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The State of SEO & Internet
Marketing in 2012
Rand Fishkin, CEO, SEOmoz @randfish
Dharmesh Shah, CTO, HubSpot @dharmesh
Today’s Webinar Features:
I. How SEO & Inbound Marketing Fit Together
II. Data from the SEOmoz Industry Survey
III. Emerging Tactics in the SEO Field
IV. Dharmesh’s Top 4 Tips for SEO
V. Rand’s Top 5 Tips for SEO
Inbound vs. Paid Marketing
Paid Channels
Inbound Channels
This chart shows the
actual distribution of
SEOmoz’s free trials
The Growth of Search
Number of Searches/Day on Google
3 Billion Searches/Day (announced Aug. 2012)
SEO vs. Paid Search Ads
75%+ of all clicks go to organic
results, not paid ads.
SEO vs. Paid Search Ads
More than 50% of search
queries have no paid ads at all.
You Are Renting Attention
4,431 Survey Respondents*
from the US, UK, Canada, Australia & NZ
taken from March 21-May 18, 2012
*of 6,491 total
SEO Industry Survey Data
Annual Salaries
On average, in-house marketers have higher compensation
What Do Marketers & Their Teams Work On?
Surprisingly, a large percent of marketers manage others.
Consulting Services Demand
High growth in SEO, social, local & content.
Drop in link building particularly surprising.
Marketing Specialists vs. Generalists
The split between increasing generalization vs. specialization is
almost identical, but overall, there are more generalists.
What Tactics Do Marketers Employ?
Lots of work on page speed, Google+, and Rel=Canonical
What Tactics Do Marketers Employ?
Competitive link analysis, content analysis, blogging & local SEO dominated
Popular Types of Marketing Content
IMO, opportunity lies in the
areas others are ignoring
Predictions for the Future
Mobile will change marketing. Facebook will dominate the social field. I’m skeptical
Emerging Tactics in SEO
http://www.seomoz.org/google-algorithm-change
An End to Craphat Link Building
Exact Match Domains Dying Slowly
2010: http://www.seomoz.org/blog/exact-match-domains-are-far-too-powerful-is-their-time-limited
2011: http://www.seomoz.org/article/search-ranking-factors#metrics
2012: http://www.theopenalgorithm.com/correlation-data/domain-name-seo/
Brand Signals Becoming Essential
Old School “SEO” Brand Signals for SEO
Employs Real People
Earns Mentions in Media
Detailed Contact Info
Registered w/ Official Bodies
Link Growth Follows Social Signals
Content is Slow, Steady & Authentic
No “Employees”
Press Release Blasts
Form-Field Only
In “SEO Friendly Directories”
Links Grow in Spurts
“Content” is Auto-Generated
Social Media’s Increasing Influence
Via http://www.seomoz.org/blog/new-data-the-correlations-between-social-sharing-and-inbound-links
Google+ & Rel=Author
Overwhelming & Aggressive Ads
Instant Answers
Shrinking Domain Diversity
Dharmesh’s Tips for SEO
Just grip like this, and the
Godzilla beast’s heart will
slow down rapidly. Then
you can… wait, what? Oh,
SEO tips? Sorry. Misheard.
#1: Solve for the humans!
=
#2: Have The Need…The Need For Speed
http://developers.google.com/speed
#3: Get The Basics Right First
#4: Pay It Forward: Promote the Promoters
Rand’s Top 5 Tips for SEO
Step 1: grow a beard.
Step 2: hipster glasses.
Step 3: plaid shirt.
You’re ready for Seattle!
Oh… You wanted SEO tips?
Doh. My bad.
#1: Create an Incentive to Share Your Content
#2: Don’t Beg Influencers; Involve Them!
#3: Start w/ the Long Tail & Chunky Middle
#4: Don’t Just Aim for Rankings, Go for CTR
Which one
would you click?
#5: Delighting Users Works Shockingly Well
http://headrush.typepad.com/creating_passionate_users/
We Have One More Tip for You!
Is it how to dip an Oreo in
milk without having to get
your hands wet?
Umm… Dude. You
made the slide deck.
You tell me.
Thank you!
View The Webinar Recording:
http://bit.ly/StateofSEOandIM
