the year in seo, marketing, and moz - rand fishkin, ceo & co-founder
TRANSCRIPT
The Year in SEO, Marketing, and Moz- Rand Fishkin, CEO & Co-founder
5 Big Trends in Web Marketing
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#1: Web Marketing is Becoming Brand Dominated
Google’s Preference for Brands is Everywhere
Google’s Preference for Brands is Everywhere
User Behavior is Biased by Branding, Too.
The domain name (in green) is a big part of how searchers choose what to
click.
This Holds True on Twitter, Amazon, & Everywhere Else
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Become a Brand People Know, Trust, and Share.
Want to Win on the Web?
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#2: A More Crowded, Competitive Marketing Field
Dramatic Growth Among Web Marketing Practices
Dramatic Growth Among Web Marketing Practices
+13,656(in the last 21
days)
+63,468(in the last 21 days)
Even Historically Underserved Markets Are Growing Rapidly
Fewer Short-Term Tactics that Work at Scale
Fewer Short-Term Tactics that Work at Scale
One of my favorite SERPs of the last
few years
Success with New Sites is Harder than Ever Before
A Multi-Discipline Approach is More Critical Than Ever
I have to put aside my personal biases &
preferences to recognize that these channels work
together, or they don’t work at all.
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#3: Social is Fragmenting. Search Isn’t.
Social Media Networks at Scale(25mm+ monthly active users)
343mm 1.1B+ 250mm 225mm
33mm 25mm 70mm
517mm 170mm
48mm50mm 87mm130mm 25mm
1B
Google Has 90%+ Market Share Worldwide
And 80% of Searches in the US
Even Massive Privacy Concerns Haven’t Shifted Market Share
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#4: A Concerning Rise in Data Hoarding
Keyword Data
Keyword Data
Referral Data
Far too many referral sources are now hiding in this
number
Reader Data
Social Data
Are we seeing the end of the “open & free” Internet?
Or perhaps it simply falls to us to fix this problem…
Or perhaps it simply falls to us to fix this problem…
Or perhaps it simply falls to us to fix this problem…
Or perhaps it simply falls to us to fix this problem…
Or perhaps it simply falls to us to fix this problem…
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#5: Multi-Device Marketing is Now
The Smartphone is Taking Over
Tablet Adoption is 34% in the US
Yet, Desktop’s Not Going Anywhere
And Apps Aren’t Eating Away at Web Use, They’re Merely Becoming Their Own
Channel
News from the Mozplex
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We’ve Grown to 130 Mozzers!
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Our Newest Office: Mozlandia
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Our Newest Office: Mozlandia
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Our Newest Office: Mozlandia
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We Said Goodbye to SEOmoz
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Our Software Made Huge Steps Forward
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Launched Fresh Web Explorer
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Launched Social Authority
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Launched Just Discovered Links
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Upgraded Keyword Difficulty
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Upgraded Rank Tracker
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Upgraded Mozscape API
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Upgraded Mozbar
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Upgraded Open Site Explorer
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Faster-than-Ever Mozscape Updates
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Launched Moz Analytics in Private Beta
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Access to Moz Analytics for Mozcon Attendees
Our Biggest, Best Mozcon Yet!
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An Incredible, New Venue
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1,200+ Passionate Marketers
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A New Place to Party
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36 Remarkable Speakers
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Shocking Turns of Events!
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Huge Thanks to Erica & Charlene
Have a Great Mozcon!