![\"Binoculars](\"https:\/\/www.bruceclay.com\/blog\/wp-content\/uploads\/2018\/10\/Looking-at-future-of-SEO-580px.png\")
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Thinking about the future of SEO<\/a> is a habit of mine. I like to anticipate where things are going, and no doubt this has helped me keep my SEO consulting<\/a> business headed in the right direction over the past 22 years. Thought leadership is fun!<\/p>\n In an industry like organic search engine optimization, the pieces never stop moving for long.<\/p>\n Example #1: AI<\/strong><\/p>\n We\u2019ve just begun to see the impact of artificial intelligence on marketing and the world.<\/p>\n AI is ramping up with businesses in general, but surveys vary widely on how many organizations have implemented AI in their operations so far. Statista found 5 percent<\/a> while Narrative Science reported a whopping 61 percent of survey respondents saying that they were using AI in 2017.<\/p>\n AI is impacting search much faster.<\/p>\n Search engines have been driving AI at full throttle for years. Google\u2019s complex algorithms can now improve on their own<\/em>, thanks to machine learning powered by artificial intelligence.<\/p>\n With AI, the search engines \u2014 and eventually businesses in general \u2014 can evolve at a superhuman pace.<\/p>\n Only by keeping our eyes on the horizon can SEOs keep up. The horizon gives you the long-range view, the big picture. To see that, I look through two lenses:<\/p>\n When I try to anticipate where SEO is going, the most important question I ask is: How will Google make money?<\/p>\n Remember when we saw Google move ads out of the sidebar<\/a>? Well, as a result, organic SEO was affected<\/a>. That was in February 2016, and Bing followed suit<\/a> in March 2018.<\/p>\n Organic listings felt the pinch as the space at the top of a SERP opened up to allow up to four paid ads.<\/p>\n But the disappearance of organic results above the fold had just begun.<\/p>\n Example #2: Local Listings<\/strong><\/p>\n A \u201clocal pack\u201d complete with map entered the SERP picture. It gave local businesses a chance to show up organically on Page 1 when the searcher was physically nearby.<\/p>\n The local pack did push other top organic results (such as national brands) farther down the page for certain queries. On the upside, it also created a whole new field of competition that many SEOs welcomed.<\/p>\n But Google needed to make money \u2026 enter local search ads<\/a>. These ads often appear above organic listings in the Local Pack and map results, especially for mobile users.<\/p>\n More ads directed at local businesses arrived. Google Home Services, now expanded and rebranded as Local Services ads<\/a>, feature many types of local businesses vetted by Google.<\/p>\n LSAs play to both priorities, helping users and profiting Google. And they appear right at the top of the SERP \u2014 filling the above-the-fold space with non-organic listings.<\/p>\n For many queries, the space given to local listings is now dominated by ads<\/a>. <\/em><\/p>\n A slew of other changes have arisen in the same way \u2026 first as an organic feature, and then converted to a space for revenue-producing ads for Google.<\/p>\n Today, organic web listings may be crowded down the page by many features:<\/p>\n Folks, organic listings will soon disappear above the fold.<\/p>\n Sites need to take advantage of the organic SEO opportunities that do exist today, among them:<\/p>\n Looking at the future of SEO, I have one more piece of advice to add to this list.<\/em><\/p>\n Videos appear prominently in Google search results, especially for queries with a \u201chow to\u201d intent.<\/p>\n Videos can even take the featured snippet (aka Position 0). Take a look at the examples below:<\/p>\n All these video links fill the space above the fold. They count as \u201corganic\u201d results. However, when you click a YouTube video result, what do you see first? You see an ad.<\/p>\n Since video results create ad revenue for Google\/YouTube\/Alphabet, organic has ads<\/strong>!<\/p>\nVideos are crucial for winning back the SERP and preparing for the near-future of SEO. <\/a><\/span>Click To Tweet<\/a><\/span>\n Videos often answer questions more efficiently than any other format.<\/p>\n From how to use a staple gun to how to grow your business, you\u2019d probably rather watch someone tell you how, in living color, than read an article looking for the answer. And you\u2019re not alone.<\/p>\n In one year, YouTube viewers spent over a billion hours watching just videos with \u201chow-to\u201d in the title. That\u2019s according to YouTube executive Malik Ducard<\/a>.<\/p>\n YouTube sees more than an ad opportunity here. It\u2019s launching a new YouTube Learning channel with a $20 million investment<\/a>. In addition to supporting independent content by \u201cEdu Tubers,\u201d the channel plans to showcase original educational programs made by YouTube, as well.<\/p>\n Video search results can make the Google family of companies more money than ever. Recently, YouTube started counting an ad \u201cview\u201d at only 10 seconds<\/a>, not 30.<\/p>\n With Google making money indirectly through \u201corganic\u201d video results, I predict that videos will rank more and more prominently in search results. That\u2019s especially true for how-to types of queries.<\/p>\n Any business or organization would be wise to invest in video. I recommend that you collect your niche\u2019s most-asked questions and start filming answers.\u00a0One of an SEO\u2019s best plays today is to create videos that answer how-to questions. <\/a><\/span>Click To Tweet<\/a><\/span><\/p>\n Case in point: We produce our Ask Us Anything series<\/a> as a playlist on our YouTube channel. Each video answers a specific question about SEO, PPC, content, or social in a short video. <\/p>\n\n
To See the Future of SEO, Follow the Money<\/h2>\n
![\"Google](\"https:\/\/www.bruceclay.com\/blog\/wp-content\/uploads\/2018\/10\/SERP-with-all-ads-plumbers-near-me-360px.png\")
<\/p>\n![\"Ads](\"https:\/\/www.bruceclay.com\/blog\/wp-content\/uploads\/2018\/10\/SERP-local-listings-plumbers.png\")
<\/p>\n![\"Google's](\"https:\/\/www.bruceclay.com\/blog\/wp-content\/uploads\/2018\/10\/SERP-with-all-ads-plumbers-91325-360px.png\")
<\/p>\nThe Disappearing Organic Space<\/h2>\n
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What\u2019s an SEO to Do?<\/h2>\n
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Videos Are Crucial for Winning Back the SERP<\/h2>\n
![\"SERP](\"https:\/\/www.bruceclay.com\/blog\/wp-content\/uploads\/2018\/10\/google-video-links-above-the-fold-600px.png\")
<\/p>\n\u201cHow To\u201d Will Rule Organic Results<\/h3>\n
Why Video Is a Best Play for SEO<\/h3>\n
![\"Bruce](\"https:\/\/www.bruceclay.com\/blog\/wp-content\/uploads\/2018\/10\/youtube-aua-playlist-600px.png\")
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