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Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com
Cracking the SEO Code for 2015:
Tactics to Love vs. Leave
A brief look at how SEO has
evolved over the past five
years.
What Changed?
Ranking algorithms are far more
complex – more inputs, more
subtlety, more quality checks.
#1:
Advancements in User Data Signals
Via Eric Fischer
An UncannyAbility
to Spot Editorial VS.
Manipulative Links
Keyword Matching Has Become
Query Intent Matching
Personalization by History, Device,
Location, and Google+
SEO has become a job
description, not a job title.
#2:
LinkedInAnalysis
Common job titles for those doing SEO include:
Marketing Executive
Marketing Manager
Web Designer
Search ...
SEOs Have Learned that Doing Their Jobs
Isn’t Good Enough
Policing of webspam is more
aggressive, more difficult to
recover from, and less evenly
applied.
#3:
Non-Editorial LinksAre More
Dangerous Than Ever
Webspam Has Become Every
Site Owner’s Problem
Via David McSweeney
Google is shortening the searcher’s
path and disintermediating content
creators.
#4:
Less Opportunity in Many Simplistic “Give
Me theAnswer” Queries
Less Opportunity in Many Simplistic “Give
Me theAnswer” Queries
Less Opportunity in Many Simplistic “Give
Me theAnswer” Queries
Less Opportunity In Some Not-So-Simplistic
Queries, Too:
More Opportunity in the
Ever-Growing Long Tail
Almost 6 Billion queries/day
The ubiquity of social media has
broadened the field of
“influencers.”
#5:
1997-2011: The Linkerati Rule the Web
Via Forrester Research
13% of web users can
amplify content
2012-Present: WeAreAll PotentialAmplifiers
Via Pew Research Data
72% of web users can
amplify content
Disappearing data makes SEO
more challenging to measure and
improve.
#6:
Keyword Referral Data is Gone
On average, 87.5% of keywords from
Google are now “not provided” (source)
ASignificant Portion of Search Traffic May Be
Falsely Counted as Direct
Groupon’s experiment showing up to 60% of traffic ...
How do these changes affect which
tactics we can still pursue vs. those
we must leave behind?
So…
Great SEO Is No Longer Just “SEO”
KeywordsLinks
Crawl Rankings
SEO in 2004
Great SEO Is No Longer Just “SEO”
Keywords
Links
Crawl
Rankings
SEO in 2014
Social
Content
Design & UX
Speed
Accessibility...
Our Job: Choose the Tactics that Marry
Our Strengths to Our Opportunities
No tactic will be right for
everyone.
But, awareness of our
potential arsenal is
essential.
Tactics to Leave Behind vs.
Tactics to
Embrace for the Future:
Keyword
Research
AdWords-Only Discovery
AdWords-Only Discovery
Leave It Behind
AdWords + Suggest + Customer Data
Many queries with
100s or 1000s of
monthly searches
don’t show up in
AdWords but will
sh...
AdWords + Suggest + Customer Data
My favorite tool for keyword suggest research: Keywordtool.io
This tool makes the
proces...
AdWords + Suggest + Customer Data
Popular questions,
phrases, and terms that
your audience uses in
web forums/social media...
Content
Creation
Create & Scale Keyword-Targeted Pages of
“Good, Unique Content”
This example from Wikihow is, granted, a bit ludicrous.
This is a page
from Angie’s
List that ranks
#1 for “Best
Plumbers in
Medford, OR”
This is all the “unique
content” on that page
You’re dreaming!
Think you can build pages like
that and rank?
Create & Scale Keyword-Targeted Pages of
“Good, Unique Content”
Leave It Behind
Modern Criteria for Content:
Unique – does not appear elsewhere on the web in a
search-indexable format
Relevant – contain...
AGreat Example from Genius.com
Via Shelter from the Storm on Genius
AGreat Example from Genius.com
Via Shelter from the Storm on Genius
Accurate, readable lyrics
Uniquely valuable
annotation...
Link
Building
Acquire Links Via Directories, Forums,
Account Profiles, etc.
Acquire Links Via Directories, Forums,
Account Profiles, etc.
Leave It Behind
Acquire Links w/ Off-Topic Infographics &
Embeds
Acquire Links w/ Off-Topic Infographics &
Embeds
Leave It Behind
Acquire Links through Guest Posting &
Commenting
Acquire Links through Guest Posting &
Commenting
Leave It Behind
The Truth:
Google doesn’t want
to count links you can
“build.”
The Truth:
Google only wants to
count links you
editorially “earn.”
Sadly, there isn’t
enough time to go into
tactics, so check out
these resources:
Link Building from the Moz
Blog
Paddy Moo...
Social Media
& SEO
Share Socially to Get Rankings
No doubt about it – there’s a strong CORRELATION between tweets (and
Facebook and Google+ s...
Share Socially to Get Rankings
See reports from Google’s representatives and Stone Temple
Leave It Behind
Social Impacts SEO Indirectly
Social shares expose content to
those who might link to it (and
amplify in other ways)
This ...
Google+ is the Exception for
Personalized/Logged-In Results
Because I follow Mark on G+, what he shares/+1s can usually
ra...
Content
Marketing
Publish Blog Posts &Articles to Get Links &
Rankings
Blog Post
Blog Post
Article
Article
Blog Post
Publish Blog Posts &Articles to Get Links &
Rankings
Blog Post
Blog Post
Article
Article
Blog Post
Leave It Behind
Links & Shares are Tremendously Skewed to
the Top 5% of Content
http://www.simplereach.com/blog/facebook-continues-to-be-t...
There’s No Prize For Hitting Publish
Rules for Content Investments:
Strategic & Relevant– the content must tie to business
goals and fit with your branding
Tar...
Need Help Getting Inspiration?
From Tinfoil Security’s Blog
Check out Buzzsumo
Buzzsumo – my favorite tool for researching the competitive content landscape
Measuring
ROI
Attribution Models
Via the Datalicious Blog
This is how most companies (& software
packges) do web analytics by default
Attribution Models
Via the Datalicious Blog
Leave These 2 Behind
A model something like this
may make sense.
Traffic & Performance by Keyword
Pre-2012 Post-2012
Traffic & Performance by Keyword
Pre-2012 Post-2012
Leave It Behind
Search Traffic Performance by Page (or
Section)
Observing the pages that receive search visits can get close to
the old ke...
Estimates in SEO Software Packages
If you use a tool like Conductor, Searchmetrics, or Moz’s
own Moz Analytics, you can se...
SEO is getting
harder
But that high barrier to entry
means greater opportunity
for those who succeed.
Cracking the SEO Code for 2015: Tactics to Love vs. Leave
Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com
bit.ly/se...
[500DISTRO] Cracking the SEO Code: Tricks & Tactics To Magnify Search Visibility
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[500DISTRO] Cracking the SEO Code: Tricks & Tactics To Magnify Search Visibility

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Transcript of "[500DISTRO] Cracking the SEO Code: Tricks & Tactics To Magnify Search Visibility"

  1. 1. Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com Cracking the SEO Code for 2015: Tactics to Love vs. Leave
  2. 2. Download this Slide Deck bit.ly/seoloveleave
  3. 3. A brief look at how SEO has evolved over the past five years. What Changed?
  4. 4. Ranking algorithms are far more complex – more inputs, more subtlety, more quality checks. #1:
  5. 5. Advancements in User Data Signals Via Eric Fischer
  6. 6. An UncannyAbility to Spot Editorial VS. Manipulative Links
  7. 7. Keyword Matching Has Become Query Intent Matching
  8. 8. Personalization by History, Device, Location, and Google+
  9. 9. SEO has become a job description, not a job title. #2:
  10. 10. LinkedInAnalysis Common job titles for those doing SEO include: Marketing Executive Marketing Manager Web Designer Search Marketing Manager Marketing Strategist Marketing ConsultantDirector of Marketing Website Manager
  11. 11. SEOs Have Learned that Doing Their Jobs Isn’t Good Enough
  12. 12. Policing of webspam is more aggressive, more difficult to recover from, and less evenly applied. #3:
  13. 13. Non-Editorial LinksAre More Dangerous Than Ever
  14. 14. Webspam Has Become Every Site Owner’s Problem Via David McSweeney
  15. 15. Google is shortening the searcher’s path and disintermediating content creators. #4:
  16. 16. Less Opportunity in Many Simplistic “Give Me theAnswer” Queries
  17. 17. Less Opportunity in Many Simplistic “Give Me theAnswer” Queries
  18. 18. Less Opportunity in Many Simplistic “Give Me theAnswer” Queries
  19. 19. Less Opportunity In Some Not-So-Simplistic Queries, Too:
  20. 20. More Opportunity in the Ever-Growing Long Tail Almost 6 Billion queries/day
  21. 21. The ubiquity of social media has broadened the field of “influencers.” #5:
  22. 22. 1997-2011: The Linkerati Rule the Web Via Forrester Research 13% of web users can amplify content
  23. 23. 2012-Present: WeAreAll PotentialAmplifiers Via Pew Research Data 72% of web users can amplify content
  24. 24. Disappearing data makes SEO more challenging to measure and improve. #6:
  25. 25. Keyword Referral Data is Gone On average, 87.5% of keywords from Google are now “not provided” (source)
  26. 26. ASignificant Portion of Search Traffic May Be Falsely Counted as Direct Groupon’s experiment showing up to 60% of traffic reported as “direct” may be organic search
  27. 27. How do these changes affect which tactics we can still pursue vs. those we must leave behind? So…
  28. 28. Great SEO Is No Longer Just “SEO” KeywordsLinks Crawl Rankings SEO in 2004
  29. 29. Great SEO Is No Longer Just “SEO” Keywords Links Crawl Rankings SEO in 2014 Social Content Design & UX Speed Accessibility Email Press & PR CX Webspam Mobile InternationalizationLocalization
  30. 30. Our Job: Choose the Tactics that Marry Our Strengths to Our Opportunities
  31. 31. No tactic will be right for everyone. But, awareness of our potential arsenal is essential.
  32. 32. Tactics to Leave Behind vs. Tactics to Embrace for the Future:
  33. 33. Keyword Research
  34. 34. AdWords-Only Discovery
  35. 35. AdWords-Only Discovery Leave It Behind
  36. 36. AdWords + Suggest + Customer Data Many queries with 100s or 1000s of monthly searches don’t show up in AdWords but will show up here.
  37. 37. AdWords + Suggest + Customer Data My favorite tool for keyword suggest research: Keywordtool.io This tool makes the process easier.
  38. 38. AdWords + Suggest + Customer Data Popular questions, phrases, and terms that your audience uses in web forums/social media are excellent sources of keyword data expansion
  39. 39. Content Creation
  40. 40. Create & Scale Keyword-Targeted Pages of “Good, Unique Content” This example from Wikihow is, granted, a bit ludicrous.
  41. 41. This is a page from Angie’s List that ranks #1 for “Best Plumbers in Medford, OR”
  42. 42. This is all the “unique content” on that page
  43. 43. You’re dreaming! Think you can build pages like that and rank?
  44. 44. Create & Scale Keyword-Targeted Pages of “Good, Unique Content” Leave It Behind
  45. 45. Modern Criteria for Content: Unique – does not appear elsewhere on the web in a search-indexable format Relevant – contains terms/phrases the engines can interpret as on-topic Helpful – resolves the searcher’s query (or queries) in a useful, efficient manner Uniquely Valuable – provides information that’s unavailable (or hard to get) elsewhere on the web Great UX– is easy and pleasurable to consume on any device, even with slow connections
  46. 46. AGreat Example from Genius.com Via Shelter from the Storm on Genius
  47. 47. AGreat Example from Genius.com Via Shelter from the Storm on Genius Accurate, readable lyrics Uniquely valuable annotations A community of contributors One click to play Data re: popularity & activity
  48. 48. Link Building
  49. 49. Acquire Links Via Directories, Forums, Account Profiles, etc.
  50. 50. Acquire Links Via Directories, Forums, Account Profiles, etc. Leave It Behind
  51. 51. Acquire Links w/ Off-Topic Infographics & Embeds
  52. 52. Acquire Links w/ Off-Topic Infographics & Embeds Leave It Behind
  53. 53. Acquire Links through Guest Posting & Commenting
  54. 54. Acquire Links through Guest Posting & Commenting Leave It Behind
  55. 55. The Truth: Google doesn’t want to count links you can “build.”
  56. 56. The Truth: Google only wants to count links you editorially “earn.”
  57. 57. Sadly, there isn’t enough time to go into tactics, so check out these resources: Link Building from the Moz Blog Paddy Moogan’s Link Building eBook Experts’Favorite Link Building Tactics How to Leverage PR for Link Building The Future of Link Building
  58. 58. Social Media & SEO
  59. 59. Share Socially to Get Rankings No doubt about it – there’s a strong CORRELATION between tweets (and Facebook and Google+ shares) and higher rankings.
  60. 60. Share Socially to Get Rankings See reports from Google’s representatives and Stone Temple Leave It Behind
  61. 61. Social Impacts SEO Indirectly Social shares expose content to those who might link to it (and amplify in other ways) This blog post from OKTrends earned 100s of links after launch
  62. 62. Google+ is the Exception for Personalized/Logged-In Results Because I follow Mark on G+, what he shares/+1s can usually ranks higher when I’m logged into my Gmail.
  63. 63. Content Marketing
  64. 64. Publish Blog Posts &Articles to Get Links & Rankings Blog Post Blog Post Article Article Blog Post
  65. 65. Publish Blog Posts &Articles to Get Links & Rankings Blog Post Blog Post Article Article Blog Post Leave It Behind
  66. 66. Links & Shares are Tremendously Skewed to the Top 5% of Content http://www.simplereach.com/blog/facebook-continues-to-be-the-biggest-driver-of-social-traffic/
  67. 67. There’s No Prize For Hitting Publish
  68. 68. Rules for Content Investments: Strategic & Relevant– the content must tie to business goals and fit with your branding Targets LikelyAmplifiers – there should be an obvious answer to the question “who will help spread this content and why?” Cannot Be Fire & Forget– most content will fail; you need to be willing to invest longer and harder than the competition to find success
  69. 69. Need Help Getting Inspiration? From Tinfoil Security’s Blog
  70. 70. Check out Buzzsumo Buzzsumo – my favorite tool for researching the competitive content landscape
  71. 71. Measuring ROI
  72. 72. Attribution Models Via the Datalicious Blog This is how most companies (& software packges) do web analytics by default
  73. 73. Attribution Models Via the Datalicious Blog Leave These 2 Behind A model something like this may make sense.
  74. 74. Traffic & Performance by Keyword Pre-2012 Post-2012
  75. 75. Traffic & Performance by Keyword Pre-2012 Post-2012 Leave It Behind
  76. 76. Search Traffic Performance by Page (or Section) Observing the pages that receive search visits can get close to the old keyword-based performance reports.
  77. 77. Estimates in SEO Software Packages If you use a tool like Conductor, Searchmetrics, or Moz’s own Moz Analytics, you can see predictions for the keywords sending traffic to given pages
  78. 78. SEO is getting harder
  79. 79. But that high barrier to entry means greater opportunity for those who succeed.
  80. 80. Cracking the SEO Code for 2015: Tactics to Love vs. Leave Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com bit.ly/seoloveleave

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