Future of SEO - the Future of Search

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SEO in 2011 will be a changing landscape. Here are some changes to watch out for, and best practices/tips for 2011!

SEO in 2011 will be a changing landscape. Here are some changes to watch out for, and best practices/tips for 2011!

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  • 20-25% of all searches to a search engine are searches that the search engine has never seen beforeSpelling errorsTyposCurrent events ================================================================Our job as marketers, developers, designers, QA’s, business owners, is to come up with ways in which we can give the search engines a great understanding of our website, products, services, and unique selling points so they will display our website upon relevant searchesConsulting – people would say, “I want to be on the first page of Google”, I would respond by saying, “Out of the millions of websites out there on your topic, why do you deserve to be number one? What makes you most qualified?”Search engines have huge algorithms based on importance, and there are thousands of metrics that determine why a website shows up firstIncoming links, content on the page, bounce rate, indexing/crawlability, site structure, etc
  • Point out AdSensePoint our that its not very helpful, doesn’t answer the question wellTheir website is very optimized for the maximum search engine resultsThis is a spammy, non-helpful website
  • Yahoo/Bing combined market share is up almost 6% in just 12 months (23.94% in January 2010)
  • The battle for market share is going to rage – remember the goal of search engines is to provide the best quality results.
  • Social media metrics are harder to cheatMore reliable sources of trust and authority
  • Google Page Rank is currently the largest factor in determining truth and authority of a particular websiteIf website B here has a ton of other websites linking to it, each link counts as a voteGoogle then says, “OK, 100 websites that I already trust link to website B, I’m going to trust website B as well.”
  • Using Twitter as a simple example on user Authority. Knowing the search engines and how they work, we can assume that the number of followers a user has will be taken into consideration when calculating Author Authority. Knowing what we know about spammers and people who try to cheat the search engines, spammers in theory could create an author on Twitter and then find a ton of other followers, or create the followers themselves
  • But it won’t be as simple to cheat as that. Now, the search engines are going to be looking at factors such as:Quantity of Friends/Followers Importance of Friends/Followers - Do your friends and followers already have high author authority?Analysis of Friends/Followers Ratios - is the social user is engaging in following/follower behavior purely out of reciprocity vs. true interest and engagement?Topic Focus / RelevanceAssociation Bias
  • The Feb 14th change, Google’s new Chrome extension, is also huge. Let’s say you’re a corporate brand, and someone searches for a non-branded keyword that you rank highly for. They go to your page, don’t like what they see, and mark your website as “spam” and block you via Chrome’s extension.

Transcript

  • 1. The Future of SEO, SEM, & Internet Marketing
    Created by Andrew Hallinan, SEO Consultantwww.AndrewHallinan.com
  • 2. Agenda
    The Purpose of Search Engines & Why Search Spam Has Become a Huge Problem for SEO
    Integration of Social Media Into Organic SEO
    Challenges to Social Media Marketing
    Key Takeaways
    2
  • 3. Goals of Search Engines
    “The perfect search engine would understand exactly what you mean and give back exactly what you want.”
    Search Engine Marketing
    A way to promote websites by increasing their visibility in search engine result pages (SERPs) through the use of search engine optimization, paid placement, contextual advertising, and paid inclusion
    3
    Introduction
  • 4. Search results are becoming less and less reliable among Google and Bing
    Websites with irrelevant content and spammy content are becoming a huge problem on the Internet
    Originated from AdSense and other advertising networks
    4
    The Web Spam Problem
  • 5. http://www.best-us-romantic-getaways.com/
    5
  • 6. Fierce battle raging between Google and Yah-Bing
    Continuously fighting for market share of consumers
    As of January:
    Google holds 65.6% market share
    Yahoo/Bing has 29.3% market share
    2011 will be the biggest year for SEO changes in the history of the internet
    6
    The Web Spam Problem
  • 7. Higher quality results
    Cracking down on content farms
    Cracking down on duplicate content
    Cracking down on web scraping (copying and pasting content or data from other websites for use on your own site)
    Cracking down on black hat techniques
    Adding more weight to social search metrics, standards, and indicators
    7
    The Web Spam Solution
  • 8. December 2nd 2010 Google & Bing announced that links sent through Twitter and Facebook have a direct impact in rankings
    Author Authority is now measured and taken into consideration
    This may be used as much of a ranking factor as Google’s PageRank in the future
    8
    Social Search Metrics in Organic SEO
  • 9. 9
    Page Rank Visually
  • 10. 10
    Twitter Network Example
  • 11. 11
    Author Authority Visually
  • 12. Quantity of Friends/Followers 
    Importance of Friends/Followers
    Do your friends and followers already have high Author Authority?
    Analysis of Friends/Followers Ratios
    Is the social user is engaging in following/follower behavior purely out of reciprocity vs. true interest and engagement?
    Topic Focus / Relevance of your network
    12
    Future Factors of Author Authority
  • 13. January 21st 2011
    Google announced changes which make it harder for spammy on-page content to rank highly
    Radically improved their ability to detect hacked sites
    Announced that they were “evaluating multiple changes that should help drive spam levels even lower”
    Including changes that affect sites which copy content and sites with low levels of original content
    13
    Recent Organic SEO Changes
  • 14. February 14th 2011
    Google announces new Chrome extension which allows you to block sites from Google’s web search results
    February 17th 2011
    Google introduces changes to social search
    Acknowledges that “relevance isn’t just about pages – it’s also about relationships”
    14
    Recent Organic SEO Changes
  • 15. 15
  • 16. February 24th, 2011
    Google announced their largest algorithm change ever
    Affecting 11.8% of all searches
    Designed to “reduce rankings for low-quality sites—sites which are low-value add for users, copy content from other websites or sites that are just not very useful.”
    Provide better rankings for high-quality sites—sites with original content and information such as research, in-depth reports, thoughtful analysis and so on
    16
    Recent Organic SEO Changes
  • 17. The changes on February 24thdid not take data from their new Chrome extension into consideration
    Its important to note that 83% of the spammy sites taken down by the algorithm change had been blocked by users using the Chrome extension
    This gives us reason to believe that the Chrome extension will be a ranking factor in the future
    17
    Recent Organic SEO Changes
  • 18. Connect with your target audience and consumers on a more relational level
    Reduce marketing costs by dialoging with customers and building communities
    Ability to be on page 1 of Google almost instantly after generating a buzz
    Being used for customer service, technical support, reputation management, lead nurturing, etc
    18
    Why Social Media?
  • 19. Allows you to instantly micro-target your customers
    Use TweetDeck to “listen” for someone who is ready to purchase or use your product and deliver a targeted offer at the right time
    Building a community and positioning your brand as the leading expert will ultimately lead to higher ROI on all marketing spend
    Your audience becomes the content producer for your brand – instant SEO value
    19
    Why Social Media?
  • 20. 20
  • 21. 21
  • 22. Social media marketing cannot scale.
    Very difficult to scale the marketing efforts
    Cannot scale without human interaction
    Can use systems to help in the process with follow up messages, direct messages, etc
    Security, control, and legal issues.
    Who develops content?
    Does it pass legal requirements?
    Does it pass the brand manager’s approval?
    22
    Challenges to Overcome in 2011
  • 23. Reporting is ad-hoc and a real problem.
    There are not many systems on the market to track spend, revenue, conversion rates, etc
    23
    Challenges to Overcome in 2011
  • 24. Search in 2011
    Will become based more on social ranking factors which are harder to cheat and more reliable than traditional ranking factors
    Will be constantly changing and focusing more and more on community development and higher quality content for maximum SEO
    24
    Key Takeaways
  • 25. Brands will need strong social media presences to be competitive in their industries
    Brands will need to focus on high quality, low quantity content
    “Give them something super informative or show them a good time.”
    Scraping, duplicate content, and black hat techniques should all be avoided
    25
    Key Takeaways
  • 26. Q&A
    26