Emerging SEO Opportunities

AMInternet και Εφαρμογές Web

2 Νοε 2011 (πριν από 5 χρόνια και 7 μήνες)

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

Rand Fishkin, CEO

& Co
-
founder, SEOmoz

| September 2011

Download at
http://bit.ly/mozbarcelona


Emerging 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

How Can SEOs Take Advantage of
This Evolution in Search?

Local/Maps Results

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

A Completely Different Algorithm

Classic Links + Anchor
Text Probably Won’t Help

A Completely Different Algorithm

Higher CTR Here

Lower CTR Here

Eye
-
Tracking Shows Location Matters

Everyone’s Eyes
Went Here

Via
http
://
www.seomoz.org/blog/eyetracking
-
google
-
serps

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

http://
www.google.com/local/add/businessCenter?hl=es

will get you added

Business Registration Required

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

The 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.html

More good ways to do this:
http://www.seomoz.org/blog/how
-
to
-
research
-
local
-
citations
-
after
-
google
-
removed
-
them
-
from
-
places

Discovering Listing Sources for Places:

Grab 2 or more of these results
and search for them together.

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

More good ways to do this:
http://www.seomoz.org/blog/how
-
to
-
research
-
local
-
citations
-
after
-
google
-
removed
-
them
-
from
-
places

Discovering Listing Sources for Places:

These websites are likely
listing sources because they
show 2+ of the top results.

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

For 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

Number of reviews
usually helps rankings
more than star rating!

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.html

Google’s Video Results Get High CTR

Sometimes, #3 can get
more clicks than #1!

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

The video doesn’t need to be self
-
hosted, either. It’s fine to simply have a video on the
page (except YouTube) and still get the video snippet.

Any Page with an Embedded Video Can Rank

YouTube Hosted

Self Hosted

Embed from TED!

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

None of these come from YouTube, but from independent, non
-
video specific sites
where a video has been embedded.

Don’t Use YouTube

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

Google 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.html

http://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.html

These 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.html

As 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.html

These 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.html

When 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.html

Read 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.html

This, 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.html

These +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

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

We drove
more than 300 tweets to the
URL
http
://www.xconomy.com/san
-
francisco/2011/05/17/hunting
-
hippos
-
optimizelys
-
testing
-
tools
-
bring
-
data
-
driven
-
web
-
design
-
to
-
the
-
masses
/

but the rankings actually went down


Social May Not Help Directly

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

That’s literally the only promotion I did for the blog post, and 2 months later, it ranks
#2 for the highly competitive phrase “VC funding.”

But it Brings in Lots of Links +
Visibility if You Grow Your Network

Search is Bigger than Classic SEO

(a
nd

the responsibilities of SEOs have been upgraded)

Q+A

Rand on the Web



Twitter:
@
randfish



Blog:
www.seomoz.org/blog



Email: rand@seomoz.org

You can now try SEOmoz PRO
Free!

http://www.seomoz.org/freetrial


Download at
http://
bit.ly/mozbarcelona