relevant don't even get the luxury of leaving ruins. They disappear.”
- Facebook’s Little Red Book
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Introduction to Mozcon 2015 презентация
Содержание
- 2. “The internet is not a friendly place.
- 3. Via Backchannel
- 4. Via Google
- 5. Google is willing to kill
- 6. Facebook is willing to admit
- 7. Google’s willing to sacrifice
- 8. Even Microsoft, long a bastion
- 9. What About Us Web Marketers?
- 10. Historically, we’ve lagged the industry: Google, Facebook, Web Users Marketers
- 11. Our innovation is usually
- 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,
- 15. A Changing Industry
- 16. We’ve seen massive growth in
- 17. After substantial growth from 2010-2014,
- 18. “SEO” remains the dominant term in our field.
- 19. More time on brand strategy
- 20. We Face an Increasingly Complex Landscape
- 21. More Searches, Searchers, & Searches
- 22. But even with that growth,
- 23. Google’s showing fewer ads on average. Whoa!
- 24. But, they’re charging more, on
- 25. Mobile has become huge and keeps growing, but, weirdly hasn’t cannibalized desktop:
- 26. Mobile search is growing rapidly,
- 27. Some things stay the same:
- 28. Facebook, similarly, sends about 90% of all social media referrals.
- 29. This, despite the fact that
- 30. Social traffic is creeping up
- 31. But businesses that invest in
- 32. After years of facing off,
- 33. But, in the US, Google’s
- 34. This, despite the FTC believing
- 35. Via Twitter Search results continue
- 36. Apps in search results
- 37. SEO for apps may help
- 38. Sadly, we’re losing our last
- 39. All this Change Feels Overwhelming
- 40. Mozcon 2015 is Here to Help
- 41. We have a unique speaker
- 42. A Mozcon App for both Android & iPhone
- 43. The Monday night pub crawl across 6 bars in Belltown
- 44. A special new event Tuesday night
- 45. Wednesday night, of course, our party at The Garage
- 46. A nifty selection of goodies to bring home
- 47. The photobooth with Roger Mozbot
- 48. Handmade espresso courtesy of our friends from La Marzocco and Stumptown
- 49. Moz engineers and product managers
- 50. Several new Moz product launches…
- 51. A team of Mozzers who
- 52. I have just one request…
- 53. Get Ready for an Amazing Mozcon!
“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
Слайд 6
Facebook is willing to admit defeat on its own products and
pay billions to acquire other social players
Слайд 7
Google’s willing to sacrifice huge amounts of revenue to provide a
better, more addictive user experience.
Слайд 8
Even Microsoft, long a bastion of protectionist thinking, is willing to
hurt core products in order to innovate:
Via The Economist
Слайд 14
Will mobile, apps, brand, content, etc. become allies
Or will they be
the trends that disrupt us?
Слайд 16
We’ve seen massive growth in the number of web marketing professionals
(greatest in content marketing & strategy)
Via Twitter & Optimal Targeting
Слайд 17
After substantial growth from 2010-2014, interest in social media and content
marketing seem to be flattening.
Слайд 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):
Слайд 21
More Searches, Searchers,
& Searches / Searcher Than Ever Before:
Via RKG’s Quarterly
Digital Marketing Report
Слайд 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.
Слайд 24
But, they’re charging more, on average, per ad:
Perhaps Google’s sacrificing number
of ads to boost quality and/or searcher happiness…
Слайд 26
Mobile search is growing rapidly,
while desktop search growth has flattened.
Via AJ
Kohn & Comscore
Слайд 29
This, despite the fact that Facebook organic reach is incredibly low
(though better for small brands & pages):
Via Locowise
Слайд 30
Social traffic is creeping up on organic search in total referral
volume for some verticals (like news/media)
Via Twitter
Слайд 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
Слайд 32
After years of facing off, the EU finally filed formal charges
against Google for abusing their monopoly in shopping results.
Via NYTimes
Слайд 33
But, in the US, Google’s lobbying expenditures will probably keep American
politicians from pursuing the company.
Via Reuters
Слайд 35
Via Twitter
Search results continue to trend toward Larry Page’s vision of
delivering a complete answer.
Слайд 36
Apps in search results create an entirely new market of potential
customers/employers for SEOs.
Слайд 37
SEO for apps may help that medium reach the 65%+ of
folks who don’t download any new apps.
Via Time.com
Слайд 38
Sadly, we’re losing our last source of keyword referral data as
Bing, too, goes “not provided”
Via Bing
Слайд 44
A special new event Tuesday night at Benaroya Hall - where
Seattle’s Symphony plays - Mozcon Ignite!
Слайд 49
Moz engineers and product managers at our booths who’d
love to talk
with you about what we should build next…
