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How SEO Blinded Me (Then Opened My Eyes)

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How SEO Blinded Me (Then Opened My Eyes)

  1. Download this slide deck: http://bit.ly/blindedbyseo By Rand Fishkin A story about the seductive power of search, and the truth about marketing channels & why people buy
  2. #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
  3. Step 1: Get Here Step 2: Profit!!
  4. Reality: Branding, CRO, UI/UX, and the searcher’s location in the buying cycle all influence the effectiveness of SEO.
  5. Most users see these same results in the same order.
  6. Reality: The days of standard SERPs are over
  7. #1 and #2; I’m winning!
  8. Reality: Rel=author + great branding means Aaron’s probably winning
  9. If a source doesn’t send converting visits, it’s useless.
  10. Reality: Visitors usually have lots of ways to get to your site before they convert.
  11. No More 10 Blue Links
  12. Snippets are Surprisingly Sophisticated
  13. Visuals Can Dominate the SERPs
  14. Advertising Occasionally Overwhelms Organic
  15. More and More, Google’s Putting Themselves in the Results
  16. No More Lengthening of the Long Tail
  17. Searches are Suggested
  18. Or Presumed
  19. And Influenceable
  20. Still, I’d highly recommend investing in long tail & chunky middle SEO Less competition, higher converting searchers, and easier to serve visitor intent.
  21. 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
  22. Many Searches Bias to Established Brands
  23. Others Suggest the Brands Directly
  24. Brands Receive Preferential Treatment
  25. Penalties and Filters are Designed to Target Unbranded Sites
  26. Searcher Clicks are Biased by Domain Branding!
  27. No More Manipulative Link Behavior That Lasts at Scale
  28. Big, Famous Link Networks Get Hit
  29. Small, Local Sites Get Hit
  30. Blog Networks are Being Shut Down
  31. Directories Get Devalued
  32. Google Will Lift Your Penalty Faster If You Tell Them How You Got Those Links
  33. No More Search without Social
  34. Google’s Social Graph is Far Larger Than Most Believe
  35. Google’s Social Connections page showed how this process worked (and they’ve now made it inaccessible)
  36. Email is Now a Social Influence on Search
  37. Google Will Go to Great Lengths to Favor G+
  38. There’s a big difference between content as a tactic and content “strategy:” http://www.slideshare.net/randfish/rand-mozconcontentstrategy2
  39. http://www.seomoz.org/blog/great-content-for-seo-simpler-than-you-ever-imagined
  40. Building a passionate community is almost a requirement for great SEO in 2013.
  41. “SEO” probably doesn’t have 825K searches/month, but it probably has ~4X as many as “social media”
  42. Moz’s internal tool for funnel analytics
  43. http://moz.com/rand/manufacturing-serendipity/
  44. http://www.seomoz.org/article/recommended
  45. http://www.seomoz.org/blog/lead-from-within-10-strategies-to-become-a-successful-inhouse-seo
  46. http://moz.com/rand/the-paradox-of-easy-vs-hard-to-measure-marketing-channels/