What Marketers Need to Know About the Changing Landscape of SEO & Search Marketing
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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.
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What Marketers Need to Know About the Changing Landscape of SEO & Search Marketing
- 1. #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
- 2. 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
- 3. #INBOUND14 @dannysullivan THE CHANGING LANDSCAPE OF SEARCH RESULTS
- 4. #INBOUND14 @dannysullivan WHICH LISTING IS THE #1RESULT?
- 5. #INBOUND14 @dannysullivan WHICH LISTING IS THE #1RESULT?
- 6. #INBOUND14 @dannysullivan WHICH LISTING IS THE #1RESULT?
- 7. #INBOUND14 @dannysullivan “BEING #1” & “10 BLUE LINKS” IS DEAD
- 8. #INBOUND14 @dannysullivan WHERE’STHE FREEWEBRESULT? ADS ADS LOCAL WEB
- 9. #INBOUND14 @dannysullivan FREELISTINGS GET LESSSPACE
- 10. #INBOUND14 @dannysullivan WHICHARETHE “REAL” RESULTS?
- 11. #INBOUND14 @dannysullivan THERE ARENO NORMALRESULTS
- 12. #INBOUND14 @dannysullivan SEO IS DEAD
- 14. #INBOUND14 @dannysullivan SEO IS NOTDEAD
- 15. #INBOUND14 @dannysullivan CHANGE IS OPPORTUNITY
- 16. #INBOUND14 @dannysullivan …WHAT IS CHANGING?
- 17. #INBOUND14 @dannysullivan PENALTIES & THE GOOGLE ZOO
- 18. #INBOUND14 @dannysullivan •INTENT: keep low-quality or “thin” content from ranking •FREQUENCY: about once a month filter is re-run
- 19. #INBOUND14 @dannysullivan SURVIVING PANDA Focus on real quality to survive -- always the answer for any search success
- 20. #INBOUND14 @dannysullivan •INTENT: targets spam, especially bad or low-quality links •FREQUENCY: ~6 months+, Google re-runs Penguin
- 21. #INBOUND14 @dannysullivan RANTERMISSIONABOUT LINK RULE INSANITY
- 22. #INBOUND14 @dannysullivan PLAYING SAFE WITH LINKS IS MORE COMPLICATEDTHAN EVER
- 23. #INBOUND14 @dannysullivan What about paid links in the age of Native Advertising?
- 24. #INBOUND14 @dannysullivan Widgets, Infographics& too much of a good thing
- 25. #INBOUND14 @dannysullivan GuestBlogging Gone Wild?
- 26. #INBOUND14 @dannysullivan Is It Safer Not To Link? Should You NoFollowEverything?
- 28. #INBOUND14 @dannysullivan Why punish for bad links, rather than discount?
- 29. #INBOUND14 @dannysullivan BACK TO THE BIRDS…
- 30. #INBOUND14 @dannysullivan SURVIVING PENGUIN Don’t think link building Think audience building….
- 31. #INBOUND14 @dannysullivan NEW!Improve local results by blending web signals (like links) & local search signals (distance, ratings)
- 32. #INBOUND14 @dannysullivan HUMMINGBIRD: A NEW SEARCH ENGINE
- 33. #INBOUND14 @dannysullivan HUMMINGBIRD Panda, Penguin & Pigeon part of it Can use new “fuel” Improved results for entities
- 34. #INBOUND14 @dannysullivan THE AGE OF ENTITY SEARCH
- 35. #INBOUND14 @dannysullivan PENALTIES & THE PEOPLE, PLACES & THINGS
- 36. #INBOUND14 @dannysullivan ENTITIES & ENTITY SEARCH PAST: “o-b-a-m-a” NOW: A “person” connected to other people & facts
- 37. #INBOUND14
- 38. #INBOUND14 FACTS & KNOWLEDGE GRAPH GROWTH
- 39. #INBOUND14 GROWTH OF QUICK/DIRECT ANSWERS
- 40. #INBOUND14 GROWTH OF QUICK/DIRECT ANSWERS
- 41. @dannysullivan #INBOUND14 ENTITY SEARCH SUCCESS Markup pages with relevant structured data
- 42. #INBOUND14 @dannysullivan SEARCH IN A MOBILE WORLD
- 43. #INBOUND14 @dannysullivan Landing page > mobile SEO The “Always On” mobile searcher THE MOBILE SEARCHER
- 44. #INBOUND14 @dannysullivan SEARCHING ON THE MOVE SEARCH VOLUME -U.S. CHAIN RESTAURANTS
- 45. #INBOUND14 @dannysullivan CALLS NOT CLICKS: ARE YOU READY? CLICK-TO-CALL VOLUME -FLOWER SEARCHES, CA
- 46. #INBOUND14 @dannysullivan Click-to-call Mobile-friendly version of site App for repeat visitors MOBILE ACTION ITEMS
- 47. #INBOUND14 @dannysullivan SEARCH-TO-APP: THE NEXT SEOFRONTIER? Google App Indexing Bing Deep Linking
- 48. #INBOUND14 @dannysullivan WEARABLE SEARCHTECHNOLOGY •On your phone •On your wrist •Even on your eyes…
- 49. #INBOUND14 @dannysullivan Google Glass may be niche, but… ~50% of consumers like idea of smartwatches
- 53. #INBOUND14 @dannysullivan Digital Assistants, Agents & Predictive Search
- 54. #INBOUND14 @dannysullivan ANSWERS BEFORE WE EVEN SEARCH
- 55. #INBOUND14 @dannysullivan LOCATION GATING LIKELY KEY IN FUTURE
- 56. #INBOUND14 @dannysullivan BEWARE OF (SEO) TRAPS
- 57. #INBOUND14 @dannysullivan DON’T BE LIKEADMIRAL AKBAR!
- 59. #INBOUND14 @dannysullivan IT’S A TRAP!
- 60. #INBOUND14 @dannysullivan NO GOOD SEO COMPANY WILLCOLD CALL OR COLD EMAIL YOUHONEST.
- 62. #INBOUND14 @dannysullivan IT’S A TRAP!
- 63. #INBOUND14 @dannysullivan UNSOLICITED GUEST POSTS WILL LIKELY LEAD TO SPAM ISSUESESPECIALLY IF “ALL” THEY WANT IS A LINK
- 65. #INBOUND14 @dannysullivan IT’S A TRAP!
- 66. #INBOUND14 @dannysullivan DEPENDING ENTIRELY ON GOOGLE OR SEO IS DANGEROUS
- 67. #INBOUND14 @dannysullivan SEO SHOULD BE A BALANCED PART OF YOUR INBOUND MIX
- 69. #INBOUND14 @dannysullivan IT’S A TRAP!
- 70. #INBOUND14 @dannysullivan THE MORE YOU SEO JUST FOR SEO, THE LESS EFFECTIVE YOUR SEO MAY BE
- 71. #INBOUND14 @dannysullivan PEO--PEOPLE ENGINE OPTIMIZATION STAY ON TRACK WITH SEO BY THINKING USERS FIRST
- 73. #INBOUND14 @dannysullivan BEWARE: SHINY OBJECTS Don’t believe any one tactic is a magic bullet
- 74. #INBOUND14 @dannysullivan BUT… KNOW SEOFUNDAMENTALS searchengineland.com/seotable
- 75. #INBOUND14 @dannysullivan INVEST IN QUALITY CONTENT
- 76. #INBOUND14 @dannysullivan BUILD AN AUDIENCE, NOT LINKS
- 77. #INBOUND14 @dannysullivan CONSIDER THE MOBILE EXPERIENCE
- 78. #INBOUND14 @dannysullivan AS ONE DOOR CLOSES, ANOTHER OPENS
- 79. #INBOUND14 @dannysullivan PREDICTIVE, VOICE & WEARABLE SEARCH
- 80. #INBOUND14 @dannysullivan SEARCH SHIFTING TO CONCEPTS & ENITITIES
- 81. #INBOUND14 @dannysullivan SO BE THE ESSENTIALANSWER
- 82. #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 NoFollowTag? Structured Data & Schema Markup Mobile SEO CREDITS & RESOURCES some images from Shutterstock, used under license
- 83. #INBOUND14 @dannysullivan Google App Indexing Bing App Deep Linking CREDITS & RESOURCES some images from Shutterstock, used under license