The Evolving State of SEO According to Search Engine Land - March 2014

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The Evolving State of SEO (March 2014) - Adapted keynote presentation given by SearchEngineLand.com and MarketingLand.com Editor-in-Chief Matt McGee (@mattmcgee on Twitter) at #MivaCon2014 - Miva …

The Evolving State of SEO (March 2014) - Adapted keynote presentation given by SearchEngineLand.com and MarketingLand.com Editor-in-Chief Matt McGee (@mattmcgee on Twitter) at #MivaCon2014 - Miva Merchant's Annual User Conference in San Diego, CA on March 6, 2014.

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  • Targeted content farms – churning out low quality articles. Some sites producing 7,000 articles per day!
  • “How to Play the Xylophone”
  • “How to Bathe a Small Rodent”
  • Spammy blog comments are one example
  • The meaning behind the words….
  • “stindy” becomes a search for streets in Indianapolis
  • Google understanding the concept better – not about keywords, about meaning
  • Exact match domains – low quality
  • Pirate Update
  • Page Layout algo update
  • Don’t spam your Schema markup
  • Several link networks busted – US, France, Germany
  • Guest Blogging for SEO purposes
  • Several link networks busted – Poland, US, France, Germany
  • Before we talk about the evolution of SEO, we have to talk about how search has evolved.
  • Desktop search – still most common place we search
  • Tablets and smartphones
  • Searchingin apps
  • Google Goggles – shoot a photo to searchBing also has some similar image-as-query tools.
  • Not just voice, but conversational search
  • Searching via Xbox
  • Search via Google Glass
  • Sherwin Williams Colorsnap app
  • Bing, too… including tweets
  • That’s how we’ve evolved. Let’s look at how search results have evolved, too.
  • Personalization
  • Personalization
  • Eli Parisier “The Filter Bubble”
  • Eli Parisier “The Filter Bubble”
  • Bing’s identity is mainly tied to social networks for now.
  • Google MUCH more into identity, via Google+.
  • Google MUCH more into identity, via Google+.
  • Not just for individuals, but businesses, too. **Google is rewarding people and businesses that share their identity via Google+.**
  • All those slides about Google penalties and algorithm updates? If it’s obvious that you’re doing SEO, you may have a problem.
  • Level- balance and moderation
  • Ballerina slippers- delicate
  • Palette- paintbrush not hammer
  • Scalpel- precision
  • Google has human quality raters….140-page guide
  • Everybody talks about “creating relevant content” but that’s not what Google is looking for
  • Back to the “vital” point for a moment…
  • Google loves brands … consumers do, too
  • Survey in NovemberTop thing consumers look for in product search is a known brand
  • Be invisible. Be vital. Be a brand.

Transcript

  • 1. Targeted content farms churning out low quality articles. Some sites were producing over 7,000 articles per day! What Is The Google Panda Update? >> @SEngineLand
  • 2. Examples:
  • 3. Targeted spammy links. What Is The Google Penguin Update? >> @SEngineLand
  • 4. @SEngineLand
  • 5. What Is Google’s Hummingbird Algorithm? >> @SEngineLand
  • 6. Read this article now >> @SEngineLand
  • 7. Read this article now >> @SEngineLand
  • 8. Read this article now >> @SEngineLand
  • 9. Read this article now >> @SEngineLand
  • 10. Read this article now >> @SEngineLand
  • 11. Read this article now >> @SEngineLand
  • 12. Read this article now >> @SEngineLand
  • 13. Read this article now >> @SEngineLand
  • 14. Read this article now >> @SEngineLand
  • 15. Desktop search is still the most common place we search… @SEngineLand
  • 16. Tablets & Smartphone usage still rising sharply… @SEngineLand
  • 17. … now we’re also searching in mobile apps @SEngineLand
  • 18. Google Goggles – shoot a photo to search. Bing also has some similar image-as-query tools. @SEngineLand
  • 19. Voice search is now available on both Bing and Google… @SEngineLand
  • 20. Not just voice, but conversational search… @SEngineLand
  • 21. search exists in other platforms, too… Game Consoles, Smart TVs @SEngineLand
  • 22. search on wearable technology @SEngineLand
  • 23. @SEngineLand
  • 24. Read this article now >> @SEngineLand
  • 25. Read this article now >> @SEngineLand
  • 26. Source: TheFilterBubble.com @SEngineLand
  • 27. Source: TheFilterBubble.com @SEngineLand
  • 28. @SEngineLand
  • 29. @SEngineLand
  • 30. “My vision when we started Google 15 years ago was that eventually you wouldn't have to have a search query at all. You'd just have information come to you as you needed it.” Sergey Brin, TED Talk, February 2013 @SEngineLand
  • 31. @SEngineLand
  • 32. @SEngineLand
  • 33. @SEngineLand
  • 34. @SEngineLand
  • 35. @SEngineLand
  • 36. @SEngineLand
  • 37. @SEngineLand
  • 38. @SEngineLand
  • 39. "Google Plus gives you the opportunity to be yourself, and gives Google that common understanding of who you are." Bradley Horowitz, February 2014 Source: New York Times @SEngineLand
  • 40. @SEngineLand
  • 41. "Within search results, information tied to verified online profiles will be ranked higher than content without such verification, which will result in most users naturally clicking on the top (verified) results. The true cost of remaining anonymous, then, might be irrelevance." Eric Schmidt, March 2013 Source: Wall Street Journal @SEngineLand
  • 42. “SEO should be unseen… and only noticeable to other SEOs.” Adam Audette, RKG @SEngineLand
  • 43. @SEngineLand
  • 44. @SEngineLand
  • 45. @SEngineLand
  • 46. @SEngineLand
  • 47. @SEngineLand
  • 48. @SEngineLand
  • 49. @SEngineLand
  • 50. @SEngineLand
  • 51. @SEngineLand
  • 52. “Everybody talks about “creating relevant content” but that’s not what Google is looking for…” ~ Matt McGee Source: SmallBusinessSEM.com @SEngineLand
  • 53. Source: SEOBook @SEngineLand
  • 54. Build a Brand “Search used to be where the playing field was level ... those days are over. You need to build a brand. This is the single most important and single most difficult task that has been added to the SEO agenda over the last few years.” Everett Sizemore, seOverflow @SEngineLand
  • 55. @SEngineLand
  • 56. Source: Marketing Land @SEngineLand
  • 57. Read more @ SearchEngineLand.com >> @SEngineLand
  • 58. Be Invisible. Be Vital. Be a Brand.