How SEO Blinded Me, Then Opened My Eyes

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

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: € € € €!!

Most users see these same results in the same order.

Reality: Thedays of standardSERPs are over

#1 and #2;I’m winning!

Reality:Rel=author + great branding means Aaron’s probably winning

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

Rand Fishkin | CEO@randfishwww.seomoz.org/blogrand@seomoz.org http://bit.ly/mozblindedbyseo

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How SEO Blinded Me, Then Opened My Eyes

by Rand Fishkin

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