The New Organic: Search Opportunities in 2014
Post on 23-Aug-2014
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THE NEW ORGANIC: SEARCH OPPORTUNITIES IN 2014
DR. PETE MEYERS • MARKETING SCIENTIST • MOZ
MOZCAST 10K DATA (JAN 31)
IMAGES NEWS SHOPPING
ADD REMAINING VERTICALS
+VIDEOS +IN-DEPTH IMAGES NEWS SHOPPING
ADD THE KNOWLEDGE GRAPH
+KNOWLEDGE PANEL +ANSWER BOXES +KG CAROUSELS VIDEOS IN-DEPTH IMAGES NEWS SHOPPING
ADD ORGANIC ENHANCEMENTS
+SITE-LINKS +AUTHORSHIP +REVIEWS KNOWLEDGE PANEL ANSWER BOXES KG CAROUSELS VIDEOS IN-DEPTH IMAGES NEWS SHOPPING
IN-DEPTH ARTICLES DIFFICULTY: MODERATE
IN-DEPTH EXAMPLE (“SEO”)
BROAD TOPICS (10% OF SEARCHES)
“10% of people’s daily information needs fit this category…”
LINK: mz.cm/1jwNNLJ
PRESENCE OF IN-DEPTH (FEB 17)
GOOGLE’S IN-DEPTH DANCE
BIG PUBLISHERS DOMINATE
19.9% – NY Times 8.1% – WSJ 5.9% – Guardian 5.3% – HuffPo 3.2% – Forbes
43%
SMALL SITES NEED BIG STATS DA=56 / PA=59 / 185 LRD
IS THERE OPPORTUNITY FOR YOU?
THINK OF IN-DEPTH LIKE RANKING
KNOWLEDGE GRAPH DIFFICULTY: MODERATE
PRESENCE OF K-GRAPH (FEB 17)
KNOWLEDGE PANEL (“PORTLANDIA”)
FREEBASE DATA (“PORTLANDIA”)
SOME KG SOURCES ARE EDITABLE
“You cannot directly edit the contents of KG, but you can modify the contents of a source from which KG draws…”
LINK: mz.cm/O55AzO
IT IS POSSIBLE TO ADD ENTITIES
“To be able to offer a definitive answer to a query, [Google] must be confident of its reliability...”
LINK: mz.cm/1906fJr
LISTEN TO YOUR UNCLE BEN…
“With great power comes great responsibility...”
SOURCE: CHAMPAGNELIVING.NET ©2008-2014
TYPE II – DRIVEN BY GOOGLE+
TYPE III – DRIVEN BY G+ LOCAL
TYPE IV – PAID SINGLE-PRODUCT
TYPE V – BUILT ON YOUR CONTENT
ANSWER BOXES DIFFICULTY: HIGH
ANSWER BOX PRESENCE (FEB 17)
ANSWERS CHANGE THE RULES
TYPE I – KNOWLEDGE GRAPH BASED
TYPE II – COMMERCIAL PARTNERS
IS YOUR SERP FOR SALE?
TYPE IIIA – YOUR ANSWERS (LONG)
TYPE IIIB – YOUR ANSWERS (SHORT)
CHOOSE YOUR OWN ADVENTURE
IN-DEPTH ARTICLES
KNOWLEDGE GRAPH
ANSWER BOXES
THANKS FOR WATCHING! peter@moz.com • @dr_pete
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