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SEO in the
Mobile-First World
By: Cindy Krum, MobileMoxie
Top of the SERP is
NOT Dominated
by Websites
anymore.
Websites have Been Replaced with
Knowledge Graph & Other Hosted
Google Assets
Websites have Been Replaced with
Knowledge Graph & Other Hosted
Google Assets
But Also with Answers,
Rich Snippets & Forum ‘Top
Responses’
35%
55%
60%
35%
55%
60%
65%
75%
85%
65%
75%
85%
2016 2017 2018
Mobile Search - Knowledge Graph Mobile Search - Answers Voice Search - Knowledge Graph Voice Search - Answers
Answers & Knowledge Graph Dominate Mobile &
Voice Search
It is almost like…Google Doesn’t
Want to Rank Websites Anymore.
It is almost like…Google Doesn’t
Want to Rank Websites Anymore.
They Want to Rank
INFORMATION!
Mobile
Search
Desktop
SEARCH DEVICE
Search
w/ Clicks
Zero-Click
Searches
MOBILE SEARCH BEHAVIOR
@SUZZICKS
Things are NOT
JUST the keywords
that Describe them.
Things are NOT
JUST the keywords
that Describe them.
-They Exist outside of the
Keywords as ‘Entities’
Entity-Oriented Search Results:
Knowledge Graph Maps UtilitiesGMB
Google Indexes Entities
with Numeric ID’s
Making it Easier for Google to Surface Entity
Results in Any Language
Google
Cares More
About Language
Than You Think!
@SUZZICKS
@SUZZICKS
Language INTELLIGENCE
VS.
Language INTELLIGENCE
VS.
Language INTELLIGENCE
VS.
Language INTELLIGENCE
VS.
Language INTELLIGENCE
VS.
Language INTELLIGENCE
VS.
This is an Entity ResultThis is a Keyword Result
Tulip Fever is
the Same
Movie,
Regardless of
what
Language You
Search In
Nice Theory…
But How do we
know this is true?
@SUZZICKS
@SUZZICKS
Google
Market
finder
Tool
@SUZZICKS
Google Cloud
Natural
Language API
& Tool
@SUZZICKS
Google Cloud Natural Language API
& Tool
The Cloud Natural Language API is a Major Focus
of Google Growth
10 32
NEXT YEARNOW
LANGUAGES LANGUAGES
‘Entities’ let
Google be the
Presentation
Layer of the
Internet
We’re Used
to Knowledge
Graph Linking
to Official
Domains
Entity with Parsed Info
& Link to Web Page
Entity with Parsed Info
& Links to Web Pages
Entity with Link to Web PageEntity with Links to Web Pages
Google Has
begun Ranking
Primary
Content &
Pieces of
Webpages
Rather than
the Pages
Themselves!
Info
Sub-
Topic
Topic
Dogs
Terrier
How to
Bathe Terrier
Terrier Puppy
Videos
Pug
Names of
Famous Pugs
Jump Links in
the SERP
Jump
Links in
the
SERP
Fragment
Handle
+
=
Fragment
Handle
Fraggle
+
=
Fragment
Handle
+
Fraggles are
More Granular
Bits of
Information,
Organized
Around
Entities Rather
than Domains
or Pages.
Fraggle
Sub-
Topic
Topic
Dogs
Terrier
How to
Bathe Terrier
Terrier Puppy
Videos
Pug
Names of
Famous Pugs
And in Voice…
But How Do We Measure the
Impact of these Changes on
Our Results?
But How Do We Measure the
Impact of these Changes on
Our Results?
My SEO Tools Still Say I am in
Position #1 Even though
That is Now
Half Way Down the Page!
• Check Landing Pages on 18
different Phones
• See Mobile Keyword Rankings
from ANYWHERE IN THE WORLD
• Also Included: Bulk Address
Testing – Upload a CSV of 100
addresses to test with the same
keyword
• PROMO CODE: CXE
One Month Free MobileMoxie Tools & APIs
PROMO CODE: CXE

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