SlideShare a Scribd company logo
1 of 76
Download to read offline
Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com
Why SEO That Used to Work Fails
How shifts in the search landscape, marketing channels, & user
behavior mean what used to work in SEO, doesn’t anymore.
bit.ly/whyseofails
Get the presentation:
#1
Tactical SEO fails. Strategic
SEO works.
SEO as a Tactic:
Example: Rand’s new site offering dating advice to Jewish guys
I went on dates with four
different people from
1995-2001 (then I met
Geraldine).
I must be qualified!
I want to rank for
these keywords.
SEO as a Tactic:
Controlling
your nebbishy
nature
How to say no
to Mom’s
setup
attempts
What is this
‘sports’ thing?
How schlubby
is too
schlubby?
Keywords for Menschify.com
I want to grow our search
traffic by 33% this year.
SEO as a Tactic:
Why Doesn’t This Work? What
Changed?
The Ranking Algo Used to Feel Like This:
Keyword
Matching
Domain
Authority
Link
Signals
QDF Ranking+ + + =
Great. Just do that stuff on the
pages I told you to rank.
Now It Feels More Like This:
Keyword
Matching
Domain
Authority
Link
Signals
QDF
(& QDD)
Ranking
+ + + +
Uhhh…OK. So just do all that now, right?
Intent
Matching
Topical
Authority
Usage
Signals
User
Experience+ + + =
HTTPS,
Mobile,
+
We Used to Run Marketing
Channels as Distinct, Separate Silos
Organic
Search
Social
Media
Paid
Search
Email
Brand
Marketing
Offline &
WoM
Onpage Channels
Quality
Score
List Size &
Quality
Sentiment Virality
Offpage Following Spend
Open &
Click Rate
Reach Distri-bution
Each Channel Contributed
Individually to the Whole
3X
Organic
Search
Social
Media
Paid
Search+ + =
Then, Some Marketers Realized the Benefits of
Channel Integration
6X=
Organic
Search
Social
Media
Paid
Search
This Integration Benefits from Two Trends
Search Social Offline Email Content WoM
#1: More web users consuming more of these in tandem:
#2: Many of these channels
directly & indirectly influencing
each other:
So What Does Strategic
SEO Look Like?
SEOAs a Strategy:
Audience
Amplification
Funnel
We need to answer questions
about each of these to form a
coherent SEO strategy
Who is my target customer?And who will
eventually become a target customer?
Who/what influences mytarget customers?
Audience
What channels can I use toreach these
three audiences?
Funnel
Which parts of our marketing
funnel are right for SEO?
What problems, questions, or topics
do people have that align w/ our
goals?
How will we earn the visibility signals
necessary tocompete?
Amplification
Why will those who see our work amplify us
rather than our competition?
SEOAs a Strategy:
Audience
Amplification
Funnel
Once you nail these, the
tactical to-do list is much
easier to create (and much
more effective)
#2
Building a well-SEO’d site may be
less valuable than building a
powerful brand.
2011:
I think that’s the only
one I’ve heard of…
2015:
Hmm… Pretty sure that’s 5 of
the 7 largest, best-known auto
insurers in the US?
2011:
I know Sunset, but none
of these others.
2015:
This is the only brand on
page one I don’t know.
Why? What Changed?
#1: Brands Got SeriousAbout Investing in SEO
In years past, big brands
didn’t have in-house SEO
teams. Today, it’s a
standard.
#2: Brands Benefitted from Shifts in Google’sAlgo
More Links = Higher
Rankings
Better Links =
Higher Rankings
Brand familiarity & UX
barely influence SEO
Usage signals mean brand & UX
are powerful influencers
Naïve KW matching
rewards KW-centric SEO
Topic & intent-matching reward
more holistic content
2015:2011:
These brand info drop-
downs suggest to me
Google’s deeply
interested in
highlighting brands in
their SERPs.
In many results, there’s
an eerie correlation
between high rankings
and sites that have the
brand drop-down.
Building a well-known brand may
soon be a prerequisite for ranking in
Google.
#3
Choosing the right keywords is
much more complex than in the
past.
Old Keyword Prioritization Methodology
Term/Phrase Est. Volume Biz Value
What’saMensch
Whattowearona
firstdate
Sarmassophobia
Kosherdateideas
100/month
1,000/month
20/month
30/month
Low
Medium
Medium
High
Pri
2
1
5
3
Fearofdating 50/month Medium 4
Why doesn’t this work anymore?
What changed?
Even ranking #1 probably won’t
get the site many visits.
This SERP has a bias to
fresh content and an
image block that
probably gets a lot of the
traffic
It probably makes no sense to
target these queries separately
Opportunity seems higher and
competition lower than the
others keywords…
What Should Keyword Evaluation
Look Like in 2015?
New Keyword Prioritization Methodology
KW Volume Value
What’saMensch
Whattowearona
firstdate
Sarmassophobia
Kosherdateideas
100/mth
1,000/mth
20/mth
30/mth
Medium
Low
High
High
Pri
4
3
1
2
Fearofdating 50/mth High 1
Oppty FeaturesDiff
54%
47%
17%
50%
41%
Low
Medium
High
High
High
KG
Images
None
ForumSitelinks
None
54%
47%
17%
50%
41%
New Keyword Prioritization Methodology
KW Volume Value
What’saMensch
Whattowearona
firstdate
Sarmassophobia
Kosherdateideas
100/mth
1,000/mth
20/mth
30/mth
Medium
Low
High
High
Pri
Fearofdating 50/mth High
Oppty FeaturesDiff
Low
Medium
High
High
High
KG
Images
None
ForumSitelinks
None
These two should be targeted by
a single piece of content
4
3
1
2
1
4
3
1
2
1
54%
47%
17%
50%
41%
New Keyword Prioritization Methodology
KW Volume Value
What’saMensch
Whattowearona
firstdate
Sarmassophobia
Kosherdateideas
100/mth
1,000/mth
20/mth
30/mth
Medium
Low
High
High
Pri
Fearofdating 50/mth High
Oppty FeaturesDiff
Low
Medium
High
High
High
KG
Images
None
ForumSitelinks
None
This may not even be a target at all given
the low opportunity for traffic
4
3
1
2
1
54%
47%
17%
50%
41%
New Keyword Prioritization Methodology
KW Volume Value
What’saMensch
Whattowearona
firstdate
Sarmassophobia
Kosherdateideas
100/mth
1,000/mth
20/mth
30/mth
Medium
Low
High
High
Pri
Fearofdating 50/mth High
Oppty FeaturesDiff
Low
Medium
High
High
High
KG
Images
None
ForumSitelinks
None
The image block may be an easier target
for this query
Keyword Evaluation in 2015
Has to Be Broader to Be
Successful
Potential Reach
(volume)
Intent Overlap
Opportunity
Business
Value
Verticals/
Features
Content
Requirements
Audience
Targeting
#4
Earn links like a publicist, not
like a link builder.
Irony: IfAnyone Can Get the Link,
No One Should
Google should really have
an answer box here
warning searchers
against using any of
these results
Same story here – chase links like this and
Google will make your life rough.
BTW – if you ever want to get around these annoying things, just use
Google’s “cache:url” command and hit “Text only”
Every One of These is Dangerous:
Article Marketing
Private Blog Networks
Article Directories
Link Directories
Web 2.0 Links
Article Spinners
Xrumer blasts
Link Wheels
Press Release Submissions
Link Pyramids Social Bookmark Links
Dofollow Comments
SENuke
Open Edu/Gov Links
Redirection links
When it comes to links, stay away from these
verbs and adjectives:
Manual High PR
BuySpin
Dofollow
Submit Blast
Multi-tier
Expired Domain
Inject
Separate C-block Private
It’s not just manipulative links – manual link
acquisition in general sucks
I’ve spent months
mastering link building, and
can get 2-3 good
links/day… why can’t I beat
the competition?!
Manual links can’t compete against a scalable flywheel
Do Amazing Stuff
(content, product, press, events, etc)
Get attention from those
who can amplify to a
bigger audience
Grow your amplification abilities
(social, blog, RSS, PR, authority from links, etc)
Earn more attention,
amplification, and growth
next time
Manual links can’t compete against a scalable flywheel
Do Amazing Stuff
(content, product, press, events, etc)
Get attention from those
who can amplify to a
bigger audience
Grow your amplification abilities
(social, blog, RSS, PR, authority from links, etc)
Earn more attention,
amplification, and growth
next time
So that’s
why…
Why SEO That Used to Work, Fails
Why can’t we “acquire” links? What
changed?
1997-2011: Link Spam was Google’s Problem
Via the Moz Blog
2012-Present: Link Spam is Our Problem
Via Marie Haynes
What kinds of links still work?
Link from a guest post by
Geraldine on MarieClaire.
The Ones You Earn
Link from an interview by
Mashable.
The Ones You Earn
Granted, the anchor text is a little
weird, but it’s still a great link!
The Ones You Earn
This Will Get You in Trouble:
Crappy Links
Seek out
links to rank
better
Acquire
them
manually
Submit,
pay, beg,
trade, etc.
+ + = Low Scalability
Risk of Penalties
This Will Get You the Right Links:
Do stuff
worthy of
attention
Earn
amplifi-
cation
Links come
in naturally+ + =
Traffic
Branding
Rankings
#5
Nailing SEO might not produce
results w/o accompanying user &
usage signals.
Say you make some
great content, get some
great links, and rank
here.
But, the piece doesn’t engage
visitors (or it loads slow, or
doesn’t look right on their device).
They click “back” and choose a
different result.
Unbelievably, eHarmony ranks w/ this awful
page (10 signs? They only list 1!!)
But, searchers who click this
one engage with it, browse
more pages on the site, and
don’t repeat the query.
All that effort probably won’t help
you maintain those rankings (and
having a poor user experience
could hurt your whole site in the
engines’ eyes)
Why won’t I keep my rankings?
What changed?
Search engines call the click-back-
and-choose-a-different-result
behavior “pogo-sticking,” and they
use it in evaluating rankings.
Read more about
Yahoo!’s Patent Application here.
Read more about
Google’s patent application on usage data here.
Engines probably also use data
related to the visit frequency of
pages/sites, so getting traffic from
other sources and satisfying those
visitors might help your SEO, too.
Perfect
Keyword
Targeting
Domain
Authority
Loads of
Links
Anchor Text+ + + +
Great
Content
Excellent
UX
Lots of
Traffic
High
Engagement+ + +
Schema
Markup
Might Be Worse Than:
Perfect
Keyword
Targeting
Domain
Authority
Loads of
Links
Anchor Text+ + + +
Great
Content
Excellent
UX
Lots of
Traffic
High
Engagement+ + +
Schema
Markup
Might Be Worse Than:Smart players will invest in all of these.
#6
SEO might no longer be a great way
to get early traction.
Bad biscuits make the
baker broke, bro.
Great Biscuits A Brand People Know,
Love, & Share
Great Rankings
Great Biscuits A Brand People Know,
Love, & Share
Great Rankings
The era of this formula being
reversible is disappearing fast.
Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com
bit.ly/whyseofails

More Related Content

What's hot

Why Great Marketers Must Be Great Skeptics
Why Great Marketers Must Be Great SkepticsWhy Great Marketers Must Be Great Skeptics
Why Great Marketers Must Be Great SkepticsRand Fishkin
 
Searching higher up the funnel
Searching higher up the funnelSearching higher up the funnel
Searching higher up the funnelJono Alderson
 
SearchLove Boston 2016 | Rand Fishkin | The Measure of a Marketer's Worth
SearchLove Boston 2016 | Rand Fishkin | The Measure of a Marketer's WorthSearchLove Boston 2016 | Rand Fishkin | The Measure of a Marketer's Worth
SearchLove Boston 2016 | Rand Fishkin | The Measure of a Marketer's WorthDistilled
 
Fight Back Against Back: How Search Engines & Social Networks' AI Impacts Mar...
Fight Back Against Back: How Search Engines & Social Networks' AI Impacts Mar...Fight Back Against Back: How Search Engines & Social Networks' AI Impacts Mar...
Fight Back Against Back: How Search Engines & Social Networks' AI Impacts Mar...Rand Fishkin
 
What Startup Execs Need to Know About SEO in 2017
What Startup Execs Need to Know About SEO in 2017What Startup Execs Need to Know About SEO in 2017
What Startup Execs Need to Know About SEO in 2017Rand Fishkin
 
Introduction to Mozcon 2015
Introduction to Mozcon 2015Introduction to Mozcon 2015
Introduction to Mozcon 2015Rand Fishkin
 
Content Marketing vs. Link Building: Linklove Boston 2012
Content Marketing vs. Link Building: Linklove Boston 2012Content Marketing vs. Link Building: Linklove Boston 2012
Content Marketing vs. Link Building: Linklove Boston 2012Rand Fishkin
 
Historical Slide Deck from Moz's Nov. 2013 Allhands Meeting
Historical Slide Deck from Moz's Nov. 2013 Allhands MeetingHistorical Slide Deck from Moz's Nov. 2013 Allhands Meeting
Historical Slide Deck from Moz's Nov. 2013 Allhands MeetingRand Fishkin
 
Why Your Saas Marketing Sucks (and how to fix it)
Why Your Saas Marketing Sucks (and how to fix it)Why Your Saas Marketing Sucks (and how to fix it)
Why Your Saas Marketing Sucks (and how to fix it)Rand Fishkin
 
How Will Links Influence SEO in the Future
How Will Links Influence SEO in the FutureHow Will Links Influence SEO in the Future
How Will Links Influence SEO in the FutureRand Fishkin
 
The Measure of a Marketer's Worth
The Measure of a Marketer's WorthThe Measure of a Marketer's Worth
The Measure of a Marketer's WorthRand Fishkin
 
SEO in a Two Algorithm World
SEO in a Two Algorithm WorldSEO in a Two Algorithm World
SEO in a Two Algorithm WorldRand Fishkin
 
Gaining Traction: Inbound Marketing for Startups
Gaining Traction: Inbound Marketing for StartupsGaining Traction: Inbound Marketing for Startups
Gaining Traction: Inbound Marketing for StartupsRand Fishkin
 
Why Startups Suck at Marketing
Why Startups Suck at MarketingWhy Startups Suck at Marketing
Why Startups Suck at MarketingRand Fishkin
 
Digital Olympus State of Link Building 2016
Digital Olympus State of Link Building  2016Digital Olympus State of Link Building  2016
Digital Olympus State of Link Building 2016Nicholas Chimonas
 
SearchLove San Diego 2017 | Wil Reynolds | Intonation Matters: A New Approach...
SearchLove San Diego 2017 | Wil Reynolds | Intonation Matters: A New Approach...SearchLove San Diego 2017 | Wil Reynolds | Intonation Matters: A New Approach...
SearchLove San Diego 2017 | Wil Reynolds | Intonation Matters: A New Approach...Distilled
 
Strategic Web Marketing
Strategic Web MarketingStrategic Web Marketing
Strategic Web MarketingRand Fishkin
 
How To Create Blog Posts Your Readers Will Want To Share
How To Create Blog Posts Your Readers Will Want To ShareHow To Create Blog Posts Your Readers Will Want To Share
How To Create Blog Posts Your Readers Will Want To ShareScripted.com
 

What's hot (20)

Why Great Marketers Must Be Great Skeptics
Why Great Marketers Must Be Great SkepticsWhy Great Marketers Must Be Great Skeptics
Why Great Marketers Must Be Great Skeptics
 
Searching higher up the funnel
Searching higher up the funnelSearching higher up the funnel
Searching higher up the funnel
 
SearchLove Boston 2016 | Rand Fishkin | The Measure of a Marketer's Worth
SearchLove Boston 2016 | Rand Fishkin | The Measure of a Marketer's WorthSearchLove Boston 2016 | Rand Fishkin | The Measure of a Marketer's Worth
SearchLove Boston 2016 | Rand Fishkin | The Measure of a Marketer's Worth
 
Fight Back Against Back: How Search Engines & Social Networks' AI Impacts Mar...
Fight Back Against Back: How Search Engines & Social Networks' AI Impacts Mar...Fight Back Against Back: How Search Engines & Social Networks' AI Impacts Mar...
Fight Back Against Back: How Search Engines & Social Networks' AI Impacts Mar...
 
What Startup Execs Need to Know About SEO in 2017
What Startup Execs Need to Know About SEO in 2017What Startup Execs Need to Know About SEO in 2017
What Startup Execs Need to Know About SEO in 2017
 
Introduction to Mozcon 2015
Introduction to Mozcon 2015Introduction to Mozcon 2015
Introduction to Mozcon 2015
 
Content Marketing vs. Link Building: Linklove Boston 2012
Content Marketing vs. Link Building: Linklove Boston 2012Content Marketing vs. Link Building: Linklove Boston 2012
Content Marketing vs. Link Building: Linklove Boston 2012
 
Historical Slide Deck from Moz's Nov. 2013 Allhands Meeting
Historical Slide Deck from Moz's Nov. 2013 Allhands MeetingHistorical Slide Deck from Moz's Nov. 2013 Allhands Meeting
Historical Slide Deck from Moz's Nov. 2013 Allhands Meeting
 
Why Your Saas Marketing Sucks (and how to fix it)
Why Your Saas Marketing Sucks (and how to fix it)Why Your Saas Marketing Sucks (and how to fix it)
Why Your Saas Marketing Sucks (and how to fix it)
 
How Will Links Influence SEO in the Future
How Will Links Influence SEO in the FutureHow Will Links Influence SEO in the Future
How Will Links Influence SEO in the Future
 
The Measure of a Marketer's Worth
The Measure of a Marketer's WorthThe Measure of a Marketer's Worth
The Measure of a Marketer's Worth
 
The Future of SEO
The Future of SEOThe Future of SEO
The Future of SEO
 
SEO in a Two Algorithm World
SEO in a Two Algorithm WorldSEO in a Two Algorithm World
SEO in a Two Algorithm World
 
Gaining Traction: Inbound Marketing for Startups
Gaining Traction: Inbound Marketing for StartupsGaining Traction: Inbound Marketing for Startups
Gaining Traction: Inbound Marketing for Startups
 
Why Startups Suck at Marketing
Why Startups Suck at MarketingWhy Startups Suck at Marketing
Why Startups Suck at Marketing
 
Digital Olympus State of Link Building 2016
Digital Olympus State of Link Building  2016Digital Olympus State of Link Building  2016
Digital Olympus State of Link Building 2016
 
SearchLove San Diego 2017 | Wil Reynolds | Intonation Matters: A New Approach...
SearchLove San Diego 2017 | Wil Reynolds | Intonation Matters: A New Approach...SearchLove San Diego 2017 | Wil Reynolds | Intonation Matters: A New Approach...
SearchLove San Diego 2017 | Wil Reynolds | Intonation Matters: A New Approach...
 
Strategic Web Marketing
Strategic Web MarketingStrategic Web Marketing
Strategic Web Marketing
 
Inbound2014 larry-kim-wordstream
Inbound2014 larry-kim-wordstreamInbound2014 larry-kim-wordstream
Inbound2014 larry-kim-wordstream
 
How To Create Blog Posts Your Readers Will Want To Share
How To Create Blog Posts Your Readers Will Want To ShareHow To Create Blog Posts Your Readers Will Want To Share
How To Create Blog Posts Your Readers Will Want To Share
 

Viewers also liked

2017 State of Marketing Report
2017 State of Marketing Report2017 State of Marketing Report
2017 State of Marketing ReportManny Rivera
 
Using Analytics To Solve The Right Problems
Using Analytics To Solve The Right ProblemsUsing Analytics To Solve The Right Problems
Using Analytics To Solve The Right ProblemsHiten Shah
 
Choosing easier. How businesses can improve the experience of choosing.
Choosing easier. How businesses can improve the experience of choosing.Choosing easier. How businesses can improve the experience of choosing.
Choosing easier. How businesses can improve the experience of choosing.TED Talks
 
How To Suck at Marketing
How To Suck at MarketingHow To Suck at Marketing
How To Suck at MarketingHubSpot
 
Link Building in 2017 - How to Build Links and Not Get Penalized by Google!
Link Building in 2017 - How to Build Links and Not Get Penalized by Google!Link Building in 2017 - How to Build Links and Not Get Penalized by Google!
Link Building in 2017 - How to Build Links and Not Get Penalized by Google!Razvan Gavrilas
 
The Art of Visual Content and the Science That Makes it Convert
The Art of Visual Content and the Science That Makes it Convert The Art of Visual Content and the Science That Makes it Convert
The Art of Visual Content and the Science That Makes it Convert Uberflip
 
Content Marketing Lessons From 10 Years and 41,525,103 Website Visits
Content Marketing Lessons From 10 Years and 41,525,103 Website VisitsContent Marketing Lessons From 10 Years and 41,525,103 Website Visits
Content Marketing Lessons From 10 Years and 41,525,103 Website VisitsHiten Shah
 
How To Create Buyer Personas - Digital Olympus
How To Create Buyer Personas - Digital OlympusHow To Create Buyer Personas - Digital Olympus
How To Create Buyer Personas - Digital OlympusGianluca Fiorelli
 
Why Visual Content Works
Why Visual Content WorksWhy Visual Content Works
Why Visual Content WorksMatt Siltala
 
Optimizing Your Content Marketing and Blog for Conversions
Optimizing Your Content Marketing and Blog for ConversionsOptimizing Your Content Marketing and Blog for Conversions
Optimizing Your Content Marketing and Blog for ConversionsKissmetrics on SlideShare
 
B2C Content Marketing 2017 - Benchmarks, Budgets & Trends - North America
B2C Content Marketing 2017 - Benchmarks, Budgets & Trends - North AmericaB2C Content Marketing 2017 - Benchmarks, Budgets & Trends - North America
B2C Content Marketing 2017 - Benchmarks, Budgets & Trends - North AmericaContent Marketing Institute
 
Experiences: The Seventh Era Of Marketing
Experiences: The Seventh Era Of MarketingExperiences: The Seventh Era Of Marketing
Experiences: The Seventh Era Of MarketingThe Content Advisory
 
Secrets to building an actionable audience
Secrets to building an actionable audienceSecrets to building an actionable audience
Secrets to building an actionable audienceMark Schaefer
 
The Top 10 Most Remarkable Marketing Campaigns EVER
The Top 10 Most Remarkable Marketing Campaigns EVERThe Top 10 Most Remarkable Marketing Campaigns EVER
The Top 10 Most Remarkable Marketing Campaigns EVERHubSpot
 
Pixar's 22 Rules to Phenomenal Storytelling
Pixar's 22 Rules to Phenomenal StorytellingPixar's 22 Rules to Phenomenal Storytelling
Pixar's 22 Rules to Phenomenal StorytellingGavin McMahon
 
8 Free Types of Marketing Strategies
8 Free Types of Marketing Strategies8 Free Types of Marketing Strategies
8 Free Types of Marketing StrategiesBrian Downard
 
Tips, Tools and Templates To Build Your Content Marketing Strategy
Tips, Tools and Templates To Build Your Content Marketing StrategyTips, Tools and Templates To Build Your Content Marketing Strategy
Tips, Tools and Templates To Build Your Content Marketing StrategyMichael Brenner
 
3 Ingredients to Spice Up Your Content Marketing
3 Ingredients to Spice Up Your Content Marketing3 Ingredients to Spice Up Your Content Marketing
3 Ingredients to Spice Up Your Content MarketingSemrush
 
B2B Content Marketing 2017 - Benchmarks, Budgets & Trends - North America
B2B Content Marketing 2017 - Benchmarks, Budgets & Trends - North AmericaB2B Content Marketing 2017 - Benchmarks, Budgets & Trends - North America
B2B Content Marketing 2017 - Benchmarks, Budgets & Trends - North AmericaContent Marketing Institute
 

Viewers also liked (20)

2017 State of Marketing Report
2017 State of Marketing Report2017 State of Marketing Report
2017 State of Marketing Report
 
Using Analytics To Solve The Right Problems
Using Analytics To Solve The Right ProblemsUsing Analytics To Solve The Right Problems
Using Analytics To Solve The Right Problems
 
Choosing easier. How businesses can improve the experience of choosing.
Choosing easier. How businesses can improve the experience of choosing.Choosing easier. How businesses can improve the experience of choosing.
Choosing easier. How businesses can improve the experience of choosing.
 
How To Suck at Marketing
How To Suck at MarketingHow To Suck at Marketing
How To Suck at Marketing
 
Link Building in 2017 - How to Build Links and Not Get Penalized by Google!
Link Building in 2017 - How to Build Links and Not Get Penalized by Google!Link Building in 2017 - How to Build Links and Not Get Penalized by Google!
Link Building in 2017 - How to Build Links and Not Get Penalized by Google!
 
The Art of Visual Content and the Science That Makes it Convert
The Art of Visual Content and the Science That Makes it Convert The Art of Visual Content and the Science That Makes it Convert
The Art of Visual Content and the Science That Makes it Convert
 
Content Marketing Lessons From 10 Years and 41,525,103 Website Visits
Content Marketing Lessons From 10 Years and 41,525,103 Website VisitsContent Marketing Lessons From 10 Years and 41,525,103 Website Visits
Content Marketing Lessons From 10 Years and 41,525,103 Website Visits
 
How To Create Buyer Personas - Digital Olympus
How To Create Buyer Personas - Digital OlympusHow To Create Buyer Personas - Digital Olympus
How To Create Buyer Personas - Digital Olympus
 
Why Visual Content Works
Why Visual Content WorksWhy Visual Content Works
Why Visual Content Works
 
DO GOOD (Better)
DO GOOD (Better)DO GOOD (Better)
DO GOOD (Better)
 
Optimizing Your Content Marketing and Blog for Conversions
Optimizing Your Content Marketing and Blog for ConversionsOptimizing Your Content Marketing and Blog for Conversions
Optimizing Your Content Marketing and Blog for Conversions
 
B2C Content Marketing 2017 - Benchmarks, Budgets & Trends - North America
B2C Content Marketing 2017 - Benchmarks, Budgets & Trends - North AmericaB2C Content Marketing 2017 - Benchmarks, Budgets & Trends - North America
B2C Content Marketing 2017 - Benchmarks, Budgets & Trends - North America
 
Experiences: The Seventh Era Of Marketing
Experiences: The Seventh Era Of MarketingExperiences: The Seventh Era Of Marketing
Experiences: The Seventh Era Of Marketing
 
Secrets to building an actionable audience
Secrets to building an actionable audienceSecrets to building an actionable audience
Secrets to building an actionable audience
 
The Top 10 Most Remarkable Marketing Campaigns EVER
The Top 10 Most Remarkable Marketing Campaigns EVERThe Top 10 Most Remarkable Marketing Campaigns EVER
The Top 10 Most Remarkable Marketing Campaigns EVER
 
Pixar's 22 Rules to Phenomenal Storytelling
Pixar's 22 Rules to Phenomenal StorytellingPixar's 22 Rules to Phenomenal Storytelling
Pixar's 22 Rules to Phenomenal Storytelling
 
8 Free Types of Marketing Strategies
8 Free Types of Marketing Strategies8 Free Types of Marketing Strategies
8 Free Types of Marketing Strategies
 
Tips, Tools and Templates To Build Your Content Marketing Strategy
Tips, Tools and Templates To Build Your Content Marketing StrategyTips, Tools and Templates To Build Your Content Marketing Strategy
Tips, Tools and Templates To Build Your Content Marketing Strategy
 
3 Ingredients to Spice Up Your Content Marketing
3 Ingredients to Spice Up Your Content Marketing3 Ingredients to Spice Up Your Content Marketing
3 Ingredients to Spice Up Your Content Marketing
 
B2B Content Marketing 2017 - Benchmarks, Budgets & Trends - North America
B2B Content Marketing 2017 - Benchmarks, Budgets & Trends - North AmericaB2B Content Marketing 2017 - Benchmarks, Budgets & Trends - North America
B2B Content Marketing 2017 - Benchmarks, Budgets & Trends - North America
 

Similar to Why SEO That Used to Work, Fails

Helping customers find you online - Rand Fishkin at Business of Software Conf...
Helping customers find you online - Rand Fishkin at Business of Software Conf...Helping customers find you online - Rand Fishkin at Business of Software Conf...
Helping customers find you online - Rand Fishkin at Business of Software Conf...Business of Software Conference
 
SEO Tactics to Love vs. Leave
SEO Tactics to Love vs. LeaveSEO Tactics to Love vs. Leave
SEO Tactics to Love vs. LeaveRand Fishkin
 
[500DISTRO] Cracking the SEO Code: Tricks & Tactics To Magnify Search Visibility
[500DISTRO] Cracking the SEO Code: Tricks & Tactics To Magnify Search Visibility[500DISTRO] Cracking the SEO Code: Tricks & Tactics To Magnify Search Visibility
[500DISTRO] Cracking the SEO Code: Tricks & Tactics To Magnify Search Visibility500 Startups
 
5 SEO Mistakes that are Costing you Millions (Travel Edition)
5 SEO Mistakes that are Costing you Millions (Travel Edition)5 SEO Mistakes that are Costing you Millions (Travel Edition)
5 SEO Mistakes that are Costing you Millions (Travel Edition)Powered by Search
 
5 SEO Mistakes that are Costing you Millions (Finance Edition)
5 SEO Mistakes that are Costing you Millions (Finance Edition)5 SEO Mistakes that are Costing you Millions (Finance Edition)
5 SEO Mistakes that are Costing you Millions (Finance Edition)Powered by Search
 
Keeping Up with Google's Insane Pace of Change
Keeping Up with Google's Insane Pace of ChangeKeeping Up with Google's Insane Pace of Change
Keeping Up with Google's Insane Pace of ChangeRand Fishkin
 
From Blackhat to Whitehat - Benj Arriola
From Blackhat to Whitehat - Benj ArriolaFrom Blackhat to Whitehat - Benj Arriola
From Blackhat to Whitehat - Benj ArriolaSean Si
 
Rand Fishkin, Moz: How Can a Marketer Keep Up with Google's Insane Pace of Ch...
Rand Fishkin, Moz: How Can a Marketer Keep Up with Google's Insane Pace of Ch...Rand Fishkin, Moz: How Can a Marketer Keep Up with Google's Insane Pace of Ch...
Rand Fishkin, Moz: How Can a Marketer Keep Up with Google's Insane Pace of Ch...Seattle Interactive Conference
 
Why Inbound Marketing for Online Business - EBriks Infotech
Why Inbound Marketing for Online Business - EBriks InfotechWhy Inbound Marketing for Online Business - EBriks Infotech
Why Inbound Marketing for Online Business - EBriks InfotechEBriks Infotech Pvt. Ltd.
 
How to Fix Failing SEO Efforts
How to Fix Failing SEO EffortsHow to Fix Failing SEO Efforts
How to Fix Failing SEO EffortsAffiliate Summit
 
SEO & Conversions 7.25.10
SEO & Conversions 7.25.10SEO & Conversions 7.25.10
SEO & Conversions 7.25.10Josh Ward
 
3 Steps to Online Marketing Success
3 Steps to Online Marketing Success3 Steps to Online Marketing Success
3 Steps to Online Marketing SuccessGoBeyondSEO
 
What you don't know about SEO CAN hurt you
What you don't know about SEO CAN hurt youWhat you don't know about SEO CAN hurt you
What you don't know about SEO CAN hurt youLeading Results, Inc
 
The Business of SEO
The Business of SEOThe Business of SEO
The Business of SEOLisa Myers
 
Demystifying SEO - What really goes into a comprehensive SEO campaign
Demystifying SEO - What really goes into a comprehensive SEO campaignDemystifying SEO - What really goes into a comprehensive SEO campaign
Demystifying SEO - What really goes into a comprehensive SEO campaignBenj Arriola
 
Ranking Elements of the Future
Ranking Elements of the FutureRanking Elements of the Future
Ranking Elements of the FutureRand Fishkin
 
Mark Baartse, First Rate - 'SEO Part of Marketing'
Mark Baartse, First Rate - 'SEO Part of Marketing'Mark Baartse, First Rate - 'SEO Part of Marketing'
Mark Baartse, First Rate - 'SEO Part of Marketing'iStrategy
 
Keeping up with Google 2014
Keeping up with Google 2014Keeping up with Google 2014
Keeping up with Google 2014Calvin Nguyen
 

Similar to Why SEO That Used to Work, Fails (20)

Helping customers find you online - Rand Fishkin at Business of Software Conf...
Helping customers find you online - Rand Fishkin at Business of Software Conf...Helping customers find you online - Rand Fishkin at Business of Software Conf...
Helping customers find you online - Rand Fishkin at Business of Software Conf...
 
SEO Tactics to Love vs. Leave
SEO Tactics to Love vs. LeaveSEO Tactics to Love vs. Leave
SEO Tactics to Love vs. Leave
 
[500DISTRO] Cracking the SEO Code: Tricks & Tactics To Magnify Search Visibility
[500DISTRO] Cracking the SEO Code: Tricks & Tactics To Magnify Search Visibility[500DISTRO] Cracking the SEO Code: Tricks & Tactics To Magnify Search Visibility
[500DISTRO] Cracking the SEO Code: Tricks & Tactics To Magnify Search Visibility
 
5 SEO Mistakes that are Costing you Millions (Travel Edition)
5 SEO Mistakes that are Costing you Millions (Travel Edition)5 SEO Mistakes that are Costing you Millions (Travel Edition)
5 SEO Mistakes that are Costing you Millions (Travel Edition)
 
5 SEO Mistakes that are Costing you Millions (Finance Edition)
5 SEO Mistakes that are Costing you Millions (Finance Edition)5 SEO Mistakes that are Costing you Millions (Finance Edition)
5 SEO Mistakes that are Costing you Millions (Finance Edition)
 
Keeping Up with Google's Insane Pace of Change
Keeping Up with Google's Insane Pace of ChangeKeeping Up with Google's Insane Pace of Change
Keeping Up with Google's Insane Pace of Change
 
From Blackhat to Whitehat - Benj Arriola
From Blackhat to Whitehat - Benj ArriolaFrom Blackhat to Whitehat - Benj Arriola
From Blackhat to Whitehat - Benj Arriola
 
Rand Fishkin, Moz: How Can a Marketer Keep Up with Google's Insane Pace of Ch...
Rand Fishkin, Moz: How Can a Marketer Keep Up with Google's Insane Pace of Ch...Rand Fishkin, Moz: How Can a Marketer Keep Up with Google's Insane Pace of Ch...
Rand Fishkin, Moz: How Can a Marketer Keep Up with Google's Insane Pace of Ch...
 
Why Inbound Marketing for Online Business - EBriks Infotech
Why Inbound Marketing for Online Business - EBriks InfotechWhy Inbound Marketing for Online Business - EBriks Infotech
Why Inbound Marketing for Online Business - EBriks Infotech
 
How to Fix Failing SEO Efforts
How to Fix Failing SEO EffortsHow to Fix Failing SEO Efforts
How to Fix Failing SEO Efforts
 
SEO & Conversions 7.25.10
SEO & Conversions 7.25.10SEO & Conversions 7.25.10
SEO & Conversions 7.25.10
 
3 Steps to Online Marketing Success
3 Steps to Online Marketing Success3 Steps to Online Marketing Success
3 Steps to Online Marketing Success
 
Long term seo - how to win for years - not days
Long term seo - how to win for years - not daysLong term seo - how to win for years - not days
Long term seo - how to win for years - not days
 
What you don't know about SEO CAN hurt you
What you don't know about SEO CAN hurt youWhat you don't know about SEO CAN hurt you
What you don't know about SEO CAN hurt you
 
The Business of SEO
The Business of SEOThe Business of SEO
The Business of SEO
 
Demystifying SEO - What really goes into a comprehensive SEO campaign
Demystifying SEO - What really goes into a comprehensive SEO campaignDemystifying SEO - What really goes into a comprehensive SEO campaign
Demystifying SEO - What really goes into a comprehensive SEO campaign
 
Ranking Elements of the Future
Ranking Elements of the FutureRanking Elements of the Future
Ranking Elements of the Future
 
Mark Baartse, First Rate - 'SEO Part of Marketing'
Mark Baartse, First Rate - 'SEO Part of Marketing'Mark Baartse, First Rate - 'SEO Part of Marketing'
Mark Baartse, First Rate - 'SEO Part of Marketing'
 
Search engine optimisation seminar - Glos/Bris Autumn 2010
Search engine optimisation seminar - Glos/Bris Autumn 2010Search engine optimisation seminar - Glos/Bris Autumn 2010
Search engine optimisation seminar - Glos/Bris Autumn 2010
 
Keeping up with Google 2014
Keeping up with Google 2014Keeping up with Google 2014
Keeping up with Google 2014
 

More from Rand Fishkin

SparkToro Beta Sneak Peek
SparkToro Beta Sneak PeekSparkToro Beta Sneak Peek
SparkToro Beta Sneak PeekRand Fishkin
 
The Healthcare Search Landscape in 2019: SEO, Content Marketing, & More
The Healthcare Search Landscape in 2019: SEO, Content Marketing, & MoreThe Healthcare Search Landscape in 2019: SEO, Content Marketing, & More
The Healthcare Search Landscape in 2019: SEO, Content Marketing, & MoreRand Fishkin
 
Building Influence in 2019
Building Influence in 2019Building Influence in 2019
Building Influence in 2019Rand Fishkin
 
Influence Not Influencers
Influence Not InfluencersInfluence Not Influencers
Influence Not InfluencersRand Fishkin
 
The Next Era of Web Marketing: 2019 & Beyond
The Next Era of Web Marketing: 2019 & BeyondThe Next Era of Web Marketing: 2019 & Beyond
The Next Era of Web Marketing: 2019 & BeyondRand Fishkin
 
How to Kick Butt with Your Email Outreach
How to Kick Butt with Your Email OutreachHow to Kick Butt with Your Email Outreach
How to Kick Butt with Your Email OutreachRand Fishkin
 
The Big 7 Startup Marketing Mistakes
The Big 7 Startup Marketing MistakesThe Big 7 Startup Marketing Mistakes
The Big 7 Startup Marketing MistakesRand Fishkin
 
SEO on the SERPs - Brighton SEO Closing Talk
SEO on the SERPs - Brighton SEO Closing TalkSEO on the SERPs - Brighton SEO Closing Talk
SEO on the SERPs - Brighton SEO Closing TalkRand Fishkin
 
7 Lessons That Would Have Made Me a Better Entrepreneur
7 Lessons That Would Have Made Me a Better Entrepreneur7 Lessons That Would Have Made Me a Better Entrepreneur
7 Lessons That Would Have Made Me a Better EntrepreneurRand Fishkin
 
The Search & SEO World in 2018
The Search & SEO World in 2018The Search & SEO World in 2018
The Search & SEO World in 2018Rand Fishkin
 
The Invisible Giant that Mucks Up Our Marketing
The Invisible Giant that Mucks Up Our MarketingThe Invisible Giant that Mucks Up Our Marketing
The Invisible Giant that Mucks Up Our MarketingRand Fishkin
 
How to Survive Google's Trojan Horsing of the Web
How to Survive Google's Trojan Horsing of the WebHow to Survive Google's Trojan Horsing of the Web
How to Survive Google's Trojan Horsing of the WebRand Fishkin
 
Inside Google's Numbers in 2017
Inside Google's Numbers in 2017Inside Google's Numbers in 2017
Inside Google's Numbers in 2017Rand Fishkin
 
Why We Can't Do SEO WIthout CRO
Why We Can't Do SEO WIthout CROWhy We Can't Do SEO WIthout CRO
Why We Can't Do SEO WIthout CRORand Fishkin
 
The Digital Marketer's Framework
The Digital Marketer's FrameworkThe Digital Marketer's Framework
The Digital Marketer's FrameworkRand Fishkin
 
SEO & UX: So Happy Together
SEO & UX: So Happy TogetherSEO & UX: So Happy Together
SEO & UX: So Happy TogetherRand Fishkin
 
The Search Landscape in 2017
The Search Landscape in 2017The Search Landscape in 2017
The Search Landscape in 2017Rand Fishkin
 
The Paradox of Great Content
The Paradox of Great ContentThe Paradox of Great Content
The Paradox of Great ContentRand Fishkin
 

More from Rand Fishkin (20)

SparkToro Beta Sneak Peek
SparkToro Beta Sneak PeekSparkToro Beta Sneak Peek
SparkToro Beta Sneak Peek
 
The Healthcare Search Landscape in 2019: SEO, Content Marketing, & More
The Healthcare Search Landscape in 2019: SEO, Content Marketing, & MoreThe Healthcare Search Landscape in 2019: SEO, Content Marketing, & More
The Healthcare Search Landscape in 2019: SEO, Content Marketing, & More
 
Building Influence in 2019
Building Influence in 2019Building Influence in 2019
Building Influence in 2019
 
Influence Not Influencers
Influence Not InfluencersInfluence Not Influencers
Influence Not Influencers
 
The Next Era of Web Marketing: 2019 & Beyond
The Next Era of Web Marketing: 2019 & BeyondThe Next Era of Web Marketing: 2019 & Beyond
The Next Era of Web Marketing: 2019 & Beyond
 
How to Kick Butt with Your Email Outreach
How to Kick Butt with Your Email OutreachHow to Kick Butt with Your Email Outreach
How to Kick Butt with Your Email Outreach
 
The Big 7 Startup Marketing Mistakes
The Big 7 Startup Marketing MistakesThe Big 7 Startup Marketing Mistakes
The Big 7 Startup Marketing Mistakes
 
SEO on the SERPs - Brighton SEO Closing Talk
SEO on the SERPs - Brighton SEO Closing TalkSEO on the SERPs - Brighton SEO Closing Talk
SEO on the SERPs - Brighton SEO Closing Talk
 
7 Lessons That Would Have Made Me a Better Entrepreneur
7 Lessons That Would Have Made Me a Better Entrepreneur7 Lessons That Would Have Made Me a Better Entrepreneur
7 Lessons That Would Have Made Me a Better Entrepreneur
 
The Search & SEO World in 2018
The Search & SEO World in 2018The Search & SEO World in 2018
The Search & SEO World in 2018
 
SEO in 2017/18
SEO in 2017/18SEO in 2017/18
SEO in 2017/18
 
The Invisible Giant that Mucks Up Our Marketing
The Invisible Giant that Mucks Up Our MarketingThe Invisible Giant that Mucks Up Our Marketing
The Invisible Giant that Mucks Up Our Marketing
 
B2B SEO in 2017
B2B SEO in 2017B2B SEO in 2017
B2B SEO in 2017
 
How to Survive Google's Trojan Horsing of the Web
How to Survive Google's Trojan Horsing of the WebHow to Survive Google's Trojan Horsing of the Web
How to Survive Google's Trojan Horsing of the Web
 
Inside Google's Numbers in 2017
Inside Google's Numbers in 2017Inside Google's Numbers in 2017
Inside Google's Numbers in 2017
 
Why We Can't Do SEO WIthout CRO
Why We Can't Do SEO WIthout CROWhy We Can't Do SEO WIthout CRO
Why We Can't Do SEO WIthout CRO
 
The Digital Marketer's Framework
The Digital Marketer's FrameworkThe Digital Marketer's Framework
The Digital Marketer's Framework
 
SEO & UX: So Happy Together
SEO & UX: So Happy TogetherSEO & UX: So Happy Together
SEO & UX: So Happy Together
 
The Search Landscape in 2017
The Search Landscape in 2017The Search Landscape in 2017
The Search Landscape in 2017
 
The Paradox of Great Content
The Paradox of Great ContentThe Paradox of Great Content
The Paradox of Great Content
 

Recently uploaded

Benefits of doing Internet peering and running an Internet Exchange (IX) pres...
Benefits of doing Internet peering and running an Internet Exchange (IX) pres...Benefits of doing Internet peering and running an Internet Exchange (IX) pres...
Benefits of doing Internet peering and running an Internet Exchange (IX) pres...APNIC
 
WordPress by the numbers - Jan Loeffler, CTO WebPros, CloudFest 2024
WordPress by the numbers - Jan Loeffler, CTO WebPros, CloudFest 2024WordPress by the numbers - Jan Loeffler, CTO WebPros, CloudFest 2024
WordPress by the numbers - Jan Loeffler, CTO WebPros, CloudFest 2024Jan Löffler
 
Check out the Free Landing Page Hosting in 2024
Check out the Free Landing Page Hosting in 2024Check out the Free Landing Page Hosting in 2024
Check out the Free Landing Page Hosting in 2024Shubham Pant
 
LESSON 10/ GROUP 10/ ST. THOMAS AQUINASS
LESSON 10/ GROUP 10/ ST. THOMAS AQUINASSLESSON 10/ GROUP 10/ ST. THOMAS AQUINASS
LESSON 10/ GROUP 10/ ST. THOMAS AQUINASSlesteraporado16
 
Zero-day Vulnerabilities
Zero-day VulnerabilitiesZero-day Vulnerabilities
Zero-day Vulnerabilitiesalihassaah1994
 
LESSON 5 GROUP 10 ST. THOMAS AQUINAS.pdf
LESSON 5 GROUP 10 ST. THOMAS AQUINAS.pdfLESSON 5 GROUP 10 ST. THOMAS AQUINAS.pdf
LESSON 5 GROUP 10 ST. THOMAS AQUINAS.pdfmchristianalwyn
 
TYPES AND DEFINITION OF ONLINE CRIMES AND HAZARDS
TYPES AND DEFINITION OF ONLINE CRIMES AND HAZARDSTYPES AND DEFINITION OF ONLINE CRIMES AND HAZARDS
TYPES AND DEFINITION OF ONLINE CRIMES AND HAZARDSedrianrheine
 
Presentation2.pptx - JoyPress Wordpress
Presentation2.pptx -  JoyPress WordpressPresentation2.pptx -  JoyPress Wordpress
Presentation2.pptx - JoyPress Wordpressssuser166378
 
Bio Medical Waste Management Guideliness 2023 ppt.pptx
Bio Medical Waste Management Guideliness 2023 ppt.pptxBio Medical Waste Management Guideliness 2023 ppt.pptx
Bio Medical Waste Management Guideliness 2023 ppt.pptxnaveenithkrishnan
 
Introduction to ICANN and Fellowship program by Shreedeep Rayamajhi.pdf
Introduction to ICANN and Fellowship program  by Shreedeep Rayamajhi.pdfIntroduction to ICANN and Fellowship program  by Shreedeep Rayamajhi.pdf
Introduction to ICANN and Fellowship program by Shreedeep Rayamajhi.pdfShreedeep Rayamajhi
 
Computer 10 Lesson 8: Building a Website
Computer 10 Lesson 8: Building a WebsiteComputer 10 Lesson 8: Building a Website
Computer 10 Lesson 8: Building a WebsiteMavein
 
Vision Forward: Tracing Image Search SEO From Its Roots To AI-Enhanced Horizons
Vision Forward: Tracing Image Search SEO From Its Roots To AI-Enhanced HorizonsVision Forward: Tracing Image Search SEO From Its Roots To AI-Enhanced Horizons
Vision Forward: Tracing Image Search SEO From Its Roots To AI-Enhanced HorizonsRoxana Stingu
 

Recently uploaded (12)

Benefits of doing Internet peering and running an Internet Exchange (IX) pres...
Benefits of doing Internet peering and running an Internet Exchange (IX) pres...Benefits of doing Internet peering and running an Internet Exchange (IX) pres...
Benefits of doing Internet peering and running an Internet Exchange (IX) pres...
 
WordPress by the numbers - Jan Loeffler, CTO WebPros, CloudFest 2024
WordPress by the numbers - Jan Loeffler, CTO WebPros, CloudFest 2024WordPress by the numbers - Jan Loeffler, CTO WebPros, CloudFest 2024
WordPress by the numbers - Jan Loeffler, CTO WebPros, CloudFest 2024
 
Check out the Free Landing Page Hosting in 2024
Check out the Free Landing Page Hosting in 2024Check out the Free Landing Page Hosting in 2024
Check out the Free Landing Page Hosting in 2024
 
LESSON 10/ GROUP 10/ ST. THOMAS AQUINASS
LESSON 10/ GROUP 10/ ST. THOMAS AQUINASSLESSON 10/ GROUP 10/ ST. THOMAS AQUINASS
LESSON 10/ GROUP 10/ ST. THOMAS AQUINASS
 
Zero-day Vulnerabilities
Zero-day VulnerabilitiesZero-day Vulnerabilities
Zero-day Vulnerabilities
 
LESSON 5 GROUP 10 ST. THOMAS AQUINAS.pdf
LESSON 5 GROUP 10 ST. THOMAS AQUINAS.pdfLESSON 5 GROUP 10 ST. THOMAS AQUINAS.pdf
LESSON 5 GROUP 10 ST. THOMAS AQUINAS.pdf
 
TYPES AND DEFINITION OF ONLINE CRIMES AND HAZARDS
TYPES AND DEFINITION OF ONLINE CRIMES AND HAZARDSTYPES AND DEFINITION OF ONLINE CRIMES AND HAZARDS
TYPES AND DEFINITION OF ONLINE CRIMES AND HAZARDS
 
Presentation2.pptx - JoyPress Wordpress
Presentation2.pptx -  JoyPress WordpressPresentation2.pptx -  JoyPress Wordpress
Presentation2.pptx - JoyPress Wordpress
 
Bio Medical Waste Management Guideliness 2023 ppt.pptx
Bio Medical Waste Management Guideliness 2023 ppt.pptxBio Medical Waste Management Guideliness 2023 ppt.pptx
Bio Medical Waste Management Guideliness 2023 ppt.pptx
 
Introduction to ICANN and Fellowship program by Shreedeep Rayamajhi.pdf
Introduction to ICANN and Fellowship program  by Shreedeep Rayamajhi.pdfIntroduction to ICANN and Fellowship program  by Shreedeep Rayamajhi.pdf
Introduction to ICANN and Fellowship program by Shreedeep Rayamajhi.pdf
 
Computer 10 Lesson 8: Building a Website
Computer 10 Lesson 8: Building a WebsiteComputer 10 Lesson 8: Building a Website
Computer 10 Lesson 8: Building a Website
 
Vision Forward: Tracing Image Search SEO From Its Roots To AI-Enhanced Horizons
Vision Forward: Tracing Image Search SEO From Its Roots To AI-Enhanced HorizonsVision Forward: Tracing Image Search SEO From Its Roots To AI-Enhanced Horizons
Vision Forward: Tracing Image Search SEO From Its Roots To AI-Enhanced Horizons
 

Why SEO That Used to Work, Fails

  • 1. Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com Why SEO That Used to Work Fails How shifts in the search landscape, marketing channels, & user behavior mean what used to work in SEO, doesn’t anymore.
  • 3. #1 Tactical SEO fails. Strategic SEO works.
  • 4. SEO as a Tactic: Example: Rand’s new site offering dating advice to Jewish guys I went on dates with four different people from 1995-2001 (then I met Geraldine). I must be qualified!
  • 5. I want to rank for these keywords. SEO as a Tactic: Controlling your nebbishy nature How to say no to Mom’s setup attempts What is this ‘sports’ thing? How schlubby is too schlubby? Keywords for Menschify.com
  • 6. I want to grow our search traffic by 33% this year. SEO as a Tactic:
  • 7. Why Doesn’t This Work? What Changed?
  • 8. The Ranking Algo Used to Feel Like This: Keyword Matching Domain Authority Link Signals QDF Ranking+ + + = Great. Just do that stuff on the pages I told you to rank.
  • 9. Now It Feels More Like This: Keyword Matching Domain Authority Link Signals QDF (& QDD) Ranking + + + + Uhhh…OK. So just do all that now, right? Intent Matching Topical Authority Usage Signals User Experience+ + + = HTTPS, Mobile, +
  • 10. We Used to Run Marketing Channels as Distinct, Separate Silos Organic Search Social Media Paid Search Email Brand Marketing Offline & WoM Onpage Channels Quality Score List Size & Quality Sentiment Virality Offpage Following Spend Open & Click Rate Reach Distri-bution
  • 11. Each Channel Contributed Individually to the Whole 3X Organic Search Social Media Paid Search+ + =
  • 12. Then, Some Marketers Realized the Benefits of Channel Integration 6X= Organic Search Social Media Paid Search
  • 13. This Integration Benefits from Two Trends Search Social Offline Email Content WoM #1: More web users consuming more of these in tandem: #2: Many of these channels directly & indirectly influencing each other:
  • 14. So What Does Strategic SEO Look Like?
  • 15. SEOAs a Strategy: Audience Amplification Funnel We need to answer questions about each of these to form a coherent SEO strategy
  • 16. Who is my target customer?And who will eventually become a target customer? Who/what influences mytarget customers? Audience What channels can I use toreach these three audiences?
  • 17. Funnel Which parts of our marketing funnel are right for SEO? What problems, questions, or topics do people have that align w/ our goals?
  • 18. How will we earn the visibility signals necessary tocompete? Amplification Why will those who see our work amplify us rather than our competition?
  • 19. SEOAs a Strategy: Audience Amplification Funnel Once you nail these, the tactical to-do list is much easier to create (and much more effective)
  • 20. #2 Building a well-SEO’d site may be less valuable than building a powerful brand.
  • 21. 2011: I think that’s the only one I’ve heard of…
  • 22. 2015: Hmm… Pretty sure that’s 5 of the 7 largest, best-known auto insurers in the US?
  • 23. 2011: I know Sunset, but none of these others.
  • 24. 2015: This is the only brand on page one I don’t know.
  • 26. #1: Brands Got SeriousAbout Investing in SEO In years past, big brands didn’t have in-house SEO teams. Today, it’s a standard.
  • 27. #2: Brands Benefitted from Shifts in Google’sAlgo More Links = Higher Rankings Better Links = Higher Rankings Brand familiarity & UX barely influence SEO Usage signals mean brand & UX are powerful influencers Naïve KW matching rewards KW-centric SEO Topic & intent-matching reward more holistic content 2015:2011:
  • 28. These brand info drop- downs suggest to me Google’s deeply interested in highlighting brands in their SERPs.
  • 29. In many results, there’s an eerie correlation between high rankings and sites that have the brand drop-down.
  • 30. Building a well-known brand may soon be a prerequisite for ranking in Google.
  • 31. #3 Choosing the right keywords is much more complex than in the past.
  • 32. Old Keyword Prioritization Methodology Term/Phrase Est. Volume Biz Value What’saMensch Whattowearona firstdate Sarmassophobia Kosherdateideas 100/month 1,000/month 20/month 30/month Low Medium Medium High Pri 2 1 5 3 Fearofdating 50/month Medium 4
  • 33. Why doesn’t this work anymore? What changed?
  • 34. Even ranking #1 probably won’t get the site many visits.
  • 35. This SERP has a bias to fresh content and an image block that probably gets a lot of the traffic
  • 36. It probably makes no sense to target these queries separately
  • 37. Opportunity seems higher and competition lower than the others keywords…
  • 38. What Should Keyword Evaluation Look Like in 2015?
  • 39. New Keyword Prioritization Methodology KW Volume Value What’saMensch Whattowearona firstdate Sarmassophobia Kosherdateideas 100/mth 1,000/mth 20/mth 30/mth Medium Low High High Pri 4 3 1 2 Fearofdating 50/mth High 1 Oppty FeaturesDiff 54% 47% 17% 50% 41% Low Medium High High High KG Images None ForumSitelinks None
  • 40. 54% 47% 17% 50% 41% New Keyword Prioritization Methodology KW Volume Value What’saMensch Whattowearona firstdate Sarmassophobia Kosherdateideas 100/mth 1,000/mth 20/mth 30/mth Medium Low High High Pri Fearofdating 50/mth High Oppty FeaturesDiff Low Medium High High High KG Images None ForumSitelinks None These two should be targeted by a single piece of content 4 3 1 2 1
  • 41. 4 3 1 2 1 54% 47% 17% 50% 41% New Keyword Prioritization Methodology KW Volume Value What’saMensch Whattowearona firstdate Sarmassophobia Kosherdateideas 100/mth 1,000/mth 20/mth 30/mth Medium Low High High Pri Fearofdating 50/mth High Oppty FeaturesDiff Low Medium High High High KG Images None ForumSitelinks None This may not even be a target at all given the low opportunity for traffic
  • 42. 4 3 1 2 1 54% 47% 17% 50% 41% New Keyword Prioritization Methodology KW Volume Value What’saMensch Whattowearona firstdate Sarmassophobia Kosherdateideas 100/mth 1,000/mth 20/mth 30/mth Medium Low High High Pri Fearofdating 50/mth High Oppty FeaturesDiff Low Medium High High High KG Images None ForumSitelinks None The image block may be an easier target for this query
  • 43. Keyword Evaluation in 2015 Has to Be Broader to Be Successful Potential Reach (volume) Intent Overlap Opportunity Business Value Verticals/ Features Content Requirements Audience Targeting
  • 44. #4 Earn links like a publicist, not like a link builder.
  • 45. Irony: IfAnyone Can Get the Link, No One Should Google should really have an answer box here warning searchers against using any of these results
  • 46. Same story here – chase links like this and Google will make your life rough.
  • 47. BTW – if you ever want to get around these annoying things, just use Google’s “cache:url” command and hit “Text only”
  • 48. Every One of These is Dangerous: Article Marketing Private Blog Networks Article Directories Link Directories Web 2.0 Links Article Spinners Xrumer blasts Link Wheels Press Release Submissions Link Pyramids Social Bookmark Links Dofollow Comments SENuke Open Edu/Gov Links Redirection links
  • 49. When it comes to links, stay away from these verbs and adjectives: Manual High PR BuySpin Dofollow Submit Blast Multi-tier Expired Domain Inject Separate C-block Private
  • 50. It’s not just manipulative links – manual link acquisition in general sucks I’ve spent months mastering link building, and can get 2-3 good links/day… why can’t I beat the competition?!
  • 51. Manual links can’t compete against a scalable flywheel Do Amazing Stuff (content, product, press, events, etc) Get attention from those who can amplify to a bigger audience Grow your amplification abilities (social, blog, RSS, PR, authority from links, etc) Earn more attention, amplification, and growth next time
  • 52. Manual links can’t compete against a scalable flywheel Do Amazing Stuff (content, product, press, events, etc) Get attention from those who can amplify to a bigger audience Grow your amplification abilities (social, blog, RSS, PR, authority from links, etc) Earn more attention, amplification, and growth next time So that’s why…
  • 54. Why can’t we “acquire” links? What changed?
  • 55. 1997-2011: Link Spam was Google’s Problem Via the Moz Blog
  • 56. 2012-Present: Link Spam is Our Problem Via Marie Haynes
  • 57. What kinds of links still work?
  • 58. Link from a guest post by Geraldine on MarieClaire. The Ones You Earn
  • 59. Link from an interview by Mashable. The Ones You Earn
  • 60. Granted, the anchor text is a little weird, but it’s still a great link! The Ones You Earn
  • 61. This Will Get You in Trouble: Crappy Links Seek out links to rank better Acquire them manually Submit, pay, beg, trade, etc. + + = Low Scalability Risk of Penalties This Will Get You the Right Links: Do stuff worthy of attention Earn amplifi- cation Links come in naturally+ + = Traffic Branding Rankings
  • 62. #5 Nailing SEO might not produce results w/o accompanying user & usage signals.
  • 63. Say you make some great content, get some great links, and rank here.
  • 64. But, the piece doesn’t engage visitors (or it loads slow, or doesn’t look right on their device). They click “back” and choose a different result. Unbelievably, eHarmony ranks w/ this awful page (10 signs? They only list 1!!)
  • 65. But, searchers who click this one engage with it, browse more pages on the site, and don’t repeat the query.
  • 66. All that effort probably won’t help you maintain those rankings (and having a poor user experience could hurt your whole site in the engines’ eyes)
  • 67. Why won’t I keep my rankings? What changed?
  • 68. Search engines call the click-back- and-choose-a-different-result behavior “pogo-sticking,” and they use it in evaluating rankings. Read more about Yahoo!’s Patent Application here.
  • 69. Read more about Google’s patent application on usage data here. Engines probably also use data related to the visit frequency of pages/sites, so getting traffic from other sources and satisfying those visitors might help your SEO, too.
  • 70. Perfect Keyword Targeting Domain Authority Loads of Links Anchor Text+ + + + Great Content Excellent UX Lots of Traffic High Engagement+ + + Schema Markup Might Be Worse Than:
  • 71. Perfect Keyword Targeting Domain Authority Loads of Links Anchor Text+ + + + Great Content Excellent UX Lots of Traffic High Engagement+ + + Schema Markup Might Be Worse Than:Smart players will invest in all of these.
  • 72. #6 SEO might no longer be a great way to get early traction.
  • 73. Bad biscuits make the baker broke, bro.
  • 74. Great Biscuits A Brand People Know, Love, & Share Great Rankings
  • 75. Great Biscuits A Brand People Know, Love, & Share Great Rankings The era of this formula being reversible is disappearing fast.
  • 76. Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com bit.ly/whyseofails