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ALL THE RIGHT SEO MOVES
DANNY SULLIVANChief Content OfficerThird 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
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THE CHANGING LANDSCAPE OF SEARCH RESULTS
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WHICH LISTINGIS THE #1RESULT?
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WHICH LISTINGIS THE #1RESULT?
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WHICH LISTINGIS THE #1RESULT?
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“BEING #1” & “10 BLUE LINKS” IS DEAD
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WHERE’STHE FREEWEBRESULT?
ADS
ADSLOCAL
WEB
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FREELISTINGSGET LESS SPACE
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WHICHARETHE “REAL”RESULTS?
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THERE ARENO NORMALRESULTS
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SEO IS DEAD
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THANK YOU!
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SEO IS NOT DEAD
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CHANGE IS OPPORTUNITY
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…WHAT IS CHANGING?
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PENALTIES & THE GOOGLE ZOO
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• INTENT: keep low-quality or “thin” content from ranking• FREQUENCY: about once a month filter is re-run
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SURVIVING PANDAFocus on real quality to survive --always the answer for any search success
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• INTENT: targets spam, especially bad or low-quality links• FREQUENCY: ~6 months+, Google re-runs Penguin
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RANTERMISSIONABOUT LINK RULE INSANITY
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PLAYING SAFE WITH LINKS IS MORE COMPLICATED THAN EVER
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What about paid links in the age of Native Advertising?
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Widgets, Infographics& too much of a good thing
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Guest Blogging Gone Wild?
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Is It Safer Not To Link?Should You NoFollowEverything?
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Why punish for bad links, rather than discount?
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BACK TO THE BIRDS…
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SURVIVING PENGUIN
Don’t think link building
Think audience building….
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NEW! Improve local results by blending web signals (like links) & local search signals (distance, ratings)
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HUMMINGBIRD: A NEW SEARCH ENGINE
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HUMMINGBIRD
Panda, Penguin & Pigeon part of it Can use new “fuel” Improved results for
entities
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THE AGE OF ENTITY SEARCH
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PENALTIES & THE
PEOPLE, PLACES & THINGS
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ENTITIES &ENTITY SEARCH PAST: “o-b-a-m-a” NOW: A “person”
connected to other people & facts
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FACTS & KNOWLEDGE GRAPH GROWTH
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GROWTH OF QUICK/DIRECT ANSWERS
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GROWTH OF QUICK/DIRECT ANSWERS
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ENTITY SEARCH SUCCESS
Markup pages with relevant structured data
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SEARCH IN A MOBILE WORLD
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Landing page > mobile SEO
The “Always On” mobile searcher
THE MOBILE SEARCHER
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SEARCHING ON THE MOVESEARCH VOLUME - U.S. CHAIN RESTAURANTS
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CALLS NOT CLICKS: ARE YOU READY?CLICK-TO-CALL VOLUME - FLOWER SEARCHES, CA
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Click-to-call Mobile-friendly
version of site App for repeat
visitors
MOBILE ACTION ITEMS
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SEARCH-TO-APP:THE NEXT SEOFRONTIER? Google App
Indexing Bing Deep Linking
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WEARABLE SEARCHTECHNOLOGY
• on your phone• on your wrist• even on your eyes…
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Google Glass may be niche, but… ~50% of consumers like idea of smartwatches
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Digital Assistants, Agents & Predictive Search
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ANSWERS BEFORE WE EVEN SEARCH
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LOCATION GATING LIKELY KEY IN FUTURE
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BEWAREOF (SEO) TRAPS
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DON’T BE LIKEADMIRAL AKBAR!
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IT’S A TRAP!
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NO GOODSEO COMPANY WILLCOLD CALL OR COLD EMAIL YOU
HONEST.
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IT’S A TRAP!
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UNSOLICITED GUEST POSTS WILL LIKELY LEAD TO SPAM ISSUES
ESPECIALLY IF “ALL” THEY WANT IS A LINK
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IT’S A TRAP!
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DEPENDING ENTIRELY ON GOOGLE OR SEO IS
DANGEROUS
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SEO SHOULD BE A BALANCED PART OF YOUR
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IT’S A TRAP!
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THE MORE YOU SEO JUST FOR SEO,THE LESS EFFECTIVE YOUR SEO MAY BE
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PEO -- PEOPLE ENGINE OPTIMIZATIONSTAY ON TRACK WITH SEO BY THINKING USERS FIRST
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TAKEAWAYS
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BEWARE: SHINY OBJECTS
Don’t believe any one tactic is a magic bullet
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BUT… KNOW SEO FUNDAMENTALSsearchengineland.com/seotable
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INVEST IN QUALITY CONTENT
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BUILD AN AUDIENCE, NOT LINKS
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CONSIDER THE MOBILE EXPERIENCE
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AS ONE DOOR CLOSES, ANOTHER OPENS
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PREDICTIVE, VOICE & WEARABLE SEARCH
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SEARCH SHIFTING TO
CONCEPTS &ENITITIES
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SO BE THE ESSENTIAL ANSWER
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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
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Google App Indexing
Bing App Deep Linking
CREDITS & RESOURCES
some images from Shutterstock, used under license
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THANK YOU!