The SEO Revolution Will Not Be Televised
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The SEO Revolution Will Not Be Televised

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Rand Fishkin's presentation from SMX Munich on the major changes to search and SEO.

Rand Fishkin's presentation from SMX Munich on the major changes to search and SEO.

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    The SEO Revolution Will Not Be Televised The SEO Revolution Will Not Be Televised Presentation Transcript

    • Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com The SEO Revolution Will Not Be Televised
    • Be Kindly Advised: This presentation features an above-average quantity of Rand’s personal opinion & perception
    • This Presentation Is Online Here: bit.ly/seorevolution2014
    • Major Shifts in Search (of which most folks are aware) 5
    • 1) Far More Diversity of Result Types Only 15% of SERPs are “10 Blue Links”
    • Local Results Above Organic + Map
    • Local Carousel + Map
    • Sitelinks + Knowledge Graph + News
    • AdWords Top + Sitelinks + Knowledge Graph + Recent Google+ Posts + Also Search For
    • Recipe images via Schema markup + mini- sitelinks + video snippets + ratings, calories, & reviews rich snippets
    • Mini-sitelinks + images box + knowledge graph + video snippets
    • Ignorance via Google Suggest (also embedded Q+A links)
    • 2) Cannibalization of Traffic-Referring Queries by Google Themselves
    • If I were the NCAA, I don’t think I could stomach paying Google to appear in these results.
    • This is even worse.
    • And it’s not just happening for popular queries.
    • It’s even happening to your friends 
    • 3) Sacrificing Transparency Under the Guise of Privacy Via Not Provided Count
    • G+ = Author Photos & Knowledge Graph Posts 1 2
    • G+ Gives You Follower Counts, a Follow Button, More Posts from Your Account, & Can Show Up in SERPS 3 54 6 7
    • If You’re In Someone’s Circles, All You Have to Do is Mention Their Search Phrase to be on Page 1 8
    • Even for Incredibly Competitive Queries 8
    • 5) The Long-Awaited Dominance of & Bias Toward Brands in Search Has Arrived Via Mozcast 27% Growth in 24 Months
    • Brand Gets You Rankings, & It Gets You Out of Trouble. Via Techcrunch
    • Subtle Changes to Search (that not everyone might know) 4
    • 1) Content Growth Exceeding Query Growth Search stats via Comscore and AJ Kohn on G+;
    • 2013 Actually Had 11 Months of YoY Growth Search stats via Comscore and AJ Kohn on G+;
    • Content May Go the Way of Advertising Ad cycle & content graphic via Rand’s Blog
    • Standing Out May Become Much, Much Harder Ad cycle & content graphic via Rand’s Blog
    • 2) On-Page’s Impact Growing After Years Of Shrinking Instead of carefully keyword-matched content from sites like eHow & Journeymart, Hummingbird has helped Google “intent-match” and return more valuable (though less classically “SEO’d”) pages
    • 3) A New Philosophy/PR Approach to Spam 1997-2011: Spam is our problem 2012-2014: Spam is your problem
    • 4) Introduction of Machine-Learning to Search Quality Algorithms Quora thread with Edmond Lau’s response here
    • A Brief Look at Machine Learning
    • A Brief Look at Machine Learning Search quality filters Sites G don’t like Any & every signal New Algo Signals that correlate w/ bad sites
    • Ways Our Industry is Taking These Changes 3
    • Anger, Distrust, Resentment, & Retaliation Young fools. Only now do you see the folly of retweeting “sick burns” on Matt Cutts as your primary mode of defense.
    • Modification of Strategic Approaches Many of Dr. Pete’s weekends were burned to bring us this information.
    • Reject and (or) Ignore Hey, if I want to buy some links, you’ll shut up and sell me some $%&# links.
    • Landscape Upheavals for SEOs Themselves 2
    • The Evolution of Technical SEO
    • What’s insane is that this same pattern holds true for every facet of SEO, not just the technical side. Whoa.
    • LinkedIn Members w/ “SEO” in their Job Title LinkedIn Members w/ “SEO” in their Job Description Via LinkedIn and Moz’s 2013 Industry Survey 1997-2010: “I’m an SEO”
    • Via LinkedIn and Moz’s 2013 Industry Survey 2011-Present: “SEO is a part of my job.”
    • Quiet Revolution 1
    • New Spam Tactics + Brand Biasing + Broader Algorithms = Decline of Classic SEO (aka keywords & links)
    • Search Growth Leveling Off + Google Taking Many Queries for Themselves + Increasing Competition = A Need to Find New / More Creative Opportunities
    • Increasing Complexity + Perception of Accessibility = Continued Lack of Respect, Influence, and Resources
    • 3 of My Big Takeaways
    • We Need to Create Better Expectations (or our teams/clients will continue to demand the impossible) #1
    • We Must Educate Clients, Managers, and Teams About What Modern SEO Entails
    • About the New Timeframes for SEO Success Via Case Study: How Long It Takes to See Organic Results
    • AKA “The SEO Slog” Via Surviving the SEO Slog
    • And about the Reality of SEO’s New Risks Penalty? Cannibalization? Drop in Demand? Technical Issue? Competition? New SERP Types?
    • It’s Not Just About What’s Expected of SEOs, But What We Expect from Our Teams & Clients If SEOs are expected to have broad marketing knowledge, other teams need to have SEO knowledge, too.
    • Early Adopters of New Channels or Tactics Will Earn Outsize Returns (more than ever, it’s paying off to be on the bleeding edge) #2
    • TripAdvisor Got a Pass b/c There Was No Panda Tripadvisor in 2011 featuring virtually no unique content
    • Many Got a Pass b/c There Was No Penguin Don’t worry… I’m not going to tell on you 
    • Infographic Peddlers?
    • Guest Blog Abusers? How Geraldine replies to guest post requests.
    • Getty Images Will Get a Pass Because They’re a Brand and They’re Early Via Rae Hoffman’s SMX “Meet the Search Engines” Takeaways
    • Earning an Engaged Following on Google+ Today May Be Hard
    • But So Was Earning a Following on Facebook
    • Instagram? Pinterest? Secret?
    • Those Who Aren’t Building Brands Will Struggle Mightily in the Years Ahead (The “find & abuse exploits” era of SEO is ending. The only logical strategy today is to be so good that Google looks bad taking you out) #3
    • Link Building ≠ Brand Building
    • Keyword Targeting ≠ Brand Building
    • Short-Term Rankings ≠ Brand Building Official airport website Major brand Major brand Major brand Major brand
    • You’re Probably Sick of Hearing About Content Marketing
    • You’re Probably Sick of Hearing About Social Media Marketing
    • You’re Probably Sick of Hearing About Earning Press
    • You’re Probably Sick of Hearing About “Going Viral”
    • Guess What?
    • Content Marketing Social Media Marketing Earning Press Going “Viral” = Brand Building
    • Google made SEOs into brand builders by making the algorithm love brands.
    • Welcome to the Revolution
    • Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com bit.ly/seorevolution2014