Why SEO Won’t Look The Same This Time Next Year

It’s fair to say that it’s been a volatile and challenging last six months in the world of SEO. With AI changing all the rules, algorithms updating constantly, and SGE (Search Generative Experience) hogging the headlines, marketers have had to stay on their tippy toes in order to keep up.

Digital Maze’s resident marketing expert, Wayne Barker, is our go-to guy for all the up-to-date digital marketing news. So who better to guide you through the latest industry insights and anticipate how the search landscape *might* change over the next year?

Transcript

1. Dr Wayne Barker
   MBE
   11th October 2022
   Why SEO Won’t
   Look The Same This
   Time Next Year
   

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2. Hello
   

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3. Hope we’re all doing well
   

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4. Let’s no beat around the bush
   

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5. We’re here to talk about the…
   

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6. FUTURE
   

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7. Not something I usually talk
   about
   

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8. “A bold title, I
   think you should
   keep it. You’ll be
   fine Wayne , stop
   whittling”
   Pete Bingham, 2023
   

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9. “That’s gonna be
   a toughie, Wayne.
   We don’t know
   what its gonna
   look like next
   year”
   John Mueller, 2018
   

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10. “I’ve been there
    Wayne, and
    you’re 89.74646%
    correct. Do it”
    Albert Einstein (inventor of
    wormholes), 1935
    

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11. Time travel is real
    The time travelling hipster
    

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12. Big headline
    statement
    

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13. Big headline
    statement
    

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14. Big headline
    statement
    

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15. Time travel is real
    The Mongolian mummy sporting Adidas
    

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16. Big headline
    statement
    

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17. Big headline
    statement
    

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18. Time travel is real
    Mobile phones everywhere
    

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19. Big headline
    statement
    

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20. Big headline
    statement
    

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21. Big headline
    statement
    

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22. Big headline
    statement
    

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23. And we can base it on other things we
    know to be true
    

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24. Everyone loves a good documentary
    nowadays
    

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25. Everyone loves a good documentary
    nowadays
    

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26. So, to support my arguments I’m
    gonna use the best 3-part docuseries
    ever
    

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27. So, to support my arguments I’m
    gonna use the best 2-part docuseries
    ever
    

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28. Big headline
    statement
    

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29. Big headline
    statement
    

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30. Big headline
    statement
    

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31. So, now we have ALL the evidence to
    predict the future let's get crackin’
    

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32. First, we’re NOT gonna cover…
    

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33. ChatGPT
    

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34. I covered that recently
    

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37. Bard
    

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39. We’re gonna travel through time and
    space
    

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40. And what the SERPs might look like
    

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41. The following screenshots are
    (mainly) from Google’s IPO in May
    

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42. AKA “The Day Google Shit Itself Cos Of
    ChatGPT And Bing”
    

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43. More with one click
    

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44. A longer long tail
    

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45. Changeinfeaturedsnippets
    

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46. AI generated content
    

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47. Thumbnails
    

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48. Thumbnails
    

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49. Keeping you on the
    SERPs
    

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50. E-EAT
    

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51. E-E-A-T and socials
    

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52. E-E-A-T and videos
    

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53. Snapshots
    

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54. Shopping graph
    

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55. Guides
    

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56. And this is changing, like all the time
    

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62. Look for the clues elsewhere
    

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65. And some things are gonna remain
    the same
    

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67. So back to the time travel
    

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68. Big headline
    statement
    

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69. Doc Brown never had all the answers
    

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70. Neither do I, or anyone else
    

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71. But you can look back to look
    forwards
    

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72. Big headline
    statement
    AI generated content
    

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73. Big headline
    statement
    

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74. Look back to look forwards
    

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79. Hmmmmmmmm…..let’s look
    backwards to look forwards
    

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92. Kinda heavy, a lot to take in right?
    

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93. “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
    

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94. “If you put your
    mind to it, you
    can accomplish
    anything.”
    Marty McFly, 1985
    

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95. Thing is - it's not all gonna apply to
    YOU
    

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96. But some of it MIGHT
    

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97. Open your mind, use your eyes
    

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98. Part of your strategy SHOULD be…
    

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99. To be able to CHANGE IT and
    communicate why
    

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100. I ain’t gonna tell YOU what YOU
     should be doing
     

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101. But I can tell you what you might
     want to be thinking about
     

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102. Quality over quantity
     Be different don’t emulate
     Expertise not generalist
     Solid not fast
     Revisit not pump out
     

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103. 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
     

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104. 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
     

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105. Think images
     What is gonna pull people in
     If it's worth your time it's worth paying for
     Stand out from the crowd
     

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106. Common theme?
     

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107. The internet has made us sheep. It’s
     clogged up with the same shit. Stand
     out or fizzle out
     

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108. Bring your teams/people together
     with common business goals
     

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109. Bring your teams/people together
     with common business goals
     

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110. Think SERP ownership
     not keyword rankings
     

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111. Think SERP ownership
     not keyword rankings
     

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112. Think SERP ownership
     not keyword rankings
     

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113. Think SERP ownership
     not keyword rankings
     

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114. Things you need to learn about
     

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115. Shopping graph SEO
     

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116. Knowledge graph SEO
     

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117. Entity SEO
     

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118. Entity SEO
     

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119. Entity SEO
     

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120. 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
     

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121. Some tools for you
     

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122. Some tools for you
     

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123. Some tools for you
     

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124. Some tools for you
     

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125. And the best combo of tools?
     

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126. And the best combo of tools?
     

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127. And the best combo of tools?
     

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128. “I stand by all of
     these resources.
     All these years
     later”
     Dr Wayne Barker MBE, 2029
     

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129. Oh. And back to the time travel
     

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130. Why should you trust me?
     

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132. Here’s a link to prove it’s real
     

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133. https://rb.gy/ktje4
     

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134. Also we have always been heading
     here and I’ve been talking about it for
     years
     

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135. September 2022
     

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136. March 2022
     

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137. April 2019
     

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138. December 2018
     

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141. They always think us time travellers
     are just making it all up, ah well
     

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142. “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
     

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143. Thank you
     hello@thedigitalmaze.com
     01332 493766
     

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