'

Learn from the Herd

Понравилась презентация – покажи это...





Слайд 0

Learn from the Herd SearchLove Boston 2014 Matthew Brown – @MatthewJBrown


Слайд 1

Prologue: I’m proud to be a part of the SEO herd Forgive me for any trash talk!


Слайд 2

Credit: Dvidshub How we see ourselves


Слайд 3

Credit: Dvidshub Closer to the truth?


Слайд 4

Information Cascades An information (or informational) cascade occurs when people observe the actions of others and then make the same choice that the others have made, independently of their own private information signals. [wikipedia]


Слайд 5

Exhibit A: PageRank Sculpting!


Слайд 6

Information cascades = Jackpot for Google


Слайд 7

It’s just SEOs, Matt, and penalties


Слайд 8

Don’t believe the hype


Слайд 9

SEO “truth”: Brand will save us!


Слайд 10

Reality: You can still get hit, and for good


Слайд 11

UK Brands are the latest victims - http://bit.ly/1gRRJI5


Слайд 12

SEO “truth”: On-page is dead Are we seeing decreasing importance of on-page factors?


Слайд 13

Or maybe it’s just moved on from strings


Слайд 14

SEO “truth”: Authorship is dead


Слайд 15

Reality: I want my ‘SEO Guide’ ranking!


Слайд 16

What about my beautiful metrics?


Слайд 17

SEO “truth”: Using markup is suicide


Слайд 18

Reality: Google don’t need ya This is just a straight-up scrape of allmenus.com


Слайд 19

It’s even happening to your friends ? SEO “truth”: Google’s real estate grabs are always bad


Слайд 20

SEO “truth”: Any SERP visibility is good


Слайд 21

Reality: Don’t forget about searcher intent!


Слайд 22

SEO “truths” are why I yell (and drink)


Слайд 23

But I’ve got 26,000 customers to serve What have I done?


Слайд 24

What the heck are SEOs up to? Credit: Jouni Seppanen


Слайд 25

Industry Survey Data


Слайд 26

Industry trends: SEO not dead, big push to Content


Слайд 27

Content! Less focus on links


Слайд 28

Adoption of Content marketing tools Google is the top three for content marketing tools?


Слайд 29

We hear: Content performance is hard to measure “We use GWT, Excel, Screaming Frog and hack it all together in one big spreadsheet.”


Слайд 30

Not provided: Scattering the herd


Слайд 31

Moz usage data* *obviously, correlation != causation


Слайд 32

Rankings: Consistent, but no huge growth Consistent rankings usage since Not Provided. Why?


Слайд 33

“Rankings will be dead within one year” “I still report rankings, but as a composite metric. Not individual rankings.” “Rankings are part of my reporting, but near the back now” We hear: Rankings are less important


Слайд 34

We hear: SERP visibility is hard to measure #3 organic ranking. How much traffic is that worth?


Слайд 35

OSE usage has risen 50% in the last two years Just Discovered Links has big growth within OSE


Слайд 36

Fresh Web Explorer & Followerwonk growing FWE usage is up 40% and Followerwonk 17% in the last 12 months


Слайд 37

Hypothesis: The herd is just starting to break away from ‘Old Testament’ SEO


Слайд 38

Who’s leading us? (my SEO Academy Award)


Слайд 39

SEO of the Year* *award has no cash value


Слайд 40

BILL ‘m-effin’ SEBALD! (@BillSebald)


Слайд 41

For testing old assumptions - http://bit.ly/MemcTW


Слайд 42

And hacking future SERPs- http://bit.ly/1cgMoaE He’s IN!


Слайд 43

Keep hacking!


Слайд 44

Hack together your SEO experiments: http://bit.ly/1bdY7ZH Test these on your own sites!


Слайд 45

Hack your visibility - Google ved parameter: http://bit.ly/1jLKqVr http://bit.ly/1cs4Wll


Слайд 46

Hack your competition - Nerdy Data: http://nerdydata.com/


Слайд 47

Hack your competitor’s strategy - Rival IQ: https://www.rivaliq.com/


Слайд 48

My prediction for our future? PAIN.


Слайд 49

Start thinking about your “Future SERPs”


Слайд 50

Plan a ‘non-HTML’ SEO strategy KG cards for Google Glass - http://bit.ly/1lsjG9V


Слайд 51

Early adoption: Your only option New tech like JSON-LD for data markup - http://bit.ly/1k52cmx JSON-LD lets you send schema.org markup using JSON instead of HTML


Слайд 52

If you haven’t started, you’re late Common crawl stats for Nov 2013 - http://bit.ly/1k7Nprm 585 million URLs have structured data now, up almost 50% from last year. Schema.org is half of the total.


Слайд 53

Get Freebase dialed in: YESTERDAY


Слайд 54

Roll your own Knowledge Graph - http://bit.ly/1fGAjgM


Слайд 55

It’s all about Google+ Google is rolling in identity layers for everything


Слайд 56

The best part: We’re in the driver’s seat!


Слайд 57

Thanks for letting me rant!


×

HTML:





Ссылка: