The Search Landscape is changing. Be prepared for the future by optimizing for featured snippets, compressing images to help improve page speed, leveraging machine learning, pruning your website, refurbishing your top content, and more.

1. The Future of SEO
@BritneyMuller

2. Google wants to provide us with answers
BEFORE we ask the questions.

5. Smart Compose:

9. Intro: The State of Search
#1 SERP Features
#2 Voice
#3 Automation
#4 Back to Basics
(Search Engine Result Page)

11. 5% of clicks
90% of marketing spend

12. 5% of clicks
90% of marketing spend
95% of clicks
10% of marketing spend

14. The Long Tail
“shoes”
“red size 7 womens nike running shoes”

18. Enter, SERP Features:

19. Featured Snippets:

20. People Also Ask:

22. Carousels:

23. Knowledge Graph:

24. Answer Boxes:

25. PLAs (Product Listing Ads):

26. Images:

27. SERPs Features Show Intent!

28. Google wants to provide us with answers
BEFORE we ask the questions.

29. Today
#1
SERP
Features

30. How Do SERP Features Effect Clicks?

32. 2.8% Click Ads
62.2% Click Organic
35% Don’t Click
Desktop CTRs (Feb ‘18):

33. 3.12% Click Ads
38.97% Click Organic
61.03% Don’t Click
Mobile CTRs (Feb ‘18):

34. Future
#1
SERP
Features

35. http://moz.com/mozcast

36. How To
Prepare? #1
Featured
Snippets

38. @BritneyMuller

39. @BritneyMuller

43. @BritneyMuller

44. Moz Keyword Explorer (Or SEMRush) Provide Additional Data:
@BritneyMuller

45. Okay, but how do I get IN a featured snippet?!?

46. Find Featured Snippets that you are on page 1 for!

48. How to Find Your Competitor’s Backlinks --Next Level!
<h2>How to check the backlinks of a site</h2>
Step 1: Navigate to Open Site Explorer
Step 2: Enter your competitor’s domain URL
Step 3: Navigate to the “Inbound Links” tab
Step 4: Export results into csv
Step 5: Compile csv results from all competitors
Step 6: Sort all results by Page Authority
Step 7: Review all linking sites for opportunities
<h2>Want to learn more about the SEO process?</h2>
<h3>

49. How to Find Your Competitor’s Backlinks --Next Level!
How to Find Backlinks
<h2>How to check the backlinks of a site
How to find backlinks?</h2>
Step 1: Navigate to Open Site Explorer
Step 2: Enter your competitor’s domain URL
Step 3: Navigate to the “Inbound Links” tab
Step 4: Export results backlink data into csv
Step 5: Compile backlink csv results from all competitors
Step 6: Sort all backlinks results by Page Authority
Step 7: Review all linking sites for opportunities
<h23>Want to learn more about the SEO process?</h23>
<h3>

53. Today
#2
Voice

54. Where do voice results come from?

55. FEATURED SNIPPETS!!!

56. Google Home: “Twelve, according to Wikipedia; twelve of these astronauts
walked on the moon’s surface, and six of those drove Lunar Roving Vehicles
on the Moon.
“Hey Google, how many people have
walked on the moon?”

57. Voice “search” is not the same as voice “assistance”. We
do a lot of the latter, very little of the former.
--Ian Lurie

58. Source
➢ Streaming music
➢ Weather info
➢ Time related (timers, alarms, asking the time)
Most frequently used voice assistance is boring:

59. #2
Voice
Future

60. @BritneyMuller
Smart Displays

61. @BritneyMuller

62. tidings.com/vault/local-serp-topography.html

64. Voice
How To Prepare?
#2

65. @BritneyMuller

66. @BritneyMuller

67. @BritneyMuller

68. @BritneyMuller

69. Check on all of your website’s trouble makers
Automation
Today/Future
#3

70. NLP
(Natural Language Processing)

71. NLG
(Natural Language Generation)

79. Check on all of your website’s trouble makers
Automation
How to prepare?
#3

82. Can you believe?!
ML Generated
Google Generated

83. @jroakes @GraysonParks
Grayson Parks
Writer, programmer, constant learner.
Digital marketer, husband, golden
retriever owner. Words and data are my
Passions. #SEO @AdaptPartners
GraysonParks.com
JR Oakes
Hacker, Technical SEO, NC State
fan, co-organizer
Of Raleigh & RTP Meetups, as well
as Search Engine Land author
codeseo.io

84. Automate Meta Descriptions:

85. Automate Meta Descriptions:

86. 1. Assist with deploying AWS Lambda. --Several steps will affect the cost & security.
2. Extract the content of the webpage using the library Goose3 (a Python library w/BeautifulSoup).
3. Summarize the content using summa (or another summarizing library/model)
4. Create a Lambda Function.
a. Package the files for AWS Lambda & install the dependencies (in this case Goose3 and
summa, etc) into a folder along with what is called a handler file. The handler file is what
Lambda calls to run your script.
b. Here is the packaged Lambda function (including the dependencies):
https://s3.amazonaws.com/ap-lambda-functions/meta_summa.zip
5. Once the zip file is deployed to AWS as a Lambda function, you should get a URL to access the API
that looks like:
https://XXXXXXXX.execute-api.us-east-1.amazonaws.com/v1/ap_meta_descriptions
Find a developer familiar with AWS to:

87. function pageDescription(url, length) {
if (typeof length == 'undefined' || !length || length < 1){
var endpoint = 'https://XXXXXXXX.execute-api.us-east-1.amazonaws.com/v1/ap_meta_descriptions?url=' + url;
}else{
var endpoint = 'https://XXXXXXXX.execute-api.us-east-1.amazonaws.com/v1/ap_meta_descriptions?url=' + url + "&len=" + length;
}
var response = UrlFetchApp.fetch(endpoint);
var text = response.getContentText();
var data = JSON.parse(text);
if (data){
return data.meta_description
}
}
Copy & Paste like a badass in GSheets! =pageDescription(A2, 150)

88. Back to Basics
Today
#4

89. Foundational SEO:
Quality Content
Index-able
Page Title & Meta Description
Page URL (moz.com/beginners-guide-to-seo/)
Image Alt Text <img src="grumpy-cat.gif" alt="Grumpy Cat glaring
at gluten free catnip">
<h1><h2><h3> Markup
Schema Markup (Schema.org)

90. Over 53% of people will abandon a page
if it takes more than 3 seconds to loadSpeed

91. Back to Basics
Future
#4

97. Back to Basics
How to prepare?
#4

98. Image Compression Helps Page Speed

99. Without Losing Image Quality:

100. Technical SEO (low hanging fruit)
MozCon Talk: SEO Cyborg by Alexis Sanders

101. Clean/Prune Your
Website
Kill pages that haven’t had traffic in the last 10 days
Meta=”noindex” 301 Redirect 400

102. 13.70% YoY
Organic Users 8.97% the following month

103. Refurbish Your Top Content:
Highest Converting Webpage:
+Share Tidbits/Teasers on:

104. Explore What Content Gets Shared:

105. Explore Competitor’s Top Pages

106. ➢ Featured Snippets: Where you also rank on page 1 for.
➢ Use Schema markup
➢ Test out Google Actions
➢ Beware of NLG/ML but explore if there’s a good fit
➢ Don’t neglect foundational SEO
➢ Speed - Compress Images
➢ Prune your website
➢ Refurbish your top performing content
➢ Analyze Competitor’s top pages
Will you be prepared?

109. I lost it...

111. Thank you!
@BritneyMuller
britney@moz.com