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SEO Predictions for 2013 & Beyond

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SEO is not what it once was, but do you know why. This presentation will dive deeper into the history and current state of SEO, as this will allow us to better predict the future. This slide deck was created for @HubSpot's New Hampshire User Group (@HUGNH) presentation.

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SEO Predictions for 2013 & Beyond

  1. 1. SEO PREDICTIONS IN 2013.
  2. 2. Sarah Bedrick @sbedrickInbound Marketing Professor,HubSpot Academy Teamowns a craft beer blog forgirls.
  3. 3. #HUGNH
  4. 4. AGENDA.1. Brief history of SEO2. Why all the changes, Google?3. Predictions for 20134. Key Takeaways5. Q/A session
  5. 5. BRIEF HISTORY OF1 SEO.
  6. 6. WHAT IS SEO,ANYHOW?
  7. 7. SEARCH ENGINEOPTIMIZATION =SEO
  8. 8. PEOPLE KNEW IT WASN’T THELUCKY WHO RANKED.
  9. 9. THEY BEGAN TO STUDY THEALGORITHMS.
  10. 10. Ranking could be achievedby tweaking a few things..
  11. 11. And found outwhat worked. These used to•• Meta keywords Keyword density improve ranking.• Exact match domains• Article directories• Endless backlinking
  12. 12. And found outwhat 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.
  13. 13. SEO used to be a quick fix. But, it was all wrong…
  14. 14. TIME TO SHIFT FOCUS: SEOmoz: How to do SEO in 2013[image credit: http://www.flickr.com/photos/kattiev/2669503552/sizes/z/in/photostream/]
  15. 15. WHY ALL THESE SEO2 CHANGES, GOOGLE?
  16. 16. The Internet isthe largestsource of datawe have everseen.
  17. 17. $250 billion dollar business
  18. 18. * 92 % • Of online users first use search engines to look for services and products. *HubSpot#HUGNH
  19. 19. Google logs over 3 billion searches a day.#HUGNH
  20. 20. * 75 % • Of those users never scroll past the first page of search results. * HubSpot#HUGNH
  21. 21. What business will succeed, without delighting customers?
  22. 22. GOOGLE WANTS AWORLD CLASSEXPERIENCEThink Disney.Think Apple.#HUGNH
  23. 23. HOW DO THEY DO THIS? SHOW AWARD- WINNING RESULTS
  24. 24. Google cannotgo this alone. Their results are only as good as the Internet is.
  25. 25. Google is helping many tore-think SEO.
  26. 26. SEO is not a quick fix.
  27. 27. But, Google hasmade it easier to docorrectly.
  28. 28. GoogleWebmasterTools
  29. 29. Google’sWebsiteGuidelines
  30. 30. GoogleWebmasterCentral Blog
  31. 31. Panda & PenguinAlgorithm Updates
  32. 32. SEO PREDICTIONS3 FOR 2013.
  33. 33. SEO PREDICTIONS3 FOR 2013. AKA WHAT YOU CAN DO THIS YEAR TO IMPROVE RANKINGS.
  34. 34. “Skate towhere the puckis going, notwhere it’sbeen.” -Wayne Gretzky
  35. 35. SEO will meet an1 intersection of UX/UI.#HUGNH
  36. 36. SEO will meet an1 intersection of UI/UX. (UI = User Interface, UX = User Experience)#HUGNH
  37. 37. BUT- WHAT HAPPENSWHEN SOMEBODY GETS HERE?
  38. 38. An SEO optimized site, but non-useroptimized is like getting tons ofpeople to a party – that hasno food, drinks or games…
  39. 39. Matt Cutts. Head of Google’s Search Quality Team“Google is focused on what’s good for the user.”
  40. 40. SEARCH ENGINES DON’TBUY YOUR SERVICES,PEOPLE DO.#HUGNH
  41. 41. If you haven’t thoughtthrough, what you wantpeople to do, you’re...
  42. 42. WHAT’S THE GOAL?
  43. 43. EXAMPLESIN PRACTICE.
  44. 44. Website Page
  45. 45. BLOG POSTS
  46. 46. BLOG POSTS
  47. 47. A BAD EXAMPLE IN PRACTICE.
  48. 48. Content Farm.
  49. 49. Content Farm.• Convoluted page content• Four ads above the fold• Tons of intra-site linking• Thin content
  50. 50. WHAT’S THE GOAL?
  51. 51. Website metrics will2 matter more than it ever has before.#HUGNH
  52. 52. DON’T MAKEYOUR VISITORS THINK.
  53. 53. Follow thelavender principle.Keep people on yoursite longer andreviewing more content.
  54. 54. Use Google Analytics.• On-site time• Pages views per visits• Bounce rate
  55. 55. Google properties will3 continue to grow in importance.#HUGNH
  56. 56. Is growing in importance…
  57. 57. AUTHOR RANK =PAGE RANK(BUT FOR GOOGLE+USERS)
  58. 58. VERIFIED AUTHOR ACCOUNT:
  59. 59. YOUR PERSONALBRAND MATTERS.
  60. 60. Eric Schmidt. Google’s Former CEO“Within searchresults, information tied toverified online profiles will beranked higher than contentwithout such verification, whichwill result in most usersnaturally clicking on the top(verified) results. The true costof remaininganonymous, then, might beirrelevance.”
  61. 61. Eric Schmidt. Google’s Former CEO“In the future, you can boostyour rankings by using Googleauthorship, and as wevereported before, Google+ hasbeen designed to be an identityverification network. ”
  62. 62. “Publicly recommend this as Sarah Bedrick”
  63. 63. 4 Content is still king. More helpful and thoughtful content, though.#HUGNH
  64. 64. Site Content.• Long (600+ words)• Great formatting• Good internal and external linking with great anchor text• Provide CTA or next logical step
  65. 65. Site Content.Great contentalso satisfiesgood UI/UX andgreat websitemetrics.
  66. 66. Page Titles, URLS & Meta Description. Make them descriptive to your content and compelling.
  67. 67. 4 KEY TAKAWAYS AND RESOURCES
  68. 68. 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.
  69. 69. SEO SHOULD NOT BE EASY.Plan & develop a good userexperience on your site, focuson quality, and build your brandin your niche.
  70. 70. RESOURCES1. 17 SEO Myths You Should Leave Behind in 2013: http://offers.hubspot.com/17-seo-myths-leave-behind-in-20132. 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.aspx3. 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.pdf4. Beginners Guide to Optimization: http://www.seomoz.org/beginners-guide-to- seo
  71. 71. THANK YOU! Q&A TIME REACH OUT ON TWITTER:

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