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Search Ranking Factors Trends 2011 SEMStandard

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Social Media signals are rising in importance.

Social Media signals are rising in importance.

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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.
  • 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?
  • Transcript

    • 1. On Beyond SERPsSearch 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 opportunityas an obligation.
      Rand Fishkin, 1997
    • 11. Traditional SEO vs PPC
    • 12. Organic vs. Paid Search
      Paid
      Organic
    • 13. Organic vs. Paid Spend
      8% of Clicks
      92% of Clicks
    • 14. Inbound MarketingWorking in the Marketing Cloud
    • 15. News/Media/PR
      SEO
      Email
      Research/White Papers
      Blogs + Blogging
      Infographics
      Comment Marketing
      Social Networks
      Online Video
      INBOUND MARKETING!(AKA “free” traffic sources)
      Forums
      Webinars
      Word of Mouth
      Social Bookmarking
      Podcasting
      Direct/Referring Links
      Type-In Traffic
      Q+A Sites
      http://www.seomoz.org/blog/the-rich-get-richer-true-in-seo-social-all-organic-marketing
    • 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
      Page A
      646 links from 36 root domains
      2 tweets
      Page B
      1 link from 1 root domain
      522 tweets
      http://www.seomoz.org/blog/how-do-tweets-influence-search-rankings-an-experiment-for-a-cause
    • 37. Increasingly Important
      Page B – the tweeted version – ranks #1!
      Page A
      646 links from 36 root domains
      2 tweets
      Page B
      1 link from 1 root domain
      522 tweets
      http://www.seomoz.org/blog/how-do-tweets-influence-search-rankings-an-experiment-for-a-cause
    • 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
      • 50. My message isn’t simple
      • 51. My target market is old fashioned
      • 52. My case is complicated… it’s special
    • Yup. Everybody’s Doing It
      http://www.seomoz.org/blog/how-do-tweets-influence-search-rankings-an-experiment-for-a-cause
    • 53. The Vatican Gets It
      “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.”
       
      http://www.inquisitr.com/58739/pope-urges-priests-to-embrace-social-media-start-blogging/
    • 54. The Vatican Gets It
      “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
      Yahoo News, Dec 2010
    • 55. Community Dictates Your Business Strategy
    • 56. 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
    • 57. Changes in the Link Ranking Factors
    • 58. Components of Google’s Ranking Algo
      Algorithmic Ranking Factors
    • 59. Crawl & Index
      Without links, the engines might never find this page
    • 60. Links Are Still Crucial
      MMM… LINK GRAPHS ARE DELICIOUS!
    • 61. Many Domains vs. One Domain
      VS.
    • 62. Query-Independent Metrics
      Via www.opensiteexplorer.org
    • 63. Domain Authority
    • 64. The Concept of TrustRank
    • 65. Just Say No!
    • 66. Google: We Use PageRank to Crawl
    • 67. Choose Something Important to Track
      Key Performance Indicators
      Follow the cash backwards
      Keep an eye on the competition
      Know your playing field
    • 68. Short Tail/Long Tail Search Stats
    • 69. Short Tail/Long Tail Conversion Stats
    • 70. The Search Demand Curve
    • 71. Choose what you REALLY want to rank #1 for now.
    • 72. We’re super-connected
    • 73. 97% of US Mobile Ad-share
      US mobile ad spend - http://www.mobilemarketingwatch.com/but only 21% of the global mobile ad market – and Apple ismakingheadway
    • 74. ATT Speaks Out
    • 75. Massive Increase In Data Usage
      Observations -
      • Primarily Internet based activities movies/YouTube
      • 76. Sucks down cellular bandwidth
      Response - 
      • AT&T ended unlimited data plans
      ATT economist and business landscape forecaster
    • 77. What It Really Means
      • People are using smartphones in much the same way as PC’s
      • 78. Smart phones are becoming our PC
      ATT economist and business landscape forecaster
    • 79. Smartphones Replace Cells
      Observations –
      • With each new technology, the time between introduction andnear-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
    • 80. Mobile is Eating the Desktop
      Observations -
      • Q4 2010 worldwide smartphones sales exceeded 100 million
      • 81. Exceeded the sales of PC’s for the first time
      • 82. Oil exceeded $100USD per barrel, production is steady and prices will increase
      ATT economist and business landscape forecaster
    • 83. Implications for Mobile Market
      Predictions -
      • Mobile sales will near a peak in a few yearsfollowed by slower steady growth as older smartphones are replaced
      • 84. Smartphone applications will continue to explode for many years
      ATT economist and business landscape forecaster
    • 85. Implications for Mobile Market
      Predictions -
      • As we become more familiar with smartphones, internet sales from smartphones will grow rapidly, partially replacing PC Internet sales
      • 86. All internet sales will increase as travel becomes more costly
      ATT economist and business landscape forecaster
    • 87. How do I begin thinking about mobile marketing?
    • 88. News/Media/PR
      SEO
      Email
      Research/White Papers
      Blogs + Blogging
      Infographics
      Comment Marketing
      Social Networks
      Online Video
      INBOUND MARKETING!(AKA “free” traffic sources)
      Forums
      Webinars
      Word of Mouth
      Social Bookmarking
      Podcasting
      Direct/Referring Links
      Type-In Traffic
      Q+A Sites
      http://www.seomoz.org/blog/the-rich-get-richer-true-in-seo-social-all-organic-marketing
    • 89. Think Anytime, Anywhere
      http://www.mobilemarketingwatch.com/report-google-controls-97-of-mobile-paid-search-13632/
    • 90. Think Small
      The Xun Chi 138, The World’s Smallest Camera Phone
    • 91. And Not So Small
      Apple iPad II
    • 92. Think Fast
      How much info can you consume before the light turns?
    • 93. Think Hyper-Local
    • Think High Conversions
      • 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
      • 99. In many contexts conversions are higher and leads are better because of the greater intent or needs of mobile users
      http://searchengineland.com/yelp-35-percent-of-searches-mobile-now-63518
    • 100. Think Sticky
      Traffic
      Weather
      Pricing/discounts
      Availability
      Events
      Friend locators
      Gaming
    • 101. Think Sticky
      H&R Block helps taxpayers track their Income Tax Refunds in progress
      http://www.mobilecommercedaily.com/
    • 102. Think Hyper-Niche
      Top 10 Produce’s app Locale, traces strawberries to independent growers by scanning package bar codes with mobile devices
       
      http://www.mobilecommercedaily.com/
    • 103. Think (Sponsored) Games
      • Digital test drive an Audi via mobile game
      Luxury Daily Today
    • 104. Game Mechanics
      Points & Levels
    • 105. Match Apps w/Consumers
      • Leverage rich customer and contextual intelligence
      • 106. Remove barriers to download and use
      • 107. Make content recommendations based on interests and the context when they are most receptive 
    • Time & Place
      http://www.corbisimages.com/Enlargement/42-17251464.html
    • 114. It’s About Relevance
    • 115. What’s new in Content?
    • 116. Recent Changes
    • 117. Panda/Farmer Update
      • The Panda/Farmer Update has decreased the power of exact match domains
      • 118. Decreased the value of low-quality links, thereby increasing the importance of Domain Trust
      • 119. Slammed link farms, paid links, and low content/low value pages
      http://www.seomoz.org/blog/link-anatomy-understanding-the-value-of-a-link
    • 120. Topic Modeling
      Topic models provide a simple way to analyze large volumes of unlabeled text.
    • 121. Topic Modeling
      A "topic" consists of a cluster of words that frequently occur together.
    • 122. 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
    • 123. Topic Modeling
    • 124. Why Engines Need Topic Modeling
    • 125. Term Frequency & Inverse Document Frequency
    • 126. Co-Occurrence
    • 127. Topic Modeling
    • 128. Topic Modeling
    • 129. Content Related Signals
      Content-related signals require the ability to determine INTENT
      Rock or baseball?
      Are you SURE?
    • 130. Simplistic Term Vector Model
    • 131. Correlations Are Strong
    • 132. 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
    • 133. LDA Tool in the SEOmoz Labs
      URL input box
      www.seomoz.org/labs/lda
    • 134. It’s All Relative
      • Don't presume that getting a 15% or a 20% is a terrible result
      • 135. Some queries simply won't produce results that fit remarkably well with given topics
    • Out of the SERPs!
      Keyword spamming might improve your LDA score,
      …but not your rankings
    • 136. There’s Still Lots of Work to Do
      • Correlations are good, but don’t get carried away
      • 137. There is a tool to help grade & improve page content
      • 138. YOUR in-field results will tell us whether it can really help improve rankings
    • Read more at:
      http://www.seomoz.org/blog/lda-and-googles-rankings-well-correlated
    • 139. Reputation Management
    • 140.
    • 141. The Gatekeepers
    • 142. The Gatekeepers
    • 143. The Size of Your Reputation
    • 144. Wiki Circularity*
      Something untrue is posted to Wikipedia
      You’re screwed!
      Journalist uses Wikipedia as factual resource
      Wikipedia uses/references powerful newspaper
      Powerful newspaper posts the untrue content
      *Coined by Tom Critchlow
    • 145. Black Hats Can Hurt You!
      • They build black hat links to your page(s)
      • 146. Report the bad links
      • 147. When your site is down and the page is returning an error message, they request its remove the page (lasts ~6 mnths)!!
    • 148.
    • 149. SERP Strategy – Own them
      *Turn off comments on YouTube Videos
    • 156. Tactics: Keyword Research
      Target
      • Brand + scam, con, hoax, etc.
      • 157. Long tail
      • 158. Related issues / news
    • Tactics: Content Development
      Top Rankers -
      • Video content
      • 159. Local listings / content
      • 160. Timely content (news-related)
      • 161. Social media content
    • Redress Strategy: Fight Back
      Legal options -
    • Redress Strategy: Fight Back
      Look at all costs -
      • Lost sales, referrals, existing customersvs.
      • 164. Attorney fees & staff costs
      • 165. Loss of focus
    • Redress Strategy: Turn Tables
      • Repeat the offending phrase used and turn the tables-
      ABC.com website reports: XYZ Corp scam!
      XYZ Corp warns about scamwebsite ABC.com
    • 166. Direct Response Strategy
      • Monitor your brand
      • 167. Respond instantly
      • 168. Own your errors; solve problems
      • 169. Let your community manage trolls
    • Social RM Strategy: Engage
      monitor assess decideengage review
    • 170. Pro-Active Strategy
      • Develop a culture of transparency
      • 171. Build community around your brand
      • 172. Empower your power members
    • JC Penney: A Cautionary Tale
      • What happened?
      • 173. Can it happen to you?
      • 174. Is YOUR SEO team certified?
      • 175. What are the ramifications?
    • Thank You!
      Try SEOmoz PRO free for 45 days
      Use the code: SEMstandard2011
      Gillian@SEOmoz.org | @SEOmom | www.seomoz.org
    • 176. Q+A
      Gillian Muessig
      President & Co-Founder SEOmoz
      CEO Coach, WebmasterRadio.fm
      • Twitter: @SEOmom
      • 177. Blog: www.seomoz.org/blog
      • 178. Email: gillian@seomoz.org