The State of Search by @eliizabethos at #searchex
The biggest story of search in 2014 is that Google moves pixels in the logo. This shows you how obsessed the SEO community is with Google. The second is Panda 4.0.
Capturing an audience through search is our job. How? Content. Content marketing isn’t new. Started centuries ago. The channels have just changed over that time.
Where are the best places to find the audience? Organic search is still the top place to find it. Email is second. Social a third. But organic searchers are 2x more likely to be valuable visitors.
So where is organic search right now? Google is 68% of search traffic. Bing is growing. Since they are powering Yahoo, Bing makes up 29% of search traffic.
SEO is never dead. SEO still matters.
1. Hummingbird- dealing with natural language better. Why? Mobile searches.
2. Semantic search and entities. Search bots are not smart. They need semantic markup. Where use semantic markup! Events, video, executive staff bios, official logos, local search (name, address, phone), products, ratings. Even if they don’t appear in the search results it’s worth doing.
3. Quick or direct answers. Google wants to keep people on their site. How get people from there to your site?
4. Knowledge graph. Especially for searches without a lot of intent. Google is still trying to figure this out. Is Bing any better? They’re doing pretty good.
30-day challenge: set Bing as your default browser for 30-days and see how you like it.
5. Local search. Pigeon update. We’re just starting to see the impact of this attempt to bring local searches into Hummingbird.
The carousel is here to stay. Ratings are as important as ever. Good picture of your facility, too.
Don’t overlook Bing local as well.
6. Will Google+ survive? It’s not dead yet. Authorship is dead because it impacted ad clicks.
7. Mobile search. Responsive web design is the way to go. Next up: Google sending searches to apps- especially for big brands. Bing is doing the same thing.
8. Voice search. Google glass is bringing back conversations to search.
9. Predictive and assisted searches. Coming from signed-in google accounts, gmail, etc. Not just with Google- Microsoft has a great product.
10. The internet of things.
11. Search and social. Facebook Graph Search- they’ve still got a lot of work to do although they’re getting more than a billion searches a day.
12. Hashtags. Not just way to track. They are a search opportunity.
13. Twitter cards. Even can connect it with your email campaign.
Stop doing these things right now:
1. Cut out bad guest blogging requests. Spelling counts. Automation can go wrong. Grammar matters.
2. Stop the awful link building services and requests. Broken link building should be done well.
How to be better:
1. Make use of searcher personas.
2. Leverage multi-channel assets.
3. Become a brand/authority.