mueller presentation at proofseo
DESCRIPTION
TRANSCRIPT
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iCrossingWhy search, who we are, our award winning process, deliverables and tools…
be
FOUND
Search Gets Social
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Search Marketing is an exciting
field…it’s always evolving.
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Google is a worldwide leader in
Search innovation and generally
uses the U.S. market as a test bed
for anything new.
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Popular innovations will proliferate
to other markets, like Russia, and
will likely influence other search
engines, like Yandex.
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Search marketing is entering
a new era.
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Agenda
• Evolution of SEO
• SEO Today
• Search Gets Social
• Questions & Answers
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Evolution of SEO
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Evolution of SEO
• On-page content
• HTML mark-up
• Keyword density
• Mature domains
• Google “Sandbox”
SEO 1.0
Golden Age of SEO
1998-2006
SEO 2.0
Silver Age of SEO
2007-2010
SEO 3.0
SEO Today
2010-????
• On-page content
• Reputable In-links
• Blended search
results
• HTML mark-up
• Mature domains
• On-page content
• Fresh content
• Social relevancy
• Real-time search
results
• HTML mark-up
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“Old School” Best Practices
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Google.com way back in 2007
SEO in 2007 focused on link building to achieve top placement in organic
results. Proper Snipet elements were also critical to success.
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Google.com today
In 2011, Google SERP’s have evolved quite a bit: more color, blended results, more filtering
options, Site Links, Site Preview, Instant, Suggestions, personalization, and more.
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SEO Today
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Google continues to dominate, the U.S. and the world
Google Sites lead the U.S. search market in February 2010 with 65.6% market share,
followed by Yahoo! Sites at 16.1% and Microsoft sites, which includes Bing.com, at 13.6%.
Source: comScore
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Search engine result pages have matured…
The composition of a search result page will vary by query. All major search engines provide
users with “Universal Search” results which typically include: Web pages, images, news results,
videos, local listings, and social media mentions (likes, tweets, etc.).
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“Visibility” is all about page 1, above the fold
According to iCrossing data, roughly 95% of all non-branded natural search traffic comes from
page 1 of the SERPs. While visibility on page 2 or 3 may seem “visible” to many, the likelihood
that these results will drive traffic to your website is minimal.Source: iCrossing
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Question:
How many changes did Google
make to it’s organic algorithm in
2010?
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Answer:
More than 400!
• 30X growth over the course of only three years
• Other “mobile” devices, such as tablets, are also gaining market share
Source: Google Internal Data, based on a basket of 10,000 keywords
The “Year of Mobile” is (finally) here
July 2007 – June 2010
US Google Mobile Query Growth
Device Launches
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Mobile to overtake desktop search
Mobile search queries will surpass desktop queries overall by 2014,
and among some populations – this is already the case Source: Forrester
Local Search is exploding
• Local search related queries growing roughly 50% annually
• The #1 access method for local information is the mobile browser
1 BILLION LOCAL
SEARCHES
1.5 BILLION LOCAL SEARCHES
2.3 BILLION LOCAL SEARCHES
3.45 BILLION LOCAL SEARCHES
/ month in 2009
/ month in 2010
/ month in 2011
/ month in 2012
Source: Forrester
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Search Gets Social
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As exciting as Mobile and Local
Search are…
Social Search is more exciting!
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Social media influencing SEO?
Why!?
• More than 500 million active users
• Average user has 130 friends
• People spend over 700 billion minutes per month on Facebook
• There are more than 250 million active users currently accessing Facebook
through their mobile devices.
• There are over 900 million objects that people interact with (pages, groups,
events and community pages)
• Average user is connected to 80 community pages, groups and events
• Average user creates 90 pieces of content each month
• More than 30 billion pieces of content (web links, news stories, blog posts,
notes, photo albums, etc.) shared each month. Source: Facebook
Why? Facebook, for one
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• 105,779,710 registered users.
• New users are signing up at the rate of 300,000 per day.
• 180 million unique visitors come to the site every month.
• 75% of Twitter traffic comes from outside Twitter.com (via 3rd party
applications.)
• Twitter gets a total of 3 billion requests a day via its API.
• Twitter users are, in total, tweeting an average of 55 million tweets a day.
• Twitter's search engine receives around 600 million search queries per day.
• Of Twitter's active users, 37 percent use their phone to tweet.
Source: Twitter
Why? Twitter, for another
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Social media has massive reach
AND massive influence.
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Google is smart…they recognize
the influence of social media
Social media integrated into natural search results
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Social signals (such as retweets, Likes) are playing into the ranking mix, and having an impact
on the composition of the search result page itself.
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How does this change our approach to SEO?
• SEO basics remain important
• SEO strategy now includes inter-relationships with
social media properties like Facebook, Twitter
• Optimize social media assets
• Adapt analytics to track cross-channel data
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Questions & Answers
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Thank You
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