Emerging SEO Opportunities Download at http://bit.ly/mozbarcelona  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 GoogleData via Google’s o...
Social  Social is rising fast, butsearch is solidly in the lead.       Via http://searchengineland.com/top-internet-activi...
Evolution of Google’s Results
Google SERPs 1997-2007
Google SERPs Today
Google SERPs Today
New & Exciting Opportunities   in the Search Results
Local/Maps Results
Videos
Social Annotations in the SERPs
How Can SEOs Take Advantage of   This Evolution in Search?
Local/Maps Results
A Completely Different Algorithm                                              Classic Links + Anchor                      ...
A Completely Different Algorithm                      Higher CTR Here                       Lower CTR Here
Eye-Tracking Shows Location Matters                                Everyone’s Eyes                                  Went H...
Business Registration Required   http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.google...
Consistency of Citations is CriticalThe listings (name + address   text) across differentwebsites are interpreted by Googl...
Discovering Listing Sources for Places:                                            Grab 2 or more of these results        ...
Discovering Listing Sources for Places:                                                    These websites are likely      ...
For Reviews, Quantity > Quality                                                          Number of reviews                ...
Video XML Sitemaps &   Video Results
The “Long Tail” of Video Sites                                                          Long tail of video                ...
Google’s Video Results Get High CTR                                                Sometimes, #3 can get                  ...
Any Page with an Embedded Video Can Rank                                                                     Self Hosted  ...
Don’t Use YouTubeNone of these come from YouTube, but from independent, non-video specific sites  http:/googleblog.blogspo...
Video XML Sitemaps are KeyGoogle provides good information on how to do this here:  http:/googleblog.blogspot.com/2010/06/...
Wistia is My Favorite Video Hosthttp://www.wistia.com will let you point the embed of the video back to your own   http:/g...
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 grea...
These are results from Google’s “social” search tool (using the parameter in the lower   http:/googleblog.blogspot.com/201...
Social Annotations from Your Network     in “Regular” Search Results   As http:/googleblog.blogspot.com/2010/06/our-new-se...
Grow Your Social Network to Reach Searchers                                                                    Geraldine’s...
The social connections   appear to influence      rank ordering.  http:/googleblog.blogspot.com/2010/06/our-new-search-ind...
Hang on a tic... How did they                                                       know I’m connected to                 ...
Google Has Deep Social Network Spidering                                                                             Notic...
Google+ is Becoming Google’s Primary Social       Connector in Search Results    This, sadly, means that, at least for now...
+1s in Non-Personalized SERPs, Too                                                         Hello Social Proof!  These +1 c...
There are a Lot of Social Networks at ScaleUsers:   25mm   750mm       200mm   120mm      10mmUsers:   14mm    Millions   ...
Social May Not Help DirectlyWe drove more than 300 tweets to the URL http://www.xconomy.com/san-   http:/googleblog.blogsp...
But it Brings in Lots of Links +Visibility if You Grow Your Network That’s literally the only promotion I did for the blog...
Search is Bigger than Classic SEO (and the responsibilities of SEOs have been upgraded)
Q+ADownload at http://bit.ly/mozbarcelona                              You can now try SEOmoz PRO Free! Rand on the Web   ...
New Opportunities in SEO: Barcelona
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New Opportunities in SEO: Barcelona

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Mozcation Barcelona presentation from Rand on the evolution of SEO and emerging opportunities.

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New Opportunities in SEO: Barcelona

  1. Emerging SEO Opportunities Download at http://bit.ly/mozbarcelona 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 GoogleData via Google’s occasional public statements and some inference (for 2006 + 2009)
  5. Social Social is rising fast, butsearch 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. New & Exciting Opportunities in the Search Results
  11. Local/Maps Results
  12. Videos
  13. Social Annotations in the SERPs
  14. How Can SEOs Take Advantage of This Evolution in Search?
  15. Local/Maps Results
  16. A Completely Different Algorithm Classic Links + Anchor Text Probably Won’t Help http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
  17. A Completely Different Algorithm Higher CTR Here Lower CTR Here
  18. Eye-Tracking Shows Location Matters Everyone’s Eyes Went Here Via http://www.seomoz.org/blog/eyetracking-google-serps
  19. Business Registration Required http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.google.com/local/add/businessCenter?hl=es will get you added
  20. Consistency of Citations is CriticalThe listings (name + address text) across differentwebsites are interpreted by Google as local “citations” The citations in local results are like links in the classic rankings – they help Places http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html listings to rank higher.
  21. Discovering Listing Sources for Places: Grab 2 or more of these results and search for them together. More good ways to do this: http://www.seomoz.org/blog/how-to-research-local-citations- http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html after-google-removed-them-from-places
  22. Discovering Listing Sources for Places: These websites are likely listing sources because they show 2+ of the top results. More good ways to do this: http://www.seomoz.org/blog/how-to-research-local-citations- http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html after-google-removed-them-from-places
  23. For Reviews, Quantity > Quality Number of reviews usually helps rankings more than star rating!For full details, check out http://www.davidmihm.com/local-search-ranking-factors.shtml - http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlthe industry’s best resource on the topic.
  24. Video XML Sitemaps & Video Results
  25. 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/
  26. Google’s Video Results Get High CTR Sometimes, #3 can get more clicks than #1! http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
  27. Any Page with an Embedded Video Can Rank Self Hosted YouTube Hosted Embed from TED! The video doesn’t need to be self-hosted, either. It’s fine to simply have a video on the http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html page (except YouTube) and still get the video snippet.
  28. Don’t Use YouTubeNone of these come from YouTube, but from independent, non-video specific sites http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlwhere a video has been embedded.
  29. Video XML Sitemaps are KeyGoogle provides good information on how to do this here: http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.google.com/support/webmasters/bin/answer.py?answer=80472
  30. Wistia is My Favorite Video Hosthttp://www.wistia.com will let you point the embed of the video back to your own http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlpage, creates video XML sitemaps for you and provides awesome statistics.
  31. Social Annotations & Social Ranking Boosts in the SERPs
  32. 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-http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html author-infographic-how-to-implement/
  33. These are results from Google’s “social” search tool (using the parameter in the lower http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlleft-hand corner in red). You must be logged into a Google+ enabled account to get this.
  34. Social Annotations from Your Network in “Regular” Search Results As http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html 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.
  35. 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.
  36. The social connections appear to influence rank ordering. http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlThese annotations undoubtedly increase CTR, particularly if the source is trusted.
  37. 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 http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlbecomes even more powerful.
  38. 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 http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html see your socially connected data via http://www.google.com/s2/search/social?hl=en#socialcontent
  39. 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 http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html attention the way it can on Twitter
  40. +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:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html http://searchengineland.com/confirmed-google-showing-1-counts-to-logged-out-users-82800
  41. There are a Lot of Social Networks at ScaleUsers: 25mm 750mm 200mm 120mm 10mmUsers: 14mm Millions 14mm 6.5mm
  42. Social May Not Help DirectlyWe drove more than 300 tweets to the URL http://www.xconomy.com/san- http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlfrancisco/2011/05/17/hunting-hippos-optimizelys-testing-tools-bring-data-driven-web-design-to-the-masses/ but the rankings actually went down 
  43. But it Brings in Lots of Links +Visibility if You Grow Your Network That’s literally the only promotion I did for the blog post, and 2 months later, it ranks http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html #2 for the highly competitive phrase “VC funding.”
  44. Search is Bigger than Classic SEO (and the responsibilities of SEOs have been upgraded)
  45. Q+ADownload at http://bit.ly/mozbarcelona You can now try SEOmoz PRO Free! Rand on the Web http://www.seomoz.org/freetrial• Twitter: @randfish• Blog: www.seomoz.org/blog• Email: rand@seomoz.org

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