The document discusses the evolution of search engine opportunities, including the rise of local, video, and social search results. It explains how factors like business listings, citations, reviews and social connections can influence local and social search rankings. The document also explores how search engines are integrating more social data and annotations into organic search results pages.

1. The Evolution of SEO Opportunities Download at http://bit.ly/mozlima Rand Fishkin, CEO & Co-founder, SEOmoz | September 2011

2. makes SOFTWARE!! We don’t offer any consulting.

3. Search + Social on the Web

4. Search Currently, there are more than 3 billion searches/day on Google Data via Google’s occasional public statements and some inference (for 2006 + 2009)

5. Social Social is rising fast, but search is solidly in the lead. Via http://searchengineland.com/top-internet-activities-search-email-once-again-88964

6. Evolution of Google’s Results

7. Google SERPs 1997-2007

8. Google SERPs Today

9. Google SERPs Today

11. New & Exciting Opportunitiesin the Search Results

12. Local/Maps Results

13. Videos

14. Social Annotations in the SERPs

15. Local/Maps Results

16. A Completely Different Algorithm Different metrics and best practices to get in the local “pack” results vs. standard organic rankings http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html

17. Business Registration Required http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html http://www.google.com/local/add/promowill get you to Google’s Places addition page

18. Consistency of Citations is Critical The listings (name + address text) across different websites are interpreted by Google as local “citations” The citations in local results are like links in the classic rankings – they help Places listings to rank higher. http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html

19. To Discover Places for Listings, Try Searching in Different Ways Find sites that list multiple businesses of your type See where Google sources photos from on other Places pages Luckily, there are ways to work around this: http://www.seomoz.org/blog/how-to-research-local-citations-after-google-removed-them-from-places http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html

20. For Reviews, Quantity > Quality For full details, check out http://www.davidmihm.com/local-search-ranking-factors.shtml - the industry’s best resource on the topic. http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html

21. Video XML Sitemaps &Video Results

22. The “Long Tail” of Video Sites Long tail of video sites get 50% of all online video traffic/views! http://techcrunch.com/2010/02/08/long-tail-video-half-viewing-minutes/

23. Google’s Video Results Get High CTR We’ve seen rankings on a video result in position #3+ produce more clicks than the #1 result in some cases. http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html

24. Any Page with an Embedded Video Can Rank The video doesn’t need to be self-hosted, either. It’s fine to simply have a video on the page (even a YouTube embed) and still get the video snippet. http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html

25. You Don’t Need to Use YouTube None of these come from YouTube, but from independent, non-video specific sites where a video has been embedded. http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html

26. Video XML Sitemaps are Key Google provides good information on how to do this here: http://www.google.com/support/webmasters/bin/answer.py?answer=80472 http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html

27. Wistia is My Favorite Video Host 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. http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html

28. Social Annotations & Social Ranking Boosts in the SERPs

29. Rel=Author I’m guessing this gives a substantially higher click-through rate, too. 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/ http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html

30. 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

31. Social Annotations from Your Network in “Regular” Search Results 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. http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html

32. 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. Check out http://www.slideshare.net/randfish/merging-of-search-social-wappow for more on how search engines and social media are mixing together.

33. The social connections appear to influence rank ordering. http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html These annotations undoubtedly increase CTR, particularly if the source is trusted.

34. 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! When Google starts using latent (rather than active) network connections, social becomes even more powerful. http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html

35. Google Has Deep Social Network Spidering Notice that Google crawls through one network to discover connections 2-3 “hops” away on another. 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

36. Google+ is Becoming Google’s Primary Social Connector in Search Results This, sadly, means that, at least for now, mentioning someone on Plus won’t get their attention the way it can on Twitter http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html

37. +1s in Non-Personalized SERPs, Too Hello Social Proof! 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 http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html

38. There are a Lot of Social Networks at Scale Users: 25mm 750mm 200mm 120mm 10mm Users: 14mm Millions 14mm 6.5mm

39. Search is Bigger than Classic SEO (and the responsibilities of SEOs have been upgraded)

41. Blog: www.seomoz.org/blog

42. Email: rand@seomoz.org