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The State of SEO & Internet
     Marketing in 2012
   Rand Fishkin, CEO, SEOmoz @randfish
  Dharmesh Shah, CTO, HubSpot @dharmesh
Today’s Webinar Features:
I.     How SEO & Inbound Marketing Fit Together
II.    Data from the SEOmoz Industry Survey
III.   Emerging Tactics in the SEO Field
IV.    Dharmesh’s Top 4 Tips for SEO
V.     Rand’s Top 5 Tips for SEO
Inbound vs. Paid Marketing
                        Paid Channels




                       This chart shows the
                       actual distribution of
Inbound Channels       SEOmoz’s free trials
The Growth of Search
  Number of Searches/Day on Google

     3 Billion Searches/Day
         (announced Aug. 2012)
SEO vs. Paid Search Ads




              75%+ of all clicks go to organic
                   results, not paid ads.
SEO vs. Paid Search Ads




                 More than 50% of search
              queries have no paid ads at all.
You Are Renting Attention
SEO Industry Survey Data


4,431 Survey Respondents*
from the US, UK, Canada, Australia & NZ
  taken from March 21-May 18, 2012




                *of 6,491 total
Annual Salaries




On average, in-house marketers have higher compensation
What Do Marketers & Their Teams Work On?




    Surprisingly, a large percent of marketers manage others.
Consulting Services Demand




              High growth in SEO, social, local & content.
              Drop in link building particularly surprising.
Marketing Specialists vs. Generalists




            The split between increasing generalization vs. specialization is
               almost identical, but overall, there are more generalists.
What Tactics Do Marketers Employ?




   Lots of work on page speed, Google+, and Rel=Canonical
What Tactics Do Marketers Employ?




Competitive link analysis, content analysis, blogging & local SEO dominated
Popular Types of Marketing Content




                       IMO, opportunity lies in the
                        areas others are ignoring
Predictions for the Future




Mobile will change marketing. Facebook will dominate the social field. I’m skeptical 
Emerging Tactics in SEO




   http://www.seomoz.org/google-algorithm-change
An End to Craphat Link Building
Exact Match Domains Dying Slowly




 2010: http://www.seomoz.org/blog/exact-match-domains-are-far-too-powerful-is-their-time-limited
 2011: http://www.seomoz.org/article/search-ranking-factors#metrics
 2012: http://www.theopenalgorithm.com/correlation-data/domain-name-seo/
Brand Signals Becoming Essential

    Brand Signals for SEO             Old School “SEO”

             Employs Real People      No “Employees”

          Earns Mentions in Media     Press Release Blasts

              Detailed Contact Info   Form-Field Only

      Registered w/ Official Bodies   In “SEO Friendly Directories”

Link Growth Follows Social Signals    Links Grow in Spurts

Content is Slow, Steady & Authentic   “Content” is Auto-Generated
Social Media’s Increasing Influence




Via http://www.seomoz.org/blog/new-data-the-correlations-between-social-sharing-and-inbound-links
Google+ & Rel=Author
Overwhelming & Aggressive Ads
Instant Answers
Shrinking Domain Diversity
Dharmesh’s Tips for SEO



              Just grip like this, and the
              Godzilla beast’s heart will
               slow down rapidly. Then
              you can… wait, what? Oh,
              SEO tips? Sorry. Misheard.
#1: Solve for the humans!




        =
#2: Have The Need…The Need For Speed




          http://developers.google.com/speed
#3: Get The Basics Right First
#4: Pay It Forward: Promote the Promoters
Rand’s Top 5 Tips for SEO



                 Step 1: grow a beard.
                 Step 2: hipster glasses.
                   Step 3: plaid shirt.
                You’re ready for Seattle!
               Oh… You wanted SEO tips?
                      Doh. My bad.
#1: Create an Incentive to Share Your Content
#2: Don’t Beg Influencers; Involve Them!
#3: Start w/ the Long Tail & Chunky Middle
#4: Don’t Just Aim for Rankings, Go for CTR




  Which one
would you click?
#5: Delighting Users Works Shockingly Well




  http://headrush.typepad.com/creating_passionate_users/
We Have One More Tip for You!

           Is it how to dip an Oreo in
           milk without having to get
               your hands wet?


                                Umm… Dude. You
                               made the slide deck.
                                   You tell me.
Stay Current on Inbound News & Tactics




             http://inbound.org
Thank you!

View The Webinar Recording:
http://bit.ly/StateofSEOandIM

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Top SEO and Inbound Marketing Tactics in 2012: Insights from Rand Fishkin and Dharmesh Shah

  • 1. The State of SEO & Internet Marketing in 2012 Rand Fishkin, CEO, SEOmoz @randfish Dharmesh Shah, CTO, HubSpot @dharmesh
  • 2. Today’s Webinar Features: I. How SEO & Inbound Marketing Fit Together II. Data from the SEOmoz Industry Survey III. Emerging Tactics in the SEO Field IV. Dharmesh’s Top 4 Tips for SEO V. Rand’s Top 5 Tips for SEO
  • 3. Inbound vs. Paid Marketing Paid Channels This chart shows the actual distribution of Inbound Channels SEOmoz’s free trials
  • 4. The Growth of Search Number of Searches/Day on Google 3 Billion Searches/Day (announced Aug. 2012)
  • 5. SEO vs. Paid Search Ads 75%+ of all clicks go to organic results, not paid ads.
  • 6. SEO vs. Paid Search Ads More than 50% of search queries have no paid ads at all.
  • 7. You Are Renting Attention
  • 8. SEO Industry Survey Data 4,431 Survey Respondents* from the US, UK, Canada, Australia & NZ taken from March 21-May 18, 2012 *of 6,491 total
  • 9. Annual Salaries On average, in-house marketers have higher compensation
  • 10. What Do Marketers & Their Teams Work On? Surprisingly, a large percent of marketers manage others.
  • 11. Consulting Services Demand High growth in SEO, social, local & content. Drop in link building particularly surprising.
  • 12. Marketing Specialists vs. Generalists The split between increasing generalization vs. specialization is almost identical, but overall, there are more generalists.
  • 13. What Tactics Do Marketers Employ? Lots of work on page speed, Google+, and Rel=Canonical
  • 14. What Tactics Do Marketers Employ? Competitive link analysis, content analysis, blogging & local SEO dominated
  • 15. Popular Types of Marketing Content IMO, opportunity lies in the areas others are ignoring
  • 16. Predictions for the Future Mobile will change marketing. Facebook will dominate the social field. I’m skeptical 
  • 17. Emerging Tactics in SEO http://www.seomoz.org/google-algorithm-change
  • 18. An End to Craphat Link Building
  • 19. Exact Match Domains Dying Slowly 2010: http://www.seomoz.org/blog/exact-match-domains-are-far-too-powerful-is-their-time-limited 2011: http://www.seomoz.org/article/search-ranking-factors#metrics 2012: http://www.theopenalgorithm.com/correlation-data/domain-name-seo/
  • 20. Brand Signals Becoming Essential Brand Signals for SEO Old School “SEO” Employs Real People No “Employees” Earns Mentions in Media Press Release Blasts Detailed Contact Info Form-Field Only Registered w/ Official Bodies In “SEO Friendly Directories” Link Growth Follows Social Signals Links Grow in Spurts Content is Slow, Steady & Authentic “Content” is Auto-Generated
  • 21. Social Media’s Increasing Influence Via http://www.seomoz.org/blog/new-data-the-correlations-between-social-sharing-and-inbound-links
  • 26. Dharmesh’s Tips for SEO Just grip like this, and the Godzilla beast’s heart will slow down rapidly. Then you can… wait, what? Oh, SEO tips? Sorry. Misheard.
  • 27. #1: Solve for the humans! =
  • 28. #2: Have The Need…The Need For Speed http://developers.google.com/speed
  • 29. #3: Get The Basics Right First
  • 30. #4: Pay It Forward: Promote the Promoters
  • 31. Rand’s Top 5 Tips for SEO Step 1: grow a beard. Step 2: hipster glasses. Step 3: plaid shirt. You’re ready for Seattle! Oh… You wanted SEO tips? Doh. My bad.
  • 32. #1: Create an Incentive to Share Your Content
  • 33. #2: Don’t Beg Influencers; Involve Them!
  • 34. #3: Start w/ the Long Tail & Chunky Middle
  • 35. #4: Don’t Just Aim for Rankings, Go for CTR Which one would you click?
  • 36. #5: Delighting Users Works Shockingly Well http://headrush.typepad.com/creating_passionate_users/
  • 37. We Have One More Tip for You! Is it how to dip an Oreo in milk without having to get your hands wet? Umm… Dude. You made the slide deck. You tell me.
  • 38. Stay Current on Inbound News & Tactics http://inbound.org
  • 39. Thank you! View The Webinar Recording: http://bit.ly/StateofSEOandIM