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    Future of-seo-2012-120927011944-phpapp01 Future of-seo-2012-120927011944-phpapp01 Presentation Transcript

    • The Future of SEO Rand Fishkin, CEO, SEOmoz Download: http://bit.ly/mozfutureofseo
    • Why SEO? Why Inbound?
    • #1: Click Distribution
    • Only 18% of Clicks Go Here
    • 82% Go Here
    • Less than 1% of Clicks Go Here
    • 99% Go Everywhere Else Especially Here
    • The Best Facebook Ads Get <1% CTR
    • Wall Posts Often Have 30%+
    • Banner Ads Are Lucky to Get 1% CTR
    • But Web Content Generates Tons of Views
    • Blog Sidebar Ads? <5%
    • Blog Content? Doing Great; Thank You.
    • *Via Forrester’s Interactive Marketing 2012 Report Inbound Marketing: ~90% of traffic (but only $5 Billion of investment in 2012*) Paid Marketing: ~10% of traffic ($40 Billion of investment in 2012*)
    • #2: Cost of Acquisition
    • Meet Steve
    • Steve Uses Ads to Buy Traffic
    • Steve Spends $500 on Average to Acquire a New Customer
    • Meet Greg
    • Greg Leverages Inbound Channels to Earn Traffic
    • Greg Spends $100 on Average to Acquire a New Customer
    • Greg Can Aqcuire 5X as Many Customers as Steve
    • Or Greg Can Spend $400 per Customer to Improve His Product
    • Who Would You Rather Be?
    • 10K Foot View on Search
    • http://searchengineland.com/by-the-numbers-twitter-vs-facebook-vs-google-buzz-36709 Growth of Google Queries 2007-2012 Number of Searches/Day on Google 3 Billion Searches/Day (announced Aug. 2012)
    • Via http://adage.com/article/digital/interactive-marketing-spend-hit-76-6b-2016/229444/ Growth of Spending on Paid Search
    • http://www.marquettegroup.com/why-advertise-on-a-mobile-device/ Growth of Mobile Search
    • Via Statcounter: http://gs.statcounter.com/#search_engine-na-monthly-201108-201208 Bing vs. Google Market Share
    • http://www.bgr.com/2012/09/17/google-plus-stats-2012-400-million-members/ Massive Growth of Google+
    • There are lots of social networks at scale in 2012, and potentially more coming. Fragmentation of Social Networks Users: 100mm 900mm 200mm 120mm 10mm Users: 15mm Millions 14mm 7.5mm 18mm
    • What Hasn’t Changed in SEO
    • Via Google Webmaster Tools: http://google.com/webmasters Engines Still Need Accessibility Help
    • Via the still-amazing http://headrush.typepad.com/ Delighting Users Still Leads to Success
    • Getting the Basics Right Still Matters Start with a strong base, then work your way up.
    • SEO Success Still Happens at this Intersection Right HERE
    • What’s Changed in SEO
    • http://www.seomoz.org/blog/beat-google-panda Panda & Low Quality Content
    • http://www.seomoz.org/blog/7-achievable-steps-for-great-seo-after-the-penguin-update Penguin & Low Quality Links
    • Avoid this: http://www.seomoz.org/blog/17-types-of-link-spam-to-avoid Do this: http://searchengineland.com/link-building-means-earning-hard-links-not-easy-links-123767 Link Building vs. Earning Links
    • Rich Snippets and Schema Markup Star Ratings, Reviews & Price Author Photo Date of Publication Video Snippet
    • Video Search and Video SEO http://www.cleancutmedia.com/video/youtube-is-it-possible-to-watch-4-billion-views-a-day
    • http://www.seomoz.org/blog/new-data-the-correlations-between-social-sharing-and-inbound-links The Merging of SEO & Social Media
    • http://www.seobythesea.com/2011/07/how-google-might-rank-pages-based- upon-usage-information/ User & Usage Data Signals
    • http://www.seomoz.org/blog/social-annotations-in-search-now-your-social-network-rankings and http://www.seomoz.org/ugc/how-to-analyze-google-analytics-not-provided-data Lost Data: Not Provided & Social Connections
    • Link: http://bit.ly/mozfutureofseo Google & Bing Dominating Head Terms
    • Link: http://bit.ly/mozfutureofseo Google & Bing Dominating Head Terms
    • Link: http://bit.ly/mozfutureofseo Google & Bing Dominating Head Terms
    • Just one page out of 10 in Annie Cushing’s guide: http://inbound.org/tools- software/2012/07/annie-cushings-amazing-google-doc-of-seo-tools/ Lots of New Tools & Data Available
    • http://www.seomoz.org/blog/the-responsibilities-of-seo-have-been-upgraded Massive Shift in Roles & Responsibilities
    • Strategic Tips for SEO
    • http://about.zappos.com/zappos-story/in-the-beginning-let-there-be-shoes #1: Get Your Brand’s Story Right
    • #2: Develop a Content Strategy that Will Attract A) Customers and/or B) Customer Influencers Relevant to Current Customers Relevant to Potential Customers Relevant to Any Who Interact w/ Potential Customers Get Here
    • #3: Focus on Inbound Channels Where Your Audience Exists
    • http://www.seomoz.org/blog/tracking-the-roi-of-social-media #4: Set Up the Right KPIs Metrics are essential at every phase of the funnel to determine what’s working vs. not
    • Moz’s Casey Henry (http://www.seomoz.org/team/casey) and Devin Ellis (http://www.seomoz.org/team/devin) #5: Devote a Webdev Team to Marketing
    • #6: Create an Incentive for People to Share
    • Tactical Tips for SEO (and Inbound)
    • Link: http://bit.ly/mozfutureofseo #1: Embrace the Long Tail of Keyword Demand Tens of thousands of pages of content created by professional marketers (our writers and those who ask Q+A)
    • Times when my followers are online via http://followerwonk.com #2A: Optimize Your Social Timing At the highest point, only ~6.5% of my followers are online, which means only 4,514 of my 69,458 followers could possibly see a tweet.
    • For my account, on average, the highest CTRs come when a link is in the middle of a tweet, surrounded by text on either side with no other @mentions or hashtags #2B: Optimize Your Social Share Formatting URL at the end & hash tag next to the URL URL in the center of text blocks, no usernames or hashes around it
    • Taking care to optimize your social shares will mean a higher rate of re-sharing and more follower/fan growth with every share you make. #2B: Optimize Your Social Share Formatting Perfectly formatted image uploaded separate to post link makes for high visibility and CTR in Facebook. Bad image and non-customized share & a mediocre snippet means lower CTR on Google+
    • Tracking of my socially shared links via http://bit.ly #2C: Optimize & Track What You Share
    • #3: Create Search Results that Stand Out
    • #4: Leverage Video Content & Video SEO Video SEO Guide from Wistia: http://wistia.com/doc/video-seo
    • #5: Don’t Limit Competitive Link Analysis to Direct Competitors e.g. If I were doing link building for SEOmoz, I’d look at who links to other web marketing topics, like email or conversion rate optimization.
    • #6: Research What Bloggers, Journalists, & Influencer Portals Cover. Then Do That Stuff. Alltop and other aggregation sites can be good sources: http://alltop.com
    • #7: Social Media OAuth Services Can Be Powerful Customer Acquisition Tools
    • #8: Keep All Your Content on One Subdomain http://www.seomoz.org/blog/understanding-root-domains-subdomains-vs-subfolders-microsites
    • Good place to find great designers: http://dribbble.com #9: Poor Design Negatively Impacts Every Inbound Channel
    • http://blog.okcupid.com/index.php/your-looks-and-online-dating/ #10: Test & Optimize Your CTA Buttons
    • http://www.slideshare.net/jcolman/web-performance-optimization-the-silver- bullet-of-seo-and-ux #11: Make Your Site CRAZY FAST Data from @jcolman of REI
    • A Few Last Words of Advice
    • Link: http://bit.ly/mozfutureofseo Inbound Marketing is a Long Term Investment Where Geraldine Started Her Blog
    • Link: http://bit.ly/mozfutureofseo Inbound Marketing is a Long Term Investment Where People Usually Give Up
    • Link: http://bit.ly/mozfutureofseo Inbound Marketing is a Long Term Investment Over 4,000 Visits/Day to a Single Author Blog
    • Link: http://bit.ly/mozfutureofseo Channels Where Others Don’t Invest is Where Real Opportunity Lies
    • “The force is strong with this one.” The Temptation to Do Black/Gray Hat is Strong. You Have to Resist It.
    • Ruth Burr, SEOmoz’s In-House SEO http://www.seomoz.org/team/ruthburr (part of a team of 6 inbound focused folks on our marketing team) You Probably Can’t Do SEO (or Inbound) Effectively at Scale Without an In-House Resource
    • Some guesses at algo flux: http://www.seomoz.org/blog/how-googles-rankings-algorithm- has-changed-over-time- SEO Today (and for the Future) is Not About a Perfect Formula
    • Couldn’t resist using this image  Via http://xk9.com/bones/branding-is-bullshit/ SEO is About Building a Great Brand (and making that brand’s web presence accessible/optimized for engines)
    • R Your Analytics Will Lie to You. (unless you’re using multi-touch attribution)
    • R http://www.seomoz.org/blog/tracking-the-roi-of-social-media Multi-Channel Attribution is Critical
    • Visualizing Visits Through Various Channels http://www.seomoz.org/blog/why-the-inbound-marketing-funnel-is-essential-whiteboard-friday
    • The Future of SEO Rand Fishkin, CEO, SEOmoz • Download this deck: http://bit.ly/mozfutureofseo • Email: rand@seomoz.org • Twitter: @randfish • Blog: http://moz.com/rand and http://seomoz.org/blog