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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
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
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
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
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
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
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.

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

    • 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

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