SlideShare a Scribd company logo
Trends, Best Practices in Organic Search

                         By Josh Smith
                      Find and Convert
   History of Search
   Future of Search
   Important Concepts
   Future SEO Mindset
   Best Practices
Unfair advantage




                   Analogous to
                   Post Google
                   Panda & Penguin
   Florida Update (Google) – November 2003
    ◦ Primarily targeted onsite factors
   Rel Canonical – February 2009
    ◦ Google, Bing, and Yahoo jointly announced
   Social Signals - December 2010
   Panda Update (Google) - February 23, 2011
    ◦ Content Farms, Article Syndication
   Penguin Update (Google) – April 24, 2012
    ◦ Blog Networks, Site-wide Links, Exact Match Anchor
      Text
   Knowledge Graph - May 16, 2012
   EMD Update - September 27, 2012
    ◦ Large Scale devaluation of exact match domains
   Page Layout - October 9, 2012
    ◦ Page layouts with too many ads above the fold.
Future of Search
Future of Search
   What does Google want?
    ◦ Provide answers to search intent and not just give
      links.
    ◦ Want to connect topic, ideas, people, places, things
    ◦ What is? When? Where are?
    ◦ Answers questions
      What is Pi?
      What is the harlem shake?
   How do they plan on connecting all this data?
    ◦ Entities
    ◦ Google Authorship
    ◦ Synonyms (Not keyword based – Topic based)
      Matt Cutts has his own synonym team
      Lag from what Google wants and where it is today
   Imagine a search engine that can differentiate
    101 level content and 401 level content.
Future of Search
   Answer 30% of users
    next queries
   Connects the dots
    between entities.
   Google is connecting authors that write
    quality content (receives links, social,
    cocitations) and connecting them with the
    vertical that they write in.
   Co Citation is when the Brand is mentioned
    without a link in context to a specific topic.
   Example: Coca Cola will be mentioned in
    articles regarding soft drinks not computers.




              Excerpt from the Wall Street Journal.
   How does Google determine the authority of
    the website?
   How does Google determine the quality of
    content?
   How does Google determine higher quality
    for 2 identical pieces of content?
   Greatness is not an algorithm factor.
   Answer: Links, Social, & Co Citations to a
    webpage.
   Google has been giving more love to brands
    over the past updates.
   User Input a Brand Signal
Future of Search
   High quality links .edu, .gov, cnn, wsj, etc.
   Sometimes a lot of links to go with the high
    quality
   Social Shares
   Branded Anchor Text
    ◦ Don’t forget some exact match
<a href=“http://www.brand.com”>Branded
 Anchor Text</a>
   High quality content will create links, social
    shares. This is how Google determines high
    quality content.
   E.g., Faces of Meth
Future of Search
   Write for humans
   Don’t write for search engines
   Quality of the content in context is KING
   Be Marketers not Google Manipulators
    ◦ Be Awesome 
    ◦ Be Creative



       Hint: The Future is Now!
   Create linkable assets
    ◦   Interview series
    ◦   Tools
    ◦   Contests
    ◦   Polls
    ◦   Cover current news events
Future of Search
   Webpages rank, not Websites
   Know the User Intent in the keyword
    ◦ Don’t go by just traffic
      Targeted Traffic
   Closely related keywords can target the same
    page
    ◦ Cars, Autos, Automobile, Vehicle
   Blog Posts are for Long Tail
   This works well with “Siloing” the website
Future of Search
Future of Search
Blog is completely separate – All content created goes under
the blog if it is not a landing page. URLs have the correct
subdirectory.
Example: www.website.com/silo1/category1/page
   Be natural
   If you do optimize content use synonyms. But
    DO NOT over-think, be human.
   Images & videos enhance the quality of a
    post.
   Google has an army of really well paid, smart,
    socially awkward people who live in front of
    their computers 18 hours a day.
   Content needs to be data driven (KPI).
   Landing Pages vs Blog Post
   Competitive Research
    ◦ What are competitors writing about?
    ◦ How well is their content performing? (Links & Social)
   Timely Research
    ◦ Trending / Hot Topics / Informational (Google Trends)
   Client’s Content
    ◦ Are the posts generating traffic, links, social mentions? If
      not then there is VERY little value given to the content.
   How are URLs performing? (Not Keywords)
    ◦ Traffic
    ◦ Links
    ◦ Social
Source: Kuno Creative
   They comment, share, and link to content.
    Helps domain authority for ranking.
   More importantly if the site gets hit by a
    future update all traffic does not cease.
   This mindset helps build a business not just
    rankings.
   How will anybody find an awesome piece of
    content if it is only on the your blog?
    ◦ A) Either you have a huge audience following that
      will promote your content
    ◦ B) Or outreach has to be done to build the brand’s
      presence
   How to build an audience?
    ◦ Reach out to other people & websites in the vertical
   Use the employee team if at all possible
    ◦ Can be very time consuming and expensive
   Goal: Brand Awareness, Links, Traffic
Future of Search
   Internal Links should be natural and for the user.
    ◦ Don’t overuse Exact Match.
   Internal links only pass authority from other
    websites linking to it.
    ◦ Can’t vote yourself up for competitive keywords.
    ◦ Stay within silo
   Internal Links should be focused to help a
    landing page.
    ◦ Don’t cannibalize rankings.
   Blog posts can interlink
   The more internal links on a page the less link
    juice is passed to each page.
   Don’t give hard numbers per post
    ◦ Sites that were hit by penalties were by more
      factors than just internal linking
    ◦ Don’t be afraid, be cautious
    ◦ Biggest thing is to have the right mindset
   Don’t overuse exact match anchor text
   Be different as much as possible (anchor text)
   Internal link to relevant landing page or blog
    post
   Use appropriate alts for images after seeing
    the image. Don’t just put keywords in the
    image.
   Title and h1 should be different. Blog Posts
    can get away with this.
   Don’t over optimize URLs
    ◦ www.website.com/my-first-keyword-1/second-
      keyword-here
   Put blog structure as
   Category - www.website.com/blog/name-of-
    category
   Blog Post - www.website.com/blog/blog-
    post
   This prevents having duplicate content on
    site if multiple categories are selected for a
    post.
   Over-optimization
    ◦ http://www.seomoz.org/blog/6-changes-every-
      seo-should-make-before-the-over-
      optimization-penalty-hits-whiteboard-friday
   Content Performance
    ◦ http://uk.blueglass.com/blog/content-auditing/
    ◦ http://pointblankseo.com/scrape-rate
    ◦ http://ipullrank.com/scrape-rate-and-shareability-
      rate/
   Silo Architecture
    ◦ http://www.bruceclay.com/seo/silo.htm
   Landing Pages
    ◦ http://yoast.com/cornerstone-content-rank/
   Entities / Synonyms
    ◦ http://www.youtube.com/watch?feature=player_em
      bedded&v=NpnnXt7CHMU
    ◦ http://www.seobythesea.com/2013/01/insignifican
      t-terms-in-queries/
   CoCitation / CoOccurence
    ◦ http://www.seomoz.org/blog/prediction-anchor-
      text-is-dying-and-will-be-replaced-by-cocitation-
      whiteboard-friday
    ◦ http://www.seobythesea.com/2012/11/ranking-
      webpages-relationships-co-occurrence-patent/
    ◦ http://www.seobythesea.com/2012/11/not-all-
      anchor-text-is-equal-other-co-citation-
      observations/
   Matt Cutts
    ◦ http://www.theshortcutts.com/
    ◦ http://www.youtube.com/watch?v=JMY-iNnqUIo


   URLS
    ◦ http://www.not-implemented.com/urls-are-for-
      people-not-computers/
We help mid-size businesses transform their
web assets into a profit center by creating
and executing digital marketing strategies.




 Strategy   Execution   Results      Support



                        info@findandconvert.com

More Related Content

What's hot

Promoting your website_through_search_engine
Promoting your website_through_search_enginePromoting your website_through_search_engine
Promoting your website_through_search_engine
Khirulnizam Abd Rahman
 
Get up to speed getting to grips with seo wells
Get up to speed  getting to grips with seo wellsGet up to speed  getting to grips with seo wells
Get up to speed getting to grips with seo wells
Get up to Speed
 
The Big Bear Guide to Blogging SEO - Camp Blogaway 2014
The Big Bear Guide to Blogging SEO - Camp Blogaway 2014The Big Bear Guide to Blogging SEO - Camp Blogaway 2014
The Big Bear Guide to Blogging SEO - Camp Blogaway 2014
Casey Markee, MBA
 
Editorial SEO Strategy
Editorial SEO StrategyEditorial SEO Strategy
Editorial SEO Strategy
Rob Flaherty
 
I must pay attention to author rank... Blueclaw
I must pay attention to author rank... BlueclawI must pay attention to author rank... Blueclaw
I must pay attention to author rank... Blueclaw
Blueclaw
 
BlueGlassX - SEO “Wizardry” by Selena Narayanasamy
BlueGlassX - SEO “Wizardry” by Selena NarayanasamyBlueGlassX - SEO “Wizardry” by Selena Narayanasamy
BlueGlassX - SEO “Wizardry” by Selena Narayanasamy
BlueGlass Interactive, Inc.
 
Tools,purposes
Tools,purposesTools,purposes
Tools,purposes
Jake Aull
 
WordCamp Hampton Roads: Winning SEO Strategies with WordPress
WordCamp Hampton Roads: Winning SEO Strategies with WordPressWordCamp Hampton Roads: Winning SEO Strategies with WordPress
WordCamp Hampton Roads: Winning SEO Strategies with WordPress
Digital Strategy Works LLC
 
Understanding SEO - BritMums Live 16 Presentation
Understanding SEO - BritMums Live 16 PresentationUnderstanding SEO - BritMums Live 16 Presentation
Understanding SEO - BritMums Live 16 Presentation
Judith Lewis
 
Sem smm presentatio nv5
Sem smm presentatio nv5Sem smm presentatio nv5
Sem smm presentatio nv5
Tommy Riggins
 
SEO for Business Owners by Steve Mortiboy
SEO for Business Owners by Steve MortiboySEO for Business Owners by Steve Mortiboy
SEO for Business Owners by Steve Mortiboy
Steve Mortiboy
 
Learning SEO
Learning SEOLearning SEO
Learning SEO
Daniel Howard
 
The Power of Inbound Marketing
The Power of Inbound MarketingThe Power of Inbound Marketing
The Power of Inbound Marketing
Rand Fishkin
 
Social Media SEO ranking factors 2012
Social Media SEO ranking factors 2012Social Media SEO ranking factors 2012
Social Media SEO ranking factors 2012
Prosperity Media
 
Successfully implementing open graph by steve mortiboy
Successfully implementing open graph by steve mortiboySuccessfully implementing open graph by steve mortiboy
Successfully implementing open graph by steve mortiboy
Steve Mortiboy
 
Content Strategy Post-Penalty
Content Strategy Post-PenaltyContent Strategy Post-Penalty
Content Strategy Post-Penalty
Ross Hudgens
 
Building Leads With Blogging Final
Building Leads With Blogging FinalBuilding Leads With Blogging Final
Building Leads With Blogging Final
Chris Knipper
 
Link Building Through Blogger Outreach
Link Building Through Blogger OutreachLink Building Through Blogger Outreach
Link Building Through Blogger Outreach
Paddy Moogan
 
The Business Blogging Field Guide
The Business Blogging Field GuideThe Business Blogging Field Guide
The Business Blogging Field Guide
Christopher Carfi
 
Enterprise Link Building in 2012 and Beyond...
Enterprise Link Building in 2012 and Beyond...Enterprise Link Building in 2012 and Beyond...
Enterprise Link Building in 2012 and Beyond...
BlueGlass Interactive, Inc.
 

What's hot (20)

Promoting your website_through_search_engine
Promoting your website_through_search_enginePromoting your website_through_search_engine
Promoting your website_through_search_engine
 
Get up to speed getting to grips with seo wells
Get up to speed  getting to grips with seo wellsGet up to speed  getting to grips with seo wells
Get up to speed getting to grips with seo wells
 
The Big Bear Guide to Blogging SEO - Camp Blogaway 2014
The Big Bear Guide to Blogging SEO - Camp Blogaway 2014The Big Bear Guide to Blogging SEO - Camp Blogaway 2014
The Big Bear Guide to Blogging SEO - Camp Blogaway 2014
 
Editorial SEO Strategy
Editorial SEO StrategyEditorial SEO Strategy
Editorial SEO Strategy
 
I must pay attention to author rank... Blueclaw
I must pay attention to author rank... BlueclawI must pay attention to author rank... Blueclaw
I must pay attention to author rank... Blueclaw
 
BlueGlassX - SEO “Wizardry” by Selena Narayanasamy
BlueGlassX - SEO “Wizardry” by Selena NarayanasamyBlueGlassX - SEO “Wizardry” by Selena Narayanasamy
BlueGlassX - SEO “Wizardry” by Selena Narayanasamy
 
Tools,purposes
Tools,purposesTools,purposes
Tools,purposes
 
WordCamp Hampton Roads: Winning SEO Strategies with WordPress
WordCamp Hampton Roads: Winning SEO Strategies with WordPressWordCamp Hampton Roads: Winning SEO Strategies with WordPress
WordCamp Hampton Roads: Winning SEO Strategies with WordPress
 
Understanding SEO - BritMums Live 16 Presentation
Understanding SEO - BritMums Live 16 PresentationUnderstanding SEO - BritMums Live 16 Presentation
Understanding SEO - BritMums Live 16 Presentation
 
Sem smm presentatio nv5
Sem smm presentatio nv5Sem smm presentatio nv5
Sem smm presentatio nv5
 
SEO for Business Owners by Steve Mortiboy
SEO for Business Owners by Steve MortiboySEO for Business Owners by Steve Mortiboy
SEO for Business Owners by Steve Mortiboy
 
Learning SEO
Learning SEOLearning SEO
Learning SEO
 
The Power of Inbound Marketing
The Power of Inbound MarketingThe Power of Inbound Marketing
The Power of Inbound Marketing
 
Social Media SEO ranking factors 2012
Social Media SEO ranking factors 2012Social Media SEO ranking factors 2012
Social Media SEO ranking factors 2012
 
Successfully implementing open graph by steve mortiboy
Successfully implementing open graph by steve mortiboySuccessfully implementing open graph by steve mortiboy
Successfully implementing open graph by steve mortiboy
 
Content Strategy Post-Penalty
Content Strategy Post-PenaltyContent Strategy Post-Penalty
Content Strategy Post-Penalty
 
Building Leads With Blogging Final
Building Leads With Blogging FinalBuilding Leads With Blogging Final
Building Leads With Blogging Final
 
Link Building Through Blogger Outreach
Link Building Through Blogger OutreachLink Building Through Blogger Outreach
Link Building Through Blogger Outreach
 
The Business Blogging Field Guide
The Business Blogging Field GuideThe Business Blogging Field Guide
The Business Blogging Field Guide
 
Enterprise Link Building in 2012 and Beyond...
Enterprise Link Building in 2012 and Beyond...Enterprise Link Building in 2012 and Beyond...
Enterprise Link Building in 2012 and Beyond...
 

Similar to Future of Search

SEO - What matters and What to do about it
SEO - What matters and What to do about itSEO - What matters and What to do about it
SEO - What matters and What to do about it
Abdullah Khan
 
SEO for Startups in Under 10 Minutes by Google
SEO for Startups in Under 10 Minutes by GoogleSEO for Startups in Under 10 Minutes by Google
SEO for Startups in Under 10 Minutes by Google
Brandignity
 
My Learnings on SEO and Marketing from Mozcon 2013 and Beyond!!
My Learnings on SEO and Marketing from Mozcon 2013 and Beyond!!My Learnings on SEO and Marketing from Mozcon 2013 and Beyond!!
My Learnings on SEO and Marketing from Mozcon 2013 and Beyond!!
Aisra Shervani
 
WTF is SEO and How Do I Do It?
WTF is SEO and How Do I Do It?WTF is SEO and How Do I Do It?
WTF is SEO and How Do I Do It?
Erin Perry Borron
 
Search Engine Optimization in 2016
Search Engine Optimization in 2016Search Engine Optimization in 2016
Search Engine Optimization in 2016
Brad Smith
 
Long term seo - how to win for years - not days
Long term seo - how to win for years - not daysLong term seo - how to win for years - not days
Long term seo - how to win for years - not days
Search Marketing Expo - SMX
 
SEO in the age of Panda, Penguin & Beyond
SEO in the age of Panda, Penguin & BeyondSEO in the age of Panda, Penguin & Beyond
SEO in the age of Panda, Penguin & Beyond
Navneet Kaushal
 
Ebriks-Tips for Google Ranking Evolution.
Ebriks-Tips for Google Ranking Evolution.Ebriks-Tips for Google Ranking Evolution.
Ebriks-Tips for Google Ranking Evolution.
georgepaulv
 
Ebriks-Tips for Google Ranking Evolution.
Ebriks-Tips for Google Ranking Evolution.Ebriks-Tips for Google Ranking Evolution.
Ebriks-Tips for Google Ranking Evolution.
georgepaulv
 
Website Marketing Seminar 2009
Website Marketing Seminar 2009Website Marketing Seminar 2009
Website Marketing Seminar 2009
Michael Findling
 
The Beginner's Guide to Blog Optimization & Content Promotion
The Beginner's Guide to Blog Optimization & Content PromotionThe Beginner's Guide to Blog Optimization & Content Promotion
The Beginner's Guide to Blog Optimization & Content Promotion
Ryan Stewart
 
SEO Checklist 2018 - Ranking in the first page of SERP organically.
SEO Checklist 2018 - Ranking in the first page of SERP organically.SEO Checklist 2018 - Ranking in the first page of SERP organically.
SEO Checklist 2018 - Ranking in the first page of SERP organically.
AVIK BAL
 
Stephan Spencer - SEMPO Atlanta. October 1, 2010. Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEOStephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta. October 1, 2010. Topic: Advanced SEO
Allison Fabella
 
Seo training
Seo trainingSeo training
Seo training
Michelle Williams
 
Seo For Blogs
Seo For BlogsSeo For Blogs
Seo For Blogs
Klaxon
 
Seo Primer
Seo PrimerSeo Primer
Seo Primer
Mukesh Ghatiya
 
Google ranking evolution
Google ranking evolutionGoogle ranking evolution
Google ranking evolution
Shipra Malik
 
What You Need to Know about SEO
What You Need to Know about SEOWhat You Need to Know about SEO
What You Need to Know about SEO
whipplehill
 
Accelerate Tectoria SEO Primer
Accelerate Tectoria SEO PrimerAccelerate Tectoria SEO Primer
Accelerate Tectoria SEO Primer
PlusROI Online Marketing
 
How To Use AI To Enhance Your SEO & Create Better Content
How To Use AI To Enhance Your SEO & Create Better ContentHow To Use AI To Enhance Your SEO & Create Better Content
How To Use AI To Enhance Your SEO & Create Better Content
Search Engine Journal
 

Similar to Future of Search (20)

SEO - What matters and What to do about it
SEO - What matters and What to do about itSEO - What matters and What to do about it
SEO - What matters and What to do about it
 
SEO for Startups in Under 10 Minutes by Google
SEO for Startups in Under 10 Minutes by GoogleSEO for Startups in Under 10 Minutes by Google
SEO for Startups in Under 10 Minutes by Google
 
My Learnings on SEO and Marketing from Mozcon 2013 and Beyond!!
My Learnings on SEO and Marketing from Mozcon 2013 and Beyond!!My Learnings on SEO and Marketing from Mozcon 2013 and Beyond!!
My Learnings on SEO and Marketing from Mozcon 2013 and Beyond!!
 
WTF is SEO and How Do I Do It?
WTF is SEO and How Do I Do It?WTF is SEO and How Do I Do It?
WTF is SEO and How Do I Do It?
 
Search Engine Optimization in 2016
Search Engine Optimization in 2016Search Engine Optimization in 2016
Search Engine Optimization in 2016
 
Long term seo - how to win for years - not days
Long term seo - how to win for years - not daysLong term seo - how to win for years - not days
Long term seo - how to win for years - not days
 
SEO in the age of Panda, Penguin & Beyond
SEO in the age of Panda, Penguin & BeyondSEO in the age of Panda, Penguin & Beyond
SEO in the age of Panda, Penguin & Beyond
 
Ebriks-Tips for Google Ranking Evolution.
Ebriks-Tips for Google Ranking Evolution.Ebriks-Tips for Google Ranking Evolution.
Ebriks-Tips for Google Ranking Evolution.
 
Ebriks-Tips for Google Ranking Evolution.
Ebriks-Tips for Google Ranking Evolution.Ebriks-Tips for Google Ranking Evolution.
Ebriks-Tips for Google Ranking Evolution.
 
Website Marketing Seminar 2009
Website Marketing Seminar 2009Website Marketing Seminar 2009
Website Marketing Seminar 2009
 
The Beginner's Guide to Blog Optimization & Content Promotion
The Beginner's Guide to Blog Optimization & Content PromotionThe Beginner's Guide to Blog Optimization & Content Promotion
The Beginner's Guide to Blog Optimization & Content Promotion
 
SEO Checklist 2018 - Ranking in the first page of SERP organically.
SEO Checklist 2018 - Ranking in the first page of SERP organically.SEO Checklist 2018 - Ranking in the first page of SERP organically.
SEO Checklist 2018 - Ranking in the first page of SERP organically.
 
Stephan Spencer - SEMPO Atlanta. October 1, 2010. Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEOStephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta. October 1, 2010. Topic: Advanced SEO
 
Seo training
Seo trainingSeo training
Seo training
 
Seo For Blogs
Seo For BlogsSeo For Blogs
Seo For Blogs
 
Seo Primer
Seo PrimerSeo Primer
Seo Primer
 
Google ranking evolution
Google ranking evolutionGoogle ranking evolution
Google ranking evolution
 
What You Need to Know about SEO
What You Need to Know about SEOWhat You Need to Know about SEO
What You Need to Know about SEO
 
Accelerate Tectoria SEO Primer
Accelerate Tectoria SEO PrimerAccelerate Tectoria SEO Primer
Accelerate Tectoria SEO Primer
 
How To Use AI To Enhance Your SEO & Create Better Content
How To Use AI To Enhance Your SEO & Create Better ContentHow To Use AI To Enhance Your SEO & Create Better Content
How To Use AI To Enhance Your SEO & Create Better Content
 

More from Bernie Borges

Social Business Engine Podcast 2016 Infographic
Social Business Engine Podcast 2016 InfographicSocial Business Engine Podcast 2016 Infographic
Social Business Engine Podcast 2016 Infographic
Bernie Borges
 
How to Build Transformational Organization Wide Marketing
How to Build Transformational Organization Wide MarketingHow to Build Transformational Organization Wide Marketing
How to Build Transformational Organization Wide Marketing
Bernie Borges
 
Social Business Journal, Volume 6: Inclusive Design in a Cognitive Era
Social Business Journal, Volume 6: Inclusive Design in a Cognitive EraSocial Business Journal, Volume 6: Inclusive Design in a Cognitive Era
Social Business Journal, Volume 6: Inclusive Design in a Cognitive Era
Bernie Borges
 
Social Business Journal Volume 1
Social Business Journal Volume 1 Social Business Journal Volume 1
Social Business Journal Volume 1
Bernie Borges
 
15 Ways to Become a LinkedIn Power User
15 Ways to Become a LinkedIn Power User15 Ways to Become a LinkedIn Power User
15 Ways to Become a LinkedIn Power User
Bernie Borges
 
Social Selling Through LinkedIn
Social Selling Through LinkedInSocial Selling Through LinkedIn
Social Selling Through LinkedIn
Bernie Borges
 
How to Create Social Employees through LinkedIn's Publishing Platform
How to Create Social Employees through LinkedIn's Publishing PlatformHow to Create Social Employees through LinkedIn's Publishing Platform
How to Create Social Employees through LinkedIn's Publishing Platform
Bernie Borges
 
4 Pillars for SEO and Online Discoverability in 2014
4 Pillars for SEO and Online Discoverability in 20144 Pillars for SEO and Online Discoverability in 2014
4 Pillars for SEO and Online Discoverability in 2014
Bernie Borges
 
4 Ways to Use Content Marketing to Influence Buying Decisions on LinkedIn
4 Ways to Use Content Marketing to Influence Buying Decisions on LinkedIn4 Ways to Use Content Marketing to Influence Buying Decisions on LinkedIn
4 Ways to Use Content Marketing to Influence Buying Decisions on LinkedIn
Bernie Borges
 
Create Content Like a Movie Producer
Create Content Like a Movie ProducerCreate Content Like a Movie Producer
Create Content Like a Movie Producer
Bernie Borges
 
Ignore These Marketing Paradigms At Your Own Peril
Ignore These Marketing Paradigms At Your Own PerilIgnore These Marketing Paradigms At Your Own Peril
Ignore These Marketing Paradigms At Your Own Peril
Bernie Borges
 
Social Business: The Future is Now
Social Business: The Future is NowSocial Business: The Future is Now
Social Business: The Future is Now
Bernie Borges
 
Digital Marketing is Like Building a Skyscraper | Bend WebCAM 2012
Digital Marketing is Like Building a Skyscraper | Bend WebCAM 2012 Digital Marketing is Like Building a Skyscraper | Bend WebCAM 2012
Digital Marketing is Like Building a Skyscraper | Bend WebCAM 2012
Bernie Borges
 
4 Marketing Paradigms Brands Can NOT Ignore
4 Marketing Paradigms Brands Can NOT Ignore4 Marketing Paradigms Brands Can NOT Ignore
4 Marketing Paradigms Brands Can NOT Ignore
Bernie Borges
 
Data Driven Marketing Fundamentals
Data Driven Marketing FundamentalsData Driven Marketing Fundamentals
Data Driven Marketing Fundamentals
Bernie Borges
 
Why Social Business is Do or Die
Why Social Business is Do or Die  Why Social Business is Do or Die
Why Social Business is Do or Die
Bernie Borges
 
Content Marketing is Good for Your Career
Content Marketing is Good for Your CareerContent Marketing is Good for Your Career
Content Marketing is Good for Your Career
Bernie Borges
 
Turbo Charge Your Career Social Media
Turbo Charge Your Career Social MediaTurbo Charge Your Career Social Media
Turbo Charge Your Career Social Media
Bernie Borges
 
ROI of Social Media November 2011
ROI of Social Media November 2011ROI of Social Media November 2011
ROI of Social Media November 2011
Bernie Borges
 
Twitter for Marketers Houston-10-5-11
Twitter for Marketers Houston-10-5-11Twitter for Marketers Houston-10-5-11
Twitter for Marketers Houston-10-5-11
Bernie Borges
 

More from Bernie Borges (20)

Social Business Engine Podcast 2016 Infographic
Social Business Engine Podcast 2016 InfographicSocial Business Engine Podcast 2016 Infographic
Social Business Engine Podcast 2016 Infographic
 
How to Build Transformational Organization Wide Marketing
How to Build Transformational Organization Wide MarketingHow to Build Transformational Organization Wide Marketing
How to Build Transformational Organization Wide Marketing
 
Social Business Journal, Volume 6: Inclusive Design in a Cognitive Era
Social Business Journal, Volume 6: Inclusive Design in a Cognitive EraSocial Business Journal, Volume 6: Inclusive Design in a Cognitive Era
Social Business Journal, Volume 6: Inclusive Design in a Cognitive Era
 
Social Business Journal Volume 1
Social Business Journal Volume 1 Social Business Journal Volume 1
Social Business Journal Volume 1
 
15 Ways to Become a LinkedIn Power User
15 Ways to Become a LinkedIn Power User15 Ways to Become a LinkedIn Power User
15 Ways to Become a LinkedIn Power User
 
Social Selling Through LinkedIn
Social Selling Through LinkedInSocial Selling Through LinkedIn
Social Selling Through LinkedIn
 
How to Create Social Employees through LinkedIn's Publishing Platform
How to Create Social Employees through LinkedIn's Publishing PlatformHow to Create Social Employees through LinkedIn's Publishing Platform
How to Create Social Employees through LinkedIn's Publishing Platform
 
4 Pillars for SEO and Online Discoverability in 2014
4 Pillars for SEO and Online Discoverability in 20144 Pillars for SEO and Online Discoverability in 2014
4 Pillars for SEO and Online Discoverability in 2014
 
4 Ways to Use Content Marketing to Influence Buying Decisions on LinkedIn
4 Ways to Use Content Marketing to Influence Buying Decisions on LinkedIn4 Ways to Use Content Marketing to Influence Buying Decisions on LinkedIn
4 Ways to Use Content Marketing to Influence Buying Decisions on LinkedIn
 
Create Content Like a Movie Producer
Create Content Like a Movie ProducerCreate Content Like a Movie Producer
Create Content Like a Movie Producer
 
Ignore These Marketing Paradigms At Your Own Peril
Ignore These Marketing Paradigms At Your Own PerilIgnore These Marketing Paradigms At Your Own Peril
Ignore These Marketing Paradigms At Your Own Peril
 
Social Business: The Future is Now
Social Business: The Future is NowSocial Business: The Future is Now
Social Business: The Future is Now
 
Digital Marketing is Like Building a Skyscraper | Bend WebCAM 2012
Digital Marketing is Like Building a Skyscraper | Bend WebCAM 2012 Digital Marketing is Like Building a Skyscraper | Bend WebCAM 2012
Digital Marketing is Like Building a Skyscraper | Bend WebCAM 2012
 
4 Marketing Paradigms Brands Can NOT Ignore
4 Marketing Paradigms Brands Can NOT Ignore4 Marketing Paradigms Brands Can NOT Ignore
4 Marketing Paradigms Brands Can NOT Ignore
 
Data Driven Marketing Fundamentals
Data Driven Marketing FundamentalsData Driven Marketing Fundamentals
Data Driven Marketing Fundamentals
 
Why Social Business is Do or Die
Why Social Business is Do or Die  Why Social Business is Do or Die
Why Social Business is Do or Die
 
Content Marketing is Good for Your Career
Content Marketing is Good for Your CareerContent Marketing is Good for Your Career
Content Marketing is Good for Your Career
 
Turbo Charge Your Career Social Media
Turbo Charge Your Career Social MediaTurbo Charge Your Career Social Media
Turbo Charge Your Career Social Media
 
ROI of Social Media November 2011
ROI of Social Media November 2011ROI of Social Media November 2011
ROI of Social Media November 2011
 
Twitter for Marketers Houston-10-5-11
Twitter for Marketers Houston-10-5-11Twitter for Marketers Houston-10-5-11
Twitter for Marketers Houston-10-5-11
 

Recently uploaded

Advanced Techniques for Cyber Security Analysis and Anomaly Detection
Advanced Techniques for Cyber Security Analysis and Anomaly DetectionAdvanced Techniques for Cyber Security Analysis and Anomaly Detection
Advanced Techniques for Cyber Security Analysis and Anomaly Detection
Bert Blevins
 
RPA In Healthcare Benefits, Use Case, Trend And Challenges 2024.pptx
RPA In Healthcare Benefits, Use Case, Trend And Challenges 2024.pptxRPA In Healthcare Benefits, Use Case, Trend And Challenges 2024.pptx
RPA In Healthcare Benefits, Use Case, Trend And Challenges 2024.pptx
SynapseIndia
 
The Role of Technology in Payroll Statutory Compliance (1).pdf
The Role of Technology in Payroll Statutory Compliance (1).pdfThe Role of Technology in Payroll Statutory Compliance (1).pdf
The Role of Technology in Payroll Statutory Compliance (1).pdf
paysquare consultancy
 
Amul milk launches in US: Key details of its new products ...
Amul milk launches in US: Key details of its new products ...Amul milk launches in US: Key details of its new products ...
Amul milk launches in US: Key details of its new products ...
chetankumar9855
 
Evolution of iPaaS - simplify IT workloads to provide a unified view of data...
Evolution of iPaaS - simplify IT workloads to provide a unified view of  data...Evolution of iPaaS - simplify IT workloads to provide a unified view of  data...
Evolution of iPaaS - simplify IT workloads to provide a unified view of data...
Torry Harris
 
TrustArc Webinar - 2024 Data Privacy Trends: A Mid-Year Check-In
TrustArc Webinar - 2024 Data Privacy Trends: A Mid-Year Check-InTrustArc Webinar - 2024 Data Privacy Trends: A Mid-Year Check-In
TrustArc Webinar - 2024 Data Privacy Trends: A Mid-Year Check-In
TrustArc
 
How to build a generative AI solution A step-by-step guide (2).pdf
How to build a generative AI solution A step-by-step guide (2).pdfHow to build a generative AI solution A step-by-step guide (2).pdf
How to build a generative AI solution A step-by-step guide (2).pdf
ChristopherTHyatt
 
WPRiders Company Presentation Slide Deck
WPRiders Company Presentation Slide DeckWPRiders Company Presentation Slide Deck
WPRiders Company Presentation Slide Deck
Lidia A.
 
How RPA Help in the Transportation and Logistics Industry.pptx
How RPA Help in the Transportation and Logistics Industry.pptxHow RPA Help in the Transportation and Logistics Industry.pptx
How RPA Help in the Transportation and Logistics Industry.pptx
SynapseIndia
 
Three New Criminal Laws in India 1 July 2024
Three New Criminal Laws in India 1 July 2024Three New Criminal Laws in India 1 July 2024
Three New Criminal Laws in India 1 July 2024
aakash malhotra
 
Choose our Linux Web Hosting for a seamless and successful online presence
Choose our Linux Web Hosting for a seamless and successful online presenceChoose our Linux Web Hosting for a seamless and successful online presence
Choose our Linux Web Hosting for a seamless and successful online presence
rajancomputerfbd
 
How Social Media Hackers Help You to See Your Wife's Message.pdf
How Social Media Hackers Help You to See Your Wife's Message.pdfHow Social Media Hackers Help You to See Your Wife's Message.pdf
How Social Media Hackers Help You to See Your Wife's Message.pdf
HackersList
 
The Evolution of Remote Server Management
The Evolution of Remote Server ManagementThe Evolution of Remote Server Management
The Evolution of Remote Server Management
Bert Blevins
 
Acumatica vs. Sage Intacct vs. NetSuite _ NOW CFO.pdf
Acumatica vs. Sage Intacct vs. NetSuite _ NOW CFO.pdfAcumatica vs. Sage Intacct vs. NetSuite _ NOW CFO.pdf
Acumatica vs. Sage Intacct vs. NetSuite _ NOW CFO.pdf
BrainSell Technologies
 
ARTIFICIAL INTELLIGENCE (AI) IN MUSIC.pdf
ARTIFICIAL INTELLIGENCE (AI) IN MUSIC.pdfARTIFICIAL INTELLIGENCE (AI) IN MUSIC.pdf
ARTIFICIAL INTELLIGENCE (AI) IN MUSIC.pdf
Inglês no Mundo Digital
 
Applying Retrieval-Augmented Generation (RAG) to Combat Hallucinations in GenAI
Applying Retrieval-Augmented Generation (RAG) to Combat Hallucinations in GenAIApplying Retrieval-Augmented Generation (RAG) to Combat Hallucinations in GenAI
Applying Retrieval-Augmented Generation (RAG) to Combat Hallucinations in GenAI
ssuserd4e0d2
 
Using LLM Agents with Llama 3, LangGraph and Milvus
Using LLM Agents with Llama 3, LangGraph and MilvusUsing LLM Agents with Llama 3, LangGraph and Milvus
Using LLM Agents with Llama 3, LangGraph and Milvus
Zilliz
 
(CISOPlatform Summit & SACON 2024) Digital Personal Data Protection Act.pdf
(CISOPlatform Summit & SACON 2024) Digital Personal Data Protection Act.pdf(CISOPlatform Summit & SACON 2024) Digital Personal Data Protection Act.pdf
(CISOPlatform Summit & SACON 2024) Digital Personal Data Protection Act.pdf
Priyanka Aash
 
High Profile Girls Call ServiCe Hyderabad 0000000000 Tanisha Best High Class ...
High Profile Girls Call ServiCe Hyderabad 0000000000 Tanisha Best High Class ...High Profile Girls Call ServiCe Hyderabad 0000000000 Tanisha Best High Class ...
High Profile Girls Call ServiCe Hyderabad 0000000000 Tanisha Best High Class ...
aslasdfmkhan4750
 
Pigging Unit Lubricant Oil Blending Plant
Pigging Unit Lubricant Oil Blending PlantPigging Unit Lubricant Oil Blending Plant
Pigging Unit Lubricant Oil Blending Plant
LINUS PROJECTS (INDIA)
 

Recently uploaded (20)

Advanced Techniques for Cyber Security Analysis and Anomaly Detection
Advanced Techniques for Cyber Security Analysis and Anomaly DetectionAdvanced Techniques for Cyber Security Analysis and Anomaly Detection
Advanced Techniques for Cyber Security Analysis and Anomaly Detection
 
RPA In Healthcare Benefits, Use Case, Trend And Challenges 2024.pptx
RPA In Healthcare Benefits, Use Case, Trend And Challenges 2024.pptxRPA In Healthcare Benefits, Use Case, Trend And Challenges 2024.pptx
RPA In Healthcare Benefits, Use Case, Trend And Challenges 2024.pptx
 
The Role of Technology in Payroll Statutory Compliance (1).pdf
The Role of Technology in Payroll Statutory Compliance (1).pdfThe Role of Technology in Payroll Statutory Compliance (1).pdf
The Role of Technology in Payroll Statutory Compliance (1).pdf
 
Amul milk launches in US: Key details of its new products ...
Amul milk launches in US: Key details of its new products ...Amul milk launches in US: Key details of its new products ...
Amul milk launches in US: Key details of its new products ...
 
Evolution of iPaaS - simplify IT workloads to provide a unified view of data...
Evolution of iPaaS - simplify IT workloads to provide a unified view of  data...Evolution of iPaaS - simplify IT workloads to provide a unified view of  data...
Evolution of iPaaS - simplify IT workloads to provide a unified view of data...
 
TrustArc Webinar - 2024 Data Privacy Trends: A Mid-Year Check-In
TrustArc Webinar - 2024 Data Privacy Trends: A Mid-Year Check-InTrustArc Webinar - 2024 Data Privacy Trends: A Mid-Year Check-In
TrustArc Webinar - 2024 Data Privacy Trends: A Mid-Year Check-In
 
How to build a generative AI solution A step-by-step guide (2).pdf
How to build a generative AI solution A step-by-step guide (2).pdfHow to build a generative AI solution A step-by-step guide (2).pdf
How to build a generative AI solution A step-by-step guide (2).pdf
 
WPRiders Company Presentation Slide Deck
WPRiders Company Presentation Slide DeckWPRiders Company Presentation Slide Deck
WPRiders Company Presentation Slide Deck
 
How RPA Help in the Transportation and Logistics Industry.pptx
How RPA Help in the Transportation and Logistics Industry.pptxHow RPA Help in the Transportation and Logistics Industry.pptx
How RPA Help in the Transportation and Logistics Industry.pptx
 
Three New Criminal Laws in India 1 July 2024
Three New Criminal Laws in India 1 July 2024Three New Criminal Laws in India 1 July 2024
Three New Criminal Laws in India 1 July 2024
 
Choose our Linux Web Hosting for a seamless and successful online presence
Choose our Linux Web Hosting for a seamless and successful online presenceChoose our Linux Web Hosting for a seamless and successful online presence
Choose our Linux Web Hosting for a seamless and successful online presence
 
How Social Media Hackers Help You to See Your Wife's Message.pdf
How Social Media Hackers Help You to See Your Wife's Message.pdfHow Social Media Hackers Help You to See Your Wife's Message.pdf
How Social Media Hackers Help You to See Your Wife's Message.pdf
 
The Evolution of Remote Server Management
The Evolution of Remote Server ManagementThe Evolution of Remote Server Management
The Evolution of Remote Server Management
 
Acumatica vs. Sage Intacct vs. NetSuite _ NOW CFO.pdf
Acumatica vs. Sage Intacct vs. NetSuite _ NOW CFO.pdfAcumatica vs. Sage Intacct vs. NetSuite _ NOW CFO.pdf
Acumatica vs. Sage Intacct vs. NetSuite _ NOW CFO.pdf
 
ARTIFICIAL INTELLIGENCE (AI) IN MUSIC.pdf
ARTIFICIAL INTELLIGENCE (AI) IN MUSIC.pdfARTIFICIAL INTELLIGENCE (AI) IN MUSIC.pdf
ARTIFICIAL INTELLIGENCE (AI) IN MUSIC.pdf
 
Applying Retrieval-Augmented Generation (RAG) to Combat Hallucinations in GenAI
Applying Retrieval-Augmented Generation (RAG) to Combat Hallucinations in GenAIApplying Retrieval-Augmented Generation (RAG) to Combat Hallucinations in GenAI
Applying Retrieval-Augmented Generation (RAG) to Combat Hallucinations in GenAI
 
Using LLM Agents with Llama 3, LangGraph and Milvus
Using LLM Agents with Llama 3, LangGraph and MilvusUsing LLM Agents with Llama 3, LangGraph and Milvus
Using LLM Agents with Llama 3, LangGraph and Milvus
 
(CISOPlatform Summit & SACON 2024) Digital Personal Data Protection Act.pdf
(CISOPlatform Summit & SACON 2024) Digital Personal Data Protection Act.pdf(CISOPlatform Summit & SACON 2024) Digital Personal Data Protection Act.pdf
(CISOPlatform Summit & SACON 2024) Digital Personal Data Protection Act.pdf
 
High Profile Girls Call ServiCe Hyderabad 0000000000 Tanisha Best High Class ...
High Profile Girls Call ServiCe Hyderabad 0000000000 Tanisha Best High Class ...High Profile Girls Call ServiCe Hyderabad 0000000000 Tanisha Best High Class ...
High Profile Girls Call ServiCe Hyderabad 0000000000 Tanisha Best High Class ...
 
Pigging Unit Lubricant Oil Blending Plant
Pigging Unit Lubricant Oil Blending PlantPigging Unit Lubricant Oil Blending Plant
Pigging Unit Lubricant Oil Blending Plant
 

Future of Search

  • 1. Trends, Best Practices in Organic Search By Josh Smith Find and Convert
  • 2. History of Search  Future of Search  Important Concepts  Future SEO Mindset  Best Practices
  • 3. Unfair advantage Analogous to Post Google Panda & Penguin
  • 4. Florida Update (Google) – November 2003 ◦ Primarily targeted onsite factors  Rel Canonical – February 2009 ◦ Google, Bing, and Yahoo jointly announced  Social Signals - December 2010  Panda Update (Google) - February 23, 2011 ◦ Content Farms, Article Syndication  Penguin Update (Google) – April 24, 2012 ◦ Blog Networks, Site-wide Links, Exact Match Anchor Text
  • 5. Knowledge Graph - May 16, 2012  EMD Update - September 27, 2012 ◦ Large Scale devaluation of exact match domains  Page Layout - October 9, 2012 ◦ Page layouts with too many ads above the fold.
  • 8. What does Google want? ◦ Provide answers to search intent and not just give links. ◦ Want to connect topic, ideas, people, places, things ◦ What is? When? Where are? ◦ Answers questions  What is Pi?  What is the harlem shake?
  • 9. How do they plan on connecting all this data? ◦ Entities ◦ Google Authorship ◦ Synonyms (Not keyword based – Topic based)  Matt Cutts has his own synonym team  Lag from what Google wants and where it is today  Imagine a search engine that can differentiate 101 level content and 401 level content.
  • 11. Answer 30% of users next queries  Connects the dots between entities.
  • 12. Google is connecting authors that write quality content (receives links, social, cocitations) and connecting them with the vertical that they write in.
  • 13. Co Citation is when the Brand is mentioned without a link in context to a specific topic.  Example: Coca Cola will be mentioned in articles regarding soft drinks not computers. Excerpt from the Wall Street Journal.
  • 14. How does Google determine the authority of the website?  How does Google determine the quality of content?  How does Google determine higher quality for 2 identical pieces of content?  Greatness is not an algorithm factor.  Answer: Links, Social, & Co Citations to a webpage.
  • 15. Google has been giving more love to brands over the past updates.
  • 16. User Input a Brand Signal
  • 18. High quality links .edu, .gov, cnn, wsj, etc.  Sometimes a lot of links to go with the high quality  Social Shares  Branded Anchor Text ◦ Don’t forget some exact match <a href=“http://www.brand.com”>Branded Anchor Text</a>
  • 19. High quality content will create links, social shares. This is how Google determines high quality content.  E.g., Faces of Meth
  • 21. Write for humans  Don’t write for search engines  Quality of the content in context is KING  Be Marketers not Google Manipulators ◦ Be Awesome  ◦ Be Creative Hint: The Future is Now!
  • 22. Create linkable assets ◦ Interview series ◦ Tools ◦ Contests ◦ Polls ◦ Cover current news events
  • 24. Webpages rank, not Websites  Know the User Intent in the keyword ◦ Don’t go by just traffic  Targeted Traffic  Closely related keywords can target the same page ◦ Cars, Autos, Automobile, Vehicle  Blog Posts are for Long Tail  This works well with “Siloing” the website
  • 27. Blog is completely separate – All content created goes under the blog if it is not a landing page. URLs have the correct subdirectory. Example: www.website.com/silo1/category1/page
  • 28. Be natural  If you do optimize content use synonyms. But DO NOT over-think, be human.  Images & videos enhance the quality of a post.
  • 29. Google has an army of really well paid, smart, socially awkward people who live in front of their computers 18 hours a day.
  • 30. Content needs to be data driven (KPI).  Landing Pages vs Blog Post  Competitive Research ◦ What are competitors writing about? ◦ How well is their content performing? (Links & Social)  Timely Research ◦ Trending / Hot Topics / Informational (Google Trends)  Client’s Content ◦ Are the posts generating traffic, links, social mentions? If not then there is VERY little value given to the content.
  • 31. How are URLs performing? (Not Keywords) ◦ Traffic ◦ Links ◦ Social
  • 33. They comment, share, and link to content. Helps domain authority for ranking.  More importantly if the site gets hit by a future update all traffic does not cease.  This mindset helps build a business not just rankings.
  • 34. How will anybody find an awesome piece of content if it is only on the your blog? ◦ A) Either you have a huge audience following that will promote your content ◦ B) Or outreach has to be done to build the brand’s presence  How to build an audience? ◦ Reach out to other people & websites in the vertical  Use the employee team if at all possible ◦ Can be very time consuming and expensive  Goal: Brand Awareness, Links, Traffic
  • 36. Internal Links should be natural and for the user. ◦ Don’t overuse Exact Match.  Internal links only pass authority from other websites linking to it. ◦ Can’t vote yourself up for competitive keywords. ◦ Stay within silo  Internal Links should be focused to help a landing page. ◦ Don’t cannibalize rankings.  Blog posts can interlink  The more internal links on a page the less link juice is passed to each page.
  • 37. Don’t give hard numbers per post ◦ Sites that were hit by penalties were by more factors than just internal linking ◦ Don’t be afraid, be cautious ◦ Biggest thing is to have the right mindset  Don’t overuse exact match anchor text  Be different as much as possible (anchor text)  Internal link to relevant landing page or blog post
  • 38. Use appropriate alts for images after seeing the image. Don’t just put keywords in the image.  Title and h1 should be different. Blog Posts can get away with this.  Don’t over optimize URLs ◦ www.website.com/my-first-keyword-1/second- keyword-here
  • 39. Put blog structure as  Category - www.website.com/blog/name-of- category  Blog Post - www.website.com/blog/blog- post  This prevents having duplicate content on site if multiple categories are selected for a post.
  • 40. Over-optimization ◦ http://www.seomoz.org/blog/6-changes-every- seo-should-make-before-the-over- optimization-penalty-hits-whiteboard-friday  Content Performance ◦ http://uk.blueglass.com/blog/content-auditing/ ◦ http://pointblankseo.com/scrape-rate ◦ http://ipullrank.com/scrape-rate-and-shareability- rate/
  • 41. Silo Architecture ◦ http://www.bruceclay.com/seo/silo.htm  Landing Pages ◦ http://yoast.com/cornerstone-content-rank/  Entities / Synonyms ◦ http://www.youtube.com/watch?feature=player_em bedded&v=NpnnXt7CHMU ◦ http://www.seobythesea.com/2013/01/insignifican t-terms-in-queries/
  • 42. CoCitation / CoOccurence ◦ http://www.seomoz.org/blog/prediction-anchor- text-is-dying-and-will-be-replaced-by-cocitation- whiteboard-friday ◦ http://www.seobythesea.com/2012/11/ranking- webpages-relationships-co-occurrence-patent/ ◦ http://www.seobythesea.com/2012/11/not-all- anchor-text-is-equal-other-co-citation- observations/
  • 43. Matt Cutts ◦ http://www.theshortcutts.com/ ◦ http://www.youtube.com/watch?v=JMY-iNnqUIo  URLS ◦ http://www.not-implemented.com/urls-are-for- people-not-computers/
  • 44. We help mid-size businesses transform their web assets into a profit center by creating and executing digital marketing strategies. Strategy Execution Results Support info@findandconvert.com