Search – The PossibilitiesGraham Wilkinson – Client Performance Director

Content

Search: What and why? SEO: A constant evolution Search result formats: New and improved

SearchWhat and why?

Search starts with the web

30 TRILLIONIT’S MADE UP OF OVER

INDIVIDUAL PAGESAND IT’S CONSTANTLY GROWING

Google navigates the web by crawling

In other words, Google follow links from page to

page.Site owners choose whether their sites are crawled.

Everything is tracked in the index

Pages are sorted by their content and other factors.

It’s over 100 million gigabytes.

Spelling

Autocomplete Synonyms

QueryUnderstanding

SearchMethods

GoogleInstant

When a search takes place

Algorithms look for clues to better understand what your search query means.

Based on these clues, relevant documents are pulled from the

index.

The results are then ranked

Site & Page

Quality

Freshness

User Context

Translation

UniversalSearch

Over 200 factors are considered by the algorithms.

• How trustworthy, reputable or authoritative is a source?

• What is the most recent version of news and information?

• Where is the user and what is their search history?

• What are the users language settings?

• How can image, news, maps, video and personal content be blended best to provide the best results?

The resultsThis happens in 1/8th second.

What is search engine marketing?

Search Engine Marketing (SEM)

“The act of marketing a website via search engines, whether this be

improving rank in organic listings, purchasing paid listings or a

combination of these and other search related activities.”

Paid Search (PPC)

“The act of obtaining

position within the paid, or sponsored

listings via a paid media placement

on a search engine results page. (SERP)”

Organic/Natural Search (SEO)

“The act of enhancing or optimising a website to obtain top placement

within the organic listings on a SERP.”

The power of search marketing

Proactive Consumption

Consumers seek out and indicate an active interest

in specific content, products and/or services

Mass Customization

Marketers can display a different listing to each

consumer based on perceived intent of his/her

query

Instant Direction

Consumers are instantly directed to a specific

destination based on the query they entered

Performance Pricing

Marketers name their price in real-time and pay only

for actual traffic delivered to their website

SEOA constant evolution

Major changes to the Google algorithm

2004 2005 2006 2007 2008 2009 2010 2011 2012 2020?

LSI, anchor text relevance, link

‘neighborhoods’, invisible text, META-

tag stuffing

BRANDY & AUSTIN

News, video, images & local introduced

into the SERP

UNIVERSAL SEARCH

Social signals, review sentiment

and real-time search results

SOCIAL & INSTANT

Penalties for over-optimised pages,

keyword stuffing and poor page layout

PENGUIN

Personalised search, no-follows, XML

sitemaps, duplicate content,

low-quality link

BOURBON & JAGGER

Suggested search terms in a dropdown

GOOGLE SUGGEST

Increased branding emphasis and real-

time search including Twitter feeds, Google

News and fresh content

VINCE & CAFFEINE

Poor content practices,

Schema.org, search query encryption, content freshness

PANDA & +1

Search the web using Google

Technical SEO – Just being visibleLinking – Very spammy low quality linksContent - Relevant & Authoritative On Page Optimisation – Stuffing as many keywords as possibleSuccess - Keyword Position & Rankings

SEO

SEO in 1998

SEO in 2013

Social profiles100,000 followers on Google+

Recent posts

Do your social profiles stack up against your competition and are you making the most out of them?

Technical SEOwww.technicalseo.com.au/TechnicalSEOPage speed and site architecture

Linkingwww.linking.com.au/LinkingHigh quality links for the updated algorithm

Contentwww.content.com.au/ContentFresh, authoritative and diverse

Socialwww.social.com.au/Social Rating: 4 – 500,000 votesSocial signals and authorship

Successwww.success.com.au/SuccessTraffic and holistic search performance

How to think about SEO?

OLD SEO: How do I rank for this query?

How do I best answer the questions that my users have?

NEW SEO:

Search result formatsNew and improved

PAID

ORGANIC

Revamped ad formats

Yellow ad labels replace the previous shading that distinguished paid ads

Branded search

Local search results

Google hotel finder

Points of interest

Video and image in search

Product listing ads

Ratings and reviews in search

Thank You