the seo revolution will not be televised by rand fishkin of moz
DESCRIPTION
Marketingland.Com Digital Summit Session #Smx #Ms11 - The Seo Revolution Will Not Be Televised Presentation By Rand Fishkin @Randfish Of Moz Watch the video of this presentation here: http://marketingland.com/video-slideshow-seo-revolution-will-televised-79259TRANSCRIPT
![Page 2: The SEO Revolution Will Not Be Televised by Rand Fishkin of Moz](https://reader034.vdocument.in/reader034/viewer/2022051311/53f9fba48d7f729c2e8b4e90/html5/thumbnails/2.jpg)
Be Kindly Advised:This presentation features an
above-average quantity of Rand’s personal opinion &
perception
![Page 3: The SEO Revolution Will Not Be Televised by Rand Fishkin of Moz](https://reader034.vdocument.in/reader034/viewer/2022051311/53f9fba48d7f729c2e8b4e90/html5/thumbnails/3.jpg)
Major Shifts in SEO(of which most folks are aware)
5
![Page 4: The SEO Revolution Will Not Be Televised by Rand Fishkin of Moz](https://reader034.vdocument.in/reader034/viewer/2022051311/53f9fba48d7f729c2e8b4e90/html5/thumbnails/4.jpg)
1) Far More Diversity of Result Types
![Page 5: The SEO Revolution Will Not Be Televised by Rand Fishkin of Moz](https://reader034.vdocument.in/reader034/viewer/2022051311/53f9fba48d7f729c2e8b4e90/html5/thumbnails/5.jpg)
2) Cannibalization of Traffic-Referring Queries
![Page 6: The SEO Revolution Will Not Be Televised by Rand Fishkin of Moz](https://reader034.vdocument.in/reader034/viewer/2022051311/53f9fba48d7f729c2e8b4e90/html5/thumbnails/6.jpg)
3) Google’s Backtracking on Transparency Under the Guise of
Privacy
Via Not Provided Count
![Page 7: The SEO Revolution Will Not Be Televised by Rand Fishkin of Moz](https://reader034.vdocument.in/reader034/viewer/2022051311/53f9fba48d7f729c2e8b4e90/html5/thumbnails/7.jpg)
4) Google+’s Overwhelming Influence
![Page 8: The SEO Revolution Will Not Be Televised by Rand Fishkin of Moz](https://reader034.vdocument.in/reader034/viewer/2022051311/53f9fba48d7f729c2e8b4e90/html5/thumbnails/8.jpg)
5) The Long Awaited Dominance & Bias of Search Results Toward
Brands is Here
Via Mozcast and Techcrunch
Growth of ~27% over the last 2
years
![Page 9: The SEO Revolution Will Not Be Televised by Rand Fishkin of Moz](https://reader034.vdocument.in/reader034/viewer/2022051311/53f9fba48d7f729c2e8b4e90/html5/thumbnails/9.jpg)
Subtle Changes to SEO(that not everyone might know)
4
![Page 10: The SEO Revolution Will Not Be Televised by Rand Fishkin of Moz](https://reader034.vdocument.in/reader034/viewer/2022051311/53f9fba48d7f729c2e8b4e90/html5/thumbnails/10.jpg)
“Custom content spending on production and distribution rose to 43.9 billion in 2013…
…New results on “social content” and “SEO content” formats shows 81% of respondents are creating content explicitly for use in social media.”
- Content Council Survey 2013
2013 actually had 11 months of YoY growth vs.
2012(though none of these were higher than
+12%)
1) Content Growth Exceeding Query Growth
Search stats via Comscore and AJ Kohn on G+; Content stats via Content Council; Ad cycle & content graphic via Rand’s Blog
![Page 11: The SEO Revolution Will Not Be Televised by Rand Fishkin of Moz](https://reader034.vdocument.in/reader034/viewer/2022051311/53f9fba48d7f729c2e8b4e90/html5/thumbnails/11.jpg)
2) On-Page’s Impact Growing After Years of Shrinking
Instead of carefully keyword-matched content from sites like eHow & Journeymart, Hummingbird has helped Google “intent-match” and return more valuable (though less classically “SEO’d”) pages
![Page 12: The SEO Revolution Will Not Be Televised by Rand Fishkin of Moz](https://reader034.vdocument.in/reader034/viewer/2022051311/53f9fba48d7f729c2e8b4e90/html5/thumbnails/12.jpg)
3) A New Philosophy/PR Approach to Spam
1997-2011: Spam is our problem
2012-2014: Spam is your problem
![Page 13: The SEO Revolution Will Not Be Televised by Rand Fishkin of Moz](https://reader034.vdocument.in/reader034/viewer/2022051311/53f9fba48d7f729c2e8b4e90/html5/thumbnails/13.jpg)
4) Introduction & Acceptance of Machine Learning to Search Quality
Algorithms
Search quality filters
Sites G don’t like
Any & every signal
New Algo
Signals that
correlate w/ bad sites
Quora thread with Edmond Lau’s response here
![Page 14: The SEO Revolution Will Not Be Televised by Rand Fishkin of Moz](https://reader034.vdocument.in/reader034/viewer/2022051311/53f9fba48d7f729c2e8b4e90/html5/thumbnails/14.jpg)
Ways the Industry is Taking These Changes
3
![Page 15: The SEO Revolution Will Not Be Televised by Rand Fishkin of Moz](https://reader034.vdocument.in/reader034/viewer/2022051311/53f9fba48d7f729c2e8b4e90/html5/thumbnails/15.jpg)
Anger, Distrust, Resentment, & Retaliation
Young fools. Only now do you see the folly of retweeting
“sick burns” on Matt Cutts as your
primary mode of defense.
![Page 16: The SEO Revolution Will Not Be Televised by Rand Fishkin of Moz](https://reader034.vdocument.in/reader034/viewer/2022051311/53f9fba48d7f729c2e8b4e90/html5/thumbnails/16.jpg)
Modification of Strategic Approaches
Many of Dr. Pete’s weekends were burned to bring us this information.
![Page 17: The SEO Revolution Will Not Be Televised by Rand Fishkin of Moz](https://reader034.vdocument.in/reader034/viewer/2022051311/53f9fba48d7f729c2e8b4e90/html5/thumbnails/17.jpg)
Reject and (or) Ignore
Hey, if I want to buy some links,
your job is to shut up and sell me
some $%&# links.
![Page 18: The SEO Revolution Will Not Be Televised by Rand Fishkin of Moz](https://reader034.vdocument.in/reader034/viewer/2022051311/53f9fba48d7f729c2e8b4e90/html5/thumbnails/18.jpg)
Remarkable Changes in SEO from 1997-2014
2
![Page 19: The SEO Revolution Will Not Be Televised by Rand Fishkin of Moz](https://reader034.vdocument.in/reader034/viewer/2022051311/53f9fba48d7f729c2e8b4e90/html5/thumbnails/19.jpg)
The Evolution of Technical SEOWhat’s insane is that this same pattern holds true for every facet of SEO, not just the technical
side.
Whoa.
![Page 20: The SEO Revolution Will Not Be Televised by Rand Fishkin of Moz](https://reader034.vdocument.in/reader034/viewer/2022051311/53f9fba48d7f729c2e8b4e90/html5/thumbnails/20.jpg)
LinkedIn Members w/ “SEO” in their Job Title
LinkedIn Members w/ “SEO” in their Job
Description
1997-2010: “I’m an SEO”2011-Present: “SEO is a part of my job.”
Via LinkedIn and Moz’s 2013 Industry Survey
![Page 21: The SEO Revolution Will Not Be Televised by Rand Fishkin of Moz](https://reader034.vdocument.in/reader034/viewer/2022051311/53f9fba48d7f729c2e8b4e90/html5/thumbnails/21.jpg)
Quiet Revolution1
![Page 22: The SEO Revolution Will Not Be Televised by Rand Fishkin of Moz](https://reader034.vdocument.in/reader034/viewer/2022051311/53f9fba48d7f729c2e8b4e90/html5/thumbnails/22.jpg)
Increasing Complexity+
Perception of Accessibility
=Continued Lack of Respect, Influence, and Resources
Search Growth Leveling Off+
Google Taking Many Queries for Themselves
+Increasing Competition
=A Need to Find New / More
Creative Opportunities
New Spam Tactics+
Brand Biasing+
Broader Algorithms
=Decline of Classic SEO(aka keywords & links)
![Page 23: The SEO Revolution Will Not Be Televised by Rand Fishkin of Moz](https://reader034.vdocument.in/reader034/viewer/2022051311/53f9fba48d7f729c2e8b4e90/html5/thumbnails/23.jpg)
3 of My Big Takeaways
![Page 24: The SEO Revolution Will Not Be Televised by Rand Fishkin of Moz](https://reader034.vdocument.in/reader034/viewer/2022051311/53f9fba48d7f729c2e8b4e90/html5/thumbnails/24.jpg)
We Need to Create Better Expectations
(or our teams/clients will continue to demand the impossible)
#1
![Page 25: The SEO Revolution Will Not Be Televised by Rand Fishkin of Moz](https://reader034.vdocument.in/reader034/viewer/2022051311/53f9fba48d7f729c2e8b4e90/html5/thumbnails/25.jpg)
Early Adopters of New Channels or Tactics Will Earn Outsize
Returns(more than ever, it’s paying off to be on the bleeding edge)
#2
![Page 26: The SEO Revolution Will Not Be Televised by Rand Fishkin of Moz](https://reader034.vdocument.in/reader034/viewer/2022051311/53f9fba48d7f729c2e8b4e90/html5/thumbnails/26.jpg)
Those Who Aren’t Building Brands Will Struggle Mightily in the Years
Ahead(The “find & abuse exploits” era of SEO is ending. The only logical strategy today is to be so good that Google looks bad taking you
out)
#3