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SEO Newsletter | Vol 86 | December 22, 2010
Trends in SEO for 2010
Videos, YouTube and Being Found Online, Part 2
20 Key items to ensure a successful SEO project
THE USUAL: Coverage of this month's
hot topics, shuffles, sound bytes, shindigs, attaboys and word on the wire.
  FEATURE: Trends in SEO for 2010
Author: Susan Esparza

As the year closes, it's time to look back at the major trends that affected search, social and Internet marketing in 2010 . Surprisingly, this action-packed year was centered around a few key areas of development. This year the key to success was being light-weight, nimble and surgically targeted on the user.

Next month, Bruce Clay will bring us his predictions for 2011 but first, let's take a look back at the year that was.

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Videos, YouTube and Being Found Online, Part 2

Author: Jessica Lee

Online video is not going away. Before you dismiss it as part of your marketing efforts, consider the facts:

  1. Video can increase the chances your business will be found on the Web.
  2. Video consumption is ever-increasing; YouTube reports more than 2 billion videos watched per day.

In last month's video-focused Back to Basics, we covered important items such as understanding the impact video is having on the search engine results pages (SERPs), overcoming common roadblocks to video production, getting started with videos and optimizing videos for search. This month, we'll go into keyword research for videos, YouTube's algorithm and conversion tips for videos.

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20 Key items to ensure a successful SEO project

Author: Martin Orliac, Bruce Clay Australia

Based on our years of experience in SEO projects of all sizes, we have determined that the key items to ensure a successful SEO project in a large complex business can be broken down into twenty points. Understanding and undertaking each of these points will put your organisation's search engine marketing strategy on the path to ultimate victory.

read more

  Hot Topics

Social Media Increasingly Impacting Search

There's been a lot of talk lately about the social movement in search. As a business, it's a topic worth taking a serious look at. With all the new developments that make search social, it means there's some real changes now and on the horizon that can severely impact a business' online presence.

In last month's feature article, Bruce Clay asked if "likes" are the new links. In his article, he points out that some of the factors that Google used to use to rank websites online could be replaced by social cues. Some research at Bruce Clay, Inc. suggests that even local ranking factors in Google take reviews - a social aspect - into account when serving up business results.

Bruce's idea about likes being the new links was echoed by Satya Nadella, a senior vice president at Microsoft, who said at the December 15 Bing Search Summit last week that social will change search fundamentally. And that it's still at the beginning stages and could be as big as linking was to search.

The Facebook-Bing partnership that was announced in October revealed itself in a showcase at the Bing Search event, including the integration of "likes" on the search engine results page (SERP), showing which friends a person has on Facebook "like" the website or business. Even though Bing only owns about 12 percent of the search market according to comScore reports released December 15, Microsoft reported at the event it has more than 90 million users.

Google has also been testing out social search with a Yelp-like service called Google Hotpot, which customizes a SERP based on community reviews when signed into it. Google released a video explaining HotPot. YouTube (owned by Google) also rolled out a more personalized interface this month as well.

In addition, there have been rumors circulating of Google creating a Facebook-like community called "Google Me" - but according to a November 11 report by TechCrunch, Google denies Google Me rumors. But, there's still no denying Google is looking at more ways to be social, as it has made several moves and statements confirming its belief in social as a recipe for success moving forward.

What does this mean to you? As a business, it's time to start taking control of your social media presence across the board. Important actions items include Facebook presence and review communities (such as Yelp and Google Places). Start thinking in terms of social media optimization, instead of just SEO. These recent developments and more show how search and social are merging to create a brand new online experience.


Yahoo! conducts massive layoffs and closes several services including AltaVista, MyBlogLog, Yahoo! Bookmarks and more. Bookmarking service Delicious will be spun off, though the exact future of the service is unclear.

Outspoken Media's Rae Hoffman-Dolan stepped down as CEO of the online marketing firm. CEO responsibilities are now passed to co-founder Rhea Drysdale. Hoffman-Dolan is CEO of MFE Interactive.

Cuil co-founder and former Googler, Anna Patterson, heads back to Google to be director of Google research.

Google will be retiring their Base API and replacing it with two shopping services. Google Base will close forever on June 1, 2011.

Stepping down as CEO of IAC/InteractiveCorp is Barry Diller, who will remain as chairman and senior executive. Former CEO, Gregg Blatt, takes Diller's place.

Two search engine startups, Blekko and DuckDuckGo, announced a partnership this month that further expands on a mission to cut spam from the search results.

  Sound Bytes

If you like what you've read in the SEO Newsletter, there's more Internet marketing expertise where that came from. Check out SEM Synergy every Wednesday at 3:00 p.m. Eastern and noon Pacific on

Bruce Clay and the other hosts discuss industry news, SEO tactics and marketing trends, while expert guests share their insights on methods, best practices and upcoming events. Check out the show schedule below for a look at recent shows and upcoming topics.

Air Date

Segment One

Segment Two

Segment Three

December 1


December 8


December 15
(Listen Now)

Local Search

Tony Adam

Developing Community

December 22
(Coming Soon)




Got something to say? Contact the SEM Synergy team by email or on Twitter @SEMSynergy and share your thoughts, comments and questions. You might even hear your question answered on the show.


SMX West in March is still accepting speaking pitches, closing on January 20.

Search geeks who want to attend SMX West should enter the Biggest Search Geek Contest sponsored by Marin Software. The contest is open to U.S. and U.K. residents. If you're not throwing your hat in the ring, you can always register to attend using our 10% discount code: smx10bruceclay. Remember, the earlier you register, the lower your total cost will be.

Now is also the time to plan your speaker pitches for SES New York (first round ends January 21).

Gear up after New Year celebrations for Affiliate Summit West in Las Vegas January 9 to January 11.

In the U.S., the newly updated SEOToolSet® standard and advanced training and certification dates for 2011 have been announced. The first West Coast course begins January 17, with several others thoughout the year. Take your pick of 8 courses across the United States:

California Training 2011

  • January 17-21
  • March 14-18
  • May 16-20
  • July 11-15
  • September 19-23
  • November 14-18

The dates for NY Training 2011 will be announced later this year. East coast students will be able to chose from two sessions during the year.

Bruce Clay Australia will be holding the next 3 Day SEO Training in Sydney:

  • April 4th, 5th and 6th, 2011

One Day Training dates for 2011 have also been announced:

  • Sydney - February 23rd, 2011
  • Melbourne - March 2nd, 2011
  • Sydney - June 15th, 2011

Facebook founder and wunderkind Mark Zuckerberg has had a very good month, being named TIME Magazine's Person of the Year. Zuckerberg also recieved kudos for pledging much of his personal fortune to Bill Gates and Warren Buffet’s “Giving Pledge” initiative.

Gates and Buffet's project has been joined by 57 of the world's wealthiest people thus far.

Meanwhile, Zuckerberg's Facebook continues to reign surpreme as the current king of social networks.

Google is going to start labeling possibly compromised sites in their search results, making the Web a little safer for users.

  Word on the Wire

Wikileaks, a wiki-style site for leaked secure documents, became the focus of a media storm followin the US diplomatic cables leak. In response to pressure from the US government, Amazon and Paypal closed Wikileak's associated accounts, cutting off server space and funding.

Google TV, launched only two months ago, has been sidelined for the time being following a lukewarm reception.

Take a look back at the year via Google Zeitgeist 2010. For the first time, the zeitgiest is presented in HTML 5, itself a product of the year gone by.

Google offered social coupon site, Groupon, a whopping 6 billion dollars for acquistion. Groupon shocked everyone by turning down the huge payday, citing a yearly revenue of nearly $2 billion.

Online search to dominate over the next five years. According to reports, online search is set to experience a 16% growth per year over the next five years, according to a new report by Frost & Sullivan.

Aussies are resistant to mobile search. 61% of Australians said they have not used their mobile phone to search, according to a new report.


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If you have any questions or comments on any of the above Internet marketing news items or if you would like to suggest topics for future search engine optimization articles, please contact us at Bruce Clay, Inc.

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