SEO EVOLUTION 2014
@iacquire
HISTORY: LAST 36-MONTHS
Laying the Foundation
@iacquire
@iacquire
36-Months of History
•  Panda & Penguin
•  Webmaster Notifications
•  EMD & QDF Updates
•  The Knowledge Graph
•...
@iacquireiacquire.com
Let’s Talk Business First
THE SEO PROFESSIONAL
The Evolving Role of
@iacquire
@iacquire
4 Types of SEO Professionals
•  Local SEO
•  Mobile SEO
•  Video SEO
•  Social SEO
•  CMS & Hosting
•  Page Spee...
@iacquire
4 Types of Business Professionals
•  Departmental Individual
Contributor
• Vendor Management
•  Department Manag...
@iacquire
Maturity in The Organization
Ideal Strategic Organizational Tactical
SEO Strategist 30% 40% 30%
Content SEO 10% ...
@iacquire
SEO Market Opportunity
Small Biz SME Large Biz Agency Consultant
SEO Strategist 2 3 8 9 9
Content SEO 5 7 7 10 9...
@iacquireiacquire.com
Market Selection is Key to Success
ORGANIC SEARCH AS
A MARKETING CHANNEL
Organic Search Matures
@iacquire
@iacquire
The Old Consumer Decision Journey
Elias Lewis (Advertising Agency
Hall of Famer) invented this
model (AIDA) in 1...
@iacquire
The New Consumer Decision Journey
via Google ZMOT 2012
@iacquire
ZMOT Study Says Search Most Pervasive
via Google ZMOT 2012
@iacquireiacquire.com
Historically Prevalent Thinking:
“SEO Is Something You Do to Your
Website After You Build It, or
Red...
@iacquire
SEO As a Tactic (Historically)
Engagement (Channels)
Earned Media Paid Media Owned Media
Content Management
Crea...
@iacquireiacquire.com
Current & Future Thinking:
“Organic Search is a Channel That
Touches Every Marketing Medium.”
Engagement (Channels)
Earned Media Paid Media Owned Media
Content Management
Creation Integration
Content Strategy
Voice a...
@iacquireiacquire.com
CMO’s Are Getting Smarter About
Channel Integration, But SEO’s Have to
Push the Agenda!
RISE OF PEOPLE PAGERANK
Are Links The Only Way?
@iacquire
@iacquire
Read a Quote Time
Within search results, information tied to verified online profiles
will be ranked higher than...
@iacquire
Google AgentRank
http://appft.uspto.gov/netacgi/nph-Parser?Sect1=PTO1&Sect2=HITOFF&d=PG01&p=1&u=%2Fnetahtml%2FPT...
@iacquire
Google Has The Best Category System
h"ps://developers.google.com/adwords/api/docs/appendix/productsservices	
  
...
@iacquire
Google AgentRank
Agent Rank =???
@iacquire
How Is AgentRank Calculated?
Courtesy of Mike Arnesen
@iacquireiacquire.com
Matt Cutts Told Us to Expect To See
Agent Rank This Year, and Also
Reduction of Authors in SERP’s.
@iacquire
Authorship In Flux
Via Moz Cast data
@iacquireiacquire.com
Cutts’ IS Following Through
JANUARY 2014
IACQUIRE AUTHORSHIP STUDY
More about AuthoRship
@iacquire
@iacquire
An iAcquire Study (January 2014)
•  Top 70,000 Digital Publications (blogs, magazines, news sites)
•  Analysis i...
@iacquire
An iAcquire Study (January 2014)
Image by iAcquire
@iacquireiacquire.com
Authenticated Digital Signatures Are
Superior To Links. Google is moving
from Strings to Things.
THE KNOWLEDGE GRAPH
More About Strings to THings
@iacquire
@iacquire
Current Knowledge Graph
•  Movies & Shows
•  People
•  Places
•  Answers
•  Images
•  Weather
•  Nutritional Inf...
@iacquire
Future Knowledge Graph?
•  Recipes
•  Mortgage Rates
•  Colleges (EDU)
•  Computer &
Cell Reviews/Specs
* They h...
@iacquireiacquire.com
Affiliates That Rely on Public Data
(Like EDU, Auto, Travel, Etc.) Are in
Trouble Long Term.
REVIEWS MIGHT FINALLY MATTER
Reviews Are Getting Attention
@iacquire
@iacquire
Reviews Haven’t Mattered Much
10%
via MOZ 2013 Local Ranking Factors
@iacquire
Google Places (Reviews) – Newly Launched
Yelp
Superpages / DEX
Urban Spoon
Yellow Pages
@iacquire
Reviews Will Matter More In 2014
30%
MOZ Local Ranking Factors 2014???
MOBILE & THE FUTURE
Mobile Changed The World
@iacquire
@iacquire
Mobile Makes The Google Dream Real
Modality
	
  
•  Touch	
  
	
  
•  Voice	
  
	
  
•  Sight	
  
	
  
“a	
  par...
OTHER PREDICTIONS
@iacquire
@iacquire
Rapid Fire Stuff
•  “Content marketing” titles will be the fastest growing title in digital.
•  “Inbound marketi...
THE END
Joe Griffin
co-CEO
iAcquire
www.iacquire.com
@iacquire
@joegriffin
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SEO Evolution

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iAcquire Co-CEO, Joe Griffin, spoke at SEMPDX about the evolution of SEO.

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SEO Evolution

  1. 1. SEO EVOLUTION 2014 @iacquire
  2. 2. HISTORY: LAST 36-MONTHS Laying the Foundation @iacquire
  3. 3. @iacquire 36-Months of History •  Panda & Penguin •  Webmaster Notifications •  EMD & QDF Updates •  The Knowledge Graph •  Hyper Localization •  Mobile Optimization •  Google Now •  Google+ & +1 •  Authorship & In-Depth Articles •  Schema and Rich Snippets •  Big Data & Tools •  (not provided) •  PageRank Death
  4. 4. @iacquireiacquire.com Let’s Talk Business First
  5. 5. THE SEO PROFESSIONAL The Evolving Role of @iacquire
  6. 6. @iacquire 4 Types of SEO Professionals •  Local SEO •  Mobile SEO •  Video SEO •  Social SEO •  CMS & Hosting •  Page Speed •  Asset Optimization (images, videos, code) •  Markup Implementation •  Code and Content Implementation •  Content Strategy Full •  Content & Meta Management •  SEO Copywriting •  Content Navigation •  Asset Optimization (images, videos, pdf) •  Business Case •  Governance •  Measurement •  Project Management •  Content Strategy Lite •  Tactical Strategy SEO Strategist Content SEO SEO Specialist Technical SEO via iAcquire Research
  7. 7. @iacquire 4 Types of Business Professionals •  Departmental Individual Contributor • Vendor Management •  Department Management •  Vendor Management •  Resources Champion •  Communication Champion •  Acquisition & Retention Strategy •  Voice and Tone •  Channels & Tactics •  Budgeting •  In vs. Outsourcing •  Market Share •  Acquisition & Retention •  Trajectory •  Market Perception Ideal (C-Level & VP) Strategic (VP & Director) Tactical (Contributor) Organ- izational (Manager) via iAcquire Research
  8. 8. @iacquire Maturity in The Organization Ideal Strategic Organizational Tactical SEO Strategist 30% 40% 30% Content SEO 10% 30% 20% 40% Technical SEO 50% 50% SEO Specialist 20% 20% 60% an iAcquire Guideline
  9. 9. @iacquire SEO Market Opportunity Small Biz SME Large Biz Agency Consultant SEO Strategist 2 3 8 9 9 Content SEO 5 7 7 10 9 Technical SEO 1 2 6 8 8 SEO Specialist 5 7 8 6 8 0 1 2 3 4 5 6 7 8 9 10 10-Point Scale an iAcquire Guideline
  10. 10. @iacquireiacquire.com Market Selection is Key to Success
  11. 11. ORGANIC SEARCH AS A MARKETING CHANNEL Organic Search Matures @iacquire
  12. 12. @iacquire The Old Consumer Decision Journey Elias Lewis (Advertising Agency Hall of Famer) invented this model (AIDA) in 1898. via Wikipedia
  13. 13. @iacquire The New Consumer Decision Journey via Google ZMOT 2012
  14. 14. @iacquire ZMOT Study Says Search Most Pervasive via Google ZMOT 2012
  15. 15. @iacquireiacquire.com Historically Prevalent Thinking: “SEO Is Something You Do to Your Website After You Build It, or Redesign it.”
  16. 16. @iacquire SEO As a Tactic (Historically) Engagement (Channels) Earned Media Paid Media Owned Media Content Management Creation Integration Content Strategy Voice and Tone Governance Content Plan Measurement Plan Market Research Audience Decision Journey Competition Image by iAcquire
  17. 17. @iacquireiacquire.com Current & Future Thinking: “Organic Search is a Channel That Touches Every Marketing Medium.”
  18. 18. Engagement (Channels) Earned Media Paid Media Owned Media Content Management Creation Integration Content Strategy Voice and Tone Governance Content Plan Measurement Plan Market Research Audience Decision Journey Competition @iacquire Organic Search As a Channel (Future) Image by iAcquire
  19. 19. @iacquireiacquire.com CMO’s Are Getting Smarter About Channel Integration, But SEO’s Have to Push the Agenda!
  20. 20. RISE OF PEOPLE PAGERANK Are Links The Only Way? @iacquire
  21. 21. @iacquire Read a Quote Time Within search results, information tied to verified online profiles will be ranked higher than content without such verification, which will result in most users naturally clicking on the top (verified) results. The true cost of remaining anonymous, then, might be irrelevance. – The New Digital Age by Eric Schmidt, Chairman of Google “ “
  22. 22. @iacquire Google AgentRank http://appft.uspto.gov/netacgi/nph-Parser?Sect1=PTO1&Sect2=HITOFF&d=PG01&p=1&u=%2Fnetahtml%2FPTO %2Fsrchnum.html&r=1&f=G&l=50&s1=%2220110289095%22.PGNR.&OS=DN/20110289095&RS=DN/20110289095 Particular embodiments implement techniques for computing agent ranks on the basis of a corpus of content signed by those agents, where the corpus optionally contains explicit links among documents and signed content. The agent ranks can optionally also be calculated relative to search terms or categories of search terms. For example, search terms (or structured collections of search terms, i.e., queries) can be classified into topics, e.g., sports or medical specialties, and an agent can have a different rank with respect to each topic. “ “
  23. 23. @iacquire Google Has The Best Category System h"ps://developers.google.com/adwords/api/docs/appendix/productsservices   •  Over  2,400  categories  (5   levels  deep)     •  Replaces  old  school  systems   like  SIC/NAICS     •  Built  for  the  web     •  Future  of  authorship  may   align  to  Google  categories  
  24. 24. @iacquire Google AgentRank Agent Rank =???
  25. 25. @iacquire How Is AgentRank Calculated? Courtesy of Mike Arnesen
  26. 26. @iacquireiacquire.com Matt Cutts Told Us to Expect To See Agent Rank This Year, and Also Reduction of Authors in SERP’s.
  27. 27. @iacquire Authorship In Flux Via Moz Cast data
  28. 28. @iacquireiacquire.com Cutts’ IS Following Through
  29. 29. JANUARY 2014 IACQUIRE AUTHORSHIP STUDY More about AuthoRship @iacquire
  30. 30. @iacquire An iAcquire Study (January 2014) •  Top 70,000 Digital Publications (blogs, magazines, news sites) •  Analysis includes 250-10,000 of last posts (ex: iAcquire Blog ranked 37,651 – we analyzed 250 pages, 8,949 for economist.com) •  Presence of G+ on page •  Presence of Twitter handle on page •  MOZ Domain Authority
  31. 31. @iacquire An iAcquire Study (January 2014) Image by iAcquire
  32. 32. @iacquireiacquire.com Authenticated Digital Signatures Are Superior To Links. Google is moving from Strings to Things.
  33. 33. THE KNOWLEDGE GRAPH More About Strings to THings @iacquire
  34. 34. @iacquire Current Knowledge Graph •  Movies & Shows •  People •  Places •  Answers •  Images •  Weather •  Nutritional Info •  Medical Info •  Comparisons •  Flights •  Autos •  Census Data
  35. 35. @iacquire Future Knowledge Graph? •  Recipes •  Mortgage Rates •  Colleges (EDU) •  Computer & Cell Reviews/Specs * They have experimented with some of these already.
  36. 36. @iacquireiacquire.com Affiliates That Rely on Public Data (Like EDU, Auto, Travel, Etc.) Are in Trouble Long Term.
  37. 37. REVIEWS MIGHT FINALLY MATTER Reviews Are Getting Attention @iacquire
  38. 38. @iacquire Reviews Haven’t Mattered Much 10% via MOZ 2013 Local Ranking Factors
  39. 39. @iacquire Google Places (Reviews) – Newly Launched Yelp Superpages / DEX Urban Spoon Yellow Pages
  40. 40. @iacquire Reviews Will Matter More In 2014 30% MOZ Local Ranking Factors 2014???
  41. 41. MOBILE & THE FUTURE Mobile Changed The World @iacquire
  42. 42. @iacquire Mobile Makes The Google Dream Real Modality   •  Touch     •  Voice     •  Sight     “a  par&cular  mode  in  which   something  exists  or  is  experienced   or  expressed.”   Context   •  Time  of  Day     •  LocaRon     •  History   “the  circumstances  that  form  the   se9ng  for  an  event,  statement,  or   idea,  and  in  terms  of  which  it  can   be  fully  understood  and   assessed.”     Intent   •  Keyword  Intent     •  EnRty  Type     •  Network     “the  thing  that  you  plan  to  do  or   achieve  :  an  aim  or  purpose.”   Building The Star Trek Computer A  favorite  line  by  Amit  Singhal,  SVP/Google  
  43. 43. OTHER PREDICTIONS @iacquire
  44. 44. @iacquire Rapid Fire Stuff •  “Content marketing” titles will be the fastest growing title in digital. •  “Inbound marketing” will lose some steam. Earned media and content marketing will gain nomenclature market share. •  “Audience segmentation” and “content strategy” will be the CMO’s two hottest buzzwords of 2014. •  Google will make Zagat more like Yelp! for deeper restaurant SERP integration. •  Broad knowledge will kill cheap/ineffective/dangerous SEO tactics.
  45. 45. THE END Joe Griffin co-CEO iAcquire www.iacquire.com @iacquire @joegriffin

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