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The Future of SEO

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The Future of SEO

  1. The Future of SEORand Fishkin, CEO, SEOmozDownload: http://bit.ly/mozfutureofseo
  2. Why SEO? Why Inbound?
  3. #1: Click Distribution
  4. Only 18% of Clicks Go Here
  5. 82% Go Here
  6. Less than 1% of Clicks Go Here
  7. 99% Go Everywhere ElseEspecially Here
  8. The Best Facebook Ads Get <1% CTR
  9. Wall Posts Often Have 30%+
  10. Banner Ads Are Lucky to Get 1% CTR
  11. But Web ContentGenerates Tons of Views
  12. Blog Sidebar Ads? <5%
  13. Blog Content? Doing Great; Thank You.
  14. Paid Marketing: ~10% of traffic($40 Billion of investment in 2012*) Inbound Marketing: ~90% of traffic (but only $5 Billion of investment in 2012*) *Via Forrester’s Interactive Marketing 2012 Report
  15. #2: Cost of Acquisition
  16. Meet Steve
  17. Steve Uses Ads to Buy Traffic
  18. Steve Spends $500 on Average to Acquire a New Customer
  19. Meet Greg
  20. Greg Leverages InboundChannels to Earn Traffic
  21. Greg Spends $100 on Average to Acquire a New Customer
  22. Greg Can Aqcuire 5X as Many Customers as Steve
  23. Or Greg Can Spend $400 perCustomer to Improve His Product
  24. Who Would You Rather Be?
  25. 10K Foot View on Search
  26. Growth of Google Queries 2007-2012 Number of Searches/Day on Google 3 Billion Searches/Day (announced Aug. 2012) http://searchengineland.com/by-the-numbers-twitter-vs-facebook-vs-google-buzz-36709
  27. Growth of Spending on Paid Search Via http://adage.com/article/digital/interactive-marketing-spend-hit-76-6b-2016/229444/
  28. Growth of Mobile Search http://www.marquettegroup.com/why-advertise-on-a-mobile-device/
  29. Bing vs. Google Market Share Via Statcounter: http://gs.statcounter.com/#search_engine-na-monthly-201108-201208
  30. Massive Growth of Google+ http://www.bgr.com/2012/09/17/google-plus-stats-2012-400-million-members/
  31. Fragmentation of Social NetworksUsers: 100mm 900mm 200mm 120mm 10mmUsers: 15mm Millions 14mm 7.5mm 18mm There are lots of social networks at scale in 2012, and potentially more coming.
  32. What Hasn’t Changed in SEO
  33. Engines Still Need Accessibility Help Via Google Webmaster Tools: http://google.com/webmasters
  34. Delighting Users Still Leads to Success Via the still-amazing http://headrush.typepad.com/
  35. Getting the Basics Right Still MattersStart with a strong base,then work your way up.
  36. SEO Success Still Happens at this Intersection Right HERE
  37. What’s Changed in SEO
  38. Panda & Low Quality Content http://www.seomoz.org/blog/beat-google-panda
  39. Penguin & Low Quality Links http://www.seomoz.org/blog/7-achievable-steps-for-great-seo-after-the-penguin-update
  40. Link Building vs. Earning Links Avoid this: http://www.seomoz.org/blog/17-types-of-link-spam-to-avoid Do this: http://searchengineland.com/link-building-means-earning-hard-links-not-easy-links-123767
  41. Rich Snippets and Schema Markup Star Ratings, Reviews & Price Author Photo Date of Publication Video Snippet
  42. Video Search and Video SEO http://www.cleancutmedia.com/video/youtube-is-it-possible-to-watch-4-billion-views-a-day
  43. The Merging of SEO & Social Media http://www.seomoz.org/blog/new-data-the-correlations-between-social-sharing-and-inbound-links
  44. User & Usage Data Signals http://www.seobythesea.com/2011/07/how-google-might-rank-pages-based- upon-usage-information/
  45. Lost Data: Not Provided & Social Connections http://www.seomoz.org/blog/social-annotations-in-search-now-your-social-network-rankings and http://www.seomoz.org/ugc/how-to-analyze-google-analytics-not-provided-data
  46. Google & Bing Dominating Head Terms Link: http://bit.ly/mozfutureofseo
  47. Google & Bing Dominating Head Terms Link: http://bit.ly/mozfutureofseo
  48. Google & Bing Dominating Head Terms Link: http://bit.ly/mozfutureofseo
  49. Lots of New Tools & Data Available Just one page out of 10 in Annie Cushing’s guide: http://inbound.org/tools- software/2012/07/annie-cushings-amazing-google-doc-of-seo-tools/
  50. Massive Shift in Roles & Responsibilities http://www.seomoz.org/blog/the-responsibilities-of-seo-have-been-upgraded
  51. Strategic Tips for SEO
  52. #1: Get Your Brand’s Story Right http://about.zappos.com/zappos-story/in-the-beginning-let-there-be-shoes
  53. #2: Develop a Content Strategy that Will AttractA) Customers and/or B) Customer InfluencersRelevant to Any Who Relevant RelevantInteract w/ Potential to Potential to Current Customers Customers Customers Get Here
  54. #3: Focus on Inbound Channels Where Your Audience Exists
  55. #4: Set Up the Right KPIsMetrics are essential at every phase of the funnel to determinewhat’s working vs. not http://www.seomoz.org/blog/tracking-the-roi-of-social-media
  56. #5: Devote a Webdev Team to Marketing Moz’s Casey Henry (http://www.seomoz.org/team/casey) and Devin Ellis (http://www.seomoz.org/team/devin)
  57. #6: Create an Incentive for People to Share
  58. Tactical Tips for SEO (and Inbound)
  59. #1: Embrace the Long Tail of Keyword DemandTens of thousands of pages of content created byprofessional marketers (our writers and those who ask Q+A) Link: http://bit.ly/mozfutureofseo
  60. #2A: Optimize Your Social Timing At the highest point, only ~6.5% of my followers are online, whichmeans only 4,514 of my 69,458 followers could possibly see a tweet. Times when my followers are online via http://followerwonk.com
  61. #2B: Optimize Your Social Share FormattingURL at the end & hash URL in the center of text blocks, no tag next to the URL usernames or hashes around it For my account, on average, the highest CTRs come when a link is in the middle of a tweet, surrounded by text on either side with no other @mentions or hashtags
  62. #2B: Optimize Your Social Share Formatting Bad image and non-customized share & a mediocre snippet means lower CTR on Google+ Perfectly formatted image uploaded separate to post link makes for high visibility and CTR in Facebook. Taking care to optimize your social shares will mean a higher rate of re-sharing and more follower/fan growth with every share you make.
  63. #2C: Optimize & Track What You Share Tracking of my socially shared links via http://bit.ly
  64. #3: Create Search Results that Stand Out
  65. #4: Leverage Video Content & Video SEO Video SEO Guide from Wistia: http://wistia.com/doc/video-seo
  66. #5: Don’t Limit Competitive Link Analysis to Direct Competitors e.g. If I were doing link building for SEOmoz, I’d look at who links to other web marketing topics, like email or conversion rate optimization.
  67. #6: Research What Bloggers, Journalists, &Influencer Portals Cover. Then Do That Stuff. Alltop and other aggregation sites can be good sources: http://alltop.com
  68. #7: Social Media OAuth Services Can Be Powerful Customer Acquisition Tools
  69. #8: Keep All Your Content on One Subdomain http://www.seomoz.org/blog/understanding-root-domains-subdomains-vs-subfolders-microsites
  70. #9: Poor Design Negatively Impacts Every Inbound Channel Good place to find great designers: http://dribbble.com
  71. #10: Test & Optimize Your CTA Buttons http://blog.okcupid.com/index.php/your-looks-and-online-dating/
  72. #11: Make Your Site CRAZY FAST Data from @jcolman of REI http://www.slideshare.net/jcolman/web-performance-optimization-the-silver- bullet-of-seo-and-ux
  73. A Few Last Words of Advice
  74. Inbound Marketing is a Long Term Investment Where Geraldine Started Her Blog Link: http://bit.ly/mozfutureofseo
  75. Inbound Marketing is a Long Term Investment Where People Usually Give Up Link: http://bit.ly/mozfutureofseo
  76. Inbound Marketing is a Long Term Investment Over 4,000 Visits/Day to a Single Author Blog Link: http://bit.ly/mozfutureofseo
  77. Channels Where Others Don’t Invest is Where Real Opportunity Lies Link: http://bit.ly/mozfutureofseo
  78. The Temptation to Do Black/Gray Hat is Strong. You Have to Resist It. “The force is strong with this one.”
  79. You Probably Can’t Do SEO (or Inbound)Effectively at Scale Without an In-House Resource Ruth Burr, SEOmoz’s In-House SEO http://www.seomoz.org/team/ruthburr (part of a team of 6 inbound focused folks on our marketing team)
  80. SEO Today (and for the Future) is Not About a Perfect Formula Some guesses at algo flux: http://www.seomoz.org/blog/how-googles-rankings-algorithm- has-changed-over-time-
  81. SEO is About Building a Great Brand(and making that brand’s web presence accessible/optimized for engines) Couldn’t resist using this image  Via http://xk9.com/bones/branding-is-bullshit/
  82. YourAnalytics RWill Lieto You.(unless you’re usingmulti-touch attribution)
  83. Multi-ChannelAttribution isCritical R http://www.seomoz.org/blog/tracking-the-roi-of-social-media
  84. Visualizing Visits Through Various Channelshttp://www.seomoz.org/blog/why-the-inbound-marketing-funnel-is-essential-whiteboard-friday
  85. Rand Fishkin, CEO, SEOmoz• Download this deck: http://bit.ly/mozfutureofseo• Email: rand@seomoz.org• Twitter: @randfish• Blog: http://moz.com/rand and http://seomoz.org/blog The Future of SEO

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