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Rethinking SEO - Facts, Figures & Data

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Rethinking SEO - Facts, Figures & Data

  1. 1. RETHINKING SEO facts, figures & data @CPollittIU | www.SlingshotSEO.com
  2. 2. INTRODUCTION @CPollittIU | www.SlingshotSEO.com
  3. 3. INTRODUCTION Chad H. Pollitt Director of Marketing » Featured in The Wall Street Journal, The New York Times, Inc., PR Daily, BtoB Magazine, on MSNBC and others » Internet Marketing Masters Certification University of San Francisco » Former Army Commander and Iraq War Veteran » Author of The Content Marketing Manifesto and The Enterprise Blog Post Optimization Guide » Over $10 Million of tracked ROI for SEO @CPollittIU | www.SlingshotSEO.com
  4. 4. AGENDA » SEO Yesterday » SEO Today » Why the Change? » What Does this Mean? » SEO Tomorrow? » Q&A @CPollittIU | www.SlingshotSEO.com
  5. 5. SEO YESTERDAY @CPollittIU | www.SlingshotSEO.com
  6. 6. SEO YESTERDAY TECHNICAL SEO » On-page Sculpting » Link Building » SEO Programming » Competitor Audits » SEO Architecture » Content for the Sake of Content @CPollittIU | www.SlingshotSEO.com
  7. 7. SEO YESTERDAY @CPollittIU | www.SlingshotSEO.com
  8. 8. SEO YESTERDAY PAY PER KEYWORD PAY PER RANKINGS PAY FOR TRAFFIC @CPollittIU | www.SlingshotSEO.com
  9. 9. SEO YESTERDAY @CPollittIU | www.SlingshotSEO.com
  10. 10. SEO TODAY Data from the MarketingTechBlog.com @CPollittIU | www.SlingshotSEO.com
  11. 11. What Does This Mean? Takeaway #1 » Where you rank doesn’t matter – HOW MANY KEYWORDS DRIVE TRAFFIC DOES @CPollittIU | www.SlingshotSEO.com
  12. 12. SEO TODAY @CPollittIU | www.SlingshotSEO.com
  13. 13. SEO TODAY @CPollittIU | www.SlingshotSEO.com
  14. 14. SEO TODAY Traditional SEO vs. Inbound Marketing +2 WHITEPAPERS /year +12 WHITEPAPERS /year +1 WEBINAR /month +1 VIDEO /month @CPollittIU | www.SlingshotSEO.com
  15. 15. SEO TODAY # of Organic Visits @CPollittIU | www.SlingshotSEO.com
  16. 16. SEO TODAY # of Organic Keywords Driving Traffic @CPollittIU | www.SlingshotSEO.com
  17. 17. SEO TODAY # of Organic Leads @CPollittIU | www.SlingshotSEO.com
  18. 18. SEO TODAY 10 posts/week 5 posts/week 13 MONTHS 13 MONTHS 556% Traffic from 2,480 Keyword Phrases + Traffic from 13,798 Keyword Phrases = Increase 2-3 posts per week 5-10 posts per week @CPollittIU | www.SlingshotSEO.com
  19. 19. SEO TODAY 1» CONTENT 2» DISTRIBUTION 3» ENGAGEMENT @CPollittIU | www.SlingshotSEO.com
  20. 20. WHAT ARE THE CAUSES? “. . .make sure that your site adds value. Provide unique and relevant content that gives users a reason to visit your site first.” -GOOGLE’S WEBMASTER GUIDELINES @CPollittIU | www.SlingshotSEO.com
  21. 21. WHAT ARE THE CAUSES? GOOGLE PANDA LAUNCHED FEB 2011 Many Subsequent Panda Updates @CPollittIU | www.SlingshotSEO.com
  22. 22. What Does This Mean? Takeaway #2 » CREATE ORIGINAL, PROBLEM-SOLVING AND/OR ENTERTAINING CONTENT @CPollittIU | www.SlingshotSEO.com
  23. 23. WHAT ARE THE CAUSES? GOOGLE CAFFEINE UPDATE “FRESHNESS” NOV 2011 Google Caffeine Launched June 2010 @CPollittIU | www.SlingshotSEO.com
  24. 24. What Does This Mean? Takeaway #3 » PUBLISH CONTENT FREQUENTLY @CPollittIU | www.SlingshotSEO.com
  25. 25. WHAT ARE THE CAUSES? J.C. PENNEY, FORBES & OVERSTOCK.COM GET CAUGHT DOING BLACK HAT LINK BUILDING Feb 2011 @CPollittIU | www.SlingshotSEO.com
  26. 26. WHAT ARE THE CAUSES? GOOGLE PENGUIN UPDATE April 2012 @CPollittIU | www.SlingshotSEO.com
  27. 27. What Does This Mean? Takeaway #4 » Don’t buy links or use link building services POST CONTENT AND ATTRACT REFERENCES FROM TRUSTED SOURCES ONLY @CPollittIU | www.SlingshotSEO.com
  28. 28. WHAT ARE THE CAUSES? GOOGLE LIMITS KEYWORD SEARCH QUERY INFO OCT 2011 @CPollittIU | www.SlingshotSEO.com
  29. 29. WHAT DOES THIS MEAN? @CPollittIU | www.SlingshotSEO.com
  30. 30. WHAT DOES THIS MEAN? 22% of Total Organic Search 33% of Total Organic Leads @CPollittIU | www.SlingshotSEO.com
  31. 31. What Does This Mean? Takeaway #5 » SEARCH RESULTS & TECHNICAL SEO ROI ARE HARDER TO TRACK @CPollittIU | www.SlingshotSEO.com
  32. 32. WHAT ARE THE CAUSES? GOOGLE +1 LAUNCHED March 2011 GOOGLE+ SOCIAL MEDIA PLATFORM LAUNCHED June 2011 GOOGLE+ BUSINESS PAGES LAUNCHED November 2011 @CPollittIU | www.SlingshotSEO.com
  33. 33. WHAT ARE THE CAUSES? GOOGLE & BING ADMIT TO USING SOCIAL SIGNALS December 2010 GOOGLE SEARCH, PLUS YOUR WORLD January 2012 @CPollittIU | www.SlingshotSEO.com
  34. 34. What Does This Mean? Takeaway #6 » DISTRIBUTE CONTENT VIA SOCIAL MEDIA – BE SOCIAL @CPollittIU | www.SlingshotSEO.com
  35. 35. WHAT ARE THE CAUSES? TRANSITION RANK (RANKING DOCUMENTS PATENT) August 2012 @CPollittIU | www.SlingshotSEO.com
  36. 36. What Does ALL of This Mean? IN ORDER TO MAXIMIZE SEARCH ENGINE VISIBILITY & ORGANIC LEADS YOU MUST… @CPollittIU | www.SlingshotSEO.com
  37. 37. What Does This Mean? Takeaway #7 » @CPollittIU | www.SlingshotSEO.com
  38. 38. SEO TOMORROW? @CPollittIU | www.SlingshotSEO.com
  39. 39. TAKEAWAYS 1. Where you rank doesn’t matter – how many keywords drive traffic does 2. Create LOTS of original, problem-solving and/or entertaining content 3. Publish content frequently @CPollittIU | www.SlingshotSEO.com
  40. 40. TAKEAWAYS 4. Don’t buy links or use link building services – Post content and attract references from trusted sources only 5. Search results & technical SEO ROI are harder to track 6. Distribute content via social media – be social @CPollittIU | www.SlingshotSEO.com
  41. 41. TAKEAWAYS 7. INBOUND MARKETING IS THE NEW SEO EMBRACE IT ALL. . . @CPollittIU | www.SlingshotSEO.com
  42. 42. @CPollittIU | www.SlingshotSEO.com
  43. 43. THANK YOU Chad Pollitt director of marketing Chad.Pollitt@SlingshotSEO.com OFFICE » 317.575.8852 ext. 256 TWITTER » @CPollittIU WEB » SlingshotSEO.com @CPollittIU | www.SlingshotSEO.com

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