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New Opportunities in SEO: Barcelona

New Opportunities in SEO: Barcelona



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

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



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    New Opportunities in SEO: Barcelona New Opportunities in SEO: Barcelona Presentation Transcript

    • 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 occasional public statements and some inference (for 2006 + 2009)
    • Social Social is rising fast, butsearch 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 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 Text Probably Won’t Help http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    • A Completely Different Algorithm Higher CTR Here Lower CTR Here
    • Eye-Tracking Shows Location Matters Everyone’s Eyes Went Here Via http://www.seomoz.org/blog/eyetracking-google-serps
    • 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
    • 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.
    • 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
    • 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
    • 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.
    • 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 Sometimes, #3 can get more clicks than #1! http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    • 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.
    • 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.
    • 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
    • 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.
    • 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-http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html author-infographic-how-to-implement/
    • 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.
    • 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.
    • 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.htmlThese 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 http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlbecomes 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 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
    • 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
    • +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
    • There are a Lot of Social Networks at ScaleUsers: 25mm 750mm 200mm 120mm 10mmUsers: 14mm Millions 14mm 6.5mm
    • 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 
    • 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.”
    • 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 http://www.seomoz.org/freetrial• Twitter: @randfish• Blog: www.seomoz.org/blog• Email: rand@seomoz.org