Revolution
Will Not Be Televised
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The SEO Revolution Will Not Be Televised презентация
Содержание
- 1. The SEO Revolution Will Not Be Televised
- 2. Be Kindly Advised: This presentation features an above-average quantity of Rand’s personal opinion & perception
- 3. Major Shifts in SEO (of which most folks are aware) 5
- 4. 1) Far More Diversity of Result Types
- 5. 2) Cannibalization of Traffic-Referring Queries
- 6. 3) Google’s Backtracking on Transparency Under the Guise of Privacy Via Not Provided Count
- 7. 4) Google+’s Overwhelming Influence
- 8. 5) The Long Awaited Dominance & Bias
- 9. Subtle Changes to SEO (that not everyone might know) 4
- 10. “Custom content spending on production and distribution
- 11. 2) On-Page’s Impact Growing After Years of
- 12. 3) A New Philosophy/PR Approach to Spam
- 13. 4) Introduction & Acceptance of Machine Learning
- 14. Ways the Industry is Taking These Changes 3
- 15. Anger, Distrust, Resentment, & Retaliation Young fools.
- 16. Modification of Strategic Approaches Many of Dr.
- 17. Reject and (or) Ignore Hey, if I
- 18. Remarkable Changes in SEO from 1997-2014 2
- 19. The Evolution of Technical SEO What’s insane
- 20. LinkedIn Members w/ “SEO” in their Job
- 21. Quiet Revolution 1
- 22. Increasing Complexity + Perception of Accessibility
- 23. 3 of My Big Takeaways
- 24. We Need to Create Better Expectations
- 25. Early Adopters of New Channels or
- 26. Those Who Aren’t Building Brands Will
- 27. The SEO Revolution Will Not Be Televised
Be Kindly Advised: This presentation features an above-average quantity of Rand’s personal opinion & perception
Слайд 2Be Kindly Advised:
This presentation features an above-average quantity of Rand’s personal
opinion & perception
Слайд 85) The Long Awaited Dominance & Bias of Search Results Toward
Brands is Here
Via Mozcast and Techcrunch
Growth of ~27% over the last 2 years
Слайд 10“Custom content spending on production and distribution rose to 43.9 billion
in 2013…
…New results on “social content” and “SEO content” formats shows 81% of respondents are creating content explicitly for use in social media.”
- Content Council Survey 2013
…New results on “social content” and “SEO content” formats shows 81% of respondents are creating content explicitly for use in social media.”
- Content Council Survey 2013
2013 actually had 11 months of YoY growth vs. 2012
(though none of these were higher than +12%)
1) Content Growth Exceeding Query Growth
Search stats via Comscore and AJ Kohn on G+; Content stats via Content Council; Ad cycle & content graphic via Rand’s Blog
Слайд 112) On-Page’s Impact Growing After Years of Shrinking
Instead of carefully keyword-matched
content from sites like eHow & Journeymart, Hummingbird has helped Google “intent-match” and return more valuable (though less classically “SEO’d”) pages
Слайд 123) A New Philosophy/PR Approach to Spam
1997-2011: Spam is our problem
2012-2014:
Spam is your problem
Слайд 134) Introduction & Acceptance of Machine Learning to Search Quality Algorithms
Search
quality filters
Sites G don’t like
Any & every signal
New Algo
Signals that correlate w/ bad sites
Quora thread with Edmond Lau’s response here
Слайд 15Anger, Distrust, Resentment, & Retaliation
Young fools. Only now do you see
the folly of retweeting “sick burns” on Matt Cutts as your primary mode of defense.
Слайд 16Modification of Strategic Approaches
Many of Dr. Pete’s weekends were burned to
bring us this information.
Слайд 17Reject and (or) Ignore
Hey, if I want to buy some links,
your job is to shut up and sell me some $%&# links.
Слайд 19The Evolution of Technical SEO
What’s insane is that this same pattern
holds true for every facet of SEO, not just the technical side.
Whoa.
Слайд 20LinkedIn Members w/ “SEO” in their Job Title
LinkedIn Members w/ “SEO”
in their Job Description
1997-2010: “I’m an SEO”
2011-Present: “SEO is a part of my job.”
Via LinkedIn and Moz’s 2013 Industry Survey
Слайд 22
Increasing Complexity
+
Perception of Accessibility
=
Continued Lack of Respect, Influence, and Resources
Search Growth
Leveling Off
+
Google Taking Many Queries for Themselves
+
Increasing Competition
+
Google Taking Many Queries for Themselves
+
Increasing Competition
=
A Need to Find New / More Creative Opportunities
New Spam Tactics
+
Brand Biasing
+
Broader Algorithms
=
Decline of Classic SEO
(aka keywords & links)
Слайд 24
We Need to Create Better Expectations
(or our teams/clients will continue to
demand the impossible)
#1
Слайд 25
Early Adopters of New Channels or Tactics Will Earn Outsize Returns
(more
than ever, it’s paying off to be on the bleeding edge)
#2
Слайд 26
Those Who Aren’t Building Brands Will Struggle Mightily in the Years
Ahead
(The “find & abuse exploits” era of SEO is ending. The only logical strategy today is to be so good that Google looks bad taking you out)
(The “find & abuse exploits” era of SEO is ending. The only logical strategy today is to be so good that Google looks bad taking you out)
#3
Слайд 27The SEO Revolution
Will Not Be Televised
Rand Fishkin, Wizard of Moz |
@randfish | rand@moz.com
