croud @ google 26.11.13 - changing face of seo

THE CHANGING FACE OF SEOSophie Tosone and Kris Tait

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Exact match domains 200 words of content Black Hat Linkbuilding

Caffeine Social Signals Microsites

Panda +1s schema.org Google + Freshness Update

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Penguin Above the fold

Knowledge Graph

Hummingbird Semantic SEO Quality Links Social SEO Not Provided

WHAT SHOULD YOU BE CONSIDERING

Content  /  Social   Future  of  SearchKnowledge  GraphNot  ProvidedStructured  Data

» Helping Google to help you !

» Rich Snippets 2009 !

» Google made a joint alliance with Schema.org in June 2011 !

» Provide search engines with more information about your site and its products services !

» Said not to improve rankings but to enhance CTR and improve relevancy to search queries = better chances of ranking anyway

Structured  Data

» Moving towards landing page analysis

» Look at organic traffic growth as a whole - visitor distribution

» Rankings more important for reporting

» Site Search Data - content

» Make more use of your data - Adwords, Analytics & Webmaster tools still provide rich data and other SEO metrics to show us what content works.

Not  Provided

Hummingbird

» Building the next generation of search… !

» Displays entities rather than just query level results !

» Aligning your site with Google interprets data in the future

Knowledge  Graph

Hummingbird

Allows Google to understand user intent more closely (who, what, where, why, how), and in turn longer tail queries. !Better understanding = more use of the ‘answer engine’. !

Conversa@onal  Search

!» Conversational Search

» Decline of short tail

» Content rather than Keywords

» Greater segmentation

» More importance on social content and conversations

Conversa@onal  Search

Knowledge  Graph Who  is  Brad  PiC…

Who  is  he  married  to…

What  movies  has  she  been  in…

» Google making it easy - not hard

» Create something different

» Visually engaging

» Focus on the user

Content  /  Social  

» Voice Search

» Google Now

» More advanced queries

» Augmented Reality

Future  of  Search“Book me a flight to Paris on friday morning”

KEY TAKEAWAYS

Content  /  Social   Future  of  SearchKnowledge  GraphNot  ProvidedStructured  Data