This document discusses how SEO has changed and provides recommendations. It notes that SEO has evolved from a focus on keywords, algorithms and links to prioritizing the user experience through relevant high-quality content. Several common beliefs about SEO are identified as false premises, such as the focus on rankings and links over understanding user needs. The document recommends focusing on creating value for users rather than trying to manipulate search engines.

1. MULTICHANNEL
ATTRIBUTION
How SEO has changed,
and what to do about it.
Adam Audette
@audette

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SEO is about change

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4. 4
Credible SEO has not
been evenly distributed

5. 5
SEO has been built on a
bedrock of false premises

6. 6
SEO needs a new mindset

7. Currents & trends

8. SEO is growing

9. $4.3bil in SEO spend
this year

10. SEO is evolving

14. SEO is risky

15. Brands penalized by
Google…

16. Brands penalized by
Google…

17. Brands penalized by
Google…

18. Brands penalized by
Google…

19. Brands penalized by
Google…
(Many more you’ll
never hear about.)

20. SEO is harder

21. (not provided)

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Hidden iOS6
traffic

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24. SERP conditioning:
http://bit.ly/XInuJO

25. SEO is mobile

27. SEO is social

31. Authorship

32. SEO is content

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SEO needs a new mindset

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 SEO is about algorithms
False premise

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 SEO is about keywords
False premise

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 SEO is about rankings
False premise

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 You’ve got to focus on
building links
False premise

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 There’s a magical
SEO bullet
False premise

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Why is this?

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Built computers
Liked computers
Nerded out on computers

45. 45
Built websites
Hosted websites
Nerded out on websites

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SEO started with guys like this

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Perfect
anchor text

51. 51

52. Which site should I torch
next…

53. I will
literally
kill you

54. 54

55. SEO lame brain
still exists

56. And the Internet hates us.

57. What is SEO?

58. SEO is matching a
relevant result to a
specific need, using
search engines.

59. False premise:
focus on algorithms
Remedy: focus on the
user first, last and
always

60. False premise:
chase algos, trick search
engines
Remedy: earn relevance
and visibility by creating
value

61. False premise:
focus on keywords
Remedy: understand your
market segment

63. Sally has a task she
wants to accomplish
Your company has an
offer relevant to her
need.
Sally uses keywords
to accomplish her
task.

64. False premise:
obsession with rankings
Remedy: know what
metrics matter

65. Rankings don’t matter

66. Ranking reports: strengths
• Quick competitive analysis
• ‘Weather vane’ checks
• Easy to pull, easy to share

67. Ranking reports: weaknesses
• Usually not accurate
• Require scraping
• Static
• Give no strategic insight

68. What to track
• Brand & non-brand organic
• Category level trends
• (not provided) and iOS6
• GWT impressions & CTR

70. What causes a
traffic drop?

71. False premise:
obsession with links
Remedy: build a real
content strategy

72. CONTENT fits perfectly
between SEO+Social

73. CONTENT fits perfectly
between SEO+Social

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Links are an outcome.

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A great experience is the cause.

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In conclusion…

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SEO is fundamentally about people
not algorithms.
Rather than try to manipulate search
engines, try to create lasting value.
Understand your target
demographics, including the keywords
they use.

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Move beyond ranking reports.
Think of links as a result of creating
great content.
Recognize there are no silver bullets
in SEO.

79. Thank you
Adam Audette
@audette