The world of SEO as we know it is drastically changing. The rise of content marketing, the new consumer decision journey, and Google's ever-evolving landscape are changing the way we think about search, social, content, and consumers. Check out this look forward into the future of SEO and content marketing.
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
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
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
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
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
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