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Evolution of SEO - Mozcation Lima
 

Evolution of SEO - Mozcation Lima

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Rand Fishkin's presentation from Mozcation Lima, Peru; September 2011

Rand Fishkin's presentation from Mozcation Lima, Peru; September 2011

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    Evolution of SEO - Mozcation Lima Evolution of SEO - Mozcation Lima Presentation Transcript

    • 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
    • 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:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      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.
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    • 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
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    • 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.
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    • 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.
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    • 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.
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    • 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.
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    • 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
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    • 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.
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    • 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/
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    • 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.
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    • 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.
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    • 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.
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      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.
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    • Google Has Deep Social Network Spidering
      Notice that Google crawls through one network to discover connections 2-3 “hops” away on another.
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      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
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    • +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
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    • 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