Презентации докладчиков с PROOFSEO’2011: Mark Mueller, «Search Gets Social»

1. Search Gets Social
iCrossing
Why search, who we are, our award winning process, deliverables and tools…
be
FOUND
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2. Search Marketing is an exciting
field…it’s always evolving.
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3. Google is a worldwide leader in
Search innovation and generally
uses the U.S. market as a test bed
for anything new.
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4. Popular innovations will proliferate
to other markets, like Russia, and
will likely influence other search
engines, like Yandex.
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5. Search marketing is entering
a new era.
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6. Agenda
• Evolution of SEO
• SEO Today
• Search Gets Social
• Questions & Answers
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7. Evolution of SEO
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8. Evolution of SEO
SEO 1.0 SEO 2.0 SEO 3.0
Golden Age of SEO Silver Age of SEO SEO Today
1998-2006 2007-2010 2010-????
• On-page content • On-page content • On-page content
• HTML mark-up • Reputable In-links • Fresh content
• Keyword density • Blended search • Social relevancy
results
• Mature domains • Real-time search
• HTML mark-up results
• Google “Sandbox”
• Mature domains • HTML mark-up
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9. “Old School” Best Practices
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10. Google.com way back in 2007
SEO in 2007 focused on link building to achieve top placement in organic
results. Proper Snipet elements were also critical to success.
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11. Google.com today
In 2011, Google SERP’s have evolved quite a bit: more color, blended results, more filtering
options, Site Links, Site Preview, Instant, Suggestions, personalization, and more.
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12. SEO Today
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13. Google continues to dominate, the U.S. and the world
Google Sites lead the U.S. search market in February 2010 with 65.6% market share,
followed by Yahoo! Sites at 16.1% and Microsoft sites, which includes Bing.com, at 13.6%.
Source: comScore
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14. Search engine result pages have matured…
The composition of a search result page will vary by query. All major search engines provide
users with “Universal Search” results which typically include: Web pages, images, news results,
videos, local listings, and social media mentions (likes, tweets, etc.).
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15. “Visibility” is all about page 1, above the fold
According to iCrossing data, roughly 95% of all non-branded natural search traffic comes from
page 1 of the SERPs. While visibility on page 2 or 3 may seem “visible” to many, the likelihood
that these results will drive traffic to your website is minimal. Source: iCrossing
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16. Question:
How many changes did Google
make to it’s organic algorithm in
2010?
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17. Answer:
More than 400!
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18. The “Year of Mobile” is (finally) here
US Google Mobile Query Growth
Device Launches
July 2007 – June 2010
• 30X growth over the course of only three years
• Other “mobile” devices, such as tablets, are also gaining market share
Source: Google Internal Data, based on a basket of 10,000 keywords
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19. Mobile to overtake desktop search
Mobile search queries will surpass desktop queries overall by 2014,
and among some populations – this is already the case
Source: Forrester

20. Local Search is exploding
1 BILLION LOCAL
/ month in 2009
SEARCHES
1.5 BILLION LOCAL SEARCHES / month in 2010
2.3 BILLION LOCAL SEARCHES / month in 2011
3.45 BILLION LOCAL SEARCHES / month in 2012
• Local search related queries growing roughly 50% annually
• The #1 access method for local information is the mobile browser
Source: Forrester

21. Search Gets Social
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22. As exciting as Mobile and Local
Search are…
Social Search is more exciting!
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23. Social media influencing SEO?
Why!?
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24. Why? Facebook, for one
• More than 500 million active users
• Average user has 130 friends
• People spend over 700 billion minutes per month on Facebook
• There are more than 250 million active users currently accessing Facebook
through their mobile devices.
• There are over 900 million objects that people interact with (pages, groups,
events and community pages)
• Average user is connected to 80 community pages, groups and events
• Average user creates 90 pieces of content each month
• More than 30 billion pieces of content (web links, news stories, blog posts,
notes, photo albums, etc.) shared each month.
Source: Facebook
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25. Why? Twitter, for another
• 105,779,710 registered users.
• New users are signing up at the rate of 300,000 per day.
• 180 million unique visitors come to the site every month.
• 75% of Twitter traffic comes from outside Twitter.com (via 3rd party
applications.)
• Twitter gets a total of 3 billion requests a day via its API.
• Twitter users are, in total, tweeting an average of 55 million tweets a day.
• Twitter's search engine receives around 600 million search queries per day.
• Of Twitter's active users, 37 percent use their phone to tweet.
Source: Twitter
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26. Social media has massive reach
AND massive influence.
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27. Google is smart…they recognize
the influence of social media
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28. Social media integrated into natural search results
Social signals (such as retweets, Likes) are playing into the ranking mix, and having an impact
on the composition of the search result page itself.
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29. How does this change our approach to SEO?
• SEO basics remain important
• SEO strategy now includes inter-relationships with
social media properties like Facebook, Twitter
• Optimize social media assets
• Adapt analytics to track cross-channel data
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30. Questions & Answers
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31. Thank You
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