introduction to mozcon 2015

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Page 1: Introduction to Mozcon 2015
Page 2: Introduction to Mozcon 2015

“The internet is not a friendly place. Things that don't stay relevant don't even get the luxury of leaving ruins. They disappear.”

- Facebook’s Little Red Book

Page 5: Introduction to Mozcon 2015

Google is willing to kill

display ads to build a

new way of funding

web content

Page 6: Introduction to Mozcon 2015

Facebook is willing to admit defeat on its own products and pay

billions to acquire other social players

Page 7: Introduction to Mozcon 2015

Google’s willing to sacrifice huge amounts of revenue to provide

a better, more addictive user experience.

Page 8: Introduction to Mozcon 2015

Even Microsoft, long a bastion of protectionist thinking, is willing to

hurt core products in order to innovate:

Via The Economist

Page 9: Introduction to Mozcon 2015

What About UsWeb Marketers?

Page 10: Introduction to Mozcon 2015

Historically, we’ve

lagged the industry:

Google, Facebook, Web Users

Marketers

Page 11: Introduction to Mozcon 2015

Our innovation is usually

restricted to the areas we’re

allowed to control and

influence.

Page 12: Introduction to Mozcon 2015

It’s not certain what SEO will be as our

industry grows up…

Page 13: Introduction to Mozcon 2015

Would we risk our current value propositions

In order to innovate and grow?

Page 14: Introduction to Mozcon 2015

Will mobile, apps, brand, content, etc. become allies

Or will they be the trends that disrupt us?

Page 15: Introduction to Mozcon 2015

A Changing Industry

Page 16: Introduction to Mozcon 2015

We’ve seen massive

growth in the number of

web marketing

professionals (greatest in

content marketing &

strategy)

Via Twitter & Optimal Targeting

Page 17: Introduction to Mozcon 2015

After substantial growth from 2010-2014, interest in social media and

content marketing seem to be flattening.

Page 18: Introduction to Mozcon 2015

“SEO” remains the dominant term in our field.

Page 19: Introduction to Mozcon 2015

More time on brand strategy

More time on content curation

Less time on link building

More time managing people

More time on press & PR

More time on social media

More time on reputation mgmt

What an SEO does is in constant flux (2013 vs. 2015):

Page 20: Introduction to Mozcon 2015

We Face an Increasingly Complex Landscape

Page 21: Introduction to Mozcon 2015

More Searches, Searchers,

& Searches / Searcher Than Ever Before:Via RKG’s Quarterly Digital Marketing Report

Page 22: Introduction to Mozcon 2015

But even with that growth, Google’s overall share

of referral traffic is shrinking

Some combo of social, direct, & referral traffic must be growing

even faster.

Page 23: Introduction to Mozcon 2015

Google’s showing fewer ads on average. Whoa!

Page 24: Introduction to Mozcon 2015

But, they’re charging more, on average, per ad:

Perhaps Google’s sacrificing number of ads to boost quality

and/or searcher happiness…

Page 25: Introduction to Mozcon 2015

Mobile has become huge and keeps growing,

but, weirdly hasn’t cannibalized desktop:

Page 26: Introduction to Mozcon 2015

Mobile search is growing rapidly,

while desktop search growth has flattened.Via AJ Kohn & Comscore

Page 27: Introduction to Mozcon 2015

Some things stay the same: Google’s still ~90% of global

search and ~80% of US search

Page 28: Introduction to Mozcon 2015

Facebook, similarly, sends about

90% of all social media referrals.

Page 29: Introduction to Mozcon 2015

This, despite the fact that Facebook organic reach is incredibly low

(though better for small brands & pages):

Via Locowise

Page 30: Introduction to Mozcon 2015

Social traffic is creeping up on organic search in total referral volume

for some verticals (like news/media)

Via Twitter

Page 31: Introduction to Mozcon 2015

But businesses that invest in multiple channels still see email & SEO

as ROI leaders (social trails far behind)

How do you rate the following channels in terms of return on investment?

Via Econsultancy

Page 32: Introduction to Mozcon 2015

After years of facing off, the EU

finally filed formal charges

against Google for abusing

their monopoly in shopping

results.

Via NYTimes

Page 33: Introduction to Mozcon 2015

But, in the US, Google’s

lobbying expenditures will

probably keep American

politicians from pursuing the

company.

Via Reuters

Page 34: Introduction to Mozcon 2015

This, despite the FTC believing

Google was guilty of some

serious violations.

Via WSJ

Page 35: Introduction to Mozcon 2015

Via Twitter

Search results continue to trend

toward Larry Page’s vision of

delivering a complete answer.

Page 36: Introduction to Mozcon 2015

Apps in search results create an entirely new market of potential

customers/employers for SEOs.

Page 37: Introduction to Mozcon 2015

SEO for apps may

help that medium

reach the 65%+ of

folks who don’t

download any new

apps.

Via Time.com

Page 38: Introduction to Mozcon 2015

Sadly, we’re losing our last source of keyword referral data as Bing,

too, goes “not provided”

Via Bing

Page 39: Introduction to Mozcon 2015

All this Change Feels Overwhelming

Page 40: Introduction to Mozcon 2015

Mozcon 2015is Here to Help

Page 41: Introduction to Mozcon 2015

We have a unique

speaker selection

process to bring

diverse ideas from

across the industry,

Page 42: Introduction to Mozcon 2015

A Mozcon App for both Android & iPhone

Page 43: Introduction to Mozcon 2015

The Monday night pub crawl across 6 bars in Belltown

Page 44: Introduction to Mozcon 2015

A special new event Tuesday night at Benaroya Hall - where

Seattle’s Symphony plays - Mozcon Ignite!

Page 45: Introduction to Mozcon 2015

Wednesday night, of course, our party at The Garage

Page 46: Introduction to Mozcon 2015

A nifty selection of goodies

to bring home

Page 47: Introduction to Mozcon 2015

The photobooth with Roger Mozbot

Page 48: Introduction to Mozcon 2015

Handmade espresso courtesy of our friends

from La Marzocco and Stumptown

Page 49: Introduction to Mozcon 2015

Moz engineers and product managers at our booths who’d

love to talk with you about what we should build next…

Page 50: Introduction to Mozcon 2015

Several new

Moz product

launches…

Page 51: Introduction to Mozcon 2015

A team of Mozzers who want to help make your

experience here the best it can be.

Page 52: Introduction to Mozcon 2015

I have just one request…

Page 53: Introduction to Mozcon 2015

Get Ready for an Amazing

Mozcon!

Page 54: Introduction to Mozcon 2015