How SEO Blinded Me, Then Opened My Eyes
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This document discusses how the author's views on SEO evolved over time. He used to believe that ranking highly in search was the most important factor, and that SEO was the primary driver of traffic. However, he realized search has become more complex, with personalized results, social influences, and the importance of brands. SEO is now just one marketing tactic among many that must be part of an overall inbound marketing strategy. Creating valuable content for customers and spreading it across multiple channels is key to success.
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How SEO Blinded Me, Then Opened My Eyes
- 1. How SEO Blinded Me, Then Opened My Eyes A story about the seductive power of search, and the truth about marketing channels & why people buy Rand Fishkin | CEO http://bit.ly/mozblindedbyseo
- 4. SEO
- 6. But, SEO Also Blinded Me.
- 7. I Used to Believe…
- 10. #1: Gets 30% of traffic and sales #2: Gets 12% of traffic and sales #3: Gets 7% of traffic and sales #4: Gets 5% of traffic and sales #5: Gets 4% of traffic and sales
- 11. Step 1: Get Here Step 2: € € € €!!
- 12. I Used to Believe…
- 13. Most users see these same results in the same order.
- 14. Reality: The days of standard SERPs are over
- 15. I Used to Believe…
- 16. #1 and #2; I’m winning!
- 17. Reality: Rel=author + great branding means Aaron’s probably winning
- 18. I Used to Believe…
- 19. >
- 21. I Used to Believe…
- 22. If a source doesn’t send converting visits, it’s useless.
- 23. Reality: Visitors usually have lots of ways to get to your site before they convert.
- 24. Hey Look! A Tree!
- 25. Oh… This is a forest.
- 27. No More 10 Blue Links
- 28. Today…
- 29. Snippets are Surprisingly Sophisticated
- 30. Visuals Can Dominate the SERPs
- 31. Advertising Occasionally Overwhelms Organic
- 32. More and More, Google’s Putting Themselves in the Results
- 33. No More Lengthening of the Long Tail “20 to 25% of the queries we see 15% of the searches we see today, we have never seen before” everyday we’ve never seen before. – Udi Manber, June 2007 - Google Facts, March 2012
- 34. Today…
- 36. Or Presumed
- 38. No More Domination without a Brand "Brands are the solution, not the problem," Mr. Schmidt said. "Brands are how you sort out the cesspool.“ - Eric Schmidt, October, 2008
- 39. Today…
- 40. Many Searches Bias to Established Brands
- 41. Others Suggest the Brands Directly
- 43. Penalties and Filters are Designed to Target Unbranded Sites
- 44. No More Manipulative Link Behavior That Lasts at Scale
- 45. Today…
- 46. Big, Famous Link Networks Get Hit
- 47. Small, Single Sites Get Hit
- 48. Blog Networks are Being Shut Down
- 49. Directories Get Devalued
- 50. Google Will Lift Your Penalty Faster If You Tell Them How You Got Those Links
- 51. No More Search without Social
- 52. Today…
- 53. Google’s Social Graph is Far Larger Than Most Believe
- 54. The Hardest Page to Find in Your Google Account Powers Social Results Beyond Google+ http://www.google.com/s2/u/0/search/social
- 55. Email is Now a Social Influence on Search
- 56. Google Will Go to Great Lengths to Favor G+
- 57. As SEO Evolved, It Forced Me to Evolve With It
- 58. Today…
- 59. SEO is a Tactic
- 60. Inbound Marketing is a Strategy
- 61. Because Lower COCA = Competitive Advantage
- 62. This Process Is Simple to Understand, Yet Hard to Execute ONE DOES NOT SIMPLY DO INBOUND MARKETING
- 63. Step #1: Know Today’s Customers
- 64. Step #2: Know Your Future Customers
- 65. Step #3: Create the Content Both Desire
- 66. Step #4: Spread Via Every Available Channel
- 67. Step #5: Measure, Optimize & Improve
- 68. SEO is Just Content, Keywords, Links & Rankings.
- 69. SEO is deeply connected to broader marketing practices, and it’s just one tactic amongst many.
- 70. SEO. But, no strategy.
- 71. Strategy, but no SEO. http://www.youtube.com/watch?v=ZUG9qYTJMsI
- 72. Rand Fishkin | CEO @randfish www.seomoz.org/blog rand@seomoz.org http://bit.ly/mozblindedbyseo