Croud @ Google 26.11.13 - Changing face of SEO
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THE CHANGING FACE OF SEO Sophie Tosone and Kris Tait
description
A short presentation at Google about the changing Face of SEO, recent developments in the algorithm and what that means for SEO. 5 Things you should be considering and implementing on your website.
Transcript of 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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2011
2012
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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
