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THE CHANGING FACE OF SEO
Sophie Tosone and Kris Tait
Penguin
Above the fold
Knowledge Graph

Caffeine
Social Signals
Microsites

2009

2013

2011
2012

2010
Exact match domain...
WHAT SHOULD YOU BE CONSIDERING

Structured	
  Data

Not	
  Provided

Knowledge	
  Graph

Content	
  /	
  Social	
  

Futur...
Structured	
  Data
» Helping Google to help you
!
» Rich Snippets 2009
!
» Google made a joint alliance with Schema.org in...
Not	
  Provided

» Moving towards landing page analysis
» Look at organic traffic growth as a whole - visitor distribution...
Knowledge	
  Graph

» Building the next generation
of search…

!

» Displays entities rather than
just query level results...
Hummingbird
Allows Google to understand user intent more closely (who,
what, where, why, how), and in turn longer tail que...
Conversa@onal	
  
Search
Who	
  is	
  Brad	
  PiC…
Who	
  is	
  he	
  married	
  to…
What	
  movies	
  has	
  she	
  been	...
Content	
  /	
  Social	
  
» Google making it easy - not hard
» Create something different
» Visually engaging
» Focus on ...
Future	
  of	
  Search
“Book me a flight to Paris on friday morning”
» Voice Search
» Google Now
» More advanced queries
»...
KEY TAKEAWAYS

Structured	
  Data

Not	
  Provided

Knowledge	
  Graph

Content	
  /	
  Social	
  

Future	
  of	
  Search
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Croud @ Google 26.11.13 - Changing face of SEO

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A short presentation at Google about the changing Face of SEO, recent developments in the algorithm and what that means for SEO.

5 Things you should be considering and implementing on your website.

Published in: Marketing, Technology, Business
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Transcript of "Croud @ Google 26.11.13 - Changing face of SEO"

  1. 1. THE CHANGING FACE OF SEO Sophie Tosone and Kris Tait
  2. 2. Penguin Above the fold Knowledge Graph Caffeine Social Signals Microsites 2009 2013 2011 2012 2010 Exact match domains 200 words of content Black Hat Linkbuilding ? Panda +1s schema.org Google + Freshness Update 2014 Hummingbird Semantic SEO Quality Links Social SEO Not Provided
  3. 3. WHAT SHOULD YOU BE CONSIDERING Structured  Data Not  Provided Knowledge  Graph Content  /  Social   Future  of  Search
  4. 4. Structured  Data » Helping Google to help you ! » Rich Snippets 2009 ! » Google made a joint alliance with Schema.org in June 2011 ! » Provide search engines with more information about your site and its products services ! » Said not to improve rankings but to enhance CTR and improve relevancy to search queries = better chances of ranking anyway
  5. 5. Not  Provided » Moving towards landing page analysis » Look at organic traffic growth as a whole - visitor distribution » Rankings more important for reporting » Site Search Data - content » Make more use of your data - Adwords, Analytics & Webmaster tools still provide rich data and other SEO metrics to show us what content works.
  6. 6. Knowledge  Graph » Building the next generation of search… ! » Displays entities rather than just query level results ! » Aligning your site with Google interprets data in the future
  7. 7. Hummingbird Allows Google to understand user intent more closely (who, what, where, why, how), and in turn longer tail queries. ! Better understanding = more use of the ‘answer engine’. ! ! » Conversational Search » Decline of short tail » Content rather than Keywords » Greater segmentation » More importance on social content and conversations
  8. 8. Conversa@onal   Search Who  is  Brad  PiC… Who  is  he  married  to… What  movies  has  she  been  in…
  9. 9. Content  /  Social   » Google making it easy - not hard » Create something different » Visually engaging » Focus on the user
  10. 10. Future  of  Search “Book me a flight to Paris on friday morning” » Voice Search » Google Now » More advanced queries » Augmented Reality
  11. 11. KEY TAKEAWAYS Structured  Data Not  Provided Knowledge  Graph Content  /  Social   Future  of  Search
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