mau vegas 2016 — the future of seo
TRANSCRIPT
Future of SEO
Hello, My Name Is
● Product Designer - Wize (acq NexTag)
o If you build a good product, people may not use it
● Growth & Marketing - Yummly
o Much easier the second time around
o 20M monthly uniques
o 15M registered users
o #1 recipe app
● Advisor - Thumbtack, Wanelo, Mucker Capital
A Brief History Of SEO
First Algorithms Effective But Simple
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Keyword Optimizations
Pagerank Optimizations
Cat & Mouse w/ Google
1. SEO’s optimize against biggest holes in algorithm
2. Spammers spam
3. Google finds out
4. Google adds rules to algorithm to prevent optimization
5. Repeat Step 1
Artificial Intelligence&
Search
Will SEO Die?
SEO Will Never Die
Future of SEOIs
Optimization of Humans
Optimize Against Holes In Human Psychology
How To Write Clickable Headlines
Irish Chicken Recipes | Yummly
27 Amazing Charts That Will Turn You Into A Baking Whiz
How To Write Clickable Headlines
Source: Buzzsumo
Format Content Topics
Emotion Promise
Clickthrough Testing
10 Best
Template % Change
10 Best +21%
Best 10 +20%
10 Top +20%
20 Best +18%
50 Best +8%
Best 50 +4%
CONTROL 0%
Top -9%
Clickthrough Testing
CTR Optimizations
10%
20%
30%
10 Best
Ranking Boost
Game Recognize Game
10 Best
5 Classic
Optimizations Proliferate
Top 10
Top 10
The 10 Best
You’ll Never Believe What Happened
CTR Optimizations
10%
20%
30%
10 Best
Ranking Boost
Fatigue
No, YOU Won’t Believe What Happened!
Cat & Mouse w/ Humans
1. SEO’s optimize against biggest holes in human psychology
2. Spammers spam
3. Humans finds out
4. Humans habituate to technique
5. Repeat Step 1
Future Of SEO Is Mobile
Who Owns OS & Browser Owns Search
Future of SEOIs
?
Future of SEOIs
Google, Apple, Facebook Have Different Goals
Facebook Wants You On Facebook All Day Long
How Do You Get People To Spend More Time?
Slideshows Give Many Tiny Rewards
Infinite Scroll Promises More Rewards
25 Shocking Tricks To Increase Time
Cat & Mouse w/ Humans
1. SEO’s optimize against biggest holes in human psychology
2. Spammers spam
3. Humans finds out
4. Humans habituate to technique
5. Repeat Step 1
Do GoodDo Well
Appendix
Are Mobile Apps The Future?
Tablets Are DeadMobile Share Hasn’t Grown For 13 MonthsDesktop Is Holding Strong
Source: Mixpanel
“Progressive Web Apps deliver an app like user
experience”Google
Future of SEOIs
“Apps”
...and it doesn’t matter