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MULTICHANNELATTRIBUTIONHow SEO has changed,and what to do about it.Adam Audette@audette
2SEO is about change
3
4Credible SEO has notbeen evenly distributed
5SEO has been built on abedrock of false premises
6SEO needs a new mindset
Currents & trends
SEO is growing
$4.3bil in SEO spendthis year
SEO is evolving
SEO is risky
Brands penalized byGoogle…
Brands penalized byGoogle…
Brands penalized byGoogle…
Brands penalized byGoogle…
Brands penalized byGoogle…(Many more you’llnever hear about.)
SEO is harder
(not provided)
22Hidden iOS6traffic
23
SERP conditioning:http://bit.ly/XInuJO
SEO is mobile
SEO is social
Authorship
SEO is content
36SEO needs a new mindset
37 SEO is about algorithmsFalse premise
38 SEO is about keywordsFalse premise
39 SEO is about rankingsFalse premise
40 You’ve got to focus onbuilding linksFalse premise
41 There’s a magicalSEO bulletFalse premise
42Why is this?
43
44Built computersLiked computersNerded out on computers
45Built websitesHosted websitesNerded out on websites
46SEO started with guys like this
47
48
49
50Perfectanchor text
51
Which site should I torchnext…
I willliterallykill you
54
SEO lame brainstill exists
And the Internet hates us.
What is SEO?
SEO is matching arelevant result to aspecific need, usingsearch engines.
False premise:focus on algorithmsRemedy: focus on theuser first, last andalways
False premise:chase algos, trick searchenginesRemedy: earn relevanceand visibility by creatingvalue
False premise:focus on keywordsRemedy: understand yourmarket segment
Sally has a task shewants to accomplishYour company has anoffer relevant to herneed.Sally uses keywordsto accomplish herta...
False premise:obsession with rankingsRemedy: know whatmetrics matter
Rankings don’t matter
Ranking reports: strengths• Quick competitive analysis• ‘Weather vane’ checks• Easy to pull, easy to share
Ranking reports: weaknesses• Usually not accurate• Require scraping• Static• Give no strategic insight
What to track• Brand & non-brand organic• Category level trends• (not provided) and iOS6• GWT impressions & CTR
What causes atraffic drop?
False premise:obsession with linksRemedy: build a realcontent strategy
CONTENT fits perfectlybetween SEO+Social
CONTENT fits perfectlybetween SEO+Social
74Links are an outcome.
75A great experience is the cause.
76In conclusion…
77SEO is fundamentally about peoplenot algorithms.Rather than try to manipulate searchengines, try to create lasting value...
78Move beyond ranking reports.Think of links as a result of creatinggreat content.Recognize there are no silver bulletsin ...
Thank youAdam Audette@audette
How SEO Has Changed (and what to do about it) - Adam Audette - RKG Summit 2013
How SEO Has Changed (and what to do about it) - Adam Audette - RKG Summit 2013
How SEO Has Changed (and what to do about it) - Adam Audette - RKG Summit 2013
How SEO Has Changed (and what to do about it) - Adam Audette - RKG Summit 2013
How SEO Has Changed (and what to do about it) - Adam Audette - RKG Summit 2013
How SEO Has Changed (and what to do about it) - Adam Audette - RKG Summit 2013
How SEO Has Changed (and what to do about it) - Adam Audette - RKG Summit 2013
How SEO Has Changed (and what to do about it) - Adam Audette - RKG Summit 2013
How SEO Has Changed (and what to do about it) - Adam Audette - RKG Summit 2013
How SEO Has Changed (and what to do about it) - Adam Audette - RKG Summit 2013
How SEO Has Changed (and what to do about it) - Adam Audette - RKG Summit 2013
How SEO Has Changed (and what to do about it) - Adam Audette - RKG Summit 2013
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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.

Veröffentlicht in: Technologie, Design

How SEO Has Changed (and what to do about it) - Adam Audette - RKG Summit 2013

  1. 1. MULTICHANNELATTRIBUTIONHow SEO has changed,and what to do about it.Adam Audette@audette
  2. 2. 2SEO is about change
  3. 3. 3
  4. 4. 4Credible SEO has notbeen evenly distributed
  5. 5. 5SEO has been built on abedrock of false premises
  6. 6. 6SEO needs a new mindset
  7. 7. Currents & trends
  8. 8. SEO is growing
  9. 9. $4.3bil in SEO spendthis year
  10. 10. SEO is evolving
  11. 11. SEO is risky
  12. 12. Brands penalized byGoogle…
  13. 13. Brands penalized byGoogle…
  14. 14. Brands penalized byGoogle…
  15. 15. Brands penalized byGoogle…
  16. 16. Brands penalized byGoogle…(Many more you’llnever hear about.)
  17. 17. SEO is harder
  18. 18. (not provided)
  19. 19. 22Hidden iOS6traffic
  20. 20. 23
  21. 21. SERP conditioning:http://bit.ly/XInuJO
  22. 22. SEO is mobile
  23. 23. SEO is social
  24. 24. Authorship
  25. 25. SEO is content
  26. 26. 36SEO needs a new mindset
  27. 27. 37 SEO is about algorithmsFalse premise
  28. 28. 38 SEO is about keywordsFalse premise
  29. 29. 39 SEO is about rankingsFalse premise
  30. 30. 40 You’ve got to focus onbuilding linksFalse premise
  31. 31. 41 There’s a magicalSEO bulletFalse premise
  32. 32. 42Why is this?
  33. 33. 43
  34. 34. 44Built computersLiked computersNerded out on computers
  35. 35. 45Built websitesHosted websitesNerded out on websites
  36. 36. 46SEO started with guys like this
  37. 37. 47
  38. 38. 48
  39. 39. 49
  40. 40. 50Perfectanchor text
  41. 41. 51
  42. 42. Which site should I torchnext…
  43. 43. I willliterallykill you
  44. 44. 54
  45. 45. SEO lame brainstill exists
  46. 46. And the Internet hates us.
  47. 47. What is SEO?
  48. 48. SEO is matching arelevant result to aspecific need, usingsearch engines.
  49. 49. False premise:focus on algorithmsRemedy: focus on theuser first, last andalways
  50. 50. False premise:chase algos, trick searchenginesRemedy: earn relevanceand visibility by creatingvalue
  51. 51. False premise:focus on keywordsRemedy: understand yourmarket segment
  52. 52. Sally has a task shewants to accomplishYour company has anoffer relevant to herneed.Sally uses keywordsto accomplish hertask.
  53. 53. False premise:obsession with rankingsRemedy: know whatmetrics matter
  54. 54. Rankings don’t matter
  55. 55. Ranking reports: strengths• Quick competitive analysis• ‘Weather vane’ checks• Easy to pull, easy to share
  56. 56. Ranking reports: weaknesses• Usually not accurate• Require scraping• Static• Give no strategic insight
  57. 57. What to track• Brand & non-brand organic• Category level trends• (not provided) and iOS6• GWT impressions & CTR
  58. 58. What causes atraffic drop?
  59. 59. False premise:obsession with linksRemedy: build a realcontent strategy
  60. 60. CONTENT fits perfectlybetween SEO+Social
  61. 61. CONTENT fits perfectlybetween SEO+Social
  62. 62. 74Links are an outcome.
  63. 63. 75A great experience is the cause.
  64. 64. 76In conclusion…
  65. 65. 77SEO is fundamentally about peoplenot algorithms.Rather than try to manipulate searchengines, try to create lasting value.Understand your targetdemographics, including the keywordsthey use.
  66. 66. 78Move beyond ranking reports.Think of links as a result of creatinggreat content.Recognize there are no silver bulletsin SEO.
  67. 67. Thank youAdam Audette@audette

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