the new organic: search opportunities in 2014
DESCRIPTION
As the Google SERP evolves, it can feel like traditional SEO is under assault, but with every change comes opportunity. Dr. Pete helps you discover the opportunity in in-depth articles, knowledge graph, and answer boxes.TRANSCRIPT
THE NEW ORGANIC: SEARCH OPPORTUNITIES IN 2014
DR. PETE MEYERS • MARKETING SCIENTIST • MOZ
MOZCAST 10K DATA (JAN 31)
IMAGES NEWS SHOPPING
ADD REMAINING VERTICALS
+VIDEOS +IN-DEPTH IMAGES NEWS SHOPPING
ADD THE KNOWLEDGE GRAPH
+KNOWLEDGE PANEL +ANSWER BOXES +KG CAROUSELS VIDEOS IN-DEPTH IMAGES NEWS SHOPPING
ADD ORGANIC ENHANCEMENTS
+SITE-LINKS +AUTHORSHIP +REVIEWS KNOWLEDGE PANEL ANSWER BOXES KG CAROUSELS VIDEOS IN-DEPTH IMAGES NEWS SHOPPING
IN-DEPTH ARTICLES DIFFICULTY: MODERATE
IN-DEPTH EXAMPLE (“SEO”)
BROAD TOPICS (10% OF SEARCHES)
“10% of people’s daily information needs fit this category…”
LINK: mz.cm/1jwNNLJ
PRESENCE OF IN-DEPTH (FEB 17)
GOOGLE’S IN-DEPTH DANCE
BIG PUBLISHERS DOMINATE
19.9% – NY Times 8.1% – WSJ 5.9% – Guardian 5.3% – HuffPo 3.2% – Forbes
43%
SMALL SITES NEED BIG STATS DA=56 / PA=59 / 185 LRD
IS THERE OPPORTUNITY FOR YOU?
THINK OF IN-DEPTH LIKE RANKING
KNOWLEDGE GRAPH DIFFICULTY: MODERATE
PRESENCE OF K-GRAPH (FEB 17)
KNOWLEDGE PANEL (“PORTLANDIA”)
FREEBASE DATA (“PORTLANDIA”)
SOME KG SOURCES ARE EDITABLE
“You cannot directly edit the contents of KG, but you can modify the contents of a source from which KG draws…”
LINK: mz.cm/O55AzO
IT IS POSSIBLE TO ADD ENTITIES
“To be able to offer a definitive answer to a query, [Google] must be confident of its reliability...”
LINK: mz.cm/1906fJr
LISTEN TO YOUR UNCLE BEN…
“With great power comes great responsibility...”
SOURCE: CHAMPAGNELIVING.NET ©2008-2014
TYPE II – DRIVEN BY GOOGLE+
TYPE III – DRIVEN BY G+ LOCAL
TYPE IV – PAID SINGLE-PRODUCT
TYPE V – BUILT ON YOUR CONTENT
ANSWER BOXES DIFFICULTY: HIGH
ANSWER BOX PRESENCE (FEB 17)
ANSWERS CHANGE THE RULES
TYPE I – KNOWLEDGE GRAPH BASED
TYPE II – COMMERCIAL PARTNERS
IS YOUR SERP FOR SALE?
TYPE IIIA – YOUR ANSWERS (LONG)
TYPE IIIB – YOUR ANSWERS (SHORT)
CHOOSE YOUR OWN ADVENTURE
IN-DEPTH ARTICLES
KNOWLEDGE GRAPH
ANSWER BOXES
THANKS FOR WATCHING! [email protected] • @dr_pete