rethinking seo - facts, figures & data

@CPollittIU | www.SlingshotSEO.com

RETHINKING SEOfacts, figures & data

INTRODUCTION

Chad H. PollittDirector of Marketing

» Featured in The Wall Street Journal, The New York Times, Inc., PR Daily, BtoB Magazine, on MSNBC and others

» Internet Marketing Masters Certification University of San Francisco

» Former Army Commander and Iraq War Veteran

» Author of The Content Marketing Manifesto and The Enterprise Blog Post Optimization Guide

» Over $10 Million of tracked ROI for SEO

AGENDA

» SEO Yesterday» SEO Today» Why the Change?» What Does this Mean?» SEO Tomorrow?» Q&A

SEO YESTERDAY

TECHNICAL SEO» On-page Sculpting

» Link Building

» SEO Programming

» Competitor Audits

» SEO Architecture

» Content for the Sake of Content

SEO YESTERDAY

PAY PER KEYWORDPAY PER RANKINGS

PAY FOR TRAFFIC

SEO YESTERDAY

SEO TODAY

Data from the MarketingTechBlog.com

Where you rank doesn’t matter – HOW MANY KEYWORDS DRIVE

TRAFFIC DOES

What Does This Mean?Takeaway #1 »

SEO TODAY

SEO TODAYTraditional SEO vs. Inbound Marketing

+2 WHITEPAPERS /year +12 WHITEPAPERS /year

+1 WEBINAR /month

+1 VIDEO /month

SEO TODAY# of Organic Visits

SEO TODAY# of Organic Keywords Driving Traffic

SEO TODAY# of Organic Leads

SEO TODAY

5 posts/week

10 posts/week

13 MONTHS 13 MONTHS

Traffic from 2,480 Keyword Phrases

Traffic from 13,798Keyword Phrases

5-10 posts per week2-3 posts per week

=+ 556% Increase

SEO TODAY1» CONTENT 2» DISTRIBUTION 3» ENGAGEMENT

WHAT ARE THE CAUSES?

“. . .make sure that your site adds value. Provide unique and relevant content that gives users a reason to visit your site first.”

-GOOGLE’S WEBMASTER GUIDELINES

GOOGLE PANDA LAUNCHED FEB 2011Many Subsequent Panda Updates

CREATE ORIGINAL, PROBLEM-SOLVING

AND/OR ENTERTAINING CONTENT

WHAT ARE THE CAUSES?GOOGLE CAFFEINE UPDATE “FRESHNESS” NOV 2011

Google Caffeine Launched June 2010

PUBLISH CONTENT FREQUENTLY

WHAT ARE THE CAUSES?J.C. PENNEY, FORBES & OVERSTOCK.COM GET

CAUGHT DOING BLACK HAT LINK BUILDINGFeb 2011

GOOGLE PENGUIN UPDATEApril 2012

Don’t buy links or use link building servicesPOST CONTENT AND ATTRACT REFERENCES

FROM TRUSTED SOURCES ONLY

WHAT ARE THE CAUSES?GOOGLE LIMITS KEYWORD SEARCH QUERY INFO

OCT 2011

WHAT DOES THIS MEAN?

22% of Total Organic Search

33% of Total Organic Leads

SEARCH RESULTS & TECHNICAL SEO ROI ARE

HARDER TO TRACK

GOOGLE +1 LAUNCHEDMarch 2011

GOOGLE+ SOCIAL MEDIA PLATFORM LAUNCHEDJune 2011

GOOGLE+ BUSINESS PAGES LAUNCHEDNovember 2011

GOOGLE & BING ADMIT TO USING SOCIAL SIGNALSDecember 2010

GOOGLE SEARCH, PLUS YOUR WORLDJanuary 2012

DISTRIBUTE CONTENT VIA SOCIAL MEDIA – BE SOCIAL

WHAT ARE THE CAUSES?TRANSITION RANK (RANKING DOCUMENTS PATENT)

August 2012

IN ORDER TO MAXIMIZE SEARCH ENGINE VISIBILITY & ORGANIC LEADS YOU MUST…

What Does ALL of This Mean?

SEO TOMORROW?

TAKEAWAYS

1. Where you rank doesn’t matter – how many keywords drive traffic does

2. Create LOTS of original, problem-solving and/or entertaining content

3. Publish content frequently

TAKEAWAYS

4. Don’t buy links or use link building services – Post content and attract references from trusted sources only

5. Search results & technical SEO ROI are harder to track

6. Distribute content via social media –be social

TAKEAWAYS

7. INBOUND MARKETING IS THE NEW SEO EMBRACE IT ALL. . .

THANK YOU

Chad Pollittdirector of marketing

Chad.Pollitt@SlingshotSEO.com

OFFICE » 317.575.8852 ext. 256TWITTER » @CPollittIUWEB » SlingshotSEO.com

rethinking seo - facts, figures & data

seo yesterdaytechnical

seo todaytraditional

agenda seo yesterday

seo yesterdaypay

seo todaydata

seo tomorrow

seo today1 content

sake of content

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