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The Changing Landscape Of Search

Search Engine Land founding editor Danny Sullivan's overview of how search and SEO have changed over the past year and where they are heading in 2015.

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The Changing Landscape Of Search

  1. THE CHANGING LANDSCAPE OF SEARCH
  2. WHAT IS THE #1 RESULT?
  3. WHAT IS THE #1 RESULT?
  4. WHAT IS THE #1 RESULT?
  5. “BEING #1” & “10 BLUE LINKS” IS DEAD
  6. ADS ADSLOCAL WEB WHERE IS THE FREE RESULT?
  7. FREE LISTINGS GET LESS SPACE
  8. WHICH ARE THE “REAL” RESULTS?
  9. THERE ARE NO NORMAL RESULTS
  10. SEO IS DEAD.
  11. THANK YOU. (THE END)
  12. SEO IS NOT DEAD.
  13. CHANGING LANDSCAPE MEANS CHANGING OPPORTUNITIES
  14. WHAT’S CHANGING?....
  15. A GOOGLE ZOO REFRESHER
  16. PANDA keeps low-quality or “thin” content from ranking Survival Tip: focus on quality-be THE must-have answer
  17. PENGUIN targets spam, bad or low-quality links Survival Tip: think audience building, not link-building
  18. PIGEON aims to improve local results by blending web signals (like links) & local search signals (distance, ratings)
  19. HUMMINGBIRD: A NEW SEARCH ENGINE
  20. WHAT IS HUMMINGBIRD? •  PANDA, PENGUIN & PIGEON PART OF NEW ENGINE •  CAN USE NEW “FUEL” •  IMPROVED RESULTS FOR ENTITIES…
  21. THE AGE OF ENTITY SEARCH
  22. ENTITIES ARE THINGS NOT STRINGS. PEOPLE, PLACES & THINGS
  23. ENTITIES & ENTITY SEARCH PAST: “o-b-a-m-a” NOW: a “person” connected to other people & facts
  24. FACTS & KNOWLEDGE GRAPH GROWTHFACTS & KNOWLEDGE GRAPH
  25. DIRECT ANSWERS AREN’T NEW & GOOGLE DIDN’T START THEM
  26. DIRECT ANSWERS WENT BIG IN 2014
  27. STRUCTURED SNIPPETS Google Structured Snippets Officially Live In Search Results, Sept. 2014
  28. AND DIRECT ANSWERS MORE OFTEN
  29. NOW IN 5% OF ALL QUERIES Source: MozCast SERP Features Graph
  30. CREDIT WHERE CREDIT IS DUE?
  31. 2011 vs. 2015
  32. 2010 vs. 2015
  33. 2007 vs. 2014
  34. ARE YOU THINKING WTF, GOOGLE?
  35. SOURCING THE SOURCES ª some answers done through partnerships; menus, for example, from third-party provider ª others are just because facts is facts, says Google…
  36. SOURCING THE SOURCES When Google Shows A Source Or Credit For Quick Answers & Knowledge Graph, Sept. 2014
  37. SO DIRECT ANSWERS WILL KILL SEO?
  38. TIME SPENT ON GOOGLE IS UP Search Engines Keep Searchers Longer Before Referring Traffic To Web Sites MediaPost, Sept. 2014
  39. THE GOOGLE BRAIN NEVER FORGETS More Google Answer Boxes, with Bonus Experiment! Moz, Oct. 2014
  40. SEO IS DEAD!
  41. NOT QUITE…
  42. STUDY: LINKS ARE OFTEN PROVIDED The Great Knowledge Box Showdown: Google Now vs. Siri vs. Cortana, Stone Temple Consulting
  43. STUDY: NOT ALL STEPS INCLUDED The Great Knowledge Box Showdown: Google Now vs. Siri vs. Cortana, Stone Temple Consulting
  44. MISSING ANSWERS The Great Knowledge Box Showdown: Google Now vs. Siri vs. Cortana, Stone Temple Consulting
  45. WEIRD ANSWERS
  46. NSFW ANSWERS
  47. YOU KNOW NOTHING, GOOGLE Photo of Ygritte from HBO Watch Game Of Thrones!
  48. REASONS TO RELAX •  Google can’t turn everything into direct answers •  Direct answers still small, single percentage amount of searches
  49. REASONS TO RELAX •  Many searches are complex in nature or multi-session •  Publishers aren’t reporting major traffic drops
  50. REASONS TO RELAX Stay Tuned -- concerns remain & people are watching to see if Google maintains search engine “balancing act,” especially if the Knowledge Vault really does come
  51. THINGS TO DO •  USE the Nosnippets tag •  Utilize structured snippets •  BE the essential answer
  52. SEARCH IN A MOBILE WORLD
  53. THE MOBILE SEARCHER •  Landing page > mobile SEO •  The “Always On” mobile searcher
  54. SEARCH VOLUME - U.S. CHAIN RESTAURANTS SEARCHING ON THE MOVE
  55. CLICK-TO-CALL VOLUME – FLOWER SEARCHES, CALIFORNIA CALLS NOT CLICKS: ARE YOU READY?
  56. MOBILE ACTION ITEMS •  Click-to-call •  Mobile-friendly version of site •  App for repeat visitors
  57. SEARCH- TO-APP: THE NEXT SEO FRONTIER§  Google App Indexing §  Bing Deep Linking
  58. WEARABLE SEARCH TECH •  on your phone •  on your wrist •  even on your eyes…
  59. §  Google Glass may be dead(ish), but… §  ~50% of consumers like idea of smartwatches
  60. Digital Assistants, Agents & Predictive Search
  61. ANSWERS BEFORE WE SEARCH
  62. LOCATION GATING LIKELY IN FUTURE
  63. TAKEAWAYS
  64. BEWARE OF SHINY OBJECTS •  Don’t believe any one tactic is a magic bullet
  65. BUT… KNOW SEO FUNDAMENTALS searchengineland.com/seotable
  66. INVEST IN QUALITY CONTENT
  67. BUILD AN AUDIENCE, NOT LINKS
  68. THE MORE YOU SEO JUST FOR SEO, THE LESS EFFECTIVE YOUR SEO MAY BE
  69. = PEOPLE ENGINE OPTIMIZATION THINK USERS FIRST.
  70. CONSIDER THE MOBILE EXPERIENCE
  71. PREDICTIVE, VOICE & WEARABLE SEARCH
  72. SEARCH SHIFTING TO CONCEPTS & ENITITIES
  73. BE THE ESSENTIAL ANSWER
  74. CREDITS & RESOURCES       some images from Shutterstock, used under license •  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 NoFollow Tag? •  Structured Data & Schema Markup •  Mobile SEO •  Google App Indexing •  Bing App Deep Linking
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