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THE NEW ORGANIC:

SEARCH OPPORTUNITIES IN 2014
DR. PETE MEYERS • MARKETING SCIENTIST • MOZ
IMAGES
NEWS
SHOPPING

LINK: mz.cm/1j4Rsk9

CONDUCTOR STUDY (JAN 2014)
IMAGES
NEWS
SHOPPING

MOZCAST 10K DATA (JAN 31)
+VIDEOS
+IN-DEPTH
IMAGES
NEWS
SHOPPING

ADD REMAINING VERTICALS
+KNOWLEDGE PANEL
+ANSWER BOXES
+KG CAROUSELS
VIDEOS
IN-DEPTH
IMAGES
NEWS
SHOPPING

ADD THE KNOWLEDGE GRAPH
+SITE-LINKS
+AUTHORSHIP
+REVIEWS
KNOWLEDGE PANEL
ANSWER BOXES
KG CAROUSELS
VIDEOS
IN-DEPTH
IMAGES
NEWS
SHOPPING

ADD ORGAN...
IN-DEPTH ARTICLES
DIFFICULTY: MODERATE
IN-DEPTH EXAMPLE (“SEO”)
“10% of people’s daily
information needs fit
this category…”

LINK: mz.cm/1jwNNLJ

BROAD TOPICS (10% OF SEARCHES)
PRESENCE OF IN-DEPTH (FEB 17)
GOOGLE’S IN-DEPTH DANCE
LINK: mz.cm/1moFtD1

GOOGLE’S OFFICIAL ADVICE
19.9% – NY Times
8.1% – WSJ
5.9% – Guardian
5.3% – HuffPo
3.2% – Forbes

43%

BIG PUBLISHERS DOMINATE
DA=56 / PA=59 / 185 LRD

SMALL SITES NEED BIG STATS
IS THERE OPPORTUNITY FOR YOU?
THINK OF IN-DEPTH LIKE RANKING
KNOWLEDGE GRAPH
DIFFICULTY: MODERATE
PRESENCE OF K-GRAPH (FEB 17)
KNOWLEDGE PANEL (“PORTLANDIA”)
FREEBASE DATA (“PORTLANDIA”)
“You cannot directly
edit the contents of
KG, but you can
modify the contents
of a source from
which KG draws…”
LINK: mz.c...
“To be able to offer a
definitive answer to
a query, [Google]
must be confident of
its reliability...”

LINK: mz.cm/1906fJ...
SOURCE: CHAMPAGNELIVING.NET ©2008-2014

“With great power
comes great
responsibility...”

LISTEN TO YOUR UNCLE BEN…
TYPE II – DRIVEN BY GOOGLE+
TYPE III – DRIVEN BY G+ LOCAL
TYPE IV – PAID SINGLE-PRODUCT
TYPE V – BUILT ON YOUR CONTENT
ANSWER BOXES
DIFFICULTY: HIGH
ANSWER BOX PRESENCE (FEB 17)
ANSWERS CHANGE THE RULES
TYPE I – KNOWLEDGE GRAPH BASED
TYPE II – COMMERCIAL PARTNERS
IS YOUR SERP FOR SALE?
TYPE IIIA – YOUR ANSWERS (LONG)
TYPE IIIB – YOUR ANSWERS (SHORT)
IN-DEPTH ARTICLES
KNOWLEDGE GRAPH
ANSWER BOXES
CHOOSE YOUR OWN ADVENTURE
THANKS FOR WATCHING!
peter@moz.com • @dr_pete
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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 graph, and answer boxes.

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Transcript of "The New Organic: Search Opportunities in 2014"

  1. 1. THE NEW ORGANIC: SEARCH OPPORTUNITIES IN 2014 DR. PETE MEYERS • MARKETING SCIENTIST • MOZ
  2. 2. IMAGES NEWS SHOPPING LINK: mz.cm/1j4Rsk9 CONDUCTOR STUDY (JAN 2014)
  3. 3. IMAGES NEWS SHOPPING MOZCAST 10K DATA (JAN 31)
  4. 4. +VIDEOS +IN-DEPTH IMAGES NEWS SHOPPING ADD REMAINING VERTICALS
  5. 5. +KNOWLEDGE PANEL +ANSWER BOXES +KG CAROUSELS VIDEOS IN-DEPTH IMAGES NEWS SHOPPING ADD THE KNOWLEDGE GRAPH
  6. 6. +SITE-LINKS +AUTHORSHIP +REVIEWS KNOWLEDGE PANEL ANSWER BOXES KG CAROUSELS VIDEOS IN-DEPTH IMAGES NEWS SHOPPING ADD ORGANIC ENHANCEMENTS
  7. 7. IN-DEPTH ARTICLES DIFFICULTY: MODERATE
  8. 8. IN-DEPTH EXAMPLE (“SEO”)
  9. 9. “10% of people’s daily information needs fit this category…” LINK: mz.cm/1jwNNLJ BROAD TOPICS (10% OF SEARCHES)
  10. 10. PRESENCE OF IN-DEPTH (FEB 17)
  11. 11. GOOGLE’S IN-DEPTH DANCE
  12. 12. LINK: mz.cm/1moFtD1 GOOGLE’S OFFICIAL ADVICE
  13. 13. 19.9% – NY Times 8.1% – WSJ 5.9% – Guardian 5.3% – HuffPo 3.2% – Forbes 43% BIG PUBLISHERS DOMINATE
  14. 14. DA=56 / PA=59 / 185 LRD SMALL SITES NEED BIG STATS
  15. 15. IS THERE OPPORTUNITY FOR YOU?
  16. 16. THINK OF IN-DEPTH LIKE RANKING
  17. 17. KNOWLEDGE GRAPH DIFFICULTY: MODERATE
  18. 18. PRESENCE OF K-GRAPH (FEB 17)
  19. 19. KNOWLEDGE PANEL (“PORTLANDIA”)
  20. 20. FREEBASE DATA (“PORTLANDIA”)
  21. 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. 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. 23. SOURCE: CHAMPAGNELIVING.NET ©2008-2014 “With great power comes great responsibility...” LISTEN TO YOUR UNCLE BEN…
  24. 24. TYPE II – DRIVEN BY GOOGLE+
  25. 25. TYPE III – DRIVEN BY G+ LOCAL
  26. 26. TYPE IV – PAID SINGLE-PRODUCT
  27. 27. TYPE V – BUILT ON YOUR CONTENT
  28. 28. ANSWER BOXES DIFFICULTY: HIGH
  29. 29. ANSWER BOX PRESENCE (FEB 17)
  30. 30. ANSWERS CHANGE THE RULES
  31. 31. TYPE I – KNOWLEDGE GRAPH BASED
  32. 32. TYPE II – COMMERCIAL PARTNERS
  33. 33. IS YOUR SERP FOR SALE?
  34. 34. TYPE IIIA – YOUR ANSWERS (LONG)
  35. 35. TYPE IIIB – YOUR ANSWERS (SHORT)
  36. 36. IN-DEPTH ARTICLES KNOWLEDGE GRAPH ANSWER BOXES CHOOSE YOUR OWN ADVENTURE
  37. 37. THANKS FOR WATCHING! peter@moz.com • @dr_pete
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