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How SEO Blinded Me, Then Opened My Eyes
 

How SEO Blinded Me, Then Opened My Eyes

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Rand Fishkin's keynote presentation from SMX Munich 2012.

Rand Fishkin's keynote presentation from SMX Munich 2012.

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  • I Like This Presentation! Great Job Rand! :)
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  • Suxus Technology | Web Design In Tirunelveli | Tirupur | Trichy | Seo
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  • Thanks, Tess, for the Favoriting! I am going to take a cue from you, and Follow more SEO giants on SlideShare. Best to you!
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  • Nice speach at SMX munich
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    How SEO Blinded Me, Then Opened My Eyes How SEO Blinded Me, Then Opened My Eyes Presentation 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
    • Rand Fishkin | CEO@randfishwww.seomoz.org/blogrand@seomoz.org http://bit.ly/mozblindedbyseo