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#INBOUND14 
ALL THE RIGHT SEO MOVES 
DANNY SULLIVAN 
Chief Content Officer 
Third Door Media 
What Marketers Need To Know ...
 
The Changing Landscape of Search Results 
 
Penalties & the Google Zoo 
 
The Age of Entity Search 
 
Search in a Mo...
@dannysullivan #INBOUND14 
THE CHANGING LANDSCAPE OF SEARCH RESULTS
@dannysullivan #INBOUND14 
WHICH LISTING 
IS THE #1RESULT?
@dannysullivan #INBOUND14 
WHICH LISTING 
IS THE #1RESULT?
@dannysullivan #INBOUND14 
WHICH LISTING 
IS THE #1RESULT?
@dannysullivan #INBOUND14 
“BEING #1” & 
“10 BLUE LINKS” IS DEAD
@dannysullivan #INBOUND14 
WHERE’STHE FREEWEBRESULT? 
ADS 
ADS 
LOCAL 
WEB
@dannysullivan #INBOUND14 
FREELISTINGS 
GET LESSSPACE
@dannysullivan #INBOUND14 
WHICHARETHE “REAL” RESULTS?
@dannysullivan #INBOUND14 
THERE ARENO NORMALRESULTS
@dannysullivan #INBOUND14 
SEO IS DEAD
#INBOUND14 
THANK YOU!
@dannysullivan #INBOUND14 
SEO IS NOTDEAD
@dannysullivan #INBOUND14 
CHANGE IS OPPORTUNITY
@dannysullivan #INBOUND14 
…WHAT IS CHANGING?
@dannysullivan #INBOUND14 
PENALTIES & THE 
GOOGLE ZOO
@dannysullivan #INBOUND14 
• 
INTENT: keep low-quality or “thin” content from ranking 
• 
FREQUENCY: about once a month fi...
@dannysullivan #INBOUND14 
SURVIVING PANDA 
Focus on real quality to survive -- always the answer for any search success
@dannysullivan #INBOUND14 
• 
INTENT: targets spam, especially bad or low-quality links 
• 
FREQUENCY: ~6 months+, Google ...
@dannysullivan #INBOUND14 
RANTERMISSIONABOUT LINK RULE INSANITY
@dannysullivan #INBOUND14 
PLAYING SAFE WITH LINKS IS MORE COMPLICATEDTHAN EVER
@dannysullivan #INBOUND14 
What about paid links in the age of 
Native Advertising?
@dannysullivan #INBOUND14 
Widgets, Infographics& too much of a good thing
@dannysullivan #INBOUND14 
GuestBlogging 
Gone Wild?
@dannysullivan #INBOUND14 
Is It Safer Not To Link? 
Should You NoFollowEverything?
@dannysullivan #INBOUND14
@dannysullivan #INBOUND14 
Why punish for bad links, rather than discount?
@dannysullivan #INBOUND14 
BACK TO THE BIRDS…
@dannysullivan #INBOUND14 
SURVIVING PENGUIN 
 
Don’t think link building 
 
Think audience building….
@dannysullivan #INBOUND14 
NEW!Improve local results by blending web signals (like links) & local search signals (distance...
@dannysullivan #INBOUND14 
HUMMINGBIRD: A NEW SEARCH ENGINE
@dannysullivan #INBOUND14 
HUMMINGBIRD 
 
Panda, Penguin & Pigeon part of it 
 
Can use new “fuel” 
 
Improved results ...
@dannysullivan #INBOUND14 
THE AGE OF 
ENTITY SEARCH
@dannysullivan #INBOUND14 
PENALTIES & THE 
PEOPLE, PLACES & 
THINGS
@dannysullivan #INBOUND14 
ENTITIES & 
ENTITY SEARCH 
 
PAST: “o-b-a-m-a” 
 
NOW: A “person” connected to other people &...
#INBOUND14
#INBOUND14 
FACTS & KNOWLEDGE GRAPH GROWTH
#INBOUND14 
GROWTH OF QUICK/DIRECT ANSWERS
#INBOUND14 
GROWTH OF QUICK/DIRECT ANSWERS
@dannysullivan #INBOUND14 
ENTITY SEARCH SUCCESS 
 
Markup pages with relevant structured data
@dannysullivan #INBOUND14 
SEARCH IN A 
MOBILE WORLD
@dannysullivan #INBOUND14 
 
Landing page > mobile SEO 
 
The “Always On” mobile searcher 
THE MOBILE SEARCHER
@dannysullivan #INBOUND14 
SEARCHING ON THE MOVE 
SEARCH VOLUME -U.S. CHAIN RESTAURANTS
@dannysullivan #INBOUND14 
CALLS NOT CLICKS: ARE YOU READY? 
CLICK-TO-CALL VOLUME -FLOWER SEARCHES, CA
@dannysullivan #INBOUND14 
 
Click-to-call 
 
Mobile-friendly version of site 
 
App for repeat visitors 
MOBILE ACTION...
@dannysullivan #INBOUND14 
SEARCH-TO-APP: THE NEXT SEOFRONTIER? 
 
Google App Indexing 
 
Bing Deep Linking
@dannysullivan #INBOUND14 
WEARABLE SEARCHTECHNOLOGY 
• 
on your phone 
• 
on your wrist 
• 
even on your eyes…
@dannysullivan #INBOUND14 
 
Google Glass may be niche, but… 
 
~50% of consumers like idea of smartwatches
@dannysullivan #INBOUND14
@dannysullivan #INBOUND14
@dannysullivan #INBOUND14
@dannysullivan #INBOUND14 
Digital Assistants, Agents & Predictive Search
@dannysullivan #INBOUND14 
ANSWERS BEFORE WE EVEN SEARCH
@dannysullivan #INBOUND14 
LOCATION GATING 
LIKELY KEY IN FUTURE
@dannysullivan #INBOUND14 
BEWARE 
OF (SEO) TRAPS
@dannysullivan #INBOUND14 
DON’T BE LIKEADMIRAL AKBAR!
@dannysullivan #INBOUND14
@dannysullivan #INBOUND14 
IT’S A TRAP!
@dannysullivan #INBOUND14 
NO GOOD 
SEO COMPANY WILLCOLD CALL OR COLD EMAIL YOUHONEST.
@dannysullivan #INBOUND14
@dannysullivan #INBOUND14 
IT’S A TRAP!
@dannysullivan #INBOUND14 
UNSOLICITED GUEST POSTS WILL LIKELY LEAD TO SPAM ISSUESESPECIALLY IF “ALL” THEY WANT IS A LINK
@dannysullivan #INBOUND14
@dannysullivan #INBOUND14 
IT’S A TRAP!
@dannysullivan #INBOUND14 
DEPENDING ENTIRELY ON GOOGLE OR SEO IS DANGEROUS
@dannysullivan #INBOUND14 
SEO SHOULD BE A 
BALANCED PART OF YOUR INBOUND MIX
@dannysullivan #INBOUND14
@dannysullivan #INBOUND14 
IT’S A TRAP!
@dannysullivan #INBOUND14 
THE MORE YOU SEO JUST FOR SEO, THE LESS EFFECTIVE YOUR SEO MAY BE
@dannysullivan #INBOUND14 
PEO--PEOPLE ENGINE OPTIMIZATION 
STAY ON TRACK WITH SEO 
BY THINKING USERS FIRST
@dannysullivan #INBOUND14 
TAKEAWAYS
@dannysullivan #INBOUND14 
BEWARE: SHINY OBJECTS 
 
Don’t believe any one tactic is a magic bullet
@dannysullivan #INBOUND14 
BUT… KNOW SEOFUNDAMENTALS 
searchengineland.com/seotable
@dannysullivan #INBOUND14 
INVEST IN QUALITY CONTENT
@dannysullivan #INBOUND14 
BUILD AN AUDIENCE, NOT LINKS
@dannysullivan #INBOUND14 
CONSIDER THE MOBILE EXPERIENCE
@dannysullivan #INBOUND14 
AS ONE DOOR CLOSES, ANOTHER OPENS
@dannysullivan #INBOUND14 
PREDICTIVE, VOICE & WEARABLE SEARCH
@dannysullivan #INBOUND14 
SEARCH SHIFTING TO CONCEPTS & ENITITIES
@dannysullivan #INBOUND14 
SO BE THE ESSENTIALANSWER
@dannysullivan #INBOUND14 
 
Google SEO 
Google Panda Update 
Google Penguin Update 
Google “Pigeon” Update 
Google's...
@dannysullivan #INBOUND14 
Google App Indexing 
Bing App Deep Linking 
CREDITS & RESOURCES 
some images from Shutterstoc...
#INBOUND14 
THANK YOU!
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ALL THE RIGHT SEO MOVES: WHAT MARKETERS NEED TO KNOW ABOUT THE CHANGING LANDSCAPE OF SEARCH [INBOUND 2014]

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From tapping into the semantic web with web smarts built into Google's "Hummingbird" search technology to ensuring you've built great content and authority, we'll explore ways to build your audience through sustainable SEO. This session will act as a health-check for marketers, making sure your efforts are on track and follow best practices. This session will demystify search engine penalties and help marketers identify pitfalls that may put a website and brand reputation at risk.

Publié dans : Marketing

ALL THE RIGHT SEO MOVES: WHAT MARKETERS NEED TO KNOW ABOUT THE CHANGING LANDSCAPE OF SEARCH [INBOUND 2014]

  1. 1. #INBOUND14 ALL THE RIGHT SEO MOVES DANNY SULLIVAN Chief Content Officer Third Door Media What Marketers Need To Know To About the Changing Landscape of Search
  2. 2.  The Changing Landscape of Search Results  Penalties & the Google Zoo  The Age of Entity Search  Search in a Mobile World  Avoiding Common SEO Traps AGENDA
  3. 3. @dannysullivan #INBOUND14 THE CHANGING LANDSCAPE OF SEARCH RESULTS
  4. 4. @dannysullivan #INBOUND14 WHICH LISTING IS THE #1RESULT?
  5. 5. @dannysullivan #INBOUND14 WHICH LISTING IS THE #1RESULT?
  6. 6. @dannysullivan #INBOUND14 WHICH LISTING IS THE #1RESULT?
  7. 7. @dannysullivan #INBOUND14 “BEING #1” & “10 BLUE LINKS” IS DEAD
  8. 8. @dannysullivan #INBOUND14 WHERE’STHE FREEWEBRESULT? ADS ADS LOCAL WEB
  9. 9. @dannysullivan #INBOUND14 FREELISTINGS GET LESSSPACE
  10. 10. @dannysullivan #INBOUND14 WHICHARETHE “REAL” RESULTS?
  11. 11. @dannysullivan #INBOUND14 THERE ARENO NORMALRESULTS
  12. 12. @dannysullivan #INBOUND14 SEO IS DEAD
  13. 13. #INBOUND14 THANK YOU!
  14. 14. @dannysullivan #INBOUND14 SEO IS NOTDEAD
  15. 15. @dannysullivan #INBOUND14 CHANGE IS OPPORTUNITY
  16. 16. @dannysullivan #INBOUND14 …WHAT IS CHANGING?
  17. 17. @dannysullivan #INBOUND14 PENALTIES & THE GOOGLE ZOO
  18. 18. @dannysullivan #INBOUND14 • INTENT: keep low-quality or “thin” content from ranking • FREQUENCY: about once a month filter is re-run
  19. 19. @dannysullivan #INBOUND14 SURVIVING PANDA Focus on real quality to survive -- always the answer for any search success
  20. 20. @dannysullivan #INBOUND14 • INTENT: targets spam, especially bad or low-quality links • FREQUENCY: ~6 months+, Google re-runs Penguin
  21. 21. @dannysullivan #INBOUND14 RANTERMISSIONABOUT LINK RULE INSANITY
  22. 22. @dannysullivan #INBOUND14 PLAYING SAFE WITH LINKS IS MORE COMPLICATEDTHAN EVER
  23. 23. @dannysullivan #INBOUND14 What about paid links in the age of Native Advertising?
  24. 24. @dannysullivan #INBOUND14 Widgets, Infographics& too much of a good thing
  25. 25. @dannysullivan #INBOUND14 GuestBlogging Gone Wild?
  26. 26. @dannysullivan #INBOUND14 Is It Safer Not To Link? Should You NoFollowEverything?
  27. 27. @dannysullivan #INBOUND14
  28. 28. @dannysullivan #INBOUND14 Why punish for bad links, rather than discount?
  29. 29. @dannysullivan #INBOUND14 BACK TO THE BIRDS…
  30. 30. @dannysullivan #INBOUND14 SURVIVING PENGUIN  Don’t think link building  Think audience building….
  31. 31. @dannysullivan #INBOUND14 NEW!Improve local results by blending web signals (like links) & local search signals (distance, ratings)
  32. 32. @dannysullivan #INBOUND14 HUMMINGBIRD: A NEW SEARCH ENGINE
  33. 33. @dannysullivan #INBOUND14 HUMMINGBIRD  Panda, Penguin & Pigeon part of it  Can use new “fuel”  Improved results for entities
  34. 34. @dannysullivan #INBOUND14 THE AGE OF ENTITY SEARCH
  35. 35. @dannysullivan #INBOUND14 PENALTIES & THE PEOPLE, PLACES & THINGS
  36. 36. @dannysullivan #INBOUND14 ENTITIES & ENTITY SEARCH  PAST: “o-b-a-m-a”  NOW: A “person” connected to other people & facts
  37. 37. #INBOUND14
  38. 38. #INBOUND14 FACTS & KNOWLEDGE GRAPH GROWTH
  39. 39. #INBOUND14 GROWTH OF QUICK/DIRECT ANSWERS
  40. 40. #INBOUND14 GROWTH OF QUICK/DIRECT ANSWERS
  41. 41. @dannysullivan #INBOUND14 ENTITY SEARCH SUCCESS  Markup pages with relevant structured data
  42. 42. @dannysullivan #INBOUND14 SEARCH IN A MOBILE WORLD
  43. 43. @dannysullivan #INBOUND14  Landing page > mobile SEO  The “Always On” mobile searcher THE MOBILE SEARCHER
  44. 44. @dannysullivan #INBOUND14 SEARCHING ON THE MOVE SEARCH VOLUME -U.S. CHAIN RESTAURANTS
  45. 45. @dannysullivan #INBOUND14 CALLS NOT CLICKS: ARE YOU READY? CLICK-TO-CALL VOLUME -FLOWER SEARCHES, CA
  46. 46. @dannysullivan #INBOUND14  Click-to-call  Mobile-friendly version of site  App for repeat visitors MOBILE ACTION ITEMS
  47. 47. @dannysullivan #INBOUND14 SEARCH-TO-APP: THE NEXT SEOFRONTIER?  Google App Indexing  Bing Deep Linking
  48. 48. @dannysullivan #INBOUND14 WEARABLE SEARCHTECHNOLOGY • on your phone • on your wrist • even on your eyes…
  49. 49. @dannysullivan #INBOUND14  Google Glass may be niche, but…  ~50% of consumers like idea of smartwatches
  50. 50. @dannysullivan #INBOUND14
  51. 51. @dannysullivan #INBOUND14
  52. 52. @dannysullivan #INBOUND14
  53. 53. @dannysullivan #INBOUND14 Digital Assistants, Agents & Predictive Search
  54. 54. @dannysullivan #INBOUND14 ANSWERS BEFORE WE EVEN SEARCH
  55. 55. @dannysullivan #INBOUND14 LOCATION GATING LIKELY KEY IN FUTURE
  56. 56. @dannysullivan #INBOUND14 BEWARE OF (SEO) TRAPS
  57. 57. @dannysullivan #INBOUND14 DON’T BE LIKEADMIRAL AKBAR!
  58. 58. @dannysullivan #INBOUND14
  59. 59. @dannysullivan #INBOUND14 IT’S A TRAP!
  60. 60. @dannysullivan #INBOUND14 NO GOOD SEO COMPANY WILLCOLD CALL OR COLD EMAIL YOUHONEST.
  61. 61. @dannysullivan #INBOUND14
  62. 62. @dannysullivan #INBOUND14 IT’S A TRAP!
  63. 63. @dannysullivan #INBOUND14 UNSOLICITED GUEST POSTS WILL LIKELY LEAD TO SPAM ISSUESESPECIALLY IF “ALL” THEY WANT IS A LINK
  64. 64. @dannysullivan #INBOUND14
  65. 65. @dannysullivan #INBOUND14 IT’S A TRAP!
  66. 66. @dannysullivan #INBOUND14 DEPENDING ENTIRELY ON GOOGLE OR SEO IS DANGEROUS
  67. 67. @dannysullivan #INBOUND14 SEO SHOULD BE A BALANCED PART OF YOUR INBOUND MIX
  68. 68. @dannysullivan #INBOUND14
  69. 69. @dannysullivan #INBOUND14 IT’S A TRAP!
  70. 70. @dannysullivan #INBOUND14 THE MORE YOU SEO JUST FOR SEO, THE LESS EFFECTIVE YOUR SEO MAY BE
  71. 71. @dannysullivan #INBOUND14 PEO--PEOPLE ENGINE OPTIMIZATION STAY ON TRACK WITH SEO BY THINKING USERS FIRST
  72. 72. @dannysullivan #INBOUND14 TAKEAWAYS
  73. 73. @dannysullivan #INBOUND14 BEWARE: SHINY OBJECTS  Don’t believe any one tactic is a magic bullet
  74. 74. @dannysullivan #INBOUND14 BUT… KNOW SEOFUNDAMENTALS searchengineland.com/seotable
  75. 75. @dannysullivan #INBOUND14 INVEST IN QUALITY CONTENT
  76. 76. @dannysullivan #INBOUND14 BUILD AN AUDIENCE, NOT LINKS
  77. 77. @dannysullivan #INBOUND14 CONSIDER THE MOBILE EXPERIENCE
  78. 78. @dannysullivan #INBOUND14 AS ONE DOOR CLOSES, ANOTHER OPENS
  79. 79. @dannysullivan #INBOUND14 PREDICTIVE, VOICE & WEARABLE SEARCH
  80. 80. @dannysullivan #INBOUND14 SEARCH SHIFTING TO CONCEPTS & ENITITIES
  81. 81. @dannysullivan #INBOUND14 SO BE THE ESSENTIALANSWER
  82. 82. @dannysullivan #INBOUND14  Google SEO Google Panda Update Google Penguin Update Google “Pigeon” Update Google's Knowledge Graph Google Hummingbird Periodic Table of SEO Infographic: What is the NoFollowTag? Structured Data & Schema Markup Mobile SEO CREDITS & RESOURCES some images from Shutterstock, used under license
  83. 83. @dannysullivan #INBOUND14 Google App Indexing Bing App Deep Linking CREDITS & RESOURCES some images from Shutterstock, used under license
  84. 84. #INBOUND14 THANK YOU!

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