#The User will slowly become less relevant and more ignored in the lives of the people around them

[bet-on-me-13]

Wes ruins everything

Wes had finally done it, he had finally realized why nobody ever belived him about Fenton and Phantom! It made so much sense now, he had been looking for an answer for years, thinking he was going crazy because everybody refused to see the Obvious!

He was Cursed!

He literally had an Ancestoral Curse on his Bloodline that made it so that all those born with the gift of Prophecy would be ignored! A Gift of Prophecy that he apparently had.

It was Cassandra's Curse, the one from Greek Myths. Apparently she was his Great×1000 Grandmother and passed down the Gift (and Curse) of Prophecy to him. And he knew how to break it!

All he needed to do was gather the right resources, chant the correct incantations, make sure not to accidentally summon a Demon in the process, and he could just foist the Curse onto some other poor schmuck. Sure it would suck for them, and he would loose his Gift of Prophecy, but Wes had been ignored for Years at this point, he needed validation!

So he did the Ritual, and he didn't mess it up, and he managed to get rid of the Curse.

Now all he had to do was convince everybody that he was right for the first time in his life! This was going to be great!

...

Cass didn't know what was going on.

A while ago, she had started getting these...gut feelings that she couldn't explain.

She would look over the details of a Case her Family was working on, and see a patern that the others were seemingly ignoring. Like when she realized that The Penguin was about to raid the Docks on the East Side, but the others were convinced it was going to be on the West.

But when she had tried to tell them, they had brushed her off. "We've already concluded that he will begin the Raid on the West side, no need to go to the East."

She had gone anyways, and low and behold she had been right. But nobody even acknowledged that she had been right at all, they had just wondered how they had missed the signs, not even questioning how she had known.

It wasn't limited to Cases either. Even small things, like telling her brother's where the TV remote was were brushed off, and hours later they would still be looking, never even having checked where she told them.

It seemed that no matter what, nobody cared about her point of view anymore. They kept brushing her off, telling her she was wrong, actively ignoring her ideas.

And it was getting worse. They were starting to ignore her more and more, forgetting she was in the room, not calling her down for Dinner, even forgetting to check in on her during Patrol.

She knew that there must be something going on, Magical or otherwise, but when she tried bringing it up with her Dad or JLD, they would also Brush her off.

Her Family was forgetting her. And they didn't even realize it.

...

Danny was not okay at the moment.

When he had gone to school a few weeks ago and noticed everybody staring at him, he didn't give it much thought. Maybe Dash or Paulina had spread another Rumor about him again, not too out of the ordinary.

When his name had been called over the Intercom, he hadn't thought much of that either. His grades were falling even more than usual, so he assumed his Guidance Counselor wanted to have another talk with him.

When he walked into the Principals Office to see both of his Parents and some GIW Agents, that's when he realized something big must have happened.

He didn't have much of a chance to react when the Shields went up, but he did react when the first Ecto-Blast scorched the wall behind him. His Parents began to scream at him as they fired their Blasters, something about replacing somebody? He didn't know, he was pretty preoccupied at the moment.

It took more effort than he cared to admit to escape the Room, but a stray shot to the hidden Shield Projector under the Principals Desk proved to be his saving grace. Unfortunately the moment he escaped the Office, he was met with a veritable Army of GIW Agents, all armed to the Teeth with Weapons he had never even seen before.

He managed to get away for a moment, hiding in the Bathroom as the Agents chasing him passed it by. That's when he met Wes.

He obviously hadn't been expecting him, but the moment he saw him Wes put on a smug look. "Oh hi Fenton, trying to get away from the other students?"

Danny had replied with confusion, "What the hell are you talking about?!"

"I finally managed to convince everybody about you, now everyone knows that you're Phantom! I'll bet you're hiding from all of the other Students hounding you for questions right?"

"...it was you?"

"Yeah, so? I finally get to be right!"

"...You absolute MORON-"

That was the last Danny got to say to Wes before an Ecto-Blast launched him through a Wall, seeing his face morph into a look of Shock just before the dust cloud covered it up.

Since that day, Danny had been on the Run. Nowhere was safe anymore now that the GIW knew both his Human and Ghost's faces, but he had to keep running. He crossed state Lines already, and was on his way to the next Ecto-Rich City he could sense, somewhere in New Jersey.

He cursed his Fenton Luck every day. Why had everybody believed Wes this time?! Nobody had ever belived him before, nobody even seemed to acknowledge his existence after a while! What had changed?

Danny just wanted to rest already.

...

Cass had taken to Patrolling alone recently. She had taken to doing a lot of things alone, actually.

After the first month, it seemed that nobody could remember that she was in the room with them, even if she was within their eyeline, she just faded into the background. By the 2 Month Mark they had stopped talking to her entirely, although occasionally she would get a Text or two from her dad. By the 3 month Mark she was completely invisible, and By the 5th she had been forced to get used to it.

She didn't know what was going on, was it a Meta Ability? Magic? Alien Tech? She had no idea.

She had begun to cook for herself after the first time Alfred forgot to set her Plate at the Table. The same with Washing her own Clothes, Cleaning her Room, and Paying her Phone Bills. At the very least the Automated Allowance Payments to her Account had kept up, or she wouldn't have been able to go to her favorite Cafe anymore.

It was bittersweet for her. She used to go to that Cafe every week with Alfred, but he didn't even come on his own anymore. Had he only come for her? Did she really mean that much to them? It hurt, she finally had a family that cared for her and suddenly she didn't exist to them.

She sat alone at a Table, ignored by everyone in the Cafe as usual, when a new face walked in. He looked about her age, a little roughed up, walking with a sort of cautious gaint, as if he was scared of something. His Body Language seemed to agree with her assessment, as his body practically screamed "Worry" in its movements.

Cass stopped watching at that point. Just another Gotham Teen, probably worried over something like getting not having enough money or getting mugged on the way home. It was a Common sight in Gotham.

She attention was pricked again for a moment when she heard a voice speak up. "Uh, can I sit here?"

She ignored it, he wasn't talking to her.

"Um, excuse me? Miss? Could I sit here?" He repeated.

She ignored him again, he wasn't talking to her. Nobody talked to her.

"Hello? Do you have Earbuds in?" He said, and he waved his hand in front of her face.

Her face. He waved his hand. In front of Her Face.

He was talking to her.

She looked up at him sharply, seeming to startle him for a moment before he asked, "So, is that a no?"

"You can see me?" She asked.

He looked a bit bewildered, but replied "Uh, yeah? Why would I not? Are you...a Ghost?". That last part sounded a bit suspicious.

"No. Not a Ghost. But nobody sees me. Ever. Nobody remembers me." She replied. She had never spoken this much to anybody outside of her Family, but in the past few weeks she had been starved for interaction.

He seemed slightly interested, and sat down at her table. He looked her in the eyes, and said "Do you...talk about it?"

She smiled. He could see her.

[raguna-blade]

Getting Closer to actually daily rambling

So, I am, slowly, quite slowly, achingly slowly, working my way to doing a big ole analysis of Persona 5 Because that’s the exact kind of nerd I am but one thing has kind of stuck out to me in Persona 5 as a weird problem.

Like, in a game that starts out with a PRETTY FUCKING DIRE stance on sexualization of young women, what the fuck is going on with Ann?

LIke, it’s weird that the game starts off so strong on that front, and then from that point forward in regards to Ann drops the ball like a lead weight into a blackhole.

Seriously, the statement is made rather objectively and clearly, Don’t Sexualize the young lady and then...proceeds to kind of do that the entire game right? Unless I’m misremembering things rather badly which is quite possible.

And I got a little mini essay thing of notes hidden away elsewhere right now looking at it, but this one thought came to mind semi recently and well...

Ok, let’s talk about themes in the persona games, at least in the last three mainline ones alright? And specifically, we’re gonna talk about said themes in relation to Shadows which are of varying levels of importance throughout the series. Honestly, I should one day do the first couple of games to get a full picture of it but...

Still before we go further, Quick definition. Fans will know, unfan’s won’t, but either way I want to be clear of the definition I’m rolling with here. What the flip fuck is a Shadow? In series, a Shadow is basically an embodiment of well...You. It’s all the stuff you repress about yourself, and in series that’s pretty universally negative.

Thing is though, the thing about that, Shadows in Jungian Psych aren’t. As I understand it anyway, they’re not inherently negative. Shadows are basically just whatever you repress about yourself, good or bad. It’s whatever you refuse to acknowledge, either because of trauma, danger, ignorance, actual refusal, whatever. Anything and everything about yourself that you don’t ever want to deal with and you shove off into the negative space of your mind halls so you don’t have to deal with it ever again becomes a part of the Shadow.

Got it? Cool.

Now themes though. Persona 3 has a pretty cut and dry theme (more or less, and drawing from rather old memories at this point) involving Death, Mortality, and the fact that you are absolutely positively going to kick the fucking bucket one day so you better live up and be the best you you possibly can be of yourself. You see it in all of the Persona’s and how they evolve going through the game’s story line. Inevitably, as they have to deal with things that they’ve struggled with in a unvarnished and straightforward way, they have to integrate these new truths into themselves and basically become better people, more whole. And in doing so, their persona’s grow up and become stronger.

Now as far as shadows go, they never really make an appearance in the game formally (in the sense of specific shadows relevant to the characters themselves. You spend the entire game putting foot to shadowy ass, much to your detriment) EXCEPT FOR, Strega and those who use the drugs to control their personas. Which is weird, because they’re still personas right? Except that a Persona is EXPLICITLY a tamed shadow, yourself put under your control more or less, so for Strega and the other drug users, They haven’t actually done the proper actualization that the rest of SEES and them do to get their persona’s under their control. They haven’t exactly confronted themselves and overcome it, thus why, occasionally, their Persona Flip out and try to kill them because YOU STILL HAVEN’T GOTTEN THIS SHIT UNDER CONTROL YOU NINNIES.

Make sense? Cool, we move forward to 4.

Four has a rather explicit and subtle theme about reaching out to the truth and cutting through ignorance to find the heart of things, and as regards shadows and self, acknowledging your true self. The more you do it, the stronger your persona becomes etc etc, but unique here is that everyone (and I include MC here because I am DAMN certain that Teddie is his castoff shadow but that’s a whole other story) literally confronts their shadows before making them into their personas, and what we see universally is that their shadows are...Kind of raging assholes yes, but also none of them are exactly you know...EVIL. Kind of dickish, and playing up fears and such, but that’s kind of what happens when you don’t deal with your shadow. Let it fester and you start getting weird neuroses about things and start tearing yourself up about such minor things as you know, hating the town you live in, the distinct possibility that you’re nowhere near as straight as you thought you were, the disquieting thought that you’re basically whoring yourself out to make a living, or that you’ve got a distinct and actual problem with Gender In Regards to your desired profession and/or yourself.

You know. Minor Teen things.

But Inevitably, you confront yourself, you confront the situation, you integrate, and your shadow becomes your persona. Cool Story.

Now I’m going to pause here and mention something that only explicitly becomes a thing here in four and that is that Shadows are shown universally to have bright yellow GLEAMING eyes, and that’s going to become SILLY important in about 20 seconds.

SO WE MOVE ON TO PERSONA 5, with it’s themes of rebellion and freedom, and being your own authentic self all times everytime, anytime. Symbolized, rather explicitly, by the outfits each and every one of the Phantom Thieves wear when they enter a Palace.

Which is cool, but I hear you asking, but what of the shadows? WHAT OF THE SHADOWS MAN.

Where the fuck are they? I mean, yeah their persona but...

Hey.

Hey buddy.

You remember every single time the characters transform for the first time their eyes turn into that gleaming yellow color in their eye spaces?

Why it’s almost like they’re...Almost like they’re becoming their shadows?

Why yes, that is exactly what I think is happening here, because TO A MAN, every shadow summon we see has them saying some frankly OMINOUS SHIT. Like...One second let me just rip from the SMT Wiki right quick.

Listen to this shit Arsene Says when he’s summoned.

"What's the matter...? Are you simply going to watch? Are you forsaking him to save yourself? Death awaits him if you do nothing. Was your previous decision a mistake then? Very well...I have heeded your resolve. Vow to me. I am thou, thou art I...Thou who art willing to perform all sacrilegious acts for thine own justice! Call upon my name, and release thy rage! Show the strength of thy will to ascertain all on thine own, though thou be chained to Hell itself!" 

Now if Persona Are Shadows, an established fact in canon, the fact Arsene is saying this to Akira is KIND OF FUCKING CONCERNING, and as I realized like yesterday pretty explicitly foreshadows the bad end. Because well...Do what I want for my own justice? yeah no way that can go wrong it’s not like anyone else in the game is doing that no sirree.

But this is about Ann right? And her frankly kind of weird sexualization that’s going on throughout the game?

What’s Carmen Got to say?

"My... It's taken far too long. Tell me... Who is going to avenge her if you don't? Forgiving him was never the option... Such is the scream of the other you that dwells within... I am thou, thou art I... We can finally forge a contract... There you go... Nothing can be solved by restraining yourself. Understand? Then I'll gladly lend you my strength."

That’s...Actually relatively tame. Stop restraining yourself. Uh...ok. Guess that has nothing to-

WAIT A FUCKING SECOND WHO’S CARMEN?

Hey now, short story, Carmen is the heroine of the titular play, and she is a woman who is rather handily in control of her sexuality even when it ends up destroying her (admittedly, because two idiots couldn’t stop being you know...dumb. But anyway). Critical thing though, Carmen is basically a femme fatale, and as Ann says in her Social Link, those were always the kinds of characters that she wanted to be like. Those sexy, kind of devilish lady villains from kids cartoons and you know what, that’s pretty cool. That’s a level of absolute self confidence and such that cannot be denied I think so fair’s fair.

But uh...Have...have any of you seen Ann seduce anyone in the game? She’s....She’s really fucking bad at it guys. She’s actually, consistently awful at it. And yet, Ann is also consistently, continually, stated and shown to be the hot one of the group, such as it goes.

Which, fine, but still...Why the ball dro-

Have you seen her social link? The one where she more or less throughout finds that things she’s been doing on automatic require real genuine effort more than what she was doing? Like say, consistent diet and exercise, skin care, etc etc etc if she wants to be a model? Things she was absolutely not doing? Things she was, in fact, kind of really stunningly, amazingly ignorant of?

I...I almost feel...I almost feel like there’s a parallel here, something something...

Well, Their Shadowverse costumes are explicitly their idea of rebellion, and transforming into it, at least for the first time, has them apparently transforming however briefly into their shadows.

Which says to me, that functionally she, and the rest of the Phantom Thieves, are TRYING ON their shadows. That is to say, they are actively, knowingly, willingly embracing their Shadow Selves, in opposition to the previous groups who more or less suborn the shit out of their less repressed halves. And why wouldn’t they?

I didn’t bring up themes for no reason you know, ramble though this is. The Story is obssessed with being free, breaking the chains that bind you, and outright rebellion. How could they POSSIBLY keep on theme with that, if the first thing that happens upon awakening your persona you shove your shadow in a box and never talk about it again because Hey Y’all, it’s under control, no need to deal with that den of horrors and things I don’t want to think about.

Ann is, effectively, just as everyone else is, trying to directly integrate her shadow self into her. And for her, that involves sexuality rather explicitly. Which is probably even more of a problem for her (for all that it’s not explicitly brought up again ever by anyone else in the game because you know...Rape/Sexual Assault, whether threatened or actual is kind of stressing? Especially if it’s by someone who’s an authority figure and you were supposed to respect and was supposed to protect you? Just...Yeah.)

I mean I’m not an expert by any means, but holy fuck would I think repressing thoughts of myself being sexual in any way shape or form especially when I really wasn’t trying to be and up until that point wasn’t consciously aware of how I was would be absolutely understandable if not justified especially given proximity to the event.

But with that said, She, and the rest of the cast for all of their less than stellar attributes as expressed by their outfits and persona, are actively trying on those parts of themselves, rather explicitly being the version of themselves that they don’t feel they are, or don’t exactly want to be, and have hidden away for one reason or another.

And for Ann, that’s well...being a sexual person. Which notably, no one else at all seems to struggle with save perhaps Makoto but that is arguably a different story (her blanket lack of understanding of love does lean towards inexperience in relationships, which I absolutely get, but on the other hand, her first action upon awakening is to put on a full leather outfit, call herself queen, and immediately mount and ride her [female who pretended to be male] persona out of the mind bank ufo of a dude who kind of threatened making her with prostitution(not strictly in that order), not to mention that her Arcana Card has a lady checking out a questionably clothed model but uh...It’s a different sexual issue shall we say? Although, now that I think about it, does raise some curious questions if my Makoto is the other actual protag thing ever bears fruit.)

Now mind, this doesn’t exactly excuse the camera antics involved, that’s something else entirely, but otherwise, it’s actually pretty consistent from what I recall of it all, So you know...There’s that.

Still mostly a ramble, as there’s a lot missing here but still.

Gotta get into the habit if I’m gonna make a right and proper daily ramble yah?

[thinkingcraft-dianne]

Literature Reflection (Bridle & AI bias)

I found the podcasts by James Bridle in combination with the literature review on gender, race and power in AI give more in-depth information on topics that I have theoretically (as well as in person) touched the surface on before. Both works illustrate why it is important we mindfully use and design technology.Something that stuck with me is how less visible important institutions have become; my local bank has closed and is now almost fully operating digitally and many municipality cases can I handle online. What does this mean for societies' grip and understanding of them? Visibility and transparency are ground principles for and of our liberal and democratic system, so why not here? Visibility = responsibility: this ranges from the power relations visible in the internet cables that run under the oceans to tech companies making diversity reports publicly available. 

I never realized how John Berger's theories on seeing art can be applied to modern day technology.  Especially the radio analogy I find interesting; the same can be said for social media nowadays, where only a small percentage of its users produces content that is viewed by millions. it is often a one-way conversation which leaves its participants feeling isolated instead of conencted. This has become even more apparent during covid-19, where online friday drinks have not felt the same as in real life. Also, the power of tech companies have increased even more now more and more people are dependent on them. I have a feeling that the increase of living in this digital period will have a huge impact on the mental health of people. On the other hand, the digital realm has democratized information and discussions on this information, as there is a variety of free webinars, festivals and conferences available online, from the comfort of people's homes. This will in the end also democratize new tools and how we perceive the world around us. The way James Bridle described our relation to technology was in line with Donna Haraway's idea about living in the terrestrial. If we would see and care for technology as how we do certain animals, we would be able to re-evaluate what we can get from it. Bridle mentions that artificial intelligence can help us escape the Anthropocene and to reconnect ourselves to nature.  Though he does not mention how. However, I thought of how our living world is progressively supplied with sensors and with the resulting data, and how we can gain insights into the complexity of the interdependencies between living organisms. For instance, sensors and the datafication of forests have laid bare the complex web of communications between trees. When  researching I came across this TED Talk https://www.youtube.com/watch?v=pvBlSFVmoaw.

This mention of changing the way we connect to our technologies reminded me of the term automation bias; the urge of humans to favour suggestions from automated systems and to ignore contradictory information made without automation, even if it is correct. Especially in covid times, people have this idea of a 'technofix', which is  based on a combination of trust in technology and limited trust in the ability, and the willingness, of humans to adapt their behaviour. We are looking for the fastest solution which will cause us to make the least amount of sacrifices; technology will fix our problem and we do not have to think about it any longer. A “quick fix” for the corona crisis, in the form of a vaccine, would quickly silence the debate on the structural causes of the pandemic and allow us to revert to our pre-corona practices in a heartbeat. Comparable to the way medication often takes away the necessity of aspiring to a healthier lifestyle. Because of this apparent lack of any human sacrifice, the idea of the techno-fix goes hand in hand with a feeling of guilt, as if, like in the myth of Prometheus, we really don’t deserve to use technology. 

The crisis is slowly taking away our illusion of the tech fix. The essence of these (false) solutions is the illusion they create that we can “save” the climate without having to change our lifestyle. The underlying belief is that we’re not willing to make a sacrifice such as travelling less, for example, or reducing our total energy use. In fact, the main notion seems to be that human beings are not or barely able to adjust their behavior at all without the clear prospect of a reward. It would be interesting to make the climate crisis sensed evenly as immediately as current pandemic. This circles back to the notion that visibility calls for understanding, thus responsibility. As it is talked about in the Bridle podcasts: technological agency and climate change are both visual problems, or rather the lack of visibility. An artwork that succeeds in visually raising awareness for this is terra0, a forest that can autonomously sell its trees and eventually, using the accumulated capital, buy itself and become a self-owned economic unit. For now, it remains an artistic experiment designed to raise awareness, but in theory you could build such a program on the blockchain to make a forest represent itself.

For me, as a woman enrolled in a technologically-focused minor in a class in which the majority of the people identify as male, the text on gender, race and power in AI was really interesting and had contained some familiar frustrations. By connecting the unequal representation of women in the tech industry to and bias systems in AI, the author suggests two versions of the same problem. I find data violence, which enacts forms of administrative power which affects some of us more than others, a relevant modern day problem. In a world in which data and facts reign and where systems are trained upon existing data sets, representation is of uttermost importance. The authors stresses that, because AI systems play a important role in our political institutions (like healthcare), we need to re-asses the relationship between workplace diversity crisis and the problems with bias and discrimination in AI. In a future and ideal world, a supervising board would examine the politics of the design of such a system. It would check how a system was constructed and whose interests shaped the metrics for success or failure. 

Understanding 'bias' in data requires accounting of the social context through which the data was produced: how humans make data in context. It is also interesting to note that companies also use data violence to shape reports on diversity to their wishes. Only accounting the 80% of the full-time workforce is data manipulations with major implications and should in my eyes therefore be considered a crime or at least punished. Again, transparency is the only way for people to know what is going on inside a company and enables the to hold them accountable and to make knowledgeable  (consumer) decisions. To say that women are inherently less confident in their computing skills, is to totally ignore the male-dominated and therefore male-designed social institutions in which many obstacles have to be overcome. This week, I found a poc female on youtube talking about her career in coding and who recommended many resourced while talking about it in a transparent and non-elite way. This made me much more interested in it, and most importantly made me feel as if I could also find my place in male-dominated sectors. Also, talking two girls who participated in a summer residency of V2_Lab for Unstable Media and seeing their work made me feel more comfortable in that area already. Seeing yourself being represented certainly boosts your confidence in your own abilities. As stated in the article, "the inclusion of women becomes the solution for all gender problems, not just those of exclusion or absence. .. their mere presence builds the table they sit at in the first place." The ultimate goal is cognitive diversity, and cognitive diversity is correlated with identity diversity. That means it's not just about women in tech. It is about broad voices, broad representation.  

I have been thinking about my internship lately, which was unpaid and in a male-led studio. I worked really hard and participated in many interesting projects. But by giving me the feeling I should already feel rewarded and appreciated by this mere participation felt empty in the end. I have been thinking about students who might not have done the internship because they could not pay their rent that way and how this influences the diversity within a studio. I believe that if you appreciate an intern, care for quality of work and giving everyone an equal chance to grow as a designer, you would pay them. This would in the end contribute greatly of cognitive diversity in the field of design, which is also has been male-dominated in the recent past.Biological determinism, as mention by the authors, is also something that is interesting during these times inn which the political landscape is under pressure. There is more unrest and focus on the pandemic, both reasons for governments to 'silently' change important laws within a country. Example of this is the current situation in Poland, were abortion rights have been almost entirely taken away from women. Former Polish Prime Minister Donald Tusk  also criticised the judgement. "Throwing the topic of abortion and a ruling by a pseudo-court into the middle of a raging pandemic is more than cynical". The coronavirus crisis will be global and long-lasting, economic as well as medical. However, it also offers an opportunity. This could be the first outbreak where gender and sex differences are recorded, and taken into account by researchers and policy makers. Also for too long, politicians have assumed that child care and elderly care can be “soaked up” by private citizens—mostly women—effectively providing a huge subsidy to the paid economy. This pandemic should remind us of the true scale of that distortion and how balancing unpaid work out between all genders can lead to more diversity in fields such as tech and design as well.

[ondoubt-blog]

Creating Content in 2017

I’ve been a content creator my whole adult life. While this started with studying several instruments, it eventually changed to photography, programming video games, studying painting - and finally writing a PhD thesis: today, my professional life consists of producing paintings, as well as curating exhibitions (also I’m doing a videography project that I’m in love with).

More specifically though, I need to introduce myself as idealistic content creator: over the years, my focus has always been on understanding a craft’s quality, in order to then implement it as best as I could. My mission was craft, and time not spent on advancing that mission felt wrong - as a result, business topics (branding, marketing, business development etc.) were never on my mind. My thinking was that any focus on PR would manifest my own disbelief in my work’s quality: once I started to get my head into PR space, wouldn’t that be the final nail in the coffin of self-disbelief, in my own work?

I never saw the arrogance in this.

I didn’t used social media to proactively push my content (or myself) as a brand. It felt wrong to even read PR material: I understood social media as distraction, as today’s television: a neverending stream of garbage and pushed egos - why would I subject my work to that? As a side effect, this let me stick to my comfort zone: my craft, and the believe that if I’d be good in it, middlemen would eventually take care of the rest. Ultimately, I subscribed to the romantic notation of quality guaranteeing success.

Social Media Today: A Currency

With social media having been around for over a decade, I want to recap the situation that today’s content creators find themselves in:  there are more of us than ever, with more potential visibility than ever. Social media hosts an endless amount of individuals too, whose lives could be enrichened by our creations - if only they’d know about it: potential customers, 99% of whom have never heard of you or seen your work (let’s quickly recap the numbers too: Facebook 2 billion. Instagram 800 million. LinkedIn 467 million. VKontakte 447 million. Tumblr 345 million. Twitter 330 million. Pinterest 200 million).

While we thought that having websites would result in our work being discovered, we now know that they offer zero discoverability: they mostly make sense today as digital homes and archives, for those who already know us. While special-interest forums can be used for personal networking purposes, they don’t easily offer audience growth. Ultimately, neither websites nor forums offer what seems to be the most important aspect of today’s content creation reality: social media as currency.

While some of us ignored social media as distraction (“It’s virtual! A bubble! You’re wasting your time!”), others embraced it to gain visibility. They did so by showing their work, their processes, their lives - and accumulated followers over the years. In retrospect, it’s obvious that many of us idealists missed the real-life consequence of social media: it being a currency. Those that worked for years to gain followers aren’t just “more visible” today, on their specific social media platforms: If Harding Meyer has 29k followers on Instagram, if Emma Hopkins has 84k followers on Instagram, if Katie Mack has 211k followers on Twitter (WHAT! It was 180k just three months ago!), this changes how the world sees their works, and listens to them - it’s an impact that’s not limited to the “virtual” world at all. It changes our relation to them in the real world:  if you’re a professional, there’s nothing virtual about social media. Social media isn’t just “a currency”: it’s a real-life currency.

With whom will middlemen (galleries, publishers, labels; universities, employers etc) want to collaborate: with me, a painter with less than 500 followers - or Emma Hopkins? The situation today is very straight-forward: social media makes our marketing efforts transparent. If you don’t put the hours into it, you will appear sloppy to those who do: you risk being seen as hobbyist, independently of your work’s qualities.

As a professional, ignoring social media is like not brushing your teeth: while this doesn’t create problems today, it has consequences when disregarded for years. If you want to operate autonomously, if you want your work to be visible, then you need to embrace social media. Social media changed the landscape not only for its users, but for everyone else too. If you ignore it, your visibility and relevance will implicitly fade: it’s a visibility-tide that keeps rising, with you being able to chose whether to work with it - or have your visibility drown.

Ethics and Marketing

My words make it sound futile to resist, while ultimately participation is still a personal choice; my goal is not to have you start posting erratically, but to slowly get aware of a situation: don’t be the frog who didn’t know about the rising temperature. It’s your choice how to proceed. But I do want to tell you that nearly all established professionals, in nearly any field, use social media to strengthen their voices, to speak to their followers, to spread their mission.

If you disregard social media as marketing, and marketing as wrong, I have a very basic question for you: do you pursue your craft as a profession, or as a hobby? Because if it is the former, than there’s simply no excuse but to work towards your customers - because you need customers, and you want customers.

I realized only recently that most people’s aversion to marketing is based on their understanding of it as a cheap way to sell crap: to sell a broken care to a blind person that can’t drive. This is not what I’m talking about. I’m talking about bringing quality to a world that drowns in superficiality. I’m talking about a world that needs both aesthetics and ethics. I’m talking about accepting your work’s uniqueness and accepting that there are people out there whose lives will benefit from experiencing it - whether that’s a video game, a painting, a theater production, a massage, a repaired car, an exhibition you curated, or a statement against misogyny. 

I’m talking about your responsibility, as idealistic content creator, to embrace your work as a product, and embrace your customers as individuals who want to experience and embrace your world: but who can’t, if you stay silent about it.

Only by believing in your work (and yourself!) will you be able to start marketing it appropriately: not by exaggerating, but by working ethically towards making people see it - people whose lives will benefit from it. Also, think about the alternative: if us idealists don’t enter social media for real (Pinterest, Twitter, Instagram, VKontakte, ReddIt, Behance, LinkedIn, Tumblr etc), the level of quality on each of these platforms will strongly be influenced by others whose aesthetics and craftsmanship aren’t anywhere close to “ours”. By people who, in the worst case, aren’t in it for idealistic reasons. By disregarding all these platforms, aren’t we guilty of ivory-tower-ism? What about gamergate: if we’d all have been on Twitter, couldn’t we have made a difference? I don’t know a single painter who’s on Twitter. Why?

I’ll start posting specific steps on how to start your journey - how to embrace an ethical way of accepting marketing for your craft, so you and your work will gradually be seen. How to engage with an international audience, leading to your work becoming better, your motivation to rise, and your sales to increase: by having made the world a better place, in the small way that you can influence the world.

Stay tuned, and subscribe to my mailing list if you’re interested in staying in touch!

[toothextract]

14 SEO Predictions for 2019 & Beyond, as Told by Mozzers

Posted by TheMozTeam

With the new year in full swing and an already busy first quarter, our 2019 predictions for SEO in the new year are hopping onto the scene a little late — but fashionably so, we hope. From an explosion of SERP features to increased monetization to the key drivers of search this year, our SEO experts have consulted their crystal balls (read: access to mountains of data and in-depth analyses) and made their predictions. Read on for an exhaustive list of fourteen things to watch out for in search from our very own Dr. Pete, Britney Muller, Rob Bucci, Russ Jones, and Miriam Ellis!

1. Answers will drive search

People Also Ask boxes exploded in 2018, and featured snippets have expanded into both multifaceted and multi-snippet versions. Google wants to answer questions, it wants to answer them across as many devices as possible, and it will reward sites with succinct, well-structured answers. Focus on answers that naturally leave visitors wanting more and establish your brand and credibility. [Dr. Peter J. Meyers]

Further reading:

Content for Answers: The Inverted Pyramid – Whiteboard Friday

We Dipped Our Toes Into Double Featured Snippets

Desktop, Mobile, or Voice? (D) All of the Above – Whiteboard Friday

2. Voice search will continue to be utterly useless for optimization

Optimizing for voice search will still be no more than optimizing for featured snippets, and conversions from voice will remain a dark box. [Russ Jones]

Further reading:

The Influence of Voice Search on Featured Snippets

Lessons from 1,000 Voice Searches (on Google Home)

How to Discover Featured Snippet Opportunities – Whiteboard Friday

How to Target Featured Snippet Opportunities – Whiteboard Friday

3. Mobile is table stakes

This is barely a prediction. If your 2019 plan is to finally figure out mobile, you’re already too late. Almost all Google features are designed with mobile-first in mind, and the mobile-first index has expanded rapidly in the past few months. Get your mobile house (not to be confused with your mobile home) in order as soon as you can. [Dr. Peter J. Meyers]

Further reading:

How Does Mobile-First Indexing Work, and How Does It Impact SEO?

How and Why to Do a Mobile/Desktop Parity Audit

Internal Linking & Mobile First: Large Site Crawl Paths in 2018 & Beyond

How Mobile-First Indexing Disrupts the Link Graph

4. Further SERP feature intrusions in organic search

Expect Google to find more and more ways to replace organic with solutions that keep users on Google’s property. This includes interactive SERP features that replace, slowly but surely, many website offerings in the same way that live scores, weather, and flights have. [Russ Jones]

Further reading:

Zero-Result SERPs: Welcome to the Future We Should’ve Known Was Coming

What Do You Do When You Lose Organic Traffic to Google SERP Features?

Google’s Walled Garden: Are We Being Pushed Out of Our Own Digital Backyards?

5. Video will dominate niches

Featured Videos, Video Carousels, and Suggested Clips (where Google targets specific content in a video) are taking over the how-to spaces. As Google tests search appliances with screens, including Home Hub, expect video to dominate instructional and DIY niches. [Dr. Peter J. Meyers]

Further reading:

YouTube SEO: Top Factors to Invest In – Whiteboard Friday

A Step-by-Step Guide to Setting Up and Growing Your YouTube Presence

Beyond YouTube: Video Hosting, Marketing, and Monetization Platforms, Compared

6. SERPs will become more interactive

We’ve seen the start of interactive SERPs with People Also Ask Boxes. Depending on which question you expand, two to three new questions will generate below that directly pertain to your expanded question. This real-time engagement keeps people on the SERP longer and helps Google better understand what a user is seeking. [Britney Muller]

Further reading:

Infinite “People Also Ask” Boxes: Research and SEO Opportunities

7. Local SEO: Google will continue getting up in your business — literally

Google will continue asking more and more intimate questions about your business to your customers. Does this business have gender-neutral bathrooms? Is this business accessible? What is the atmosphere like? How clean is it? What kind of lighting do they have? And so on. If Google can acquire accurate, real-world information about your business (your percentage of repeat customers via geocaching, price via transaction history, etc.) they can rely less heavily on website signals and provide more accurate results to searchers. [Britney Muller]

Further reading:

The Ultimate Cheat Sheet for Taking Full Control of Your Google Knowledge Panels

How to Optimize Your Google My Business Listing

8. Business proximity-to-searcher will remain a top local ranking factor

In Moz’s recent State of Local SEO report, the majority of respondents agreed that Google’s focus on the proximity of a searcher to local businesses frequently emphasizes distance over quality in the local SERPs. I predict that we’ll continue to see this heavily weighting the results in 2019. On the one hand, hyper-localized results can be positive, as they allow a diversity of businesses to shine for a given search. On the other hand, with the exception of urgent situations, most people would prefer to see best options rather than just closest ones. [Miriam Ellis]

Further reading:

The State of Local SEO Industry Report

Local Search Ranking Factors 2018: Local Today, Key Takeaways, and the Future – Whiteboard Friday

9. Local SEO: Google is going to increase monetization

Look to see more of the local and maps space monetized uniquely by Google both through Adwords and potentially new lead-gen models. This space will become more and more competitive. [Russ Jones]

Further reading:

New Research: 35% of Competitive Local Keywords Have Local Pack Ads

What Do SEOs Do When Google Removes Organic Search Traffic? – Whiteboard Friday

10. Monetization tests for voice

Google and Amazon have been moving towards voice-supported displays in hopes of better monetizing voice. It will be interesting to see their efforts to get displays in homes and how they integrate the display advertising. Bold prediction: Amazon will provide sleep-mode display ads similar to how Kindle currently displays them today. [Britney Muller]

11. Marketers will place a greater focus on the SERPs

I expect we’ll see a greater focus on the analysis of SERPs as Google does more to give people answers without them having to leave the search results. We’re seeing more and more vertical search engines like Google Jobs, Google Flights, Google Hotels, Google Shopping. We’re also seeing more in-depth content make it onto the SERP than ever in the form of featured snippets, People Also Ask boxes, and more. With these new developments, marketers are increasingly going to want to report on their general brand visibility within the SERPs, not just their website ranking. It’s going to be more important than ever for people to be measuring all the elements within a SERP, not just their own ranking. [Rob Bucci]

Further reading:

Mapping the Overlap of SERP Feature Suggestions

Make Sense of Your Data with These Essential Keyword Segments

12. Targeting topics will be more productive than targeting queries

2019 is going to be another year in which we see the emphasis on individual search queries start to decline, as people focus more on clusters of queries around topics. People Also Ask queries have made the importance of topics much more obvious to the SEO industry. With PAAs, Google is clearly illustrating that they think about searcher experience in terms of a searcher’s satisfaction across an entire topic, not just a specific search query. With this in mind, we can expect SEOs to more and more want to see their search queries clustered into topics so they can measure their visibility and the competitive landscape across these clusters. [Rob Bucci]

Further reading:

Build a Search Intent Dashboard to Unlock Better Opportunities

It’s Time to Stop Doing On-Page SEO Like It’s 2012

Using Related Topics and Semantically Connected Keywords in Your SEO – Whiteboard Friday

How to Feed a Hummingbird: Improve Your On-Page SEO with Related Topics in Moz Pro

13. Linked unstructured citations will receive increasing focus

I recently conducted a small study in which there was a 75% correlation between organic and local pack rank. Linked unstructured citations (the mention of partial or complete business information + a link on any type of relevant website) are a means of improving organic rankings which underpin local rankings. They can also serve as a non-Google dependent means of driving traffic and leads. Anything you’re not having to pay Google for will become increasingly precious. Structured citations on key local business listing platforms will remain table stakes, but competitive local businesses will need to focus on unstructured data to move the needle. [Miriam Ellis]

Further reading:

The Guide to Building Linked Unstructured Citations for Local SEO

Why Local Businesses Will Need Websites More than Ever in 2019

14. Reviews will remain a competitive difference-maker

A Google rep recently stated that about one-third of local searches are made with the intent of reading reviews. This is huge. Local businesses that acquire and maintain a good and interactive reputation on the web will have a critical advantage over brands that ignore reviews as fundamental to customer service. Competitive local businesses will earn, monitor, respond to, and analyze the sentiment of their review corpus. [Miriam Ellis]

Further reading:

Time to Act: Review Responses Just Evolved from “Extra” to “Expected”

How to Respond to the 5 Types of Google Reviews

Location Data + Reviews: The 1–2 Punch of Local SEO

See more local SEO predictions for 2019 by Miriam in our Q&A!

We’ve heard from Mozzers, and now we want to hear from you. What have you seen so far in 2019 that’s got your SEO Spidey senses tingling? What trends are you capitalizing on and planning for? Let us know in the comments below (and brag to friends and colleagues when your prediction comes true in the next 6–10 months).

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!

from https://dentistry01.wordpress.com/2019/02/27/14-seo-predictions-for-2019-beyond-as-told-by-mozzers/

[tranlinhlan]

14 SEO Predictions for 2019 & Beyond, as Told by Mozzers

Posted by TheMozTeam

With the new year in full swing and an already busy first quarter, our 2019 predictions for SEO in the new year are hopping onto the scene a little late — but fashionably so, we hope. From an explosion of SERP features to increased monetization to the key drivers of search this year, our SEO experts have consulted their crystal balls (read: access to mountains of data and in-depth analyses) and made their predictions. Read on for an exhaustive list of fourteen things to watch out for in search from our very own Dr. Pete, Britney Muller, Rob Bucci, Russ Jones, and Miriam Ellis!

1. Answers will drive search

People Also Ask boxes exploded in 2018, and featured snippets have expanded into both multifaceted and multi-snippet versions. Google wants to answer questions, it wants to answer them across as many devices as possible, and it will reward sites with succinct, well-structured answers. Focus on answers that naturally leave visitors wanting more and establish your brand and credibility. [Dr. Peter J. Meyers]

Further reading:

Content for Answers: The Inverted Pyramid - Whiteboard Friday

We Dipped Our Toes Into Double Featured Snippets

Desktop, Mobile, or Voice? (D) All of the Above - Whiteboard Friday

2. Voice search will continue to be utterly useless for optimization

Optimizing for voice search will still be no more than optimizing for featured snippets, and conversions from voice will remain a dark box. [Russ Jones]

Further reading:

The Influence of Voice Search on Featured Snippets

Lessons from 1,000 Voice Searches (on Google Home)

How to Discover Featured Snippet Opportunities - Whiteboard Friday

How to Target Featured Snippet Opportunities - Whiteboard Friday

3. Mobile is table stakes

This is barely a prediction. If your 2019 plan is to finally figure out mobile, you're already too late. Almost all Google features are designed with mobile-first in mind, and the mobile-first index has expanded rapidly in the past few months. Get your mobile house (not to be confused with your mobile home) in order as soon as you can. [Dr. Peter J. Meyers]

Further reading:

How Does Mobile-First Indexing Work, and How Does It Impact SEO?

How and Why to Do a Mobile/Desktop Parity Audit

Internal Linking & Mobile First: Large Site Crawl Paths in 2018 & Beyond

How Mobile-First Indexing Disrupts the Link Graph

4. Further SERP feature intrusions in organic search

Expect Google to find more and more ways to replace organic with solutions that keep users on Google’s property. This includes interactive SERP features that replace, slowly but surely, many website offerings in the same way that live scores, weather, and flights have. [Russ Jones]

Further reading:

Zero-Result SERPs: Welcome to the Future We Should've Known Was Coming

What Do You Do When You Lose Organic Traffic to Google SERP Features?

Google's Walled Garden: Are We Being Pushed Out of Our Own Digital Backyards?

5. Video will dominate niches

Featured Videos, Video Carousels, and Suggested Clips (where Google targets specific content in a video) are taking over the how-to spaces. As Google tests search appliances with screens, including Home Hub, expect video to dominate instructional and DIY niches. [Dr. Peter J. Meyers]

Further reading:

YouTube SEO: Top Factors to Invest In - Whiteboard Friday

A Step-by-Step Guide to Setting Up and Growing Your YouTube Presence

Beyond YouTube: Video Hosting, Marketing, and Monetization Platforms, Compared

6. SERPs will become more interactive

We’ve seen the start of interactive SERPs with People Also Ask Boxes. Depending on which question you expand, two to three new questions will generate below that directly pertain to your expanded question. This real-time engagement keeps people on the SERP longer and helps Google better understand what a user is seeking. [Britney Muller]

Further reading:

Infinite "People Also Ask" Boxes: Research and SEO Opportunities

7. Local SEO: Google will continue getting up in your business — literally

Google will continue asking more and more intimate questions about your business to your customers. Does this business have gender-neutral bathrooms? Is this business accessible? What is the atmosphere like? How clean is it? What kind of lighting do they have? And so on. If Google can acquire accurate, real-world information about your business (your percentage of repeat customers via geocaching, price via transaction history, etc.) they can rely less heavily on website signals and provide more accurate results to searchers. [Britney Muller]

Further reading:

The Ultimate Cheat Sheet for Taking Full Control of Your Google Knowledge Panels

How to Optimize Your Google My Business Listing

8. Business proximity-to-searcher will remain a top local ranking factor

In Moz’s recent State of Local SEO report, the majority of respondents agreed that Google’s focus on the proximity of a searcher to local businesses frequently emphasizes distance over quality in the local SERPs. I predict that we’ll continue to see this heavily weighting the results in 2019. On the one hand, hyper-localized results can be positive, as they allow a diversity of businesses to shine for a given search. On the other hand, with the exception of urgent situations, most people would prefer to see best options rather than just closest ones. [Miriam Ellis]

Further reading:

The State of Local SEO Industry Report

Local Search Ranking Factors 2018: Local Today, Key Takeaways, and the Future - Whiteboard Friday

9. Local SEO: Google is going to increase monetization

Look to see more of the local and maps space monetized uniquely by Google both through Adwords and potentially new lead-gen models. This space will become more and more competitive. [Russ Jones]

Further reading:

New Research: 35% of Competitive Local Keywords Have Local Pack Ads

What Do SEOs Do When Google Removes Organic Search Traffic? - Whiteboard Friday

10. Monetization tests for voice

Google and Amazon have been moving towards voice-supported displays in hopes of better monetizing voice. It will be interesting to see their efforts to get displays in homes and how they integrate the display advertising. Bold prediction: Amazon will provide sleep-mode display ads similar to how Kindle currently displays them today. [Britney Muller]

11. Marketers will place a greater focus on the SERPs

I expect we’ll see a greater focus on the analysis of SERPs as Google does more to give people answers without them having to leave the search results. We’re seeing more and more vertical search engines like Google Jobs, Google Flights, Google Hotels, Google Shopping. We’re also seeing more in-depth content make it onto the SERP than ever in the form of featured snippets, People Also Ask boxes, and more. With these new developments, marketers are increasingly going to want to report on their general brand visibility within the SERPs, not just their website ranking. It’s going to be more important than ever for people to be measuring all the elements within a SERP, not just their own ranking. [Rob Bucci]

Further reading:

Mapping the Overlap of SERP Feature Suggestions

Make Sense of Your Data with These Essential Keyword Segments

12. Targeting topics will be more productive than targeting queries

2019 is going to be another year in which we see the emphasis on individual search queries start to decline, as people focus more on clusters of queries around topics. People Also Ask queries have made the importance of topics much more obvious to the SEO industry. With PAAs, Google is clearly illustrating that they think about searcher experience in terms of a searcher’s satisfaction across an entire topic, not just a specific search query. With this in mind, we can expect SEOs to more and more want to see their search queries clustered into topics so they can measure their visibility and the competitive landscape across these clusters. [Rob Bucci]

Further reading:

Build a Search Intent Dashboard to Unlock Better Opportunities

It's Time to Stop Doing On-Page SEO Like It's 2012

Using Related Topics and Semantically Connected Keywords in Your SEO - Whiteboard Friday

How to Feed a Hummingbird: Improve Your On-Page SEO with Related Topics in Moz Pro

13. Linked unstructured citations will receive increasing focus

I recently conducted a small study in which there was a 75% correlation between organic and local pack rank. Linked unstructured citations (the mention of partial or complete business information + a link on any type of relevant website) are a means of improving organic rankings which underpin local rankings. They can also serve as a non-Google dependent means of driving traffic and leads. Anything you’re not having to pay Google for will become increasingly precious. Structured citations on key local business listing platforms will remain table stakes, but competitive local businesses will need to focus on unstructured data to move the needle. [Miriam Ellis]

Further reading:

The Guide to Building Linked Unstructured Citations for Local SEO

Why Local Businesses Will Need Websites More than Ever in 2019

14. Reviews will remain a competitive difference-maker

A Google rep recently stated that about one-third of local searches are made with the intent of reading reviews. This is huge. Local businesses that acquire and maintain a good and interactive reputation on the web will have a critical advantage over brands that ignore reviews as fundamental to customer service. Competitive local businesses will earn, monitor, respond to, and analyze the sentiment of their review corpus. [Miriam Ellis]

Further reading:

Time to Act: Review Responses Just Evolved from "Extra" to "Expected"

How to Respond to the 5 Types of Google Reviews

Location Data + Reviews: The 1–2 Punch of Local SEO

See more local SEO predictions for 2019 by Miriam in our Q&A!

We’ve heard from Mozzers, and now we want to hear from you. What have you seen so far in 2019 that’s got your SEO Spidey senses tingling? What trends are you capitalizing on and planning for? Let us know in the comments below (and brag to friends and colleagues when your prediction comes true in the next 6–10 months). ;-)

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

via Blogger http://bit.ly/2GNei4Y

[isearchgoood]

14 SEO Predictions for 2019 & Beyond, as Told by Mozzers

Posted by TheMozTeam

With the new year in full swing and an already busy first quarter, our 2019 predictions for SEO in the new year are hopping onto the scene a little late — but fashionably so, we hope. From an explosion of SERP features to increased monetization to the key drivers of search this year, our SEO experts have consulted their crystal balls (read: access to mountains of data and in-depth analyses) and made their predictions. Read on for an exhaustive list of fourteen things to watch out for in search from our very own Dr. Pete, Britney Muller, Rob Bucci, Russ Jones, and Miriam Ellis!

1. Answers will drive search

People Also Ask boxes exploded in 2018, and featured snippets have expanded into both multifaceted and multi-snippet versions. Google wants to answer questions, it wants to answer them across as many devices as possible, and it will reward sites with succinct, well-structured answers. Focus on answers that naturally leave visitors wanting more and establish your brand and credibility. [Dr. Peter J. Meyers]

Further reading:

Content for Answers: The Inverted Pyramid - Whiteboard Friday

We Dipped Our Toes Into Double Featured Snippets

Desktop, Mobile, or Voice? (D) All of the Above - Whiteboard Friday

2. Voice search will continue to be utterly useless for optimization

Optimizing for voice search will still be no more than optimizing for featured snippets, and conversions from voice will remain a dark box. [Russ Jones]

Further reading:

The Influence of Voice Search on Featured Snippets

Lessons from 1,000 Voice Searches (on Google Home)

How to Discover Featured Snippet Opportunities - Whiteboard Friday

How to Target Featured Snippet Opportunities - Whiteboard Friday

3. Mobile is table stakes

This is barely a prediction. If your 2019 plan is to finally figure out mobile, you're already too late. Almost all Google features are designed with mobile-first in mind, and the mobile-first index has expanded rapidly in the past few months. Get your mobile house (not to be confused with your mobile home) in order as soon as you can. [Dr. Peter J. Meyers]

Further reading:

How Does Mobile-First Indexing Work, and How Does It Impact SEO?

How and Why to Do a Mobile/Desktop Parity Audit

Internal Linking & Mobile First: Large Site Crawl Paths in 2018 & Beyond

How Mobile-First Indexing Disrupts the Link Graph

4. Further SERP feature intrusions in organic search

Expect Google to find more and more ways to replace organic with solutions that keep users on Google’s property. This includes interactive SERP features that replace, slowly but surely, many website offerings in the same way that live scores, weather, and flights have. [Russ Jones]

Further reading:

Zero-Result SERPs: Welcome to the Future We Should've Known Was Coming

What Do You Do When You Lose Organic Traffic to Google SERP Features?

Google's Walled Garden: Are We Being Pushed Out of Our Own Digital Backyards?

5. Video will dominate niches

Featured Videos, Video Carousels, and Suggested Clips (where Google targets specific content in a video) are taking over the how-to spaces. As Google tests search appliances with screens, including Home Hub, expect video to dominate instructional and DIY niches. [Dr. Peter J. Meyers]

Further reading:

YouTube SEO: Top Factors to Invest In - Whiteboard Friday

A Step-by-Step Guide to Setting Up and Growing Your YouTube Presence

Beyond YouTube: Video Hosting, Marketing, and Monetization Platforms, Compared

6. SERPs will become more interactive

We’ve seen the start of interactive SERPs with People Also Ask Boxes. Depending on which question you expand, two to three new questions will generate below that directly pertain to your expanded question. This real-time engagement keeps people on the SERP longer and helps Google better understand what a user is seeking. [Britney Muller]

Further reading:

Infinite "People Also Ask" Boxes: Research and SEO Opportunities

7. Local SEO: Google will continue getting up in your business — literally

Google will continue asking more and more intimate questions about your business to your customers. Does this business have gender-neutral bathrooms? Is this business accessible? What is the atmosphere like? How clean is it? What kind of lighting do they have? And so on. If Google can acquire accurate, real-world information about your business (your percentage of repeat customers via geocaching, price via transaction history, etc.) they can rely less heavily on website signals and provide more accurate results to searchers. [Britney Muller]

Further reading:

The Ultimate Cheat Sheet for Taking Full Control of Your Google Knowledge Panels

How to Optimize Your Google My Business Listing

8. Business proximity-to-searcher will remain a top local ranking factor

In Moz’s recent State of Local SEO report, the majority of respondents agreed that Google’s focus on the proximity of a searcher to local businesses frequently emphasizes distance over quality in the local SERPs. I predict that we’ll continue to see this heavily weighting the results in 2019. On the one hand, hyper-localized results can be positive, as they allow a diversity of businesses to shine for a given search. On the other hand, with the exception of urgent situations, most people would prefer to see best options rather than just closest ones. [Miriam Ellis]

Further reading:

The State of Local SEO Industry Report

Local Search Ranking Factors 2018: Local Today, Key Takeaways, and the Future - Whiteboard Friday

9. Local SEO: Google is going to increase monetization

Look to see more of the local and maps space monetized uniquely by Google both through Adwords and potentially new lead-gen models. This space will become more and more competitive. [Russ Jones]

Further reading:

New Research: 35% of Competitive Local Keywords Have Local Pack Ads

What Do SEOs Do When Google Removes Organic Search Traffic? - Whiteboard Friday

10. Monetization tests for voice

Google and Amazon have been moving towards voice-supported displays in hopes of better monetizing voice. It will be interesting to see their efforts to get displays in homes and how they integrate the display advertising. Bold prediction: Amazon will provide sleep-mode display ads similar to how Kindle currently displays them today. [Britney Muller]

11. Marketers will place a greater focus on the SERPs

I expect we’ll see a greater focus on the analysis of SERPs as Google does more to give people answers without them having to leave the search results. We’re seeing more and more vertical search engines like Google Jobs, Google Flights, Google Hotels, Google Shopping. We’re also seeing more in-depth content make it onto the SERP than ever in the form of featured snippets, People Also Ask boxes, and more. With these new developments, marketers are increasingly going to want to report on their general brand visibility within the SERPs, not just their website ranking. It’s going to be more important than ever for people to be measuring all the elements within a SERP, not just their own ranking. [Rob Bucci]

Further reading:

Mapping the Overlap of SERP Feature Suggestions

Make Sense of Your Data with These Essential Keyword Segments

12. Targeting topics will be more productive than targeting queries

2019 is going to be another year in which we see the emphasis on individual search queries start to decline, as people focus more on clusters of queries around topics. People Also Ask queries have made the importance of topics much more obvious to the SEO industry. With PAAs, Google is clearly illustrating that they think about searcher experience in terms of a searcher’s satisfaction across an entire topic, not just a specific search query. With this in mind, we can expect SEOs to more and more want to see their search queries clustered into topics so they can measure their visibility and the competitive landscape across these clusters. [Rob Bucci]

Further reading:

Build a Search Intent Dashboard to Unlock Better Opportunities

It's Time to Stop Doing On-Page SEO Like It's 2012

Using Related Topics and Semantically Connected Keywords in Your SEO - Whiteboard Friday

How to Feed a Hummingbird: Improve Your On-Page SEO with Related Topics in Moz Pro

13. Linked unstructured citations will receive increasing focus

I recently conducted a small study in which there was a 75% correlation between organic and local pack rank. Linked unstructured citations (the mention of partial or complete business information + a link on any type of relevant website) are a means of improving organic rankings which underpin local rankings. They can also serve as a non-Google dependent means of driving traffic and leads. Anything you’re not having to pay Google for will become increasingly precious. Structured citations on key local business listing platforms will remain table stakes, but competitive local businesses will need to focus on unstructured data to move the needle. [Miriam Ellis]

Further reading:

The Guide to Building Linked Unstructured Citations for Local SEO

Why Local Businesses Will Need Websites More than Ever in 2019

14. Reviews will remain a competitive difference-maker

A Google rep recently stated that about one-third of local searches are made with the intent of reading reviews. This is huge. Local businesses that acquire and maintain a good and interactive reputation on the web will have a critical advantage over brands that ignore reviews as fundamental to customer service. Competitive local businesses will earn, monitor, respond to, and analyze the sentiment of their review corpus. [Miriam Ellis]

Further reading:

Time to Act: Review Responses Just Evolved from "Extra" to "Expected"

How to Respond to the 5 Types of Google Reviews

Location Data + Reviews: The 1–2 Punch of Local SEO

See more local SEO predictions for 2019 by Miriam in our Q&A!

We’ve heard from Mozzers, and now we want to hear from you. What have you seen so far in 2019 that’s got your SEO Spidey senses tingling? What trends are you capitalizing on and planning for? Let us know in the comments below (and brag to friends and colleagues when your prediction comes true in the next 6–10 months). ;-)

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

via Blogger https://ift.tt/2TkJIW9 #blogger #bloggingtips #bloggerlife #bloggersgetsocial #ontheblog #writersofinstagram #writingprompt #instapoetry #writerscommunity #writersofig #writersblock #writerlife #writtenword #instawriters #spilledink #wordgasm #creativewriting #poetsofinstagram #blackoutpoetry #poetsofig

[rodneyevesuarywk]

14 SEO Predictions for 2019 & Beyond, as Told by Mozzers

Posted by TheMozTeam

With the new year in full swing and an already busy first quarter, our 2019 predictions for SEO in the new year are hopping onto the scene a little late — but fashionably so, we hope. From an explosion of SERP features to increased monetization to the key drivers of search this year, our SEO experts have consulted their crystal balls (read: access to mountains of data and in-depth analyses) and made their predictions. Read on for an exhaustive list of fourteen things to watch out for in search from our very own Dr. Pete, Britney Muller, Rob Bucci, Russ Jones, and Miriam Ellis!

1. Answers will drive search

People Also Ask boxes exploded in 2018, and featured snippets have expanded into both multifaceted and multi-snippet versions. Google wants to answer questions, it wants to answer them across as many devices as possible, and it will reward sites with succinct, well-structured answers. Focus on answers that naturally leave visitors wanting more and establish your brand and credibility. [Dr. Peter J. Meyers]

Further reading:

Content for Answers: The Inverted Pyramid - Whiteboard Friday

We Dipped Our Toes Into Double Featured Snippets

Desktop, Mobile, or Voice? (D) All of the Above - Whiteboard Friday

2. Voice search will continue to be utterly useless for optimization

Optimizing for voice search will still be no more than optimizing for featured snippets, and conversions from voice will remain a dark box. [Russ Jones]

Further reading:

The Influence of Voice Search on Featured Snippets

Lessons from 1,000 Voice Searches (on Google Home)

How to Discover Featured Snippet Opportunities - Whiteboard Friday

How to Target Featured Snippet Opportunities - Whiteboard Friday

3. Mobile is table stakes

This is barely a prediction. If your 2019 plan is to finally figure out mobile, you're already too late. Almost all Google features are designed with mobile-first in mind, and the mobile-first index has expanded rapidly in the past few months. Get your mobile house (not to be confused with your mobile home) in order as soon as you can. [Dr. Peter J. Meyers]

Further reading:

How Does Mobile-First Indexing Work, and How Does It Impact SEO?

How and Why to Do a Mobile/Desktop Parity Audit

Internal Linking & Mobile First: Large Site Crawl Paths in 2018 & Beyond

How Mobile-First Indexing Disrupts the Link Graph

4. Further SERP feature intrusions in organic search

Expect Google to find more and more ways to replace organic with solutions that keep users on Google’s property. This includes interactive SERP features that replace, slowly but surely, many website offerings in the same way that live scores, weather, and flights have. [Russ Jones]

Further reading:

Zero-Result SERPs: Welcome to the Future We Should've Known Was Coming

What Do You Do When You Lose Organic Traffic to Google SERP Features?

Google's Walled Garden: Are We Being Pushed Out of Our Own Digital Backyards?

5. Video will dominate niches

Featured Videos, Video Carousels, and Suggested Clips (where Google targets specific content in a video) are taking over the how-to spaces. As Google tests search appliances with screens, including Home Hub, expect video to dominate instructional and DIY niches. [Dr. Peter J. Meyers]

Further reading:

YouTube SEO: Top Factors to Invest In - Whiteboard Friday

A Step-by-Step Guide to Setting Up and Growing Your YouTube Presence

Beyond YouTube: Video Hosting, Marketing, and Monetization Platforms, Compared

6. SERPs will become more interactive

We’ve seen the start of interactive SERPs with People Also Ask Boxes. Depending on which question you expand, two to three new questions will generate below that directly pertain to your expanded question. This real-time engagement keeps people on the SERP longer and helps Google better understand what a user is seeking. [Britney Muller]

Further reading:

Infinite "People Also Ask" Boxes: Research and SEO Opportunities

7. Local SEO: Google will continue getting up in your business — literally

Google will continue asking more and more intimate questions about your business to your customers. Does this business have gender-neutral bathrooms? Is this business accessible? What is the atmosphere like? How clean is it? What kind of lighting do they have? And so on. If Google can acquire accurate, real-world information about your business (your percentage of repeat customers via geocaching, price via transaction history, etc.) they can rely less heavily on website signals and provide more accurate results to searchers. [Britney Muller]

Further reading:

The Ultimate Cheat Sheet for Taking Full Control of Your Google Knowledge Panels

How to Optimize Your Google My Business Listing

8. Business proximity-to-searcher will remain a top local ranking factor

In Moz’s recent State of Local SEO report, the majority of respondents agreed that Google’s focus on the proximity of a searcher to local businesses frequently emphasizes distance over quality in the local SERPs. I predict that we’ll continue to see this heavily weighting the results in 2019. On the one hand, hyper-localized results can be positive, as they allow a diversity of businesses to shine for a given search. On the other hand, with the exception of urgent situations, most people would prefer to see best options rather than just closest ones. [Miriam Ellis]

Further reading:

The State of Local SEO Industry Report

Local Search Ranking Factors 2018: Local Today, Key Takeaways, and the Future - Whiteboard Friday

9. Local SEO: Google is going to increase monetization

Look to see more of the local and maps space monetized uniquely by Google both through Adwords and potentially new lead-gen models. This space will become more and more competitive. [Russ Jones]

Further reading:

New Research: 35% of Competitive Local Keywords Have Local Pack Ads

What Do SEOs Do When Google Removes Organic Search Traffic? - Whiteboard Friday

10. Monetization tests for voice

Google and Amazon have been moving towards voice-supported displays in hopes of better monetizing voice. It will be interesting to see their efforts to get displays in homes and how they integrate the display advertising. Bold prediction: Amazon will provide sleep-mode display ads similar to how Kindle currently displays them today. [Britney Muller]

11. Marketers will place a greater focus on the SERPs

I expect we’ll see a greater focus on the analysis of SERPs as Google does more to give people answers without them having to leave the search results. We’re seeing more and more vertical search engines like Google Jobs, Google Flights, Google Hotels, Google Shopping. We’re also seeing more in-depth content make it onto the SERP than ever in the form of featured snippets, People Also Ask boxes, and more. With these new developments, marketers are increasingly going to want to report on their general brand visibility within the SERPs, not just their website ranking. It’s going to be more important than ever for people to be measuring all the elements within a SERP, not just their own ranking. [Rob Bucci]

Further reading:

Mapping the Overlap of SERP Feature Suggestions

Make Sense of Your Data with These Essential Keyword Segments

12. Targeting topics will be more productive than targeting queries

2019 is going to be another year in which we see the emphasis on individual search queries start to decline, as people focus more on clusters of queries around topics. People Also Ask queries have made the importance of topics much more obvious to the SEO industry. With PAAs, Google is clearly illustrating that they think about searcher experience in terms of a searcher’s satisfaction across an entire topic, not just a specific search query. With this in mind, we can expect SEOs to more and more want to see their search queries clustered into topics so they can measure their visibility and the competitive landscape across these clusters. [Rob Bucci]

Further reading:

Build a Search Intent Dashboard to Unlock Better Opportunities

It's Time to Stop Doing On-Page SEO Like It's 2012

Using Related Topics and Semantically Connected Keywords in Your SEO - Whiteboard Friday

How to Feed a Hummingbird: Improve Your On-Page SEO with Related Topics in Moz Pro

13. Linked unstructured citations will receive increasing focus

I recently conducted a small study in which there was a 75% correlation between organic and local pack rank. Linked unstructured citations (the mention of partial or complete business information + a link on any type of relevant website) are a means of improving organic rankings which underpin local rankings. They can also serve as a non-Google dependent means of driving traffic and leads. Anything you’re not having to pay Google for will become increasingly precious. Structured citations on key local business listing platforms will remain table stakes, but competitive local businesses will need to focus on unstructured data to move the needle. [Miriam Ellis]

Further reading:

The Guide to Building Linked Unstructured Citations for Local SEO

Why Local Businesses Will Need Websites More than Ever in 2019

14. Reviews will remain a competitive difference-maker

A Google rep recently stated that about one-third of local searches are made with the intent of reading reviews. This is huge. Local businesses that acquire and maintain a good and interactive reputation on the web will have a critical advantage over brands that ignore reviews as fundamental to customer service. Competitive local businesses will earn, monitor, respond to, and analyze the sentiment of their review corpus. [Miriam Ellis]

Further reading:

Time to Act: Review Responses Just Evolved from "Extra" to "Expected"

How to Respond to the 5 Types of Google Reviews

Location Data + Reviews: The 1–2 Punch of Local SEO

See more local SEO predictions for 2019 by Miriam in our Q&A!

We’ve heard from Mozzers, and now we want to hear from you. What have you seen so far in 2019 that’s got your SEO Spidey senses tingling? What trends are you capitalizing on and planning for? Let us know in the comments below (and brag to friends and colleagues when your prediction comes true in the next 6–10 months). ;-)

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

https://ift.tt/2SZhSiO

[dainiaolivahm]

14 SEO Predictions for 2019 & Beyond, as Told by Mozzers

Posted by TheMozTeam

With the new year in full swing and an already busy first quarter, our 2019 predictions for SEO in the new year are hopping onto the scene a little late — but fashionably so, we hope. From an explosion of SERP features to increased monetization to the key drivers of search this year, our SEO experts have consulted their crystal balls (read: access to mountains of data and in-depth analyses) and made their predictions. Read on for an exhaustive list of fourteen things to watch out for in search from our very own Dr. Pete, Britney Muller, Rob Bucci, Russ Jones, and Miriam Ellis!

1. Answers will drive search

People Also Ask boxes exploded in 2018, and featured snippets have expanded into both multifaceted and multi-snippet versions. Google wants to answer questions, it wants to answer them across as many devices as possible, and it will reward sites with succinct, well-structured answers. Focus on answers that naturally leave visitors wanting more and establish your brand and credibility. [Dr. Peter J. Meyers]

Further reading:

Content for Answers: The Inverted Pyramid - Whiteboard Friday

We Dipped Our Toes Into Double Featured Snippets

Desktop, Mobile, or Voice? (D) All of the Above - Whiteboard Friday

2. Voice search will continue to be utterly useless for optimization

Optimizing for voice search will still be no more than optimizing for featured snippets, and conversions from voice will remain a dark box. [Russ Jones]

Further reading:

The Influence of Voice Search on Featured Snippets

Lessons from 1,000 Voice Searches (on Google Home)

How to Discover Featured Snippet Opportunities - Whiteboard Friday

How to Target Featured Snippet Opportunities - Whiteboard Friday

3. Mobile is table stakes

This is barely a prediction. If your 2019 plan is to finally figure out mobile, you're already too late. Almost all Google features are designed with mobile-first in mind, and the mobile-first index has expanded rapidly in the past few months. Get your mobile house (not to be confused with your mobile home) in order as soon as you can. [Dr. Peter J. Meyers]

Further reading:

How Does Mobile-First Indexing Work, and How Does It Impact SEO?

How and Why to Do a Mobile/Desktop Parity Audit

Internal Linking & Mobile First: Large Site Crawl Paths in 2018 & Beyond

How Mobile-First Indexing Disrupts the Link Graph

4. Further SERP feature intrusions in organic search

Expect Google to find more and more ways to replace organic with solutions that keep users on Google’s property. This includes interactive SERP features that replace, slowly but surely, many website offerings in the same way that live scores, weather, and flights have. [Russ Jones]

Further reading:

Zero-Result SERPs: Welcome to the Future We Should've Known Was Coming

What Do You Do When You Lose Organic Traffic to Google SERP Features?

Google's Walled Garden: Are We Being Pushed Out of Our Own Digital Backyards?

5. Video will dominate niches

Featured Videos, Video Carousels, and Suggested Clips (where Google targets specific content in a video) are taking over the how-to spaces. As Google tests search appliances with screens, including Home Hub, expect video to dominate instructional and DIY niches. [Dr. Peter J. Meyers]

Further reading:

YouTube SEO: Top Factors to Invest In - Whiteboard Friday

A Step-by-Step Guide to Setting Up and Growing Your YouTube Presence

Beyond YouTube: Video Hosting, Marketing, and Monetization Platforms, Compared

6. SERPs will become more interactive

We’ve seen the start of interactive SERPs with People Also Ask Boxes. Depending on which question you expand, two to three new questions will generate below that directly pertain to your expanded question. This real-time engagement keeps people on the SERP longer and helps Google better understand what a user is seeking. [Britney Muller]

Further reading:

Infinite "People Also Ask" Boxes: Research and SEO Opportunities

7. Local SEO: Google will continue getting up in your business — literally

Google will continue asking more and more intimate questions about your business to your customers. Does this business have gender-neutral bathrooms? Is this business accessible? What is the atmosphere like? How clean is it? What kind of lighting do they have? And so on. If Google can acquire accurate, real-world information about your business (your percentage of repeat customers via geocaching, price via transaction history, etc.) they can rely less heavily on website signals and provide more accurate results to searchers. [Britney Muller]

Further reading:

The Ultimate Cheat Sheet for Taking Full Control of Your Google Knowledge Panels

How to Optimize Your Google My Business Listing

8. Business proximity-to-searcher will remain a top local ranking factor

In Moz’s recent State of Local SEO report, the majority of respondents agreed that Google’s focus on the proximity of a searcher to local businesses frequently emphasizes distance over quality in the local SERPs. I predict that we’ll continue to see this heavily weighting the results in 2019. On the one hand, hyper-localized results can be positive, as they allow a diversity of businesses to shine for a given search. On the other hand, with the exception of urgent situations, most people would prefer to see best options rather than just closest ones. [Miriam Ellis]

Further reading:

The State of Local SEO Industry Report

Local Search Ranking Factors 2018: Local Today, Key Takeaways, and the Future - Whiteboard Friday

9. Local SEO: Google is going to increase monetization

Look to see more of the local and maps space monetized uniquely by Google both through Adwords and potentially new lead-gen models. This space will become more and more competitive. [Russ Jones]

Further reading:

New Research: 35% of Competitive Local Keywords Have Local Pack Ads

What Do SEOs Do When Google Removes Organic Search Traffic? - Whiteboard Friday

10. Monetization tests for voice

Google and Amazon have been moving towards voice-supported displays in hopes of better monetizing voice. It will be interesting to see their efforts to get displays in homes and how they integrate the display advertising. Bold prediction: Amazon will provide sleep-mode display ads similar to how Kindle currently displays them today. [Britney Muller]

11. Marketers will place a greater focus on the SERPs

I expect we’ll see a greater focus on the analysis of SERPs as Google does more to give people answers without them having to leave the search results. We’re seeing more and more vertical search engines like Google Jobs, Google Flights, Google Hotels, Google Shopping. We’re also seeing more in-depth content make it onto the SERP than ever in the form of featured snippets, People Also Ask boxes, and more. With these new developments, marketers are increasingly going to want to report on their general brand visibility within the SERPs, not just their website ranking. It’s going to be more important than ever for people to be measuring all the elements within a SERP, not just their own ranking. [Rob Bucci]

Further reading:

Mapping the Overlap of SERP Feature Suggestions

Make Sense of Your Data with These Essential Keyword Segments

12. Targeting topics will be more productive than targeting queries

2019 is going to be another year in which we see the emphasis on individual search queries start to decline, as people focus more on clusters of queries around topics. People Also Ask queries have made the importance of topics much more obvious to the SEO industry. With PAAs, Google is clearly illustrating that they think about searcher experience in terms of a searcher’s satisfaction across an entire topic, not just a specific search query. With this in mind, we can expect SEOs to more and more want to see their search queries clustered into topics so they can measure their visibility and the competitive landscape across these clusters. [Rob Bucci]

Further reading:

Build a Search Intent Dashboard to Unlock Better Opportunities

It's Time to Stop Doing On-Page SEO Like It's 2012

Using Related Topics and Semantically Connected Keywords in Your SEO - Whiteboard Friday

How to Feed a Hummingbird: Improve Your On-Page SEO with Related Topics in Moz Pro

13. Linked unstructured citations will receive increasing focus

I recently conducted a small study in which there was a 75% correlation between organic and local pack rank. Linked unstructured citations (the mention of partial or complete business information + a link on any type of relevant website) are a means of improving organic rankings which underpin local rankings. They can also serve as a non-Google dependent means of driving traffic and leads. Anything you’re not having to pay Google for will become increasingly precious. Structured citations on key local business listing platforms will remain table stakes, but competitive local businesses will need to focus on unstructured data to move the needle. [Miriam Ellis]

Further reading:

The Guide to Building Linked Unstructured Citations for Local SEO

Why Local Businesses Will Need Websites More than Ever in 2019

14. Reviews will remain a competitive difference-maker

A Google rep recently stated that about one-third of local searches are made with the intent of reading reviews. This is huge. Local businesses that acquire and maintain a good and interactive reputation on the web will have a critical advantage over brands that ignore reviews as fundamental to customer service. Competitive local businesses will earn, monitor, respond to, and analyze the sentiment of their review corpus. [Miriam Ellis]

Further reading:

Time to Act: Review Responses Just Evolved from "Extra" to "Expected"

How to Respond to the 5 Types of Google Reviews

Location Data + Reviews: The 1–2 Punch of Local SEO

See more local SEO predictions for 2019 by Miriam in our Q&A!

We’ve heard from Mozzers, and now we want to hear from you. What have you seen so far in 2019 that’s got your SEO Spidey senses tingling? What trends are you capitalizing on and planning for? Let us know in the comments below (and brag to friends and colleagues when your prediction comes true in the next 6–10 months). ;-)

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

https://ift.tt/2SZhSiO

[tracisimpson]

14 SEO Predictions for 2019 & Beyond, as Told by Mozzers

Posted by TheMozTeam

With the new year in full swing and an already busy first quarter, our 2019 predictions for SEO in the new year are hopping onto the scene a little late — but fashionably so, we hope. From an explosion of SERP features to increased monetization to the key drivers of search this year, our SEO experts have consulted their crystal balls (read: access to mountains of data and in-depth analyses) and made their predictions. Read on for an exhaustive list of fourteen things to watch out for in search from our very own Dr. Pete, Britney Muller, Rob Bucci, Russ Jones, and Miriam Ellis!

1. Answers will drive search

People Also Ask boxes exploded in 2018, and featured snippets have expanded into both multifaceted and multi-snippet versions. Google wants to answer questions, it wants to answer them across as many devices as possible, and it will reward sites with succinct, well-structured answers. Focus on answers that naturally leave visitors wanting more and establish your brand and credibility. [Dr. Peter J. Meyers]

Further reading:

Content for Answers: The Inverted Pyramid - Whiteboard Friday

We Dipped Our Toes Into Double Featured Snippets

Desktop, Mobile, or Voice? (D) All of the Above - Whiteboard Friday

2. Voice search will continue to be utterly useless for optimization

Optimizing for voice search will still be no more than optimizing for featured snippets, and conversions from voice will remain a dark box. [Russ Jones]

Further reading:

The Influence of Voice Search on Featured Snippets

Lessons from 1,000 Voice Searches (on Google Home)

How to Discover Featured Snippet Opportunities - Whiteboard Friday

How to Target Featured Snippet Opportunities - Whiteboard Friday

3. Mobile is table stakes

This is barely a prediction. If your 2019 plan is to finally figure out mobile, you're already too late. Almost all Google features are designed with mobile-first in mind, and the mobile-first index has expanded rapidly in the past few months. Get your mobile house (not to be confused with your mobile home) in order as soon as you can. [Dr. Peter J. Meyers]

Further reading:

How Does Mobile-First Indexing Work, and How Does It Impact SEO?

How and Why to Do a Mobile/Desktop Parity Audit

Internal Linking & Mobile First: Large Site Crawl Paths in 2018 & Beyond

How Mobile-First Indexing Disrupts the Link Graph

4. Further SERP feature intrusions in organic search

Expect Google to find more and more ways to replace organic with solutions that keep users on Google’s property. This includes interactive SERP features that replace, slowly but surely, many website offerings in the same way that live scores, weather, and flights have. [Russ Jones]

Further reading:

Zero-Result SERPs: Welcome to the Future We Should've Known Was Coming

What Do You Do When You Lose Organic Traffic to Google SERP Features?

Google's Walled Garden: Are We Being Pushed Out of Our Own Digital Backyards?

5. Video will dominate niches

Featured Videos, Video Carousels, and Suggested Clips (where Google targets specific content in a video) are taking over the how-to spaces. As Google tests search appliances with screens, including Home Hub, expect video to dominate instructional and DIY niches. [Dr. Peter J. Meyers]

Further reading:

YouTube SEO: Top Factors to Invest In - Whiteboard Friday

A Step-by-Step Guide to Setting Up and Growing Your YouTube Presence

Beyond YouTube: Video Hosting, Marketing, and Monetization Platforms, Compared

6. SERPs will become more interactive

We’ve seen the start of interactive SERPs with People Also Ask Boxes. Depending on which question you expand, two to three new questions will generate below that directly pertain to your expanded question. This real-time engagement keeps people on the SERP longer and helps Google better understand what a user is seeking. [Britney Muller]

Further reading:

Infinite "People Also Ask" Boxes: Research and SEO Opportunities

7. Local SEO: Google will continue getting up in your business — literally

Google will continue asking more and more intimate questions about your business to your customers. Does this business have gender-neutral bathrooms? Is this business accessible? What is the atmosphere like? How clean is it? What kind of lighting do they have? And so on. If Google can acquire accurate, real-world information about your business (your percentage of repeat customers via geocaching, price via transaction history, etc.) they can rely less heavily on website signals and provide more accurate results to searchers. [Britney Muller]

Further reading:

The Ultimate Cheat Sheet for Taking Full Control of Your Google Knowledge Panels

How to Optimize Your Google My Business Listing

8. Business proximity-to-searcher will remain a top local ranking factor

In Moz’s recent State of Local SEO report, the majority of respondents agreed that Google’s focus on the proximity of a searcher to local businesses frequently emphasizes distance over quality in the local SERPs. I predict that we’ll continue to see this heavily weighting the results in 2019. On the one hand, hyper-localized results can be positive, as they allow a diversity of businesses to shine for a given search. On the other hand, with the exception of urgent situations, most people would prefer to see best options rather than just closest ones. [Miriam Ellis]

Further reading:

The State of Local SEO Industry Report

Local Search Ranking Factors 2018: Local Today, Key Takeaways, and the Future - Whiteboard Friday

9. Local SEO: Google is going to increase monetization

Look to see more of the local and maps space monetized uniquely by Google both through Adwords and potentially new lead-gen models. This space will become more and more competitive. [Russ Jones]

Further reading:

New Research: 35% of Competitive Local Keywords Have Local Pack Ads

What Do SEOs Do When Google Removes Organic Search Traffic? - Whiteboard Friday

10. Monetization tests for voice

Google and Amazon have been moving towards voice-supported displays in hopes of better monetizing voice. It will be interesting to see their efforts to get displays in homes and how they integrate the display advertising. Bold prediction: Amazon will provide sleep-mode display ads similar to how Kindle currently displays them today. [Britney Muller]

11. Marketers will place a greater focus on the SERPs

I expect we’ll see a greater focus on the analysis of SERPs as Google does more to give people answers without them having to leave the search results. We’re seeing more and more vertical search engines like Google Jobs, Google Flights, Google Hotels, Google Shopping. We’re also seeing more in-depth content make it onto the SERP than ever in the form of featured snippets, People Also Ask boxes, and more. With these new developments, marketers are increasingly going to want to report on their general brand visibility within the SERPs, not just their website ranking. It’s going to be more important than ever for people to be measuring all the elements within a SERP, not just their own ranking. [Rob Bucci]

Further reading:

Mapping the Overlap of SERP Feature Suggestions

Make Sense of Your Data with These Essential Keyword Segments

12. Targeting topics will be more productive than targeting queries

2019 is going to be another year in which we see the emphasis on individual search queries start to decline, as people focus more on clusters of queries around topics. People Also Ask queries have made the importance of topics much more obvious to the SEO industry. With PAAs, Google is clearly illustrating that they think about searcher experience in terms of a searcher’s satisfaction across an entire topic, not just a specific search query. With this in mind, we can expect SEOs to more and more want to see their search queries clustered into topics so they can measure their visibility and the competitive landscape across these clusters. [Rob Bucci]

Further reading:

Build a Search Intent Dashboard to Unlock Better Opportunities

It's Time to Stop Doing On-Page SEO Like It's 2012

Using Related Topics and Semantically Connected Keywords in Your SEO - Whiteboard Friday

How to Feed a Hummingbird: Improve Your On-Page SEO with Related Topics in Moz Pro

13. Linked unstructured citations will receive increasing focus

I recently conducted a small study in which there was a 75% correlation between organic and local pack rank. Linked unstructured citations (the mention of partial or complete business information + a link on any type of relevant website) are a means of improving organic rankings which underpin local rankings. They can also serve as a non-Google dependent means of driving traffic and leads. Anything you’re not having to pay Google for will become increasingly precious. Structured citations on key local business listing platforms will remain table stakes, but competitive local businesses will need to focus on unstructured data to move the needle. [Miriam Ellis]

Further reading:

The Guide to Building Linked Unstructured Citations for Local SEO

Why Local Businesses Will Need Websites More than Ever in 2019

14. Reviews will remain a competitive difference-maker

A Google rep recently stated that about one-third of local searches are made with the intent of reading reviews. This is huge. Local businesses that acquire and maintain a good and interactive reputation on the web will have a critical advantage over brands that ignore reviews as fundamental to customer service. Competitive local businesses will earn, monitor, respond to, and analyze the sentiment of their review corpus. [Miriam Ellis]

Further reading:

Time to Act: Review Responses Just Evolved from "Extra" to "Expected"

How to Respond to the 5 Types of Google Reviews

Location Data + Reviews: The 1–2 Punch of Local SEO

See more local SEO predictions for 2019 by Miriam in our Q&A!

We’ve heard from Mozzers, and now we want to hear from you. What have you seen so far in 2019 that’s got your SEO Spidey senses tingling? What trends are you capitalizing on and planning for? Let us know in the comments below (and brag to friends and colleagues when your prediction comes true in the next 6–10 months). ;-)

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

[christinesumpmg]

14 SEO Predictions for 2019 & Beyond, as Told by Mozzers

Posted by TheMozTeam

With the new year in full swing and an already busy first quarter, our 2019 predictions for SEO in the new year are hopping onto the scene a little late — but fashionably so, we hope. From an explosion of SERP features to increased monetization to the key drivers of search this year, our SEO experts have consulted their crystal balls (read: access to mountains of data and in-depth analyses) and made their predictions. Read on for an exhaustive list of fourteen things to watch out for in search from our very own Dr. Pete, Britney Muller, Rob Bucci, Russ Jones, and Miriam Ellis!

1. Answers will drive search

People Also Ask boxes exploded in 2018, and featured snippets have expanded into both multifaceted and multi-snippet versions. Google wants to answer questions, it wants to answer them across as many devices as possible, and it will reward sites with succinct, well-structured answers. Focus on answers that naturally leave visitors wanting more and establish your brand and credibility. [Dr. Peter J. Meyers]

Further reading:

Content for Answers: The Inverted Pyramid - Whiteboard Friday

We Dipped Our Toes Into Double Featured Snippets

Desktop, Mobile, or Voice? (D) All of the Above - Whiteboard Friday

2. Voice search will continue to be utterly useless for optimization

Optimizing for voice search will still be no more than optimizing for featured snippets, and conversions from voice will remain a dark box. [Russ Jones]

Further reading:

The Influence of Voice Search on Featured Snippets

Lessons from 1,000 Voice Searches (on Google Home)

How to Discover Featured Snippet Opportunities - Whiteboard Friday

How to Target Featured Snippet Opportunities - Whiteboard Friday

3. Mobile is table stakes

This is barely a prediction. If your 2019 plan is to finally figure out mobile, you're already too late. Almost all Google features are designed with mobile-first in mind, and the mobile-first index has expanded rapidly in the past few months. Get your mobile house (not to be confused with your mobile home) in order as soon as you can. [Dr. Peter J. Meyers]

Further reading:

How Does Mobile-First Indexing Work, and How Does It Impact SEO?

How and Why to Do a Mobile/Desktop Parity Audit

Internal Linking & Mobile First: Large Site Crawl Paths in 2018 & Beyond

How Mobile-First Indexing Disrupts the Link Graph

4. Further SERP feature intrusions in organic search

Expect Google to find more and more ways to replace organic with solutions that keep users on Google’s property. This includes interactive SERP features that replace, slowly but surely, many website offerings in the same way that live scores, weather, and flights have. [Russ Jones]

Further reading:

Zero-Result SERPs: Welcome to the Future We Should've Known Was Coming

What Do You Do When You Lose Organic Traffic to Google SERP Features?

Google's Walled Garden: Are We Being Pushed Out of Our Own Digital Backyards?

5. Video will dominate niches

Featured Videos, Video Carousels, and Suggested Clips (where Google targets specific content in a video) are taking over the how-to spaces. As Google tests search appliances with screens, including Home Hub, expect video to dominate instructional and DIY niches. [Dr. Peter J. Meyers]

Further reading:

YouTube SEO: Top Factors to Invest In - Whiteboard Friday

A Step-by-Step Guide to Setting Up and Growing Your YouTube Presence

Beyond YouTube: Video Hosting, Marketing, and Monetization Platforms, Compared

6. SERPs will become more interactive

We’ve seen the start of interactive SERPs with People Also Ask Boxes. Depending on which question you expand, two to three new questions will generate below that directly pertain to your expanded question. This real-time engagement keeps people on the SERP longer and helps Google better understand what a user is seeking. [Britney Muller]

Further reading:

Infinite "People Also Ask" Boxes: Research and SEO Opportunities

7. Local SEO: Google will continue getting up in your business — literally

Google will continue asking more and more intimate questions about your business to your customers. Does this business have gender-neutral bathrooms? Is this business accessible? What is the atmosphere like? How clean is it? What kind of lighting do they have? And so on. If Google can acquire accurate, real-world information about your business (your percentage of repeat customers via geocaching, price via transaction history, etc.) they can rely less heavily on website signals and provide more accurate results to searchers. [Britney Muller]

Further reading:

The Ultimate Cheat Sheet for Taking Full Control of Your Google Knowledge Panels

How to Optimize Your Google My Business Listing

8. Business proximity-to-searcher will remain a top local ranking factor

In Moz’s recent State of Local SEO report, the majority of respondents agreed that Google’s focus on the proximity of a searcher to local businesses frequently emphasizes distance over quality in the local SERPs. I predict that we’ll continue to see this heavily weighting the results in 2019. On the one hand, hyper-localized results can be positive, as they allow a diversity of businesses to shine for a given search. On the other hand, with the exception of urgent situations, most people would prefer to see best options rather than just closest ones. [Miriam Ellis]

Further reading:

The State of Local SEO Industry Report

Local Search Ranking Factors 2018: Local Today, Key Takeaways, and the Future - Whiteboard Friday

9. Local SEO: Google is going to increase monetization

Look to see more of the local and maps space monetized uniquely by Google both through Adwords and potentially new lead-gen models. This space will become more and more competitive. [Russ Jones]

Further reading:

New Research: 35% of Competitive Local Keywords Have Local Pack Ads

What Do SEOs Do When Google Removes Organic Search Traffic? - Whiteboard Friday

10. Monetization tests for voice

Google and Amazon have been moving towards voice-supported displays in hopes of better monetizing voice. It will be interesting to see their efforts to get displays in homes and how they integrate the display advertising. Bold prediction: Amazon will provide sleep-mode display ads similar to how Kindle currently displays them today. [Britney Muller]

11. Marketers will place a greater focus on the SERPs

I expect we’ll see a greater focus on the analysis of SERPs as Google does more to give people answers without them having to leave the search results. We’re seeing more and more vertical search engines like Google Jobs, Google Flights, Google Hotels, Google Shopping. We’re also seeing more in-depth content make it onto the SERP than ever in the form of featured snippets, People Also Ask boxes, and more. With these new developments, marketers are increasingly going to want to report on their general brand visibility within the SERPs, not just their website ranking. It’s going to be more important than ever for people to be measuring all the elements within a SERP, not just their own ranking. [Rob Bucci]

Further reading:

Mapping the Overlap of SERP Feature Suggestions

Make Sense of Your Data with These Essential Keyword Segments

12. Targeting topics will be more productive than targeting queries

2019 is going to be another year in which we see the emphasis on individual search queries start to decline, as people focus more on clusters of queries around topics. People Also Ask queries have made the importance of topics much more obvious to the SEO industry. With PAAs, Google is clearly illustrating that they think about searcher experience in terms of a searcher’s satisfaction across an entire topic, not just a specific search query. With this in mind, we can expect SEOs to more and more want to see their search queries clustered into topics so they can measure their visibility and the competitive landscape across these clusters. [Rob Bucci]

Further reading:

Build a Search Intent Dashboard to Unlock Better Opportunities

It's Time to Stop Doing On-Page SEO Like It's 2012

Using Related Topics and Semantically Connected Keywords in Your SEO - Whiteboard Friday

How to Feed a Hummingbird: Improve Your On-Page SEO with Related Topics in Moz Pro

13. Linked unstructured citations will receive increasing focus

I recently conducted a small study in which there was a 75% correlation between organic and local pack rank. Linked unstructured citations (the mention of partial or complete business information + a link on any type of relevant website) are a means of improving organic rankings which underpin local rankings. They can also serve as a non-Google dependent means of driving traffic and leads. Anything you’re not having to pay Google for will become increasingly precious. Structured citations on key local business listing platforms will remain table stakes, but competitive local businesses will need to focus on unstructured data to move the needle. [Miriam Ellis]

Further reading:

The Guide to Building Linked Unstructured Citations for Local SEO

Why Local Businesses Will Need Websites More than Ever in 2019

14. Reviews will remain a competitive difference-maker

A Google rep recently stated that about one-third of local searches are made with the intent of reading reviews. This is huge. Local businesses that acquire and maintain a good and interactive reputation on the web will have a critical advantage over brands that ignore reviews as fundamental to customer service. Competitive local businesses will earn, monitor, respond to, and analyze the sentiment of their review corpus. [Miriam Ellis]

Further reading:

Time to Act: Review Responses Just Evolved from "Extra" to "Expected"

How to Respond to the 5 Types of Google Reviews

Location Data + Reviews: The 1–2 Punch of Local SEO

See more local SEO predictions for 2019 by Miriam in our Q&A!

We’ve heard from Mozzers, and now we want to hear from you. What have you seen so far in 2019 that’s got your SEO Spidey senses tingling? What trends are you capitalizing on and planning for? Let us know in the comments below (and brag to friends and colleagues when your prediction comes true in the next 6–10 months). ;-)

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

https://ift.tt/2SZhSiO

[conniecogeie]

14 SEO Predictions for 2019 & Beyond, as Told by Mozzers

Posted by TheMozTeam

With the new year in full swing and an already busy first quarter, our 2019 predictions for SEO in the new year are hopping onto the scene a little late — but fashionably so, we hope. From an explosion of SERP features to increased monetization to the key drivers of search this year, our SEO experts have consulted their crystal balls (read: access to mountains of data and in-depth analyses) and made their predictions. Read on for an exhaustive list of fourteen things to watch out for in search from our very own Dr. Pete, Britney Muller, Rob Bucci, Russ Jones, and Miriam Ellis!

1. Answers will drive search

People Also Ask boxes exploded in 2018, and featured snippets have expanded into both multifaceted and multi-snippet versions. Google wants to answer questions, it wants to answer them across as many devices as possible, and it will reward sites with succinct, well-structured answers. Focus on answers that naturally leave visitors wanting more and establish your brand and credibility. [Dr. Peter J. Meyers]

Further reading:

Content for Answers: The Inverted Pyramid - Whiteboard Friday

We Dipped Our Toes Into Double Featured Snippets

Desktop, Mobile, or Voice? (D) All of the Above - Whiteboard Friday

2. Voice search will continue to be utterly useless for optimization

Optimizing for voice search will still be no more than optimizing for featured snippets, and conversions from voice will remain a dark box. [Russ Jones]

Further reading:

The Influence of Voice Search on Featured Snippets

Lessons from 1,000 Voice Searches (on Google Home)

How to Discover Featured Snippet Opportunities - Whiteboard Friday

How to Target Featured Snippet Opportunities - Whiteboard Friday

3. Mobile is table stakes

This is barely a prediction. If your 2019 plan is to finally figure out mobile, you're already too late. Almost all Google features are designed with mobile-first in mind, and the mobile-first index has expanded rapidly in the past few months. Get your mobile house (not to be confused with your mobile home) in order as soon as you can. [Dr. Peter J. Meyers]

Further reading:

How Does Mobile-First Indexing Work, and How Does It Impact SEO?

How and Why to Do a Mobile/Desktop Parity Audit

Internal Linking & Mobile First: Large Site Crawl Paths in 2018 & Beyond

How Mobile-First Indexing Disrupts the Link Graph

4. Further SERP feature intrusions in organic search

Expect Google to find more and more ways to replace organic with solutions that keep users on Google’s property. This includes interactive SERP features that replace, slowly but surely, many website offerings in the same way that live scores, weather, and flights have. [Russ Jones]

Further reading:

Zero-Result SERPs: Welcome to the Future We Should've Known Was Coming

What Do You Do When You Lose Organic Traffic to Google SERP Features?

Google's Walled Garden: Are We Being Pushed Out of Our Own Digital Backyards?

5. Video will dominate niches

Featured Videos, Video Carousels, and Suggested Clips (where Google targets specific content in a video) are taking over the how-to spaces. As Google tests search appliances with screens, including Home Hub, expect video to dominate instructional and DIY niches. [Dr. Peter J. Meyers]

Further reading:

YouTube SEO: Top Factors to Invest In - Whiteboard Friday

A Step-by-Step Guide to Setting Up and Growing Your YouTube Presence

Beyond YouTube: Video Hosting, Marketing, and Monetization Platforms, Compared

6. SERPs will become more interactive

We’ve seen the start of interactive SERPs with People Also Ask Boxes. Depending on which question you expand, two to three new questions will generate below that directly pertain to your expanded question. This real-time engagement keeps people on the SERP longer and helps Google better understand what a user is seeking. [Britney Muller]

Further reading:

Infinite "People Also Ask" Boxes: Research and SEO Opportunities

7. Local SEO: Google will continue getting up in your business — literally

Google will continue asking more and more intimate questions about your business to your customers. Does this business have gender-neutral bathrooms? Is this business accessible? What is the atmosphere like? How clean is it? What kind of lighting do they have? And so on. If Google can acquire accurate, real-world information about your business (your percentage of repeat customers via geocaching, price via transaction history, etc.) they can rely less heavily on website signals and provide more accurate results to searchers. [Britney Muller]

Further reading:

The Ultimate Cheat Sheet for Taking Full Control of Your Google Knowledge Panels

How to Optimize Your Google My Business Listing

8. Business proximity-to-searcher will remain a top local ranking factor

In Moz’s recent State of Local SEO report, the majority of respondents agreed that Google’s focus on the proximity of a searcher to local businesses frequently emphasizes distance over quality in the local SERPs. I predict that we’ll continue to see this heavily weighting the results in 2019. On the one hand, hyper-localized results can be positive, as they allow a diversity of businesses to shine for a given search. On the other hand, with the exception of urgent situations, most people would prefer to see best options rather than just closest ones. [Miriam Ellis]

Further reading:

The State of Local SEO Industry Report

Local Search Ranking Factors 2018: Local Today, Key Takeaways, and the Future - Whiteboard Friday

9. Local SEO: Google is going to increase monetization

Look to see more of the local and maps space monetized uniquely by Google both through Adwords and potentially new lead-gen models. This space will become more and more competitive. [Russ Jones]

Further reading:

New Research: 35% of Competitive Local Keywords Have Local Pack Ads

What Do SEOs Do When Google Removes Organic Search Traffic? - Whiteboard Friday

10. Monetization tests for voice

Google and Amazon have been moving towards voice-supported displays in hopes of better monetizing voice. It will be interesting to see their efforts to get displays in homes and how they integrate the display advertising. Bold prediction: Amazon will provide sleep-mode display ads similar to how Kindle currently displays them today. [Britney Muller]

11. Marketers will place a greater focus on the SERPs

I expect we’ll see a greater focus on the analysis of SERPs as Google does more to give people answers without them having to leave the search results. We’re seeing more and more vertical search engines like Google Jobs, Google Flights, Google Hotels, Google Shopping. We’re also seeing more in-depth content make it onto the SERP than ever in the form of featured snippets, People Also Ask boxes, and more. With these new developments, marketers are increasingly going to want to report on their general brand visibility within the SERPs, not just their website ranking. It’s going to be more important than ever for people to be measuring all the elements within a SERP, not just their own ranking. [Rob Bucci]

Further reading:

Mapping the Overlap of SERP Feature Suggestions

Make Sense of Your Data with These Essential Keyword Segments

12. Targeting topics will be more productive than targeting queries

2019 is going to be another year in which we see the emphasis on individual search queries start to decline, as people focus more on clusters of queries around topics. People Also Ask queries have made the importance of topics much more obvious to the SEO industry. With PAAs, Google is clearly illustrating that they think about searcher experience in terms of a searcher’s satisfaction across an entire topic, not just a specific search query. With this in mind, we can expect SEOs to more and more want to see their search queries clustered into topics so they can measure their visibility and the competitive landscape across these clusters. [Rob Bucci]

Further reading:

Build a Search Intent Dashboard to Unlock Better Opportunities

It's Time to Stop Doing On-Page SEO Like It's 2012

Using Related Topics and Semantically Connected Keywords in Your SEO - Whiteboard Friday

How to Feed a Hummingbird: Improve Your On-Page SEO with Related Topics in Moz Pro

13. Linked unstructured citations will receive increasing focus

I recently conducted a small study in which there was a 75% correlation between organic and local pack rank. Linked unstructured citations (the mention of partial or complete business information + a link on any type of relevant website) are a means of improving organic rankings which underpin local rankings. They can also serve as a non-Google dependent means of driving traffic and leads. Anything you’re not having to pay Google for will become increasingly precious. Structured citations on key local business listing platforms will remain table stakes, but competitive local businesses will need to focus on unstructured data to move the needle. [Miriam Ellis]

Further reading:

The Guide to Building Linked Unstructured Citations for Local SEO

Why Local Businesses Will Need Websites More than Ever in 2019

14. Reviews will remain a competitive difference-maker

A Google rep recently stated that about one-third of local searches are made with the intent of reading reviews. This is huge. Local businesses that acquire and maintain a good and interactive reputation on the web will have a critical advantage over brands that ignore reviews as fundamental to customer service. Competitive local businesses will earn, monitor, respond to, and analyze the sentiment of their review corpus. [Miriam Ellis]

Further reading:

Time to Act: Review Responses Just Evolved from "Extra" to "Expected"

How to Respond to the 5 Types of Google Reviews

Location Data + Reviews: The 1–2 Punch of Local SEO

See more local SEO predictions for 2019 by Miriam in our Q&A!

We’ve heard from Mozzers, and now we want to hear from you. What have you seen so far in 2019 that’s got your SEO Spidey senses tingling? What trends are you capitalizing on and planning for? Let us know in the comments below (and brag to friends and colleagues when your prediction comes true in the next 6–10 months). ;-)

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

https://ift.tt/2SZhSiO

[maryhare96]

14 SEO Predictions for 2019 & Beyond, as Told by Mozzers

Posted by TheMozTeam

With the new year in full swing and an already busy first quarter, our 2019 predictions for SEO in the new year are hopping onto the scene a little late — but fashionably so, we hope. From an explosion of SERP features to increased monetization to the key drivers of search this year, our SEO experts have consulted their crystal balls (read: access to mountains of data and in-depth analyses) and made their predictions. Read on for an exhaustive list of fourteen things to watch out for in search from our very own Dr. Pete, Britney Muller, Rob Bucci, Russ Jones, and Miriam Ellis!

1. Answers will drive search

People Also Ask boxes exploded in 2018, and featured snippets have expanded into both multifaceted and multi-snippet versions. Google wants to answer questions, it wants to answer them across as many devices as possible, and it will reward sites with succinct, well-structured answers. Focus on answers that naturally leave visitors wanting more and establish your brand and credibility. [Dr. Peter J. Meyers]

Further reading:

Content for Answers: The Inverted Pyramid - Whiteboard Friday

We Dipped Our Toes Into Double Featured Snippets

Desktop, Mobile, or Voice? (D) All of the Above - Whiteboard Friday

2. Voice search will continue to be utterly useless for optimization

Optimizing for voice search will still be no more than optimizing for featured snippets, and conversions from voice will remain a dark box. [Russ Jones]

Further reading:

The Influence of Voice Search on Featured Snippets

Lessons from 1,000 Voice Searches (on Google Home)

How to Discover Featured Snippet Opportunities - Whiteboard Friday

How to Target Featured Snippet Opportunities - Whiteboard Friday

3. Mobile is table stakes

This is barely a prediction. If your 2019 plan is to finally figure out mobile, you're already too late. Almost all Google features are designed with mobile-first in mind, and the mobile-first index has expanded rapidly in the past few months. Get your mobile house (not to be confused with your mobile home) in order as soon as you can. [Dr. Peter J. Meyers]

Further reading:

How Does Mobile-First Indexing Work, and How Does It Impact SEO?

How and Why to Do a Mobile/Desktop Parity Audit

Internal Linking & Mobile First: Large Site Crawl Paths in 2018 & Beyond

How Mobile-First Indexing Disrupts the Link Graph

4. Further SERP feature intrusions in organic search

Expect Google to find more and more ways to replace organic with solutions that keep users on Google’s property. This includes interactive SERP features that replace, slowly but surely, many website offerings in the same way that live scores, weather, and flights have. [Russ Jones]

Further reading:

Zero-Result SERPs: Welcome to the Future We Should've Known Was Coming

What Do You Do When You Lose Organic Traffic to Google SERP Features?

Google's Walled Garden: Are We Being Pushed Out of Our Own Digital Backyards?

5. Video will dominate niches

Featured Videos, Video Carousels, and Suggested Clips (where Google targets specific content in a video) are taking over the how-to spaces. As Google tests search appliances with screens, including Home Hub, expect video to dominate instructional and DIY niches. [Dr. Peter J. Meyers]

Further reading:

YouTube SEO: Top Factors to Invest In - Whiteboard Friday

A Step-by-Step Guide to Setting Up and Growing Your YouTube Presence

Beyond YouTube: Video Hosting, Marketing, and Monetization Platforms, Compared

6. SERPs will become more interactive

We’ve seen the start of interactive SERPs with People Also Ask Boxes. Depending on which question you expand, two to three new questions will generate below that directly pertain to your expanded question. This real-time engagement keeps people on the SERP longer and helps Google better understand what a user is seeking. [Britney Muller]

Further reading:

Infinite "People Also Ask" Boxes: Research and SEO Opportunities

7. Local SEO: Google will continue getting up in your business — literally

Google will continue asking more and more intimate questions about your business to your customers. Does this business have gender-neutral bathrooms? Is this business accessible? What is the atmosphere like? How clean is it? What kind of lighting do they have? And so on. If Google can acquire accurate, real-world information about your business (your percentage of repeat customers via geocaching, price via transaction history, etc.) they can rely less heavily on website signals and provide more accurate results to searchers. [Britney Muller]

Further reading:

The Ultimate Cheat Sheet for Taking Full Control of Your Google Knowledge Panels

How to Optimize Your Google My Business Listing

8. Business proximity-to-searcher will remain a top local ranking factor

In Moz’s recent State of Local SEO report, the majority of respondents agreed that Google’s focus on the proximity of a searcher to local businesses frequently emphasizes distance over quality in the local SERPs. I predict that we’ll continue to see this heavily weighting the results in 2019. On the one hand, hyper-localized results can be positive, as they allow a diversity of businesses to shine for a given search. On the other hand, with the exception of urgent situations, most people would prefer to see best options rather than just closest ones. [Miriam Ellis]

Further reading:

The State of Local SEO Industry Report

Local Search Ranking Factors 2018: Local Today, Key Takeaways, and the Future - Whiteboard Friday

9. Local SEO: Google is going to increase monetization

Look to see more of the local and maps space monetized uniquely by Google both through Adwords and potentially new lead-gen models. This space will become more and more competitive. [Russ Jones]

Further reading:

New Research: 35% of Competitive Local Keywords Have Local Pack Ads

What Do SEOs Do When Google Removes Organic Search Traffic? - Whiteboard Friday

10. Monetization tests for voice

Google and Amazon have been moving towards voice-supported displays in hopes of better monetizing voice. It will be interesting to see their efforts to get displays in homes and how they integrate the display advertising. Bold prediction: Amazon will provide sleep-mode display ads similar to how Kindle currently displays them today. [Britney Muller]

11. Marketers will place a greater focus on the SERPs

I expect we’ll see a greater focus on the analysis of SERPs as Google does more to give people answers without them having to leave the search results. We’re seeing more and more vertical search engines like Google Jobs, Google Flights, Google Hotels, Google Shopping. We’re also seeing more in-depth content make it onto the SERP than ever in the form of featured snippets, People Also Ask boxes, and more. With these new developments, marketers are increasingly going to want to report on their general brand visibility within the SERPs, not just their website ranking. It’s going to be more important than ever for people to be measuring all the elements within a SERP, not just their own ranking. [Rob Bucci]

Further reading:

Mapping the Overlap of SERP Feature Suggestions

Make Sense of Your Data with These Essential Keyword Segments

12. Targeting topics will be more productive than targeting queries

2019 is going to be another year in which we see the emphasis on individual search queries start to decline, as people focus more on clusters of queries around topics. People Also Ask queries have made the importance of topics much more obvious to the SEO industry. With PAAs, Google is clearly illustrating that they think about searcher experience in terms of a searcher’s satisfaction across an entire topic, not just a specific search query. With this in mind, we can expect SEOs to more and more want to see their search queries clustered into topics so they can measure their visibility and the competitive landscape across these clusters. [Rob Bucci]

Further reading:

Build a Search Intent Dashboard to Unlock Better Opportunities

It's Time to Stop Doing On-Page SEO Like It's 2012

Using Related Topics and Semantically Connected Keywords in Your SEO - Whiteboard Friday

How to Feed a Hummingbird: Improve Your On-Page SEO with Related Topics in Moz Pro

13. Linked unstructured citations will receive increasing focus

I recently conducted a small study in which there was a 75% correlation between organic and local pack rank. Linked unstructured citations (the mention of partial or complete business information + a link on any type of relevant website) are a means of improving organic rankings which underpin local rankings. They can also serve as a non-Google dependent means of driving traffic and leads. Anything you’re not having to pay Google for will become increasingly precious. Structured citations on key local business listing platforms will remain table stakes, but competitive local businesses will need to focus on unstructured data to move the needle. [Miriam Ellis]

Further reading:

The Guide to Building Linked Unstructured Citations for Local SEO

Why Local Businesses Will Need Websites More than Ever in 2019

14. Reviews will remain a competitive difference-maker

A Google rep recently stated that about one-third of local searches are made with the intent of reading reviews. This is huge. Local businesses that acquire and maintain a good and interactive reputation on the web will have a critical advantage over brands that ignore reviews as fundamental to customer service. Competitive local businesses will earn, monitor, respond to, and analyze the sentiment of their review corpus. [Miriam Ellis]

Further reading:

Time to Act: Review Responses Just Evolved from "Extra" to "Expected"

How to Respond to the 5 Types of Google Reviews

Location Data + Reviews: The 1–2 Punch of Local SEO

See more local SEO predictions for 2019 by Miriam in our Q&A!

We’ve heard from Mozzers, and now we want to hear from you. What have you seen so far in 2019 that’s got your SEO Spidey senses tingling? What trends are you capitalizing on and planning for? Let us know in the comments below (and brag to friends and colleagues when your prediction comes true in the next 6–10 months). ;-)

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

https://ift.tt/2SZhSiO

[mariasolemarionqi]

14 SEO Predictions for 2019 & Beyond, as Told by Mozzers

Posted by TheMozTeam

With the new year in full swing and an already busy first quarter, our 2019 predictions for SEO in the new year are hopping onto the scene a little late — but fashionably so, we hope. From an explosion of SERP features to increased monetization to the key drivers of search this year, our SEO experts have consulted their crystal balls (read: access to mountains of data and in-depth analyses) and made their predictions. Read on for an exhaustive list of fourteen things to watch out for in search from our very own Dr. Pete, Britney Muller, Rob Bucci, Russ Jones, and Miriam Ellis!

1. Answers will drive search

People Also Ask boxes exploded in 2018, and featured snippets have expanded into both multifaceted and multi-snippet versions. Google wants to answer questions, it wants to answer them across as many devices as possible, and it will reward sites with succinct, well-structured answers. Focus on answers that naturally leave visitors wanting more and establish your brand and credibility. [Dr. Peter J. Meyers]

Further reading:

Content for Answers: The Inverted Pyramid - Whiteboard Friday

We Dipped Our Toes Into Double Featured Snippets

Desktop, Mobile, or Voice? (D) All of the Above - Whiteboard Friday

2. Voice search will continue to be utterly useless for optimization

Optimizing for voice search will still be no more than optimizing for featured snippets, and conversions from voice will remain a dark box. [Russ Jones]

Further reading:

The Influence of Voice Search on Featured Snippets

Lessons from 1,000 Voice Searches (on Google Home)

How to Discover Featured Snippet Opportunities - Whiteboard Friday

How to Target Featured Snippet Opportunities - Whiteboard Friday

3. Mobile is table stakes

This is barely a prediction. If your 2019 plan is to finally figure out mobile, you're already too late. Almost all Google features are designed with mobile-first in mind, and the mobile-first index has expanded rapidly in the past few months. Get your mobile house (not to be confused with your mobile home) in order as soon as you can. [Dr. Peter J. Meyers]

Further reading:

How Does Mobile-First Indexing Work, and How Does It Impact SEO?

How and Why to Do a Mobile/Desktop Parity Audit

Internal Linking & Mobile First: Large Site Crawl Paths in 2018 & Beyond

How Mobile-First Indexing Disrupts the Link Graph

4. Further SERP feature intrusions in organic search

Expect Google to find more and more ways to replace organic with solutions that keep users on Google’s property. This includes interactive SERP features that replace, slowly but surely, many website offerings in the same way that live scores, weather, and flights have. [Russ Jones]

Further reading:

Zero-Result SERPs: Welcome to the Future We Should've Known Was Coming

What Do You Do When You Lose Organic Traffic to Google SERP Features?

Google's Walled Garden: Are We Being Pushed Out of Our Own Digital Backyards?

5. Video will dominate niches

Featured Videos, Video Carousels, and Suggested Clips (where Google targets specific content in a video) are taking over the how-to spaces. As Google tests search appliances with screens, including Home Hub, expect video to dominate instructional and DIY niches. [Dr. Peter J. Meyers]

Further reading:

YouTube SEO: Top Factors to Invest In - Whiteboard Friday

A Step-by-Step Guide to Setting Up and Growing Your YouTube Presence

Beyond YouTube: Video Hosting, Marketing, and Monetization Platforms, Compared

6. SERPs will become more interactive

We’ve seen the start of interactive SERPs with People Also Ask Boxes. Depending on which question you expand, two to three new questions will generate below that directly pertain to your expanded question. This real-time engagement keeps people on the SERP longer and helps Google better understand what a user is seeking. [Britney Muller]

Further reading:

Infinite "People Also Ask" Boxes: Research and SEO Opportunities

7. Local SEO: Google will continue getting up in your business — literally

Google will continue asking more and more intimate questions about your business to your customers. Does this business have gender-neutral bathrooms? Is this business accessible? What is the atmosphere like? How clean is it? What kind of lighting do they have? And so on. If Google can acquire accurate, real-world information about your business (your percentage of repeat customers via geocaching, price via transaction history, etc.) they can rely less heavily on website signals and provide more accurate results to searchers. [Britney Muller]

Further reading:

The Ultimate Cheat Sheet for Taking Full Control of Your Google Knowledge Panels

How to Optimize Your Google My Business Listing

8. Business proximity-to-searcher will remain a top local ranking factor

In Moz’s recent State of Local SEO report, the majority of respondents agreed that Google’s focus on the proximity of a searcher to local businesses frequently emphasizes distance over quality in the local SERPs. I predict that we’ll continue to see this heavily weighting the results in 2019. On the one hand, hyper-localized results can be positive, as they allow a diversity of businesses to shine for a given search. On the other hand, with the exception of urgent situations, most people would prefer to see best options rather than just closest ones. [Miriam Ellis]

Further reading:

The State of Local SEO Industry Report

Local Search Ranking Factors 2018: Local Today, Key Takeaways, and the Future - Whiteboard Friday

9. Local SEO: Google is going to increase monetization

Look to see more of the local and maps space monetized uniquely by Google both through Adwords and potentially new lead-gen models. This space will become more and more competitive. [Russ Jones]

Further reading:

New Research: 35% of Competitive Local Keywords Have Local Pack Ads

What Do SEOs Do When Google Removes Organic Search Traffic? - Whiteboard Friday

10. Monetization tests for voice

Google and Amazon have been moving towards voice-supported displays in hopes of better monetizing voice. It will be interesting to see their efforts to get displays in homes and how they integrate the display advertising. Bold prediction: Amazon will provide sleep-mode display ads similar to how Kindle currently displays them today. [Britney Muller]

11. Marketers will place a greater focus on the SERPs

I expect we’ll see a greater focus on the analysis of SERPs as Google does more to give people answers without them having to leave the search results. We’re seeing more and more vertical search engines like Google Jobs, Google Flights, Google Hotels, Google Shopping. We’re also seeing more in-depth content make it onto the SERP than ever in the form of featured snippets, People Also Ask boxes, and more. With these new developments, marketers are increasingly going to want to report on their general brand visibility within the SERPs, not just their website ranking. It’s going to be more important than ever for people to be measuring all the elements within a SERP, not just their own ranking. [Rob Bucci]

Further reading:

Mapping the Overlap of SERP Feature Suggestions

Make Sense of Your Data with These Essential Keyword Segments

12. Targeting topics will be more productive than targeting queries

2019 is going to be another year in which we see the emphasis on individual search queries start to decline, as people focus more on clusters of queries around topics. People Also Ask queries have made the importance of topics much more obvious to the SEO industry. With PAAs, Google is clearly illustrating that they think about searcher experience in terms of a searcher’s satisfaction across an entire topic, not just a specific search query. With this in mind, we can expect SEOs to more and more want to see their search queries clustered into topics so they can measure their visibility and the competitive landscape across these clusters. [Rob Bucci]

Further reading:

Build a Search Intent Dashboard to Unlock Better Opportunities

It's Time to Stop Doing On-Page SEO Like It's 2012

Using Related Topics and Semantically Connected Keywords in Your SEO - Whiteboard Friday

How to Feed a Hummingbird: Improve Your On-Page SEO with Related Topics in Moz Pro

13. Linked unstructured citations will receive increasing focus

I recently conducted a small study in which there was a 75% correlation between organic and local pack rank. Linked unstructured citations (the mention of partial or complete business information + a link on any type of relevant website) are a means of improving organic rankings which underpin local rankings. They can also serve as a non-Google dependent means of driving traffic and leads. Anything you’re not having to pay Google for will become increasingly precious. Structured citations on key local business listing platforms will remain table stakes, but competitive local businesses will need to focus on unstructured data to move the needle. [Miriam Ellis]

Further reading:

The Guide to Building Linked Unstructured Citations for Local SEO

Why Local Businesses Will Need Websites More than Ever in 2019

14. Reviews will remain a competitive difference-maker

A Google rep recently stated that about one-third of local searches are made with the intent of reading reviews. This is huge. Local businesses that acquire and maintain a good and interactive reputation on the web will have a critical advantage over brands that ignore reviews as fundamental to customer service. Competitive local businesses will earn, monitor, respond to, and analyze the sentiment of their review corpus. [Miriam Ellis]

Further reading:

Time to Act: Review Responses Just Evolved from "Extra" to "Expected"

How to Respond to the 5 Types of Google Reviews

Location Data + Reviews: The 1–2 Punch of Local SEO

See more local SEO predictions for 2019 by Miriam in our Q&A!

We’ve heard from Mozzers, and now we want to hear from you. What have you seen so far in 2019 that’s got your SEO Spidey senses tingling? What trends are you capitalizing on and planning for? Let us know in the comments below (and brag to friends and colleagues when your prediction comes true in the next 6–10 months). ;-)

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

https://ift.tt/2SZhSiO

[christinesumpmg1]

14 SEO Predictions for 2019 & Beyond, as Told by Mozzers

Posted by TheMozTeam

With the new year in full swing and an already busy first quarter, our 2019 predictions for SEO in the new year are hopping onto the scene a little late — but fashionably so, we hope. From an explosion of SERP features to increased monetization to the key drivers of search this year, our SEO experts have consulted their crystal balls (read: access to mountains of data and in-depth analyses) and made their predictions. Read on for an exhaustive list of fourteen things to watch out for in search from our very own Dr. Pete, Britney Muller, Rob Bucci, Russ Jones, and Miriam Ellis!

1. Answers will drive search

People Also Ask boxes exploded in 2018, and featured snippets have expanded into both multifaceted and multi-snippet versions. Google wants to answer questions, it wants to answer them across as many devices as possible, and it will reward sites with succinct, well-structured answers. Focus on answers that naturally leave visitors wanting more and establish your brand and credibility. [Dr. Peter J. Meyers]

Further reading:

Content for Answers: The Inverted Pyramid - Whiteboard Friday

We Dipped Our Toes Into Double Featured Snippets

Desktop, Mobile, or Voice? (D) All of the Above - Whiteboard Friday

2. Voice search will continue to be utterly useless for optimization

Optimizing for voice search will still be no more than optimizing for featured snippets, and conversions from voice will remain a dark box. [Russ Jones]

Further reading:

The Influence of Voice Search on Featured Snippets

Lessons from 1,000 Voice Searches (on Google Home)

How to Discover Featured Snippet Opportunities - Whiteboard Friday

How to Target Featured Snippet Opportunities - Whiteboard Friday

3. Mobile is table stakes

This is barely a prediction. If your 2019 plan is to finally figure out mobile, you're already too late. Almost all Google features are designed with mobile-first in mind, and the mobile-first index has expanded rapidly in the past few months. Get your mobile house (not to be confused with your mobile home) in order as soon as you can. [Dr. Peter J. Meyers]

Further reading:

How Does Mobile-First Indexing Work, and How Does It Impact SEO?

How and Why to Do a Mobile/Desktop Parity Audit

Internal Linking & Mobile First: Large Site Crawl Paths in 2018 & Beyond

How Mobile-First Indexing Disrupts the Link Graph

4. Further SERP feature intrusions in organic search

Expect Google to find more and more ways to replace organic with solutions that keep users on Google’s property. This includes interactive SERP features that replace, slowly but surely, many website offerings in the same way that live scores, weather, and flights have. [Russ Jones]

Further reading:

Zero-Result SERPs: Welcome to the Future We Should've Known Was Coming

What Do You Do When You Lose Organic Traffic to Google SERP Features?

Google's Walled Garden: Are We Being Pushed Out of Our Own Digital Backyards?

5. Video will dominate niches

Featured Videos, Video Carousels, and Suggested Clips (where Google targets specific content in a video) are taking over the how-to spaces. As Google tests search appliances with screens, including Home Hub, expect video to dominate instructional and DIY niches. [Dr. Peter J. Meyers]

Further reading:

YouTube SEO: Top Factors to Invest In - Whiteboard Friday

A Step-by-Step Guide to Setting Up and Growing Your YouTube Presence

Beyond YouTube: Video Hosting, Marketing, and Monetization Platforms, Compared

6. SERPs will become more interactive

We’ve seen the start of interactive SERPs with People Also Ask Boxes. Depending on which question you expand, two to three new questions will generate below that directly pertain to your expanded question. This real-time engagement keeps people on the SERP longer and helps Google better understand what a user is seeking. [Britney Muller]

Further reading:

Infinite "People Also Ask" Boxes: Research and SEO Opportunities

7. Local SEO: Google will continue getting up in your business — literally

Google will continue asking more and more intimate questions about your business to your customers. Does this business have gender-neutral bathrooms? Is this business accessible? What is the atmosphere like? How clean is it? What kind of lighting do they have? And so on. If Google can acquire accurate, real-world information about your business (your percentage of repeat customers via geocaching, price via transaction history, etc.) they can rely less heavily on website signals and provide more accurate results to searchers. [Britney Muller]

Further reading:

The Ultimate Cheat Sheet for Taking Full Control of Your Google Knowledge Panels

How to Optimize Your Google My Business Listing

8. Business proximity-to-searcher will remain a top local ranking factor

In Moz’s recent State of Local SEO report, the majority of respondents agreed that Google’s focus on the proximity of a searcher to local businesses frequently emphasizes distance over quality in the local SERPs. I predict that we’ll continue to see this heavily weighting the results in 2019. On the one hand, hyper-localized results can be positive, as they allow a diversity of businesses to shine for a given search. On the other hand, with the exception of urgent situations, most people would prefer to see best options rather than just closest ones. [Miriam Ellis]

Further reading:

The State of Local SEO Industry Report

Local Search Ranking Factors 2018: Local Today, Key Takeaways, and the Future - Whiteboard Friday

9. Local SEO: Google is going to increase monetization

Look to see more of the local and maps space monetized uniquely by Google both through Adwords and potentially new lead-gen models. This space will become more and more competitive. [Russ Jones]

Further reading:

New Research: 35% of Competitive Local Keywords Have Local Pack Ads

What Do SEOs Do When Google Removes Organic Search Traffic? - Whiteboard Friday

10. Monetization tests for voice

Google and Amazon have been moving towards voice-supported displays in hopes of better monetizing voice. It will be interesting to see their efforts to get displays in homes and how they integrate the display advertising. Bold prediction: Amazon will provide sleep-mode display ads similar to how Kindle currently displays them today. [Britney Muller]

11. Marketers will place a greater focus on the SERPs

I expect we’ll see a greater focus on the analysis of SERPs as Google does more to give people answers without them having to leave the search results. We’re seeing more and more vertical search engines like Google Jobs, Google Flights, Google Hotels, Google Shopping. We’re also seeing more in-depth content make it onto the SERP than ever in the form of featured snippets, People Also Ask boxes, and more. With these new developments, marketers are increasingly going to want to report on their general brand visibility within the SERPs, not just their website ranking. It’s going to be more important than ever for people to be measuring all the elements within a SERP, not just their own ranking. [Rob Bucci]

Further reading:

Mapping the Overlap of SERP Feature Suggestions

Make Sense of Your Data with These Essential Keyword Segments

12. Targeting topics will be more productive than targeting queries

2019 is going to be another year in which we see the emphasis on individual search queries start to decline, as people focus more on clusters of queries around topics. People Also Ask queries have made the importance of topics much more obvious to the SEO industry. With PAAs, Google is clearly illustrating that they think about searcher experience in terms of a searcher’s satisfaction across an entire topic, not just a specific search query. With this in mind, we can expect SEOs to more and more want to see their search queries clustered into topics so they can measure their visibility and the competitive landscape across these clusters. [Rob Bucci]

Further reading:

Build a Search Intent Dashboard to Unlock Better Opportunities

It's Time to Stop Doing On-Page SEO Like It's 2012

Using Related Topics and Semantically Connected Keywords in Your SEO - Whiteboard Friday

How to Feed a Hummingbird: Improve Your On-Page SEO with Related Topics in Moz Pro

13. Linked unstructured citations will receive increasing focus

I recently conducted a small study in which there was a 75% correlation between organic and local pack rank. Linked unstructured citations (the mention of partial or complete business information + a link on any type of relevant website) are a means of improving organic rankings which underpin local rankings. They can also serve as a non-Google dependent means of driving traffic and leads. Anything you’re not having to pay Google for will become increasingly precious. Structured citations on key local business listing platforms will remain table stakes, but competitive local businesses will need to focus on unstructured data to move the needle. [Miriam Ellis]

Further reading:

The Guide to Building Linked Unstructured Citations for Local SEO

Why Local Businesses Will Need Websites More than Ever in 2019

14. Reviews will remain a competitive difference-maker

A Google rep recently stated that about one-third of local searches are made with the intent of reading reviews. This is huge. Local businesses that acquire and maintain a good and interactive reputation on the web will have a critical advantage over brands that ignore reviews as fundamental to customer service. Competitive local businesses will earn, monitor, respond to, and analyze the sentiment of their review corpus. [Miriam Ellis]

Further reading:

Time to Act: Review Responses Just Evolved from "Extra" to "Expected"

How to Respond to the 5 Types of Google Reviews

Location Data + Reviews: The 1–2 Punch of Local SEO

See more local SEO predictions for 2019 by Miriam in our Q&A!

We’ve heard from Mozzers, and now we want to hear from you. What have you seen so far in 2019 that’s got your SEO Spidey senses tingling? What trends are you capitalizing on and planning for? Let us know in the comments below (and brag to friends and colleagues when your prediction comes true in the next 6–10 months). ;-)

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

https://ift.tt/2SZhSiO

[kraussoutene]

14 SEO Predictions for 2019 & Beyond, as Told by Mozzers

Posted by TheMozTeam

With the new year in full swing and an already busy first quarter, our 2019 predictions for SEO in the new year are hopping onto the scene a little late — but fashionably so, we hope. From an explosion of SERP features to increased monetization to the key drivers of search this year, our SEO experts have consulted their crystal balls (read: access to mountains of data and in-depth analyses) and made their predictions. Read on for an exhaustive list of fourteen things to watch out for in search from our very own Dr. Pete, Britney Muller, Rob Bucci, Russ Jones, and Miriam Ellis!

1. Answers will drive search

People Also Ask boxes exploded in 2018, and featured snippets have expanded into both multifaceted and multi-snippet versions. Google wants to answer questions, it wants to answer them across as many devices as possible, and it will reward sites with succinct, well-structured answers. Focus on answers that naturally leave visitors wanting more and establish your brand and credibility. [Dr. Peter J. Meyers]

Further reading:

Content for Answers: The Inverted Pyramid - Whiteboard Friday

We Dipped Our Toes Into Double Featured Snippets

Desktop, Mobile, or Voice? (D) All of the Above - Whiteboard Friday

2. Voice search will continue to be utterly useless for optimization

Optimizing for voice search will still be no more than optimizing for featured snippets, and conversions from voice will remain a dark box. [Russ Jones]

Further reading:

The Influence of Voice Search on Featured Snippets

Lessons from 1,000 Voice Searches (on Google Home)

How to Discover Featured Snippet Opportunities - Whiteboard Friday

How to Target Featured Snippet Opportunities - Whiteboard Friday

3. Mobile is table stakes

This is barely a prediction. If your 2019 plan is to finally figure out mobile, you're already too late. Almost all Google features are designed with mobile-first in mind, and the mobile-first index has expanded rapidly in the past few months. Get your mobile house (not to be confused with your mobile home) in order as soon as you can. [Dr. Peter J. Meyers]

Further reading:

How Does Mobile-First Indexing Work, and How Does It Impact SEO?

How and Why to Do a Mobile/Desktop Parity Audit

Internal Linking & Mobile First: Large Site Crawl Paths in 2018 & Beyond

How Mobile-First Indexing Disrupts the Link Graph

4. Further SERP feature intrusions in organic search

Expect Google to find more and more ways to replace organic with solutions that keep users on Google’s property. This includes interactive SERP features that replace, slowly but surely, many website offerings in the same way that live scores, weather, and flights have. [Russ Jones]

Further reading:

Zero-Result SERPs: Welcome to the Future We Should've Known Was Coming

What Do You Do When You Lose Organic Traffic to Google SERP Features?

Google's Walled Garden: Are We Being Pushed Out of Our Own Digital Backyards?

5. Video will dominate niches

Featured Videos, Video Carousels, and Suggested Clips (where Google targets specific content in a video) are taking over the how-to spaces. As Google tests search appliances with screens, including Home Hub, expect video to dominate instructional and DIY niches. [Dr. Peter J. Meyers]

Further reading:

YouTube SEO: Top Factors to Invest In - Whiteboard Friday

A Step-by-Step Guide to Setting Up and Growing Your YouTube Presence

Beyond YouTube: Video Hosting, Marketing, and Monetization Platforms, Compared

6. SERPs will become more interactive

We’ve seen the start of interactive SERPs with People Also Ask Boxes. Depending on which question you expand, two to three new questions will generate below that directly pertain to your expanded question. This real-time engagement keeps people on the SERP longer and helps Google better understand what a user is seeking. [Britney Muller]

Further reading:

Infinite "People Also Ask" Boxes: Research and SEO Opportunities

7. Local SEO: Google will continue getting up in your business — literally

Google will continue asking more and more intimate questions about your business to your customers. Does this business have gender-neutral bathrooms? Is this business accessible? What is the atmosphere like? How clean is it? What kind of lighting do they have? And so on. If Google can acquire accurate, real-world information about your business (your percentage of repeat customers via geocaching, price via transaction history, etc.) they can rely less heavily on website signals and provide more accurate results to searchers. [Britney Muller]

Further reading:

The Ultimate Cheat Sheet for Taking Full Control of Your Google Knowledge Panels

How to Optimize Your Google My Business Listing

8. Business proximity-to-searcher will remain a top local ranking factor

In Moz’s recent State of Local SEO report, the majority of respondents agreed that Google’s focus on the proximity of a searcher to local businesses frequently emphasizes distance over quality in the local SERPs. I predict that we’ll continue to see this heavily weighting the results in 2019. On the one hand, hyper-localized results can be positive, as they allow a diversity of businesses to shine for a given search. On the other hand, with the exception of urgent situations, most people would prefer to see best options rather than just closest ones. [Miriam Ellis]

Further reading:

The State of Local SEO Industry Report

Local Search Ranking Factors 2018: Local Today, Key Takeaways, and the Future - Whiteboard Friday

9. Local SEO: Google is going to increase monetization

Look to see more of the local and maps space monetized uniquely by Google both through Adwords and potentially new lead-gen models. This space will become more and more competitive. [Russ Jones]

Further reading:

New Research: 35% of Competitive Local Keywords Have Local Pack Ads

What Do SEOs Do When Google Removes Organic Search Traffic? - Whiteboard Friday

10. Monetization tests for voice

Google and Amazon have been moving towards voice-supported displays in hopes of better monetizing voice. It will be interesting to see their efforts to get displays in homes and how they integrate the display advertising. Bold prediction: Amazon will provide sleep-mode display ads similar to how Kindle currently displays them today. [Britney Muller]

11. Marketers will place a greater focus on the SERPs

I expect we’ll see a greater focus on the analysis of SERPs as Google does more to give people answers without them having to leave the search results. We’re seeing more and more vertical search engines like Google Jobs, Google Flights, Google Hotels, Google Shopping. We’re also seeing more in-depth content make it onto the SERP than ever in the form of featured snippets, People Also Ask boxes, and more. With these new developments, marketers are increasingly going to want to report on their general brand visibility within the SERPs, not just their website ranking. It’s going to be more important than ever for people to be measuring all the elements within a SERP, not just their own ranking. [Rob Bucci]

Further reading:

Mapping the Overlap of SERP Feature Suggestions

Make Sense of Your Data with These Essential Keyword Segments

12. Targeting topics will be more productive than targeting queries

2019 is going to be another year in which we see the emphasis on individual search queries start to decline, as people focus more on clusters of queries around topics. People Also Ask queries have made the importance of topics much more obvious to the SEO industry. With PAAs, Google is clearly illustrating that they think about searcher experience in terms of a searcher’s satisfaction across an entire topic, not just a specific search query. With this in mind, we can expect SEOs to more and more want to see their search queries clustered into topics so they can measure their visibility and the competitive landscape across these clusters. [Rob Bucci]

Further reading:

Build a Search Intent Dashboard to Unlock Better Opportunities

It's Time to Stop Doing On-Page SEO Like It's 2012

Using Related Topics and Semantically Connected Keywords in Your SEO - Whiteboard Friday

How to Feed a Hummingbird: Improve Your On-Page SEO with Related Topics in Moz Pro

13. Linked unstructured citations will receive increasing focus

I recently conducted a small study in which there was a 75% correlation between organic and local pack rank. Linked unstructured citations (the mention of partial or complete business information + a link on any type of relevant website) are a means of improving organic rankings which underpin local rankings. They can also serve as a non-Google dependent means of driving traffic and leads. Anything you’re not having to pay Google for will become increasingly precious. Structured citations on key local business listing platforms will remain table stakes, but competitive local businesses will need to focus on unstructured data to move the needle. [Miriam Ellis]

Further reading:

The Guide to Building Linked Unstructured Citations for Local SEO

Why Local Businesses Will Need Websites More than Ever in 2019

14. Reviews will remain a competitive difference-maker

A Google rep recently stated that about one-third of local searches are made with the intent of reading reviews. This is huge. Local businesses that acquire and maintain a good and interactive reputation on the web will have a critical advantage over brands that ignore reviews as fundamental to customer service. Competitive local businesses will earn, monitor, respond to, and analyze the sentiment of their review corpus. [Miriam Ellis]

Further reading:

Time to Act: Review Responses Just Evolved from "Extra" to "Expected"

How to Respond to the 5 Types of Google Reviews

Location Data + Reviews: The 1–2 Punch of Local SEO

See more local SEO predictions for 2019 by Miriam in our Q&A!

We’ve heard from Mozzers, and now we want to hear from you. What have you seen so far in 2019 that’s got your SEO Spidey senses tingling? What trends are you capitalizing on and planning for? Let us know in the comments below (and brag to friends and colleagues when your prediction comes true in the next 6–10 months). ;-)

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

https://ift.tt/2SZhSiO