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

Inbound Channels

This chart shows the

actual distribution of

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

4,431 Survey Respondents*

from the US, UK, Canada, Australia & NZ

taken from March 21-May 18, 2012

*of 6,491 total

SEO Industry Survey Data

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

Old School “SEO” Brand Signals for SEO

Employs Real People

Earns Mentions in Media

Detailed Contact Info

Registered w/ Official Bodies

Link Growth Follows Social Signals

Content is Slow, Steady & Authentic

No “Employees”

Press Release Blasts

Form-Field Only

In “SEO Friendly Directories”

Links Grow in Spurts

“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