SlideShare a Scribd company logo
SEO PREDICTIONS IN 2013.
Sarah
   Bedrick
   @sbedrick
Inbound Marketing Professor,
HubSpot Academy Team


owns a craft beer blog for
girls.
#HUGNH
AGENDA.
1. Brief history of SEO
2. Why all the changes, Google?
3. Predictions for 2013
4. Key Takeaways
5. Q/A session
BRIEF HISTORY OF
1   SEO.
WHAT IS SEO,
ANYHOW?
SEARCH ENGINE
OPTIMIZATION =


SEO
PEOPLE KNEW IT WASN’T THE
LUCKY WHO RANKED.
THEY BEGAN TO STUDY THE
ALGORITHMS.
Ranking could be achieved
by tweaking a few things..
And found out
what worked.              These used to
•
•
    Meta keywords
    Keyword density
                          improve ranking.
•   Exact match domains
•   Article directories
•   Endless backlinking
And found out
what worked.              These used to
•
•
    Meta keywords
    Keyword density
                          improve ranking.
•   Exact match domains
•   Article directories
•   Endless backlinking


                          It was straight-up trickery.
                          We know this doesn’t add value.
SEO used to be a quick fix.
           But, it was all wrong…
TIME TO SHIFT FOCUS:



                          SEOmoz: How to do SEO in 2013




[image credit: http://www.flickr.com/photos/kattiev/2669503552/sizes/z/in/photostream/]
WHY ALL THESE SEO
2   CHANGES, GOOGLE?
The Internet is
the largest
source of data
we have ever
seen.
$250 billion dollar business
*
             92 %
         • Of online users first use
           search engines to look for
           services and products.
             *HubSpot



#HUGNH
Google logs over 3 billion searches a day.



#HUGNH
*
             75 %
         • Of those users never scroll
           past the first page of
           search results.
             * HubSpot



#HUGNH
What business will succeed, without delighting customers?
GOOGLE WANTS A
WORLD CLASS
EXPERIENCE

Think Disney.
Think Apple.

#HUGNH
HOW DO THEY DO THIS?




             SHOW AWARD-
          WINNING RESULTS
Google cannot
go this alone.

                   Their results are
     only as good as the Internet is.
Google is helping many to
re-think SEO.
SEO is not a quick fix.
But, Google has
made it easier to do
correctly.
Google
Webmaster
Tools
Google’s
Website
Guidelines
Google
Webmaster
Central Blog
Panda & Penguin
Algorithm Updates
SEO PREDICTIONS
3   FOR 2013.
SEO PREDICTIONS
3   FOR 2013.
    AKA WHAT YOU CAN DO
    THIS YEAR TO IMPROVE
    RANKINGS.
“Skate to
where the puck
is going, not
where it’s
been.”
 -Wayne Gretzky
SEO will meet an
1        intersection of UX/UI.

#HUGNH
SEO will meet an
1        intersection of UI/UX.
         (UI = User Interface, UX = User Experience)


#HUGNH
BUT-
 WHAT HAPPENS
WHEN SOMEBODY
    GETS HERE?
An SEO optimized site, but non-user
optimized is like getting tons of
people to a party – that has
no food, drinks or games…
Matt Cutts.
    Head of Google’s
   Search Quality Team



“Google is focused
 on what’s good for
          the user.”
SEARCH ENGINES DON’T
BUY YOUR SERVICES,

PEOPLE DO.
#HUGNH
If you haven’t thought
through, what you want
people to do, you’re...
WHAT’S THE
    GOAL?
EXAMPLES
IN PRACTICE.
Website Page
BLOG POSTS
BLOG POSTS
A BAD EXAMPLE
   IN PRACTICE.
Content Farm.
Content Farm.

•   Convoluted page content
•   Four ads above the fold
•   Tons of intra-site linking
•   Thin content
WHAT’S THE
    GOAL?
Website metrics will
2        matter more than it ever
         has before.
#HUGNH
DON’T MAKE
YOUR VISITORS
        THINK.
Follow the
lavender principle.
Keep people on your
site longer and
reviewing more content.
Use Google
     Analytics.
• On-site time
• Pages views per
  visits
• Bounce rate
Google properties will
3        continue to grow in
         importance.
#HUGNH
Is growing in importance…
AUTHOR RANK =
PAGE RANK
(BUT FOR GOOGLE+
USERS)
VERIFIED AUTHOR ACCOUNT:
YOUR PERSONAL
BRAND MATTERS.
Eric Schmidt.
      Google’s Former CEO


“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.
     Google’s Former CEO


“In the future, you can boost
your rankings by using Google
authorship, and as we've
reported before, Google+ has
been designed to be an identity
verification network. ”
“Publicly recommend this as Sarah Bedrick”
4 Content is still king.
         More helpful and thoughtful content, though.



#HUGNH
Site Content.

• Long (600+ words)
• Great formatting
• Good internal and external
  linking with great anchor text
• Provide CTA or next logical
  step
Site Content.
Great content
also satisfies
good UI/UX and
great website
metrics.
Page Titles, URLS &
 Meta Description.


 Make them
 descriptive to
 your content and
 compelling.
4   KEY TAKAWAYS AND
    RESOURCES
KEY TAKEAWAYS
• Take advantage of Google’s transparency.

• Always do what is right for your end user.

• Create each page with a purpose – and make it clear.

• Make sure your website is fast.

• Invest in Google+ and in your brand for Google’s Author
  Rank.
SEO SHOULD NOT BE EASY.
Plan & develop a good user
experience on your site, focus
on quality, and build your brand
in your niche.
RESOURCES
1. 17 SEO Myths You Should Leave Behind in 2013:
   http://offers.hubspot.com/17-seo-myths-leave-behind-in-2013

2. How Google Changes its Search Algorithms for the Better [Video]:
   http://blog.hubspot.com/blog/tabid/6307/bid/23584/How-Google-Constantly-
   Changes-its-Search-Algorithms-for-the-Better-Video.aspx

3. Google’s Search Engine Optimization Starter Guide:
   http://static.googleusercontent.com/external_content/untrusted_dlcp/www.goog
   le.com/en/us/webmasters/docs/search-engine-optimization-starter-guide.pdf

4. Beginners Guide to Optimization: http://www.seomoz.org/beginners-guide-to-
   seo
THANK YOU!
 Q&A TIME



       REACH OUT ON TWITTER:

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SEO Predictions for 2013 & Beyond

Editor's Notes

  1. Before we dive in, I’d like to introduce myself. My name is Sarah Bedrick and I’m one of the many talented inbound marketing professors we have here at HubSpot.A little tip about myself, I practice inbound marketing techniques on my own site – which is a craft beer blog for women.
  2. Twitterhashtag
  3. Before we discuss the future of SEO and the predictions for 2013 – I think it’s important to take a step back. Talk about what SEO is and provide a brief history of where we’ve been. This information will help us to better understand what search engines are looking for in cotent, but also help us to better prioritize our efforts – to ensure we’re starting off with success.
  4. It’s an acronym and it stands for Search Engine Optimization.
  5. It’s about optimizing your website pages for search engine crawlers – so they can Find you, understand what your page is about after crawling it, index it and then serve it up when somebody searches for a relevant keyword phrase.
  6. They began to study the algorithms and looked to see what worked – and they uncovered a lot of quick
  7. http://www.seomoz.org/ugc/how-to-do-seo-in-2013
  8. So because of all these people abusing the system, in just the past 2.5 years, Google has made tremendous updates to the way they conduct business.
  9. And why is that? It’s because that is what Google needs to do to stay on top.They’re a multi-million dollar business – and want to stay that way. So they delight their users with great results.
  10. And why is that? It’s because that is what Google needs to do to stay on top.They’re a multi-million dollar business – and want to stay that way. So they delight their users with great results.
  11. And why is that? It’s because that is what Google needs to do to stay on top.They’re a multi-million dollar business – and want to stay that way. So they delight their users with great results.
  12. Twitterhashtag
  13. Website optimization is something that companies can no longer afford to ignore. Everything is going online and inbound. There are about 3 billion searches done on Google every single day. And these people aren’t just searching for YouTube videos of babies, or television and sports clips, they’re looking for answers to their business or personal problems. Doing searches to find answers to solve their problems – opening up a world of opportunity for all types of businesses.
  14. Twitterhashtag
  15. Think about when you enter Disney world or walk into an apple store – it’s an incredible experience. It’s flawless, enjoyable and it makes you feel something.
  16. Inherent by it’s name, many people have began to think abou tit the wrong way.
  17. You can’t just whip up your site and start ranking. And if you do start ranking, that doesn’t necessarily mean it will translate in to traffic.Google is helping us to rethink how many people once viewed the SEO world.
  18. They’re releasing updates, but also more tools to help us be available.
  19. They’re releasing updates, but also more tools to help us be available.
  20. They‘ve already started to help the way we re-think SEO, but with their updates to their algorithm. Like Panda and Penguin. Many people were affected by these, but only those who were doing the “quick fix” way or the “one-night stand” aka the black hat of SEO. Thin content quickly created to rank – or endless backlinking.
  21. Inherent by it’s name, many people have began to think abou tit the wrong way.
  22. Inherent by it’s name, many people have began to think abou tit the wrong way.
  23. It’s about optimizing your website pages for search engine crawlers – so they can Find you, understand what your page is about after crawling it, index it and then serve it up when somebody searches for a relevant keyword phrase.
  24. SES San Franciscohttp://www.brafton.com/news/qa-with-matt-cutts-at-ses-san-francisco-social-reputability-for-seo-traffic-cannibalization-and-the-promise-of-transparency-from-google
  25. If you have good UI/UX, you will naturally satisfy number two. Awesome. But these website metrics – not marketing metrics will matter more than ever. So what are website metrics, anyhow?
  26. Inherent by it’s name, many people have began to think abou tit the wrong way.
  27. Not just YOUR personal brand, but your employees brand matters too. http://www.flickr.com/photos/basheertome/4654889707
  28. Eric Schmidt Quote
  29. He essentially predicts that privacy will cease to exist online. Governments, he says, will find it "too risky" to have thousands of citizens "anonymous, untraceable and unverified" online, suggesting they will want to require verification of all online accounts at some level of government.
  30. Eric Schmidt Quote
  31. Inherent by it’s name, many people have began to think abou tit the wrong way.