How SEO Blinded Me, Then Opened My Eyes   A story about the seductive power of search, and the   truth about marketing cha...
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...
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 ...
Today…
Searches are Suggested
Or Presumed
And Influence-able
No More  Dominationwithout a Brand                  "Brands are the solution, not the                  problem," Mr. Schmi...
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...
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
Rand Fishkin | CEO@randfishwww.seomoz.org/blogrand@seomoz.org       http://bit.ly/mozblindedbyseo
How SEO Blinded Me, Then Opened My Eyes
How SEO Blinded Me, Then Opened My Eyes
How SEO Blinded Me, Then Opened My Eyes
How SEO Blinded Me, Then Opened My Eyes
How SEO Blinded Me, Then Opened My Eyes
How SEO Blinded Me, Then Opened My Eyes
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How SEO Blinded Me, Then Opened My Eyes

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Rand Fishkin's keynote presentation from SMX Munich 2012.

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How SEO Blinded Me, Then Opened My Eyes

  1. 1. 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
  2. 2. SEO
  3. 3. But, SEO Also Blinded Me.
  4. 4. I Used to Believe…
  5. 5. #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
  6. 6. Step 1:Get Here Step 2: € € € €!!
  7. 7. I Used to Believe…
  8. 8. Most users see these same results in the same order.
  9. 9. Reality: Thedays of standardSERPs are over
  10. 10. I Used to Believe…
  11. 11. #1 and #2;I’m winning!
  12. 12. Reality:Rel=author + great branding means Aaron’s probably winning
  13. 13. I Used to Believe…
  14. 14. >
  15. 15. I Used to Believe…
  16. 16. If a source doesn’t send convertingvisits, it’s useless.
  17. 17. Reality: Visitorsusually have lotsof ways to get toyour site before they convert.
  18. 18. Hey Look! A Tree!
  19. 19. Oh… This is a forest.
  20. 20. Thankfully, SEO Evolved
  21. 21. No More 10Blue Links
  22. 22. Today…
  23. 23. Snippets are Surprisingly Sophisticated
  24. 24. Visuals CanDominate the SERPs
  25. 25. Advertising Occasionally Overwhelms Organic
  26. 26. More and More, Google’s Putting Themselves in the Results
  27. 27. 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
  28. 28. Today…
  29. 29. Searches are Suggested
  30. 30. Or Presumed
  31. 31. And Influence-able
  32. 32. 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
  33. 33. Today…
  34. 34. Many Searches Biasto Established Brands
  35. 35. Others Suggest the Brands Directly
  36. 36. Brands ReceivePreferential Treatment
  37. 37. Penalties and Filtersare Designed to Target Unbranded Sites
  38. 38. No More Manipulative LinkBehavior That Lasts at Scale
  39. 39. Today…
  40. 40. Big, Famous LinkNetworks Get Hit
  41. 41. Small, SingleSites Get Hit
  42. 42. Blog Networksare BeingShut Down
  43. 43. Directories Get Devalued
  44. 44. Google Will Lift YourPenalty Faster If You Tell Them How You Got Those Links
  45. 45. No More Search without Social
  46. 46. Today…
  47. 47. Google’s SocialGraph is Far LargerThan Most Believe
  48. 48. The Hardest Page to Find in Your Google Account PowersSocial Results Beyond Google+ http://www.google.com/s2/u/0/search/social
  49. 49. Email is Now a Social Influence on Search
  50. 50. Google Will Go to Great Lengths to Favor G+
  51. 51. As SEO Evolved, It Forced Me to Evolve With It
  52. 52. Today…
  53. 53. SEO is a Tactic
  54. 54. Inbound Marketing is a Strategy
  55. 55. BecauseLower COCA = Competitive Advantage
  56. 56. This Process Is Simple toUnderstand, Yet Hard to Execute ONE DOES NOT SIMPLY DO INBOUND MARKETING
  57. 57. Step #1:Know Today’s Customers
  58. 58. Step #2:Know Your Future Customers
  59. 59. Step #3:Create the Content Both Desire
  60. 60. Step #4:Spread Via Every Available Channel
  61. 61. Step #5:Measure, Optimize & Improve
  62. 62. SEO is Just Content,Keywords, Links & Rankings.
  63. 63. SEO is deeply connected tobroader marketing practices, andit’s just one tactic amongst many.
  64. 64. SEO. But, no strategy.
  65. 65. Strategy, but no SEO. http://www.youtube.com/watch?v=ZUG9qYTJMsI
  66. 66. Rand Fishkin | CEO@randfishwww.seomoz.org/blogrand@seomoz.org http://bit.ly/mozblindedbyseo
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