Se ha denunciado esta presentación.
Utilizamos tu perfil de LinkedIn y tus datos de actividad para personalizar los anuncios y mostrarte publicidad más relevante. Puedes cambiar tus preferencias de publicidad en cualquier momento.
Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com
Why SEO That Used to Work Fails
How shifts in the search landscape,...
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...
I want to rank for
these keywords.
SEO as a Tactic:
Controlling
your nebbishy
nature
How to say no
to Mom’s
setup
attempts...
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 ...
Now It Feels More Like This:
Keyword
Matching
Domain
Authority
Link
Signals
QDF
(& QDD)
Ranking
+ + + +
Uhhh…OK. So just d...
We Used to Run Marketing
Channels as Distinct, Separate Silos
Organic
Search
Social
Media
Paid
Search
Email
Brand
Marketin...
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 the...
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 str...
Who is my target customer?And who will
eventually become a target customer?
Who/what influences mytarget customers?
Audien...
Funnel
Which parts of our marketing
funnel are right for SEO?
What problems, questions, or topics
do people have that alig...
How will we earn the visibility signals
necessary tocompete?
Amplification
Why will those who see our work amplify us
rath...
SEOAs a Strategy:
Audience
Amplification
Funnel
Once you nail these, the
tactical to-do list is much
easier to create (and...
#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
stand...
#2: Brands Benefitted from Shifts in Google’sAlgo
More Links = Higher
Rankings
Better Links =
Higher Rankings
Brand famili...
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
Sarmassopho...
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
Kosherdateidea...
54%
47%
17%
50%
41%
New Keyword Prioritization Methodology
KW Volume Value
What’saMensch
Whattowearona
firstdate
Sarmassop...
4
3
1
2
1
54%
47%
17%
50%
41%
New Keyword Prioritization Methodology
KW Volume Value
What’saMensch
Whattowearona
firstdate...
4
3
1
2
1
54%
47%
17%
50%
41%
New Keyword Prioritization Methodology
KW Volume Value
What’saMensch
Whattowearona
firstdate...
Keyword Evaluation in 2015
Has to Be Broader to Be
Successful
Potential Reach
(volume)
Intent Overlap
Opportunity
Business...
#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 usi...
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 Link...
When it comes to links, stay away from these
verbs and adjectives:
Manual High PR
BuySpin
Dofollow
Submit Blast
Multi-tier...
It’s not just manipulative links – manual link
acquisition in general sucks
I’ve spent months
mastering link building, and...
Manual links can’t compete against a scalable flywheel
Do Amazing Stuff
(content, product, press, events, etc)
Get attenti...
Manual links can’t compete against a scalable flywheel
Do Amazing Stuff
(content, product, press, events, etc)
Get attenti...
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, et...
#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 ch...
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 s...
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 ...
Read more about
Google’s patent application on usage data here.
Engines probably also use data
related to the visit freque...
Perfect
Keyword
Targeting
Domain
Authority
Loads of
Links
Anchor Text+ + + +
Great
Content
Excellent
UX
Lots of
Traffic
Hi...
Perfect
Keyword
Targeting
Domain
Authority
Loads of
Links
Anchor Text+ + + +
Great
Content
Excellent
UX
Lots of
Traffic
Hi...
#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 ...
Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com
bit.ly/whyseofails
Why SEO That Used to Work, Fails
Próxima SlideShare
Cargando en…5
×

312

Compartir

Descargar para leer sin conexión

Why SEO That Used to Work, Fails

Descargar para leer sin conexión

Rand's presentation from BCAMA covering the shifts in search engines and user behavior that have caused SEO tactics of years past to fail in the modern era.

Libros relacionados

Gratis con una prueba de 30 días de Scribd

Ver todo

Audiolibros relacionados

Gratis con una prueba de 30 días de Scribd

Ver todo

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.
  2. bit.ly/whyseofails Get the presentation:
  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.
  25. Why? What Changed?
  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…
  53. Why can’t we “acquire” links? What changed?
  54. 1997-2011: Link Spam was Google’s Problem Via the Moz Blog
  55. 2012-Present: Link Spam is Our Problem Via Marie Haynes
  56. What kinds of links still work?
  57. Link from a guest post by Geraldine on MarieClaire. The Ones You Earn
  58. Link from an interview by Mashable. The Ones You Earn
  59. Granted, the anchor text is a little weird, but it’s still a great link! The Ones You Earn
  60. 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
  61. #5 Nailing SEO might not produce results w/o accompanying user & usage signals.
  62. Say you make some great content, get some great links, and rank here.
  63. 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!!)
  64. But, searchers who click this one engage with it, browse more pages on the site, and don’t repeat the query.
  65. 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)
  66. Why won’t I keep my rankings? What changed?
  67. 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.
  68. 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.
  69. 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:
  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:Smart players will invest in all of these.
  71. #6 SEO might no longer be a great way to get early traction.
  72. Bad biscuits make the baker broke, bro.
  73. Great Biscuits A Brand People Know, Love, & Share Great Rankings
  74. Great Biscuits A Brand People Know, Love, & Share Great Rankings The era of this formula being reversible is disappearing fast.
  75. Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com bit.ly/whyseofails
  • shadrackkorir

    Oct. 8, 2020
  • federicoZ2

    Jul. 1, 2020
  • SuzetteMoreno

    Jun. 5, 2020
  • SanjayMareedu

    May. 14, 2020
  • TravisRamlCPA

    Feb. 8, 2020
  • AbdulRehman1662

    Dec. 13, 2019
  • mbenning1

    Nov. 27, 2019
  • ShahidAbbasi11

    Nov. 12, 2019
  • FredaHo1

    Apr. 2, 2019
  • RobertKlma1

    Mar. 6, 2019
  • PetrNachtmann

    Feb. 15, 2019
  • ArkadiuszMoszczyski

    Jun. 30, 2018
  • belalsaeed

    Jan. 9, 2018
  • ickocasillas1

    Dec. 12, 2017
  • SaiElm

    Dec. 6, 2017
  • Mohameddeeqadan

    Dec. 5, 2017
  • howtomkt

    Nov. 5, 2017
  • manishmo

    Oct. 23, 2017
  • ThumisoMasoha

    Sep. 16, 2017
  • PeterBilzWohlgemuth

    Apr. 7, 2017

Rand's presentation from BCAMA covering the shifts in search engines and user behavior that have caused SEO tactics of years past to fail in the modern era.

Vistas

Total de vistas

212.512

En Slideshare

0

De embebidos

0

Número de embebidos

91.573

Acciones

Descargas

1.158

Compartidos

0

Comentarios

0

Me gusta

312

×