The Evolution of SEO - 2014 and Beyond
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The Evolution of SEO - 2014 and Beyond

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The world of SEO as we know it is drastically changing. The rise of content marketing, the new consumer decision journey, and Google's ever-evolving landscape are changing the way we think about ...

The world of SEO as we know it is drastically changing. The rise of content marketing, the new consumer decision journey, and Google's ever-evolving landscape are changing the way we think about search, social, content, and consumers. Check out this look forward into the future of SEO and content marketing.

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http://blog.hubspot.com 9161
http://www.scoop.it 320
http://www.sempdx.org 285
http://www.alioze.com 283
http://feedly.com 183
https://twitter.com 56
http://plus.url.google.com 16
http://newsblur.com 8
http://www.newsblur.com 7
http://www.google.com 7
http://digg.com 5
http://www.linkedin.com 4
https://www.linkedin.com 3
http://news.google.com 3
http://www.digitalaptitude.com 2
http://www.gospelpro.com 2
http://www.feedspot.com 2
https://www.facebook.com 2
http://feedreader.com 2
http://www.google.com.ar&_=1409345870794 HTTP 1
http://www.google.com.ar&_=1409345725113 HTTP 1
https://www.commafeed.com 1
http://www.google.ca 1
http://www.agenceelysium.com 1
https://www.google.co.in 1
http://www.feedreader.com 1
http://www.pinterest.com 1
http://www.inoreader.com 1
https://www.sempdx.org 1
https://m.facebook.com&_=1390248625409 HTTP 1
https://m.facebook.com&_=1390247543917 HTTP 1
http://pulse.me&_=1389943288639 HTTP 1
http://www.google.com.ar&_=1411751970167 HTTP 1
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The Evolution of SEO - 2014 and Beyond Presentation Transcript

  • 1. SEO EVOLUTION 2014 @iacquire
  • 2. Laying the Foundation HISTORY: LAST 36-MONTHS @iacquire
  • 3. 36-Months of History •  Panda & Penguin •  Google Now •  Webmaster Notifications •  Google+ & +1 •  EMD & QDF Updates •  Authorship & In-Depth Articles •  The Knowledge Graph •  Schema and Rich Snippets •  Hyper Localization •  Big Data & Tools •  Mobile Optimization •  (not provided) •  PageRank Death @iacquire
  • 4. Let’s Talk Business First iacquire.com @iacquire
  • 5. The Evolving Role of THE SEO PROFESSIONAL @iacquire
  • 6. 4 Types of SEO Professionals •  Business Case •  Governance •  Measurement •  Project Management •  Content Strategy Lite •  Tactical Strategy •  CMS & Hosting •  Page Speed •  Asset Optimization (images, videos, code) •  Markup Implementation •  Code and Content Implementation SEO Strategist Content SEO Technical SEO SEO Specialist •  Content Strategy Full •  Content & Meta Management •  SEO Copywriting •  Content Navigation •  Asset Optimization (images, videos, pdf) •  Local SEO •  Mobile SEO •  Video SEO •  Social SEO via iAcquire Research @iacquire
  • 7. 4 Types of Business Professionals •  Market Share •  Acquisition & Retention •  Trajectory •  Market Perception Ideal (C-Level & VP) •  Department Management •  Vendor Management •  Resources Champion •  Communication Champion Strategic (VP & Director) Organizational •  Acquisition & Retention Strategy •  Voice and Tone •  Channels & Tactics •  Budgeting •  In vs. Outsourcing Tactical (Manager) (Contributor) •  Departmental Individual Contributor • Vendor Management via iAcquire Research @iacquire
  • 8. Maturity in The Organization Strategic 40% Organizational 30% Tactical SEO Strategist Ideal 30% Content SEO 10% 30% 20% 40% 50% 50% 20% 60% Technical SEO SEO Specialist 20% an iAcquire Guideline @iacquire
  • 9. SEO Market Opportunity 10-Point Scale 10 9 8 7 6 5 4 3 2 1 0 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 an iAcquire Guideline @iacquire
  • 10. Market Selection is Key to Success iacquire.com @iacquire
  • 11. Organic Search Matures ORGANIC SEARCH AS A MARKETING CHANNEL @iacquire
  • 12. The Old Consumer Decision Journey Elias Lewis (Advertising Agency Hall of Famer) invented this model (AIDA) in 1898. via Wikipedia @iacquire
  • 13. The New Consumer Decision Journey via Google ZMOT 2012 @iacquire
  • 14. ZMOT Study Says Search Most Pervasive via Google ZMOT 2012 @iacquire
  • 15. Historically Prevalent Thinking: “SEO Is Something You Do to Your Website After You Build It, or Redesign it.” iacquire.com @iacquire
  • 16. SEO As a Tactic (Historically) Market Research Audience Decision Journey Competition Content Strategy Voice and Tone Governance Content Plan Measurement Plan Content Management Creation Integration Engagement (Channels) Earned Media Image by iAcquire Paid Media Owned Media @iacquire
  • 17. Current & Future Thinking: “Organic Search is a Channel That Touches Every Marketing Medium.” iacquire.com @iacquire
  • 18. Organic Search As a Channel (Future) Market Research Audience Decision Journey Competition Content Strategy Voice and Tone Governance Content Plan Measurement Plan Content Management Creation Integration Engagement (Channels) Earned Media Image by iAcquire Paid Media Owned Media @iacquire
  • 19. CMO’s Are Getting Smarter About Channel Integration, But SEO’s Have to Push the Agenda! iacquire.com @iacquire
  • 20. Are Links The Only Way? RISE OF PEOPLE PAGERANK @iacquire
  • 21. 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 @iacquire
  • 22. Google AgentRank “ “ 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. 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 @iacquire
  • 23. Google Has The Best Category System •  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   h"ps://developers.google.com/adwords/api/docs/appendix/productsservices   @iacquire
  • 24. Google AgentRank Agent Rank =??? @iacquire
  • 25. How Is AgentRank Calculated? Courtesy of Mike Arnesen @iacquire
  • 26. Matt Cutts Told Us to Expect To See Agent Rank This Year, and Also Reduction of Authors in SERP’s. iacquire.com @iacquire
  • 27. Authorship In Flux Via Moz Cast data @iacquire
  • 28. Cutts’ IS Following Through iacquire.com @iacquire
  • 29. More about AuthoRship JANUARY 2014 IACQUIRE AUTHORSHIP STUDY @iacquire
  • 30. 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 @iacquire
  • 31. An iAcquire Study (January 2014) Image by iAcquire @iacquire
  • 32. Authenticated Digital Signatures Are Superior To Links. Google is moving from Strings to Things. iacquire.com @iacquire
  • 33. More About Strings to THings THE KNOWLEDGE GRAPH @iacquire
  • 34. Current Knowledge Graph •  •  •  •  •  •  •  •  •  •  •  •  Movies & Shows People Places Answers Images Weather Nutritional Info Medical Info Comparisons Flights Autos Census Data @iacquire
  • 35. Future Knowledge Graph? •  Recipes •  Mortgage Rates •  Colleges (EDU) •  Computer & Cell Reviews/Specs * They have experimented with some of these already. @iacquire
  • 36. Affiliates That Rely on Public Data (Like EDU, Auto, Travel, Etc.) Are in Trouble Long Term. iacquire.com @iacquire
  • 37. Reviews Are Getting Attention REVIEWS MIGHT FINALLY MATTER @iacquire
  • 38. Reviews Haven’t Mattered Much 10% via MOZ 2013 Local Ranking Factors @iacquire
  • 39. Google Places (Reviews) – Newly Launched Yelp Superpages / DEX Urban Spoon Yellow Pages @iacquire
  • 40. Reviews Will Matter More In 2014 30% MOZ Local Ranking Factors 2014??? @iacquire
  • 41. Mobile Changed The World MOBILE & THE FUTURE @iacquire
  • 42. 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   Intent   •  Keyword  Intent     •  EnRty  Type     •  Network   “the  circumstances  that  form  the   se9ng  for  an  event,  statement,  or   idea,  and  in  terms  of  which  it  can   be  fully  understood  and   assessed.”   “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   @iacquire
  • 43. OTHER PREDICTIONS @iacquire
  • 44. 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. @iacquire
  • 45. THE END Joe Griffin co-CEO iAcquire www.iacquire.com @iacquire @joegriffin