14. Paid Marketing:
~10% of traffic
($40 Billion of investment in 2012*)
Inbound Marketing:
~90% of traffic
(but only $5 Billion of investment in 2012*)
*Via Forrester’s Interactive Marketing 2012 Report
27. Growth of Google Queries 2007-2012
Number of Searches/Day on Google
3 Billion Searches/Day
(announced Aug. 2012)
http://searchengineland.com/by-the-numbers-twitter-vs-facebook-vs-google-buzz-36709
28. Growth of Spending on Paid Search
Via http://adage.com/article/digital/interactive-marketing-spend-hit-76-6b-2016/229444/
29. Growth of Mobile Search
http://www.marquettegroup.com/why-advertise-on-a-mobile-device/
30. Bing vs. Google Market Share
Via Statcounter: http://gs.statcounter.com/#search_engine-na-monthly-201108-201208
31. Massive Growth of Google+
http://www.bgr.com/2012/09/17/google-plus-stats-2012-400-million-members/
32. Fragmentation of Social Networks
Users: 100mm 900mm 200mm 120mm 10mm
Users: 15mm Millions 14mm 7.5mm 18mm
There are lots of social networks at scale in 2012, and potentially more coming.
41. Link Building vs. Earning Links
Avoid this: http://www.seomoz.org/blog/17-types-of-link-spam-to-avoid
Do this: http://searchengineland.com/link-building-means-earning-hard-links-not-easy-links-123767
42. Rich Snippets and Schema Markup
Star Ratings, Reviews & Price
Author Photo
Date of Publication
Video Snippet
43. Video Search and Video SEO
http://www.cleancutmedia.com/video/youtube-is-it-possible-to-watch-4-billion-views-a-day
44. The Merging of SEO & Social Media
http://www.seomoz.org/blog/new-data-the-correlations-between-social-sharing-and-inbound-links
45. User & Usage Data Signals
http://www.seobythesea.com/2011/07/how-google-might-rank-pages-based-
upon-usage-information/
46. Lost Data: Not Provided & Social Connections
http://www.seomoz.org/blog/social-annotations-in-search-now-your-social-network-rankings
and http://www.seomoz.org/ugc/how-to-analyze-google-analytics-not-provided-data
47. Google & Bing Dominating Head Terms
Link: http://bit.ly/mozfutureofseo
48. Google & Bing Dominating Head Terms
Link: http://bit.ly/mozfutureofseo
49. Google & Bing Dominating Head Terms
Link: http://bit.ly/mozfutureofseo
50. Lots of New Tools & Data Available
Just one page out of 10 in Annie Cushing’s guide: http://inbound.org/tools-
software/2012/07/annie-cushings-amazing-google-doc-of-seo-tools/
51. Massive Shift in Roles & Responsibilities
http://www.seomoz.org/blog/the-responsibilities-of-seo-have-been-upgraded
53. #1: Get Your Brand’s Story Right
http://about.zappos.com/zappos-story/in-the-beginning-let-there-be-shoes
54. #2: Develop a Content Strategy that Will Attract
A) Customers and/or B) Customer Influencers
Relevant to Any Who Relevant Relevant
Interact w/ Potential to Potential to Current
Customers Customers Customers
Get Here
55. #3: Focus on Inbound Channels Where Your Audience Exists
56. #4: Set Up the Right KPIs
Metrics are essential at
every phase of the
funnel to determine
what’s working vs. not
http://www.seomoz.org/blog/tracking-the-roi-of-social-media
57. #5: Devote a Webdev Team to Marketing
Moz’s Casey Henry (http://www.seomoz.org/team/casey) and Devin Ellis
(http://www.seomoz.org/team/devin)
60. #1: Embrace the Long Tail of Keyword Demand
Tens of thousands of pages of content created by
professional marketers (our writers and those who ask Q+A)
Link: http://bit.ly/mozfutureofseo
61. #2A: Optimize Your Social Timing
At the highest point, only ~6.5% of my followers are online, which
means only 4,514 of my 69,458 followers could possibly see a tweet.
Times when my followers are online via http://followerwonk.com
62. #2B: Optimize Your Social Share Formatting
URL at the end & hash URL in the center of text blocks, no
tag next to the URL usernames or hashes around it
For my account, on average, the highest CTRs come when a link is in the middle of a
tweet, surrounded by text on either side with no other @mentions or hashtags
63. #2B: Optimize Your Social Share Formatting
Bad image and non-customized
share & a mediocre snippet
means lower CTR on Google+
Perfectly formatted image uploaded separate to post
link makes for high visibility and CTR in Facebook.
Taking care to optimize your social shares will mean a higher rate of re-sharing
and more follower/fan growth with every share you make.
64. #2C: Optimize & Track What You Share
Tracking of my socially shared links via http://bit.ly
66. #4: Leverage Video Content & Video SEO
Video SEO Guide from Wistia: http://wistia.com/doc/video-seo
67. #5: Don’t Limit Competitive Link Analysis
to Direct Competitors
e.g. If I were doing link building for SEOmoz, I’d look at who links to other web
marketing topics, like email or conversion rate optimization.
68. #6: Research What Bloggers, Journalists, &
Influencer Portals Cover. Then Do That Stuff.
Alltop and other aggregation sites can be good sources: http://alltop.com
69. #7: Social Media OAuth Services Can Be
Powerful Customer Acquisition Tools
70. #8: Keep All Your Content on One Subdomain
http://www.seomoz.org/blog/understanding-root-domains-subdomains-vs-subfolders-microsites
71. #9: Poor Design Negatively Impacts Every Inbound Channel
Good place to find great designers: http://dribbble.com
72. #10: Test & Optimize Your CTA Buttons
http://blog.okcupid.com/index.php/your-looks-and-online-dating/
73. #11: Make Your Site CRAZY FAST
Data from @jcolman of REI
http://www.slideshare.net/jcolman/web-performance-optimization-the-silver-
bullet-of-seo-and-ux
75. Inbound Marketing is a Long Term Investment
Where Geraldine Started Her Blog
Link: http://bit.ly/mozfutureofseo
76. Inbound Marketing is a Long Term Investment
Where People Usually Give Up
Link: http://bit.ly/mozfutureofseo
77. Inbound Marketing is a Long Term Investment
Over 4,000 Visits/Day to a Single Author Blog
Link: http://bit.ly/mozfutureofseo
78. Channels Where Others Don’t Invest is Where
Real Opportunity Lies
Link: http://bit.ly/mozfutureofseo
79. The Temptation to Do Black/Gray Hat is
Strong. You Have to Resist It.
“The force is strong with this one.”
80. You Probably Can’t Do SEO (or Inbound)
Effectively at Scale Without an In-House Resource
Ruth Burr, SEOmoz’s In-House SEO http://www.seomoz.org/team/ruthburr
(part of a team of 6 inbound focused folks on our marketing team)
81. SEO Today (and for the Future) is Not About a Perfect Formula
Some guesses at algo flux: http://www.seomoz.org/blog/how-googles-rankings-algorithm-
has-changed-over-time-
82. SEO is About Building a Great Brand
(and making that brand’s web presence accessible/optimized for engines)
Couldn’t resist using this image Via http://xk9.com/bones/branding-is-bullshit/
83. Your
Analytics
R
Will Lie
to You.
(unless you’re using
multi-touch attribution)
85. Visualizing Visits Through Various Channels
http://www.seomoz.org/blog/why-the-inbound-marketing-funnel-is-essential-whiteboard-friday
86. Rand Fishkin, CEO, SEOmoz
• Download this deck: http://bit.ly/mozfutureofseo
• Email: rand@seomoz.org
• Twitter: @randfish
• Blog: http://moz.com/rand and http://seomoz.org/blog
The Future of SEO
