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SEARCH-MOJO.COM @searchmojo #mojowebinar
JANET DRISCOLL MILLER
SEARCH MOJO
SEARCH-MOJO.COM @searchmojo #mojowebinar SEARCH-MOJO.COM @searchmojo #mojowebinar
Janet Driscoll Miller
President and CEO,
Search Mojo
Follow on Twitter: @janetdmiller
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• Search engine marketing firm founded in 2005
– Search engine optimization (SEO)
– Pay-per-click advertising management (PPC)
– Social media advertising
– Online reputation management
• Headquartered in Charlottesville, VA
– Office in Charleston, SC
• Featured in the Washington Post, B2B Magazine,
MarketingSherpa, Visibility Magazine and many blogs
• Speakers at SMX Advanced, MarketingProfs, PubCon and more
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• Inbound links
– Press releases
– Spammy sites
• Greater emphasis on content
– Authorship
• Greater emphasis on social
– Google+
• SEO has become more holistic
– More barriers to success
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• Keywords
• Content
• Inbound Linking
• Social Media
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• Still have to have some focus on keywords
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• Tools aren’t as good for research
– Free Google keyword tool retired
– New Google Keyword Planner data isn’t
completely accurate
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• Google Webmaster Tools query data
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• Google now encrypts all organic searches
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• Panda Update
– Addresses duplicate
content
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• Authorship
– Emphasis on author’s authority on a subject
– How do you get everyone to embrace
authorship and write online?
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• Schema (structured markup)
– Allows for rich snippets in Google and Bing
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• When to add it?
– How big is your site?
– Cost/benefit analysis
• Not all CMS support innately
– May have to involve developer time
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• Three main changes in the last year
– Penguin updates
– Google’s position on press releases
– Value of anchor text in links
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• Penguin focused on
linkspam
• “Any links intended to
manipulate PageRank or a
site's ranking in Google
search results may be
considered part of a link
scheme and a violation of
Google’s Webmaster
Guidelines. This includes
any behavior that
manipulates links to your
site.”
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• Google’s guidelines re: link schemes
– “Links with optimized anchor text in articles or press releases
distributed on other sites.”
• Google: If you are publishing a press release or an article on your
site and distribute it through a wire or through an article site, you
must make sure to nofollow the links if those links are “optimized
anchor text.”
• Pubcon 2013, Matt Cutts:
– Press releases are considered “paid links”
– Google just doesn’t count them
– Press release anchor-text linking isn’t necessarily helping you today
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• Messages from Google are cryptic.
Make press release links
“nofollow” and avoid anchor
text optimization.
We don’t follow those links
anyways because they are
paid links.
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≠
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• The default setting for Google signed-in
users is “Search Plus Your World”
• These results are heavily personalized on
search history, location and the
connections and content associated in
Google Plus with +1 votes and G+ shares
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• Rankings reports are inaccurate
– Personalization
– Geolocation
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0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
2011 2012 2013
YouTube Percent of Traffic from Mobile
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• Hummingbird
– Designed to focus on conversational text
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• Knowledge Graph
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• Knowledge Graph relies on “sentences”,
i.e. the relationship of various objects
– Paris is the capital of France.
• Google creates relationships from what it
learns and returns it via Knowledge Graph
• Hummingbird = sentence queries
• Schema (structured data) also helps
search engines understand relationships
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• AuthorRank vs. Authority
– Authority = measure of importance on a subject
– AuthorRank = type of algorithm adjustment
Current: PageRank
PR 8
PR 3 PR 6
Coming: PageRank + AuthorRank
+
PR 8
AR 10
PR 3 PR 6
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Within search results, information tied to
verified online profiles will be ranked
higher than content without such
verification, which will result in most
users naturally clicking on the top
(verified) results. The true cost of
remaining anonymous, then, might be
irrelevance.
-- Eric Schmidt
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• Pubcon Keynote Oct. 2013
– While Google can’t necessarily crawl all of Facebook
(or other social networks) today, they clearly
recognize how social influence can be a key
indicator in understanding a person’s authority.
Google will continue to try to read these social
signals moving forward. So even if some social
engagement doesn’t have direct ranking impact
today, it may in the future. Just do what you can to
be an authority in your space across these social
networks.
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• Keys to effectively measuring SEO:
– Shift away from rankings
– Holistic attribution view
• Attribution modeling
– Conversion optimization
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Contact Search Mojo:
Sean McCusty
800-939-5938 ext. 116
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Google+: +Search Mojo
Twitter: @SearchMojo
Facebook:
facebook.com/searchmojo
Janet Driscoll Miller
Twitter: @janetdmiller
Google+: +Janet Driscoll Miller