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.

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

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  • I don't call it as SEO. Essentially, SEO is for search engine. When things are going against SEO, and optimization is getting just harde, and harder, you guys have started using 'SEO' for everything that matters today.

    Guys, come out of 'SEO' hangover. Be a marketer!
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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

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