Search: The Possibilities


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Graham Wilkinson, Client Performance Director at Columbus, presented on Search Engine Optimisation at the second of the Digital Communication in Government series on December 10. The series focuses on improving digital capabilities across the Victorian Public Service and promoting best practice.

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  • LSI - Latent semantic indexingLink neighborhood– A set of websites that search engines believe are related and therefore likely to be similar in various waysPanda - thin content, content farms, sites with high ad-to-content – Google, Yahoo & Bing unified to provide richer results through universal mark-up
  • Directs users from Google Maps to the hotel sellerOTAs already visible in this areaCharged on a percentage of booking commission model.
  • Using schemas along with Google+ and local search infoKnowledge Graph Results – on right
  • Search: The Possibilities

    1. 1. Search – The Possibilities Graham Wilkinson – Client Performance Director
    2. 2. Content  Search: What and why?  SEO: A constant evolution  Search result formats: New and improved
    3. 3. Search What and why?
    5. 5. Google navigates the web by crawling In other words, Google follow links from page to page. Site owners choose whether their sites are crawled.
    6. 6. Everything is tracked in the index It’s over 100 million gigabytes. Pages are sorted by their content and other factors.
    7. 7. When a search takes place Algorithms look for clues to better understand what your search query means. Google Instant Query Understanding Autocomplete Search Methods Synonyms Spelling Based on these clues, relevant documents are pulled from the index.
    8. 8. The results are then ranked How trustworthy, reputable or authoritative is a source? • What is the most recent version of news and information? Where is the user and what is their search history? • What are the users language settings? • User Context • • Freshness Site & Page Quality How can image, news, maps, video and personal content be blended best to provide the best results? Translation Over 200 factors are considered by the algorithms. Universal Search
    9. 9. The results This happens in 1/8th second.
    10. 10. What is search engine marketing? Search Engine Marketing (SEM) Paid Search (PPC) “The act of obtaining position within the paid, or sponsored listings via a paid media placement on a search engine results page. (SERP)” “The act of marketing a website via search engines, whether this be improving rank in organic listings, purchasing paid listings or a combination of these and other search related activities.” Organic/Natural Search (SEO) “The act of enhancing or optimising a website to obtain top placement within the organic listings on a SERP.”
    11. 11. The power of search marketing Proactive Consumption Mass Customization Consumers seek out and indicate an active interest in specific content, products and/or services Marketers can display a different listing to each consumer based on perceived intent of his/her query Instant Direction Consumers are instantly directed to a specific destination based on the query they entered Performance Pricing Marketers name their price in real-time and pay only for actual traffic delivered to their website
    12. 12. SEO A constant evolution
    13. 13. Major changes to the Google algorithm BRANDY & AUSTIN UNIVERSAL SEARCH SOCIAL & INSTANT PENGUIN LSI, anchor text relevance, link ‘neighborhoods’, invisible text, META-tag stuffing News, video, images & local introduced into the SERP Social signals, review sentiment and realtime search results Penalties for overoptimised pages, keyword stuffing and poor page layout 2004 2005 2006 Personalised search, nofollows, XML sitemaps, duplicate content, low-quality link BOURBON & JAGGER 2007 2008 2009 2010 2011 2012 2020? Suggested search terms in a dropdown Increased branding emphasis and real-time search including Twitter feeds, Google News and fresh content Poor content practices,, search query encryption, content freshness GOOGLE SUGGEST VINCE & CAFFEINE PANDA & +1
    14. 14. SEO in 1998 Search the web using Google SEO Technical SEO – Just being visible Linking – Very spammy low quality links Content - Relevant & Authoritative On Page Optimisation – Stuffing as many keywords as possible Success - Keyword Position & Rankings
    15. 15. SEO in 2013 Technical SEO Page speed and site architecture Linking High quality links for the updated algorithm Content Fresh, authoritative and diverse Social Rating: 4 – 500,000 votes Social signals and authorship Success Traffic and holistic search performance Social profiles 100,000 followers on Google+ Recent posts Do your social profiles stack up against your competition and are you making the most out of them?
    16. 16. How to think about SEO? OLD SEO: How do I rank for this query? NEW SEO: How do I best answer the questions that my users have?
    17. 17. PAID ORGANIC Search result formats New and improved
    18. 18. Revamped ad formats Yellow ad labels replace the previous shading that distinguished paid ads
    19. 19. Branded search
    20. 20. Local search results
    21. 21. Google hotel finder
    22. 22. Points of interest
    23. 23. Video and image in search
    24. 24. Product listing ads
    25. 25. Ratings and reviews in search
    26. 26. Thank You