Introduction to the new rules of search engine optimization
“ Being number one and ten blue links is dead ”
Which is the
number one result?
Introducing the Google zoo
Targets low quality links
Penguin
Don’t think link building
thing Audience building
Targets low quality Content
Panda
Answer quesIons provide value
Rewards good user experience
Improves local search
Pigeon
Looks for local search signals
A semanIc search Engine
Hummingbird
…supports “search by voice” for mobile users
Focuses on people, places and things
Click to watch
Click to listen
Click to Buy
Click to watch
Click to listen
Click to Buy
Where once there was chaos…
Intention not attention
Image, Video and News search
#messymoments
The “I want to go” effect
Mobile means “always local”
“Nobody reads ads. People read what interests them. Sometimes it’s an ad.” —Howard Gossage
Oreo Cookies show the power of #newsjacking
Top ten eleven takeaways…
Think intention not attention Understand your customers Answer questions for each stage of the buyers journey Think mobile experience Think user optimization not search optimization Have a clearly defined social strategy Have clearly defined goals and benchmarks Be authentic Provide everything your customer needs Don’t only think Google Be prepared to meet your customers wherever they are