Evolution of SEO - Mozcation Lima

The Evolution of SEO Opportunities
Download at http://bit.ly/mozlima
Rand Fishkin, CEO & Co-founder, SEOmoz | September 2011

makes SOFTWARE!!
We don’t offer any consulting.

Search + Social on the Web

Search
Currently, there are more than 3 billion searches/day on Google
Data via Google’s occasional public statements and some inference (for 2006 + 2009)

Social
Social is rising fast, but search is solidly in the lead.
Via http://searchengineland.com/top-internet-activities-search-email-once-again-88964

Evolution of Google’s Results

Google SERPs 1997-2007

Google SERPs Today

New & Exciting Opportunitiesin the Search Results

Local/Maps Results

Videos

Social Annotations in the SERPs

Local/Maps Results

A Completely Different Algorithm
Different metrics and best practices to get in the local “pack” results vs. standard organic rankings
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html

Business Registration Required
http://www.google.com/local/add/promowill get you to Google’s Places addition page

Consistency of Citations is Critical
The listings (name + address text) across different websites are interpreted by Google as local “citations”
The citations in local results are like links in the classic rankings – they help Places listings to rank higher.

To Discover Places for Listings, Try Searching in Different Ways
Find sites that list multiple businesses of your type
See where Google sources photos from on other Places pages
Luckily, there are ways to work around this: http://www.seomoz.org/blog/how-to-research-local-citations-after-google-removed-them-from-places

For Reviews, Quantity > Quality
For full details, check out http://www.davidmihm.com/local-search-ranking-factors.shtml - the industry’s best resource on the topic.

Video XML Sitemaps &Video Results

The “Long Tail” of Video Sites
Long tail of video sites get 50% of all online video traffic/views!
http://techcrunch.com/2010/02/08/long-tail-video-half-viewing-minutes/

Google’s Video Results Get High CTR
We’ve seen rankings on a video result in position #3+ produce more clicks than the #1 result in some cases.

Any Page with an Embedded Video Can Rank
The video doesn’t need to be self-hosted, either. It’s fine to simply have a video on the page (even a YouTube embed) and still get the video snippet.

You Don’t Need to Use YouTube
None of these come from YouTube, but from independent, non-video specific sites where a video has been embedded.

Video XML Sitemaps are Key
Google provides good information on how to do this here: http://www.google.com/support/webmasters/bin/answer.py?answer=80472

Wistia is My Favorite Video Host
http://www.wistia.com will let you point the embed of the video back to your own page, creates video XML sitemaps for you and provides awesome statistics.

Social Annotations & Social Ranking Boosts in the SERPs

Rel=Author
I’m guessing this gives a substantially higher click-through rate, too.
Yoast has a great piece for those using Wordpress here: http://yoast.com/wordpress-rel-author-rel-me/ and this one’s good too: http://anthonyvbrunetti.com/marketing/google-rel-author-infographic-how-to-implement/

These are results from Google’s “social” search tool (using the parameter in the lower left-hand corner in red). You must be logged into a Google+ enabled account to get this.

Social Annotations from Your Network in “Regular” Search Results
As great as http://www.everywhereist.com is, it doesn’t rank page one for this query unless I’m logged in and following Geraldine on Twitter.

Grow Your Social Network to Reach Searchers
Geraldine’s blog is awesome, but it would never rank on page #1 for this query without the power of the social connection.
Check out http://www.slideshare.net/randfish/merging-of-search-social-wappow for more on how search engines and social media are mixing together.

The social connections appear to influence rank ordering.
These annotations undoubtedly increase CTR, particularly if the source is trusted.

Hang on a tic... How did they know I’m connected to Kalena on Facebook?! I haven’t yet added Facebook to my Google account!
When Google starts using latent (rather than active) network connections, social becomes even more powerful.

Google Has Deep Social Network Spidering
Notice that Google crawls through one network to discover connections 2-3 “hops” away on another.
Read more here http://www.seomoz.org/blog/social-annotations-in-search-now-your-social-network-rankings and see your socially connected data via http://www.google.com/s2/search/social?hl=en#socialcontent

Google+ is Becoming Google’s Primary Social Connector in Search Results
This, sadly, means that, at least for now, mentioning someone on Plus won’t get their attention the way it can on Twitter

+1s in Non-Personalized SERPs, Too
Hello Social Proof!
These +1 counts only seem to show when a page has 500 or more +1s. More - http://searchengineland.com/confirmed-google-showing-1-counts-to-logged-out-users-82800

There are a Lot of Social Networks at Scale
Users:
25mm
750mm
200mm
120mm
10mm
Users:
14mm
Millions
14mm
6.5mm

Search is Bigger than Classic SEO
(and the responsibilities of SEOs have been upgraded)

Q+A
Download at http://bit.ly/mozlima
You can now try SEOmoz PRO Free!
http://www.seomoz.org/freetrial
Rand on the Web
Twitter: @randfish
Blog: www.seomoz.org/blog
Email: rand@seomoz.org

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Evolution of SEO - Mozcation Lima

by Rand Fishkin on Sep 22, 2011

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