Download - What Marketers Need to Know About the Changing Landscape of SEO & Search Marketing

#INBOUND14

ALL THE RIGHT SEO MOVES

DANNY SULLIVANChief Content Officer

Third 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

#INBOUND14@dannysullivan

THE CHANGING LANDSCAPE OF SEARCH RESULTS


WHICH

LISTING

IS THE #1

RESULT?


“BEING #1” &

“10 BLUE LINKS” IS

DEAD


WHERE’S

THE

FREE

WEB

RESULT?

ADS

ADSLOCAL

WEB


FREELISTINGSGET LESS SPACE


WHICH

ARE

THE

“REAL”

RESULTS?


THERE ARE

NO NORMALRESULTS


SEO IS DEAD

#INBOUND14

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

PANDA

Focus 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

#INBOUND14

#INBOUND14

FACTS & KNOWLEDGE GRAPH GROWTH

#INBOUND14

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 MOVE

SEARCH 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 SEO

FRONTIER?

Google App

Indexing

Bing Deep Linking


WEARABLE

SEARCH

TECHNOLOGY

• 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


BEWARE

OF (SEO) TRAPS


DON’T BE LIKEADMIRAL AKBAR!


IT’S A TRAP!


NO GOOD

SEO 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

#INBOUND14

THANK YOU!

Download - What Marketers Need to Know About the Changing Landscape of SEO & Search Marketing

Top Related