Where Is SEO Headed? Dr Pete Has The Answers
Last week Moz hosted their annual MozCon in Seattle and although the team from Blue Cherry Online Marketing couldn’t be there in person, we made sure to try and follow along the live tweeting on Twitter. The massive time difference between Seattle and Perth meant that we were pretty much waking up as each day was finishing but thanks to the #MozCon hashtag and some awesome blogging from attendees we managed to pick up some valuable snippets of information over the three days!
One presentation that stuck out for us was one from Dr Pete Meyers on the second day – ‘Surviving Google: SEO in 2020’. OK, so he may not have the actual answers about the future of SEO but his presentation showed some really great insights into the current state of SEO and where it could be headed in the not too distant future.
— Dr. Pete Meyers (@dr_pete) July 14, 2015
His presentation really struck a chord with our founder Karen Dauncey, as having been in the SEO industry for over 15 years, she has seen how much the SERPs have changed since the ‘90s. The days of ten organic results are long gone, as Dr Pete showed us at SMX Sydney earlier this year. Nowadays you’ve got the answer box, Google Places listings, the carousel, video results, knowledge panels, knowledge graphs and much more. And of course, adverts. Lots and lots and lots of adverts!
An astounding stat is that 97% of SERPs include these extra formats of results. That means just 3% of all search query results offer ten organic results. Which means that you need to aim to be at least number 8 and in some cases number 4 or 5 if you even want to make page one of the SERPs. That’s some pretty hard work right there.
There are even new formats of ads rolling out like hotel bookings right through AdWords as shown in the screen shot from Dr Pete’s deck:
Being able to rank on that all important page one is simply getting more and more difficult. So what can you do about it?
Instead of focusing on that one organic ranking, businesses should be focusing on appearing in as many different places as possible. Get a Google My Business page and appear in Maps.
Be an authority in your niche and maybe, just maybe, you will be chosen by Google to appear in the answer box (we’ve managed this for a few clients!).
Build deep content that answers long tail questions – don’t give simple information that could simply be displayed in a knowledge card (for example if a user searched for ‘What day does Christmas fall this year’, a knowledge card could simply return the result without the user ever needing to click on an actual organic result to find the answer). Find out what users want to know and give it to them.
There are many different ways to aim to rank on that first page of SERPs without having to resort to spending money on Google AdWords, but hiring a great local SEO consultant or agency will help you achieve those all-important results (but if you do want to run AdWords, we can help you with that too!).
Another interesting question raised by Dr Pete was what does the future of voice search mean for Google’s revenue? Voice search currently does not incorporate any form of advertising or monetisation so if Google is focusing a lot of their energy on moving people to voice search (which is so awesome!), how are they going to make money from this? But that is probably a question for another blog!
You can see Dr Pete’s complete deck from MozCon this year here. Thanks Dr Pete!