Download - Rethinking SEO - Facts, Figures & Data
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@CPollittIU | www.SlingshotSEO.com
RETHINKING SEOfacts, figures & data
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@CPollittIU | www.SlingshotSEO.com
INTRODUCTION
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@CPollittIU | www.SlingshotSEO.com
INTRODUCTION
Chad H. PollittDirector of Marketing
» Featured in The Wall Street Journal, The New York Times, Inc., PR Daily, BtoB Magazine, on MSNBC and others
» Internet Marketing Masters Certification University of San Francisco
» Former Army Commander and Iraq War Veteran
» Author of The Content Marketing Manifesto and The Enterprise Blog Post Optimization Guide
» Over $10 Million of tracked ROI for SEO
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@CPollittIU | www.SlingshotSEO.com
AGENDA
» SEO Yesterday» SEO Today» Why the Change?» What Does this Mean?» SEO Tomorrow?» Q&A
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@CPollittIU | www.SlingshotSEO.com
SEO YESTERDAY
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@CPollittIU | www.SlingshotSEO.com
SEO YESTERDAY
TECHNICAL SEO» On-page Sculpting
» Link Building
» SEO Programming
» Competitor Audits
» SEO Architecture
» Content for the Sake of Content
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@CPollittIU | www.SlingshotSEO.com
SEO YESTERDAY
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@CPollittIU | www.SlingshotSEO.com
SEO YESTERDAY
PAY PER KEYWORDPAY PER RANKINGS
PAY FOR TRAFFIC
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@CPollittIU | www.SlingshotSEO.com
SEO YESTERDAY
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@CPollittIU | www.SlingshotSEO.com
SEO TODAY
Data from the MarketingTechBlog.com
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@CPollittIU | www.SlingshotSEO.com
Where you rank doesn’t matter – HOW MANY KEYWORDS DRIVE
TRAFFIC DOES
What Does This Mean?Takeaway #1 »
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@CPollittIU | www.SlingshotSEO.com
SEO TODAY
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@CPollittIU | www.SlingshotSEO.com
SEO TODAY
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@CPollittIU | www.SlingshotSEO.com
SEO TODAYTraditional SEO vs. Inbound Marketing
+2 WHITEPAPERS /year +12 WHITEPAPERS /year
+1 WEBINAR /month
+1 VIDEO /month
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SEO TODAY# of Organic Visits
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@CPollittIU | www.SlingshotSEO.com
SEO TODAY# of Organic Keywords Driving Traffic
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SEO TODAY# of Organic Leads
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@CPollittIU | www.SlingshotSEO.com
SEO TODAY
5 posts/week
10 posts/week
13 MONTHS 13 MONTHS
Traffic from 2,480 Keyword Phrases
Traffic from 13,798Keyword Phrases
5-10 posts per week2-3 posts per week
=+ 556% Increase
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@CPollittIU | www.SlingshotSEO.com
SEO TODAY1» CONTENT 2» DISTRIBUTION 3» ENGAGEMENT
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@CPollittIU | www.SlingshotSEO.com
WHAT ARE THE CAUSES?
“. . .make sure that your site adds value. Provide unique and relevant content that gives users a reason to visit your site first.”
-GOOGLE’S WEBMASTER GUIDELINES
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@CPollittIU | www.SlingshotSEO.com
WHAT ARE THE CAUSES?
GOOGLE PANDA LAUNCHED FEB 2011Many Subsequent Panda Updates
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@CPollittIU | www.SlingshotSEO.com
CREATE ORIGINAL, PROBLEM-SOLVING
AND/OR ENTERTAINING CONTENT
What Does This Mean?Takeaway #2 »
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@CPollittIU | www.SlingshotSEO.com
WHAT ARE THE CAUSES?GOOGLE CAFFEINE UPDATE “FRESHNESS” NOV 2011
Google Caffeine Launched June 2010
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@CPollittIU | www.SlingshotSEO.com
PUBLISH CONTENT FREQUENTLY
What Does This Mean?Takeaway #3 »
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WHAT ARE THE CAUSES?J.C. PENNEY, FORBES & OVERSTOCK.COM GET
CAUGHT DOING BLACK HAT LINK BUILDINGFeb 2011
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WHAT ARE THE CAUSES?
GOOGLE PENGUIN UPDATEApril 2012
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@CPollittIU | www.SlingshotSEO.com
Don’t buy links or use link building servicesPOST CONTENT AND ATTRACT REFERENCES
FROM TRUSTED SOURCES ONLY
What Does This Mean?Takeaway #4 »
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WHAT ARE THE CAUSES?GOOGLE LIMITS KEYWORD SEARCH QUERY INFO
OCT 2011
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WHAT DOES THIS MEAN?
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@CPollittIU | www.SlingshotSEO.com
WHAT DOES THIS MEAN?
22% of Total Organic Search
33% of Total Organic Leads
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@CPollittIU | www.SlingshotSEO.com
SEARCH RESULTS & TECHNICAL SEO ROI ARE
HARDER TO TRACK
What Does This Mean?Takeaway #5 »
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@CPollittIU | www.SlingshotSEO.com
WHAT ARE THE CAUSES?
GOOGLE +1 LAUNCHEDMarch 2011
GOOGLE+ SOCIAL MEDIA PLATFORM LAUNCHEDJune 2011
GOOGLE+ BUSINESS PAGES LAUNCHEDNovember 2011
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WHAT ARE THE CAUSES?
GOOGLE & BING ADMIT TO USING SOCIAL SIGNALSDecember 2010
GOOGLE SEARCH, PLUS YOUR WORLDJanuary 2012
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DISTRIBUTE CONTENT VIA SOCIAL MEDIA – BE SOCIAL
What Does This Mean?Takeaway #6 »
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WHAT ARE THE CAUSES?TRANSITION RANK (RANKING DOCUMENTS PATENT)
August 2012
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IN ORDER TO MAXIMIZE SEARCH ENGINE VISIBILITY & ORGANIC LEADS YOU MUST…
What Does ALL of This Mean?
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What Does This Mean?Takeaway #7 »
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SEO TOMORROW?
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@CPollittIU | www.SlingshotSEO.com
TAKEAWAYS
1. Where you rank doesn’t matter – how many keywords drive traffic does
2. Create LOTS of original, problem-solving and/or entertaining content
3. Publish content frequently
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TAKEAWAYS
4. Don’t buy links or use link building services – Post content and attract references from trusted sources only
5. Search results & technical SEO ROI are harder to track
6. Distribute content via social media –be social
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TAKEAWAYS
7. INBOUND MARKETING IS THE NEW SEO EMBRACE IT ALL. . .
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THANK YOU
Chad Pollittdirector of marketing
OFFICE » 317.575.8852 ext. 256TWITTER » @CPollittIUWEB » SlingshotSEO.com