the future of seo
Post on 08-Sep-2014
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The Future of SEO
Rand Fishkin, CEO, SEOmoz
Download: http://bit.ly/mozfutureofseo
Why SEO? Why Inbound?
#1: Click Distribution
Only 18% of Clicks Go Here
82% Go Here
Less than 1% of Clicks Go Here
99% Go Everywhere Else
Especially Here
The Best Facebook Ads
Get <1% CTR
Wall Posts Often Have 30%+
Banner Ads Are Lucky
to Get 1% CTR
But Web Content
Generates Tons of Views
Blog Sidebar Ads? <5%
Blog Content? Doing Great;
Thank You.
*Via Forrester’s Interactive Marketing 2012 Report
Inbound Marketing: ~90% of traffic
(but only $5 Billion of investment in 2012*)
Paid Marketing: ~10% of traffic
($40 Billion of investment in 2012*)
#2: Cost of Acquisition
Meet Steve
Steve Uses Ads to Buy Traffic
Steve Spends $500 on Average to
Acquire a New Customer
Meet Greg
Greg Leverages Inbound
Channels to Earn Traffic
Greg Spends $100 on Average to
Acquire a New Customer
Greg Can Aqcuire 5X as Many
Customers as Steve
Or Greg Can Spend $400 per
Customer to Improve His Product
Who Would You Rather Be?
10K Foot View on Search
http://searchengineland.com/by-the-numbers-twitter-vs-facebook-vs-google-buzz-36709
Growth of Google Queries 2007-2012Number of Searches/Day on Google
3 Billion Searches/Day (announced Aug. 2012)
Via http://adage.com/article/digital/interactive-marketing-spend-hit-76-6b-2016/229444/
Growth of Spending on Paid Search
http://www.marquettegroup.com/why-advertise-on-a-mobile-device/
Growth of Mobile Search
Via Statcounter: http://gs.statcounter.com/#search_engine-na-monthly-201108-201208
Bing vs. Google Market Share
http://www.bgr.com/2012/09/17/google-plus-stats-2012-400-million-members/
Massive Growth of Google+
There are lots of social networks at scale in 2012, and potentially more
coming.
Fragmentation of Social Networks
Users: 100mm 900mm 200mm 120mm 10mm
Users: 15mm Millions 14mm 7.5mm 18mm
What Hasn’t Changed in SEO
Via Google Webmaster Tools: http://google.com/webmasters
Engines Still Need Accessibility Help
Via the still-amazing http://headrush.typepad.com/
Delighting Users Still Leads to Success
Getting the Basics Right Still Matters
Start with a strong base, then work your way up.
SEO Success Still Happens at this Intersection
Right HERE
What’s Changed in SEO
http://www.seomoz.org/blog/beat-google-panda
Panda & Low Quality Content
http://www.seomoz.org/blog/7-achievable-steps-for-great-seo-after-the-penguin-update
Penguin & Low Quality Links
Avoid this: http://www.seomoz.org/blog/17-types-of-link-spam-to-avoid
Do this:
http://searchengineland.com/link-building-means-earning-hard-links-not-easy-links-123767
Link Building vs. Earning Links
Rich Snippets and Schema Markup
Star Ratings, Reviews & Price
Author Photo
Date of Publication
Video Snippet
Video Search and Video SEO
http://www.cleancutmedia.com/video/youtube-is-it-possible-to-watch-4-billion-views-a-day
http://www.seomoz.org/blog/new-data-the-correlations-between-social-sharing-and-inbound-links
The Merging of SEO & Social Media
http://www.seobythesea.com/2011/07/how-google-might-rank-pages-based-upon-usage-information/
User & Usage Data Signals
http://www.seomoz.org/blog/social-annotations-in-search-now-your-social-network-rankings
and http://www.seomoz.org/ugc/how-to-analyze-google-analytics-not-provided-data
Lost Data: Not Provided & Social Connections
Just one page out of 10 in Annie Cushing’s guide:
http://inbound.org/tools-software/2012/07/annie-cushings-amazing-google-doc-of-seo-tools/
Lots of New Tools & Data Available
http://www.seomoz.org/blog/the-responsibilities-of-seo-have-been-upgraded
Massive Shift in Roles & Responsibilities
Strategic Tips for SEO
http://about.zappos.com/zappos-story/in-the-beginning-let-there-be-shoes
#1: Get Your Brand’s Story Right
#2: Develop a Content Strategy that Will Attract
A) Customers and/or B) Customer Influencers
Relevantto Current Customers
Relevantto Potential Customers
Relevant to Any Who Interact w/ Potential
Customers
Get Here
#3: Focus on Inbound Channels Where Your Audience Exists
http://www.seomoz.org/blog/tracking-the-roi-of-social-media
#4: Set Up the Right KPIs
Metrics are essential at every phase of the funnel to determine
what’s working vs. not
Moz’s Casey Henry (http://www.seomoz.org/team/casey) and Devin Ellis (
http://www.seomoz.org/team/devin)
#5: Devote a Webdev Team to Marketing
#6: Create an Incentive for People to Share
Tactical Tips for SEO (and Inbound)
Link: http://bit.ly/mozfutureofseo
#1: Embrace the Long Tail of Keyword Demand
Tens of thousands of pages of content created by professional marketers (our writers and those who ask Q+A)
Times when my followers are online via http://followerwonk.com
#2A: Optimize Your Social Timing
At the highest point, only ~6.5% of my followers are online, which means only 4,514 of my 69,458 followers could possibly see a tweet.
For my account, on average, the highest CTRs come when a link is in the middle of a
tweet, surrounded by text on either side with no other @mentions or hashtags
#2B: Optimize Your Social Share Formatting
URL at the end & hash tag next to the URL
URL in the center of text blocks, no usernames or hashes around it
Taking care to optimize your social shares will mean a higher rate of re-sharing
and more follower/fan growth with every share you make.
#2B: Optimize Your Social Share Formatting
Perfectly formatted image uploaded separate to post link makes for high visibility and CTR in Facebook.
Bad image and non-customized share & a mediocre snippet
means lower CTR on Google+
Tracking of my socially shared links via http://bit.ly
#2C: Optimize & Track What You Share
#3: Create Search Results that Stand Out
#4: Leverage Video Content & Video SEO
Video SEO Guide from Wistia: http://wistia.com/doc/video-seo
#5: Don’t Limit Competitive Link Analysis
to Direct Competitors
e.g. If I were doing link building for SEOmoz, I’d look at who links to other web
marketing topics, like email or conversion rate optimization.
#6: Research What Bloggers, Journalists, &
Influencer Portals Cover. Then Do That Stuff.
Alltop and other aggregation sites can be good sources: http://alltop.com
#7: Social Media OAuth Services Can Be
Powerful Customer Acquisition Tools
#8: Keep All Your Content on One Subdomain
http://www.seomoz.org/blog/understanding-root-domains-subdomains-vs-subfolders-microsites
Good place to find great designers: http://dribbble.com
#9: Poor Design Negatively Impacts Every Inbound Channel
http://blog.okcupid.com/index.php/your-looks-and-online-dating/
#10: Test & Optimize Your CTA Buttons
http://www.slideshare.net/jcolman/web-performance-optimization-the-silver-bullet-of-seo-and-ux
#11: Make Your Site CRAZY FAST
Data from @jcolman of REI
A Few Last Words of Advice
Link: http://bit.ly/mozfutureofseo
Inbound Marketing is a Long Term Investment
Where Geraldine Started Her Blog
Link: http://bit.ly/mozfutureofseo
Inbound Marketing is a Long Term Investment
Where People Usually Give Up
Link: http://bit.ly/mozfutureofseo
Inbound Marketing is a Long Term Investment
Over 4,000 Visits/Day to a Single Author Blog
Link: http://bit.ly/mozfutureofseo
Channels Where Others Don’t Invest is Where
Real Opportunity Lies
“The force is strong with this one.”
The Temptation to Do Black/Gray Hat is
Strong. You Have to Resist It.
Ruth Burr, SEOmoz’s In-House SEO http://www.seomoz.org/team/ruthburr
(part of a team of 6 inbound focused folks on our marketing team)
You Probably Can’t Do SEO (or Inbound)
Effectively at Scale Without an In-House Resource
Some guesses at algo flux:
http://www.seomoz.org/blog/how-googles-rankings-algorithm-has-changed-over-time-
SEO Today (and for the Future) is Not About a Perfect Formula
Couldn’t resist using this image Via http://xk9.com/bones/branding-is-bullshit/
SEO is About Building a Great Brand(and making that brand’s web presence accessible/optimized for engines)
R
Your Analytics Will Lie to You.(unless you’re using multi-touch attribution)
R
http://www.seomoz.org/blog/tracking-the-roi-of-social-media
Multi-Channel Attribution is Critical
Visualizing Visits Through Various Channels
http://www.seomoz.org/blog/why-the-inbound-marketing-funnel-is-essential-whiteboard-friday
The Future of SEO
Rand Fishkin, CEO, SEOmoz
• Download this deck: http://bit.ly/mozfutureofseo
• Email: rand@seomoz.org
• Twitter: @randfish
• Blog: http://moz.com/rand and http://seomoz.org/blog
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