Evolution SEO MozCation Lima

Rand Fishkin, CEO & Co-founder, SEOmoz | September 2011

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The Evolution of SEO Opportunities

makes SOFTWARE!!We don’t offer any consulting.

Search + Social on the Web

Data via Google’s occasional public statements and some inference (for 2006 + 2009)

Search

Currently, there are more than 3 billion searches/day

on Google

Via http://searchengineland.com/top-internet-activities-search-email-once-again-88964

Social is rising fast, but search is solidly in the lead.

Social

Evolution of Google’s Results

Google SERPs 1997-2007

Google SERPs Today

Google SERPs Today

New & Exciting Opportunities

in the Search Results

Local/Maps Results

Videos

Social Annotations in the SERPs

Local/Maps Results

http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html

A Completely Different Algorithm

Different metrics and best practices to get in the local “pack” results

vs. standard organic rankings

http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.google.com/local/add/promo will get you to Google’s Places addition page

Business Registration Required

http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlThe citations in local results are like links in the classic rankings – they help Places listings to rank higher.

Consistency of Citations is Critical

The listings (name + address text) across different

websites are interpreted by Google as local “citations”

http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlLuckily, there are ways to work around this: http://www.seomoz.org/blog/how-to-research-local-citations-after-google-removed-them-from-places

To Discover Places for Listings, Try

Searching in Different Ways

Find sites that list multiple businesses of your type

See where Google sources photos from on other Places pages

http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlFor full details, check out http://www.davidmihm.com/local-search-ranking-factors.shtml - the industry’s best resource on the topic.

For Reviews, Quantity > Quality

Video XML Sitemaps &

Video Results

The “Long Tail” of Video Sites

http://techcrunch.com/2010/02/08/long-tail-video-half-viewing-minutes/

Long tail of video sites get 50% of all

online video traffic/views!

http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlWe’ve seen rankings on a video result in position #3+ produce more clicks than the #1 result in some cases.

Google’s Video Results Get High CTR

http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlThe video doesn’t need to be self-hosted, either. It’s fine to simply have a video on the page (even a YouTube embed) and still get the video snippet.

Any Page with an Embedded Video Can Rank

http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlNone of these come from YouTube, but from independent, non-video specific sites where a video has been embedded.

You Don’t Need to Use YouTube

http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlGoogle provides good information on how to do this here: http://www.google.com/support/webmasters/bin/answer.py?answer=80472

Video XML Sitemaps are Key

http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.wistia.com will let you point the embed of the video back to your own page, creates video XML sitemaps for you and provides awesome statistics.

Wistia is My Favorite Video Host

Social Annotations & Social Ranking

Boosts in the SERPs

http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html

Yoast has a great piece for those using Wordpress here: http://yoast.com/wordpress-rel-author-rel-me/ and this one’s good too: http://anthonyvbrunetti.com/marketing/google-rel-author-infographic-how-to-implement/

Rel=Author

I’m guessing this gives a substantially higher click-through rate, too.

http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlThese are results from Google’s “social” search tool (using the parameter in the lower left-hand corner in red). You must be logged into a Google+ enabled account to get this.

http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlAs great as http://www.everywhereist.com is, it doesn’t rank page one for this query unless I’m logged in and following Geraldine on Twitter.

Social Annotations from Your Network

in “Regular” Search Results

Check out http://www.slideshare.net/randfish/merging-of-search-social-wappow for more on how search engines and social media are mixing together.

Grow Your Social Network to Reach Searchers

Geraldine’s blog is awesome, but it would never rank on page #1 for this query without

the power of the social connection.

http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlThese annotations undoubtedly increase CTR, particularly if the source is trusted.

The social connections appear to influence

rank ordering.

http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlWhen Google starts using latent (rather than active) network connections, social becomes even more powerful.

Hang on a tic... How did they know I’m connected to Kalena on Facebook?! I

haven’t yet added Facebook to my Google account!

http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlRead more here http://www.seomoz.org/blog/social-annotations-in-search-now-your-social-network-rankings and see your socially connected data via http://www.google.com/s2/search/social?hl=en#socialcontent

Notice that Google crawls through one network to discover connections 2-3 “hops” away on another.

Google Has Deep Social Network Spidering

http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlThis, sadly, means that, at least for now, mentioning someone on Plus won’t get their attention the way it can on Twitter

Google+ is Becoming Google’s Primary Social

Connector in Search Results

http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlThese +1 counts only seem to show when a page has 500 or more +1s. More - http://searchengineland.com/confirmed-google-showing-1-counts-to-logged-out-users-82800

+1s in Non-Personalized SERPs, Too

Hello Social Proof!

There are a Lot of Social Networks at Scale

Users: 25mm 750mm 200mm 120mm 10mm

Users: 14mm Millions 14mm 6.5mm

Search is Bigger than Classic SEO(and the responsibilities of SEOs have been upgraded)

Q+A

Rand on the Web

• Twitter: @randfish

• Blog: www.seomoz.org/blog

• Email: rand@seomoz.org

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