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The Future of SEO: How Technology
is Changing The Way SEO is Practiced

               Nathan Safran
           Senior Research Analyst
               Conductor, Inc.
Twitter



            @Conductor

          Hashtag: #SEOFuture




           #SEOFuture           2
About Conductor

                                 Founded in 2005

   Searchlight - Most Widely Used Enterprise SEO platform

        Optimizing Over $3 Billion Worth of SEO revenue

            Powering SEO for Over 100 Leading Brands

         Largest SEO Technology Company in the World




    “Travelocity has noticed significant growth in SEO traffic and bookings since
    engaging with Conductor.” - Jeff Glueck, Travelocity



                                                                           #SEOFuture   3
Conductor Research
                                             Provider of ‘SEO Effectiveness Score’ to
                                                       Internet Retailer 500




                 Nathan Safran
           Senior Research Analyst
      Former Forrester Research Analyst in
       Consumer Product Strategy Group

   Recent Study on ‘Panda’ Volatility
                                             Study on Google Instant Impact on User
    Syndicated on Business Insider
                                                    Behavior Widely Covered




                                #SEOFuture                                              4
Agenda

                    Marketers’ Attitudes Toward SEO:
                    Budget, Metrics, & Keyword Management




              Key Challenges Facing the SEO Professional




   Solutions: Technology - Primary and Ancillary Impact on the Practice
                                 of SEO




                                 5                          #SEOFuture
Marketers’ Attitudes Toward SEO:
              Budget, Metrics, and Keyword Management


                  Key Challenges Facing the SEO




Solutions: Technology - Primary and Ancillary Impact on the Practice
                              of SEO




                #SEOFuture                                             6
SEO Pros – They are Everywhere




              #SEOFuture         7
Internet Retailer 500 Companies with In-house SEO Jumped
24% in Seven Months




                                            Conductor Study, March 2011

                          8                   #SEOFuture
Marketers Increase Commitment to SEO in the Next Year




                              Source: Econsultancy: SEO Trends, Issues and Opportunities, March 2011

                 #SEOFuture                                                                            9
More Than Half of Budget is Allocated to Headcount and
Content




                              Source: Econsultancy: SEO Trends, Issues and Opportunities, March 2011

                         10                                             #SEOFuture
Nearly 8 out of 10 SEOs say Natural Search Metrics More
Important as an Input to Business Strategy


            78% of
            Marketers say
            natural search
            metrics more
            important than
            a year ago




                                     Source: Econsultancy: SEO Trends, Issues and Opportunities, March 2011

                        #SEOFuture                                                                            11
62% of Marketers Have Increased Keyword Coverage in the
Last 12 Months




       62% of Marketers have increased keyword coverage
       in the last year




                                                          Source: Econsultancy: SEO Trends, Issues and Opportunities, March 2011

                            #SEOFuture                                                                                             12
No. of Non-Paid Keywords Driving Traffic Grew by 20% YOY
   •Holiday Season 2010 vs. 2009
   •18 million+ visits
   •5 High Traffic Ecommerce Websites




                                        Source: Conductor 2010 Holiday Study, February 2011

                           #SEOFuture                                                         13
Traffic Increase Follows Similar Curve as Keyword Coverage




                                     Source: Conductor 2010 Holiday Study, February 2011

                  #SEOFuture                                                               14
Marketers’ Attitudes Toward SEO: Budget, Metrics, and Keyword
                             Management


           Key Challenges Facing the SEO Professional




Solutions: Technology - Primary and Ancillary Impact on the Practice
                              of SEO




                             15                          #SEOFuture
Wide Spectrum of Challenges Facing the SEO
Professional Today


                                           Ambiguity


                           The „Where
                                                           Opportunity
                           do I Start?‟
                                                          Identification
                            Problem




               Results Vary by
                                          Natural                    Competitive
               Landscape/Vert
                 ical/Domain
                                           Search                    Landscape
                                                                      Visibility
                                          Visibility




                           Long Term                       Task-Time
                            Endeavor                        Conflict

                                           Changing
                                          Complexity of
                                            SERPs




                 #SEOFuture                                                        16
Today We Will Discuss a Subset Addressable by
Technology

                                           Ambiguity


                           The „Where
                                                           Opportunity
                           do I Start?‟
                                                          Identification
                            Problem




               Results Vary by
                                          Natural                    Competitive
               Landscape/Vert
                 ical/Domain
                                           Search                    Landscape
                                                                      Visibility
                                          Visibility




                           Long Term                       Task-Time
                            Endeavor                        Conflict

                                           Changing
                                          Complexity of
                                            SERPs




                 #SEOFuture                                                        17
Optimizing yourself

TASK-TIME CONFLICT


                 #SEOFuture   18
SEO Task-Time Conflict

    The Tension Between the Time Consuming, Low-Impact Tasks that Drive SEO, and High-
      Impact Tasks that Have a Material Impact on Search Rankings,Traffic and Revenue




                  Source: Conductor Blog, How to Save Time With SEO: Using Technology to Resolve the Task-Time Conflict, June 2, 2011

                               #SEOFuture                                                                                               19
SEO Professionals are Hampered by Time Consuming, Low-
Impact Tasks…




            Conductor , Inc. The Unoptimized SEO, How Manual Tasks Sabotage the Potential of Search Marketers, March, 2011

                                             20                                                #SEOFuture
…While Preferring to Spend Time on High-Impact Activities




              Conductor , Inc. The Unoptimized SEO, How Manual Tasks Sabotage the Potential of Search Marketers, March, 2011

                     #SEOFuture                                                                                                21
Task-Time Conflict Becomes Even More Apparent When Actual vs.
Desired Tasks Viewed Side by Side




               Conductor , Inc. The Unoptimized SEO, How Manual Tasks Sabotage the Potential of Search Marketers, March, 2011

                      #SEOFuture                                                                                                22
Managing the ever-changing face of search results

CHANGING COMPLEXITY OF
SERPS
                 #SEOFuture                         23
SERP for ‘iPhone’ – 2007 to Today
       2007                           2011
                             News




                            Images




                             Video



                           Shopping




              #SEOFuture                     24
SERPs Have Become a Hodgepodge of
Blended Results
 4,227 of the Most Expensive Paid keywords
                81% with universal search results of some kind




                     #SEOFuture                                  25
“I know where *I* am in the SERPs, but what neighborhood am I in?”

  EFFECTIVELY ANALYZING
  COMPETITIVE LANDSCAPE
                    #SEOFuture                                       26
Classic Challenges Persist in Gaining Insight
into the SERPs Beyond Your Own Rank




              #SEOFuture                        27
Here I am…




             #SEOFuture   28
…But What is Around Me?
      Competitor

     Competitor




    Competitor

      Competitor

        News




      Forget it
      (Wikipedia)

       Publisher

    Competitor


       Publisher

        Publisher




       Publisher



       Shopping




                    #SEOFuture   29
Marketers’ Attitudes Toward SEO: Budget, Metrics, and Keyword
                             Management


           Key Challenges Facing the SEO Professional




Solutions: Technology - Primary and Ancillary Impact on the Practice
                              of SEO




                             30                          #SEOFuture
Recap - Key Challenges
• Task-Time Conflict

• Changing Complexity of SERPs

• Effectively Analyzing Competitive Landscape




             #SEOFuture                         31
Solutions

TASK-TIME CONFLICT


            #SEOFuture   32
Technology Enables Up to 339x Efficiency Gains in Rank
Tracking Activities




              Conductor , Inc. The Unoptimized SEO, How Manual Tasks Sabotage the Potential of Search Marketers, March, 2011

                      #SEOFuture                                                                                               33
Efficiencies on Low-Impact Tasks Enable Focus on High-
Impact Activities




             Conductor , Inc. The Unoptimized SEO, How Manual Tasks Sabotage the Potential of Search Marketers, March, 2011

                      #SEOFuture                                                                                              34
Manual/Semi-Auto On-Page Auditing Requires Dedicated
Resources…




                 #SEOFuture                            35
…So SEOs Auditing Half as Frequently as They Should Be




                   #SEOFuture                            36
SEO Platform Provides Maximum SEO Oversight with
Least Effort




               #SEOFuture                          37
Solutions

CHANGING COMPLEXITY OF
SERPS
            #SEOFuture   38
Understand Your Neighborhood




 Classification
 of rankers by
 domain type




                               Source: Conductor Searchlight Keyword Screen
                  #SEOFuture                                                  39
Solutions

EFFECTIVELY ANALYZE
COMPETITIVE LANDSCAPE
            #SEOFuture   40
Technology Solutions Enable Clear Insight into Natural
Search Visibility




                                                Source: Conductor Searchlight

                   #SEOFuture                                                   41
Insight into Competitive Landscape




             #SEOFuture   Source: Conductor Searchlight Competitors Screen   42
Closed Loop Analysis - Determine ROI by Viewing
Rank/Traffic/Conversion Together in the Same Place




                                              Source: Conductor Searchlight

                  #SEOFuture                                                  43
Key Takeaways
•Marketers Increasing Commitment to SEO—Budget & Headcount
•SEOs Increasingly Scaling Keywords



Key Challenge                           Technology Helps By…



Task-Time Conflict                      Enabling Focus on High-Impact Activities by
                                        Automating Repetitive, Low-Impact Tasks


Changing Complexity of SERPs            Providing Transparency Into Dynamic, Digital
                                        SERPs


Effectively Analyze Competitive         Enabling Insight into Competitive Landscape
Landscape



                           #SEOFuture                                                  44
Thank You!


conductor.com/sempowebinar
                   Download:
     SEO Platform Time Savings Calculator
 Today’s Presentation (with newly released data!)



               Web: conductor.com
               Twitter: @conductor
            Blog: conductor.com/blog
         Email: nsafran@conductor.com


         #SEOFuture                                 45

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The Future of SEO (in conjunction with SEMPO)

  • 1. The Future of SEO: How Technology is Changing The Way SEO is Practiced Nathan Safran Senior Research Analyst Conductor, Inc.
  • 2. Twitter @Conductor Hashtag: #SEOFuture #SEOFuture 2
  • 3. About Conductor Founded in 2005 Searchlight - Most Widely Used Enterprise SEO platform Optimizing Over $3 Billion Worth of SEO revenue Powering SEO for Over 100 Leading Brands Largest SEO Technology Company in the World “Travelocity has noticed significant growth in SEO traffic and bookings since engaging with Conductor.” - Jeff Glueck, Travelocity #SEOFuture 3
  • 4. Conductor Research Provider of ‘SEO Effectiveness Score’ to Internet Retailer 500 Nathan Safran Senior Research Analyst Former Forrester Research Analyst in Consumer Product Strategy Group Recent Study on ‘Panda’ Volatility Study on Google Instant Impact on User Syndicated on Business Insider Behavior Widely Covered #SEOFuture 4
  • 5. Agenda Marketers’ Attitudes Toward SEO: Budget, Metrics, & Keyword Management Key Challenges Facing the SEO Professional Solutions: Technology - Primary and Ancillary Impact on the Practice of SEO 5 #SEOFuture
  • 6. Marketers’ Attitudes Toward SEO: Budget, Metrics, and Keyword Management Key Challenges Facing the SEO Solutions: Technology - Primary and Ancillary Impact on the Practice of SEO #SEOFuture 6
  • 7. SEO Pros – They are Everywhere #SEOFuture 7
  • 8. Internet Retailer 500 Companies with In-house SEO Jumped 24% in Seven Months Conductor Study, March 2011 8 #SEOFuture
  • 9. Marketers Increase Commitment to SEO in the Next Year Source: Econsultancy: SEO Trends, Issues and Opportunities, March 2011 #SEOFuture 9
  • 10. More Than Half of Budget is Allocated to Headcount and Content Source: Econsultancy: SEO Trends, Issues and Opportunities, March 2011 10 #SEOFuture
  • 11. Nearly 8 out of 10 SEOs say Natural Search Metrics More Important as an Input to Business Strategy 78% of Marketers say natural search metrics more important than a year ago Source: Econsultancy: SEO Trends, Issues and Opportunities, March 2011 #SEOFuture 11
  • 12. 62% of Marketers Have Increased Keyword Coverage in the Last 12 Months 62% of Marketers have increased keyword coverage in the last year Source: Econsultancy: SEO Trends, Issues and Opportunities, March 2011 #SEOFuture 12
  • 13. No. of Non-Paid Keywords Driving Traffic Grew by 20% YOY •Holiday Season 2010 vs. 2009 •18 million+ visits •5 High Traffic Ecommerce Websites Source: Conductor 2010 Holiday Study, February 2011 #SEOFuture 13
  • 14. Traffic Increase Follows Similar Curve as Keyword Coverage Source: Conductor 2010 Holiday Study, February 2011 #SEOFuture 14
  • 15. Marketers’ Attitudes Toward SEO: Budget, Metrics, and Keyword Management Key Challenges Facing the SEO Professional Solutions: Technology - Primary and Ancillary Impact on the Practice of SEO 15 #SEOFuture
  • 16. Wide Spectrum of Challenges Facing the SEO Professional Today Ambiguity The „Where Opportunity do I Start?‟ Identification Problem Results Vary by Natural Competitive Landscape/Vert ical/Domain Search Landscape Visibility Visibility Long Term Task-Time Endeavor Conflict Changing Complexity of SERPs #SEOFuture 16
  • 17. Today We Will Discuss a Subset Addressable by Technology Ambiguity The „Where Opportunity do I Start?‟ Identification Problem Results Vary by Natural Competitive Landscape/Vert ical/Domain Search Landscape Visibility Visibility Long Term Task-Time Endeavor Conflict Changing Complexity of SERPs #SEOFuture 17
  • 19. SEO Task-Time Conflict The Tension Between the Time Consuming, Low-Impact Tasks that Drive SEO, and High- Impact Tasks that Have a Material Impact on Search Rankings,Traffic and Revenue Source: Conductor Blog, How to Save Time With SEO: Using Technology to Resolve the Task-Time Conflict, June 2, 2011 #SEOFuture 19
  • 20. SEO Professionals are Hampered by Time Consuming, Low- Impact Tasks… Conductor , Inc. The Unoptimized SEO, How Manual Tasks Sabotage the Potential of Search Marketers, March, 2011 20 #SEOFuture
  • 21. …While Preferring to Spend Time on High-Impact Activities Conductor , Inc. The Unoptimized SEO, How Manual Tasks Sabotage the Potential of Search Marketers, March, 2011 #SEOFuture 21
  • 22. Task-Time Conflict Becomes Even More Apparent When Actual vs. Desired Tasks Viewed Side by Side Conductor , Inc. The Unoptimized SEO, How Manual Tasks Sabotage the Potential of Search Marketers, March, 2011 #SEOFuture 22
  • 23. Managing the ever-changing face of search results CHANGING COMPLEXITY OF SERPS #SEOFuture 23
  • 24. SERP for ‘iPhone’ – 2007 to Today 2007 2011 News Images Video Shopping #SEOFuture 24
  • 25. SERPs Have Become a Hodgepodge of Blended Results 4,227 of the Most Expensive Paid keywords 81% with universal search results of some kind #SEOFuture 25
  • 26. “I know where *I* am in the SERPs, but what neighborhood am I in?” EFFECTIVELY ANALYZING COMPETITIVE LANDSCAPE #SEOFuture 26
  • 27. Classic Challenges Persist in Gaining Insight into the SERPs Beyond Your Own Rank #SEOFuture 27
  • 28. Here I am… #SEOFuture 28
  • 29. …But What is Around Me? Competitor Competitor Competitor Competitor News Forget it (Wikipedia) Publisher Competitor Publisher Publisher Publisher Shopping #SEOFuture 29
  • 30. Marketers’ Attitudes Toward SEO: Budget, Metrics, and Keyword Management Key Challenges Facing the SEO Professional Solutions: Technology - Primary and Ancillary Impact on the Practice of SEO 30 #SEOFuture
  • 31. Recap - Key Challenges • Task-Time Conflict • Changing Complexity of SERPs • Effectively Analyzing Competitive Landscape #SEOFuture 31
  • 33. Technology Enables Up to 339x Efficiency Gains in Rank Tracking Activities Conductor , Inc. The Unoptimized SEO, How Manual Tasks Sabotage the Potential of Search Marketers, March, 2011 #SEOFuture 33
  • 34. Efficiencies on Low-Impact Tasks Enable Focus on High- Impact Activities Conductor , Inc. The Unoptimized SEO, How Manual Tasks Sabotage the Potential of Search Marketers, March, 2011 #SEOFuture 34
  • 35. Manual/Semi-Auto On-Page Auditing Requires Dedicated Resources… #SEOFuture 35
  • 36. …So SEOs Auditing Half as Frequently as They Should Be #SEOFuture 36
  • 37. SEO Platform Provides Maximum SEO Oversight with Least Effort #SEOFuture 37
  • 39. Understand Your Neighborhood Classification of rankers by domain type Source: Conductor Searchlight Keyword Screen #SEOFuture 39
  • 41. Technology Solutions Enable Clear Insight into Natural Search Visibility Source: Conductor Searchlight #SEOFuture 41
  • 42. Insight into Competitive Landscape #SEOFuture Source: Conductor Searchlight Competitors Screen 42
  • 43. Closed Loop Analysis - Determine ROI by Viewing Rank/Traffic/Conversion Together in the Same Place Source: Conductor Searchlight #SEOFuture 43
  • 44. Key Takeaways •Marketers Increasing Commitment to SEO—Budget & Headcount •SEOs Increasingly Scaling Keywords Key Challenge Technology Helps By… Task-Time Conflict Enabling Focus on High-Impact Activities by Automating Repetitive, Low-Impact Tasks Changing Complexity of SERPs Providing Transparency Into Dynamic, Digital SERPs Effectively Analyze Competitive Enabling Insight into Competitive Landscape Landscape #SEOFuture 44
  • 45. Thank You! conductor.com/sempowebinar Download: SEO Platform Time Savings Calculator Today’s Presentation (with newly released data!) Web: conductor.com Twitter: @conductor Blog: conductor.com/blog Email: nsafran@conductor.com #SEOFuture 45