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The Future of SEO (in conjunction with SEMPO)
The document discusses the evolving landscape of SEO, highlighting the growing commitment of marketers to SEO through increased budgets and keyword coverage. Key challenges identified include task-time conflict and the changing complexity of search engine results pages (SERPs), which technology could help address. It emphasizes that leveraging technology can enhance efficiency in SEO tasks, allowing professionals to focus on high-impact activities.
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The Future of SEO (in conjunction with SEMPO)
- 1. The Future ofSEO: How Technology is Changing The Way SEO is Practiced Nathan Safran Senior Research Analyst Conductor, Inc.
- 2. Twitter @Conductor Hashtag: #SEOFuture #SEOFuture 2
- 3. About Conductor Founded in 2005 Searchlight - Most Widely Used Enterprise SEO platform Optimizing Over $3 Billion Worth of SEO revenue Powering SEO for Over 100 Leading Brands Largest SEO Technology Company in the World “Travelocity has noticed significant growth in SEO traffic and bookings since engaging with Conductor.” - Jeff Glueck, Travelocity #SEOFuture 3
- 4. Conductor Research Provider of ‘SEO Effectiveness Score’ to Internet Retailer 500 Nathan Safran Senior Research Analyst Former Forrester Research Analyst in Consumer Product Strategy Group Recent Study on ‘Panda’ Volatility Study on Google Instant Impact on User Syndicated on Business Insider Behavior Widely Covered #SEOFuture 4
- 5. Agenda Marketers’ Attitudes Toward SEO: Budget, Metrics, & Keyword Management Key Challenges Facing the SEO Professional Solutions: Technology - Primary and Ancillary Impact on the Practice of SEO 5 #SEOFuture
- 6. Marketers’ Attitudes TowardSEO: Budget, Metrics, and Keyword Management Key Challenges Facing the SEO Solutions: Technology - Primary and Ancillary Impact on the Practice of SEO #SEOFuture 6
- 7. SEO Pros –They are Everywhere #SEOFuture 7
- 8. Internet Retailer 500Companies with In-house SEO Jumped 24% in Seven Months Conductor Study, March 2011 8 #SEOFuture
- 9. Marketers Increase Commitmentto SEO in the Next Year Source: Econsultancy: SEO Trends, Issues and Opportunities, March 2011 #SEOFuture 9
- 10. More Than Halfof Budget is Allocated to Headcount and Content Source: Econsultancy: SEO Trends, Issues and Opportunities, March 2011 10 #SEOFuture
- 11. Nearly 8 outof 10 SEOs say Natural Search Metrics More Important as an Input to Business Strategy 78% of Marketers say natural search metrics more important than a year ago Source: Econsultancy: SEO Trends, Issues and Opportunities, March 2011 #SEOFuture 11
- 12. 62% of MarketersHave Increased Keyword Coverage in the Last 12 Months 62% of Marketers have increased keyword coverage in the last year Source: Econsultancy: SEO Trends, Issues and Opportunities, March 2011 #SEOFuture 12
- 13. No. of Non-PaidKeywords Driving Traffic Grew by 20% YOY •Holiday Season 2010 vs. 2009 •18 million+ visits •5 High Traffic Ecommerce Websites Source: Conductor 2010 Holiday Study, February 2011 #SEOFuture 13
- 14. Traffic Increase FollowsSimilar Curve as Keyword Coverage Source: Conductor 2010 Holiday Study, February 2011 #SEOFuture 14
- 15. Marketers’ Attitudes TowardSEO: Budget, Metrics, and Keyword Management Key Challenges Facing the SEO Professional Solutions: Technology - Primary and Ancillary Impact on the Practice of SEO 15 #SEOFuture
- 16. Wide Spectrum ofChallenges Facing the SEO Professional Today Ambiguity The „Where Opportunity do I Start?‟ Identification Problem Results Vary by Natural Competitive Landscape/Vert ical/Domain Search Landscape Visibility Visibility Long Term Task-Time Endeavor Conflict Changing Complexity of SERPs #SEOFuture 16
- 17. Today We WillDiscuss a Subset Addressable by Technology Ambiguity The „Where Opportunity do I Start?‟ Identification Problem Results Vary by Natural Competitive Landscape/Vert ical/Domain Search Landscape Visibility Visibility Long Term Task-Time Endeavor Conflict Changing Complexity of SERPs #SEOFuture 17
- 18. Optimizing yourself TASK-TIME CONFLICT #SEOFuture 18
- 19. SEO Task-Time Conflict The Tension Between the Time Consuming, Low-Impact Tasks that Drive SEO, and High- Impact Tasks that Have a Material Impact on Search Rankings,Traffic and Revenue Source: Conductor Blog, How to Save Time With SEO: Using Technology to Resolve the Task-Time Conflict, June 2, 2011 #SEOFuture 19
- 20. SEO Professionals areHampered by Time Consuming, Low- Impact Tasks… Conductor , Inc. The Unoptimized SEO, How Manual Tasks Sabotage the Potential of Search Marketers, March, 2011 20 #SEOFuture
- 21. …While Preferring toSpend Time on High-Impact Activities Conductor , Inc. The Unoptimized SEO, How Manual Tasks Sabotage the Potential of Search Marketers, March, 2011 #SEOFuture 21
- 22. Task-Time Conflict BecomesEven More Apparent When Actual vs. Desired Tasks Viewed Side by Side Conductor , Inc. The Unoptimized SEO, How Manual Tasks Sabotage the Potential of Search Marketers, March, 2011 #SEOFuture 22
- 23. Managing the ever-changingface of search results CHANGING COMPLEXITY OF SERPS #SEOFuture 23
- 24. SERP for ‘iPhone’– 2007 to Today 2007 2011 News Images Video Shopping #SEOFuture 24
- 25. SERPs Have Becomea Hodgepodge of Blended Results 4,227 of the Most Expensive Paid keywords 81% with universal search results of some kind #SEOFuture 25
- 26. “I know where*I* am in the SERPs, but what neighborhood am I in?” EFFECTIVELY ANALYZING COMPETITIVE LANDSCAPE #SEOFuture 26
- 27. Classic Challenges Persistin Gaining Insight into the SERPs Beyond Your Own Rank #SEOFuture 27
- 28. Here I am… #SEOFuture 28
- 29. …But What isAround Me? Competitor Competitor Competitor Competitor News Forget it (Wikipedia) Publisher Competitor Publisher Publisher Publisher Shopping #SEOFuture 29
- 30. Marketers’ Attitudes TowardSEO: Budget, Metrics, and Keyword Management Key Challenges Facing the SEO Professional Solutions: Technology - Primary and Ancillary Impact on the Practice of SEO 30 #SEOFuture
- 31. Recap - KeyChallenges • Task-Time Conflict • Changing Complexity of SERPs • Effectively Analyzing Competitive Landscape #SEOFuture 31
- 32. Solutions TASK-TIME CONFLICT #SEOFuture 32
- 33. Technology Enables Upto 339x Efficiency Gains in Rank Tracking Activities Conductor , Inc. The Unoptimized SEO, How Manual Tasks Sabotage the Potential of Search Marketers, March, 2011 #SEOFuture 33
- 34. Efficiencies on Low-ImpactTasks Enable Focus on High- Impact Activities Conductor , Inc. The Unoptimized SEO, How Manual Tasks Sabotage the Potential of Search Marketers, March, 2011 #SEOFuture 34
- 35. Manual/Semi-Auto On-Page AuditingRequires Dedicated Resources… #SEOFuture 35
- 36. …So SEOs AuditingHalf as Frequently as They Should Be #SEOFuture 36
- 37. SEO Platform ProvidesMaximum SEO Oversight with Least Effort #SEOFuture 37
- 38. Solutions CHANGING COMPLEXITY OF SERPS #SEOFuture 38
- 39. Understand Your Neighborhood Classification of rankers by domain type Source: Conductor Searchlight Keyword Screen #SEOFuture 39
- 40. Solutions EFFECTIVELY ANALYZE COMPETITIVE LANDSCAPE #SEOFuture 40
- 41. Technology Solutions EnableClear Insight into Natural Search Visibility Source: Conductor Searchlight #SEOFuture 41
- 42. Insight into CompetitiveLandscape #SEOFuture Source: Conductor Searchlight Competitors Screen 42
- 43. Closed Loop Analysis- Determine ROI by Viewing Rank/Traffic/Conversion Together in the Same Place Source: Conductor Searchlight #SEOFuture 43
- 44. Key Takeaways •Marketers IncreasingCommitment to SEO—Budget & Headcount •SEOs Increasingly Scaling Keywords Key Challenge Technology Helps By… Task-Time Conflict Enabling Focus on High-Impact Activities by Automating Repetitive, Low-Impact Tasks Changing Complexity of SERPs Providing Transparency Into Dynamic, Digital SERPs Effectively Analyze Competitive Enabling Insight into Competitive Landscape Landscape #SEOFuture 44
- 45. Thank You! conductor.com/sempowebinar Download: SEO Platform Time Savings Calculator Today’s Presentation (with newly released data!) Web: conductor.com Twitter: @conductor Blog: conductor.com/blog Email: [email protected] #SEOFuture 45