SEO Success Factors - SMX Advanced 2014
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SEO Success Factors - SMX Advanced 2014

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A look at how Google's evolving search algorithms mean changes to SEO and search visibility across the new mobile world.

A look at how Google's evolving search algorithms mean changes to SEO and search visibility across the new mobile world.

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SEO Success Factors - SMX Advanced 2014 SEO Success Factors - SMX Advanced 2014 Presentation Transcript

  • Cool SERP, bro!
  • SERPs aren’t as easy to backsolve
  • 5 Hummingbird – it’s a new engine
  • So how do we interpret studies like this? Does this mean rankings are all about getting Google +1s?
  • These are hints. Not ranking factors. Read: Correlation does not equal causation “Correlation does not imply causation” Edward Tufte says this is better: "Correlation is not causation but it sure is a hint."
  • Cyrus has a great ranking factors deck: http://www.slideshare.net/cyrusshepard
  • Links?
  • "I think backlinks still have many, many years left in them," he said. "But inevitably what we're trying to do is figure out how an expert user would say this particular page matched their information needs. And sometimes backlinks matter for that." Links = very much alive.* http://searchenginewatch.com/article/2343363/Matt-Cutts-Google-Wont-Devalue-Links-
  • External Anchor Text http://moz.com/rand/imec-lab/ Competitive phrases are tougher to move, but still hold up in testing.
  • Internal Anchor Text http://www.greenlaneseo.com/blog/2014/01/old-school-seo-tests-action/
  • Keyword strings in titles, METAs, etc.
  • Mark up ALL THE THINGS?
  • “Absolute Rankings” “Rankings are part of my reporting, but near the back now” “Rankings will be dead within one year” “I still report rankings, but as a composite metric. Not individual rankings.”
  • Entity-based optimization
  • http://www.seobythesea.com/2014/01/entity- associations-websites-related-entities/
  • http://www.blindfiveyearold.com/knowledge- graph-optimization
  • Localized organic results
  • Takeaway: All the search engines are building for the mobile future.
  • Google’s move to Local KG
  • Takeaway: Hummingbird requires us to test SEO assumptions. http://webmeup.com/blog/seo-experiments.html
  • Takeaway: Optimize content around entities and relationships.
  • Takeaway: Every site has its own set of success factors