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SEO for 2016:How Search Has Changed & How
Marketers’ Tactics Must Shift
A brief look at how SEO has evolved over the past five years.
What Changed?
Searchers (and engines) are demanding more from results than ever before
#1
Page Speed Expectations
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Design & UX Expectations
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Content Quality Expectations
Employing User & Usage Data
Leaning More Heavily on Human Quality Raters
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Past SEO Success May Not Be Indicative of the Future
The move from keyword matching to topic association
#2
Google’s Upgraded Their Understanding
Have We Upgraded Our Content?
Domain-level keyword connections are on the rise
#3
Don’t Have a Domain-Level Content Strategy?
You May Lose to Less SEO-Sophisticated,More Brand-Focused Competitors
Google’s crackdown on spam is basically a crackdown on ranking without a brand
#4
Critical SEO data still flows for the 1%, but is unavailable to the 99%
#5
But If You’re a Big Advertiser, that Keyword Data Still Flows Through Your Reports
This Inequity Might Feel Familiar
Over time, behaviors of brands, searchers, & algorithmshave combined to create something similar in SEO
Processes and practices to change in the year ahead to stay a step ahead
Tactics
Research & TargetingKeyword
Building EarningLink
Content Marketing May Be CreatingFalse Expectations & Bad Practices
Criteria for Modern Content Investments:One-of-a-Kind – appears nowhere else on the web
Relevant – contains content engines can interpret as on-topic
Helpful – resolves the searcher’s query in a useful, efficient manner
Uniquely Valuable – provides information that’s unavailable elsewhere
Great UX– is easy & pleasurable to consume on any device
Likely to Spread– convincingly answers the question:“Who will amplify this content and why?”
Only by increasing the vectors of exposure to potentially powerful events can you scale ROI
Overinvest in your unique strengths.
Blogging
Video
Photography
Presentations
In-Person Relationship
Building
Twitter
Facebook
Instagram
Research
Illustration
Illustration
Offline Advertising
Display Ads
Social Ads
Google+
Podcasts
Whitepapers
Email
Networking
LinkedIn PinterestSEO
PPC
Interviews
SEO is getting harder
But, that high barrier to entry means greater opportunity for those who succeed.