How conversations became the new links

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Presentation about how things are changing on the web. Old line traffic drivers like E-Mail, PPC and Social Media are losing their effectiveness because of the growing trend towards personalization which creates a "filter bubble".

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  • 1998 – You’ve Got Mail movie
  • How conversations became the new links

    1. 1. How Conversations Became The New Links Phil Buckley @1918www.curagami.com
    2. 2. Phil Buckley @1918www.curagami.com In 1997, the google.com domain was registered
    3. 3. Phil Buckley @1918www.curagami.com Lots of stuff happened between then and now. Google Toolbar — December 2000 1st Documented Update — September 2002 Boston — February 2003 Cassandra — April 2003 Dominic — May 2003 Fritz — July 2003 Supplemental Index — September 2003 Florida — November 2003 Austin — January 2004 Brandy — February 2004 Nofollow — January 2005 Allegra — February 2005 Bourbon — May 2005 XML Sitemaps — June 2005 Personalized Search — June 2005 Gilligan — September 2005 Google Local/Maps — October 2005 Jagger — October 2005 Big Daddy — December 2005 Supplemental Update — November 2006 Universal Search — May 2007 Buffy — June 2007 Dewey — April 2008 Google Suggest — August 2008 Vince — February 2009 Rel-canonical Tag — February 2009 Caffeine (Preview) — August 2009 Real-time Search — December 2009 Google Places — April 2010 May Day — May 2010 Caffeine (Rollout) — June 2010 Brand Update — August 2010 Google Instant — September 2010 Instant Previews — November 2010 Negative Reviews — December 2010 Social Signals — December 2010 Overstock.com Penalty — January 2011 Attribution Update — January 28, 2011 Panda/Farmer — February 23, 2011 The +1 Button — March 30, 2011 Schema.org — June 2, 2011 Google+ — June 28, 2011 Expanded Sitelinks — August 16, 2011 Pagination Elements — September 15, 2011 Query Encryption — October 18, 2011 Freshness Update — November 3, 2011 Search + Your World — January 10, 2012 Ads Above The Fold — January 19, 2012 Venice — February 27, 2012 Knowledge Graph — May 16, 2012 Link Warnings — July 19, 2012 DMCA Penalty — August 10, 2012 7-Result SERPs — August 14, 2012 Exact-Match Domain (EMD) Update — September 27, 2012 Domain Crowding — May 21, 2013 "Payday Loan" Update — June 11, 2013 Knowledge Graph Expansion — July 19, 2013 In-depth Articles — August 6, 2013 Hummingbird — August 20, 2013 Authorship Shake-up — December 19, 2013
    4. 4. Phil Buckley @1918www.curagami.com We’ve been through a few years of SEO tsunamis: Caffeine, Penguin, Panda, Hummingbird and Authorship
    5. 5. Phil Buckley @1918www.curagami.com Matt Cutts #winning
    6. 6. Phil Buckley @1918www.curagami.com
    7. 7. Phil Buckley @1918www.curagami.com
    8. 8. Phil Buckley @1918www.curagami.com Make pages primarily for users, not for search engines. Avoid tricks intended to improve search engine rankings. A good rule of thumb is to ask, "Does this help my users? Would I do this if search engines didn't exist?" Think about what makes your website unique, valuable, or engaging. Make your website stand out from others in your field. "Does this help my users? Would I do this if search engines didn't exist?"
    9. 9. Phil Buckley @1918www.curagami.com
    10. 10. Phil Buckley @1918www.curagami.com E-Mail
    11. 11. Phil Buckley @1918www.curagami.com Kathleen Kelly: [in an email to Joe Fox] The odd thing about this form of communication is that you're more likely to talk about nothing than something.
    12. 12. Phil Buckley @1918www.curagami.com Too Much Nothing
    13. 13. Phil Buckley @1918www.curagami.com
    14. 14. Phil Buckley @1918www.curagami.com PPC
    15. 15. Phil Buckley @1918www.curagami.com $50,000,000,000
    16. 16. Phil Buckley @1918www.curagami.com #winning
    17. 17. Phil Buckley @1918www.curagami.com #struggling
    18. 18. Phil Buckley @1918www.curagami.com Social Media
    19. 19. Phil Buckley @1918www.curagami.com Social at Scale
    20. 20. You can not dominate everything Phil Buckley @1918www.curagami.com
    21. 21. Phil Buckley @1918www.curagami.com The Traditional Sales Funnel is DEAD
    22. 22. Phil Buckley @1918www.curagami.com Personalization and The Filter Bubble
    23. 23. Phil Buckley @1918www.curagami.com How can Whirlpool ever get your attention?
    24. 24. Phil Buckley @1918www.curagami.com This is what Facebook thinks I need to see
    25. 25. Phil Buckley @1918www.curagami.com
    26. 26. Phil Buckley @1918www.curagami.com Friends of Friends What if you knew your customers as well as you know your best friends?
    27. 27. Phil Buckley @1918www.curagami.com
    28. 28. Phil Buckley @1918www.curagami.com I already own this So maybe I’ll like this
    29. 29. Phil Buckley @1918www.curagami.com Exposure
    30. 30. Phil Buckley @1918www.curagami.com This is how we find new things
    31. 31. Phil Buckley @1918www.curagami.com This is how we find new things
    32. 32. Phil Buckley @1918www.curagami.com We support what we love
    33. 33. Phil Buckley @1918www.curagami.com What brand of car does this guy drive?
    34. 34. Phil Buckley @1918www.curagami.com What brand of shoes does this guy wear?
    35. 35. Phil Buckley @1918www.curagami.com What awesome startup does this woman love? hint
    36. 36. Phil Buckley @1918www.curagami.com It’s a tapestry
    37. 37. Phil Buckley @1918www.curagami.com I don't want the most- linked-to site in my niche; I want to be the site that's synonymous with my niche. Rand Fishkin 2009
    38. 38. Phil Buckley @1918www.curagami.com 1-9-90 Rule Finding your 1%
    39. 39. Phil Buckley @1918www.curagami.com LISTEN
    40. 40. Phil Buckley @1918www.curagami.com LOVE
    41. 41. Phil Buckley @1918www.curagami.com TEACH
    42. 42. Phil Buckley @1918www.curagami.com SERVE
    43. 43. Phil Buckley @1918www.curagami.com Tools to help
    44. 44. Phil Buckley @1918www.curagami.com Thank You Phil Buckley Curagami Co-founder Search Nerd Recovering web developer Life-long Red Sox fan

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