The Evolution of SEO Opportunity
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The Evolution of SEO Opportunity Presentation Transcript

  • 1. The Evolution of SEO OpportunityHow changes in search engines and the growth/merging of inbound marketing have given rise to a host of new channels and tactics for search marketers.
    Download at http://bit.ly/seoevolution
    Rand Fishkin, CEO & Co-founder, SEOmoz | August 2011
  • 2. makes SOFTWARE!!
    We don’t offer any consulting.
  • 3. Search is Still Big (and Growing)
  • 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 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. Tomorrow?
  • 10. New & Exciting Opportunitiesin the Search Results
  • 11. Local/Maps Results
  • 12. Images
  • 13. Videos
  • 14. Rich Snippets
  • 15. Social Annotations in the SERPs
  • 16.
  • 17. Local/Maps Results
  • 18. 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
  • 19. 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
  • 20. Consistency of Citations is Critical
    These results exclude pages that contain the correct address (and may need fixing)
    Results from Google’s “My Social Circle.” To see results like this, just add “&tbs=frim:1” to the end of any Google query.
    http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
  • 21. Citation Discovery Just Got Harder
    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
  • 22. 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
  • 23. Video XML Sitemaps &Video Results
  • 24. 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/
  • 25. 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
  • 26. 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
  • 27. 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
  • 28. 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
  • 29. 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
  • 30. Rich Snippets & Schemas
  • 31. Star Ratings
    There is a Wordpress plugin that can help enable this, or you can custom build and submit to Google. http://code.google.com/p/gd-star-rating/
    http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
  • 32. Meta Data
    LinkedIn’s use of rich snippet data means an extra line and a greater ability to see if that’s the result I want right from the SERP.
    http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    This data can be applied to recipes, people, products, movies, music and more.
  • 33. Image/Video Snippets / Schemas
    Between http://www.google.com/support/webmasters/bin/answer.py?answer=99170 and http://www.schema.org/docs/schemas.html, the engines support a wide variety of annotations
    http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
  • 34. 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
  • 35. Social Annotations & Social Ranking Boosts in the SERPs
  • 36. 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
  • 37. 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
  • 38. 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.
  • 39. 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.
  • 40. 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
  • 41. 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
  • 42. There are a Lot of Social Networks at Scale
    Users:
    10mm
    750mm
    200mm
    120mm
    10mm
    Users:
    14mm
    Millions
    14mm
    6.5mm
  • 43. Google+
    A New Front in the Search & Social Mix
  • 44. +1s in the SERPs
    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
  • 45. 9,737 followers on Google+. 1,708 followers on Facebook.
    You can see more about the Google+ product via their demo here - http://www.google.com/intl/en/+/demo/
    http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
  • 46. Google+ Still Has a Lot to Learn About Social
    Facebook URL
    Facebook.com/Rand.Fishkin
    Twitter URL
    Twitter.com/randfish
    Google+ URL
    plus.google.com/u/1/111294201325870406922
    http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    Google themselves recommend usable, descriptive URLs, but fails on +
  • 47. Sharing on Google+ is a Bit Different
    Via http://crosscutcommunications.com/wp-content/uploads/2011/07/Extendedcircles-2-1024x625.jpg
    http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
  • 48. Mentions are Useful, but a Bit Hidden
    Go to “Notifications” then use the menu to select “Mentions”
    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
  • 49. 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
  • 50. Search is Bigger than Classic SEO
    (and the responsibilities of SEOs have been upgraded)
  • 51. Q+A
    Download at http://bit.ly/seoevolution
    You can now try SEOmoz PRO Free!
    http://www.seomoz.org/freetrial
    Rand on the Web
    • Twitter: @randfish
    • 52. Blog: www.seomoz.org/blog
    • 53. Email: rand@seomoz.org