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 Presentation Transcript

  • 1. The Evolution of SEO Opportunities
    Download at http://bit.ly/mozlima
    Rand Fishkin, CEO & Co-founder, SEOmoz | September 2011
  • 2. makes SOFTWARE!!
    We don’t offer any consulting.
  • 3. Search + Social on the Web
  • 4. 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)
  • 5. Social
    Social is rising fast, but search is solidly in the lead.
    Via http://searchengineland.com/top-internet-activities-search-email-once-again-88964
  • 6. Evolution of Google’s Results
  • 7. Google SERPs 1997-2007
  • 8. Google SERPs Today
  • 9. Google SERPs Today
  • 10.
  • 11. New & Exciting Opportunitiesin the Search Results
  • 12. Local/Maps Results
  • 13. Videos
  • 14. Social Annotations in the SERPs
  • 15. Local/Maps Results
  • 16. 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
  • 17. 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
  • 18. 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
  • 19. 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
  • 20. 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
  • 21. Video XML Sitemaps &Video Results
  • 22. 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/
  • 23. 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
  • 24. 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
  • 25. 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
  • 26. 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
  • 27. 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
  • 28. Social Annotations & Social Ranking Boosts in the SERPs
  • 29. 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
  • 30. 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
  • 31. 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
  • 32. 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.
  • 33. 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.
  • 34. 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
  • 35. 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
  • 36. 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
  • 37. +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
  • 38. There are a Lot of Social Networks at Scale
    Users:
    25mm
    750mm
    200mm
    120mm
    10mm
    Users:
    14mm
    Millions
    14mm
    6.5mm
  • 39. Search is Bigger than Classic SEO
    (and the responsibilities of SEOs have been upgraded)
  • 40. 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
    • 41. Blog: www.seomoz.org/blog
    • 42. Email: rand@seomoz.org