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Rand Fishkin | Founder & CEO
The Next Era
of Web Marketing
How Marketers Can Stay Ahead of Industry-Wide Change
in 2019 and Beyond
Bit.ly/webmkt2019
2009 - 2016
The “Inbound Marketing” Playbook
Create
“Good Content”
Promote Content on
Social Media
Grow Followers &
Subscribers
Choose High Volume
Keywords for SEO
UseAd Platforms to
Drive Conversions
Earn Links &
Amplification w/
Outreach
2009 - 2016
The “Inbound Marketing” Playbook
Create
“Good Content”
Promote Content on
Social Media
Grow Followers &
Subscribers
Choose High Volume
Keywords for SEO
UseAd Platforms to
Drive Conversions
Earn Links &
Amplification w/
Outreach
What Happened?!
#1
The Social Platforms Massively
Diminished Outlinking Traffic
Facebook Killed Organic Reach
Via AdGo
They Sent Outbound, Referral Traffic to Zero
Via BusinessGrow
Declines in FB Referrals Have Hit Every Vertical
Via RivalIQ
Even Publishers Who Focused on FB Clickbait
Via Nieman Lab
Instagram Has Always Prevented Outlinking
Twitter & LinkedIn Now Bias to On-Site Content
Via MarginallyCoherent
Reddit Works to Keep You on Reddit
Via Reddit
YouTube Cuts Off Descriptions to Avoid Making
Links Visible in the Default View
SO…
Who Still Does Send Web Traffic?
Via
Google.com
Oct 2016
Facebook.com
Reddit.com
YouTube.com
Imgur.com
Bing.com
Wikipedia.org
Gained/Lost
59.2%
6.5%
5.4%
4.5%
2.2%
2.2%
1.4%
Yahoo.com 6.0%
-1.4%
-1.3%
-2.0%
+0.3%
-1.2%
+1.5%
-0.1%
-1.7%
Amazon.com 1.3% +0.1%
Top Traffic Referrers Feb 2018
57.8%
5.2%
3.4%
4.8%
1.0%
3.7%
1.3%
4.3%
1.4%
#2
Google (for the first time) Sends
Less Organic Traffic
Google Solves More & More Queries
Without Clicks
Google’s Desktop CTRs
September 2018 (US):
Paid: 5.6%
Organic: 65.6%
No Click Searches:
34.4%
*Note:Sumsare greaterthan100%assearcherscan
clickmultipleresultsperquery
Google’s Mobile CTRs
September 2018 (US):
*Note:Sumsare greaterthan100%assearcherscan
clickmultipleresultsperquery
Google’s Mobile CTRs
September 2018 (US):
*Note:Sumsare greaterthan100%assearcherscan
clickmultipleresultsperquery
Paid: 8.7%
Organic: 29.7%
No Click Searches:
61.03%
Via SparkToro
Zero-click searches are up
30% in two years.
Via SparkToro
Cannibalization of Clicks is a Worldwide Phenomenon
Google Maps/Local
Clicks on local results go to
Google… not your website
Jobs
Film & Television
Sports
Hotels
Flights
Answers (of all kinds)
No link credit to the sites scraped – just
algorithmic aggregation we can’t
escape (because publishers need the
scraps of traffic Google might still send)
Via The Week
#3
“Influencers” Failing to Deliver
Influence…
Via Google Trends
Via MediaKix
Via MediaKix
Via MediaKix
Via TheDrum
Via TheDrum
“I do campaigns for brands on a weekly basis
and less than half ever come back for metrics;
less than 50% ever want to know what’s
happened. That makes me think it’s PRs playing
a numbers game and once a campaign has
gone no one is really interested.”
Via SparkToro
Via SparkToro
Influencer Marketing Definitions:
2012: Discover all the sources that influence your audience. Do
marketing (of all kinds) in those places.
2018: Pay half naked people on Instagram $500 to
snap photos with your product.
Potential Sources of Influence:
Podcasts
Events
Mainstream Media
Trade Journals
Whitepapers
Radio
Television
Guerilla Marketing
Branded Publications
Blogs
Twitter
YouTube Channels
Industry Reports
Facebook GroupsWeb Searches
Email Newsletters
Consumer Review Pubs
Instagram
Where “Influencer Marketing” is Done:
Podcasts
Events
Mainstream Media
Trade Journals
Whitepapers
Radio
Television
Guerilla Marketing
Branded Publications
Blogs
Twitter
YouTube Channels
Industry Reports
Facebook GroupsWeb Searches
Email Newsletters
Consumer Review Pubs
Instagram
The Backlash is Here…
Via The Drum,
Campaign, &
Medium
#4
Web Advertising ROI (in many
fields) Is Trending to Zero
Venture Dollars Flood the Ad Markets
Via Pitchbook
Investment Dollars Aren’t Seeking Profits… Just
Growth
Via Statista
Ad Bids in Many Sectors Go Far Above What’s
Profitable
Many Marketers Aren’t Accountable to Metrics
Via Buffer
Display, Search, & Social All Operate This Way
Ad Costs Have Gone Up, While ROI Trends Down
Via BusinessInsider
SO… What Do We Do?
The Smart Marketer’s
Battle Plan
2009 - 2016
The “Inbound Marketing” Playbook
Create
“Good Content”
Promote Content on
Social Media
Grow Followers &
Subscribers
Choose High Volume
Keywords for SEO
UseAd Platforms to
Drive Conversions
Earn Links &
Amplification w/
Outreach
Create
“Good Content”
Promote Content on
Social Media
Grow Followers &
Subscribers
UseAd Platforms to
Drive Conversions
Earn Links &
Amplification w/
Outreach
CenterAll Marketing on
Your Website &Email
Lists
2019
What Needs to Change
Make Your Website (and email list) the Center of
Your Digital Campaigns
Mysite.com
2) Own & Control Your
Web Platforms
Old School Cool
1
)
10 New Emails > 10,000 New Followers
Via Creative Guerilla Marketing
100 Website Visitors > 10,000 New Followers
Via Bannersnack
100 True Fans Beats 100,000 Visits.
Aim to Increase Passion > Traffic.
Via Buzzsumo
Change Your Approach to SEO:
Click Volume > Search Volume
Via Keyword Explorer
Let your competitors
chase these.
While you go after these
Promote Content on
Social Media
Grow Followers &
Subscribers
UseAd Platforms to
Drive Conversions
Earn Links &
Amplification w/
Outreach
CenterAll Marketing on
Your Website &Email
Lists
2019
What Needs to Change
Invest in the
Right Marketing
Flywheel
A Great Marketing Flywheel
Scales with Decreasing Friction
Content
Marketing
Flywheel
KW Research +
Industry Intuition
Publish
Content
Promote via Social
Channels
Push to email +
RSS subscribers
Earn Links +
Amplification
Grow social, email,
RSS, & WoM channels
Grow Domain
Authority
Earn Search &
Referral Traffic
Rank for More
Competitive KWs
PR+Ads
Flywheel
ID Sources of
Customer Influence
Craft Stories to
Draw Coverage
Earn Press
Coverage
Pitch Media
Amplify +
Promote
Run Ads Targeting
Cookied Visitors
Expand Social
Following
Slowly Convert
Fans + Followers
Refine Ad+CRO
Processes
Events +
Sponsorship
Flywheel
ID Events w/
Customer Targets
Sponsor + Pitch to
Present
Capture Visitor
Info
Host Booths,
Dinners, Parties
Reach Out w/
Direct+Indirect
Emails Cookie Site Visitors &
Email Opens
Run Hyper-
Personalized Ads
Improve CRO +
Sales Process
Uncover Customer
Connections & Affinities
Hard at first, but
gets easier
(& more profitable)
with scale
Find
Find
Create
Create
Amplify
Amplify
Convert
Convert
Learn & Apply
You Want a Flywheel That Sparks Demand
Growing Branded Searches >
Ranking #1 for Generic Searches
Grow Followers &
Subscribers
UseAd Platforms to
Drive Conversions
Earn Links &
Amplification w/
Outreach
CenterAll Marketing on
Your Website &Email
Lists
2019
What Needs to Change
Invest in the
Right Marketing
Flywheel
Market WhereYour
AudienceAlready Pays
Attention
“Social” Isn’t Where Your Audience Is…
That’s Just Saying “Our Audience is Online”
Via Hootsuite
Discover Your Audience’s True Sources of
Influence – Market There
Not the Most Followed X… But the Sources of
Influence Most Followed by Xs
vs. 22% of food bloggers
follow Foodista
It’s Hard to Get This Data, but Surveys & Interviews
are a Good Start
Via Typeform
Your Targets Should Include ALL of These:
Podcasts
Events
Mainstream Media
Trade Journals
Whitepapers
Radio
Television
Guerilla Marketing
Branded Publications
Blogs
Twitter
YouTube Channels
Industry Reports
Facebook GroupsWeb Searches
Email Newsletters
Consumer Review Pubs
Instagram
Your Targets Should Include ALL of These:
Podcasts
Events
Mainstream Media
Trade Journals
Whitepapers
Radio
Television
Guerilla Marketing
Branded Publications
Blogs
Twitter
YouTube Channels
Industry Reports
Facebook GroupsWeb Searches
Email Newsletters
Consumer Review Pubs
Instagram
Pro Tip: If your competition ignores a
channel, you get higher content/ad
engagement for less money 
UseAd Platforms to
Drive Conversions
Earn Links &
Amplification w/
Outreach
CenterAll Marketing on
Your Website &Email
Lists
2019
What Needs to Change
Invest in the
Right Marketing
Flywheel
Market WhereYour
AudienceAlready Pays
Attention
Balance Social
Engagement vs.
Drawing Clicks
When I have a low engagement post,
my next post has a harder time
reaching a big audience.
When a post gets high engagement,
FB boosts the reach of my next post
(unless it starts to show poor
engagement)
In this way, Facebook (& Twitter, Instagram,
LinkedIn, etc) reward high engagement
streaks and makes accounts w/ low
engagement invisible.
Social Algorithms Are Designed to:
Engage
Addict
Retain
Does this content attract users,
generate likes/shares, & hold their
attention?
Do users who see this content stay
on our platform and keep engaging?
Do users who’ve consumed this
content return to our platform again &
again?
To benefit from this
system, use a
formula like this:
High engagement, non-
promotional post
High engagement, non-
promotional post
Promotion w/ Link
High engagement, non-
promotional post
These earn brand
exposure & new
followers
High engagement, non-
promotional post
To benefit from this
system, use a
formula like this:
High engagement, non-
promotional post
High engagement, non-
promotional post
Promotion w/ Link
High engagement, non-
promotional post
These capitalize on
your algorithmic
reputation for high
engagement, & earn
direct traffic
High engagement, non-
promotional post
UseAd Platforms to
Drive Conversions
CenterAll Marketing on
Your Website &Email
Lists
2019
What Needs to Change
Invest in the
Right Marketing
Flywheel
Market WhereYour
AudienceAlready Pays
Attention
Balance Social
Engagement vs.
Drawing Clicks
Broaden Content
& Outreach
Campaigns
Successful Content Targets Topics that Resonate with
Amplifiers, Not Just Customers
What Your
Customers Care
About
What Influential
Publications & People
Your Customers
Listen To Care About
Topics with high
potential reach
The More Difficult Content is to Create, the Easier
it is to Stand Out
E.G. SparkToro’s strategy is to
create free, interactive tools,
not just blog posts
Blog Post
Tweet
Useful Guide Interactive Tool
Guest Contribution
for a Notable
Publisher
Photo
MobileApp
Video Custom Illustration
Physical
Product
Successful,
scalable community
Easier Harder
Spray+Pray Outreach Leads to Reputational
Damage (for both brand & social/email/search algos)
Human, Targeted, Story & Values-Driven Outreach
Wins
2019-Beyond
The Smart Marketer’s Playbook
Invest in the
Right Marketing
Flywheel
Balance Social
Engagement vs.
Drawing Clicks
CenterAll Marketing on
Your Website &Email
Lists
UseAds to Reach
Already-Primed
Audiences
Broaden Outreach &
Influence Campaigns
Market WhereYour
AudienceAlready Pays
Attention
First: Organic + Brand; Then: Ads + CRO
If you’re not yet known, liked, &
trusted, ad ROI sucks.
Via Wordstream
New to a market? This
happens.
Known & loved? Welcome
to Profitville.
How to Win at Digital Advertising
Step 1: Earn brand exposure w/ your target audience
Step 2: Get >1 organic visit (or social engagement)
Step 3:Advertise to those who already know+like you
2019-Beyond
The Smart Marketer’s Playbook
Invest in the
Right Marketing
Flywheel
Balance Social
Engagement vs.
Drawing Clicks
CenterAll Marketing on
Your Website &Email
Lists
UseAds to Reach
Already-Primed
Audiences
Broaden Outreach &
Influence Campaigns
Market WhereYour
AudienceAlready Pays
Attention
Rand Fishkin | Founder & CEO
Thank You!

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The Next Era of Web Marketing: 2019 & Beyond

  • 1. Rand Fishkin | Founder & CEO The Next Era of Web Marketing How Marketers Can Stay Ahead of Industry-Wide Change in 2019 and Beyond
  • 3. 2009 - 2016 The “Inbound Marketing” Playbook Create “Good Content” Promote Content on Social Media Grow Followers & Subscribers Choose High Volume Keywords for SEO UseAd Platforms to Drive Conversions Earn Links & Amplification w/ Outreach
  • 4. 2009 - 2016 The “Inbound Marketing” Playbook Create “Good Content” Promote Content on Social Media Grow Followers & Subscribers Choose High Volume Keywords for SEO UseAd Platforms to Drive Conversions Earn Links & Amplification w/ Outreach
  • 6. #1 The Social Platforms Massively Diminished Outlinking Traffic
  • 7. Facebook Killed Organic Reach Via AdGo
  • 8. They Sent Outbound, Referral Traffic to Zero Via BusinessGrow
  • 9. Declines in FB Referrals Have Hit Every Vertical Via RivalIQ
  • 10. Even Publishers Who Focused on FB Clickbait Via Nieman Lab
  • 11. Instagram Has Always Prevented Outlinking
  • 12. Twitter & LinkedIn Now Bias to On-Site Content Via MarginallyCoherent
  • 13. Reddit Works to Keep You on Reddit Via Reddit
  • 14. YouTube Cuts Off Descriptions to Avoid Making Links Visible in the Default View
  • 15. SO… Who Still Does Send Web Traffic?
  • 17. #2 Google (for the first time) Sends Less Organic Traffic
  • 18. Google Solves More & More Queries Without Clicks
  • 19. Google’s Desktop CTRs September 2018 (US): Paid: 5.6% Organic: 65.6% No Click Searches: 34.4% *Note:Sumsare greaterthan100%assearcherscan clickmultipleresultsperquery
  • 20. Google’s Mobile CTRs September 2018 (US): *Note:Sumsare greaterthan100%assearcherscan clickmultipleresultsperquery
  • 21. Google’s Mobile CTRs September 2018 (US): *Note:Sumsare greaterthan100%assearcherscan clickmultipleresultsperquery Paid: 8.7% Organic: 29.7% No Click Searches: 61.03%
  • 22. Via SparkToro Zero-click searches are up 30% in two years.
  • 23. Via SparkToro Cannibalization of Clicks is a Worldwide Phenomenon
  • 24. Google Maps/Local Clicks on local results go to Google… not your website
  • 25. Jobs
  • 30. Answers (of all kinds) No link credit to the sites scraped – just algorithmic aggregation we can’t escape (because publishers need the scraps of traffic Google might still send)
  • 31.
  • 33. #3 “Influencers” Failing to Deliver Influence…
  • 39. Via TheDrum “I do campaigns for brands on a weekly basis and less than half ever come back for metrics; less than 50% ever want to know what’s happened. That makes me think it’s PRs playing a numbers game and once a campaign has gone no one is really interested.”
  • 42. Influencer Marketing Definitions: 2012: Discover all the sources that influence your audience. Do marketing (of all kinds) in those places. 2018: Pay half naked people on Instagram $500 to snap photos with your product.
  • 43. Potential Sources of Influence: Podcasts Events Mainstream Media Trade Journals Whitepapers Radio Television Guerilla Marketing Branded Publications Blogs Twitter YouTube Channels Industry Reports Facebook GroupsWeb Searches Email Newsletters Consumer Review Pubs Instagram
  • 44. Where “Influencer Marketing” is Done: Podcasts Events Mainstream Media Trade Journals Whitepapers Radio Television Guerilla Marketing Branded Publications Blogs Twitter YouTube Channels Industry Reports Facebook GroupsWeb Searches Email Newsletters Consumer Review Pubs Instagram
  • 45. The Backlash is Here… Via The Drum, Campaign, & Medium
  • 46. #4 Web Advertising ROI (in many fields) Is Trending to Zero
  • 47. Venture Dollars Flood the Ad Markets Via Pitchbook
  • 48. Investment Dollars Aren’t Seeking Profits… Just Growth Via Statista
  • 49. Ad Bids in Many Sectors Go Far Above What’s Profitable
  • 50. Many Marketers Aren’t Accountable to Metrics Via Buffer
  • 51. Display, Search, & Social All Operate This Way
  • 52. Ad Costs Have Gone Up, While ROI Trends Down Via BusinessInsider
  • 53. SO… What Do We Do?
  • 55. 2009 - 2016 The “Inbound Marketing” Playbook Create “Good Content” Promote Content on Social Media Grow Followers & Subscribers Choose High Volume Keywords for SEO UseAd Platforms to Drive Conversions Earn Links & Amplification w/ Outreach
  • 56. Create “Good Content” Promote Content on Social Media Grow Followers & Subscribers UseAd Platforms to Drive Conversions Earn Links & Amplification w/ Outreach CenterAll Marketing on Your Website &Email Lists 2019 What Needs to Change
  • 57. Make Your Website (and email list) the Center of Your Digital Campaigns Mysite.com
  • 58. 2) Own & Control Your Web Platforms Old School Cool 1 )
  • 59. 10 New Emails > 10,000 New Followers Via Creative Guerilla Marketing
  • 60. 100 Website Visitors > 10,000 New Followers Via Bannersnack
  • 61. 100 True Fans Beats 100,000 Visits. Aim to Increase Passion > Traffic. Via Buzzsumo
  • 62. Change Your Approach to SEO: Click Volume > Search Volume
  • 63. Via Keyword Explorer Let your competitors chase these. While you go after these
  • 64. Promote Content on Social Media Grow Followers & Subscribers UseAd Platforms to Drive Conversions Earn Links & Amplification w/ Outreach CenterAll Marketing on Your Website &Email Lists 2019 What Needs to Change Invest in the Right Marketing Flywheel
  • 65. A Great Marketing Flywheel Scales with Decreasing Friction
  • 66. Content Marketing Flywheel KW Research + Industry Intuition Publish Content Promote via Social Channels Push to email + RSS subscribers Earn Links + Amplification Grow social, email, RSS, & WoM channels Grow Domain Authority Earn Search & Referral Traffic Rank for More Competitive KWs
  • 67. PR+Ads Flywheel ID Sources of Customer Influence Craft Stories to Draw Coverage Earn Press Coverage Pitch Media Amplify + Promote Run Ads Targeting Cookied Visitors Expand Social Following Slowly Convert Fans + Followers Refine Ad+CRO Processes
  • 68. Events + Sponsorship Flywheel ID Events w/ Customer Targets Sponsor + Pitch to Present Capture Visitor Info Host Booths, Dinners, Parties Reach Out w/ Direct+Indirect Emails Cookie Site Visitors & Email Opens Run Hyper- Personalized Ads Improve CRO + Sales Process Uncover Customer Connections & Affinities
  • 69. Hard at first, but gets easier (& more profitable) with scale Find Find Create Create Amplify Amplify Convert Convert Learn & Apply
  • 70. You Want a Flywheel That Sparks Demand
  • 71. Growing Branded Searches > Ranking #1 for Generic Searches
  • 72. Grow Followers & Subscribers UseAd Platforms to Drive Conversions Earn Links & Amplification w/ Outreach CenterAll Marketing on Your Website &Email Lists 2019 What Needs to Change Invest in the Right Marketing Flywheel Market WhereYour AudienceAlready Pays Attention
  • 73. “Social” Isn’t Where Your Audience Is… That’s Just Saying “Our Audience is Online” Via Hootsuite
  • 74. Discover Your Audience’s True Sources of Influence – Market There
  • 75. Not the Most Followed X… But the Sources of Influence Most Followed by Xs vs. 22% of food bloggers follow Foodista
  • 76. It’s Hard to Get This Data, but Surveys & Interviews are a Good Start Via Typeform
  • 77. Your Targets Should Include ALL of These: Podcasts Events Mainstream Media Trade Journals Whitepapers Radio Television Guerilla Marketing Branded Publications Blogs Twitter YouTube Channels Industry Reports Facebook GroupsWeb Searches Email Newsletters Consumer Review Pubs Instagram
  • 78. Your Targets Should Include ALL of These: Podcasts Events Mainstream Media Trade Journals Whitepapers Radio Television Guerilla Marketing Branded Publications Blogs Twitter YouTube Channels Industry Reports Facebook GroupsWeb Searches Email Newsletters Consumer Review Pubs Instagram Pro Tip: If your competition ignores a channel, you get higher content/ad engagement for less money 
  • 79. UseAd Platforms to Drive Conversions Earn Links & Amplification w/ Outreach CenterAll Marketing on Your Website &Email Lists 2019 What Needs to Change Invest in the Right Marketing Flywheel Market WhereYour AudienceAlready Pays Attention Balance Social Engagement vs. Drawing Clicks
  • 80. When I have a low engagement post, my next post has a harder time reaching a big audience.
  • 81. When a post gets high engagement, FB boosts the reach of my next post (unless it starts to show poor engagement)
  • 82. In this way, Facebook (& Twitter, Instagram, LinkedIn, etc) reward high engagement streaks and makes accounts w/ low engagement invisible.
  • 83. Social Algorithms Are Designed to: Engage Addict Retain Does this content attract users, generate likes/shares, & hold their attention? Do users who see this content stay on our platform and keep engaging? Do users who’ve consumed this content return to our platform again & again?
  • 84. To benefit from this system, use a formula like this: High engagement, non- promotional post High engagement, non- promotional post Promotion w/ Link High engagement, non- promotional post These earn brand exposure & new followers High engagement, non- promotional post
  • 85. To benefit from this system, use a formula like this: High engagement, non- promotional post High engagement, non- promotional post Promotion w/ Link High engagement, non- promotional post These capitalize on your algorithmic reputation for high engagement, & earn direct traffic High engagement, non- promotional post
  • 86. UseAd Platforms to Drive Conversions CenterAll Marketing on Your Website &Email Lists 2019 What Needs to Change Invest in the Right Marketing Flywheel Market WhereYour AudienceAlready Pays Attention Balance Social Engagement vs. Drawing Clicks Broaden Content & Outreach Campaigns
  • 87. Successful Content Targets Topics that Resonate with Amplifiers, Not Just Customers What Your Customers Care About What Influential Publications & People Your Customers Listen To Care About Topics with high potential reach
  • 88. The More Difficult Content is to Create, the Easier it is to Stand Out E.G. SparkToro’s strategy is to create free, interactive tools, not just blog posts
  • 89. Blog Post Tweet Useful Guide Interactive Tool Guest Contribution for a Notable Publisher Photo MobileApp Video Custom Illustration Physical Product Successful, scalable community Easier Harder
  • 90. Spray+Pray Outreach Leads to Reputational Damage (for both brand & social/email/search algos)
  • 91. Human, Targeted, Story & Values-Driven Outreach Wins
  • 92. 2019-Beyond The Smart Marketer’s Playbook Invest in the Right Marketing Flywheel Balance Social Engagement vs. Drawing Clicks CenterAll Marketing on Your Website &Email Lists UseAds to Reach Already-Primed Audiences Broaden Outreach & Influence Campaigns Market WhereYour AudienceAlready Pays Attention
  • 93. First: Organic + Brand; Then: Ads + CRO If you’re not yet known, liked, & trusted, ad ROI sucks.
  • 94. Via Wordstream New to a market? This happens. Known & loved? Welcome to Profitville.
  • 95. How to Win at Digital Advertising Step 1: Earn brand exposure w/ your target audience Step 2: Get >1 organic visit (or social engagement) Step 3:Advertise to those who already know+like you
  • 96. 2019-Beyond The Smart Marketer’s Playbook Invest in the Right Marketing Flywheel Balance Social Engagement vs. Drawing Clicks CenterAll Marketing on Your Website &Email Lists UseAds to Reach Already-Primed Audiences Broaden Outreach & Influence Campaigns Market WhereYour AudienceAlready Pays Attention
  • 97. Rand Fishkin | Founder & CEO Thank You!