On Beyond SERPS: Looking at the world of Cloud Marketing in 2011 and Beyond. What signals are changing in the search engine algorithms? What issues will marketers face in the coming months and years? How to put the changing landscape of search marketing into perspective and develop a strategy for success.

1. On Beyond SERPs Search Trends: 2011 Gillian Muessig, President & Co-founder, SEOmoz March 2011

3. Global Share of Searches

4. Click-Through Rates http://www.seomad.com/SEOBlog/google-organic-click-through-rate-ctr.html

6. It Used to be So Simple

7. In the Old Days

9. Then the Internet Showed Up

11. Traditional SEO vs PPC

12. Organic vs. Paid Search Organic Paid

13. Organic vs. Paid Spend 92% of Clicks 8% of Clicks

14. Inbound Marketing Working in the Marketing Cloud

15. http://www.seomoz.org/blog/the-rich-get-richer-true-in-seo-social-all-organic-marketing Blogs + Blogging Comment Marketing News/Media/PR SEO Social Networks Word of Mouth Q+A Sites Forums Online Video Podcasting Webinars Research/White Papers Infographics Social Bookmarking INBOUND MARKETING! (AKA “free” traffic sources) Direct/Referring Links Type-In Traffic Email

16. Our only marketing expense? Flights + hotels for conferences/events More at http://www.seomoz.org/blog/the-history-of-seomoz

17. How’d You Do That?

18. Inbound Marketing

19. A Blog We Update Every Day

20. A Weekly Video Series http://www.seomoz.org/blog/category/33

21. “ Viral” Targeted Content http://guides.seomoz.org/beginners-guide-to-search-engine-optimization

22. “ Viral” Targeted Content http://www.seomoz.org/article/search-ranking-factors

23. Great Graphics DO Count! http://www.seomoz.org/seo-industry-survey

24. Hot Graphics + Illustrations

25. Build it and they’ll come? Nope. Build it, then market it.

26. Comment Generously http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html http://www.seomoz.org/blog/recommendations-blog-commenting-marketing-strategy

27. “ Skip” the Competitive SERPs

28. Vertical Search

29. Local Results

30. Image Results in SERPs

31. Video Results

32. News & Blog Results

33. Shopping Results

34. Instant Answers

35. Leverage the QDF Algorithm Watch the actual commercial at: http://www.hulu.com/adzone2011#50120562

36. Social Signals http://www.seomoz.org/blog/how-do-tweets-influence-search-rankings-an-experiment-for-a-cause Page A 646 links from 36 root domains 2 tweets Page B 1 link from 1 root domain 522 tweets

37. Increasingly Important http://www.seomoz.org/blog/how-do-tweets-influence-search-rankings-an-experiment-for-a-cause Page A 646 links from 36 root domains 2 tweets Page B 1 link from 1 root domain 522 tweets Page B – the tweeted version – ranks #1!

38. Social Networks Data and charts of our Facebook and Twitter account performance via http://export.ly

39. Social News / Bookmarking http://news.ycombinator.com , http://delicious.com , http://stumbleupon.com and http://reddit.com have historically performed best for us, but you should test results

40. Q+A Sites / Forums

41. Involve a Sharing-Incented Community The brilliant strategy by http://www.urbanspoon.com made them one of the biggest players in the local restaurant business and got them acquired by IAC

42. Conferences + Events

43. Email Marketing We use/love http://www.mailchimp.com (who now has a cool free option for early stage folks)

44. SEO

45. Competitive Research Sort of a shameless plug, but http://www.opensiteexplorer.org is the best way to do this 

46. Build Your Community

47. Build Your Own Social Community http://mashable.com/2010/11/15/biggest-facebook-brands/

48. but…!

50. http://www.seomoz.org/blog/how-do-tweets-influence-search-rankings-an-experiment-for-a-cause Yup. Everybody’s Doing It

51. The Vatican Gets It http://www.inquisitr.com/58739/pope-urges-priests-to-embrace-social-media-start-blogging/ “ That interactivity — and the potential it brings to the church's evangelization mission — is behind the Vatican's new social media push, the culmination of which will be launched at Easter with a new… Vatican information web portal whose contents are specifically designed to be tweeted, posted and blogged.”

52. The Vatican Gets It Yahoo News, Dec 2010 “ What we found is Facebook doesn’t just share information, it creates community,” “ People begin talking to each other and sharing ideas.” Monseignor Paul Tighe

53. Community Dictates Your Business Strategy

55. Changes in the Link Ranking Factors

56. Algorithmic Ranking Factors Components of Google’s Ranking Algo

57. Crawl & Index Without links, the engines might never find this page

58. Links Are Still Crucial MMM… LINK GRAPHS ARE DELICIOUS!

59. Many Domains vs. One Domain VS.

60. Query-Independent Metrics Via www.opensiteexplorer.org

61. Domain Authority

62. The Concept of TrustRank

63. Just Say No!

64. Google: We Use PageRank to Crawl

66. Short Tail/Long Tail Search Stats

67. Short Tail/Long Tail Conversion Stats

68. The Search Demand Curve

69. Choose what you REALLY want to rank #1 for now.

70. We’re super-connected

71. US mobile ad spend - http://www.mobilemarketingwatch.com/ but only 21% of the global mobile ad market – and Apple is making headway 97% of US Mobile Ad-share

72. ATT Speaks Out

79. How do I begin thinking about mobile marketing?

80. http://www.seomoz.org/blog/the-rich-get-richer-true-in-seo-social-all-organic-marketing Blogs + Blogging Comment Marketing News/Media/PR SEO Social Networks Word of Mouth Q+A Sites Forums Online Video Podcasting Webinars Research/White Papers Infographics Social Bookmarking INBOUND MARKETING! (AKA “free” traffic sources) Direct/Referring Links Type-In Traffic Email

81. http://www.mobilemarketingwatch.com/report-google-controls-97-of-mobile-paid-search-13632/ Think Anytime, Anywhere

82. Think Small The Xun Chi 138, The World’s Smallest Camera Phone

83. And Not So Small Apple iPad II

84. Think Fast How much info can you consume before the light turns?

87. Think Sticky Traffic Weather Pricing/discounts Availability Events Friend locators Gaming

88. Think Sticky H&R Block helps taxpayers track their Income Tax Refunds in progress http://www.mobilecommercedaily.com/

89. Think Hyper-Niche http://www.mobilecommercedaily.com/ Top 10 Produce’s app Locale , traces strawberries to independent growers by scanning package bar codes with mobile devices

91. Game Mechanics Points & Levels

94. It’s About Relevance

95. What’s new in Content?

96. Recent Changes

98. Topic Modeling Topic models provide a simple way to analyze large volumes of unlabeled text.

99. Topic Modeling A "topic" consists of a cluster of words that frequently occur together.

100. Topic Modeling Using contextual clues, topic models can connect words with similar meanings and distinguish between uses of words with multiple meanings . http://www.stanford.edu/~kaisa/research.html

101. Topic Modeling

102. Why Engines Need Topic Modeling

103. Term Frequency & Inverse Document Frequency

104. Co-Occurrence

105. Topic Modeling

106. Topic Modeling

107. Content Related Signals Content-related signals require the ability to determine INTENT Rock or baseball? Are you SURE?

108. Simplistic Term Vector Model

109. Correlations Are Strong

110. Causation vs Correlation Perhaps, good links are more likely to point to pages that are more "relevant" via a topic model Maybe there’s another aspect of Google's algorithm we don't yet understand

111. LDA Tool in the SEOmoz Labs www.seomoz.org/labs/lda URL input box

113. Out of the SERPs! Keyword spamming might improve your LDA score, … but not your rankings

115. Read more at: http://www.seomoz.org/blog/lda-and-googles-rankings-well-correlated

116. Reputation Management

118. The Gatekeepers

119. The Gatekeepers

120. The Size of Your Reputation

121. Wiki Circularity* Something untrue is posted to Wikipedia Journalist uses Wikipedia as factual resource Powerful newspaper posts the untrue content Wikipedia uses/references powerful newspaper You’re screwed! *Coined by Tom Critchlow

132. Social RM Strategy: Engage monitor assess decide engage review

135. Thank You! Try SEOmoz PRO free for 45 days Use the code: SEMstandard2011 [email_address] | @SEOmom | www.seomoz.org