My informal and slightly humorous view on the evolution of search in light of Google's algorithm changes and the increasing importance of social search.

1. Search Trends
for the
SEO Challenged
(like me)
The RedShift Project
Mary Wynne-Wynter
Change Facilitator - Paradox Huntress
redshiftproject.com

2. Search Evolution
(pleasing Google)
1.One-way links
2.Organic
3.Social

3. #1 One-way Links
Philosophy
Google is giving your
customers away if
they’re on the front page
and not you!

4. One-way Links
Purpose
Votes from
Sites that
Google Values!
Anchor Text
inbound links
Linked Page

5. One-way links
Goal
Page
You Get the Rank
Most Votes
You Win!

6. One-way links
Method #1
Begging
Ass-kissing
Self-promotion
Cross-promotion

7. One-way Links
Method #2
Platform:
Proprietary,
Private Pages lin ks
aim
A Link is a
Vote for
Your Site

8. One-way Links
Shift
Google Then
Importance of each
page that casts a vote
(90%)
Google Now
Importance of each
page that casts a vote
(zip% - or worse)

9. #2 Organic
Philosophy
Getting found and
staying found on
Google without paying
for the placement.

10. Organic
Purpose
Deep relevant
pages
Frequent related
posts
Some fun
Scale +
Relevance

11. Organic
Goal
Views
You Meet the
Most
Requirements
You Win!

12. Organic
Method #1
Keyword Stuffed
Duplicated
Ripped-off
Black Hat
Garbage

13. Organic
Method #2
Ink-stained Wretch
Is good, informative
writing enough? Or must I
also freakin optimize?
No shortcuts
Real writing

14. Organic
you’re low
quality pages s
Shift
uck! you’re using
Panda bullshit links!
•Google Then
• Valued quality
requirements
Google Now
Values quality Penguin
experience No more
Webspam

15. #3 Social
Philosophy
All search is social.

16. Social
Purpose
Search plus Your
World (SPYW)
Search
understands
content,
people,
relationships

17. Social
Goal
Attention
You Provide
the Best
Experience
You Win!

18. Social
Method #1
Too damn easy,
hard to resist.

19. Social
Method #2
Integrated:
Quality Experience
Valued Inbound
Links
Consistent Brand
Message

20. Social
Google then:
Shift
Valued components -
optimized content, backlinks,
crawlability
Google now:
Values integral -
stories, brand promise,
authenticity, engagement, cross
platforms & channels

21. Paradox
“Marketers “You ARE a
ruin marketer. Deal
everything” with it.”
@garyvee Kathy Sierra
Think like a Think about what
publisher, not a a user is going to
marketer.” type.
– David Meerman Scott - Matt Cutts, Google
“All Marketers Are Liars”
Seth Godin

22. How to resolve the
paradox? - coming
soon!

23. www.redshiftproject.com
Twitter: @mwyn
facebook:
/marywynter
/RedShiftConsulting
/flowerwhisperer
Inspiration H/T:
@thesearchagency