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Evolution SEO MozCation Lima
Evolution SEO MozCation Lima
Evolution SEO MozCation Lima
Evolution SEO MozCation Lima
Evolution SEO MozCation Lima
Evolution SEO MozCation Lima
Evolution SEO MozCation Lima
Evolution SEO MozCation Lima
Evolution SEO MozCation Lima
Evolution SEO MozCation Lima
Evolution SEO MozCation Lima
Evolution SEO MozCation Lima
Evolution SEO MozCation Lima
Evolution SEO MozCation Lima
Evolution SEO MozCation Lima
Evolution SEO MozCation Lima
Evolution SEO MozCation Lima
Evolution SEO MozCation Lima
Evolution SEO MozCation Lima
Evolution SEO MozCation Lima
Evolution SEO MozCation Lima
Evolution SEO MozCation Lima
Evolution SEO MozCation Lima
Evolution SEO MozCation Lima
Evolution SEO MozCation Lima
Evolution SEO MozCation Lima
Evolution SEO MozCation Lima
Evolution SEO MozCation Lima
Evolution SEO MozCation Lima
Evolution SEO MozCation Lima
Evolution SEO MozCation Lima
Evolution SEO MozCation Lima
Evolution SEO MozCation Lima
Evolution SEO MozCation Lima
Evolution SEO MozCation Lima
Evolution SEO MozCation Lima
Evolution SEO MozCation Lima
Evolution SEO MozCation Lima
Evolution SEO MozCation Lima
Evolution SEO MozCation Lima
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Evolution SEO MozCation Lima

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Conferencia en Perú - Evolution SEO MozCation Lima

Conferencia en Perú - Evolution SEO MozCation Lima

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  • 1. The Evolution of SEO Opportunities<br />Download at http://bit.ly/mozlima<br />Rand Fishkin, CEO & Co-founder, SEOmoz | September 2011<br />
  • 2. makes SOFTWARE!!<br />We don’t offer any consulting.<br />
  • 3. Search + Social on the Web<br />
  • 4. Search<br />Currently, there are more than 3 billion searches/day on Google<br />Data via Google’s occasional public statements and some inference (for 2006 + 2009)<br />
  • 5. Social<br />Social is rising fast, but search is solidly in the lead.<br />Via http://searchengineland.com/top-internet-activities-search-email-once-again-88964<br />
  • 6. Evolution of Google’s Results<br />
  • 7. Google SERPs 1997-2007<br />
  • 8. Google SERPs Today<br />
  • 9. Google SERPs Today<br />
  • 10.
  • 11. New & Exciting Opportunitiesin the Search Results<br />
  • 12. Local/Maps Results<br />
  • 13. Videos<br />
  • 14. Social Annotations in the SERPs<br />
  • 15. Local/Maps Results<br />
  • 16. A Completely Different Algorithm<br />Different metrics and best practices to get in the local “pack” results vs. standard organic rankings<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />
  • 17. Business Registration Required<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.google.com/local/add/promowill get you to Google’s Places addition page<br />
  • 18. Consistency of Citations is Critical<br />The listings (name + address text) across different websites are interpreted by Google as local “citations” <br />The citations in local results are like links in the classic rankings – they help Places listings to rank higher.<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />
  • 19. To Discover Places for Listings, Try Searching in Different Ways<br />Find sites that list multiple businesses of your type<br />See where Google sources photos from on other Places pages<br />Luckily, there are ways to work around this: http://www.seomoz.org/blog/how-to-research-local-citations-after-google-removed-them-from-places<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />
  • 20. For Reviews, Quantity > Quality<br />For full details, check out http://www.davidmihm.com/local-search-ranking-factors.shtml - the industry’s best resource on the topic.<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />
  • 21. Video XML Sitemaps &Video Results<br />
  • 22. The “Long Tail” of Video Sites<br />Long tail of video sites get 50% of all online video traffic/views!<br />http://techcrunch.com/2010/02/08/long-tail-video-half-viewing-minutes/<br />
  • 23. Google’s Video Results Get High CTR<br />We’ve seen rankings on a video result in position #3+ produce more clicks than the #1 result in some cases.<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />
  • 24. Any Page with an Embedded Video Can Rank<br />The video doesn’t need to be self-hosted, either. It’s fine to simply have a video on the page (even a YouTube embed) and still get the video snippet.<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />
  • 25. You Don’t Need to Use YouTube<br />None of these come from YouTube, but from independent, non-video specific sites where a video has been embedded.<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />
  • 26. Video XML Sitemaps are Key<br />Google provides good information on how to do this here: http://www.google.com/support/webmasters/bin/answer.py?answer=80472<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />
  • 27. Wistia is My Favorite Video Host<br />http://www.wistia.com will let you point the embed of the video back to your own page, creates video XML sitemaps for you and provides awesome statistics.<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />
  • 28. Social Annotations & Social Ranking Boosts in the SERPs<br />
  • 29. Rel=Author<br />I’m guessing this gives a substantially higher click-through rate, too.<br />Yoast has a great piece for those using Wordpress here: http://yoast.com/wordpress-rel-author-rel-me/ and this one’s good too: http://anthonyvbrunetti.com/marketing/google-rel-author-infographic-how-to-implement/<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />
  • 30. These are results from Google’s “social” search tool (using the parameter in the lower left-hand corner in red). You must be logged into a Google+ enabled account to get this.<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />
  • 31. Social Annotations from Your Network in “Regular” Search Results<br />As great as http://www.everywhereist.com is, it doesn’t rank page one for this query unless I’m logged in and following Geraldine on Twitter.<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />
  • 32. Grow Your Social Network to Reach Searchers<br />Geraldine’s blog is awesome, but it would never rank on page #1 for this query without the power of the social connection.<br />Check out http://www.slideshare.net/randfish/merging-of-search-social-wappow for more on how search engines and social media are mixing together.<br />
  • 33. The social connections appear to influence rank ordering.<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />These annotations undoubtedly increase CTR, particularly if the source is trusted.<br />
  • 34. Hang on a tic... How did they know I’m connected to Kalena on Facebook?! I haven’t yet added Facebook to my Google account!<br />When Google starts using latent (rather than active) network connections, social becomes even more powerful.<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />
  • 35. Google Has Deep Social Network Spidering<br />Notice that Google crawls through one network to discover connections 2-3 “hops” away on another.<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />Read more here http://www.seomoz.org/blog/social-annotations-in-search-now-your-social-network-rankings and see your socially connected data via http://www.google.com/s2/search/social?hl=en#socialcontent<br />
  • 36. Google+ is Becoming Google’s Primary Social Connector in Search Results<br />This, sadly, means that, at least for now, mentioning someone on Plus won’t get their attention the way it can on Twitter<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />
  • 37. +1s in Non-Personalized SERPs, Too<br />Hello Social Proof!<br />These +1 counts only seem to show when a page has 500 or more +1s. More - http://searchengineland.com/confirmed-google-showing-1-counts-to-logged-out-users-82800<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />
  • 38. There are a Lot of Social Networks at Scale<br />Users:<br />25mm<br />750mm<br />200mm<br />120mm<br />10mm<br />Users:<br />14mm<br />Millions<br />14mm<br />6.5mm<br />
  • 39. Search is Bigger than Classic SEO<br />(and the responsibilities of SEOs have been upgraded)<br />
  • 40. Q+A<br />Download at http://bit.ly/mozlima<br />You can now try SEOmoz PRO Free!<br />http://www.seomoz.org/freetrial<br />Rand on the Web<br /><ul><li> Twitter: @randfish
  • 41. Blog: www.seomoz.org/blog
  • 42. Email: rand@seomoz.org</li>

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