The Evolving State of SEO by Matt McGee

The

The Evolving State of SEO

Matt McGeeMivaCon 2014 • San Diego, CA • March 6, 2014

About Me

Matt McGeeEditor-In-Chief

SearchEngineLand.com@SEngineLand

MarketingLand.com@MarketingLand

Slideshare: http://selnd.com/mivacon2014

@SEngineLand

What’s To Come

@MattMcGee

What’s SEO Like

These Days?

February 2011 April 2012 September 2013

Panda

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Google’s Panda Update

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Penguin

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Google’s Penguin Update

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Google’s Penguin Update

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Hummingbird

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Google’s Hummingbird Algorithm

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But Wait!There’s More…

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More Google Updates

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More Google Updates

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@SEngineLand

More Google Updates

@MattMcGee

@SEngineLand

More Google Updates

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@SEngineLand

More Google Updates

@MattMcGee

@SEngineLand

More Google Updates

@MattMcGee

@SEngineLand

More Google Updates

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@SEngineLand

More Google Updates

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I Could Go On … And On …

And On …

What’s SEO Like

These Days?

@SEngineLand

What’s SEO Like These Days?

@MattMcGee

The EvolutionOf Search

How Searching Has Evolved

@SEngineLand

How We’ve Evolved

@MattMcGee

@SEngineLand

How We’ve Evolved

@MattMcGee

@SEngineLand

How We’ve Evolved

@MattMcGee

@SEngineLand

How We’ve Evolved

@MattMcGee

@SEngineLand

How We’ve Evolved

@MattMcGee

@SEngineLand

How We’ve Evolved

@MattMcGee

@SEngineLand

How We’ve Evolved

@MattMcGee

@SEngineLand

How We’ve Evolved

@MattMcGee

@SEngineLand

How We’ve Evolved

@MattMcGee

How Search Results

Have Evolved

More Than“10 Blue

Links”

Personalization

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How Search Results Have Evolved

@MattMcGee

@SEngineLand

How Search Results Have Evolved

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@SEngineLand

How Search Results Have Evolved

@MattMcGee

Source: TheFilterBubble.com

@SEngineLand

How Search Results Have Evolved

@MattMcGee

Source: TheFilterBubble.com

Instant Answers

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How Search Results Have Evolved

@MattMcGee

Google Now

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How Search Results Have Evolved

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@SEngineLand

How Search Results Have Evolved

@MattMcGee

“My vision when westarted Google 15 yearsago was that eventuallyyou wouldn't have tohave a search query at all. You'd just have informationcome to you as you needed it.”

Sergey Brin, TED Talk, February 2013

Knowledge Graph

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How Search Results Have Evolved

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@SEngineLand

How Search Results Have Evolved

@MattMcGee

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How Search Results Have Evolved

@MattMcGee

Bing Satori

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How Search Results Have Evolved

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@SEngineLand

How Search Results Have Evolved

@MattMcGee

@SEngineLand

How Search Results Have Evolved

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Identity

@SEngineLand

How Search Results Have Evolved

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How Search Results Have Evolved

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@SEngineLand

How Search Results Have Evolved

@MattMcGee

"Google Plus givesyou the opportunityto be yourself, andgives Google thatcommon understanding of whoyou are."

Bradley Horowitz, February 2014 Source: New York Times

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How Search Results Have Evolved

@MattMcGee

@SEngineLand

How SEO Must Evolve

@MattMcGee

"Within search results, information tied to verified online profiles will be rankedhigher than content without suchverification, which will result in mostusers naturally clicking on the top(verified) results. The true cost ofremaining anonymous, then, might be irrelevance."

Eric Schmidt, March 2013 Source: Wall Street Journal

What It All Means?

SEO Must Evolve, Too

1. Be Invisible

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How SEO Must Evolve

@MattMcGee

“SEO should be unseen… and onlynoticeable to other SEOs.”

Adam Audette, RKG

Old SEO Tools

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How SEO Must Evolve

@MattMcGee

@SEngineLand

How SEO Must Evolve

@MattMcGee

@SEngineLand

How SEO Must Evolve

@MattMcGee

@SEngineLand

How SEO Must Evolve

@MattMcGee

New SEO Tools

@SEngineLand

How SEO Must Evolve

@MattMcGee

@SEngineLand

How SEO Must Evolve

@MattMcGee

@SEngineLand

How SEO Must Evolve

@MattMcGee

@SEngineLand

How SEO Must Evolve

@MattMcGee

2. Be Vital(in two ways)

@SEngineLand

How SEO Must Evolve

@MattMcGee

@SEngineLand

How SEO Must Evolve

@MattMcGee

Source: SmallBusinessSEM.com

3. Be A Brand

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How SEO Must Evolve

@MattMcGee

Source: SEOBook

@SEngineLand

How SEO Must Evolve

@MattMcGee

Build a Brand“Search used to be where the playing field was level ... those days are over. You need to build a brand. This is the single most important and single most difficult task that has been added to the SEO agenda over the last few years.”

Everett Sizemore, seOverflow

Brands Are Vital

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How SEO Must Evolve

@MattMcGee

@SEngineLand

How SEO Must Evolve

@MattMcGee

Source: Marketing Land

Consumers Love

Brands, Too

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How SEO Must Evolve

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Source: Search Engine Land

To Sum Up…

@SEngineLand

The Evolving State of SEO

@MattMcGee

Matt McGee / matt@thirddoormedia.comSome photos via Shutterstock.com

Slideshare: http://selnd.com/mivacon2014