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Mobile-First Indexing & Language - 3XE Dublin 2018 - Cindy Krum

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Learn how the changes that Google is making may impact mobile search results - especially the stuff that can be used in both voice and mobile search results like Answers & Knowledge Graph. These results appear to be influenced by Entity Understanding - which allows Google to build out its understanding of the world in different languages much more quickly to provide answers to voice queries in languages around the world ASAP!

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Mobile-First Indexing & Language - 3XE Dublin 2018 - Cindy Krum

  1. 1. SEO in the Mobile-First World By: Cindy Krum, MobileMoxie
  2. 2. Top of the SERP is NOT Dominated by Websites anymore.
  3. 3. Websites have Been Replaced with Knowledge Graph & Other Hosted Google Assets
  4. 4. Websites have Been Replaced with Knowledge Graph & Other Hosted Google Assets But Also with Answers, Rich Snippets & Forum ‘Top Responses’
  5. 5. 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
  6. 6. It is almost like…Google Doesn’t Want to Rank Websites Anymore.
  7. 7. It is almost like…Google Doesn’t Want to Rank Websites Anymore. They Want to Rank INFORMATION!
  8. 8. Mobile Search Desktop SEARCH DEVICE Search w/ Clicks Zero-Click Searches MOBILE SEARCH BEHAVIOR @SUZZICKS
  9. 9. Things are NOT JUST the keywords that Describe them.
  10. 10. Things are NOT JUST the keywords that Describe them. -They Exist outside of the Keywords as ‘Entities’
  11. 11. Entity-Oriented Search Results: Knowledge Graph Maps UtilitiesGMB
  12. 12. Google Indexes Entities with Numeric ID’s Making it Easier for Google to Surface Entity Results in Any Language
  13. 13. Google Cares More About Language Than You Think!
  14. 14. @SUZZICKS
  15. 15. @SUZZICKS
  16. 16. Language INTELLIGENCE VS.
  17. 17. Language INTELLIGENCE VS.
  18. 18. Language INTELLIGENCE VS.
  19. 19. Language INTELLIGENCE VS.
  20. 20. Language INTELLIGENCE VS.
  21. 21. Language INTELLIGENCE VS.
  22. 22. This is an Entity ResultThis is a Keyword Result
  23. 23. Tulip Fever is the Same Movie, Regardless of what Language You Search In
  24. 24. Nice Theory… But How do we know this is true? @SUZZICKS
  25. 25. @SUZZICKS Google Market finder Tool
  26. 26. @SUZZICKS Google Cloud Natural Language API & Tool
  27. 27. @SUZZICKS Google Cloud Natural Language API & Tool
  28. 28. The Cloud Natural Language API is a Major Focus of Google Growth 10 32 NEXT YEARNOW LANGUAGES LANGUAGES
  29. 29. ‘Entities’ let Google be the Presentation Layer of the Internet
  30. 30. 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
  31. 31. Entity with Link to Web PageEntity with Links to Web Pages
  32. 32. 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
  33. 33. Jump Links in the SERP
  34. 34. Jump Links in the SERP
  35. 35. Fragment Handle + =
  36. 36. Fragment Handle Fraggle + =
  37. 37. Fragment Handle +
  38. 38. 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
  39. 39. And in Voice…
  40. 40. But How Do We Measure the Impact of these Changes on Our Results?
  41. 41. 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!
  42. 42. • 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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