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MULTICHANNELATTRIBUTIONHow SEO has changed,and what to do about it.Adam Audette@audette
2SEO is about change
3
4Credible SEO has notbeen evenly distributed
5SEO has been built on abedrock of false premises
6SEO needs a new mindset
Currents & trends
SEO is growing
$4.3bil in SEO spendthis year
SEO is evolving
SEO is risky
Brands penalized byGoogle…
Brands penalized byGoogle…
Brands penalized byGoogle…
Brands penalized byGoogle…
Brands penalized byGoogle…(Many more you’llnever hear about.)
SEO is harder
(not provided)
22Hidden iOS6traffic
23
SERP conditioning:http://bit.ly/XInuJO
SEO is mobile
SEO is social
Authorship
SEO is content
36SEO needs a new mindset
37 SEO is about algorithmsFalse premise
38 SEO is about keywordsFalse premise
39 SEO is about rankingsFalse premise
40 You’ve got to focus onbuilding linksFalse premise
41 There’s a magicalSEO bulletFalse premise
42Why is this?
43
44Built computersLiked computersNerded out on computers
45Built websitesHosted websitesNerded out on websites
46SEO started with guys like this
47
48
49
50Perfectanchor text
51
Which site should I torchnext…
I willliterallykill you
54
SEO lame brainstill exists
And the Internet hates us.
What is SEO?
SEO is matching arelevant result to aspecific need, usingsearch engines.
False premise:focus on algorithmsRemedy: focus on theuser first, last andalways
False premise:chase algos, trick searchenginesRemedy: earn relevanceand visibility by creatingvalue
False premise:focus on keywordsRemedy: understand yourmarket segment
Sally has a task shewants to accomplishYour company has anoffer relevant to herneed.Sally uses keywordsto accomplish herta...
False premise:obsession with rankingsRemedy: know whatmetrics matter
Rankings don’t matter
Ranking reports: strengths• Quick competitive analysis• ‘Weather vane’ checks• Easy to pull, easy to share
Ranking reports: weaknesses• Usually not accurate• Require scraping• Static• Give no strategic insight
What to track• Brand & non-brand organic• Category level trends• (not provided) and iOS6• GWT impressions & CTR
What causes atraffic drop?
False premise:obsession with linksRemedy: build a realcontent strategy
CONTENT fits perfectlybetween SEO+Social
CONTENT fits perfectlybetween SEO+Social
74Links are an outcome.
75A great experience is the cause.
76In conclusion…
77SEO is fundamentally about peoplenot algorithms.Rather than try to manipulate searchengines, try to create lasting value...
78Move beyond ranking reports.Think of links as a result of creatinggreat content.Recognize there are no silver bulletsin ...
Thank youAdam Audette@audette
How SEO Has Changed (and what to do about it) - Adam Audette - RKG Summit 2013
How SEO Has Changed (and what to do about it) - Adam Audette - RKG Summit 2013
How SEO Has Changed (and what to do about it) - Adam Audette - RKG Summit 2013
How SEO Has Changed (and what to do about it) - Adam Audette - RKG Summit 2013
How SEO Has Changed (and what to do about it) - Adam Audette - RKG Summit 2013
How SEO Has Changed (and what to do about it) - Adam Audette - RKG Summit 2013
How SEO Has Changed (and what to do about it) - Adam Audette - RKG Summit 2013
How SEO Has Changed (and what to do about it) - Adam Audette - RKG Summit 2013
How SEO Has Changed (and what to do about it) - Adam Audette - RKG Summit 2013
How SEO Has Changed (and what to do about it) - Adam Audette - RKG Summit 2013
How SEO Has Changed (and what to do about it) - Adam Audette - RKG Summit 2013
How SEO Has Changed (and what to do about it) - Adam Audette - RKG Summit 2013
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How SEO Has Changed (and what to do about it) - Adam Audette - RKG Summit 2013

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Wherein I outline several popular misconceptions about what SEO is, and attempt to better define it.

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  • iOS 6 will further obscure organic search data.one-year anniversary of Google choosing to block keyword referral information for secure organic searches. At the end of Q3, about a quarter of all queries fall into the (not provided) category on average.iOS 6 users coming from Google will appear as direct visits.
  • Transcript of "How SEO Has Changed (and what to do about it) - Adam Audette - RKG Summit 2013"

    1. 1. MULTICHANNELATTRIBUTIONHow SEO has changed,and what to do about it.Adam Audette@audette
    2. 2. 2SEO is about change
    3. 3. 3
    4. 4. 4Credible SEO has notbeen evenly distributed
    5. 5. 5SEO has been built on abedrock of false premises
    6. 6. 6SEO needs a new mindset
    7. 7. Currents & trends
    8. 8. SEO is growing
    9. 9. $4.3bil in SEO spendthis year
    10. 10. SEO is evolving
    11. 11. SEO is risky
    12. 12. Brands penalized byGoogle…
    13. 13. Brands penalized byGoogle…
    14. 14. Brands penalized byGoogle…
    15. 15. Brands penalized byGoogle…
    16. 16. Brands penalized byGoogle…(Many more you’llnever hear about.)
    17. 17. SEO is harder
    18. 18. (not provided)
    19. 19. 22Hidden iOS6traffic
    20. 20. 23
    21. 21. SERP conditioning:http://bit.ly/XInuJO
    22. 22. SEO is mobile
    23. 23. SEO is social
    24. 24. Authorship
    25. 25. SEO is content
    26. 26. 36SEO needs a new mindset
    27. 27. 37 SEO is about algorithmsFalse premise
    28. 28. 38 SEO is about keywordsFalse premise
    29. 29. 39 SEO is about rankingsFalse premise
    30. 30. 40 You’ve got to focus onbuilding linksFalse premise
    31. 31. 41 There’s a magicalSEO bulletFalse premise
    32. 32. 42Why is this?
    33. 33. 43
    34. 34. 44Built computersLiked computersNerded out on computers
    35. 35. 45Built websitesHosted websitesNerded out on websites
    36. 36. 46SEO started with guys like this
    37. 37. 47
    38. 38. 48
    39. 39. 49
    40. 40. 50Perfectanchor text
    41. 41. 51
    42. 42. Which site should I torchnext…
    43. 43. I willliterallykill you
    44. 44. 54
    45. 45. SEO lame brainstill exists
    46. 46. And the Internet hates us.
    47. 47. What is SEO?
    48. 48. SEO is matching arelevant result to aspecific need, usingsearch engines.
    49. 49. False premise:focus on algorithmsRemedy: focus on theuser first, last andalways
    50. 50. False premise:chase algos, trick searchenginesRemedy: earn relevanceand visibility by creatingvalue
    51. 51. False premise:focus on keywordsRemedy: understand yourmarket segment
    52. 52. Sally has a task shewants to accomplishYour company has anoffer relevant to herneed.Sally uses keywordsto accomplish hertask.
    53. 53. False premise:obsession with rankingsRemedy: know whatmetrics matter
    54. 54. Rankings don’t matter
    55. 55. Ranking reports: strengths• Quick competitive analysis• ‘Weather vane’ checks• Easy to pull, easy to share
    56. 56. Ranking reports: weaknesses• Usually not accurate• Require scraping• Static• Give no strategic insight
    57. 57. What to track• Brand & non-brand organic• Category level trends• (not provided) and iOS6• GWT impressions & CTR
    58. 58. What causes atraffic drop?
    59. 59. False premise:obsession with linksRemedy: build a realcontent strategy
    60. 60. CONTENT fits perfectlybetween SEO+Social
    61. 61. CONTENT fits perfectlybetween SEO+Social
    62. 62. 74Links are an outcome.
    63. 63. 75A great experience is the cause.
    64. 64. 76In conclusion…
    65. 65. 77SEO is fundamentally about peoplenot algorithms.Rather than try to manipulate searchengines, try to create lasting value.Understand your targetdemographics, including the keywordsthey use.
    66. 66. 78Move beyond ranking reports.Think of links as a result of creatinggreat content.Recognize there are no silver bulletsin SEO.
    67. 67. Thank youAdam Audette@audette

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