Post on 01-Nov-2014
description
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ALL THE RIGHT SEO MOVES
DANNY SULLIVANChief Content Officer
Third Door Media
What Marketers Need To Know To About the Changing Landscape of Search
The Changing Landscape of Search Results
Penalties & the Google Zoo
The Age of Entity Search
Search in a Mobile World
Avoiding Common SEO Traps
AGENDA
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THE CHANGING LANDSCAPE OF SEARCH RESULTS
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WHICH
LISTING
IS THE #1
RESULT?
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WHICH
LISTING
IS THE #1
RESULT?
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WHICH
LISTING
IS THE #1
RESULT?
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“BEING #1” &
“10 BLUE LINKS” IS
DEAD
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WHERE’S
THE
FREE
WEB
RESULT?
ADS
ADSLOCAL
WEB
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FREELISTINGSGET LESS SPACE
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WHICH
ARE
THE
“REAL”
RESULTS?
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THERE ARE
NO NORMALRESULTS
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SEO IS DEAD
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THANK YOU!
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SEO IS NOT DEAD
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CHANGE IS
OPPORTUNITY
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…WHAT IS CHANGING?
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PENALTIES & THE GOOGLE ZOO
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• INTENT: keep low-quality or “thin” content from ranking
• FREQUENCY: about once a month filter is re-run
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SURVIVING
PANDA
Focus on real
quality to survive --
always the answer
for any search
success
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• INTENT: targets spam, especially bad or low-quality links
•FREQUENCY: ~6 months+, Google re-runs Penguin
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RANTERMISSIONABOUT LINK RULE INSANITY
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PLAYING SAFE WITH LINKS IS MORE
COMPLICATED THAN EVER
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What about paid links in the age of Native Advertising?
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Widgets, Infographics& too much of a good thing
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Guest Blogging Gone Wild?
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Is It Safer Not To Link?Should You NoFollowEverything?
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Why punish for bad links, rather than discount?
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BACK TO THE
BIRDS…
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SURVIVING
PENGUIN
Don’t think link
building
Think audience
building….
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NEW! Improve local results by blending web signals
(like links) & local search signals (distance, ratings)
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HUMMINGBIRD: A NEW SEARCH ENGINE
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HUMMINGBIRD
Panda, Penguin &
Pigeon part of it
Can use new “fuel”
Improved results for
entities
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THE AGE OF
ENTITY SEARCH
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PENALTIES & THE
PEOPLE, PLACES &
THINGS
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ENTITIES &
ENTITY SEARCH
PAST: “o-b-a-m-a”
NOW: A “person”
connected to other
people & facts
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FACTS & KNOWLEDGE GRAPH GROWTH
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GROWTH OF QUICK/DIRECT ANSWERS
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GROWTH OF QUICK/DIRECT ANSWERS
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ENTITY
SEARCH
SUCCESS
Markup pages
with relevant
structured data
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SEARCH IN A
MOBILE WORLD
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Landing page >
mobile SEO
The “Always On”
mobile searcher
THE MOBILE
SEARCHER
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SEARCHING ON THE MOVE
SEARCH VOLUME - U.S. CHAIN RESTAURANTS
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CALLS NOT CLICKS: ARE YOU READY?CLICK-TO-CALL VOLUME - FLOWER SEARCHES, CA
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Click-to-call
Mobile-friendly
version of site
App for repeat
visitors
MOBILE
ACTION ITEMS
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SEARCH-TO-APP:
THE NEXT SEO
FRONTIER?
Google App
Indexing
Bing Deep Linking
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WEARABLE
SEARCH
TECHNOLOGY
• On your phone
• On your wrist
• Even on your eyes…
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Google Glass may be niche, but…
~50% of consumers like idea of smartwatches
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Digital Assistants, Agents & Predictive Search
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ANSWERS BEFORE
WE EVEN SEARCH
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LOCATION GATING
LIKELY KEY IN FUTURE
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BEWARE
OF (SEO) TRAPS
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DON’T BE LIKEADMIRAL AKBAR!
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IT’S A TRAP!
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NO GOOD
SEO COMPANY WILLCOLD CALL OR COLD EMAIL YOU
HONEST.
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IT’S A TRAP!
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UNSOLICITED GUEST POSTS WILL LIKELY LEAD TO SPAM ISSUES
ESPECIALLY IF “ALL” THEY WANT IS A LINK
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IT’S A TRAP!
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DEPENDING ENTIRELY ON GOOGLE OR SEO IS
DANGEROUS
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SEO SHOULD BE A BALANCED PART OF YOUR
INBOUND MIX
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IT’S A TRAP!
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THE MORE YOU SEO JUST FOR SEO,THE LESS EFFECTIVE YOUR SEO MAY BE
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PEO -- PEOPLE ENGINE OPTIMIZATIONSTAY ON TRACK WITH SEO
BY THINKING USERS FIRST
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TAKEAWAYS
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BEWARE:
SHINY OBJECTS
Don’t believe any
one tactic is a
magic bullet
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BUT… KNOW SEO FUNDAMENTALSsearchengineland.com/seotable
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INVEST IN QUALITY CONTENT
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BUILD AN AUDIENCE, NOT LINKS
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CONSIDER THE MOBILE EXPERIENCE
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AS ONE DOOR CLOSES, ANOTHER OPENS
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PREDICTIVE, VOICE & WEARABLE SEARCH
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SEARCH SHIFTING TO
CONCEPTS &ENITITIES
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SO BE THE ESSENTIAL ANSWER
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Google SEO
Google Panda Update
Google Penguin Update
Google “Pigeon” Update
Google's Knowledge Graph
Google Hummingbird
Periodic Table of SEO
Infographic: What is the NoFollow Tag?
Structured Data & Schema Markup
Mobile SEO
CREDITS & RESOURCES
some images from Shutterstock, used under license
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Google App Indexing
Bing App Deep Linking
CREDITS & RESOURCES
some images from Shutterstock, used under license
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THANK YOU!