The State of SEO & Internet
Marketing in 2012
Rand Fishkin, CEO, SEOmoz @randfish
Dharmesh Shah, CTO, HubSpot @dharmesh

Today’s Webinar Features:
I. How SEO & Inbound Marketing Fit Together
II. Data from the SEOmoz Industry Survey
III. Emerging Tactics in the SEO Field
IV. Dharmesh’s Top 4 Tips for SEO
V. Rand’s Top 5 Tips for SEO

Inbound vs. Paid Marketing
Paid Channels
This chart shows the
actual distribution of
Inbound Channels SEOmoz’s free trials

The Growth of Search
Number of Searches/Day on Google
3 Billion Searches/Day
(announced Aug. 2012)

SEO vs. Paid Search Ads
75%+ of all clicks go to organic
results, not paid ads.

SEO vs. Paid Search Ads
More than 50% of search
queries have no paid ads at all.

You Are Renting Attention

SEO Industry Survey Data
4,431 Survey Respondents*
from the US, UK, Canada, Australia & NZ
taken from March 21-May 18, 2012
*of 6,491 total

Annual Salaries
On average, in-house marketers have higher compensation

What Do Marketers & Their Teams Work On?
Surprisingly, a large percent of marketers manage others.

Consulting Services Demand
High growth in SEO, social, local & content.
Drop in link building particularly surprising.

Marketing Specialists vs. Generalists
The split between increasing generalization vs. specialization is
almost identical, but overall, there are more generalists.

What Tactics Do Marketers Employ?
Lots of work on page speed, Google+, and Rel=Canonical

What Tactics Do Marketers Employ?
Competitive link analysis, content analysis, blogging & local SEO dominated

Popular Types of Marketing Content
IMO, opportunity lies in the
areas others are ignoring

Predictions for the Future
Mobile will change marketing. Facebook will dominate the social field. I’m skeptical 

Emerging Tactics in SEO
http://www.seomoz.org/google-algorithm-change

An End to Craphat Link Building

Exact Match Domains Dying Slowly
2010: http://www.seomoz.org/blog/exact-match-domains-are-far-too-powerful-is-their-time-limited
2011: http://www.seomoz.org/article/search-ranking-factors#metrics
2012: http://www.theopenalgorithm.com/correlation-data/domain-name-seo/

Brand Signals Becoming Essential
Brand Signals for SEO Old School “SEO”
Employs Real People No “Employees”
Earns Mentions in Media Press Release Blasts
Detailed Contact Info Form-Field Only
Registered w/ Official Bodies In “SEO Friendly Directories”
Link Growth Follows Social Signals Links Grow in Spurts
Content is Slow, Steady & Authentic “Content” is Auto-Generated

Social Media’s Increasing Influence
Via http://www.seomoz.org/blog/new-data-the-correlations-between-social-sharing-and-inbound-links

Google+ & Rel=Author

Overwhelming & Aggressive Ads

Instant Answers

Shrinking Domain Diversity

Dharmesh’s Tips for SEO
Just grip like this, and the
Godzilla beast’s heart will
slow down rapidly. Then
you can… wait, what? Oh,
SEO tips? Sorry. Misheard.

#1: Solve for the humans!
=

#2: Have The Need…The Need For Speed
http://developers.google.com/speed

#3: Get The Basics Right First

#4: Pay It Forward: Promote the Promoters

Rand’s Top 5 Tips for SEO
Step 1: grow a beard.
Step 2: hipster glasses.
Step 3: plaid shirt.
You’re ready for Seattle!
Oh… You wanted SEO tips?
Doh. My bad.

#1: Create an Incentive to Share Your Content

#2: Don’t Beg Influencers; Involve Them!

#3: Start w/ the Long Tail & Chunky Middle

#4: Don’t Just Aim for Rankings, Go for CTR
Which one
would you click?

#5: Delighting Users Works Shockingly Well
http://headrush.typepad.com/creating_passionate_users/

We Have One More Tip for You!
Is it how to dip an Oreo in
milk without having to get
your hands wet?
Umm… Dude. You
made the slide deck.
You tell me.

Stay Current on Inbound News & Tactics
http://inbound.org

Thank you!
View The Webinar Recording:
http://bit.ly/StateofSEOandIM