The New Organic: Search Opportunities in 2014
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The New Organic: Search Opportunities in 2014

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As the Google SERP evolves, it can feel like traditional SEO is under assault, but with every change comes opportunity. Dr. Pete helps you discover the opportunity in in-depth articles, knowledge......

As the Google SERP evolves, it can feel like traditional SEO is under assault, but with every change comes opportunity. Dr. Pete helps you discover the opportunity in in-depth articles, knowledge graph, and answer boxes.

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  • 1. THE NEW ORGANIC: SEARCH OPPORTUNITIES IN 2014 DR. PETE MEYERS • MARKETING SCIENTIST • MOZ
  • 2. IMAGES NEWS SHOPPING LINK: mz.cm/1j4Rsk9 CONDUCTOR STUDY (JAN 2014)
  • 3. IMAGES NEWS SHOPPING MOZCAST 10K DATA (JAN 31)
  • 4. +VIDEOS +IN-DEPTH IMAGES NEWS SHOPPING ADD REMAINING VERTICALS
  • 5. +KNOWLEDGE PANEL +ANSWER BOXES +KG CAROUSELS VIDEOS IN-DEPTH IMAGES NEWS SHOPPING ADD THE KNOWLEDGE GRAPH
  • 6. +SITE-LINKS +AUTHORSHIP +REVIEWS KNOWLEDGE PANEL ANSWER BOXES KG CAROUSELS VIDEOS IN-DEPTH IMAGES NEWS SHOPPING ADD ORGANIC ENHANCEMENTS
  • 7. IN-DEPTH ARTICLES DIFFICULTY: MODERATE
  • 8. IN-DEPTH EXAMPLE (“SEO”)
  • 9. “10% of people’s daily information needs fit this category…” LINK: mz.cm/1jwNNLJ BROAD TOPICS (10% OF SEARCHES)
  • 10. PRESENCE OF IN-DEPTH (FEB 17)
  • 11. GOOGLE’S IN-DEPTH DANCE
  • 12. LINK: mz.cm/1moFtD1 GOOGLE’S OFFICIAL ADVICE
  • 13. 19.9% – NY Times 8.1% – WSJ 5.9% – Guardian 5.3% – HuffPo 3.2% – Forbes 43% BIG PUBLISHERS DOMINATE
  • 14. DA=56 / PA=59 / 185 LRD SMALL SITES NEED BIG STATS
  • 15. IS THERE OPPORTUNITY FOR YOU?
  • 16. THINK OF IN-DEPTH LIKE RANKING
  • 17. KNOWLEDGE GRAPH DIFFICULTY: MODERATE
  • 18. PRESENCE OF K-GRAPH (FEB 17)
  • 19. KNOWLEDGE PANEL (“PORTLANDIA”)
  • 20. FREEBASE DATA (“PORTLANDIA”)
  • 21. “You cannot directly edit the contents of KG, but you can modify the contents of a source from which KG draws…” LINK: mz.cm/O55AzO SOME KG SOURCES ARE EDITABLE
  • 22. “To be able to offer a definitive answer to a query, [Google] must be confident of its reliability...” LINK: mz.cm/1906fJr IT IS POSSIBLE TO ADD ENTITIES
  • 23. SOURCE: CHAMPAGNELIVING.NET ©2008-2014 “With great power comes great responsibility...” LISTEN TO YOUR UNCLE BEN…
  • 24. TYPE II – DRIVEN BY GOOGLE+
  • 25. TYPE III – DRIVEN BY G+ LOCAL
  • 26. TYPE IV – PAID SINGLE-PRODUCT
  • 27. TYPE V – BUILT ON YOUR CONTENT
  • 28. ANSWER BOXES DIFFICULTY: HIGH
  • 29. ANSWER BOX PRESENCE (FEB 17)
  • 30. ANSWERS CHANGE THE RULES
  • 31. TYPE I – KNOWLEDGE GRAPH BASED
  • 32. TYPE II – COMMERCIAL PARTNERS
  • 33. IS YOUR SERP FOR SALE?
  • 34. TYPE IIIA – YOUR ANSWERS (LONG)
  • 35. TYPE IIIB – YOUR ANSWERS (SHORT)
  • 36. IN-DEPTH ARTICLES KNOWLEDGE GRAPH ANSWER BOXES CHOOSE YOUR OWN ADVENTURE
  • 37. THANKS FOR WATCHING! peter@moz.com • @dr_pete