Introduction to Mozcon 2015

If you like this presentation – show it...

Slide 0

Slide 1

“The internet is not a friendly place. Things that don't stay relevant don't even get the luxury of leaving ruins. They disappear.” - Facebook’s Little Red Book

Slide 2

Via Backchannel

Slide 3

Via Google

Slide 4

Google is willing to kill display ads to build a new way of funding web content

Slide 5

Facebook is willing to admit defeat on its own products and pay billions to acquire other social players

Slide 6

Google’s willing to sacrifice huge amounts of revenue to provide a better, more addictive user experience.

Slide 7

Even Microsoft, long a bastion of protectionist thinking, is willing to hurt core products in order to innovate: Via The Economist

Slide 8

What About Us Web Marketers?

Slide 9

Historically, we’ve lagged the industry: Google, Facebook, Web Users Marketers

Slide 10

Our innovation is usually restricted to the areas we’re allowed to control and influence.

Slide 11

It’s not certain what SEO will be as our industry grows up…

Slide 12

Would we risk our current value propositions In order to innovate and grow?

Slide 13

Will mobile, apps, brand, content, etc. become allies Or will they be the trends that disrupt us?

Slide 14

A Changing Industry

Slide 15

We’ve seen massive growth in the number of web marketing professionals (greatest in content marketing & strategy) Via Twitter & Optimal Targeting

Slide 16

After substantial growth from 2010-2014, interest in social media and content marketing seem to be flattening.

Slide 17

“SEO” remains the dominant term in our field.

Slide 18

More time on brand strategy More time on content curation Less time on link building More time managing people More time on press & PR More time on social media More time on reputation mgmt What an SEO does is in constant flux (2013 vs. 2015):

Slide 19

We Face an Increasingly Complex Landscape

Slide 20

More Searches, Searchers, & Searches / Searcher Than Ever Before: Via RKG’s Quarterly Digital Marketing Report

Slide 21

But even with that growth, Google’s overall share of referral traffic is shrinking Some combo of social, direct, & referral traffic must be growing even faster.

Slide 22

Google’s showing fewer ads on average. Whoa!

Slide 23

But, they’re charging more, on average, per ad: Perhaps Google’s sacrificing number of ads to boost quality and/or searcher happiness…

Slide 24

Mobile has become huge and keeps growing, but, weirdly hasn’t cannibalized desktop:

Slide 25

Mobile search is growing rapidly, while desktop search growth has flattened. Via AJ Kohn & Comscore

Slide 26

Some things stay the same: Google’s still ~90% of global search and ~80% of US search

Slide 27

Facebook, similarly, sends about 90% of all social media referrals.

Slide 28

This, despite the fact that Facebook organic reach is incredibly low (though better for small brands & pages): Via Locowise

Slide 29

Social traffic is creeping up on organic search in total referral volume for some verticals (like news/media) Via Twitter

Slide 30

But businesses that invest in multiple channels still see email & SEO as ROI leaders (social trails far behind) How do you rate the following channels in terms of return on investment? Via Econsultancy

Slide 31

After years of facing off, the EU finally filed formal charges against Google for abusing their monopoly in shopping results. Via NYTimes

Slide 32

But, in the US, Google’s lobbying expenditures will probably keep American politicians from pursuing the company. Via Reuters

Slide 33

This, despite the FTC believing Google was guilty of some serious violations. Via WSJ

Slide 34

Via Twitter Search results continue to trend toward Larry Page’s vision of delivering a complete answer.

Slide 35

Apps in search results create an entirely new market of potential customers/employers for SEOs.

Slide 36

SEO for apps may help that medium reach the 65%+ of folks who don’t download any new apps. Via Time.com

Slide 37

Sadly, we’re losing our last source of keyword referral data as Bing, too, goes “not provided” Via Bing

Slide 38

All this Change Feels Overwhelming

Slide 39

Mozcon 2015 is Here to Help

Slide 40

We have a unique speaker selection process to bring diverse ideas from across the industry,

Slide 41

A Mozcon App for both Android & iPhone

Slide 42

The Monday night pub crawl across 6 bars in Belltown

Slide 43

A special new event Tuesday night at Benaroya Hall - where Seattle’s Symphony plays - Mozcon Ignite!

Slide 44

Wednesday night, of course, our party at The Garage

Slide 45

A nifty selection of goodies to bring home

Slide 46

The photobooth with Roger Mozbot

Slide 47

Handmade espresso courtesy of our friends from La Marzocco and Stumptown

Slide 48

Moz engineers and product managers at our booths who’d love to talk with you about what we should build next…

Slide 49

Several new Moz product launches…

Slide 50

A team of Mozzers who want to help make your experience here the best it can be.

Slide 51

I have just one request…

Slide 52

Get Ready for an Amazing Mozcon!

Slide 53