Charlotte HUG April 2014
A 2014 Guide to SEO
Amanda Iglesias
@amandalucia
1  An Abridged History of SEO
– Why does SEO matter?
– How has SEO changed?
2  Guiding Principles of SEO
– Who are you cre...
1 An Abridged History of SEO
Why does SEO matter?
Because we want
our content
to end up here?
Sort of...
What we really want is users to end up here.
And yet, we keep
fixating on the algorithms...
How has SEO changed?
It depends on who you ask.
n who you ask.
Marketers who try to stay
within Google’s guidelines.
Marketers who try beat
Google’s algorithms.
– or –
Marketers who try to stay
within Google’s guidelines.
Marketers who try beat
Google’s algorithms.
– or –
1994
2000
2010
2014
Let’s look back
at what’s happened over
the past two decades.
2000
2010
2014
1994
The first search engine crawls the
web, and indexes websites based
on the content it finds on the web
pa...
2000
2010
2014
1998
Google’s launches PageRank, which
in addition to content, looks at
incoming links for a website to
det...
2000
2010
2014
2005
Having penalizes link bombing,
keyword stuffing, and over-
optimization of anchor text,
Google releases ...
2000
2010
2014
Google and Bing admit to using data
from Facebook and Twitter to
influence search results.
Google (1) releas...
2000
2010
2014
Google releases Penguin to
punish websites that are
building low-quality links like
blog networks and direc...
2000
2010
2014
Google releases Hummingbird
which recognizes full question
searches.
1994
2013
Every time SEOs try to game
the system...
...Google reacted by
changing their algorithms.
"We encourage you to...focus on
developing high-quality content
rather than trying to optimize for
any particular Google a...
So, how has SEO changed?
Marketers who try to stay
within Google’s guidelines.
Marketers who try beat
Google’s algorithms.
– or –
If you ask
these ...
SEO hasn’t changed at all.
“Google wants to reward
companies who develop
brands and put their
customers first.”
- The History of SEO, and a Glimpse In...
2Guiding Principles of SEO
Who are you creating
content for?
A human being.
A human being
with questions, concerns and needs.
A human being
with questions, concerns and needs.
Which gives you fellow human
beings a huge advantage!
" Who is this human being?
" What are the problems you help them solve?
" What information matters to them?
" What influenc...
Where do users search?
How to install a three-prong electrical outlet
Outlet electrician cambridge mass
“Should I hire an electrician to change m...
How do users search?
Visitors
How do I solve this problem
I’m struggling with?
Visitors
How do I solve this problem
I’m struggling with?
Search language:
Questions
Long-tail keywords
Leads
What do I need and
why do I need it?
Leads
What do I need and
why do I need it?
Search language:
Questions
Long-tail keywords
Branded keywords
Opportunities
How do I make the right
investment?
Opportunities
How do I make the right
investment?
Search language:
Long-tail keywords
Branded keywords
Jargon
How to get found.
f(n) =
Relevance + Authority
Ranking Algorithm
SEO
The process of improving
the relevance and authority of your site
in order to increase its organic rank
in Search Engi...
"The fundamental way to increase
your rank is to increase your
relevance,”
- Eric Schmidt, Google CEO
f(n) =
Relevance + Authority
You have the power to control your on-page SEO.
" Are pages well-written & have substantial q...
f(n) =
Relevance + Authority
You have the power to control your on-page SEO.
Focus on:
1.  Content that reflects the way hu...
" Are links from quality, respected sites?
" Do humans trust your content? Link to it?
" Do humans on social media share y...
f(n) =
Relevance + Authority
You have influence, but cannot control off-page SEO.
*
*
Focus on:
1.  Where your links are com...
"Google doesn't want you to
optimize for search engines, they
want you to optimize for the
people that use search engines....
i Helpful Resources
" The History of SEO, and a Glimpse Into Its Future (HubSpot)
" Being No. 1 on Google is Not Your Most Important Marketing...
A 2014 Guide to SEO | Charlotte HubSpot User Group April 2014
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A 2014 Guide to SEO | Charlotte HubSpot User Group April 2014

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Why does SEO matter in 2014? How has it changed since in 20 years? (Hint: It hasn't...) What are the guiding principles of SEO?

Inspired by: http://blog.hubspot.com/marketing/history-of-seo-glimpse-into-future-tl-ss

Additional Sources:
- http://searchengineland.com/seotable
- http://www.searchenginejournal.com/how-social-media-is-changing-the-seo-industry/63060/
- http://googlewebmastercentral.blogspot.com/2011/05/more-guidance-on-building-high-quality.html

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A 2014 Guide to SEO | Charlotte HubSpot User Group April 2014

  1. 1. Charlotte HUG April 2014 A 2014 Guide to SEO Amanda Iglesias @amandalucia
  2. 2. 1  An Abridged History of SEO – Why does SEO matter? – How has SEO changed? 2  Guiding Principles of SEO – Who are you creating content for? – How do they search? – How to get found.
  3. 3. 1 An Abridged History of SEO
  4. 4. Why does SEO matter?
  5. 5. Because we want our content to end up here?
  6. 6. Sort of...
  7. 7. What we really want is users to end up here.
  8. 8. And yet, we keep fixating on the algorithms...
  9. 9. How has SEO changed?
  10. 10. It depends on who you ask.
  11. 11. n who you ask. Marketers who try to stay within Google’s guidelines. Marketers who try beat Google’s algorithms. – or –
  12. 12. Marketers who try to stay within Google’s guidelines. Marketers who try beat Google’s algorithms. – or –
  13. 13. 1994 2000 2010 2014 Let’s look back at what’s happened over the past two decades.
  14. 14. 2000 2010 2014 1994 The first search engine crawls the web, and indexes websites based on the content it finds on the web pages. As long as there were words on your webpages...
  15. 15. 2000 2010 2014 1998 Google’s launches PageRank, which in addition to content, looks at incoming links for a website to determine where it should rank. SEO’s start focusing on best sites to get linked to from... 1994
  16. 16. 2000 2010 2014 2005 Having penalizes link bombing, keyword stuffing, and over- optimization of anchor text, Google releases nofollow tags to combat blog spam. 1994
  17. 17. 2000 2010 2014 Google and Bing admit to using data from Facebook and Twitter to influence search results. Google (1) releases Panda (2) encrypts organic search data, to reward sites with high-quality content. 1994 2011
  18. 18. 2000 2010 2014 Google releases Penguin to punish websites that are building low-quality links like blog networks and directories. 1994 2012
  19. 19. 2000 2010 2014 Google releases Hummingbird which recognizes full question searches. 1994 2013
  20. 20. Every time SEOs try to game the system...
  21. 21. ...Google reacted by changing their algorithms.
  22. 22. "We encourage you to...focus on developing high-quality content rather than trying to optimize for any particular Google algorithm.” - Amit Singhal, Google Ranking team
  23. 23. So, how has SEO changed?
  24. 24. Marketers who try to stay within Google’s guidelines. Marketers who try beat Google’s algorithms. – or – If you ask these folks...
  25. 25. SEO hasn’t changed at all.
  26. 26. “Google wants to reward companies who develop brands and put their customers first.” - The History of SEO, and a Glimpse Into Its Future
  27. 27. 2Guiding Principles of SEO
  28. 28. Who are you creating content for?
  29. 29. A human being.
  30. 30. A human being with questions, concerns and needs.
  31. 31. A human being with questions, concerns and needs. Which gives you fellow human beings a huge advantage!
  32. 32. " Who is this human being? " What are the problems you help them solve? " What information matters to them? " What influences their success?
  33. 33. Where do users search?
  34. 34. How to install a three-prong electrical outlet Outlet electrician cambridge mass “Should I hire an electrician to change my outlets?”
  35. 35. How do users search?
  36. 36. Visitors How do I solve this problem I’m struggling with?
  37. 37. Visitors How do I solve this problem I’m struggling with? Search language: Questions Long-tail keywords
  38. 38. Leads What do I need and why do I need it?
  39. 39. Leads What do I need and why do I need it? Search language: Questions Long-tail keywords Branded keywords
  40. 40. Opportunities How do I make the right investment?
  41. 41. Opportunities How do I make the right investment? Search language: Long-tail keywords Branded keywords Jargon
  42. 42. How to get found.
  43. 43. f(n) = Relevance + Authority Ranking Algorithm
  44. 44. SEO The process of improving the relevance and authority of your site in order to increase its organic rank in Search Engines .
  45. 45. "The fundamental way to increase your rank is to increase your relevance,” - Eric Schmidt, Google CEO
  46. 46. f(n) = Relevance + Authority You have the power to control your on-page SEO. " Are pages well-written & have substantial quality content? " Have you researched the keywords people may use to find your content? " Do pages use words & phrases that humans use? " Are they written by real people? Real businesses?
  47. 47. f(n) = Relevance + Authority You have the power to control your on-page SEO. Focus on: 1.  Content that reflects the way humans speak 2.  HTML elements that describe what the page is about 3.  Site Architecture that is well-organized
  48. 48. " Are links from quality, respected sites? " Do humans trust your content? Link to it? " Do humans on social media share your content? f(n) = Relevance + Authority You have influence, but cannot control off-page SEO. * *
  49. 49. f(n) = Relevance + Authority You have influence, but cannot control off-page SEO. * * Focus on: 1.  Where your links are coming from 2.  How long your site has been around and whether real people contribute content to it 3.  Whether your content is shared 4.  The people searching for your site
  50. 50. "Google doesn't want you to optimize for search engines, they want you to optimize for the people that use search engines.” - Mark Kilens, HubSpot Academy
  51. 51. i Helpful Resources
  52. 52. " The History of SEO, and a Glimpse Into Its Future (HubSpot) " Being No. 1 on Google is Not Your Most Important Marketing Goal (Puma Creative) " More guidance on building high quality sites (Google) " 9 Questions You Need to Ask When Developing Buyer Personas (HubSpot " The Periodic Table Of SEO Success Factors (Search Engine Land)

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