How SEO Has Changed (and what to do about it) - Adam Audette - RKG Summit 2013
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Wherein I outline several popular misconceptions about what SEO is, and attempt to better define it.
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How SEO Has Changed (and what to do about it) - Adam Audette - RKG Summit 2013
- 1. MULTICHANNEL ATTRIBUTION How SEO has changed, and what to do about it. Adam Audette @audette
- 2. 2 SEO is about change
- 3. 3
- 4. 4 Credible SEO has not been evenly distributed
- 5. 5 SEO has been built on a bedrock of false premises
- 6. 6 SEO needs a new mindset
- 9. $4.3bil in SEO spend this year
- 10. SEO is evolving
- 14. SEO is risky
- 19. Brands penalized by Google… (Many more you’ll never hear about.)
- 20. SEO is harder
- 21. (not provided)
- 23. 23
- 25. SEO is mobile
- 27. SEO is social
- 31. Authorship
- 32. SEO is content
- 36. 36 SEO needs a new mindset
- 37. 37 SEO is about algorithms False premise
- 38. 38 SEO is about keywords False premise
- 39. 39 SEO is about rankings False premise
- 40. 40 You’ve got to focus on building links False premise
- 41. 41 There’s a magical SEO bullet False premise
- 42. 42 Why is this?
- 43. 43
- 44. 44 Built computers Liked computers Nerded out on computers
- 45. 45 Built websites Hosted websites Nerded out on websites
- 46. 46 SEO started with guys like this
- 47. 47
- 48. 48
- 49. 49
- 51. 51
- 52. Which site should I torch next…
- 54. 54
- 55. SEO lame brain still exists
- 56. And the Internet hates us.
- 57. What is SEO?
- 58. SEO is matching a relevant result to a specific need, using search engines.
- 59. False premise: focus on algorithms Remedy: focus on the user first, last and always
- 60. False premise: chase algos, trick search engines Remedy: earn relevance and visibility by creating value
- 61. False premise: focus on keywords Remedy: understand your market segment
- 63. Sally has a task she wants to accomplish Your company has an offer relevant to her need. Sally uses keywords to accomplish her task.
- 64. False premise: obsession with rankings Remedy: know what metrics matter
- 66. Ranking reports: strengths • Quick competitive analysis • ‘Weather vane’ checks • Easy to pull, easy to share
- 67. Ranking reports: weaknesses • Usually not accurate • Require scraping • Static • Give no strategic insight
- 68. What to track • Brand & non-brand organic • Category level trends • (not provided) and iOS6 • GWT impressions & CTR
- 70. What causes a traffic drop?
- 71. False premise: obsession with links Remedy: build a real content strategy
- 72. CONTENT fits perfectly between SEO+Social
- 73. CONTENT fits perfectly between SEO+Social
- 74. 74 Links are an outcome.
- 75. 75 A great experience is the cause.
- 77. 77 SEO is fundamentally about people not algorithms. Rather than try to manipulate search engines, try to create lasting value. Understand your target demographics, including the keywords they use.
- 78. 78 Move beyond ranking reports. Think of links as a result of creating great content. Recognize there are no silver bullets in SEO.
Editor's Notes
- iOS 6 will further obscure organic search data.one-year anniversary of Google choosing to block keyword referral information for secure organic searches. At the end of Q3, about a quarter of all queries fall into the (not provided) category on average.iOS 6 users coming from Google will appear as direct visits.