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How SEO Blinded Me, Then Opened My EyesPresentation Transcript
How SEO Blinded Me, Then Opened My Eyes A story about the seductive power of search, and the truth about marketing channels & why people buy Rand Fishkin | CEO http://bit.ly/mozblindedbyseo
SEO
But, SEO Also Blinded Me.
I Used to Believe…
#1: Gets 30% oftraffic and sales#2: Gets 12% oftraffic and sales #3: Gets 7% oftraffic and sales #4: Gets 5% oftraffic and sales #5: Gets 4% oftraffic and sales
Step 1:Get Here Step 2: € € € €!!
I Used to Believe…
Most users see these same results in the same order.
Reality: Thedays of standardSERPs are over
I Used to Believe…
#1 and #2;I’m winning!
Reality:Rel=author + great branding means Aaron’s probably winning
I Used to Believe…
>
I Used to Believe…
If a source doesn’t send convertingvisits, it’s useless.
Reality: Visitorsusually have lotsof ways to get toyour site before they convert.
Hey Look! A Tree!
Oh… This is a forest.
Thankfully, SEO Evolved
No More 10Blue Links
Today…
Snippets are Surprisingly Sophisticated
Visuals CanDominate the SERPs
Advertising Occasionally Overwhelms Organic
More and More, Google’s Putting Themselves in the Results
No More Lengthening of the Long Tail“20 to 25% of the queries we see 15% of the searches we seetoday, we have never seen before” everyday we’ve never seen before.– Udi Manber, June 2007 - Google Facts, March 2012
Today…
Searches are Suggested
Or Presumed
And Influence-able
No More Dominationwithout a Brand "Brands are the solution, not the problem," Mr. Schmidt said. "Brands are how you sort out the cesspool.“ - Eric Schmidt, October, 2008
Today…
Many Searches Biasto Established Brands
Others Suggest the Brands Directly
Brands ReceivePreferential Treatment
Penalties and Filtersare Designed to Target Unbranded Sites
No More Manipulative LinkBehavior That Lasts at Scale
Today…
Big, Famous LinkNetworks Get Hit
Small, SingleSites Get Hit
Blog Networksare BeingShut Down
Directories Get Devalued
Google Will Lift YourPenalty Faster If You Tell Them How You Got Those Links
No More Search without Social
Today…
Google’s SocialGraph is Far LargerThan Most Believe
The Hardest Page to Find in Your Google Account PowersSocial Results Beyond Google+ http://www.google.com/s2/u/0/search/social
Email is Now a Social Influence on Search
Google Will Go to Great Lengths to Favor G+
As SEO Evolved, It Forced Me to Evolve With It
Today…
SEO is a Tactic
Inbound Marketing is a Strategy
BecauseLower COCA = Competitive Advantage
This Process Is Simple toUnderstand, Yet Hard to Execute ONE DOES NOT SIMPLY DO INBOUND MARKETING
Step #1:Know Today’s Customers
Step #2:Know Your Future Customers
Step #3:Create the Content Both Desire
Step #4:Spread Via Every Available Channel
Step #5:Measure, Optimize & Improve
SEO is Just Content,Keywords, Links & Rankings.
SEO is deeply connected tobroader marketing practices, andit’s just one tactic amongst many.
SEO. But, no strategy.
Strategy, but no SEO. http://www.youtube.com/watch?v=ZUG9qYTJMsI
On a side note, it seems personal branding is more important that company branding as well. People do business with people, they like, and those that are like minded. 1 year ago