Dr Wayne Barker
MBE
11th October 2022
Why SEO Won’t
Look The Same This
Time Next Year
Slide 2
Slide 2 text
Hello
Slide 3
Slide 3 text
Hope we’re all doing well
Slide 4
Slide 4 text
Let’s no beat around the bush
Slide 5
Slide 5 text
We’re here to talk about the…
Slide 6
Slide 6 text
FUTURE
Slide 7
Slide 7 text
Not something I usually talk
about
Slide 8
Slide 8 text
“A bold title, I
think you should
keep it. You’ll be
fine Wayne , stop
whittling”
Pete Bingham, 2023
Slide 9
Slide 9 text
“That’s gonna be
a toughie, Wayne.
We don’t know
what its gonna
look like next
year”
John Mueller, 2018
Slide 10
Slide 10 text
“I’ve been there
Wayne, and
you’re 89.74646%
correct. Do it”
Albert Einstein (inventor of
wormholes), 1935
Slide 11
Slide 11 text
Time travel is real
The time travelling hipster
Slide 12
Slide 12 text
Big headline
statement
Slide 13
Slide 13 text
Big headline
statement
Slide 14
Slide 14 text
Big headline
statement
Slide 15
Slide 15 text
Time travel is real
The Mongolian mummy sporting Adidas
Slide 16
Slide 16 text
Big headline
statement
Slide 17
Slide 17 text
Big headline
statement
Slide 18
Slide 18 text
Time travel is real
Mobile phones everywhere
Slide 19
Slide 19 text
Big headline
statement
Slide 20
Slide 20 text
Big headline
statement
Slide 21
Slide 21 text
Big headline
statement
Slide 22
Slide 22 text
Big headline
statement
Slide 23
Slide 23 text
And we can base it on other things we
know to be true
Slide 24
Slide 24 text
Everyone loves a good documentary
nowadays
Slide 25
Slide 25 text
Everyone loves a good documentary
nowadays
Slide 26
Slide 26 text
So, to support my arguments I’m
gonna use the best 3-part docuseries
ever
Slide 27
Slide 27 text
So, to support my arguments I’m
gonna use the best 2-part docuseries
ever
Slide 28
Slide 28 text
Big headline
statement
Slide 29
Slide 29 text
Big headline
statement
Slide 30
Slide 30 text
Big headline
statement
Slide 31
Slide 31 text
So, now we have ALL the evidence to
predict the future let's get crackin’
Slide 32
Slide 32 text
First, we’re NOT gonna cover…
Slide 33
Slide 33 text
ChatGPT
Slide 34
Slide 34 text
I covered that recently
Slide 35
Slide 35 text
No content
Slide 36
Slide 36 text
No content
Slide 37
Slide 37 text
Bard
Slide 38
Slide 38 text
No content
Slide 39
Slide 39 text
We’re gonna travel through time and
space
Slide 40
Slide 40 text
And what the SERPs might look like
Slide 41
Slide 41 text
The following screenshots are
(mainly) from Google’s IPO in May
Slide 42
Slide 42 text
AKA “The Day Google Shit Itself Cos Of
ChatGPT And Bing”
Slide 43
Slide 43 text
More with one click
Slide 44
Slide 44 text
A longer long tail
Slide 45
Slide 45 text
Changeinfeaturedsnippets
Slide 46
Slide 46 text
AI generated content
Slide 47
Slide 47 text
Thumbnails
Slide 48
Slide 48 text
Thumbnails
Slide 49
Slide 49 text
Keeping you on the
SERPs
Slide 50
Slide 50 text
E-EAT
Slide 51
Slide 51 text
E-E-A-T and socials
Slide 52
Slide 52 text
E-E-A-T and videos
Slide 53
Slide 53 text
Snapshots
Slide 54
Slide 54 text
Shopping graph
Slide 55
Slide 55 text
Guides
Slide 56
Slide 56 text
And this is changing, like all the time
Slide 57
Slide 57 text
No content
Slide 58
Slide 58 text
No content
Slide 59
Slide 59 text
No content
Slide 60
Slide 60 text
No content
Slide 61
Slide 61 text
No content
Slide 62
Slide 62 text
Look for the clues elsewhere
Slide 63
Slide 63 text
No content
Slide 64
Slide 64 text
No content
Slide 65
Slide 65 text
And some things are gonna remain
the same
Slide 66
Slide 66 text
No content
Slide 67
Slide 67 text
So back to the time travel
Slide 68
Slide 68 text
Big headline
statement
Slide 69
Slide 69 text
Doc Brown never had all the answers
Slide 70
Slide 70 text
Neither do I, or anyone else
Slide 71
Slide 71 text
But you can look back to look
forwards
Slide 72
Slide 72 text
Big headline
statement
AI generated content
Slide 73
Slide 73 text
Big headline
statement
Slide 74
Slide 74 text
Look back to look forwards
Slide 75
Slide 75 text
No content
Slide 76
Slide 76 text
No content
Slide 77
Slide 77 text
No content
Slide 78
Slide 78 text
No content
Slide 79
Slide 79 text
Hmmmmmmmm…..let’s look
backwards to look forwards
Slide 80
Slide 80 text
No content
Slide 81
Slide 81 text
No content
Slide 82
Slide 82 text
No content
Slide 83
Slide 83 text
No content
Slide 84
Slide 84 text
No content
Slide 85
Slide 85 text
No content
Slide 86
Slide 86 text
No content
Slide 87
Slide 87 text
No content
Slide 88
Slide 88 text
No content
Slide 89
Slide 89 text
No content
Slide 90
Slide 90 text
No content
Slide 91
Slide 91 text
No content
Slide 92
Slide 92 text
Kinda heavy, a lot to take in right?
Slide 93
Slide 93 text
“There's that
word again.
"Heavy." Why are
things so heavy in
the future? Is
there a problem
with the Earth's
gravitational
pull?”
Doc Brown, 1985
Slide 94
Slide 94 text
“If you put your
mind to it, you
can accomplish
anything.”
Marty McFly, 1985
Slide 95
Slide 95 text
Thing is - it's not all gonna apply to
YOU
Slide 96
Slide 96 text
But some of it MIGHT
Slide 97
Slide 97 text
Open your mind, use your eyes
Slide 98
Slide 98 text
Part of your strategy SHOULD be…
Slide 99
Slide 99 text
To be able to CHANGE IT and
communicate why
Slide 100
Slide 100 text
I ain’t gonna tell YOU what YOU
should be doing
Slide 101
Slide 101 text
But I can tell you what you might
want to be thinking about
Slide 102
Slide 102 text
Quality over quantity
Be different don’t emulate
Expertise not generalist
Solid not fast
Revisit not pump out
Slide 103
Slide 103 text
Think brand
Who are you and what do you stand for
What makes you ACTUALLY different
Consistent across as many places as you can be
Slide 104
Slide 104 text
Think social
Be at the forefront
Be where your audience ARE
Be where Google thinks they are
What do THEY NEED rather that what YOU
think they need
Offer difference – don’t follow the herd
SOCIAL media not social MEdia
Slide 105
Slide 105 text
Think images
What is gonna pull people in
If it's worth your time it's worth paying for
Stand out from the crowd
Slide 106
Slide 106 text
Common theme?
Slide 107
Slide 107 text
The internet has made us sheep. It’s
clogged up with the same shit. Stand
out or fizzle out
Slide 108
Slide 108 text
Bring your teams/people together
with common business goals
Slide 109
Slide 109 text
Bring your teams/people together
with common business goals
Slide 110
Slide 110 text
Think SERP ownership
not keyword rankings
Slide 111
Slide 111 text
Think SERP ownership
not keyword rankings
Slide 112
Slide 112 text
Think SERP ownership
not keyword rankings
Slide 113
Slide 113 text
Think SERP ownership
not keyword rankings
Slide 114
Slide 114 text
Things you need to learn about
Slide 115
Slide 115 text
Shopping graph SEO
Slide 116
Slide 116 text
Knowledge graph SEO
Slide 117
Slide 117 text
Entity SEO
Slide 118
Slide 118 text
Entity SEO
Slide 119
Slide 119 text
Entity SEO
Slide 120
Slide 120 text
Some resources for you
https://www.iloveseo.net/oh-my-mum-or-how-to-think-seo-in-the-era-of-algorithms-based-on-ai/
https://www.thinkwithgoogle.com/consumer-insights/consumer-journey/navigating-purchase-
behavior-and-decision-making/
https://wordlift.io/blog/en/how-to-optimize-existing-content/
https://wordlift.io/blog/en/how-to-build-seo-demand-strategies/
https://wordlift.io/blog/en/product-knowledge-graph-and-eeat/
https://wordlift.io/blog/en/product-feed-optimization/
https://ahrefs.com/blog/google-knowledge-graph/
https://searchengineland.com/entity-seo-guide-395264
https://www.animalz.co/blog/seo-and-chatgpt/
https://www.seoclarity.net/blog/googles-search-generative-experience-preparation-guide
https://io.google/2023/
https://speakerdeck.com/gfiorelli1/oh-my-mum-stikes-back-or-how-to-win-the-battle-of-generative-
search
Slide 121
Slide 121 text
Some tools for you
Slide 122
Slide 122 text
Some tools for you
Slide 123
Slide 123 text
Some tools for you
Slide 124
Slide 124 text
Some tools for you
Slide 125
Slide 125 text
And the best combo of tools?
Slide 126
Slide 126 text
And the best combo of tools?
Slide 127
Slide 127 text
And the best combo of tools?
Slide 128
Slide 128 text
“I stand by all of
these resources.
All these years
later”
Dr Wayne Barker MBE, 2029
Slide 129
Slide 129 text
Oh. And back to the time travel
Slide 130
Slide 130 text
Why should you trust me?
Slide 131
Slide 131 text
No content
Slide 132
Slide 132 text
Here’s a link to prove it’s real
Slide 133
Slide 133 text
https://rb.gy/ktje4
Slide 134
Slide 134 text
Also we have always been heading
here and I’ve been talking about it for
years
Slide 135
Slide 135 text
September 2022
Slide 136
Slide 136 text
March 2022
Slide 137
Slide 137 text
April 2019
Slide 138
Slide 138 text
December 2018
Slide 139
Slide 139 text
No content
Slide 140
Slide 140 text
No content
Slide 141
Slide 141 text
They always think us time travellers
are just making it all up, ah well
Slide 142
Slide 142 text
“People like us, who believe in physics, know
that the distinction between past, present and
future is only a stubbornly persistent illusion.”
Albert Einstein (inventor of wormholes), 1935