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The Death (and Rebirth) of SEO,[object Object],RandFishkin, Bend Webcam 2011,[object Object]
When I Started in SEO…,[object Object]
2001: A Crazy Search Landscape,[object Object],Via Bruce Clay’s classic search engine relationship chart: http://www.bruceclay.com/serc_histogram/histogram.htm,[object Object]
The Algorithm:,[object Object],(Keyword Use + Anchor Text),[object Object],X,[object Object],PageRank,[object Object],Simpler times. Spammier times, too.,[object Object]
SERPs All Looked Like This:,[object Object],Via Google’s 10th Birthday post: http://googlesystem.blogspot.com/2008/09/google-time-machine-web-in-2001.html,[object Object]
SEO Meant a Few Fundamentals,[object Object],Make good content, make it accessible, target the right keywords… That was pretty much it!,[object Object]
And a Lot of Link Building,[object Object],Links were pretty much everything once you got a crawlable, keyword-targeted page set up.,[object Object]
Or, More Often, Link Spamming,[object Object],Even I bought some of these back in the day…,[object Object]
Fast Forward 7 Years,[object Object],Google celebrated the year with a TCP/IP protocol reference: http://blogoscoped.com/archive/2008-01-01-n53.html,[object Object]
Google’s Dominating,[object Object],Via http://searchengineland.com/comscore-new-google-high-new-yahoo-microsoft-lows-though-both-rise-in-raw-searches-13784,[object Object]
Local/Maps is on the Rise,[object Object],Matt McGee charted the astounding rise of Google Maps/Local starting in 2008: http://www.smallbusinesssem.com/charting-the-undeniable-growth-of-google-maps/1046/,[object Object]
There’s a Few New Protocols,[object Object],The Sitemaps.org homepage literally hasn’t changed since February of 2008!,[object Object]
But Not Much Else Has Changed,[object Object],In early 2009, I wrote a post about the shift in importance of algorithmic factors at Google: http://www.seomoz.org/blog/how-googles-rankings-algorithm-has-changed-over-time-,[object Object]
Jump Ahead… to 2011,[object Object]
It’s a Whole New World,[object Object],Image via http://gizmodo.com/5478787/the-most-accurate-highest-resolution-earth-view-to-date (which is pretty cool, BTW),[object Object]
SERPs Rarely Look Like This Anymore,[object Object],It took me serious time to find a query this sparse,[object Object]
They Look Like This:,[object Object],Google’s instant answers are getting more detailed and sophisticated, as illustrated by http://www.google.com/search?q=nfl+schedule+2011,[object Object]
Or This:,[object Object],News results, shopping results and video snippets + the new, shrunken sitelinks for the top result,[object Object]
Or This:,[object Object],Awesome!,[object Object]
Or This:,[object Object],Personalization and social sharing dominate the page because I’m logged in.,[object Object]
There’s Rich Snippets & Schema.org,[object Object],There’s a good post by Rich Baxter on Schema here: http://www.seomoz.org/blog/schemaorg-a-new-approach-to-structured-data-for-seo,[object Object]
Rel=Author,[object Object],Good advice on how to get it set up here: http://www.blindfiveyearold.com/how-to-implement-rel-author,[object Object]
Video Results,[object Object],Google on how to create video XML sitemaps and appear in these results: http://www.google.com/support/webmasters/bin/answer.py?answer=80472,[object Object]
And Social Annotations,[object Object],Not only are the results annotated with the share / social data; they also outrank the top result,[object Object]
SERPs Are Almost Always Personalized,[object Object],Search history, social networks, previous clicks and more impact personalization + rankings,[object Object]
And Geographically Biased, Too,[object Object],Geography impacts both search result ordering and search suggestions/instant,[object Object]
Search Barely Requires Typing,[object Object],BTW – I tried this same search from Portland vs. Yoder, and “Fox News” is not a top suggestion, but “Firefox “and “Fred Meyer” both are ,[object Object]
Misspellings are a Thing of the Past,[object Object],A few years back, there would be entire sessions at conferences on SEO for misspellings,[object Object]
Instant Answers are Everywhere,[object Object],Google even offered instant answers as to the sexual orientation of celebrities: http://gawker.com/5844769/google-will-now-tell-you-which-celebrities-are-gay (but the feature appears to have been removed),[object Object]
The Algorithm Has Changed, Too,[object Object],Check out Dr. Pete’s Algorithm History guide: http://www.seomoz.org/google-algorithm-change,[object Object]
We Had Vince,[object Object],Aaron Wall did some excellent analysis on Vince here: http://www.seobook.com/google-branding,[object Object]
And May Day,[object Object],Barry Schwartz summarized the impact as described by Matt here: http://www.seroundtable.com/archives/022293.html,[object Object]
And, of Course, Panda,[object Object],Some good analysis from Cyrus Shephard here: http://www.seomoz.org/blog/beat-google-panda,[object Object]
Brands Can Now Dominate Entire Pages,[object Object],Nothing but Apple.com from top to bottom,[object Object]
Some are Dominated by Google Itself,[object Object],http://www.seobook.com/google-eats-their-organic-search-results,[object Object]
Social is on the Rise Like Never Before,[object Object],Via http://searchengineland.com/top-internet-activities-search-email-once-again-88964,[object Object]
In Social, Fragmentation Appears Certain,[object Object],Users:,[object Object],50mm,[object Object],750mm,[object Object],200mm,[object Object],120mm,[object Object],10mm,[object Object],Users:,[object Object],14mm,[object Object],Millions,[object Object],14mm,[object Object],6.5mm,[object Object],This growth is a big reason why I’ve changed my tune on social media marketing and now strongly endorse it for almost every business: http://www.seomoz.org/blog/everyone-should-hire-social-media-experts,[object Object]
What’s More…,[object Object]
Search No Longer Works in a Vacuum,[object Object],Earning a click in the SERPs is merely one step in a greater process.,[object Object]
It Lives in the Broader Inbound Funnel,[object Object],Eloqua’s content grid does a great job exploring where content sits in the marketing funnel: http://media.eloqua.com/images/The-Content-Grid-v2.jpg,[object Object]
But is Nearly Useless By Itself,[object Object],Via http://www.seomoz.org/blog/tracking-the-roi-of-social-media,[object Object]
SEO from 2001-2008,[object Object]
Make the Site Search-Engine Friendly,[object Object],Via http://www.seomoz.org/blog/4-essential-seo-infographics,[object Object]
Target Keywords,[object Object],Via http://www.seomoz.org/blog/perfecting-keyword-targeting-on-page-optimization,[object Object]
Build Links,[object Object],Via http://opensiteexplorer.org,[object Object]
Good Enough,[object Object],Yep; it really used to work.,[object Object]
That SEO,[object Object],is Dead.,[object Object]
You Might Rank,[object Object],Before you even do that, make sure you’re choosing the right goals: http://www.seomoz.org/blog/the-6-goals-of-seo-choosing-the-right-ones-for-your-business,[object Object]
You Probably Won’t Convert Well,[object Object],Unless the rest of the funnel rocks, SEO is in a rough spot: http://www.seomoz.org/blog/winning-the-seo-battle-at-every-step-of-the-purchase-path,[object Object]
You’ll Probably Lose to Better Armed Opponents,[object Object],A great post on brand building: http://www.avc.com/a_vc/2011/09/minimum-viable-personality.html,[object Object]
Winning in 2011 and Beyond,[object Object]
(Old School) SEO Can’t Be Our Only Strength,[object Object],http://www.seomoz.org/blog/the-responsibilities-of-seo-have-been-upgraded,[object Object]
SEO Cannot be Purely Tactical,[object Object],We need a strategy,[object Object]
SEO Can’t Win the Web Marketing Battle Alone,[object Object],http://www.seomoz.org/blog/a-checklist-to-choose-which-internet-marketing-channel-is-right-for-your-business,[object Object]
SEO Today Encompasses Everything We Do on the Web,[object Object]
5 Questions for Modern SEOs,[object Object]
Are You Working w/ An Organization that Believes and Invests in Inbound Marketing?,[object Object],Poor Fox Mulder. He just never believed in video recording or photography.,[object Object]
Where Does Search Live in Your Funnel?,[object Object],Via http://www.bigpictureweb.com/blog/2011/8/29/ten-ways-to-show-inbound-marketing-roi-with-multi-channel-fu.html,[object Object]
Where Does SEO Live in Your Process?,[object Object],A few representational org charts via http://www.bonkersworld.net/organizational-charts/,[object Object]
What are Your Competitive Marketing Advantages?,[object Object],The day I got the NES advantage joystick was the day I beat Contra. Because auto-fire on the “B” button was essential to winning that game.,[object Object]
#1: Product,[object Object],http://thinkgeek.com ‘s positioning and product selection naturally intersect with a sharing-heavy demographic, creating a virtuous cycle of inbound marketing.,[object Object]
#2: Community,[object Object],At http://etsy.com the community powers the marketing of the brand, including the linking and sharing critical to great SEO + social media reach.,[object Object]
#3: Content,[object Object],The http://blog.okcupid.com blog does a fantastic job sharing useful and interesting content – that’s helped them earn #1 rankings for incredibly tough terms like “online dating.”,[object Object]
#4: Distribution,[object Object],By aggregating jobs from across the web and powering thousands of job boards, http://simplyhired.com has built a remarkable presence web-wide.,[object Object]
Where Does SEO Live in Your Process?,[object Object],If SEO isn’t part of the process, you’ll always be playing catch-up and begging for resources to fix problems rather than executing as you develop and innovating.,[object Object]
How Will You Measure and Improve?,[object Object],Via http://www.conversationmarketing.com/2011/09/automated-seosocial-reporting-using-google-spreadsheets-an-example.htm,[object Object]
10 Actionable Tactics w/ Examples,[object Object]
#1: Data as Content Marketing,[object Object],Tons of great examples via Kelly Ford’s blog post: http://kellynford.com/2011/09/27/marketing-your-startup-with-a-steady-drumbeat-of-data/,[object Object]
#1: Data as Content Marketing,[object Object],While Kelly shows lots of good ways to use your growth/financial/metrics data, I also love using user/habit/trend data like http://blog.last.fm/2010/12/16/the-data-behind-best-of-2010,[object Object]
#2: Video Content + SERP Visuals,[object Object],For a brief time, SEOmoz held the top 3 spots for “learn seo,” and the video result in position #3 actually earned more traffic/clicks than the top 2 combined.,[object Object]
#2: Video Content + SERP Visuals,[object Object],Getting a video snippet simply requires embedding a video on the page (though standard YOUTube embeds don’t work) and submitting a video XML sitemap file. We use http://wistia.com which is awesome for this.,[object Object]
#3: Thought Leadership + Rel=Author,[object Object],Who needs to rank #1 when you can earn better traffic than the top ranking sites w/ a photo?! ,[object Object]
#4: Social Networks for Personalized Rankings,[object Object],Last year, Google used Facebook, Friendfeed, Twitter, Quora and several other social networks to show connected content. Today, it’s nearly impossible to find something socially annotated that’s not through Google+,[object Object]
#4: Social Networks for Personalized Rankings,[object Object],More on this: http://www.seomoz.org/blog/social-annotations-in-search-now-your-social-network-rankingsYou can see your socially connected data via http://www.google.com/s2/search/social?hl=en#socialcontent,[object Object]
#4: Social Networks for Personalized Rankings,[object Object],Create Share-Worthy Content,[object Object],Share Socially,[object Object],Win the Internet,[object Object],Earn Rankings Boost,[object Object],More Searchers Biased to Seeing Your Stuff,[object Object],Get Natural Links through Visibility,[object Object],Network Amplification Grows Reach,[object Object],Earn More Social Followers,[object Object],Growing your social network and sharing socially creates a virtuous cycle of marketing/influence.,[object Object]
#5: Link Building w/ Your Social Followers,[object Object],Tactic via Wil Reynolds of SEER Interactive: http://www.seerinteractive.com/blog/using-twitter-and-backlinks-to-build-links/2011/07/28/,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object]
#5: Link Building w/ Your Social Followers,[object Object],You can use Klout or Followerwonk scores (or just follower counts) to order the results,[object Object]
#5: Link Building w/ Your Social Followers,[object Object],Use vLookup in Excel with the Linkscape API to see if they’re linking to you yet,[object Object],How to: http://www.distilled.net/blog/seo/getting-started-with-the-free-linkscape-api/,[object Object]
#5: Link Building w/ Your Social Followers,[object Object],Engage w/ or reach out to sites you want links from,[object Object],This tactic can also be applied to blog commenters, email list subscribers and any social network where you can export a list of your friends/followers,[object Object]
#6: Long Tail SEO via Gamification,[object Object],http://quora.com has been highly effective with this, as have http://stackexchange.com, http://dribbble.com, and even Moz’s own http://www.seomoz.org/q,[object Object]
#7: PR through Social Outreach,[object Object],Starting a relationship over social media is easy and it leads to great press coverage surprisingly fast. Recent example from Moz: http://www.geekwire.com/2011/postit-wars-part-space-invaders-attack-pine-street,[object Object]
#8: Viral-Worthy Content via Q+A Research,[object Object],Places like http://answers.yahoo.com, http://quora.com, http://answers.com, virtually any web forum (http://boardreader.com is a good way to find them) and even Google Suggest are good for this.,[object Object]
#9: Influence Search Suggest through Branding,[object Object],You can see the original experiment here: https://plus.google.com/111294201325870406922/posts/BJJyt6rZ5Ku,[object Object]
#10: Leverage Thought Leaders to Build Content,[object Object],Via http://blog.folyo.me/post/10723370923/how-much-does-a-website-cost The concept is simple; identify leading influencers in your space, recruit them to contrbute something small, perhaps just a few survey answers, then aggregate and share the data. They’ll help it spread.,[object Object]
SEO is Bigger than SEO,[object Object]
SEO is Bigger than SEO,[object Object]
And We Have the Skills, Knowledge, Experience and Adaptability to Win.,[object Object]
SEO: Reborn,[object Object]
Find this Presentation Online:,[object Object],http://bit.ly/seoreborn,[object Object]

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