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THE FUTURE OF
	
  

Search Engine Optimization
Meghan Keaney Anderson,
@MeghKeaney | @HubSpot
SEO used to be about two things:
SEO used to be about two things:

Keywords & Links
But that led to quite a bit of
keyword stuffing and link building.
And more than a little
gaming of the
system.
But the bigger

challenge?
Single words don’t
always give you the full
picture.
Single words don’t
always give you the full
picture.
We are
PEOPLE.
*AND PEOPLE ARE PRETTY COMPLEX.
We use different
devices.

(often simultaneously)
Our words signal

INTENTIONS
And our context
defines our needs.

Photo by: Ed Yourdon
As a result search is evolving …
... adapting ...
... and growing wiser.
It’s starting to see context.
It’s starting to see context.

And all the human factors that make
each search unique.
“… A good way to solve problems is to
start with the big picture … [because if you
don’t understand the big picture] you may
solve the wrong problem, or might not
explore other—possibly better—answers.”
- From Algorithms in a Nutshell (O’Reilly)
This has led to the emergence
of four key trends.
TREND

#1	
  

Mobile Search
This year headline after headline
spotlighted the news that Google
now prioritizes mobile-optimized
sites over their non-optimized
competitors on mobile search.
TREND

#2	
  

Social Search
A Few Milestones in Social Search
2010
Google & Bing
Confirm that
Facebook and
Twitter Influence
SEO (Moz.com)

2011

2013
A Few Milestones in Social Search
2010
Google & Bing
Confirm that
Facebook and
Twitter Influence
SEO (Moz.com)

2011

Google announces
support of the Authorship
tag (Rel="author") to
connect authors to their
content (and Google+
accounts) across the web.

2013
A Few Milestones in Social Search
2010
Google & Bing
Confirm that
Facebook and
Twitter Influence
SEO (Moz.com).

2011

Google announces
support of the Authorship
tag (Rel="author") to
connect authors to their
content (and Google+
accounts) across the web.

2013

Studies from Moz and
Search Metrics find
high correlations
between search results
and +1s. Google's Matt
Cutts is very clear to
underscore that
correlation does not
equal causation.
“Links are not often thought of as a by-product
of a great social campaign … there’s more to
social than simply having a sounding board. If
you leverage your fans and followers
correctly, they’ll be your key to naturally
generating links and mentions around your
brand.”
- Selena Narayanasamy, Foundation Digital
TREND

#3	
  

Human Search
We’ve started searching questions, not keywords.
It seems Jeeves had the right idea after all.
And so …
Google Introduced Hummingbird.

Photo by William Brawley
One of the major changes?
The new algorithm is far better at
interpreting "conversational"
language and understanding the
intent of a given search rather than
just a series of keywords.
The future of SEO is not based on
keywords, but rather on how those
“keywords” form a relationship to an entity,
a concept, or a target.”
- Jenny Halasz, Archology
TREND

#4	
  

Predictive Search
Google Introduces the Google Now App
What is Google Now?
“Google Now uses a natural language user
interface to answer questions, make
recommendations, and perform actions…
Along with answering user-initiated queries,
Google Now passively delivers information
to the user that it predicts they will want,
based on their search habits.”
- Wikipedia
In Short?
In Short?

Google uses our context and history
to predict what we’ll need,
when we need it.
This is good
for people.
This is good
for people.

And it’s also good for
inbound marketers.
So let’s dive into
five tips to help
you position for
the future...
THE FUTURE OF
	
  

Search Engine Optimization
5 Tips
One that is long-standing
and as important as ever.
Four that are newer and worth
addressing now.
1 Create useful content

An oldie but a goodie.
Helpful, and yes, keyword relevant
content is still the core of a good
search strategy.
And link that content to your best
internal pages
Better to move this from 10 to 8.

Than this from 102 to 98.
(This can help.)
2 Optimize for mobile
Google advises using responsive
design. An approach to web design that
automatically repackages content based
on the device using it.

See how your site looks on mobile
marketing.grader.com
See How Your
Site Looks On
Mobile
Visit
Marketing Grader
3

Think about questions,
not just keywords
Next time you write a blog
post, think about the way
people search. Use your post
title to answer questions in
full. Use keywords but worry
less about keyword
placement than usefulness.
4

Add author tags and other
social elements to content
•  Link your posts to your
Google+ profile using
rel=“author” tags.
•  Add your website to
your Google+ account.
4

Add author tags and other
social elements to content
•  Link your posts to your
Google+ profile using
rel=“author” tags.
•  Add your website to
your Google+ account.

It’ll look something like this.
5

Think about how context
changes search needs
•  Create a Google+ account.
•  If relevant, create a local
search strategy.
•  Start thinking about mapping
your content strategy to
customer lifecycle stages.
(This can help)
Download
the Guide
THE FUTURE

IS ALREADY HERE.
IT’S JUST NOT EVENLY
DISTRIBUTED YET.
- William Gibson
	
  
Thank you.
Want to learn more about
Search Engine Optimization?
Check out HubSpot.com

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The Future of SEO - 2013 edition

  • 1. THE FUTURE OF   Search Engine Optimization Meghan Keaney Anderson, @MeghKeaney | @HubSpot
  • 2. SEO used to be about two things:
  • 3. SEO used to be about two things: Keywords & Links
  • 4. But that led to quite a bit of keyword stuffing and link building.
  • 5. And more than a little gaming of the system.
  • 7. Single words don’t always give you the full picture.
  • 8. Single words don’t always give you the full picture.
  • 10. *AND PEOPLE ARE PRETTY COMPLEX.
  • 13. And our context defines our needs. Photo by: Ed Yourdon
  • 14. As a result search is evolving …
  • 16. ... and growing wiser.
  • 17. It’s starting to see context.
  • 18. It’s starting to see context. And all the human factors that make each search unique.
  • 19. “… A good way to solve problems is to start with the big picture … [because if you don’t understand the big picture] you may solve the wrong problem, or might not explore other—possibly better—answers.” - From Algorithms in a Nutshell (O’Reilly)
  • 20. This has led to the emergence of four key trends.
  • 22. This year headline after headline spotlighted the news that Google now prioritizes mobile-optimized sites over their non-optimized competitors on mobile search.
  • 24. A Few Milestones in Social Search 2010 Google & Bing Confirm that Facebook and Twitter Influence SEO (Moz.com) 2011 2013
  • 25. A Few Milestones in Social Search 2010 Google & Bing Confirm that Facebook and Twitter Influence SEO (Moz.com) 2011 Google announces support of the Authorship tag (Rel="author") to connect authors to their content (and Google+ accounts) across the web. 2013
  • 26. A Few Milestones in Social Search 2010 Google & Bing Confirm that Facebook and Twitter Influence SEO (Moz.com). 2011 Google announces support of the Authorship tag (Rel="author") to connect authors to their content (and Google+ accounts) across the web. 2013 Studies from Moz and Search Metrics find high correlations between search results and +1s. Google's Matt Cutts is very clear to underscore that correlation does not equal causation.
  • 27. “Links are not often thought of as a by-product of a great social campaign … there’s more to social than simply having a sounding board. If you leverage your fans and followers correctly, they’ll be your key to naturally generating links and mentions around your brand.” - Selena Narayanasamy, Foundation Digital
  • 29. We’ve started searching questions, not keywords.
  • 30. It seems Jeeves had the right idea after all.
  • 31. And so … Google Introduced Hummingbird. Photo by William Brawley
  • 32. One of the major changes? The new algorithm is far better at interpreting "conversational" language and understanding the intent of a given search rather than just a series of keywords.
  • 33. The future of SEO is not based on keywords, but rather on how those “keywords” form a relationship to an entity, a concept, or a target.” - Jenny Halasz, Archology
  • 35. Google Introduces the Google Now App
  • 36. What is Google Now? “Google Now uses a natural language user interface to answer questions, make recommendations, and perform actions… Along with answering user-initiated queries, Google Now passively delivers information to the user that it predicts they will want, based on their search habits.” - Wikipedia
  • 38. In Short? Google uses our context and history to predict what we’ll need, when we need it.
  • 39. This is good for people.
  • 40. This is good for people. And it’s also good for inbound marketers.
  • 41. So let’s dive into five tips to help you position for the future...
  • 42. THE FUTURE OF   Search Engine Optimization
  • 43. 5 Tips One that is long-standing and as important as ever. Four that are newer and worth addressing now.
  • 44. 1 Create useful content An oldie but a goodie. Helpful, and yes, keyword relevant content is still the core of a good search strategy.
  • 45. And link that content to your best internal pages Better to move this from 10 to 8. Than this from 102 to 98.
  • 47. 2 Optimize for mobile Google advises using responsive design. An approach to web design that automatically repackages content based on the device using it. See how your site looks on mobile marketing.grader.com
  • 48. See How Your Site Looks On Mobile Visit Marketing Grader
  • 49. 3 Think about questions, not just keywords Next time you write a blog post, think about the way people search. Use your post title to answer questions in full. Use keywords but worry less about keyword placement than usefulness.
  • 50. 4 Add author tags and other social elements to content •  Link your posts to your Google+ profile using rel=“author” tags. •  Add your website to your Google+ account.
  • 51. 4 Add author tags and other social elements to content •  Link your posts to your Google+ profile using rel=“author” tags. •  Add your website to your Google+ account. It’ll look something like this.
  • 52. 5 Think about how context changes search needs •  Create a Google+ account. •  If relevant, create a local search strategy. •  Start thinking about mapping your content strategy to customer lifecycle stages.
  • 54. THE FUTURE IS ALREADY HERE. IT’S JUST NOT EVENLY DISTRIBUTED YET. - William Gibson  
  • 55. Thank you. Want to learn more about Search Engine Optimization? Check out HubSpot.com