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SEO for 2016:How Search Has Changed & How

Marketers’ Tactics Must Shift

A brief look at how SEO has evolved over the past five years.

What Changed?

Searchers (and engines) are demanding more from results than ever before

#1

Page Speed Expectations

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Design & UX Expectations

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Content Quality Expectations

Employing User & Usage Data

Leaning More Heavily on Human Quality Raters

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Past SEO Success May Not Be Indicative of the Future

The move from keyword matching to topic association

#2

Google’s Upgraded Their Understanding

Have We Upgraded Our Content?

Domain-level keyword connections are on the rise

#3

Don’t Have a Domain-Level Content Strategy?

You May Lose to Less SEO-Sophisticated,More Brand-Focused Competitors

Google’s crackdown on spam is basically a crackdown on ranking without a brand

#4

Critical SEO data still flows for the 1%, but is unavailable to the 99%

#5

But If You’re a Big Advertiser, that Keyword Data Still Flows Through Your Reports

This Inequity Might Feel Familiar

Over time, behaviors of brands, searchers, & algorithmshave combined to create something similar in SEO

Processes and practices to change in the year ahead to stay a step ahead

Tactics

Research & TargetingKeyword

Building EarningLink

Content Marketing May Be CreatingFalse Expectations & Bad Practices

Criteria for Modern Content Investments:One-of-a-Kind – appears nowhere else on the web

Relevant – contains content engines can interpret as on-topic

Helpful – resolves the searcher’s query in a useful, efficient manner

Uniquely Valuable – provides information that’s unavailable elsewhere

Great UX– is easy & pleasurable to consume on any device

Likely to Spread– convincingly answers the question:“Who will amplify this content and why?”

Only by increasing the vectors of exposure to potentially powerful events can you scale ROI

Overinvest in your unique strengths.

Blogging

Video

Photography

Presentations

In-Person Relationship

Building

Twitter

Facebook

Instagram

Research

Illustration

Illustration

Offline Advertising

Display Ads

Social Ads

Google+

Podcasts

Whitepapers

Email

Networking

LinkedIn PinterestSEO

PPC

Interviews

SEO is getting harder

But, that high barrier to entry means greater opportunity for those who succeed.