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#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
 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
#INBOUND14 
@dannysullivan 
THE CHANGING LANDSCAPE OF SEARCH RESULTS
#INBOUND14 
@dannysullivan 
WHICH LISTING 
IS THE #1RESULT?
#INBOUND14 
@dannysullivan 
WHICH LISTING 
IS THE #1RESULT?
#INBOUND14 
@dannysullivan 
WHICH LISTING 
IS THE #1RESULT?
#INBOUND14 
@dannysullivan 
“BEING #1” & 
“10 BLUE LINKS” IS DEAD
#INBOUND14 
@dannysullivan 
WHERE’STHE FREEWEBRESULT? 
ADS 
ADS 
LOCAL 
WEB
#INBOUND14 
@dannysullivan 
FREELISTINGS 
GET LESSSPACE
#INBOUND14 
@dannysullivan 
WHICHARETHE “REAL” RESULTS?
#INBOUND14 
@dannysullivan 
THERE ARENO NORMALRESULTS
#INBOUND14 
@dannysullivan 
SEO IS DEAD
#INBOUND14 
THANK YOU!
#INBOUND14 
@dannysullivan 
SEO IS NOTDEAD
#INBOUND14 
@dannysullivan 
CHANGE IS OPPORTUNITY
#INBOUND14 
@dannysullivan 
…WHAT IS CHANGING?
#INBOUND14 
@dannysullivan 
PENALTIES & THE 
GOOGLE ZOO
#INBOUND14 
@dannysullivan 
•INTENT: keep low-quality or “thin” content from ranking 
•FREQUENCY: about once a month filter is re-run
#INBOUND14 
@dannysullivan 
SURVIVING PANDA 
Focus on real quality to survive -- always the answer for any search success
#INBOUND14 
@dannysullivan 
•INTENT: targets spam, especially bad or low-quality links 
•FREQUENCY: ~6 months+, Google re-runs Penguin
#INBOUND14 
@dannysullivan 
RANTERMISSIONABOUT LINK RULE INSANITY
#INBOUND14 
@dannysullivan 
PLAYING SAFE WITH LINKS IS MORE COMPLICATEDTHAN EVER
#INBOUND14 
@dannysullivan 
What about paid links in the age of 
Native Advertising?
#INBOUND14 
@dannysullivan 
Widgets, Infographics& too much of a good thing
#INBOUND14 
@dannysullivan 
GuestBlogging 
Gone Wild?
#INBOUND14 
@dannysullivan 
Is It Safer Not To Link? 
Should You NoFollowEverything?
#INBOUND14 
@dannysullivan
#INBOUND14 
@dannysullivan 
Why punish for bad links, rather than discount?
#INBOUND14 
@dannysullivan 
BACK TO THE BIRDS…
#INBOUND14 
@dannysullivan 
SURVIVING PENGUIN 
Don’t think link building 
Think audience building….
#INBOUND14 
@dannysullivan 
NEW!Improve local results by blending web signals (like links) & local search signals (distance, ratings)
#INBOUND14 
@dannysullivan 
HUMMINGBIRD: A NEW SEARCH ENGINE
#INBOUND14 
@dannysullivan 
HUMMINGBIRD 
Panda, Penguin & Pigeon part of it 
Can use new “fuel” 
Improved results for entities
#INBOUND14 
@dannysullivan 
THE AGE OF 
ENTITY SEARCH
#INBOUND14 
@dannysullivan 
PENALTIES & THE 
PEOPLE, PLACES & 
THINGS
#INBOUND14 
@dannysullivan 
ENTITIES & 
ENTITY SEARCH 
PAST: “o-b-a-m-a” 
NOW: A “person” connected to other people & facts
#INBOUND14
#INBOUND14 
FACTS & KNOWLEDGE GRAPH GROWTH
#INBOUND14 
GROWTH OF QUICK/DIRECT ANSWERS
#INBOUND14 
GROWTH OF QUICK/DIRECT ANSWERS
@dannysullivan #INBOUND14 
ENTITY 
SEARCH 
SUCCESS 
 Markup pages 
with relevant 
structured data
#INBOUND14 
@dannysullivan 
SEARCH IN A 
MOBILE WORLD
#INBOUND14 
@dannysullivan 
Landing page > mobile SEO 
The “Always On” mobile searcher 
THE MOBILE SEARCHER
#INBOUND14 
@dannysullivan 
SEARCHING ON THE MOVE 
SEARCH VOLUME -U.S. CHAIN RESTAURANTS
#INBOUND14 
@dannysullivan 
CALLS NOT CLICKS: ARE YOU READY? 
CLICK-TO-CALL VOLUME -FLOWER SEARCHES, CA
#INBOUND14 
@dannysullivan 
Click-to-call 
Mobile-friendly version of site 
App for repeat visitors 
MOBILE ACTION ITEMS
#INBOUND14 
@dannysullivan 
SEARCH-TO-APP: THE NEXT SEOFRONTIER? 
Google App Indexing 
Bing Deep Linking
#INBOUND14 
@dannysullivan 
WEARABLE SEARCHTECHNOLOGY 
•On your phone 
•On your wrist 
•Even on your eyes…
#INBOUND14 
@dannysullivan 
Google Glass may be niche, but… 
~50% of consumers like idea of smartwatches
#INBOUND14 
@dannysullivan
#INBOUND14 
@dannysullivan
#INBOUND14 
@dannysullivan
#INBOUND14 
@dannysullivan 
Digital Assistants, Agents & Predictive Search
#INBOUND14 
@dannysullivan 
ANSWERS BEFORE WE EVEN SEARCH
#INBOUND14 
@dannysullivan 
LOCATION GATING 
LIKELY KEY IN FUTURE
#INBOUND14 
@dannysullivan 
BEWARE 
OF (SEO) TRAPS
#INBOUND14 
@dannysullivan 
DON’T BE LIKEADMIRAL AKBAR!
#INBOUND14 
@dannysullivan
#INBOUND14 
@dannysullivan 
IT’S A TRAP!
#INBOUND14 
@dannysullivan 
NO GOOD 
SEO COMPANY WILLCOLD CALL OR COLD EMAIL YOUHONEST.
#INBOUND14 
@dannysullivan
#INBOUND14 
@dannysullivan 
IT’S A TRAP!
#INBOUND14 
@dannysullivan 
UNSOLICITED GUEST POSTS WILL LIKELY LEAD TO SPAM ISSUESESPECIALLY IF “ALL” THEY WANT IS A LINK
#INBOUND14 
@dannysullivan
#INBOUND14 
@dannysullivan 
IT’S A TRAP!
#INBOUND14 
@dannysullivan 
DEPENDING ENTIRELY ON GOOGLE OR SEO IS DANGEROUS
#INBOUND14 
@dannysullivan 
SEO SHOULD BE A BALANCED PART OF YOUR INBOUND MIX
#INBOUND14 
@dannysullivan
#INBOUND14 
@dannysullivan 
IT’S A TRAP!
#INBOUND14 
@dannysullivan 
THE MORE YOU SEO JUST FOR SEO, THE LESS EFFECTIVE YOUR SEO MAY BE
#INBOUND14 
@dannysullivan 
PEO--PEOPLE ENGINE OPTIMIZATION 
STAY ON TRACK WITH SEO 
BY THINKING USERS FIRST
#INBOUND14 
@dannysullivan 
TAKEAWAYS
#INBOUND14 
@dannysullivan 
BEWARE: SHINY OBJECTS 
Don’t believe any one tactic is a magic bullet
#INBOUND14 
@dannysullivan 
BUT… KNOW SEOFUNDAMENTALS 
searchengineland.com/seotable
#INBOUND14 
@dannysullivan 
INVEST IN QUALITY CONTENT
#INBOUND14 
@dannysullivan 
BUILD AN AUDIENCE, NOT LINKS
#INBOUND14 
@dannysullivan 
CONSIDER THE MOBILE EXPERIENCE
#INBOUND14 
@dannysullivan 
AS ONE DOOR CLOSES, ANOTHER OPENS
#INBOUND14 
@dannysullivan 
PREDICTIVE, VOICE & WEARABLE SEARCH
#INBOUND14 
@dannysullivan 
SEARCH SHIFTING TO CONCEPTS & ENITITIES
#INBOUND14 
@dannysullivan 
SO BE THE ESSENTIALANSWER
#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
#INBOUND14 
@dannysullivan 
 Google App Indexing 
 Bing App Deep Linking 
CREDITS & RESOURCES 
some images from Shutterstock, used under license
#INBOUND14 
THANK YOU!

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