2011 03 sem-standard-warsaw trends in 2011
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On Beyond SERPS: Looking at the world of Cloud Marketing in 2011 and Beyond. What signals are changing in the search engine algorithms? What issues will marketers face in the coming months and years? ...

On Beyond SERPS: Looking at the world of Cloud Marketing in 2011 and Beyond. What signals are changing in the search engine algorithms? What issues will marketers face in the coming months and years? How to put the changing landscape of search marketing into perspective and develop a strategy for success.

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  • Parenthetically, the price of commercial real estate can be expected to decline.
  • Some of the same social tactics used in traditional online search marketing hold true for moblie marketing.
  • Screen size limited consumable information delivery
  • Screen size limited consumable information delivery
  • What would keep me coming back?
  • What would keep me coming back?
  • What would keep me coming back?
  • Correlation of our LDA Results w/ Google.com Rankings. The SEOmoz team has put together a topic modeling system based on a relatively simple implementation of LDA.
  • Check all the critical metrics, not just LDA scores. Look for patterns. Stay focused on the question:, “What’s he got that I haven’t got?”
  • The facebook connections map shows that Africa is becoming active. What are the political consequences of increasing social media activity in the Middle East? Africa? China?
  • The facebook connections map shows that Africa is becoming active. What are the political consequences of increasing social media activity in the Middle East? Africa? China?

2011 03 sem-standard-warsaw trends in 2011 Presentation Transcript

  • 1. On Beyond SERPs Search Trends: 2011 Gillian Muessig, President & Co-founder, SEOmoz March 2011
  • 2. 22 million in Poland are online NOW
    • 23% bought something online Q1 2009
    • 40% Polish Internet retailers suffered NO downturn in 2009
    http://www.internetworldstats.com/eu/pl.htm
  • 3. Global Share of Searches
  • 4. Click-Through Rates http://www.seomad.com/SEOBlog/google-organic-click-through-rate-ctr.html
  • 5. Today’s Menu
    • SEO Becomes Inbound Marketing
    • Ranking Factor Changes
    • Mobile Marketing
    • Content
    • All About Links
    • Reputation Management
  • 6. It Used to be So Simple
  • 7. In the Old Days
  • 8. Customer Service
    • It was a counter or a desk
    • And if a customer wasn’t happy, maybe 100 people heard about it
  • 9. Then the Internet Showed Up
  • 10. And Things Got More Complicated
    • We have a whole new universe, unfettered by the laws of time and space. We have the opportunity to populate that universe. I take that opportunity as an obligation.
    • Rand Fishkin, 1997
  • 11. Traditional SEO vs PPC
  • 12. Organic vs. Paid Search Organic Paid
  • 13. Organic vs. Paid Spend 92% of Clicks 8% of Clicks
  • 14. Inbound Marketing Working in the Marketing Cloud
  • 15. http://www.seomoz.org/blog/the-rich-get-richer-true-in-seo-social-all-organic-marketing Blogs + Blogging Comment Marketing News/Media/PR SEO Social Networks Word of Mouth Q+A Sites Forums Online Video Podcasting Webinars Research/White Papers Infographics Social Bookmarking INBOUND MARKETING! (AKA “free” traffic sources) Direct/Referring Links Type-In Traffic Email
  • 16. Our only marketing expense? Flights + hotels for conferences/events More at http://www.seomoz.org/blog/the-history-of-seomoz
  • 17. How’d You Do That?
  • 18. Inbound Marketing
  • 19. A Blog We Update Every Day
  • 20. A Weekly Video Series http://www.seomoz.org/blog/category/33
  • 21. “ Viral” Targeted Content http://guides.seomoz.org/beginners-guide-to-search-engine-optimization
  • 22. “ Viral” Targeted Content http://www.seomoz.org/article/search-ranking-factors
  • 23. Great Graphics DO Count! http://www.seomoz.org/seo-industry-survey
  • 24. Hot Graphics + Illustrations
  • 25. Build it and they’ll come? Nope. Build it, then market it.
  • 26. Comment Generously http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html http://www.seomoz.org/blog/recommendations-blog-commenting-marketing-strategy
  • 27. “ Skip” the Competitive SERPs
  • 28. Vertical Search
  • 29. Local Results
  • 30. Image Results in SERPs
  • 31. Video Results
  • 32. News & Blog Results
  • 33. Shopping Results
  • 34. Instant Answers
  • 35. Leverage the QDF Algorithm Watch the actual commercial at: http://www.hulu.com/adzone2011#50120562
  • 36. Social Signals http://www.seomoz.org/blog/how-do-tweets-influence-search-rankings-an-experiment-for-a-cause Page A 646 links from 36 root domains 2 tweets Page B 1 link from 1 root domain 522 tweets
  • 37. Increasingly Important http://www.seomoz.org/blog/how-do-tweets-influence-search-rankings-an-experiment-for-a-cause Page A 646 links from 36 root domains 2 tweets Page B 1 link from 1 root domain 522 tweets Page B – the tweeted version – ranks #1!
  • 38. Social Networks Data and charts of our Facebook and Twitter account performance via http://export.ly
  • 39. Social News / Bookmarking http://news.ycombinator.com , http://delicious.com , http://stumbleupon.com and http://reddit.com have historically performed best for us, but you should test results
  • 40. Q+A Sites / Forums
  • 41. Involve a Sharing-Incented Community The brilliant strategy by http://www.urbanspoon.com made them one of the biggest players in the local restaurant business and got them acquired by IAC
  • 42. Conferences + Events
  • 43. Email Marketing We use/love http://www.mailchimp.com (who now has a cool free option for early stage folks)
  • 44. SEO
  • 45. Competitive Research Sort of a shameless plug, but http://www.opensiteexplorer.org is the best way to do this 
  • 46. Build Your Community
  • 47. Build Your Own Social Community http://mashable.com/2010/11/15/biggest-facebook-brands/
  • 48. but…!
  • 49. The BIG But
    • Those are big brands
    • My message isn’t simple
    • My target market is old fashioned
    • My case is complicated… it’s special
  • 50. http://www.seomoz.org/blog/how-do-tweets-influence-search-rankings-an-experiment-for-a-cause Yup. Everybody’s Doing It
  • 51. The Vatican Gets It http://www.inquisitr.com/58739/pope-urges-priests-to-embrace-social-media-start-blogging/ “ That interactivity — and the potential it brings to the church's evangelization mission — is behind the Vatican's new social media push, the culmination of which will be launched at Easter with a new… Vatican information web portal whose contents are specifically designed to be tweeted, posted and blogged.”  
  • 52. The Vatican Gets It Yahoo News, Dec 2010 “ What we found is Facebook doesn’t just share information, it creates community,” “ People begin talking to each other and sharing ideas.” Monseignor Paul Tighe
  • 53. Community Dictates Your Business Strategy
  • 54.
      • Way Beyond Focus Groups
    • What goes into triage now
    • What to improve
    • Better pricing models
    • What features to add
    • What to clarify
    • How to package your products
    • Change or improve your USP
  • 55. Changes in the Link Ranking Factors
  • 56. Algorithmic Ranking Factors Components of Google’s Ranking Algo
  • 57. Crawl & Index Without links, the engines might never find this page
  • 58. Links Are Still Crucial MMM… LINK GRAPHS ARE DELICIOUS!
  • 59. Many Domains vs. One Domain VS.
  • 60. Query-Independent Metrics Via www.opensiteexplorer.org
  • 61. Domain Authority
  • 62. The Concept of TrustRank
  • 63. Just Say No!
  • 64. Google: We Use PageRank to Crawl
  • 65. Choose Something Important to Track
    • Key Performance Indicators
    • Follow the cash backwards
    • Keep an eye on the competition
    • Know your playing field
  • 66. Short Tail/Long Tail Search Stats
  • 67. Short Tail/Long Tail Conversion Stats
  • 68. The Search Demand Curve
  • 69. Choose what you REALLY want to rank #1 for now.
  • 70. We’re super-connected
  • 71. US mobile ad spend - http://www.mobilemarketingwatch.com/ but only 21% of the global mobile ad market – and Apple is making headway 97% of US Mobile Ad-share
  • 72. ATT Speaks Out
  • 73. ATT economist and business landscape forecaster Massive Increase In Data Usage
    • Observations -
    • Primarily Internet based activities movies/YouTube
    • Sucks down cellular bandwidth
    • Response - 
    • AT&T ended unlimited data plans
  • 74. What It Really Means
    • People are using smartphones in much the same way as PC’s
    • Smart phones are becoming our PC
    ATT economist and business landscape forecaster
  • 75. Smartphones Replace Cells
      • Observations –
      • With each new technology, the time between introduction and near-ubiquitous adaptation shortens significantly. 
      • Prediction –
      • We are only a few years from near total replacement of cell phones with smartphones.”
      •  
    ATT economist and business landscape forecaster
  • 76. Mobile is Eating the Desktop
    • Observations -
    • Q4 2010 worldwide smartphones sales exceeded 100 million
    • Exceeded the sales of PC’s for the first time
    • Oil exceeded $100USD per barrel, production is steady and prices will increase
    ATT economist and business landscape forecaster
  • 77. Implications for Mobile Market
    • Predictions -
    • Mobile sales will near a peak in a few years followed by slower steady growth as older smartphones are replaced
    • Smartphone applications will continue to explode for many years
    ATT economist and business landscape forecaster
  • 78. Implications for Mobile Market
    • Predictions -
    • As we become more familiar with smartphones, internet sales from smartphones will grow rapidly, partially replacing PC Internet sales
    • All internet sales wi ll increase as travel becomes more costly
    ATT economist and business landscape forecaster
  • 79. How do I begin thinking about mobile marketing?
  • 80. http://www.seomoz.org/blog/the-rich-get-richer-true-in-seo-social-all-organic-marketing Blogs + Blogging Comment Marketing News/Media/PR SEO Social Networks Word of Mouth Q+A Sites Forums Online Video Podcasting Webinars Research/White Papers Infographics Social Bookmarking INBOUND MARKETING! (AKA “free” traffic sources) Direct/Referring Links Type-In Traffic Email
  • 81. http://www.mobilemarketingwatch.com/report-google-controls-97-of-mobile-paid-search-13632/ Think Anytime, Anywhere
  • 82. Think Small The Xun Chi 138, The World’s Smallest Camera Phone
  • 83. And Not So Small Apple iPad II
  • 84. Think Fast How much info can you consume before the light turns?
  • 85. Think Hyper-Local
    • News
    • Services
    • Vendors
    • Icons
    • Maps
    • Suggested search
  • 86. Think High Conversions http://searchengineland.com/yelp-35-percent-of-searches-mobile-now-63518
    • Deeper engagement by mobile users vs. PC users has been confirmed again and again by Google, Microsoft and Facebook in their statements about mobile usage
    • In many contexts conversions are higher and leads are better because of the greater intent or needs of mobile users
  • 87. Think Sticky Traffic Weather Pricing/discounts Availability Events Friend locators Gaming
  • 88. Think Sticky H&R Block helps taxpayers track their Income Tax Refunds in progress http://www.mobilecommercedaily.com/
  • 89. Think Hyper-Niche http://www.mobilecommercedaily.com/ Top 10 Produce’s app Locale , traces strawberries to independent growers by scanning package bar codes with mobile devices  
  • 90. Think (Sponsored) Games
    • Digital test drive an Audi via mobile game
    Luxury Daily Today
  • 91. Game Mechanics Points & Levels
  • 92. Match Apps w/Consumers
    • Leverage rich customer and contextual intelligence
    • Remove barriers to download and use
    • Make content recommendations based on interests and the context when they are most receptive 
  • 93. Time & Place
      • Know when your customer leaves work
      • Geo-locate them
      • Promote a local
        • Happy hour
        • Restaurant
        • Coffee Shop
        • Sale
    http://www.corbisimages.com/Enlargement/42-17251464.html
  • 94. It’s About Relevance
  • 95. What’s new in Content?
  • 96. Recent Changes
  • 97. Panda/Farmer Update
    • The Panda/Farmer Update has decreased the power of exact match domains
    • Decreased the value of low-quality links, thereby increasing the importance of Domain Trust
    • Slammed link farms, paid links, and low content/low value pages
    http://www.seomoz.org/blog/link-anatomy-understanding-the-value-of-a-link
  • 98. Topic Modeling Topic models provide a simple way to analyze large volumes of unlabeled text.
  • 99. Topic Modeling A "topic" consists of a cluster of words that frequently occur together.
  • 100. Topic Modeling Using contextual clues, topic models can connect words with similar meanings and distinguish between uses of words with multiple meanings . http://www.stanford.edu/~kaisa/research.html
  • 101. Topic Modeling
  • 102. Why Engines Need Topic Modeling
  • 103. Term Frequency & Inverse Document Frequency
  • 104. Co-Occurrence
  • 105. Topic Modeling
  • 106. Topic Modeling
  • 107. Content Related Signals Content-related signals require the ability to determine INTENT Rock or baseball? Are you SURE?
  • 108. Simplistic Term Vector Model
  • 109. Correlations Are Strong
  • 110. Causation vs Correlation Perhaps, good links are more likely to point to pages that are more "relevant" via a topic model Maybe there’s another aspect of Google's algorithm we don't yet understand
  • 111. LDA Tool in the SEOmoz Labs www.seomoz.org/labs/lda URL input box
  • 112. It’s All Relative
    • Don't presume that getting a 15% or a 20% is a terrible result
    • Some queries simply won't produce results that fit remarkably well with given topics
  • 113. Out of the SERPs! Keyword spamming might improve your LDA score, … but not your rankings
  • 114. There’s Still Lots of Work to Do
    • Correlations are good, but don’t get carried away
    • There is a tool to help grade & improve page content
    • YOUR in-field results will tell us whether it can really help improve rankings
  • 115. Read more at: http://www.seomoz.org/blog/lda-and-googles-rankings-well-correlated
  • 116. Reputation Management
  • 117.  
  • 118. The Gatekeepers
  • 119. The Gatekeepers
  • 120. The Size of Your Reputation
  • 121. Wiki Circularity* Something untrue is posted to Wikipedia Journalist uses Wikipedia as factual resource Powerful newspaper posts the untrue content Wikipedia uses/references powerful newspaper You’re screwed! *Coined by Tom Critchlow
  • 122. Black Hats Can Hurt You!
      • They build black hat links to your page(s)
      • Report the bad links
      • When your site is down and the page is returning an error message, they request its remove the page (lasts ~6 mnths)!!
  • 123.  
  • 124.  
  • 125. SERP Strategy – Own them
    • Sub-domains / new domains
    • Professional Affiliations
    • Local
    • Shopping
    • Hosted content:
      • Profile pages / twitter
      • Video* / Images
    *Turn off comments on YouTube Videos
  • 126. Tactics: Keyword Research
    • Target
      • Brand + scam, con, hoax, etc.
      • Long tail
      • Related issues / news
  • 127. Tactics: Content Development
    • Top Rankers -
      • Video content
      • Local listings / content
      • Timely content (news-related)
      • Social media content
  • 128. Redress Strategy: Fight Back
    • Legal options -
      • Libel / slander
      • Copyright infringement
      • DMCA
  • 129. Redress Strategy: Fight Back
    • Look at all costs -
      • Lost sales, referrals, existing customers vs.
      • Attorney fees & staff costs
      • Loss of focus
  • 130. Redress Strategy: Turn Tables
      • Repeat the offending phrase used and turn the tables -
    XYZ Corp warns about scam website ABC.com ABC.com website reports: XYZ Corp scam !
  • 131. Direct Response Strategy
      • Monitor your brand
      • Respond instantly
      • Own your errors; solve problems
      • Let your community manage trolls
  • 132. Social RM Strategy: Engage monitor assess decide engage review
  • 133. Pro-Active Strategy
      • Develop a culture of transparency
      • Build community around your brand
      • Empower your power members
  • 134. JC Penney: A Cautionary Tale
      • What happened?
      • Can it happen to you?
      • Is YOUR SEO team certified?
      • What are the ramifications?
  • 135. Thank You! Try SEOmoz PRO free for 45 days Use the code: SEMstandard2011 [email_address] | @SEOmom | www.seomoz.org
  • 136. Q+A Gillian Muessig President & Co-Founder SEOmoz CEO Coach, WebmasterRadio.fm
      • Twitter: @SEOmom
      • Blog: www.seomoz.org/blog
      • Email: gillian@seomoz.org