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SEO Trends - Presented at eTourism Summit

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SEO Trends - Presented at the eTourism Summit in San Francisco in October 2012.

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SEO Trends - Presented at eTourism Summit

  1. 1. What’s New in Search?How destinations can leverage new search trends
  2. 2. Background Meanwhile…Cornell University School ofHotel AdministrationTravelCLICK, Director of SalesMilestone Internet Marketing,Regional Director of SalesSercius
  3. 3. What SEO Isn’tEven Gmail knows this is spam!
  4. 4. Let’s get specific on these trendsPenguin/Panda algorithmic changesGoogle+AuthorshipKnowledge Graph
  5. 5. Google+
  6. 6. Some Perspective Google+ has 400 million users, 100 million active* Facebook has 1 billion users*http://mashable.com/2012/09/18/google-has-400-million-members/, September 2012
  7. 7. Why does Google+ matter?Since search is becoming semantic in nature, you needa social componentBing has Facebook and Twitter, so they don’t needBing+Google needs more social information to complete thepictureIs Google+’s audience all you need for marketing? No.Does it still matter? Yes.
  8. 8. Personalized Search Personal Site Personal Site Personal SiteSeveral of the socialized results appear within the SERP’s, but Google has much more info than they’re showing.Action Item: Focus on growing your online network to mirror your offline network.
  9. 9. Where to start on Google+? Merge Local and Business Listing.Greater emphasis onphotos with ability to leave comments More social More socialBook through OTA’s or hotel directly Reviewers use real names. You can still respond to reviews. Action Item: Update your listing with as much useful information as possible.
  10. 10. Impact
  11. 11. G+ Getting OrganizedOrganize your contacts into circlesSegment circles in a similar way to email marketingShare targeted content with your circlesTry Hangouts with your fans and tell them about upcoming events.
  12. 12. Use Ripples to Find Influencers Looks at ripples from your posts Look at ripples from your competitors posts
  13. 13. Authorship
  14. 14. What does Authorship look like? You know you want to click on this one.
  15. 15. Authorship Influence on RankingsOpportunity for sites with poor visibility to createvaluable content and get visibilitySearch is becoming more social. Credibility istied to an individual, not just a company.Links shared on Google+ are crawled andindexed very quickly
  16. 16. Authorship Set-upYou need to complete a circuit of verified trust between Google and your publishedcontent. There are several methods to configure this.
  17. 17. Knowledge Graph
  18. 18. Knowledge GraphWhat is the knowledge graph? Announced in May, the knowledgegraph provides users with semantic search driven results. It’s this thing!
  19. 19. What does it mean for SEO? Carousel introduced in AugustAction Item: Ensure that you are providing useful content about these top attractions, written for people, not the search engines.
  20. 20. How is it devised?Essentially based on a collection of databases including Wikipedia, Freebase, Google Maps, and Google Shopping
  21. 21. What can you do with it?Action Item: Correct your information. Algorithms and human review determine if a fact should be corrected.
  22. 22. Knowledge Graph and SEO ImplicationsWhen content is available in a structured format then theprobability of it being visible in the Knowledge Graph andin the SERP’s increases.Content expressed as microdata makes it even easierfor it to be understood by the search engines.When this clear, structured content gets shared byauthority sites (think social!), it gains more credibility andtraction.
  23. 23. Where to start?Start the conversation with factual, structured contentWrite the kind of content that you see Knowledge GraphusingFluffy content won’t get you UGC and engagementUse Google+ to share targeted content to yoursegmented circles• Post• Share others useful posts• Link to useful information on your site• Add your site to your ‘Contributor To’ section

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