Rand Fishkin, Wizard of Moz | @randfish | [email protected] The SEO Revolution Will Not Be Televised
Be Kindly Advised: This presentation features an above-average quantity of Rand’s personal opinion & perception
Major Shifts in SEO(of which most folks are aware) 5
1) Far More Diversity of Result Types
2) Cannibalization of Traffic-Referring Queries
3) Google’s Backtracking on Transparency Under the Guise of Privacy Via Not Provided Count
4) Google+’s Overwhelming Influence
5) The Long Awaited Dominance & Bias of Search Results Toward Brands is Here Via Mozcast and Techcrunch Growth of ~27% over the last 2 years
Subtle Changes to SEO(that not everyone might know) 4
“Custom content spending on production and distribution rose to 43.9 billion in 2013… …New results on “social content” and “SEO content” formats shows 81% of respondents are creating content explicitly for use in social media.” - Content Council Survey 2013 2013 actually had 11 months of YoY growth vs. 2012 (though none of these were higher than +12%) 1) Content Growth Exceeding Query Growth Search stats via Comscore and AJ Kohn on G+; Content stats via Content Council; Ad cycle & content graphic via Rand’s Blog
2) On-Page’s Impact Growing After Years of Shrinking Instead of carefully keyword-matched content from sites like eHow & Journeymart, Hummingbird has helped Google “intent-match” and return more valuable (though less classically “SEO’d”) pages
3) A New Philosophy/PR Approach to Spam 1997-2011: Spam is our problem 2012-2014: Spam is your problem
4) Introduction & Acceptance of Machine Learning to Search Quality Algorithms Search quality filters Sites G don’t like Any & every signal New Algo Signals that correlate w/ bad sites Quora thread with Edmond Lau’s response here
Ways the Industry is Taking These Changes 3
Anger, Distrust, Resentment, & Retaliation Young fools. Only now do you see the folly of retweeting “sick burns” on Matt Cutts as your primary mode of defense.
Modification of Strategic Approaches Many of Dr. Pete’s weekends were burned to bring us this information.
Reject and (or) Ignore Hey, if I want to buy some links, your job is to shut up and sell me some $%&# links.
Remarkable Changes in SEO from 1997-2014 2
The Evolution of Technical SEO What’s insane is that this same pattern holds true for every facet of SEO, not just the technical side. Whoa.
LinkedIn Members w/ “SEO” in their Job Title LinkedIn Members w/ “SEO” in their Job Description 1997-2010: “I’m an SEO” 2011-Present: “SEO is a part of my job.” Via LinkedIn and Moz’s 2013 Industry Survey
Quiet Revolution 1
Increasing Complexity + Perception of Accessibility = Continued Lack of Respect, Influence, and Resources Search Growth Leveling Off + Google Taking Many Queries for Themselves + Increasing Competition = A Need to Find New / More Creative Opportunities New Spam Tactics + Brand Biasing + Broader Algorithms = Decline of Classic SEO (aka keywords & links)
3 of My Big Takeaways
We Need to Create Better Expectations(or our teams/clients will continue to demand the impossible) #1
Early Adopters of New Channels or Tactics Will Earn Outsize Returns(more than ever, it’s paying off to be on the bleeding edge) #2
Those Who Aren’t Building Brands Will Struggle Mightily in the Years Ahead (The “find & abuse exploits” era of SEO is ending. The only logical strategy today is to be so good that Google looks bad taking you out) #3
The SEO Revolution Will Not Be Televised Rand Fishkin, Wizard of Moz | @randfish | [email protected]