This document summarizes a presentation on search engine optimization and online marketing trends in 2011. It discusses the growth of mobile internet usage and importance of mobile marketing. Content marketing and social media are emphasized as important inbound marketing strategies. Recent changes to Google's algorithm are explained, including the Panda and Farmer updates that penalize low-quality content and links. Topic modeling is presented as a new technique to analyze content relevance. The importance of online reputation management is also covered.

1. On Beyond SERPsSearch Trends: 2011 Gillian Muessig, President & Co-founder, SEOmoz March 2011

2. 22 million in Poland are online NOW 23% bought something online Q1 2009 40% Polish Internet retailers suffered NO downturn in 2009 http://www.internetworldstats.com/eu/pl.htm

3. Global Share of Searches

4. Click-Through Rates http://www.seomad.com/SEOBlog/google-organic-click-through-rate-ctr.html

5. Today’s Menu SEO Becomes Inbound Marketing Ranking Factor Changes Mobile Marketing Content All About Links Reputation Management

6. It Used to be So Simple

7. In the Old Days

8. Customer Service It was a counter or a desk And if a customer wasn’t happy, maybe 100 people heard about it

9. Then the Internet Showed Up

10. And Things Got More Complicated We have a whole new universe, unfettered by the laws of time and space. We have the opportunity to populate that universe. I take that opportunityas an obligation. Rand Fishkin, 1997

11. Traditional SEO vs PPC

12. Organic vs. Paid Search Paid Organic

13. Organic vs. Paid Spend 8% of Clicks 92% of Clicks

14. Inbound MarketingWorking in the Marketing Cloud

15. News/Media/PR SEO Email Research/White Papers Blogs + Blogging Infographics Comment Marketing Social Networks Online Video INBOUND MARKETING!(AKA “free” traffic sources) Forums Webinars Word of Mouth Social Bookmarking Podcasting Direct/Referring Links Type-In Traffic Q+A Sites http://www.seomoz.org/blog/the-rich-get-richer-true-in-seo-social-all-organic-marketing

16. Our only marketing expense? Flights + hotels for conferences/events More at http://www.seomoz.org/blog/the-history-of-seomoz

17. How’d You Do That?

18. Inbound Marketing

19. A Blog We Update Every Day

20. A Weekly Video Series http://www.seomoz.org/blog/category/33

21. “Viral” Targeted Content http://guides.seomoz.org/beginners-guide-to-search-engine-optimization

22. “Viral” Targeted Content http://www.seomoz.org/article/search-ranking-factors

23. Great Graphics DO Count! http://www.seomoz.org/seo-industry-survey

24. Hot Graphics + Illustrations

25. Build it and they’ll come?Nope. Build it, then market it.

26. Comment Generously http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html http://www.seomoz.org/blog/recommendations-blog-commenting-marketing-strategy

27. “Skip” the Competitive SERPs

28. Vertical Search

29. Local Results

30. Image Results in SERPs

31. Video Results

32. News & Blog Results

33. Shopping Results

34. Instant Answers

35. Leverage the QDF Algorithm Watch the actual commercial at: http://www.hulu.com/adzone2011#50120562

36. Social Signals Page A 646 links from 36 root domains 2 tweets Page B 1 link from 1 root domain 522 tweets http://www.seomoz.org/blog/how-do-tweets-influence-search-rankings-an-experiment-for-a-cause

37. Increasingly Important Page B – the tweeted version – ranks #1! Page A 646 links from 36 root domains 2 tweets Page B 1 link from 1 root domain 522 tweets http://www.seomoz.org/blog/how-do-tweets-influence-search-rankings-an-experiment-for-a-cause

38. Social Networks Data and charts of our Facebook and Twitter account performance via http://export.ly

39. Social News / Bookmarking http://news.ycombinator.com, http://delicious.com, http://stumbleupon.com and http://reddit.com have historically performed best for us, but you should test results

40. Q+A Sites / Forums

41. Involve a Sharing-Incented Community The brilliant strategy by http://www.urbanspoon.com made them one of the biggest players in the local restaurant business and got them acquired by IAC

42. Conferences + Events

43. Email Marketing We use/love http://www.mailchimp.com (who now has a cool free option for early stage folks)

44. SEO

45. Competitive Research Sort of a shameless plug, but http://www.opensiteexplorer.org is the best way to do this 

46. Build Your Community

47. Build Your Own Social Community http://mashable.com/2010/11/15/biggest-facebook-brands/

48. but…!

50. My message isn’t simple

51. My target market is old fashioned

53. The Vatican Gets It “That interactivity — and the potential it brings to the church's evangelization mission — is behind the Vatican's new social media push, the culmination of which will be launched at Easter with a new… Vatican information web portal whose contents are specifically designed to be tweeted, posted and blogged.” http://www.inquisitr.com/58739/pope-urges-priests-to-embrace-social-media-start-blogging/

54. The Vatican Gets It “What we found is Facebook doesn’t just share information, it creates community,” “People begin talking to each other and sharing ideas.” Monseignor Paul Tighe Yahoo News, Dec 2010

55. Community Dictates Your Business Strategy

56. Way Beyond Focus Groups What goes into triage now What to improve Better pricing models What features to add What to clarify How to package your products Change or improve your USP

57. Changes in the Link Ranking Factors

58. Components of Google’s Ranking Algo Algorithmic Ranking Factors

59. Crawl & Index Without links, the engines might never find this page

60. Links Are Still Crucial MMM… LINK GRAPHS ARE DELICIOUS!

61. Many Domains vs. One Domain VS.

62. Query-Independent Metrics Via www.opensiteexplorer.org

63. Domain Authority

64. The Concept of TrustRank

65. Just Say No!

66. Google: We Use PageRank to Crawl

67. Choose Something Important to Track Key Performance Indicators Follow the cash backwards Keep an eye on the competition Know your playing field

68. Short Tail/Long Tail Search Stats

69. Short Tail/Long Tail Conversion Stats

70. The Search Demand Curve

71. Choose what you REALLY want to rank #1 for now.

72. We’re super-connected

73. 97% of US Mobile Ad-share US mobile ad spend - http://www.mobilemarketingwatch.com/but only 21% of the global mobile ad market – and Apple ismakingheadway

74. ATT Speaks Out

78. Smart phones are becoming our PCATT economist and business landscape forecaster

81. Exceeded the sales of PC’s for the first time

82. Oil exceeded $100USD per barrel, production is steady and prices will increaseATT economist and business landscape forecaster

84. Smartphone applications will continue to explode for many yearsATT economist and business landscape forecaster

86. All internet sales will increase as travel becomes more costlyATT economist and business landscape forecaster

87. How do I begin thinking about mobile marketing?

88. News/Media/PR SEO Email Research/White Papers Blogs + Blogging Infographics Comment Marketing Social Networks Online Video INBOUND MARKETING!(AKA “free” traffic sources) Forums Webinars Word of Mouth Social Bookmarking Podcasting Direct/Referring Links Type-In Traffic Q+A Sites http://www.seomoz.org/blog/the-rich-get-richer-true-in-seo-social-all-organic-marketing

89. Think Anytime, Anywhere http://www.mobilemarketingwatch.com/report-google-controls-97-of-mobile-paid-search-13632/

90. Think Small The Xun Chi 138, The World’s Smallest Camera Phone

91. And Not So Small Apple iPad II

92. Think Fast How much info can you consume before the light turns?

94. Services

95. Vendors

96. Icons

97. Maps

99. In many contexts conversions are higher and leads are better because of the greater intent or needs of mobile usershttp://searchengineland.com/yelp-35-percent-of-searches-mobile-now-63518

100. Think Sticky Traffic Weather Pricing/discounts Availability Events Friend locators Gaming

101. Think Sticky H&R Block helps taxpayers track their Income Tax Refunds in progress http://www.mobilecommercedaily.com/

102. Think Hyper-Niche Top 10 Produce’s app Locale, traces strawberries to independent growers by scanning package bar codes with mobile devices http://www.mobilecommercedaily.com/

104. Game Mechanics Points & Levels

106. Remove barriers to download and use

108. Geo-locate them

109. Promote a local

110. Happy hour

111. Restaurant

112. Coffee Shop

113. Salehttp://www.corbisimages.com/Enlargement/42-17251464.html

114. It’s About Relevance

115. What’s new in Content?

116. Recent Changes

118. Decreased the value of low-quality links, thereby increasing the importance of Domain Trust

119. Slammed link farms, paid links, and low content/low value pageshttp://www.seomoz.org/blog/link-anatomy-understanding-the-value-of-a-link

120. Topic Modeling Topic models provide a simple way to analyze large volumes of unlabeled text.

121. Topic Modeling A "topic" consists of a cluster of words that frequently occur together.

122. Topic Modeling Using contextual clues, topic models can connect words with similar meanings and distinguish between uses of words with multiple meanings. http://www.stanford.edu/~kaisa/research.html

123. Topic Modeling

124. Why Engines Need Topic Modeling

125. Term Frequency & Inverse Document Frequency

126. Co-Occurrence

127. Topic Modeling

128. Topic Modeling

129. Content Related Signals Content-related signals require the ability to determine INTENT Rock or baseball? Are you SURE?

130. Simplistic Term Vector Model

131. Correlations Are Strong

132. Causation vs Correlation Perhaps, good links are more likely to point to pages that are more "relevant" via a topic model Maybe there’s another aspect of Google's algorithm we don't yet understand

133. LDA Tool in the SEOmoz Labs URL input box www.seomoz.org/labs/lda

137. There is a tool to help grade & improve page content

139. Reputation Management

141. The Gatekeepers

142. The Gatekeepers

143. The Size of Your Reputation

144. Wiki Circularity* Something untrue is posted to Wikipedia You’re screwed! Journalist uses Wikipedia as factual resource Wikipedia uses/references powerful newspaper Powerful newspaper posts the untrue content *Coined by Tom Critchlow

146. Report the bad links

150. Professional Affiliations

151. Local

152. Shopping

153. Hosted content:

154. Profile pages / twitter

155. Video* / Images *Turn off comments on YouTube Videos

157. Long tail

159. Local listings / content

160. Timely content (news-related)

162. Copyright infringement

164. Attorney fees & staff costs

167. Respond instantly

168. Own your errors; solve problems

171. Build community around your brand

173. Can it happen to you?

174. Is YOUR SEO team certified?

177. Blog: www.seomoz.org/blog

178. Email: gillian@seomoz.org