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How SEO has changed,
and what to do about it.
Adam Audette
@audette
2
SEO is about change
3
4
Credible SEO has not
been evenly distributed
5
SEO has been built on a
bedrock of false premises
6
SEO needs a new mindset
Currents & trends
SEO is growing
$4.3bil in SEO spend
this year
SEO is evolving
How SEO Has Changed (and what to do about it) - Adam Audette - RKG Summit 2013
How SEO Has Changed (and what to do about it) - Adam Audette - RKG Summit 2013
How SEO Has Changed (and what to do about it) - Adam Audette - RKG Summit 2013
SEO is risky
Brands penalized by
Google…
Brands penalized by
Google…
Brands penalized by
Google…
Brands penalized by
Google…
Brands penalized by
Google…
(Many more you’ll
never hear about.)
SEO is harder
(not provided)
22
Hidden iOS6
traffic
23
SERP conditioning:
http://bit.ly/XInuJO
SEO is mobile
How SEO Has Changed (and what to do about it) - Adam Audette - RKG Summit 2013
SEO is social
How SEO Has Changed (and what to do about it) - Adam Audette - RKG Summit 2013
How SEO Has Changed (and what to do about it) - Adam Audette - RKG Summit 2013
How SEO Has Changed (and what to do about it) - Adam Audette - RKG Summit 2013
Authorship
SEO is content
How SEO Has Changed (and what to do about it) - Adam Audette - RKG Summit 2013
How SEO Has Changed (and what to do about it) - Adam Audette - RKG Summit 2013
How SEO Has Changed (and what to do about it) - Adam Audette - RKG Summit 2013
36
SEO needs a new mindset
37
 SEO is about algorithms
False premise
38
 SEO is about keywords
False premise
39
 SEO is about rankings
False premise
40
 You’ve got to focus on
building links
False premise
41
 There’s a magical
SEO bullet
False premise
42
Why is this?
43
44
Built computers
Liked computers
Nerded out on computers
45
Built websites
Hosted websites
Nerded out on websites
46
SEO started with guys like this
47
48
49
50
Perfect
anchor text
51
Which site should I torch
next…
I will
literally
kill you
54
SEO lame brain
still exists
And the Internet hates us.
What is SEO?
SEO is matching a
relevant result to a
specific need, using
search engines.
False premise:
focus on algorithms
Remedy: focus on the
user first, last and
always
False premise:
chase algos, trick search
engines
Remedy: earn relevance
and visibility by creating
value
False premise:
focus on keywords
Remedy: understand your
market segment
How SEO Has Changed (and what to do about it) - Adam Audette - RKG Summit 2013
Sally has a task she
wants to accomplish
Your company has an
offer relevant to her
need.
Sally uses keywords
to accomplish her
task.
False premise:
obsession with rankings
Remedy: know what
metrics matter
Rankings don’t matter
Ranking reports: strengths
• Quick competitive analysis
• ‘Weather vane’ checks
• Easy to pull, easy to share
Ranking reports: weaknesses
• Usually not accurate
• Require scraping
• Static
• Give no strategic insight
What to track
• Brand & non-brand organic
• Category level trends
• (not provided) and iOS6
• GWT impressions & CTR
How SEO Has Changed (and what to do about it) - Adam Audette - RKG Summit 2013
What causes a
traffic drop?
False premise:
obsession with links
Remedy: build a real
content strategy
CONTENT fits perfectly
between SEO+Social
CONTENT fits perfectly
between SEO+Social
74
Links are an outcome.
75
A great experience is the cause.
76
In conclusion…
77
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.
78
Move beyond ranking reports.
Think of links as a result of creating
great content.
Recognize there are no silver bullets
in SEO.
Thank you
Adam Audette
@audette

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How SEO Has Changed (and what to do about it) - Adam Audette - RKG Summit 2013

Editor's Notes

  1. iOS 6 will further obscure organic search data.one-year anniversary of Google choosing to block keyword referral information for secure organic searches. At the end of Q3, about a quarter of all queries fall into the (not provided) category on average.iOS 6 users coming from Google will appear as direct visits.