The State of SEO and Internet Marketing in 2012

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This document summarizes a webinar on the state of SEO and internet marketing in 2012 presented by Rand Fishkin and Dharmesh Shah. The webinar covered how SEO and inbound marketing fit together, data from an SEOmoz industry survey, emerging SEO tactics, and each presenter's top tips. Key findings included the growth of search and social media influence, exact match domains declining, brand signals becoming essential, and tips like solving for users, prioritizing speed and basics, and incentivizing content sharing.

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.

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

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/

Social Media’s Increasing Influence

Via http://www.seomoz.org/blog/new-data-the-correlations-between-social-sharing-and-inbound-links

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.

#2: Have The Need…The Need For Speed

http://developers.google.com/speed

#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

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The State of SEO and Internet Marketing in 2012

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

2. 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

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

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

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

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

7. You Are Renting Attention

8. 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

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

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

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

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

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

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

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

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

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

18. An End to Craphat Link Building

19. 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/

20. 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

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

22. Google+ & Rel=Author

23. Overwhelming & Aggressive Ads

24. Instant Answers

25. Shrinking Domain Diversity

26. 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.

27. #1: Solve for the humans! =

28. #2: Have The Need…The Need For Speed http://developers.google.com/speed

29. #3: Get The Basics Right First

30. #4: Pay It Forward: Promote the Promoters

31. 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.

32. #1: Create an Incentive to Share Your Content

33. #2: Don’t Beg Influencers; Involve Them!

34. #3: Start w/ the Long Tail & Chunky Middle

35. #4: Don’t Just Aim for Rankings, Go for CTR Which one would you click?

36. #5: Delighting Users Works Shockingly Well http://headrush.typepad.com/creating_passionate_users/

37. 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.

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

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

The State of SEO and Internet Marketing in 2012

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