Opportunities in the future of search marketing by Gillian Gillian Muessig (SEOMOZ)
The Conjunction of Search and Social Media Marketing by Gillian Muessig
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Transcript of The Conjunction of Search and Social Media Marketing by Gillian Muessig
The Evolution of SearchThe Merging of Search and Social
Gillian Muessig – Chennai Nov, 2011
The King is Dead! Long live the king!
2001: A Crazy Search Landscape
Via Bruce Clay’s classic search engine relationship chart:
http://www.bruceclay.com/serc_histogram/histogram.htm
The Algorithm:
(Keyword Use + Anchor Text)
X
PageRank
Simpler times. Spammier times, too.
SERPs All Looked Like This:
Via Google’s 10th Birthday post: http://googlesystem.blogspot.com/2008/09/google-time-machine-web-in-2001.html
SEO Meant a Few Fundamentals
Make good content, make it accessible, target the right keywords… That was pretty much it!
And a Lot of Link Building
Links were pretty much everything once you got a crawlable, keyword-targeted page set up.
Hello Spam!
Even Rand bought some of these back in the day…
Fast Forward 7 Years
Google celebrated the year with a TCP/IP protocol reference:
http://blogoscoped.com/archive/2008-01-01-n53.html
Google’s Dominating
Via http://searchengineland.com/comscore-new-google-high-new-yahoo-microsoft-lows-though-both-rise-in-raw-searches-13784
Local/Maps is on the Rise
Matt McGee charted the astounding rise of Google Maps/Local starting in 2008:
http://www.smallbusinesssem.com/charting-the-undeniable-growth-of-google-maps/1046/
There’s a Few New Protocols
The Sitemaps.org homepage literally hasn’t changed since February of 2008!
But Not Much Else Has Changed
In early 2009, I wrote a post about the shift in importance of algorithmic factors at Google:
http://www.seomoz.org/blog/how-googles-rankings-algorithm-has-changed-over-time-
Jump Ahead… to 2011
It’s a Whole New World
Image via http://gizmodo.com/5478787/the-most-accurate-highest-resolution-earth-view-to-date (which is pretty cool, BTW)
SERPs Rarely Look Like This Anymore
It took me serious time to find a query this sparse
They Look Like This:
Google’s instant answers are getting more detailed and sophisticated, as illustrated by http://www.google.com/search?q=nfl+schedule+2011
And This:
News results, shopping results and video snippets + the new, shrunken sitelinks for the top result
And This:
Awesome!
And This:
Personalization and social sharing dominate the page because I’m logged in.
Rich Snippets & Schema.org
There’s a good post by Rich Baxter on Schema here: http://www.seomoz.org/blog/schemaorg-a-new-approach-to-structured-data-for-seo
Rel=Author
Good advice on how to get it set up here: http://www.blindfiveyearold.com/how-to-implement-rel-author
Video Results
Google on how to create video XML sitemaps and appear in these results:
http://www.google.com/support/webmasters/bin/answer.py?answer=80472
And Social Annotations
Not only are the results annotated with the share / social data; they also outrank the top result
SERPs Are Almost Always Personalized
Search history, social networks, previous clicks and more impact personalization + rankings
And Geographically Biased, Too
Geography impacts both search result ordering and search suggestions/instant
Search Barely Requires Typing
BTW – I tried this same search from Portland vs. Yoder, and “Fox News” is not a top suggestion, but “Firefox “and “Fred Meyer” both are
Misspellings are a Thing of the Past
A few years back, there would be entire sessions at conferences on SEO for misspellings
Instant Answers are Everywhere
Google even offered instant answers as to the sexual orientation of celebrities: http://gawker.com/5844769/google-will-now-tell-you-which-celebrities-are-gay (but the feature appears to have been removed)
The Algorithm Has Changed
Check out Dr. Pete’s Algorithm History guide: http://www.seomoz.org/google-algorithm-change
We Had Vince
Aaron Wall did some excellent analysis on Vince here: http://www.seobook.com/google-branding
And May Day
Barry Schwartz summarized the impact as described by Matt here:
http://www.seroundtable.com/archives/022293.html
And the Pandas
Some good analysis from Cyrus Shephard here: http://www.seomoz.org/blog/beat-google-panda
Brands Can Now Dominate Entire Pages
Nothing but Apple.com from top to bottom
Some are Dominated by Google Itself
http://www.seobook.com/google-eats-their-organic-search-results
Social is on the Rise Like Never Before
Via http://searchengineland.com/top-internet-activities-search-email-once-again-88964
Why Social Signals Trump Links
Via http://www.michael-jackson-photos.com/
We Know Who Rules the News That Day
And Google Pivoted
Social Is The Immediacy Signal
Social Signals Rose Again Yesterday
http://mashable.com/2011/11/03/google-tweaks-search-ranking-algorithm/
We Want News, Not Ancient History
http://mashable.com/2011/11/03/google-tweaks-search-ranking-algorithm/
We Want Today’s Reviews
http://mashable.com/2011/11/03/google-tweaks-search-ranking-algorithm/
It Means You’ve Got Work
http://mashable.com/2011/11/03/google-tweaks-search-ranking-algorithm/
• Websites need fresher content• Comment Marketing increases• Facebook, Orkut & Twitter increase
in power… again
Social Fragmentation Appears Certain
This growth is a big reason why I’ve changed my tune on social media marketing and now strongly endorse it for almost every business: http://www.seomoz.org/blog/everyone-should-hire-social-media-experts
Users: 50mm 750mm 200mm 120mm 10mm
Users: 14mm Millions 14mm 6.5mm
What’s More…
Search No Longer Works in a Vacuum
Earning a click in the SERPs is merely one step in a greater process.
It Lives in the Broader Inbound Funnel
Eloqua’s content grid does a great job exploring where content sits in the marketing funnel:
http://media.eloqua.com/images/The-Content-Grid-v2.jpg
But is Nearly Useless By Itself
Via http://www.seomoz.org/blog/tracking-the-roi-of-social-media
SEO from 2001-2008
Make the Site Search-Engine Friendly
Via http://www.seomoz.org/blog/4-essential-seo-infographics
Target Keywords
Via http://www.seomoz.org/blog/perfecting-keyword-targeting-on-page-optimization
Good Enough
Yep; it really used to work.
That SEOis Dead.
You Might Rank
Before you even do that, make sure you’re choosing the right goals:
http://www.seomoz.org/blog/the-6-goals-of-seo-choosing-the-right-ones-for-your-business
You Probably Won’t Convert Well
Unless the rest of the funnel rocks, SEO is in a rough spot: http://www.seomoz.org/blog/winning-the-seo-battle-at-every-step-of-the-purchase-path
The New Look of Search
http://www.indiazooms.com/?p=137846
Top Ten Tips for Chennai SEOs!
#10: New Heirarchy of Social Credibility
#9: Info-graphics Are the New Linkbait
http://www.seomoz.org/blog/what-is-a-reverse-proxy-and-how-can-it-help-my-seo
#8: Video Rules!
http://www.seomoz.org/blog/what-is-a-reverse-proxy-and-how-can-it-help-my-seo
#7: Branding is Baaaaa-ack!
#6: Leverage All the Social Networks
Users: 50mm 750mm 200mm 120mm 10mm
Users: 14mm Millions 14mm 6.5mm
#5: Recommend Sites to Searchers
#4:Build Links With Your Social Followers
#3: Play Games!
http://www.dreamstime.com/royalty-free-stock-photo-beach-soccer-game-between-ukraine-and-russia-image21025805
#2: Thought Leadership = CTR Bump
#1: Ask Rand; He’s Not Busy ;-)
+1!: Follow the Money Backwards
SEO is Bigger than SEO
And We Have the Skills, Knowledge,
Experience and Adaptability to Win.
Long Live SEO!http://guide2chennai.blogspot.com/2009/04/marina-beach-is-beach-situated-along-12.html
Gillian MuessigFounding President of SEOmoz | @SEOmom | [email protected]
Thank you!