SEO Predictions for 2013 & Beyond

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SEO is not what it once was, but do you know why. This presentation will dive deeper into the history and current state of SEO, as this will allow us to better predict the future. This slide deck was created for @HubSpot's New Hampshire User Group (@HUGNH) presentation.

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  • Before we dive in, I’d like to introduce myself. My name is Sarah Bedrick and I’m one of the many talented inbound marketing professors we have here at HubSpot.A little tip about myself, I practice inbound marketing techniques on my own site – which is a craft beer blog for women.
  • Twitterhashtag
  • Before we discuss the future of SEO and the predictions for 2013 – I think it’s important to take a step back. Talk about what SEO is and provide a brief history of where we’ve been. This information will help us to better understand what search engines are looking for in cotent, but also help us to better prioritize our efforts – to ensure we’re starting off with success.
  • It’s an acronym and it stands for Search Engine Optimization.
  • It’s about optimizing your website pages for search engine crawlers – so they can Find you, understand what your page is about after crawling it, index it and then serve it up when somebody searches for a relevant keyword phrase.
  • They began to study the algorithms and looked to see what worked – and they uncovered a lot of quick
  • http://www.seomoz.org/ugc/how-to-do-seo-in-2013
  • So because of all these people abusing the system, in just the past 2.5 years, Google has made tremendous updates to the way they conduct business.
  • And why is that? It’s because that is what Google needs to do to stay on top.They’re a multi-million dollar business – and want to stay that way. So they delight their users with great results.
  • And why is that? It’s because that is what Google needs to do to stay on top.They’re a multi-million dollar business – and want to stay that way. So they delight their users with great results.
  • And why is that? It’s because that is what Google needs to do to stay on top.They’re a multi-million dollar business – and want to stay that way. So they delight their users with great results.
  • Twitterhashtag
  • Website optimization is something that companies can no longer afford to ignore. Everything is going online and inbound. There are about 3 billion searches done on Google every single day. And these people aren’t just searching for YouTube videos of babies, or television and sports clips, they’re looking for answers to their business or personal problems. Doing searches to find answers to solve their problems – opening up a world of opportunity for all types of businesses.
  • Twitterhashtag
  • Think about when you enter Disney world or walk into an apple store – it’s an incredible experience. It’s flawless, enjoyable and it makes you feel something.
  • Inherent by it’s name, many people have began to think abou tit the wrong way.
  • You can’t just whip up your site and start ranking. And if you do start ranking, that doesn’t necessarily mean it will translate in to traffic.Google is helping us to rethink how many people once viewed the SEO world.
  • They’re releasing updates, but also more tools to help us be available.
  • They’re releasing updates, but also more tools to help us be available.
  • They‘ve already started to help the way we re-think SEO, but with their updates to their algorithm. Like Panda and Penguin. Many people were affected by these, but only those who were doing the “quick fix” way or the “one-night stand” aka the black hat of SEO. Thin content quickly created to rank – or endless backlinking.
  • Inherent by it’s name, many people have began to think abou tit the wrong way.
  • Inherent by it’s name, many people have began to think abou tit the wrong way.
  • It’s about optimizing your website pages for search engine crawlers – so they can Find you, understand what your page is about after crawling it, index it and then serve it up when somebody searches for a relevant keyword phrase.
  • SES San Franciscohttp://www.brafton.com/news/qa-with-matt-cutts-at-ses-san-francisco-social-reputability-for-seo-traffic-cannibalization-and-the-promise-of-transparency-from-google
  • If you have good UI/UX, you will naturally satisfy number two. Awesome. But these website metrics – not marketing metrics will matter more than ever. So what are website metrics, anyhow?
  • Inherent by it’s name, many people have began to think abou tit the wrong way.
  • Not just YOUR personal brand, but your employees brand matters too. http://www.flickr.com/photos/basheertome/4654889707
  • Eric Schmidt Quote
  • He essentially predicts that privacy will cease to exist online. Governments, he says, will find it "too risky" to have thousands of citizens "anonymous, untraceable and unverified" online, suggesting they will want to require verification of all online accounts at some level of government.
  • Eric Schmidt Quote
  • Inherent by it’s name, many people have began to think abou tit the wrong way.
  • SEO Predictions for 2013 & Beyond

    1. 1. SEO PREDICTIONS IN 2013.
    2. 2. Sarah Bedrick @sbedrickInbound Marketing Professor,HubSpot Academy Teamowns a craft beer blog forgirls.
    3. 3. #HUGNH
    4. 4. AGENDA.1. Brief history of SEO2. Why all the changes, Google?3. Predictions for 20134. Key Takeaways5. Q/A session
    5. 5. BRIEF HISTORY OF1 SEO.
    6. 6. WHAT IS SEO,ANYHOW?
    7. 7. SEARCH ENGINEOPTIMIZATION =SEO
    8. 8. PEOPLE KNEW IT WASN’T THELUCKY WHO RANKED.
    9. 9. THEY BEGAN TO STUDY THEALGORITHMS.
    10. 10. Ranking could be achievedby tweaking a few things..
    11. 11. And found outwhat worked. These used to•• Meta keywords Keyword density improve ranking.• Exact match domains• Article directories• Endless backlinking
    12. 12. And found outwhat worked. These used to•• Meta keywords Keyword density improve ranking.• Exact match domains• Article directories• Endless backlinking It was straight-up trickery. We know this doesn’t add value.
    13. 13. SEO used to be a quick fix. But, it was all wrong…
    14. 14. TIME TO SHIFT FOCUS: SEOmoz: How to do SEO in 2013[image credit: http://www.flickr.com/photos/kattiev/2669503552/sizes/z/in/photostream/]
    15. 15. WHY ALL THESE SEO2 CHANGES, GOOGLE?
    16. 16. The Internet isthe largestsource of datawe have everseen.
    17. 17. $250 billion dollar business
    18. 18. * 92 % • Of online users first use search engines to look for services and products. *HubSpot#HUGNH
    19. 19. Google logs over 3 billion searches a day.#HUGNH
    20. 20. * 75 % • Of those users never scroll past the first page of search results. * HubSpot#HUGNH
    21. 21. What business will succeed, without delighting customers?
    22. 22. GOOGLE WANTS AWORLD CLASSEXPERIENCEThink Disney.Think Apple.#HUGNH
    23. 23. HOW DO THEY DO THIS? SHOW AWARD- WINNING RESULTS
    24. 24. Google cannotgo this alone. Their results are only as good as the Internet is.
    25. 25. Google is helping many tore-think SEO.
    26. 26. SEO is not a quick fix.
    27. 27. But, Google hasmade it easier to docorrectly.
    28. 28. GoogleWebmasterTools
    29. 29. Google’sWebsiteGuidelines
    30. 30. GoogleWebmasterCentral Blog
    31. 31. Panda & PenguinAlgorithm Updates
    32. 32. SEO PREDICTIONS3 FOR 2013.
    33. 33. SEO PREDICTIONS3 FOR 2013. AKA WHAT YOU CAN DO THIS YEAR TO IMPROVE RANKINGS.
    34. 34. “Skate towhere the puckis going, notwhere it’sbeen.” -Wayne Gretzky
    35. 35. SEO will meet an1 intersection of UX/UI.#HUGNH
    36. 36. SEO will meet an1 intersection of UI/UX. (UI = User Interface, UX = User Experience)#HUGNH
    37. 37. BUT- WHAT HAPPENSWHEN SOMEBODY GETS HERE?
    38. 38. An SEO optimized site, but non-useroptimized is like getting tons ofpeople to a party – that hasno food, drinks or games…
    39. 39. Matt Cutts. Head of Google’s Search Quality Team“Google is focused on what’s good for the user.”
    40. 40. SEARCH ENGINES DON’TBUY YOUR SERVICES,PEOPLE DO.#HUGNH
    41. 41. If you haven’t thoughtthrough, what you wantpeople to do, you’re...
    42. 42. WHAT’S THE GOAL?
    43. 43. EXAMPLESIN PRACTICE.
    44. 44. Website Page
    45. 45. BLOG POSTS
    46. 46. BLOG POSTS
    47. 47. A BAD EXAMPLE IN PRACTICE.
    48. 48. Content Farm.
    49. 49. Content Farm.• Convoluted page content• Four ads above the fold• Tons of intra-site linking• Thin content
    50. 50. WHAT’S THE GOAL?
    51. 51. Website metrics will2 matter more than it ever has before.#HUGNH
    52. 52. DON’T MAKEYOUR VISITORS THINK.
    53. 53. Follow thelavender principle.Keep people on yoursite longer andreviewing more content.
    54. 54. Use Google Analytics.• On-site time• Pages views per visits• Bounce rate
    55. 55. Google properties will3 continue to grow in importance.#HUGNH
    56. 56. Is growing in importance…
    57. 57. AUTHOR RANK =PAGE RANK(BUT FOR GOOGLE+USERS)
    58. 58. VERIFIED AUTHOR ACCOUNT:
    59. 59. YOUR PERSONALBRAND MATTERS.
    60. 60. Eric Schmidt. Google’s Former CEO“Within searchresults, information tied toverified online profiles will beranked higher than contentwithout such verification, whichwill result in most usersnaturally clicking on the top(verified) results. The true costof remaininganonymous, then, might beirrelevance.”
    61. 61. Eric Schmidt. Google’s Former CEO“In the future, you can boostyour rankings by using Googleauthorship, and as wevereported before, Google+ hasbeen designed to be an identityverification network. ”
    62. 62. “Publicly recommend this as Sarah Bedrick”
    63. 63. 4 Content is still king. More helpful and thoughtful content, though.#HUGNH
    64. 64. Site Content.• Long (600+ words)• Great formatting• Good internal and external linking with great anchor text• Provide CTA or next logical step
    65. 65. Site Content.Great contentalso satisfiesgood UI/UX andgreat websitemetrics.
    66. 66. Page Titles, URLS & Meta Description. Make them descriptive to your content and compelling.
    67. 67. 4 KEY TAKAWAYS AND RESOURCES
    68. 68. KEY TAKEAWAYS• Take advantage of Google’s transparency.• Always do what is right for your end user.• Create each page with a purpose – and make it clear.• Make sure your website is fast.• Invest in Google+ and in your brand for Google’s Author Rank.
    69. 69. SEO SHOULD NOT BE EASY.Plan & develop a good userexperience on your site, focuson quality, and build your brandin your niche.
    70. 70. RESOURCES1. 17 SEO Myths You Should Leave Behind in 2013: http://offers.hubspot.com/17-seo-myths-leave-behind-in-20132. How Google Changes its Search Algorithms for the Better [Video]: http://blog.hubspot.com/blog/tabid/6307/bid/23584/How-Google-Constantly- Changes-its-Search-Algorithms-for-the-Better-Video.aspx3. Google’s Search Engine Optimization Starter Guide: http://static.googleusercontent.com/external_content/untrusted_dlcp/www.goog le.com/en/us/webmasters/docs/search-engine-optimization-starter-guide.pdf4. Beginners Guide to Optimization: http://www.seomoz.org/beginners-guide-to- seo
    71. 71. THANK YOU! Q&A TIME REACH OUT ON TWITTER:

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