New Opportunities in SEO: Barcelona
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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 Presentation Transcript

  • 1. Emerging SEO Opportunities Download at 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 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:/
  • 17. A Completely Different Algorithm Higher CTR Here Lower CTR Here
  • 18. Eye-Tracking Shows Location Matters Everyone’s Eyes Went Here Via
  • 19. Business Registration Required http:/ 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:/ 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:/ 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:/ 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:/ 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!
  • 26. Google’s Video Results Get High CTR Sometimes, #3 can get more clicks than #1! http:/
  • 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:/ 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:/ a video has been embedded.
  • 29. Video XML Sitemaps are KeyGoogle provides good information on how to do this here: http:/
  • 30. Wistia is My Favorite Video Host will let you point the embed of the video back to your own http:/, 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: and this one’s good too: author-infographic-how-to-implement/
  • 33. These are results from Google’s “social” search tool (using the parameter in the lower http:/ 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:/ great as 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 for more on how search engines and social media are mixing together.
  • 36. The social connections appear to influence rank ordering. http:/ 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:/ 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 and http:/ see your socially connected data via
  • 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:/ 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:/
  • 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:/ 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:/ #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 You can now try SEOmoz PRO Free! Rand on the Web• Twitter: @randfish• Blog:• Email: