The Future of SEO

The Future of SEORand Fishkin, CEO, SEOmozDownload: http://bit.ly/mozfutureofseo

Why SEO? Why Inbound?

#1: Click Distribution

Only 18% of Clicks Go Here

82% Go Here

Less than 1% of Clicks Go Here

99% Go Everywhere ElseEspecially Here

The Best Facebook Ads Get <1% CTR

Wall Posts Often Have 30%+

Banner Ads Are Lucky to Get 1% CTR

But Web ContentGenerates Tons of Views

Blog Sidebar Ads? <5%

Blog Content? Doing Great; Thank You.

Paid Marketing: ~10% of traffic($40 Billion of investment in 2012*) Inbound Marketing: ~90% of traffic (but only $5 Billion of investment in 2012*) *Via Forrester’s Interactive Marketing 2012 Report

#2: Cost of Acquisition

Meet Steve

Steve Uses Ads to Buy Traffic

Steve Spends $500 on Average to Acquire a New Customer

Meet Greg

Greg Leverages InboundChannels to Earn Traffic

Greg Spends $100 on Average to Acquire a New Customer

Greg Can Aqcuire 5X as Many Customers as Steve

Or Greg Can Spend $400 perCustomer to Improve His Product

Who Would You Rather Be?

10K Foot View on Search

Growth of Google Queries 2007-2012 Number of Searches/Day on Google 3 Billion Searches/Day (announced Aug. 2012) http://searchengineland.com/by-the-numbers-twitter-vs-facebook-vs-google-buzz-36709

Growth of Spending on Paid Search Via http://adage.com/article/digital/interactive-marketing-spend-hit-76-6b-2016/229444/

Growth of Mobile Search http://www.marquettegroup.com/why-advertise-on-a-mobile-device/

Bing vs. Google Market Share Via Statcounter: http://gs.statcounter.com/#search_engine-na-monthly-201108-201208

Massive Growth of Google+ http://www.bgr.com/2012/09/17/google-plus-stats-2012-400-million-members/

Fragmentation of Social NetworksUsers: 100mm 900mm 200mm 120mm 10mmUsers: 15mm Millions 14mm 7.5mm 18mm There are lots of social networks at scale in 2012, and potentially more coming.

What Hasn’t Changed in SEO

Engines Still Need Accessibility Help Via Google Webmaster Tools: http://google.com/webmasters

Delighting Users Still Leads to Success Via the still-amazing http://headrush.typepad.com/

Getting the Basics Right Still MattersStart with a strong base,then work your way up.

SEO Success Still Happens at this Intersection Right HERE

What’s Changed in SEO

Panda & Low Quality Content http://www.seomoz.org/blog/beat-google-panda

Penguin & Low Quality Links http://www.seomoz.org/blog/7-achievable-steps-for-great-seo-after-the-penguin-update

Link Building vs. Earning Links Avoid this: http://www.seomoz.org/blog/17-types-of-link-spam-to-avoid Do this: http://searchengineland.com/link-building-means-earning-hard-links-not-easy-links-123767

Rich Snippets and Schema Markup Star Ratings, Reviews & Price Author Photo Date of Publication Video Snippet

Video Search and Video SEO http://www.cleancutmedia.com/video/youtube-is-it-possible-to-watch-4-billion-views-a-day

The Merging of SEO & Social Media http://www.seomoz.org/blog/new-data-the-correlations-between-social-sharing-and-inbound-links

User & Usage Data Signals http://www.seobythesea.com/2011/07/how-google-might-rank-pages-based- upon-usage-information/

Lost Data: Not Provided & Social Connections http://www.seomoz.org/blog/social-annotations-in-search-now-your-social-network-rankings and http://www.seomoz.org/ugc/how-to-analyze-google-analytics-not-provided-data

Google & Bing Dominating Head Terms Link: http://bit.ly/mozfutureofseo

Lots of New Tools & Data Available Just one page out of 10 in Annie Cushing’s guide: http://inbound.org/tools- software/2012/07/annie-cushings-amazing-google-doc-of-seo-tools/

Massive Shift in Roles & Responsibilities http://www.seomoz.org/blog/the-responsibilities-of-seo-have-been-upgraded

Strategic Tips for SEO

#1: Get Your Brand’s Story Right http://about.zappos.com/zappos-story/in-the-beginning-let-there-be-shoes

#2: Develop a Content Strategy that Will AttractA) Customers and/or B) Customer InfluencersRelevant to Any Who Relevant RelevantInteract w/ Potential to Potential to Current Customers Customers Customers Get Here

#3: Focus on Inbound Channels Where Your Audience Exists

#4: Set Up the Right KPIsMetrics are essential at every phase of the funnel to determinewhat’s working vs. not http://www.seomoz.org/blog/tracking-the-roi-of-social-media

#5: Devote a Webdev Team to Marketing Moz’s Casey Henry (http://www.seomoz.org/team/casey) and Devin Ellis (http://www.seomoz.org/team/devin)

#6: Create an Incentive for People to Share

Tactical Tips for SEO (and Inbound)

#1: Embrace the Long Tail of Keyword DemandTens of thousands of pages of content created byprofessional marketers (our writers and those who ask Q+A) Link: http://bit.ly/mozfutureofseo

#2A: Optimize Your Social Timing At the highest point, only ~6.5% of my followers are online, whichmeans only 4,514 of my 69,458 followers could possibly see a tweet. Times when my followers are online via http://followerwonk.com

#2B: Optimize Your Social Share FormattingURL at the end & hash URL in the center of text blocks, no tag next to the URL usernames or hashes around it For my account, on average, the highest CTRs come when a link is in the middle of a tweet, surrounded by text on either side with no other @mentions or hashtags

#2B: Optimize Your Social Share Formatting Bad image and non-customized share & a mediocre snippet means lower CTR on Google+ Perfectly formatted image uploaded separate to post link makes for high visibility and CTR in Facebook. Taking care to optimize your social shares will mean a higher rate of re-sharing and more follower/fan growth with every share you make.

#2C: Optimize & Track What You Share Tracking of my socially shared links via http://bit.ly

#3: Create Search Results that Stand Out

#4: Leverage Video Content & Video SEO Video SEO Guide from Wistia: http://wistia.com/doc/video-seo

#5: Don’t Limit Competitive Link Analysis to Direct Competitors e.g. If I were doing link building for SEOmoz, I’d look at who links to other web marketing topics, like email or conversion rate optimization.

#6: Research What Bloggers, Journalists, &Influencer Portals Cover. Then Do That Stuff. Alltop and other aggregation sites can be good sources: http://alltop.com

#7: Social Media OAuth Services Can Be Powerful Customer Acquisition Tools

#8: Keep All Your Content on One Subdomain http://www.seomoz.org/blog/understanding-root-domains-subdomains-vs-subfolders-microsites

#9: Poor Design Negatively Impacts Every Inbound Channel Good place to find great designers: http://dribbble.com

#10: Test & Optimize Your CTA Buttons http://blog.okcupid.com/index.php/your-looks-and-online-dating/

#11: Make Your Site CRAZY FAST Data from @jcolman of REI http://www.slideshare.net/jcolman/web-performance-optimization-the-silver- bullet-of-seo-and-ux

A Few Last Words of Advice

Inbound Marketing is a Long Term Investment Where Geraldine Started Her Blog Link: http://bit.ly/mozfutureofseo

Inbound Marketing is a Long Term Investment Where People Usually Give Up Link: http://bit.ly/mozfutureofseo

Inbound Marketing is a Long Term Investment Over 4,000 Visits/Day to a Single Author Blog Link: http://bit.ly/mozfutureofseo

Channels Where Others Don’t Invest is Where Real Opportunity Lies Link: http://bit.ly/mozfutureofseo

The Temptation to Do Black/Gray Hat is Strong. You Have to Resist It. “The force is strong with this one.”

You Probably Can’t Do SEO (or Inbound)Effectively at Scale Without an In-House Resource Ruth Burr, SEOmoz’s In-House SEO http://www.seomoz.org/team/ruthburr (part of a team of 6 inbound focused folks on our marketing team)

SEO Today (and for the Future) is Not About a Perfect Formula Some guesses at algo flux: http://www.seomoz.org/blog/how-googles-rankings-algorithm- has-changed-over-time-

SEO is About Building a Great Brand(and making that brand’s web presence accessible/optimized for engines) Couldn’t resist using this image  Via http://xk9.com/bones/branding-is-bullshit/

YourAnalytics RWill Lieto You.(unless you’re usingmulti-touch attribution)

Multi-ChannelAttribution isCritical R http://www.seomoz.org/blog/tracking-the-roi-of-social-media

Visualizing Visits Through Various Channelshttp://www.seomoz.org/blog/why-the-inbound-marketing-funnel-is-essential-whiteboard-friday

Rand Fishkin, CEO, SEOmoz• Download this deck: http://bit.ly/mozfutureofseo• Email: rand@seomoz.org• Twitter: @randfish• Blog: http://moz.com/rand and http://seomoz.org/blog The Future of SEO

http://www.webiny.com	3091
http://webiny.com	149
http://realwebanalytics.net	96
http://steinbroeder.blogspot.com	84
https://twitter.com	72
http://www.scoop.it	72
http://usfdigitalmedia.tumblr.com	53
http://www.combridges.com	26
http://www.roodlicht.com	15
http://pinterest.com	13
http://www.vipclientpro.com	12
http://www.inbound-marketing-solutions.de	12
http://kred.com	12
http://tweetedtimes.com	11
http://fugo.folkuniversitetet.se	10
http://translate.googleusercontent.com	9
http://faxo.com	8
http://dmz14.app.clicktale.com	5
https://si0.twimg.com	5
http://www.mosaichub.com	4
https://t.co	4
http://besthomebasedbusiness101.blogspot.com	4
http://www.linkedin.com	4
http://www.twylah.com	3
http://aulaprepro.internetacademi.com	2
https://web.tweetdeck.com	2
http://mdginternet.com	2
http://www.steinbroeder.blogspot.com	2
http://www.cddvirtual.udd.cl	2
http://steinbroeder.blogspot.ro	2
http://steinbroeder.blogspot.ca	2
http://www.presentationdocs.com	2
http://steinbroeder.blogspot.kr	1
http://openstatussearch.com	1
https://mail.google.com	1
http://holisticjose.com	1
http://www.steinbroeder.blogspot.tw	1
http://instanttrafficblueprintempire.com	1
http://www.usfdigitalmedia.tumblr.com	1

The Future of SEO

by Rand Fishkin on Sep 27, 2012

Accessibility

Categories

Upload Details

Usage Rights

39 Embeds 3,797

Statistics

The Future of SEO Presentation Transcript