This presentation is an exploration of SEO's past, present and potential future. It also shows that to win at search today requires winning on the other channels first.
4. INTRODUCTION
Chad H. Pollitt
Director of Marketing
» Featured in The Wall Street Journal, The New York Times,
Inc., PR Daily, BtoB Magazine, on MSNBC and others
» Internet Marketing Masters Certification
University of San Francisco
» Former Army Commander and Iraq War Veteran
» Author of The Content Marketing Manifesto and
The Enterprise Blog Post Optimization Guide
» Over $10 Million of tracked ROI for SEO
@CPollittIU | www.SlingshotSEO.com
5. AGENDA
» SEO Yesterday
» SEO Today
» Why the Change?
» What Does this Mean?
» SEO Tomorrow?
» Q&A
@CPollittIU | www.SlingshotSEO.com
7. SEO YESTERDAY
TECHNICAL SEO
» On-page Sculpting
» Link Building
» SEO Programming
» Competitor Audits
» SEO Architecture
» Content for the Sake of Content
@CPollittIU | www.SlingshotSEO.com
15. SEO TODAY
Traditional SEO vs. Inbound Marketing
+2 WHITEPAPERS /year +12 WHITEPAPERS /year
+1 WEBINAR /month
+1 VIDEO /month
@CPollittIU | www.SlingshotSEO.com
16. SEO TODAY
# of Organic Visits
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17. SEO TODAY
# of Organic Keywords Driving Traffic
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18. SEO TODAY
# of Organic Leads
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19. SEO TODAY
10 posts/week
5 posts/week
13 MONTHS 13 MONTHS
556%
Traffic from 2,480
Keyword Phrases + Traffic from 13,798
Keyword Phrases = Increase
2-3 posts per week 5-10 posts per week
@CPollittIU | www.SlingshotSEO.com
20. SEO TODAY
1» CONTENT 2» DISTRIBUTION 3» ENGAGEMENT
@CPollittIU | www.SlingshotSEO.com
21. WHAT ARE THE CAUSES?
“. . .make sure that your site adds value.
Provide unique and relevant content that gives
users a reason to visit your site first.”
-GOOGLE’S WEBMASTER GUIDELINES
@CPollittIU | www.SlingshotSEO.com
22. WHAT ARE THE CAUSES?
GOOGLE PANDA LAUNCHED FEB 2011
Many Subsequent Panda Updates
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23. What Does This Mean?
Takeaway #2 »
CREATE ORIGINAL,
PROBLEM-SOLVING
AND/OR
ENTERTAINING CONTENT
@CPollittIU | www.SlingshotSEO.com
24. WHAT ARE THE CAUSES?
GOOGLE CAFFEINE UPDATE “FRESHNESS” NOV 2011
Google Caffeine Launched June 2010
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25. What Does This Mean?
Takeaway #3 »
PUBLISH CONTENT
FREQUENTLY
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26. WHAT ARE THE CAUSES?
J.C. PENNEY, FORBES & OVERSTOCK.COM GET
CAUGHT DOING BLACK HAT LINK BUILDING
Feb 2011
@CPollittIU | www.SlingshotSEO.com
27. WHAT ARE THE CAUSES?
GOOGLE PENGUIN UPDATE
April 2012
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28. What Does This Mean?
Takeaway #4 »
Don’t buy links or use link building services
POST CONTENT AND ATTRACT REFERENCES
FROM TRUSTED SOURCES ONLY
@CPollittIU | www.SlingshotSEO.com
29. WHAT ARE THE CAUSES?
GOOGLE LIMITS KEYWORD SEARCH QUERY INFO
OCT 2011
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31. WHAT DOES THIS MEAN?
22% of Total
Organic Search
33% of Total
Organic Leads
@CPollittIU | www.SlingshotSEO.com
32. What Does This Mean?
Takeaway #5 »
SEARCH RESULTS &
TECHNICAL SEO ROI ARE
HARDER TO TRACK
@CPollittIU | www.SlingshotSEO.com
33. WHAT ARE THE CAUSES?
GOOGLE +1 LAUNCHED
March 2011
GOOGLE+ SOCIAL MEDIA PLATFORM LAUNCHED
June 2011
GOOGLE+ BUSINESS PAGES LAUNCHED
November 2011
@CPollittIU | www.SlingshotSEO.com
34. WHAT ARE THE CAUSES?
GOOGLE & BING ADMIT TO USING SOCIAL SIGNALS
December 2010
GOOGLE SEARCH, PLUS YOUR WORLD
January 2012
@CPollittIU | www.SlingshotSEO.com
35. What Does This Mean?
Takeaway #6 »
DISTRIBUTE CONTENT VIA
SOCIAL MEDIA – BE SOCIAL
@CPollittIU | www.SlingshotSEO.com
36. WHAT ARE THE CAUSES?
TRANSITION RANK (RANKING DOCUMENTS PATENT)
August 2012
@CPollittIU | www.SlingshotSEO.com
37. What Does ALL of This Mean?
IN ORDER TO MAXIMIZE
SEARCH ENGINE VISIBILITY &
ORGANIC LEADS YOU MUST…
@CPollittIU | www.SlingshotSEO.com
38. What Does This Mean?
Takeaway #7 »
@CPollittIU | www.SlingshotSEO.com
40. TAKEAWAYS
1. Where you rank doesn’t matter –
how many keywords drive traffic does
2. Create LOTS of original, problem-solving
and/or entertaining content
3. Publish content frequently
@CPollittIU | www.SlingshotSEO.com
41. TAKEAWAYS
4. Don’t buy links or use link building services –
Post content and attract references from
trusted sources only
5. Search results & technical SEO ROI are
harder to track
6. Distribute content via social media –
be social
@CPollittIU | www.SlingshotSEO.com
44. THANK YOU
Chad Pollitt
director of marketing
Chad.Pollitt@SlingshotSEO.com
OFFICE » 317.575.8852 ext. 256
TWITTER » @CPollittIU
WEB » SlingshotSEO.com
@CPollittIU | www.SlingshotSEO.com