SEO: Past, Present & Future
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SEO: Past, Present & Future

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Slides for a talk I gave at the January event of the monthly Monaghan Ecommerce Network meetup.

Slides for a talk I gave at the January event of the monthly Monaghan Ecommerce Network meetup.

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    SEO: Past, Present & Future SEO: Past, Present & Future Presentation Transcript

    • SEO: Past, Present& FutureBarry AdamsPierce CommunicationsCopyright. All Rights Reserved Pierce Communications. 2012Copyright. All Rights Reserved Pierce Communications. 2012
    • Barry Adams • Digital Services Director at Pierce Communications • Built my first website in 1995, started my career in all things online in 1997 • Specialisation in SEO • Dutch (yes, really) • Previous employers include;  Philips Electronics  Honeywell  Quotezone  Independent News & Media (Belfast Telegraph) • Editor for StateofSearch.comCopyright. All Rights Reserved Pierce Communications. 2012
    • SEO – Search Engine Optimisation “Driving relevant traffic to websites via organic search results.”Copyright. All Rights Reserved Pierce Communications. 2012
    • A brief history of SEO • 1994 – 1998: the golden years;  Yahoo directory  Altavista / Hotbot / Ask Jeeves • 1998 – 2004: Google ascending;  Links, links, links • 2005 – 2010: Incremental search intelligence;  Blogs as link sources  Universal search • 2010 – now: Conflict;  Google declares war on SEO  Search for the holy grail: Semantic SearchCopyright. All Rights Reserved Pierce Communications. 2012
    • Google vs SEOCopyright. All Rights Reserved Pierce Communications. 2012
    • First there was the ‘May-Day’ update • Positioned as an update against ‘cookie-cutter’ websites, the May-Day update was the first big step in Google’s move to favour big brands over small websites. • It downgraded the visibility of small (non-brand) websites on Long Tail keywords.Copyright. All Rights Reserved Pierce Communications. 2012
    • Then there was the ‘Panda’ update • Aimed to penalise what Google perceived as ‘low quality content’. • Further strengthened the position of big brands, devalues affiliate sites and resellers.Copyright. All Rights Reserved Pierce Communications. 2012
    • And then came the ‘Penguin’ update • The ‘over-optimisation’ update, targeting;  Link schemes  Unnatural link profiles  Keyword stuffing • Forces every website that wants to rank in Google to invest in building a strong online brandCopyright. All Rights Reserved Pierce Communications. 2012
    • And of course we’re losing data… Keyword: (not provided) Unless you pay for it – i.e. AdWords.Copyright. All Rights Reserved Pierce Communications. 2012
    • So, right now, what makes for good SEO? • Build an online brand; • Publish great content that people want to share & link to; • Earned links;  Blogger outreach  Genuine newsworthy PR • Focus on social signals;  Twitter / Facebook / Pinterest / Google+ / etc… • Implement Google+ optimisation;  Authorship markup  Google Places -> Google+ • Tick all the technical on-site optimisation boxes.Copyright. All Rights Reserved Pierce Communications. 2012
    • SEO is not its own separate silo any more SEO overlaps with: • Social Media;  Social signals feed in to organic search • Web Development;  Technical on-site SEO is increasingly important • Web Design;  User engagement helps SEO  Calls-to-action & social sharing • Google AdWords;  Keyword researchCopyright. All Rights Reserved Pierce Communications. 2012
    • The future of SEOCopyright. All Rights Reserved Pierce Communications. 2012
    • Trends in search For the past 15 years search engines have evolved from information retrieval to the semantic web. Information retrieval: User types in a query, the system retrieves and displays the most relevant results. Semantic web: User types in a query, the system attempts to understand the context of the search and the user and show the most contextually relevant results.Copyright. All Rights Reserved Pierce Communications. 2012
    • The semantic web = context • Who • What • Where • When • Why • HowCopyright. All Rights Reserved Pierce Communications. 2012
    • How does Google understand… …Who? Google+ profiles Google+ pages Rel=authorCopyright. All Rights Reserved Pierce Communications. 2012
    • How does Google understand… …What? SCHEMA.ORG Products Reviews Recipes Events etc…..Copyright. All Rights Reserved Pierce Communications. 2012
    • How does Google understand… …Where & when? Android Schema.org Events markupCopyright. All Rights Reserved Pierce Communications. 2012
    • How does Google understand… …Why & how? It doesn’t… yet.Copyright. All Rights Reserved Pierce Communications. 2012
    • Tapping in to the semantic webCopyright. All Rights Reserved Pierce Communications. 2012
    • What does Google support? Google supports rich snippets for the following types of structured data:  Reviews  People  Products  Businesses and organisations  Recipes  Events  Music  VideosCopyright. All Rights Reserved Pierce Communications. 2012
    • How do you benefit? • Local Business:Copyright. All Rights Reserved Pierce Communications. 2012
    • How do you benefit: • Events: • Reviews: • Authorship:Copyright. All Rights Reserved Pierce Communications. 2012
    • Facebook Graph SearchCopyright. All Rights Reserved Pierce Communications. 2012
    • Socially-rich search resultsCopyright. All Rights Reserved Pierce Communications. 2012
    • Potentially embarrassing…Copyright. All Rights Reserved Pierce Communications. 2012
    • How to tap in to Graph Search? • Facebook Likes;  Diverse Like demographic • Facebook Check-ins;  Encourage check-ins with offers • More to come as Graph Search rolls out and SEOs will find ways to exploit optimise for it.Copyright. All Rights Reserved Pierce Communications. 2012
    • What else is coming?Copyright. All Rights Reserved Pierce Communications. 2012
    • Questions?badams@piercecommunications.co.ukhttp://twitter.com/badamshttp://www.piercecommunications.co.ukCopyright. All Rights Reserved Pierce Communications. 2012Copyright. All Rights Reserved Pierce Communications. 2012