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The State of SEO and Internet Marketing in 2012
This document summarizes a webinar on the state of SEO and internet marketing in 2012 presented by Rand Fishkin and Dharmesh Shah. The webinar covered how SEO and inbound marketing fit together, data from an SEOmoz industry survey, emerging SEO tactics, and each presenter's top tips. Key findings included the growth of search and social media influence, exact match domains declining, brand signals becoming essential, and tips like solving for users, prioritizing speed and basics, and incentivizing content sharing.
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The State of SEO and Internet Marketing in 2012
- 1. The State ofSEO & 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. PaidMarketing Paid Channels This chart shows the actual distribution of Inbound Channels SEOmoz’s free trials
- 4. The Growth ofSearch Number of Searches/Day on Google 3 Billion Searches/Day (announced Aug. 2012)
- 5. SEO vs. PaidSearch Ads 75%+ of all clicks go to organic results, not paid ads.
- 6. SEO vs. PaidSearch Ads More than 50% of search queries have no paid ads at all.
- 7. You Are RentingAttention
- 8. SEO Industry SurveyData 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 DoMarketers Employ? Lots of work on page speed, Google+, and Rel=Canonical
- 14. What Tactics DoMarketers Employ? Competitive link analysis, content analysis, blogging & local SEO dominated
- 15. Popular Types ofMarketing Content IMO, opportunity lies in the areas others are ignoring
- 16. Predictions for theFuture Mobile will change marketing. Facebook will dominate the social field. I’m skeptical
- 17. Emerging Tactics inSEO http://www.seomoz.org/google-algorithm-change
- 18. An End toCraphat Link Building
- 19. Exact Match DomainsDying 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 BecomingEssential 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 IncreasingInfluence Via http://www.seomoz.org/blog/new-data-the-correlations-between-social-sharing-and-inbound-links
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- 26. Dharmesh’s Tips forSEO 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 forthe humans! =
- 28. #2: Have TheNeed…The Need For Speed http://developers.google.com/speed
- 29. #3: Get TheBasics Right First
- 30. #4: Pay ItForward: Promote the Promoters
- 31. Rand’s Top 5Tips 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 anIncentive to Share Your Content
- 33. #2: Don’t BegInfluencers; Involve Them!
- 34. #3: Start w/the Long Tail & Chunky Middle
- 35. #4: Don’t JustAim for Rankings, Go for CTR Which one would you click?
- 36. #5: Delighting UsersWorks Shockingly Well http://headrush.typepad.com/creating_passionate_users/
- 37. We Have OneMore 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 onInbound News & Tactics http://inbound.org
- 39. Thank you! View TheWebinar Recording: http://bit.ly/StateofSEOandIM