Organic Search in 2015 - SiGMA 2014 Conference

ORGANIC SEARCH

VISIBILITY IN 2015

ROB WEATHERHEAD

OPERATIONS DIRECTOR

TECMARK

@tecmark

CONTENT.

@tecmark

CONTENT. BRAND.

@tecmark

CONTENT. BRAND.

SOCIAL.

@tecmark

CONTENT. BRAND.

SOCIAL. DEVICES.

@tecmark

SOME THINGS WON’T

BE MUCH DIFFERENT

@tecmark

GOOGLE WILL STILL

DOMINATE MOST

MARKETS

@tecmark

@tecmark

THE GOALS OF

SEARCH ENGINES

WILL STILL BE THE

SAME

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SEARCH ENGINES

WILL CONTINUE TO

GET SMARTER

@tecmark

IT WILL ONLY GET

HARDER TO

MANIPULATE RESULTS

@tecmark

AND THE FOCUS

BECOMES BEING THE

QUALITY RESULT

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GOOGLE’S

ALGORITHMS STILL

WON’T BE GOOD

ENOUGH TO STOP

LINK SPAM

@tecmark

BUT THEY WILL

GET QUICKER

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GOOGLE NEEDS

OFF PAGE

METRICS

@tecmark

BUT IT WILL BE

INCREASINGLY MORE

THAN JUST LINKS

@tecmark

BRAND

SIGNALS

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BRAND SEARCH VOLUME

WILL MATTER MORE

@tecmark

Online

Brand

Success

Paid

media

Owned

media

Earned

media

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CONTENT

MARKETING

@tecmark

THE LINE

BETWEEN BRANDS

AND PUBLISHERS

WILL BE EVEN

MORE BLURRED

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THERE WILL BE

EVEN MORE

CONTENT TO

COMPETE WITH

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BEING SEEN WILL

BE TOUGHER

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BUT THOSE

GETTING CONTENT

MARKETING RIGHT

WILL LOWER THEIR

CPA

http://offers.hubspot.com/2013-state-of-inbound-marketing

@tecmark

THE CHALLENGE

IS MAKING YOUR

CONTENT

MARKETING

EFFECTIVE &

EFFICIENT

@tecmark

@tecmark

108 CONTENT

IDEAS IN 30

MINUTES!

@tecmark

BUT THEY NEED A

FILTER

@tecmark

NEW? /10

USEFUL? /10

FEASIBLE? /10

/30

@tecmark

MORE PAID MEDIA

WILL BE USED TO

LEVERAGE

CONTENT

MARKETING

@tecmark

@tecmark

SOCIAL HAS AN

IMPORTANT ROLE

TO PLAY

@tecmark

NO DIRECT IMPACT ON

SEARCH RANKINGS

https://www.youtube.com/watch?v=udqtSM-6QbQ

@tecmark

BUT…

http://socialmarketingwriting.com/how-to-perform-seo-on-your-

website-with-social-media-infographic/@tecmark

DIRECT INFLUENCE ON

FANS. DIRECT INFLUENCE

ON SALES. DIRECT

INFLUENCE ON BRAND.

@tecmark

OPPORTUNITY

@tecmark

• 300 million users

• 20 million unique monthly mobile users

• 4% of European social sharing

@tecmark

@tecmark

BUT MORE IMPORTANTLY

WITH ALL THIS

BUZZ

SENTIMENT

WILL BECOME

IMPORTANT

@tecmark

@tecmark

@tecmark

AND THEN

THERE ARE

DEVICES

@tecmark

“IF YOUR PHONE DOESN’T

DISPLAY FLASH, GOOGLE

WILL NOT SHOW FLASH

SITES IN YOUR RESULTS.”

Matt Cutts of Google at Pubcon in October 2013

@tecmark

“IF YOUR WEBSITE ROUTES

ALL MOBILE TRAFFIC TO

THE HOMEPAGE RATHER

THAN THE INTERNAL PAGE

THE USER WAS ATTEMPTING

TO VISIT, IT WILL BE

RANKED LOWER.”

@tecmark

Matt Cutts of Google at Pubcon in October 2013

“IF YOUR SITE IS SLOW ON

MOBILES, GOOGLE IS LESS

LIKELY TO RANK IT.”

Matt Cutts of Google at Pubcon in October 2013

@tecmark

HAVING A MOBILE SITE IS

JUST THE START

@tecmark

GOOGLE IS GIVING YOU

THE HINTS

@tecmark

http://developers.google.com/speed/pagespeed/insights@tecmark

http://googlewebmastercentral.blogspot.com.es/2014/10/tracking

-mobile-usability-in-webmaster.html @tecmark

@tecmark

TESTS ARE ALREADY

BEING RUN ON THE SERPS

@tecmark

MOBILE READY MEANS:

• Loading quickly on mobile

• Enabling users to navigate around on a small screen

• Taking mobile users to the content they expect

to see

• Enabling users to read without pinching and zooming!

@tecmark

THEN WE NEED TO

START OPTIMISING

FOR THIS!

SEO IN 2015

CONTENT• Use content to position yourself as a brand

• You need to make content creation effective yet efficient

BRANDING• Will only grow in importance through implied trust

SOCIAL• Has a role to play for content promotion

• Will increasingly have a role to play in rankings

SENTIMENT• Search engines will start to understand sentiment

DEVICES• Are going to have more influence on rankings

@tecmark

THANK YOU

@tecmark