Trends In Search - Danny Sullivan
 

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Danny Sullivan, Chief Content Officer and Founding Editor of Marketing Land and Search Engine Land, speaks about past, present, and future trends in search engines and discusses how to optimize your ...

Danny Sullivan, Chief Content Officer and Founding Editor of Marketing Land and Search Engine Land, speaks about past, present, and future trends in search engines and discusses how to optimize your company's website for Google, Bing, and mobile devices.

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Trends In Search - Danny Sullivan Presentation Transcript

  • 1. BIGGEST SEARCH STORY OF THE YEAR SO FAR? BIGGEST SEARCH STORY OF THE YEAR SO FAR? Trends In Search #MKTGNATION14
  • 2. SURPRISE: GOOGLE IS STILL HUGE Google 68% Bing 19% Yahoo 10% Others 3% Market Share source: ComScore, June 2014 Desktop searches Read: Yahoo Search Share Falls Below 10 Percent For “All-Time Low” 17.8 billion explicit core searches total
  • 3. SO LET’S TALK GOOGLE…  SEO developments  Knowledge Graph & quick answers  Google+ dead or alive?  Beyond Google: changes that mobile is bringing  Q&A on anything
  • 4. PANDA? PENGUIN? HUMMINGBIRD?  Is Google out to get people with all these animal actions?  And what are these animal actions?  The goal is really to improve search results because ultimately, Google works for searchers not publishers  Behind the zoo….
  • 5. PANDA: TARGETING THIN CONTENT  Launched Feb. 2011, designed to keep low-quality or “thin” content from ranking  Roughly every month, Google filters everything though Panda to trap new stuff & free others  Focus on real quality to survive (always the answer for any search success)
  • 6. PENGUIN: TARGETING SPAM  Launched April 2012, meant to fight spam, especially bad links  Every six month or so, Google filters everything though Penguin to find spam regular systems miss  Don’t think link building; think audience building….
  • 7. LINK RULE INSANITY  Paid links have long been warned against…  But more complicated as native advertising and native ads have grown  Widgets get popular, so Google warns against them  Infographics get popular, so Google warns against them  Guest posting gets popular, so Google warns against “blogging for links”  Feels safer now not to link to anyone or to “nofollow” everything  Feels insane Google punishes for bad links rather than simply discounts credit
  • 8. HUMMINGBIRD: THE NEW SEARCH ENGINE  Announced in Sept. 2013, this is an entire rebuild of Google’s search engine  Panda, Penguin are just parts of that engine  The new engine can better tap into “signals” or “fuel” to rank results  A major change is improved support for “entities” and “entity search”
  • 9. ENTITIES & ENTITY SEARCH  Google (and Bing) are learning to search not just for matching patterns of letters but people, places and things  A search for “obama” in the past would look for those letters in that order  With entity search, Obama is understood as a person that can be connected to other people and various facts….
  • 10. FACTS & KNOWLEDGE GRAPH GROWTH Read: Google's Knowledge Graph
  • 11. GROWTH OF QUICK/DIRECT ANSWERS Read: Tweet Showing How Google Itself Is A “Scraper Site” Goes Massively Viral
  • 12. GROWTH OF QUICK/DIRECT ANSWERS Read: Google’s Knowledge Graph Is Showing Step By Step Instructions
  • 13. LOCAL SEARCH & THE CAROUSEL Read: Google Local Carousel Spinning Out Of Control What Matters?
  • 14. NEW: PIGEON, NEW LOCAL SEARCH ALGO  Revealed last week, designed to improve local search results  Factors still being analyzed but makes review directories like Yelp, TripAdvisor stronger  Integrates web search ranking factors (such as links) along with Knowledge Graph data & local search factors (distance, ratings) Read: Google “Pigeon” Updates Local Search Algorithm
  • 15. WHAT ABOUT GOOGLE+ BEING DEAD?  Exec change in April led to rumors/leaks (which Google denies) that Google+ would die  More likely social sharing site continues but “Google+ification” of YouTube & elsewhere will ease up  Authorship images already dropped  But use of social signals for personalized rankings continues…. Read: Google+ Will Not Die But May Change & What Would Happen If Google Did Kill Google+?
  • 16. THERE ARE NO NORMAL RESULTS
  • 17. MOVING ON TO MOBILE  Everyone’s talking about a “mobile first” world  You don’t need a mobile site to rank better, but…  A site with problems for smartphone searches on Google may not rank as well  More important: knowing how to react in “Always On” mobile search world….
  • 18. SEARCHING ON THE MOVE
  • 19. CALLS NOT CLICKS: YOU READY?
  • 20. WHAT ABOUT GOOGLE+ BEING DEAD?  Click-to-call?  Mobile- friendly version of site?  App for repeat visitors? Read: Google+ Will Not Die But May Change & What Would Happen If Google Did Kill Google+?
  • 21. THE NEXT SEO FRONTIER?THE NEXT SEO FRONTIER? via: Kerry Dean, SMX Advanced June 2014
  • 22. Google Now Sending Searches to Apps “we’re expanding it to work for English content worldwide. And we’re including 24 more apps… THE NEXT SEO FRONTIER?THE NEXT SEO FRONTIER? via: Kerry Dean, SMX Advanced June 2014 – Google Search Blog Apr. 3, 2014
  • 23. PREDICTIVE SEARCH GROWING Read: Google Now – When Google Searches Before You Think To
  • 24. MICROSOFT HAS IT, TOO Read: Cortana, Microsoft’s Predictive Search Challenger To Google Now & Siri
  • 25. THE WEARABLE SEARCH  Notifications on your phone  On your wrist  And even in your eyes…
  • 26. WHERE WEARABLES MAY GO  People may not flock to Glass but nearly half like idea of smartwatches  “Agents” like Google Now & Cortana getting smarter at predicting our search needs  Stay tuned; location “gating” likely key in future
  • 27. TAKEAWAYS / Q&A  Quality content rules, so invest for the long-term  Build an audience, not links  Search is shifting from keywords to concepts; be that concept, that entity, esp. through structured data  Surviving shift to direct answers means being the essential answer; can Google live without you?  Search will continue to get personalized, social likely a key factor, so be social  Are you thinking about the mobile visitor with your landing pages?  Predictive search, wearables mean new opportunities
  • 28. BIGGEST SEARCH STORY OF THE YEAR SO FAR? BIGGEST SEARCH STORY OF THE YEAR SO FAR?