That Used to Work Fails
How shifts in the search landscape, marketing channels, & user behavior mean what used to work in SEO, doesn’t anymore.
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Why SEO That Used to Work Fails How shifts in the search landscape, marketing channels, & user behavior mean what used to work in SEO, doesn’t anymore. презентация
Содержание
- 1. Why SEO That Used to Work Fails How shifts in the search landscape, marketing channels, & user behavior mean what used to work in SEO, doesn’t anymore.
- 2. bit.ly/whyseofails Get the presentation:
- 3. #1 Tactical SEO fails. Strategic SEO works.
- 4. SEO as a Tactic: Example:
- 5. I want to rank for these keywords.
- 6. I want to grow our search traffic
- 7. Why Doesn’t This Work? What Changed?
- 8. The Ranking Algo Used to Feel Like
- 9. Now It Feels More Like This:
- 10. We Used to Run Marketing Channels
- 11. Each Channel Contributed Individually to the Whole
- 12. Then, Some Marketers Realized the Benefits of
- 13. This Integration Benefits from Two Trends
- 14. So What Does Strategic SEO Look Like?
- 15. SEO As a Strategy: Audience
- 16. Who is my target customer?
- 17. Funnel Which parts of our
- 18. How will we earn the
- 19. SEO As a Strategy: Audience
- 20. #2 Building a well-SEO’d site may be less valuable than building a powerful brand.
- 21. 2011: I think that’s the only one I’ve heard of…
- 22. 2015: Hmm… Pretty sure that’s
- 23. 2011: I know Sunset, but none of these others.
- 24. 2015: This is the only brand on page one I don’t know.
- 25. Why? What Changed?
- 26. #1: Brands Got Serious About Investing in
- 27. #2: Brands Benefitted from Shifts in Google’s
- 28. These brand info drop-downs suggest
- 29. In many results, there’s an
- 30. Building a well-known brand may soon be a prerequisite for ranking in Google.
- 31. #3 Choosing the right keywords is much more complex than in the past.
- 32. Old Keyword Prioritization Methodology Term/Phrase
- 33. Why doesn’t this work anymore? What changed?
- 34. Even ranking #1 probably won’t get the site many visits.
- 35. This SERP has a bias
- 36. It probably makes no sense to target these queries separately
- 37. Opportunity seems higher and competition lower than the others keywords…
- 38. What Should Keyword Evaluation Look Like in 2015?
- 39. New Keyword Prioritization Methodology KW
- 40. 54% 47% 17% 50% 41% New Keyword
- 41. 4 3 1 2 1 54% 47%
- 42. 4 3 1 2 1 54% 47%
- 43. Keyword Evaluation in 2015 Has to Be
- 44. #4 Earn links like a publicist, not like a link builder.
- 45. Irony: If Anyone Can Get the Link,
- 46. Same story here – chase
- 47. BTW – if you ever
- 48. Every One of These is Dangerous:
- 49. When it comes to links, stay away
- 50. It’s not just manipulative links – manual
- 51. Manual links can’t compete against a scalable
- 52. Manual links can’t compete against a scalable
- 54. Why can’t we “acquire” links? What changed?
- 55. 1997-2011: Link Spam was Google’s Problem Via the Moz Blog
- 56. 2012-Present: Link Spam is Our Problem Via Marie Haynes
- 57. What kinds of links still work?
- 58. Link from a guest post by Geraldine on MarieClaire. The Ones You Earn
- 59. Link from an interview by Mashable. The Ones You Earn
- 60. Granted, the anchor text is a little
- 61. This Will Get You in Trouble:
- 62. #5 Nailing SEO might not produce results w/o accompanying user & usage signals.
- 63. Say you make some great content, get some great links, and rank here.
- 64. But, the piece doesn’t engage
- 65. But, searchers who click this
- 66. All that effort probably won’t
- 67. Why won’t I keep my rankings? What changed?
- 68. Search engines call the click-back-and-choose-a-different-result
- 69. Read more about Google’s patent
- 70. Perfect Keyword Targeting Domain Authority
- 71. Perfect Keyword Targeting Domain Authority
- 72. #6 SEO might no longer be a great way to get early traction.
- 73. Bad biscuits make the baker broke, bro.
- 74. Great Biscuits A Brand People Know, Love, & Share Great Rankings
- 75. Great Biscuits A Brand People Know, Love,
- 76. Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com bit.ly/whyseofails
bit.ly/whyseofails Get the presentation:
Слайд 4SEO as a Tactic:
Example: Rand’s new site offering dating advice to
Jewish guys
I went on dates with four different people from 1995-2001 (then I met Geraldine).
I must be qualified!
Слайд 5I want to rank for these keywords.
SEO as a Tactic:
Controlling your
nebbishy nature
How to say no to Mom’s setup attempts
What is this ‘sports’ thing?
How schlubby is too schlubby?
Keywords for Menschify.com
Слайд 8The Ranking Algo Used to Feel Like This:
Keyword Matching
Domain Authority
Link Signals
QDF
Ranking
+
+
+
=
Great.
Just do that stuff on the pages I told you to rank.
Слайд 9Now It Feels More Like This:
Keyword Matching
Domain Authority
Link Signals
QDF
(& QDD)
Ranking
+
+
+
+
Uhhh…OK. So
just do all that now, right?
Intent Matching
Topical Authority
Usage Signals
User Experience
+
+
+
=
HTTPS, Mobile,
+
Слайд 10We Used to Run Marketing
Channels as Distinct, Separate Silos
Organic Search
Social
Media
Paid Search
Email
Brand Marketing
Offline & WoM
Onpage
Channels
Quality Score
List Size & Quality
Sentiment
Virality
Offpage
Following
Spend
Open & Click Rate
Reach
Distri-bution
Слайд 12Then, Some Marketers Realized the Benefits of Channel Integration
6X
=
Organic Search
Social
Media
Paid Search
Слайд 13This Integration Benefits from Two Trends
Search
Social
Offline
Email
Content
WoM
#1: More web users consuming more
of these in tandem:
#2: Many of these channels directly & indirectly influencing each other:
Слайд 15SEO As a Strategy:
Audience
Amplification
Funnel
We need to answer questions about each of
these to form a coherent SEO strategy
Слайд 16
Who is my target customer? And who will eventually become a
target customer?
Who/what influences my target customers?
Audience
What channels can I use to reach these three audiences?
Слайд 17
Funnel
Which parts of our marketing funnel are right for SEO?
What problems,
questions, or topics do people have that align w/ our goals?
Слайд 18
How will we earn the visibility signals necessary to compete?
Amplification
Why will
those who see our work amplify us rather than our competition?
Слайд 19SEO As a Strategy:
Audience
Amplification
Funnel
Once you nail these, the tactical to-do list
is much easier to create (and much more effective)
Слайд 26#1: Brands Got Serious About Investing in SEO
In years past, big
brands didn’t have in-house SEO teams. Today, it’s a standard.
Слайд 27#2: Brands Benefitted from Shifts in Google’s Algo
More Links = Higher
Rankings
Better Links = Higher Rankings
Brand familiarity & UX barely influence SEO
Usage signals mean brand & UX are powerful influencers
Naïve KW matching rewards KW-centric SEO
Topic & intent-matching reward more holistic content
2015:
2011:
Слайд 28
These brand info drop-downs suggest to me Google’s deeply interested in
highlighting brands in their SERPs.
Слайд 29
In many results, there’s an eerie correlation between high rankings and
sites that have the brand drop-down.
Слайд 32Old Keyword Prioritization Methodology
Term/Phrase
Est. Volume
Biz Value
What’s a Mensch
What to wear on
a first date
Sarmassophobia
Kosher date ideas
100/month
1,000/month
20/month
30/month
Low
Medium
Medium
High
Pri
2
1
5
3
Fear of dating
50/month
Medium
4
Слайд 35
This SERP has a bias to fresh content and an image
block that probably gets a lot of the traffic
Слайд 39New Keyword Prioritization Methodology
KW
Volume
Value
What’s a Mensch
What to wear on a first
date
Sarmassophobia
Kosher date ideas
100/mth
1,000/mth
20/mth
30/mth
Medium
Low
High
High
Pri
4
3
1
2
Fear of dating
50/mth
High
1
Oppty
Features
Diff
54%
47%
17%
50%
41%
Low
Medium
High
High
High
KG
Images
None
Forum Sitelinks
None
Слайд 4054%
47%
17%
50%
41%
New Keyword Prioritization Methodology
KW
Volume
Value
What’s a Mensch
What to wear on a first
date
Sarmassophobia
Kosher date ideas
100/mth
1,000/mth
20/mth
30/mth
Medium
Low
High
High
Pri
Fear of dating
50/mth
High
Oppty
Features
Diff
Low
Medium
High
High
High
KG
Images
None
Forum Sitelinks
None
These two should be targeted by a single piece of content
4
3
1
2
1
Слайд 414
3
1
2
1
54%
47%
17%
50%
41%
New Keyword Prioritization Methodology
KW
Volume
Value
What’s a Mensch
What to wear on a first
date
Sarmassophobia
Kosher date ideas
100/mth
1,000/mth
20/mth
30/mth
Medium
Low
High
High
Pri
Fear of dating
50/mth
High
Oppty
Features
Diff
Low
Medium
High
High
High
KG
Images
None
Forum Sitelinks
None
This may not even be a target at all given the low opportunity for traffic
Слайд 424
3
1
2
1
54%
47%
17%
50%
41%
New Keyword Prioritization Methodology
KW
Volume
Value
What’s a Mensch
What to wear on a first
date
Sarmassophobia
Kosher date ideas
100/mth
1,000/mth
20/mth
30/mth
Medium
Low
High
High
Pri
Fear of dating
50/mth
High
Oppty
Features
Diff
Low
Medium
High
High
High
KG
Images
None
Forum Sitelinks
None
The image block may be an easier target for this query
Слайд 43Keyword Evaluation in 2015 Has to Be Broader to Be Successful
Potential
Reach (volume)
Intent Overlap
Opportunity
Business Value
Verticals/ Features
Content Requirements
Audience Targeting
Слайд 45Irony: If Anyone Can Get the Link,
No One Should
Google should really
have an answer box here warning searchers against using any of these results
Слайд 47
BTW – if you ever want to get around these annoying
things, just use Google’s “cache:url” command and hit “Text only”
Слайд 48Every One of These is Dangerous:
Article Marketing
Private Blog Networks
Article Directories
Link Directories
Web
2.0 Links
Article Spinners
Xrumer blasts
Link Wheels
Press Release Submissions
Link Pyramids
Social Bookmark Links
Dofollow Comments
SENuke
Open Edu/Gov Links
Redirection links
Слайд 49When it comes to links, stay away from these verbs and
adjectives:
Manual
High PR
Buy
Spin
Dofollow
Submit
Blast
Multi-tier
Expired Domain
Inject
Separate C-block
Private
Слайд 50It’s not just manipulative links – manual link acquisition in general
sucks
I’ve spent months mastering link building, and can get 2-3 good links/day… why can’t I beat the competition?!
Слайд 51Manual links can’t compete against a scalable flywheel
Do Amazing Stuff
(content,
product, press, events, etc)
Get attention from those who can amplify to a bigger audience
Grow your amplification abilities
(social, blog, RSS, PR, authority from links, etc)
Earn more attention, amplification, and growth next time
Слайд 52Manual links can’t compete against a scalable flywheel
Do Amazing Stuff
(content,
product, press, events, etc)
Get attention from those who can amplify to a bigger audience
Grow your amplification abilities
(social, blog, RSS, PR, authority from links, etc)
Earn more attention, amplification, and growth next time
So that’s why…
Слайд 61This Will Get You in Trouble:
Crappy Links
Seek out links to rank
better
Acquire them manually
Submit, pay, beg, trade, etc.
+
+
=
Low Scalability
Risk of Penalties
This Will Get You the Right Links:
Do stuff worthy of attention
Earn amplifi-cation
Links come in naturally
+
+
=
Traffic
Branding
Rankings
Слайд 64
But, the piece doesn’t engage visitors (or it loads slow, or
doesn’t look right on their device). They click “back” and choose a different result.
Unbelievably, eHarmony ranks w/ this awful page (10 signs? They only list 1!!)
Слайд 65
But, searchers who click this one engage with it, browse more
pages on the site, and don’t repeat the query.
Слайд 66
All that effort probably won’t help you maintain those rankings (and
having a poor user experience could hurt your whole site in the engines’ eyes)
Слайд 68
Search engines call the click-back-and-choose-a-different-result behavior “pogo-sticking,” and they use it
in evaluating rankings.
Read more about
Yahoo!’s Patent Application here.
Слайд 69
Read more about
Google’s patent application on usage data here.
Engines probably also
use data related to the visit frequency of pages/sites, so getting traffic from other sources and satisfying those visitors might help your SEO, too.
Слайд 70
Perfect Keyword Targeting
Domain Authority
Loads of Links
Anchor Text
+
+
+
+
Great Content
Excellent UX
Lots of Traffic
High
Engagement
+
+
+
Schema Markup
Might Be Worse Than:
Слайд 71
Perfect Keyword Targeting
Domain Authority
Loads of Links
Anchor Text
+
+
+
+
Great Content
Excellent UX
Lots of Traffic
High
Engagement
+
+
+
Schema Markup
Might Be Worse Than:
Smart players will invest in all of these.
Слайд 75Great Biscuits
A Brand People Know, Love, & Share
Great Rankings
The era of
this formula being reversible is disappearing fast.
