The Evolution of SEO Opportunity


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The Evolution of SEO Opportunity

  1. 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.<br />Download at<br />Rand Fishkin, CEO & Co-founder, SEOmoz | August 2011<br />
  2. 2. makes SOFTWARE!!<br />We don’t offer any consulting.<br />
  3. 3. Search is Still Big (and Growing)<br />
  4. 4. Search<br />Currently, there are more than 3 billion searches/day on Google<br />Data via Google’s occasional public statements and some inference (for 2006 + 2009)<br />
  5. 5. Social is rising fast, but search is solidly in the lead.<br />Via<br />
  6. 6. Evolution of Google’s Results<br />
  7. 7. Google SERPs 1997-2007<br />
  8. 8. Google SERPs Today<br />
  9. 9. Tomorrow?<br />
  10. 10. New & Exciting Opportunitiesin the Search Results<br />
  11. 11. Local/Maps Results<br />
  12. 12. Images<br />
  13. 13. Videos<br />
  14. 14. Rich Snippets<br />
  15. 15. Social Annotations in the SERPs<br />
  16. 16.
  17. 17. Local/Maps Results<br />
  18. 18. A Completely Different Algorithm<br />Different metrics and best practices to get in the local “pack” results vs. standard organic rankings<br />http:/<br />
  19. 19. Business Registration Required<br />http:/<br /> get you to Google’s Places addition page<br />
  20. 20. Consistency of Citations is Critical<br />These results exclude pages that contain the correct address (and may need fixing)<br />Results from Google’s “My Social Circle.” To see results like this, just add “&tbs=frim:1” to the end of any Google query.<br />http:/<br />
  21. 21. Citation Discovery Just Got Harder<br />Luckily, there are ways to work around this:<br />http:/<br />
  22. 22. For Reviews, Quantity > Quality<br />For full details, check out - the industry’s best resource on the topic.<br />http:/<br />
  23. 23. Video XML Sitemaps &Video Results<br />
  24. 24. The “Long Tail” of Video Sites<br />Long tail of video sites get 50% of all online video traffic/views!<br /><br />
  25. 25. Google’s Video Results Get High CTR<br />We’ve seen rankings on a video result in position #3+ produce more clicks than the #1 result in some cases.<br />http:/<br />
  26. 26. Any Page with an Embedded Video Can Rank<br />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.<br />http:/<br />
  27. 27. You Don’t Need to Use YouTube<br />None of these come from YouTube, but from independent, non-video specific sites where a video has been embedded.<br />http:/<br />
  28. 28. Video XML Sitemaps are Key<br />Google provides good information on how to do this here:<br />http:/<br />
  29. 29. Wistia is My Favorite Video Host<br /> will let you point the embed of the video back to your own page, creates video XML sitemaps for you and provides awesome statistics.<br />http:/<br />
  30. 30. Rich Snippets & Schemas<br />
  31. 31. Star Ratings<br />There is a Wordpress plugin that can help enable this, or you can custom build and submit to Google.<br />http:/<br />
  32. 32. Meta Data<br />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.<br />http:/<br />This data can be applied to recipes, people, products, movies, music and more.<br />
  33. 33. Image/Video Snippets / Schemas<br />Between and, the engines support a wide variety of annotations<br />http:/<br />
  34. 34. Rel=Author<br />I’m guessing this gives a substantially higher click-through rate, too.<br />Yoast has a great piece for those using Wordpress here: and this one’s good too:<br />http:/<br />
  35. 35. Social Annotations & Social Ranking Boosts in the SERPs<br />
  36. 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.<br />http:/<br />
  37. 37. Social Annotations from Your Network in “Regular” Search Results<br />As great as is, it doesn’t rank page one for this query unless I’m logged in and following Geraldine on Twitter.<br />http:/<br />
  38. 38. Grow Your Social Network to Reach Searchers<br />Geraldine’s blog is awesome, but it would never rank on page #1 for this query without the power of the social connection.<br />Check out for more on how search engines and social media are mixing together.<br />
  39. 39. The social connections appear to influence rank ordering.<br />http:/<br />These annotations undoubtedly increase CTR, particularly if the source is trusted.<br />
  40. 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!<br />When Google starts using latent (rather than active) network connections, social becomes even more powerful.<br />http:/<br />
  41. 41. Google Has Deep Social Network Spidering<br />Notice that Google crawls through one network to discover connections 2-3 “hops” away on another.<br />http:/<br />Read more here and see your socially connected data via<br />
  42. 42. There are a Lot of Social Networks at Scale<br />Users:<br />10mm<br />750mm<br />200mm<br />120mm<br />10mm<br />Users:<br />14mm<br />Millions<br />14mm<br />6.5mm<br />
  43. 43. Google+<br />A New Front in the Search & Social Mix<br />
  44. 44. +1s in the SERPs<br />Hello Social Proof!<br />These +1 counts only seem to show when a page has 500 or more +1s. More -<br />http:/<br />
  45. 45. 9,737 followers on Google+. 1,708 followers on Facebook.<br />You can see more about the Google+ product via their demo here -<br />http:/<br />
  46. 46. Google+ Still Has a Lot to Learn About Social<br />Facebook URL<br /><br />Twitter URL<br /><br />Google+ URL<br /><br />http:/<br />Google themselves recommend usable, descriptive URLs, but fails on +<br />
  47. 47. Sharing on Google+ is a Bit Different<br />Via<br />http:/<br />
  48. 48. Mentions are Useful, but a Bit Hidden<br />Go to “Notifications” then use the menu to select “Mentions”<br />This, sadly, means that, at least for now, mentioning someone on Plus won’t get their attention the way it can on Twitter<br />http:/<br />
  49. 49. Google+ is Becoming Google’s Primary Social Connector in Search Results<br />This, sadly, means that, at least for now, mentioning someone on Plus won’t get their attention the way it can on Twitter<br />http:/<br />
  50. 50. Search is Bigger than Classic SEO<br />(and the responsibilities of SEOs have been upgraded)<br />
  51. 51. Q+A<br />Download at<br />You can now try SEOmoz PRO Free!<br /><br />Rand on the Web<br /><ul><li> Twitter: @randfish
  52. 52. Blog:
  53. 53. Email:</li>
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