Cracking The Code For The Next

Phase Of Organic Search

• Value of Organic Search• Past & Present State of SEO• The Future of Organic Search• Voice Search• Content Automation• Mobile-First Indexing• Local Organic Search• Best-in-class User Experience • Web Content Accessibility Guidelines• Actionable Items to Take Back to The Office

What We’ll Discuss Today

Value of Organic Search

- BloomReach

Over 150 e-commerce

sites analyzed.

Amazon still gets a boatload of organic traffic.

Value of Organic Search

Past & Present State of SEO

2012

Current: All e-Commerce organic listings

below fold

4 AdWords

6 PLAs

Local/Map Pack

The Future of Organic Search

- Instagram

- Search Engine Land

AI

“what’s she drinking in that blue bottle”?

Voice Search

“Gone are the days of simply trying to appease some lifeless algorithmic bot by picking a couple of keywords and making them the focal point of your content.”

Voice Search

- Neil Patel

Voice Search• Voice Search is the fastest growing type of

search across all demographics• Who’s actually using voice search? – 55% of teens and 41% of adults use voice search on

a daily basis• Conversational search is the future. Not just

voice recognition, but voice understanding• Word error rate has declined (8% today vs. 20%

2yrs ago)- Behshad Behzadi, Google’s Principal Engineer

Text searches

-

Voice Search Long-Tail KeywordsText SearchVoice Search

1 word 2 Words 3 Words 4 Words 5 Words 6 Words 7 Words 8 Words 9 Words 10+ Words

- moz.com

Voice long-tail searches are even longer

Voice Search Optimization• How should marketers optimize content for

voice search?– Listen to the voice of the customer (VOC) and the

questions they are asking– Provide answers to those questions– Develop FAQ strategy that answers questions– Develop long-tail conversational keywords– Improve/update site’s Schema/Rich Card markups

Content

Automation

- The Post

Content Automation• Data • Technology • Headlines• Video • Content Growth

Mobile

- Instagram

• More Google searches are taking place on smartphones than on desktops and laptops—globally

• Across the millions of websites using Google Analytics, more than half of all web traffic is now coming from smartphones and tablets

Mobile Takes The Lead

- Google

Mobile-First Indexing• Until now, Google typically looks at the

desktop version of a page’s content to evaluate its relevance to the user

• Google has begun experiments to make its index mobile-first

• Google to primarily use the mobile version of a site’s content to rank pages - Google

Local Organic Search• In 2016, shoppers continue to turn

to their phones, increasingly using them as a "door-to-the-store." In fact, 76% of people who search for something nearby on their smartphone visit a related business within a day.

- Google

Keyword: Asian grass lizard with 10 inch tail

Long-Tail Keywords

Long-tail terms will continue to drive

lift in non-branded Organic Search traffic – 70%. - National Geographic

Keyword: Asian grass lizard with10 inch tail

User Experience- Instagram

Best-in-class User Experience

• Frictionless Experience• Page Latency – look into AMP • Voice of The Customer (VOC)– The Best-in-class UX across devices– The Best-in-class category or thematic

pages• Web Content Accessibility Guidelines

Web Content Accessibility Guidelines

7 Actionable Items to Take Back to the Office

1. Develop Organic Search and optimization strategy for 2017 and share with stakeholders

2. Use the Voice of Customer (VOC) and its impact on the business to make your case for your Organic Search projects

3. Focus on long-tail keywords for voice, text, and local search4. Evaluate your current site for Organic Search opportunities,

competitors, gap analysis, establish benchmarks and share findings

5. Position your web properties for Mobile-First Indexing6. Improve User Experience and optimize for Web Accessibility7. Generate more, and more, and more content!

Thank You!

Freeman SetranaTwitter: @FreemanSetranaLinkedIn: https://www.linkedin.com/in/freemansetrana