2. Grant Simmons @simmonet #SMX
Director SEO & Social Product
The Search Agency
“Agent Algo” #OrangeFedora
Search Agent, Father, Sailor
But not necessarily in that order
when there’s a fair wind
10. Avoiding Shamu - Relevance
• Research queries not keywords
• Every search is a question
Intent to content
• Create content to satisfy user search query
@simmonet #SMX
11. The result does
not always match
the keyword, but
it does match the
intent!
(Google guesses)
@simmonet #SMX
12. Google suggests…
Google delivers
relevance… not an
exact match…
Research for intent
@simmonet #SMX
13. Beware of The Thin Long Tail
Relevance
@simmonet #SMX
15. Avoiding Shamu - Authority
• Does your site appear fishy?
– Does it pass the sniff test?
@simmonet #SMX www.google.com/insidesearch/howsearchworks/thestory/
16. Quality
Quantity
not enough vs. not good enough
@simmonet #SMX
17. Quality Inspires Interaction
Mentions. Associations. Citations. Connections. Links.
= Authority
Love your penguin site
www.penguinsnacks.com Thanks for
da link man!
@simmonet #SMX
19. Avoiding Shamu - Engagement
• SERP – Are you clickable?
• Site – Are you satisfying the users’ intent?
• Social – Are you inspiring shares?
@simmonet #SMX
20. Clickable?
• Fix Your SERP
• Got Graph? vs.
• Authorship
• Core optimization
– Titles
– Snippets
• Matching intent
• Mark up
@simmonet #SMX
21. Satisfying Intent?
In the long run, the brand names secure
rankings through depth of content, trust in
brand and user interaction (searchers clicking
a SERP result and staying on their site because
the site is trusted and answers the searchers
question).
Duane Forrester
Bing’s Matt Cutts
January 28th 2013
@simmonet #SMX
