One of the major themes that continued throughout the day at the 2015 MnSearch Summit is that technology is quickly changing everything, and it is changing SEO at an incredible pace.
Technology Is Getting Bigger, Faster, Better, Stronger
Duane Forrester of Bing started the morning talking about the changes in technology. He cited some staggering numbers like 11% of Starbucks weekly transactions are made on a mobile device (that’s not eCommerce either. This is paying with a mobile device at checkout).
Duane also talked about the internet of things. Right now you can buy a refrigerator that can let you know, via text message or push notification, when you are out of milk. We have phones that know where you are and can remind you to buy the milk before you get home.
Now Google is working on self driving cars. In the near future, you will be able to get a “free ride” in a self driving car. The catch is that while you are in the car, you will have to watch an ad from a business.
Later Sessions Supported This Theme
Jeff Sauer of ppccourse.net and jeffalytics.com, hit the stage in the morning session and talked about how computers can very easily replace many “web analysts” in our industry. There are many computer programs that can access your Google Analytics and create very nice reports.
John Gagnon from Bing then held a session discussing the changes that are coming to Bing and Microsoft. He talked about how Bing, and Google, are really trying to create less of a search engine and more of a personal assistant. They want to be able to answer every question the user has. Even more so, they want to be able to anticipate the answer to the question, before you have the question. This has already started with Google Now, Cortana, and Siri and will only continue to get better.
What Can We Do?
There are a few things we can do to keep up with the rapid changes in technology.
Things We Can Do
Remember earlier this year when Google announced a deadline for having a mobile ready site? This is a classic case of keeping things up to date. For years studies have said that mobile was going to have a huge impact on the web. Many website owners paid attention and made mobile versions of their sites or even better, made their sites mobile responsive. For website owners that did not pay attention they ended up worrying, scrambling, and crossing their fingers as the deadline approached.
Now that we know mobile is here to stay we can look ahead to the horizon and see a few other things headed our way. Website owners need to make sure that they have a handle on Open Graph tags (for social media) and Schema.org (micro data for search engines). According to Duane Forrester from Bing, “micro data is going to have a bigger impact on websites than mobile usage.”
The fact is that if you haven’t touched or improved your site in the last 5 years you may be way behind modern web standards and even worse, way behind your competition. If you as a website owner can’t stay on top of and understand these things it is very important that you consult someone who can.
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