ALL THE RIGHT SEO MOVES: WHAT MARKETERS NEED TO KNOW ABOUT THE CHANGING LANDSCAPE OF SEARCH [INBOUND 2014]

#INBOUND14
ALL THE RIGHT SEO MOVES
DANNY SULLIVAN
Chief 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

@dannysullivan #INBOUND14
THE CHANGING LANDSCAPE OF SEARCH RESULTS

WHICH LISTING
IS THE #1RESULT?

“BEING #1” &
“10 BLUE LINKS” IS DEAD

WHERE’STHE FREEWEBRESULT?
ADS
ADS
LOCAL
WEB

FREELISTINGS
GET LESSSPACE

WHICHARETHE “REAL” RESULTS?

THERE ARENO NORMALRESULTS

SEO IS DEAD

SEO IS NOTDEAD

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 COMPLICATEDTHAN EVER

What about paid links in the age of
Native Advertising?

Widgets, Infographics& too much of a good thing

GuestBlogging
Gone Wild?

Is It Safer Not To Link?
Should You NoFollowEverything?

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

ENTITIES &
ENTITY SEARCH

PAST: “o-b-a-m-a”

NOW: A “person” connected to other people & facts

#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 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

BEWARE
OF (SEO) TRAPS

DON’T BE LIKEADMIRAL AKBAR!

IT’S A TRAP!

NO GOOD
SEO COMPANY WILLCOLD CALL OR COLD EMAIL YOUHONEST.

UNSOLICITED GUEST POSTS WILL LIKELY LEAD TO SPAM ISSUESESPECIALLY IF “ALL” THEY WANT IS A LINK

DEPENDING ENTIRELY ON GOOGLE OR SEO IS DANGEROUS

SEO SHOULD BE A
BALANCED PART OF YOUR INBOUND MIX

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

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

TAKEAWAYS

BEWARE: SHINY OBJECTS

Don’t believe any one tactic is a magic bullet

BUT… KNOW SEOFUNDAMENTALS
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 ESSENTIALANSWER


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 NoFollowTag?
Structured Data & Schema Markup
Mobile SEO
CREDITS & RESOURCES
some images from Shutterstock, used under license

Google App Indexing
Bing App Deep Linking
CREDITS & RESOURCES
some images from Shutterstock, used under license

ALL THE RIGHT SEO MOVES: WHAT MARKETERS NEED TO KNOW ABOUT THE CHANGING LANDSCAPE OF SEARCH [INBOUND 2014]

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ALL THE RIGHT SEO MOVES: WHAT MARKETERS NEED TO KNOW ABOUT THE CHANGING LANDSCAPE OF SEARCH [INBOUND 2014]