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The Evolution of SEO - How Our Roles are Expanding
- 1. The evolution of SEO: how our roles are expanding (and how to futureproof your SEO career) Slideshare.Net/AshleyBermanHale @BermanHale @LumarHQ Ashley Berman Hale Lumar (formerly Deepcrawl)
- 2. Evolution of SEO & Future Proofing Your Career History & Role Negotiating Your Needs Market Needs
- 3. Evolution of SEO & Future Proofing Your Career Remember when First website Sep 4, 1998 “SEO”
- 4. Evolution of SEO & Future Proofing Your Career 1991
- 5. Evolution of SEO & Future Proofing Your Career 1995
- 6. Evolution of SEO & Future Proofing Your Career Sep 4, 1998
- 7. Evolution of SEO & Future Proofing Your Career Sep 4, 1998
- 8. Evolution of SEO & Future Proofing Your Career Sep 4, 1998
- 9. Evolution of SEO & Future Proofing Your Career Sep 4, 1998
- 10. Evolution of SEO & Future Proofing Your Career Sep 4, 1998
- 11. Evolution of SEO & Future Proofing Your Career Sarah Bird Rhea Drysdale
- 12. Evolution of SEO & Future Proofing Your Career Setbacks, evolution The curse Today The changes
- 13. Evolution of SEO & Future Proofing Your Career
- 14. Evolution of SEO & Future Proofing Your Career Algorithm updates Dewey Fred Caffeine May Day Negative Reviews 2003-6 Boston Fritz Florida Brandy Bourbon Jagger Big Daddy 2011-12 Attribution / Farmer Pandas! Freshness 10-packs! Page Layout Penguins Venice DMCA Pirate Penalty Payday Loans Hummingbird 2014-16 Payday Loans Panda Pigeon HTTPS / SSL Pirate 2.0 Penguin Everflux Mobilegeddon Quality Update RankBrain Pagerank Support Removed 2007-10 2017-19 Intrusive interstitial Mobile First Rollout Medic BERT 2020-22 Product Reviews Spam updates Page Experience Link Spam
- 15. Evolution of SEO & Future Proofing Your Career 2003 - 2004 Nofollow Google Dance > Everflux XML Sitemaps Personalized Search Local Maps Webmaster Tools Google Analytics 2007 - 2010 Google Suggest rel=canonical Real Time Search Google Places Google Instant Instant Previews Google Wave Universal Search 2011 - 2013 +1 Schema.org Pagination Knowledge Graph In-depth articles Google+ & Authorship 2014 - 2016 Authorship Removed AdWords Shakeup AMP PWAs 2017 - 2019 Google Lens Jobs Portal Chrome Security Warnings Video Carousels Site Diversity Google Discover 2020 - 2022 Title Rewrites Top Stories Redesign Many Product Updates Feature launches
- 16. Evolution of SEO & Future Proofing Your Career 2022+ The largest shift: For us For businesses
- 17. Evolution of SEO & Future Proofing Your Career SEO < Digital Operations
- 18. Evolution of SEO & Future Proofing Your Career Digital Operations SEOs Rank
- 19. Evolution of SEO & Future Proofing Your Career Digital Operations SEOs Marketers Write
- 20. Evolution of SEO & Future Proofing Your Career Digital Operations SEOs Developers Run Marketers
- 21. Evolution of SEO & Future Proofing Your Career Digital Operations SEOs Leadership Win Marketers Developers
- 22. Evolution of SEO & Future Proofing Your Career Challenges EDUCATION Ongoing L&D Inward/outward
- 23. Evolution of SEO & Future Proofing Your Career Challenges EDUCATION RESOURCES Budget Development
- 24. Evolution of SEO & Future Proofing Your Career Challenges EDUCATION COMMUNICATION Between Teams Upward RESOURCES
- 25. Evolution of SEO & Future Proofing Your Career Challenges A SEAT AT THE TABLE Shape decisions Highlight risk EDUCATION COMMUNICATION RESOURCES
- 26. Evolution of SEO & Future Proofing Your Career Website Intelligence
- 27. Evolution of SEO & Future Proofing Your Career Market Needs Bigger goals Grounding Broader visibility
- 28. Evolution of SEO & Future Proofing Your Career Keyword stuffing XML sitemaps DMOZ
- 29. Evolution of SEO & Future Proofing Your Career Content targeting Link building Social & local Keyword stuffing XML sitemaps DMOZ
- 30. Evolution of SEO & Future Proofing Your Career Content targeting Link building Social & local Content quality Personalization Mobile & voice Keyword stuffing XML sitemaps DMOZ
- 31. Evolution of SEO & Future Proofing Your Career Content targeting Link building Social & local Content quality Personalization Mobile & voice Keyword stuffing XML sitemaps DMOZ UX Accessibility Compliance Security
- 32. Evolution of SEO & Future Proofing Your Career Digital Operations C A U Se
- 33. Evolution of SEO & Future Proofing Your Career Digital Operations COMPLIANCE Cookies GDPR Ts&Cs C A U Se
- 34. Evolution of SEO & Future Proofing Your Career Digital Operations ACCESSIBILITY Compassion Crawling Spirit COMPLIANCE C A U Se
- 35. Evolution of SEO & Future Proofing Your Career Digital Operations ACCESSIBILITY COMPLIANCE USER EXPERIENCE { all things SEO } C A U Se
- 36. Evolution of SEO & Future Proofing Your Career Digital Operations ACCESSIBILITY COMPLIANCE USER EXPERIENCE SECURITY For the company For users For you C A U Se
- 37. Evolution of SEO & Future Proofing Your Career Your needs Professional hierarchy Inspiration Money
- 38. Evolution of SEO & Future Proofing Your Career Physical + Environmental
- 39. Evolution of SEO & Future Proofing Your Career Physical + Environmental Safety
- 40. Evolution of SEO & Future Proofing Your Career Belonging Physical + Environmental Safety
- 41. Evolution of SEO & Future Proofing Your Career Belonging Physical + Environmental Esteem Safety
- 42. Evolution of SEO & Future Proofing Your Career Self Actualization Physical + Environmental Esteem Belonging Safety
- 43. Evolution of SEO & Future Proofing Your Career Negotiate wages Similar roles
- 44. Evolution of SEO & Future Proofing Your Career Prospect companies Negotiate wages Similar roles
- 45. Evolution of SEO & Future Proofing Your Career Salary parity Negotiate wages Similar roles Prospect companies
- 46. Evolution of SEO & Future Proofing Your Career Negotiate wages Follow Carolyn Lyden
- 47. Evolution of SEO & Future Proofing Your Career You’re in charge Of employees want to remain remote most of the time 87%
- 48. Evolution of SEO & Future Proofing Your Career You’re in charge Growth in marketing jobs from 2021 to 2022 [LinkedIn] 374%
- 49. Evolution of SEO & Future Proofing Your Career You’re in charge Employers report difficulty finding the talent they need 3 in 4
- 50. Evolution of SEO & Future Proofing Your Career You’re in charge SEO has the vision, role, importance, and value to command competitive salaries VALUE
- 51. Evolution of SEO & Future Proofing Your Career Sell yourself Negotiate compensation
- 52. Evolution of SEO & Future Proofing Your Career Value your soft skills Sell yourself Negotiate compensation
- 53. Evolution of SEO & Future Proofing Your Career Value your soft skills Sell yourself Negotiate compensation Track wins Past projects Feedback from others
- 54. Evolution of SEO & Future Proofing Your Career Technology Find the sparks
- 55. Evolution of SEO & Future Proofing Your Career Technology Verticals Find the sparks
- 56. Evolution of SEO & Future Proofing Your Career Specializations Technology Verticals Find the sparks
- 57. Evolution of SEO & Future Proofing Your Career Specializations Results Technology Verticals Find the sparks
- 58. Evolution of SEO & Future Proofing Your Career Build belonging Social Security Community We rise together Company Create alliances around compassion
- 59. Evolution of SEO & Future Proofing Your Career There is room for you. There is a need for you. Always.
- 60. Evolution of SEO & Future Proofing Your Career Overload Under-challenged Neglect Burnout Types Burnout self-check Burnout is real & recovery takes time
- 61. Evolution of SEO & Future Proofing Your Career Burnout self-check Symptoms Insomnia Fatigue Cynicism Sadness or anger Vulnerability to illness High cholesterol Pain Cardiovascular disease Depression Weight gain/loss Headaches Stomach aches Burnout is real & recovery takes time
- 62. Evolution of SEO & Future Proofing Your Career Thank You We are so grateful to be here @BermanHale
Editor's Notes
- Hello everyone. What a delightful and wildly useful conference - I’m so excited to be here. There are so many fantastic talks that I wanted to say thank you for all of you that came to this session to spend time with me, and with us. It means a lot. Quick housekeeping - I’m with Lumar who was formerly known as Deepcrawl. Same wonderful people and a platform powered by our well-known engine. You’ll find my folks wandering around with purple shirts and sponsoring the open bar later today.
- Alright, jumping right in I wanted to shape this call by looking at three subtopics
- I wore my fav calculator watch today to harken back to the tech oldies. This is way early however - calculator watches came out in 1975 and our journey starts in 1991.
- With the very first website - built by Tim Berners Lee. And it’s still live today - with typos and grammatical errors at all. Thanks for making my left eye twitch Tim. 6 years later I would launch my first website which is unfortunately is also very much still live. Long live Angelfire! But when did we start hearing about SEO?
- Cue the best slide in my presentation - Stepping into the summer of 1995 the Jefferson Starship’s band manager called his marketing agency Cybernautics pissed off that they appeared on the fourth page of a search engine for the band’s name. Sound familiar? Investing the issue is the first time we saw ‘search engine optimization’ in a forum mentioned. SEO predates Google (there were several search engines before Google)
- Bumping forward a few years - Sep 4, 1998 was a fabulously momentish (and stylish) day. Posh & David were coming out hot
- Blade was the number one film in theaters in the US - rightly so
- Windows 1998 was revolutionary and worked well
- And we were all trained on texting by pressing the 7 four times to get an “S”
- And then the big day - the reason why most of us are here. Google was born. That’s right, Google is a virgo. Unfortunately for Google it’s also Beyonce’s birthday and she has always been a hell of a lot cooler than these dorks.
- Important side note. In 2007 Jason Gambert tried to trademark “SEO”. Two incredible women in the industry - Sarah, previously of Moz, and Rhea the CEO of Outspoken Media - stepped up publicly to discuss and fight Jason’s application. Rhea spent loads of her own money. They won. We all owe them our gratitude.
- We made it through the genesis of our industry. Let’s talk about the evolution.
- Ah, the curse of the visible PageRank bar. I hated it because it gave the industry one thing to fixate on. And it was something that was off the site - something that really didn’t affect or improve things for the user. Then add in the Google+ +1 button to let people influence ranking. Oof. This is what I call good in theory but bad bad bad in practice.
- So Google kept evolving This text is very small and the slides are already available on SlideShare - but the point is that there have been changes. These exclude the core changes. Bless that some of the names have changed because I’m not ready to go back to the early 2000’s with algorithms like Big Daddy or Jagger. Hat tip to a friend of the industry that passed away this year - Bill Slawski author of SEO by the SEO who tirelessly monitored, researched, and shared info on Google patents filed to help us theorize and stay ahead of changes.
- Google Adwords 2000 In addition to the algorithm changes, there have been SO many feature launches This includes things like local search, gsc, universal search, schema, AMP, PWAs, Google Lens & more. These affect our job Google is a fickle mistress
- We’ve taken a journey to get here and the business has shifted 90%+ from where we started. It’s far beyond links, content, and crawling.
- Today SEO has evolved into Digital Operations. There’s a gap to fill and we are the best people to fill it - from small business, agencies, consultants all the way up to the largest enterprise businesses
- When I say Digital Operations I mean that SEOs sit at the control center of any business that relies on their website. We be here to rank
- Marketers to write
- Developers to run
- All so that leadership and the business can WIN, And when we sit in the control center we can: Reduced friction Enable collaboration Break down silos And let SEO become a multiplier for all efforts
- But it takes work and it has challenges First up, education. When I started in SEO I didn’t know that half of my job would be education (internally, externally, and within myself)
- Without education and relationships, we have a hell of a time getting the resources we need to move the middle - especially when it comes to development resources
- Even with resources, you need to be using the same language - and that language needs to reflect business goals so that leadership can easily understand what you are doing for them.
- And if we do that right, then it becomes easier to get a seat at the table. Because you know the liabilities you’re the one to have the voice at the table explaining what could go wrong on the site and how it could affect the business (and for how long) And with so many of these factors coming together it’s no longer just you reporting on SEO, ranking, technical SEO, etc - it all comes together as a collaborative discipline called -
- As a pilot in control center you have to help others understand the metrics, report upward, monitor for changes, and leverage what you have. You are the lynchpin driving efficiency, cross-functional communication, and success Website intelligence is the collective bigger picture. My biggest piece of advice here to bring people together is to find the stories in the data. Then get others excited about the stories and the potential.
- As an industry and as drivers we need to align with what the market wants. Because SEO isn’t the only thing that has evolved. From goals, visibility for and from SEO And ways to ground the work and the wins
- Remember DMOZ? When SEO was first getting momentum it was a matter of directories, specific words, and specific listings of URLs.
- From there we started writing targeted content (whole sentences!) DMOZ broadened to link building across relevant sites And social and local profiles started blooming
- Once we had full sentences there was a second of pause when we read sentences out loud and realized that the SEO content was shit - we needed to (and started to) better. And new dimensions started breaking into the scene including personalization, mobile, and voice. Tech SEO started having an even bigger moment.
- And now we’re pulling in from so many of the places. SEO has hundreds of factors and nearly every single one can be traced to User Experience. And it’s not just simple ranking factors - it’s being a good citizen of the web and keeping users on relevant pages, delighted, and safe. I’ll break this down further
- I have a love hate relationship with acronyms - but since this one spells a word (and a kind one), I’m into. Let’s walk through these shall we
- Compliance - especially when it comes to privacy and terms is incredibly important. It is a privilege to earn trust and it’s easy to lose it. Plus, it opens you up to legal ramifications.
- Accessibility - if you’ve ever had 3+ min of engagement with me (apologies) you’ll know that this one is very close to my heart. Because Accessibility challenges for people is not an if, but a when. And this goes far beyond just visual differences. This should compel everyone in the business - whether they are drawn by doing the right thing for other humans, whether they want to make sure that bots can crawl the site, Whether they realize that accessibility opens up to conversions to more people, or just if the business doesn’t want to get sued - it’s important
- Taking it back up a step - a highly recommend devoting a few days over the next quarter to just learn about User Experience from a variety of sources
- And finally security, which Google exposes in GSC as part of the Page Experience score. HTTPS is a ranking factor and all of the things that go into security matter. There is room to learn, specialize in, and advocate for the intersection of SEO in each of these areas and we’re seeing it more and more in expert resumes.
- Efficiency doesn’t mean faster. Figure out ways to better systems to save your sanity. In this section: Tech debt - but for our brains. The SEO industry can breed imposter syndrome and burn out — how can we overcome this? What habits, mindsets, and approaches build sustainable personal growth?
- Physical and environmental Access to facilities Place to eat Shelter
- Safety Yourself Economic safety Psychological safety
- Belonging Social & community Relationships Inclusivity
- Esteem Cultivating self-esteem Contributing to a high goal Ending imposter syndrome
- Self actualization Hitting your potential Career advancement Contributing authentically
- Get the data
- Talk to companies - competitors, prospects, reach out to people you know there and from people who recently left
- Push for visibility and parity It’s important, the market is leaning that way And it helps to correct biases that are suppressing the wages of our colleagues - specifically in the differences that still separate UK/US SEOs
- And do yourself the best favor and familiarize yourself with Carolyn who has generously produced tons of content around salary negotiations
- https://business.linkedin.com/content/dam/business/marketing-solutions/global/en_US/blog/2022/marketing-jobs-infographic.pdf
- 374% add in “Top Jobs: data science & visualization, digital marketing”
- https://business.linkedin.com/content/dam/business/marketing-solutions/global/en_US/blog/2022/marketing-jobs-infographic.pdf
- Be commercially minded Scale, value, efficiency, relationships Think beyond compensation - what’s worth the extra money to you Getting paid, compensation is not always monetary “What’s worth $20K for me” to bridge gap - work from home, home office, childcare, transportation, childcare, extra PTO, wardrobe allowance, etc (YAY CAROLYN) ake culture into consideration Track your wins, keep records
- Be commercially minded Scale, value, efficiency, relationships Think beyond compensation - what’s worth the extra money to you Getting paid, compensation is not always monetary “What’s worth $20K for me” to bridge gap - work from home, home office, childcare, transportation, childcare, extra PTO, wardrobe allowance, etc (YAY CAROLYN) ake culture into consideration Track your wins, keep records
- Be commercially minded Scale, value, efficiency, relationships Think beyond compensation - what’s worth the extra money to you Getting paid, compensation is not always monetary “What’s worth $20K for me” to bridge gap - work from home, home office, childcare, transportation, childcare, extra PTO, wardrobe allowance, etc (YAY CAROLYN) ake culture into consideration Track your wins, keep records
- Because truly being interested and caring is what makes you a hirable candidate and it’s what makes you more likely to move up It sets you apart
- Communities Women in Tech SEO FCDC Technical SEO Local Meetups Google Support Forums Traffic Think Tank Human First Digital
- Track your wins - hard and soft (data data data), feedback from peers, culture, etc. Save that folder of people saying nice things to you Solve new problems Solve tough/old problems Accept support Document Speak up Teach Mentor Simplify Pull others up Demonstrate boundaries Support the community
- Because of the prevalence of burnout and workplace stress, and the profound impact it can have on productivity and health, the WHO expanded their definition of burnout in the 11th edition of the International Classification of Diseases. It’s now recognized as an “occupational phenomenon” that occurs when “chronic workplace stress...has not been successfully managed.”
- Because of the prevalence of burnout and workplace stress, and the profound impact it can have on productivity and health, the WHO expanded their definition of burnout in the 11th edition of the International Classification of Diseases. It’s now recognized as an “occupational phenomenon” that occurs when “chronic workplace stress...has not been successfully managed.”