This document summarizes a presentation on search engine optimization and online marketing trends in 2011. It discusses the growth of mobile internet usage and importance of mobile marketing. Content marketing and social media are emphasized as important inbound marketing strategies. Recent changes to Google's algorithm are explained, including the Panda and Farmer updates that penalize low-quality content and links. Topic modeling is presented as a new technique to analyze content relevance. The importance of online reputation management is also covered.
The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...
Search Ranking Factors Trends 2011 SEMStandard
1. On Beyond SERPsSearch Trends: 2011 Gillian Muessig, President & Co-founder, SEOmoz March 2011
2. 22 million in Poland are online NOW 23% bought something online Q1 2009 40% Polish Internet retailers suffered NO downturn in 2009 http://www.internetworldstats.com/eu/pl.htm
10. And Things Got More Complicated We have a whole new universe, unfettered by the laws of time and space. We have the opportunity to populate that universe. I take that opportunityas an obligation. Rand Fishkin, 1997
35. Leverage the QDF Algorithm Watch the actual commercial at: http://www.hulu.com/adzone2011#50120562
36. Social Signals Page A 646 links from 36 root domains 2 tweets Page B 1 link from 1 root domain 522 tweets http://www.seomoz.org/blog/how-do-tweets-influence-search-rankings-an-experiment-for-a-cause
37. Increasingly Important Page B – the tweeted version – ranks #1! Page A 646 links from 36 root domains 2 tweets Page B 1 link from 1 root domain 522 tweets http://www.seomoz.org/blog/how-do-tweets-influence-search-rankings-an-experiment-for-a-cause
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
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
53. The Vatican Gets It “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.” http://www.inquisitr.com/58739/pope-urges-priests-to-embrace-social-media-start-blogging/
54. The Vatican Gets It “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 Yahoo News, Dec 2010
56. Way Beyond Focus Groups What goes into triage now What to improve Better pricing models What features to add What to clarify How to package your products Change or improve your USP
73. 97% of US Mobile Ad-share US mobile ad spend - http://www.mobilemarketingwatch.com/but only 21% of the global mobile ad market – and Apple ismakingheadway
99. In many contexts conversions are higher and leads are better because of the greater intent or needs of mobile usershttp://searchengineland.com/yelp-35-percent-of-searches-mobile-now-63518
101. Think Sticky H&R Block helps taxpayers track their Income Tax Refunds in progress http://www.mobilecommercedaily.com/
102. Think Hyper-Niche Top 10 Produce’s app Locale, traces strawberries to independent growers by scanning package bar codes with mobile devices http://www.mobilecommercedaily.com/
118. Decreased the value of low-quality links, thereby increasing the importance of Domain Trust
119. Slammed link farms, paid links, and low content/low value pageshttp://www.seomoz.org/blog/link-anatomy-understanding-the-value-of-a-link
120. Topic Modeling Topic models provide a simple way to analyze large volumes of unlabeled text.
121. Topic Modeling A "topic" consists of a cluster of words that frequently occur together.
122. 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
132. 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
133. LDA Tool in the SEOmoz Labs URL input box www.seomoz.org/labs/lda
134.
135.
136.
137. There is a tool to help grade & improve page content
144. Wiki Circularity* Something untrue is posted to Wikipedia You’re screwed! Journalist uses Wikipedia as factual resource Wikipedia uses/references powerful newspaper Powerful newspaper posts the untrue content *Coined by Tom Critchlow
Parenthetically, the price of commercial real estate can be expected to decline.
Some of the same social tactics used in traditional online search marketing hold true for moblie marketing.
Screen size limited consumable information delivery
Screen size limited consumable information delivery
What would keep me coming back?
What would keep me coming back?
What would keep me coming back?
Correlation of our LDA Results w/ Google.com Rankings. The SEOmoz team has put together a topic modeling system based on a relatively simple implementation of LDA.
The facebook connections map shows that Africa is becoming active. What are the political consequences of increasing social media activity in the Middle East? Africa? China?
The facebook connections map shows that Africa is becoming active. What are the political consequences of increasing social media activity in the Middle East? Africa? China?