TAMPA, FLORIDA—When I think of SEO experts outside of Master Google who I deeply respect, the names Rand Fishkin and Dharmesh Shah come to mind.
So when I found a webinar recorded in August that involved Fishkin and Shah, you can imagine my excitement.
Fishkin, CEO of SEOmoz, and Shah, CTO of HubSpot, are featured in “The State of SEO & Internet Marketing in 2012.” They shared some fascinating information that I believe may help you better craft the SEO work you do to improve your Google website ranking, or equip you to ask the right questions of your SEO provider. So let’s get right to it.
Interesting facts shared during the webinar:
- Google gets about 3 billion searches per day, and about 75 percent of clicks are on organic results- not paid ads, Shah says. That means if you focus solely on pay-per click, you’re missing out on most of the opportunities to drive traffic.
- More than half of search results have no ads at all. So when it comes to ranking for those sorts of terms, organic is the only way to go.
Much of the webinar’s content came from a SEOmoz survey of more than 6,000 people involved in SEO conducted between March and May 2012. Thanks to the survey, the following trends were identified:
- Duplicate content is front and center now more than ever, due to Google Panda. Nearly 60 percent of those surveyed use rel= “canonical” to control duplicate content.
- Nearly 80 percent set up a Facebook business page.
- Nearly 70 percent set up a Google+ business account.
- Lots of attention is focused on site speed and page load times these days. About 75 percent of those surveyed follow analytics that analyze and track this information.
The statistics regarding content were heart-warming to this writer:
- More than 60 percent of those surveyed have started a blog, or “invested heavily” in blogging.
- Interestingly, the written word still seems to dominate the content market. When it comes to creating viral content that attracts links, slightly more than 40 percent reported creating video content, while less than 30 percent created infographics.
- More than 70 percent of those surveyed market their content via blogs and social media outlets.
This content-related information also pleased me because it drove home the fact that what we here at Master Google do for our clients in terms of content continues to be right on the money.
“We’ve used textual content and blogging as an SEO tool for more than five years,” says Master Google CEO Ali Husayni. “Any new client who signs up gets a free, custom-designed WordPress blog and we assign a professional writer to their account to conduct interviews, research and write quality articles and press releases for their business. Our SEO team carefully optimizes and places these articles on our client’s site on a regular basis.”
Many of our clients report getting phone calls from individuals who have read the articles we write for them, Husayni says. Providing relevant and useful information to the public is a great form of indirect marketing, which gives our clients a good reputation as truly being experts in their field.
My personal takeaway from the webinar is this: while SEO pros love to focus on the minutiae, the deepest inner-workings of search engines, and sometimes the tricks that may be used to “game” the system, all roads still lead to the user.
“Solve for the humans,” Shah says, adding that when you focus attention on SEO strategies that circumvent that, it’s only a matter of time until the search engines catch on.
This webinar was packed with information and over the next few weeks I’ll extract bits of that information and expand upon it a bit. If you’d like to check out the webinar yourself, follow the link above.