This is about the future of SEO and SEM.

1. SEO and SEM in future
Presented By:-
Shashwat Shankar(IMB2018017)
Amrendra Roy(ECM2015005)

2. 1. Introduction
2. Google Algorithm
3. Organic Growth Highlights
4. Latest Updates
5. Future of SEO
6. Future of SEM
7. Conclusion
Contents

3. Introduction
Every company is investing in digital marketing right now.
Why?
Because they all want the same thing: Search traffic that leads to website conversions, which leads to
money.
Keyword difficulty (and CPC) has skyrocketed in most verticals.
CPCs have nearly doubled since 2017, with many keywords hovering close to $300 per click.

5. 8 major Google
algorithm
1. Panda
a. Duplicate, plagiarized or thin
content; user-generated spam;
keyword stuffing
2. Penguin
a. Spammy or irrelevant links; links
with over-optimized anchor text
3. Hummingbird
a. Keyword stuffing; low-quality
content
4. Pigeon
a. Poor on- and off-page SEO
5. Mobile
a. Lack of a mobile version of the
page; poor mobile usability
6. RankBrain
a. shallow content; poor UX
7. Possum
a. Tense competition in your target
location
8. Fred
a. Thin, affiliate-heavy or ad-centered
content

6. Results of
Updates
Are you noticing changes? Spike in chats
within the SEO community was seen from
July 11th through late Sunday night.
Google yet confirmed or announced a
Google search update.

7. Organic Growth Highlights

8. Latest Update
On June 6th, on the
heels of a core
update, Google
announced that a
site diversity
update was also
rolling out

9. Latest Updates in
Search Engine
When nofollow is introduced, Google would not count any
link marked this way as a signal to use within our search
algorithms. This has now changed. All the link attributes --
sponsored, UGC and nofollow -- are treated as hints about
which links to consider or exclude within Search.
Today, Google has announced two new link attributes -
“sponsored” and “ugc” - that join “nofollow” as ways to
identify the nature of links. All will now work as hints about
which links Google Search should consider or exclude for
ranking purposes.

10. Future Of SEO
Future Of Search Engine
Optimization
Focus on
Speed
Pogo-Stick
Problem
Presenting
information to
users
Use of entities,
natural language
processing (NLP),
and artificial
intelligence.
Google is focused
on discovering the
answer within the
middle of a video
file

11. Contd..
● The future of search will see businesses
moving from creating general informational
content for the purpose of ranking for all and
any keywords to a sales funnel-focused
content approach, both on and offsite.
● A business’s product or service will be based
upon the scrutiny of not just the purchaser, but
external reviewers also.
● Think About Voice Search to Hit Google’s
Direct Answers Box
● The future of SEO lies with artificial
intelligence and machine learning.
● Google’s machine learning framework,
RankBrain, will get better and better behind
every search query, so brands that focus on
optimizing user experience and adding real
value by addressing people’s search intents.

12. Experts Predict AI’s
Role in the Future
of SEO
According to comScore, 50% of all
searches will be voice searches by
2020. Voice search uses a more
natural tone, which changes the search
results.
● Google Links redesigning the whole search
experience with a preference for mobile
● Optimizing Your Visual Content SEO Will
Become Increasingly Important
● Quality and Relevance Are the New Ranking
Factors
● Get More Selective with Your Link Building
● Web optimization only with mobile and
voice search
● Google can find Zip files if they are uploaded
on the Cpanel.
● Without decompression you cannot see the
details of the images so some algorithms
would be written to make it possible.

13. Google RankBrain
Example
Google’s trying to understand the intent of a search engine
query like “Olympics location.”
● What is the true intent of this search?
● Does the searcher want to know about the Summer
or Winter Olympic Games?
● Are they referring to an Olympics that just
concluded, or one that will take place four years
from now?
● Is the searcher attending the Olympics right now,
sitting in a hotel and looking for directions to the
venue for the opening ceremonies?
● Could they even be looking for historic information
about the location of the very first Olympics in
ancient Greece?

14. Contd...
Imagine that the Winter Games in Sochi, Russia just
concluded last month and the official Sochi Olympics
website has earned millions of links for its content
about this past event. If your algorithm is simplistic, it
may only show results about the Sochi Games
It’s within this complicated but common situation that
the capacity of RankBrain emerges as essential. It’s
only by being able to mathematically calculate results
based on patterns the machine learning algorithm has
“noticed” in searcher behavior that Google can
determine that, for example, the majority of people
looking up “Olympics location” want to know where the
very next Games will be held.

15. Does RankBrain
change the way we
do SEO?
1. Different rankings links apply to different queries
a. It might have been appropriate to assess website
page optimization by evaluating all traditional
links.
2. Links apply to your website’s reputation
a. SEO seeks to build your brand’s reputation as a
resource trusted by search engines and human
users for providing a specific experience.
3. One-keyword-one-page is really, really dead
a. Modern SEO would combine content that
incorporates natural language, including variant
keyword phrases that reflect the way humans
search and speak.

16. Future of Search
Engine Marketing
Personalized Content
● Innovative, machine-learning, algorithmic bidding
engines and advanced targeting are just a few of the
options that Big Data is bringing to SEM.
● Ad customizers by audience: In addition to being able
to customize ads by keyword, location, ad group or
campaign, advertisers can apply ad customizers by
audience.
● Video extensions: A video thumbnail can be displayed
in the right corner of ads in position one.
● Image extension
● 3D ads: A “See 3D View”.When users click, it brings
up an image that users can manipulate, access more
product data and more. Here’s a look at what the
experience looks like.

17. Big Data Is The
Future
● Big Data With Keywords
● Big Data has become a virtual buzz word in this industry,
there can be some eye-rolling accompanying its use.
Keyword-level data is the original Big Data
Let’s say you have just 10,000 keywords in your account. A pull
by match type would triple or even quadruple to 40,000. By
device? Just desktop, smartphone, and tablet would triple it to
120,000. By engine with just Google and Yahoo! Bing Network
would double it to 240,000. If you just wanted it by state, that
would be fifty times greater and well over 10 million rows.
Of course, you could dispute that the level of data I’ve
described is too granular and not applicable to paid search
optimization.
Now, imagine you were the only company in your vertical that
could pull out insights that deep.

18. Big Data & The
Other SEM
Elements
● Optimization
○ Optimization is the lifeblood of paid search.We are able
to learn, adapt, and bid accordingly.New, evolved bid
policies with machine-learning capabilities and driven by
algorithms are needed.
● Creative
○ Dynamic keyword insertion (DKI).For example:-It can pull
in your online store’s product feed and create ads from
combinations of your product attributes and allow you to
add the keywords at instant.
● Reporting & Management
○ Not every company is going to be data-mature enough to
handle the logistics of Big Data.

19. Conclusion
● I think the future of SEO is going to be all about user
experience and how a user interacts with a page. If it’s
a positive interaction and experience then the page
rankings will increase, while if it’s a bad experience,
with a short dwell time for example, then the page
rankings will decrease.
● Links aren’t everything in SEO, but I do believe that
backlinks will still be important, even though Google
are constantly changing the algorithm.
● This will slowly start to become the main factor for
ranking pages, with less weight being put on
backlinks.

20. Thanks!