Embed Size (px)
DESCRIPTION
From Hubspot's #INBOUND14 & #FutureM conference in Boston, MA - September 16, 2014 - Search Engine Land's Founding Editor & Chief Content Officer Danny Sullivan (@DannySullivan) presents: ALL THE RIGHT SEO MOVES: HOW TO THINK STRATEGICALLY ABOUT SEARCH & AVOID COMMON TRAPS From tapping into the semantic web with web smarts built into Google's "Hummingbird" search technology to ensuring you've built great content and authority, we'll explore ways to build your audience through sustainable SEO. This presentation covers: - The Changing Landscape of Search Results: SERPS are no longer just 10 blue links. Which listing is really #1? Can you spot the real winner? - Penalties & the Google Zoo: Panda, Penguin & Pigeons, oh my! - The Age of Entity Search: People, Places & Things - decoding facts & getting the best, most direct answer in Search Resuls. - Search in a Mobile World: mobile search results, click to call, search to mobile apps, wearable devices with search technology, plus personal digital assitants & predictive search. - Avoiding Common SEO Traps - cold calls & pitches, guest posting, think users first. Visit http://www.SearchEngineLand.com to learn more about each of the topics covered and sign up for email newsletters covering SEO, SEM, local search marketing tactics and more.
Citation preview
#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
#INBOUND14@dannysullivan
WHICH
LISTING
IS THE #1
RESULT?
#INBOUND14@dannysullivan
WHICH
LISTING
IS THE #1
RESULT?
#INBOUND14@dannysullivan
WHICH
LISTING
IS THE #1
RESULT?
#INBOUND14@dannysullivan
“BEING #1” &
“10 BLUE LINKS” IS
DEAD
#INBOUND14@dannysullivan
WHERE’S
THE
FREE
WEB
RESULT?
ADS
ADSLOCAL
WEB
#INBOUND14@dannysullivan
FREELISTINGSGET LESS SPACE
#INBOUND14@dannysullivan
WHICH
ARE
THE
“REAL”
RESULTS?
#INBOUND14@dannysullivan
THERE ARE
NO NORMALRESULTS
#INBOUND14@dannysullivan
SEO IS DEAD
#INBOUND14
THANK YOU!
#INBOUND14@dannysullivan
SEO IS NOT DEAD
#INBOUND14@dannysullivan
CHANGE IS
OPPORTUNITY
#INBOUND14@dannysullivan
…WHAT IS CHANGING?
#INBOUND14@dannysullivan
PENALTIES & THE GOOGLE ZOO
#INBOUND14@dannysullivan
• INTENT: keep low-quality or “thin” content from ranking
• FREQUENCY: about once a month filter is re-run
#INBOUND14@dannysullivan
SURVIVING
PANDA
Focus on real
quality to survive --
always the answer
for any search
success
#INBOUND14@dannysullivan
• INTENT: targets spam, especially bad or low-quality links
•FREQUENCY: ~6 months+, Google re-runs Penguin
#INBOUND14@dannysullivan
RANTERMISSIONABOUT LINK RULE INSANITY
#INBOUND14@dannysullivan
PLAYING SAFE WITH LINKS IS MORE
COMPLICATED THAN EVER
#INBOUND14@dannysullivan
What about paid links in the age of Native Advertising?
#INBOUND14@dannysullivan
Widgets, Infographics& too much of a good thing
#INBOUND14@dannysullivan
Guest Blogging Gone Wild?
#INBOUND14@dannysullivan
Is It Safer Not To Link?Should You NoFollowEverything?
#INBOUND14@dannysullivan
#INBOUND14@dannysullivan
Why punish for bad links, rather than discount?
#INBOUND14@dannysullivan
BACK TO THE
BIRDS…
#INBOUND14@dannysullivan
SURVIVING
PENGUIN
Don’t think link
building
Think audience
building….
#INBOUND14@dannysullivan
NEW! Improve local results by blending web signals
(like links) & local search signals (distance, ratings)
#INBOUND14@dannysullivan
HUMMINGBIRD: A NEW SEARCH ENGINE
#INBOUND14@dannysullivan
HUMMINGBIRD
Panda, Penguin &
Pigeon part of it
Can use new “fuel”
Improved results for
entities
#INBOUND14@dannysullivan
THE AGE OF
ENTITY SEARCH
#INBOUND14@dannysullivan
PENALTIES & THE
PEOPLE, PLACES &
THINGS
#INBOUND14@dannysullivan
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
#INBOUND14
GROWTH OF QUICK/DIRECT ANSWERS
#INBOUND14@dannysullivan
ENTITY
SEARCH
SUCCESS
Markup pages
with relevant
structured data
#INBOUND14@dannysullivan
SEARCH IN A
MOBILE WORLD
#INBOUND14@dannysullivan
Landing page >
mobile SEO
The “Always On”
mobile searcher
THE MOBILE
SEARCHER
#INBOUND14@dannysullivan
SEARCHING ON THE MOVE
SEARCH VOLUME - U.S. CHAIN RESTAURANTS
#INBOUND14@dannysullivan
CALLS NOT CLICKS: ARE YOU READY?CLICK-TO-CALL VOLUME - FLOWER SEARCHES, CA
#INBOUND14@dannysullivan
Click-to-call
Mobile-friendly
version of site
App for repeat
visitors
MOBILE
ACTION ITEMS
#INBOUND14@dannysullivan
SEARCH-TO-APP:
THE NEXT SEO
FRONTIER?
Google App
Indexing
Bing Deep Linking
#INBOUND14@dannysullivan
WEARABLE
SEARCH
TECHNOLOGY
• On your phone
• On your wrist
• Even on your eyes…
#INBOUND14@dannysullivan
Google Glass may be niche, but…
~50% of consumers like idea of smartwatches
#INBOUND14@dannysullivan
#INBOUND14@dannysullivan
#INBOUND14@dannysullivan
#INBOUND14@dannysullivan
Digital Assistants, Agents & Predictive Search
#INBOUND14@dannysullivan
ANSWERS BEFORE
WE EVEN SEARCH
#INBOUND14@dannysullivan
LOCATION GATING
LIKELY KEY IN FUTURE
#INBOUND14@dannysullivan
BEWARE
OF (SEO) TRAPS
#INBOUND14@dannysullivan
DON’T BE LIKEADMIRAL AKBAR!
#INBOUND14@dannysullivan
#INBOUND14@dannysullivan
IT’S A TRAP!
#INBOUND14@dannysullivan
NO GOOD
SEO COMPANY WILLCOLD CALL OR COLD EMAIL YOU
HONEST.
#INBOUND14@dannysullivan
#INBOUND14@dannysullivan
IT’S A TRAP!
#INBOUND14@dannysullivan
UNSOLICITED GUEST POSTS WILL LIKELY LEAD TO SPAM ISSUES
ESPECIALLY IF “ALL” THEY WANT IS A LINK
#INBOUND14@dannysullivan
#INBOUND14@dannysullivan
IT’S A TRAP!
#INBOUND14@dannysullivan
DEPENDING ENTIRELY ON GOOGLE OR SEO IS
DANGEROUS
#INBOUND14@dannysullivan
SEO SHOULD BE A BALANCED PART OF YOUR
INBOUND MIX
#INBOUND14@dannysullivan
#INBOUND14@dannysullivan
IT’S A TRAP!
#INBOUND14@dannysullivan
THE MORE YOU SEO JUST FOR SEO,THE LESS EFFECTIVE YOUR SEO MAY BE
#INBOUND14@dannysullivan
PEO -- PEOPLE ENGINE OPTIMIZATIONSTAY ON TRACK WITH SEO
BY THINKING USERS FIRST
#INBOUND14@dannysullivan
TAKEAWAYS
#INBOUND14@dannysullivan
BEWARE:
SHINY OBJECTS
Don’t believe any
one tactic is a
magic bullet
#INBOUND14@dannysullivan
BUT… KNOW SEO FUNDAMENTALSsearchengineland.com/seotable
#INBOUND14@dannysullivan
INVEST IN QUALITY CONTENT
#INBOUND14@dannysullivan
BUILD AN AUDIENCE, NOT LINKS
#INBOUND14@dannysullivan
CONSIDER THE MOBILE EXPERIENCE
#INBOUND14@dannysullivan
AS ONE DOOR CLOSES, ANOTHER OPENS
#INBOUND14@dannysullivan
PREDICTIVE, VOICE & WEARABLE SEARCH
#INBOUND14@dannysullivan
SEARCH SHIFTING TO
CONCEPTS &ENITITIES
#INBOUND14@dannysullivan
SO BE THE ESSENTIAL ANSWER
#INBOUND14@dannysullivan
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
#INBOUND14@dannysullivan
Google App Indexing
Bing App Deep Linking
CREDITS & RESOURCES
some images from Shutterstock, used under license
#INBOUND14
THANK YOU!
![ALL THE RIGHT SEO MOVES: WHAT MARKETERS NEED TO KNOW ABOUT THE CHANGING LANDSCAPE OF SEARCH [INBOUND 2014]](https://img.dokumen.tips/doc/110x75/55d54676bb61ebac698b45c2/all-the-right-seo-moves-what-marketers-need-to-know-about-the-changing-landscape.jpg)
