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Beyond 10 Blue Links: The Future of Ranking39:20 with Pete Meyers
In the year since we launched MozCast, the face of Google has changed dramatically. We’ve seen the roll-out of 7-result SERPs, the rapid expansion of Knowledge Graph, mass-adoption of authorship, and dozens of new features, rich snippets, and widgets. Ranking is no longer just a number, and achieving it is a moving target. Find out how to think like a brand and carve out a place in the SERP of the future.
[MUSIC] 0:00 Those are my boys. So day three, how are we doing? 0:08 >> [CROSSTALK] woo. 0:12 >> All right, I'd like to thank you for getting out of bed, first of all. 0:13 Cuz I did that and it was hard. 0:17 I didn't think Erica would let me Skype in this morning. 0:20 So I've given you some bad news this morning. 0:24 The good news is you probably won't fall asleep. 0:27 The bad news is you may wish you could. [LAUGH] This 0:30 is I was joking with some people last night, I 0:34 said, this is not, my deck is not funny at all. 0:36 They said, you're so funny on Twitter. 0:38 I'm like no this deck will not be funny at all. 0:39 And no one believed me, but this is kind of your wake up call today. 0:41 I, I originally called this Beyond Ten Blue Links: How it'll Rank in 2018. 0:47 And besides the sighting that maybe that was a little dangerous. 0:53 I was doing my research in 0:57 putting together these slides and I realized this is not 0:59 a presentation about where Google will be in five years. 1:03 This is not about where we will be in two to three years. 1:07 This is where we are now. 1:10 And this is not about where your SEO needs to be in five years. 1:13 This is about where you should have been yesterday. 1:16 And very few of us are here. 1:19 And my slides are already moving without me. 1:21 So as Cyrus said, I run the Mozcast project, and 1:25 it's been amazing and gratifying and I've learned a lot. 1:27 But it's also been frustrating in a lot of ways. 1:32 The algo is extremely complex. 1:35 I, I get angry with Google, but I have a lot of respect for what they've built. 1:37 And it's very noisy. 1:42 It's changing a lot and what I realized along the 1:45 way that we have these ten blue links that we're 1:48 used to, but there's this entire world of search features 1:50 that are expanding around that, that are revolutionizing what we do. 1:53 And I don't think we always realize it because we are so fixated on this 1:57 ranking number, and so I wanna share 2:01 today, I built a system that essentially tells 2:03 me every morning if Google has done anything new and I thought this would be 2:05 a once a month kinda thing and basically everyday this thing is chirping at me. 2:10 And so this 2:14 tech is about that system in a lot of ways. 2:15 So first of all, do you remember this? 2:17 Ten blue links number one was at the top. 2:20 And after number one came number two, that, that was crazy. 2:24 That's how it used to be. And then this came along. 2:29 We had the seven result SERP, which also had expanded site links. 2:33 And suddenly number one got seven links and 2:39 we had a new way to count: 1, 2, 3, 4, 5, 6, 7, 2. 2:41 And if you were number two, it wasn't what it 2:47 used to be and maybe life wasn't so good anymore. 2:51 And if you were number eight, you were now on page two. 2:53 And one of the things we discovered with MozCast was 2:57 that this hit something like 18% of SERPs out the gate. 2:59 And so for number two things changed overnight. 3:04 About the same time this happened, you may not 3:08 have seen this, this is an image mega block. 3:10 It's a seven result 3:12 SERP with images at the top. So we've got ads. 3:12 We've got some pretty rich ads. 3:16 And then we've got this image block, and number one is 3:18 oh, I know that's a seven pack of local. There we go, number one. 3:25 A page and a half down on a high res screen, so if you know if you were 3:30 on geography.net and your looking at your rankings and 3:36 your going, still number one you may have missed something. 3:38 Your world got a whole lot different that day. 3:44 [BLANK_AUDIO] 3:46 Then of course there's personalization. I'm not gonna get into it too much. 3:48 This is my boss, Mr. Fishkin. 3:51 I searched for him and page one I have one depersonalized SERP. 3:53 [BLANK_AUDIO] 3:57 And then there's this, and when I get a 4:01 criticism about MozCast its almost always the same thing. 4:04 I don't worry about the algo cuz I'm white hat and I'm so amazing. 4:10 None of my clients, none of my three clients in the 4:13 last three months have ever been affected by an algo change. 4:16 I don't break the rules. 4:20 What if your this guy, xe.com? This used be a pretty competitive market. 4:23 The currency converter sites, they get a lot of ad plates. 4:27 And all of a sudden you wake up one morning and you see this. 4:31 Google has added this widget. 4:33 And it's nice, and they're Google, and we trust them, and there's a graph, and I 4:36 can type it in, and I can get my dollar to euro, or euro to dollar conversion. 4:39 And I'm done. 4:43 And you're still number one, congratulations. 4:46 But, your whole world changed overnight. 4:49 And it's entirely possible, even though there is little spam in 4:51 this industry, it's entirely possible that you did nothing wrong at all. 4:54 Google just changed the rules overnight, and your world changed with it. 4:59 I did this for SlideShare, so I apologize. I don't wanna say rankings don't matter. 5:05 As Will said yesterday, rankings are a diagnostic, they can 5:10 be incredibly important as part of our process, but if all 5:14 you know is the number, if all you know is 5:17 I'm number one, number two, number five, you don't know anything. 5:20 This world is changing. 5:26 So, in the next ten minutes I have 85 screenshots, 5:29 of SERP features, some of which you've seen that are familiar, but that 5:34 go beyond the tenable links that, for the most part, are not advertising. 5:36 Well, there's a lot goin on with adverts, too. 5:39 And I think there'll be something for all of you that you may not have seen in this. 5:42 And this deck will be available for download. 5:48 I've, I'm going to go very fast and I'm going to go very fast 5:51 on purpose because I want you to see the totality of what's out there. 5:54 Oop. I may be doing a lot of backtracking. 6:00 This is an expanded domain site link, with ten let, ten links 6:04 just popped a week or two ago for domain searches like Apple.com. 6:07 Before the seven result SERPs, and the six pack of links, Google used 6:12 to play with that number a lot, so we may see more of that. 6:16 You know almost, about the entire above the fold being number one here. 6:20 Related searches, we've all seen this, the bottom of 6:25 page one when it happened it was a little 6:26 revolutionary, you know, it did sort of derail 6:29 people and maybe not take them to page two. 6:32 This 6:34 is a weird one. Similar searches. 6:36 We're seeing. 6:38 Here's a SERP with only see three results, and yet 6:39 you look at the top and it says there are 167,000. 6:41 What Google is basically saying is, we don't 6:45 think we have a very good match to this. 6:49 So, we're only going to show you three and 6:51 then we're going to throw you some other stuff. 6:53 And we're starting to see that pop up. 6:56 This is your regular image search, your horizontal bar. 6:59 This is your mega pack we just talked about. 7:02 I do enjoy a taco. 7:04 I gotta love this guy. 7:08 I actually went to Taco Bell more after this guy. 7:09 You know, he just made tacos exciting. 7:12 So here's your news pack that's gotten pretty rich, we 7:15 have the publisher, the time, the the thumbnail with it now. 7:18 Videos, that's gotten rich, thumbnails are very attractive. 7:23 Do I wanna read 13 steps to build the taco on wikiHow? 7:26 Or, a 47 second videos. 7:32 I have no attention span. I'm going to click that video. 7:33 Here's recipe review. This is just like a product review. 7:38 We've got star ratings, we've often got a thumbnail with that. 7:41 This is authorship. 7:45 We talk a lot about authorship. 7:47 You get a thumbnail, you get your Google+ circle account. 7:48 This is a nice one, she's got two expanded site links. 7:51 Here's one where number one is actually a lot richer 7:54 than it used to be, and probably dominating the clips. 7:56 Here's a mini authorship, where Google said, well this 8:01 is a recipe, and we're gonna give it a 8:04 thumbnail, but they also should probably get authorship so 8:05 we're gonna put a little tiny picture of the person. 8:08 Underneath that, I think you're gonna see more combos. 8:11 That's my boy, JT. 8:13 He's gonna pop up a lot. I do have a little man crush on him. 8:15 Under JT tickets there, you see these event site links. 8:21 This is a micro format, you know? 8:24 You can do this with what's the site, I'm blanking. 8:26 But with schema. 8:31 This is one of the very few things in 8:33 the stack unfortunately that you can do with microformats. 8:34 [LAUGH] So enjoy it while it lasts. 8:37 These are under the, miniature pez 8:42 dispensers, these are search results snippets. 8:43 These are a little weird. 8:45 Google actually rewrites your snippet. 8:46 Based on seeing product search results, it puts a count at the top and 8:48 then doesn't link them, which is one of their worst snippet rewrites, I think. 8:51 But, if they do it to you, not much you can do. 8:55 These are forum sitelinks, where Masterworld has a ton of them. 8:59 They do go straight to Vose. I don't think you control this one either. 9:01 This is a new knowledge graph feature, the disambiguation box. 9:07 Google has a very interesting idea about dominant intent. 9:09 So when I search for something like apple, they actually assume that 9:14 I meant Apple computers, because most 9:17 people are searching for iPad, iPhone, etc. 9:19 But they're willing to say now, maybe when you typed in apples, you 9:23 actually meant that fruit, that thing that's been around for centuries, so you 9:26 could cook on that instead. 9:32 This is a Google Plus brand box, which really stands out. 9:36 Shows you followers, you can follow people directly from there. 9:39 You've got links to recent posts, Google is just creating that out of the blue. 9:41 This is sponsored links. 9:47 This is paid product placement which is really starting to dominate. 9:49 I mean they just stand out a ton. 9:53 You may have seen these, but there are some other variations now. 9:55 This is over on the right in the knowledge graph space. 9:59 Which is a little confusing. 10:02 If you're a UX person you might wonder, why did they put that 10:06 over there with knowledge graph and maybe they're trying to attract clicks, and 10:09 maybe they're trying to confuse people a little bit. 10:13 But it's attractive, I mean that's a ton of products, a ton of info. 10:15 Here's a single product page shopping placement. 10:20 This is a very competitive area, specific camera models, and 10:23 now over on the right you've got product description, reviews, a 10:27 picture, bundle option, some of the technical specs and all these 10:31 reputable places I can buy it and how much it costs. 10:36 You know, what just happened to all the product comparison 10:39 sites, what just happened to everything on the left, that, 10:41 for a regular consumer, even for us that's an amazingly 10:44 sticky bit of information, and it's all bought and paid for. 10:47 Credit cards. 10:54 Google decided that industry was so spammy or so 10:55 lucrative that they just stepped in and took it over. 10:58 That is a Google property. 11:01 Those aren't just paid searches, those aren't 11:02 paid, those are actually owned by Google now. 11:04 So, you know, how competitive was compare credit cards before 11:07 this came in, and overnight their whole industry is different. 11:11 So, some stuff you're familiar with. This is the regular map inlay. 11:16 This is a traffic map. I don't know why they put it on the left. 11:20 This is a seven pack. Seven is the most common. 11:24 They can run anywhere from number one to number eight, I think we've found. 11:27 This is a near box, it used to be the places box, it's kind of 11:32 like pack, but there's only two or three and it's usually a little more targeted. 11:35 This is the authoritative one box, I think Mim called it 11:41 something different, I, whatever he calls it that's what it is. 11:44 I just, I always take his word for it. 11:47 But this is like a local result, but it's integrated with the organic SERP. 11:50 And so if you've got this, and you've 11:54 got site links now, that's a much richer experience. 11:55 And of course, the one box leads us over to the knowledge graph. 11:58 This is not a toy. 12:04 When this launched, I think we all saw it and we thought Sidewiki Two. 12:06 You know, what is this bullshit over on the right? 12:10 And it's like, what's Google gonna do and takeaway in three months? 12:13 This is the beginning of semantic search. 12:17 It is bleeding into organic, and it is 12:18 becoming incredibly influential, and it is changing search. 12:20 And I'm gonna try and convince you of that. 12:23 But here's one for my local zoo. 12:25 We got a little description. We've got some information. 12:27 We scroll down. 12:30 They've got their Zagat ratings, you can jump right to that. 12:31 And then they've got this beautiful, colorful, people also search for, if I get 12:33 to the end and don't find what I want, with sort of all their competitors. 12:39 Which is a little weird. 12:43 And we actually saw this through a major brand the other day. 12:44 At the, at the end of their KG box 12:46 was a beautiful colored list of all of their competitors. 12:47 And you click on one of these. 12:50 And you might think, well, I go straight to that person's site. 12:52 You go to this carousel, which technically, Lincoln 12:58 Park Zoo is under there with a KG. 13:03 But this carousel dominates. 13:06 And we're gonna see a lot of carousels. And this is popping up all over the place. 13:08 JT again. Here's my his celebrity bio. 13:13 We start with the pictures. 13:16 We've got some information, vital stats. We can scroll through his upcoming events. 13:17 I can scroll through songs. 13:23 I can scroll through albums. I can go look at some other people. 13:23 And I want you to understand something about it. 13:28 I want you to look at this for a minute. Let's go back. 13:30 This is an incredibly competitive query, and what happened? 13:33 We came over to the pictures to see what was going on. 13:39 We took an entire journey down the right hand side of the SERP. 13:42 And what's all that noise over on the left? 13:48 That's all the organic space we fight for and 13:51 nobody fucking cares, because they're gonna come here, they're gonna 13:54 go to the top, they're gonna follow all of this 13:57 rich content, they're gonna probably click on something over here. 13:59 They might go to these people also search 14:03 for and find something else but all of this 14:04 incredibly valuable California ocean front real estate on the 14:07 left that we paid millions of dollars for we 14:11 didn't even see it. 14:14 Everything about this has changed. 14:17 This has become an entire experience in the SERP 14:18 that has taken us out of ten blue links. 14:23 And I think if you're in these spaces, you're gonna 14:26 be amazed at the change and not in a good way. 14:29 So here we have an album carousel. We can click through those. 14:33 JT's been in some movies. I liked it, most people didn't. 14:38 [LAUGH] We'll talk about that later. 14:41 There's a knowledge graph box for books if you're into that whole reading thing. 14:46 It's fun too. 14:49 There's a book carousel. That's pretty cool. 14:51 Here's some boring ones. Geographic information. 14:55 I mean Door County is beautiful but I don't really need to read about it. 14:57 A lot of medical stuff. Some information about sleep disorders. 15:01 Here's a knowledge graph about Tylenol. 15:04 Peers-related health searches, which are really 15:07 weird because they have their own snippets. 15:10 Instead of being at the end of the SERP they're at the beginning. 15:12 Don't know why. 15:14 This is a weird priority SERP that Google writes, they actually pull it from NIH. 15:19 They put it in a different font. 15:25 And it's just given special treatment for no reason. 15:28 Nice to be them. 15:32 All the sites that use to list these emergency numbers. 15:33 That's all right in Google now. 15:36 Symptom treatment boxes popping up. 15:39 This is actually pulled out of three different sites and 15:41 then they make an answer box out of it, 15:45 and sort of just circumvent those sites at all. 15:48 And number one is way down there so, there you go. 15:51 Track a UPS package, UPS didn't need those pesky impressions and page views. 15:56 Find out the local time. Sunrise, sunset. 16:03 Need to do a little math. 16:08 There you go. Maybe you need a graph. 16:09 Maybe you need a 16:11 3D graph. 16:14 I don't know what that is, I just stole all these from Google. 16:15 I, my math is not nearly there. 16:18 Oh, conversion, stats you know, how many sites used to do this. 16:22 Oh, we took care of that for you. 16:27 There's another one. I don't know why they do this. 16:31 Some things pop up in calculators. 16:32 Some things pop up the answer. 16:33 I assume it's because no one in 2013 ever converts cubits to spans. 16:34 So, cuz you're slackers. 16:40 Definition box. Hey, dictionary.com, screw you. 16:45 You know, we'll put it right in there. 16:49 Translation box. 16:52 Here's earthquake information that looks like a snippet but it's not, 16:56 Google's actually adding that to the top, straight from the government website. 16:59 Population box, this is pretty cool 17:04 get your population train graph and comparisons to other cities. 17:08 The travel world. 17:13 Things are getting a little hot. 17:16 This is a flight answer box, with a, from 17:18 flights to Chicago, so it gives me some general information. 17:22 Some airlines have status trackers right in their KG box, 17:26 but we're not seeing that in the US for some reason. 17:29 I can type my flight number straight into Google. 17:33 Hey United, American, you didn't need that sticky experience where people come back 17:36 to your site and up-sell and do all that stuff and you make money. 17:41 Nah. That was, you don't want that. 17:44 There are paid results in travel now. 17:50 Let's just book my flight straight through there. 17:52 Here's another variation. I can search flights that way. 17:58 Hotels? 18:01 Nope. You're not safe either. 18:02 Google stepping in on your territory. 18:05 Movies, I can look at my showtimes. Find out all about it over there. 18:09 If I know the theatre, I don't need to go to their website. 18:12 This is a weird one. Web designer, pretty competitive. 18:18 We all, a lot of people who fight for that. 18:21 Brings up a box with the World Wide Web inventors and then a knowledge 18:24 graph that tells me that the World Wide Web is a video game platform. 18:27 I thought it was a porn platform. So, I was a little surprised. 18:32 But can you imagine, all the Q and A we get 18:38 for web designer, you know, web designer plus city, or web 18:39 designers plus city and they woke up one morning and they 18:42 saw Tim Berners-Lee and video platform and they thought what the fuck. 18:44 Relationship graph, whose Ben Stiller's father. 18:52 There's a bunch of these, how tall is, 18:55 how old is, Google's expanding these like crazy. 18:57 You have to be famous none of them work for me. 19:00 That's sad. Dates. 19:03 What's Dr. Seuss' birthday? There you go. 19:06 Holidays, you missed it, I'm sorry, I hope you sent your mom a card. 19:09 This was an entire industry before. Thousands, and thousands, and 19:14 thousands of ad impressions and people making a small fortune on these sites 19:18 that just told you when holidays were, which was a useful thing to know. 19:21 You're done. 19:26 Don't quit your day job. Sports. 19:29 Remember ESPN and those web sites and their stuff? 19:32 Wow. I can look at my box score right there. 19:36 I can look at my division standings. I can look up my playoff standings. 19:40 You can tell I live in Chicago. 19:46 You know, go Hawks. bracketology, March madness, and even here 19:48 which is below the fold. I can just do it all there. 19:54 Awesome. 19:57 Sorry mam, I know, he gave up already on that, but you know its, was good timing. 19:59 Here's a weird one. 20:04 I have three queries that are almost 20:04 the same that do three totally different things. 20:06 So this was James Bond movies. It give me an answer box with 20:08 a weird, are those all Sean Connery ones? 20:13 Those are all very early, that's all I remember, but not exactly complete. 20:15 Type in Narnia movies I get an answer box with all of them with the movie posters. 20:19 Type in, Harry Potter movies, and I get a carousel. 20:25 It's 20:28 all of kind of neat, but I don't know what Google's doing there. 20:30 Another carousel, the best of you can do 20:35 things like, best comedy movies, best Will Ferrell movies. 20:37 There's a ton of these. 20:39 [BLANK_AUDIO] 20:40 Things to do. 20:43 This is when started to encroach on 20:44 the local space tourist information, team rosters. 20:45 There's a bunch of these almost all the pro teams, some semipro, some college. 20:51 And then we got the local carousel, and things got crazy. 20:57 Pack results disappeared on these. 21:01 And as Annie talked about yesterday, these don't go to Google Plus listings. 21:03 We think they probably come out of that. 21:08 They go to another search for that 21:10 same property and basically keep you within Google. 21:14 So, this is changing daily. 21:17 Stock tickers Straight Google. 21:21 Weather dominates above the fold. 21:25 You know, how much money lost there for sites? 21:30 A nutrition box. 21:32 Nutrition KG. This is a 21:35 April Fools joke, but I only put in the aromagraph. 21:39 I only put it on there because it shows you just how 21:43 quickly they can add completely new features, right in the knowledge graph. 21:45 This is in testing. 21:50 We haven't seen it all live yet, but it's tiled images, and 21:52 they are not a regular result, they seem to be knowledge graph. 21:55 This is the in-depth news box, which we see pop up in testing. 22:01 This is an entirely new news result. 22:05 We've got giant photos, big placement for major bland, 22:07 brands really takes up a lot of real estate. 22:10 I've seen that in testing for a couple of weeks now. 22:14 I think its gonna roll out. 22:15 [BLANK_AUDIO] 22:16 So you heard about hotels and insurance 22:19 and credit, or travel and credit card comparison. 22:21 Auto insurance in the UK, you can enter a quote right in there. 22:25 That's paid. 22:28 In the US, that's not rolled out, but we saw this in testing last week. 22:30 Paid comparison of the major brands. 22:34 If you are in any kind of insurance comparison industry, I 22:38 expect that your world will be rocked in the next month. 22:41 You might be thinking, these are the crazy exceptions to the rule 22:47 that you found in all your sleepless nights and I do that. 22:51 But in June, across the 10,000 22:54 SERPS we tracked in the beta for MozCast, if I just look at the ones 22:59 that had ten results, no vertical, no news, no logo, no 23:05 video, no images, no knowledge graph, no paid inclusion, no authorship, 23:08 15% were ten blue links. 23:11 85%, and this isn't just even the weird stuff, this is the regular vertical 23:15 non-standard SERPS, 85% had some kind of rich information. 23:20 That was in June, that's today. 23:28 All right, can breathe a minute. No that's not. 23:32 [LAUGH] It, it gets worse. 23:37 [LAUGH] 23:40 This is not funny at all, you guys are hoes. 23:43 [LAUGH] A seven result SERP is just the beginning. 23:45 Bing announced that they were gonna start showing four to eight results on page one. 23:51 And here's the important part, 23:56 it would be based on user signals. 23:57 So, if they show a SERP, and number five 24:00 gets no clicks, number five will go to page two. 24:03 They will change the serp based on the activity, I think Google will do this to. 24:08 I don't think they'll do it exactly the same way, but I think it'll happen. 24:11 Local searches don't even have SERPs anymore. 24:17 You know, this is Google maps on the iPhone. 24:20 And what happens when you search for pizza. 24:23 You gets pins on a map, because that's what you want. 24:25 You wanna find what's near you. 24:27 And maybe they'll have one listing sometimes. 24:29 And I know what you're gonna say. This is mobile. 24:32 And now we have iPads, and we have all this stuff. 24:34 And so, eventually, mobile is gonna be more like desktop, right? 24:36 No, desktop is gonna be more 24:41 like mobile. 24:42 This is the new Google Maps, if you haven't 24:44 seen the beta, it has no SERP at all. 24:46 It is pins on a map on your desktop and that's where local is headed. 24:49 And in fact, it's pins on your map on the desktop plus a Google 24:54 Plus layer so I can actually see what's near me that my friends like. 24:57 So mobile will not go back to desktop. 25:03 It's gonna go the other way around for local and there's no SERP at all. 25:06 This is Siri, digital agents. Siri spits me back three results, but when 25:11 Siri has the answer someday, again, there won't be Siri, there'll just be an answer. 25:17 This is Google now where there's no query at all. 25:23 Bill Slowsky just wrote a good piece about parameter-less searches. 25:28 Google is trying to say, here's what you wanna know. 25:32 Here's your local weather. 25:35 I live in the 25:36 Chicago burbs. Here's this package you just. 25:36 My exciting life of furnace filter replacements. 25:39 Here's what we think you want to know before you type anything at all. 25:44 How do you rank anything in a SERP where there's no query? 25:48 How do you optimize for a keyword that doesn't exist? 25:51 You don't. 25:55 Can we do anything? [LAUGH] This is very depressing. 25:58 I wanted to make this really tactical at first and I realized it was a 26:05 mistake cuz we get so fixated on tactics, and we're missing a change in mentality. 26:08 We're missing a broad strategic change we need to make. 26:15 So I'm gonna, I'm gonna try to talk to you quickly about that. 26:17 First of all, I think this is how we behave sometimes. 26:22 I know when you see it as a graph you'll laugh and 26:24 say, no, n,o no that's not me, but this is how we talk. 26:26 First, there was on page, and then links 26:29 came in and rewrote everything, which helped a little bit, and then 26:30 there was user signals and we were all obsessed with that, and 26:34 then there was social and we had to get our treats and 26:35 likes and plus ones and they are correlate really well, I'm really excited. 26:38 And now there's authorship and everything is authorship and you 26:41 gotta be an author and you gotta go, go, go. 26:44 But it doesn't work like this, we're not replacing each 26:47 tactic with a new tactic, we're adding a layer of complexity. 26:50 And so yes, I think 26:54 for the most part links still matter a lot in 2013, but all 26:55 of these signals get added to the mix and you know what that means? 27:00 If you're trying to game any one signal, you will lose. 27:02 You need a strategy that covers all of these and all of the things 27:08 that will emerge in that column because no one piece is gonna be enough. 27:11 And when you try and game the system, you're almost always gaming one piece. 27:15 This is an increasingly complex world. 27:18 There is no one secret sauce. 27:22 I have no affiliation for them, but I have to say that I 27:24 ordered these for gifts, and that coffee 27:26 balsamic marinade Doctor Pete's is the shit. 27:29 >> [LAUGH] 27:32 >> So, if you ever wanna try it, I make no money off that. 27:33 So we talk, we talk a lot about big brands. 27:40 Big brands get all the advantages, we've heard brands all week long. 27:41 And we're talking about authors and authors are great and you gotta 27:45 be an author, and you gotta have authorship markup. 27:47 And we get a little obsessed in these, these niches 27:49 and we forget to think about how Google defines these. 27:52 What are these two things? 27:54 What are brands and what are authors, and this ties into KG so much. 27:56 These are entities. 28:01 This is the Web of Things that Bing and Google are trying to build. 28:03 The web of objects that represent our real world. 28:07 And that's all that brands and authors are, they're things 28:10 in the world. 28:12 And Google's job is not to build the perfect, fair, egalitarian 28:14 environment where everybody's equal, their job is to model the world. 28:17 And it was fun while it lasted. 28:22 It was fun for all of us all to be out there and just register a domain 28:24 name and put up a few things and 28:28 do business, but it wasn't ever going to last. 28:29 Google's job is to model the real world, 28:35 but the good news is, you can be an entity. 28:37 Entities don't have to be big. 28:43 This is a local business in Chicago, Gene's Sausage Shop. 28:44 If you're out of Chicago you've never heard of them. 28:48 If you're in half of Chicago you've never heard of them. 28:50 But look, what do they have? They have a KG box. 28:53 They have an authoritative one box. 28:56 They have expanded site links. 28:57 Google recognizes them as a brand because they act like 29:00 a brand. 29:02 They have a real name, they sell a good product, they get 29:04 word of mouth, they get social naturally, they market like a real company. 29:06 Will will be up her later. 29:11 You've all heard Will's RCS, real company shit. 29:12 You know what the problem is? Not the problem, the problem with us. 29:17 Not the problem with RCS. 29:19 You can't fake it. It's right in the name, Real. 29:21 You can't fake that, and if you're not a real company, what's left? 29:24 Let me do the math for you. 29:27 If you have R, C, S minus R, C you know what you're left with? 29:29 You're left with shit! 29:32 [LAUGH] 29:33 You cannot do RCS and not be a real company. 29:36 And you have to start to think like a real company and like an entity. 29:38 [BLANK_AUDIO] 29:41 This is what we do. 29:44 And I don't wanna bang on the tactics, but this is the low value approach. 29:47 You know, we buy and trade links. 29:52 We stuff our title tags full of keywords. We count our followers. 29:54 I got 50,000 Twitter followers, they're all bots. 29:57 Whatever, I bought them on Fiverr, but I got them. 29:59 We spin out this bullshit to a 100 different sites that makes us look stupid. 30:03 You know that if anyone 30:09 actually read would be an embarrassment. We buy-a-name.me. 30:09 We fake local, and what I mean by fake local is we, we 30:15 put whatever we do in Cincinnati. And we built a page for that. 30:20 And then we built 5,000 pages. 30:25 We're not actually in any of those places, but we built 5,000 pages. 30:27 And we know pandas laugh that hard. 30:30 I'm not here to give you a white hat sermon. 30:32 I'm here to tell you that the problem is this model. 30:35 We do this to rank so that we can sell. 30:37 We want to rank first, so that maybe, hopefully, after we rank, we can sell. 30:42 Why? What's our goal? 30:47 What happens if Google changes the rules, not whether you did anything bad or not. 30:50 Whether it was a change in these served features. 30:54 What happens if they change the rules, and you don't rank? 30:57 You don't sell. 30:59 You've built a model. This is a funny thing to me. 31:02 You think you're so smart. 31:04 You think you've tricked Google. I'm gonna get the man. 31:06 I'm gonna do this thing. 31:08 I'm gonna play the game. I'm gonna rank. 31:09 You've tricked Google so that you can become 100% dependent on Google. 31:11 Nice work. You showed them. 31:16 Why do we do this? 31:21 Our tactics don't really have to change, but the 31:24 way we approach our tactics has to change completely. 31:27 So what if we took the same basic set 31:31 of tactics, instead of buying and trading links we 31:34 build the things that attract real links, instead of 31:37 stuffing keywords, we target concepts, we talk about things knowledgeably. 31:39 Instead of counting followers, we build a following like Gene's Sausage Shop. 31:43 I don't care if 31:49 you have 50,000, what if you had 500 really dedicated customers? 31:49 That really talked about you and we're real 31:54 people and really cared about what you did. 31:56 That's what you need. 31:58 What if instead of spinning out the 32:00 same crap, we actually demonstrated our expertise? 32:01 What if we made a name? 32:04 They are not buy-tasty-Italian-sausage-cheap.net. 32:05 They built a name. And what if we actually 32:12 thought local? 32:15 I'm gonna tell you something that's uncomfortable, 32:15 but the days where you as a small 32:18 or medium business can be a national or 32:20 international presence just because you're online are gone. 32:21 You are not. 32:25 You may not think of yourself as a local business, but you 32:26 have a presence, you have a reach, and your reach is not national. 32:29 Your reach is a certain group of people, certain demographic, a certain area. 32:35 That's 32:40 okay. Focus on that. 32:40 Be local in that sense. Local may be a customer base. 32:41 Local may be an interest group. And what if we changed all these 32:45 things, and instead of building to rank, we built to sell? 32:50 And guess what would happen? All of these things also help us rank. 32:55 But we would be building a real business. 33:00 And if Google changed the rules, what would happen? 33:03 Nothing. 33:06 Yes, we'd lose some say, we'd lose some ranking, it'd be hard, but we 33:06 would have built the structure that really sold, and we would be real businesses. 33:12 And so, that's my message. 33:17 Let's, it's time to be a real business and it's time to do real marketing. 33:19 Okay. 33:22 [SOUND] >> Thank 33:23 you for scaring the shit out of us, Pete. >> [LAUGH] Now I feel bad. 33:33 >> So, just a, when I was watching that, some, what you said 33:36 at the end kinda justified some of the results we were seeing early on. 33:39 Some of the results that seemed to actually benefit 33:42 from these, like Apple some of the authorship names. 33:45 So, what are, for people, maybe a little confused, what are some of 33:48 the things that actually counted as entities, such as people or a business? 33:53 What, what are we trying to achieve when 33:58 we say make ourselves an entity, rank, build ins? 34:00 >> Yeah, I think the people that are 34:02 suffering the most right now, and we've seen it 34:04 with even with this multi-week update, are really, 34:05 the comparison slights, the thin affiliates, the people who, 34:09 Google doesn't see them as something that exists in the real world. 34:13 And it doesn't have to be a brick and mortar kind of shop, 34:16 but you know, even the online shops like Etsy and such, they're real. 34:18 You know, they're an actual business, they do something unique and all 34:22 the sites that are just filtering other people's data and doing comparisons. 34:25 And, and I mean, I think that's where we're in danger next. 34:30 So yeah it could be a person, place or thing, but you know, a movie is an entity. 34:33 It just. 34:38 I think of it as, what's the corollary in the real world of Kayak? 34:39 You know, I'm not saying they are not a great business cuz 34:45 they are, and they, I think they will be around for a while. 34:47 But that's where we start to see trouble, and if you're doing 34:49 that with a lot of added value that's great, but if you're doing 34:53 that with no added value and your just pulling in other people's 34:56 stuff and slapping it on a site and calling it a business you're 35:01 not gonna be around for long. >> And Google will take that over. 35:05 >> And Google will take that over if they, if they see the money in it. 35:08 I mean, I hate to say it that way. 35:10 >> Yes. >> Hey, Pete, great talk. 35:11 So I'm gonna posit something that Google could do, and I'd be interested 35:14 to know if you think it is something that they ever would do. 35:18 Do you think we're ever going to see 35:20 the point where they say, look, don't bother buying 35:21 a domain, don't bother having a web site, just schema a marked up HTML from a local 35:24 service or a JSON feed or an XML markup 35:30 thing, and we will build just format, we will build 35:33 your website for you, right, you don't even need to 35:35 have the site, we will just show it in SERPs. 35:38 >> [CROSSTALK] 35:40 >> In some markets. 35:41 >> Cuz, I mean, that's basically what they're doing with shopping, right? 35:43 >> Yeah, in some markets, maybe. 35:45 I mean, we've seen it with like Yahoo shopping in the past. 35:46 We've seen even Google now kind of selling some SEO services 35:49 where they're trying to say, oh, we can help you small 35:52 businesses do that. 35:55 Yeah, how, how long would it be before AdWords, where 35:56 they go, well, wow all these people without websites can't advertise. 35:58 I think we're already kind of seeing it with Google Plus business listings. 36:03 You know, they're becoming richer, they're becoming. 36:06 Yeah, I don't think you'll see it on a large scale especially 36:09 here in the US that we all have to have our own. 36:11 We're a little obsessed with our own identity, but 36:14 for the small business market I could definitely see it. 36:17 >> Yes. >> Shaw. 36:21 First of all fantastic thank you. 36:26 The, the idea that so much more of this information is right there on the page in 36:29 Google and that it, in a lot of 36:35 cases people don't even have to go anywhere else. 36:38 Do you think that's really just a natural consequence of them trying really hard to 36:40 meet need, or could it be perhaps that it's even a little bit more 36:45 like, you know, the people who build shopping malls these 36:51 days who make you walk round and round in circles 36:54 so you go past all of the, the properties and 36:56 you get the much better chance of, of spending your dollar? 36:58 Is it more about keeping people in Google and not sending them out to webpages? 37:02 >> Yeah, I think it's both and it's really hard to separate. 37:06 I, I'm not a conspiracy guy. 37:08 I, there are things I don't like about Google and I, I 37:10 think they have 50 billion dollars and as Rand said maybe up to 37:13 80% searcher and that's a little dangerous. 37:16 But it, it's hard, it is good for users in a sense. 37:19 I mean if I type in Mother's Day and it's right there. 37:22 I like that. 37:25 And it's also unfair. 37:26 And they've also you know, I've said to many people, they, 37:28 they've built a walled garden around our yards and that bothers me. 37:31 You know, they, they make $50 billion out 37:35 of our stuff and they built something amazing. 37:37 I'll credit 37:40 it to them, they built something incredible, 37:41 but they've also sort of stopped recognizing 37:45 that, you know, Robin Hood was good for users if you got the money. 37:48 [LAUGH] If he threw you in the bag of money, that was good for you, 37:52 but good for users isn't always the right thing to do and I, I don't know. 37:56 We're, we're getting in to grey area. 38:01 That could, the credit card things bothers me. 38:02 Paid inclusion bothers me. 38:04 It's not, 38:05 it's not transparent. >> So, does it almost. 38:07 I kind of see where, now that it's also going that way a 38:10 little bit more with Bing that those 38:14 major engines, are they almost putting themselves 38:17 at risk of inviting a competitor to actually to come in and give us 38:19 back, maybe cont-, some sort of control over what we want from a SERP? 38:24 >> It's possible. Yeah, yeah, I don't think. 38:29 The, the danger of it changing so fast, and 38:32 when Google, I think when Google started to actually seriously 38:35 worry about Bing they, they, they freaked out a 38:38 little bit, and I, there is danger for them, yeah. 38:40 Thank you. 38:42 >> Pete final question. 38:44 Five year plan, don't want you to reveal too much. 38:47 Will we have MozCast for Google Glass? 38:49 MozCast for Google Glass [LAUGH] I'm, I'm such elated after it's not even funny. 38:53 I will have Google Glass in like five years. 38:57 No I think real quick the next thing we'll 38:59 be getting into is some of these SERP features. 39:01 We're tracking them. 39:03 We're trying to do some cool things where you go 39:05 in and say, show me some keywords from last night that 39:07 had knowledge graph and a local pack and some ads, 39:10 and get back some examples and kind of do your research. 39:12 So, yeah, hopefully next couple months we'll see some stuff. 39:15 >> All right, thank you so much Pete. 39:18
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