Ebriks Future of seo

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The Future of SEO

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-basedupon-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/toolssoftware/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 Interact w/ Potential Customers

Get Here

Relevant to Potential Customers

Relevant to Current Customers

#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 tag next to the URL

URL in the center of text blocks, no 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-silverbullet-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-algorithmhas-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 Will Lie to You. (unless you’re using multi-touch attribution)

R

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

The Future of SEO

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