1) The document discusses how information cascades occur when people observe the actions of others and make similar choices without relying on their own information.
2) It notes various "SEO truths" that are questioned, such as the importance of on-page factors, authorship, and penalties only affecting SEOs. Industry survey data suggests a shift in focus from links to content and new tools for content marketing and tracking visibility.
3) Bill Sebald is named the "SEO of the year" for testing assumptions and hacking future search engine results pages. The author predicts future pain and a need to plan non-HTML SEO strategies focused on technologies like knowledge graphs, structured data, and
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Learn from the Herd
1. Learn from the Herd
SearchLove Boston 2014
Matthew Brown – @MatthewJBrown
2. Prologue: I‟m proud to be a
part of the SEO herd
Forgive me for any trash talk!
5. Information Cascades
An information (or informational) cascade
occurs when people observe the actions
of others and then make the same choice
that the others have made, independently
of their own private information signals.
[wikipedia]
34. “Rankings will be dead
within one year”
“I still report rankings,
but as a composite
metric. Not individual
rankings.”
“Rankings are part of my
reporting, but near the
back now”
We hear: Rankings are less important
35. We hear: SERP visibility is hard to measure
#3 organic ranking. How
much traffic is that
worth?
36. OSE usage has risen 50% in the last two years
Just Discovered
Links has big
growth within OSE
37. Fresh Web Explorer & Followerwonk growing
FWE usage is up 40% and Followerwonk 17% in the last 12 months
51. Plan a „non-HTML‟ SEO strategy
KG cards for Google Glass - http://bit.ly/1lsjG9V
52. Early adoption: Your only option
New tech like JSON-LD for data markup - http://bit.ly/1k52cmx
JSON-LD lets you
send schema.org
markup using
JSON instead of
HTML
53. If you haven‟t started, you‟re late
Common crawl stats for Nov 2013 - http://bit.ly/1k7Nprm
585 million URLs have
structured data now, up
almost 50% from last
year. Schema.org is half
of the total.