organic search in 2015 - sigma 2014 conference
DESCRIPTION
My presentation on search in 2015 from the SiGMA conference in Malta, October 2014. Here I highlight some of the key trends which will shape the methods of achieving increased organic visibility in the coming 12-18 months.TRANSCRIPT
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ORGANIC SEARCH
VISIBILITY IN 2015
ROB WEATHERHEAD
OPERATIONS DIRECTOR
TECMARK
@tecmark
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CONTENT.
@tecmark
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CONTENT. BRAND.
@tecmark
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CONTENT. BRAND.
SOCIAL.
@tecmark
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CONTENT. BRAND.
SOCIAL. DEVICES.
@tecmark
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SOME THINGS WON’T
BE MUCH DIFFERENT
@tecmark
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GOOGLE WILL STILL
DOMINATE MOST
MARKETS
@tecmark
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@tecmark
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THE GOALS OF
SEARCH ENGINES
WILL STILL BE THE
SAME
@tecmark
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SEARCH ENGINES
WILL CONTINUE TO
GET SMARTER
@tecmark
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IT WILL ONLY GET
HARDER TO
MANIPULATE RESULTS
@tecmark
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AND THE FOCUS
BECOMES BEING THE
QUALITY RESULT
@tecmark
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GOOGLE’S
ALGORITHMS STILL
WON’T BE GOOD
ENOUGH TO STOP
LINK SPAM
@tecmark
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BUT THEY WILL
GET QUICKER
@tecmark
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GOOGLE NEEDS
OFF PAGE
METRICS
@tecmark
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BUT IT WILL BE
INCREASINGLY MORE
THAN JUST LINKS
@tecmark
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BRAND
SIGNALS
@tecmark
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BRAND SEARCH VOLUME
WILL MATTER MORE
@tecmark
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Online
Brand
Success
Paid
media
Owned
media
Earned
media
@tecmark
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CONTENT
MARKETING
@tecmark
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THE LINE
BETWEEN BRANDS
AND PUBLISHERS
WILL BE EVEN
MORE BLURRED
@tecmark
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THERE WILL BE
EVEN MORE
CONTENT TO
COMPETE WITH
@tecmark
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BEING SEEN WILL
BE TOUGHER
@tecmark
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BUT THOSE
GETTING CONTENT
MARKETING RIGHT
WILL LOWER THEIR
CPA
http://offers.hubspot.com/2013-state-of-inbound-marketing
@tecmark
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THE CHALLENGE
IS MAKING YOUR
CONTENT
MARKETING
EFFECTIVE &
EFFICIENT
@tecmark
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@tecmark
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108 CONTENT
IDEAS IN 30
MINUTES!
@tecmark
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BUT THEY NEED A
FILTER
@tecmark
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NEW? /10
USEFUL? /10
FEASIBLE? /10
/30
@tecmark
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MORE PAID MEDIA
WILL BE USED TO
LEVERAGE
CONTENT
MARKETING
@tecmark
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@tecmark
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SOCIAL HAS AN
IMPORTANT ROLE
TO PLAY
@tecmark
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NO DIRECT IMPACT ON
SEARCH RANKINGS
https://www.youtube.com/watch?v=udqtSM-6QbQ
@tecmark
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BUT…
http://socialmarketingwriting.com/how-to-perform-seo-on-your-
website-with-social-media-infographic/@tecmark
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DIRECT INFLUENCE ON
FANS. DIRECT INFLUENCE
ON SALES. DIRECT
INFLUENCE ON BRAND.
@tecmark
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OPPORTUNITY
@tecmark
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• 300 million users
• 20 million unique monthly mobile users
• 4% of European social sharing
@tecmark
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@tecmark
BUT MORE IMPORTANTLY
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WITH ALL THIS
BUZZ
SENTIMENT
WILL BECOME
IMPORTANT
@tecmark
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@tecmark
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@tecmark
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AND THEN
THERE ARE
DEVICES
@tecmark
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“IF YOUR PHONE DOESN’T
DISPLAY FLASH, GOOGLE
WILL NOT SHOW FLASH
SITES IN YOUR RESULTS.”
Matt Cutts of Google at Pubcon in October 2013
@tecmark
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“IF YOUR WEBSITE ROUTES
ALL MOBILE TRAFFIC TO
THE HOMEPAGE RATHER
THAN THE INTERNAL PAGE
THE USER WAS ATTEMPTING
TO VISIT, IT WILL BE
RANKED LOWER.”
@tecmark
Matt Cutts of Google at Pubcon in October 2013
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“IF YOUR SITE IS SLOW ON
MOBILES, GOOGLE IS LESS
LIKELY TO RANK IT.”
Matt Cutts of Google at Pubcon in October 2013
@tecmark
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HAVING A MOBILE SITE IS
JUST THE START
@tecmark
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GOOGLE IS GIVING YOU
THE HINTS
@tecmark
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http://developers.google.com/speed/pagespeed/insights@tecmark
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http://googlewebmastercentral.blogspot.com.es/2014/10/tracking
-mobile-usability-in-webmaster.html @tecmark
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@tecmark
TESTS ARE ALREADY
BEING RUN ON THE SERPS
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@tecmark
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MOBILE READY MEANS:
• Loading quickly on mobile
• Enabling users to navigate around on a small screen
• Taking mobile users to the content they expect
to see
• Enabling users to read without pinching and zooming!
@tecmark
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THEN WE NEED TO
START OPTIMISING
FOR THIS!
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SEO IN 2015
CONTENT• Use content to position yourself as a brand
• You need to make content creation effective yet efficient
BRANDING• Will only grow in importance through implied trust
SOCIAL• Has a role to play for content promotion
• Will increasingly have a role to play in rankings
SENTIMENT• Search engines will start to understand sentiment
DEVICES• Are going to have more influence on rankings
@tecmark
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THANK YOU
@tecmark