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.

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SEO: Past, Present & Future

  1. 1. SEO: Past, Present& FutureBarry AdamsPierce CommunicationsCopyright. All Rights Reserved Pierce Communications. 2012Copyright. All Rights Reserved Pierce Communications. 2012
  2. 2. 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
  3. 3. SEO – Search Engine Optimisation “Driving relevant traffic to websites via organic search results.”Copyright. All Rights Reserved Pierce Communications. 2012
  4. 4. 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
  5. 5. Google vs SEOCopyright. All Rights Reserved Pierce Communications. 2012
  6. 6. 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
  7. 7. 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
  8. 8. 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
  9. 9. 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
  10. 10. 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
  11. 11. 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
  12. 12. The future of SEOCopyright. All Rights Reserved Pierce Communications. 2012
  13. 13. 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
  14. 14. The semantic web = context • Who • What • Where • When • Why • HowCopyright. All Rights Reserved Pierce Communications. 2012
  15. 15. How does Google understand… …Who? Google+ profiles Google+ pages Rel=authorCopyright. All Rights Reserved Pierce Communications. 2012
  16. 16. How does Google understand… …What? SCHEMA.ORG Products Reviews Recipes Events etc…..Copyright. All Rights Reserved Pierce Communications. 2012
  17. 17. How does Google understand… …Where & when? Android Schema.org Events markupCopyright. All Rights Reserved Pierce Communications. 2012
  18. 18. How does Google understand… …Why & how? It doesn’t… yet.Copyright. All Rights Reserved Pierce Communications. 2012
  19. 19. Tapping in to the semantic webCopyright. All Rights Reserved Pierce Communications. 2012
  20. 20. 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
  21. 21. How do you benefit? • Local Business:Copyright. All Rights Reserved Pierce Communications. 2012
  22. 22. How do you benefit: • Events: • Reviews: • Authorship:Copyright. All Rights Reserved Pierce Communications. 2012
  23. 23. Facebook Graph SearchCopyright. All Rights Reserved Pierce Communications. 2012
  24. 24. Socially-rich search resultsCopyright. All Rights Reserved Pierce Communications. 2012
  25. 25. Potentially embarrassing…Copyright. All Rights Reserved Pierce Communications. 2012
  26. 26. 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
  27. 27. What else is coming?Copyright. All Rights Reserved Pierce Communications. 2012
  28. 28. Questions?badams@piercecommunications.co.ukhttp://twitter.com/badamshttp://www.piercecommunications.co.ukCopyright. All Rights Reserved Pierce Communications. 2012Copyright. All Rights Reserved Pierce Communications. 2012

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