From Hubspot's #INBOUND14 & #FutureM conference in Boston, MA - September 16, 2014 - Search Engine Land's Founding Editor & Chief Content Officer Danny Sullivan (@DannySullivan) presents: ALL THE RIGHT SEO MOVES: HOW TO THINK STRATEGICALLY ABOUT SEARCH & AVOID COMMON TRAPS 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 presentation covers: - The Changing Landscape of Search Results: SERPS are no longer just 10 blue links. Which listing is really #1? Can you spot the real winner? - Penalties & the Google Zoo: Panda, Penguin & Pigeons, oh my! - The Age of Entity Search: People, Places & Things - decoding facts & getting the best, most direct answer in Search Resuls. - Search in a Mobile World: mobile search results, click to call, search to mobile apps, wearable devices with search technology, plus personal digital assitants & predictive search. - Avoiding Common SEO Traps - cold calls & pitches, guest posting, think users first. Visit http://www.SearchEngineLand.com to learn more about each of the topics covered and sign up for email newsletters covering SEO, SEM, local search marketing tactics and more.

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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.  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

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THE CHANGING LANDSCAPE OF SEARCH RESULTS

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WHICH LISTING
IS THE #1RESULT?

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WHICH LISTING
IS THE #1RESULT?

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WHICH LISTING
IS THE #1RESULT?

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“BEING #1” &
“10 BLUE LINKS” IS DEAD

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WHERE’STHE FREEWEBRESULT?
ADS
ADS
LOCAL
WEB

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FREELISTINGS
GET LESSSPACE

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WHICHARETHE “REAL” RESULTS?

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THERE ARENO NORMALRESULTS

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SEO IS DEAD

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THANK YOU!

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SEO IS NOTDEAD

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CHANGE IS OPPORTUNITY

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…WHAT IS CHANGING?

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PENALTIES & THE
GOOGLE ZOO

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•INTENT: keep low-quality or “thin” content from ranking
•FREQUENCY: about once a month filter is re-run

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SURVIVING PANDA
Focus on real quality to survive -- always the answer for any search success

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•INTENT: targets spam, especially bad or low-quality links
•FREQUENCY: ~6 months+, Google re-runs Penguin

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RANTERMISSIONABOUT LINK RULE INSANITY

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PLAYING SAFE WITH LINKS IS MORE COMPLICATEDTHAN EVER

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What about paid links in the age of
Native Advertising?

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Widgets, Infographics& too much of a good thing

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GuestBlogging
Gone Wild?

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Is It Safer Not To Link?
Should You NoFollowEverything?

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Why punish for bad links, rather than discount?

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BACK TO THE BIRDS…

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SURVIVING PENGUIN
Don’t think link building
Think audience building….

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NEW!Improve local results by blending web signals (like links) & local search signals (distance, ratings)

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HUMMINGBIRD: A NEW SEARCH ENGINE

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HUMMINGBIRD
Panda, Penguin & Pigeon part of it
Can use new “fuel”
Improved results for entities

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THE AGE OF
ENTITY SEARCH

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PENALTIES & THE
PEOPLE, PLACES &
THINGS

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ENTITIES &
ENTITY SEARCH
PAST: “o-b-a-m-a”
NOW: A “person” connected to other people & facts

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FACTS & KNOWLEDGE GRAPH GROWTH

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GROWTH OF QUICK/DIRECT ANSWERS

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GROWTH OF QUICK/DIRECT ANSWERS

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ENTITY
SEARCH
SUCCESS
 Markup pages
with relevant
structured data

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SEARCH IN A
MOBILE WORLD

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Landing page > mobile SEO
The “Always On” mobile searcher
THE MOBILE SEARCHER

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SEARCHING ON THE MOVE
SEARCH VOLUME -U.S. CHAIN RESTAURANTS

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CALLS NOT CLICKS: ARE YOU READY?
CLICK-TO-CALL VOLUME -FLOWER SEARCHES, CA

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Click-to-call
Mobile-friendly version of site
App for repeat visitors
MOBILE ACTION ITEMS

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SEARCH-TO-APP: THE NEXT SEOFRONTIER?
Google App Indexing
Bing Deep Linking

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WEARABLE SEARCHTECHNOLOGY
•On your phone
•On your wrist
•Even on your eyes…

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Google Glass may be niche, but…
~50% of consumers like idea of smartwatches

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Digital Assistants, Agents & Predictive Search

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ANSWERS BEFORE WE EVEN SEARCH

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LOCATION GATING
LIKELY KEY IN FUTURE

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BEWARE
OF (SEO) TRAPS

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DON’T BE LIKEADMIRAL AKBAR!

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IT’S A TRAP!

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NO GOOD
SEO COMPANY WILLCOLD CALL OR COLD EMAIL YOUHONEST.

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IT’S A TRAP!

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UNSOLICITED GUEST POSTS WILL LIKELY LEAD TO SPAM ISSUESESPECIALLY IF “ALL” THEY WANT IS A LINK

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IT’S A TRAP!

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DEPENDING ENTIRELY ON GOOGLE OR SEO IS DANGEROUS

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SEO SHOULD BE A BALANCED PART OF YOUR INBOUND MIX

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IT’S A TRAP!

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THE MORE YOU SEO JUST FOR SEO, THE LESS EFFECTIVE YOUR SEO MAY BE

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PEO--PEOPLE ENGINE OPTIMIZATION
STAY ON TRACK WITH SEO
BY THINKING USERS FIRST

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TAKEAWAYS

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BEWARE: SHINY OBJECTS
Don’t believe any one tactic is a magic bullet

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BUT… KNOW SEOFUNDAMENTALS
searchengineland.com/seotable

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INVEST IN QUALITY CONTENT

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BUILD AN AUDIENCE, NOT LINKS

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CONSIDER THE MOBILE EXPERIENCE

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AS ONE DOOR CLOSES, ANOTHER OPENS

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PREDICTIVE, VOICE & WEARABLE SEARCH

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SEARCH SHIFTING TO CONCEPTS & ENITITIES

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SO BE THE ESSENTIALANSWER

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 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

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 Google App Indexing
 Bing App Deep Linking
CREDITS & RESOURCES
some images from Shutterstock, used under license

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THANK YOU!