all the right seo moves: what marketers need to know about the changing landscape of search [inbound...

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ALL THE RIGHT SEO MOVES

DANNY SULLIVANChief Content OfficerThird Door Media

What Marketers Need To Know To About the Changing Landscape of Search

The Changing Landscape of Search Results Penalties & the Google Zoo The Age of Entity Search Search in a Mobile World Avoiding Common SEO Traps

AGENDA

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THE CHANGING LANDSCAPE OF SEARCH RESULTS


WHICH LISTINGIS THE #1RESULT?


“BEING #1” & “10 BLUE LINKS” IS DEAD


WHERE’STHE FREEWEBRESULT?

ADS

ADSLOCAL

WEB


FREELISTINGSGET LESS SPACE


WHICHARETHE “REAL”RESULTS?


THERE ARENO NORMALRESULTS


SEO IS DEAD

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THANK YOU!


SEO IS NOT DEAD


CHANGE IS OPPORTUNITY


…WHAT IS CHANGING?


PENALTIES & THE GOOGLE ZOO


• INTENT: keep low-quality or “thin” content from ranking• FREQUENCY: about once a month filter is re-run


SURVIVING PANDAFocus on real quality to survive --always the answer for any search success


• INTENT: targets spam, especially bad or low-quality links• FREQUENCY: ~6 months+, Google re-runs Penguin


RANTERMISSIONABOUT LINK RULE INSANITY


PLAYING SAFE WITH LINKS IS MORE COMPLICATED THAN EVER


What about paid links in the age of Native Advertising?


Widgets, Infographics& too much of a good thing


Guest Blogging Gone Wild?


Is It Safer Not To Link?Should You NoFollowEverything?


http://searchengineland.com/infographic-nofollow-tag-172157?utm_source=slideshare&utm_medium=social&utm_campaign=sel+slideshare&utm_content=inbound14



Why punish for bad links, rather than discount?


BACK TO THE BIRDS…


SURVIVING PENGUIN

Don’t think link building

Think audience building….


NEW! Improve local results by blending web signals (like links) & local search signals (distance, ratings)


HUMMINGBIRD: A NEW SEARCH ENGINE


HUMMINGBIRD

Panda, Penguin & Pigeon part of it Can use new “fuel” Improved results for

entities


THE AGE OF ENTITY SEARCH


PENALTIES & THE

PEOPLE, PLACES & THINGS

http://www.shutterstock.com/gallery-921176p1.html?cr=00&pl=edit-00





ENTITIES &ENTITY SEARCH PAST: “o-b-a-m-a” NOW: A “person”

connected to other people & facts

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FACTS & KNOWLEDGE GRAPH GROWTH

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GROWTH OF QUICK/DIRECT ANSWERS


ENTITY SEARCH SUCCESS

Markup pages with relevant structured data


SEARCH IN A MOBILE WORLD


Landing page > mobile SEO

The “Always On” mobile searcher

THE MOBILE SEARCHER


SEARCHING ON THE MOVESEARCH VOLUME - U.S. CHAIN RESTAURANTS


CALLS NOT CLICKS: ARE YOU READY?CLICK-TO-CALL VOLUME - FLOWER SEARCHES, CA


Click-to-call Mobile-friendly

version of site App for repeat

visitors

MOBILE ACTION ITEMS


SEARCH-TO-APP:THE NEXT SEOFRONTIER? Google App

Indexing Bing Deep Linking


WEARABLE SEARCHTECHNOLOGY

• on your phone• on your wrist• even on your eyes…


Google Glass may be niche, but… ~50% of consumers like idea of smartwatches


Digital Assistants, Agents & Predictive Search


ANSWERS BEFORE WE EVEN SEARCH


LOCATION GATING LIKELY KEY IN FUTURE


BEWAREOF (SEO) TRAPS


DON’T BE LIKEADMIRAL AKBAR!


IT’S A TRAP!


NO GOODSEO COMPANY WILLCOLD CALL OR COLD EMAIL YOU

HONEST.


IT’S A TRAP!


UNSOLICITED GUEST POSTS WILL LIKELY LEAD TO SPAM ISSUES

ESPECIALLY IF “ALL” THEY WANT IS A LINK


IT’S A TRAP!


DEPENDING ENTIRELY ON GOOGLE OR SEO IS

DANGEROUS


SEO SHOULD BE A BALANCED PART OF YOUR

INBOUND MIX


IT’S A TRAP!


THE MORE YOU SEO JUST FOR SEO,THE LESS EFFECTIVE YOUR SEO MAY BE


PEO -- PEOPLE ENGINE OPTIMIZATIONSTAY ON TRACK WITH SEO BY THINKING USERS FIRST


TAKEAWAYS


BEWARE: SHINY OBJECTS

Don’t believe any one tactic is a magic bullet


BUT… KNOW SEO FUNDAMENTALSsearchengineland.com/seotable

http://searchengineland.com/seotable


INVEST IN QUALITY CONTENT


BUILD AN AUDIENCE, NOT LINKS


CONSIDER THE MOBILE EXPERIENCE


AS ONE DOOR CLOSES, ANOTHER OPENS


PREDICTIVE, VOICE & WEARABLE SEARCH


SEARCH SHIFTING TO

CONCEPTS &ENITITIES


SO BE THE ESSENTIAL ANSWER


Google SEO

Google Panda Update

Google Penguin Update

Google “Pigeon” Update

Google's Knowledge Graph

Google Hummingbird

Periodic Table of SEO

Infographic: What is the NoFollow Tag?

Structured Data & Schema Markup

Mobile SEO

CREDITS & RESOURCES

some images from Shutterstock, used under license

http://searchengineland.com/library/google/google-seo?utm_source=slideshare&utm_medium=social&utm_campaign=sel+slideshare&utm_content=inbound14

http://searchengineland.com/library/google/google-panda-update?utm_source=slideshare&utm_medium=social&utm_campaign=sel+slideshare&utm_content=inbound14

http://searchengineland.com/library/google/google-penguin-update?utm_source=slideshare&utm_medium=social&utm_campaign=sel+slideshare&utm_content=inbound14

http://searchengineland.com/library/google/google-pigeon-update?utm_source=slideshare&utm_medium=social&utm_campaign=sel+slideshare&utm_content=inbound14

http://searchengineland.com/library/google/google-knowledge-graph?utm_source=slideshare&utm_medium=social&utm_campaign=sel+slideshare&utm_content=inbound14

http://searchengineland.com/library/google/hummingbird-google?utm_source=slideshare&utm_medium=social&utm_campaign=sel+slideshare&utm_content=inbound14

http://searchengineland.com/seotable?utm_source=slideshare&utm_medium=social&utm_campaign=sel+slideshare&utm_content=inbound14


http://searchengineland.com/library/schema-dot-org?utm_source=slideshare&utm_medium=social&utm_campaign=sel+slideshare&utm_content=inbound14

http://searchengineland.com/library/search-engine-optimization/seo-mobile-search?utm_source=slideshare&utm_medium=social&utm_campaign=sel+slideshare&utm_content=inbound14


Google App Indexing

Bing App Deep Linking

CREDITS & RESOURCES

some images from Shutterstock, used under license

http://searchengineland.com/google-bringing-app-indexing-android-apps-195152?utm_source=slideshare&utm_medium=social&utm_campaign=sel+slideshare&utm_content=inbound14

http://www.bing.com/dev/en-us/applink?utm_source=slideshare&utm_medium=social&utm_campaign=sel+slideshare&utm_content=inbound14

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THANK YOU!

all the right seo moves: what marketers need to know about the changing landscape of search [inbound...

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