This document summarizes the key points from a presentation on SEO trends in 2013. It discusses how mobile is overtaking desktop, how authorship through Google+ can help prevent spam, and how search engines need new signals like social to determine authority with the changing link graph. Other topics include building quality content, having technical SEO fundamentals in order, and focusing on real relationships both online and offline. The presentation provides examples and resources to illustrate these concepts.

1. ThenSome
SEO in 2013
The World according to
Dennis Goedegebuure

2. Disclaimer
• Some of the Content in this Presentation
are my Opinions and Forward Looking
Thoughts on SEO
• I encourage testing, as every Website is
Different, based on History,Vertical or
Business Model

3. Goodies
1. One Grand Prize
- $300 Gift Certificate for Airbnb
- 6 months SEOmoz Pro
2. Food & Drinks
by Chef Sam & Team
3. 45-Day SEOmoz Pro
- Seomoz.org/signup
- Promo-Code: XXXXXXX

4. Social
1. Twitter
- #ThenSome
- @TheNextCorner & @Airbnb
2. All Links are Welcome
- https://www.airbnb.com
3. Check-In
- Facebook & foursquare

6. Big Game Changers in SEO
Mobile is taking over Desktop. Location
1. Local matters for relevance of Search Results
Ease of publication & monetization of
2. AuthorRank web content has deteriorated quality.
G+ as an identity layer to prevent spam
and attribute content to authoritative
sources
Disappearing link graph forces search
3. Social engines to search for another authority
signal

7. http://www.dilbert.com/strips/comic/2013-02-04/
http://www.dilbert.com/strips/comic/2013-02-05/

10. http://www.seobook.com/learn-seo/infographics/brand-branding-brands.php

11. “Within search results, information tied to verified
online profiles will be ranked higher than content
without such verification, which will result in most
users naturally clicking on the top (verified) results. The
true cost of remaining anonymous, then, might be
irrelevance”
- Eric Schmidt -
http://searchenginewatch.com/article/2241704/Eric-Schmidt-Google-Will-Give-Higher-Rankings-to-Content-Tied-to-Verified-Profiles

12. http://www.seomoz.org/google-algorithm-change

13. http://www.seomoz.org/google-algorithm-change

15. 4. Build more Real Relationships
- Online & Offline
- Social Media as Accelerator / Catalyst

16. "Build something 100 people love, not
something 1 million people kind of like."
- Paul Graham -

17. https://www.airbnb.com/locations/local-lounges

18. 3. Technical Ducks in a Row
- Cross all the T’s
- Dot all the i’s
4. Build more Real Relationships
- Online & Offline
- Social Media as Accelerator / Catalyst

19. http://www.amazon.com/iPod-touch-Electronics/b?
ie=UTF8&node=677799011
http://www.ebay.com/ctg/Apple-iPod-touch-4th-
Generation-Black-8-GB-/92352708

21. Thanks to @RavenJon for slide

22. http://schema.org/BedAndBreakfast

26. 2. Dedication & Commitment
Especially from C-Suite
3. Technical Ducks in a Row
- Cross all the T’s
- Dot all the i’s
4. Build more Real Relationships
- Online & Offline
- Social Media as Accelerator / Catalyst

27. Jonathan spent 30 hours writing this Epic post, stretched over 2
weeks. Roughly 28 hours were spent on research, where he
continues to expand the list with further research
http://www.jonathoncolman.org/2013/02/04/content-strategy-resources/

28. Sujan & Neil spent ~6 month on this project
2 months research & writing
Went over budget ~2-3x, spent $30K
Guide got 20K downloads so far!
http://www.quicksprout.com/the-advanced-guide-to-seo/

29. Airbnb 2012 Annual report
Global Growth; Local Love
In Print & Online

30. The Page was coded in HTML5, with Facebook & TwitterCards Tags
optimized for Social Sharing Success & an Evergreen URL for future
Annual Reports
https://www.airbnb.com/annual/

31. 1. Build an Awesome Product
- A product which sells itself
- A product which gets media attention because its
so awesome
- A product people love, share and talk about
A Product People Expect to Rank at the Top of the
Search Engine for their Query

33. http://www.betabrand.com/

34. http://www.esquire.com/blogs/mens-fashion/stephen-colbert-rally-110110

35. Airbnb has 2,500 Active Photographers Worldwide
1.7 million Professional Photo’s Taken
11,000 Neighborhood Photo’s Taken

38. Big Game Changers in SEO
Mobile is taking over Desktop. Location
1. Local matters for relevance of Search Results
Ease of publication & monetization of
2. AuthorRank web content has deteriorated quality.
G+ as an identity layer to prevent spam
and attribute content to authoritative
sources
Disappearing link graph forces search
3. Social engines to search for another authority
signal

39. 1. Build an Awesome Product
2. Dedication & Commitment
3. Technical Ducks in a Row
4. Build more Real Relationships

40. Q&A
@TheNextCorner