Evolution of SEO - Mozcation Lima


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

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Evolution of SEO - Mozcation Lima

  1. The Evolution of SEO Opportunities<br />Download at http://bit.ly/mozlima<br />Rand Fishkin, CEO & Co-founder, SEOmoz | September 2011<br />
  2. makes SOFTWARE!!<br />We don’t offer any consulting.<br />
  3. Search + Social on the Web<br />
  4. Search<br />Currently, there are more than 3 billion searches/day on Google<br />Data via Google’s occasional public statements and some inference (for 2006 + 2009)<br />
  5. Social<br />Social is rising fast, but search is solidly in the lead.<br />Via http://searchengineland.com/top-internet-activities-search-email-once-again-88964<br />
  6. Evolution of Google’s Results<br />
  7. Google SERPs 1997-2007<br />
  8. Google SERPs Today<br />
  9. Google SERPs Today<br />
  10. New & Exciting Opportunitiesin the Search Results<br />
  11. Local/Maps Results<br />
  12. Videos<br />
  13. Social Annotations in the SERPs<br />
  14. Local/Maps Results<br />
  15. A Completely Different Algorithm<br />Different metrics and best practices to get in the local “pack” results vs. standard organic rankings<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />
  16. Business Registration Required<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.google.com/local/add/promowill get you to Google’s Places addition page<br />
  17. Consistency of Citations is Critical<br />The listings (name + address text) across different websites are interpreted by Google as local “citations” <br />The citations in local results are like links in the classic rankings – they help Places listings to rank higher.<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />
  18. To Discover Places for Listings, Try Searching in Different Ways<br />Find sites that list multiple businesses of your type<br />See where Google sources photos from on other Places pages<br />Luckily, there are ways to work around this: http://www.seomoz.org/blog/how-to-research-local-citations-after-google-removed-them-from-places<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />
  19. For Reviews, Quantity > Quality<br />For full details, check out http://www.davidmihm.com/local-search-ranking-factors.shtml - the industry’s best resource on the topic.<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />
  20. Video XML Sitemaps &Video Results<br />
  21. The “Long Tail” of Video Sites<br />Long tail of video sites get 50% of all online video traffic/views!<br />http://techcrunch.com/2010/02/08/long-tail-video-half-viewing-minutes/<br />
  22. Google’s Video Results Get High CTR<br />We’ve seen rankings on a video result in position #3+ produce more clicks than the #1 result in some cases.<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />
  23. Any Page with an Embedded Video Can Rank<br />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.<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />
  24. You Don’t Need to Use YouTube<br />None of these come from YouTube, but from independent, non-video specific sites where a video has been embedded.<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />
  25. Video XML Sitemaps are Key<br />Google provides good information on how to do this here: http://www.google.com/support/webmasters/bin/answer.py?answer=80472<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />
  26. Wistia is My Favorite Video Host<br />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.<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />
  27. Social Annotations & Social Ranking Boosts in the SERPs<br />
  28. Rel=Author<br />I’m guessing this gives a substantially higher click-through rate, too.<br />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/<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />
  29. 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.<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />
  30. Social Annotations from Your Network in “Regular” Search Results<br />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.<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />
  31. Grow Your Social Network to Reach Searchers<br />Geraldine’s blog is awesome, but it would never rank on page #1 for this query without the power of the social connection.<br />Check out http://www.slideshare.net/randfish/merging-of-search-social-wappow for more on how search engines and social media are mixing together.<br />
  32. The social connections appear to influence rank ordering.<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />These annotations undoubtedly increase CTR, particularly if the source is trusted.<br />
  33. 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!<br />When Google starts using latent (rather than active) network connections, social becomes even more powerful.<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />
  34. Google Has Deep Social Network Spidering<br />Notice that Google crawls through one network to discover connections 2-3 “hops” away on another.<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />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<br />
  35. Google+ is Becoming Google’s Primary Social Connector in Search Results<br />This, sadly, means that, at least for now, mentioning someone on Plus won’t get their attention the way it can on Twitter<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />
  36. +1s in Non-Personalized SERPs, Too<br />Hello Social Proof!<br />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<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />
  37. There are a Lot of Social Networks at Scale<br />Users:<br />25mm<br />750mm<br />200mm<br />120mm<br />10mm<br />Users:<br />14mm<br />Millions<br />14mm<br />6.5mm<br />
  38. Search is Bigger than Classic SEO<br />(and the responsibilities of SEOs have been upgraded)<br />
  39. Q+A<br />Download at http://bit.ly/mozlima<br />You can now try SEOmoz PRO Free!<br />http://www.seomoz.org/freetrial<br />Rand on the Web<br /><ul><li> Twitter: @randfish
  40. Blog: www.seomoz.org/blog
  41. Email: rand@seomoz.org</li>