Rethinking SEO - Facts, Figures & Data

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This presentation is an exploration of SEO's past, present and potential future. It also shows that to win at search today requires winning on the other channels first.

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Rethinking SEO - Facts, Figures & Data

  1. 1. RETHINKING SEOfacts, figures & data @CPollittIU | www.SlingshotSEO.com
  2. 2. INTRODUCTION @CPollittIU | www.SlingshotSEO.com
  3. 3. INTRODUCTIONChad H. PollittDirector of Marketing» Featured in The Wall Street Journal, The New York Times, Inc., PR Daily, BtoB Magazine, on MSNBC and others» Internet Marketing Masters Certification University of San Francisco» Former Army Commander and Iraq War Veteran» Author of The Content Marketing Manifesto and The Enterprise Blog Post Optimization Guide» Over $10 Million of tracked ROI for SEO @CPollittIU | www.SlingshotSEO.com
  4. 4. AGENDA» SEO Yesterday» SEO Today» Why the Change?» What Does this Mean?» SEO Tomorrow?» Q&A @CPollittIU | www.SlingshotSEO.com
  5. 5. SEO YESTERDAY @CPollittIU | www.SlingshotSEO.com
  6. 6. SEO YESTERDAYTECHNICAL SEO» On-page Sculpting» Link Building» SEO Programming» Competitor Audits» SEO Architecture» Content for the Sake of Content @CPollittIU | www.SlingshotSEO.com
  7. 7. SEO YESTERDAY @CPollittIU | www.SlingshotSEO.com
  8. 8. SEO YESTERDAYPAY PER KEYWORDPAY PER RANKINGS PAY FOR TRAFFIC @CPollittIU | www.SlingshotSEO.com
  9. 9. SEO YESTERDAY @CPollittIU | www.SlingshotSEO.com
  10. 10. SEO TODAYData from the MarketingTechBlog.com @CPollittIU | www.SlingshotSEO.com
  11. 11. What Does This Mean? Takeaway #1 » Where you rank doesn’t matter –HOW MANY KEYWORDS DRIVE TRAFFIC DOES @CPollittIU | www.SlingshotSEO.com
  12. 12. SEO TODAY @CPollittIU | www.SlingshotSEO.com
  13. 13. SEO TODAY @CPollittIU | www.SlingshotSEO.com
  14. 14. SEO TODAYTraditional SEO vs. Inbound Marketing +2 WHITEPAPERS /year +12 WHITEPAPERS /year +1 WEBINAR /month +1 VIDEO /month @CPollittIU | www.SlingshotSEO.com
  15. 15. SEO TODAY# of Organic Visits @CPollittIU | www.SlingshotSEO.com
  16. 16. SEO TODAY# of Organic Keywords Driving Traffic @CPollittIU | www.SlingshotSEO.com
  17. 17. SEO TODAY# of Organic Leads @CPollittIU | www.SlingshotSEO.com
  18. 18. SEO TODAY 10 posts/week5 posts/week 13 MONTHS 13 MONTHS 556%Traffic from 2,480Keyword Phrases + Traffic from 13,798 Keyword Phrases = Increase 2-3 posts per week 5-10 posts per week @CPollittIU | www.SlingshotSEO.com
  19. 19. SEO TODAY1» CONTENT 2» DISTRIBUTION 3» ENGAGEMENT @CPollittIU | www.SlingshotSEO.com
  20. 20. WHAT ARE THE CAUSES?“. . .make sure that your site adds value.Provide unique and relevant content that givesusers a reason to visit your site first.” -GOOGLE’S WEBMASTER GUIDELINES @CPollittIU | www.SlingshotSEO.com
  21. 21. WHAT ARE THE CAUSES? GOOGLE PANDA LAUNCHED FEB 2011 Many Subsequent Panda Updates @CPollittIU | www.SlingshotSEO.com
  22. 22. What Does This Mean? Takeaway #2 » CREATE ORIGINAL, PROBLEM-SOLVING AND/ORENTERTAINING CONTENT @CPollittIU | www.SlingshotSEO.com
  23. 23. WHAT ARE THE CAUSES?GOOGLE CAFFEINE UPDATE “FRESHNESS” NOV 2011 Google Caffeine Launched June 2010 @CPollittIU | www.SlingshotSEO.com
  24. 24. What Does This Mean? Takeaway #3 » PUBLISH CONTENT FREQUENTLY @CPollittIU | www.SlingshotSEO.com
  25. 25. WHAT ARE THE CAUSES?J.C. PENNEY, FORBES & OVERSTOCK.COM GET CAUGHT DOING BLACK HAT LINK BUILDING Feb 2011 @CPollittIU | www.SlingshotSEO.com
  26. 26. WHAT ARE THE CAUSES? GOOGLE PENGUIN UPDATE April 2012 @CPollittIU | www.SlingshotSEO.com
  27. 27. What Does This Mean? Takeaway #4 »Don’t buy links or use link building servicesPOST CONTENT AND ATTRACT REFERENCES FROM TRUSTED SOURCES ONLY @CPollittIU | www.SlingshotSEO.com
  28. 28. WHAT ARE THE CAUSES?GOOGLE LIMITS KEYWORD SEARCH QUERY INFO OCT 2011 @CPollittIU | www.SlingshotSEO.com
  29. 29. WHAT DOES THIS MEAN? @CPollittIU | www.SlingshotSEO.com
  30. 30. WHAT DOES THIS MEAN? 22% of Total Organic Search 33% of Total Organic Leads @CPollittIU | www.SlingshotSEO.com
  31. 31. What Does This Mean? Takeaway #5 » SEARCH RESULTS &TECHNICAL SEO ROI ARE HARDER TO TRACK @CPollittIU | www.SlingshotSEO.com
  32. 32. WHAT ARE THE CAUSES? GOOGLE +1 LAUNCHED March 2011GOOGLE+ SOCIAL MEDIA PLATFORM LAUNCHED June 2011 GOOGLE+ BUSINESS PAGES LAUNCHED November 2011 @CPollittIU | www.SlingshotSEO.com
  33. 33. WHAT ARE THE CAUSES?GOOGLE & BING ADMIT TO USING SOCIAL SIGNALS December 2010 GOOGLE SEARCH, PLUS YOUR WORLD January 2012 @CPollittIU | www.SlingshotSEO.com
  34. 34. What Does This Mean? Takeaway #6 » DISTRIBUTE CONTENT VIASOCIAL MEDIA – BE SOCIAL @CPollittIU | www.SlingshotSEO.com
  35. 35. WHAT ARE THE CAUSES?TRANSITION RANK (RANKING DOCUMENTS PATENT) August 2012 @CPollittIU | www.SlingshotSEO.com
  36. 36. What Does ALL of This Mean? IN ORDER TO MAXIMIZE SEARCH ENGINE VISIBILITY & ORGANIC LEADS YOU MUST… @CPollittIU | www.SlingshotSEO.com
  37. 37. What Does This Mean? Takeaway #7 » @CPollittIU | www.SlingshotSEO.com
  38. 38. SEO TOMORROW? @CPollittIU | www.SlingshotSEO.com
  39. 39. TAKEAWAYS1. Where you rank doesn’t matter – how many keywords drive traffic does2. Create LOTS of original, problem-solving and/or entertaining content3. Publish content frequently @CPollittIU | www.SlingshotSEO.com
  40. 40. TAKEAWAYS4. Don’t buy links or use link building services – Post content and attract references from trusted sources only5. Search results & technical SEO ROI are harder to track6. Distribute content via social media – be social @CPollittIU | www.SlingshotSEO.com
  41. 41. TAKEAWAYS7. INBOUND MARKETING IS THE NEW SEO EMBRACE IT ALL. . . @CPollittIU | www.SlingshotSEO.com
  42. 42. @CPollittIU | www.SlingshotSEO.com
  43. 43. THANK YOUChad Pollittdirector of marketingChad.Pollitt@SlingshotSEO.comOFFICE » 317.575.8852 ext. 256TWITTER » @CPollittIUWEB » SlingshotSEO.com @CPollittIU | www.SlingshotSEO.com

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