1. SEO Trends in
2013
Eric Enge
Bob Tripathi
@IETraining
Facebook.com/instantetraining
www.instantetraining.com
2. About Instant E-Training
"Give a man a fish to eat and you feed him for a day. Teach a man how to fish and
you feed him for lifetime.” - Lao Tzu, 6th Century Chinese Philospher
Founded in late 2010, Instant E-Training is creating an online learning environment
imparting interactive marketing training using highly engaging e-learning tutorials by
bringing the best instructors together and using streaming video as the primary method
of delivering marketing training.
Training provided by some of Search & Social industry leaders including….
Clara Shih Eric Enge Christine Churchill Bob Tripathi Hollis Thomases Dan Zarrella Dave Kerpen
www.instantetraining.com
3. Online Training Video Library
Videos on Social Media, SEO,
Facebook, LinkedIn, Content
Marketing and more.
Strategy Videos
http://www.instantetraining.com/
pricing-plans
How-to Videos
www.instantetraining.com
4. Live WebConference & Certification
Training
“Got my certificate of achievement for social media
certification project today! Yay! Frankly, it rivals my
college diploma for looks. Thanks, Instant E-
Training!” - Sheri Booms Holm
www.instantetraining.com
6. Meet Eric Enge
• Founder of Stone Temple Consulting – a 25+ person
interactive marketing company.
• Co-Author of “The Art of SEO”
• Frequent speaker at conferences such as PubCon,
SMX Advanced, SES, and others.
• Prolific writer for industry publications like Search
Engine Land, Search Engine Watch, and others.
• Trainer for Instant E-Training
www.instantetraining.com
7. Increasing Mobile Traffic
Many sites reporting 20% to 30% of visits
are from mobile devices
Yelp, July 2012: “roughly 40% of all Yelp
searches come from our mobile apps.”
Groupon, April 2012, reported that 30% of their
transactions come from mobile devices. Up from 25%
in December 2011.
www.instantetraining.com
8. Ah, But What is a Mobile Device?
www.instantetraining.com
10. Responsive Web Design
Diversity in device sizes in process of scaling
without limit iPhone, iPhone 5, iPad, iPad min,…
Scale your site to any size device:
HTML5 CSS3
Also manage page size for faster load times
www.instantetraining.com
11. Desktop or Mobile Site
Not everyone can take on
Responsive Web Design
Alternative:
One site for Smartphone type devices
One site for tablets and PCs
Make sure you serve the mobile site on
the same URLs as the desktop site
www.instantetraining.com
12. Other Smartphone Design Factors
Single column layout
Simplified navigation
Focus on the basics
Collapsible navigation for more complex structures
Make it “tappable” not “clickable
www.instantetraining.com
15. Phoenix Telephony Suite
"The Phoenix Telephony Suite's interface design
enables users to immediately begin working with
the software upon unpacking their new PC,"
stated Eric Enge, general manager, OEM
Consumer Software Group at Phoenix. "Now that
we have added support for Windows 95, Phoenix
has once again established a benchmark for
telephony products."
www.instantetraining.com
16. Shipped in 1996
Phoenix Telephony Suite v2.0 is designed
to support voice recognition using
Phoenix Secretary, also announced
today. Both will be available April, 1996
for OEM bundling worldwide.
www.instantetraining.com
17. All We Need is a Bit More Processing Power …
www.instantetraining.com
19. Even Low Error Rates are Frustrating
www.instantetraining.com
20. There are limitations …
“One thing you need to think about when
you get into voice dictation is speaking in
word clumps. You have to think about what
you want to have Dragon type for you then
you have to say those sentences in chunks (I
hope that makes sense) most people who
complain about voice dictation don't take
the time to realize this.”
www.instantetraining.com
21. Social Media and SEO
@stonetemple / + Eric Enge
www.instantetraining.com
22. Correlations With Rankings Source: Searchmetrics
Facebook Shares 0.35
Facebook Total 0.34
# Backlinks 0.34
Facebook Comments 0.31
Facebook Likes 0.28
Tweets 0.24
% Backlinks With Keyword 0.16
% Backlinks with NoFollow 0.16
Keyword in Domain Name 0.11
@stonetemple / + Eric Enge
www.instantetraining.com
23. Be Careful With Correlations!
@stonetemple / + Eric Enge
www.instantetraining.com
24. What Do the Search Engines See?
Signal Bing Google
Facebook Like Yes Crawl Based?
Facebook Share, Personal Yes No?
Page
Facebook Share, Brand Page Yes Crawl Based
Facebook Comments Yes Yes (Crawl Based)
Twitter Share Yes Crawl Based
Twitter Retweet Yes Crawl Based
Twitter Mentions Yes Crawl Based
+1 Crawl Based Yes
Google+ Share Crawl Based Yes
Google+ Mention Crawl Based Yes
@stonetemple / + Eric Enge
www.instantetraining.com
25. +1s as a Ranking Factor?
“In the short term, we’re
still going to have to
study and see how good
the signal is, so right
now, there’s not really a
direct effect where if
you have a lot of +1s,
you’ll rank higher.”
(October 2012)
@stonetemple / + Eric Enge
www.instantetraining.com
26. Bing Results 2010 (New York Post)
@stonetemple / + Eric Enge
www.instantetraining.com
27. Bing Results 2011
@stonetemple / + Eric Enge
www.instantetraining.com
28. Bing Results 2012
With a Social Sidebar
@stonetemple / + Eric Enge
www.instantetraining.com
29. Bing’s Paul Yiu
In some cases people really
engaged in those types of results,
so we still show those, and in
others they did not, so we
stopped showing it in those cases.
For example, people tend to like
gossipy things, such as who got
pregnant or was in a scandal ... ”
(January 2012)
@stonetemple / + Eric Enge
www.instantetraining.com
30. But Since Then … Bing’s Social Sidebar
@stonetemple / + Eric Enge
www.instantetraining.com
31. On using Likes as votes the way links are used:
“…what does a like mean? Some
people like the page, some folks
might like the content, some folks
might just think it’s funny and
likeable. As you said, the likes are a
good signal, but they’re not a
granular signal of what particular
thing you’re actually expressing a
like about.” (July 2012)
Bing’s Stefan Weitz
@stonetemple / + Eric Enge
www.instantetraining.com
32. Weighting Votes - Relevance
What you What They’re
want to say Interested in
Relevance
@stonetemple / + Eric Enge
www.instantetraining.com
33. Weighting Votes – Authority
How well do you
know the topic?
Recognized
Thought leader?
@stonetemple / + Eric Enge
www.instantetraining.com
34. Weighting Votes - Trust
Can your opinion be trusted?
What are your Perceived
motives?
Do people engage With
your brand?
@stonetemple / + Eric Enge
www.instantetraining.com
36. Balance of Signals?
Think Like a Search
Engineer
Consider site with “to die
for” link profile
… but no one is talking
about it
Do you trust that site?
@stonetemple / + Eric Enge
www.instantetraining.com
37. Which Site Looks Better to You?
@stonetemple / + Eric Enge
www.instantetraining.com
38. Which Site Looks Better to You?
(Hint)
@stonetemple / + Eric Enge
www.instantetraining.com
39. Influence of Social Media Likes / Shares / +1s
• Your friend +1s it
• Your friend shares it on Google
Plus
• Your friend shares it on another
connected network
• Your friend Likes it
• Your friend shares it on Facebook
or Twitter
• Other networks with related
content
@stonetemple / + Eric Enge
www.instantetraining.com
40. Rel=Author
@stonetemple / + Eric Enge
www.instantetraining.com
41. Now There’s a Ranking Factor?
“… over time, as we start
to learn more about who
the high quality authors
are, you could imagine
that starting to affect
rankings.” (October 2012)
@stonetemple / + Eric Enge
www.instantetraining.com
42. SEO for Social Media
Professionals
Bob Tripathi
@ bobtripathi
Facebook.com/Instantetraining #IETraining
@bobtripathi www.instantetraining.com 42
43. Who Am I ?
• Over 10 Years of “in-the-trenches” online marketing
experience
• Top rated speaker at industry conferences on SEO,
Social Media, Paid Search topics
• Worked with large US brands like Discover Card, Sears
Holdings championing online initiatives
• Passion for training led to founding of Instant E-
Training
@bobtripathi www.instantetraining.com 43
44. 1. SEO more data driven
Focus more on conversions and less on rankings
http://www.sujanpatel.com/seo/search-killed-rankings-the-seo-reports-
that-matter-now/
@bobtripathi www.instantetraining.com 44
45. 2. Video SEO to play to play a bigger part
as this will ensure new quality content
@bobtripathi www.instantetraining.com 45
46. 3. More Social Search integration from
both Google and Bing
“Search engines are really evolving towards giving you a set of answers… like, I have a
specific question, answer this question for me. And when you think about it from that
perspective, Facebook is pretty uniquely positioned to answer a lot of the questions that
people have. That’s one obvious thing that would be interesting for us to do in the future.” –
Mark Zuckerberg
@bobtripathi www.instantetraining.com 46
47. 4. Higher spend allocated to content
creation in 2013 as reliance on original
content goes high
http://contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/
@bobtripathi www.instantetraining.com 47
48. 5. Increased integration in PPC + SEO –
Companies viewing them as one channel
@bobtripathi www.instantetraining.com 48
49. 6. More human raters influencing Google
search quality
http://www.youtube.com/watch?v=nmo3z8pHX1E
http://searchenginewatch.com/article/2172154/How-Google-Uses-Human-
Raters-in-Organic-Search
@bobtripathi www.instantetraining.com 49
50. 7. SEO is not in a vacuum so think
holistically – think overall web marketing
SEO
Content Social
Marketing Media
YOU
Link
Usability Building
@bobtripathi www.instantetraining.com 50
51. 8. Google+ will evolve and bring in more
features since Social Data is critical
http://googleblog.blogspot.com/2012/12/google-communities-and-photos.html
@bobtripathi www.instantetraining.com 51
52. 9. Online PR, SEO, and Social Media will
see a greater integration
http://searchenginewatch.com/article/2200470/PRWEb-and-PitchEngine-SEO-SmartSMO-
Sexy-Newsmakers
@bobtripathi www.instantetraining.com 52
53. 10. Hiring will see an uptick but employers
will look at broader skills beyond just SEO
@bobtripathi www.instantetraining.com 53
54. Introducing…SEO WebConference + Certification
23 Live Online Sessions covering…
SEO keyword Research Web Analytics
SEO Link Building PR and SEO
SEO + Social Integration SEO for Small Biz
Content Marketing for SEO and many other topics
Linkbaiting
Video SEO
In-House SEO
@bobtripathi www.instantetraining.com 54
55. Sign-up for SEO Training
http://www.instantetraining.com/seo-2013/
@bobtripathi www.instantetraining.com 55