SEO Trends - Presented at eTourism Summit

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SEO Trends - Presented at the eTourism Summit in San Francisco in October 2012.

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  • Fundamentals still matter in SEO The majority of these changes attempt to make it harder for spammers to fake relevancy Opportunity for quality content Trend towards context, social authority, and trust
  • Thank you, Penguin, for your attack on the link economy The recent algorithmic changes give you the opportunity to show how trustworthy and valuable you are SEO is becoming even less about words, and more about actions
  • When the +1 button launched, it had a major impact on visibility. Google got a lot of feedback that it wasn’t a useful thing for the user, so they’ve scaled it back. Where do they stand on it now? That they’re still testing it and time will tell how much of a ranking signal it is. Prediction: You will see increasing amounts of personalization and socialization.
  • Circles: Group your following into themes of content – share link for the official site of “attraction” and begin tying yourself to it Create targeted content that each circle will care about Share promotions and special offers targeted toward each circle Hangouts: The Hangout can automatically upload to your YouTube account.
  • Reach out personally to your influencers and supporters Engagement tip: flag people down with +____ name
  • What is authorship? Authorship markup may provide you with a rich snippet in the SERP’s Helps to show the credibility of the author, from different sources The rich snippets offer more information (image, aggregated posts, etc.) that make it stand out from non-rich results.
  • You also need good, quality content. In general 3-5 posts min before you might see this start showing. Test with the Structured Data Testing Tool, formerly the rich snippets testing tool
  • Skate where the puck is going, not where it’s been.
  • Knowledge graph is primarily built off of Freebase. Freebase is open source. You can download the data and parse it through and look at the syntax yourself. They also use Wikipedia. You can see where the information is pulling from. You can edit the information in the database.
  • When you report something, it not only fixes it through google, but it’s an open feed that goes back to Wikipedia and in many cases Freebase.
  • Microdata is a set of tags that you can add to the html that say “this is what this information is talking about” Current supported microdata: Reviews People Products Businesses and organizations Recipes Events  Music Video
  • SEO Trends - Presented at eTourism Summit

    1. 1. What’s New in Search?How destinations can leverage new search trends
    2. 2. Background Meanwhile…Cornell University School ofHotel AdministrationTravelCLICK, Director of SalesMilestone Internet Marketing,Regional Director of SalesSercius
    3. 3. What SEO Isn’tEven Gmail knows this is spam!
    4. 4. Let’s get specific on these trendsPenguin/Panda algorithmic changesGoogle+AuthorshipKnowledge Graph
    5. 5. Google+
    6. 6. Some Perspective Google+ has 400 million users, 100 million active* Facebook has 1 billion users*http://mashable.com/2012/09/18/google-has-400-million-members/, September 2012
    7. 7. Why does Google+ matter?Since search is becoming semantic in nature, you needa social componentBing has Facebook and Twitter, so they don’t needBing+Google needs more social information to complete thepictureIs Google+’s audience all you need for marketing? No.Does it still matter? Yes.
    8. 8. Personalized Search Personal Site Personal Site Personal SiteSeveral of the socialized results appear within the SERP’s, but Google has much more info than they’re showing.Action Item: Focus on growing your online network to mirror your offline network.
    9. 9. Where to start on Google+? Merge Local and Business Listing.Greater emphasis onphotos with ability to leave comments More social More socialBook through OTA’s or hotel directly Reviewers use real names. You can still respond to reviews. Action Item: Update your listing with as much useful information as possible.
    10. 10. Impact
    11. 11. G+ Getting OrganizedOrganize your contacts into circlesSegment circles in a similar way to email marketingShare targeted content with your circlesTry Hangouts with your fans and tell them about upcoming events.
    12. 12. Use Ripples to Find Influencers Looks at ripples from your posts Look at ripples from your competitors posts
    13. 13. Authorship
    14. 14. What does Authorship look like? You know you want to click on this one.
    15. 15. Authorship Influence on RankingsOpportunity for sites with poor visibility to createvaluable content and get visibilitySearch is becoming more social. Credibility istied to an individual, not just a company.Links shared on Google+ are crawled andindexed very quickly
    16. 16. Authorship Set-upYou need to complete a circuit of verified trust between Google and your publishedcontent. There are several methods to configure this.
    17. 17. Knowledge Graph
    18. 18. Knowledge GraphWhat is the knowledge graph? Announced in May, the knowledgegraph provides users with semantic search driven results. It’s this thing!
    19. 19. What does it mean for SEO? Carousel introduced in AugustAction Item: Ensure that you are providing useful content about these top attractions, written for people, not the search engines.
    20. 20. How is it devised?Essentially based on a collection of databases including Wikipedia, Freebase, Google Maps, and Google Shopping
    21. 21. What can you do with it?Action Item: Correct your information. Algorithms and human review determine if a fact should be corrected.
    22. 22. Knowledge Graph and SEO ImplicationsWhen content is available in a structured format then theprobability of it being visible in the Knowledge Graph andin the SERP’s increases.Content expressed as microdata makes it even easierfor it to be understood by the search engines.When this clear, structured content gets shared byauthority sites (think social!), it gains more credibility andtraction.
    23. 23. Where to start?Start the conversation with factual, structured contentWrite the kind of content that you see Knowledge GraphusingFluffy content won’t get you UGC and engagementUse Google+ to share targeted content to yoursegmented circles• Post• Share others useful posts• Link to useful information on your site• Add your site to your ‘Contributor To’ section

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