This session focused on understanding the key SEO industry issues and the matters underlying them. The key speakers highlighted different aspects of the issues regarding the SEO industry during the session at Salon B.
- Derrick Wheeler (@DerrickWheeler) – Senior Search Engine Optimization Architect, Microsoft
- Greg Gifford (@GregGifford) – Director of Search and Social, AutoRevo
- Russ Jones (@rjonesx) – Chief Technology Officer, Virante, Inc.
- Jake Bohall (@jakebohall) – VP of Marketing, Virante, Inc.
- Ryan Jones (@RyanJones) – Manager – Search Strategy & Analytics, SapientNitro
- Chris Boggs (@boggles) – COO/CMO at Internet Marketing Ninjas and Past Chairman, SEMPO.org
Greg mentioned the importance of considering SEO industry issues. Russ provided a succinct informative presentation on these issues. Jake highlighted the issues that are prevalent in the contemporary SEO scene. Ryan spoke of how the SEO scene has changed and yet there are certain issues since Google Authorship was removed. Finally, Chris provided an overview of the industry issues.
The Value of Considering SEO industry Issues
Greg highlighted the importance of considering all the issues confronting the SEO industry right now in terms of their:
The Essence of SEO Industry Issues
Russ emphasized that there is no need to view industry issues in isolation and they must be seen in context. He also spoke of how Bruce had mentioned SEO would be 90% mobile. Russ indicated he was not satisfied with this figure as mobile consumers constituted 30% of the market right now.
Russ also mentioned the impact of the aggregate in the context of Panda updates.
SEO Industry Issus Of Key Importance
Jake spoke of how SEO industry issues were of key importance and mentioned the need for latent semantic indexing with respect to SEO.
Google Authorship Ends
Ryan spoke of how Google Authorship's end means changes for the SEO industry. He also mentioned how rel=author tags can be eliminated from the site.
Ryan commenced his presentation by talking about how Google Authorship seemed dead.
Good Idea, Bad Implementation
Ryan spoke of how a good idea can become a nightmare if it is implemented incorrectly. He gave the example of someone who has $13,000 worth of camera gear and uses the phone instead. Use what you have to your advantage, Ryan stressed.
He also said that meta keywords of authority are the rel=author tags. He cites the instance of someone who wears a Panda shirt yet adds new keyword Meta tags in 2012 are mind blowing.
Is Google Authorship Dead?
Ryan felt that Google Authorship is not dead yet. It still lives on.
QUART: Concepts That Will Never Die
Google Authorship has changed but QUART will never die, Ryan asserted. He spoke of how QUART is the best and most relevant concept today and tomorrow. He outlines what QUART meant namely:
Why Reputation Matters
Ryan spoke of how reputation mattered as all titles were not equal. He stressed that authority cannot be faked and it cannot be pretended. It is either there or it is not.
Authorship Without Google+ Tagging
Another area where authorship is relevant is when it’s without Google+ tagging, Ryan said. He explained what matters here in the context of:
- Link Graphs
- Knowledge Graph
- Entity Based Search Such as Hummingbird
- Author Profiles/Page Sections
- Author Bylines
Going into the in-depth articles, Ryan says this is the effort by Google to create high quality content. For authors who are wondering how to get featured, he explained that the following must occur:
- Using schema.org/Article markup (this involves the use of headlines, alternative headings, image, description, data published and article body)
- Pagination and Canonicalization should be properly implemented
- Make sure you link Google+ to the website (it really is a matter of why won't you, Ryan mentioned)
- Use schema.org or Organization for getting a logo
Authorship and Entity Search
Ryan said the first step towards entity search is Authorship. Ryan added that this involved:
- Going beyond what was said and understand who said it
- Apart from authors who are entities, there are entities such as schema.org
Other Schemas: Going Beyond Schema.Org
Other schemas which Ryan asked the audience if they were aware of included:
Google is all about understanding the query rather than merely matching it, said Ryan. Semantic markups and schemas are the way to get there, he added.
Ryan concluded his presentation by talking about Search Box.
Future of SEO Industry and Issues Therein
Chris spoke of the future of the SEO industry and the important changes that have come about in SEO now. He emphasized the value of such aspects which deeply influence SEO such as link building.SEO Industry Issues: #Pubcon Las Vegas 2014, Day 3!,