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Accelerate growth in 2024 with agile data Ray Grieselhuber DemandSphere Speakerdeck.com/raygrieselhuber @raygrieselhuber FOUND Tokyo 2023

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Key trends for 2024 Speakerdeck.com/raygrieselhuber @raygrieselhuber 1. Ad-based business models are weakening 2. Content volume will scale massively 3. SEO investment is expanding 4. SERPs will continue to evolve

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Speakerdeck.com/raygrieselhuber @raygrieselhuber Ad models are affected by Post-ZIRP (ゼロ金利後) financial markets Money supply SPIKED but now is decreasing Money is not as cheap anymore

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Speakerdeck.com/raygrieselhuber @raygrieselhuber AI content explosion + technical issues affecting crawls https://www.demandsphere.com/blog/the-impact-of -compute-on-content-and-seo-in-both-directions/

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Speakerdeck.com/raygrieselhuber @raygrieselhuber Rapid growth in SEO investment https://www.verifiedmarketresearch.com/product/seo-search-engine-optimization-market/

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Impacts: ● Fold visibility ● CTR ● Clicks / Sessions ● Conversions ● Revenue 600+ distinct elements across the SERPs Paid Content ● Pixel depth: 120px ● Pixel height: 320px ● Visual position: 1 ● Nested position: 2 Organic Result ● Pixel depth: 440px ● Pixel height: 330px ● Visual position: 3 ● Title changed

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Daily layout changes on Google SERPs Paid Content ● Position (order of items) ● Product Name ● Price ● URL ● Pixel Data Organic Results ● Organic Position ● Visual Position ● Title ● Meta Description ● Product URL ● Pixel Data Popular Products ● Position (order of items) ● Product Name ● Price ● URL ● Pixel Data

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Increasing adoption of SEO data across disciplines Speakerdeck.com/raygrieselhuber @raygrieselhuber Complexity increases Developer ●APIs ●Data lakes SEO Analyst ●SERP data ●Crawl data ●GSC ●GA ●Exploration Content Team ●Content & topics ●Content performance ●Visibility trends Product ●Technical ●SERP rankings ●Indexation ●PAA + Knowledge Graph Executive / Reporting ●Permissions ●Dashboards ●Speed of answers ●Forecasting ●Predictive Performance Team ●Ad data ●Hotel Ads ●Shopping ●Google for Jobs ●etc.

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Priorities for 2024 (and how we help) Speakerdeck.com/raygrieselhuber @raygrieselhuber

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Focus on data-driven operations Speakerdeck.com/raygrieselhuber @raygrieselhuber

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We mapped every element on the SERP and put it into a data warehouse Speakerdeck.com/raygrieselhuber @raygrieselhuber

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Sometimes you need more than SQL Speakerdeck.com/raygrieselhuber @raygrieselhuber ● Pandas / Dask / Pola.rs ● Data Science notebooks ● Numpy ● PyTorch ● Scrapy ● Advertools ● Plotly ● spaCy ● NLTK ● scikit-learn

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Python Data Apps in DemandMetrics Speakerdeck.com/raygrieselhuber @raygrieselhuber

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Understand shift in KPIs Speakerdeck.com/raygrieselhuber @raygrieselhuber

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Traditional SEO KPIs don’t give the whole picture Speakerdeck.com/raygrieselhuber @raygrieselhuber Up Down 23 12

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What vs. why KPIs Speakerdeck.com/raygrieselhuber @raygrieselhuber What? ●Impressions ●Clicks ●CTR ●Rank ●Organic Traffic Why? ●Pixel depth ●Visual rank ●Zero-click ●Layout change ●Visual SoV ●SERP Features

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Visual Share of Voice Speakerdeck.com/raygrieselhuber @raygrieselhuber Visual Share of Voice includes: ● Visual calculation of SERP elements in SoV formula ● Google properties are included

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SERP Feature Explorer Speakerdeck.com/raygrieselhuber @raygrieselhuber

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Prepare for SGE: Scraper Analysis 81% 44% SGE appearance SGE auto-expand 83% Links included 82% Follow-up prompts 679 Avg. pixel height (Desktop) 211 Min pixel height (Desktop) 2,090 Max pixel height (Desktop) 23% Google “content marketing” Speakerdeck.com/raygrieselhuber @raygrieselhuber

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Adapt to increasing Zero-Click landscape Speakerdeck.com/raygrieselhuber @raygrieselhuber

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Early adopters of human + AI content will win big Custom Knowledge Graph Prompt Engineering Retrieval Augmented Generation (ProseVector Engine) Content Publishing ProseVector by DemandSphere

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Let’s talk! Speakerdeck.com/raygrieselhuber @raygrieselhuber Follow us at x.com/demandsphere Connect with me at linkedin.com/in/raygrieselhuber ray@demandsphere.com