lsa17: where google is going and what to do about it – now (tidings, local seo guide)

© 2017 TIDINGS@TIDINGSCO

Google’s Latest SERP Moves and Their ContextLSA // San Diego, CA // February 28, 2017

David MihmFounder, Tidings

© 2017 TIDINGS


1) Personalization2) Presentation3) Transaction

© 2017 TIDINGS

Google’s Latest SERP Moves


1) Mobile2) Fragmentation2a) Voice

© 2017 TIDINGS

...but first, their context.


Local search query volume in the United States from 2014 to 2019, by platform (in billions)


http://searchengineland.com/report-nearly-60-percent-searches-now-mobile-devices-255025


Desktop Search Engine Market Share

https://www.netmarketshare.com/search-engine-market-share.aspx?qprid=4&qpcustomd=0&qpsp=2017&qpnp=1&qptimeframe=Y

Mobile/Tablet Search Engine Market Share


Takeaway #1: MobileEvery Google SERP feature is designed for mobile.


https://www.flickr.com/photos/ursus_arctos_2008/


2008


2008 2013


Takeaway #2: FragmentationFacebook’s a threat on Mobile, but

Google’s still doing fine.


2008 2013 2018+


Source: Bloomberg

http://www.bloomberg.com/news/articles/2016-09-27/more-than-50-of-shoppers-turn-first-to-amazon-in-product-search


Takeaway #2a: VoiceThe rise of Voice means more fragmentation AND

simultaneously less real estate for Google to monetize.


So what is Google doing in this context?


So what is Google doing in this context?1)Personalization2)Presentation3)Transaction


Personalization


Presentation


Source: SearchEngineLand

http://searchengineland.com/rankbrain-changes-entity-search-234345


Slide courtesy of Moz’s Dr. Peter Meyers


Transaction


“Book a table for two at Tamarine tonight at 7 p.m.”- Amit Singhal, Google Search Chief, 1/13/16

Source: SearchEngineLand

http://searchengineland.com/google-search-chief-lives-mobile-first-239942


Net-Net-Net

Fewer webpage resultsFewer organic resultsMore time on Google SERPs Fewer clickthroughs*

*except to advertisers


What can youdo about it?

tidings.com/adapt

Andrew ShotlandCEO, LOCALSEOGUIDE.COM

“OK GOOGLE, IS SEO DEAD?”

LSA 2017SAN DIEGO

“OK GOOGLE, IS SEO DEAD?” | LSA 2017 | ANDREW SHOTLAND

REASONS TO CHILL…• The majority of queries don’t have an “answer”• Many searches complex/multi-session• Our job is visibility which leads to conversion – not necessarily

clicks


EVOLUTION OF LOCAL SEARCH MARKETING – VISIBILITY IN…• Yellow Pages Listings• Yahoo Directory• Google SERPs• Whatever Is Next…

Paraphrasing Danny Sullivan


lsa17: where google is going and what to do about it – now (tidings, local seo guide)

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