The Evolution of SEO Opportunity

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

makes SOFTWARE!!
We don’t offer any consulting.

Search is Still Big (and Growing)

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)

Social is rising fast, but search 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

Tomorrow?

New & Exciting Opportunitiesin the Search Results

Local/Maps Results

Images

Videos

Rich Snippets

Social Annotations in the SERPs

Local/Maps Results

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

Business Registration Required
http://www.google.com/local/add/promowill get you to Google’s Places addition page

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.

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

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.

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
We’ve seen rankings on a video result in position #3+ produce more clicks than the #1 result in some cases.

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.

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.

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

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.

Rich Snippets & Schemas

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/

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.
This data can be applied to recipes, people, products, movies, music and more.

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

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/

Social Annotations & Social Ranking Boosts in the SERPs

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.

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.

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.
These 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 becomes 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 see your socially connected data via http://www.google.com/s2/search/social?hl=en#socialcontent

There are a Lot of Social Networks at Scale
Users:
10mm
750mm
200mm
120mm
10mm
Users:
14mm
Millions
14mm
6.5mm

Google+
A New Front in the Search & Social Mix

+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

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/

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
Google themselves recommend usable, descriptive URLs, but fails on +

Sharing on Google+ is a Bit Different
Via http://crosscutcommunications.com/wp-content/uploads/2011/07/Extendedcircles-2-1024x625.jpg

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

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

Search is Bigger than Classic SEO
(and the responsibilities of SEOs have been upgraded)

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
Blog: www.seomoz.org/blog
Email: rand@seomoz.org

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The Evolution of SEO Opportunity

by Rand Fishkin

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