SEO Trends in 2013

SEO Trends in
2013
Eric Enge
Bob Tripathi

@IETraining
Facebook.com/instantetraining

www.instantetraining.com

About Instant E-Training
"Give a man a fish to eat and you feed him for a day. Teach a man how to fish and
you feed him for lifetime.” - Lao Tzu, 6th Century Chinese Philospher

Founded in late 2010, Instant E-Training is creating an online learning environment
imparting interactive marketing training using highly engaging e-learning tutorials by
bringing the best instructors together and using streaming video as the primary method
of delivering marketing training.

Training provided by some of Search & Social industry leaders including….

Clara Shih Eric Enge Christine Churchill Bob Tripathi Hollis Thomases Dan Zarrella Dave Kerpen


Online Training Video Library

Videos on Social Media, SEO,
Facebook, LinkedIn, Content
Marketing and more.
Strategy Videos

http://www.instantetraining.com/
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How-to Videos


Live WebConference & Certification
Training

“Got my certificate of achievement for social media
certification project today! Yay! Frankly, it rivals my
college diploma for looks. Thanks, Instant E-
Training!” - Sheri Booms Holm


SEO Trends

Eric Enge


Meet Eric Enge

• Founder of Stone Temple Consulting – a 25+ person
interactive marketing company.

• Co-Author of “The Art of SEO”

• Frequent speaker at conferences such as PubCon,
SMX Advanced, SES, and others.

• Prolific writer for industry publications like Search
Engine Land, Search Engine Watch, and others.

• Trainer for Instant E-Training


Increasing Mobile Traffic

Many sites reporting 20% to 30% of visits
are from mobile devices

Yelp, July 2012: “roughly 40% of all Yelp
searches come from our mobile apps.”

Groupon, April 2012, reported that 30% of their
transactions come from mobile devices. Up from 25%
in December 2011.


Ah, But What is a Mobile Device?


Smartphone Numbers


Responsive Web Design

Diversity in device sizes in process of scaling
without limit iPhone, iPhone 5, iPad, iPad min,…

Scale your site to any size device:

HTML5 CSS3

Also manage page size for faster load times


Desktop or Mobile Site

Not everyone can take on
Responsive Web Design

Alternative:

One site for Smartphone type devices

One site for tablets and PCs

Make sure you serve the mobile site on
the same URLs as the desktop site


Other Smartphone Design Factors

Single column layout

Simplified navigation

Focus on the basics

Collapsible navigation for more complex structures

Make it “tappable” not “clickable


Consider a Mobile App


Voice Search?


Phoenix Telephony Suite

"The Phoenix Telephony Suite's interface design
enables users to immediately begin working with
the software upon unpacking their new PC,"
stated Eric Enge, general manager, OEM
Consumer Software Group at Phoenix. "Now that
we have added support for Windows 95, Phoenix
has once again established a benchmark for
telephony products."


Shipped in 1996

Phoenix Telephony Suite v2.0 is designed
to support voice recognition using
Phoenix Secretary, also announced
today. Both will be available April, 1996
for OEM bundling worldwide.


All We Need is a Bit More Processing Power …


Are We There Yet?


Even Low Error Rates are Frustrating


There are limitations …

“One thing you need to think about when
you get into voice dictation is speaking in
word clumps. You have to think about what
you want to have Dragon type for you then
you have to say those sentences in chunks (I
hope that makes sense) most people who
complain about voice dictation don't take
the time to realize this.”


Social Media and SEO

@stonetemple / + Eric Enge


Correlations With Rankings Source: Searchmetrics

Facebook Shares 0.35
Facebook Total 0.34
# Backlinks 0.34
Facebook Comments 0.31
Facebook Likes 0.28
Tweets 0.24
% Backlinks With Keyword 0.16
% Backlinks with NoFollow 0.16
Keyword in Domain Name 0.11



Be Careful With Correlations!



What Do the Search Engines See?
Signal Bing Google
Facebook Like Yes Crawl Based?
Facebook Share, Personal Yes No?
Page
Facebook Share, Brand Page Yes Crawl Based
Facebook Comments Yes Yes (Crawl Based)
Twitter Share Yes Crawl Based
Twitter Retweet Yes Crawl Based
Twitter Mentions Yes Crawl Based
+1 Crawl Based Yes
Google+ Share Crawl Based Yes
Google+ Mention Crawl Based Yes



+1s as a Ranking Factor?

“In the short term, we’re
still going to have to
study and see how good
the signal is, so right
now, there’s not really a
direct effect where if
you have a lot of +1s,
you’ll rank higher.”
(October 2012)



Bing Results 2010 (New York Post)



Bing Results 2011



Bing Results 2012

With a Social Sidebar



Bing’s Paul Yiu

In some cases people really
engaged in those types of results,
so we still show those, and in
others they did not, so we
stopped showing it in those cases.
For example, people tend to like
gossipy things, such as who got
pregnant or was in a scandal ... ”
(January 2012)



But Since Then … Bing’s Social Sidebar



On using Likes as votes the way links are used:

“…what does a like mean? Some
people like the page, some folks
might like the content, some folks
might just think it’s funny and
likeable. As you said, the likes are a
good signal, but they’re not a
granular signal of what particular
thing you’re actually expressing a
like about.” (July 2012)
Bing’s Stefan Weitz



Weighting Votes - Relevance

What you What They’re
want to say Interested in

Relevance


Weighting Votes – Authority

 How well do you
know the topic?

 Recognized
Thought leader?



Weighting Votes - Trust

 Can your opinion be trusted?

 What are your Perceived
motives?

 Do people engage With
your brand?



Weighing Votes – Effort & Commitment



Balance of Signals?

 Think Like a Search
Engineer

 Consider site with “to die
for” link profile

 … but no one is talking
about it

 Do you trust that site?



Which Site Looks Better to You?



Which Site Looks Better to You?

(Hint)



Influence of Social Media Likes / Shares / +1s
• Your friend +1s it
• Your friend shares it on Google
Plus
• Your friend shares it on another
connected network

• Your friend Likes it
• Your friend shares it on Facebook
or Twitter
• Other networks with related
content


Rel=Author



Now There’s a Ranking Factor?

“… over time, as we start
to learn more about who
the high quality authors
are, you could imagine
that starting to affect
rankings.” (October 2012)



SEO for Social Media
Professionals

Bob Tripathi
@ bobtripathi

Facebook.com/Instantetraining #IETraining

@bobtripathi www.instantetraining.com 42

Who Am I ?
• Over 10 Years of “in-the-trenches” online marketing
experience

• Top rated speaker at industry conferences on SEO,
Social Media, Paid Search topics

• Worked with large US brands like Discover Card, Sears
Holdings championing online initiatives

• Passion for training led to founding of Instant E-
Training


1. SEO more data driven

Focus more on conversions and less on rankings

http://www.sujanpatel.com/seo/search-killed-rankings-the-seo-reports-
that-matter-now/


2. Video SEO to play to play a bigger part
as this will ensure new quality content


3. More Social Search integration from
both Google and Bing

“Search engines are really evolving towards giving you a set of answers… like, I have a
specific question, answer this question for me. And when you think about it from that
perspective, Facebook is pretty uniquely positioned to answer a lot of the questions that
people have. That’s one obvious thing that would be interesting for us to do in the future.” –
Mark Zuckerberg


4. Higher spend allocated to content
creation in 2013 as reliance on original
content goes high

http://contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/


5. Increased integration in PPC + SEO –
Companies viewing them as one channel


6. More human raters influencing Google
search quality

http://www.youtube.com/watch?v=nmo3z8pHX1E

http://searchenginewatch.com/article/2172154/How-Google-Uses-Human-
Raters-in-Organic-Search


7. SEO is not in a vacuum so think
holistically – think overall web marketing
SEO

Content Social
Marketing Media

YOU

Link
Usability Building


8. Google+ will evolve and bring in more
features since Social Data is critical

http://googleblog.blogspot.com/2012/12/google-communities-and-photos.html


9. Online PR, SEO, and Social Media will
see a greater integration

http://searchenginewatch.com/article/2200470/PRWEb-and-PitchEngine-SEO-SmartSMO-
Sexy-Newsmakers


10. Hiring will see an uptick but employers
will look at broader skills beyond just SEO


Introducing…SEO WebConference + Certification

23 Live Online Sessions covering…
 SEO keyword Research  Web Analytics
 SEO Link Building  PR and SEO
 SEO + Social Integration  SEO for Small Biz
 Content Marketing for SEO  and many other topics
 Linkbaiting
 Video SEO
 In-House SEO


Sign-up for SEO Training

http://www.instantetraining.com/seo-2013/


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