SlideShare a Scribd company logo
1 of 83
Download to read offline
Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com
SEO for 2015:
How Search Has Changed & How
Marketers’ Tactics Must Shift
This Presentation Is Online Here:
bit.ly/seocode2014
A brief look at how SEO has
evolved over the past five years.
What Changed?
Searchers (and engines) are
demanding more from results than
ever before
#1
Page Speed Expectations
Via http://www.relentlesstechnology.com/insights/page-speed.html
Design & UX Expectations
Via The Rise of Customer Expectations Around User Experience
Content Quality Expectations
Via http://www.searchmetrics.com/en/knowledge-base/ranking-factors/
Employing User &
Usage Data
Leaning More Heavily on Human Quality
Raters
Via http://www.thesempost.com/google-rewrites-quality-rating-guide-seos-need-know/
Past SEO Success May Not Be Indicative of the Future
The move from keyword matching
to topic association
#2
1998-2008 Keyword Matching
2009-2012 Keyword Matching
2013+ Keyword Matching
2013+ Keyword Matching
2013+ Keyword Matching
2013+ Keyword Matching
Google’s Upgraded Their Understanding
Have We Upgraded Our Content?
Domain-level keyword connections
are on the rise
#3
Google’s Algorithm Used to Be Very Page-Level Biased
This page has the most
relevance and links.
This one has the 2nd most.
In the Past Few Years, They’ve Become
More Inclusive of Domain-Level Signals
We’ve seen a lot of searchers
around this type of topic get
positive results from this site.
Let’s see if we can find a relevant
result from it.
Don’t Have a Domain-Level Content Strategy?
You May Lose to Less SEO-Sophisticated,
More Brand-Focused Competitors
Google’s crackdown on spam is
basically a crackdown on ranking
without a brand
#4
Manipulating Google? You’d Better Be a Brand.
Via http://marketingland.com/10-big-brands-that-were-penalized-by-google-69646
Ranking Well,
But Not a Brand?
Google’s Gonna
Reclassify Those
Tactics.
Via http://www.seobook.com/learn-seo/infographics/brand-branding-brands.php
Critical SEO data still flows for the
1%, but is unavailable to the 99%
#5
~10% of Referral Data Still Available
Via www.notprovidedcount.com/
AdWords’
[Exact Match]
No Longer
Exact
Via
http://adwords.blogspot.com/2014/08/close
-variant-matching-for-all-exact.html
Via http://moz.com/blog/keyword-research-and-targeting-without-exact-match-whiteboard-friday
But If You’re a Big Advertiser, that Keyword
Data Still Flows Through Your Reports
GA Sampling is Pervasive Unless You Pay…
Via https://support.google.com/analytics/answer/2601061?hl=en
This Inequity Might Feel Familiar
Over time, behaviors of brands, searchers, & algorithms
have combined to create something similar in SEO
Processes and practices to change
in the year ahead to stay a step
ahead
Tactics
Research &
Targeting
Keyword
Classic Keyword Process
BrainstormCollect Input
Generate an
Ideation List
Use KW Research
Tools to Expand
Group Keywords by Targeting &
Ranking Ability
Produce List of Pages to
Create Based on KWs
Don’t KW Cannibalize –
Consolidate if Need Be
What’s Broken?
BrainstormCollect Input
Generate an
Ideation List
Use KW Research
Tools to Expand
Group Keywords by Targeting &
Ranking Ability
Produce List of Pages to
Create Based on KWs
Don’t KW Cannibalize –
Consolidate if Need Be
Use KW Research
Tools to Expand
Instead of This:
Do This:
1) Search the web, news, images,
YouTube, & Buzzsumo using your list
2) Collect the concepts, topics, intents,
related searches, & popular content you
find
3) Aggregate into a new keyword list for
refinement via volume
estimate/expansion tools
Group Keywords by
Targeting & Ranking
Ability
Instead of This:
Do This:
1) Group keywords by overlap in
searcher intent
2) Break into buckets of 1-5+
terms/phrases that all serve those
same intents. Worry less about
precise KW match targeting in the
title/URL/headline.
Produce List of
Pages to Create
Based on KWs
Instead of This:
Do This:
1) Produce a list of searcher intents
w/ 1-5 KWs each.
2) Create pages to target each intent,
and plan ongoing content efforts w/
more competitive & temporally
demanding KWs
Don’t KW Cannibalize;
Consolidate if Need Be
Instead of This:
Do This:
1) If you have multiple pages already
targeting the same KW intent(s), consider
consolidation (especially if they don’t rank
well).
2) Anticipate creating fresh content that
may repeatedly target the same KWs
based on temporal changes, new intents,
& the goal of connecting your domain w/
those terms in the engine.
A simplistic example
to help illustrate:
Keyword Brainstorm List
Evil Mustache Wax
Mustache Products for Baddies
Evil-Doers Facial Grooming
Bad Guy Moustaches
Criminal Mustaches
Villainous Men’s Grooming
“Infamous!” “Sinister!” I’m
already getting expansion
terms from searching
People are clearly curious
about what signals
mustaches send! A perfect
topic for my content.
Johnny Depp & Lyft…
Potential partners in
moustachio’d crime?
Google clearly has search volume and
data for terms like this, but they won’t
show them in Adwords 
Using the data I received from my searches,
however, gives me some new opportunities
(w/ very light competition)
Group keywords by intent, not matching
Villainous Mustaches
Bad Mustache
Evil Mustache
Villain Mustache
Monster Mustache
Criminal Mustaches
Vile Mustaches Styles
Evil Mustache Styles
Sinister Mustache Products
Unsavory, Moustachio’d Characters
Sacrilegious Mustaches
Loathesome Mustache Wax
Detestable Stache Products
Vampiric Mustache Grooming
Goods
Famous Villain Mustaches
Movie Badguy Mustaches
Searchers looking for any of these
keyword phrases likely have the same,
shared intent/goal
Make Pages
that Focus
on Intent
Content that engages
people AND fits with
topic modeling algos
Build Up Your Site’s
Association with a
Topic
(or set of topics)
Beardbrand’s constant presence
across the web (in social, video,
news, blogs, etc) means Google
associates mustache product
searches with their site.
Building Earning
Link
We Sometimes Have Blinders On
In Link Building Mode…
Instead of This:
Must. Get. Followed Link
with Anchor Text.
Do This.
Build. Relationship.
Social Media Can Build Relationships
Comments Can Build Relationships
A Friendly Email Builds a Relationship
Even when the email is simply
through a form, a note of
thanks/compliment goes a long
way.
Advertising is a Relationship
The goal isn’t links. The goal is to grow the quantity of
interactions to the point where the relationship is real.
Links are just a great side
effect of the relationships
(BTW - that’s exactly the type of link
Google wants to count)
Pro Tip #1: These are terrible targets:
Sites #1-10 get all
the attention, and
likely experience
online interaction
fatigue very fast
These are ideal targets:
Sites #12+ are far more
likely to be flattered
by/interested in online
interactions, and have far
fewer pre-existing, web-
based relationships
Likewise, these are probably terrible targets:
Folks with heavy Twitter followings often
get bombarded with offers
While these are likely excellent targets:
A high social authority means
lots of RTs per tweet, but
probably not nearly as much
attention as the vanity metric
owners
Pro Tip #2: Need a warm intro? GoConspire
I can find anyone at a
given company and/or
any specific person and
how we’re connected.
Whoa.
Pro Tip #3: Correlation Exists Between
Advertisers on Small-Medium Sites & Links
There’s a strong
probability that at some
point, the blogger/site
owner will editorially link to
these folks, simply
because they’re top of
mind.
Pro Tip #4: Brand Mentions Near Keywords
May Have Link-Like Effects
This page isn’t even a great
match, but Google’s
associations of
MarthaStewart.com w/ terms
like “house” and “home
organization” and “checklist”
likely play into the ranking
Creation
Content
Content Marketing May Be Creating
False Expectations & Bad Practices
Me. Must.
Get. Viral.
Hit.
Me. Must.
Publish.
Every. Day.
Me. Must.
Write. Good.
Unique.
Content.
Me. Must.
Make.
Content.
Convert.
Why. Me. No.
Get.
Results.?
Criteria for Modern Content Investments:
One-of-a-Kind–appearsnowhereelseontheweb
Relevant–containscontentenginescaninterpretason-topic
Helpful–resolvesthesearcher’squeryinauseful,efficientmanner
Uniquely Valuable–providesinformationthat’sunavailable elsewhere
Great UX–iseasy&pleasurabletoconsumeonanydevice
Likely to Spread– convincinglyanswersthequestion:
“Whowillamplifythiscontentandwhy?”
Pro Tip #1:
Imitate What
Works!
e.g. Buzzsumo can tell you the
content that’s performed best for any
given keyword, timeframe, platform,
author, or website
Pro Tip #2: In General: Text < Visuals <
Interactive
This planner from DefensiveDriving.com made Reddit’s homepage , in part thanks to interactivity
Pro Tip #3: Even great content benefits from paid amplification
Check out Quicksprout’s Guide to Content Syndication Networks
Invest
Choosing Where To
Measurability is
Often Inversely
Correlated w/
Opportunity
More: Manufacturing Serendipity & WB Friday on Serendipitous Marketing
Serendipity is Powerful Because It’s Hard to
Track, and Almost Never Competitive
Attend a
conference in
Portland
Meet a woman
through a mutual
friend who invites
you to participate in
a webinar
Webinar attendee
is impressed,
invites you to speak
at an event in San
Jose
San Jose
event leads
to $1mm in
new business
How do you attribute/measure the value of
going to conferences in Portland?
Only by increasing the vectors of exposure
to potentially powerful events can you
scale ROI
Overinvest in your unique strengths.
Blogging
Video
Photography
Presentations
In-Person
Relationship
Building
Twitter
Facebook
Instagram
Research
Illustration
Illustration
Offline
Advertising
Display Ads
Social Ads
Google+
Podcasts
Whitepapers
Email
Networking
LinkedIn Pinterest
SEO
PPC
Interviews
SEO is
getting
harder
But, that high barrier to entry means
greater opportunity for those who
succeed.
Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com
bit.ly/seocode2014

More Related Content

What's hot

8 Marketing Skills You Need to Land Your Dream Job in 2015
8 Marketing Skills You Need to Land Your Dream Job in 20158 Marketing Skills You Need to Land Your Dream Job in 2015
8 Marketing Skills You Need to Land Your Dream Job in 2015HubSpot
 
Why SEO That Used to Work, Fails
Why SEO That Used to Work, FailsWhy SEO That Used to Work, Fails
Why SEO That Used to Work, FailsRand Fishkin
 
Digital Convergence: Integrated Marketing & Public Relations
Digital Convergence: Integrated Marketing & Public RelationsDigital Convergence: Integrated Marketing & Public Relations
Digital Convergence: Integrated Marketing & Public RelationsTopRank Marketing Agency
 
Craft the Perfect Posts for the "Big 3" Social Networks
Craft the Perfect Posts for the "Big 3" Social NetworksCraft the Perfect Posts for the "Big 3" Social Networks
Craft the Perfect Posts for the "Big 3" Social NetworksHubSpot
 
Searching higher up the funnel
Searching higher up the funnelSearching higher up the funnel
Searching higher up the funnelJono Alderson
 
SEO in a Two Algorithm World
SEO in a Two Algorithm WorldSEO in a Two Algorithm World
SEO in a Two Algorithm WorldRand Fishkin
 
5 Top Trends in Content Writing in 2022
5 Top Trends in Content Writing in 20225 Top Trends in Content Writing in 2022
5 Top Trends in Content Writing in 2022Adsy
 
The Measure of a Marketer's Worth
The Measure of a Marketer's WorthThe Measure of a Marketer's Worth
The Measure of a Marketer's WorthRand Fishkin
 
Weird magic-power-googleplus
Weird magic-power-googleplusWeird magic-power-googleplus
Weird magic-power-googleplusRand Fishkin
 
Lee Odden, CEO TopRank Marketing ContentSEO 2017
Lee Odden, CEO TopRank Marketing ContentSEO 2017Lee Odden, CEO TopRank Marketing ContentSEO 2017
Lee Odden, CEO TopRank Marketing ContentSEO 2017BuzzSumo
 
Evolution of Content & Digital Marketing in 2014
Evolution of Content & Digital Marketing in 2014Evolution of Content & Digital Marketing in 2014
Evolution of Content & Digital Marketing in 2014Kevin Gibbons
 
Gianluca Fiorelli - The Alphabet of Google
Gianluca Fiorelli - The Alphabet of GoogleGianluca Fiorelli - The Alphabet of Google
Gianluca Fiorelli - The Alphabet of GoogleWe Are Marketing
 
Content Creation Process
Content Creation ProcessContent Creation Process
Content Creation ProcessSujan Patel
 
Participation Marketing for PR: PRSAICON 2015 Lee Odden
Participation Marketing for PR: PRSAICON 2015 Lee OddenParticipation Marketing for PR: PRSAICON 2015 Lee Odden
Participation Marketing for PR: PRSAICON 2015 Lee OddenTopRank Marketing Agency
 
Emotional Outreach - How to Direct Your Content Marketing to Effective Brandi...
Emotional Outreach - How to Direct Your Content Marketing to Effective Brandi...Emotional Outreach - How to Direct Your Content Marketing to Effective Brandi...
Emotional Outreach - How to Direct Your Content Marketing to Effective Brandi...Sean Si
 
How to Integrate Search, Social Media & Content Marketing - Like A Rock Star
How to Integrate Search, Social Media & Content Marketing - Like A Rock StarHow to Integrate Search, Social Media & Content Marketing - Like A Rock Star
How to Integrate Search, Social Media & Content Marketing - Like A Rock StarTopRank Marketing Agency
 
2015 Online Marketing Statistics Real Estate Agents Should Know [Free Ebook]
2015 Online Marketing Statistics Real Estate Agents Should Know [Free Ebook]2015 Online Marketing Statistics Real Estate Agents Should Know [Free Ebook]
2015 Online Marketing Statistics Real Estate Agents Should Know [Free Ebook]Placester
 
How to build and implement a lean content strategy
How to build and implement a lean content strategyHow to build and implement a lean content strategy
How to build and implement a lean content strategyScoop.it
 
Keeping Up with Google's Insane Pace of Change
Keeping Up with Google's Insane Pace of ChangeKeeping Up with Google's Insane Pace of Change
Keeping Up with Google's Insane Pace of ChangeRand Fishkin
 

What's hot (20)

8 Marketing Skills You Need to Land Your Dream Job in 2015
8 Marketing Skills You Need to Land Your Dream Job in 20158 Marketing Skills You Need to Land Your Dream Job in 2015
8 Marketing Skills You Need to Land Your Dream Job in 2015
 
Why SEO That Used to Work, Fails
Why SEO That Used to Work, FailsWhy SEO That Used to Work, Fails
Why SEO That Used to Work, Fails
 
Digital Convergence: Integrated Marketing & Public Relations
Digital Convergence: Integrated Marketing & Public RelationsDigital Convergence: Integrated Marketing & Public Relations
Digital Convergence: Integrated Marketing & Public Relations
 
Craft the Perfect Posts for the "Big 3" Social Networks
Craft the Perfect Posts for the "Big 3" Social NetworksCraft the Perfect Posts for the "Big 3" Social Networks
Craft the Perfect Posts for the "Big 3" Social Networks
 
Searching higher up the funnel
Searching higher up the funnelSearching higher up the funnel
Searching higher up the funnel
 
SEO in a Two Algorithm World
SEO in a Two Algorithm WorldSEO in a Two Algorithm World
SEO in a Two Algorithm World
 
5 Top Trends in Content Writing in 2022
5 Top Trends in Content Writing in 20225 Top Trends in Content Writing in 2022
5 Top Trends in Content Writing in 2022
 
The Measure of a Marketer's Worth
The Measure of a Marketer's WorthThe Measure of a Marketer's Worth
The Measure of a Marketer's Worth
 
Weird magic-power-googleplus
Weird magic-power-googleplusWeird magic-power-googleplus
Weird magic-power-googleplus
 
Lee Odden, CEO TopRank Marketing ContentSEO 2017
Lee Odden, CEO TopRank Marketing ContentSEO 2017Lee Odden, CEO TopRank Marketing ContentSEO 2017
Lee Odden, CEO TopRank Marketing ContentSEO 2017
 
Evolution of Content & Digital Marketing in 2014
Evolution of Content & Digital Marketing in 2014Evolution of Content & Digital Marketing in 2014
Evolution of Content & Digital Marketing in 2014
 
Gianluca Fiorelli - The Alphabet of Google
Gianluca Fiorelli - The Alphabet of GoogleGianluca Fiorelli - The Alphabet of Google
Gianluca Fiorelli - The Alphabet of Google
 
Content Creation Process
Content Creation ProcessContent Creation Process
Content Creation Process
 
Participation Marketing for PR: PRSAICON 2015 Lee Odden
Participation Marketing for PR: PRSAICON 2015 Lee OddenParticipation Marketing for PR: PRSAICON 2015 Lee Odden
Participation Marketing for PR: PRSAICON 2015 Lee Odden
 
Emotional Outreach - How to Direct Your Content Marketing to Effective Brandi...
Emotional Outreach - How to Direct Your Content Marketing to Effective Brandi...Emotional Outreach - How to Direct Your Content Marketing to Effective Brandi...
Emotional Outreach - How to Direct Your Content Marketing to Effective Brandi...
 
How to Integrate Search, Social Media & Content Marketing - Like A Rock Star
How to Integrate Search, Social Media & Content Marketing - Like A Rock StarHow to Integrate Search, Social Media & Content Marketing - Like A Rock Star
How to Integrate Search, Social Media & Content Marketing - Like A Rock Star
 
2015 Online Marketing Statistics Real Estate Agents Should Know [Free Ebook]
2015 Online Marketing Statistics Real Estate Agents Should Know [Free Ebook]2015 Online Marketing Statistics Real Estate Agents Should Know [Free Ebook]
2015 Online Marketing Statistics Real Estate Agents Should Know [Free Ebook]
 
Rand fishkin-sic-2011
Rand fishkin-sic-2011Rand fishkin-sic-2011
Rand fishkin-sic-2011
 
How to build and implement a lean content strategy
How to build and implement a lean content strategyHow to build and implement a lean content strategy
How to build and implement a lean content strategy
 
Keeping Up with Google's Insane Pace of Change
Keeping Up with Google's Insane Pace of ChangeKeeping Up with Google's Insane Pace of Change
Keeping Up with Google's Insane Pace of Change
 

Viewers also liked

7 Content Insights - Epic Content Marketing - Integrated Marketing Forum 2013
7 Content Insights - Epic Content Marketing - Integrated Marketing Forum 20137 Content Insights - Epic Content Marketing - Integrated Marketing Forum 2013
7 Content Insights - Epic Content Marketing - Integrated Marketing Forum 2013Joe Pulizzi
 
Content Marketing in 15 Minutes a Day for Restaurants
Content Marketing in 15 Minutes a Day for RestaurantsContent Marketing in 15 Minutes a Day for Restaurants
Content Marketing in 15 Minutes a Day for RestaurantsAnn Handley
 
The Content Marketing Imperative - NewsCred Content Summit Summit 9-18
The Content Marketing Imperative - NewsCred Content Summit Summit 9-18The Content Marketing Imperative - NewsCred Content Summit Summit 9-18
The Content Marketing Imperative - NewsCred Content Summit Summit 9-18Michael Brenner
 
A Simple Content Marketing Org Chart
A Simple Content Marketing Org ChartA Simple Content Marketing Org Chart
A Simple Content Marketing Org ChartAnn Handley
 
10 Quick Content Marketing Tips (By DNN Software. Redesigned by Ethos3.)
10 Quick Content Marketing Tips (By DNN Software. Redesigned by Ethos3.)10 Quick Content Marketing Tips (By DNN Software. Redesigned by Ethos3.)
10 Quick Content Marketing Tips (By DNN Software. Redesigned by Ethos3.)Ethos3
 
The Other C Word: What makes great content marketing great
The Other C Word: What makes great content marketing greatThe Other C Word: What makes great content marketing great
The Other C Word: What makes great content marketing greatVelocity Partners
 
Digital Marketing Trends 2015
Digital Marketing Trends 2015Digital Marketing Trends 2015
Digital Marketing Trends 2015Dave Chaffey
 
How to Build SEO into Content Strategy
How to Build SEO into Content StrategyHow to Build SEO into Content Strategy
How to Build SEO into Content StrategyJonathon Colman
 
Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps
Create a Content Marketing Strategy Your Customers will LOVE, in 7 StepsCreate a Content Marketing Strategy Your Customers will LOVE, in 7 Steps
Create a Content Marketing Strategy Your Customers will LOVE, in 7 StepsJay Baer
 
7 Tips to Beautiful PowerPoint by @itseugenec
7 Tips to Beautiful PowerPoint by @itseugenec7 Tips to Beautiful PowerPoint by @itseugenec
7 Tips to Beautiful PowerPoint by @itseugenecEugene Cheng
 
Crap. The Content Marketing Deluge.
Crap. The Content Marketing Deluge.Crap. The Content Marketing Deluge.
Crap. The Content Marketing Deluge.Velocity Partners
 
Why Content Marketing Fails
Why Content Marketing FailsWhy Content Marketing Fails
Why Content Marketing FailsRand Fishkin
 
7 Things That Make Content Go Viral
7 Things That Make Content Go Viral7 Things That Make Content Go Viral
7 Things That Make Content Go ViralDerek Halpern
 
Content marketing ppt
Content marketing pptContent marketing ppt
Content marketing pptRM83
 
How To Make That One Thing Go Viral
How To Make That One Thing Go ViralHow To Make That One Thing Go Viral
How To Make That One Thing Go ViralUpworthy
 
2018 Content Marketing Benchmarks Budgets and Trends - North America
2018 Content Marketing Benchmarks Budgets and Trends - North America2018 Content Marketing Benchmarks Budgets and Trends - North America
2018 Content Marketing Benchmarks Budgets and Trends - North AmericaContent Marketing Institute
 
Social Media Marketing PowerPoint Presentation
Social Media Marketing PowerPoint PresentationSocial Media Marketing PowerPoint Presentation
Social Media Marketing PowerPoint PresentationAndrew Schwartz
 

Viewers also liked (20)

7 Content Insights - Epic Content Marketing - Integrated Marketing Forum 2013
7 Content Insights - Epic Content Marketing - Integrated Marketing Forum 20137 Content Insights - Epic Content Marketing - Integrated Marketing Forum 2013
7 Content Insights - Epic Content Marketing - Integrated Marketing Forum 2013
 
29 Content Marketing Secrets e-book
29 Content Marketing Secrets e-book29 Content Marketing Secrets e-book
29 Content Marketing Secrets e-book
 
Content Marketing in 15 Minutes a Day for Restaurants
Content Marketing in 15 Minutes a Day for RestaurantsContent Marketing in 15 Minutes a Day for Restaurants
Content Marketing in 15 Minutes a Day for Restaurants
 
The Content Marketing Imperative - NewsCred Content Summit Summit 9-18
The Content Marketing Imperative - NewsCred Content Summit Summit 9-18The Content Marketing Imperative - NewsCred Content Summit Summit 9-18
The Content Marketing Imperative - NewsCred Content Summit Summit 9-18
 
A Simple Content Marketing Org Chart
A Simple Content Marketing Org ChartA Simple Content Marketing Org Chart
A Simple Content Marketing Org Chart
 
10 Quick Content Marketing Tips (By DNN Software. Redesigned by Ethos3.)
10 Quick Content Marketing Tips (By DNN Software. Redesigned by Ethos3.)10 Quick Content Marketing Tips (By DNN Software. Redesigned by Ethos3.)
10 Quick Content Marketing Tips (By DNN Software. Redesigned by Ethos3.)
 
The Other C Word: What makes great content marketing great
The Other C Word: What makes great content marketing greatThe Other C Word: What makes great content marketing great
The Other C Word: What makes great content marketing great
 
Build. Better. Content!
Build. Better. Content!Build. Better. Content!
Build. Better. Content!
 
Digital Marketing Trends 2015
Digital Marketing Trends 2015Digital Marketing Trends 2015
Digital Marketing Trends 2015
 
How to Build SEO into Content Strategy
How to Build SEO into Content StrategyHow to Build SEO into Content Strategy
How to Build SEO into Content Strategy
 
Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps
Create a Content Marketing Strategy Your Customers will LOVE, in 7 StepsCreate a Content Marketing Strategy Your Customers will LOVE, in 7 Steps
Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps
 
7 Tips to Beautiful PowerPoint by @itseugenec
7 Tips to Beautiful PowerPoint by @itseugenec7 Tips to Beautiful PowerPoint by @itseugenec
7 Tips to Beautiful PowerPoint by @itseugenec
 
Crap. The Content Marketing Deluge.
Crap. The Content Marketing Deluge.Crap. The Content Marketing Deluge.
Crap. The Content Marketing Deluge.
 
Why Content Marketing Fails
Why Content Marketing FailsWhy Content Marketing Fails
Why Content Marketing Fails
 
7 Things That Make Content Go Viral
7 Things That Make Content Go Viral7 Things That Make Content Go Viral
7 Things That Make Content Go Viral
 
Social Media Marketing Presentation
Social Media Marketing PresentationSocial Media Marketing Presentation
Social Media Marketing Presentation
 
Content marketing ppt
Content marketing pptContent marketing ppt
Content marketing ppt
 
How To Make That One Thing Go Viral
How To Make That One Thing Go ViralHow To Make That One Thing Go Viral
How To Make That One Thing Go Viral
 
2018 Content Marketing Benchmarks Budgets and Trends - North America
2018 Content Marketing Benchmarks Budgets and Trends - North America2018 Content Marketing Benchmarks Budgets and Trends - North America
2018 Content Marketing Benchmarks Budgets and Trends - North America
 
Social Media Marketing PowerPoint Presentation
Social Media Marketing PowerPoint PresentationSocial Media Marketing PowerPoint Presentation
Social Media Marketing PowerPoint Presentation
 

Similar to SEO in 2015: How Search Has Changed & How Marketers' Tactics Must Shift

SearchLove London | Rand Fishkin, 'Cracking the SEO Code for 2015'
SearchLove London | Rand Fishkin, 'Cracking the SEO Code for 2015'SearchLove London | Rand Fishkin, 'Cracking the SEO Code for 2015'
SearchLove London | Rand Fishkin, 'Cracking the SEO Code for 2015'Distilled
 
Helping customers find you online - Rand Fishkin at Business of Software Conf...
Helping customers find you online - Rand Fishkin at Business of Software Conf...Helping customers find you online - Rand Fishkin at Business of Software Conf...
Helping customers find you online - Rand Fishkin at Business of Software Conf...Business of Software Conference
 
SEO Tactics to Love vs. Leave
SEO Tactics to Love vs. LeaveSEO Tactics to Love vs. Leave
SEO Tactics to Love vs. LeaveRand Fishkin
 
Uncovering SEO (it’s really not that complicated)
Uncovering SEO (it’s really not that complicated) Uncovering SEO (it’s really not that complicated)
Uncovering SEO (it’s really not that complicated) Traction
 
[500DISTRO] Cracking the SEO Code: Tricks & Tactics To Magnify Search Visibility
[500DISTRO] Cracking the SEO Code: Tricks & Tactics To Magnify Search Visibility[500DISTRO] Cracking the SEO Code: Tricks & Tactics To Magnify Search Visibility
[500DISTRO] Cracking the SEO Code: Tricks & Tactics To Magnify Search Visibility500 Startups
 
A Methodology for Site Reviews
A Methodology for Site ReviewsA Methodology for Site Reviews
A Methodology for Site ReviewsRand Fishkin
 
Information Illimited Services Overview
Information Illimited Services OverviewInformation Illimited Services Overview
Information Illimited Services Overviewsknollii
 
Organic SEO Strategies by Web3
Organic SEO Strategies by Web3Organic SEO Strategies by Web3
Organic SEO Strategies by Web3Radek Kotlarek
 
Maximizing Search Engines
Maximizing Search EnginesMaximizing Search Engines
Maximizing Search EnginesSusby Digital
 
Internet Marketing Academy Melbourne Presentation September 2009
Internet Marketing Academy Melbourne Presentation September 2009Internet Marketing Academy Melbourne Presentation September 2009
Internet Marketing Academy Melbourne Presentation September 2009Lucio Ribeiro
 
Content Marketing: What, Why and How to Kick Butt at It, by Shelly Kramer
Content Marketing: What, Why and How to Kick Butt at It, by Shelly KramerContent Marketing: What, Why and How to Kick Butt at It, by Shelly Kramer
Content Marketing: What, Why and How to Kick Butt at It, by Shelly KramerY'all Connect
 
Driving Traffic To Your Website
Driving Traffic To Your WebsiteDriving Traffic To Your Website
Driving Traffic To Your WebsiteInsivia
 
Intro to SEO - Denver Entrepreneur Meetup
Intro to SEO - Denver Entrepreneur MeetupIntro to SEO - Denver Entrepreneur Meetup
Intro to SEO - Denver Entrepreneur MeetupInflow
 
Sourav SEO Case Study - 1k to 100k traffic
Sourav SEO Case Study - 1k to 100k trafficSourav SEO Case Study - 1k to 100k traffic
Sourav SEO Case Study - 1k to 100k trafficsourav kumar
 
Google 101 - How to Learn to Love Google and Embrace Their Suite of Evil Geni...
Google 101 - How to Learn to Love Google and Embrace Their Suite of Evil Geni...Google 101 - How to Learn to Love Google and Embrace Their Suite of Evil Geni...
Google 101 - How to Learn to Love Google and Embrace Their Suite of Evil Geni...FSC Interactive
 
Google 101 - Analytics, AdWords, Webmaster Tools and Places,
Google 101  - Analytics, AdWords, Webmaster Tools and Places, Google 101  - Analytics, AdWords, Webmaster Tools and Places,
Google 101 - Analytics, AdWords, Webmaster Tools and Places, FSC Interactive
 

Similar to SEO in 2015: How Search Has Changed & How Marketers' Tactics Must Shift (20)

SearchLove London | Rand Fishkin, 'Cracking the SEO Code for 2015'
SearchLove London | Rand Fishkin, 'Cracking the SEO Code for 2015'SearchLove London | Rand Fishkin, 'Cracking the SEO Code for 2015'
SearchLove London | Rand Fishkin, 'Cracking the SEO Code for 2015'
 
Helping customers find you online - Rand Fishkin at Business of Software Conf...
Helping customers find you online - Rand Fishkin at Business of Software Conf...Helping customers find you online - Rand Fishkin at Business of Software Conf...
Helping customers find you online - Rand Fishkin at Business of Software Conf...
 
SEO Tactics to Love vs. Leave
SEO Tactics to Love vs. LeaveSEO Tactics to Love vs. Leave
SEO Tactics to Love vs. Leave
 
Uncovering SEO (it’s really not that complicated)
Uncovering SEO (it’s really not that complicated) Uncovering SEO (it’s really not that complicated)
Uncovering SEO (it’s really not that complicated)
 
[500DISTRO] Cracking the SEO Code: Tricks & Tactics To Magnify Search Visibility
[500DISTRO] Cracking the SEO Code: Tricks & Tactics To Magnify Search Visibility[500DISTRO] Cracking the SEO Code: Tricks & Tactics To Magnify Search Visibility
[500DISTRO] Cracking the SEO Code: Tricks & Tactics To Magnify Search Visibility
 
A Methodology for Site Reviews
A Methodology for Site ReviewsA Methodology for Site Reviews
A Methodology for Site Reviews
 
Creative seo proposal(1)
Creative seo proposal(1)Creative seo proposal(1)
Creative seo proposal(1)
 
Information Illimited Services Overview
Information Illimited Services OverviewInformation Illimited Services Overview
Information Illimited Services Overview
 
Review marketing - EBriks Infotech
Review marketing - EBriks InfotechReview marketing - EBriks Infotech
Review marketing - EBriks Infotech
 
Organic SEO Strategies by Web3
Organic SEO Strategies by Web3Organic SEO Strategies by Web3
Organic SEO Strategies by Web3
 
Maximizing Search Engines
Maximizing Search EnginesMaximizing Search Engines
Maximizing Search Engines
 
online research
online researchonline research
online research
 
What is PPC
What is PPCWhat is PPC
What is PPC
 
Internet Marketing Academy Melbourne Presentation September 2009
Internet Marketing Academy Melbourne Presentation September 2009Internet Marketing Academy Melbourne Presentation September 2009
Internet Marketing Academy Melbourne Presentation September 2009
 
Content Marketing: What, Why and How to Kick Butt at It, by Shelly Kramer
Content Marketing: What, Why and How to Kick Butt at It, by Shelly KramerContent Marketing: What, Why and How to Kick Butt at It, by Shelly Kramer
Content Marketing: What, Why and How to Kick Butt at It, by Shelly Kramer
 
Driving Traffic To Your Website
Driving Traffic To Your WebsiteDriving Traffic To Your Website
Driving Traffic To Your Website
 
Intro to SEO - Denver Entrepreneur Meetup
Intro to SEO - Denver Entrepreneur MeetupIntro to SEO - Denver Entrepreneur Meetup
Intro to SEO - Denver Entrepreneur Meetup
 
Sourav SEO Case Study - 1k to 100k traffic
Sourav SEO Case Study - 1k to 100k trafficSourav SEO Case Study - 1k to 100k traffic
Sourav SEO Case Study - 1k to 100k traffic
 
Google 101 - How to Learn to Love Google and Embrace Their Suite of Evil Geni...
Google 101 - How to Learn to Love Google and Embrace Their Suite of Evil Geni...Google 101 - How to Learn to Love Google and Embrace Their Suite of Evil Geni...
Google 101 - How to Learn to Love Google and Embrace Their Suite of Evil Geni...
 
Google 101 - Analytics, AdWords, Webmaster Tools and Places,
Google 101  - Analytics, AdWords, Webmaster Tools and Places, Google 101  - Analytics, AdWords, Webmaster Tools and Places,
Google 101 - Analytics, AdWords, Webmaster Tools and Places,
 

More from Rand Fishkin

SparkToro Beta Sneak Peek
SparkToro Beta Sneak PeekSparkToro Beta Sneak Peek
SparkToro Beta Sneak PeekRand Fishkin
 
The Healthcare Search Landscape in 2019: SEO, Content Marketing, & More
The Healthcare Search Landscape in 2019: SEO, Content Marketing, & MoreThe Healthcare Search Landscape in 2019: SEO, Content Marketing, & More
The Healthcare Search Landscape in 2019: SEO, Content Marketing, & MoreRand Fishkin
 
Building Influence in 2019
Building Influence in 2019Building Influence in 2019
Building Influence in 2019Rand Fishkin
 
Influence Not Influencers
Influence Not InfluencersInfluence Not Influencers
Influence Not InfluencersRand Fishkin
 
The Next Era of Web Marketing: 2019 & Beyond
The Next Era of Web Marketing: 2019 & BeyondThe Next Era of Web Marketing: 2019 & Beyond
The Next Era of Web Marketing: 2019 & BeyondRand Fishkin
 
How to Kick Butt with Your Email Outreach
How to Kick Butt with Your Email OutreachHow to Kick Butt with Your Email Outreach
How to Kick Butt with Your Email OutreachRand Fishkin
 
The Big 7 Startup Marketing Mistakes
The Big 7 Startup Marketing MistakesThe Big 7 Startup Marketing Mistakes
The Big 7 Startup Marketing MistakesRand Fishkin
 
Why Your Saas Marketing Sucks (and how to fix it)
Why Your Saas Marketing Sucks (and how to fix it)Why Your Saas Marketing Sucks (and how to fix it)
Why Your Saas Marketing Sucks (and how to fix it)Rand Fishkin
 
SEO on the SERPs - Brighton SEO Closing Talk
SEO on the SERPs - Brighton SEO Closing TalkSEO on the SERPs - Brighton SEO Closing Talk
SEO on the SERPs - Brighton SEO Closing TalkRand Fishkin
 
7 Lessons That Would Have Made Me a Better Entrepreneur
7 Lessons That Would Have Made Me a Better Entrepreneur7 Lessons That Would Have Made Me a Better Entrepreneur
7 Lessons That Would Have Made Me a Better EntrepreneurRand Fishkin
 
The Search & SEO World in 2018
The Search & SEO World in 2018The Search & SEO World in 2018
The Search & SEO World in 2018Rand Fishkin
 
Why Startups Suck at Marketing
Why Startups Suck at MarketingWhy Startups Suck at Marketing
Why Startups Suck at MarketingRand Fishkin
 
The Invisible Giant that Mucks Up Our Marketing
The Invisible Giant that Mucks Up Our MarketingThe Invisible Giant that Mucks Up Our Marketing
The Invisible Giant that Mucks Up Our MarketingRand Fishkin
 
How to Survive Google's Trojan Horsing of the Web
How to Survive Google's Trojan Horsing of the WebHow to Survive Google's Trojan Horsing of the Web
How to Survive Google's Trojan Horsing of the WebRand Fishkin
 
What Startup Execs Need to Know About SEO in 2017
What Startup Execs Need to Know About SEO in 2017What Startup Execs Need to Know About SEO in 2017
What Startup Execs Need to Know About SEO in 2017Rand Fishkin
 
Inside Google's Numbers in 2017
Inside Google's Numbers in 2017Inside Google's Numbers in 2017
Inside Google's Numbers in 2017Rand Fishkin
 
Why We Can't Do SEO WIthout CRO
Why We Can't Do SEO WIthout CROWhy We Can't Do SEO WIthout CRO
Why We Can't Do SEO WIthout CRORand Fishkin
 
The Digital Marketer's Framework
The Digital Marketer's FrameworkThe Digital Marketer's Framework
The Digital Marketer's FrameworkRand Fishkin
 

More from Rand Fishkin (20)

SparkToro Beta Sneak Peek
SparkToro Beta Sneak PeekSparkToro Beta Sneak Peek
SparkToro Beta Sneak Peek
 
The Healthcare Search Landscape in 2019: SEO, Content Marketing, & More
The Healthcare Search Landscape in 2019: SEO, Content Marketing, & MoreThe Healthcare Search Landscape in 2019: SEO, Content Marketing, & More
The Healthcare Search Landscape in 2019: SEO, Content Marketing, & More
 
Building Influence in 2019
Building Influence in 2019Building Influence in 2019
Building Influence in 2019
 
Influence Not Influencers
Influence Not InfluencersInfluence Not Influencers
Influence Not Influencers
 
The Next Era of Web Marketing: 2019 & Beyond
The Next Era of Web Marketing: 2019 & BeyondThe Next Era of Web Marketing: 2019 & Beyond
The Next Era of Web Marketing: 2019 & Beyond
 
How to Kick Butt with Your Email Outreach
How to Kick Butt with Your Email OutreachHow to Kick Butt with Your Email Outreach
How to Kick Butt with Your Email Outreach
 
The Big 7 Startup Marketing Mistakes
The Big 7 Startup Marketing MistakesThe Big 7 Startup Marketing Mistakes
The Big 7 Startup Marketing Mistakes
 
Why Your Saas Marketing Sucks (and how to fix it)
Why Your Saas Marketing Sucks (and how to fix it)Why Your Saas Marketing Sucks (and how to fix it)
Why Your Saas Marketing Sucks (and how to fix it)
 
SEO on the SERPs - Brighton SEO Closing Talk
SEO on the SERPs - Brighton SEO Closing TalkSEO on the SERPs - Brighton SEO Closing Talk
SEO on the SERPs - Brighton SEO Closing Talk
 
7 Lessons That Would Have Made Me a Better Entrepreneur
7 Lessons That Would Have Made Me a Better Entrepreneur7 Lessons That Would Have Made Me a Better Entrepreneur
7 Lessons That Would Have Made Me a Better Entrepreneur
 
The Search & SEO World in 2018
The Search & SEO World in 2018The Search & SEO World in 2018
The Search & SEO World in 2018
 
SEO in 2017/18
SEO in 2017/18SEO in 2017/18
SEO in 2017/18
 
Why Startups Suck at Marketing
Why Startups Suck at MarketingWhy Startups Suck at Marketing
Why Startups Suck at Marketing
 
The Invisible Giant that Mucks Up Our Marketing
The Invisible Giant that Mucks Up Our MarketingThe Invisible Giant that Mucks Up Our Marketing
The Invisible Giant that Mucks Up Our Marketing
 
B2B SEO in 2017
B2B SEO in 2017B2B SEO in 2017
B2B SEO in 2017
 
How to Survive Google's Trojan Horsing of the Web
How to Survive Google's Trojan Horsing of the WebHow to Survive Google's Trojan Horsing of the Web
How to Survive Google's Trojan Horsing of the Web
 
What Startup Execs Need to Know About SEO in 2017
What Startup Execs Need to Know About SEO in 2017What Startup Execs Need to Know About SEO in 2017
What Startup Execs Need to Know About SEO in 2017
 
Inside Google's Numbers in 2017
Inside Google's Numbers in 2017Inside Google's Numbers in 2017
Inside Google's Numbers in 2017
 
Why We Can't Do SEO WIthout CRO
Why We Can't Do SEO WIthout CROWhy We Can't Do SEO WIthout CRO
Why We Can't Do SEO WIthout CRO
 
The Digital Marketer's Framework
The Digital Marketer's FrameworkThe Digital Marketer's Framework
The Digital Marketer's Framework
 

Recently uploaded

Music and Ai Technology
Music and Ai TechnologyMusic and Ai Technology
Music and Ai Technologyehimaibooks
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadFabio Bin
 
Increase Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarIncrease Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarSEO Optimizers
 
Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfVWO
 
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesProduct Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesKiwi Creative
 
Ppt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing coursPpt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing courstegveersingh09
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldD Cloud Solutions
 
Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Joseph Skibbie
 
SVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfSVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfvikrs213
 
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design CourseElevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Courseamirshaikhv21realtyp
 
Amazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxAmazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxWill Haire
 
A navigation of two creative processes Study
A navigation of two creative processes StudyA navigation of two creative processes Study
A navigation of two creative processes Studystuwilson.co.uk
 
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxivanrazine1
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Internrisabhpandeyconnect
 
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfEastern Online-iSURVEY
 
SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedMumbai Pixels
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfVWO
 
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxGregory Edwards
 
Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMNazal Digital
 
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...Sophie Logan
 

Recently uploaded (20)

Music and Ai Technology
Music and Ai TechnologyMusic and Ai Technology
Music and Ai Technology
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoad
 
Increase Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarIncrease Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads Webinar
 
Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdf
 
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesProduct Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
 
Ppt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing coursPpt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing cours
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern World
 
Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!
 
SVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfSVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdf
 
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design CourseElevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
 
Amazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxAmazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptx
 
A navigation of two creative processes Study
A navigation of two creative processes StudyA navigation of two creative processes Study
A navigation of two creative processes Study
 
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Intern
 
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
 
SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to Succeed
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdf
 
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
 
Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEM
 
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
 

SEO in 2015: How Search Has Changed & How Marketers' Tactics Must Shift

  • 1. Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com SEO for 2015: How Search Has Changed & How Marketers’ Tactics Must Shift
  • 2. This Presentation Is Online Here: bit.ly/seocode2014
  • 3. A brief look at how SEO has evolved over the past five years. What Changed?
  • 4. Searchers (and engines) are demanding more from results than ever before #1
  • 5. Page Speed Expectations Via http://www.relentlesstechnology.com/insights/page-speed.html
  • 6. Design & UX Expectations Via The Rise of Customer Expectations Around User Experience
  • 7. Content Quality Expectations Via http://www.searchmetrics.com/en/knowledge-base/ranking-factors/
  • 9. Leaning More Heavily on Human Quality Raters Via http://www.thesempost.com/google-rewrites-quality-rating-guide-seos-need-know/
  • 10. Past SEO Success May Not Be Indicative of the Future
  • 11. The move from keyword matching to topic association #2
  • 18. Google’s Upgraded Their Understanding Have We Upgraded Our Content?
  • 20. Google’s Algorithm Used to Be Very Page-Level Biased This page has the most relevance and links. This one has the 2nd most.
  • 21. In the Past Few Years, They’ve Become More Inclusive of Domain-Level Signals We’ve seen a lot of searchers around this type of topic get positive results from this site. Let’s see if we can find a relevant result from it.
  • 22. Don’t Have a Domain-Level Content Strategy? You May Lose to Less SEO-Sophisticated, More Brand-Focused Competitors
  • 23. Google’s crackdown on spam is basically a crackdown on ranking without a brand #4
  • 24. Manipulating Google? You’d Better Be a Brand. Via http://marketingland.com/10-big-brands-that-were-penalized-by-google-69646
  • 25. Ranking Well, But Not a Brand? Google’s Gonna Reclassify Those Tactics. Via http://www.seobook.com/learn-seo/infographics/brand-branding-brands.php
  • 26. Critical SEO data still flows for the 1%, but is unavailable to the 99% #5
  • 27. ~10% of Referral Data Still Available Via www.notprovidedcount.com/
  • 30. But If You’re a Big Advertiser, that Keyword Data Still Flows Through Your Reports
  • 31. GA Sampling is Pervasive Unless You Pay… Via https://support.google.com/analytics/answer/2601061?hl=en
  • 32. This Inequity Might Feel Familiar Over time, behaviors of brands, searchers, & algorithms have combined to create something similar in SEO
  • 33. Processes and practices to change in the year ahead to stay a step ahead Tactics
  • 35. Classic Keyword Process BrainstormCollect Input Generate an Ideation List Use KW Research Tools to Expand Group Keywords by Targeting & Ranking Ability Produce List of Pages to Create Based on KWs Don’t KW Cannibalize – Consolidate if Need Be
  • 36. What’s Broken? BrainstormCollect Input Generate an Ideation List Use KW Research Tools to Expand Group Keywords by Targeting & Ranking Ability Produce List of Pages to Create Based on KWs Don’t KW Cannibalize – Consolidate if Need Be
  • 37. Use KW Research Tools to Expand Instead of This: Do This: 1) Search the web, news, images, YouTube, & Buzzsumo using your list 2) Collect the concepts, topics, intents, related searches, & popular content you find 3) Aggregate into a new keyword list for refinement via volume estimate/expansion tools
  • 38. Group Keywords by Targeting & Ranking Ability Instead of This: Do This: 1) Group keywords by overlap in searcher intent 2) Break into buckets of 1-5+ terms/phrases that all serve those same intents. Worry less about precise KW match targeting in the title/URL/headline.
  • 39. Produce List of Pages to Create Based on KWs Instead of This: Do This: 1) Produce a list of searcher intents w/ 1-5 KWs each. 2) Create pages to target each intent, and plan ongoing content efforts w/ more competitive & temporally demanding KWs
  • 40. Don’t KW Cannibalize; Consolidate if Need Be Instead of This: Do This: 1) If you have multiple pages already targeting the same KW intent(s), consider consolidation (especially if they don’t rank well). 2) Anticipate creating fresh content that may repeatedly target the same KWs based on temporal changes, new intents, & the goal of connecting your domain w/ those terms in the engine.
  • 41. A simplistic example to help illustrate: Keyword Brainstorm List Evil Mustache Wax Mustache Products for Baddies Evil-Doers Facial Grooming Bad Guy Moustaches Criminal Mustaches Villainous Men’s Grooming “Infamous!” “Sinister!” I’m already getting expansion terms from searching
  • 42. People are clearly curious about what signals mustaches send! A perfect topic for my content. Johnny Depp & Lyft… Potential partners in moustachio’d crime?
  • 43. Google clearly has search volume and data for terms like this, but they won’t show them in Adwords 
  • 44. Using the data I received from my searches, however, gives me some new opportunities (w/ very light competition)
  • 45. Group keywords by intent, not matching Villainous Mustaches Bad Mustache Evil Mustache Villain Mustache Monster Mustache Criminal Mustaches Vile Mustaches Styles Evil Mustache Styles Sinister Mustache Products Unsavory, Moustachio’d Characters Sacrilegious Mustaches Loathesome Mustache Wax Detestable Stache Products Vampiric Mustache Grooming Goods Famous Villain Mustaches Movie Badguy Mustaches Searchers looking for any of these keyword phrases likely have the same, shared intent/goal
  • 46. Make Pages that Focus on Intent Content that engages people AND fits with topic modeling algos
  • 47. Build Up Your Site’s Association with a Topic (or set of topics) Beardbrand’s constant presence across the web (in social, video, news, blogs, etc) means Google associates mustache product searches with their site.
  • 49. We Sometimes Have Blinders On In Link Building Mode…
  • 50. Instead of This: Must. Get. Followed Link with Anchor Text.
  • 52. Social Media Can Build Relationships
  • 53. Comments Can Build Relationships
  • 54. A Friendly Email Builds a Relationship Even when the email is simply through a form, a note of thanks/compliment goes a long way.
  • 55. Advertising is a Relationship
  • 56. The goal isn’t links. The goal is to grow the quantity of interactions to the point where the relationship is real. Links are just a great side effect of the relationships (BTW - that’s exactly the type of link Google wants to count)
  • 57. Pro Tip #1: These are terrible targets: Sites #1-10 get all the attention, and likely experience online interaction fatigue very fast
  • 58. These are ideal targets: Sites #12+ are far more likely to be flattered by/interested in online interactions, and have far fewer pre-existing, web- based relationships
  • 59. Likewise, these are probably terrible targets: Folks with heavy Twitter followings often get bombarded with offers
  • 60. While these are likely excellent targets: A high social authority means lots of RTs per tweet, but probably not nearly as much attention as the vanity metric owners
  • 61. Pro Tip #2: Need a warm intro? GoConspire I can find anyone at a given company and/or any specific person and how we’re connected. Whoa.
  • 62. Pro Tip #3: Correlation Exists Between Advertisers on Small-Medium Sites & Links There’s a strong probability that at some point, the blogger/site owner will editorially link to these folks, simply because they’re top of mind.
  • 63. Pro Tip #4: Brand Mentions Near Keywords May Have Link-Like Effects This page isn’t even a great match, but Google’s associations of MarthaStewart.com w/ terms like “house” and “home organization” and “checklist” likely play into the ranking
  • 65. Content Marketing May Be Creating False Expectations & Bad Practices
  • 71. Criteria for Modern Content Investments: One-of-a-Kind–appearsnowhereelseontheweb Relevant–containscontentenginescaninterpretason-topic Helpful–resolvesthesearcher’squeryinauseful,efficientmanner Uniquely Valuable–providesinformationthat’sunavailable elsewhere Great UX–iseasy&pleasurabletoconsumeonanydevice Likely to Spread– convincinglyanswersthequestion: “Whowillamplifythiscontentandwhy?”
  • 72. Pro Tip #1: Imitate What Works!
  • 73. e.g. Buzzsumo can tell you the content that’s performed best for any given keyword, timeframe, platform, author, or website
  • 74. Pro Tip #2: In General: Text < Visuals < Interactive This planner from DefensiveDriving.com made Reddit’s homepage , in part thanks to interactivity
  • 75. Pro Tip #3: Even great content benefits from paid amplification Check out Quicksprout’s Guide to Content Syndication Networks
  • 78. More: Manufacturing Serendipity & WB Friday on Serendipitous Marketing Serendipity is Powerful Because It’s Hard to Track, and Almost Never Competitive Attend a conference in Portland Meet a woman through a mutual friend who invites you to participate in a webinar Webinar attendee is impressed, invites you to speak at an event in San Jose San Jose event leads to $1mm in new business How do you attribute/measure the value of going to conferences in Portland?
  • 79. Only by increasing the vectors of exposure to potentially powerful events can you scale ROI
  • 80. Overinvest in your unique strengths. Blogging Video Photography Presentations In-Person Relationship Building Twitter Facebook Instagram Research Illustration Illustration Offline Advertising Display Ads Social Ads Google+ Podcasts Whitepapers Email Networking LinkedIn Pinterest SEO PPC Interviews
  • 82. But, that high barrier to entry means greater opportunity for those who succeed.
  • 83. Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com bit.ly/seocode2014