Introduction to Mozcon 2015
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Rand's opening to Mozcon 2015 in Seattle, WA with a discussion of the current state of the web marketing/SEO industry and some reflections on what our future might be.
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Introduction to Mozcon 2015
- 2. “The internet is not a friendly place. Things that don't stay relevant don't even get the luxury of leaving ruins. They disappear.” - Facebook’s Little Red Book
- 4. Via Google
- 5. Google is willing to kill display ads to build a new way of funding web content
- 6. Facebook is willing to admit defeat on its own products and pay billions to acquire other social players
- 7. Google’s willing to sacrifice huge amounts of revenue to provide a better, more addictive user experience.
- 8. Even Microsoft, long a bastion of protectionist thinking, is willing to hurt core products in order to innovate: Via The Economist
- 9. What About Us Web Marketers?
- 10. Historically, we’ve lagged the industry: Google, Facebook, Web Users Marketers
- 11. Our innovation is usually restricted to the areas we’re allowed to control and influence.
- 12. It’s not certain what SEO will be as our industry grows up…
- 13. Would we risk our current value propositions In order to innovate and grow?
- 14. Will mobile, apps, brand, content, etc. become allies Or will they be the trends that disrupt us?
- 16. We’veseenmassive growthinthenumberof webmarketing professionals(greatestin contentmarketing& strategy) Via Twitter & Optimal Targeting
- 17. After substantial growth from 2010-2014, interest in social media and content marketing seem to be flattening.
- 18. “SEO” remains the dominant term in our field.
- 19. More time on brand strategy More time on content curation Less time on link building More time managing people More time on press & PR More time on social media More time on reputation mgmt What an SEO does is in constant flux (2013 vs. 2015):
- 20. We Face an Increasingly Complex Landscape
- 21. More Searches, Searchers, & Searches / Searcher Than Ever Before: Via RKG’s Quarterly Digital Marketing Report
- 22. But even with that growth, Google’s overall share of referral traffic is shrinking Some combo of social, direct, & referral traffic must be growing even faster.
- 23. Google’s showing fewer ads on average. Whoa!
- 24. But, they’re charging more, on average, per ad: Perhaps Google’s sacrificing number of ads to boost quality and/or searcher happiness…
- 25. Mobile has become huge and keeps growing, but, weirdly hasn’t cannibalized desktop:
- 26. Mobile search is growing rapidly, while desktop search growth has flattened. Via AJ Kohn & Comscore
- 27. Some things stay the same: Google’s still ~90% of global search and ~80% of US search
- 28. Facebook, similarly, sends about 90% of all social media referrals.
- 29. This, despite the fact that Facebook organic reach is incredibly low (though better for small brands & pages): Via Locowise
- 30. Social traffic is creeping up on organic search in total referral volume for some verticals (like news/media) Via Twitter
- 31. But businesses that invest in multiple channels still see email & SEO as ROI leaders (social trails far behind) How do you rate the following channels in terms of return on investment? Via Econsultancy
- 32. After years of facing off, the EU finally filed formal charges against Google for abusing their monopoly in shopping results. Via NYTimes
- 33. But, in the US, Google’s lobbying expenditures will probably keepAmerican politicians from pursuing the company. Via Reuters
- 34. This, despite the FTC believing Google was guilty of some serious violations. Via WSJ
- 35. Via Twitter Search results continue to trend toward Larry Page’s vision of delivering a complete answer.
- 36. Apps in search results create an entirely new market of potential customers/employers for SEOs.
- 37. SEO for apps may help that medium reach the 65%+ of folks who don’t download any new apps. Via Time.com
- 38. Sadly, we’re losing our last source of keyword referral data as Bing, too, goes “not provided” Via Bing
- 39. All this Change Feels Overwhelming
- 40. Mozcon 2015 is Here to Help
- 41. We have a unique speaker selection process to bring diverse ideas from across the industry,
- 42. AMozconApp for bothAndroid & iPhone
- 43. The Monday night pub crawl across 6 bars in Belltown
- 44. Aspecial new event Tuesday night atBenaroya Hall - where Seattle’s Symphony plays- Mozcon Ignite!
- 45. Wednesday night, of course, our party atThe Garage
- 46. Anifty selectionof goodies to bring home
- 48. Handmadeespressocourtesyof our friends from La Marzocco andStumptown
- 49. Moz engineersand productmanagersat our boothswho’d love to talk with you aboutwhat we shouldbuildnext…
- 51. Ateam of Mozzerswho want to help make your experiencehere the best it can be.
- 52. I have just one request…
- 53. Get Ready for an Amazing Mozcon!