ionSearch 2012

Dave Snyder

CEO - Steelcast

Content Marketing in a Post

Panda World …

…and Post LinkPocolypse

Me

Curation Platforms Can Help with

ORM and Work Safely as Brand

Sounding Boards

Curation Platforms Can Help with

ORM and Work Safely as Brand

Sounding Boards

Let’s Breakdown the Timeline

February 24, 2011:

The Panda is Unleashed

12% of search results

April 11, 2011:

Panda 2.0

The Panda Goes Global in

English

August 12, 2011:

Panda Goes Multilingual

January 10, 2012:

Search + Your World

March 2012:

Matt Cutts Gives a Glimpse at

LinkPocolypse

We are trying to level the playing field a bit. All those people doing, for lack of a better word, over optimization or overly SEO - versus those making great content and great site. We are trying to make GoogleBot smarter, make our relevance better, and we are also looking for those who abuse it, like too many keywords on a page, or exchange way too many links or go well beyond what you normally expect.

April 3, 2012:

March 50 Pack

Change to Anchor Text

Scoring

<a href=>“anchor text”</a>

What Clues Has G Given Us?

Google is Looking at

Authorship

Rel=“ME” and Rel=“Author”

Since Anchor Text is Changing,

they want to see more natural

mixes

If Google is Watching what

Authors Do, Then They Are

Watching Who Shares What and

How Often

Panda is All About Content

Quality … Google Wants Quality

Quality Signals Beyond Author

Tag

Links to a Page

Semantic Relationship of

Words on a Page

Words to Ads on a Page

Reading Level of Page

Automated Readability Index

But It Goes Beyond Words…

… Social Media and Search

Both Love Images

… Content Marketing

Today is about Creating highly

sharable copy and media with

depth

Put Simply…

… And Then Finding it a

Home

Two Huge Opportunities are

Open for the Creative

#1 : Photos and Illustrations

Fuck Infographics!

What You Can Do With a

Camera Phone

You Can Go Viral Just Using

PhotoShop

Or Screw PhotoShop

#2 : Curation is Powerful

Don’t Drink One Platforms

Kool-Aid

Learn What Each Platform has to

Offer and What Content Will

Work

Play within the Rules: Buy

Ads!

Outcomes from These Two

Opportunities

Lots of Link and Traffic

Possibilities

Content and Platforms

Optimized for Linking

Data Integration into Social Ads

can Help You Get Deeper Insight

into Customers

Curation Platforms Can Help with

ORM and Work Safely as Brand

Sounding Boards

Dave Snyder

@davesnyder

dsnyder@steelcast.com