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Download this slide deck: http://bit.ly/blindedbyseo
By Rand Fishkin
A story about the seductive power of search, and the
...
#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
traffi...
Step 1:
Get Here
Step 2:
Profit!!
Reality:
Branding, CRO, UI/UX, and
the searcher’s location in the
buying cycle all influence the
effectiveness of SEO.
Most users see
these same
results in the
same order.
Reality: The
days of standard
SERPs are over
#1 and #2;
I’m winning!
Reality:
Rel=author + great
branding means
Aaron’s probably
winning
If a source doesn’t
send converting
visits, it’s useless.
Reality: Visitors
usually have lots
of ways to get to
your site before
they convert.
No More 10
Blue Links
Snippets are Surprisingly
Sophisticated
Visuals Can
Dominate the
SERPs
Advertising Occasionally
Overwhelms Organic
More and More, Google’s Putting
Themselves in the Results
No More
Lengthening of
the Long Tail
Searches are
Suggested
Or Presumed
And Influenceable
Still, I’d highly recommend investing
in long tail & chunky middle SEO
Less competition, higher
converting searchers,
and ...
No More
Domination
without a Brand
"Brands are the solution, not the
problem," Mr. Schmidt said. "Brands
are how you sort ...
Many Searches Bias
to Established Brands
Others Suggest the
Brands Directly
Brands Receive
Preferential Treatment
Penalties and Filters
are Designed to Target
Unbranded Sites
Searcher Clicks are Biased
by Domain Branding!
No More Manipulative
Link Behavior That
Lasts at Scale
Big, Famous Link
Networks Get Hit
Small, Local
Sites Get Hit
Blog
Networks
are Being
Shut Down
Directories Get
Devalued
Google Will Lift Your
Penalty Faster If You
Tell Them How You
Got Those Links
No More Search
without Social
Google’s Social
Graph is Far Larger
Than Most Believe
Google’s Social Connections page
showed how this process worked (and
they’ve now made it inaccessible)
Email is Now a Social
Influence on Search
Google Will Go to Great
Lengths to Favor G+
There’s a big difference between content as a tactic and content “strategy:”
http://www.slideshare.net/randfish/rand-mozco...
http://www.seomoz.org/blog/great-content-for-seo-simpler-than-you-ever-imagined
Building a passionate community is almost a
requirement for great SEO in 2013.
“SEO” probably
doesn’t have 825K
searches/month, but it
probably has ~4X as
many as “social media”
Moz’s internal tool for
funnel analytics
http://moz.com/rand/manufacturing-serendipity/
http://www.seomoz.org/article/recommended
http://www.seomoz.org/blog/lead-from-within-10-strategies-to-become-a-successful-inhouse-seo
http://moz.com/rand/the-paradox-of-easy-vs-hard-to-measure-marketing-channels/
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How SEO Blinded Me (Then Opened My Eyes) Slide 1 How SEO Blinded Me (Then Opened My Eyes) Slide 2 How SEO Blinded Me (Then Opened My Eyes) Slide 3 How SEO Blinded Me (Then Opened My Eyes) Slide 4 How SEO Blinded Me (Then Opened My Eyes) Slide 5 How SEO Blinded Me (Then Opened My Eyes) Slide 6 How SEO Blinded Me (Then Opened My Eyes) Slide 7 How SEO Blinded Me (Then Opened My Eyes) Slide 8 How SEO Blinded Me (Then Opened My Eyes) Slide 9 How SEO Blinded Me (Then Opened My Eyes) Slide 10 How SEO Blinded Me (Then Opened My Eyes) Slide 11 How SEO Blinded Me (Then Opened My Eyes) Slide 12 How SEO Blinded Me (Then Opened My Eyes) Slide 13 How SEO Blinded Me (Then Opened My Eyes) Slide 14 How SEO Blinded Me (Then Opened My Eyes) Slide 15 How SEO Blinded Me (Then Opened My Eyes) Slide 16 How SEO Blinded Me (Then Opened My Eyes) Slide 17 How SEO Blinded Me (Then Opened My Eyes) Slide 18 How SEO Blinded Me (Then Opened My Eyes) Slide 19 How SEO Blinded Me (Then Opened My Eyes) Slide 20 How SEO Blinded Me (Then Opened My Eyes) Slide 21 How SEO Blinded Me (Then Opened My Eyes) Slide 22 How SEO Blinded Me (Then Opened My Eyes) Slide 23 How SEO Blinded Me (Then Opened My Eyes) Slide 24 How SEO Blinded Me (Then Opened My Eyes) Slide 25 How SEO Blinded Me (Then Opened My Eyes) Slide 26 How SEO Blinded Me (Then Opened My Eyes) Slide 27 How SEO Blinded Me (Then Opened My Eyes) Slide 28 How SEO Blinded Me (Then Opened My Eyes) Slide 29 How SEO Blinded Me (Then Opened My Eyes) Slide 30 How SEO Blinded Me (Then Opened My Eyes) Slide 31 How SEO Blinded Me (Then Opened My Eyes) Slide 32 How SEO Blinded Me (Then Opened My Eyes) Slide 33 How SEO Blinded Me (Then Opened My Eyes) Slide 34 How SEO Blinded Me (Then Opened My Eyes) Slide 35 How SEO Blinded Me (Then Opened My Eyes) Slide 36 How SEO Blinded Me (Then Opened My Eyes) Slide 37 How SEO Blinded Me (Then Opened My Eyes) Slide 38 How SEO Blinded Me (Then Opened My Eyes) Slide 39 How SEO Blinded Me (Then Opened My Eyes) Slide 40 How SEO Blinded Me (Then Opened My Eyes) Slide 41 How SEO Blinded Me (Then Opened My Eyes) Slide 42 How SEO Blinded Me (Then Opened My Eyes) Slide 43 How SEO Blinded Me (Then Opened My Eyes) Slide 44 How SEO Blinded Me (Then Opened My Eyes) Slide 45 How SEO Blinded Me (Then Opened My Eyes) Slide 46 How SEO Blinded Me (Then Opened My Eyes) Slide 47 How SEO Blinded Me (Then Opened My Eyes) Slide 48 How SEO Blinded Me (Then Opened My Eyes) Slide 49 How SEO Blinded Me (Then Opened My Eyes) Slide 50 How SEO Blinded Me (Then Opened My Eyes) Slide 51 How SEO Blinded Me (Then Opened My Eyes) Slide 52 How SEO Blinded Me (Then Opened My Eyes) Slide 53 How SEO Blinded Me (Then Opened My Eyes) Slide 54 How SEO Blinded Me (Then Opened My Eyes) Slide 55 How SEO Blinded Me (Then Opened My Eyes) Slide 56 How SEO Blinded Me (Then Opened My Eyes) Slide 57 How SEO Blinded Me (Then Opened My Eyes) Slide 58 How SEO Blinded Me (Then Opened My Eyes) Slide 59 How SEO Blinded Me (Then Opened My Eyes) Slide 60 How SEO Blinded Me (Then Opened My Eyes) Slide 61 How SEO Blinded Me (Then Opened My Eyes) Slide 62 How SEO Blinded Me (Then Opened My Eyes) Slide 63 How SEO Blinded Me (Then Opened My Eyes) Slide 64 How SEO Blinded Me (Then Opened My Eyes) Slide 65 How SEO Blinded Me (Then Opened My Eyes) Slide 66 How SEO Blinded Me (Then Opened My Eyes) Slide 67 How SEO Blinded Me (Then Opened My Eyes) Slide 68 How SEO Blinded Me (Then Opened My Eyes) Slide 69 How SEO Blinded Me (Then Opened My Eyes) Slide 70 How SEO Blinded Me (Then Opened My Eyes) Slide 71 How SEO Blinded Me (Then Opened My Eyes) Slide 72 How SEO Blinded Me (Then Opened My Eyes) Slide 73 How SEO Blinded Me (Then Opened My Eyes) Slide 74 How SEO Blinded Me (Then Opened My Eyes) Slide 75 How SEO Blinded Me (Then Opened My Eyes) Slide 76 How SEO Blinded Me (Then Opened My Eyes) Slide 77 How SEO Blinded Me (Then Opened My Eyes) Slide 78 How SEO Blinded Me (Then Opened My Eyes) Slide 79 How SEO Blinded Me (Then Opened My Eyes) Slide 80 How SEO Blinded Me (Then Opened My Eyes) Slide 81 How SEO Blinded Me (Then Opened My Eyes) Slide 82 How SEO Blinded Me (Then Opened My Eyes) Slide 83 How SEO Blinded Me (Then Opened My Eyes) Slide 84 How SEO Blinded Me (Then Opened My Eyes) Slide 85 How SEO Blinded Me (Then Opened My Eyes) Slide 86 How SEO Blinded Me (Then Opened My Eyes) Slide 87 How SEO Blinded Me (Then Opened My Eyes) Slide 88
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