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How to Survive the Google Earthquake - Cyrus Shepard

How to Survive the Google Earthquake - Cyrus Shepard



Are the changes Google is making to marketing a disaster or opportunity for marketers? How do smart webmasters deal with keywords, links and SEO in the face of massive change? In this presentation for ...

Are the changes Google is making to marketing a disaster or opportunity for marketers? How do smart webmasters deal with keywords, links and SEO in the face of massive change? In this presentation for Marketing Festival 2013, Cyrus Shepard explains how opportunity abounds and give strategic advice on rising to the top.



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    How to Survive the Google Earthquake - Cyrus Shepard How to Survive the Google Earthquake - Cyrus Shepard Presentation Transcript

    • The Google Earthquake How to Survive the Future of Search and Online Marketing Cyrus Shepard @cyrusshepard
    • As a child, disaster movies scared me
    • Tornados were the worst Tornados were the worst
    • Disaster?
    • Google is tipping the landscape changing fast
    • Queries Led To Websites Google CTR Study - http://www.catalystsearchmarketing.com/pubs/google-ctr-study/
    • 17.6% 9.94% 7.64% 5.31% Click Through Rate by Position Google CTR Study - http://www.catalystsearchmarketing.com/pubs/google-ctr-study/
    • All Your Info On One Page
    • Who wants to be down here? ?%
    • Organic Results
    • Organic Results
    • Google is eating all the verticals
    • Informational Queries
    • Transactional Queries
    • Media Queries Books • Videos • Songs
    • Medical Queries
    • http://moz.com/blog/mega-serp
    • Not a real result, but demonstrates how Google’s new features often favor Google properties http://moz.com/blog/mega-serp
    • “Google’s mission is to organize the world’s information and make it universally accessible and useful.” http://www.google.com/about/company/
    • “Google’s mission is to organize the world’s information and make it universally accessible and useful.” Does not include the words “search engine” http://www.google.com/about/company/
    • Stomping on SEO Google is stomping on SEO
    • Global (not provided) at 75% https://serps.com/data/not_provided
    • Penguin killing links
    • Decreasing “Domain Diversity measures the percentage of unique sub-domains across the URLs in the data set. The less diversity there is, the more domain "crowding" we observed.” http://mozcast.com/metrics
    • Disaster?
    • Disaster or opportunity?
    • Disaster or opportunity?
    • Growing Internet Use 92% of These Use Search Engines http://en.wikipedia.org/wiki/Global_Internet_usage
    • Rising Desktop Search http://www.blindfiveyearold.com/ & https://plus.google.com/u/0/+AJKohn/posts/52fparZCSrW
    • Rising Mobile Search http://www.biakelsey.com/
    • Rising Desktop Search http://www.statisticbrain.com/google-searches/ http://www.blindfiveyearold.com/ & https://plus.google.com/u/0/+AJKohn/posts/52fparZCSrW
    • Search Remains an Investment that Pays Organic Search Traffic to Moz 2011-2013
    • When Combined With Other Channels It Becomes Unstoppable
    • 6 Strategies for Future-Proof Results
    • 1. From Keywords to Concepts because keywords still matter
    • Keywords by themselves don’t rank Keywords “pay day loans” irrelevant and out of context This page is about exercise Spam http://googlewebmastercentral.blogspot.com/2012/04/another-step-to-reward-high-quality.html
    • 50-80% of Your Traffic Comes From Keywords You Didn’t Try For http://moz.com/blog/how-to-rank
    • Google Sells Keywords by Groups Keyword groups focus on a single concept
    • Related Keywords Sorted by Relevance Hmm…. Maybe these keywords down here relate to my concept
    • Keywords need context to rank Language and signals focused around concepts http://moz.com/blog/visual-guide-to-keyword-targeting-onpage-optimization
    • 2. From Webpages to Authority
    • Go Above and Beyond the Keyword The better answers you provide, the more value you offer. http://www.rottentomatoes.com/m/thor_the_dark_world/
    • Answer All the Questions The more questions you answer, the less likely visitors will search elsewhere http://www.amazon.de/gp/product/B00DOQFR96/
    • Publish Regularly on Your Expert Subjects A single page does not make you an authority. http://moz.com/blog/how-to-rank
    • Use Real People as Subject Experts
    • 3. From Links to Endorsements
    • Newsflash: Google Doesn’t Care About Your Links
    • What Counts are Your Endorsements
    • Links deemed to have low editorial endorsement can be devalued, discounted, or even penalized. Very weak endorsement
    • Non-editorial links can hurt Really? Very weak endorsement
    • Non-Linking Citations are Endorsements http://moz.com/blog/2013-local-search-ecosystems
    • This Looks Like an Endorsement High Authority Figure Nofollowed Social Mention
    • What About This? High Authority Figure Followed Link
    • Personalized Results as Endorsements Jonathon is connected to me socially 2 hours ago
    • 4. Markup and Meta Data real benefits
    • Better Social Sharing http://moz.com/blog/meta-data-templates-123
    • High Correlation Between Social Sharing and Rankings (Correlation is not causation) Social Metrics Keyword Usage http://moz.com/search-ranking-factors
    • Promotion in Search Results Neil wins here https://www.google.com/#q=SEO
    • Enhanced SERPs Reviews Authorship
    • Enhanced SERPs Does it Work? Authorship http://research.google.com/pubs/pub41199.html
    • Cards Everywhere Personalization + Structured Data Research News Real Estate
    • If Seznam used structured data instead of screenshots, we might not see blanks http://www.seznam.sk/
    • When in Doubt, Use Open Graph and Schema.org http://moz.com/blog/meta-data-templates-123
    • 5. Mobile First
    • Look Where Google is Going Moving Mobile Design to Desktop Mobile Desktop http://moz.com/blog/future-serp-a-glimpse-at-google-2014
    • We’ve Seen This Before Cards Everywhere Mobile Desktop http://moz.com/blog/future-serp-a-glimpse-at-google-2014
    • Easier to Expand Design than Contract Mobile Desktop http://www.samovidic.com/
    • Desktop Design Becomes an Extension of Mobile http://www.prometheusreg.com/
    • When we get here…. …people will ask… “Do we need a desktop site?” http://www.biakelsey.com/
    • 6. From Pageviews to Satisfaction
    • Web Analytics 1990
    • First Touch - Middle - Last Touch Web Analytics 2013
    • Do Visitors Like My Site? Instead of Just Visiting Measure: • Bounce Rate • Time on Site • Pages per Visit • Share Rate • Mention Rate http://moz.com/blog/seo-satisfaction
    • Obsess Over Speed http://www.nytimes.com/2012/03/01/technology/impatient-web-users-flee-slow-loading-sites.html
    • Track Offsite Mentions Important Mentions of “Marketing Festival” http://freshwebexplorer.moz.com/
    • Together, we got this!
    • @cyrusshepard