The Future of SEO (in conjunction with SEMPO)

1,408 views

Published on

Technology is fundamentally changing the way SEO is practiced. Download Conductor’s webinar with Nathan Safran, Senior Research Analyst, to learn:

View the replay and download this presentation to learn:

-What are marketers' attitudes towards SEO in terms of budget, metrics and keyword management?
-What are the key stumbling blocks that keep the SEO from scaling their keywords and achieving success in natural search?
-How is technology enabling the SEO to focus on high-impact revenue producing activities?

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,408
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
16
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

The Future of SEO (in conjunction with SEMPO)

  1. 1. The Future of SEO: How Technologyis Changing The Way SEO is Practiced Nathan Safran Senior Research Analyst Conductor, Inc.
  2. 2. Twitter @Conductor Hashtag: #SEOFuture #SEOFuture 2
  3. 3. About Conductor Founded in 2005 Searchlight - Most Widely Used Enterprise SEO platform Optimizing Over $3 Billion Worth of SEO revenue Powering SEO for Over 100 Leading Brands Largest SEO Technology Company in the World “Travelocity has noticed significant growth in SEO traffic and bookings since engaging with Conductor.” - Jeff Glueck, Travelocity #SEOFuture 3
  4. 4. Conductor Research Provider of ‘SEO Effectiveness Score’ to Internet Retailer 500 Nathan Safran Senior Research Analyst Former Forrester Research Analyst in Consumer Product Strategy Group Recent Study on ‘Panda’ Volatility Study on Google Instant Impact on User Syndicated on Business Insider Behavior Widely Covered #SEOFuture 4
  5. 5. Agenda Marketers’ Attitudes Toward SEO: Budget, Metrics, & Keyword Management Key Challenges Facing the SEO Professional Solutions: Technology - Primary and Ancillary Impact on the Practice of SEO 5 #SEOFuture
  6. 6. Marketers’ Attitudes Toward SEO: Budget, Metrics, and Keyword Management Key Challenges Facing the SEOSolutions: Technology - Primary and Ancillary Impact on the Practice of SEO #SEOFuture 6
  7. 7. SEO Pros – They are Everywhere #SEOFuture 7
  8. 8. Internet Retailer 500 Companies with In-house SEO Jumped24% in Seven Months Conductor Study, March 2011 8 #SEOFuture
  9. 9. Marketers Increase Commitment to SEO in the Next Year Source: Econsultancy: SEO Trends, Issues and Opportunities, March 2011 #SEOFuture 9
  10. 10. More Than Half of Budget is Allocated to Headcount andContent Source: Econsultancy: SEO Trends, Issues and Opportunities, March 2011 10 #SEOFuture
  11. 11. Nearly 8 out of 10 SEOs say Natural Search Metrics MoreImportant as an Input to Business Strategy 78% of Marketers say natural search metrics more important than a year ago Source: Econsultancy: SEO Trends, Issues and Opportunities, March 2011 #SEOFuture 11
  12. 12. 62% of Marketers Have Increased Keyword Coverage in theLast 12 Months 62% of Marketers have increased keyword coverage in the last year Source: Econsultancy: SEO Trends, Issues and Opportunities, March 2011 #SEOFuture 12
  13. 13. No. of Non-Paid Keywords Driving Traffic Grew by 20% YOY •Holiday Season 2010 vs. 2009 •18 million+ visits •5 High Traffic Ecommerce Websites Source: Conductor 2010 Holiday Study, February 2011 #SEOFuture 13
  14. 14. Traffic Increase Follows Similar Curve as Keyword Coverage Source: Conductor 2010 Holiday Study, February 2011 #SEOFuture 14
  15. 15. Marketers’ Attitudes Toward SEO: Budget, Metrics, and Keyword Management Key Challenges Facing the SEO ProfessionalSolutions: Technology - Primary and Ancillary Impact on the Practice of SEO 15 #SEOFuture
  16. 16. Wide Spectrum of Challenges Facing the SEOProfessional Today Ambiguity The „Where Opportunity do I Start?‟ Identification Problem Results Vary by Natural Competitive Landscape/Vert ical/Domain Search Landscape Visibility Visibility Long Term Task-Time Endeavor Conflict Changing Complexity of SERPs #SEOFuture 16
  17. 17. Today We Will Discuss a Subset Addressable byTechnology Ambiguity The „Where Opportunity do I Start?‟ Identification Problem Results Vary by Natural Competitive Landscape/Vert ical/Domain Search Landscape Visibility Visibility Long Term Task-Time Endeavor Conflict Changing Complexity of SERPs #SEOFuture 17
  18. 18. Optimizing yourselfTASK-TIME CONFLICT #SEOFuture 18
  19. 19. SEO Task-Time Conflict The Tension Between the Time Consuming, Low-Impact Tasks that Drive SEO, and High- Impact Tasks that Have a Material Impact on Search Rankings,Traffic and Revenue Source: Conductor Blog, How to Save Time With SEO: Using Technology to Resolve the Task-Time Conflict, June 2, 2011 #SEOFuture 19
  20. 20. SEO Professionals are Hampered by Time Consuming, Low-Impact Tasks… Conductor , Inc. The Unoptimized SEO, How Manual Tasks Sabotage the Potential of Search Marketers, March, 2011 20 #SEOFuture
  21. 21. …While Preferring to Spend Time on High-Impact Activities Conductor , Inc. The Unoptimized SEO, How Manual Tasks Sabotage the Potential of Search Marketers, March, 2011 #SEOFuture 21
  22. 22. Task-Time Conflict Becomes Even More Apparent When Actual vs.Desired Tasks Viewed Side by Side Conductor , Inc. The Unoptimized SEO, How Manual Tasks Sabotage the Potential of Search Marketers, March, 2011 #SEOFuture 22
  23. 23. Managing the ever-changing face of search resultsCHANGING COMPLEXITY OFSERPS #SEOFuture 23
  24. 24. SERP for ‘iPhone’ – 2007 to Today 2007 2011 News Images Video Shopping #SEOFuture 24
  25. 25. SERPs Have Become a Hodgepodge ofBlended Results 4,227 of the Most Expensive Paid keywords 81% with universal search results of some kind #SEOFuture 25
  26. 26. “I know where *I* am in the SERPs, but what neighborhood am I in?” EFFECTIVELY ANALYZING COMPETITIVE LANDSCAPE #SEOFuture 26
  27. 27. Classic Challenges Persist in Gaining Insightinto the SERPs Beyond Your Own Rank #SEOFuture 27
  28. 28. Here I am… #SEOFuture 28
  29. 29. …But What is Around Me? Competitor Competitor Competitor Competitor News Forget it (Wikipedia) Publisher Competitor Publisher Publisher Publisher Shopping #SEOFuture 29
  30. 30. Marketers’ Attitudes Toward SEO: Budget, Metrics, and Keyword Management Key Challenges Facing the SEO ProfessionalSolutions: Technology - Primary and Ancillary Impact on the Practice of SEO 30 #SEOFuture
  31. 31. Recap - Key Challenges• Task-Time Conflict• Changing Complexity of SERPs• Effectively Analyzing Competitive Landscape #SEOFuture 31
  32. 32. SolutionsTASK-TIME CONFLICT #SEOFuture 32
  33. 33. Technology Enables Up to 339x Efficiency Gains in RankTracking Activities Conductor , Inc. The Unoptimized SEO, How Manual Tasks Sabotage the Potential of Search Marketers, March, 2011 #SEOFuture 33
  34. 34. Efficiencies on Low-Impact Tasks Enable Focus on High-Impact Activities Conductor , Inc. The Unoptimized SEO, How Manual Tasks Sabotage the Potential of Search Marketers, March, 2011 #SEOFuture 34
  35. 35. Manual/Semi-Auto On-Page Auditing Requires DedicatedResources… #SEOFuture 35
  36. 36. …So SEOs Auditing Half as Frequently as They Should Be #SEOFuture 36
  37. 37. SEO Platform Provides Maximum SEO Oversight withLeast Effort #SEOFuture 37
  38. 38. SolutionsCHANGING COMPLEXITY OFSERPS #SEOFuture 38
  39. 39. Understand Your Neighborhood Classification of rankers by domain type Source: Conductor Searchlight Keyword Screen #SEOFuture 39
  40. 40. SolutionsEFFECTIVELY ANALYZECOMPETITIVE LANDSCAPE #SEOFuture 40
  41. 41. Technology Solutions Enable Clear Insight into NaturalSearch Visibility Source: Conductor Searchlight #SEOFuture 41
  42. 42. Insight into Competitive Landscape #SEOFuture Source: Conductor Searchlight Competitors Screen 42
  43. 43. Closed Loop Analysis - Determine ROI by ViewingRank/Traffic/Conversion Together in the Same Place Source: Conductor Searchlight #SEOFuture 43
  44. 44. Key Takeaways•Marketers Increasing Commitment to SEO—Budget & Headcount•SEOs Increasingly Scaling KeywordsKey Challenge Technology Helps By…Task-Time Conflict Enabling Focus on High-Impact Activities by Automating Repetitive, Low-Impact TasksChanging Complexity of SERPs Providing Transparency Into Dynamic, Digital SERPsEffectively Analyze Competitive Enabling Insight into Competitive LandscapeLandscape #SEOFuture 44
  45. 45. Thank You!conductor.com/sempowebinar Download: SEO Platform Time Savings Calculator Today’s Presentation (with newly released data!) Web: conductor.com Twitter: @conductor Blog: conductor.com/blog Email: nsafran@conductor.com #SEOFuture 45

×