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Rand Fishkin, CEO & Co-founder, SEOmoz | September 2011
Download at http://bit.ly/mozlima
The Evolution of SEO Opportunities
makes SOFTWARE!!We don’t offer any consulting.
Search + Social on the Web
Data via Google’s occasional public statements and some inference (for 2006 + 2009)
Search
Currently, there are more than 3 billion searches/day
on Google
Via http://searchengineland.com/top-internet-activities-search-email-once-again-88964
Social is rising fast, but search is solidly in the lead.
Social
Evolution of Google’s Results
Google SERPs 1997-2007
Google SERPs Today
Google SERPs Today
New & Exciting Opportunitiesin the Search Results
Local/Maps Results
Videos
Social Annotations in the SERPs
Local/Maps Results
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
A Completely Different Algorithm
Different metrics and best practices to get in the local “pack” results
vs. standard organic rankings
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.google.com/local/add/promo will get you to Google’s Places addition page
Business Registration Required
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlThe citations in local results are like links in the classic rankings – they help Places listings to rank higher.
Consistency of Citations is Critical
The listings (name + address text) across different
websites are interpreted by Google as local “citations”
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlLuckily, there are ways to work around this: http://www.seomoz.org/blog/how-to-research-local-citations-after-google-removed-them-from-places
To Discover Places for Listings, Try Searching in Different Ways
Find sites that list multiple businesses of your type
See where Google sources photos from on other Places pages
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlFor full details, check out http://www.davidmihm.com/local-search-ranking-factors.shtml - the industry’s best resource on the topic.
For Reviews, Quantity > Quality
Video XML Sitemaps &Video Results
The “Long Tail” of Video Sites
http://techcrunch.com/2010/02/08/long-tail-video-half-viewing-minutes/
Long tail of video sites get 50% of all
online video traffic/views!
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlWe’ve seen rankings on a video result in position #3+ produce more clicks than the #1 result in some cases.
Google’s Video Results Get High CTR
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlThe video doesn’t need to be self-hosted, either. It’s fine to simply have a video on the page (even a YouTube embed) and still get the video snippet.
Any Page with an Embedded Video Can Rank
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlNone of these come from YouTube, but from independent, non-video specific sites where a video has been embedded.
You Don’t Need to Use YouTube
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlGoogle provides good information on how to do this here: http://www.google.com/support/webmasters/bin/answer.py?answer=80472
Video XML Sitemaps are Key
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.wistia.com will let you point the embed of the video back to your own page, creates video XML sitemaps for you and provides awesome statistics.
Wistia is My Favorite Video Host
Social Annotations & Social Ranking Boosts in the SERPs
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
Yoast has a great piece for those using Wordpress here: http://yoast.com/wordpress-rel-author-rel-me/ and this one’s good too: http://anthonyvbrunetti.com/marketing/google-rel-author-infographic-how-to-implement/
Rel=Author
I’m guessing this gives a substantially higher click-through rate, too.
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlThese are results from Google’s “social” search tool (using the parameter in the lower left-hand corner in red). You must be logged into a Google+ enabled account to get this.
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlAs great as http://www.everywhereist.com is, it doesn’t rank page one for this query unless I’m logged in and following Geraldine on Twitter.
Social Annotations from Your Network in “Regular” Search Results
Check out http://www.slideshare.net/randfish/merging-of-search-social-wappow for more on how search engines and social media are mixing together.
Grow Your Social Network to Reach Searchers
Geraldine’s blog is awesome, but it would never rank on page #1 for this query without
the power of the social connection.
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlThese annotations undoubtedly increase CTR, particularly if the source is trusted.
The social connections appear to influence
rank ordering.
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlWhen Google starts using latent (rather than active) network connections, social becomes even more powerful.
Hang on a tic... How did they know I’m connected to Kalena on Facebook?! I
haven’t yet added Facebook to my Google account!
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlRead more here http://www.seomoz.org/blog/social-annotations-in-search-now-your-social-network-rankings and see your socially connected data via http://www.google.com/s2/search/social?hl=en#socialcontent
Notice that Google crawls through one network to discover connections 2-3 “hops” away on another.
Google Has Deep Social Network Spidering
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlThis, sadly, means that, at least for now, mentioning someone on Plus won’t get their attention the way it can on Twitter
Google+ is Becoming Google’s Primary Social Connector in Search Results
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlThese +1 counts only seem to show when a page has 500 or more +1s. More - http://searchengineland.com/confirmed-google-showing-1-counts-to-logged-out-users-82800
+1s in Non-Personalized SERPs, Too
Hello Social Proof!
There are a Lot of Social Networks at Scale
Users: 25mm 750mm 200mm 120mm 10mm
Users: 14mm Millions 14mm 6.5mm
Search is Bigger than Classic SEO(and the responsibilities of SEOs have been upgraded)
Q+A
Rand on the Web
• Twitter: @randfish
• Blog: www.seomoz.org/blog
• Email: [email protected]
You can now try SEOmoz PRO Free!http://www.seomoz.org/freetrial
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