26. 1) Content Growth Exceeding Query Growth
Search stats via Comscore and AJ Kohn on G+;
27. 2013 Actually Had 11 Months of YoY Growth
Search stats via Comscore and AJ Kohn on G+;
28. Content May Go the Way of Advertising
Ad cycle & content graphic via Rand’s Blog
29. Standing Out May Become Much, Much Harder
Ad cycle & content graphic via Rand’s Blog
30. 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
31. 3) A New Philosophy/PR Approach to Spam
1997-2011: Spam is our problem
2012-2014: Spam is your problem
32. 4) Introduction of Machine-Learning to Search Quality Algorithms
Quora thread with Edmond Lau’s response here
36. 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.
37. Modification of Strategic Approaches
Many of Dr. Pete’s weekends
were burned to bring us this
information.
38. Reject and (or) Ignore
Hey, if I want to
buy some links,
you’ll shut up and
sell me some
$%&# links.
41. What’s insane is that this same pattern
holds true for every facet of SEO, not
just the technical side.
Whoa.
42. 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”
43. Via LinkedIn and Moz’s 2013 Industry Survey
2011-Present: “SEO is a part of my job.”
53. And about the Reality of SEO’s New Risks
Penalty?
Cannibalization?
Drop in Demand?
Technical Issue?
Competition?
New SERP Types?
54. 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.
55. 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
56. TripAdvisor Got a Pass b/c There Was No Panda
Tripadvisor in
2011 featuring
virtually no unique
content
57. Many Got a Pass b/c There Was No Penguin
Don’t worry… I’m
not going to tell on
you
64. 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