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2011-05 The Future of Cloud Marketing - iSrategy SEOmoz Amsterdam Final Keynote

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2011-05 The Future of Cloud Marketing - iSrategy SEOmoz Amsterdam Final Keynote

  1. 1. From SEO to Cloud MarketingWhere We Came FromWhere We’re Headed What To Do About It<br />Gillian Muessig – iStrategy May 2011<br />
  2. 2. The Web’s Most Popular Search Marketing Software<br />
  3. 3. What IS SEO?<br />It is enabling the dissemination of ideas on the web<br />
  4. 4.
  5. 5. Socio-Political Ramifications of Our Work<br />
  6. 6. What IS SEO?<br />
  7. 7. Revolution is fomented on the empty bellies of men<br />Karl Marx, Leon Trotsky, Fidel Castro, CheGuevera, and many others<br />
  8. 8. It’s Like This…<br />
  9. 9. 1999 - 2002<br />
  10. 10. On-Page Optimization<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.seomoz.org/blog/perfecting-keyword-targeting-on-page-optimization<br />
  11. 11. Slaves to PageRank<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.elliance.com/aha/infographics/Google-PageRank-Explained.aspx<br />
  12. 12. PageRank Busted!<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.seomoz.org/blog/the-science-of-ranking-correlations<br />
  13. 13. 2003 - 2005<br />
  14. 14. Anchor Text<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.seomoz.org/learn-seo/anchor-text<br />
  15. 15. Keyword-Match Domain Names<br />http://www.seomoz.org/blog/exact-match-domains-are-far-too-powerful-is-their-time-limited<br />
  16. 16. Registration & Historical Information<br />http://www.seobythesea.com/?p=1121<br />
  17. 17. 1999-2008: What Page Ranked #1 for the Queries “Exit” & “Leave”?<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://searchengineland.com/google-kills-bushs-miserable-failure-search-other-google-bombs-10363<br />
  18. 18. Topic Modeling<br />LDA correlates w/ Google rankings better than any other on-page feature<br />http://www.seomoz.org/blog/content-optimization-revisiting-topic-modeling-lda-our-labs-tool<br />
  19. 19. Why Engines Need Topic Modeling<br />
  20. 20. Term Frequency & Inverse Document Frequency<br />
  21. 21. Co-Occurrence<br />
  22. 22. Topic Modeling<br />
  23. 23. Content-related Signals Require Ability to Determine INTENT<br />Rock, grenade, or baseball?<br />Are you SURE?<br />
  24. 24. Simplistic Term Vector Model<br />
  25. 25. Causation? Not So Fast!<br /><ul><li>Good links may be more likely to point to more "relevant" pages
  26. 26. Other aspect of Google's algorithm may naturally bias towards these pages</li></li></ul><li>Expect the Percentage Output to Fluctuate ~1-5%<br /><ul><li>Think of it like polling, not counting
  27. 27. Checking every possibility would take an exceptionally long time</li></ul>Image credit: http://nicedeb.wordpress.com/2008/11/04/dont-listen-to-the-exit-polls-today/<br />
  28. 28. Out of our SERPs!<br /><ul><li>Keyword Spamming might improve your LDA Score, but probably not your rankings</li></li></ul><li>The Labs Tool<br />keywords here<br />Text from url here<br />
  29. 29. Build a Chart: Compare Your Friends<br />
  30. 30. How to Use Topic Tool<br /><ul><li>Think about negative keywords in a similar fashion to negative keywords for ppc.
  31. 31. Think about positive keywords in localized terms</li></li></ul><li>Perspective: It’s All Relative<br /><ul><li>The numbers are RELATIVE
  32. 32. Track numbers over time – shoot for improvement</li></li></ul><li>2006 - 2009<br />
  33. 33. Domain Authority<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.seomoz.org/blog/whiteboard-friday-domain-authority-page-authority-metrics<br />
  34. 34. External Link Source Diversity<br />http://www.seomoz.org/blog/10-illustrations-on-search-engines-valuation-of-links<br />
  35. 35. Nofollow, Sitemaps & Webmaster Tools<br />http://www.seomoz.org/blog/google-says-yes-you-can-still-sculpt-pagerank-no-you-cant-do-it-with-nofollow<br />
  36. 36. Search Quality Raters<br />http://www.seobook.com/archives/000915.shtml<br />
  37. 37. Where We Are2009 - 2011<br />
  38. 38. Twitter Data<br />Danny Sullivan:If an article is retweeted or referenced much in Twitter, do you count that as a signal outside of finding any non-nofollowed links that may naturally result from it?<br />Google: Yes, we do use it as a signal. It is used as a signal in our organic and news rankings. We also use it to enhance our news universal by marking how many people shared an article <br />http://searchengineland.com/what-social-signals-do-google-bing-really-count-55389<br />
  39. 39. Twitter Test<br />Page A<br />646 links from 36 root domains<br />2 tweets<br />Page B<br />1 link from 1 root domain<br />522 tweets<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.seomoz.org/blog/how-do-tweets-influence-search-rankings-an-experiment-for-a-cause<br />
  40. 40. Twitter: Clearly Influencing Google<br />Page B – the tweeted version – ranks #1!<br />Page A<br />646 links from 36 root domains<br />2 tweets<br />Page B<br />1 link from 1 root domain<br />522 tweets<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.seomoz.org/blog/how-do-tweets-influence-search-rankings-an-experiment-for-a-cause<br />
  41. 41. Twitter Data: Very Powerful for QDF<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.seomoz.org/blog/tweets-effect-rankings-unexpected-case-study<br />
  42. 42. Don’t Bother Abusing Twitter for SEO<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.seomoz.org/blog/tweets-effect-rankings-unexpected-case-study#jtc133590<br />
  43. 43. Author Authority<br />Danny Sullivan: Do you try to calculate the authority of someone who tweets that might be assigned to their Twitter page. Do you try to “know,” if you will, who they are?<br />Bing: Yes. We do calculate the authority of someone who tweets. For known public figures or publishers, we do associate them with who they are. (For example, query for Danny Sullivan)<br />Google: Yes we do compute and use author quality. We don’t know who anyone is in real life :-)<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://searchengineland.com/what-social-signals-do-google-bing-really-count-55389<br />
  44. 44. Facebook Likes & Shares<br />http://www.seomoz.org/blog/facebook-marketing-ultimate-guide<br />
  45. 45. Brand Signals<br />http://www.seomoz.org/blog/the-next-generation-of-ranking-signals<br />
  46. 46. Brand Signals<br />Brands<br />Generics<br /><ul><li> Have real people working at a physical address
  47. 47. Have authentic, followed social accounts
  48. 48. Display obvious, robust contact information
  49. 49. Register with government/civic organizations
  50. 50. Receive traffic from diverse sources
  51. 51. Generate branded search query volume
  52. 52. Run offline marketing/advertising campaigns
  53. 53. Often exist only online
  54. 54. Rarely have significant social accounts
  55. 55. Frequently use email forms only
  56. 56. Stay “under the radar”
  57. 57. Search is often 90%+ of traffic
  58. 58. Have little-no branded search demand
  59. 59. Ignore the offline world</li></ul>http://www.seomoz.org/blog/the-next-generation-of-ranking-signals<br />
  60. 60. Entity Association<br />http://www.seomoz.org/blog/the-next-generation-of-ranking-signals<br />
  61. 61. User & Usage Behavior<br />http://www.quora.com/Did-Bing-intentionally-copy-Googles-search-results<br />
  62. 62. Where We Are<br />
  63. 63. The Ranking Factors Are Changing<br />
  64. 64. Search Engine Ranking Factors 2009<br />http://www.seomoz.org/article/search-ranking-factors<br />
  65. 65. Search Engine Ranking Factors 2011<br />Preliminary Data<br />http://www.seomoz.org/blog/early-ranking-factors-data-an-april-linkscape-update<br />
  66. 66. Big Changes from 2009 to 2011<br /><ul><li> Link-Based Factors are waning
  67. 67. Social Data is increasing
  68. 68. Page-Level Link Metrics Fell the Most (43% - 22%)
  69. 69. Keyword-Level Domain Metrics, Brand Data + Social Rising
  70. 70. The Survey itself asked for more detail/specificity which may be responsible for some of these shifts</li></ul>The new version of the ranking factors will be online in April, 2011<br />
  71. 71. Pandas & Farmers<br />
  72. 72. From the Mouths of Googlers<br />Wired.com: How do you recognize a shallow-content site? <br />Singhal: (W)e asked… “Would you be comfortable giving this site your credit card? Would you be comfortable giving medicine prescribed by this site to your kids?”<br />Cutts: (Using) a rigorous set of questions… “Do you consider this site to be authoritative? Would it be okay if this was in a magazine? Does this site have excessive ads?”<br />Singhal: And based on that, we basically formed some definition of what could be considered low quality. <br />http://www.wired.com/epicenter/2011/03/the-panda-that-hates-farms/all/1<br />
  73. 73. From the Mouths of Googlers<br />Wired.com: But how do you implement that algorithmically?<br />Cutts: I think you look for signals that recreate that same intuition, that same experience that you have as an engineer and that users have. <br />Singhal: You can imagine in a hyperspace a bunch of points, some points are red, some points are green, and in others there’s some mixture. Your job is to find a plane which says that most things on this side of the plane are red, and most of the things on that side of the plane are the opposite of red.<br />http://www.wired.com/epicenter/2011/03/the-panda-that-hates-farms/all/1<br />
  74. 74. From the Mouths of Googlers<br />Googlers want to know:<br /><ul><li>Trustworthy?
  75. 75. Expert/enthusiast author?
  76. 76. Facts checked, well edited, sloppy
  77. 77. Genuinely interesting?
  78. 78. Original, insightful, comprehensive, print worthy?
  79. 79. Worthy of bookmarking? Sharing? Recommending?</li></ul>http://googlewebmastercentral.blogspot.com/2011/05/more-guidance-on-building-high-quality.html<br />
  80. 80. From the Mouths of Googlers<br />Googlers want to know:<br /><ul><li>Safe place for your credit card info?
  81. 81. Do excessive ads distract from or interfere with content?
  82. 82. Is it better than competitive pages? </li></ul>http://googlewebmastercentral.blogspot.com/2011/05/more-guidance-on-building-high-quality.html<br />
  83. 83. Where We’re Headed<br />
  84. 84. Google SERPs circa 1999<br />
  85. 85. Google SERPs 2011<br />
  86. 86. Google SERPs Tomorrow<br />
  87. 87. What’s Shrinking<br /><ul><li>Low quality links
  88. 88. Low quality content
  89. 89. Low value/fake social profiles
  90. 90. Over SEO’ing
  91. 91. Simple gaming tactics
  92. 92. Link farms, keyword stuffing, social spamming</li></li></ul><li>Thin Content, Content Aggregating, Plaguerism: OUT!<br />
  93. 93. Over SEO’ing: OUT!<br />seoseoseoseoseoseoseoseoseoseoseoseoseoseoseoseoseoseoseoseoseoseoseoseoseoseoseoseoseoseoseoseoseoseoseoseoseoseoseoseoseoseoseoseoseoseoseoseoseoseoseoseoseoseoseoseoseoseoseoseoseoseo<br />seoseoseoseoseoseoseo<br />seoseoseoseoseoseoseo<br />seoseoseoseoseoseoseo<br />seoseoseoseoseoseoseo<br />seoseoseoseoseoseoseo<br />
  94. 94. Sheer # of Followers: OUT!<br />
  95. 95. Ignoring Reputation: OUT!<br />
  96. 96. Just a Blog: OUT!<br />
  97. 97. Blogging With Social Promotion: IN!<br />
  98. 98. Domain Authority: IN!<br />
  99. 99. Depth of Engagement & Social Reputation: IN!<br />Engagement ring… get it?<br />
  100. 100. Well Written Content & LDA Scoring: IN!<br />
  101. 101. Well Managed & Tagged Content: IN!<br />
  102. 102. Reputation Management& Monitoring: IN!<br />
  103. 103. Q&A Sites: IN!<br />Build Your Personal Brand<br />
  104. 104. Competitive Research: IN!<br />http://www.seomoz.org/tools<br />
  105. 105. Where We’re Headed<br />More searches on Social platforms<br />
  106. 106. Where We’re Headed<br />First touch may no longer be on traditional search engines<br />
  107. 107. Where We’re Headed<br />Search engines are mining multiple social platforms to connect keywords to data<br />
  108. 108. Where We’re Headed<br />Mobile Searches Are WAY UpMobile Commerce Has Slower Adoption<br />
  109. 109. Where We’re Headed<br />Mobile coupons: from paper to app<br />
  110. 110. Darwinian Tips<br />
  111. 111. SEO is Still Under-Invested<br />SEO = ~15% of spend<br />PPC = ~85% of spend<br />1 Billion searches per day<br />1 Billion searchers per week<br />
  112. 112. Long Tail Remains Dominant <br />
  113. 113. Don’t “Look” Like a Content Farm<br />http://hubpages.com/hub/WomensFashionsofthe1920-FlappersandtheJazz-Age<br />
  114. 114. Avoid “Classic” SEO Tactics<br />Directory Link Building<br />Keyword-Variant Abuse<br />Reciprocal Link Pages<br />Paid Links w/ Manipulative Anchor Text<br />Sitewide, Footer Links<br />Navigation for Engines, Not Humans<br />Low Cost/Quality, Outsourced Content<br />Generic Design and Layout<br />Anchor-Text Rich Internal Links<br />Anonymous Contact Forms<br />Keyword Stuffed Titles + Pages<br />Ad Blocks Dominating the Page<br />It’s great to do good SEO, just don’t look like the only reason the site exists is to draw Google traffic<br />
  115. 115. Take Advantage of New and Evolving Opportunities<br />
  116. 116. Become a “Brand”<br />Brands<br />Generics<br /><ul><li> Have real people working at a physical address
  117. 117. Have authentic, followed social accounts
  118. 118. Display obvious, robust contact information
  119. 119. Register with government/civic organizations
  120. 120. Receive traffic from diverse sources
  121. 121. Generate branded search query volume
  122. 122. Run offline marketing/advertising campaigns
  123. 123. Often exist only online
  124. 124. Rarely have significant social accounts
  125. 125. Frequently use email forms only
  126. 126. Stay “under the radar”
  127. 127. Search is often 90%+ of traffic
  128. 128. Have little-no branded search demand
  129. 129. Ignore the offline world</li></ul>http://www.seomoz.org/blog/the-next-generation-of-ranking-signals<br />
  130. 130. Do Competitive Research<br />Where do these brands earn their links?<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.opensiteexplorer.org<br />
  131. 131. Research Brand “Mention” Sources<br />Facebook page<br />Blippr?<br />Crunchbase profile<br />App profile on Blackberry<br />Twitter account<br />BusinessWeek Profile<br />Chrome Extension<br />Mashable Article<br />
  132. 132. Focus on the User| Don’t Forget Engines<br />http://www.nytimes.com/2011/02/11/business/media/11search.html<br />
  133. 133. Rich Snippets<br />http://googlewebmastercentral.blogspot.com/2009/05/introducing-rich-snippets.html<br />
  134. 134. Re- blog, tweet, target <br />http://www.9e3k.com/9e3k/monday-meme-yoda-spreads-some-9e3k-love/<br />
  135. 135. Be Personal Brand: Q & A Sites<br />http://outspokenmedia.com/social-media/quora-hipsters/<br />
  136. 136. Infographics: Hire Guys Like This!<br />http://outspokenmedia.com/social-media/quora-hipsters/<br />
  137. 137. Get Your Social On<br /><ul><li>Stumble (upon)
  138. 138. Thumb up
  139. 139. Re-tweet
  140. 140. Like it
  141. 141. Share it
  142. 142. Digg it
  143. 143. Redd It</li></ul>http://outspokenmedia.com/social-media/quora-hipsters/<br />
  144. 144. When in Rome…<br />Find Your Corporate Voice<br />Phenomenal analysis of statements by Googlers + how they translate to content/marketing actions: http://bit.ly/iGd7Pe<br />I’m excited to be able to share my life’s passion with you.<br />http://outspokenmedia.com/social-media/quora-hipsters/<br />
  145. 145. Future Platform Integration<br />http://mashable.com/2010/10/13/facebook-bing-social-search/<br />
  146. 146. Embrace All of Inbound Marketing<br />News/Media/PR<br />SEO<br />Email<br />Research/White Papers<br />Blogs + Blogging<br />Infographics<br />Comment Marketing<br />Social Networks<br />Online Video<br />INBOUND MARKETING!(AKA all the “free” traffic sources)<br />Webinars<br />Forums<br />Document Sharing<br />Social Bookmarking<br />Word of Mouth<br />Podcasting<br />Direct/Referring Links<br />Type-In Traffic<br />Q+A Sites<br />
  147. 147. Part II:Stop Competing. Start Owning.<br />
  148. 148. Why are there Billions of Searches?<br />Billions of Queries<br />
  149. 149. via ~diP on Flickr<br />How is Demand Created?<br />
  150. 150. Inherent Need<br />via dimnikolov on Flickr<br />
  151. 151. AD-FUELEDDEMAND<br />Advertising $300 Billion<br />Online Advertising $24 Billion<br />Search Ads $10.7 Billion<br />Via Interactive Advertising Bureau 2010<br />
  152. 152. You Can Cater to Demand<br />via lumierefl on Flickr<br />
  153. 153. Or…<br />You Can CreateDemand<br />
  154. 154.
  155. 155.
  156. 156.
  157. 157. A Case Study in“Making the Market”<br />
  158. 158.
  159. 159.
  160. 160. DON’T CALL IT “SEO.”<br />
  161. 161.
  162. 162.
  163. 163.
  164. 164.
  165. 165.
  166. 166.
  167. 167.
  168. 168.
  169. 169. 3250<br />3000<br />2750<br />2500<br />2250<br />2000<br />Sep-10<br />
  170. 170. That’s how you beat Wikipedia & Amazon!<br />
  171. 171. Gillian Muessig<br />President & Co-Founder, SEOmoz<br /><ul><li> Twitter: @SEOmom
  172. 172. Blog: www.seomoz.org/blog
  173. 173. Email: gillian@seomoz.org</li></ul>Try SEOmoz Free for 60 Days<br />iStrategy2011<br />

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