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SEO EVOLUTION 2014
@iacquire
Laying the Foundation

HISTORY: LAST 36-MONTHS

@iacquire
36-Months of History
• 

Panda & Penguin

• 

Google Now

• 

Webmaster Notifications

• 

Google+ & +1

• 

EMD & QDF Updates

• 

Authorship & In-Depth Articles

• 

The Knowledge Graph

• 

Schema and Rich Snippets

• 

Hyper Localization

• 

Big Data & Tools

• 

Mobile Optimization

• 

(not provided)

• 

PageRank Death

@iacquire
Let’s Talk Business First

iacquire.com

@iacquire
The Evolving Role of

THE SEO PROFESSIONAL

@iacquire
4 Types of SEO Professionals
•  Business Case
•  Governance
•  Measurement
•  Project Management
•  Content Strategy Lite
•  Tactical Strategy

•  CMS & Hosting
•  Page Speed
•  Asset Optimization
(images, videos, code)

•  Markup Implementation
•  Code and Content
Implementation

SEO
Strategist

Content
SEO

Technical
SEO

SEO
Specialist

•  Content Strategy Full
•  Content & Meta Management
•  SEO Copywriting
•  Content Navigation
•  Asset Optimization
(images, videos, pdf)

•  Local SEO
•  Mobile SEO
•  Video SEO
•  Social SEO

via iAcquire Research

@iacquire
4 Types of Business Professionals
•  Market Share
•  Acquisition & Retention
•  Trajectory
•  Market Perception

Ideal
(C-Level & VP)

•  Department Management
•  Vendor Management
•  Resources Champion
•  Communication Champion

Strategic
(VP & Director)

Organizational

•  Acquisition & Retention
Strategy
•  Voice and Tone
•  Channels & Tactics
•  Budgeting
•  In vs. Outsourcing

Tactical

(Manager)

(Contributor)

•  Departmental Individual
Contributor
• Vendor Management

via iAcquire Research

@iacquire
Maturity in The Organization

Strategic
40%

Organizational
30%

Tactical

SEO Strategist

Ideal
30%

Content SEO

10%

30%

20%

40%

50%

50%

20%

60%

Technical SEO
SEO Specialist

20%

an iAcquire Guideline

@iacquire
SEO Market Opportunity
10-Point
Scale

10
9
8
7
6
5
4
3
2
1
0

Small Biz

SME

Large Biz

Agency

Consultant

SEO Strategist

2

3

8

9

9

Content SEO

5

7

7

10

9

Technical SEO

1

2

6

8

8

SEO Specialist

5

7

8

6

8
an iAcquire Guideline

@iacquire
Market Selection is Key to Success

iacquire.com

@iacquire
Organic Search Matures

ORGANIC SEARCH AS
A MARKETING CHANNEL
@iacquire
The Old Consumer Decision Journey
Elias Lewis (Advertising Agency
Hall of Famer) invented this
model (AIDA) in 1898.

via Wikipedia

@iacquire
The New Consumer Decision Journey

via Google ZMOT 2012

@iacquire
ZMOT Study Says Search Most Pervasive

via Google ZMOT 2012

@iacquire
Historically Prevalent Thinking:
“SEO Is Something You Do to Your
Website After You Build It, or
Redesign it.”
iacquire.com

@iacquire
SEO As a Tactic (Historically)
Market Research
Audience

Decision Journey

Competition

Content Strategy
Voice and Tone

Governance

Content Plan

Measurement Plan

Content Management
Creation

Integration

Engagement (Channels)
Earned Media
Image by iAcquire

Paid Media

Owned Media

@iacquire
Current & Future Thinking:
“Organic Search is a Channel That
Touches Every Marketing Medium.”

iacquire.com

@iacquire
Organic Search As a Channel (Future)
Market Research
Audience

Decision Journey

Competition

Content Strategy
Voice and Tone

Governance

Content Plan

Measurement Plan

Content Management
Creation

Integration

Engagement (Channels)
Earned Media
Image by iAcquire

Paid Media

Owned Media

@iacquire
CMO’s Are Getting Smarter About
Channel Integration, But SEO’s Have to
Push the Agenda!

iacquire.com

@iacquire
Are Links The Only Way?

RISE OF PEOPLE PAGERANK

@iacquire
Read a Quote Time

“

“

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.
– The New Digital Age by Eric Schmidt, Chairman of Google

@iacquire
Google AgentRank

“

“

Particular embodiments implement techniques for computing agent
ranks on the basis of a corpus of content signed by those agents, where
the corpus optionally contains explicit links among documents and
signed content. The agent ranks can optionally also be calculated
relative to search terms or categories of search terms. For example,
search terms (or structured collections of search terms, i.e., queries) can
be classified into topics, e.g., sports or medical specialties, and an agent
can have a different rank with respect to each topic.
http://appft.uspto.gov/netacgi/nph-Parser?Sect1=PTO1&Sect2=HITOFF&d=PG01&p=1&u=%2Fnetahtml%2FPTO
%2Fsrchnum.html&r=1&f=G&l=50&s1=%2220110289095%22.PGNR.&OS=DN/20110289095&RS=DN/20110289095

@iacquire
Google Has The Best Category System
•  Over	
  2,400	
  categories	
  (5	
  
levels	
  deep)	
  
	
  
•  Replaces	
  old	
  school	
  systems	
  
like	
  SIC/NAICS	
  
	
  
•  Built	
  for	
  the	
  web	
  
	
  
•  Future	
  of	
  authorship	
  may	
  
align	
  to	
  Google	
  categories	
  

h"ps://developers.google.com/adwords/api/docs/appendix/productsservices	
  

@iacquire
Google AgentRank

Agent Rank =???
@iacquire
How Is AgentRank Calculated?

Courtesy of Mike Arnesen

@iacquire
Matt Cutts Told Us to Expect To See
Agent Rank This Year, and Also
Reduction of Authors in SERP’s.

iacquire.com

@iacquire
Authorship In Flux

Via Moz Cast data

@iacquire
Cutts’ IS Following Through

iacquire.com

@iacquire
More about AuthoRship

JANUARY 2014
IACQUIRE AUTHORSHIP STUDY
@iacquire
An iAcquire Study (January 2014)
• 

Top 70,000 Digital Publications (blogs, magazines, news sites)

• 

Analysis includes 250-10,000 of last posts (ex: iAcquire Blog ranked 37,651 – we analyzed
250 pages, 8,949 for economist.com)

• 

Presence of G+ on page

• 

Presence of Twitter handle on page

• 

MOZ Domain Authority

@iacquire
An iAcquire Study (January 2014)

Image by iAcquire

@iacquire
Authenticated Digital Signatures Are
Superior To Links. Google is moving
from Strings to Things.

iacquire.com

@iacquire
More About Strings to THings

THE KNOWLEDGE GRAPH

@iacquire
Current Knowledge Graph
• 
• 
• 
• 
• 
• 
• 
• 
• 
• 
• 
• 

Movies & Shows
People
Places
Answers
Images
Weather
Nutritional Info
Medical Info
Comparisons
Flights
Autos
Census Data
@iacquire
Future Knowledge Graph?
•  Recipes
•  Mortgage Rates
•  Colleges (EDU)
•  Computer &
Cell Reviews/Specs
* They have experimented with
some of these already.

@iacquire
Affiliates That Rely on Public Data
(Like EDU, Auto, Travel, Etc.) Are in
Trouble Long Term.

iacquire.com

@iacquire
Reviews Are Getting Attention

REVIEWS MIGHT FINALLY MATTER

@iacquire
Reviews Haven’t Mattered Much

10%

via MOZ 2013 Local Ranking Factors

@iacquire
Google Places (Reviews) – Newly Launched
Yelp
Superpages / DEX
Urban Spoon
Yellow Pages

@iacquire
Reviews Will Matter More In 2014
30%

MOZ Local Ranking Factors 2014???

@iacquire
Mobile Changed The World

MOBILE & THE FUTURE

@iacquire
Mobile Makes The Google Dream Real
Modality
	
  
•  Touch	
  
	
  
•  Voice	
  
	
  
•  Sight	
  
	
  

“a	
  par&cular	
  mode	
  in	
  which	
  
something	
  exists	
  or	
  is	
  experienced	
  
or	
  expressed.”	
  

Context
	
  
•  Time	
  of	
  Day	
  
	
  
•  LocaRon	
  
	
  
•  History	
  

Intent
	
  
•  Keyword	
  Intent	
  
	
  
•  EnRty	
  Type	
  
	
  
•  Network	
  

“the	
  circumstances	
  that	
  form	
  the	
  
se9ng	
  for	
  an	
  event,	
  statement,	
  or	
  
idea,	
  and	
  in	
  terms	
  of	
  which	
  it	
  can	
  
be	
  fully	
  understood	
  and	
  
assessed.”	
  

“the	
  thing	
  that	
  you	
  plan	
  to	
  do	
  or	
  
achieve	
  :	
  an	
  aim	
  or	
  purpose.”	
  

	
  

	
  

Building The Star Trek Computer

A	
  favorite	
  line	
  by	
  Amit	
  Singhal,	
  SVP/Google	
  

@iacquire
OTHER PREDICTIONS

@iacquire
Rapid Fire Stuff
• 

“Content marketing” titles will be the fastest growing title in digital.

• 

“Inbound marketing” will lose some steam. Earned media and content marketing will gain
nomenclature market share.

• 

“Audience segmentation” and “content strategy” will be the CMO’s two hottest buzzwords
of 2014.

• 

Google will make Zagat more like Yelp! for deeper restaurant SERP integration.

• 

Broad knowledge will kill cheap/ineffective/dangerous SEO tactics.

@iacquire
THE END
Joe Griffin
co-CEO
iAcquire
www.iacquire.com
@iacquire
@joegriffin

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The Evolution of SEO - 2014 and Beyond

  • 2. Laying the Foundation HISTORY: LAST 36-MONTHS @iacquire
  • 3. 36-Months of History •  Panda & Penguin •  Google Now •  Webmaster Notifications •  Google+ & +1 •  EMD & QDF Updates •  Authorship & In-Depth Articles •  The Knowledge Graph •  Schema and Rich Snippets •  Hyper Localization •  Big Data & Tools •  Mobile Optimization •  (not provided) •  PageRank Death @iacquire
  • 4. Let’s Talk Business First iacquire.com @iacquire
  • 5. The Evolving Role of THE SEO PROFESSIONAL @iacquire
  • 6. 4 Types of SEO Professionals •  Business Case •  Governance •  Measurement •  Project Management •  Content Strategy Lite •  Tactical Strategy •  CMS & Hosting •  Page Speed •  Asset Optimization (images, videos, code) •  Markup Implementation •  Code and Content Implementation SEO Strategist Content SEO Technical SEO SEO Specialist •  Content Strategy Full •  Content & Meta Management •  SEO Copywriting •  Content Navigation •  Asset Optimization (images, videos, pdf) •  Local SEO •  Mobile SEO •  Video SEO •  Social SEO via iAcquire Research @iacquire
  • 7. 4 Types of Business Professionals •  Market Share •  Acquisition & Retention •  Trajectory •  Market Perception Ideal (C-Level & VP) •  Department Management •  Vendor Management •  Resources Champion •  Communication Champion Strategic (VP & Director) Organizational •  Acquisition & Retention Strategy •  Voice and Tone •  Channels & Tactics •  Budgeting •  In vs. Outsourcing Tactical (Manager) (Contributor) •  Departmental Individual Contributor • Vendor Management via iAcquire Research @iacquire
  • 8. Maturity in The Organization Strategic 40% Organizational 30% Tactical SEO Strategist Ideal 30% Content SEO 10% 30% 20% 40% 50% 50% 20% 60% Technical SEO SEO Specialist 20% an iAcquire Guideline @iacquire
  • 9. SEO Market Opportunity 10-Point Scale 10 9 8 7 6 5 4 3 2 1 0 Small Biz SME Large Biz Agency Consultant SEO Strategist 2 3 8 9 9 Content SEO 5 7 7 10 9 Technical SEO 1 2 6 8 8 SEO Specialist 5 7 8 6 8 an iAcquire Guideline @iacquire
  • 10. Market Selection is Key to Success iacquire.com @iacquire
  • 11. Organic Search Matures ORGANIC SEARCH AS A MARKETING CHANNEL @iacquire
  • 12. The Old Consumer Decision Journey Elias Lewis (Advertising Agency Hall of Famer) invented this model (AIDA) in 1898. via Wikipedia @iacquire
  • 13. The New Consumer Decision Journey via Google ZMOT 2012 @iacquire
  • 14. ZMOT Study Says Search Most Pervasive via Google ZMOT 2012 @iacquire
  • 15. Historically Prevalent Thinking: “SEO Is Something You Do to Your Website After You Build It, or Redesign it.” iacquire.com @iacquire
  • 16. SEO As a Tactic (Historically) Market Research Audience Decision Journey Competition Content Strategy Voice and Tone Governance Content Plan Measurement Plan Content Management Creation Integration Engagement (Channels) Earned Media Image by iAcquire Paid Media Owned Media @iacquire
  • 17. Current & Future Thinking: “Organic Search is a Channel That Touches Every Marketing Medium.” iacquire.com @iacquire
  • 18. Organic Search As a Channel (Future) Market Research Audience Decision Journey Competition Content Strategy Voice and Tone Governance Content Plan Measurement Plan Content Management Creation Integration Engagement (Channels) Earned Media Image by iAcquire Paid Media Owned Media @iacquire
  • 19. CMO’s Are Getting Smarter About Channel Integration, But SEO’s Have to Push the Agenda! iacquire.com @iacquire
  • 20. Are Links The Only Way? RISE OF PEOPLE PAGERANK @iacquire
  • 21. Read a Quote Time “ “ 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. – The New Digital Age by Eric Schmidt, Chairman of Google @iacquire
  • 22. Google AgentRank “ “ Particular embodiments implement techniques for computing agent ranks on the basis of a corpus of content signed by those agents, where the corpus optionally contains explicit links among documents and signed content. The agent ranks can optionally also be calculated relative to search terms or categories of search terms. For example, search terms (or structured collections of search terms, i.e., queries) can be classified into topics, e.g., sports or medical specialties, and an agent can have a different rank with respect to each topic. http://appft.uspto.gov/netacgi/nph-Parser?Sect1=PTO1&Sect2=HITOFF&d=PG01&p=1&u=%2Fnetahtml%2FPTO %2Fsrchnum.html&r=1&f=G&l=50&s1=%2220110289095%22.PGNR.&OS=DN/20110289095&RS=DN/20110289095 @iacquire
  • 23. Google Has The Best Category System •  Over  2,400  categories  (5   levels  deep)     •  Replaces  old  school  systems   like  SIC/NAICS     •  Built  for  the  web     •  Future  of  authorship  may   align  to  Google  categories   h"ps://developers.google.com/adwords/api/docs/appendix/productsservices   @iacquire
  • 24. Google AgentRank Agent Rank =??? @iacquire
  • 25. How Is AgentRank Calculated? Courtesy of Mike Arnesen @iacquire
  • 26. Matt Cutts Told Us to Expect To See Agent Rank This Year, and Also Reduction of Authors in SERP’s. iacquire.com @iacquire
  • 27. Authorship In Flux Via Moz Cast data @iacquire
  • 28. Cutts’ IS Following Through iacquire.com @iacquire
  • 29. More about AuthoRship JANUARY 2014 IACQUIRE AUTHORSHIP STUDY @iacquire
  • 30. An iAcquire Study (January 2014) •  Top 70,000 Digital Publications (blogs, magazines, news sites) •  Analysis includes 250-10,000 of last posts (ex: iAcquire Blog ranked 37,651 – we analyzed 250 pages, 8,949 for economist.com) •  Presence of G+ on page •  Presence of Twitter handle on page •  MOZ Domain Authority @iacquire
  • 31. An iAcquire Study (January 2014) Image by iAcquire @iacquire
  • 32. Authenticated Digital Signatures Are Superior To Links. Google is moving from Strings to Things. iacquire.com @iacquire
  • 33. More About Strings to THings THE KNOWLEDGE GRAPH @iacquire
  • 34. Current Knowledge Graph •  •  •  •  •  •  •  •  •  •  •  •  Movies & Shows People Places Answers Images Weather Nutritional Info Medical Info Comparisons Flights Autos Census Data @iacquire
  • 35. Future Knowledge Graph? •  Recipes •  Mortgage Rates •  Colleges (EDU) •  Computer & Cell Reviews/Specs * They have experimented with some of these already. @iacquire
  • 36. Affiliates That Rely on Public Data (Like EDU, Auto, Travel, Etc.) Are in Trouble Long Term. iacquire.com @iacquire
  • 37. Reviews Are Getting Attention REVIEWS MIGHT FINALLY MATTER @iacquire
  • 38. Reviews Haven’t Mattered Much 10% via MOZ 2013 Local Ranking Factors @iacquire
  • 39. Google Places (Reviews) – Newly Launched Yelp Superpages / DEX Urban Spoon Yellow Pages @iacquire
  • 40. Reviews Will Matter More In 2014 30% MOZ Local Ranking Factors 2014??? @iacquire
  • 41. Mobile Changed The World MOBILE & THE FUTURE @iacquire
  • 42. Mobile Makes The Google Dream Real Modality   •  Touch     •  Voice     •  Sight     “a  par&cular  mode  in  which   something  exists  or  is  experienced   or  expressed.”   Context   •  Time  of  Day     •  LocaRon     •  History   Intent   •  Keyword  Intent     •  EnRty  Type     •  Network   “the  circumstances  that  form  the   se9ng  for  an  event,  statement,  or   idea,  and  in  terms  of  which  it  can   be  fully  understood  and   assessed.”   “the  thing  that  you  plan  to  do  or   achieve  :  an  aim  or  purpose.”       Building The Star Trek Computer A  favorite  line  by  Amit  Singhal,  SVP/Google   @iacquire
  • 44. Rapid Fire Stuff •  “Content marketing” titles will be the fastest growing title in digital. •  “Inbound marketing” will lose some steam. Earned media and content marketing will gain nomenclature market share. •  “Audience segmentation” and “content strategy” will be the CMO’s two hottest buzzwords of 2014. •  Google will make Zagat more like Yelp! for deeper restaurant SERP integration. •  Broad knowledge will kill cheap/ineffective/dangerous SEO tactics. @iacquire