Organic Search in 2015 - SiGMA 2014 Conference
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Transcript of Organic Search in 2015 - SiGMA 2014 Conference
ORGANIC SEARCH
VISIBILITY IN 2015
ROB WEATHERHEAD
OPERATIONS DIRECTOR
TECMARK
@tecmark
CONTENT.
@tecmark
CONTENT. BRAND.
@tecmark
CONTENT. BRAND.
SOCIAL.
@tecmark
CONTENT. BRAND.
SOCIAL. DEVICES.
@tecmark
SOME THINGS WON’T
BE MUCH DIFFERENT
@tecmark
GOOGLE WILL STILL
DOMINATE MOST
MARKETS
@tecmark
@tecmark
THE GOALS OF
SEARCH ENGINES
WILL STILL BE THE
SAME
@tecmark
SEARCH ENGINES
WILL CONTINUE TO
GET SMARTER
@tecmark
IT WILL ONLY GET
HARDER TO
MANIPULATE RESULTS
@tecmark
AND THE FOCUS
BECOMES BEING THE
QUALITY RESULT
@tecmark
GOOGLE’S
ALGORITHMS STILL
WON’T BE GOOD
ENOUGH TO STOP
LINK SPAM
@tecmark
BUT THEY WILL
GET QUICKER
@tecmark
GOOGLE NEEDS
OFF PAGE
METRICS
@tecmark
BUT IT WILL BE
INCREASINGLY MORE
THAN JUST LINKS
@tecmark
BRAND
SIGNALS
@tecmark
BRAND SEARCH VOLUME
WILL MATTER MORE
@tecmark
Online
Brand
Success
Paid
media
Owned
media
Earned
media
@tecmark
CONTENT
MARKETING
@tecmark
THE LINE
BETWEEN BRANDS
AND PUBLISHERS
WILL BE EVEN
MORE BLURRED
@tecmark
THERE WILL BE
EVEN MORE
CONTENT TO
COMPETE WITH
@tecmark
BEING SEEN WILL
BE TOUGHER
@tecmark
BUT THOSE
GETTING CONTENT
MARKETING RIGHT
WILL LOWER THEIR
CPA
http://offers.hubspot.com/2013-state-of-inbound-marketing
@tecmark
THE CHALLENGE
IS MAKING YOUR
CONTENT
MARKETING
EFFECTIVE &
EFFICIENT
@tecmark
@tecmark
108 CONTENT
IDEAS IN 30
MINUTES!
@tecmark
BUT THEY NEED A
FILTER
@tecmark
NEW? /10
USEFUL? /10
FEASIBLE? /10
/30
@tecmark
MORE PAID MEDIA
WILL BE USED TO
LEVERAGE
CONTENT
MARKETING
@tecmark
@tecmark
SOCIAL HAS AN
IMPORTANT ROLE
TO PLAY
@tecmark
NO DIRECT IMPACT ON
SEARCH RANKINGS
https://www.youtube.com/watch?v=udqtSM-6QbQ
@tecmark
BUT…
http://socialmarketingwriting.com/how-to-perform-seo-on-your-
website-with-social-media-infographic/@tecmark
DIRECT INFLUENCE ON
FANS. DIRECT INFLUENCE
ON SALES. DIRECT
INFLUENCE ON BRAND.
@tecmark
OPPORTUNITY
@tecmark
• 300 million users
• 20 million unique monthly mobile users
• 4% of European social sharing
@tecmark
@tecmark
BUT MORE IMPORTANTLY
WITH ALL THIS
BUZZ
SENTIMENT
WILL BECOME
IMPORTANT
@tecmark
@tecmark
@tecmark
AND THEN
THERE ARE
DEVICES
@tecmark
“IF YOUR PHONE DOESN’T
DISPLAY FLASH, GOOGLE
WILL NOT SHOW FLASH
SITES IN YOUR RESULTS.”
Matt Cutts of Google at Pubcon in October 2013
@tecmark
“IF YOUR WEBSITE ROUTES
ALL MOBILE TRAFFIC TO
THE HOMEPAGE RATHER
THAN THE INTERNAL PAGE
THE USER WAS ATTEMPTING
TO VISIT, IT WILL BE
RANKED LOWER.”
@tecmark
Matt Cutts of Google at Pubcon in October 2013
“IF YOUR SITE IS SLOW ON
MOBILES, GOOGLE IS LESS
LIKELY TO RANK IT.”
Matt Cutts of Google at Pubcon in October 2013
@tecmark
HAVING A MOBILE SITE IS
JUST THE START
@tecmark
GOOGLE IS GIVING YOU
THE HINTS
@tecmark
http://developers.google.com/speed/pagespeed/insights@tecmark
http://googlewebmastercentral.blogspot.com.es/2014/10/tracking
-mobile-usability-in-webmaster.html @tecmark
@tecmark
TESTS ARE ALREADY
BEING RUN ON THE SERPS
@tecmark
MOBILE READY MEANS:
• Loading quickly on mobile
• Enabling users to navigate around on a small screen
• Taking mobile users to the content they expect
to see
• Enabling users to read without pinching and zooming!
@tecmark
THEN WE NEED TO
START OPTIMISING
FOR THIS!
SEO IN 2015
CONTENT• Use content to position yourself as a brand
• You need to make content creation effective yet efficient
BRANDING• Will only grow in importance through implied trust
SOCIAL• Has a role to play for content promotion
• Will increasingly have a role to play in rankings
SENTIMENT• Search engines will start to understand sentiment
DEVICES• Are going to have more influence on rankings
@tecmark
THANK YOU
@tecmark