The Evolving State of SEO by Matt McGee
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MivaCon 2014 Keynote: The Evolving State of SEO Presented by Matt McGee
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The Evolving State of SEO by Matt McGee
- 1. The The Evolving State of SEO Matt McGee MivaCon 2014 • San Diego, CA • March 6, 2014
- 3. @SEngineLand What’s To Come @MattMcGee What’s SEO Like Today? How Search Has Evolved How SEO Must Evolve
- 4. What’s SEO Like These Days?
- 5. February 2011 April 2012 September 2013
- 6. Panda
- 10. Penguin
- 13. Hummingbird
- 26. I Could Go On … And On … And On …
- 27. What’s SEO Like These Days?
- 30. @SEngineLand What’s SEO Like These Days? @MattMcGee
- 43. More Than “10 Blue Links”
- 46. Personalization
- 47. @SEngineLand How Search Results Have Evolved @MattMcGee
- 48. @SEngineLand How Search Results Have Evolved @MattMcGee
- 49. @SEngineLand How Search Results Have Evolved @MattMcGee Source: TheFilterBubble.com
- 50. @SEngineLand How Search Results Have Evolved @MattMcGee Source: TheFilterBubble.com
- 51. Instant Answers
- 52. @SEngineLand How Search Results Have Evolved @MattMcGee
- 53. Google Now
- 54. @SEngineLand How Search Results Have Evolved @MattMcGee
- 55. @SEngineLand How Search Results Have Evolved @MattMcGee “My vision when we started Google 15 years ago was that eventually you wouldn't have to have a search query at all. You'd just have information come to you as you needed it.” Sergey Brin, TED Talk, February 2013
- 56. Knowledge Graph
- 57. @SEngineLand How Search Results Have Evolved @MattMcGee
- 58. @SEngineLand How Search Results Have Evolved @MattMcGee
- 59. @SEngineLand How Search Results Have Evolved @MattMcGee
- 60. Bing Satori
- 61. @SEngineLand How Search Results Have Evolved @MattMcGee
- 62. @SEngineLand How Search Results Have Evolved @MattMcGee
- 63. @SEngineLand How Search Results Have Evolved @MattMcGee
- 64. Identity
- 65. @SEngineLand How Search Results Have Evolved @MattMcGee
- 66. @SEngineLand How Search Results Have Evolved @MattMcGee
- 67. @SEngineLand How Search Results Have Evolved @MattMcGee "Google Plus gives you the opportunity to be yourself, and gives Google that common understanding of who you are." Bradley Horowitz, February 2014 Source: New York Times
- 68. @SEngineLand How Search Results Have Evolved @MattMcGee
- 69. @SEngineLand How SEO Must Evolve @MattMcGee "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, March 2013 Source: Wall Street Journal
- 70. What It All Means? SEO Must Evolve, Too
- 71. 1. Be Invisible
- 72. @SEngineLand How SEO Must Evolve @MattMcGee “SEO should be unseen… and only noticeableto other SEOs.” Adam Audette, RKG
- 73. Old SEO Tools
- 74. @SEngineLand How SEO Must Evolve @MattMcGee
- 75. @SEngineLand How SEO Must Evolve @MattMcGee
- 76. @SEngineLand How SEO Must Evolve @MattMcGee
- 77. @SEngineLand How SEO Must Evolve @MattMcGee
- 78. New SEO Tools
- 79. @SEngineLand How SEO Must Evolve @MattMcGee
- 80. @SEngineLand How SEO Must Evolve @MattMcGee
- 81. @SEngineLand How SEO Must Evolve @MattMcGee
- 82. @SEngineLand How SEO Must Evolve @MattMcGee
- 83. 2. Be Vital (in two ways)
- 84. @SEngineLand How SEO Must Evolve @MattMcGee
- 85. @SEngineLand How SEO Must Evolve @MattMcGee Source: SmallBusinessSEM.com
- 86. 3. Be A Brand
- 87. @SEngineLand How SEO Must Evolve @MattMcGee Source: SEOBook
- 89. @SEngineLand How SEO Must Evolve @MattMcGee Build a Brand “Search used to be where the playing field was level ... those days are over. You need to build a brand. This is the single most important and single most difficult task that has been added to the SEO agenda over the last few years.” Everett Sizemore, seOverflow
- 90. Brands Are Vital
- 91. @SEngineLand How SEO Must Evolve @MattMcGee
- 92. @SEngineLand How SEO Must Evolve @MattMcGee Source: Marketing Land
- 94. @SEngineLand How SEO Must Evolve @MattMcGee Source: Search Engine Land
- 95. To Sum Up…
- 97. @SEngineLand The Evolving State of SEO @MattMcGee Matt McGee / matt@thirddoormedia.com Some photos via Shutterstock.com Slideshare: http://selnd.com/mivacon2014
Editor's Notes
- It’s a zoo….
- Targeted content farms – churning out low quality articles. Some sites producing 7,000 articles per day!
- “How to Play the Xylophone”
- “How to Bathe a Small Rodent”
- Spammy blog comments are one example
- The meaning behind the words….
- “stindy” becomes a search for streets in Indianapolis
- Google understanding the concept better – not about keywords, about meaning
- Exact match domains – low quality
- Pirate Update
- Page Layout algo update
- Don’t spam your Schema markup
- Several link networks busted – US, France, Germany
- Guest Blogging for SEO purposes
- Several link networks busted – Poland, US, France, Germany
- Before we talk about the evolution of SEO, we have to talk about how search has evolved.
- Desktop search – still most common place we search
- Tablets and smartphones
- Searchingin apps
- Google Goggles – shoot a photo to searchBing also has some similar image-as-query tools.
- Voice search on both Bing and Google
- Not just voice, but conversational search
- Searching via Xbox
- Search via Google Glass
- Sherwin Williams Colorsnap app
- Bing, too… including tweets
- That’s how we’ve evolved. Let’s look at how search results have evolved, too.
- Personalization
- Personalization
- Eli Parisier “The Filter Bubble”
- Eli Parisier “The Filter Bubble”
- Bing’s identity is mainly tied to social networks for now.
- Google MUCH more into identity, via Google+.
- Google MUCH more into identity, via Google+.
- Not just for individuals, but businesses, too. **Google is rewarding people and businesses that share their identity via Google+.**
- All those slides about Google penalties and algorithm updates? If it’s obvious that you’re doing SEO, you may have a problem.
- Level- balance and moderation
- Ballerina slippers- delicate
- Palette- paintbrush not hammer
- Scalpel- precision
- Google has human quality raters….140-page guide
- Everybody talks about “creating relevant content” but that’s not what Google is looking for
- Back to the “vital” point for a moment…
- Google loves brands … consumers do, too
- Survey in NovemberTop thing consumers look for in product search is a known brand
- Be invisible. Be vital. Be a brand.