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The Evolution of SearchThe Merging of Search and Social     Gillian Muessig – Chennai Nov, 2011
The King is Dead! Long live the king!
2001: A Crazy Search LandscapeVia Bruce Clay’s classic search engine relationship chart:http://www.bruceclay.com/serc_hist...
The Algorithm:(Keyword Use + Anchor Text)                                        X                          PageRank  Simp...
SERPs All Looked Like This:Via Google’s 10th Birthday post: http://googlesystem.blogspot.com/2008/09/google-time-machine-w...
SEO Meant a Few FundamentalsMake good content, make it accessible, target the right keywords… That was pretty much it!
And a Lot of Link BuildingLinks were pretty much everything once you got a crawlable, keyword-targeted page set up.
Hello Spam!Even Rand bought some of these back in the day…
Fast Forward 7 YearsGoogle celebrated the year with a TCP/IP protocol reference:http://blogoscoped.com/archive/2008-01-01-...
Google’s DominatingVia http://searchengineland.com/comscore-new-google-high-new-yahoo-microsoft-lows-though-both-rise-in-r...
Local/Maps is on the RiseMatt McGee charted the astounding rise of Google Maps/Local starting in 2008:http://www.smallbusi...
There’s a Few New ProtocolsThe Sitemaps.org homepage literally hasn’t changed since February of 2008!
But Not Much Else Has ChangedIn early 2009, I wrote a post about the shift in importance of algorithmic factors at Google:...
Jump Ahead… to 2011
It’s a Whole New WorldImage via http://gizmodo.com/5478787/the-most-accurate-highest-resolution-earth-view-to-date (which ...
SERPs Rarely Look Like This Anymore   It took me serious time to find a query this sparse
They Look Like This:Google’s instant answers are getting more detailed and sophisticated, as illustrated byhttp://www.goog...
And This:News results, shopping results and video snippets + the new, shrunken sitelinks for the top result
And This:Awesome!
And This:Personalization and social sharing dominate the page because I’m logged in.
Rich Snippets & Schema.orgThere’s a good post by Rich Baxter on Schema here: http://www.seomoz.org/blog/schemaorg-a-new-ap...
Rel=AuthorGood advice on how to get it set up here: http://www.blindfiveyearold.com/how-to-implement-rel-author
Video ResultsGoogle on how to create video XML sitemaps and appear in these results:http://www.google.com/support/webmaste...
And Social AnnotationsNot only are the results annotated with the share / social data; they also outrank the top result
SERPs Are Almost Always Personalized   Search history, social networks, previous clicks and more impact personalization + ...
And Geographically Biased, TooGeography impacts both search result ordering and search suggestions/instant
Search Barely Requires TypingBTW – I tried this same search from Portland vs. Yoder, and “Fox News” is not a top suggestio...
Misspellings are a Thing of the Past  A few years back, there would be entire sessions at conferences on SEO for misspelli...
Instant Answers are EverywhereGoogle even offered instant answers as to the sexual orientation of celebrities: http://gawk...
The Algorithm Has ChangedCheck out Dr. Pete’s Algorithm History guide: http://www.seomoz.org/google-algorithm-change
We Had VinceAaron Wall did some excellent analysis on Vince here: http://www.seobook.com/google-branding
And May DayBarry Schwartz summarized the impact as described by Matt here:http://www.seroundtable.com/archives/022293.html
And the PandasSome good analysis from Cyrus Shephard here: http://www.seomoz.org/blog/beat-google-panda
Brands Can Now Dominate Entire Pages   Nothing but Apple.com from top to bottom
Some are Dominated by Google Itself   http://www.seobook.com/google-eats-their-organic-search-results
Social is on the Rise Like Never Before   Via http://searchengineland.com/top-internet-activities-search-email-once-again-...
Why Social Signals Trump LinksVia http://www.michael-jackson-photos.com/
We Know Who Rules the News That Day
And Google Pivoted
Social Is The Immediacy Signal
Social Signals Rose Again Yesterday  http://mashable.com/2011/11/03/google-tweaks-search-ranking-algorithm/
We Want News, Not Ancient History  http://mashable.com/2011/11/03/google-tweaks-search-ranking-algorithm/
We Want Today’s Reviewshttp://mashable.com/2011/11/03/google-tweaks-search-ranking-algorithm/
It Means You’ve Got Work • Websites need fresher content • Comment Marketing increases • Facebook, Orkut & Twitter increas...
Social Fragmentation Appears CertainUsers:       50mm                 750mm               200mm                 120mm     ...
What’s More…
Search No Longer Works in a Vacuum   Earning a click in the SERPs is merely one step in a greater process.
It Lives in the Broader Inbound Funnel   Eloqua’s content grid does a great job exploring where content sits in the market...
But is Nearly Useless By ItselfVia http://www.seomoz.org/blog/tracking-the-roi-of-social-media
SEO from 2001-2008
Make the Site Search-Engine Friendly   Via http://www.seomoz.org/blog/4-essential-seo-infographics
Target KeywordsVia http://www.seomoz.org/blog/perfecting-keyword-targeting-on-page-optimization
Build LinksVia http://opensiteexplorer.org
Good EnoughYep; it really used to work.
That SEOis Dead.
You Might RankBefore you even do that, make sure you’re choosing the right goals:http://www.seomoz.org/blog/the-6-goals-of...
You Probably Won’t Convert Well Unless the rest of the funnel rocks, SEO is in a rough spot: http://www.seomoz.org/blog/wi...
The New Look of Searchhttp://www.indiazooms.com/?p=137846
Top Ten Tips for Chennai SEOs!
#10: New Heirarchy of Social Credibility
#9: Info-graphics Are the New Linkbait     http://www.seomoz.org/blog/what-is-a-reverse-proxy-and-how-can-it-help-my-seo
#8: Video Rules!http://www.seomoz.org/blog/what-is-a-reverse-proxy-and-how-can-it-help-my-seo
#7: Branding is Baaaaa-ack!
#6: Leverage All the Social NetworksUsers:   50mm   750mm       200mm   120mm      10mmUsers:   14mm    Millions       14m...
#5: Recommend Sites to Searchers
#4:Build Links With Your Social Followers
#3: Play Games!http://www.dreamstime.com/royalty-free-stock-photo-beach-soccer-game-between-ukraine-and-russia-image21025805
#2: Thought Leadership = CTR Bump
#1: Ask Rand; He’s Not Busy ;-)
+1!: Follow the Money Backwards
SEO is Bigger than SEO
And We Have the Skills, Knowledge,Experience and Adaptability to Win.
Long Live SEO!http://guide2chennai.blogspot.com/2009/04/marina-beach-is-beach-situated-along-12.html
Thank you!                        Gillian MuessigFounding President of SEOmoz | @SEOmom | gillian@seomoz.org
The Conjunction of Search and Social Media Marketing by Gillian Muessig
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Transcript of "The Conjunction of Search and Social Media Marketing by Gillian Muessig"

  1. 1. The Evolution of SearchThe Merging of Search and Social Gillian Muessig – Chennai Nov, 2011
  2. 2. The King is Dead! Long live the king!
  3. 3. 2001: A Crazy Search LandscapeVia Bruce Clay’s classic search engine relationship chart:http://www.bruceclay.com/serc_histogram/histogram.htm
  4. 4. The Algorithm:(Keyword Use + Anchor Text) X PageRank Simpler times. Spammier times, too.
  5. 5. SERPs All Looked Like This:Via Google’s 10th Birthday post: http://googlesystem.blogspot.com/2008/09/google-time-machine-web-in-2001.html
  6. 6. SEO Meant a Few FundamentalsMake good content, make it accessible, target the right keywords… That was pretty much it!
  7. 7. And a Lot of Link BuildingLinks were pretty much everything once you got a crawlable, keyword-targeted page set up.
  8. 8. Hello Spam!Even Rand bought some of these back in the day…
  9. 9. Fast Forward 7 YearsGoogle celebrated the year with a TCP/IP protocol reference:http://blogoscoped.com/archive/2008-01-01-n53.html
  10. 10. Google’s DominatingVia http://searchengineland.com/comscore-new-google-high-new-yahoo-microsoft-lows-though-both-rise-in-raw-searches-13784
  11. 11. Local/Maps is on the RiseMatt McGee charted the astounding rise of Google Maps/Local starting in 2008:http://www.smallbusinesssem.com/charting-the-undeniable-growth-of-google-maps/1046/
  12. 12. There’s a Few New ProtocolsThe Sitemaps.org homepage literally hasn’t changed since February of 2008!
  13. 13. But Not Much Else Has ChangedIn early 2009, I wrote a post about the shift in importance of algorithmic factors at Google:http://www.seomoz.org/blog/how-googles-rankings-algorithm-has-changed-over-time-
  14. 14. Jump Ahead… to 2011
  15. 15. It’s a Whole New WorldImage via http://gizmodo.com/5478787/the-most-accurate-highest-resolution-earth-view-to-date (which is pretty cool, BTW)
  16. 16. SERPs Rarely Look Like This Anymore It took me serious time to find a query this sparse
  17. 17. They Look Like This:Google’s instant answers are getting more detailed and sophisticated, as illustrated byhttp://www.google.com/search?q=nfl+schedule+2011
  18. 18. And This:News results, shopping results and video snippets + the new, shrunken sitelinks for the top result
  19. 19. And This:Awesome!
  20. 20. And This:Personalization and social sharing dominate the page because I’m logged in.
  21. 21. Rich Snippets & Schema.orgThere’s a good post by Rich Baxter on Schema here: http://www.seomoz.org/blog/schemaorg-a-new-approach-to-structured-data-for-seo
  22. 22. Rel=AuthorGood advice on how to get it set up here: http://www.blindfiveyearold.com/how-to-implement-rel-author
  23. 23. Video ResultsGoogle on how to create video XML sitemaps and appear in these results:http://www.google.com/support/webmasters/bin/answer.py?answer=80472
  24. 24. And Social AnnotationsNot only are the results annotated with the share / social data; they also outrank the top result
  25. 25. SERPs Are Almost Always Personalized Search history, social networks, previous clicks and more impact personalization + rankings
  26. 26. And Geographically Biased, TooGeography impacts both search result ordering and search suggestions/instant
  27. 27. Search Barely Requires TypingBTW – I tried this same search from Portland vs. Yoder, and “Fox News” is not a top suggestion, but“Firefox “and “Fred Meyer” both are 
  28. 28. Misspellings are a Thing of the Past A few years back, there would be entire sessions at conferences on SEO for misspellings
  29. 29. Instant Answers are EverywhereGoogle even offered instant answers as to the sexual orientation of celebrities: http://gawker.com/5844769/google-will-now-tell-you-which-celebrities-are-gay (but the feature appears to have been removed)
  30. 30. The Algorithm Has ChangedCheck out Dr. Pete’s Algorithm History guide: http://www.seomoz.org/google-algorithm-change
  31. 31. We Had VinceAaron Wall did some excellent analysis on Vince here: http://www.seobook.com/google-branding
  32. 32. And May DayBarry Schwartz summarized the impact as described by Matt here:http://www.seroundtable.com/archives/022293.html
  33. 33. And the PandasSome good analysis from Cyrus Shephard here: http://www.seomoz.org/blog/beat-google-panda
  34. 34. Brands Can Now Dominate Entire Pages Nothing but Apple.com from top to bottom
  35. 35. Some are Dominated by Google Itself http://www.seobook.com/google-eats-their-organic-search-results
  36. 36. Social is on the Rise Like Never Before Via http://searchengineland.com/top-internet-activities-search-email-once-again-88964
  37. 37. Why Social Signals Trump LinksVia http://www.michael-jackson-photos.com/
  38. 38. We Know Who Rules the News That Day
  39. 39. And Google Pivoted
  40. 40. Social Is The Immediacy Signal
  41. 41. Social Signals Rose Again Yesterday http://mashable.com/2011/11/03/google-tweaks-search-ranking-algorithm/
  42. 42. We Want News, Not Ancient History http://mashable.com/2011/11/03/google-tweaks-search-ranking-algorithm/
  43. 43. We Want Today’s Reviewshttp://mashable.com/2011/11/03/google-tweaks-search-ranking-algorithm/
  44. 44. It Means You’ve Got Work • Websites need fresher content • Comment Marketing increases • Facebook, Orkut & Twitter increase in power… againhttp://mashable.com/2011/11/03/google-tweaks-search-ranking-algorithm/
  45. 45. Social Fragmentation Appears CertainUsers: 50mm 750mm 200mm 120mm 10mmUsers: 14mm Millions 14mm 6.5mm This growth is a big reason why I’ve changed my tune on social media marketing and now strongly endorse it for almost every business: http://www.seomoz.org/blog/everyone-should-hire-social-media-experts
  46. 46. What’s More…
  47. 47. Search No Longer Works in a Vacuum Earning a click in the SERPs is merely one step in a greater process.
  48. 48. It Lives in the Broader Inbound Funnel Eloqua’s content grid does a great job exploring where content sits in the marketing funnel: http://media.eloqua.com/images/The-Content-Grid-v2.jpg
  49. 49. But is Nearly Useless By ItselfVia http://www.seomoz.org/blog/tracking-the-roi-of-social-media
  50. 50. SEO from 2001-2008
  51. 51. Make the Site Search-Engine Friendly Via http://www.seomoz.org/blog/4-essential-seo-infographics
  52. 52. Target KeywordsVia http://www.seomoz.org/blog/perfecting-keyword-targeting-on-page-optimization
  53. 53. Build LinksVia http://opensiteexplorer.org
  54. 54. Good EnoughYep; it really used to work.
  55. 55. That SEOis Dead.
  56. 56. You Might RankBefore you even do that, make sure you’re choosing the right goals:http://www.seomoz.org/blog/the-6-goals-of-seo-choosing-the-right-ones-for-your-business
  57. 57. You Probably Won’t Convert Well Unless the rest of the funnel rocks, SEO is in a rough spot: http://www.seomoz.org/blog/winning- the-seo-battle-at-every-step-of-the-purchase-path
  58. 58. The New Look of Searchhttp://www.indiazooms.com/?p=137846
  59. 59. Top Ten Tips for Chennai SEOs!
  60. 60. #10: New Heirarchy of Social Credibility
  61. 61. #9: Info-graphics Are the New Linkbait http://www.seomoz.org/blog/what-is-a-reverse-proxy-and-how-can-it-help-my-seo
  62. 62. #8: Video Rules!http://www.seomoz.org/blog/what-is-a-reverse-proxy-and-how-can-it-help-my-seo
  63. 63. #7: Branding is Baaaaa-ack!
  64. 64. #6: Leverage All the Social NetworksUsers: 50mm 750mm 200mm 120mm 10mmUsers: 14mm Millions 14mm 6.5mm
  65. 65. #5: Recommend Sites to Searchers
  66. 66. #4:Build Links With Your Social Followers
  67. 67. #3: Play Games!http://www.dreamstime.com/royalty-free-stock-photo-beach-soccer-game-between-ukraine-and-russia-image21025805
  68. 68. #2: Thought Leadership = CTR Bump
  69. 69. #1: Ask Rand; He’s Not Busy ;-)
  70. 70. +1!: Follow the Money Backwards
  71. 71. SEO is Bigger than SEO
  72. 72. And We Have the Skills, Knowledge,Experience and Adaptability to Win.
  73. 73. Long Live SEO!http://guide2chennai.blogspot.com/2009/04/marina-beach-is-beach-situated-along-12.html
  74. 74. Thank you! Gillian MuessigFounding President of SEOmoz | @SEOmom | gillian@seomoz.org
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