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What Marketers Need to Know About the Changing Landscape of SEO & Search Marketing

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From Hubspot's #INBOUND14 & #FutureM conference in Boston, MA - September 16, 2014 - Search Engine Land's Founding Editor & Chief Content Officer Danny Sullivan (@DannySullivan) presents:

ALL THE RIGHT SEO MOVES: HOW TO THINK STRATEGICALLY ABOUT SEARCH & AVOID COMMON TRAPS

From tapping into the semantic web with web smarts built into Google's "Hummingbird" search technology to ensuring you've built great content and authority, we'll explore ways to build your audience through sustainable SEO.

This presentation covers:
- The Changing Landscape of Search Results: SERPS are no longer just 10 blue links. Which listing is really #1? Can you spot the real winner?

- Penalties & the Google Zoo: Panda, Penguin & Pigeons, oh my!

- The Age of Entity Search: People, Places & Things - decoding facts & getting the best, most direct answer in Search Resuls.

- Search in a Mobile World: mobile search results, click to call, search to mobile apps, wearable devices with search technology, plus personal digital assitants & predictive search.

- Avoiding Common SEO Traps - cold calls & pitches, guest posting, think users first.


Visit http://www.SearchEngineLand.com to learn more about each of the topics covered and sign up for email newsletters covering SEO, SEM, local search marketing tactics and more.

Published in: Marketing
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What Marketers Need to Know About the Changing Landscape of SEO & Search Marketing

  1. #INBOUND14 ALL THE RIGHT SEO MOVES DANNY SULLIVAN Chief Content Officer Third Door Media What Marketers Need To Know To About the Changing Landscape of Search
  2.  The Changing Landscape of Search Results  Penalties & the Google Zoo  The Age of Entity Search  Search in a Mobile World  Avoiding Common SEO Traps AGENDA
  3. #INBOUND14 @dannysullivan THE CHANGING LANDSCAPE OF SEARCH RESULTS
  4. #INBOUND14 @dannysullivan WHICH LISTING IS THE #1RESULT?
  5. #INBOUND14 @dannysullivan WHICH LISTING IS THE #1RESULT?
  6. #INBOUND14 @dannysullivan WHICH LISTING IS THE #1RESULT?
  7. #INBOUND14 @dannysullivan “BEING #1” & “10 BLUE LINKS” IS DEAD
  8. #INBOUND14 @dannysullivan WHERE’STHE FREEWEBRESULT? ADS ADS LOCAL WEB
  9. #INBOUND14 @dannysullivan FREELISTINGS GET LESSSPACE
  10. #INBOUND14 @dannysullivan WHICHARETHE “REAL” RESULTS?
  11. #INBOUND14 @dannysullivan THERE ARENO NORMALRESULTS
  12. #INBOUND14 @dannysullivan SEO IS DEAD
  13. #INBOUND14 THANK YOU!
  14. #INBOUND14 @dannysullivan SEO IS NOTDEAD
  15. #INBOUND14 @dannysullivan CHANGE IS OPPORTUNITY
  16. #INBOUND14 @dannysullivan …WHAT IS CHANGING?
  17. #INBOUND14 @dannysullivan PENALTIES & THE GOOGLE ZOO
  18. #INBOUND14 @dannysullivan •INTENT: keep low-quality or “thin” content from ranking •FREQUENCY: about once a month filter is re-run
  19. #INBOUND14 @dannysullivan SURVIVING PANDA Focus on real quality to survive -- always the answer for any search success
  20. #INBOUND14 @dannysullivan •INTENT: targets spam, especially bad or low-quality links •FREQUENCY: ~6 months+, Google re-runs Penguin
  21. #INBOUND14 @dannysullivan RANTERMISSIONABOUT LINK RULE INSANITY
  22. #INBOUND14 @dannysullivan PLAYING SAFE WITH LINKS IS MORE COMPLICATEDTHAN EVER
  23. #INBOUND14 @dannysullivan What about paid links in the age of Native Advertising?
  24. #INBOUND14 @dannysullivan Widgets, Infographics& too much of a good thing
  25. #INBOUND14 @dannysullivan GuestBlogging Gone Wild?
  26. #INBOUND14 @dannysullivan Is It Safer Not To Link? Should You NoFollowEverything?
  27. #INBOUND14 @dannysullivan
  28. #INBOUND14 @dannysullivan Why punish for bad links, rather than discount?
  29. #INBOUND14 @dannysullivan BACK TO THE BIRDS…
  30. #INBOUND14 @dannysullivan SURVIVING PENGUIN Don’t think link building Think audience building….
  31. #INBOUND14 @dannysullivan NEW!Improve local results by blending web signals (like links) & local search signals (distance, ratings)
  32. #INBOUND14 @dannysullivan HUMMINGBIRD: A NEW SEARCH ENGINE
  33. #INBOUND14 @dannysullivan HUMMINGBIRD Panda, Penguin & Pigeon part of it Can use new “fuel” Improved results for entities
  34. #INBOUND14 @dannysullivan THE AGE OF ENTITY SEARCH
  35. #INBOUND14 @dannysullivan PENALTIES & THE PEOPLE, PLACES & THINGS
  36. #INBOUND14 @dannysullivan ENTITIES & ENTITY SEARCH PAST: “o-b-a-m-a” NOW: A “person” connected to other people & facts
  37. #INBOUND14
  38. #INBOUND14 FACTS & KNOWLEDGE GRAPH GROWTH
  39. #INBOUND14 GROWTH OF QUICK/DIRECT ANSWERS
  40. #INBOUND14 GROWTH OF QUICK/DIRECT ANSWERS
  41. @dannysullivan #INBOUND14 ENTITY SEARCH SUCCESS  Markup pages with relevant structured data
  42. #INBOUND14 @dannysullivan SEARCH IN A MOBILE WORLD
  43. #INBOUND14 @dannysullivan Landing page > mobile SEO The “Always On” mobile searcher THE MOBILE SEARCHER
  44. #INBOUND14 @dannysullivan SEARCHING ON THE MOVE SEARCH VOLUME -U.S. CHAIN RESTAURANTS
  45. #INBOUND14 @dannysullivan CALLS NOT CLICKS: ARE YOU READY? CLICK-TO-CALL VOLUME -FLOWER SEARCHES, CA
  46. #INBOUND14 @dannysullivan Click-to-call Mobile-friendly version of site App for repeat visitors MOBILE ACTION ITEMS
  47. #INBOUND14 @dannysullivan SEARCH-TO-APP: THE NEXT SEOFRONTIER? Google App Indexing Bing Deep Linking
  48. #INBOUND14 @dannysullivan WEARABLE SEARCHTECHNOLOGY •On your phone •On your wrist •Even on your eyes…
  49. #INBOUND14 @dannysullivan Google Glass may be niche, but… ~50% of consumers like idea of smartwatches
  50. #INBOUND14 @dannysullivan
  51. #INBOUND14 @dannysullivan
  52. #INBOUND14 @dannysullivan
  53. #INBOUND14 @dannysullivan Digital Assistants, Agents & Predictive Search
  54. #INBOUND14 @dannysullivan ANSWERS BEFORE WE EVEN SEARCH
  55. #INBOUND14 @dannysullivan LOCATION GATING LIKELY KEY IN FUTURE
  56. #INBOUND14 @dannysullivan BEWARE OF (SEO) TRAPS
  57. #INBOUND14 @dannysullivan DON’T BE LIKEADMIRAL AKBAR!
  58. #INBOUND14 @dannysullivan
  59. #INBOUND14 @dannysullivan IT’S A TRAP!
  60. #INBOUND14 @dannysullivan NO GOOD SEO COMPANY WILLCOLD CALL OR COLD EMAIL YOUHONEST.
  61. #INBOUND14 @dannysullivan
  62. #INBOUND14 @dannysullivan IT’S A TRAP!
  63. #INBOUND14 @dannysullivan UNSOLICITED GUEST POSTS WILL LIKELY LEAD TO SPAM ISSUESESPECIALLY IF “ALL” THEY WANT IS A LINK
  64. #INBOUND14 @dannysullivan
  65. #INBOUND14 @dannysullivan IT’S A TRAP!
  66. #INBOUND14 @dannysullivan DEPENDING ENTIRELY ON GOOGLE OR SEO IS DANGEROUS
  67. #INBOUND14 @dannysullivan SEO SHOULD BE A BALANCED PART OF YOUR INBOUND MIX
  68. #INBOUND14 @dannysullivan
  69. #INBOUND14 @dannysullivan IT’S A TRAP!
  70. #INBOUND14 @dannysullivan THE MORE YOU SEO JUST FOR SEO, THE LESS EFFECTIVE YOUR SEO MAY BE
  71. #INBOUND14 @dannysullivan PEO--PEOPLE ENGINE OPTIMIZATION STAY ON TRACK WITH SEO BY THINKING USERS FIRST
  72. #INBOUND14 @dannysullivan TAKEAWAYS
  73. #INBOUND14 @dannysullivan BEWARE: SHINY OBJECTS Don’t believe any one tactic is a magic bullet
  74. #INBOUND14 @dannysullivan BUT… KNOW SEOFUNDAMENTALS searchengineland.com/seotable
  75. #INBOUND14 @dannysullivan INVEST IN QUALITY CONTENT
  76. #INBOUND14 @dannysullivan BUILD AN AUDIENCE, NOT LINKS
  77. #INBOUND14 @dannysullivan CONSIDER THE MOBILE EXPERIENCE
  78. #INBOUND14 @dannysullivan AS ONE DOOR CLOSES, ANOTHER OPENS
  79. #INBOUND14 @dannysullivan PREDICTIVE, VOICE & WEARABLE SEARCH
  80. #INBOUND14 @dannysullivan SEARCH SHIFTING TO CONCEPTS & ENITITIES
  81. #INBOUND14 @dannysullivan SO BE THE ESSENTIALANSWER
  82. #INBOUND14 @dannysullivan  Google SEO  Google Panda Update  Google Penguin Update  Google “Pigeon” Update  Google's Knowledge Graph  Google Hummingbird  Periodic Table of SEO  Infographic: What is the NoFollowTag?  Structured Data & Schema Markup  Mobile SEO CREDITS & RESOURCES some images from Shutterstock, used under license
  83. #INBOUND14 @dannysullivan  Google App Indexing  Bing App Deep Linking CREDITS & RESOURCES some images from Shutterstock, used under license
  84. #INBOUND14 THANK YOU!

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