ThenSome

SEO in 2013The World according toDennis Goedegebuure

Disclaimer

•Some of the Content in this Presentation are my Opinions and Forward Looking Thoughts on SEO

•I encourage testing, as every Website is Different, based on History, Vertical or Business Model

Goodies1. One Grand Prize- $300 Gift Certificate for Airbnb

- 6 months SEOmoz Pro 2. Food & Drinksby Chef Sam & Team

3. 45-Day SEOmoz Pro- Seomoz.org/signup

- Promo-Code: XXXXXXX

Social1. Twitter- #ThenSome

- @TheNextCorner & @Airbnb

2. All Links are Welcome- https://www.airbnb.com

3. Check-In- Facebook & foursquare

Big Game Changers in SEO

1. Local

2. AuthorRank

3. Social

Mobile is taking over Desktop. Location matters for relevance of Search Results

Ease of publication & monetization of web content has deteriorated quality. G+ as an identity layer to prevent spam and attribute content to authoritative sources

Disappearing link graph forces search engines to search for another authority signal

http://www.dilbert.com/strips/comic/2013-02-04/http://www.dilbert.com/strips/comic/2013-02-05/

http://www.seobook.com/learn-seo/infographics/brand-branding-brands.php

“Within search results, information tied to verified online profiles will be ranked higher than content

without such verification, which will result in most users naturally clicking on the top (verified) results. The

true cost of remaining anonymous, then, might be irrelevance”

- Eric Schmidt -

http://searchenginewatch.com/article/2241704/Eric-Schmidt-Google-Will-Give-Higher-Rankings-to-Content-Tied-to-Verified-Profiles

http://www.seomoz.org/google-algorithm-change

http://www.seomoz.org/google-algorithm-change

4. Build more Real Relationships- Online & Offline

- Social Media as Accelerator / Catalyst

"Build something 100 people love, not something 1 million people kind of like."

- Paul Graham -

https://www.airbnb.com/locations/local-lounges

3. Technical Ducks in a Row- Cross all the T’s

- Dot all the i’s4. Build more Real Relationships- Online & Offline

- Social Media as Accelerator / Catalyst

http://www.amazon.com/iPod-touch-Electronics/b?ie=UTF8&node=677799011

http://www.ebay.com/ctg/Apple-iPod-touch-4th-Generation-Black-8-GB-/

92352708

Thanks to @RavenJon for slide

http://schema.org/BedAndBreakfast

2. Dedication & CommitmentEspecially from C-Suite 3. Technical Ducks in a Row- Cross all the T’s

- Dot all the i’s4. Build more Real Relationships- Online & Offline

- Social Media as Accelerator / Catalyst

Jonathan spent 30 hours writing this Epic post, stretched over 2 weeks. Roughly 28 hours were spent

on research, where he continues to expand the list with further researchhttp://www.jonathoncolman.org/2013/02/04/content-strategy-resources/

http://www.quicksprout.com/the-advanced-guide-to-seo/

Sujan & Neil spent ~6 month on this project2 months research & writing

Went over budget ~2-3x, spent $30KGuide got 20K downloads so far!

Airbnb 2012 Annual reportGlobal Growth; Local Love

In Print & Online

The Page was coded in HTML5, with Facebook & TwitterCards Tags optimized for Social Sharing Success

& an Evergreen URL for future Annual Reports

https://www.airbnb.com/annual/

1. Build an Awesome Product- A product which sells itself

- A product which gets media attention

because its so awesome - A product people love, share and talk about

A Product People Expect to Rank at the Top of the Search Engine for their Query

http://www.betabrand.com/

http://www.esquire.com/blogs/mens-fashion/stephen-colbert-rally-110110

Airbnb has 2,500 Active Photographers Worldwide1.7 million Professional Photo’s Taken11,000 Neighborhood Photo’s Taken

Big Game Changers in SEO

1. Local

2. AuthorRank

3. Social

Mobile is taking over Desktop. Location matters for relevance of Search Results

Ease of publication & monetization of web content has deteriorated quality. G+ as an identity layer to prevent spam and attribute content to authoritative sources

Disappearing link graph forces search engines to search for another authority signal

2. Dedication & Commitment3. Technical Ducks in a Row4. Build more Real Relationships

1. Build an Awesome Product

Q&A

@TheNextCorner