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The Future of SEO
Rand Fishkin, CEO, SEOmoz
Download: http://bit.ly/mozfutureofseo
Why SEO? Why Inbound?
#1: Click Distribution
Only 18% of Clicks Go Here
82% Go Here
Less than 1% of Clicks Go Here
99% Go Everywhere Else




Especially Here
The Best Facebook Ads
    Get <1% CTR
Wall Posts Often Have 30%+
Banner Ads Are Lucky
   to Get 1% CTR
But Web Content
Generates Tons of Views
Blog Sidebar Ads? <5%
Blog Content? Doing Great;
       Thank You.
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
#2: Cost of Acquisition
Meet Steve
Steve Uses Ads to Buy Traffic
Steve Spends $500 on Average to
    Acquire a New Customer
Meet Greg
Greg Leverages Inbound
Channels to Earn Traffic
Greg Spends $100 on Average to
   Acquire a New Customer
Greg Can Aqcuire 5X as Many
    Customers as Steve
Or Greg Can Spend $400 per
Customer to Improve His Product
Who Would You Rather Be?
10K Foot View on Search
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
Growth of Spending on Paid Search




        Via http://adage.com/article/digital/interactive-marketing-spend-hit-76-6b-2016/229444/
Growth of Mobile Search




   http://www.marquettegroup.com/why-advertise-on-a-mobile-device/
Bing vs. Google Market Share




      Via Statcounter: http://gs.statcounter.com/#search_engine-na-monthly-201108-201208
Massive Growth of Google+




     http://www.bgr.com/2012/09/17/google-plus-stats-2012-400-million-members/
Fragmentation of Social Networks




Users:   100mm      900mm                200mm               120mm                 10mm




Users:   15mm       Millions               14mm              7.5mm                18mm



                 There are lots of social networks at scale in 2012, and potentially more coming.
What Hasn’t Changed in SEO
Engines Still Need Accessibility Help




          Via Google Webmaster Tools: http://google.com/webmasters
Delighting Users Still Leads to Success




           Via the still-amazing http://headrush.typepad.com/
Getting the Basics Right Still Matters


Start with a strong base,
then work your way up.
SEO Success Still Happens at this Intersection




 Right HERE
What’s Changed in SEO
Panda & Low Quality Content




      http://www.seomoz.org/blog/beat-google-panda
Penguin & Low Quality Links




     http://www.seomoz.org/blog/7-achievable-steps-for-great-seo-after-the-penguin-update
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
Rich Snippets and Schema Markup



                Star Ratings, Reviews & Price



                             Author Photo



                        Date of Publication


                            Video Snippet
Video Search and Video SEO




     http://www.cleancutmedia.com/video/youtube-is-it-possible-to-watch-4-billion-views-a-day
The Merging of SEO & Social Media




       http://www.seomoz.org/blog/new-data-the-correlations-between-social-sharing-and-inbound-links
User & Usage Data Signals




    http://www.seobythesea.com/2011/07/how-google-might-rank-pages-based-
    upon-usage-information/
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
Google & Bing Dominating Head Terms




          Link: http://bit.ly/mozfutureofseo
Google & Bing Dominating Head Terms




          Link: http://bit.ly/mozfutureofseo
Google & Bing Dominating Head Terms




          Link: http://bit.ly/mozfutureofseo
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/
Massive Shift in Roles & Responsibilities




            http://www.seomoz.org/blog/the-responsibilities-of-seo-have-been-upgraded
Strategic Tips for SEO
#1: Get Your Brand’s Story Right




       http://about.zappos.com/zappos-story/in-the-beginning-let-there-be-shoes
#2: Develop a Content Strategy that Will Attract
A) Customers and/or B) Customer Influencers

Relevant to Any Who      Relevant       Relevant
Interact w/ Potential   to Potential   to Current
     Customers          Customers      Customers




     Get Here
#3: Focus on Inbound Channels Where Your Audience Exists
#4: Set Up the Right KPIs




Metrics are essential at
  every phase of the
 funnel to determine
what’s working vs. not




                  http://www.seomoz.org/blog/tracking-the-roi-of-social-media
#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)
#6: Create an Incentive for People to Share
Tactical Tips for SEO (and Inbound)
#1: Embrace the Long Tail of Keyword Demand




Tens of thousands of pages of content created by
professional marketers (our writers and those who ask Q+A)




                   Link: http://bit.ly/mozfutureofseo
#2A: Optimize Your Social Timing




 At the highest point, only ~6.5% of my followers are online, which
means only 4,514 of my 69,458 followers could possibly see a tweet.




                  Times when my followers are online via http://followerwonk.com
#2B: Optimize Your Social Share Formatting




URL 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
#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.
#2C: Optimize & Track What You Share




          Tracking of my socially shared links via http://bit.ly
#3: Create Search Results that Stand Out
#4: Leverage Video Content & Video SEO




           Video SEO Guide from Wistia: http://wistia.com/doc/video-seo
#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.
#6: Research What Bloggers, Journalists, &
Influencer Portals Cover. Then Do That Stuff.




             Alltop and other aggregation sites can be good sources: http://alltop.com
#7: Social Media OAuth Services Can Be
 Powerful Customer Acquisition Tools
#8: Keep All Your Content on One Subdomain




           http://www.seomoz.org/blog/understanding-root-domains-subdomains-vs-subfolders-microsites
#9: Poor Design Negatively Impacts Every Inbound Channel




                Good place to find great designers: http://dribbble.com
#10: Test & Optimize Your CTA Buttons




          http://blog.okcupid.com/index.php/your-looks-and-online-dating/
#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
A Few Last Words of Advice
Inbound Marketing is a Long Term Investment




  Where Geraldine Started Her Blog


            Link: http://bit.ly/mozfutureofseo
Inbound Marketing is a Long Term Investment




    Where People Usually Give Up


            Link: http://bit.ly/mozfutureofseo
Inbound Marketing is a Long Term Investment




 Over 4,000 Visits/Day to a Single Author Blog


             Link: http://bit.ly/mozfutureofseo
Channels Where Others Don’t Invest is Where
           Real Opportunity Lies




            Link: http://bit.ly/mozfutureofseo
The Temptation to Do Black/Gray Hat is
    Strong. You Have to Resist It.




          “The force is strong with this one.”
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)
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-
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/
Your
Analytics
                           R
Will Lie
to You.
(unless you’re using
multi-touch attribution)
Multi-Channel
Attribution is
Critical

                                R




    http://www.seomoz.org/blog/tracking-the-roi-of-social-media
Visualizing Visits Through Various Channels




http://www.seomoz.org/blog/why-the-inbound-marketing-funnel-is-essential-whiteboard-friday
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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The Future of SEO

  • 1. The Future of SEO Rand Fishkin, CEO, SEOmoz Download: http://bit.ly/mozfutureofseo
  • 2. Why SEO? Why Inbound?
  • 4. Only 18% of Clicks Go Here
  • 6. Less than 1% of Clicks Go Here
  • 7. 99% Go Everywhere Else Especially 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 Content Generates Tons of Views
  • 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.
  • 16. #2: Cost of Acquisition
  • 18. Steve Uses Ads to Buy Traffic
  • 19. Steve Spends $500 on Average to Acquire a New Customer
  • 22. Greg Spends $100 on Average to Acquire a New Customer
  • 23. Greg Can Aqcuire 5X as Many Customers as Steve
  • 24. Or Greg Can Spend $400 per Customer to Improve His Product
  • 25. Who Would You Rather Be?
  • 26. 10K Foot View on Search
  • 27. 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
  • 28. Growth of Spending on Paid Search Via http://adage.com/article/digital/interactive-marketing-spend-hit-76-6b-2016/229444/
  • 29. Growth of Mobile Search http://www.marquettegroup.com/why-advertise-on-a-mobile-device/
  • 30. Bing vs. Google Market Share Via Statcounter: http://gs.statcounter.com/#search_engine-na-monthly-201108-201208
  • 31. Massive Growth of Google+ http://www.bgr.com/2012/09/17/google-plus-stats-2012-400-million-members/
  • 32. Fragmentation of Social Networks Users: 100mm 900mm 200mm 120mm 10mm Users: 15mm Millions 14mm 7.5mm 18mm There are lots of social networks at scale in 2012, and potentially more coming.
  • 34. Engines Still Need Accessibility Help Via Google Webmaster Tools: http://google.com/webmasters
  • 35. Delighting Users Still Leads to Success Via the still-amazing http://headrush.typepad.com/
  • 36. Getting the Basics Right Still Matters Start with a strong base, then work your way up.
  • 37. SEO Success Still Happens at this Intersection Right HERE
  • 39. Panda & Low Quality Content http://www.seomoz.org/blog/beat-google-panda
  • 40. Penguin & Low Quality Links http://www.seomoz.org/blog/7-achievable-steps-for-great-seo-after-the-penguin-update
  • 41. 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
  • 42. Rich Snippets and Schema Markup Star Ratings, Reviews & Price Author Photo Date of Publication Video Snippet
  • 43. Video Search and Video SEO http://www.cleancutmedia.com/video/youtube-is-it-possible-to-watch-4-billion-views-a-day
  • 44. The Merging of SEO & Social Media http://www.seomoz.org/blog/new-data-the-correlations-between-social-sharing-and-inbound-links
  • 45. User & Usage Data Signals http://www.seobythesea.com/2011/07/how-google-might-rank-pages-based- upon-usage-information/
  • 46. 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
  • 47. Google & Bing Dominating Head Terms Link: http://bit.ly/mozfutureofseo
  • 48. Google & Bing Dominating Head Terms Link: http://bit.ly/mozfutureofseo
  • 49. Google & Bing Dominating Head Terms Link: http://bit.ly/mozfutureofseo
  • 50. 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/
  • 51. Massive Shift in Roles & Responsibilities http://www.seomoz.org/blog/the-responsibilities-of-seo-have-been-upgraded
  • 53. #1: Get Your Brand’s Story Right http://about.zappos.com/zappos-story/in-the-beginning-let-there-be-shoes
  • 54. #2: Develop a Content Strategy that Will Attract A) Customers and/or B) Customer Influencers Relevant to Any Who Relevant Relevant Interact w/ Potential to Potential to Current Customers Customers Customers Get Here
  • 55. #3: Focus on Inbound Channels Where Your Audience Exists
  • 56. #4: Set Up the Right KPIs Metrics are essential at every phase of the funnel to determine what’s working vs. not http://www.seomoz.org/blog/tracking-the-roi-of-social-media
  • 57. #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)
  • 58. #6: Create an Incentive for People to Share
  • 59. Tactical Tips for SEO (and Inbound)
  • 60. #1: Embrace the Long Tail of Keyword Demand Tens of thousands of pages of content created by professional marketers (our writers and those who ask Q+A) Link: http://bit.ly/mozfutureofseo
  • 61. #2A: Optimize Your Social Timing At the highest point, only ~6.5% of my followers are online, which means only 4,514 of my 69,458 followers could possibly see a tweet. Times when my followers are online via http://followerwonk.com
  • 62. #2B: Optimize Your Social Share Formatting URL 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
  • 63. #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.
  • 64. #2C: Optimize & Track What You Share Tracking of my socially shared links via http://bit.ly
  • 65. #3: Create Search Results that Stand Out
  • 66. #4: Leverage Video Content & Video SEO Video SEO Guide from Wistia: http://wistia.com/doc/video-seo
  • 67. #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.
  • 68. #6: Research What Bloggers, Journalists, & Influencer Portals Cover. Then Do That Stuff. Alltop and other aggregation sites can be good sources: http://alltop.com
  • 69. #7: Social Media OAuth Services Can Be Powerful Customer Acquisition Tools
  • 70. #8: Keep All Your Content on One Subdomain http://www.seomoz.org/blog/understanding-root-domains-subdomains-vs-subfolders-microsites
  • 71. #9: Poor Design Negatively Impacts Every Inbound Channel Good place to find great designers: http://dribbble.com
  • 72. #10: Test & Optimize Your CTA Buttons http://blog.okcupid.com/index.php/your-looks-and-online-dating/
  • 73. #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
  • 74. A Few Last Words of Advice
  • 75. Inbound Marketing is a Long Term Investment Where Geraldine Started Her Blog Link: http://bit.ly/mozfutureofseo
  • 76. Inbound Marketing is a Long Term Investment Where People Usually Give Up Link: http://bit.ly/mozfutureofseo
  • 77. Inbound Marketing is a Long Term Investment Over 4,000 Visits/Day to a Single Author Blog Link: http://bit.ly/mozfutureofseo
  • 78. Channels Where Others Don’t Invest is Where Real Opportunity Lies Link: http://bit.ly/mozfutureofseo
  • 79. The Temptation to Do Black/Gray Hat is Strong. You Have to Resist It. “The force is strong with this one.”
  • 80. 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)
  • 81. 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-
  • 82. 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/
  • 83. Your Analytics R Will Lie to You. (unless you’re using multi-touch attribution)
  • 84. Multi-Channel Attribution is Critical R http://www.seomoz.org/blog/tracking-the-roi-of-social-media
  • 85. Visualizing Visits Through Various Channels http://www.seomoz.org/blog/why-the-inbound-marketing-funnel-is-essential-whiteboard-friday
  • 86. 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