Are the changes Google is making to marketing a disaster or opportunity for marketers? How do smart webmasters deal with keywords, links and SEO in the face of massive change? In this presentation for Marketing Festival 2013, Cyrus Shepard explains how opportunity abounds and give strategic advice on rising to the top.
26. Not a real
result, but
demonstrates
how Google’s
new features
often favor
Google
properties
http://moz.com/blog/mega-serp
27. “Google’s mission is to organize the
world’s information and make it
universally accessible and useful.”
http://www.google.com/about/company/
28. “Google’s mission is to organize the
world’s information and make it
universally accessible and useful.”
Does not include the words “search engine”
http://www.google.com/about/company/
32. Decreasing
“Domain Diversity measures the percentage of
unique sub-domains across the URLs in the data
set. The less diversity there is, the more domain
"crowding" we observed.”
http://mozcast.com/metrics
44. Keywords by themselves don’t rank
Keywords
“pay day loans”
irrelevant and
out of
context
This page
is about exercise
Spam
http://googlewebmastercentral.blogspot.com/2012/04/another-step-to-reward-high-quality.html
45. 50-80% of Your Traffic Comes From
Keywords You Didn’t Try For
http://moz.com/blog/how-to-rank
65. High Correlation Between Social Sharing
and Rankings
(Correlation is not causation)
Social Metrics
Keyword Usage
http://moz.com/search-ranking-factors
80. First Touch - Middle - Last Touch
Web
Analytics
2013
81. Do Visitors Like My Site?
Instead of Just Visiting
Measure:
• Bounce Rate
• Time on Site
• Pages per Visit
• Share Rate
• Mention Rate
http://moz.com/blog/seo-satisfaction