The
The Evolving
State of SEO
Matt McGee
MivaCon 2014 • San Diego, CA • March 6, 2014
About Me
Matt McGee
Editor-In-Chief
SearchEngineLand.com
@SEngineLand
MarketingLand.com
@MarketingLand
Slideshare:
http://...
@SEngineLand
What’s To Come
@MattMcGee
What’s SEO Like Today?
How Search Has Evolved
How SEO Must Evolve
What’s SEO Like
These Days?
February 2011 April 2012 September 2013
Panda
@SEngineLand
Google’s Panda Update
@MattMcGee
Penguin
@SEngineLand
Google’s Penguin
Update
@MattMcGee
@SEngineLand
Google’s Penguin
Update
@MattMcGee
Hummingbird
@SEngineLand
Google’s Hummingbird
Algorithm
@MattMcGee
But Wait!
There’s More…
@SEngineLand
More Google Updates
@MattMcGee
@SEngineLand
More Google Updates
@MattMcGee
@SEngineLand
More Google Updates
@MattMcGee
@SEngineLand
More Google Updates
@MattMcGee
@SEngineLand
More Google Updates
@MattMcGee
@SEngineLand
More Google Updates
@MattMcGee
@SEngineLand
More Google Updates
@MattMcGee
@SEngineLand
More Google Updates
@MattMcGee
I Could Go On …
And On … And
On …
What’s SEO Like
These Days?
@SEngineLand
What’s SEO Like These
Days?
@MattMcGee
The Evolution
Of Search
How Searching
Has Evolved
@SEngineLand
How We’ve Evolved
@MattMcGee
@SEngineLand
How We’ve Evolved
@MattMcGee
@SEngineLand
How We’ve Evolved
@MattMcGee
@SEngineLand
How We’ve Evolved
@MattMcGee
@SEngineLand
How We’ve Evolved
@MattMcGee
@SEngineLand
How We’ve Evolved
@MattMcGee
@SEngineLand
How We’ve Evolved
@MattMcGee
@SEngineLand
How We’ve Evolved
@MattMcGee
@SEngineLand
How We’ve Evolved
@MattMcGee
How Search
Results
Have Evolved
More Than
“10 Blue Links”
Personalization
@SEngineLand
How Search Results
Have Evolved
@MattMcGee
@SEngineLand
How Search Results
Have Evolved
@MattMcGee
@SEngineLand
How Search Results
Have Evolved
@MattMcGee
Source: TheFilterBubble.com
@SEngineLand
How Search Results
Have Evolved
@MattMcGee
Source: TheFilterBubble.com
Instant Answers
@SEngineLand
How Search Results
Have Evolved
@MattMcGee
Google Now
@SEngineLand
How Search Results
Have Evolved
@MattMcGee
@SEngineLand
How Search Results
Have Evolved
@MattMcGee
“My vision when we
started Google 15 years
ago was that eventually...
Knowledge
Graph
@SEngineLand
How Search Results
Have Evolved
@MattMcGee
@SEngineLand
How Search Results
Have Evolved
@MattMcGee
@SEngineLand
How Search Results
Have Evolved
@MattMcGee
Bing Satori
@SEngineLand
How Search Results
Have Evolved
@MattMcGee
@SEngineLand
How Search Results
Have Evolved
@MattMcGee
@SEngineLand
How Search Results
Have Evolved
@MattMcGee
Identity
@SEngineLand
How Search Results
Have Evolved
@MattMcGee
@SEngineLand
How Search Results
Have Evolved
@MattMcGee
@SEngineLand
How Search Results
Have Evolved
@MattMcGee
"Google Plus gives
you the opportunity
to be yourself, and
gives G...
@SEngineLand
How Search Results
Have Evolved
@MattMcGee
@SEngineLand
How SEO Must Evolve
@MattMcGee
"Within search results, information tied
to verified online profiles will be r...
What It All
Means?
SEO Must
Evolve, Too
1. Be Invisible
@SEngineLand
How SEO Must Evolve
@MattMcGee
“SEO should be unseen… and only
noticeableto other SEOs.”
Adam Audette, RKG
Old SEO Tools
@SEngineLand
How SEO Must Evolve
@MattMcGee
@SEngineLand
How SEO Must Evolve
@MattMcGee
@SEngineLand
How SEO Must Evolve
@MattMcGee
@SEngineLand
How SEO Must Evolve
@MattMcGee
New SEO Tools
@SEngineLand
How SEO Must Evolve
@MattMcGee
@SEngineLand
How SEO Must Evolve
@MattMcGee
@SEngineLand
How SEO Must Evolve
@MattMcGee
@SEngineLand
How SEO Must Evolve
@MattMcGee
2. Be Vital
(in two ways)
@SEngineLand
How SEO Must Evolve
@MattMcGee
@SEngineLand
How SEO Must Evolve
@MattMcGee
Source: SmallBusinessSEM.com
3. Be A Brand
@SEngineLand
How SEO Must Evolve
@MattMcGee
Source: SEOBook
@SEngineLand
How SEO Must Evolve
@MattMcGee
Build a Brand
“Search used to be where the playing field was
level ... those d...
Brands Are Vital
@SEngineLand
How SEO Must Evolve
@MattMcGee
@SEngineLand
How SEO Must Evolve
@MattMcGee
Source: Marketing Land
Consumers Love
Brands, Too
@SEngineLand
How SEO Must Evolve
@MattMcGee
Source: Search Engine Land
To Sum Up…
@SEngineLand
The Evolving State of
SEO
@MattMcGee
Matt McGee / matt@thirddoormedia.com
Some photos via Shutterstock.com
Sl...
The Evolving State of SEO by Matt McGee
The Evolving State of SEO by Matt McGee
The Evolving State of SEO by Matt McGee
The Evolving State of SEO by Matt McGee
The Evolving State of SEO by Matt McGee
The Evolving State of SEO by Matt McGee
The Evolving State of SEO by Matt McGee
The Evolving State of SEO by Matt McGee
The Evolving State of SEO by Matt McGee
The Evolving State of SEO by Matt McGee
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The Evolving State of SEO by Matt McGee

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MivaCon 2014 Keynote: The Evolving State of SEO

Presented by Matt McGee

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  • It’s a zoo….
  • 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.
  • Voice search on both Bing and Google
  • 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.
  • The Evolving State of SEO by Matt McGee

    1. 1. The The Evolving State of SEO Matt McGee MivaCon 2014 • San Diego, CA • March 6, 2014
    2. 2. About Me Matt McGee Editor-In-Chief SearchEngineLand.com @SEngineLand MarketingLand.com @MarketingLand Slideshare: http://selnd.com/mivacon2014
    3. 3. @SEngineLand What’s To Come @MattMcGee What’s SEO Like Today? How Search Has Evolved How SEO Must Evolve
    4. 4. What’s SEO Like These Days?
    5. 5. February 2011 April 2012 September 2013
    6. 6. Panda
    7. 7. @SEngineLand Google’s Panda Update @MattMcGee
    8. 8. Penguin
    9. 9. @SEngineLand Google’s Penguin Update @MattMcGee
    10. 10. @SEngineLand Google’s Penguin Update @MattMcGee
    11. 11. Hummingbird
    12. 12. @SEngineLand Google’s Hummingbird Algorithm @MattMcGee
    13. 13. But Wait! There’s More…
    14. 14. @SEngineLand More Google Updates @MattMcGee
    15. 15. @SEngineLand More Google Updates @MattMcGee
    16. 16. @SEngineLand More Google Updates @MattMcGee
    17. 17. @SEngineLand More Google Updates @MattMcGee
    18. 18. @SEngineLand More Google Updates @MattMcGee
    19. 19. @SEngineLand More Google Updates @MattMcGee
    20. 20. @SEngineLand More Google Updates @MattMcGee
    21. 21. @SEngineLand More Google Updates @MattMcGee
    22. 22. I Could Go On … And On … And On …
    23. 23. What’s SEO Like These Days?
    24. 24. @SEngineLand What’s SEO Like These Days? @MattMcGee
    25. 25. The Evolution Of Search
    26. 26. How Searching Has Evolved
    27. 27. @SEngineLand How We’ve Evolved @MattMcGee
    28. 28. @SEngineLand How We’ve Evolved @MattMcGee
    29. 29. @SEngineLand How We’ve Evolved @MattMcGee
    30. 30. @SEngineLand How We’ve Evolved @MattMcGee
    31. 31. @SEngineLand How We’ve Evolved @MattMcGee
    32. 32. @SEngineLand How We’ve Evolved @MattMcGee
    33. 33. @SEngineLand How We’ve Evolved @MattMcGee
    34. 34. @SEngineLand How We’ve Evolved @MattMcGee
    35. 35. @SEngineLand How We’ve Evolved @MattMcGee
    36. 36. How Search Results Have Evolved
    37. 37. More Than “10 Blue Links”
    38. 38. Personalization
    39. 39. @SEngineLand How Search Results Have Evolved @MattMcGee
    40. 40. @SEngineLand How Search Results Have Evolved @MattMcGee
    41. 41. @SEngineLand How Search Results Have Evolved @MattMcGee Source: TheFilterBubble.com
    42. 42. @SEngineLand How Search Results Have Evolved @MattMcGee Source: TheFilterBubble.com
    43. 43. Instant Answers
    44. 44. @SEngineLand How Search Results Have Evolved @MattMcGee
    45. 45. Google Now
    46. 46. @SEngineLand How Search Results Have Evolved @MattMcGee
    47. 47. @SEngineLand How Search Results Have Evolved @MattMcGee “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
    48. 48. Knowledge Graph
    49. 49. @SEngineLand How Search Results Have Evolved @MattMcGee
    50. 50. @SEngineLand How Search Results Have Evolved @MattMcGee
    51. 51. @SEngineLand How Search Results Have Evolved @MattMcGee
    52. 52. Bing Satori
    53. 53. @SEngineLand How Search Results Have Evolved @MattMcGee
    54. 54. @SEngineLand How Search Results Have Evolved @MattMcGee
    55. 55. @SEngineLand How Search Results Have Evolved @MattMcGee
    56. 56. Identity
    57. 57. @SEngineLand How Search Results Have Evolved @MattMcGee
    58. 58. @SEngineLand How Search Results Have Evolved @MattMcGee
    59. 59. @SEngineLand How Search Results Have Evolved @MattMcGee "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
    60. 60. @SEngineLand How Search Results Have Evolved @MattMcGee
    61. 61. @SEngineLand How SEO Must Evolve @MattMcGee "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
    62. 62. What It All Means? SEO Must Evolve, Too
    63. 63. 1. Be Invisible
    64. 64. @SEngineLand How SEO Must Evolve @MattMcGee “SEO should be unseen… and only noticeableto other SEOs.” Adam Audette, RKG
    65. 65. Old SEO Tools
    66. 66. @SEngineLand How SEO Must Evolve @MattMcGee
    67. 67. @SEngineLand How SEO Must Evolve @MattMcGee
    68. 68. @SEngineLand How SEO Must Evolve @MattMcGee
    69. 69. @SEngineLand How SEO Must Evolve @MattMcGee
    70. 70. New SEO Tools
    71. 71. @SEngineLand How SEO Must Evolve @MattMcGee
    72. 72. @SEngineLand How SEO Must Evolve @MattMcGee
    73. 73. @SEngineLand How SEO Must Evolve @MattMcGee
    74. 74. @SEngineLand How SEO Must Evolve @MattMcGee
    75. 75. 2. Be Vital (in two ways)
    76. 76. @SEngineLand How SEO Must Evolve @MattMcGee
    77. 77. @SEngineLand How SEO Must Evolve @MattMcGee Source: SmallBusinessSEM.com
    78. 78. 3. Be A Brand
    79. 79. @SEngineLand How SEO Must Evolve @MattMcGee Source: SEOBook
    80. 80. @SEngineLand How SEO Must Evolve @MattMcGee 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
    81. 81. Brands Are Vital
    82. 82. @SEngineLand How SEO Must Evolve @MattMcGee
    83. 83. @SEngineLand How SEO Must Evolve @MattMcGee Source: Marketing Land
    84. 84. Consumers Love Brands, Too
    85. 85. @SEngineLand How SEO Must Evolve @MattMcGee Source: Search Engine Land
    86. 86. To Sum Up…
    87. 87. @SEngineLand The Evolving State of SEO @MattMcGee Matt McGee / matt@thirddoormedia.com Some photos via Shutterstock.com Slideshare: http://selnd.com/mivacon2014

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