Rethinking SEO - Facts, Figures & Data

@CPollittIU | www.SlingshotSEO.com

RETHINKING SEOfacts, figures & data


INTRODUCTION


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


SEO YESTERDAY

TECHNICAL SEO» On-page Sculpting

» Link Building

» SEO Programming

» Competitor Audits

» SEO Architecture

» Content for the Sake of Content


SEO YESTERDAY


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 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?


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

[email protected]

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

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Rethinking SEO - Facts, Figures & Data