seo trends in 2013
DESCRIPTION
Presentation from Free webinar on SEO Trends in 2013 from Instant E-Training.TRANSCRIPT
www.instantetraining.com
Eric Enge
Bob Tripathi
SEO Trends in
2013
@IETraining
Facebook.com/instantetraining
www.instantetraining.com
About Instant E-Training
"Give a man a fish to eat and you feed him for a day. Teach a man how to fish and
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Founded in late 2010, Instant E-Training is creating an online learning environment
imparting interactive marketing training using highly engaging e-learning tutorials by
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Dave Kerpen Eric Enge Hollis Thomases Bob Tripathi Clara Shih Dan Zarrella Christine Churchill
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Eric Enge
SEO Trends
www.instantetraining.com
Meet Eric Enge
• Founder of Stone Temple Consulting – a 25+ person
interactive marketing company.
• Co-Author of “The Art of SEO”
• Frequent speaker at conferences such as PubCon,
SMX Advanced, SES, and others.
• Prolific writer for industry publications like Search
Engine Land, Search Engine Watch, and others.
• Trainer for Instant E-Training
www.instantetraining.com
Increasing Mobile Traffic
Many sites reporting 20% to 30% of visits
are from mobile devices
Yelp, July 2012: “roughly 40% of all Yelp
searches come from our mobile apps.”
Groupon, April 2012, reported that 30% of their
transactions come from mobile devices. Up from 25%
in December 2011.
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Ah, But What is a Mobile Device?
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Smartphone Numbers
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Responsive Web Design
Diversity in device sizes in process of scaling
without limit iPhone, iPhone 5, iPad, iPad min,…
Scale your site to any size device:
HTML5 CSS3
Also manage page size for faster load times
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Desktop or Mobile Site
Not everyone can take on
Responsive Web Design
Alternative:
One site for Smartphone type devices
One site for tablets and PCs
Make sure you serve the mobile site on
the same URLs as the desktop site
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Other Smartphone Design Factors
Single column layout
Simplified navigation
Focus on the basics
Collapsible navigation for more complex structures
Make it “tappable” not “clickable
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Consider a Mobile App
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Voice Search?
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Phoenix Telephony Suite
"The Phoenix Telephony Suite's interface design
enables users to immediately begin working with
the software upon unpacking their new PC,"
stated Eric Enge, general manager, OEM
Consumer Software Group at Phoenix. "Now that
we have added support for Windows 95, Phoenix
has once again established a benchmark for
telephony products."
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Shipped in 1996
Phoenix Telephony Suite v2.0 is designed
to support voice recognition using
Phoenix Secretary, also announced
today. Both will be available April, 1996
for OEM bundling worldwide.
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All We Need is a Bit More Processing Power …
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Are We There Yet?
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Even Low Error Rates are Frustrating
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There are limitations …
“One thing you need to think about when
you get into voice dictation is speaking in
word clumps. You have to think about what
you want to have Dragon type for you then
you have to say those sentences in chunks (I
hope that makes sense) most people who
complain about voice dictation don't take
the time to realize this.”
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Social Media and SEO
@stonetemple / + Eric Enge
www.instantetraining.com
Correlations With Rankings
Facebook Shares 0.35
Facebook Total 0.34
# Backlinks 0.34
Facebook Comments 0.31
Facebook Likes 0.28
Tweets 0.24
% Backlinks With Keyword 0.16
% Backlinks with NoFollow 0.16
Keyword in Domain Name 0.11
Source: Searchmetrics
@stonetemple / + Eric Enge
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Be Careful With Correlations!
@stonetemple / + Eric Enge
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What Do the Search Engines See?
@stonetemple / + Eric Enge
Signal Bing Google
Facebook Like Yes Crawl Based?
Facebook Share, Personal
Page
Yes No?
Facebook Share, Brand Page Yes Crawl Based
Facebook Comments Yes Yes (Crawl Based)
Twitter Share Yes Crawl Based
Twitter Retweet Yes Crawl Based
Twitter Mentions Yes Crawl Based
+1 Crawl Based Yes
Google+ Share Crawl Based Yes
Google+ Mention Crawl Based Yes
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+1s as a Ranking Factor?
@stonetemple / + Eric Enge
“In the short term, we’re
still going to have to
study and see how good
the signal is, so right
now, there’s not really a
direct effect where if
you have a lot of +1s,
you’ll rank higher.”
(October 2012)
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Bing Results 2010 (New York Post)
@stonetemple / + Eric Enge
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Bing Results 2011
@stonetemple / + Eric Enge
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Bing Results 2012
@stonetemple / + Eric Enge
With a Social Sidebar
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Bing’s Paul Yiu
@stonetemple / + Eric Enge
In some cases people really
engaged in those types of results,
so we still show those, and in
others they did not, so we
stopped showing it in those cases.
For example, people tend to like
gossipy things, such as who got
pregnant or was in a scandal ... ”
(January 2012)
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But Since Then … Bing’s Social Sidebar
@stonetemple / + Eric Enge
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On using Likes as votes the way links are used:
@stonetemple / + Eric Enge
“…what does a like mean? Some
people like the page, some folks
might like the content, some folks
might just think it’s funny and
likeable. As you said, the likes are a
good signal, but they’re not a
granular signal of what particular
thing you’re actually expressing a
like about.” (July 2012)
Bing’s Stefan Weitz
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Weighting Votes - Relevance
@stonetemple / + Eric Enge
What you
want to say
What They’re
Interested in
Relevance
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Weighting Votes – Authority
@stonetemple / + Eric Enge
How well do you
know the topic?
Recognized
Thought leader?
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Weighting Votes - Trust
@stonetemple / + Eric Enge
Can your opinion be trusted?
What are your Perceived
motives?
Do people engage With
your brand?
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Weighing Votes – Effort & Commitment
@stonetemple / + Eric Enge
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Balance of Signals?
@stonetemple / + Eric Enge
Think Like a Search Engineer
Consider site with “to die for” link profile
… but no one is talking about it
Do you trust that site?
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Which Site Looks Better to You?
@stonetemple / + Eric Enge
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Which Site Looks Better to You?
@stonetemple / + Eric Enge
(Hint)
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Influence of Social Media Likes / Shares / +1s
@stonetemple / + Eric Enge
• Your friend +1s it
• Your friend shares it on Google
Plus
• Your friend shares it on another
connected network
• Your friend Likes it
• Your friend shares it on Facebook
or Twitter
• Other networks with related
content
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Rel=Author
@stonetemple / + Eric Enge
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Now There’s a Ranking Factor?
@stonetemple / + Eric Enge
“… over time, as we start
to learn more about who
the high quality authors
are, you could imagine
that starting to affect
rankings.” (October 2012)
@bobtripathi www.instantetraining.com 42
SEO for Social Media
Professionals
Bob Tripathi @ bobtripathi
Facebook.com/Instantetraining #IETraining
@bobtripathi www.instantetraining.com 43
Who Am I ?
• Over 10 Years of “in-the-trenches” online marketing
experience
• Top rated speaker at industry conferences on SEO,
Social Media, Paid Search topics
• Worked with large US brands like Discover Card, Sears
Holdings championing online initiatives
• Passion for training led to founding of Instant E-
Training
@bobtripathi www.instantetraining.com 44
1. SEO more data driven
Focus more on conversions and less on rankings
http://www.sujanpatel.com/seo/search-killed-rankings-the-seo-reports-
that-matter-now/
@bobtripathi www.instantetraining.com 45
2. Video SEO to play to play a bigger part
as this will ensure new quality content
@bobtripathi www.instantetraining.com 46
3. More Social Search integration from
both Google and Bing
“Search engines are really evolving towards giving you a set of answers… like, I have a
specific question, answer this question for me. And when you think about it from that
perspective, Facebook is pretty uniquely positioned to answer a lot of the questions that
people have. That’s one obvious thing that would be interesting for us to do in the future.” –
Mark Zuckerberg
@bobtripathi www.instantetraining.com 47
4. Higher spend allocated to content
creation in 2013 as reliance on original
content goes high
http://contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/
@bobtripathi www.instantetraining.com 48
5. Increased integration in PPC + SEO –
Companies viewing them as one channel
@bobtripathi www.instantetraining.com 49
6. More human raters influencing Google
search quality
http://www.youtube.com/watch?v=nmo3z8pHX1E
http://searchenginewatch.com/article/2172154/How-Google-Uses-Human-
Raters-in-Organic-Search
@bobtripathi www.instantetraining.com 50
7. SEO is not in a vacuum so think
holistically – think overall web marketing
YOU
SEO
Social Media
Link Building Usability
Content Marketing
@bobtripathi www.instantetraining.com 51
8. Google+ will evolve and bring in more
features since Social Data is critical
http://googleblog.blogspot.com/2012/12/google-communities-and-photos.html
@bobtripathi www.instantetraining.com 52
9. Online PR, SEO, and Social Media will
see a greater integration
http://searchenginewatch.com/article/2200470/PRWEb-and-PitchEngine-SEO-SmartSMO-
Sexy-Newsmakers
@bobtripathi www.instantetraining.com 53
10. Hiring will see an uptick but employers
will look at broader skills beyond just SEO
@bobtripathi www.instantetraining.com 54
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SEO keyword Research
SEO Link Building
SEO + Social Integration
Content Marketing for SEO
Linkbaiting
Video SEO
In-House SEO
Web Analytics
PR and SEO
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and many other topics
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