SEO Trends in 2013

www.instantetraining.com

Eric Enge

Bob Tripathi

SEO Trends in

2013

@IETraining

Facebook.com/instantetraining


About Instant E-Training

"Give a man a fish to eat and you feed him for a day. Teach a man how to fish and

you feed him for lifetime.” - Lao Tzu, 6th Century Chinese Philospher

Founded in late 2010, Instant E-Training is creating an online learning environment

imparting interactive marketing training using highly engaging e-learning tutorials by

bringing the best instructors together and using streaming video as the primary method

of delivering marketing training.

Training provided by some of Search & Social industry leaders including….

Dave Kerpen Eric Enge Hollis Thomases Bob Tripathi Clara Shih Dan Zarrella Christine Churchill


Online Training Video Library

Strategy Videos

How-to Videos

Videos on Social Media, SEO,

Facebook, LinkedIn, Content

Marketing and more.

http://www.instantetraining.com/

pricing-plans

http://www.instantetraining.com/pricing-plans





Live WebConference & Certification

Training

“Got my certificate of achievement for social media

certification project today! Yay! Frankly, it rivals my

college diploma for looks. Thanks, Instant E-

Training!” - Sheri Booms Holm


Eric Enge

SEO Trends


Meet Eric Enge

• Founder of Stone Temple Consulting – a 25+ person

interactive marketing company.

• Co-Author of “The Art of SEO”

• Frequent speaker at conferences such as PubCon,

SMX Advanced, SES, and others.

• Prolific writer for industry publications like Search

Engine Land, Search Engine Watch, and others.

• Trainer for Instant E-Training


Increasing Mobile Traffic

Many sites reporting 20% to 30% of visits

are from mobile devices

Yelp, July 2012: “roughly 40% of all Yelp

searches come from our mobile apps.”

Groupon, April 2012, reported that 30% of their

transactions come from mobile devices. Up from 25%

in December 2011.


Ah, But What is a Mobile Device?


Smartphone Numbers


Responsive Web Design

Diversity in device sizes in process of scaling

without limit iPhone, iPhone 5, iPad, iPad min,…

Scale your site to any size device:

HTML5 CSS3

Also manage page size for faster load times


Desktop or Mobile Site

Not everyone can take on

Responsive Web Design

Alternative:

One site for Smartphone type devices

One site for tablets and PCs

Make sure you serve the mobile site on

the same URLs as the desktop site


Other Smartphone Design Factors

Single column layout

Simplified navigation

Focus on the basics

Collapsible navigation for more complex structures

Make it “tappable” not “clickable


Consider a Mobile App


Voice Search?


Phoenix Telephony Suite

"The Phoenix Telephony Suite's interface design

enables users to immediately begin working with

the software upon unpacking their new PC,"

stated Eric Enge, general manager, OEM

Consumer Software Group at Phoenix. "Now that

we have added support for Windows 95, Phoenix

has once again established a benchmark for

telephony products."


Shipped in 1996

Phoenix Telephony Suite v2.0 is designed

to support voice recognition using

Phoenix Secretary, also announced

today. Both will be available April, 1996

for OEM bundling worldwide.


All We Need is a Bit More Processing Power …


Are We There Yet?


Even Low Error Rates are Frustrating


There are limitations …

“One thing you need to think about when

you get into voice dictation is speaking in

word clumps. You have to think about what

you want to have Dragon type for you then

you have to say those sentences in chunks (I

hope that makes sense) most people who

complain about voice dictation don't take

the time to realize this.”


Social Media and SEO

@stonetemple / + Eric Enge


Correlations With Rankings

Facebook Shares 0.35

Facebook Total 0.34

# Backlinks 0.34

Facebook Comments 0.31

Facebook Likes 0.28

Tweets 0.24

% Backlinks With Keyword 0.16

% Backlinks with NoFollow 0.16

Keyword in Domain Name 0.11

Source: Searchmetrics



Be Careful With Correlations!



What Do the Search Engines See?


Signal Bing Google

Facebook Like Yes Crawl Based?

Facebook Share, Personal

Page

Yes No?

Facebook Share, Brand Page Yes Crawl Based

Facebook Comments Yes Yes (Crawl Based)

Twitter Share Yes Crawl Based

Twitter Retweet Yes Crawl Based

Twitter Mentions Yes Crawl Based

+1 Crawl Based Yes

Google+ Share Crawl Based Yes

Google+ Mention Crawl Based Yes


+1s as a Ranking Factor?


“In the short term, we’re

still going to have to

study and see how good

the signal is, so right

now, there’s not really a

direct effect where if

you have a lot of +1s,

you’ll rank higher.”

(October 2012)


Bing Results 2010 (New York Post)



Bing Results 2011



Bing Results 2012


With a Social Sidebar


Bing’s Paul Yiu


In some cases people really

engaged in those types of results,

so we still show those, and in

others they did not, so we

stopped showing it in those cases.

For example, people tend to like

gossipy things, such as who got

pregnant or was in a scandal ... ”

(January 2012)


But Since Then … Bing’s Social Sidebar



On using Likes as votes the way links are used:


“…what does a like mean? Some

people like the page, some folks

might like the content, some folks

might just think it’s funny and

likeable. As you said, the likes are a

good signal, but they’re not a

granular signal of what particular

thing you’re actually expressing a

like about.” (July 2012)

Bing’s Stefan Weitz


Weighting Votes - Relevance


What you

want to say

What They’re

Interested in

Relevance


Weighting Votes – Authority


How well do you

know the topic?

Recognized

Thought leader?


Weighting Votes - Trust


Can your opinion be trusted?

What are your Perceived

motives?

Do people engage With

your brand?


Weighing Votes – Effort & Commitment



Balance of Signals?


Think Like a Search Engineer

Consider site with “to die for” link profile

… but no one is talking about it

Do you trust that site?


Which Site Looks Better to You?



Which Site Looks Better to You?


(Hint)


Influence of Social Media Likes / Shares / +1s


• Your friend +1s it

• Your friend shares it on Google

Plus

• Your friend shares it on another

connected network

• Your friend Likes it

• Your friend shares it on Facebook

or Twitter

• Other networks with related

content


Rel=Author



Now There’s a Ranking Factor?


“… over time, as we start

to learn more about who

the high quality authors

are, you could imagine

that starting to affect

rankings.” (October 2012)

@bobtripathi www.instantetraining.com 42

SEO for Social Media

Professionals

Bob Tripathi @ bobtripathi

Facebook.com/Instantetraining #IETraining


Who Am I ?

• Over 10 Years of “in-the-trenches” online marketing

experience

• Top rated speaker at industry conferences on SEO,

Social Media, Paid Search topics

• Worked with large US brands like Discover Card, Sears

Holdings championing online initiatives

• Passion for training led to founding of Instant E-

Training


1. SEO more data driven

Focus more on conversions and less on rankings

http://www.sujanpatel.com/seo/search-killed-rankings-the-seo-reports-

that-matter-now/

http://www.sujanpatel.com/seo/search-killed-rankings-the-seo-reports-that-matter-now/


















2. Video SEO to play to play a bigger part

as this will ensure new quality content


3. More Social Search integration from

both Google and Bing

“Search engines are really evolving towards giving you a set of answers… like, I have a

specific question, answer this question for me. And when you think about it from that

perspective, Facebook is pretty uniquely positioned to answer a lot of the questions that

people have. That’s one obvious thing that would be interesting for us to do in the future.” –

Mark Zuckerberg


4. Higher spend allocated to content

creation in 2013 as reliance on original

content goes high

http://contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/


5. Increased integration in PPC + SEO –

Companies viewing them as one channel


6. More human raters influencing Google

search quality

http://www.youtube.com/watch?v=nmo3z8pHX1E

http://searchenginewatch.com/article/2172154/How-Google-Uses-Human-

Raters-in-Organic-Search

http://www.youtube.com/watch?v=nmo3z8pHX1E

http://searchenginewatch.com/article/2172154/How-Google-Uses-Human-Raters-in-Organic-Search
















7. SEO is not in a vacuum so think

holistically – think overall web marketing

YOU

SEO

Social Media

Link Building Usability

Content Marketing


8. Google+ will evolve and bring in more

features since Social Data is critical

http://googleblog.blogspot.com/2012/12/google-communities-and-photos.html


9. Online PR, SEO, and Social Media will

see a greater integration

http://searchenginewatch.com/article/2200470/PRWEb-and-PitchEngine-SEO-SmartSMO-

Sexy-Newsmakers


10. Hiring will see an uptick but employers

will look at broader skills beyond just SEO


Introducing…SEO WebConference + Certification

SEO keyword Research

SEO Link Building

SEO + Social Integration

Content Marketing for SEO

Linkbaiting

Video SEO

In-House SEO

Web Analytics

PR and SEO

SEO for Small Biz

and many other topics

23 Live Online Sessions covering…


Sign-up for SEO Training

http://www.instantetraining.com/seo-2013/

Devices & Hardware

SEO Trends in 2013