than Domains
or Pages.
Fraggle
Sub-
Topic
Topic
Dogs
Terrier
How to
Bathe Terrier
Terrier Puppy
Videos
Pug
Names of
Famous Pugs

46. And in Voice…

48. But How Do We Measure the
Impact of these Changes on
Our Results?

49. But How Do We Measure the
Impact of these Changes on
Our Results?
My SEO Tools Still Say I am in
Position #1 Even though
That is Now
Half Way Down the Page!

51. • Check Landing Pages on 18
different Phones
• See Mobile Keyword Rankings
from ANYWHERE IN THE WORLD
• Also Included: Bulk Address
Testing – Upload a CSV of 100
addresses to test with the same
keyword
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