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How SEO Blinded Me (Then Opened My Eyes)

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Laying out some of the myths and misconceptions about SEO, with a focus on tips for startups planning to do SEO in 2013.

Laying out some of the myths and misconceptions about SEO, with a focus on tips for startups planning to do SEO in 2013.

Published in: Technology, Business
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  • Also wish everyone was as open to the long term benefits of the BEST in content production. Alas, many just want instant results. Sigh....
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  • As always top notch.
    I would also add that anyone in SEO needs to have a bigger head for data and ROIs/KPIs, whether agencyside or clientside, most are very concerned about this. And rightfully so.
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  • Great view on todays online marketing challenges! Totally agree with you
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  • Great slide with great content. Must have taken you quite sometime to put together this great slide.
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  • That's a kick ass material. Sometimes we take this for granted, just thinking on the content itself but in the reality you invested a good time preparing this presentation. I really appreciated the content, very nice work! This is one of those very expensive materials that are just right there, free for you to read and learn.

    The content of this presentation shows that increasingly, the details that separate the SEO professional of the adventurer are even more distant.
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  • 1. Download this slide deck: http://bit.ly/blindedbyseoBy Rand FishkinA story about the seductive power of search, and thetruth about marketing channels & why people buy
  • 2. #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
  • 3. Step 1:Get HereStep 2:Profit!!
  • 4. Reality:Branding, CRO, UI/UX, andthe searcher’s location in thebuying cycle all influence theeffectiveness of SEO.
  • 5. Most users seethese sameresults in thesame order.
  • 6. Reality: Thedays of standardSERPs are over
  • 7. #1 and #2;I’m winning!
  • 8. Reality:Rel=author + greatbranding meansAaron’s probablywinning
  • 9. If a source doesn’tsend convertingvisits, it’s useless.
  • 10. Reality: Visitorsusually have lotsof ways to get toyour site beforethey convert.
  • 11. No More 10Blue Links
  • 12. Snippets are SurprisinglySophisticated
  • 13. Visuals CanDominate theSERPs
  • 14. Advertising OccasionallyOverwhelms Organic
  • 15. More and More, Google’s PuttingThemselves in the Results
  • 16. No MoreLengthening ofthe Long Tail
  • 17. Searches areSuggested
  • 18. Or Presumed
  • 19. And Influenceable
  • 20. Still, I’d highly recommend investingin long tail & chunky middle SEOLess competition, higherconverting searchers,and easier to servevisitor intent.
  • 21. No MoreDominationwithout a Brand"Brands are the solution, not theproblem," Mr. Schmidt said. "Brandsare how you sort out the cesspool.“- Eric Schmidt, October, 2008
  • 22. Many Searches Biasto Established Brands
  • 23. Others Suggest theBrands Directly
  • 24. Brands ReceivePreferential Treatment
  • 25. Penalties and Filtersare Designed to TargetUnbranded Sites
  • 26. Searcher Clicks are Biasedby Domain Branding!
  • 27. No More ManipulativeLink Behavior ThatLasts at Scale
  • 28. Big, Famous LinkNetworks Get Hit
  • 29. Small, LocalSites Get Hit
  • 30. BlogNetworksare BeingShut Down
  • 31. Directories GetDevalued
  • 32. Google Will Lift YourPenalty Faster If YouTell Them How YouGot Those Links
  • 33. No More Searchwithout Social
  • 34. Google’s SocialGraph is Far LargerThan Most Believe
  • 35. Google’s Social Connections pageshowed how this process worked (andthey’ve now made it inaccessible)
  • 36. Email is Now a SocialInfluence on Search
  • 37. Google Will Go to GreatLengths to Favor G+
  • 38. There’s a big difference between content as a tactic and content “strategy:”http://www.slideshare.net/randfish/rand-mozconcontentstrategy2
  • 39. http://www.seomoz.org/blog/great-content-for-seo-simpler-than-you-ever-imagined
  • 40. Building a passionate community is almost arequirement for great SEO in 2013.
  • 41. “SEO” probablydoesn’t have 825Ksearches/month, but itprobably has ~4X asmany as “social media”
  • 42. Moz’s internal tool forfunnel analytics
  • 43. http://moz.com/rand/manufacturing-serendipity/
  • 44. http://www.seomoz.org/article/recommended
  • 45. http://www.seomoz.org/blog/lead-from-within-10-strategies-to-become-a-successful-inhouse-seo
  • 46. http://moz.com/rand/the-paradox-of-easy-vs-hard-to-measure-marketing-channels/

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